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SOCIAL MEDIA PRESENTATION
WHAT IS SOCIAL MEDIA
Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn't allow
readers/viewers/listeners to participate in the creation or development of the content.
Social media gives you what TV never could - a chance to be engaged and engage others.
Test Your Knowledge…
Name any social media you know…
Pew Research found that two-thirds of adult
internet users (65%) now use a social networking
site like MySpace, Facebook or LinkedIn, up
almost 7% from one year ago (61%), and this is
about eight times the 8% who said they used
social networking sites in 2005.
Looking at usage on a typical day, 43% of online
adults use social networking. Out of all the
“daily” online activities that Pew polls about, only
email (which 61% of internet users access on a
typical day) and search engines (which 59% use on
a typical day) are used more frequently than
social networking tools.
Site Usage Grows from 8% to 65%
Social Network Site Use Growth% of online adults, 2005-2011Source: Pew Internet & American Life Project
2005 2006 2007 2008 2009 2010 2011
8%
16%
29%
46%
61%65%
2%
9%13%
27%
38%
43%
Ever Yesterday
Females make up the majority of visitors to
social networks and blogs, and people aged
18-34 have the highest concentration of
visitors among all age groups, according to
Nielsen data.
During Q3 2011, women were 3% more likely
than average to use social networkers, and
18-to-34-year-olds were 8% more likely than
average.
U.S. Social Network Use by Age, DemographicsBase: U.S. social media users, Q3 2011Source: The Nielsen Company
Male
Fem
ale
Wom
en a
ge 2
-17
Wom
en a
ge 1
8-34
Wom
en a
ge 3
5-49
Wom
en a
ge 5
0-64
Wom
en a
ge 6
5+
Hispan
ic
Whi
te
Afric
an-A
mer
ican
Asian/
Pacific
Island
er
Amer
ican
Indi
an/A
lask
a na
tive
Other
96103
88
108104
9891
100 10194
103 102 101
Females, 18-34, Most Active on SocNets
Rise and Fall; Facebook’s Steady Climb
Top Social Networking Sites and ForumsBy US market share of visits (%), 2008-2011Source: Experian Hitwise
Feb
'08
April
'08
June
'08
Aug
'08
Oct '0
8
Dec '0
8
Feb
'09
April
'09
June
'09
Aug
'09
Oct '0
9
Dec '0
9
Feb
'10
April
'10
June
'10
Aug
'10
Oct '1
0
Dec '1
0
Feb
'11
April
'11
June
'11
Aug
'11
0%
10%
20%
30%
40%
50%
60%
70%
Facebook YouTube MySpace
Yahoo! Answers Twitter Linkedin
Experian Hitwise tracks the top 10 social networking sites each month. This
chart compiles the monthly data since 2008, but excludes a number of sites
that have appeared in the top 10, but dropped off.
Mark Zuckerberg
As of February 2012, Facebook has more than 845 million active users.
We start with a big number first: 53.5 billion
minutes per month. Facebook is
dominating the web brands.
In looking at a data snapshot of monthly
aggregate time spent on a site for Facebook and
the ROW (rest of the web), Facebook has
toppled some big names. The Nielsen Company
data show that even Yahoo users come in a
distant second with an average of 17.2 billion
minutes per month, less than one-third
Facebook’s total.
YouTube ranks sixth, claiming 9.1 billion user
minutes per month.
Facebook and the ROW
Top 10 U.S. Web Brands by Aggregate Time SpentU.S. web users monthly minutes in billions, home and work Source: The Nielsen Company
Yahoo
AOL Media
MSN/Windows Live/Bing
YouTube
Ebay
EA
Apple
Microsoft
53.5
17.2
12.5
11.4
9.5
9.1
4.5
4.3
4.3
3.4
Facts and figures• Each new fan acquired on Facebook is worth 20 additional visits to your website over the
course of a year.• 80% of Facebook fans may not be ready to buy right now, but they will be ready within 2
years.• Over half of Facebook users (51%) are also more likely to buy a product from a brand after
becoming a fan of its page.• At least 50% of Facebook users say they are more likely to recommend a company/product
that they are a fan of on Facebook.• 56 percent of consumers say they are more likely to recommend a brand to a friend after
becoming a fan of the brand on Facebook.• People who engage with brands on Facebook spend 30% more on brands.• People who are Facebook fans, on average, spend $71.84 more per year on brands they are
fans of than those who are not fans.• Facebook fans are 28% more likely than non-fans to continue using the brands they are fan
of.• 34% of social network users are at least somewhat more loyal to brands they are fans of on
Facebook.
LUX* Page
CSIWhat is CSI? The Customer Satisfaction Index (CSI) rates each review from 0-100 based
on 7 key TripAdvisor questions that appear at the beginning of each TripAdvisor survey: Overall rating, Cleanliness, Location, Rooms, Service, Value and Recommend. A
scoring model uses the ratings on these questions to create a score from 0-100. Our research, based on the TripAdvisor review database, indicates that these 7 factors are
highly correlated to guest loyalty.The CSI score makes it easy to determine which reviews require immediate action as
well as compare results over time and to competitors.
