Date post: | 17-May-2015 |
Category: |
Business |
Upload: | wikibrands |
View: | 2,316 times |
Download: | 0 times |
brought to you by:Sean Moffitt, Agent Wildfire
What’s Next in Canadian Social Media, WOM &
Community Building
Perhaps a premature announcement, but why wait.
2009 Anticipated Declines:
- 15% Newspapers- 13% Consumer Magazines- 10% Terrestrial Radio- 4% Network TV
Source: Jack Myers Media Report
The Long Slow Decline into Irrelevance
Another change you can believe in Canada…
Canadian Marketers plan on spending more/less in 2009:
More LessNewspaper 5% 32%Radio 5% 33%TV 4% 37%Magazines 3% 39%Social Media 23% 16%
Source: Com.motion
The Fastest Growing Marketing/Media Segments
Expected 5 year Compound Annual Growth Rate
Word of Mouth 27%Internet/Mobile 14%Branded Entertainment 13%Custom Publishing 11%Out of Home 10%
Source: Veronis Suhler Stevenson
5
WH
AT’s N
EX
T IN
SO
CIA
L ME
DIA
, WO
RD
OF M
OU
TH
& C
OM
MU
NIT
Y B
UILD
ING
THE BUZZ REPORT
Research conducted by Agent Wildfire - over 300 Canadian marketing leaders surveyed
45% clients, 40% agencies, 15% other
25% Presidents, 15% VP, 15% Director, 22% Manager, 22% staff, 2% Students
6
WH
AT’s N
EX
T IN
SO
CIA
L ME
DIA
, WO
RD
OF M
OU
TH
& C
OM
MU
NIT
Y B
UILD
ING
THE BUZZ REPORT
Composition of Audience 20% Innovators 59% Early Adopters 19% Early Majority 2% Late Majority/Laggards
7
Your company’s current position on social media/WOM building value for your organization?
Strongly Optimistic 47%Somewhat optimistic 33%Neutral 14%Pessimistic 5%Strongly Pessimistic 1%
8
Your company’s current position on spending more time, resources and money on social media/WOM in 2009?
Substantial growth 20%Moderately growth 47%Same 32%Moderately decline 0.4%Strongly decline 0%
9
WH
AT’s N
EX
T IN
SO
CIA
L ME
DIA
, WO
RD
OF M
OU
TH
& C
OM
MU
NIT
Y B
UILD
ING
PODCAMP
10
WH
AT’s N
EX
T IN
SO
CIA
L ME
DIA
, WO
RD
OF M
OU
TH
& C
OM
MU
NIT
Y B
UILD
ING
11
1. What forms of social media/WOM will experience the biggest growth in the next few years?
12
1. What forms of social media/WOM will experience the biggest growth in the next few years?
1. Social Network Marketing 36%2. Social Media (blogs/podcasts) 35%3. Mobile Marketing 34%*4. Customer/User Generated Content 30%*5. Influencer marketing 27%6. Brand communities/networks 21%*7. Brand entertainment/advergaming 16%
Source: Agent Wildfire Buzz Report 2009
13
2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?
14
2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?
1. Rise of Social Networks 36%*2. Rise in New Tech./Media 29%3. Web 2.0/Prosumer 27%4. Media fragmentation/clutter 27%5. Mass marketing effectiveness down 26%6. Loss of trust/credibility 23%7. Waning attention to media/messages 23%
Source: Agent Wildfire Buzz Report 2009
15
3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?
16
3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?
