New challenges facing Brand Marketers in Social Media.
Social Graph
Mobile Arms Race incl iAd
Location incl Foursquare
iWOM + WOM
Social Media Tracking
Entrepreneurship vs procurement thinking.
Presented at the iMedia Brand Summit 2010.
32. Singapore
Total Unique Visitors (000)
2,321,000
FACEBOOK.COM
Windows Live Profile
TWITTER.COM*
FRIENDSTER.COM
TAGGED.COM
LINKEDIN.COM
MySpace
MULTIPLY.COM
Digg Inc.
DEVIANTART.COM
33. China
102,518,000
Total Uni que Vi si tor s (000)
Bai du Space
QQ.COM Al umni
RENREN.COM
KAIXIN001.COM
QQ.COM Mi ni Wor l d
51.COM
KAIXIN.COM
Wi ndows Li ve Pr of i l e
QJY168.COM
MySpace
34. India
Total Unique Visitors (000)
25,870,000
ORKUT
FACEBOOK.COM
SULEKHA.COM
IBIBO.COM
BHARATSTUDT
ZEDGE.NET
TWITTER.COM*
LINKEDIN.COM
HI5.COM
DIPITY.COM
36. Malaysia
Total Unique Visitors (000)
8,054,000
FACEBOOK.COM
MySpace
FRIENDSTER.COM
TAGGED.COM
Windows Live Profile
TWITTER.COM*
MULTIPLY.COM
SCRIBD.COM
WRETCH.CC
ZEDGE.NET
37. Indonesia
Total Unique Visitors (000)
5,965,000
FACEBOOK.COM
MULTIPLY.COM
TWITTER.COM*
FRIENDSTER.COM
SCRIBD.COM
Yahoo! Meme
MySpace
TAGGED.COM
DEVIANTART.COM
Digg Inc.
39. South Korea
Total Unique Visitors (000)
19,032,000
CyWorld
Nate.com Flying
FACEBOOK.COM
TWITTER.COM*
Windows Live Prof
Paran.com Club
HI5.COM
MySpace
Mail.Ru - My World
FRIENDSTER.COM
40. Japan
Total Unique Visitors (000)
31,959,000
MIXI.JP
TWITTER.COM*
FACEBOOK.COM
LOCOCOM.JP
Hatena - Bookmark
SPYSEE.JP
MySpace
Windows Live Profile
Gree
MBGA.JP
50. Ran edited version of Steve Jobs’
iAd “Tentpole” Announcement
http://events.apple.com.edgesuite.net/1004fk8d5gt/event/
51.
52.
53.
54. Twitter Apac
Total unique visitors '000
17,825,000 Japan
India
Indonesia
South Korea
Australia
Philippines
Malaysia
Singapore
New Zealand
Taiwan
Hong Kong
Vietnam
China
77. Sentiment from 24 Nov ’09 to 6th March ‘10
20-01-2010 Nike
Launches New
Golf Club line
Sentiment drop on 20 Jan 2010 - Very Negative sentiments were observed in
buzz related to launch of the new Nike Golf Club Line, without Tiger Woods.
Insight for Brand Owner : Nike Golf’s image is closely interlinked with Tiger
Woods and his endorsement is still needed despite the sex scandal
78.
79.
80. Enterprise - LSE
• 1% rise in positive word-of-mouth
advocacy led to £8.8m in extra sales
• 1% reduction in negative word-of-mouth
led to £24.8m in extra sales
81. Who do you talk to?
1. People who don’t love you
2. People who do love you
3. People who don’t love your competitors
4. People who love your competitors
90. FOURSQUARE
Total Unique Visitors 172,000
(000) Japan
India
Indonesia
South Korea
Australia
Philippines
Malaysia
Singapore
New Zealand
Taiwan
Hong Kong
Vietnam
China
104. Summing Up
• The Social Graph - who will filter it for your purposes?
• Mobile ads will boom - be considerate.
• Word of Mouth is Powerful - Use Online + OTG
• Location Power = Mobile + Retail + Social Media
• Engagement & content - why, how, what, where from?
• Make sure Procurement is trained & on-side.