Ranked out of 168 hotels in Mauritius Oct-10 Jan-11 11-Apr 11-May 11-Jun 11-Jul 11-Aug 11-Sep 11-Oct Nov-11 Dec-11 Jan-12
LUX* Belle Mare 35 24 18 15 13 10 8 5 5 5 4 4
LUX* Morne 15 6 7 5 7 8 10 9 10 9 6 9
LUX* Grand Gaube 11 13 13 11 11 11 11 11 11 11 10 10
Tamassa 33 33 38 36 36 34 35 32 37 33 32 31
Merville Beach 62 53 52 51 52 47 46 44 46 46 44 42
Ranked out of 73 hotels in Reunion
LUX* Reunion 2 2 2 2 2 2 2 3 3 4 *1 *1
Hôtel Le Récif (Saint Gilles Ranking) 9 6 4 4 4 4 3 5 5 *4 *3 *3
Ranked out of 161 hotels in Maldives
LUX* Maldives 35 24 30 30 30 32 37 36 34 32 33 42
• 1. Use Twitter to drive people to your company’s website. • 2. Monitor your brand on Twitter. • 3. Use the Twitter “Favorites” feature as a list of company
testimonials. • 4. Use Twitter to promote events, webinars, and
campaigns. • 5. Use Twitter to promote special offers. • 6. Establish yourself as a thought leader in your industry.
Be careful about what you post…
LinkedIn Top Choice for Journalists
Social Media Use by Journalists% of respondents, August 2011Source: Arketi Web Watch
LinkedIn Facebook Twitter YouTube Blog site Flickr Digg MySpace Delicious Foursquare
92%
85% 84%
58%
49%
28%
20% 18%15% 14%
Twitter may have gotten a great deal of use during press coverage of world
events, but it is LinkedIn is a top choice for some media professionals. 92% of
business journalists have a LinkedIn account, according to the Arketi Web
Watch Media Survey. Facebook follows with 85% of journalists using the site.
Journalists use Twitter at almost the same rate – 84%. Generic blog sites have
higher usage rates than branded social media sites such as Digg, Flickr and
MySpace.
M-o-M, LinkedIn Makes Headway
Top Social Networking Sites and ForumsBy US market share of visits (%), August & September 2011Source: Experian Hitwise
YouTube
Yahoo! Answers
Tagged
MySpace
iVillage
myYearbook
Mylife
65.2%
19.7%
1.2%
1.0%
0.7%
0.6%
0.6%
0.4%
0.4%
0.3%
YouTube
Yahoo! Answers
Tagged
MySpace
myYearbook
iVillage
Mylife
64.5%
20.0%
1.4%
1.0%
0.7%
0.7%
0.6%
0.5%
0.4%
0.3%
September 2011August 2011
Experian Hitwise data shows more movement up for
LinkedIn, a trend noticeable in the past year.
Enter Google. Google+ emerged as a player in the Social Network
and Forums category in late September, Experian Hitwise
reported, a day after the site went from “invitation-only” to
"open access" and became available to everyone.
Opening access created a massive spike in market share of visits
for the site, with a 1269% growth from the week ending
September 17 to the week of September 24. The site also
received nearly 15 million total US visits last week.
In just one week, Google+ went from ranking as 54th most
visited site in the Social Networking and Forums category to 8th
place.
Google+ Jumps to 8th, 1269% Spike
Top Social Networking Sites and ForumsU.S. market share of visits, Week ending September 24, 2011Source: Experian Hitwise
YouTube
Yahoo! Answers
Tagged
MySpace
Google+
myYearbook
iVillage
64.9%
19.6%
1.2%
1.0%
0.7%
0.7%
0.6%
0.5%
0.4%
0.4%
SocialMedia Examiner found that seven in 10
(71%) marketers who use social media plan to
increase their use of search engine
optimization (SEO) in the near future. Only 1%
plan to decrease their use of SEO and 8% have
no plans to utilize it.
Slightly less than half (46%) of social marketers
plan on increasing their online advertising
efforts, with 27% having no plans to utilize
online advertising. 24% will keep online
advertising levels the same and 3% will
decrease them.
How are Marketing Budgets Affected?
Planned Use of SEO Marketing, Online Advertising% of respondents who are actively social media marketing, April 2011Source: SocialMedia Examiner
71%
1%
20%
8%
Increase Decrease Stay the same No plans to utilize
46%
3%
24%
27%
EaxctTarget reports that more than six in
10 (63%) Facebook users who “like” a
brand or product on Facebook expect
something in return. Results from “The
Meaning of Like” indicate that a leading
58% of Facebook likers expect both
access to exclusive content, events or
sales, and discounts or promotions
through Facebook. Only 37% do not
expect anything to happen.
