Social Media in our world

Social Media in our worldWhat it is, how its changing us and how we track it.

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What is social media?

“Social media describes the online tools and platformsthat people use to share opinions, insights, experiences,

and perspectives with each other.”

Wikipedia

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"Social media encompasses everything that is written,spoken and shown about your organization

that you have no control over.“

Josh Hallett

Another definition

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It’s not about brands,It’s about people sharing

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% of visitors who created a social networking profile

2007 2008

27% 60%In real numbers, that’s roughly 20.49 million Brits!

A phenomena enjoyed by the majority of online Brits

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What a difference a

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1382%

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UK’s Most popular by audience

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Most popular (by audience) on Mobile Phones

Use on mobile is growing with many

handsets now incorporating

applications to use these sites on their

phones.

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Social media applications are another important facet of social media

• Widget’s, web applications and services and social utilities are the key currencies of the social media world.

• Here we see the importance iTunes has gained among the UK social media audience.

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Social media landscape

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Social media landscapeMulti-media sharingPhoto / Video Sharing & Livecasting

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MySpace

FlickrPhotoBucket

YoutubeCurrent.tv

Videojug

DailyMotion

Veoh

Social media landscapeMulti-media sharingPhoto / Video Sharing & Livecasting

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MySpace

FlickrPhotoBucket

YoutubeCurrent.tv

Videojug

DailyMotion

Veoh

Social media landscapeConversationSocial networking & microblogging

Multi-media sharingPhoto / Video Sharing & Livecasting

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MySpace

FlickrPhotoBucket

YoutubeCurrent.tv

Videojug

DailyMotion

Veoh

Social media landscapeConversationSocial networking & microblogging

Multi-media sharingPhoto / Video Sharing & Livecasting

Facebook

Beebo

Twitter

LinkedIn

Faceparty

FriendsReunited

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MySpace

FlickrPhotoBucket

YoutubeCurrent.tv

Videojug

DailyMotion

Veoh

Social media landscapeConversationSocial networking & microblogging

Multi-media sharingPhoto / Video Sharing & Livecasting

Social UtilityWidgets / App stores, iPlayers

Facebook

Beebo

Twitter

LinkedIn

Faceparty

FriendsReunited

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MySpace

FlickrPhotoBucket

YoutubeCurrent.tv

Videojug

DailyMotion

Veoh

Social media landscapeConversationSocial networking & microblogging

Multi-media sharingPhoto / Video Sharing & Livecasting

Social UtilityWidgets / App stores, iPlayers

Facebook

Beebo

Twitter

LinkedIn

Faceparty

FriendsReunited

iTunes

Joost

iPlayer

Skype

Instant Messenger

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MySpace

FlickrPhotoBucket

YoutubeCurrent.tv

Videojug

DailyMotion

Veoh

Social media landscapeConversationSocial networking & microblogging

CommentarySocial Bookmarking, Blogs& Opinion Sites

Multi-media sharingPhoto / Video Sharing & Livecasting

Social UtilityWidgets / App stores, iPlayers

Facebook

Beebo

Twitter

LinkedIn

Faceparty

FriendsReunited

iTunes

Joost

iPlayer

Skype

Instant Messenger

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MySpace

FlickrPhotoBucket

YoutubeCurrent.tv

Videojug

DailyMotion

Veoh

Social media landscapeConversationSocial networking & microblogging

CommentarySocial Bookmarking, Blogs& Opinion Sites

Multi-media sharingPhoto / Video Sharing & Livecasting

Social UtilityWidgets / App stores, iPlayers

Facebook

Beebo

Twitter

LinkedIn

Faceparty

FriendsReunited

Blogs

Digg

Newsvine Delicious

Slideshare

Wikipedia

MS Live Spaces

YahooAnswers

Google Knol

iTunes

Joost

iPlayer

Skype

Instant Messenger

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Social media landscape (the verticals)

• Vertical channels are rising quickly in popularity (mostly around user forums)

• Categories and samples:Topical:

• TripAdvisor & WAYN: Top travel communities• Numerous forums around cars, technology, etc. (many hosted by the BBC and other media owners)

Passion Points:

• Don’t Stay In: Top events/live music community• Flixter: Movie community• LastFM: Music

Demographics• Saga: No 1 channel for over 50• MumsNet & Netmums: top channels for Mums

• Regional sitesHobbies

• Stitch & Bitch: Top community for people who knit• Also the gardening and other forums fit here.

