Oct 3 – 4, 2011

Module 1:Key Trends in Social Media

Learning Objectives1. To learn about a variety of social media

tools to help us listen, connect, add value and measure.

2. To identify a strategy for the roll-out of social media in my organisation.

3. To learn from successful social media practitioners and organisations.

4. To understand how to use social media tools to nurture a community and turn enthusiasts into fans and followers into brand ambassadors.

Key trends in social media

The Internet circa 1993

Internet in 2011

The Old Media World

The New Media World

Investors

Customers

Prospects

AnalystsPartners

Employees

Community

Press

MESSAGESMESSAGES

Competitors

*Mobile penetration: 121% **Internet penetration: 64.6%

Force 1: Rise of access

*Source: Malaysia, Q1, 2011, MCMC **Internetworldstats.com June ‘09

Force 2: Media fragmentation

Opinion forming elite• One-way, one-to-many• Sole or few sources

dictating schedules and headlines from top-down.

• Very little engagement or feedback encouraged and even these are edited.

Here it is, you decide• Many-to-many• Bloggers, tweeters,

podcasters, aggregators, producers, commenters post in their own time

• Many sources engage in the conversation from grassroots-level.

Mass media >>> Masses of niche media

Force 3: Empowering the many with diverse media options

ThenWord-of-mouthPrint: eg. news, direct mail, newsletters, magazinesBroadcast: TV, radioAdvertisingPublic relationsTelephoneDirect MailContestsResearch reportsFace-to-face

NowWord-of-mouseEmailWebsites, Forums, Chat roomsBlogs eg.Wordpress, Blogger, Tumblr

Social networks eg. Facebook, LinkedInMicroblogging eg. Twitter

Video-sharing eg. YouTube

PodcastsMobile apps eg. iPhone, Android, iPad, TabletsVideo chat eg. Skype, Facetime

Search Engine MarketingViral marketing

Why social media?1. Mainstream media is now only part of

expanded media’s ecosystem. There’s a new layer of influencers. Social media allows us to access the masses, to connect and engage directly with our ‘constituents’.

2. Social media skill sets enable us to tell our stories in new ways. We can shape conversations, grow communities, create and moderate discussions and deliver a better customer experience.

3. Explosion of new apps and tools driving innovation on how media is consumed, created, distributed, shared and enjoyed.

Where Is Everyone?

F. L. Y. T. B.

Why social media?• 800m active users• Malaysia: >11.75 million*

• 119m users• Malaysia: 614,849

• 3 billion views daily• 48hrs of video uploaded/1 min

• 200m users• Malaysia: >1 million

• > 200m bloggers

Source: *Socialbakers.com (Sept, 2011), Facebook, Linkedin, Youtube, Twitter, GreyReview

Social media and the banana leaf

Digital banana leaf

1st Social Media President

22

One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio….

What’s social media?

…it’s people connecting online

What is social networking and social media?

• Social networking in Plain Englishhttp://www.youtube.com/watch?v=6a_KF7TYKVc

• Social media in Plain Englishhttp://www.youtube.com/watch?v=MpIOClX1jPE

Copyright: Lee & Sachi LeFever, CommonCraft.com

Almost

19,700,000

articles(3.7m in English)

3,000,000,000 videos viewed per day

48 hours

(Source: YouTube fact sheet)

of new video uploaded

every minute

83% have watched video clips

Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: 22,729 active internet users in 38 countries – Nov08-Mar09

have joined a social network

Malaysia leads the way with 47% penetration of all 16-54-year-olds. (Mar 2009) *

>11.75mon Facebook in Malaysia.

(Sept 2011) **

*Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: Survey:22,729 active internet users in 38 countries – Nov08-Mar09**Source: Facebakers.com, Sept, 2011

66%

Source: TrendStream, GlobalWebIndex based on 100,000+ surveys of active users aged 16-65 in 36 markets, July 2011

Facebook users in Southeast Asia

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

Indonesia 26,598,240 32,129,460 35,177,260

Philippines 16,349,240 18,901,900 22,376,740

Malaysia 8,136,780 9,544,580 10,088,720

Thailand 5,376,700 6,914,800 8,699,080

Singapore 2,273,440 2,437,520 2,318,060

Oct 01 2010 Jan 01 2011 April 1 2011

Source: Facebook, GreyReview.com, as of Apr 5, 2011

Study: Malaysia is No 1

• Malaysia is No 1 in online social network friends, avg friends is 233, after Brazil (231), Norway (217)

• Avg timespent on social networks: 9hrs/wk, Russia (8.1hrs), Turkey (7.7hrs)

Source: TNS’ Digital Life survey of 50,000 respondents in 46 countries covering nearly 90 per cent of the world’s online population, Oct 10, 2010.

Tomorrow’s customers are

today’s “digital natives.”

The old communication model was a

monologue.

The new communication model

is a dialogue.

Can we ignore social media?

There will be consequences…

1. You won't know what people are saying about you

The conversation is taking place anyway. You can choose to participate or you can ignore it, but people are talking -- even when you're not listening.

2. You won't know what's going on in your marketplace

Listening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7.

If you listen to your market, you'll be able to anticipate customer needs, make better products, improve services and hear what's wrong with what you are currently delivering.

3. No one knows the real you• Someone may already be squatting on your brand and

spewing false corporate messages• If you don't secure your brand accounts on Twitter,

Facebook, no one will know if it's real or fake. Get out there with your own voice and establish a

reputation for authenticity and truth - it's a lot harder for someone else to hijack your brand.

4. When you need a voice, you won't have any credibility

• Typically, organizations only think of a blog or a Twitter account, after a crisis hits.

• Whether you're talking online or off, it takes months – even years – to establish trust in a relationship.

• You need to start the conversation in order to start making deposits in the bank of trust. Then when you need it, the credibility will be there.

5. You're giving away a competitive advantage

• Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you.

• They may get feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can.

4-step social media guidance

Step 1: Listen

Who’s saying what?

Who comments and responds?

What they say and how they say it.

4-step social media guidance

Step 2: Connect!

Find your voice byparticipating in theconversations.

Observe responses,if any

2/3 of the economy now influenced by personal recommendations – McKinsey&Co

4-step social media guidance

Step 3: Add value

Genuinely reach out to help.

Bring authority andcredibility to theconversation.

4-step social media guidance

Step 4: Measure

Track pageviews,downloads, embeds,visitors, followers, fans

Evaluate cost savings

Weigh positive vsnegative comments

In 2011, if you’re not on a social networkingsite, you’re not on the Internet.

“Fish where the fish are!”

Questions we need to ask

• What are our employees doing on social networks during and after work?

• What can we do to monitor and manage our online reputation 24/7?

• What is our social media strategy to reach out to our constituents and stakeholders?

• Where do we begin?

• What are our objectives?• What resources can we dedicate in terms of people, tech, etc?

• Do we need to engage outside experts?

• How do we map out a strategy that is in line with our current goals?

• What targets and KPIs should have in place?

“A social network can’t run on auto-pilot”

“In the past you were what you owned. Now you are what you share,”

Charles Leadbeater