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PSOCIAL MEDIA - WHY SHOULD I CARE ?Are people talking about me ?
Jez Jowett, Global Social & Digital Director, Havas Sports & Entertainment#Jezmond.
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Introduction to this session
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=related
Text
Even in Germany!!!
4
Top 10 reasons why you (and your clients) should care
1. Time spent on social media
2. Audience consuming social media is not just digital natives
3. Huge growth of Social media
4. Brands engaging with social media are more valued5. Majority of business are / will be using SoMe more
• Expected spend in next 3 years
• Social Media usage beyond marketing
• Effective measurement and ROI the million dollar challenge
• The Flightdeck demo
• Social Media -Paid, owned and earned media mix
Zeit
Publikum
Wachstum
Wertvoll
Majorität
Etats
Verbrauch
ROI
Flightdeck
erworben
Today’s
Keywords
UK: Social networking accounts for 23% of all time spent online 1
Global: 500 billion minutes on Facebook per month (2009 =150) 2
1. Ofcom August 2010 UK 2. Facebook Inisights Jan 2010
Global: Every min, 24 hrs of videos uploaded to Youtube (2 billion views p/d) 3
3. YouTube blog, March 2010 4. Ofcom, August 2010
1Time
Europe: 16-24 year olds cram 5hrs into 2hrs per day 4
Germany: 58% are using social networks daily. 64% more than half an hour daily.
Europe: 33% of 12-24yr olds are contacteable 24/7 2
Global: women spend 30% more time on social networks than men 1
UK: adults 50+ account for more than 1/4 of internet users 3
2Audience
1. Ofcom August 2010 2. Comscore, July 2010 3. Daily Telegraph June 2010
Germany: More than 90% of 14-29yr olds are using social media. “the main way I keep in touch with friends and interest”
3Growth
2009+: Twitter 577%, Facebook 188%, Linkedin 89%, FourSquare 2m
2. Simply Zest 2010 3. Forrester July 20091. Sun Sentinel 2010
2010 : Groupon generates $1bn social sales in 2 years (Amazon4, Google5, Ebay7)
Facebook Places 1.8m check ins per day. Foursquare 3m check ins per day. 680m total
2011 : Facebook 700m global users
16% of all web traffic to portals (Yahoo, MSN, AOL) came from Facebook
1111
4Value
Most engaged brands : revenue + 18%
Least engaged brand : revenue - 6%
1. Engagement.db 2009
Groupon : $11m sales for Gap in 1 day
Pampers / Facebook : 1000 transactions per day
90% of all purchases are subject to social influence
$30bn revenue from social commerce 2015
5Businesses
88% Fortune 500 using SM to market their businesses
73% state SoMe has had the most significant impact upon their business in last 18 months
1. Engagement.db 2009
Germany: 60/100 largest DE brands are using social media (Facebook + Twitter)
Germany: 41% of DE business investing 10%+ of marketing spend in web2.0 activity
6Budgets
Budgets following growth and opportunity (social and mobile the big growth areas)
2011:Social Media spend up 34% ($1.2bn) Mobile spend up 27% ($748m)
1. Forrester 2010.
2012: Social Media $1.64bn Mobile $950m
2013: Social Media $2.25bn Mobile $1.13bn
2014: Social Media $3.113bn Mobile $1.274bn
7Marketing & comms +
What department does SM report under?
Marketing 41%Corporate Comms 30%
Web / digital 11%Social media / strategy 6%
Product Mgm’t 1%Customer Service 1%
Altimeter Nov 2010
What other areas are you using SM?
Product developmentRecruitment & Retention
Thought LeadershipNetworking & socializing
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8ROI
Client SM Director ‘what are your 2011 priorities?’
Creating ROI measurement 48%Education & training 37%
Organisational model 34%Developing listening tool 29%
Resources and procedures 22%
What success metrics will you use ?
Engagement data 66%Sentiment & opinion 46%
Website traffic 39%Conversion or leads 34%
Share of voice 27%Altimeter Nov 2010
9TheFlightdeck
HSE / Havas proprietary measurement tool
‘A social media control centre’
V1.0 SocialV2.0 Social + DigitalV3.0 Social + Digital + through the lineV4.0 The ROI Calculator
Measuring impact of SoMe in real time
The Flightdeck - What does it do ?
