11/2010 social media: introduction and cases
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Präsentation für Web 2.0 Seminar des Europa Haus Marienberg am 4.11.2010TRANSCRIPT
mediaman // expect more from digital
Social Media: Introduction And Cases // Pia Johannson, mediaman
Agenda:
What is social media?
What companies do in socialmedia
Social media trends
About mediaman:a glance on who we are andwhat we do
Quelle: www.matthiaskandel.de/blog/category/netzkultur/
Social media are media for social interaction, using highly accessible and scalable publishing techniques.
Social media uses web-based technologies to turn communication into interactive dialogues.
Web 2.0 is a catchword which is used for a row of interactive and collaborative elements of the Internet, especially of the World Wide Web. Following the version numbers of software products it describes a new generation of the web.
What is social media?
Quelle: marketingfeeds.nl/tag/strategie
Social Media Landscape 2007
Quelle: http://share.flowtown.com
Social Media Landscape 2010 - north
Quelle: http://www.flowtown.com
Social Media Landscapes 2010 - south
Quelle: http://www.flowtown.com
Social networks worldwide 2008.
Combined on social media platforms:
Expressing: publish, discuss, aggregate
Networking: search, contact, collect
Sharing, comment, rating: content, products, places
Gaming: social, casual…
Examples – what and where it all is.
Like remote control changed TV, social media changes theinternet.
Two Australian girls fall in a well shaft, cannot escape from own strength. What do they do?
Via mobile phone they post their status in Facebook.
A friend reads the post and organises help.
Change Of Media Use
3 out of 4 americans use social media technology (Forrester, The Growth Of Social Technology Adoption, 2008)2/3 of the global internet population visit socialnetworksvisiting social sites is now the 4th most popular online activity—ahead of personal emailtime spent on social networks is growing 3 times faster than time spent at the internet.time pent in social media is accounting for ~10% of all internet time. (Nielsen, Global Faces & NetworkedPlaces, 2009)
.
Social Media is interesting, because
The number of users has doubled from nearly 400 Million on 800 Million within 2,5 years.
Time spent with social media (per month globally) risedfrom 50 minutes up to 200 minutes within 2,5 years.
Time and users increase.
More facts.
5,000,000,000:
The number of minutes spent on Facebookeach day.
1,000,000,000:The amount ofcontent (links, news, posts, notes, photos) shared eachweek on Facebook.
800,000,000:
Online users worldwide are registered at least in one social network.
2,000,000:
The number of websites with the Facebookbutton “Like”.
Quelle: manomaniac, Flickr
More facts.
13 hours:
The amount of video uploadedto YouTube every minute.
412.3 years:
The length of time it would take to view every YouTube video.
100,000,000:
The number of YouTube videos viewed per day.
13,000,000:
The number of articles available on Wikipedia.
Flickr: Okynneskyss Flickr: OkynneskyssFlickr: Landris
More facts.
3,600,000,000:
The number of photos archived on Flickr.com as of June 2009.
1382%:
The monthly growth rate of Twitter users from January to February 2009.
3,000,000The average number of Tweets per day on Twitter.com.
5,000,000:
The number of active Barack Obama supporters cross 15 social networks. Quelle: www.majordojo.com
Agenda:
What is social media?
What companies do in social media
Social media trends
About mediaman:a glance on who we are andwhat we do
Flickr: captcreateFlickr: Landris
Social media case: Nestlé.
Nestlé did not manage.
2010/03/17: Greenpeace published the video on Youtube.
Greenpeace starts campaign with a video on Youtube
Evening of the same day: Nestlé removed the video from Youtube, because of copyright injuries.
Greenpeace: "Nestle today admitted that they have been using palm oil from the destroyed rainforest in products such as KitKat, but having our video removed proves they are still trying to hide that fact. We'll continue putting the video up on other websites until Nestle removes all rainforest destroying palm oil from its supply chain.“
The campaign rolls.
Kitkat fanpage on Facebook (1)
Kitkat fanpage on Facebook (2)
Where is the mass media?
This is the number of the Posts on the subject Palm oil after media types. In front: Twitter, because many users dispatched the Greenpeace video via Twitter.
Mass media vs. Social media
What happened?
2010/03/18:Nestlé says that the direct palm oil supply agreements with the SinaMas group in Indonesia are put out.
2010/03/19:Nestlé deletes the biggest Kitkat fan page on Facebookwith 700,000 fans.
2010/03/24:
Greenpeace with new spot.
March/April 2010:
Media reactions.
Nestle’s reputation only takes a modest hit:
When YouTube pulled down the video Greenpeace countered by putting it on Vimeo where it has had more than 242,000 views.
