2013 UPDATE: Get the book "SOCIAL STATE" by Esteban Contreras! http://www.socialstatebook.com -------------------------------------------------------------------------------- This presentation is a 2012 mid-year update and complement to the original "State of Social" presentation by Esteban Contreras: http://slidesha.re/stateofsocial2012 2H12: The State of Social Media and Social Media Marketing in the Second Half of 2012 Summary: Consumer behavior is changing and social media is becoming increasingly relevant for individuals and organizations. As the social media landscape expands and evolves, Facebook maintains its leadership despite IPO pains and mobile weakness. Twitter at #2 is becoming a curator and potential media company while Google+ is becoming Google's SoLoMo layer. Newer players differentiate and create niches of their own, or seek exits. Despite the “success” of social media, public market investors are skeptical but social media's impact on human behavior is undeniable. Mobile is becoming the “first screen," SoLoMo is growing in adoption, influence and importance and the SMMS industry is consolidating. Social media, and social advertising, is no longer a playground but a priority for major brands. While marketers continue to experiment, efforts are much more strategic and studies are starting to show connections between leveraging social paid, promoted, owned and earned media, and changes in purchase intent. Ultimately, the social media opportunity lies in enhanced customer experiences. Connect with Esteban Contreras: http://www.estebancontreras.com http://www.facebook.com/estebancontreras http://gplus.to/estebancontreras http://www.twitter.com/socialnerdia http://www.slideshare.net/socialnerdia http://www.socialnerdia.com Share this presentation: http://slidesha.re/2h12social Want to DOWNLOAD this presentation? Click here: http://bit.ly/2h12tweet

1. 2H12
THE STATE OF SOCIAL MEDIA &
SOCIAL MEDIA MARKETING
IN THE SECOND HALF OF 2012
Esteban Contreras
www.estebancontreras.com
www.socialnerdia.com

2. This presentation is a mid-year update to:
http://slidesha.re/stateofsocial2012
________

3. Reminder: Social Networks Still Most Popular Online Activity
1 in 5 online minutes spent on SN, Up from 6% in 2007
Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 ________

4. 1.85 Billion Will Use Social Networks on Monthly Basis by 2014
71% of Internet users, but only 26% of world pop.
Source: eMarketer Feb 2012 ________

5. USA Doesn’t Have Largest Social Networking Population
China has 2x social network users
Source: eMarketer, Feb 2012 ________

6. China is Not Fastest-Growing Social Networking Country
India and Indonesia growing faster
Source: eMarketer, Feb 2012 ________

7. The Social Media Universe Continues to Expand
900 MM+ monthly active users 50MM+ users
800MM+ monthly users visit site 20MM+ users
232MM+ monthly active users 25 MM+ users
161MM+ members 12MM+ monthly active users
150MM+ monthly active users 2MM+ users
140MM+ monthly active users 2MM+ users
115MM+ subscribers 2MM+ users
51MM+ users 2MM+ users
55MM+ blogs 1.5MM+ users
More people on more social sites than ever before
Source: Nielsen, State of the Media: The Social Media Report Q3 2011, Home and Work (May 2011)
comScore Media Metrix, U.S., Jun 2007 – May 2011; Twitter; Google Blog; Multiple Other Sources ________

8. Over 50% of Facebook Users Are Daily Active Users
DAU/MAU has grown to 58%, from 45% in 2009
Source: Facebook filings, Andrew Chen’s Blog ________

9. Americans Spend 100,000 Years a Month on Facebook
167 7:10
That’s 50x more than Twitter, 600x more than Google+
Source: comScore, Compete, Google Ad Planner, Statista Infographic ________

10. Facebook has Established Itself as THE Social Platform
Apps like Viddy have gone viral thanks to FB Open Graph
Source: KCPB Internet Trends 2012, Mary Meeker ________

11. Facebook Enhancing Publishing, Distribution and Ad Functionality
Admin Roles Post-level metrics
Mobile-Only Ads
Post Scheduling
Facebook Offers
Log-Out Ads
FB is becoming a one-stop shop
________

12. SM Marketing Is Not Free: Aprox 16% of Facebook “Fans” See Posts
Paid + Promoted amplify Owned + Earned
Source: Brian Solis and Jess3 ________

13. No Surprise: Facebook Dominates Social Ads
Top Ad-Selling Companies Are Shifting Places
Source: eMarketer, Company Reports 2011 & 2012 ________

14. Facebook Gets 71% of Total Social Network Ad Revenue
Others Slowly Gaining Traction
Source: eMarketer, Company Reports 2011 & 2012 ________

15. Is Facebook Taking Its Social Ads Beyond Itself?
Maybe… Facebook ads now appearing on Zynga.com
________

16. Social Sites Will See Greater Growth Than Overall Market in 2012
Marketers planning increased social display ad spending
Source: eMarketer, Advertiser Perceptions ________

