An overview at the current "State of the Union" in regards to social media. While I don't cover the entire industry- this is a broad overview at high level trends and things to consider.
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Key Social Media Trends: "The State of the Union" for #PRSA of Kansas City
1. Key Social Media Trends
// “The State of the Union”
Tuesday, May 15 2012
by Ramsey Mohsen - Digital Evolution Group
@rm | www.ramseymohsen.com
#PRSApd | @rm
2. ramsey mohsen
• Director of Social Media at Digital Evolution Group
• One of the first life-casters on justin.tv, over 5.2+ million
views on YouTube, founder of kcsweaterparty.com and
Startup Weekend team: LunchUp
• Named one of Ingrams “twenty in their twenties”
#PRSApd | @rm
7. what I’m going to talk about
• Discuss broad trends and insights.
• Snapshots of current statistics by channel.
• Help you understand what you should be focusing on and
what efforts can help your business or organization.
#PRSApd | @rm
9. “It takes more than a
presence in new
channels to improve
customer experiences
and relationships.”
- Brian Solis
#PRSApd | @rm
10. “Social media marketing is
not easy. At its core,
you’re trying to market to
audiences that broadly do
not wish to be marketed
to.”
- Brian Solis
#PRSApd | @rm
12. no such thing as a [Facebook] strategy
• “The goal is not to be good at social media. The goal is to
be good at business because of social media.” – Jay Baer
#PRSApd | @rm http://www.convinceandconvert.com/social-media-strategy/is-social-media-strategy-required-or-redundant/
18. introducing Gen-C, “the connected customer”
• not defined/limited by demographics.
• technology part of daily routine & lifestyle.
• an average of 696 Facebook friends
(compared to the industry average of 140).
• 59% update their social status in class.
• 66% will look up a store if they see a friend
check-in.
• They are 3x as likely to follow a brand over
a family member in social networks.
• Millennials watch TV with two or more
electronic devices.
#PRSApd | @rm http://briansolis.posterous.com/infographic-generation-y-and-facebook
19. three key trends:
• individuals are prized and have come to expect
individual treatment
• individuals trust other individuals similar to them more than
they trust institutions
• individuals are empowered to influence and communicate
with much more velocity
#PRSApd | @rm
20. social media is not just for kids.
#PRSApd | @rm http://briansolis.posterous.com/infographic-generation-y-and-facebook
21. social media is not just for kids.
#PRSApd | @rm http://briansolis.posterous.com/infographic-generation-y-and-facebook
23. customer journey is evolving
• how do we use disruptive technology to get closer to
customers, to improve relationships and enhance
experiences?
• expectations and personalization
• increase of mediums and channels
• more sources of influence
#PRSApd | @rm
29. Mobile is huge.
• “1.2 billion apps were downloaded in the last week of
December.”
• “Google confirmed that more than 3.7 million Android
devices were activated over the Christmas weekend.”
• “6.8 million new iOS and Android devices activated
on Christmas Day alone, 353% increase.”
• On Christmas Day alone, people downloaded an estimated
10 million apps per hour.
#PRSApd | @rm
http://blog.flurry.com/bid/79928/Holiday-2011-Breaking-the-One-Billion-App-Download-Barrier
30. mobile is huge
• 70% of time using tablets is spent while at home versus
30% on the go.
• Smartphones are used by 44% of all mobile subscribers.
#PRSApd | @rm http://www.briansolis.com/2012/04/its-a-small-world-after-all-the-top-global-web-trends/
33. Social media is not a fad.
It's a fundamental way we
communicate.
And a force to be reckoned
with.
#PRSApd | @rm
Source: Gary Vaynerchuk
34. YouTube is #2
• YouTube is now the second most used search engine in
the world.
- Comscore
#PRSApd | @rm
35. 901+ Million
…active users on Facebook.
www.facebook.com/press
50%+ log on daily
Of the active users, 50%+ are using a mobile device.
www.facebook.com/press
#PRSApd | @rm
36. One-Third
• The proportion of women who check Facebook when they
first wake up – even before going to the bathroom.
- Oxygen Media and Lightspeed Research
photo credit: mashable.com
#PRSApd | @rm
37. 200+ Million
• The average number of Tweets sent per day.
#PRSApd | @rm http://blog.twitter.com/2011/06/200-million-tweets-per-day.html
38. monthly active users in the social networks
• Facebook = 901 million
• YouTube = 800 million
• Twitter = 140 million
• Instagram = 16 million* ???
• Pinterest = 10 million
• Google+ = ???
#PRSApd | @rm
50. “the mounting minuses”
• 90+ million registered users since it launched last June.
• Slow growth in regards to gaining an active userbase.
#PRSApd | @rm
52. twitter: by the numbers
• 100 million+ active users, 17 different languages.
• 50% log in to Twitter each day.
• 40% sign in each day just to listen and read.
#PRSApd | @rm
57. Online “Technical Documentation” is the
new sales.
“Some offline marketing or advertising message
might have gotten our attention. We want to
check up. We want to verify. We want detail.
We want facts. Particularly for technical,
complex products, we want to know what
happens AFTER we buy this thing.”
- Gerry McGovern
#PRSApd | @rm
59. So-cial-Proof (ˈsōSHə proof), n.
͞
Positive influence created when someone finds out
others are doing something. It’s also known as
informational social influence.
#PRSApd | @rm
60. social proof is the new marketing
• Moms rely on the wisdom of their friends 67% more than
average shoppers; and they rely on social media 243%
more than the general population.
• Friends referred by friends make better customers. They
spend more (a 2x higher estimated lifetime value than
customers from all other channels).
#PRSApd | @rm
62. The burden of Facebook
and Twitter vs. your
website.
