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A dynamic global economy demands leaders who think and act entrepreneurially who can transform opportunity into reality, and create social and economic value for themselves and for others
The Problem:
Marketing doesnt work like it used to.
Trust in brands has dropped from 52% to 25% in the last 10 years -John Gerzema, The Brand Bubble
The Solution?
Its about relationships
Social Media isnt a fad, its a fundamental shift in the way we communicate
Its unstoppable
Social Media (SM) has overtaken porn as the #1 activity on the Web The #2 largest search engine in the world is YouTube While you read this 100+ hours of video will be uploaded to YouTube
50% of mobile Internet tra c in the UK is for Facebookpeople update anywhere, anytime Imagine what that means for bad customer experiences?
If Wikipedia were made into a book it would be 2.25 million pages long
Facebook tops Google for weekly tra c in the U.S. If Facebook were a country it would be the worlds 3rd largest and 2x the size of the U.S. population
Lady Gaga, Justin Bieber and Britney Spears have more Twitter followers than the entire populations of North Korea, Australia, Chile, Sweden, Greece
We keep it alive...
25% of search results for the Worlds Top 20 largest brands are links to usergenerated content 34% of bloggers post opinions about products & brands Do you like what they are saying about your brand?
90% of consumers trust peer recommendations Only 14% trust advertisements Only 18% of traditional TV campaigns generate a positive ROI 90% of people that can TiVo ads do
Its unavoidable...
93% of marketers use SM for business The ROI of SM is that your business will still exist in 5 years High value: A signi cant 90% of marketers indicate that SM is important for their business. Majority of marketers (58%) are using SM for 6 hours or more each week, and more than a third (34%) invest 11 or more hours weekly Top SM tools: Facebook, Twitter, LinkedIn and blogs We will no longer search for products and services, they will nd us via SM
We dont have a choice on whether we DO social media, the question is how well we DO it
Social Media History - Childhood 1978 Computerized bulletin board system (BBS) Mosaic Geocities 1 million websites exist Geocities has 1 million members Yahoo buys Geocities ($4 billion) Blogger 1993 1994 1995 1996
1997 1998 1999
...
Blogging
2002
2004
Digg Bebo
2006
iPhone
2008
Bing
2010
iPad
2012
Pinterest Linkedin 90 million users
YouTube 2 billion views / day Facebook declines $75 million Facebook declines Facebook Googles $15 billion reaches 400 million users Facebook revenue: $4 billion
MySpace Facebook Facebook passes most popular reaches 200 MySpace million users in US
Facebook passes Internet Internet Google population: passes 2 billion newspapers 200 million 12,000 tweets / tweets a day second @ superbowl
Social media di ers from traditional media in that it involves two-way communication: Consumers generate content
SM
Businesses communicate
Empowered
Incentivized
E orts center on creating content that attracts attention and encourages readers to share it with their social graph Corporate message spreads from user to user and resonates as it appears from a trusted source vs from the brand or company itself Hence, this form of marketing is driven by word-of-mouth: results in earned media rather than paid media
The majority of marketers spend between 6 (60%) and 11 (30%) hours per week on SM
Only 28% of businesses are outsourcing some portion of their social media marketing
Realistic and Humorous (Most of the times): mundane realities, laugh at others and self Virality factor: relate directly to post then share or design one: action contributes to virality Easy to design: think about your job, Google image search, ll placeholders
Improve Analyze
Measure
Education
Gov 2.0
Sources
Babson School of advertising April 2011