2. Facts
Case Studies
For the Future.
“Social
media
is
the
on-‐going
conversa4on
of
the
planet.
As
4me
goes
on,
it
is
my
home
on
the
internet.
It
is
my
home
page,
the
place
where
I
spend
the
most
4me.
It
is
where
I
do
business.
It
is
where
I
hang
out
with
my
friends.
It’s
where
I
find
out
about
new
movies,
television
and
products.”
Kurt
Sondregger,
VP
Marke4ng,
Ploom.
3. Facts
about
7 Social
Media(and
why
you
care)
TIME
UK: Social networking accounts for 23%
of all time spent online 1
Global: 500 billion minutes on Facebook
per month (2009 =150) 2
Global: Every min, 24 hrs of videos
uploaded to Youtube (2 billion views p/d) 3
Europe: 16-24 year olds cram 5hrs into
2hrs per day 4
1. Ofcom August 2010 UK 2. Facebook Inisights Jan 2010 3. YouTube blog, March 2010 4. Ofcom, August 2010
4. Facts
about
7 Social
Media(and
why
you
care)
AUDIENCE
Global: women spend 30% more time on
social networks than men 1
Europe: 33% of 12-24yr olds are
contacteable 24/7 2
UK: adults 50+ account for more than 1/4
of internet users 3
1. Ofcom August 2010 2. Comscore, July 2010 3. Daily Telegraph June 2010
5. Facts
about
7 Social
Media(and
why
you
care)
ACTIVITIES
US: 1 in 8 marriages in 2009 were people
meeting through social media
60% ‘to keep in touch with family and friends”
55% looking at people’s interests & what they’ve done
50% want to meet people with similar interests
47% to express opinions and views on a topic
20% dating / adult related
17% looking for a job / networking
6. Facts
about
7 Social
Media(and
why
you
care)
PERSUASION
UK: 90% trust friend’s recommendations
UK: 70% trust stranger’s suggestions
Global: 69% of all searches are Google
1. Ofcom August 2010 UK 2. Simply Zest 2010 3. Simply Zest 2010 4. Techeye.net July 2010
7. Facts
about
7 Social
Media(and
why
you
care)
GROWTH
2009+: Twitter 577%, Facebook 188%,
Linkedin 89%, FourSquare 2m
USA: 2009 marketing budget 6%, 2010
10%, 2014 18%
Global: $716m in 2009, $3.1bn in 2014
1. Sun Sentinel 2010 2. Simply Zest 2010 3. Forrester July 2009
8. Facts
about
7 Social
Media(and
why
you
care)
VALUE
Global: Engaged brands +18%, least -6%
USA: @DellOutlet $4m Twitter revenue
$3.60 - $136 Facebook fan value.
1. Engadgement.db 2009 2. Everything PR 2010 3.. Marketing Pilgrim Feb 2010
9. Facts
about
7 Social
Media(and
why
you
care)
OPPORTUNITY
USA: 88% of marketers using social
media for marketing
Global: Search by product name
increases x 2.8 after SM exposure
Global: “A brand’s online reputation is
directly correlated to it’s share price’
1. Ofcom August 2010 UK 2. Mashable 2010 3. Business Week 2008
10. Facts
Case Studies
For the Future.
OLD
SPICE
Above
the
line
campaign,
amplified
through
social
media
QUEENSLAND
TOURISM
PR
campaign,
amplified
through
social
media
UNITED
AIRLINES
Customer
service
disaster,
amplified
through
SM
11. Overview
Challenge: Boost the brand and re-appraisal.
Context: Growth of category & competition
Insight: women purchased 50% of products.
Strategy: Engage men & women in a
conversation
Execution: Online, ATL, media , PR, social media.
19. Social results so far
Day 1: 5.9m view (more than Obaama)
Day 2: 8/11 top videos viewed
Day 3: 20m views
1 week: 40m views
Twitter: + 2700%
Traffic to OldSpice.com + 300%
No 1 most viewed brand channel on
Youtube
20. Sales results so far.
Last 6 months sales growth: + 27% (YOY)
Last 3 months sales growth: + 55% (YOY)
Last 1 month sales growth: + 107% (YOY)
21. Overview
Challenge: Tourism Queensland visitor numbers
Context: Declining tourism and recession
Insight: Virtual reality programmes & SM
Strategy: ‘Best Job in the World’
Execution: Online, media, events, PR, social
media, UGC.
28. Results
$400m AUD of media coverage, 3bn reach
35k video entries. 201 countries.
8m web visitors, 55m page views, 8min average
29. Overview
Context: Passenger sees his guitar being
mishandled
Customer Service: United refused to take the
blame and reimburse him
Strategy: Dave carroll did what he knew best.
Wrote a song.
Execution: Filmed, uploaded to Youtube, blogg’d
about it. Shared it.
31. Facts
Case Studies
For the Future.
LISTEN
INVOLVE
CREATE
CSR
VALUE
/
ROI
VIRTUAL
32. Sugges4ons
for
the
future
(some
already
in
place)
LISTEN
Chief Listener
Develop a listening strategy
Filter the shouts and whispers
Create a dashboard for each BU
33. Sugges4ons
for
the
future
(some
already
in
place)
INVOLVE
Fans & friends
The world’s largest focus group
Not just online, but real life events
Behind the scenes
Show them innovation and NPD
34. Sugges4ons
for
the
future
(some
already
in
place)
CREATE
Content that’s useful
ie brand utilities and apps
Content that’s shareable
embeddable, easy to share and forward
Social profiles
Reflecting your personality and service level
Video ‘How to Paint…..’ anything!
From staff, from fans, from film and music.
35. Sugges4ons
for
the
future (some
already
in
place)
CSR
Paint the Worlds
Responsibly & ethically- real world, digital and virtual.
Transparency
From source to surfaces.
Prepare for a crisis
It will happen. You’ll need social media.
36. Sugges4ons
for
the
future
(some
already
in
place)
VALUE
/
ROI
Return on influence.
Relationship return.
Data and dashboards
Data aggregation, mapping, visualisation, correlation.
Contact to convert,
‘The Return Generator’
Propensity to purchase algorithm
U objective, x channel, y spend = z return. Click.
37. For
the
Future
(on
the
horizon,
or
already
here)
VIRTUAL
WORLDS
Second Life ?
World of Warcraft? Gaming. Bigger than ever.
Virtual attendance
Conferences, shows, special occasions. Green.
Watch the future, in films
Minority Report, Matrix, Total Recall. Avatar.
