Social Media in 2010 and 2011
Jez Jowett, SoMe Director
Facts Case Studies For the Future.
“Social media is the on-‐going conversa4on of the planet.
As 4me goes on, it is my home on the internet.
It is my home page, the place where I spend the most 4me.
It is where I do business. It is where I hang out with my friends.
It’s where I find out about new movies, television and products.”
Kurt Sondregger, VP Marke4ng, Ploom.
UK: Social networking accounts for 23% of all time spent online 1
Global: 500 billion minutes on Facebook per month (2009 =150) 2
1. Ofcom August 2010 UK 2. Facebook Inisights Jan 2010
Global: Every min, 24 hrs of videos uploaded to Youtube (2 billion views p/d) 3
3. YouTube blog, March 2010 4. Ofcom, August 2010
7 TIME
Facts about Social Media(and why you care)
Europe: 16-24 year olds cram 5hrs into 2hrs per day 4
Europe: 33% of 12-24yr olds are contacteable 24/7 2
Global: women spend 30% more time on social networks than men 1
UK: adults 50+ account for more than 1/4 of internet users 3
7 AUDIENCE
Facts about Social Media(and why you care)
1. Ofcom August 2010 2. Comscore, July 2010 3. Daily Telegraph June 2010
US: 1 in 8 marriages in 2009 were people meeting through social media
55% looking at people’s interests & what they’ve done
60% ‘to keep in touch with family and friends”
7 ACTIVITIES
Facts about Social Media(and why you care)
50% want to meet people with similar interests
47% to express opinions and views on a topic
20% dating / adult related
17% looking for a job / networking
Global: 69% of all searches are Google
UK: 90% trust friend’s recommendations
UK: 70% trust stranger’s suggestions
7 PERSUASION
Facts about Social Media(and why you care)
1. Ofcom August 2010 UK 3. Simply Zest 2010 2. Simply Zest 2010 4. Techeye.net July 2010
7 GROWTH
Facts about Social Media(and why you care)
2009+: Twitter 577%, Facebook 188%, Linkedin 89%, FourSquare 2m
Global: $716m in 2009, $3.1bn in 2014
USA: 2009 marketing budget 6%, 2010 10%, 2014 18%
2. Simply Zest 2010 3. Forrester July 2009 1. Sun Sentinel 2010
7 VALUE
Facts about Social Media(and why you care)
Global: Engaged brands +18%, least -6%
USA: @DellOutlet $4m Twitter revenue
1. Engadgement.db 2009 2. Everything PR 2010 3.. Marketing Pilgrim Feb 2010
$3.60 - $136 Facebook fan value.
7 OPPORTUNITY
Facts about Social Media(and why you care)
USA: 88% of marketers using social media for marketing
Global: Search by product name increases x 2.8 after SM exposure
Global: “A brand’s online reputation is directly correlated to it’s share price’
1. Ofcom August 2010 UK 2. Mashable 2010 3. Business Week 2008
OLD SPICE
QUEENSLAND TOURISM
UNITED AIRLINES
Above the line campaign, amplified through social media
PR campaign, amplified through social media
Customer service disaster, amplified through SM
Facts Case Studies For the Future.
Challenge: Boost the brand and re-appraisal.
Insight: women purchased 50% of products.
Strategy: Engage men & women in a conversation
Context: Growth of category & competition
Overview
Execution: Online, ATL, media , PR, social media.
Stage 1: Online & ATL
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Stage 2: Paid Media & Partnerships
Stage 3: Owned and Earned Media
UGC & viral phenomena
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PR & appearances
The response campaign
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Agile response to Influencers & Mainstream
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Social results so far
Day 1: 5.9m view (more than Obaama)
Day 2: 8/11 top videos viewed
Day 3: 20m views
1 week: 40m views
Twitter: + 2700%
Traffic to OldSpice.com + 300%
No 1 most viewed brand channel on Youtube
Sales results so far.
Last 6 months sales growth: + 27% (YOY)
Last 3 months sales growth: + 55% (YOY)
Last 1 month sales growth: + 107% (YOY)
Challenge: Tourism Queensland visitor numbers
Insight: Virtual reality programmes & SM
Strategy: ‘Best Job in the World’
Context: Declining tourism and recession
Overview
Execution: Online, media, events, PR, social media, UGC.
Online
Media
PR
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Experiential / Roadshows
Social Media
UGC
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Results
$400m AUD of media coverage, 3bn reach
35k video entries. 201 countries.
8m web visitors, 55m page views, 8min average
Customer Service: United refused to take the blame and reimburse him
Strategy: Dave carroll did what he knew best. Wrote a song.
Context: Passenger sees his guitar being mishandled
Overview
Execution: Filmed, uploaded to Youtube, blogg’d about it. Shared it.
The Song.
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LISTEN INVOLVE CREATE
CSR VALUE / ROI VIRTUAL
Facts Case Studies For the Future.
Sugges4ons for the future (some already in place)
Chief Listener
Create a dashboard for each BU
Develop a listening strategy
Filter the shouts and whispers
LISTEN
Sugges4ons for the future (some already in place)
Fans & friends The world’s largest focus group
Behind the scenes Show them innovation and NPD
Not just online, but real life events
INVOLVE
Sugges4ons for the future (some already in place)
Content that’s useful ie brand utilities and apps
Video ‘How to Paint…..’ anything! From staff, from fans, from film and music.
Content that’s shareable embeddable, easy to share and forward
Social profiles Reflecting your personality and service level
CREATE
Sugges4ons for the future(some already in place)
Paint the Worlds Responsibly & ethically- real world, digital and virtual.
Transparency From source to surfaces.
Prepare for a crisis It will happen. You’ll need social media.
CSR
Sugges4ons for the future (some already in place)
Return on influence. Relationship return.
Data and dashboards Data aggregation, mapping, visualisation, correlation. Contact to convert,
‘The Return Generator’ Propensity to purchase algorithm U objective, x channel, y spend = z return. Click.
VALUE / ROI
For the Future (on the horizon, or already here)
Second Life ? World of Warcraft? Gaming. Bigger than ever.
Virtual attendance Conferences, shows, special occasions. Green.
Watch the future, in films Minority Report, Matrix, Total Recall. Avatar.
VIRTUAL WORLDS
Thank You
for listening