Taking social media to the next level: Trends and strategies
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19th World Editors Forum and 64th World Newspaper Congress
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Taking social media to the next level: Trends and strategies
- 1. Taking social media to the next level Aldo van Weezel Business Development Consultant Latin America Ppi Media US Chile
- 2. Taking social media to the next level TRENDS IN SOCIAL MEDIA ALDO VAN WEEZEL Businness Media Consultant 19th World Editors Forum | 4 September 2012 | Kyiv, Ukraine
- 4. TRENDS IN SOCIAL MEDIA networking?
- 5. Social networking is the most popular online activity worldwide Web-based email and instant messaging are declining in younger demographics Fuente: ComScore Media Matrix (October, 2011)
- 6. SOCIAL MEDIA IN THE WORLD 1.2 billion users 1 in 5 minutes online is spent on social networks Women are USA 98% Brazil 97% Social Networks Reach more social of Online Population UK 98% Vietnam 85% Women spend more time in Chile 94% social networks than men Fuente: ComScore Media Matrix (October, 2011)
- 7. LATIN AMERICA LEADING GROWTH OF INTERNET USERS In 1996: 66% of Internet users were in the US Today, 87% of Internet users are outside the US Latin America • 9% of Internet population • Latin America is leading growth of Internet users: 16% between December 2010 and December 2011 • 32.5% is less than 35 years old 5 Latin American countries among the top 10 most engaged in social media Fuente: ComScore Media Matrix (March, 2012)
- 8. HOW MANY SOCIAL NETWORKS IS ENOUGH? @aldo_vw http://cl.linkedin.com/in/vanweezel http://foursquare.com/aldo_vw http://www.tripit.com/people/aldo_vw http://www.quora.com/Aldo-van-Weezel http://www.last.fm/user/aldo_vw http://paper.li/aldo_vw http://pinterest.com/aldovw/ http://www.slideshare.net/aldovw
- 9. THE HOLY TRINITY OF SOCIAL MEDIA
- 10. Third site in the world ranking 55% of global penetration 3 in 4 minutes on social networking are spent on Facebook 1 in 7 minutes spent online are spent on Facebook Only a handful markets where Facebook is NOT the leading social network
- 11. FACEBOOK IPO $38 per share
- 13. BRAND PAGES Skittles www.skittles.com: 23,000 US unique visitors in March 2012 Skittle’s brand page on Facebook.com/skittles 320,000 visitors Brand exposure via News Feed is even higher
- 16. TWITTER Twitter reaches 1 in 10 global online users Five Most tweeted moments in 2011 • MTV Music Video Awards (8,868 tweets per second) • Troy Davis executed (7,671) • Brazil eliminated from the Copa América (7,196) • End of FIFA Women’s World Cup (7,166) • Steve Jobs resigns (7.064)
- 18. Unless you are Lady Gaga or Justin Bieber… Tweeting is like throwing a message in a bottle into the ocean. “Return on Influence” by Mark Shaefer (2012)
- 21. LINKEDIN Top 5 Markets according to LinkedIn Penetration (%) • Netherlands (27.2%) • Ireland (20.4%) • US (18.7%) • Canada (17.5%) • Denmark (17.4%)
- 22. WHAT AM I WATCHING?
- 23. COMENTA.TV
- 24. MY OWN NEWSPAPER
- 25. PRIVATE SOCIAL NETWORKS Microsoft bought it in June for $1.2 billion
- 26. SOME FAIL…
- 27. SOCIAL MEDIA IS ABOUT CONVERSATION
- 28. BUSINESS COCKTAIL PARTY What do you do in a business cocktail party? Source: Mike Volpe (Hubspot)
- 29. Do you remember the last time… you went to the cinema? you went out for dinner? you bought a brand new car? Were you influenced by a friend’s recommendation?
