social media & marketing: online advertising and networking alex wong [email protected]
TRANSCRIPT
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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?
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They share one or more characteristics
Connectedness
[Recap]
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[Recap]Source: Future Exploration Network, 2005
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Social Media’s elements
Networks Word of Mouth
Interactivity
[Interconnected]Web 2.0 World
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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
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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
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Australian Population: Media ConsumptionData : Roy Morgan April – March 2007
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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)
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Roy Morgan Single Source Report Apr06 – Mar07
Australian Population 14yrs+ media consumption in the last 4 weeks
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Changes in heavy media consumption amongst the Australian population 14yrs+
Roy Morgan Single Source Report Apr06 – Mar07
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What is social networking?
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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)
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Network Properties
Structure - Size, Density, Redundancy Composition Focus
“The shape of your network determines your access to information, resources,opportunities, and support”.
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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.
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The Long Tail
Who needs megahits?
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In the past
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Ratings of Top TV shows
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Where are they all going?
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A powerlaw
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0 10 20 30 40 50 60 70 80 90 100
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les
($
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Shown another way
1
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The Missing Market
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CONTROL
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The “momentum” effectTraditional marketing:
Social marketing:
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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)
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Social Networks – best for making meaningful connections
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In short……Is all about the consumer
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EXPERIENCE
CONVENIENCE
RELATIONSHIP
PERSONALISATION
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