csm module 1: key trends in social media
DESCRIPTION
Key trends in social media (Updated: June 2011)TRANSCRIPT
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Corporate Social MediaWorkshop
June 21 ~ 22, 2011
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Learning Objectives
1. To learn about a variety of social media tools to help us listen, connect, add value and measure.
2. To identify a strategy for roll-out of social media tools in my organisation.
3. To learn from successful social media campaigns.
4. To understand how to use social media tools in a crisis.
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9am – 10.15 am 1: Intro, trends in social media, Obama
10.15am – 10.30am Coffee break
10.30am – 11.30pm2: Google, Branding and Identity
11.30am – 1pm 3. Corporate Blogs
1pm – 2pm Lunch
2pm – 3.15pm 4. Social Networks
3.15pm – 3.30pm Tea break
3.30pm – 5pm Social media campaigns - videos
Agenda
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The Old Media World
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The New Media World
Investors
Customers
Prospects
AnalystsPartners
Employees
Community
Press
MESSAGESMESSAGES
Competitors
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The Internet circa 1993
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Internet in 2011
8*Mobile penetration: 121% **Internet penetration: 64.6%
Force 1: Rise of access
*Source: Malaysia, Q1, 2011, MCMC **Internetworldstats.com June ‘09
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Force 2: Media fragmentation
Opinion forming elite• One-way, one-to-many• Sole or few sources
dictating schedules and headlines from top-down.
• Very little engagement or feedback encouraged and even these are edited.
Here it is, you decide• Many-to-many• Bloggers, tweeters,
podcasters, aggregators, producers, commenters post in their own time
• Many sources engage in the conversation from grassroots-level.
Mass media >>> Masses of niche media
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Force 3: Empowering the many with diverse media options
ThenWord-of-mouthPrint: eg. news, direct mail, newsletters, magazinesBroadcast: TV, radioAdvertisingPublic relationsTelephoneDirect MailContestsResearch reportsFace-to-face
NowWord-of-mouseEmailWebsites, Forums, Chat roomsBlogs eg.Wordpress, Blogger, Tumblr
Social networks eg. Facebook, LinkedInMicroblogging eg. Twitter
Video-sharing eg. YouTube
PodcastsMobile apps eg. iPhone, Android, iPad, TabletsVideo chat eg. Skype, Facetime
Search Engine MarketingViral marketing
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Where Is Everyone?
F. L. Y. T. B.
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One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio….
What’s social media?
18…it’s people connecting online
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What is social networking and social media?
• Social networking in Plain Englishhttp://www.youtube.com/watch?v=6a_KF7TYKVc
• Social media in Plain Englishhttp://www.youtube.com/watch?v=MpIOClX1jPE
Copyright: Lee & Sachi LeFever, CommonCraft.com
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Almost
19,000,000
articles(3.65m in English)
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3,000,000,000 videos viewed per day
48 hours
(Source: YouTube fact sheet)
of new video uploaded
every minute
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83% have watched video clips
Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: 22,729 active internet users in 38 countries – Nov08-Mar09
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have joined a social network
Malaysia leads the way with 47% penetration of all 16-54-year-olds. (Mar 2009) *
>10mon Facebook in Malaysia.
(Apr 2011) **
*Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: Survey:22,729 active internet users in 38 countries – Nov08-Mar09**Source: Facebook, GreyReview.com as of Apr 1, 2011
66%
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Study: Malaysia is No 1
• Malaysia is No 1 in online social network friends, avg friends is 233, after Brazil (231), Norway (217)
• Avg timespent on social networks: 9hrs/wk, Russia (8.1hrs), Turkey (7.7hrs)
Source: TNS’ Digital Life survey of 50,000 respondents in 46 countries covering nearly 90 per cent of the world’s online population, Oct 10, 2010.
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Facebook users in Southeast Asia
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
Indonesia 26,598,240 32,129,460 35,177,260
Philippines 16,349,240 18,901,900 22,376,740
Malaysia 8,136,780 9,544,580 10,088,720
Thailand 5,376,700 6,914,800 8,699,080
Singapore 2,273,440 2,437,520 2,318,060
Oct 01 2010 Jan 01 2011 April 1 2011
Source: Facebook, GreyReview.com, as of Apr 5, 2011
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Facebook users globally• 700m active users as of June 2011*
• 50% log in everyday, Avg: 41 minutes/day **
• Average user has 130 friends
• Average user is connected to 60 pages, groups and events
• Average user creates 70 pieces of content each month
• About 70% of users are outside USA
• Over 100m access it using mobile devices. Source: *Socialbakers.com, **http://www.facebook.com/press/info.php?statistics
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Tomorrow’s customers are
today’s “digital natives.”
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The old communication model was a
monologue.
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The new communication model
is a dialogue.
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Can we ignore social media?
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There will be consequences…
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1. You won't know what people are saying about you
The conversation is taking place anyway. You can choose to participate or you can ignore it, but people are talking -- even when you're not listening.
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2. You won't know what's going on in your marketplace
• Listening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7.
• If you listen to your market, you'll be able to anticipate customer needs, make better products, and hear what's wrong with what you are currently delivering.
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3. No one knows the real you• Someone may already be squatting on your brand and
spewing false corporate messages• If you don't secure your brand accounts on Twitter,
Facebook, no one will know if it's real or fake. • Get out there with your own voice and establish a
reputation for authenticity and truth - it's a lot harder for someone else to hijack your brand.
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4. When you need a voice, you won't have any credibility
• Typically, organizations only think of a blog or a Twitter account, after a crisis hits.
• Whether you're talking online or off, it takes months – even years – to establish trust in a relationship.
• You need to start the conversation in order to start making deposits in the bank of trust. Then when you need it, the credibility will be there.
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5. You're giving away a competitive advantage
• Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you.
• They may get feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can.
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4-step social media guidance
Step 1: Listen
Who’s saying what?
Who comments and responds?
What they say and how they say it.
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4-step social media guidance
Step 2: Connect!
Find your voice byparticipating in theconversations.
Observe responses,if any
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2/3 of the economy now influenced by personal recommendations – McKinsey&Co
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4-step social media guidance
Step 3: Add value
Genuinely reach out to help.
Bring authority andcredibility to theconversation.
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4-step social media guidance
Step 4: Measure
Track pageviews,downloads, embeds,visitors, followers, fans
Evaluate cost savings
Weigh positive vsnegative comments
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To sum up: By the numbers…• 700m users• Malaysia: >10 million
• 100m users• Malaysia: 485,000
• 3 billion views daily• 48hrs of video uploaded/1 min
• 200m users• Malaysia: >1 million
• > 200m bloggers
Source: Socialbakers.com, Facebook, Linkedin, Youtube, Twitter, GreyReview
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In 2011, if you’re not on a social networkingsite, you’re not on the Internet.
“Fish where the fish are!”