17. U.S. Social Media Ad Spending To Reach $9.8 Billion By 2016
Local U.S. social ad spending will reach $3.1B by 2016
Source: BIA/Kelsey Report ________

18. Social Ads Are Starting to Challenge Traditional Advertising
FYI: $363 B spent in TV, print and radio ads
Source: eMarketer, The Wall Street Journal, WSJ, WSJ ________

19. There’s Debate About Social’s Ad Effectiveness Beyond Fan-Building
50% of FB users find ads at least somewhat relevant
Source: eMarketer, The Wall Street Journal, WSJ, WSJ ________

20. Despite Headlines, Marketers Seem To Agree It’s About Execution
Owned + Paid + Promoted + Earned = Winning
Source: AdAge / Citigroup Facebook Survey ________

21. Public Market Investors Skeptical of “Social”
LinkedIn is outlier in terms of stock performance
Source: KCPB Internet Trends 2012, Mary Meeker ________

22. The New Bottom Line: Mobile
FB’s biggest weakness is its greatest opportunity
Source: KCPB Internet Trends 2012, Mary Meeker ________

23. It’s Really Happening…
…Mobile is becoming the first screen
Source: Pew Research Center “Cell Internet Use 2012” ________

24. Led By 400MM Android Activations, Smartphones Are Everywhere
Smartphone user adoption still has huge global potential
Source: KCPB Internet Trends 2012, Mary Meeker ________

25. No Wonder: FB Acquired Instagram for $1B
Instagram = New American dream
Source: Online Colleges infographic ________

26. Facebook& Google= Exit Strategy for Innovative SoLoMo Startups
2004/5 2006 2007 2008 2009 2010 2011 2012
Source: Wikipedia ________

27. Google is #1 in Total Online Ad Revenues
Google+ has no ads today, generates $0 in revenue
Sourc: Company Reports 2011 and 2012, eMarketer ________

28. Google+ Has 150 MM Monthly Active Users After Only 1 Year
A total of 250 MM have signed up for Google+
Sourc: Google I/O 2012 ________

29. Google+ More Than “Interest Graph” Map: It’s Google’s SoLoMo Layer
More users access G+ on mobile than on desktop
________

30. Google +1 Button Has Positive SEO Results
Referral traffic from Google to FB appears to be dropping
Source: HubSpot “The State of Inbound Marketing in 2012;” PageLever ________

31. Major Brands Are Engaging With Consumers On Google+
40% of marketers report Google+ is "useful to critical”
Source: SimplyMeasured ________

32. Google+ is Not Yet Dev-Friendly, Google Needs to Get it Right
“Look at Facebook. Look at
Google Buzz. If you do it wrong,
you get blasted.”
- Vic Gundotra
Few third party tools, no Google+ apps or tabs
Source: BusinessInsider ________

33. The Google+ Hangouts API is More Robust, Shows Promise for Devs
Hangouts continues to be a differentiator for Google+
Source: Google+ ________

34. Google+ Game List Has Expanded But…
Major game companies like PopCap, Wooga pulled out
Source: Google+ ________

35. Except for Mysterious White Space, No Signs of Ads Within Google+
Ironically: Multiple Google+ spots running on TV
Source: The Wall Street Journal ________

36. 7-Year-Old YouTube is Video Hub for UGC, Music & “Viral” Hopefuls
Source: YouTube.com ________

37. Since December 2011, YouTube Views Have Dropped 28%
YouTube claims its due to focus on Engagement, TOS
Source: comScore, AdAge ________

38. YouTube's $100 million investment in new premium "channels"
TV-like appointment viewing  TV-like ad dollars?
Source: AdAge ________

39. Twitter is Second to Facebook
Twitter reaches 11.7% of global internet users
Source: comScore Inc. as cited by Barclays Digital, eMarketer ________

40. Daily Twitter Use on the Rise, Especially Among 18-24 Year Olds
7.9% of marketers worldwide have run Twitter ads
Source: Pew Internet & American Life Project; Greenlight “Search & Social Media Survey”; eMarketer ________

41. Twitter is Leveraging Acquired Assets Like Summify, Posterous&TweetDeck
340 million
Tweets/Day
Twitter is officially a “curator” but… media company?
________

42. Twitter is Partnering with Media Companies + Brands
________

43. Twitter Conversations Resulting in Insights for Brands
SM “listening” continues to evolve
Source: Bluefin Labs, Salesforce Radian6 ________

44. TV Continues to Get… “Social”
Multiple screens in the living room becoming the norm
Source: Viacom “Social TV: Viewers C’s the Moment”; eMarketer ________

45. 3/4 U.S. Smartphone Owners Regularly Use Location-Based Services
Up from 55% in May 2011
Source: Pew Research ________

