Social Media Evolution. An Open Thinking Exchange long form, digital immerson report on the state of social media for marketers.
From the Ipsos The Open Thinking Exchange is the innovation center of Ipsos, an independent company which ranks fifth among global research firms. Our mission: to challenge convention, take risks and use our collective intelligence in the service of our clients to foster innovation.
Report curated by Graham Saxton, Global Insights and Andy Hunter, New Media and Digital Innovation.
4. An opportunity….
And a challenge
Social Media
social networks blogs.
evolving new rules
challenge
developments
behaviours
opportunities
innovative ideas mainstream
4
5. This document is about…
Inspiration…
Inspira.on
adj.
[In-‐spir-‐a.on]
A
source
of
ideas
and
new
thinking.
A
s.mulus
Innovation…
Innova.on
noun.
[Inn-‐o-‐va.on]
Our mission with this report:
(the
use
of)
a
new
idea
or
method.
Change
Consolidate current thinking about what
or
Innovatory
adj.
new
thinking
is happening in the Social Media
space.
Filtering…
Filtering
noun.
[filter-‐ing]
Discover the unexpected and slightly
A
pro-‐ac.ve
selec.on
of
the
most
important
ahead of the curve to illustrate what
issues.
forward thinking companies are doing
right now. 5
6. What are we talking about?
Contents:
• Section 1 – This is now
• Section 2 – What about Brands…
• Section 3 – A few predictions
• Section 4 – Real life examples
The Power of Conversations – advice from Friends and Strangers
The Power of Social Motivations – the value of social currency
The Power of Human Connections – enabling new emotional behaviours aligned
with new utilities
6
7. “Ipsos,
through
our
new
community
technology,
is
taking
on
the
world
of
social
media
to
collaborate
and
observe
real
people
in
real
time.
But
we’ve
only
just
begun.”
Andrew Leary
Open Thinking Exchange
Social Community Innovator
7
8. “Social
listening
is
a
game
changer
for
market
research.
Though
we
have
room
to
make
the
medium
more
rigorous
and
disciplined
for
market
research
means,
Ipsos
is
setting
itself
up
to
be
a
leader
in
mining
insights
from
the
conversations
happening
online.”
Andrew Nelson
Open Thinking Exchange
Social Listening Innovator
8
9. About the Contributors
Graham Saxton, Global Insights – Consumer Behaviours and Trends:
Andy Hunter, Strategic Planner - New Media Innovation:
.
9
21. Social Media Typologies
MASS NETWORK PLATFORMS
COMMUNITY COMMERCE
CONTENT CREATION PLATFORMS
SOCIAL CONTENT HOSTS & DISTRIBUTORS
SOCIAL ENABLING APPLICATIONS
SOCIAL SHARING TOOLS & APPLICATIONS
SOCIAL GAMING
21
23. If Social Media is “new normal”
Where do brands fit into this?
Consumers appear to be increasingly open to asking about brands, sharing their thoughts and
taking action on information they get from participation in social networks.
When a brand starts to engage its existing and potential consumers through a number of social
media channels, the traditional rules of marketing are not necessarily going to apply
Having a brand presence in a social space is more than just “marketing” – it is a combination of
content curation, a commercial offering, an on-going community dialogue and a content creation
space as well as an extension of internal communications.
And measurement of ROI in this new world is obviously a challenge – depending largely on the
role that social media is deemed to be playing.
23
25. Key Questions from Brands…
What are the Social Media Marketing ground rules & best practice?
1. How do I measure social media return on investment?
2. How do I reach my target markets with social media – will I be welcome?
3. How do I generate traffic and leads using social media?
4. What are the main reasons consumers follow brands in Social Media?
5. What are my competitors doing in Social Media?
6. What can brands do to improve consumers perceptions of them?
7. What is the value of having a Brand App?
25
26. Core philosophical shifts
1. “Social” conversations are with people not consumers
2. A Social Agenda is not necessarily the same as a Business Agenda
3. It’s all about continuous conversations – not campaigning (“always on” rather than “drip or burst”)
4. A longer term view is needed – not quick fixes
5. It’s marketing with people not to people
6. Be authentic not persuasive (Social Media is forcing a lot of companies to distil what they really
stand for)