Looking at sentiment Nestle within the blogosphere before and after:
Before the report, sentiment for “Nestle” was 42% positive and 16% negative. After it, sentiment has changed to 36% positive and 21% negative.
Reputation? Surprisingly realistic.
Social Media Case: Old Spice Man.
Old spice made it.
Social Media Case: Old Spice Man.
The brand "Old Spice" of the American Procter & Gamble group had an immense image problem: Especially young people found the perfume “old-fashioned”.
During the Super Bowl in February 2010 the company started with the following commercial in which "Old Spice Man” first entered the advertising stage …
Special: Isaiah Mustafa (who was a football pro in the NFL).
Social Media Case: Old Spice Man.
Social Media Case: Old Spice Man.
"Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice
Man shows up @Old Spice.“
In only two days Old Spice Man answered with more than 180 video-answers, which were produced and published on Youtube.
Here is one if it. That was the question:
@OldSpice Can U Ask my girlfriend to marry me? Her name is Angela A. Hutt-Chamberlin #Johannes S. #Beals
Social Media Case: Old Spice Man.
Social Media Case: Old Spice Man.
80,000 Twitter followers in two days
740 000 fanson Facebook
Youtube:More than100,000,000 views for thevideos.No. 1 all-time most-viewedsponsoredchannel.
OldSpice.com traffic bumpedby 300%
A bear, YouTube and Tippex in an interactive video: Users can type in, what they want the hunter to do with the bear.
Another Example: A hunter shoots a bear.
Listen. Engage. Measure.
How to act in social media.
Agenda:
What is social media?
What companies do in socialmedia
Social media trends
About mediaman:a glance on who we are andwhat we do
Social media trends
Facebook fanpages replace microsites
Social payment
Media merge
Geolocation
Real time
Social Media Trend 1.
Facebook fanpages replace microsites
Social Media Trend 2.
Social payment
40
41
43
Social Media Trend 3.
Media merge, a few basis platforms stay
48
51
Facebook Webshop
52
Social Media Trend 4.
Real-time.
53
57
Facebook Soaphttp://www.ndreams.co.uk/soalaunch Trendreport 05/2010
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Facebook Soaphttp://www.ndreams.co.uk/soalaunch Trendreport 05/2010
Social Media Trend 5: Geolocation
Geolocation.
59
Agenda:
What is social media?
What companies do in socialmedia
Social media trends
About mediaman:a glance on who weare and what we do
mediaman on the internet (1)
Germany USA
China Mobile
mediaman on the internet (2)
Blog: evolution Facebook
Twitter webnwine
mediaman is a network for digital marketing.Privately owned and operated.
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Our Mission.
Making life, communication, work, and shopping on the net easier.
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Desktop: Example eMB.
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Our pride and joy.Since 1996.
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Selection of Clients.
Insurance Automotive Pharma & Chemicals
Finance Industry & Energy
Consumer Goods
Global References.
Merck:Global RelaunchCorporate Website merck.de andRollout into 80 countries.
Brita:Rollout and support into nearly 50 countries.
Boehringer Ingelheim:RealizationCorporate Website andRollout into 68 countries anddivisions
Truckstore: Realisation ofthe wholeplatform andEuropean Rollout
Calculation / Business Tool References.
DWS.com (US):Website-Relaunch, Mutual Fund Finder
China Construction Bank:Fonds Website Relaunch and Development of Business Tools
Zurich:Overall germanWebsite-System, severalprocesses andapplications forbusiness needs
DA Direkt:Website Relaunch, Calculation Tools, Service Portal
The Car ConfiguratorConception, design, detailed specificationUsability consultancy and testingTechnical realization HTML & JSPTest automatingchange-request-managementCoordination and cooperation with several backend integratorsLocalization and roll-out handling in more than 44 markets
That‘s our work for Mercedes Benz. The Car Configurator.
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What we do for our clients.
Social media projects by mediaman.
mediaman // expect more from digital
Thank you! Any questions? // [email protected] // T 06131 2120-321
References
Pictures :
www.matthiaskandel.de/blog/category/netzkultur
marketingfeeds.nl/tag/strategie
share.flowtown.com
www.majordojo.com
Flickr.com: Manomaniac, Okynneskyss, Landris, captcreate
Links to Videos:
Greenpeace Nestlé Killer: http://www.youtube.com/watch?v=HS_JZgjB1Ws
Old Spice: http://www.youtube.com/user/OldSpice?blend=2&ob=1#p/c/440B5AD92C9B3BD3/0/owGykVbfgUE
Old Spice answers: http://www.youtube.com/user/OldSpice?blend=2&ob=1#g/c/484F058C3EAF7FA6
Tippex: http://www.youtube.com/watch?v=4ba1BqJ4S2M&feature=mfu_in_order
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