Social Media LandscapeIntroduction to Social Media Fundamentals
- Confidential -
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Agenda
Online VehiclesWeb 1.0 vs. Web 2.0Media ConsumptionCategoriesPassive vs. Active Social Media StrategyDos & DontsTargeting & Measurement
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Online Vehicles
Holy Trinity of Online Advertising
Email Search Display Social Media
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How did Web 2.0 come about?
A realization that the only way to further increase success on the web (engagement, response and conversion) is to give the target audience (community) some say in the exchange.
Social Media evolved from early ratings sites for software, amazon.com suggestions, etc.
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Web 1.0 vs. Web 2.0
Web 1.0 was about… Web 2.0 is about…
reading writing
companies communities
client-server peer to peer
home pages blogs
portals RSS
taxonomy tags
owning sharing
web forms web applications
screen scraping APIs
dialup broadband
hardware costs bandwidth costs
PASSIVE
SELFISH
PARANOID
SIMPLE
CONTROLLING
DULL!!
INTERACTIVE
GENEROUS
PARTICIPATORY
ADVANCED FEATURES
BECOMING A MEMBER (peer-to-peer)
ENGAGING!
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Web 2.0
Company-centric Visitor-centric
Genuine member of communities
It’s about letting the visitor choose
Many if not most of your visitors know more about the web than you do
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Media Consumption is ChangingInteractive now accounts for >30% of media time (1)
TV = 35%, Radio = 12%, Print = 9% Gen Y (<26): 12 hours per week (vs. 10 hrs TV)(2)
Gen X (27-40): 9 hours per week
“Communitainment” is new model for internet usage Community, Education and Entertainment Over 10 years, >50% of Internet usage will be “Communitainment”
Social Media is the platform for communitainment Networking Interactive discussions Community
User Generated Content is the medium Blogs / Discussions Photo sharing Video sharing
(1) Credit Suisse 2006(2) MultiChannel News 2006
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Trust in Peers Trumps All Other Sources Online Consumers Turn to Friends or Acquaintances for Information
83%
49%
37%
30%
60%
52%
50%
63%
69%
75%
Source: Forrester’s NACTAS Q3 2006 Media & Marketing Online Survey. *
Opinion of friend or acquaintance using product or service
Review in newspaper, in a magazine, or on TV
Information on the manufacturer’s Web site
A review by a known expert
Consumer reviews on a retailer’s site
Consumer reviews by users of a content site
Information at online consumer opinion sites
Online reviews by editors of content sites
Information in chat rooms discussion boards
An online review by a blogger
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Social Media Categories
Networks News Bookmarking Services (tagging) Video Sharing Photo Sharing Answering SitesForums & Message Boards
TAG CLOUD: size reflects popularity
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Social Network Examples
MySpaceFacebookLive JournalTagWorldDisney XDToyota PriusMSN GroupsYahoo 360
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Social Engines (Social News)
DiggStumbleUponRedditNewsvineI-Am-BoredSearchmobShoutwireBringr
You may have seen these before…
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Social Bookmarking
Store your bookmarks in one place. Share, recommend, discover and rate them.
de.licio.usDiigoFurlma.gnolia.comTekTagLinklogCloudyTagsSpurl
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Video Sharing
YouTubeJumpcutJoostCrackle Revver (tracks viral activity of video sharing)
Blip.TV (producers earn ad revenue)
VideoEgg (video ad network)
Daily Motionmy76video.com (ConocoPhillips)campaignforrealbeauty.com (Dove)
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Photo Sharing
FlickrPicasaPhotobucketWebshots CommunityKodak GalleryImageShackSnapFish
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Social Answering Sites
Yahoo! AnswersAnswers.comLinked In AnswersQuestionvilleAskville
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Category Summary
Networks News Bookmarking Services (tagging) Video Sharing Photo Sharing Answering SitesForums & Message Boards
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Active vs. Passive Approach*
Active Approach Suitable for content that isn’t “promotable” Strategy: create content that IS “promotable” and likely to be
shared and passed on by users Critical path: Community involvement is a necessity - build up
profile(s), grow friends lists and interact/contribute via editorial, content submissions, commenting and voting.
Passive Approach Suitable for sites with abundant, varied, valuable content Strategy: add “share this” links on content pages and let your
visitors do your marketing Critical path: discover the best bookmarking and news
communities for the kind of content being published
* Source: http://www.toprankblog.com/2007/10/is-your-social-media-marketing-strategy-passive-or-active/
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Social Media Campaigns – Transparency
Don’t try to go against the grain
Countless Fortune 500 companies try to control the situation and it almost always backfires.
Embrace social media for what it is or pay the price
The Fortune 500 companies that allow social media to work for them (Dove) usually succeed vs. faking a social media environment (Wal-Mart & Sony) and advertising to the audience.
The Secret?
Trust. Become a member of the community, engage them, listen to what they want and act on the information.
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by Hugh Macleod at gapingvoid.com
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Tracking & MeasurementWhat are the “right” metrics? Exposure to media and/or web site
Impressions Clicks / Visits Page views Referrers / Sources New vs. Returning Frequency
Level of Engagement Pages viewed per visit Time on site Reading blogs / Participating in discussions Viewing Videos or Photos Uploading content Telling friends / Rating products Inquiries / Registrations Transactions
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Get Started Today
Join Social Networks LinkedIn, Facebook, Myspace, etc.
Network, Observe & Participate
Search for products and services and notice how companies get involved
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