social media - trends to watch out for
DESCRIPTION
A recent talk I did in my company (DELL) on trends in Social Media. I talk about three specific trends that I feel are game-changers for DELL.TRANSCRIPT
Trends to watch out for
Dr. Raghavendra & Randhir Hebbar
Global Marketing 2 Confidential
Let’s get started …
12/24/2011
Global Marketing
Agenda
Why are we here?
Why Social Media is important?
Key Social Media Trends to watch out for
Key Takeaways for DELL
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Objective: Why are we here?
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Why is Social Media so important?
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Social networking sites are very popular and showcase some big numbers …
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Almost articles
> videos
blogs
4,000,000
100,000,000
200,000,000
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Facebook, reading blogs and watching videos very popular online activities …
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There are now more than active facebook users, with over added in 2011
of active online users have read a blog have started their own blog
have watched video clips
800 million
73%
45%
83%
200 million
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The Enterprise has a significant Social Media presence as well today …
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• 79% of Fortune 500 companies use Twitter, Facebook, YouTube or corporate blogs to communicate with customers and other stakeholders
• 54% of Fortune Global Companies Have Facebook Fan Pages
• A significant 58% of marketers are using social media for 6 hours or more each week
• 34% for 11 or more hours weekly
• Two-Thirds of Fortune Global 100 companies have a presence on Twitter with an average 4 accounts
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Trend 1: Social Media Saturation
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Social Media is nearing its saturation point especially in the Developed World …
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“We believe social is running out of hours. Forrester believes we are reaching the limit of hours that people can give to social,” - Forrester CEO George Colony
Note : SNS includeds Facebook, MySpace, LinkedIn, or Twitter
When to Join Non_Users
Probably within a month 4%
Within 3 Months 7%
Most likely will be in a year
16%
Probably not in my life time
73%
The 18-to-24 age group shows 90% of internet users on social networks in 2011
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Trend 1: The saturation mandates efficient, effective & value ($?) generating customer interactions
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Efficiency Tools
Analytics
Create Value
Efficient Processes
SPEND OPTIMIZATION
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Trend 2: Gamification
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Social is Saturated, how can we get over this? What is the Game-Changer?
G A M I F Y Y O U R C O N T E N T
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Trend 2: Gamification in Social Media is the next big trend that we need to tap into … What is Gamification? No we're not taking about video games. Introduction of Game-like qualities or mechanics within
social apps in your browser or mobile device
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Trend 2: Gamification is providing variable rewards at variable time intervals …
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A few Gamification examples: Reps, Teams, Scores, Levels, Badges, Honors, Feedback
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Xbox Live
Foursquare Badges
SalesForce.com Leaderboard
HP CampusKarma
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Few more examples: Competition, Ego, Character, Entertainment, Challenges
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Gamification is easy – Diverse Tools and experienced vendors available …
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Trend 3: Convergence of Social, Local and Mobile
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G O L O C A L . . . G O M O B I L E . . .
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Social is saturating in terms of number of users & time-spent … but usage patterns are changing significantly
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Approximately 40% of social media users access their accounts through mobile devices
The LOCAL Segment of Social is growing at a CAGR of 33%
over the next 4 years
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Trend 3: Local & Mobile is catching on in both the Consumer & the Business Side
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30% of marketers plan to increase use of geolocation services like Foursquare
38% of 500+ business and 42% of 1000+ business will increase geotargeting
The fastest growing online adverstising categories is the local segment according to Borrell Associates
Total online ad spend will rise 14% in 2011, but local online ad will rise 18%
Skype would be the world’s largest telecommunications carrier with
521 million registered users
NFC as a mobile payment mechanism will be on 60% of
Smartphones by 2015
More than 100 million people a month use Google Maps to find directions and
information.
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Trend 3: Big Players have a significant presence across the SoLoMo space …
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Social Share to reach Min No of People to Activate a Deal
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Trend 3: Location oriented players are also entering the SoLoMo space…
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Convergence of Social with Life and events … more commonplace
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Trend 3: SoLoMo space is heating up in China
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China’s Facebook: 31m Users and partnership with Mobile
Operators to offer LBS
Local Customer Website with 42m Users and is
into PPC, Coupons, Group Buy, Mobile
Mobile Phone Company that
copied Apple’s Model
Sina Microblog – 200m Users, Strong
SoLoMo Player
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Trend 3: And India too …
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The Impact on DELL
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Y O U R T A K E . . .
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Where is DELL today?
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1. Optimize website for mobile across the globe
2. Greater Sharing on the web 3. Think mobile usability e.g.
Make social sharing buttons larger
4. Increase local presence (More Retail Stores, More Partner Stores where you have a kiosk/events); more customer interaction and SoLoMo opportunities
5. Add a Mobile App feature: Find nearest Retail Store that sells Dell products
6. Add a Mobile App feature: Find best DELL Deals (In-Store & Online)
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But, more can be done to leverage SoLoMo
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We can do more in Gamification too …
More and Better Apps (Quantity and Quality) Apps for Learning about our products Shopping Finding Coupons Apps By Region/Country or Geotargeted Apps (Similar to Coke) Events with a Gaming Component (Quiz, Share, Rewards,
Discounts) Right now, there are 4-5 Streak specific apps in India
More event-based or branding-oriented Gamification e.g. Recent Live Timesquare Event
Leverage existing vendors / agencies with the expertise instead of
starting from scratch (as we did with BigBox and Gigya) Do not reinvent the wheel
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What is the Takeaway from Today’s Session?
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In ONE WORD … So Lo Ga Co Mo