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We Are Social - Future Factors 2013

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We Are Social - Future Factors 2013

  1. we are social• MAY 2013 FUTURE FACTORS 2013 WE ARE SOCIAL’S PROVOCATIONS FOR OUR DIGITAL FUTURE
  2. 2
  3. THE CONTEXT 3
  4. 7,018,000,000 2,330,000,000 1,720,000,000 6,400,000,000 TOTAL POPULATION INTERNET USERS USERS ON TOP SOCIAL NETWORKS MOBILE SUBSCRIPTIONS THE WORLDWIDE PICTURE FEB 2013 COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL, DIGITAL AND MOBILE INSIGHTS AND STATISTICS, VISIT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013). URBANISATION: THE UNITED NATIONS WORLD URBANIZATION PROSPECTS REPORT (OCT 2012). INTERNET: INTERNETWORLDSTATS (LATEST AVAILABLE DATA, AS AT JAN 2013). SOCIAL MEDIA: BASED ON SITE=REPORTED DATA FROM FACEBOOK, TENCENT, AND VKONTAKTE, COMPARED TO A VARIETY OF OTHER PLATFORMS (ALL LATEST AVAILABLE DATA, AS AT JAN 2013). MOBILE: ERICSSON MOBILITY REPORT (NOV 2012). 4 URBAN RURAL 52% 48% INTERNET PENETRATION SOCIAL NETWORKING PENETRATION MOBILE PENETRATION 33% 24% 91%
  5. NORTH AMERICA CENTRAL AMERICA SOUTH AMERICA AFRICA MIDDLE EAST WESTERN EUROPE EASTERN EUROPE ASIA OCEANIA CENTRAL ASIA INTERNET PENETRATION BY REGION FEB 2013 SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (LATEST AVAILABLE DATA, AS AT JAN 2013), COMPARED TO DATA FROM THE US CENSUS BUREAU (JAN 2013) 5 78% 44% 13% 39% 75% 48% 28% 56% 32% 24%
  6. NORTH AMERICA CENTRAL AMERICA SOUTH AMERICA AFRICA MIDDLE EAST WESTERN EUROPE EASTERN EUROPE ASIA OCEANIA CENTRAL ASIA SOCIAL MEDIA PENETRATION BY REGION FEB 2013 SOURCES: BASED ON DATA FROM FACEBOOK, TENCENT AND VKONTAKTE (LATEST AVAILABLE DATA, AS AT JAN 2013), AND THE US CENSUS BUREAU (JAN 2013) 6 54% 36% 5% 19% 41% 48% 23% 35% 28% 8%
  7. NORTH AMERICA LATIN AMERICA AFRICA MIDDLE EAST WESTERN EUROPE CENTRAL & EASTERN EUROPE ASIA PACIFIC MOBILE SUBSCRIPTION PENETRATION NOV 2012 SOURCE: ERICSSON MOBILITY REPORT (NOV 2012) 7 101% 112% 67% 103% 127% 128% 83%
  8. THE FUTURE 8
  9. OUR KEY THEMES OF FOCUS FOR 2013: 9 BUILDING COMMUNITIES RATHER THAN PLATFORMS CONNECTING WITH PEOPLE WHEN THEY’RE OUT AND ABOUT PEOPLE PORTABLE ADDING VALUE AT EVERY POSSIBLE OPPORTUNITY PRACTICAL
  10. 01SIMULTANEOUS SOCIAL TRANSMEDIA EXPERIENCES 10
  11. TREND: ‘SECOND SCREEN’ IS JUST THE BEGINNING OF A TRANSMEDIA SOCIAL MEDIA PHENOMENON 11
  12. SOCIAL CONTENT EXPERIENCES WILL COME TO LIFE ACROSS MULTIPLE DEVICES AT THE SAME TIME 12
  13. TO DO: CREATE EXPERIENCES THAT DRIVE CONSUMPTION AND ENGAGEMENT ACROSS MULTIPLE DEVICES 13
  14. 02COMMUNITIES VS PLATFORMS 14
  15. TREND: THE NETWORK EFFECT: PEOPLE GO WHERE THEIR FRIENDS ARE AND WHERE THE ACTION IS 15
  16. BRANDS WILL FOCUS ON NURTURING COMMUNITIES INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES 16
  17. TO DO: BUILD COMMUNITIES AROUND SHARED PASSIONS, NOT AROUND PLATFORMS 17
  18. 03MOBILE LIFE VS MOBILE PHONE 18
  19. TREND: THE CONNECTED DEVICES IN OUR POCKETS ARE ALREADY OUR ‘MOST IMPORTANT’ MEDIUM 19