#PRSApd | @rm
63. follow my “4:1 rule”
if you build it, they won’t come.
follow the “4:1 rule”
for every 1 social object (piece of content) that is
about you, there needs to be 4 social objects that are:
•informative
•inspirational
•entertaining
•engaging
•re(markable)
•promote others
#PRSApd | @rm
64. customer service and social media.
#PRSApd | @rm http://www.briansolis.com/2012/03/a-critical-path-for-customer-relevance-part-2/
65. customer service and social media
#PRSApdbrand champions into advocates by giving them “handles” of content
turning | @rm
76. personal data?
• sense of entitlement vs. “social contract” you make
• privacy vs. personalization (allowing tracking)
• will there be a data bill of rights?
#PRSApd | @rm http://www.briansolis.com/2012/04/its-a-small-world-after-all-the-top-global-web-trends/
77. No. Social Media isn’t replacing anything.
• It’s one part of the spectrum of digital communication.
• It should be “with” not “instead of”.
• Can extend and facilitate and … it does not replace.
but
#PRSApd | @rm
78. just remember…
• You can not solely rely on social media.
• It can extend and facilitate … but it doesn’t replace.
• Storytelling still counts for a lot.
#PRSApd | @rm
"There is no such thing as a Twitter strategy. Or a Facebook strategy. Or a Google + strategy. Participation in these (or other) social outposts are tactics used in service of a social media strategy, which in turn is in service of a marketing (and sometimes customer service/retention) strategy, which is one element of an overall business strategy."
The internet has changed how we make decisions, educate, communicate, research and buy things. It’s a daily utility in our lives. It even has changed how we relate to the world and our friends. Google is our professor. Facebook, email, and text messaging is how we thread our daily social interactions. We don’t use phone-books, we use Google. We don’t wear watches, we carry cellphones. We don’t read newspapers, we read blogs. We don’t talk at the water cooler, we G-chat. And we often meet online before we meet in person.
Sam Meers – Story Mom – Story Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible. It helps us get to know people who would otherwise be just acquaintances. It makes us feel closer to people we care for but in whose lives we’re not able to participate as closely as we’d like. Knowing these details creates intimacy. (It also saves a lot of time when you finally do get to catchup with these people in real life!) It’s not so much about meaning, it’s just about being in touch.
The internet has changed how we make decisions, educate, communicate, research and buy things. It’s a daily utility in our lives. It even has changed how we relate to the world and our friends. Google is our professor. Facebook, email, and text messaging is how we thread our daily social interactions. We don’t use phone-books, we use Google. We don’t wear watches, we carry cellphones. We don’t read newspapers, we read blogs. We don’t talk at the water cooler, we G-chat. And we often meet online before we meet in person.
NOTES: Try applying the marketing funnel to your love life and see how it goes. The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric. What this means is that there is a single path built around discrete actions by the company and responses from the buyer. It is not hard to determine where any particular consumer is in the process, so tracking and metrics are straightforward and easy to calculate.
Fluid- evolving- The metrics are new, evolving, and unfamiliar, Why social marketing is so hard
Need 4x3
Fluid- evolving- The metrics are new, evolving, and unfamiliar, Why social marketing is so hard
NOTES: Try applying the marketing funnel to your love life and see how it goes. The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric. What this means is that there is a single path built around discrete actions by the company and responses from the buyer. It is not hard to determine where any particular consumer is in the process, so tracking and metrics are straightforward and easy to calculate.
- Most searched content = music videos, no MTV
http://mashable.com/2012/04/30/facebook-timeline-eyetrack-study/#view_as_one_page-gallery_box5317 In a webcam eye-tracking study for Mashable by EyeTrackShop , participants spent less time looking at Wall posts and ads and more time looking at the cover photo on brands’ timelines than they did on their old Facebook Walls. “ The new Facebook Timeline limits the effective branding space, and the top portion of the page must be effectively utilized,” suggest the study’s authors. EyeTrackShop recorded eye movements of 30 participants as they were shown brand profiles — before and after being converted to timeline — from the Dallas Cowboys, Good Morning America , “The Muppets” and Pepsi in 10-second intervals. What participants looked at on each webpage, for how long and in what order is recorded in the images below.
The internet has changed how we make decisions, educate, communicate, research and buy things. It’s a daily utility in our lives. It even has changed how we relate to the world and our friends. Google is our professor. Facebook, email, and text messaging is how we thread our daily social interactions. We don’t use phone-books, we use Google. We don’t wear watches, we carry cellphones. We don’t read newspapers, we read blogs. We don’t talk at the water cooler, we G-chat. And we often meet online before we meet in person.
The internet has changed how we make decisions, educate, communicate, research and buy things. It’s a daily utility in our lives. It even has changed how we relate to the world and our friends. Google is our professor. Facebook, email, and text messaging is how we thread our daily social interactions. We don’t use phone-books, we use Google. We don’t wear watches, we carry cellphones. We don’t read newspapers, we read blogs. We don’t talk at the water cooler, we G-chat. And we often meet online before we meet in person.
The internet has changed how we make decisions, educate, communicate, research and buy things. It’s a daily utility in our lives. It even has changed how we relate to the world and our friends. Google is our professor. Facebook, email, and text messaging is how we thread our daily social interactions. We don’t use phone-books, we use Google. We don’t wear watches, we carry cellphones. We don’t read newspapers, we read blogs. We don’t talk at the water cooler, we G-chat. And we often meet online before we meet in person.
-cost-effective ‘second-screen’ -help your customers shop smarter – by learning from each other http://socialcommercetoday.com/wp-content/uploads/2011/12/social_commerce_social_psychology_header.jpg