Download - Social Media Adoption
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Social Media Club Hawaii 5/14/10
Social Media adoption
Frank Hamm: background / context
Survey: online / social media usage in PR
German fnancial services
Social Media in Germany
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 2
Frank Hamm
● 8 yrs in German Air Force
● study of Business Administration
● diferent jobs related to Information Technology
● now Manager Public Relations at a German bank
● study of Public Relations
● blogger
– http://www.injelea.de (blog since 2005)
– http://twitter.com/fwhamm (since 2007)
● more on: http://www.frank-hamm.com (mostly in German but with links)
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 3
> Hawaiitwentyten
Hawaiitwentyten
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 4
Hawaiitwentyten
● Vacation planned in November 2009 for April 2010
● ad hoc decision to use Social Media for connecting to local people and organisations
● in February 2010
– created Twitter account @hawaiitwentyten
– created Tumblog hawaiitwentyten
● frst listened, then joined conversation
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 5
Pacifc Aviation Museum
● Help from Pacifc Aviation Museum on Facebook
● PacifcAviationon Twitter
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 6
'Ulalena
● Twittered about forgotten reservation
● received complimentary tickets for show
● blogged about it
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 7
Aviation
● I complained on Twitter about mobile check-in not working
– Lufthansa contacted me via Twitter DM
– It was my fault, Lufthansa helped to correct
● Iceland vulcan ashclouds
– United Airlines, Lufthansa informed passengers on Twitter
– Eurocontrol informed about closing/opening airports:Information on Twitter frst then on press release on website
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 8
> Survey / PR PLUSSurvey / PR PLUS
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 9
Survey
● conducted November 2009 as part of Public Relations thesis at PR PLUS
● 302 participants
– from Germany, Austria, Switzerland,
– some of them only partly responded
● approx 80% people are part of the PR PLUS network (students, former students, professors, university lecturers ...)
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 10
Survey: Summary
● PR people have widely but not completely adopted Social Media
● „Digital Generations Divide“ of generations
● „Digital Gender Divide“
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 11
> Video- und Bildportale
http://www.fickr.com/photos/fltran
Videos and Photos
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 12
> Video and Photo Communities
● Video Communities
– YouTube used at least weekly by almost 50%
● Photo Communities
– Flickr and Picasa used at least weekly by almost 10%
● Creating content: 4% (videos) bzw. 2% (photos)
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 13
>> Soziale Netzwerke
http://www.fickr.com/photos/drbeachvacation
Social Networks
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 14
Social Networks (SN)
● Weekly Usage:
– XING more than 60%, Facebook more than 40%
– Other SN less than 10%
● 30% produce content (at least weekly)
● Age 20-29
– much more intense usage of SN (except wer-kennt-wen)
– XING more than 70%, Facebook almost 60% weekly usage
– StudiVZ/MeinVZ each approx 20% weekly usage
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 15
Social Networks
XINGFacebook
StudiVZwer-kennt-wen
MeinVZLinkedIn
MySpaceLokalisten
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2428
11
25
2 2 05
197
3
1
6
2 11
1
8
2
9
2
5
32
0
0
9
23
37
55
44
53 5559
54
Social Networks: Age 20-29
100% = 60
daily weekly monthly seldom / not at all
XINGFacebook
StudiVZwer-kennt-wen
MeinVZLinkedIn
MySpaceLokalisten
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
25
10
0 3 0 1 0 0 2
30
17
00
1
85 2
10
17
11
31 3
66
1
5
29
63
98 97 97
8690
98
84
Social Networks: Age 40+
100% = 101
daily weekly monthly seldom/not at all
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 16
>> Blogs/Twitter
http://www.fickr.com/photos/noelzialee
Blogs/Twitter
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Frank Hamm(CC) BY
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> Blogs/Twitter
● blogs
– almost 50% read blogs at least weekly
– almost 20% write or comment at least weekly
– more than 30% read on Twitter at least weekly
– approx. 20% twitter at least weekly
● men are much more active than women
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 18
Blogs/Twitter
