the social dissussion for e-cigarettes and tobacco use

Cigarettes &Electronic Cigarettes

Social Media’s Influence

the

Social ConversationThese slides represent the baseline opportunity for Big Tobacco and the e-cigarette product category. The numbersand graphs represented within were taken in 2012 and are based on a very simple keyword test limited to the UnitedStates and the English language. The actual opportunity for the self-governed tobacco industry with legislativeoversight would be a listening and monitoring program to keep abreast of growing and changing legislative andconsumer sentiments for the general and e-cigarette product categories.

To conduct the review, the term 'cigarettes' was used as the master search category with electronic cigarettes as themain sub-category to represent the full Social discussion for where global social opinions, attitudes and behaviors arebeing formed, shaped and changed for worldwide tobacco use.

2 | Social Conversation Audit – 2012 Daniel McKean . linkedin.com/in/danielmckean


Simple Topical Keyword Test

General Tobacco Category represents the overall social presence and influence for gaining intelligence on changing social perceptions , opinions and beliefs related to ALL

Tobacco Brands, products and nicotine delivery systems.


Topic Discussion Amplitude

The e-cigarette product category represents a deeper and more targeted look into theinfluence of social media on consumer use and opinions with the understanding theGeneral Cigarette Category forms the underlying foundation for context and relevance.

Topic Discussion Amplitude5 | Social Conversation Audit – 2012 Daniel McKean . linkedin.com/in/danielmckean

Twitter represents just one social channel where conversations are reaching and influencing large numbers of consumers as well as

opinion makers and industry legislators.


Channel Reach & Influence

As social conversations grow, the viral reach (impressions) across social networks begins to exponentially influence and activate larger consumer audiences.


Channel Virality & Impressions

In just one year’s time, Twitter alone has been responsible for delivering over

NINE BILLION Impressions on the cigarette (tobacco) topic from the United States which continues to shape and form World Views and Opinions.

Global Tweet Impressions Influenced by USA Tweetsand growing

10,292,174 USA Tweets


Channel Annual Impact & Influence

Conversations vary in sentiments and are continually occurring across Twitter shaping and forming opinions at all levels of the tobacco / nicotine product ecosystem.


Channel Sentiment Influence

Of the One Billion Worldwide Facebook users , Facebook users account for one out of every 7 people in the world (three out of four Americans). Usage statistics reveal one out of 26 sign into Facebook on a daily basis with more than half of all users logging in every other day.

Potential Global Impressions Influenced by USA Postsand growing

10,273,066 Cigarette-Related Posts

In the United States alone, based on the simple keyword test, there were more than

TEN MILLION Facebook Posts with the potential of more than ONE BILLION Impressions on cigarette-related topics over the last 12-months.



Conversations vary, but tests reveal there is an active and vibrant ongoing discussion on Facebook related to tobacco and nicotine products as well as e-cigarettes.

70 Percent of all Facebook Users are from outside the United States representing an influential non-USA population of more than 700 Million users.



Reader Comments, Likes and Votesand growing

1,690,020 Cigarette-Related Blog Posts

More than 1.5 MILLION Blog Posts on cigarette-related topics

were published in the United States over the last 12-months with a

8:1 Average Reader Engagement Level.



Across the blogosphere, e-cigarette topic blog posts (representing all opinions and perspectives)with reader engagement are easily found as popularity for

the tobacco alternative grows.

