5 Social Media Mega-trends (English Language Version)
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5 trends from the world of social media - the broad view. 1. In-house 2. Content strategy 3. Social shopping and Location based marketing 4. Influencers 5. Social Gaming
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5 Social Media Mega-trends (English Language Version)
- 1. 5 Social Media Mega Trends Daniel Ord Rasmussen Click here for danish Twitter: @danielord language version
- 2. Our world right now
- 3. TV as a primary activity
- 5. TV (Youtube, Hulu, iPlayer) Ads (Adwords + Facebook) News papers og news (blogs, Twitter, Flipboard... ) Books (eBøger) Radio (podcasts) Internet enabled devices traditional “media” is migrating online
- 6. 12-24 y.o. are online 2,5 hours a day Danish Source: Dansk Statistik 2010
- 7. 60+ are online 38 minutter per day Danish Source: Dansk Statistik 2010
- 8. 9 out of 10 are online more than one hour / day Danish Source: Dansk Statistik 2010
- 9. 65+ 55-64 13-15 6% 2% 11% 16-17 45-54 12% 7% 21% 18-24 35-44 19% 23% 25-34 Age percentages 2.7 mio. Danish Facebook profiles 25. maj 2011 Source: http://www.socialbakers.com/facebook-statistics/denmark
- 10. They spend an average of 16 mins a day on Facebook Danish Source: Dansk Statistik 2010
- 11. Young people use social media to define themselves and demonstrate social capital Source: http://info-architecture.blogspot.com/2011/03/social-marketing-to-millenials-by.html
- 12. “Every moment is sharable” - Charles Hull, Managing Director, Archrival | Dachis Group Source: http://info-architecture.blogspot.com/2011/03/social-marketing-to-millenials-by.html
- 13. Which leads us to...
- 14. The Mad Men-model is dead I have this product - sell it for me! 6 months later So, how’d it go? Great!
- 15. 1 In-house
- 17. Bring skills in house!
- 18. “Dell has trained more than 9000 people in the use of Twitter” - Kerry Bridge, Global Digital Media Communications Manager, Dell Public Sector
- 19. < Dells daily reach on Twitter is greater than the 12 biggest American newspapers (WSJ, NYT, USA Today, Washington Post ...) Source: Kerry Bridge, Global Digital Media Communications Manager, Dell Public Sector
- 20. Biz Customer It’s about getting closer to your clients and customers The distance between you and them is shrinking all the time! Facebook, Twitter, message boards, reviews...
- 21. Work Work | Private life Privat life This means the devide between work and private life is changing. The two spheres are merging Facebook does not shut down after 5pm or on weekend - au contraire
- 22. This demands new skills from your employees Currently most prevalent in the creative and tech sectors But the rest are coming... Source: http://hbswk.hbs.edu/item/6009.html
- 23. Pros Quick, “easy”, cost effective Cons Lack of external perspective on your product can be a problem Source: http://www.advertising-objective.com/in-house-agency-pros-and-cons.html
- 25. You need to manage a growing online presence But did we forget something vital?
- 27. “The fallacy of incomplete logic: We need an app / Facebook Page / Twiter account because everyone else has one. ” - Jonathan MacDonald, entrepeneur, at SMWF Europe 2011
- 28. “You don’t see all the content from Facebook Pages. That’s why engagement is so important. You see the pages you engage with.” - David Parfect, UK Sales Manager, Facebook at SMWF Europe 2011
- 29. “Stop pretending content is somebody else’s problem” - Kristina Halvorson http://www.alistapart.com/articles/thedisciplineofcontentstrategy/
- 30. Use words and data that support engagement and interaction Everything is content! http://www.boxesandarrows.com/view/content-strategy-the & http://www.alistapart.com/articles/thedisciplineofcontentstrategy/
- 31. They do it http://knol.google.com/k/content-strategy#
- 32. Contant vigilance! http://www.dopedata.com/wp-content/uploads/2009/07/escime_agencycontentlifecycle-1024x791.jpg
- 33. “If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.” - Seth Godin
- 34. “Goal: Thought leadership in the tinned coloured chemical business” - Russ Lidstone, EURO RSCA London om Dulux “Let’s Colour”
- 35. These guys didn’t think their content through
- 37. Kenneth Cole
- 38. “If content is king, context is God.” - Gary Vaynerchuk
- 39. It’s not rocket science But it’s also not just “target audience” talk
- 40. Example
- 45. But remember: “The map is not the territory” - Alfred Korzybski, semantiker i 1900-tallet The real world keeps changing: It’s ok to get lost Just update your strategy and keep planning ahead
- 47. “A social shopper is someone who taps into the para- social network surrounding a shopping experience”. - Kate Howell, Managing Director, Immediate Future
- 48. Website = Shop Email = shop window Social media = coffee shop, where people talk about you Original: JC Mighty, Aurora Fashions
- 49. Social media = coffee shop, where people talk about you
- 50. “We are now an audience with an audience” - Brian Solis, web marketing hotshot
- 51. Retail hacking “Hacking” the regular way of shopping via social mechanisms online Cupons, deal sharing, “loop-holes”, tricks ... “Shopping is a contact sport” Source: Wired US 12/10
- 52. Actually gives away food Doesn’t do it for money Competitive Mother of two 38 y.o. Charlotte Harrison Source: Wired US 12/10
- 53. Buys groceries worth $78.15 Pays $1.77 Get’s $2.85 back because a red bell pepper was incorrectly priced Result Profit of $1.08 + goods worth for $78.15 Source: Wired US 12/10
- 54. They do the hacking themselves But that’s not the only way to do things anymore
- 55. Expanding retail hacking Groupon does the work for you Group purchasing X amount commit to purchase to “unlock” offer Offered $ 6. bill. by Google i Dec. ’10, turned it down - now estimated to be worth $25+ billion!
