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An overview of the state of play and emerging trends in social media, plus some examples from the last few weeks and years of where they have affected companies' activities, the news agenda and public actions, delivered to YPO Malta November 2012
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YPO Social Media, Brand Sentiment & the News
AUTUMN 2012
THE TOM SAWYER EFFECT
A communications company for the 21st Century
COMMUNICATION COGS
BRAND / PRODUCT
Local stats - Facebook
Local stats – top Facebook
Local stats – top Twitter
AN EVOLVING UNIVERSE
What are the trends in social media, marketing and communications?
Targeting
Behaviour
Location
Contextual targeting
Pervasiveness
Personalisation
Playfulness
Responsiveness
Rise of the niche
Self-publishing
Curation & sharing
Openness
Collaboration
Quantified Self
Quantified self
Internet of Things
Internet of Things
TWO INTERTWINED WORLDS, ONE RESULT
How do social media, the news agenda and public sentiment interplay?
News, buzz, actionCompany
actions
News Generation
Social Media Buzz
Consumer behaviour
"We don't do advertising anymore, we just do cool stuff. It's no longer about awareness, we need to become part of peoples lives"Nike UK, 2008
Brands as content publishers
Brands as content publishers
Brands as content publishers
Media companies as content publishers
Social campaigns generate PR
Social campaigns generate PR
Not just B2C
Social media campaigning generates real results
Social media campaigning generates real results
Can backfire…
McDonald’s Stories
Brands as enablers
Brands as enablers
Brands as enablers
Brands as enablers
Brands as enablers
IMPACT ON ITS AUDIENCES
How is all of this affecting what people think and how make decisions?
2012 Social Journalist Study
Facebook impressions
Facebook impressions
Facebook impressions
2012 Nielsen Trust In Advertising Study
Social network breakdown
92% of 26,486 people said that consumer recommendations are the most credible form of advertising
• Nielsen survey
Online social network users were 3 times more likely to trust their peers' opinions over advertising when making purchase
decisions Jupiter research
84% said they would trust peer reviews over a critic Marketing Sherpa
•64% of consumers said they wanted to see user reviewsForrester
Survey summary
