social media oct22 caci
TRANSCRIPT
?
What Is It?
Who Uses It & Why?
Should You?
How?
Social Media
ImagecourtesyofGapingVoidGallery,HughMacLeod
SearchEngineMarketshare1999
Yahoo!
Excite
Altavista
Infoseek
Lycos
GoTo(Overture)
Source:DavidViney,SEOExperts
0%
5%
10%
15%
20%
25%
30%
35%
GenY(18‐32)
GenX(33‐44)
YoungerBoomers(45‐54)
OlderBoomers(55‐63)
SilentGeneraUon(64‐72)
G.I.GeneraUon
(73+)
InternetUsagebyAge%ofPopulaUon %ofInternetPopulaUon
GeneraUonsOnline,2009
Fastestgrowthforonlineac1vityisamongusersage55+
Ques:on:IsItBiggerThanaBreadbox?
3outof4USonlineadultsusesocialmedia
TheGrowthofSocialTechnologyAdopUon,2008
2/3oftheworld’sonlinepopula:on
Adspendonsocialmediagrewto15%oftotal
17%ofall:meonline
GlobalFaces&NetworkedPlaces,2009
52%
46%
23%
18%
12%
SocialNetworkingSiteAc:vi:esofUSSocialNetworkUsers
Becomeafan/followerofsomeotherbrandorcompany
Saidsomethinggoodaboutcompanyorbrand
Saidsomethingbadaboutcompanyorbrand
Promotedsomeothercompanyorbrand
Promotedyourownbusiness
Source:AndersonAnalyUcs,“SocialNetworkService(SNS)A&UProfiler”,providedtoeMarketer.com,July2009n=1000,%ofrespondents
Surprise!Peoplewantandexpecttointeractwithbrandsandcompanies
300millionac:veusers
2billion+piecesofcontenteachweek
65millionmobiledeviceusers
50%logineveryday
Marketvalue=$1billion?,$10billion?
45to54yearolds
55millionuniquevisitors
Mul:pleEntryPoints
Poin:ngdevice
Twigerisaplahormforimbeciles,skeevymarketers,D‐listcelebrityhalf‐wits,andpatheUcagenUon‐seekers.Nowonderwecan’tgetenough.
TwigerisadynamicanddiversemediumforacUonaswellascommunicaUon.Whetherit’sraisingmoneyformalarianetsorpromoUngyourcompanybrand…it’sexpandedto“whatistheworlddoingandwhatcantheworlddo?”
• 93%ofAmericanadultsownacellphone• GPS=Local• Mobilemoney
100,000,000 Videosviewedeachday
Not making money Yet
Free Hosting & Sharing
“Marketersdon'tunderstandchannelswhereyouhavetotalkandlistenatthesame1me...ThemarkeUngindustry'sideaofatwo‐waycommunicaUonistoputan800numberorawebaddressinanadandtakeorders.”JoshBernoff
“Millionsofpeoplearecrea:ngcontentfortheWeb.Yourcompe:torsarealreadythere.Yourcustomershavebeenthereforalong:me.Ifyourbusinessisn'tpu]ngitselfoutthere,itoughttobe.”BusinessWeek,February19,2009
Socialmediaisliketeensex.Everyonewantstodoit.Nooneactuallyknowshow.Whenfinallydone,thereissurpriseit’snotbegerAvinashKaushik
Sources:MartaKagan,BrandInfiltraUonPhoto:Zelaby,Flickr
SweetestofCustomerEngagements
3millionFacebookimpressions130,000entries
9‐minuteavgengagement1mes333,000donutscreated
News–ValueinAggregaUon
$42,000in1cketsalestrackedthroughURLANractyounger1cketbuyersLowCostPerAcquisi1on
“Goin’Fishin’”
Enterprise‐widecollabora1onandinnova1on24,000employeemembersReducedemployeechurn
Increased401Kpar1cipa1onby40%
Barter‐basedMarketplace17million+businesscontactsOver6millioncompanies
TheGreatestAssetofAll…..
DoesMaBellTweet?
PRTimes‐Theyarea’changin
CrocsShowingHowItsDone
Risks&Concerns
• Budget• Stockprice• Branddamage• Time‐waster• Reliability• OrganizaUonalimplicaUons• “Whoknowsthisstuff?”• Culture&Control• Policies
Whatdoyoudonow?
Definestrategy
Integrate
Assessabili:es
Picktools
Listen
Contribute
Distribute
Measure
Resources
• Books– Groundswell:CharleneLi&JoshBernoff– Tribes:SethGodin
• Blogs– hgp://www.bernoff.com/
– hgp://www.web‐strategist.com/blog/– hgp://rohitbhargava.typepad.com/
– hgp://www.convinceandconvert.com/