IAB - social mainstream

CIARÁN NORRISHEAD OF SOCIAL MARKETING

SOCIAL GOES MAINSTREAM

Why?Facts & trends in social

How?Putting it into practice

Who?Case studies

Why?

Jan-

09

Feb-

09

Mar-0

9

Apr-0

9

May-0

9

Jun-

09

Jul-0

9

Aug-0

9

Sep-

09

Oct-0

9

Nov-0

9

Dec-0

9

Jan-

10

Feb-

10

Mar-1

0

Apr-1

0

May-1

0

Jun-

10

Jul-1

0

Aug-1

0

Sep-

10

Oct-1

0

Nov-1

0

Dec-1

00

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

Facebook Breaks 500 Million

23m Active Users 12m+ daily reach(25 min session time/day)

2.9m daily readers

(ABC Nov 2009)

12.4m Semi-Final

(BARB Dec 2009)

1.3m viewers

(BARB Oct 2009)

9.2m ViewersChristmas Ep

(BARB Dec 2009)

1.8m Breakfast Show (RAJAR Q3 2009)

250,000 monthly

circulation(ABC Nov 2009)

783,000 UK circulation(ABC Dec 2009)

It’s the new mainstream

Creators

Critics

Collectors

Joiners

Spectators

Inactives Forrester’s Social Technographic Ladder 2007

THE LADDER

ambientlight.ca

7

LONDON, 2005

10%

55%

80%

Mobile Internet Usage

NEW YORK, 2009@jkrums

10

ambientlight.ca

THE LADDER’SON ITS SIDE

11

12

13

But!

ONLY 20%OF MOST POPULAR

VIDEOS ARE

UGC

16

80%

OF CONTENT SHARED ON TWITTER IS

PROFESSIONALLY PRODUCED

OVER

3,000 TWEETS AMINUTE

TECHNOLOGYBECOMES MORE USABLE

How?

Audience

ims

pproach

reas

ssets

ctivation

nalyse

Process

Audience

Jeff Milner on flickr

Aims

DO YOU HAVE THE

WHAT IS YOUR CHOICE

On1stsite on flickr

RESOURCES?

ARCHITECTURE?

Approach

NO REASON

TO BE POSITIVE

SIMPLE INCENTIVESCAN BE POWERFUL

Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...

Areas

ENSURE CONTENT IS

SHAREABLE & TRULY SOCIAL

Assets

Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...

Are

as

Ivan Walsh on flickr

Activation

Why else does this matter?

Analyse

Who?

BASE ACTIVITIESON WHAT CONSUMERS ARE

DOING

Tagging Ikea

33

INTERACTIONSEASY,AND SHAREABLE

MAKE

68MILLION

IMPRESSIONS

OVER

35

PARTNER WITHUTILITY

MAKING AN EVENTOUT OF

ADVERTISING

TALK TO THE PEOPLEYOUR AUDIENCE LISTENS TO

DON’T BE SCARED – GET INVOLVED

THINK ABOUT WHO YOU WANT TO TALK TO

MAKE IT EASY FOR CONSUMERS TO MAKE THE RIGHT CHOICE

PICK THE TOOL FOR THE JOB, NOT THE JOB FOR THE TOOL

DON’T FORGET ACTIVATION

HAVE FUN!

CONCLUSION

CIARAN.NORRIS@MINDSHAREWORLD.COM

vistamommy on flickr