marketing trends: social media, where did it come from? where is it going?
DESCRIPTION
Ben Smith - VP Marketing for Polygon Homes takes a look at the technology, demographics, and psychographics that brought us social media, shows us where the "Big 5" are today in size and use, and makes some hypotheses about where the trends will take us.TRANSCRIPT
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Marketing Trends: Social Media where did it come from? where is it going?
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TREND: The general direction in which
something tends to move.
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FAD: an intense but short-lived fashion
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History of Technology
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Sociology of Influencers
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Relationship to Internet
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Social Media
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BIG 5: Current size / use
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May 1990
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Windows 3.0
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October 1990
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MAC Classic
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1993
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Commercial providers allowed to
sell internet connections to
individuals
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1994
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Netscape Navigator
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1995
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1996
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Hotmail Commercially
Launched
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1990
Windows 3.0
1990
Mac Classic
1993
Mass Market Internet
1994
Netscape Navigator
1995
Windows
1996
Hotmail
2009
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High School Student in 1995
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13 – 18 1977 - 1982
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27 - 32
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Influential Years On a Computer
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Average age of First Time
Homebuyer…
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30
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1970 – 1990 (1982 – 1994)
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Gen Y
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Offspring of Baby Boomers
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Millenials
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Echo Boomers
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Net Gen Dot-Com Gen
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Influential Years On a Computer
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3x size of Gen X
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Larger than Baby Boomers
by 2010
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Influential Years On a Computer
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Gen Y = 75,000,000
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25% of US Population
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Influential Years On a Computer
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WHO CARES?
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Next 5 years…
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39,000,000hh
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HDTV
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30,000,000
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Add Network Connectivity
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44% US hh
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Average US Family
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2 Personal Computers
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Media Consumption…
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Split 50/50 old vs. new
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Those Under 40…
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2 Hours / Week More On New
Media
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“Every time a newspaper reader dies, he will not
be replaced.” Jeffrey Cole
Director of the Center for the Digital Future, USC
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4 in 5 US hh…
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Got teenagers?
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24,500,000+ (8%)
and growing…
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Can you see where this is
going…
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"US consumers are making an inexorable transition to an all-digital, Internet-powered world… The
Internet pervades all aspects of Americans' lives, from how we shop and buy, how we communicate, how we entertain ourselves, and how we seek out
information to how we manage our personal relationships. While today these digital activities are constrained to the home and the office, in the next several years consumers will increasingly rely on a ubiquitous Net that is instantaneously accessible
on a wide variety of devices, from mobile phones to laptops to new form factors such as eReaders.“
Forrester Research Principal Analyst Charles S. Golvin.
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Great, I get it, the world is going
online, so what, where does social
media fit in?
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1991
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1993
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1991 - 1997
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1994
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Baby Boomers…
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Making $$$ &
Building Careers
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Family Health
Environment
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Gen Y…
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Rebelling &
Subverting
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Anti-trust Anti-corporate
Anti-advertising
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1990
1991
Pearl Jam: Ten
Nirvana: Nevermind
1993
Smashing Pumpkins: Siamese Dream
1997
Lollapalooza: Final Year
2009
2001
Enron
2002
Livent
2003
Nortel
1997
Bre-X
1994
Reality Bites
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Left to Baby Boomers…
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Web 1.0
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Giving info vs.
Exchanging it
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Expert Reviewers Anonymous
Filtered Comments
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Gen Y fuels Web 2.0
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Information Exchange
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Peer reviews Profiles/Vulnerable
Open Source
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A Social Medium
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Social Media
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“It’s not about technology and wanting to be online constantly. It’s about wanting to belong and
be connected constantly.” Johan Jervoe
Corporate VP, Global Marketing, McDonald’s Corp
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350,000,000+ Active Users
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50% logged in on any given day
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Average User 130 Friends
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12,000,000+ in Canada (18+)
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3,400,000+ in Canada (40+)
2,200,000+ in Canada (27–32)
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1,500,000+ in BC (18+)
580,000+ in YVR (18+)
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Vancouver SUN 500,000+ readers
CBC (Canucks Game) 893,000 Viewers
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$15,000 1 Full page ad
$1,000 cpc 4,500,000+ imp
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Fastest Growing Age Group…
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55+
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10+ Million Users Become Fans Daily
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45+ million active user groups exist
on the site
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2+ billion photos uploaded monthly
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14+ million videos uploaded monthly
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3+ million events created monthly
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Micro Blog
Basic or small-scale
a personal chronological log of thoughts published on a Web page
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What are you doing?
140 characters
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tweets profile background
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27,000,000 ppl per Month
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Majority 25 – 64 years old 42% College Graduates
45 – 54 highest indexing age 36% more likely to tweet
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Business (lots of ‘em) Celebrity Personal
Media
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52,000,000+
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1,000,000 / month
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750,000 Senior Executives
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From all Fortune 500 companies
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Average Age 41
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Average Income $109,000
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6,000+ Photos Uploaded
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Every Minute
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4+ Billion Images Hosted
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(estimated 20+B on Facebook)
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8+ million users
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21,000,000+ People Per Month
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70,000,000 Visits Per Month
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20 Hours Uploaded
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Every Minute
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1 Billion Videos
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Per Day
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60,000 Feature Films
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A Week
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#1 Entertainment Site
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#6 Largest Destination
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Average Visit
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21 Minutes
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10.6 Times Per Month
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Americans Stream
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21.4B Videos Per Month
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Average Online Viewer Spends
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500 Minutes (8.3 hrs) / Month
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Okay, I’m impressed, but
what are the benefits to me…
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Great for Networking
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You Will Learn More, Faster, With
Better Filters
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Makes Sharing & Referral Easy
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People Will Find You Easily
You’ll Find Them Easier
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You’ll Save Time
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Now my brain hurts, what’s
next…
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Don’t be afraid
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1950
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Credit Cards are the devil’s
playthings
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Content Creation It’s all about search
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Mobile: Apps, GPS,
Environmental Interactivity
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Fundamental shift from linear to more organic
everything
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Questions?
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Thank-You
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twitter.com/bensmithinc linkedin.com/in/bensmithinc
facebook.com/polygonhomes twitter.com/polygonhomes
linkedin.com [polygon homes] flickr.com/polygonhomes