What’s New in Social Media:The Latest Trends and Opportunities for Business

January 25, 2011

Presented by ShesConnected Multimedia

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Your words and images have as much to do with your brand as your product…

“Social media is the web”

• Increased Brand Awareness

• Reputation Management

• Improved Search Engine Rankings

• Increased Relevant Visitor Traffic

• Improve Sales for their Products or Services

Source: http://www.doshdosh.com/social-media-marketing-campaigns-setting-goals-defining-prospects/

Why does it matter to your company?

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Social Media driving growthSocial Media is driving consumer engagement and growth for brands

The 5 Big Trends:

1. Social functionality makes websites fashionable again - social integration is key

2. Brands get their content mojo on – leveraging UGC and earned media (brands are becoming media companies)

3. Brands jumping into the conversation – building community management capabilities

4. Social Networking on the go – integrating devices to the wireless web

5. ROI – reaping the rewards (e.g. making real money from social media)

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North America• Facebook – 620 million• MySpace – 130 million• LinkedIn – 80 million• Twitter – 105 million

Latin America• Hi5– 80 million• Orkut – 100 million (India & Brazil)

Europe• SkyRocket– 22 million (France)• Badoo – 86 million (Europe & LATAM)

Teen Oriented – Global 31 markets• Habbo– 162 million

Middle East• NetLog– 70 million

Soviet Republics• Odnoklassniki– 45 million

China• QZone– 200 million• Baidu Space – 40 million• Kaixin001 – 25 million

Japan• Mixi– 24 million

Korea• CyWorld– 24 million

The World has gone Social

If you are a global organization, think beyond Facebook…

Source: Morgan Stanley, Alexa, eMarketer, Facebook, wikipedia

Facebook

• More than 620 million active users

• 50% of active users log on to Facebook in any given day

• Average user has 130 friends

• People spend over 700 billion minutes per month on Facebook

• Average user is connected to 80 community pages, groups and events

• Average user creates 90 pieces of content each month

• More than 30 billion pieces of content (web links, news stories, blog posts, notes,

photo albums, etc.) shared each month

• There are more than 150 million active users currently accessing Facebook

through their mobile devices and are twice as active non-mobile users

SOURCE: http://www.facebook.com/press/info.php?statistics

Social Media

How big is it? More recent stats…

Twitter

• 105 million registered users and adding 300,000 users a day

• In 2008 there were 300,000 tweets per day, by 2009 it had grown to 2.5 million per day.

Today, there 50 million tweets per day—that's an average of 600 tweets per second

YouTube

• Exceeds 2 Billion views per day

• 24 hours of video is uploaded every second

• Average user spends 15 minutes per day watching

• 46 years of YouTube video watched each day on Facebook

• 94 0f Advertising Age 100 advertising on YouTube

• Number of advertisers using display ads on YouTube increased 10 – fold last year

SOURCE: http://blog.twitter.com/2010/02/measuring-tweets.html , http://www.techradar.com ,http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-statistics/

Social Media

Insert lead in sentence – How big is it?

Blog Stats

• 133,000,000 blogs have been indexed by Technorati since 2002

• 77% of Internet users read blogs according to Universal McCann

• 60% are 18-44 * 75% have college degrees and 40% have graduate degrees

• One in four has an annual household income of $100K

• Part-Timers, Pros, and Self-Employed Bloggers are blogging as much as or

more than ever (73%, 76% and 80%, respectively), while Hobbyists are

blogging somewhat less

• 15% of Bloggers spend 10 or more hours each week blogging.

• One in five Bloggers report updating on a daily basis

• The most common rate of updating is 2-3 times per week

• The majority of blogs use tags (85%)

SOURCE: http://technorati.com/blogging/feature/state-of-the-blogosphere-2009/

Social Media

Insert lead in sentence – How big is it?

