1. The Rise of Social Media
And what it means for Prepared for: Sensis
business Prepared by: John 0
June 2010
Shearer

2. Agenda
• The Context for the Rise of Social Media
• From Web 1.0 to Web 2.0
• The Australian Social Media Landscape
• The Business Attraction of Social Media
• Some Key Lessons for Business
1

3. The Context for the Rise of Social Media

4. The context for the rise of social media
Fragmenting Declining Informed
Media Trust Consumers
3

5. The context for the rise of social media
Fragmenting Declining Informed
Media Trust Consumers
4

6. The rise of the informed consumer
99% Researching online
94% Ever bought online
80% Research products every week
70% Start with search engine
(of online consumers)
Source: TNS: Digital Australia Now Research: 2009 5

7. Why consumers are searching online…
Internal
Save money
Manage life efficiently
Others Self
Infotainment
Continuous learning
External
6

8. From Web 1.0 to Web 2.0

9. The driving forces behind social media
Technology Tools People
8

10. 9

11. 133,000,000
blogs
10

12. >2billon views
per day
11

13. 15,000,000
articles
12

14. 445 million
users worldwide
13

15. 2 out of 3
people
online visit a
site each month
14

16. 106 million
accounts
15

17. The rise and rise of social media
2007 2009 20011?
Porn Email Search
16

18. The Australian Social
Media Landscape

19. Australia’s social media audience is
estimated at
9.9 million
18

20. Different people using different networks
Males Females 18-30 31-44 45-60
Facebook (80%) 76% 83% 81% 80% 78%
MySpace (19%) 26% 15% 26% 17% 14%
Twitter (6%) 9% 4% 6% 7% 4%
LinkedIn (2%) 3% 2% 2% 2% 3%
(Social network membership amongst social networkers)
Source: TNS: Digital Australia Now Research: 2009 19

21. Facebook – Still youth dominated
18 to 25 35%
26 to 35 30%
36 to 45 18%
But these are the fastest
46 to 55 10% growing age segments
55 plus 7%
(% of Facebook accounts)
Source: Facebook Advertising Creator: 3rd June 2010
http://www.thinksocial.com.au/tag/facebook/ 20

22. Some are more active than others…
Source: Forrester: Social Media Technographics: Australia: Q2 2009 21

23. Consumers’ motivations differ by network/platform
Source: TNS: Digital Australia Now Research: 2009 22

24. Consumers’ motivations differ by network/platform
Source: TNS: Digital Australia Now Research: 2009 23

25. Consumers’ motivations differ by network/platform
Source: TNS: Digital Australia Now Research: 2009 24

26. The Business Attraction
of Social Media

27. The business attraction of social networking and
social media
Hyper-
Eyeballs Targeting WOM
26

28. 86% are looking to fellow internet users for opinions
and information about products, services and
brands.
78%
Trust the recommendations of other
consumers
Consumer-created content is
the no.1 aid to a buying decision
27

29. Some are talking about companies on social media…
Social Network: Have made Blogs: Blog about product or
comments about products service experiences
or services
Regularly 15%
Positive 24%
Occasionally 45%
Negative 14%
Never 40%
(% amongst social networkers)
Source: TNS: Digital Australia Now Research: 2009 28

30. …and what they are saying is having an impact
Changed mind based on Decision based solely on
NEGATIVE review POSITIVE review
36% Independent review 36%
30% Forum 23%
17% Blog 11%
14% Social network 11%
Source: TNS: Digital Australia Now Research: 2009 29

31. 70%
of Australian businesses intend to
undertake some form of social media
activity in 2010
30

32. Business are seeing the benefits
Generated exposure for my business 85%
Increased my traffic/subscribers 63%
New business partnerships 56%
Increased search rankings 54%
Generated qualified leads 52%
Help me sell products and services/close 48%
business
Reduce my overall marketing expenses 48%
(% of businesses)
Source: Social Media Examiner: 2010 Social Media Marketing: Industry Report: April 2010 31

33. Some Key
Takeaways

34. Some key takeaways
1. Don’t assume that social media and
social networking is just a fad.
2. Don’t about about media platforms –
think
think
business strategy.
3. At first just listen…
4. Remember, it’s a dialogue not a monologue.
5. It’s real time.
6. Authenticity and transparency
are crucial.
33

35. Ninety percent of social media
is just showing up.
It’s the other half that’s hard.
34

36. Presentation available at:
www.slideshare.net/johnshearer