iab the social media obsession jan2011
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TRANSCRIPT
The social media obsession and how
businesses can benefitAmy Kean, head of the IAB social media council
Today in 30 minutes...
1. Is everyone obsessed with social media?
2. Using obsession to build business (lessons from Lady Gaga and co.)
We asked brands...
What kind of general information would persuade you to
allocate more budget to social media?
• 63 % want to know how to do it
• 60.9% want more case studies
• 52.2% want consumer research
• (Only 13% want to know more about what it is...)
Is everyone obsessed?
“To dominate or preoccupy the thoughts, feelings or desires of a person...To think about something
unceasingly or persistently.”
‘Social’ = 13% of all online
display advertising
expenditure in the UK
Exclusive IAB and 247 social survey...
...How much has social media overtaken our lives?
Over a quarter of of 18-34 year olds login to social networking sites as soon as they wake up
I log
in in
regula
rly th
roughou
t the
day
Befor
e bed
Wak
ing u
p
Lunch
time
Dinner
tim
e
On th
e go
During w
ork
At sch
ool
0
10
20
30
40
50
60 55%
48%
27% 26% 25%24%
15%
4%
When do you normally log in?
Holiday Wedding Birthday Christening Funeral0
10
20
30
40
50
60
70
80
90 82%76% 77%
31%
4%
Have you ever seen pictures of the following on a social networking site?
47% of 18-34 year olds have uploaded a picture of a meal they were eating on to a
social network site
On the news Person Social network
Text message
Twitter Other0
10
20
30
40
50
6058%
12% 12% 11%
3% 4%
How did you hear that Michael Jackson died?
Professional
Friendly
Creative
Respectful
Innovative
Entertaining
Clever
Cheap
Human
Generous
Funny
Cuttind-edge
Cool
Adventurous
Mysterious
Brave
Chatty
Boring
None
0 5 10 15 20 25 30 35 40
How do you want your brands to be?
Web
site
Phone
Post
Foru
m
Face
book
Twitt
er
Oth
er s
ocia
l net
wor
k
Never
mad
e co
mpl
aint
0
5
10
15
20
25
30
35
40
45
18-3435-5455-64
How do you make complaints about brands?
1 in 4 people who complained on Twitter or
Facebook want a response within the hour
Within 10 minutes
Within hour
Within day Within 3 days
Within week
Within 28 days
0
5
10
15
20
25
30
35
40
45
50
WebsiteTwitterForumFacebook
How long should it take brands to respond?
X-Factor is a national obsession with regular viewers representing around 47%
of the adult 15+ population (over 20 million people)
Texted a friend about a performance
Updated Facebook
status
Phoned a friend
Sent an email Sent a tweet I don't watch it
0
5
10
15
20
25
30
35
40
Have you done any of the following whilst watching The X Factor?
65% of X Factor viewers ‘watch’ social networking sites at the same time
Obsession is good for advertisers!
Obsession is good for advertisers!
Using ‘obsession’ to build business
BE BESPOKE
“I like to watch my performances sometimes. I like to watch the lighting. I often argue with my lighting designer on the show; as much as I like to light the show for the room, it's important to light the show and design the sound for YouTube. In truth, lots of
my fans can't make it to my shows in Israel or Germany or in Paris, so they go online to watch
them.”
BE AUTHENTIC
Steve Berman, Universal Music's president of sales and marketing: "Gaga has worked
tirelessly in keeping up daily if not hourly communication with her fans and growing
fanbase through all the technology that exists now."
LET PEOPLE SHARE
Church of the customer blog: “Some artists are very protective of their image and prohibit recording devices during performances. Gaga doesn't allow professional photographers into her concerts but is ok with fans recording and putting videos on
YouTube.”
Who else has used social media ‘obsession’ to build a business?
Getting consumers to ‘create’...
So, are we obsessed?
• YES!
• Social media is 24/7 - central to daily routines, occasions and our relationship with brands
• Tapping into these passions can not just drive sales, but help grow entire businesses
• Be bespoke, authentic and let people share (like Gaga)