1. Inability to measure 40%2. Lack of budgets 31%3. No accepted standards/benchmarks 29%*4. Fear of loss of control 29%5. Inability for culture to accept 25%6. Technical skills/expertise not in place 23%*7. Do not understand diff. bet. Mass marketing 21%*
Source: Agent Wildfire Buzz Report 2009
Buzz Marketing Social Media/New Media
Customer Collaboration/Crowdsourcing
Brand Communities
Influencer Marketing
User Generated Content
User Generated Content Social Networks Referral Programs
Grassroots/CauseMarketing
ExperientialMarketing
Viral Marketing
Other Buzz Report Learnings On…
18
1. Currently using/practising :
1. Blogs/Social network marketing 46%2. Social media/forum participation 45%*3. Blogger/social media outreach 45%4. Corp./brand campaign/blogs/podcasts 42%5. Social network pages/groups 42%6. RSS-fed activity 40%7. Cause/charity sponsorship 32%8. Social network apps. 32%9. Expert/customer advisory panels 30%10. Corp. brand wiki forums 28%*11. Corp. social responsibility 27%
Source: Agent Wildfire Buzz Report 2009
19
2. Biggest sins of a social media/WOM practitioner :
1. Lack of authenticity 65%*2. Lieing about identity 51%3. Not creating 2-way dialogue 47%4. Not having a strategy 38%*5. Not measuring what happens 35%*6. No link to business objectives 29%7. Not changing company practice because of it 28%
Source: Agent Wildfire Buzz Report 2009
20
3. Most important Word of mouth attribute (in order of priority):
1. Conversation worthy idea/concept*2. Great product/brand3. Customer/member experience provided4. The People who Participate*5. The Culture of a company*6. A strong word of mouth generation process7. Research/analysis/learning
Source: Agent Wildfire Buzz Report 2009
21
4. Most frequently stated objective for launching a social media/WOM initiative:
1. Awareness/buzz/publicity 39%*2. Leads/referrals/members 33%3. Loyalty/affinity/lifetime value 29% 4. Participate in dialogue/conversation 28%*5. Seed influencers/incubate ambassadors 24%6. Launch products/services/ideas/news 22%7. Build better customer experiences 21%8. Accelerate sales/revenue 18%*9. Target specific tough to reach audiences 18%
Source: Agent Wildfire Buzz Report 2009
22
5. Biggest gaps between currently practising and piloting/testing – potential future opportunities:
1. Crowdsourced networks2. Not-traditional ads designed to attract talk value3. Virtual worlds4. Mobile initiatives5. Fan Clubs6. Testimonial/challenge programs
Source: Agent Wildfire Buzz Report 2009
23
6. Currently Track:
1. Content generated by social media/WOM 46%
2. Traffic/sales attributable to social media/WOM 41%
3. Insight generated by social media/WOM 41%
4. Brand conversations started/generated by social media/WOM 41%
5. Level and quantity of social media/WOM 36%
6. Social media/WOM Impact/ROI 33%
7. Brand Engagement metrics 31%
8. Influence/advocacy across customers/cust. Segments 23%
Source: Agent Wildfire Buzz Report 2009
24
7. Beliefs:
Beliefs Strongly Agree Agree
Agencies need to radically reinvent themselves to stay competitive
39% 44%
Managing the customer experience is the key battleground for business
32% 50%
We will be able to track conversations much more accurately over the next decade
28% 48%
The marketing will become much more important to their org. by leveraging SM/WOM
20% 54%
Radically new social media and word of mouth tactics will be adopted in the next few years
20% 51%
Source: Agent Wildfire Buzz Report 2009
25
8. Disbeliefs:
Beliefs Strongly Agree Agree
Facebook will still be the most dominant network in 3 years
5% 24%
Word of mouth and peer generated content is a bigger threat than benefit
6% 19%
Canadian organizations are naturally better than Americans to harness social media and WOM
6% 16%
Source: Agent Wildfire Buzz Report 2009
The ABC’s of What’s Next in Marketing, Media & Research
– The Trends that are Going to Drive Business ….and Your Career Forward -
SlideshareAgent Wildfire Presentation
The Kickass Offer
Let’s Start The Conversation…Inquire: smoffitt (at) agentwildfire.com
Phone: 416-255-4500
URL: www.AgentWildfire.com
Join: www.TheInfluencers.ca Blog: http://BuzzCanuck.typepad.com/
www.spreadslikewildfire.com
Explore: The Buzz Report (e-newsletter)Signup at www.AgentWildfire.com
Learn: Executive WOM Seminars