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Social media landscape 2013 Geraud Montigny
This document provides an overview of the social media landscape. It discusses how social media is defined as activities that integrate technology, social interaction, and user-generated content like words, pictures, videos, and audio. It also describes how social media aims to facilitate online interaction, collaboration, and sharing. The document then reviews statistics on social media usage, including the high percentages of people who read blogs, participate in social networks, and watch online videos. It also outlines the different stages of internet use from basic to enthusiast levels. Finally, it discusses frameworks for social media strategy, including assessing audiences, setting objectives, developing a relationship-based strategy, and choosing appropriate technologies.
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Social media landscape 2013 Geraud Montigny
- 1. Social Media Landscape 25/02/13 [email protected] Geraud Montigny
- 3. “Social media isan umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.”
- 4. “Social media isthe online applications, platforms and media which aim to facilitate the interaction, collaboration and the sharing of content.”
- 9. What increases yourlevel of trust when purchasing a product or service? Source: Nielsen Global Trust In Advertising Survey / Base: All respondents from 47 countries.
- 10. Consumer opinions online are highly valued and trusted Recommendations from consumers 78% Newspapers 63% Consumer opinions posted online 61% Brand Websites 60% Magazines 56% TV 56% Radio 54% Email I signed up for 49% Brand sponsorships 49% Ads before movies 38% Which source(s) do you trust for information about products and services? 34% Search engine ads Online banner ads 26% Text ads on mobile phones 18% Source: Nielsen Global Trust In Advertising Survey / Base: All respondents from 47 countries.
- 11. SOCIAL MEDIA HASBECOME UBIQUITOUS
- 12. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source: Universal McCann Comparative Study on Social Media Trends April 2008
- 14. SOCIAL MEDIA ISCOUNTER- INTUITIVE TO COMMUNICATIONS MEDIA
- 15. COMMUNICATIONS SOCIAL MEDIA MEDIA Space defined by Media Owner Space defined by Consumer Brand in control Consumer in co-control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creation Source: ‘What’s Next in Media’ by Neil Perkin
- 16. social networks blogs 1 dialogue/self- wikis expression video sharing photo sharing social bookmarking social recommendations message boards instant messaging virtual worlds networked gaming (mmpog) mososo
- 17. mobile web mobile applications sms/mms 2 on demand mobile video mobile gaming video on demand iQ/tivo/dvr podcasting two-screening three-screening
- 18. email subscriptions personal pages rss 3 personal atom desktop widgets browser widgets social filters badges skins niches versus hits
- 19. another source ofdata!!!
- 20. Stages in Internetuse Becoming a lead contributor to an online community Creating your Making posts to (e.g., regular posts, own radio Creating your an online moderator) and/or TV own IM / chat message channel room avatar board/blogs Setting up email Posting your Writing your own forwarding group profile on a blog/newsletter for “joke” emails IM Visiting an community site Internet chat Setting up Signing up for Building your room Browsing personal news email Email own website dating / views/alerts newsletter Uploading Regularly “friends” sites reading news photos to Communication / album site online Community Sharing iTunes Selling Using Google to Web surfing Listening to playlists something on Buying research Ebay something on Entertainment / Internet radio Information / Ebay Personal Research / Everyday Tasks Expression Playing viral Watching Booking a games that Video Regularly streaming chat/Webcams flight online Buying a were emailed shopping for Visiting video book/CD groceries online websites from Amazon others have Internet recommended Downloading Joining an online banking music RPG community Joining an Internet (e.g., Bookmarking your SimsOnline) payment service Downloading own library of (e.g., Paypal) Basic “favourite” sites games Subscribing to online movie service Experienced Enthusiast Source: Isobar
- 21. The Participation Pyramid– cumulative activities Publish web pages Publish a blog Creators Upload videos to sites like YouTube Comment on blogs Post ratings & reviews Critics Use social networking sites Use RSS Collectors Tag web pages Read blogs Couch potatoes Watch peer-generated videos Listen to podcasts None of these activities Source: The Impact Of Emerging Technology On Consumer Behavior And Marketing Strategy – Forrester
- 22. Ladder of Participation Publish a blog Publish your own Web pages Upload video you created Creators Upload audio/music you created Taken together, these Write articles or stories and post them groups make up the Post ratings/reviews of products/services ecosystem that forms the Critics Comment on someone else’s blog Contribute to online forums world of user-generated Contribute to/edit articles in a wiki and user-filtered content Collectors Use RSS feeds Add “tags” to Web pages or photos By examining how they “Vote” for Web sites online are represented in any Joiners Maintain profile on a social networking site target audience, Visit social networking sites strategists can determine Spectators Read blogs which sorts of strategies Watch video from other users Listen to podcasts make sense to reach Read online forums Read customer ratings/reviews their customers Inactives None of the above
- 23. Key roles andtheir social media objectives Roles Social Media Objectives Research Listening Marketing Engaging Sales Energising Support Supporting Development Embracing
- 24. The four-step approachto the social media P People Assess your customers’ social media activities (Ladder of Engagement) O Objectives Decide what you want to accomplish (Listening, Engaging, Energising, Supporting, Embracing) S Strategy Plan a relationship-based, evolving or continuous strategy T Technology Decide which social technologies to use Source: groundswell.forrester 2008
- 25. • Consider thatsocial Awareness media networks today Consideration may be proving more fertile for initiatives Research about consideration, Trial changing attitudes, Purchase CRM rather than Post Purchase Experience Repeat Purchase awareness, frequency Advocate and reach
- 26. Objectives are thekey to successful social media strategy
- 27. Thank you :=) Geraud Montigny Digital Strategist +61(0)449006017