The document discusses the rise of social media and its impact on marketing and commerce. It notes that 90% of consumers trust recommendations from people they know and over 50% of people on Twitter recommend brands. It also states that up to 15% of consumer spending could go through Facebook in the next few years. The document outlines how social advertising, image sharing and mobile engagement can be used to monetize social networks and more effectively target consumers.

1. STATE OF SOCIAL 2012
PRESENTATION TO DEPAUL UNIVERSITY

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3. SOCIAL IMPACTS PURCHASE
90: Times per week the average person mentions a brand
by name to family and friends
67%: Consumer purchase decisions primarily influenced
by WOM (the #1 overall factor)
74%: Consumers who bought a competing product after
hearing a negative recommendation
90%: Consumers trust recommendations from someone
they know; 70% trust the opinion of a stranger
53%: People on Twitter recommend brands in their
tweets with 48% of them making purchases
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4. SOCIAL LANDSCAPE
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5. SOCIAL COMMERCE
SOCIAL MONETIZATION OVERVIEW:
15% Who: First-mover companies who are viewing their social
footprint as another opportunity to generate revenue
What: Socially-driven or holistic shopping experiences
Up to 15% of consumer spending without going to a dedicated e-commerce site
will go through Facebook within
three to five years according to Why: Removes barriers and obstacles to completing a
IDC transaction when a consumer is most interested in a
product or service
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6. SOCIAL COMMERCE
“Monetization will become the largest social trend. Our challenge is to credibly measure and
advance social marketing’s impact on real outcomes.”
Jeff Bodzewski, Aspen’s Director of Social Marketing
Harvard Business Review
Daily Deal Sites F-Commerce eCommerce Sharing
Sharing and networks dictate savings Complete shopping experience without Integrated share functionality for
at retailers and merchants leaving a Facebook tab or newsfeed unique products on a website
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7. SOCIAL ADVERTISING
SOCIAL ADVERTISING OVERVIEW:
$280.71 Who: Social networks are increasing the sophistication and
efficacy of ads to be both disruptive and seamlessly
integrated within the user experience
Average revenue per order for US What: Hyper targeting options allows advertisers to target
advertisers generated by social users based on self-identified attributes ranging from
media, first among surveyed employer to interests with ads that appear within
channels, followed by display, organic-originated content
comparison sites and email
Why: Engages consumers in an environment they spend
hours each week while ensuring the right message is
being delivered to the right target based on self-
indicated data
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8. SOCIAL ADVERTISING
Dedicated advertising reps at the largest social networks ensure we are delivering effective,
meaningful ads for clients while keeping us updated on new products/offerings
Facebook LinkedIn Twitter
Continuous evolution of CPC options Rollout of CPC options beyond CPF advertising complement paid
including mobile and newsfeed options banners, including “InMail,” with trends and are more behavior based
with more coming significant B2B targeting options than self-indicated data
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9. IMAGE SHARING
IMAGE SHARING OVERVIEW:
60+ Who: Entire self-contained social networks formed around
image sharing have skyrocketed in popularity based
on smart phone penetration and increasingly
sophisticated cameras to instantly upload images.
Photos are posted to Instagram each
second by the platform’s over 15 What: Pinterst (online), Instagram (mobile exclusive) and
million registered users Digg (social sharing) among others have seen
adoption and ability to drive website traffic skyrocket
in addition to heightening engagement with brands.
Why: Images originated by other consumers and brands
are used as “Gateways” to instantly determine
whether more information is desired or a
product/service resonates with a person’s own
interests.
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10. IMAGE SHARING
Images are among the most powerful engagement tools for a brand – sometimes generated by the
brand and other times consumer-created – for both sharing experiences
Pinterest Consumer-Generated Social Bookmarking
The photo album of the Internet allows Instagram and dozens of other image Images of brand interactions – from
products, services and experiences to sharing networks instantly capture products to people – are among the
be the focus of sharing experiences, advertising, product and more highest trafficked submissions
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11. MOBILE ENGAGEMENT
MOBILE ENGAGEMENT OVERVIEW:
97MM+ Who: Mainstream US consumers who are increasingly using
mobile web, with some demos out-indexing CPU-
based web access
consumers today are connecting What: Mobile phone playing a larger role in purchase
with the Internet via mobile, not decisions, brand experiences and sharing with friends
counting the 24MM tablet users in
the U.S. Why: Advances in smartphone technology and declining
consumer costs opened up this market to
increasingly meaningful experiences
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12. MOBILE ENGAGEMENT
Augmented Reality Geo-Targeted Messaging Image Recognition
Ability to layer brand-generated Deploy brand-messaging via SMS The next step after QR codes where
content over real world experience to based on geo-coordinates or push phones push brand-generated content
educate, inform or entertain content via Bluetooth based solely on visual (e.g. logo)
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13. HOW READY ARE EXECUTIVES?
“In the digital space, with things “I’m a heavy user of Twitter and "Mayo Clinic believes… it is our
like Facebook and Google and Facebook, and… I interact directly with responsibility to help
others, we find that the return on customers and employees. I watch trends [consumers] use social media
investment… can be much and see news I’d miss otherwise. tools to get the best information,
more efficient.” Ultimately, I believe that Best Buy’s connect with providers and with
message has to be where people are. each other, and inspire healthy
Today, that means being on social choices."
networks.”
Source: eMarketer 2012
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14. SOCIAL VALUE PROPOSITION
 Add a new revenue stream
 Increase retention/reduce churn
 Capture personal data
 Increase awareness and intent
 Evaluate and apply real-time data
 Build loyalty and advocacy
 Extend the reach of marketing efforts
 Hyper-target based on self-identified data
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15. What’s Your Story?