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CIARÁN NORRISHEAD OF SOCIAL MARKETING
SOCIAL GOES MAINSTREAM
Why?Facts & trends in social
How?Putting it into practice
Who?Case studies
Why?
Jan-
09
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Dec-0
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Jan-
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Feb-
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Mar-1
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Jun-
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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
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
