Social media in 2010 and 2011

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


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


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


1. Ofcom August 2010 UK 3. Simply Zest 2010 2. Simply Zest 2010 4. Techeye.net July 2010

7 GROWTH


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


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


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


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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VIDEO REMOVED

Stage 2: Paid Media & Partnerships

Stage 3: Owned and Earned Media

UGC & viral phenomena

VIDEO REMOVED

PR & appearances

The response campaign

VIDEO REMOVED

Agile response to Influencers & Mainstream

VIDEO REMOVED

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

PR

VIDEO REMOVED

Experiential / Roadshows

Social Media

UGC

VIDEO REMOVED

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.

VIDEO REMOVED

LISTEN INVOLVE CREATE

CSR VALUE / ROI VIRTUAL


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


Fans & friends The world’s largest focus group

Behind the scenes Show them innovation and NPD

Not just online, but real life events

INVOLVE


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


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

Social media in 2010 and 2011

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