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Tns sensis social media
1. The Rise of Social Media
And what it means for Prepared for: Sensis
business Prepared by: John 0
June 2010
Shearer
2. Agenda
• The Context for the Rise of Social Media
• From Web 1.0 to Web 2.0
• The Australian Social Media Landscape
• The Business Attraction of Social Media
• Some Key Lessons for Business
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4. The context for the rise of social media
Fragmenting Declining Informed
Media Trust Consumers
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5. The context for the rise of social media
Fragmenting Declining Informed
Media Trust Consumers
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6. The rise of the informed consumer
99% Researching online
94% Ever bought online
80% Research products every week
70% Start with search engine
(of online consumers)
Source: TNS: Digital Australia Now Research: 2009 5
7. Why consumers are searching online…
Internal
Save money
Manage life efficiently
Others Self
Infotainment
Continuous learning
External
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20. Different people using different networks
Males Females 18-30 31-44 45-60
Facebook (80%) 76% 83% 81% 80% 78%
MySpace (19%) 26% 15% 26% 17% 14%
Twitter (6%) 9% 4% 6% 7% 4%
LinkedIn (2%) 3% 2% 2% 2% 3%
(Social network membership amongst social networkers)
Source: TNS: Digital Australia Now Research: 2009 19
21. Facebook – Still youth dominated
18 to 25 35%
26 to 35 30%
36 to 45 18%
But these are the fastest
46 to 55 10% growing age segments
55 plus 7%
(% of Facebook accounts)
Source: Facebook Advertising Creator: 3rd June 2010
http://www.thinksocial.com.au/tag/facebook/ 20
22. Some are more active than others…
Source: Forrester: Social Media Technographics: Australia: Q2 2009 21
27. The business attraction of social networking and
social media
Hyper-
Eyeballs Targeting WOM
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28. 86% are looking to fellow internet users for opinions
and information about products, services and
brands.
78%
Trust the recommendations of other
consumers
Consumer-created content is
the no.1 aid to a buying decision
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29. Some are talking about companies on social media…
Social Network: Have made Blogs: Blog about product or
comments about products service experiences
or services
Regularly 15%
Positive 24%
Occasionally 45%
Negative 14%
Never 40%
(% amongst social networkers)
Source: TNS: Digital Australia Now Research: 2009 28
30. …and what they are saying is having an impact
Changed mind based on Decision based solely on
NEGATIVE review POSITIVE review
36% Independent review 36%
30% Forum 23%
17% Blog 11%
14% Social network 11%
Source: TNS: Digital Australia Now Research: 2009 29
32. Business are seeing the benefits
Generated exposure for my business 85%
Increased my traffic/subscribers 63%
New business partnerships 56%
Increased search rankings 54%
Generated qualified leads 52%
Help me sell products and services/close 48%
business
Reduce my overall marketing expenses 48%
(% of businesses)
Source: Social Media Examiner: 2010 Social Media Marketing: Industry Report: April 2010 31
34. Some key takeaways
1. Don’t assume that social media and
social networking is just a fad.
2. Don’t about about media platforms –
think
think
business strategy.
3. At first just listen…
4. Remember, it’s a dialogue not a monologue.
5. It’s real time.
6. Authenticity and transparency
are crucial.
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35. Ninety percent of social media
is just showing up.
It’s the other half that’s hard.
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