Social Media Revolution
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Transcript of Social Media Revolution
SOCIAL MEDIA REVOLUTION
PRESENTED BY: DEAN EGAN MASTER PRACTITIONER
Social Media is not a fad!
It is a fundamental shift in the way we communicate
with others.
Social Media is not a fad!
It is the use of technology as a medium for group
conversations.
Social Media is not a fad!
It is about how the consumer is now in control due to
the enormous amount of information they can access
at any time; any where.
Definition - Social Network Sites
Social Network Sites (SNS’s) are defined as web-
based services that allow individuals to: Construct a public or semi-public profile within a
bounded system Articulate a list of other users with whom they share
a connection View and traverse their list of connections and
those made by others within the system
What do SNSs do?
• Enable users to express their views• Open exposure results in connections between
individuals• Shared interests, political views, or profession• Unique pages where one can "type oneself into
being• Creation of "Friends," "Contacts," and "Fans” • A new way of doing business
Social Networking Sites – The Early Years
Launch Dates for Major SNSs
The three key SNSs
that have contributed
to the shaping of a new
way of doing business
and have laid the
foundation to a whole
new marketing
landscape of the
future are; Friendster,
MySpace and
Facebook.
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
Six Degrees.com
Ryze
Friendster
LinkedIn; MySpace
Flickr; Facebook (Harvard-only)
YouTube; Facebook (high school networks); Yahoo 360
Facebook (corporate networks) Facebook (everyone) & Twitter
The First SNSs
The first SNS was launched in 1997, with the
name of SixDegrees.com.
Classmates.com was designed based on the
business model that is used solely by
magazine companies.
SixDegrees.com
The founder of SixDegrees.com believes that
his concept was simply ahead of its time and
due to the inability to become a sustainable
business caused it to fail, in 2000.
Ryze.com
The next major step forward was
accomplished when Ryze.com was launched
in 2001 that targeted people in business.
Ryze.com focused on leveraging business
networks.
SNS’s Hit the Mainstream
Social Networking didn’t hit the mainstream, until 2003 when
the industry exploded into the SNSs Revolution. This is when
MySpace.com was launched in Santa Monica, California.
Rock bands from Los Angeles region began using the site to
create profiles and local promoted capitalized on using the
site to advertise VIP passes for promoting night clubs.
A Global Phenomenon
A Global Phenomenon
• In 2007 MySpace dominated the U.S. media and abroad, SNSs were gaining in popularity worldwide.
• Friendster become the preferred choice in the Pacific Islands.
A Global Phenomenon
• Orkut became the premier SNS in Brazil and then rapidly entered into India.
• QQ instant messaging dominated the Chinese market and then became the largest SNS worldwide once they added profiles and made fiends visible.
A Global Phenomenon
Then Blogging services entered the U.S.,
complete with SNS features, such as Xanga,
LiveJournal, and Vox, than quickly attracted
broad audiences. QQ, Orkut, and LiveSpaces
are as large or larger then MySpace but are not
popular in the U.S.
Niche Market Communities
• Facebook.com began in 2004 and was exclusively used at Harvard.
• Then in 2005, Facebook.com expanded to include high school students, professionals inside corporate networks, and then in 2006, allowed anyone to join.
Networks and Network Structure
SNSs produce valuable data that can map
naturalistic behaviors by the users.
This data is gathered by the company by way of
the usage of Profiles and linkage technology,
which automatically collects information through
datasets.
Networks and Network Structure
Analysis researchers are then able to explore
large-scale patterns of friending, usage, trends,
and other visible indicators.
Social Media Applications Usage by Age
Age Group
SMS TextE-
mailiPhone Video Oriented
Web-based
Traditional Media
12-25 X X X X
25-45 X X X X X X
46-55 X X X X
55 & over
X X
65 & over
X
Social Media Interaction
People use SNSs for Socializing, Connecting
Friends, Family Members, and Employees.
1. Concept (art, information, or meme)
2. Media (physical, electronic, or verbal)
3. Social Interface (Intimate direct, community
engagement, social viral, electronic broadcast or
syndication, or other physical media such as print.)
Common Forms of Social Media
concepts slogans
statements
public speaking
sharing
syndication
print media
Distinguishing Terms by Gender
Men and women use SNSs in significantly different ways.
Men and women also have different reasons for visiting and
engaging through SNSs.
Men Women
dating love
sport people
networking dancing
metal shopping
serious football can
relationships girl
dating love
Women Dominate Social Media Networks
Worldwide Social Networking Category and Engagement by Females and Males May 2010 Source: comScore.com
Social Networking
% Reach% Composition Unique Visitors
% Composition Pages
% Composition Minutes
Average Hours per
Visitor
Total Audience
72.5% 100% 100% 100% 4.7
All Female
75.8% 47.9% 57.0% 56.6% 5.5
All Male 69.7% 52.1% 43% 43.4% 3.9
Social Networking Category by Worldwide Region
Total Audience, Age 15+ (home and work locations) Source: comScore Media Metrix, May 2010
Social Networking % Reach by Region
Females Males
Worldwide 75.8% 60.7%
Latin America 94.1% 91.9%
North America 91% 87.5%
Europe 85.6% 80.6%
Pacific 54.9% 50.7%
Social Networking Category by Worldwide Region for Females and Males
The New Marketing Landscape
Social Media Marketing is the number one sought-after
strategy as of April 2010.