46. 1/5 U.S. Adult Smartphone Owners Regularly Use “Geosocial” Apps
Also: 1/5 U.S. Teen Smartphone Owners Use “Geosocial”
Source: Pew Research ________

47. Foursquare Redesign Emphasizes Recommendations, Not Gamification
Is Foursquare losing its relevance?
Source: Pew Research ________

48. Marketers See Value in Online Video, Social, Mobile
SoLoMo expectations for future are high
Source: Altimeter “Content: The New Marketing Equation” ________

49. Smartphones Finally Enabling Us To Capture + Stream Video On-The-Go
Mobile video catching up to Google / YouTube
Source: Flurry Analytics ________

50. Socialcam and Viddy Are “Instagram for Video” Candidates
vs
Both apps leveraged FB OG to get users + increase usage
Source: AppData.com ________

51. Star-Studded Airtime Launch, Early Adopters Give It a Try
Where will Sean Parker & Shawn Fanning take it?
________

52. A Few Other Social-Related Startups To Check Out
________

53. Creation and Curation is Easier Than Ever
Pinterest is making the web more visual
Source: KCPB Internet Trends 2012, Mary Meeker ________

54. Pinterest Visits Have Slowed Down, FB-Connected Users Has Declined
Drop in active users may simply be a correction
Source: Pew Research ________

55. Pinterest Has Made News As a Traffic-Driver
It appears to have effect on purchasing intent as well
Source: Shareaholic, eMarketer BlogHer, Bizarre Insight ________

56. Proven or Not, Brands Are Experimenting on Pinterest
________

57. Tumblr Changes Its Mind About Ads
Not all advertisers welcome
________

58. Tumblr Becoming Meme Platform
________

59. Led by Klout, Multiple Startups Rushing to Measure Social Influence
Source: Klout.com, Altimeter Group ________

60. Brian Solis Says Klout, Kred, Etc. Actually Measures “Social Capital”
Social Capital = Potential for Influence
Source: Klout.com, Altimeter Group ________

61. LinkedIn’s Stock Performance Makes “Social” Look Good
Viddy app grew dramatically thanks to FB Open Graph
Source: KCPB Internet Trends 2012, Mary Meeker; comScoreUnique Visitors March 2012 ________

62. LinkedIn Acquired SlideShare in May 2012
Transaction valued at approx. $118.75 million
Source: LinkedIn Blog, SlideShare Presentation ________

63. LinkedIn Stands Out for B2B Marketing
HubSpot says LinkedIn is 4x Better for B2B
Source: HubSpot ________

64. It Hasn’t All Been Good For LinkedIn
6.5 MM passwords leaked, iOS app raises privacy issues
Source: LinkedIn News Twitter account ________

65. Bing Deeply Integrated with Facebook and Other Social Media
Microsoft “Socl” launched, but what’s the value prop?
________

66. Microsoft Acquired Enterprise Social Networking Service Yammer
Transaction was $1.2B in cash
Source: Yammer, Microsoft ________

67. Social Media Management Systems (SMMS) Consolidation Continues
Buddy Media allegedly sold for 2X+ Vitrue’s sale price
Source: Salesforce, Oracle ________

68. “Social Business” Shifting from Buzzword to Market Reality
Source: Dion Hinchcliffe and Peter Kim “Social Business by Design;” David Armano “Social Business: Where It’s Been & Where It’s Going” ________

69. Digital Marketing and Social Media Tools Becoming Strategic Priorities
8% Execs Say: “Top Priority” among digital trends
Source: McKinsey Global Survey Results “Minding Your Digital Business” ________

70. Trending Tactics in Social Media Marketing
• Social Curation
• Frictionless Sharing
• Visual Experimentation
________

71. Trending Tactics in Social Media Marketing (Cont.)
• Storytelling
• Fan-Centric Content
• Social IRL
________

72. Sometimes “Good” Social Media Marketing…
… is NOT about marketing at all …
Source: imgur, Reddit, The Globe and Mail, PR Daily, Social Fresh ________

73. Good Experiences Are Key to Earned Social Media Advocacy
SM conversations & interactions impact brands
Source: eMarketer, Zuberance, Forbes Insight and Weber Shandwick “Socializing Your Brand” ________

74. Social Media Can Create + Enhance Brand-to-Consumer Relationships
Owned + Paid + Promoted + Earned = Earned2+
Source: comScore “The Power of Like 2: How Social Marketing Works" ________

75. Thank You
Call Me Maybe:
http://www.estebancontreras.com
http://www.facebook.com/estebancontreras
http://gplus.to/estebancontreras
http://www.twitter.com/socialnerdia
http://www.slideshare.net/socialnerdia
http://www.socialnerdia.com

76. Don’t Forget to Check Out:
http://slidesha.re/stateofsocial2012
________