read blogs write / comment blogs read Twitter write Twitter0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
69
22
5533
70
26
42
21
59
30
33
12
90
210
158
222
Blogs/Twitter
100% = 288
seldom / not at allmonthlyweeklydaily
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 19
>> Nachrichten
http://www.fickr.com/photos/happenstancephotos
Messages
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 20
> Messages
● more than 90% use Email daily
● more than 50% use Social Networks at least weekly
● Skype more than 30%, IM almost 30%, Twitter DM more than 10%
● Age 20-29
– more intense usage: Social Networks, Instant Messaging, Twitter DM
– Diference between age 20-29 and age 40+
● Gender: men are more active than women
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 21
Messages
EmailSocial Networks
SkypeInstant Messaging
Twitter DM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
53
22
9 10
3
5
20
106
6
0
9
15
5
6
2
9
26
39
45
Send messages: Age 20-29
daily weekly monthly seldom / not at all
EmailSocial Networks
SkypeInstant Messaging
Twitter DM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
90
15 127
3
7
29
23
14
0
17
14
2 6
4
40
52
91 88
Send messages: Age 40+
daily weekly monthly seldom / not at all
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 22
>> Chat
http://www.fickr.com/photos/masterplaan
Chat
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 23
> Chat
● weekly usage below 30%
● more intense usage in age 20-29
● Great diference between age 20-29 and age 40+
● Gender: no diference
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 24
Chat: ages
SkypeInstant Messaging
Social NetworkSkype with Video
Instant M. with Video
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
10 8 8 6
0
10
6
13
4
4
13
3
7
14
3
27
43
3236
53
Chat: age 20-29
daily weekly monthly seldom / not at all
SkypeInstant Messaging
Social NetworksSkype with Video
Instant M. with Video
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
11
05 3 0
15
2
8 10
2
7
2
614
2
68
97
8274
97
Chat: age 40+
daily weekly monthly seldom / not at all
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 25
> Banks, Social Media in Germany
Banks and companies in general are reluctant to adopt Social Media
But more and more of them are in the process of changing their mind
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 26
> Banks
● some banks start recovering from fnancial crises
● banks have started Social Media activities
● banks don't advertise that they are on Social Media
● some banks have web pages that list social media accounts (i.e. Deutsche Bank)
● normally they only use it as another news channel
● especially banks are reluctant to engage in Social Media because of fnancial crises
– people, politicians, journalists are angry
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 27
> Real Estate Structured Financing
● only few main competitors
● Hypo Real Estate completely nationalized
● Eurohypo owned by Commerzbank (partially nationalized and forced to sale Eurohypo until 2014)
● Aareal Bank focuses on B2B for fnancing commercial objects
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 28
> Banks: activities in Social Media
● Only few „classical“ banks like SEB
● Primarily Social Responsible Banks, Sustainable Banks, small credit unions
● Examples
– Fidor Bank
– GLS Bank
– Volksbank Bühl
– NOA Bank (Die andere Bank)
● Great resource (in German): Boris „Electrouncle“ Janek (presentation: Social Finance in Germany)
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 29
> Social Media in Germany
Banks, pharmaceutical industry, automotive...:
People fear loss of control because they don't know how to deal with Social Media.
People therefore fear they lose power.
The truth is: You all already have lost control.
But if you frst listen and then join the conversation people will trust you and trust is the real power!
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 30
> Social Media Examples
● Lufthansa
– First: known as a bad example (no dialogue)
– Now: changing usage of social media
● Daimler
– First: employees writing of their work (i.e. Nightshift)
– Now: blog as companies own newspaper for many stakeholders, twittering PR people
● Saftblog (family owned business producing juice)
– Blogging since years, sponsoring barcamps, small business (15 employees), but expanding cause of SM
● Synaxon (franchising retail group , computer business)
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Frank Hamm(CC) BY
Social Media adoption 5/14/10 | page 31
PR PLUS goes online
http://www.fickr.com/photos/tacitrequiem
Mahalo