social media: what's all the fuss, presentation to german-thai chamber of commerce

Copyright © ian fenwick. All rights reserved

digiAindra digiAindra


Social Media: What’s the fuss? ...and how to make it work

Ian Fenwick

Founding Partner digiAindra co ltd Advisor, Sasin Graduate Institute of Business Administration

Presented to German-Thai Chamber of Commerce Bangkok, Thailand July 6, 2011


digiAindra

Copyright Ian Fenwick

Internet penetration March 2011 2.10 billion + (30%)

Asia 44% (922m) (24% penetration)

China 420m (31.6%)

http://internetworldstats.com/ Stats taken from site December 2010 http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG dstats.com/


digiAindra Here is my confession – I sleep with my phone under my pillow every night. Not only that, I almost never sleep an entire night through without waking up & checking my tweets, my replies & my DMs at least two or three times. Sometimes I even wake up, tweet for an hour or so, & then go back to sleep.

http://www.bitrebels.com/social/the-secret-habit-of-many-twitter-addicts-do-you-do-it/

“

Diana Adams www.BitRebels.com


digiAindra Do you sleep with your mobile? Pew Research Center

http://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA “have slept with phones on or right next to their bed”

male

67%

female

64%

18-29

90%

30-49

70%

50-64

50%

65 +

34%

Behavior changing


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http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/


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In June 2010, on average, the global consumer spends about 1 in every 4.5 minutes online on blogs or social networking sites

The Nielsen Company

“http://www.emarketer.com/Article.aspx?R=1007797


digiAindra 700

Source: Nielsen monthly time spent November 2010

600+ million users worldwide

average visits 40 times a month

stays for 23 mins a visit

that’s 15 hours 20 mins/visitor/month

http://royal.pingdom.com/2011/02/04/facebook-youtube-our-collective-time-sinks-stats/

✗


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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html

June 2011

US is the largest FB country, well that’s where it started

Now, without looking ahead, what’s the second largest FB

country?


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June 2011

No it’s not China, FB is banned in

PRC. It’s Indonesia. Although we know intellectually that is global, the reality is

often a surprise


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June 2011

✗

June 7, 2011

doubled in last 9

months

Thailand is #18 on FB (we’re the #19 most populous country in the

world, & Fb has no PRC remember)


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June 2011

Asia 161M FB users

(4.2% penetration) (23.3% of all FB)

é  43% in last 6 mths é  24% in last 3 mths

✗

June 7, 2011

doubled in last 9

months


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June 2011

Notice that the highest penetration countries

are already showing

occasional declines…

very hard to sustain over

50% penetration


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digital will

predominate


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http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/

Digital marke<ng’s like high school sex. “ Everybody’s talking about it. Few people are doing it, and those that are doing it, aren’t doing it very well Keith Weed Chief Marketing Officer, Unilever June 25, 2010

Certainly not too late to start your

digimarketing


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Part 1

Part 2

Part 3

par<cipa<on

conversa<on

making it work


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Part 2

Part 3

Part 1 par<cipa<on


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17

This seems to be how marketers think of their markets…we even call the targets. Like they do

nothing but passively wait for our messages


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Today’s Consumers Are active participants…or

they want to be


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Source: Asiasoft (Thailand)

Playing games like Asiasoft’s Audition…skinned here for MBK restaurants


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ComScore, Nielsen NetRatings http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php

paid circulation 2007 <4 million

1.7 m unique visitors (US only) 33-48 m page-views

(May 2007)

Perez Hilton

Many are active bloggers…with specialized audiences you should be

looking at for your marketing


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Video: c. 50% of internet traffic

www.youtube.com http://www.youtube.com/t/press_statistics http://www.wired.com/magazine/2010/08/ff_webrip/all/1 http://mashable.com/2011 /02/19/youtube-facts/ http://royal.pingdom.com/2011/02/04/facebook-youtube-our-collective-time-sinks-stats/

490m unique users per mth

92 billion pageviews

av. visitor stays 25 minutes

14 visits a month


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Video: c. 50% of internet traffic

www.youtube.com http://mashable.com/2011/02/19/youtube-facts/ http://www.wired.com/magazine/2010/08/ff_webrip/all/1

uploads in 60 days

> than vdo created

by all 3 major U.S.