Gathers every mention about a brand and its competitors across: Earned media (blogs, forums, twitter, news)
Owned media (existing social and digital profiles) Paid media (display, search, ECRM, search * v2.0)
Applies filters through keywords and tags, to these data sourcesOutputs these data results and with custom algorithms into 1 dashboard
Filters up – with reverse data pathway to filter and drill back down What is being said about me, and my competitors, across these subjects?
Is it positive, negative, neutral? Who is saying it, and what is their reach and relevance?
Who are my most influential existing and potential fans? What conversations do they have ? What content do they share?
How effective are my current campaigns and social profiles? Is social media driving traffic to my owned media?
Are my paid for campaigns more effective when socially powered?
The Flightdeck Labs (live June)
Display, search, eCRM, affiliates, top 100, Hyves, Orkut, interactive graphs, exportable, top 100………………………..
PAIDPAID
DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES
BRAND PAYS TO LEVERAGE A CHANNEL
DISPLAY ADS, TAKEOVERS,
SPONSORSHIPS, PAID SEARCH.
KICK START AND FEED OWNED AND EARNED
MEDIA
THE KNOWN, IMMEDIACY, SCALE,
CONTROL
CLUTTER, LOW CREDIBILITY, LOW RESPONSE RATES,
EXPENSIVE
OWNEDOWNED
DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES
CHANNEL A BRAND CONTROLS / HAS
REGISTERED
WEBSITE, MICROSITE, BLOG, TWITTER,
FACEBOOK, MYSPACE, YOUTUBE, LINKEDIN
RELATIONSHIP WITH EXISTING AND
POTENTIAL CUSTOMERS
CONTROL, COST EFFICIENCY, LONGEVITY,
LEADS.
COMPANY COMMS UN-TRUSTED, ROLES
AND RESPONSIBILITIES,
TAKES TIME TO SCALE
EARNEDEARNED
DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES
CUSTOMERS BECOME THE CHANNEL
WOM, SHARE, LIKE, RATE, RE-TWEET, FORWARD,
CREATE CONTENT & CONVERSATIONS WORTH SHARING.
MOST CREDIBLE,MOST INFLUENTIAL,
MOST COST EFFICIENT, LONGEVITY
NO CONTROL, NEG & POSITIVE, MEASURABILITY.
Mixology
Paid media the least credible and most expensive
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Owned media the most time consuming and un-trusted
Earned media the most un-controllable but most influential
Pre Launch Launch Post Launchtime
spend
BLOGSBLOGS
BUZZBUZZ
MICRO SITESMICRO SITES
TEASERSTEASERS
DISPLAYDISPLAY
MEDIAMEDIA
SEOSEO
PRPR
BLOGSBLOGS
BUZZBUZZ
VIRALVIRAL
INFLUENCERINFLUENCER
MICRO SITESMICRO SITES
E-CRME-CRM
INTRANETINTRANET
COMMUNITYCOMMUNITY
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
SEOSEO
PROMOPROMO’S’S
NETWORKSNETWORKS
BLOGSBLOGS
INFLUENCERINFLUENCER
MICRO SITESMICRO SITES
ECRMECRM SEO / SEMSEO / SEM
CURRENT MEDIA MIXInefficient, costly, less credible
Pre Launch Launch Post Launch
BLOGSBLOGS
BUZZBUZZ
INFLUENCERINFLUENCER
VIRALVIRAL
PRPR
MICRO SITESMICRO SITES
LIBRARYLIBRARY
INTRANETINTRANET
VIDEOVIDEO
TEASERTEASER
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
DISPLAYDISPLAYMEDIAMEDIA
SEOSEO
BLOGSBLOGS
BUZZBUZZ
INFLUENCERINFLUENCER
VIRALVIRAL
PRPR
SEOSEO
PARTNERSPARTNERS
PROMOTEDPROMOTED
MICRO SITESMICRO SITES
E-CRME-CRM
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
BLOGSBLOGS
INFLUENCERINFLUENCER
SEOSEO
MICRO SITESMICRO SITES
ECRMECRM
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
LIBRARYLIBRARY
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
PROMOPROMO’S’S
NETWORKSNETWORKS
ECRMECRM
“THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “Q: Really, in every scenario?
A: In most scenarios where trust is important!
time
spend
PPOO EE
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
NETWORKSNETWORKS
And it’s FUN!!
You are researching, practising, and sharing it all every hour of your lives. Right now!
Think about what you show, share and talk about with friends online, and in the bar. Social currency.