the social web. why brands must listen, measure and act v2.0
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The Social Web
Presented by: Mike Spataro
Our World at Warp Speed
Here’s what happens in one second…
7 PCs are sold
9 people logon the Web for the first time
25 cell phones are sold
257 search engine queries occur
1157 videos are viewed on YouTube
2 million emails are sent
…And We’re Just Starting
1 billion people online
6 billion people to go
There is as much content on YouTube today
as there was on the entire Web in 2000.
MeMedia Generation
Fad or Force?
Top 10 Innovations of past decade….
The Software and Information Industry Association (SIIA)
BlackBerry introduced (1999)
iTunes (2001)
Consumer-Generated Content (2005)
WiFi (802.11 launched 1997)
Open Standards (HTML 4.0 released 1997)
Google Ad Words (2000)
Amazon.com (IPO May 1997)
eBay (launched September 1997)
Broadband Usage of US Internet Users Reaches 50% (2004)
Google (1998)
Feed the Beast
Worldwide users of consumer-generated content (millions)
2006
2007
2008
2009
2010
2011
NOTE: includes video, audio, photo sharing, Blogs, Wikis, Podcasts and online bulletin boards
Source: eMarketer, June 2007
128.0
147.5
169.7
195.7
225.8
253.6
Size of the Blogosphere
Source: Technorati State of the Blogosphere / 2008
Who are global bloggers?
Source: Technorati State of the Blogosphere / 2008
two-thirds are male
50% are 18-34 years old
more affluent and educated
59% have been blogging 2+ years
44% are parents
43% live in the U.S
Global Blog Readership
Source: Technorati State of the Blogosphere / 2008
43% of blogger respondents
live in the U.S.
72% publish their blog in English
(survey was only provided in English)
Bloggers are Passionate
Source: Technorati State of the Blogosphere / 2008
Blogging about Brands
Source: Technorati State of the Blogosphere / 2008
Bloggers & Mainstream Media
Source: Technorati State of the Blogosphere / 2008
Blogs are getting taken more seriously as sources of information.
More people will get their news and entertainment from blogs than from traditional media in the next 5 years.
Blogs are just as valid media sources as traditional media.
I get more of my news and information from blogs than other media sources.
Blogs are often better written than traditional media articles.
Newspapers will not be able to survive in the next 10 years.
Redefining Influential Sources
Top 100 news sources
Brands Micro-blogging
Source: Universal McCann, Power to the People - Social Media Tracker Wave 3
Social Networking
Social Networking
The Conversation Prism
Source: Brian Solis, FutureWorks
Source: Marta Z. Kagan
73% of active online users have read a blog,
45% have started their own
57% have joined a social network
55% have uploaded photos
83% have watched video clips
Social Networking
39% subscribe to an RSS feed
Consumer Profiles
In Social Networks
Passive audience is much larger than active one.
Passive
grazers
spectators
browsers
Active
contributors
creators
raters & responders
Social Media Landscape
personal / self expression
private
utilitarian
public
Horizontal peer-to-peer model
Traditional top-down model
• Bloggers • Passionate Consumers • Employees
The ability to play
between the two
Sweet Spot
• Regulators • Experts • Investors • CEOs
ENGAGE
T A L K
Intersection of Top-Down and Peer-to-Peer
Word of Mouth Rules
Most Trusted Spokesperson
2003 2007
“Person like you” 22% 51%
CEO 14% 22%
Academic 43% 48%
Regular
employee 26% 36%
Source: Edelman Trust Barometer
Decline of authority figures
Social Media - Women outnumber Men
Disney Mom’s Panel
More than 20,000 questions last year
Social Consumers Buy More
“One in three Internet users say purchase decisions swayed by social content“ -- Jupiter Research
Social networks
have caused a
fundamental shift in
the way people
interact with each
other. More than
70% of Americans
15 - 34 actively
using online
social networks.
Source: Fox Interactive Media
Social Networks Trump Other Media
Social Ratings
Social Networking Goes Professional
Social Banking and Healthcare
Mainstream Media goes Social
Consumer Interaction
Mainstream Media & Social Networking
Wikipedia - Tim Russert
Wikipedia Scooped NBC News
Social News Gathering
More than 2000 “editors” as the tragedy unfolded
Syndication of CGM Influence
Blog content syndicated to online msm
Social Media Travels Fast
Engadget knocks $4 billion off Apple market
cap in six minutes on bogus iPhone rumor.
Real Business Value
Consumer opinions are the most valued consumer
tools in a crowded marketplace.
brands need:
insight into what consumers are saying
awareness in social media networks
excitement for products
to engage with audiences
Corporate America Needs Social Media
“Does business act responsibly?”
Percentage of
respondents
who said
“yes”
Source: “Yankelovich, CNN/USA Today, and Gallup
Social Media Process
Marketers need to find the right entry point to
engage appropriately a social media dialogue.
Trust needs to increase with marketer engagement.
participate 4 share 5 evaluate 6learn 3listen 2join 1
Interactivity Engine
Talk Action Continuum
Conversational Communication
Controlled Communication
Conversational Collaboration
Controlled Collaboration
Communication Collaboration
Conversational
Controlled
Conversational Line
Participation Line
You Can Run but You Can’t Hide
“Whether or not we choose to be part of the dialogue,
the dialogue is going to happen,”… “I believe the
challenge is to make happen with us.”
-- Coca-Cola’s Tim Kopp
“Consumer-generated media … are siphoning
attention from traditional media and creating networks
of influence among consumers.”
-- Forrester’s Brian Haven
Brands Punk’d by Social Media
Not listening can hurt
“2.0” is Really About …
Source: David Armano, Logic + Emotion
people
participation =
…or procrastinate and then join the
conversation later on anyway…
join the conversation…
Conversation Architect
Don’t market messages.
Create social experiences.
Design conversations
…and relationships.
authentic
organic
genuine
conversational
Source: David Armano, Logic + Emotion
Dialogue is Fueling the “Conversation Economy”
CONVERSATION
RELATIONSHIPS
AFFINITY
COMMUNITY
Conversation Architecture
Dan Entin had a Problem
Unilever employee Mike Fortner emailed Dan
suggested ways for Dan to find store locations
sent Dan a case of Degree Sport deodorant
Dan blogged it and became brand advocate.
Brands & Bandwagons
“SELLING AND TELLING is defunct;
gone forever. With the increase of
consumer-generated media … consumers
are showing a greater need for making
connections with other people and
brands.”
Source: James R. Stengel, Global Marketing Officer for P&G
Brands Micro-blogging
Southwest Airlines
Mainstream Media Twittering
New “Prism” Channels Evolving
The Influencer Network is Changing
BLOGGERS
ADVERTISERS
PUBLISHERS
MEDIA BLOGGERS EDITORS
JOURNALISTS
“Consumers turning to each other online is not a fad anymore. Companies opening up to
customers isn’t that different from the risks associated with doing business every day.”
-- Forrester Research
CONSUMERS
Social Networking
is…
transparent
inclusive
authentic
vibrant
consumer-driven
Social Networking
is NOT…
controlled
organized
exclusive
product-driven
“on message”
Social Media Challenges for Brands
transparency
uncontrollable environment
consistent immediate participation
size and scope of the channel
role of employees in the community
Brands and Engagement
and if all else fails…