Social Media Club Hawaii 5/14/10

Social Media adoption

Frank Hamm: background / context

Survey: online / social media usage in PR

German fnancial services

Social Media in Germany

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 2

Frank Hamm

● 8 yrs in German Air Force

● study of Business Administration

● diferent jobs related to Information Technology

● now Manager Public Relations at a German bank

● study of Public Relations

● blogger

– http://www.injelea.de (blog since 2005)

– http://twitter.com/fwhamm (since 2007)

● more on: http://www.frank-hamm.com (mostly in German but with links)

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 3

> Hawaiitwentyten

Hawaiitwentyten

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 4

Hawaiitwentyten

● Vacation planned in November 2009 for April 2010

● ad hoc decision to use Social Media for connecting to local people and organisations

● in February 2010

– created Twitter account @hawaiitwentyten

– created Tumblog hawaiitwentyten

● frst listened, then joined conversation

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 5

Pacifc Aviation Museum

● Help from Pacifc Aviation Museum on Facebook

● PacifcAviationon Twitter

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 6

'Ulalena

● Twittered about forgotten reservation

● received complimentary tickets for show

● blogged about it

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 7

Aviation

● I complained on Twitter about mobile check-in not working

– Lufthansa contacted me via Twitter DM

– It was my fault, Lufthansa helped to correct

● Iceland vulcan ashclouds

– United Airlines, Lufthansa informed passengers on Twitter

– Eurocontrol informed about closing/opening airports:Information on Twitter frst then on press release on website

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 8

> Survey / PR PLUSSurvey / PR PLUS

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 9

Survey

● conducted November 2009 as part of Public Relations thesis at PR PLUS

● 302 participants

– from Germany, Austria, Switzerland,

– some of them only partly responded

● approx 80% people are part of the PR PLUS network (students, former students, professors, university lecturers ...)

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 10

Survey: Summary

● PR people have widely but not completely adopted Social Media

● „Digital Generations Divide“ of generations

● „Digital Gender Divide“

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 11

> Video- und Bildportale

http://www.fickr.com/photos/fltran

Videos and Photos

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 12

> Video and Photo Communities

● Video Communities

– YouTube used at least weekly by almost 50%

● Photo Communities

– Flickr and Picasa used at least weekly by almost 10%

● Creating content: 4% (videos) bzw. 2% (photos)

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 13

>> Soziale Netzwerke

http://www.fickr.com/photos/drbeachvacation

Social Networks

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 14

Social Networks (SN)

● Weekly Usage:

– XING more than 60%, Facebook more than 40%

– Other SN less than 10%

● 30% produce content (at least weekly)

● Age 20-29

– much more intense usage of SN (except wer-kennt-wen)

– XING more than 70%, Facebook almost 60% weekly usage

– StudiVZ/MeinVZ each approx 20% weekly usage

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 15

Social Networks

XINGFacebook

StudiVZwer-kennt-wen

MeinVZLinkedIn

MySpaceLokalisten

Other

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2428

11

25

2 2 05

197

3

1

6

2 11

1

8

2

9

2

5

32

0

0

9

23

37

55

44

53 5559

54

Social Networks: Age 20-29

100% = 60

daily weekly monthly seldom / not at all

XINGFacebook

StudiVZwer-kennt-wen

MeinVZLinkedIn

MySpaceLokalisten

Other

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

25

10

0 3 0 1 0 0 2

30

17

00

1

85 2

10

17

11

31 3

66

1

5

29

63

98 97 97

8690

98

84

Social Networks: Age 40+

100% = 101

daily weekly monthly seldom/not at all

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 16

>> Blogs/Twitter

http://www.fickr.com/photos/noelzialee

Blogs/Twitter

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 17

> Blogs/Twitter

● blogs

– almost 50% read blogs at least weekly

– almost 20% write or comment at least weekly

● Twitter

– more than 30% read on Twitter at least weekly

– approx. 20% twitter at least weekly

● men are much more active than women

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 18

Blogs/Twitter

read blogs write / comment blogs read Twitter write Twitter0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