7. There are no final versions – accept everything will always be in Beta mode
8. Technology is changing much faster than people’s behaviour
9. Measurement, Measurement – there has never been so many options
10. Failure in Social Media is a very public experience
11. Change will never be this slow again!
Source – various - via the Institute of Practitioners in Advertising - UK
26
27. What are brands doing in Social Media?
87 of the top 100 brands in the published Superbrands list have a Facebook Page
Globally the total number of fans of these brands adds up to 30m
72 of the 87 brands are also on Twitter and 68 have a YouTube channel
Only 23 have a company blog
However only 15 of the companies overall have actively linked their Social Media
activities to their main company websites
Top Company Stats:
On Facebook (Likes) - Starbucks (+16m) Coca-Cola (+15m) and Oreo (+12m)
On Twitter (Followers) - Google (2.20m), Starbucks (0.84m), Sony Playstation (0.24m)
YouTube (Subscribers) – Google (0.14m) BBC (0.09m) Sony Playstation (0.08m)
27
28. What can brands do to improve
consumers perceptions of them?
Provide a contact page on the social profile
Openly listen to consumers comments
Talk to bloggers directly
Create a blog about the company
Behaviourally target their advertising messages
Respond to mentions in microblogs
Become a friend in a social network
28
29. What are the main reasons consumers
follow brands in Social Media?
1. Sales discounts
2. New product details
3. Contests & giveaways
4. Responses from other consumers
29
32. What’s Next for 2011?
Social
Media
isn’t
just
about
media
and
marketing.
It’s
a
disruptor
that’s
shifting
the
way
companies
do
business
and
how
people
go
through
their
daily
lives.
32
35. 2011: More social disruptors for retail?
The potential rise of “retail hacking”:
2011
will
surely
reveal
new
disruptors
for
retail
marketing
with
the
convergence
of
social,
mobile,
location
based
tech
and
crowdsourced
retail.
This
will
allow
for
new
methods
of
product
discovery,
shopping
and
perhaps
even
an
opportunity
for
loyal
brand
followers
to
become
sales
agents
for
the
brand.
35
37. An Index of Possibilities
What we are seeing today in Social Media
This section:
• The Power of the Crowd – crowdsourcing and co-creation
• The Power of Conversations – advice from Friends and Strangers
• The Power of Social Motivations – the value of social currency
• The Power of Human Connections – enabling new emotional
behaviours aligned with new utilities
37
39. Importance and power of the crowd.
There are small crowds and there are big crowds…
Arguably
this
has
changed
forever
the
way
that
consumers
make
purchase
decisions
39
40. How important is the power of a crowd?
Technology
means
this
information
can
be
shared
and
constantly
commented
on
–
with
“personal”
decisions
often
being
taken
by
group
consensus
40
43. Actual Examples
The following slides demonstrate a number of ways in which the power
of the crowds are being utilised by both individuals and companies.
•
•
•
43
44. Real
Life
Example
Feedback
from
Crafting “The Brand Called Me”
strangers
on
Self
Image
Source springwise.com 44
61. Social Conversation
Electronic Word of Mouth?
And…there
is
obviously
a
challenge
for
brands
to
be
part
of
the
conversations
–
but
ideally
as
a
guest
and
not
a
gate
crasher…
61
80. Human Connection is a Powerful Driver….
This section deals with a couple of themes
We
are
now
seeing
the
emergence
of
the
3rd
Generation
of
“smart”
self
publishing
tools
which
allow
consumers
to
aggregate
digital
content
and
social
media
output
into
digital
magazine
/
newspaper
style
formats.
80
81. Commercial Exploitation of Social Media
Behaviours
• Secondly - another aspect that we think is important is how companies will exploit new
social skills that consumers adopt.
• Examples in second part of this section illustrate:
– the ability to consume multiple sources of bite size information in a “Twitter like” way.
– the ability to create relevant commercial content that companies will pro-actively seek out and
use.
– the opportunity for consumers to interact in new ways with companies – doing the searching
themselves.
81
82. iPad app turns social content into a
personalised digital magazine
82