- 56. Offline again with location based services
- 57. Foursquare “If I earn the Gym Rat badge, that says something about me that a couple of stamps on a punch card or scan of a loyalty card cannot.” Tristan Walker, head of business development, Foursquare http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
- 58. Special Offers Loyalty unlocks, price deals etc. Revealed at check-in Maintained by the businesses themselves
- 59. Safeway & Pepsico New kind of “loyalty scheme” Checking in at Safway earned customers VonsClub- points Points equate discounts on Pepsi products Auto-check-in at cash register possible
- 60. From e-comm erce to f-commerce Facebook credits Avg. mount of friends is roughly 150 global - they follow you around the net via the Social Graph - can be linked to online stores Our Social Graph says a lot about our purchasing habits Kilde: Jan Christiansen, Facebook Nordics
- 61. Facebook Check-in Deals Part of Faceb0ok Places Revealed at check-in “Regular” offers Loyality unlocks Group offers (check in with 10 of your Facebook friends to unlock something)
- 62. Linked to offline stores Facebook Deals
- 63. Facebook Social Deals Testing phase in 5 major US cities Focussing on “events” First time Facebook Credits can be used for “physical” purchases No discount! Instead social functionality built in
- 65. 4 Influencers
- 66. Some of your customers are more important than others Get used to it
- 67. Afsender We’ve gone from talking to many to reach one, to talking to one to reach many That “one” guy is an influencer, a gatekeeper
- 68. “People Rank is the new Page Rank.” - Azeem Ashar, CEO Peer Index
- 69. Peer Index
- 70. Klout
- 71. “If you don’t have a Klout or Peer Index score of above 50, you don’t even get an interview [in Silicon Valley]. This will have come to London by 2012.” - Thomas Power, chairman Ecademy, SMWF Europe 2011
- 72. Click-through-rate on blogs with high Peer Index scoring authors are higher Azeem Ashar, CEO Peer Index, SMWF Europe 2011
- 73. Microblogging will be mainstream in 2-5 years (says the Gartner Hype Cycle) This will only get more important! Kilde: Gartners Hype Cycle
- 74. Project designed to find “lead users” in digital tourism
- 76. Jesse get’s 300.000 views on his presentations (link) = influencer?
- 77. 5 Social Gaming
- 78. 40 % of time spent on Facebook is spent gaming Average age of social gamer in the UK is 30 - 39 Source: Bill Clifford, VP Global Ad Sales, Wild Tangent
- 79. $1 bio. 2010
- 80. $2 bio. 2012 (projected) $1 bio. 2010 Source: SMWF EU 2011
- 81. Biggest social gaming company is Zynga They are responsible for Farmville, Cityville, Frontierville, Villeville... 50 mio. people are playing their games at any given time 250 mio. play them in total Source: Zynga
- 82. “We don’t sell ads. We sell advertising as content.” - Manny Anekal, Glolbal Director of Brand Advertising, Zynga
- 84. Price: $1 mio. for 24 hour global roll-out
- 86. “10 mio. people engaged with content in 24 hours - many still have it. That’s millions if not billions of impressions” - Manny Anekal, Glolbal Director of Brand Advertising, Zynga
- 90. Do we want brands in our content? Are we ready to accept true branded content?
- 91. Serious games?
- 92. Looking at Farmville can make one fear for the future of the human race. But all is not lost! Games can do good, too!
- 94. “The opposite of play isn’t work, it’s depression” - Jane McGonigal - Reality is Broken
- 95. “Gaming unleashes our natural ability to be the best version of ourselves.” - Jane McGonigal - Reality is Broken Positive stress, that people enjoy overcoming
- 96. World Without Oil ARG = alternate reality game Mix of offline and online Goal: Save oil in real life. Tracks stats online and get points, take part in community etc. Proven: Participants have managed the financial crisis better beacuse they took part
- 97. Wrap-up 1. In-house 2. Content Strategy 3. Social Shopping | Location 4. Influencers 5. Social Gaming
- 98. Let’s talk! daniel@seismonaut.com Twitter: @danielord .com Think we can help? See next slides for what we do
- 99. What we do: Innovation- og concept developement We help organizations navigate in the new world of digital media
- 100. Courses, workshops, “Campaigns”, seminars, conferences, idea catalogues... speaking engagements... Digital competency building Digital strategy, business developement Digital concept Digital business developement developement www.seismonaut.com