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UK’s fastest growing (by audience)Music & Video vertical channels growing quickly in face of increasing broadband speeds and penetration.

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DISCOVERY Learning or self-development

FAME Notoriety or competition

EXPRESSION Creativity or identity

SOCIAL Connecting, reinforcing tribes or belonging

ESCAPISM Entertainment

ALTRUISM Helping others or involvement with the brand

Social media is changing our behaviours

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Behavior change is globalReach“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users

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How Forester sees the new consumers breaking down: collaboration, contribution & co-creation

Base: US online adults. Source: North American Technographics Benchmark Mail Survey, Q1 2008

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Him Her

Behaviour by demographic

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1 OUT OF 3DON'T TRUST

THE INFORMATIONON THE INTERNET

PROVIDED BY COMPANIES AT ALL.

Source: UK, France, Germany data, Edelman Global Trust Report, 2007

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Who do they trust?

of UK consumers use information from blogs to influence their purchasing decisions

77%

Source: Hostway, September, 2005

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Who do they trust?

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Who do they trust?

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Who do they trust?

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Who do they trust?

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Who do they trust?

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Who do they trust?

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Some important numbers -

95% of senior marketers believe social media will continue to grow

50%

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Some important numbers -

95% of senior marketers believe social media will continue to grow

50%

75% of Fortune 1000 companies will use social media marketing in 2010 TNS

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Some important numbers -

95% of senior marketers believe social media will continue to grow

81% of marketers will spend half their budgets on conversational marketing in 2012

50%

75% of Fortune 1000 companies will use social media marketing in 2010 TNS

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Some important numbers -

95% of senior marketers believe social media will continue to grow

81% of marketers will spend half their budgets on conversational marketing in 2012

will be classified as failures!Gartner50%

75% of Fortune 1000 companies will use social media marketing in 2010 TNS

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How social media is affecting healthcare

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Power is shifting to patients

Patients and other stakeholders write about their experiences and others go to these sources for help and advice. • A recent study showed that 39% of patients use online support

groups to discuss medication and therapies.*

• A staggering 80% said that using these groups helped with their decision making or felt an increased sense of well being from using these forums (source: Pew foundation).

• Region of source information does not seem to be an important criteria for patients

*European Consumers Seeking Health and Pharmaceutical Information, How Technology and Evolving Media Choices Are Shifting theLandscape, White paper, Manhattan Research,

2007

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What are patients doing online? (US)

• 80% of American internet users, or some 113 million adults, have searched for information on at least one of seventeen health topics.*

• Most internet users start at a general search engine when researching health and medical advice online.

• Most health seekers are pleased about what they find online, but some are frustrated or confused.

• Just 15% of health seekers say they “always” check the source and date of the health information they find online.

*European Consumers Seeking Health and Pharmaceutical Information, How Technology and Evolving Media Choices Are Shifting the Landscape, White paper, Manhattan Research, 2007

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What are patients doing online? (EU)The internet is most intensively used after visiting the doctor.

50% of patients look up more information after this visit.

25% visits the internet before going to the doctor.

The health information people find online has a viral effect.

50% forward it to others

40% talk about it with others (= mainly family & friends, and their doctor)

25% make a doctor’s appointment after their search online

25% take the online info to the doctor to discuss it

10% even ask the doctor to prescribe something specific on the basis of what they have found online.

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What are patients doing online?

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Social networks are now integrated in health care delivery

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Social networks are now integrated in health care delivery

No single source of information stands out or stands alone” in the networked world of many health

consumers. Edelman’s Health Engagement Barometer

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Social networks are now integrated in health care delivery

A growing number of adults are “comparing doctors, hospitals, medications, devices, health plans and self

remedies.” 2009 Deloitte Center for Health Solutions

No single source of information stands out or stands alone” in the networked world of many health

consumers. Edelman’s Health Engagement Barometer

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Why a pharma marketer would listen to Social Media?✓ Understand patients questions:

• It’s a good source to get the information what people do not know and what language they use.

✓ Learn about users experience with the medication:

• Valuable feedback on what people really think about brands, packaging, affects.

✓ Get the real responses and not biased:

• Unlike standard market research, tracking online conversations gives us the full scope (positive and negative) of consumer feedback. Learning about issues allows to react quickly.

✓ Expand the sample:

• The big number of patients and caregivers online = a much larger data sample than is possible through survey or focus group research.