Consumers Expect Something for “Like”
Consumer Expectations for Brand Liking% of Facebook users, September 2011Source: ExactTarget
Expect access to exclusive content, events or sales
Expect discounts or promotions through Facebook
Expect to receive updates about the co. to the newsfeed
Expect the company to post updates, photos or videos to newsfeed
Expect to share with friends, family and/or coworkers
Expect the name of co.to show up on my profile
Do not expect anything to happen
Expect the co. to send more relevantcontent based on my public profile
Expect to interact with pageowner (e.g., brand, person)
Expect the co. to access data in my public profile
Expect the co. to contact me through other channels
58%
58%
47%
39%
38%
37%
37%
36%
28%
27%
24%
The ExactTarget survey found that the
highest percentage of respondents, a
rather low 15%, “always” expected a
marketing initiative after liking a company
at its Facebook page source, but that
dropped to 10% for a click on a “Like”
button elsewhere on the web.
Only 9% always expect marketing after
logging a reaction to Facebook content.
Consumers React to “Like” Marketing
What Constitutes Permission to Market on Facebook?% of respondents, July 2011Source: ExactTarget
You go to a company Facebook page and like the company
You like a comment/photo/article posted by a company on Facebook
You click a Facebook Like button placed by the company elsewhere on the web
15%
9%
10%
46%
41%
42%
39%
50%
48%
Always Sometimes Never
More than once a day
Once a day
Every other day
Twice a week
Once a week
Twice a month
Once a month or
less
Never Other
3%
7%6%
11%
26%
13%
28%
4% 2%
The highest percentages of online consumers say products, services and companies
should communicate via social networks once a month or less and once a week or
less, according to a study from ROI Research and Performics. 28% of online consumers
say social network communication should be conducted once a month or less, while
26% say once a week or less.
1 in 4 Expect Weekly or Monthly Updates
Marketing Contact via Social Networks% of respondents (n=2,997) June 2011Source: ROI Research and Performics
Social sign-in is another growing activity among
social media users. SSI allows users to sign into a
restricted access site using existing sign-in data,
rather than having to create a new account.
About four in 10 (39%) users of the Janrain Engage
social connection service used Facebook for social
sign-in (SSI) during Q2 2011. This was 30% more
than the 30% of users who used number two SSI
site Google.
Yahoo (12%) and Twitter (8%) remain well behind in
third and fourth place, respectively.
4 in 10 Use Facebook for Social Sign-in
Social Sign-in Preferences across Web% of users, Q2 2011Source: Janrain
39%
30%
12%
8%
5%5%
Yahoo
Windows Live
Other (AOL, LinkedIn, PayPal)
According to comScore analysis, Facebook and
Twitter brands have developed
a growing mobile audience. On average, slightly
more than half of U.S. smartphone owners
(50.9%) and 31.7% of European smartphone
owners accessed Facebook on their device in the
three-month period ending June 2011.
Meanwhile, Twitter reached 12.5% of the
smartphone audience in the US and 7.4% of the
European smartphone audience.
51% Access Facebook via Mobile
Facebook, Twitter Reach among Smartphone Users3-month average, ending June 2011Source: Experian Hitwise
U.S. smartphone users European smartphone users
50.9%
31.7%
12.5%
7.4%
Facebook Twitter
Edison Research and Arbitron
found that 80% of US social network
users preferred to connect with
brands through Facebook. This dwarfs
all other social media networks, with
Twitter in a tie with “Don’t Know” for
a very distant second place, at 6% of
users.
8 in 10 Connect to Brands on Facebook
Preferred Social Network for Brand Connection% of social network users, May 2011Source: Edison Research and Arbitron
80%6%
3% 5%
6%
Other
Don't know
NM Incite found that social network users
see the platforms as a useful shopping and
research tool, and participate with the
desire to view and contribute to reviews of
products and services
. 68% of social media users (71% of parents
and 64% of non-parents) go to social
networking sites to read product reviews
and more than half use these sites to
provide product feedback, both positive
and negative.
Getting coupons is also popular, with 58%
overall usage (64% of parents and 56% of
non-parents).
SocNet Users Want Deals, Discussion
Social Media Use for Products/Services Information% of respondents, October 2011Source: NM Incite
Read consumer feedback
Learn about products
Get coupons/promos
Give positive feedback
Give negative feedback
71%
64%
64%
59%
57%
64%
59%
56%
52%
49%
Non-parents Parents
About six in 10 (59%) online shoppers say user-
generated customer product reviews have a
significant or good impact on their buying
behavior, according to the e-tailing group and
PowerReviews.
Community forums influence 26% of shoppers.
The social media sites, altogether, influence the
buying behavior of 35% of online shoppers:
Facebook fan pages affect 13% of online
shoppers; the Facebook newsfeed influences
another 13% and Twitter, another 9%.
Social Sites Impact 35% of Shoppers
Community, Social Tools that Impact Buying% of respondents, June 2011Source: e-tailing group, PowerReviews
User-generated product reviews
Online customer Q&A on product website
Community forums (conversations between
customers)
User-generated videos
Facebook company fan pages
Facebook newsfeed (friends talking about
products)
Mobile (iPhone app, text alerts)
Twitter (monitor, respond to, and post
tweets)
59%
42%
26%
15%
13%
13%
9%
9%
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