TV networks in 60 years


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we are living through the largest expansion of

[Source: New York Times, January 15, 2007], http://www.medialeaderllc.com/reset/

Clay Shirky

“ expressive capabilities in the history of the human race


digiAindra creatives

publishers, editors

bookstores, news stands, TV/radio

stations

consumers

Traditional Media Model


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Internet Publication

Internet Distribution

Consumers Generate Content

New Media Model

Consumers Generate Content

Now everyone is their own media

mogul


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Lipton in Japan opt-‐in, daily messages, quizes, games, etc. Collect data: drop by drop

Harness Par<cipa<on And

marketers need to

harness that participation,

so that not only do

consumers learn more about their brands, but marketers learn more

about consumers


digiAindra Harness Par<cipa<on: Queensland Tourism promo<on in 2009: $150,000 plus full board to be caretaker and blogger on Great Barrier Reef Island


digiAindra 1m site visits in 7 days, 7m by end of campaign 34,000 vdo entries total publicity est $80m…all for less than $2m Google it: spin-offs are still going


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DRIVe Around the World

http://www.insidefacebook.com/2010/01/26/drive-the-new-volvo-c30-drive-around-the-world-through-your-facebook-network

C30 1,325 kms without refueling; choose FB friend less than 1,325

kms from you

friend chooses another friend etc

team that gets around the world most efficiently, Volvo donates

15,000 Euros to wind farm in Turkey


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Part 2

Part 3

Part 1 par<cipa<on & trust


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76% Yankelowich


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…internet users trust recommendations from people they know

& opinions posted by unknown consumers online

more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media

Nielsen Online, April 2009

“ Cited in http://www.bazaarvoice.com/resources/stats


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Part 1

Part 3

Part 2

par<cipa<on and trust

conversa<on


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people sharing content with people creating content for people

people helping each other;

and bypassing traditional

marketing…like yours

What are Social Media?


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traditional marketing was a monologue marketers talked,

people listened (maybe)

social network marketing is a series of conversations

people are tired of monologues, they want

dialogues


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Conversation is the new attention

http://www.alistapart.com/articles/conversation-is-the-new-attention/

Christopher Fahey & Timothy Meaney

A List Apart, April 19 2011

“


digiAindra

Part 1

Part 2

Part 3

par<cipa<on and trust

conversa<on

making it work


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“

Of course, it’s not always good

attention


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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html

This is the disgusting Dominos people video If you really want to see it look here

http://www.metacafe.com/watch/2707445/disgusting_dominos_people/


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…learned about the video on Tuesday…decided not to respond aggressively, hoping the controversy would quiet down.

“…we missed was the perpetual mushroom effect of viral sensa@ons,” …By Wednesday afternoon, Domino’s had

created a TwiAer account…[and a]

video on YouTube by evening. Stephanie Clifford

NYT 2009, April 16 http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1

“


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1. don’t expect the web to quieten down


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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html

And the reply from the CEO you can probably find here, http://www.youtube.com/watch?v=dem6eA7-A2I

many think it’s not too authentic The Australian counterpart, not too different, is here

http://www.youtube.com/watch?v=PfNM4kLczUI


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2. authenticity is all


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http://twitter.com/ramon_deleon


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Embedded over 90,000 times

It’s a different issue, but a much more authentic apology, and he gets in several plugs for the store’s address

You can see the video at http://www.viddler.com/explore/dpzramon/videos/19/


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“

And sometimes it will be very

bad…


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http://www.greenpeace.org/international/campaigns/climate-change/kitkat/

This is Greenpeace’s viral video about KitKat and palm oil. You can see it here

http://www.youtube.com/watch?v=VaJjPRwExO8


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http://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share


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March 19, 2010: Damage control?

http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736


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3. engage don’t enrage


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http://www.greenpeace.org/international/campaigns/climate-change/kitkat/


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About here that’s what most people ask me! The answer is no! no! no!, you can’t avoid it.

