Introduction to Social MediaIntroduction to Social MediaPresentated to Nike Southeast Asia Sales teamPresentated to Nike Southeast Asia Sales team

24 May 201024 May 2010

Social MediaSocial Media

“Social media is a term used to describe the type of media that is based on conversation and

interaction between people online … Social media are media designed to be disseminated

through social interaction, using highly accessible and scalable publishing techniques.”

Wikipedia

Social Media : a “Revolution”?Social Media : a “Revolution”?

“Is Social Media a fad or the biggest shift since the Industrial Revolution?”

Socialnomics – Social Media Blogwww.socialnomics.net

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=player_embedded#!(About 1.9 million views)

Social media has overtaken porn as the #1 activity on the web.

“Seeing how the youth of the world now navigate and communicate and engage with each other is a

fascinating change we’re going through … The old media versus the new media transition is one of the great stories of our time. Being able to participate

within that is a fascinating opportunity.”

Charlie DensonPresident of the Nike Brand

Why “revolution”? Why “revolution”?

How do people get information?

And at what price?

Where people get informationWhere people get informationVersus last year …– Spending time online ↑56%– Listening to music ↑53%– Using my mobile ↑49%– Social networks ↑37%– Spending $$$ on music ↓36%– Watching TV ↓46%– Playing console games ↓50%

Source: MTV Circuits of Cool

““Old” vs “New” mediaOld” vs “New” media

Newspaper circulation is down 7 million over the last 25 years

In the last 5 years, unique readers of online newspapers are up 30 million

Advertising is in decline:

– Newspapers by 18.7%

– TV by 10.1%

– Radio by 11.7%

– Magazines by 14.8%

Advertising is on the rise:

– Web by 9.2%

– Mobile by 18.1%

Asian youth embrace SNSAsian youth embrace SNS

76% belong to at least one social network

Asians lead in online social mediaAsians lead in online social media

China, South Korea, India and Japan lead in blogging, micro-blogging & social networksThere are around 88m bloggers in China out of a global population of 240m

Where people get informationWhere people get information

Facebook gets over 250 million visitors a month80 million visitors from Asia – Ave 2.6 visits a day– Ave 24.5 minutes a day– ID 22.5m, PH 13.0m, MY 6.4m

There are over 12,000 Facebook pages and over 67,000 Facebook profiles that contain the word “Nike”

Where people get informationWhere people get information

The recommendation by a friend online improves opinion of a brand, especially in Korea & China

New GamersNew Gamers• Farmville on Facebook

gets over 75 million players a month; Mafia Wars, about 22 million

• Zynga (Farmville, Mafia Wars), the world’s biggest social games company, is estimated as to be worth as much as $5 billion

• Rick Thompson, founder of Playdom (Sorority Life), estimates that in the future, 90% of social network users will be play social games

• Revenue for China’s online game industry was estimated to be $3.57 billion in 2009.

• China’s online games market is expected to generate $9.2 billion in revenues by 2014

Price of content = zero?Price of content = zero?

95% of songs downloaded last year weren’t paid for

There are over 20 million music videos on Youtube

It took me 11 minutes to download the last episode of Battlestar Galactica

Price of content = zero?Price of content = zero?

“As more and more businesses become digital businesses, as more and more

services become software, as more and more products become downloads … the

inevitable destination is free.”

http://www.youtube.com/watch?v=RZkeCIW75CU“FREE! Why $0.00 is the Future of Business”

Chris Anderson, Editor-in-Chief, WIRED

Today’s young peopleToday’s young people

• No longer turn to “traditional” media• Believe content is free• More “online” than “offline” friends• Influence each other re: brands (especially

online)

Brands & social mediaBrands & social media

2,634 “Fans”! “Dissapointed with m1...have been with m1 for

almost 8 years and what they can offer for a recontract is oni a 50 bucks voucher??? I might

as well switch to singtel and and get the 100bucks off number porting and complete my

plan with the mio home. M1 is such a disappointment.”

“Worst customer service ever, especially for

corporate customers.”

“Im becoming a fan here to tell everyone dat m1's

services really suck.”

“M1 U totally suck! I have been a loyal customer for 10+ years & this is how U

treat your customers!!! ”

Brands & social mediaBrands & social media

• Members: 23,325• Discussion

threads: 81• Related news

stories in Google News: 17• “Boycott” tshirt

designs: 3• Formal responses

from Singtel or Starhub: 0

Does advertising still define brands?Does advertising still define brands?

25% of search results for the world’s top 20 largest brands are links to user-generated content

34% of bloggers post opinions about products and brands

(Socialnomics)

Does advertising still define brands?Does advertising still define brands?

http://www.youtube.com/watch?v=5NTRvlrP2NU&feature=relatedViews: 3,140,990

Or do the consumers define your brand?Or do the consumers define your brand?

“Nike Tiger Spoof” = 384 search results on YoutubeExample 1, Example 2, Example 3

Relevance is a cornerstone of the Nike brandRelevance is a cornerstone of the Nike brand

“We continue to ask ourselves, ‘Are we staying edgy? Are we staying compelling? Are we staying interesting? Are we connecting with the youth of today the way we have for the past 40 years?’”

Charlie DensonPresident of the Nike Brand

Brands & social mediaBrands & social media

What social media is NOT:• Social media is NOT advertising• It is NOT campaign-based• It is NOT about your agenda• It will NOT give you sales ROI

Nokia N93 TVChttp://www.youtube.com/watch?

v=obMbxSTsF9Y

Fan filmhttp://www.youtube.com/watch?

v=YQrMvtchYSc

Celebrate fansCelebrate fans

Brands & social mediaBrands & social media

What you should be doing in social media:• Social media allows for dialogue• Monitor all touch-points• Use it to test or bounce off ideas• Be everywhere your consumers are• Reward fans

Thank You!Thank You!Miguel BernasMiguel Bernas

Chief Marketing OfficerChief Marketing OfficerMatchMove GamesMatchMove Games

miguel@matchmovegames.commiguel@matchmovegames.comLinkedIn http://sg.linkedin.com/in/miguelbernasLinkedIn http://sg.linkedin.com/in/miguelbernas

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