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The social media obsession and how businesses can benefit,[object Object],Amy Kean, head of the IAB social media council,[object Object]
Today in 30 minutes...,[object Object],Is everyone obsessed with social media?,[object Object],Using obsession to build business (lessons from Lady Gaga and co.) ,[object Object]
We asked brands...,[object Object],What kind of general information would persuade you to,[object Object],allocate more budget to social media?,[object Object],63 % want to know how to do it,[object Object],60.9% want more case studies,[object Object],52.2% want consumer research ,[object Object],(Only 13% want to know more about what it is...),[object Object]
Is everyone obsessed? ,[object Object]
	“To dominate or preoccupy the thoughts, feelings or desires of a person...To think about something unceasingly or persistently.”,[object Object]
Iab the social media obsession jan2011
‘Social’ = 13% of all online display advertising expenditure in the UK,[object Object]
Exclusive IAB and 247 social survey......How much has social media overtaken our lives?,[object Object]
Over a quarter of of 18-34 year olds login to social networking sites as soon as they wake up,[object Object]
When do you normallylog in?,[object Object]
Have you ever seen pictures of the following on a social networking site?,[object Object]
47% of 18-34 year olds have uploaded a picture of a meal they were eating on to a social network site,[object Object]
Iab the social media obsession jan2011
How did you hear that Michael Jackson died?,[object Object]
How do you want your brands to be?,[object Object]
How do you make complaints about brands?,[object Object]
1 in 4 people who complained on Twitter or Facebook want a response within the hour,[object Object]
How long should it take brands to respond?,[object Object]
X-Factor is a national obsession with regular viewers representing around 47% of the adult 15+ population (over 20 million people),[object Object]
Have you done any of the following whilst watching The X Factor?,[object Object]
65% of X Factor viewers ‘watch’ social networking sites at the same time,[object Object]
Obsession is good for advertisers!,[object Object]
Obsession is good for advertisers!,[object Object]
Using ‘obsession’ to build business,[object Object]
Iab the social media obsession jan2011
Iab the social media obsession jan2011
BE BESPOKE,[object Object]
“I like to watch my performances sometimes. I like to watch the lighting. I often argue with my lighting designer on the show; as much as I like to light the show for the room, it's important to light the show and design the sound for YouTube. In truth, lots of my fans can't make it to my shows in Israel or Germany or in Paris, so they go online to watch them.”  ,[object Object]
BE AUTHENTIC,[object Object]
Steve Berman, Universal Music's president of sales and marketing: "Gaga has worked tirelessly in keeping up daily if not hourly communication with her fans and growing fanbasethrough all the technology that exists now." ,[object Object]
LET PEOPLE SHARE,[object Object]
Church of the customer blog: “Some artists are very protective of their image and prohibit recording devices during performances. Gaga doesn't allow professional photographers into her concerts but is ok with fans recording and putting videos on YouTube.” ,[object Object]
Who else has used social media ‘obsession’ to build a business?,[object Object]
Driving sales...,[object Object]
Getting consumers to ‘create’...,[object Object]
Spark ‘obsession’ on a shoestring...,[object Object]
So, are we obsessed?,[object Object],YES!,[object Object],Social media is 24/7 - central to daily routines, occasions and our relationship with brands,[object Object],Tapping into these passions can not just drive sales, but help grow entire businesses,[object Object],Be bespoke, authentic and let people share (like Gaga),[object Object]
Thank you,[object Object],amy@iabuk.net,[object Object],www.iabuk.net,[object Object],@keano81,[object Object]

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Iab the social media obsession jan2011

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