You don’t want to avoid it…you want to embrace it


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Can’t I avoid social media?

§  people can write whatever they want –  that’s how you find what they really

think –  that’s how you build trust –  that’s how you improve

§  it’s a “referred pain” –  social media doesn’t cause complaints –  your lousy service does that –  it’s just where the complaint is expressed –  AND where it can be dealt with


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Can’t I avoid social media?

§  people can write whatever they want –  that’s how you find what they really

think –  that’s how you build trust –  that’s how you improve

§  it’s a “referred pain” –  social media doesn’t cause complaints –  your lousy service does that –  it’s just where the complaint is expressed –  AND where it can be dealt with

Fear is the path to

the dark side. “Fear leads to anger.

Anger leads to hate.

Hate leads to

suffering Yoda, Star Wars


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Blendtec:

http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=player_embedded

Will it blend? Entrepreneur.com called it one of the 13 best marketing ideas of all time


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Blendtec:

http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=player_embedded

Will it blend? Entrepreneur.com called it one of the 13 best marketing ideas of all time

Almost 10 m views, April 2011

You can find the vidoes at http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=player_embedded


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http://www.willitblend.com/ http://en.wikipedia.org/wiki/Will_It_Blend http://www.squidnews.com/2007/02/09/will-it-blend-the-interview/


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http://www.willitblend.com/ http://en.wikipedia.org/wiki/Will_It_Blend http://www.squidnews.com/2007/02/09/will-it-blend-the-interview/

4 years of “Will it Blend”: 117,105,290 views (June 15, 2010) Blendtec retail sales up over 700% Adver<sing a profit center: videos made $50,000+ (from hosMng service Revver)


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http://www.facebook.com/BlendTec http://www.blendtec.com/contest-winners/


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http://twitter.com/Blendtec


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4. Make social media a megaphone, for your brand advocates


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aware consider like

engaged ready to act

ACTION

loyal

advocate


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advocate

aware

consider

like

engaged

ready to act

ACTION

Social Megaphone


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…get that social media megaphone

working

For you


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http://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded

This is a summary of the award winning campaign from

McCann Romania. A perhaps high risk strategy to create uproar in social media, and rekindle patriotism, by temporarily repackaging a patriotic product

in the US flag. You can see it at

http://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded


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To Do List •  have the tools ready

ü policy

http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151


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http://www.intel.com/sites/sitewide/en_us/social-media.htm


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ü policy ü Twitter account(s) ü Facebook page(s) ü Website: all browsers, search engine optimized

ü Microsites

ü Active listening…do you know what people are saying:

ü about your brand? your competitors? your market? your partners?



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ü Microsites ü  listening tools

•  learn to use the tools ü use your early adopters



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ü Microsites ü  listening tools

•  learn to use the tools ü use your early adopters ü post several times a week minimum

•  identify influencers, make them advocates ü Twitter look at Klout scores ü Bloggers, under-rewarded



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To Do List (cont’d) •  be transparent

ü  there’s a lot scrutiny, insincerity is hard to hide

•  but be judicious… ü you’re talking to half a billion people ü …and your words last forever

•  write about what you know ü  take responsibility for what you write ü you are your brand

•  make it a conversation ü  reflect on others’ comments; respond reasonably, on a

timely basis

•  read, listen, monitor ü  test, test, test


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To Do List (cont’d) •  add value, earn attention, engage critics •  admit mistakes, apologize, move om

ü  if in doubt, wait and think before you hit enter ü …ask someone to look over your post

•  unify your marketing across all digital & non-digital channels

ü project your brand ü & its expertise in all you do

influence, express your view, nudge along…

but don’t expect to control


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it is the one most adaptable

to change

it is not the strongest of the species that survives…

“nor the most intelligent…


digiAindra

www.Twitter.com/DrIanFenwick www.About.Me/IanFenwick www.SlideShare.net/ian.fenwick

social media: what's all the fuss, presentation to german-thai chamber of commerce

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