170909 Social Networks Tmt Che

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The latest on social networks

Transcript of 170909 Social Networks Tmt Che

  • 1.Social Networking Clare Hamilton-Eddy: September 24 th2009 FB me

2. Agenda

  • Social networking in context
  • Top UK players
  • Global picture
  • Going mobile
  • Whats in it for brands?
    • Groups and fan pages
    • Applications
    • Widgets
  • Mini task
  • Questions

3. In context

  • Social networks continue to dominate online activity across the globe
    • In UK, there are currently 36.9m internet users (comScore, May 09)
    • 29.4m visited at least one social network in May 09 (comScore)
    • 9% growth year on year
    • 50% of Facebook users across the globe return to the site every day (allfacebook.com, May 09)
  • Social networking has become a very mainstream activity for all ages

4. The top UK players

  • Facebook still most popular; Twitter fastest growing; Bebo, MySpace and Friends Reunited all in significant decline

5. The global picture

  • Good overall summary and latest stats here
    • Consumer and B2B
    • User stats
    • Primary audience
    • Uses
    • Work in progress constantly evolving
    • ......Conversational PR teamSocial NetworksUK top tier listJuly09_UK social networks top tier list.xls
  • More global stats, maps and sites (including China, India, Asia) here
  • F:Data3CompanyAcademyAcademy April 2008 - March 2009TMTs
  • Mashable list of 350+ social networks by category here
  • http://mashable.com/2007/10/23/social-networking-god/

6. Going mobile

  • It is estimated that there will be over 63 million location-based service users by the end of the year (eMarketer; December 08) and 486 million worldwide by 2012
  • Location-based mobile social network revenues are predicted to hit $3.3 billion by 2013
  • By 2012, it is expected that over 18% of mobile users (thats 950 million people!) will be logging on to at least one social network via mobile
  • Mocospace (6.5 mins) is the most popular social network to be accessed via mobile, ahead of MySpace (3.79 mins) and Facebook (1.89 mins)
    • Facebook seeing over 13% of their users logging on from mobiles
  • For additional list of mobile social networks to watch, check out:http://www.gomonews.com/moso/

7. Whats in it for brands?

  • GROUPS / FAN PAGES
  • http://whyfacebook.com/2008/11/25/facebook-groups-vs-facebook-pages-which-is-best/
  • PROS
  • Make brands accessible in a very unobtrusive manner
  • Great place to engage with fans and demonstrate two way conversations
  • Strong platform for latest news, event updates, etc
  • Good way to monitor core fan base / audience
  • Can bring brand experience to life
  • CONSIDERATIONS
  • Resources maintaining decent content and regularly
  • Makes brand more vulnerable open to negative feedback and criticism that can be viewed by everyone

8. What makes a good group/page?

  • Britney Spears fan page
  • www.facebook.com/britneyspears
    • Updated frequently
    • Interacts with fans
    • Multimedia content: video/images/news/comments
    • Uses other social media tools/sites
      • E.g. Twitter, links to blog
    • Engages with fans through competitions, exclusive content or fan of the month
  • And the work in progress
  • Polar
  • http://www.facebook.com/pages/Polar/45609313439?v=wall&viewas=529725033&ref=search

9. Whats in it for brands?

  • APPLICATIONS
  • PROS
  • Can engage new and existing fans
  • Raises brand profile in entertaining way
  • Great way to encourage a brand or message to spread virally or by WOM
  • CONSIDERATIONS
  • Can be expensive
  • Can be difficult to seed
  • Need to be relevant
  • Always need to consider measurement
    • and outline success/objectives from start
  • Application overload people do get annoyed by too many

10. Most successful apps?

  • APPLICATIONS ON FACEBOOK
  • Farmville
    • Launched June 09
    • Over 35 million users monthly already
    • Average user spends 20 mins on game
    • http://www.telegraph.co.uk/technology/facebook/6138075/Farmville-set-to-become-most-popular-Facebook-application.html
  • Pet Society
  • Scratch and Win
  • Dungeons and Dragons
  • Super Slot Machines
  • Scrabble Worldwide
  • Mouse Hunt
  • http://www.allfacebook.com/2009/02/engaging-facebook-applications/

11. What makes a good app?

  • Simple
  • Competitive
  • Current / on-trend
  • Relevant
  • Games (especially retro)
  • Virtual gifts
  • Money / gambling
  • Community based

12. Whats in it for brands?

  • WIDGETS
  • http://www.facebook.com/facebook-widgets/index.php
  • PROS
  • Drive traffic direct to Facebook content
  • Makes Facebook content a lot more accessible
  • Strong sharing function
  • Quick way of embedding content from other sites
  • CONSIDERATIONS
  • Additional costs
  • Dont want to make websites, blogs, profiles too busy

13. Mini task

  • BRIEF
  • Choose a current / past client
  • They have asked you to outline a six month campaign for a social networking site of your choice (try and vary between groups)
  • Assume they are doing very little in social media arena at present
  • Budget isnt an issue
  • OBJECTIVES
  • Raise overall brand awareness
  • Drive more traffic to brand website
  • WHAT WOULD YOU PROPOSE?
  • HOW WOULD YOU LAUNCH?
  • HOW WOULD YOU MAINTAIN MOMENTUM?
  • HOW WOULD YOU ENSURE YOU GET ANOTHER SOCIAL MEDIA PROJECT?

14. Questions

  • Thank you