  20. NO PHONY ADDICTION 20 OF JAPAN’S SMARTPHONE OWNERS WON’T LEAVE THE HOUSE WITHOUT THEIR DEVICE OF CHINESE PEOPLE SAY THEY “CAN’T LIVE WITHOUT” THEIR MOBILE PHONE 78% 70% QUICK STATS
  21. STRATEGIES WILL COME TO LIFE ON MOBILE DEVICES, OR WON’T COME TO LIFE AT ALL 21
  22. TO DO: CREATE OPPORTUNITIES FOR CONSUMPTION AND ENGAGEMENT AROUND PEOPLE’S MOBILE HABITS 22
  23. 04CONTENT TAPAS 23
  24. OBSERVATION: EPIC CONTENT IS NOT THE ONLY WAY TO ENGAGE PEOPLE 24
  25. BRANDS AND PUBLISHERS CREATE MORE ‘CONTENT SNACKS’ FOR PEOPLE TO CONSUME ON THE GO 25
  26. TO DO: IDENTIFY THE ‘IN-BETWEEN’ MOMENTS WHERE PEOPLE WILL MOST LIKELY CONSUME SUCH CONTENT 26
  27. 05COMMITMENTS NOT CAMPAIGNS 27
  28. OBSERVATION: MANY BRANDS STILL USE SOCIAL MEDIA TO RUN SHORT-TERM CAMPAIGNS 28
  29. BRANDS REALISE THAT ENDURING AND CONSISTENT COMMITMENT IS THE BEST WAY TO BUILD SOCIAL VALUE 29
  30. TO DO: SUSTAIN STEADFAST, EVERYDAY CONVERSATIONS WITH YOUR AUDIENCE 30 CONVERSATIONS
  31. 06SOCIALLY INTERACTIVE CUSTOMER SERVICE 31
  32. TREND: PEOPLE EXPECT CUSTOMER SUPPORT WHEREVER AND WHENEVER THEY NEED AND WANT IT 32
  33. BRANDS MAKE CUSTOMER SERVICE A CORE COMPONENT OF THEIR REAL-TIME SOCIAL MEDIA STRATEGY 33 YES, CAN I HELP YOU? _
  34. TO DO: TRADITIONAL CRM PRACTICES HAVE TO EVOLVE AND EXTEND TO SOCIAL MEDIA 34
  35. 07SOCIAL BUYING 35
  36. OBSERVATION: PEOPLE OFTEN STRUGGLE TO CHOOSE BETWEEN AVAILABLE BRANDS AND PRODUCTS 36
  37. SERVICES LIKE ‘WHAT YOUR FRIENDS BOUGHT’ AND ‘YOUR NETWORK RECOMMENDS’ BECOME WIDESPREAD 37
  38. TO DO: OPTIMISE YOUR E-COMMERCE SITES TO HARNESS SOCIAL RECOMMENDATIONS 38 Recommend
  39. 08SOCIAL SHARING AS CURRENCY 39
  40. TREND: THE AWARENESS AND ENDORSEMENT DELIVERED BY SOCIAL SHARING HAS INCREASING VALUE TO BRANDS 40
  41. PHENOMENA LIKE ‘PAY WITH A TWEET’ BECOME MORE WIDESPREAD AS BRANDS INCENTIVISE SOCIAL SHARING 41
  42. TO DO: CREATE OPPORTUNITIES FOR TRANSACTIONS THAT ARE NOT MONETARY, BUT SOCIAL, IN VALUE 42
  43. 09SOCIAL INSIDE 43
  44. REALISATION: THE VALUE OF SOCIAL MEDIA ACTIVITY IS NOT LIMITED TO EXTERNAL AUDIENCES 44
  45. COMPANIES USE SOCIAL NETWORKING TO FACILITATE SHARING AND COLLABORATION ACROSS THE BUSINESS 45
  46. TO DO: BE A COMPANY THAT IS SOCIAL, NOT JUST A BRAND THAT DOES SOCIAL 46
  47. 10CRISIS AND OPPORTUNITY MANAGEMENT 47
  48. REALITY: ‘SOCIAL WILDFIRE’ MEANS THAT BRANDS MUST PREPARE FOR VARIOUS SCENARIOS IN ADVANCE 48
  49. CRISIS PLANNING AND REAL-TIME OPPORTUNITY MANAGEMENT RISE TO THE TOP OF THE SOCIAL AGENDA 49 !!
  50. TO DO: CHART OUT A SOCIAL MEDIA CRISIS RESPONSE PLAN AND IDENTIFY KEY PEOPLE AND PARTNERS 50
  51. FUTURE FACTORS 2013 1.  SIMULTANEOUS SOCIAL TRANSMEDIA EXPERIENCES 2.  COMMUNITIES vs PLATFORMS 3.  MOBILE LIFE vs MOBILE PHONE 4.  CONTENT TAPAS 5.  COMMITMENTS vs CAMPAIGNS 6.  SOCIALLY INTERACTIVE CUSTOMER SERVICE 7.  SOCIAL BUYING 8.  SOCIAL SHARING AS CURRENCY 9.  SOCIAL INSIDE 10. CRISIS AND OPPORTUNITY MANAGEMENT 51
  52. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  53. WE ARE SOCIAL @WEARESOCIALSG +65 9146 5356 SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG

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