1. The Social Challenge

2. • 93% of social media users believe a company
should have a presence
– Cone, Business in Social Media Study, September 2008
• 66% of the global internet population visit
social networks
– Nielsen, Global Faces & Networked Places, 2009
• Time spent on Social Networks is growing at 3
times the overall internet rate
– Nielsen, Global Faces & Networked Places, 2009
The Social Challenge

3. The Social Challenge
1,418,100 Facebook accounts in Ireland:
(847k active daily users)
Boards.ie 5,197,049 visitors - Jan – April 2010
(98,213,363 page views)
150,000 Twitter users in Ireland
25,000 Irish LinkedIn accounts
Source: Smallbusinesscan.com April 2010

4. Source: Wave5 Report, 2010
The Social Challenge

5. The web is changing.
It’s no longer just a place for information seeking and shopping but a platform
where connections are made, information and opinion exchanged.
The new social web makes different demands on both consumers and
companies.
Consumers are not merely finding, they are:
Contributing, commenting, writing, uploading pictures, videos, creating
regular status updates and live streaming their every day happenings.
The Social Challenge

6. Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
None of the above
Inactives neither create nor
consumer social content of any
kind
Groups include people participating in at least
one of the activities monthly.
The Social Technographics™ Ladder
Spectators consumer social content
including blogs, user-generated
video, podcasts, forums, or reviews
Joiners connect in social networks
like MySpace and Facebook
Collectors organize content for
themselves or others using RSS
feeds, tags, and voting sites like
Digg.com
Creators make social content go.
They write blogs or upload video,
music, or text.
Critics respond to content from
others. They post reviews,
comment on blogs, participate in
forums, and edit wiki articles.

7. It’s essential for brands to understand why and where
different groups of consumers participate in this new
world.
Understand this and brands can create campaigns,
messages and communities that consumers want to be
part of, spreading the message far and wide much
more effectively
Source: Wave5 Report, 2010
The Social Challenge

8. It Pays Off
Source: The Marketing Savant Group

9. It Pays Off
The relationship is apparent and significant:
socially engaged companies are in fact more financially
successful. So now we know it pays to be social, but it is
important to note that by “social,” we’re talking about
deep engagement, not merely having a presence.
Source: Altimiter ENGAGEMENTdb study

10. There Needs to be a Strategy
Source: Wave5 Report, 2010

11. Its not enough to
just listen
You need to engage

12. Addressing the Social Challenge
Understand
how and why
people use
social media
Map the
Social
Landscape
of the
category
you are
operating in
and where
your
consumers
fit in the
landscape
Identify the
Social needs
of the
consumer
Identify the
platforms that
best meet
those needs
Strategy
Source: Wave5 Report, 2010