MobileDevices
Marketing Channels
Social Media
In terms of budget allocation, the top three focus areas for marketers in 2010.
Source: eROI
Most Popular Social Networking Websites
Social Network RankingEstimated UniqueMonthly Visitors
Facebook 1 250,000,000
MySpace 2 122,000,000
Twitter 3 80,500,000
LinkedIn 4 50,000,000
Ning 5 42,000,000
Tagged 6 30,000,000
Classmates 7 29,000,000
Hi5 8 27,000,000
MyYearBook 9 12,000,000
MeetUp 10 8,000Source: eBizMBA 08/02/10
Most Popular Social Networking Websites
Digg: the latest news headlines, videos, and images
Twitter: share and discover what’s happening right now, anywhere in the world
Reddit: what’s new online! MySpace: a place for friends
Facebook: connect and share with the people in your life
Ning: create and discover Ning social networks for your interests and passions
Stumbleupon: personalized recommendations to help you discover the best of the web
LinkedIn: relationships matter
By Age
0-17 X X
18-24 X X
25-34 X X X X X
35-44 X X X X X X
45-54 X X
55-64 X X
65 + X X X X
Education Level
H.S. Diploma X X
High School X
Some College X X X X X X X X
Bachelors X X
Graduate X
Income Level & Gender
$0-24K X X X
$25-49K X X X X X X X X
$50-74K X X X X X X X X
$75-99K X X X X X X X X
$100-149K X
$150K + X
Male X
Female X
Source: Flowtown & Google Ad Planner Data
We No Longer Search for the News – The News Finds Us!
92% of Americans use multiple platforms to get news
46% of Americans get news from 4-6 Media Platforms
7% of Americansget news from a
Single Media Platform
On a Typical Day…..78%
Local TV
73% National TV
61%Online
54%Radio
50%Local Paper
26%Cell Phone
17%National Paper
Social Media Types
Social Media has taken on many different forms that include
internet forums, weblogs, social blogs, microblogging, wikis,
podcasting, pictures, video, and social bookmaking.
Social MediaTypes
Collaborative Projects
SNSsVirtualCommunitie
s
Blogs &Microblogs
Virtual Game World
ContentCommuniti
es
Social Media Software Applications
• Communication• Events• Information Aggregators• Online Advocacy and
Fundraising • Collaboration/authority
building• Social navigation• Multimedia• Photography and art
sharing• Video sharing
• Presentation sharing• Reviews and opinions• Product reviews • Business reviews• Community Q&A • Entertainment• Media and entertainment
platforms • Virtual world• Game sharing • Brand monitoring
Could Social Media Transform a Business
• Every day businesses are finding new creative ways to benefit from the use of social media networking sites.
• Social media marketing is the new way to communicate with existing and new customers.
Social Media and "Social Authority"
• establish a strong “Social Authority” image• demonstrate that you are an “expert” in your field• influence their buying behavior• a conversation building medium• participating in Wikipedia• provide valuable content• article writing and distributing
Social Media Users More Likely to Buy from Brands They Follow
Source: March 16 2010, CMB Consumer Pulse
Are you more likely to buy since becoming a fan/follower?
Are you more likely to recommend since becoming a fan/follower?
0 25 50 75 100
51%
67%
60%
79%
% of Respondents That Answering Yes
Primary Reason that US Internet Users Are Fans of a Brand On Facebook.com
To receive discounts and promotions 25%
I am a customer of the company 21%
To show others that I like/support this brand 18%
It’s fun and entertaining 10%
To be the first to know information about the brand 8%
Gain access to exclusive content 6%
Someone recommended it to me 5%
To be part of a community of like-minded people 4%
I work for/with the company 2%
I own stock in the company 0%
None of these 0%
Note: 1,504 ages 18 +; numbers may not add up to 100% due to rounding. Source: CMB and iModerate Research Technologies as cited in press release, March 10, 2010. www.marketer.com
Using Social Media to Grow Your Business
Step One: Identify the Purpose
• Brand Building/Reputation Management • Develop Loyalty Among Current Customers• Gain Consumer and Competitive Insights• Create Strategic Partnerships
Step Two: Establish Social Media Success Factors
• Integrity• Significance• Value• Commitment
Step Three: Build a Strong Foundation
The foundation should be the platform that provides a
centralized resource that directs traffic and measure
efficacy. • Articles• Press Releases• RSS/XML Feeds• Comments• Forum Discussions
Step Four: Create an Action Plan
• Monitor and Measure• Create and Communicate• Empower and Engage
Step Five: Identify SNSs by Client Demographics
Who is your target customer and what SNS
do they use most often? • Age• Gender• Location • Education Level
Privacy Issues
Social networks have has more than their share of privacy issues. Some of the main concerns are SNSs usually offer the user the option to make their profiles public or private.