✓ Answer questions you did not even think to ask

• Listening is a great opportunity to find out which topics are the discussions drivers

* 59% search internet before asking the doctor. 55% ask the doctor first. (Source: iCrossing. How Americs Searches: Health and Wellness. January 2008)

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A recap

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What is social media monitoring?

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Your Brand

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What is social media monitoring?

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Your Brand

It’s online health

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People talking about people, companies, brands in Social Media

Companies wanting to track and understand what is being said and who is influential

Companies need tools to monitor, analyze and track Word Of Mouth in Social Media

Monitoring fills the gap between

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AwarenessConsideration& trial Conversion

Retention& loyalty

Share of voice, brand analysis & brand position

Monitoring & defining trends

Identifying how to seed products & information

Identifying influencers

Consumers review monitoring

Quantifying campaign impact

Understanding consumer behavior

Crisis monitoring

Content strategy

Reputation Management

Qualitative market information

Monitoring adds value in the marketing funnel

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Social media trackers sit at the intersection

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How the technology works?

50 languages

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Why Attentio?• Multi-language and multi-

country analysis: 50 languages (reporting in 19)

• Attentio Brand Maps

• Coverage

Online News, Blogs, Forums, YouTube, Twitter, Daily Motion

• Experience in Pharma, Mobile phones, Consumer Electronics and Automotive

• Bespoke services: Adverse events reporting

• Low entry pricing

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Attentio’s product range?

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Brand Dashboard market applications

• New product launches

• Marketing & PR campaign effectiveness

• Word Of Mouth marketing

• Brand value maintenance

• Competitive intelligence

• Consumer insights & trends

• Brand reputation & crisis management

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• Covers both mainstream news and social media such as YouTube, blogs and discussion forums

• Demographics breakdown by country

• Near real-time tracking and updates

• Interactive charts: drilldown from charts to source to individual articles and postings

• Buzz & word-of-mouth trends, share-of-voice

• Event & topic detection, sentiments, demographics

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What we can learn from the dashboard

• Which diseases people talk about and why

• Which drugs are most talked about

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• Where people are talking about diseases and brand

• Enabling us to focus our attention better

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• What people feel about different brands

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• The different topics

people associate

to a disease or a

brand

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• Differences in

perception

of diseases

(in this case

between

child and

adult ADHD

and ADD)

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People’s information needs

“Anyone try it and what r ur thoughts?” - 14th April, Kasper87

“Will take next round of it tomorrow. 3 or 4 days with some swelling of ankles (believe this to be water retention) & sore joints when in gym, however first 3 or 4 days were great. Ate well, lots of energy, all good”. - 5thAugust, baaer.

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Strength of information sources by country

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Adverse events reporting

Online brand mapping

Conversational audits

Other services

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“Attentio enables brand owners to monitor sentiments as articulated by journalists, bloggers and online consumers. Detecting positive and negative attitudes early is an essential part of active brand reputation management.”

Conversational audit

• This is a bespoke online audit report which looks at your brands and those of your competitors to understand their conversational dynamics.

• It helps you understand your brand's perception in social media channels, its perceived strength's and weaknesses, key audiences and channels, brand sentiments, and the key topics people associate with your brand.

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• Specific for the HEALTHCARE INDUSTRY, this service, provided in partnership with Attentio™, provides healthcare businesses with an ongoing adverse event reporting facility based on the information customer's report in online discussion-based channels. This is a bespoke service that is tailored to your adverse event reporting approach.

Adverse events reporting

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• Get a real time measurement for online Brand Reputation

• Understand your strengths versus your competitors

• Identify weaknesses and opportunities in strategy

• Create winning brand positions fit for your empowered consumers.

TOOLS we use

• Attentio™ Brand Maps

• HTC Brand Scenario Planner

Automotive brand positions in blogs

Brand mapping & planning

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Getting started: the process step by step

We need to know:

• What are your objectives and goals?

• Which brands do you want to track?

• Which topics do you want to track and why are they important?

• Are there any particular sources important for the brand or industry that you would like to focus on?

Within 5-7 working days after briefing we will set up your dashboard

You will receive access to it immediately after set up

And online training for you and your colleagues

We look at the first results together and revise the set up if needed

We will organize an online

demo of the tool for you

and your colleagues using

examples from an industry

that is of interest to you.

If you have a concrete

project in mind, we will also

provide the accurate

pricing for your dashboard.

1st Step: Dashboard demo

2nd Step: Dashboard set up

3rd Step: Training and revision of setup

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For more information

Contact:Douglas@holytornado.co.ukPhone: +44 7724 039 168

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