- 30. Do you remember the last time… you went to the cinema? you went out for dinner? you bought an expensive of clothing? Were you influenced by a friend’s recommendation? Word-of-mouth Given the the avalanche of ads, promotions, brands, etc. we rely heavily in our friends’ recommendations
- 31. 78% of consumers trust in recommendations from social networks Only 14% trusts in advertising…
- 32. A CONVERSATION 3f WITH… friends fans followers
- 33. A NEW MARKETING APPROACH Before, it was an interruption Now, we ask for permission The Social Customer
- 34. THE RISE OF THE SOCIAL CUSTOMER “If you use a social network to communicate with your friends, or you text regularly on a mobile device, or recommend something to someone you kind of know but not well that they pay attention to –and you do it via a consumer review site– you are a social customer.” The Social Customer (Adam Metz)
- 35. The social customer can damage or support your business without your permission… in channels your business does not own.
- 36. HOW SOCIAL MARKETING WORKS Source: The Power of Like 2 (comScore, 2012)
- 37. FANS AND FRIENDS OF FANS If one of your friends is a fan of Starbucks, you’re more likely to be exposed to a Starbucks message on Facebook • And if you’re exposed to a Starbucks message on Facebook, you’re 38% more likely to make a purchase in the next four weeks. The first step is accumulating fans (“I like”)
- 38. ROLE OF INFLUENCERS Authentic brand advocates Examples: • Subway $10 gift card • Virgin Airlines new flight to Toronto
- 39. FALLING SKIES 10-week campaign including 600 Klout influencers They receive a “secret” about the next episode each week 60% of the conversation driven by “influencers” 14% increase in “buzz” equals 1 rating point
- 40. 10 KEYWORDS YOU SHOULD REMEMBER
- 41. ALDO VAN WEEZEL Businness Development Latin America ppi Media US, Inc. aldo@ppimedia.com +56 9 8693 8584 (mobile) @aldo_vw
Notas del editor
- 1.2 billion: How many times Brazil audience? 26.5x Brasil audience: 45.2 millions (+15):
- Twitter Inc. said users of its microblogging service who post links to other websites will be able to see an expanded view of content from new partner sites, such as the Wall Street Journal and MSNBC. The company, which lets users share 140-character messages, said the expanded postings will show video, photos and longer excerpts of news stories from a broader list of media partners. The service begins rolling out to website and mobile users today, Michael Sippey, product team director at San Francisco- based Twitter, said in a blog post. “ This is going to cause people to stay on twitter.com, because all of the sudden you have a little bit more information,” said Brian Blau, an analyst at Gartner Inc. “You can read the next tweet and stay on the site, being a more valuable consumer of the site.” The service will be available on Twitter for Apple Inc.’s iPhone and for devices that use Google Inc.’s Android soon, Sippey said. The company, with more than 140 million users, expects to generate at least $1 billion in sales in 2014, two people with knowledge of the matter have said, based on advertising demand.
- Apple has finally acknowledged what the market has been telling it since it first debuted Ping, its social network for music, in September of 2010. The service is a failure. And rather than continue to maintain Ping, the company is abandoning it and using its partnerships with Twitter and Facebook to make its various software and service offerings social in a way that consumers actually care about. Sources close to the company say that Ping, which still exists today in iTunes 10.6.3 and the iOS 6 beta — where it doesn’t work, will be gone with the software’s next major release, likely scheduled for this fall. And at that point Apple’s social networking offerings will shift to Twitter and new partner Facebook entirely. Which makes perfect sense. At this point, years into the social networking phenomenon, why not leave the social stuff to the social people who are good at it? Apple might be great at software and hardware, but its skills in creating a social network are sorely lacking. So much so that it’s not even bothering to salvage Ping with the help of the folks at Facebook, a company that might have improved the service’s chances of success had it been on board for its launch. In the end, Ping was a social network that was focused far too much on enabling commerce, and far too little on enabling social interaction. It wasn’t easy to find and connect with people on Ping. And that didn’t resonate with Apple’s customers all. Apple CEO Tim Cook said as much at D10 . “ We tried Ping, and I think the customer voted and said ‘This isn’t something that I want to put a lot of energy into,’” Cook said. Apple now seems to have come to the same conclusion. And it’s not putting any further effort into the service either.
- Meet people and start conversations Answer questions – help others Ask questions – trust others’ advice Become a real member of the community: • Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
- My boos in town… choosing a restaurant… What happens to the restaurants with bad reviews?
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- They might pick up the bottle in the ocean…