Many Brands are starting to get more traffic on their fan page then their main website

1) Source: Adage. August 23, 20102) Source: Facebook, January 22, 2011 9

1)

19.3 22 11.1 8.3 7.4 17.4 7.714.8 14.916.42)

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Brands as Content ProducersBurberry has embraced the spectrum of content types and have tied them together to tell their story and express the brand…

Brand Enabled Content- Art Of The Trench-

Owned Content- Store design/merchandising- Purchased Content

- Burberry Acoustic-

User Generated Content

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Leveraging mediaDolce and Gabbana have done a nice job managing the brand across media platforms generating great value through earned media…

Earned MediaConsumer Blogs

Owned MediaWeb Site

Shared MediaYouTube Channel

Purchased MediaOutdoor

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Social Integration

It’s all about being “connected”…

ONLINE FASHION COMMUNITY HIGHLIGHTS

• Connect directly to facebook, twitter, and YouTube

• Moderated twitter feed – shows how Gucci is engaging in the conversation

• Drives Mobile Adoption

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Brands get their Content Mojo on…Starbucks leverages User Generated Content to gain Strategic Advantage and engage the consumer

Starbucks - HIGHLIGHTS

• Using consumer suggestions to drive product, service, and brand innovation.

• Platform to engage in a dialogue with the consumer

• Giving consumers their 15 minutes of fame

• Starbucks generated $67.8 million of Earned Media in Fall 2010

SOURCE: Media Post 12/07/2010

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BurberryThe consumer’s expression of the brand on Burberry’s website through that is carefully designed and moderated…

Burberry - HIGHLIGHTS

• Consumers share their story of the brand

• Functionality lets them share, rate, comment and connect with their social circle

Social Sharing, Ratings, and ReviewsWe trust recommendations from people we know and are more likely to purchase when seeing their recommendations…

90% of consumers online trust recommendations from people they know; 70% trust opinions of unknown users

81% of respondents said they'd received advice from friends and followers relating to a product purchase through a social site; 74% of those who received such advice found it to be influential in their decision

83% percent of online shoppers said they are interested in sharing information about their purchases with people they know

Some 70% of Americans say they consult product reviews or consumer ratings before making a purchase

Availability of product ratings was a factor for 59% of UK shoppers, as was the availability of user-generated or consumer product reviews (57%)

Source: http://www.bazaarvoice.com/resources/stats Compiled from Forrester, eMarketer, eConsultancy,

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Social is MobileOne of the most social mediums ever has been the phone. The Mobile Web makes it even more so…

“There are more than 200 million active users currently accessing Facebook through their mobile devices. “

“People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.”Source: http://www.facebook.com/press/info.php?statistics 12/09/2010

Sample of Luxury Brands with Mobile Applications

MOBILE COMMUNITY - HIGHLIGHTS

• Most luxury brand have launched or are launching mobile applications

• Mobile applications give the brand the opportunity to extend the brand into the social web through integration – like their web sites

• Mobile gives the brand the opportunity to provide personalized brand affiliation and affinity

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Engaging in the conversation…at the speed of conversation…

Source: Cone Social Media Study 2008

93% of social media users believe a company should have a

presence in social media, and

85% of social media users believe that a company should go

further than just having a presence on social sites and should

also interact with its customers.

• Publishers of Content such as Blogs, video,articles, web pages

Content is King – without the content SM does not exits

Stimulates the conversations

Drives communities

Driving SM growth

Page Views

Ø

• Post ratings and reviews, comments on blogs, contributes to online forums

• Invites friends, sends articlesto friends

• Maintains and updates profilejoins groups

• Looks & leaves

• Views profiles, video, reads blogs, reviews and forum discussions

Creators

Critics

Connectors

Joiners

Spectators

Inactives

Community Managers stimulate conversations, drive communities, and give voice to the brand

Sweet Spot

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Tru

eA

ctio

n

Profile

Active across all

major social

platforms

Active across

targeted / niche

social networks

Active across Blog

communities

Cindy

Married, one child, age

11 months. Looking to

work from home and

continue taking care of

Taylor

• Age 33

• Suburbs

• Household income

$85,000

• College degree

•Marketing Background

• Very involved in

neighborhood Moms

Group

• Actively looking for work

from home options.

