Social Media & Marketing: Online advertising and networking

Alex Wongwah17@yahoo.com

Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007)

[Recap]

What is social media?

They share one or more characteristics

Connectedness

[Recap]

[Recap]Source: Future Exploration Network, 2005

Social Media’s elements

Networks Word of Mouth

Interactivity

[Interconnected]Web 2.0 World

6 Dimensions of InteractivityInteractivity is one of the important elements in advertising studies as it has been used as a measurement of advertising effectiveness of the internet

User control

Responsiveness

Real time interactions

Connectedness

Personalization/ customization

Playfulness

http://darmano.typepad.com/.shared/image.html?/photos/uncategorized/2007/04/24/visit.jpg

Evolution of E-Business

Stage 1 2 3 4Site Type Static Dynamic Commerce PersonalizedGoal Presence Interactivity Revenue Customer RelationshipsComplexity Low Medium High Very HighImpact Small Moderate Significant Transformational

Australian Population: Media ConsumptionData : Roy Morgan April – March 2007

Total Online Market by Qtr

Online Advertising by Category in $ / Qtr

25 30 38 39 42 50 54 60 62 67 81 892332 34 40 34

46 5262 58

7678

92

2232

3440 42

4961

68 76

83

104

137

0

50

100

150

200

250

300

350

Q3 FY 04 Q4 FY 04 Q1 FY 05 Q2 FY 05 Q3 FY 05 Q4 FY 05 Q1 FY 06 Q2 FY 06 Q3 FY 06 Q4 FY 06 Q1 FY 07 Q2 FY 07

Mill

ion

s

Classifieds General Search & Directories

$69M$94M

$106M$119M $118M

$145M$167M

$190M $195M

$226M

$263M

$317M

Source: NineMSN, 2007

Category Q2 FY 07 Q/Q Growth Y/Y GrowthGeneral 91,500,000 ? 17.3% ? 47.6%Classifieds 89,000,000 ? 9.9% ? 48.3%Search & Directories 136,500,000 ? 31.3% ? 100.7%Total 317,000,000 ? 20.5% ? 66.8%

Growth by Category (Qtr)

Category 1 H FY 07 H/H Growth Y/Y GrowthGeneral 169,500,000 ? 27.0% ? 48.7%Classifieds 170,000,000 ? 31.8% ? 49.1%Search & Directories 240,500,000 ? 51.7% ? 86.4%Total 580,000,000 ? 37.8% ? 62.5%

Growth by Category (Half)

Category Q2 FY 07 Q/Q Growth Y/Y GrowthGeneral 91,500,000 ? 17.3% ? 47.6%Classifieds 89,000,000 ? 9.9% ? 48.3%Search & Directories 136,500,000 ? 31.3% ? 100.7%Total 317,000,000 ? 20.5% ? 66.8%

Growth by Category (Qtr)

Category 1 H FY 07 H/H Growth Y/Y GrowthGeneral 169,500,000 ? 27.0% ? 48.7%Classifieds 170,000,000 ? 31.8% ? 49.1%Search & Directories 240,500,000 ? 51.7% ? 86.4%Total 580,000,000 ? 37.8% ? 62.5%

Growth by Category (Half)

Roy Morgan Single Source Report Apr06 – Mar07

Australian Population 14yrs+ media consumption in the last 4 weeks

Changes in heavy media consumption amongst the Australian population 14yrs+

Roy Morgan Single Source Report Apr06 – Mar07

What is social networking?

Social Networks is the ground for social capital

What is a network? Nodes (actors) Ties (relationships)

Nodes(actors)

Nodes(actors)

Relationship

Relationships

“A network is a set of relationships critical to your ability to get things done”

Nodes(actors)

Network Properties

Structure - Size, Density, Redundancy Composition Focus

“The shape of your network determines your access to information, resources,opportunities, and support”.

A SOCIAL NETWORK is a map of the relationships between individuals, organizations and other relevant NODES indicating the ways in which they are connected by financial, social or professional LINKS.

The Long Tail

Who needs megahits?

In the past

Ratings of Top TV shows

Where are they all going?

A powerlaw

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The Missing Market

CONTROL

http://darmano.typepad.com/.shared/image.html?/photos/uncategorized/2007/08/22/marketing_spiral_4.gif

The “momentum” effectTraditional marketing:

Social marketing:

Non-linear by nature

Size = Incidence (# of people doing activity)

“Each Interactionis an Impression”

Visit Brand Custom

Community

View Download (in brand’s

community)

Receive Brand Pass

Along

Pass Along Use on

Own Page

View Download(on user’s page)

Social Networks – best for making meaningful connections

In short……Is all about the consumer

EXPERIENCE

CONVENIENCE

RELATIONSHIP

PERSONALISATION

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