This document discusses trends in social media, marketing, communications and their impact. It outlines evolving strategies like personalization, collaboration and real-time responsiveness. Brands are becoming content publishers that generate PR through social campaigns. How news, social media buzz and consumer sentiment interact was examined. Studies found that social network users and consumer recommendations are highly trusted forms of information over advertising when making purchase decisions.
52. Survey summary
92% of 26,486 people said that consumer recommendations are the
most credible form of advertising
•Nielsen survey
Online social network users were 3 times more likely to trust their
peers' opinions over advertising when making purchase decisions
Jupiter research
84% said they would trust peer reviews over a critic
Marketing Sherpa
•64% of consumers said they wanted to see user reviews
Forrester
53. Over to you…
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Notas do Editor
Yelp, Foursquare Geofencing
Who you are, where you are, what you want Monitoring and responseFacebook advertising
Cross platform, depth and breadth of content, always on – eg Netflix
Tailor news that people see according to their online behaviour and interestsNews is as relevant as it possibly can be
Engage, incentivise and reward participation through gaming and playfulnessEg. Collaborative storytelling, ARGs – delivering news into the real world through projections etc.
Also food spotting,
Blogs, instagram, youtube – haul videos
Social integration, customer service, company blogs, honesty and transparency
Getting together to make things happen – creatively, motivationally, ecommerce, financiallyKickstarter, 38 degrees
Self tracking – Fuel band, sleep, happiness, link to myfitness pal
Data feeds from the real world to the internet – hayfever, bus tracker, plants that need watering, bread just come out of the oven , old people’s habits
BUT is easy to attack these big global companies – same old monoliths being bashed. Not proving anything
Coca-cola
1.3 billion to gulf oil spill
Live the dream (or at least the brand identity) Coke – togetherness & happiness