69

22

5533

70

26

42

21

59

30

33

12

90

210

158

222

Blogs/Twitter

100% = 288

seldom / not at allmonthlyweeklydaily

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 19

>> Nachrichten

http://www.fickr.com/photos/happenstancephotos

Messages

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 20

> Messages

● more than 90% use Email daily

● more than 50% use Social Networks at least weekly

● Skype more than 30%, IM almost 30%, Twitter DM more than 10%

● Age 20-29

– more intense usage: Social Networks, Instant Messaging, Twitter DM

– Diference between age 20-29 and age 40+

● Gender: men are more active than women

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 21

Messages

EmailSocial Networks

SkypeInstant Messaging

Twitter DM

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

53

22

9 10

3

5

20

106

6

0

9

15

5

6

2

9

26

39

45

Send messages: Age 20-29

daily weekly monthly seldom / not at all

EmailSocial Networks

SkypeInstant Messaging

Twitter DM

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

90

15 127

3

7

29

23

14

0

17

14

2 6

4

40

52

91 88

Send messages: Age 40+

daily weekly monthly seldom / not at all

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 22

>> Chat

http://www.fickr.com/photos/masterplaan

Chat

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 23

> Chat

● weekly usage below 30%

● more intense usage in age 20-29

● Great diference between age 20-29 and age 40+

● Gender: no diference

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 24

Chat: ages

SkypeInstant Messaging

Social NetworkSkype with Video

Instant M. with Video

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

10 8 8 6

0

10

6

13

4

4

13

3

7

14

3

27

43

3236

53

Chat: age 20-29

daily weekly monthly seldom / not at all

SkypeInstant Messaging

Social NetworksSkype with Video

Instant M. with Video

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11

05 3 0

15

2

8 10

2

7

2

614

2

68

97

8274

97

Chat: age 40+

daily weekly monthly seldom / not at all

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 25

> Banks, Social Media in Germany

Banks and companies in general are reluctant to adopt Social Media

But more and more of them are in the process of changing their mind

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 26

> Banks

● some banks start recovering from fnancial crises

● banks have started Social Media activities

● banks don't advertise that they are on Social Media

● some banks have web pages that list social media accounts (i.e. Deutsche Bank)

● normally they only use it as another news channel

● especially banks are reluctant to engage in Social Media because of fnancial crises

– people, politicians, journalists are angry

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 27

> Real Estate Structured Financing

● only few main competitors

● Hypo Real Estate completely nationalized

● Eurohypo owned by Commerzbank (partially nationalized and forced to sale Eurohypo until 2014)

● Aareal Bank focuses on B2B for fnancing commercial objects

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 28

> Banks: activities in Social Media

● Only few „classical“ banks like SEB

● Primarily Social Responsible Banks, Sustainable Banks, small credit unions

● Examples

– Fidor Bank

– GLS Bank

– Volksbank Bühl

– NOA Bank (Die andere Bank)

● Great resource (in German): Boris „Electrouncle“ Janek (presentation: Social Finance in Germany)

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 29

> Social Media in Germany

Banks, pharmaceutical industry, automotive...:

People fear loss of control because they don't know how to deal with Social Media.

People therefore fear they lose power.

The truth is: You all already have lost control.

But if you frst listen and then join the conversation people will trust you and trust is the real power!

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 30

> Social Media Examples

● Lufthansa

– First: known as a bad example (no dialogue)

– Now: changing usage of social media

● Daimler

– First: employees writing of their work (i.e. Nightshift)

– Now: blog as companies own newspaper for many stakeholders, twittering PR people

● Saftblog (family owned business producing juice)

– Blogging since years, sponsoring barcamps, small business (15 employees), but expanding cause of SM

● Synaxon (franchising retail group , computer business)

Frank Hamm(CC) BY

Social Media adoption 5/14/10 | page 31

PR PLUS goes online

http://www.fickr.com/photos/tacitrequiem

Mahalo