Community Managers

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Community managers are carefully selected to match with your target demographic

They work 2 – 4 hours per day driving conversation across social media

Social Networking Sites

Word of Mouth

Groups

Blogs & Twitter Network

Forums Measurement & Reporting

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ROI of Social

Brands are generating significant ROI on their Social Media Efforts….

ROI CASE STUDY - HIGHLIGHTS

• BURBERRY: Social microsites secured 1,000,000 fans and a 10% increase in same-store sales

• Starbucks: Generated $67.8 million of Earned Media in Fall 2010

• Cadbury: 22,000 fans of Cadbury Wispa petitioned the company on Facebook to bring back the discontinued chocolate bar. 40 million bars were released and sold out in 18 weeks, a rate of 4 per second

• Dominos: Credited Foursquare with a 29% pre-tax profit through promotions that encourage people to check in to their stores

• IKEA: Used one of the most popular and basic functions on Facebook, tagging pictures, and used it to IKEA’s advantage to promote its showroom products from sales people to regular people creating recommendation and advocates all over the world and a +15% lift in sales.

SOURCE: Compiled by Barnburner.com 10/19/2010

Tools & Tactics

Listening

Engage

Build Buzz

Build Community

Produce/Share

There are a multitude of tools to choose from…The tools and tactics used are a function of your objectives. We have highlighted several tools for each key tactic. The tools are simply a means to an end. The “end” is to engage in conversations with your key stakeholders. Social Media is nothing more than a platform to enable those conversations.

Listening tools -Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. Google alerts are a great way to keep abreast of developing news stories, keeping an eye on posts about your business or competitors, etc. and are very easy to

setup.

•Twitter Search (Listening)

•Read tweets (Watching)

•Re-tweet (Sharing)

•@reply (Commenting)

•Tweet (Sharing/Producing)

•#hashtag (Curating)

Twitter, the multi-tasking tool

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Opportunities for your company?We have identified a number of improvement opportunities to consider. The are:

Identify opportunities to integrate social functionality & linkages to the social web from your company web site.

Integrate “share” , “comment”, and ‘rate” functionality

Develop Social Media Strategy to leverage User Generated Content & Earned media

Develop Social promotional elements that are tied to company and industry events

Integrate Social Media into your Editorial Calendar

Develop Community Management Capabilities

Identify & recruit key industry bloggers

Develop Social Media Measurement system & integrate into marketing dashboard (incorporate ROI into measurement system)

Integrate core social functionality into Mobile roadmap

Identify and incorporate key international Social Networks into your overall social media strategy

ShesConnected focuses on two things; social media and community management

CommunityManagement

100%Focus

Unique Expertise

on + =

Social Media

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Why ShesConnected?

We built our own social network just for women. We own and operate ShesConnected.com giving us access to socially connected women. Our blogger directory and database gives us access to engaged, digital women.

We have real social networking experience

www.shesconnected.com Member Directory Blog Directory

We know digital women

• Our first published research report: The Power

of Social Media & Women in 2009 focused on

the attitudes and behaviours of women using

social media. Download your free copy today: (http://shesconnectedmultimedia.com/download_researc

h.php)

• Our research study was profiled in

MarketingProfs, eMarketer, Marketing Charts and

many other publications

How we help leading brands build and grow their communities online

• Community strategy and ideation covering content and communications planning

• Identification and introduction to online communities and influencers that matter most to your brand, industry or issue

• Drive community activation and engagement

• Community Moderation: knowing how to keep communities engaged with and without marketing programs

• Help clients develop organizational models, business processes, and best practices for ongoing community engagement

• Measurement and reporting - media monitoring, earned media reporting, and conversation mining

Thank You!

www.shesconnected.com

www.shesconnectedmultimedia.com

Mark Grindeland, co-founder & Chairmanmark@shesconnected.com

Donna Marie Antoniadis, co-founder & CEOdonna.marie@shesconnected.com

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