1.Social Media for premium brands
Date 8/6/2010

2. Social media and premium brands
We know social media is increasingly important but .....
Whos using it, what exactly is it and whats its use for brands?
What are the most commonly used forms of social media?
Best and worst social media practices
Premium brands and social media
Some insight into premium spirit brands in social media
3. 60%
57%
56%
50%
50%
41%
31%
26%
The Online Audience UK Households
14.0
6.5
18.3
10.3
12.5
12.5
14.2
15.4
7.8
16
Millions
70%
65%
% of UK Households
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
Source: Continental Research Autumn Internet Report 2007
4. The Online Audience UK Households
18.3 million households in the UK (70 per cent) had Internet access in 2009. (National Statistics Omnibus Survey)
In 2009, 37.4 million adults (76 per cent of the UK adult population) accessed the Internet(National Statistics Omnibus Survey)
44% Internet users are going online more that once a day, up from 37% the previous year
Internet users are spending more time online than they do listening to the radio and reading newspapers and magazines
5. The Online Audience Social Media users
25% of all British adults use Networking sites (Facebook, Bebo, etc)
21% of all British adults watch and share video clips online (YouTube, etc)
20% of all British adults share photos online (Flickr, etc)
18% of all British adults use instant message services
8% of all British adults read blogs
4% of all British adults write blogs
Core profile:
Aged 15 to 34yrs old
Even split male/female*
Source: TGI
*some specific activities tend to skew towards male: e.g. uploading/watching video
6. Social Media, what is it?
Social Media is the product of Web 2.0 (2nd generation websites)
Social Media is content produced by users that utilise publishing techniques that initiate ongoing dialogue with the online community.
Examples of social media:
Networking sites (Facebook, Myspace, Bebo, Linkedin)
Blogs (Digg, Mashable)
Forums
Microblogs (Twitter)
File sharing sites (YouTube, Flickr)
Social media allows users to initiate a conversation and, contribute information, share opinions, ideas, experiences, anecdotes and criticisms.
Social media also allows businesses to accelerate the exposure of a brand, competition, campaign or event, by creating channels of communication that enable users to interact and contribute content and as a result increase exposure.
7. The Social Media landscape
8. Social Media hierarchy
Creator
(creates content: e.g. Blog)
Level of creativity
Contributor
(participate to onlinecontent: e.g. comment on blogs)
Spectator
(passive reader of content)
Level of engagement
9. Social Media & your brand
Social Media is rapidly moving to the centre of brand owner communications thinking and shaping community based approaches to new product development e.g. P&Gs tremor panel
The CEO of Coca Cola , Muhtar Kent, recently told an investor meeting that ....we were too internally focused and not focused enough on the changes taking place with our consumers...the corollary being a greater commitment to Social Media

Social Media finally facilitates the oft-talked about ideal of putting the consumer at the heart of the brand; Social Media now facilitates this but clearly requires a move away from push messaging into more inclusive content shared openly...

10. ...and by integrating brand & social media thinking you can start to unlock one of the channels of advocacy....