5Social Media Mega

Trends

5Social Media Mega

TrendsTwitter: @danielord

Daniel Ord Rasmussen Click here for danish language version

Our worldright now

TV as a primary activity

Offline newspapers

TV (Youtube, Hulu, iPlayer)

Internet enabled devicestraditional “media” is migrating online

Ads (Adwords + Facebook)

News papers og news (blogs, Twitter, Flipboard... )

Books (eBøger)

Radio (podcasts)

12-24 y.o. are online 2,5 hours a day

Danish Source: Dansk Statistik 2010

60+ are online 38 minutter per day

Danish Source: Dansk Statistik 2010

9 out of 10 are online more than one hour / day

Danish Source: Dansk Statistik 2010

Source: http://www.socialbakers.com/facebook-statistics/denmark

2.7 mio. Danish Facebook profiles25. maj 2011

2%6%

12%

19%

23%

21%

7%

11% 16-17

18-24

25-34

35-44

45-54

55-6413-15

65+

Age percentages

They spend an average of

on Facebook16 mins a day

Danish Source: Dansk Statistik 2010

Source: http://info-architecture.blogspot.com/2011/03/social-marketing-to-millenials-by.html

Young people use social media to define themselves and demonstrate social capital

“Every moment is sharable”- Charles Hull, Managing Director, Archrival | Dachis Group

Source: http://info-architecture.blogspot.com/2011/03/social-marketing-to-millenials-by.html

Which leads us to...

The Mad Men-model is dead

I have this product - sell it for me!

So, how’d it go?6 months later

Great!

1In-house

Bring skills in house!

“Dell has trained more than 9000 people in the use of Twitter”

- Kerry Bridge, Global Digital Media Communications Manager, Dell Public Sector

Dells daily reach on Twitter is greater than the 12 biggest American newspapers (WSJ, NYT,

USA Today, Washington Post ...)

Source: Kerry Bridge, Global Digital Media Communications Manager, Dell Public Sector

<

It’s about getting closer to your clients and customers

The distance between you and them is shrinking all the time! Facebook, Twitter, message boards, reviews...

Biz Customer

This means the devide between work and private life is changing. The two spheres are merging

Facebook does not shut down after 5pm or on weekend - au contraire

Work Privat lifeWork | Private life

This demands new skills from your employees

Currently most prevalent in the creative and tech sectors

Source: http://hbswk.hbs.edu/item/6009.html

But the rest are coming...

Quick, “easy”, cost effective

Lack of external perspective on your product can be a problem

Source: http://www.advertising-objective.com/in-house-agency-pros-and-cons.html

Pros

Cons

Strategy

2Content

You need to manage a growing online presence

But did we forget something vital?

“The fallacy of incomplete logic: We need an app / Facebook Page / Twiter account because everyone else has one. ”

- Jonathan MacDonald, entrepeneur, at SMWF Europe 2011

“You don’t see all the content from Facebook Pages. That’s why engagement is so important. You see the pages you engage with.”

- David Parfect, UK Sales Manager, Facebook at SMWF Europe 2011

“Stop pretending content is somebody else’s problem”- Kristina Halvorson

http://www.alistapart.com/articles/thedisciplineofcontentstrategy/

Use words and data that support engagement and interaction

http://www.boxesandarrows.com/view/content-strategy-the & http://www.alistapart.com/articles/thedisciplineofcontentstrategy/

Everything is content!

http://knol.google.com/k/content-strategy#

They do it

http://www.dopedata.com/wp-content/uploads/2009/07/escime_agencycontentlifecycle-1024x791.jpg

Contant vigilance!

“If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.”

- Seth Godin

“Goal: Thought leadership in the tinned coloured chemical business”

- Russ Lidstone, EURO RSCA London om Dulux “Let’s Colour”

These guys didn’t think their content through

Gilbert Gottfried

Kenneth Cole

“If content is king, context is God.”- Gary Vaynerchuk

It’s not rocket science

But it’s also not just “target audience” talk

Example

But remember:

- Alfred Korzybski, semantiker i 1900-tallet

“The map is not the territory”

The real world keeps changing: It’s ok to get lost

Just update your strategy and keep planning ahead

Location Based

3Social Shopping

Marketing

“A social shopper is someone who taps into the para-social network surrounding a shopping experience”.

- Kate Howell, Managing Director, Immediate Future

Original: JC Mighty, Aurora Fashions

Website = Shop

Social media = coffee shop, where people talk about you

Email = shop window

Social media = coffee shop, where people talk about you

“We are now an audience with an audience”- Brian Solis, web marketing hotshot

Retail hacking

Source: Wired US 12/10

“Shopping is a contact sport”

“Hacking” the regular way of shopping via social mechanisms online

Cupons, deal sharing, “loop-holes”, tricks ...

Charlotte Harrison

38 y.o.

