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Taking social media to the next level
Aldo van WeezelBusiness Development Consultant Latin AmericaPpi Media USChile
TRENDS IN SOCIAL MEDIA
ALDO VAN WEEZEL
Businness Media Consultant
Taking social media to the next level
19th World Editors Forum | 4 September 2012 | Kyiv, Ukraine
TRENDS IN SOCIAL MEDIA
networking?
Social networking is the most popular online activity worldwide
Web-based email and instant messaging are declining in younger demographics
Fuente: ComScore Media Matrix (October, 2011)
SOCIAL MEDIAIN THE WORLD
1.2billionusers
Fuente: ComScore Media Matrix (October, 2011)
1 in 5 minutes online is spent on social networks
Social Networks Reach of Online Population
USA 98%Brazil 97%UK 98%Vietnam 85%Chile 94%
Women are more socialWomen spend more time in social networks than men
LATIN AMERICA LEADING GROWTH OF INTERNET USERS
In 1996: 66% of Internet users were in the US Today, 87% of Internet users are outside the US
Latin America
• 9% of Internet population• Latin America is leading growth of Internet
users: 16% between December 2010 and December 2011
• 32.5% is less than 35 years old
Fuente: ComScore Media Matrix (March, 2012)
5 Latin American countries among the top 10 most engaged in social media
HOW MANY SOCIAL NETWORKS IS ENOUGH?@aldo_vw
http://cl.linkedin.com/in/vanweezel
http://foursquare.com/aldo_vw
http://www.tripit.com/people/aldo_vw
http://www.quora.com/Aldo-van-Weezel
http://www.last.fm/user/aldo_vw
http://paper.li/aldo_vw
http://pinterest.com/aldovw/
http://www.slideshare.net/aldovw
THE HOLY TRINITY OF SOCIAL MEDIA
Third site in the world ranking
55% of global penetration
3 in 4 minutes on social networking are spent on Facebook
1 in 7 minutes spent online are spent on Facebook
Only a handful markets where Facebook is NOT the leading social network
FACEBOOK IPO
$38 per share
BRAND PAGESSkittles
www.skittles.com: 23,000 US unique visitors in March 2012
Skittle’s brand page on Facebook.com/skittles 320,000 visitors
Brand exposure via News Feed is even higher
THE POWER OF FACEBOOK
THE POWER OF FACEBOOK
Twitter reaches 1 in 10 global online users
Five Most tweeted moments in 2011
• MTV Music Video Awards (8,868 tweets per second)
• Troy Davis executed (7,671)• Brazil eliminated from the Copa América (7,196)• End of FIFA Women’s World Cup (7,166)• Steve Jobs resigns (7.064)
Tweeting is like throwing a message in a bottle into the ocean.
“Return on Influence” by Mark Shaefer (2012)
Unless you are Lady Gaga or Justin Bieber…
Users are different.
Top 5 Markets according to LinkedIn Penetration (%)
• Netherlands (27.2%)• Ireland (20.4%)• US (18.7%)• Canada (17.5%)• Denmark (17.4%)
WHAT AM I WATCHING?
COMENTA.TV
MY OWN NEWSPAPER
PRIVATE SOCIAL NETWORKS
Microsoft bought it in June for $1.2 billion
SOME FAIL…
SOCIAL MEDIA IS ABOUT CONVERSATION
BUSINESS COCKTAIL PARTY
What do you do in a business cocktail party?
Source: Mike Volpe (Hubspot)
Do you remember the last time…
you went to the cinema?
you went out for dinner?
you bought a brand new car?
Were you influenced by a friend’s recommendation?
Do you remember the last time…
you went to the cinema?
you went out for dinner?
you bought an expensive of clothing?
Word-of-mouthWere you influenced by a friend’s recommendation?
Given the the avalanche of ads, promotions, brands, etc. we rely heavily in our friends’ recommendations
78% of consumers trust in recommendations from social networks
Only 14% trusts in advertising…
3f friends
fans
followers
A CONVERSATION WITH…
A NEW MARKETING APPROACH
interruption
permission
Before, it was an
Now, we ask for The Social Customer
THE RISE OF THE SOCIAL CUSTOMER
“If you use a social network to
communicate with your friends, or you
text regularly on a mobile device, or
recommend something to someone you
kind of know but not well that they pay
attention to –and you do it via a consumer
review site– you are a social customer.”
The Social Customer (Adam Metz)
The social customer can
damage or support your
business without your
permission…
in channels your
business does not own.
HOW SOCIAL MARKETING WORKS
Source: The Power of Like 2 (comScore, 2012)
FANS AND FRIENDS OF FANS
If one of your friends is a fan of Starbucks, you’re more likely to be exposed to a Starbucks message on Facebook
• And if you’re exposed to a Starbucks message on Facebook, you’re 38% more likely to make a purchase in the next four weeks.
The first step is accumulating fans (“I like”)
ROLE OF INFLUENCERS
Authentic brand advocates
Examples:
• Subway $10 gift card• Virgin Airlines new flight to Toronto
FALLING SKIES
10-week campaign including 600 Klout influencers
They receive a “secret” about the next episode each week
60% of the conversation driven by “influencers”
14% increase in “buzz” equals 1 rating point
10 KEYWORDS YOU SHOULD REMEMBER
ALDO VAN WEEZEL
Businness DevelopmentLatin Americappi Media US, Inc.
[email protected]+56 9 8693 8584 (mobile)
@aldo_vw