" Starting today, Electronic Cigarette Hub is distributing free electronic cigarette starter kits for people trying to quit. This campaign comes on the heels of a World Health Organization summit where public health officials are calling for a ban of this technology…

“ The thing to remember about e-cigs is that it's just a few chemicals, most of which the FDA already considers GRAS (Generally Recognized As Safe), the rest of which has never been shown to cause cancer vs4000+ (probably a low estimate) noxious chemicals in a real cigarette. Are they better for you? Ask again in 10 years and we'll see if those of us who switched to e-cigs are still alive. I feel it is safer, but that's my point of view only…

“ After you’ve tried many other tobacco harm reduction products, you’ll soon discover electronic cigarettes, especially now more than ever. Electronic Cigarettes have become very popular even with big tobacco companies, one being Lorillard (makers of Newport), who has recently purchased blu Ecigs. First off, Electronic Cigarettes is what finally did it for me. I’m satisfying all my addictions excluding the 4000+ harmful chemicals that are in tobacco cigarettes. I’ve now been using electronic cigarettes for almost 2 years now and not once have I picked up a tobacco cigarette nor needed anything else to crave my nicotine addiction…



Forum Threads and Repliesand growing

99,939 Cigarette-Related Forum Posts

Upwards to ONE HUNDRED THOUSAND Forum Posts on cigarette-related topics

were originated in the United States over the last 12-months with a




Forums are a prime destination where consumers go for information. E-Cigarette and Tobacco-related topics may not be as prevalent within Forums as they are on Blogs, but

Forums do shape and form consumer opinions and should not be overlooked.

"E-Cigarettes Can Damage the Lungs, Experts WarnScienceDaily (Sep. 2, 2012) — New research has shown that despite electronic cigarettes being marketed as a potentially safer alternative to normal cigarettes, they are still causing harm to the lungs…

“ I think this is why it is so important for every adult who wants to retain their right to vape to take an active role in the politics of it all. Stay informed and educated by keeping up to date on all of the latest studies and legislature and taking an active stand to stop misinformation and protect your rights as an adult…

“First off I want to thank this amazing community for all the support they have given to me and thousands like me who have explored using electronic cigarettes as an alternative to their smoking habits! The tireless work put in by some in the new users section is inspiring to behold, you deserve medals for your daily devotion to selflessly helping others. ECF is an invaluable resource with the absolute best community I have ever encountered online…



Reader Comments, Likes and Votesand growing

100,891 Cigarette-Related News Posts

More than ONE HUNDRED THOUSAND Mainstream News Posts on cigarette-

related topics were written in the United States over the last 12-months with a




Tobacco products, nicotine delivery systems and e-cigarettes are frequently topics within the mainstream news media in the United States. Engagement counts to news

posts reveal there is a vibrant, ongoing and active discussion.

“UCLA to ban smoking on campus in spring. The days of lighting up a cigarette between classes or of a smoke break outside the dorm will soon be over at UCLA as the campus prepares to become tobacco-free. Chancellor Gene D. Block said in a letter that tobacco products -- cigarettes, cigars, oral tobacco and electronic cigarettes, among them -- will be prohibited as of April 22…

“Robert Pattinson is hoping to improve his lifestyle by quitting his bad habit of cigarette smoking. The entertainer was seen on Saturday night with cigarettes, but before fans rush to judgment it was an electronic cigarette to help curb the habit…

“To put it succinctly, "Considering the hazards associated with cigarette smoking, currently available data suggest that electronic cigarettes are far less harmful, and substituting tobacco with electronic cigarettes may be beneficial to health," said Dr. Konstantinos Farsalinos…



Regional social networks, along with niche and special interest networks, easily expand the overall discussion beyond core mainstream channels for greater reach and influence

among a base of growing Global consumers, opinion makers and legislators.

Potential Global Impressions Shaping Values, Beliefs and Opinionsand growing

Photo Sharing, Video, Micro-Blogs, Niche and Emerging Networks

As the popularity of e-cigarettes grow, so too does the voice of anti-tobacco advocates on a global scale. Maintaining a pulse on the dynamic discussion can (and will) provide Business Critical Intelligence on the ever changing landscape of world opinions, beliefs, values and regulations.


Added Annual Impact & Influence

Daniel [email protected]

Linkedin.com/in/DanielMcKean

http://www.linkedin.com/in/DanielMcKean

the social dissussion for e-cigarettes and tobacco use

Social Media

social conversation

social channel

social discussion

social perceptions

social networks

influence of social

global social opinions

daniel mckean