Actually gives away food

Mother of two

Competitive

Source: Wired US 12/10

Doesn’t do it for money

Buys groceries worth $78.15

Pays $1.77

Get’s $2.85 back because a red bell pepper was incorrectly priced

Profit of $1.08 + goods worth for $78.15

Result

Source: Wired US 12/10

But that’s not the only way to do things anymoreThey do the hacking themselves

Expanding retail hacking

Groupon does the work for you

Group purchasingX amount commit to purchase to “unlock” offer

Offered $ 6. bill. by Google i Dec. ’10, turned it down - now estimated to be worth $25+ billion!

Offline again with location based services

Foursquare

“If I earn the Gym Rat badge, that says something about me that a couple of stamps on a punch card or scan of a loyalty card cannot.”

Tristan Walker, head of business development, Foursquare

http://mashable.com/2010/11/19/foursquare-pepsi-safeway/

Special Offers

Loyalty unlocks, price deals etc.

Revealed at check-in

Maintained by the businesses themselves

Safeway & PepsicoNew kind of “loyalty scheme”

Checking in at Safway earned customers VonsClub-points

Points equate discounts on Pepsi products

Auto-check-in at cash register possible

Avg. mount of friends is roughly 150 global - they follow you around the net via the Social Graph

From e-commerce to f-commerce

Facebook credits

- can be linked to online stores

Our Social Graph says a lot about our purchasing habits

Kilde: Jan Christiansen, Facebook Nordics

Facebook Check-in Deals

Part of Faceb0ok Places

Revealed at check-in

“Regular” offers

Group offers (check in with 10 of your Facebook friends to unlock something)

Loyality unlocks

Facebook DealsLinked to offline stores

Facebook Social Deals

Testing phase in 5 major US cities

Focussing on “events”

First time Facebook Credits can be used for “physical” purchases

No discount!

Instead social functionality built in

Influencers4

Get used to it

Some of your customers are more important than others

That “one” guy is an influencer, a gatekeeper

We’ve gone from talking to many to reach one, to talking to one to reach many

Afsender

“People Rank is the new Page Rank.”- Azeem Ashar, CEO Peer Index

Peer Index

Klout

“If you don’t have a Klout or Peer Index score of above 50, you don’t even get an interview [in Silicon Valley]. This will have come to London by 2012.”

- Thomas Power, chairman Ecademy, SMWF Europe 2011

Click-through-rate on blogs with high Peer Index scoring authors are higher

Azeem Ashar, CEO Peer Index, SMWF Europe 2011

Microblogging will be mainstream in 2-5 years (says the Gartner Hype Cycle)

Kilde: Gartners Hype Cycle

This will only get more important!

Project designed to find “lead users” in digital tourism

Gatekeeper online media

Jesse get’s 300.000 views on his presentations (link)= influencer?

Gaming

5Social

40 % of time spent on Facebook is spent gaming

Source: Bill Clifford, VP Global Ad Sales, Wild Tangent

Average age of social gamer in the UK is 30 - 39

$1 bio. 2010

$1 bio.

$2 bio. 2012

2010

(projected)

Source: SMWF EU 2011

Biggest social gaming company is Zynga

50 mio. people are playing their games at any given time

250 mio. play them in total

Source: Zynga

They are responsible for Farmville, Cityville, Frontierville, Villeville...

“We don’t sell ads. We sell advertising as content.”- Manny Anekal, Glolbal Director of Brand Advertising, Zynga

Price: $1 mio. for 24 hour global roll-out

“10 mio. people engaged with content in 24 hours - many still have it. That’s millions if not billions of impressions”

- Manny Anekal, Glolbal Director of Brand Advertising, Zynga

Do we want brands in our content?

Are we ready to accept true branded content?

Serious games?

Looking at Farmville can make one fear for the future of the human race.

But all is not lost! Games can do good, too!

“The opposite of play isn’t work, it’s depression”- Jane McGonigal - Reality is Broken

“Gaming unleashes our natural ability to be the best version of ourselves.”

- Jane McGonigal - Reality is Broken

Positive stress, that people enjoy overcoming

ARG = alternate reality game

Mix of offline and online

World Without Oil

Proven: Participants have managed the financial crisis better beacuse

they took part

Goal: Save oil in real life. Tracks stats online and get points, take part in

community etc.

Wrap-up

1. In-house2. Content Strategy3. Social Shopping | Location4. Influencers5. Social Gaming

Let’s talk!daniel@seismonaut.com

Twitter: @danielord

.com

Think we can help? See next slides for what we do

What we do: Innovation- og concept developement

We help organizations navigate in the new world of digital media

www.seismonaut.com

Courses, workshops, seminars, conferences, speaking engagements...

Digital strategy, business developement

“Campaigns”, idea catalogues...

Digital concept developement

Digital business developement

Digital competency building

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