PSOCIAL MEDIA - WHY SHOULD I CARE ?Are people talking about me ?

Jez Jowett, Global Social & Digital Director, Havas Sports & Entertainment#Jezmond.

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Introduction to this session

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=related

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Even in Germany!!!

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Top 10 reasons why you (and your clients) should care

1. Time spent on social media

2. Audience consuming social media is not just digital natives

3. Huge growth of Social media

4. Brands engaging with social media are more valued5. Majority of business are / will be using SoMe more

• Expected spend in next 3 years

• Social Media usage beyond marketing

• Effective measurement and ROI the million dollar challenge

• The Flightdeck demo

• Social Media -Paid, owned and earned media mix

Zeit

Publikum

Wachstum

Wertvoll

Majorität

Etats

Verbrauch

ROI

Flightdeck

erworben

Today’s

Keywords

UK: Social networking accounts for 23% of all time spent online 1

Global: 500 billion minutes on Facebook per month (2009 =150) 2

1. Ofcom August 2010 UK 2. Facebook Inisights Jan 2010

Global: Every min, 24 hrs of videos uploaded to Youtube (2 billion views p/d) 3

3. YouTube blog, March 2010 4. Ofcom, August 2010

1Time

Europe: 16-24 year olds cram 5hrs into 2hrs per day 4

Germany: 58% are using social networks daily. 64% more than half an hour daily.

E.g. Mashable.com

Europe: 33% of 12-24yr olds are contacteable 24/7 2

Global: women spend 30% more time on social networks than men 1

UK: adults 50+ account for more than 1/4 of internet users 3

2Audience

1. Ofcom August 2010 2. Comscore, July 2010 3. Daily Telegraph June 2010

Germany: More than 90% of 14-29yr olds are using social media. “the main way I keep in touch with friends and interest”

E.g. Comscore.com

3Growth

2009+: Twitter 577%, Facebook 188%, Linkedin 89%, FourSquare 2m

2. Simply Zest 2010 3. Forrester July 20091. Sun Sentinel 2010

2010 : Groupon generates $1bn social sales in 2 years (Amazon4, Google5, Ebay7)

Facebook Places 1.8m check ins per day. Foursquare 3m check ins per day. 680m total

2011 : Facebook 700m global users

16% of all web traffic to portals (Yahoo, MSN, AOL) came from Facebook

E.g. SocialBakers.com

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4Value

Most engaged brands : revenue + 18%

Least engaged brand : revenue - 6%

1. Engagement.db 2009

Groupon : $11m sales for Gap in 1 day

Pampers / Facebook : 1000 transactions per day

90% of all purchases are subject to social influence

$30bn revenue from social commerce 2015

E.g. Engadgement.db

5Businesses

88% Fortune 500 using SM to market their businesses

73% state SoMe has had the most significant impact upon their business in last 18 months

1. Engagement.db 2009

Germany: 60/100 largest DE brands are using social media (Facebook + Twitter)

Germany: 41% of DE business investing 10%+ of marketing spend in web2.0 activity

E.g. BrianSolis.com

6Budgets

Budgets following growth and opportunity (social and mobile the big growth areas)

2011:Social Media spend up 34% ($1.2bn) Mobile spend up 27% ($748m)

1. Forrester 2010.

2012: Social Media $1.64bn Mobile $950m

2013: Social Media $2.25bn Mobile $1.13bn

2014: Social Media $3.113bn Mobile $1.274bn

E.g. Forrester.com

7Marketing & comms +

What department does SM report under?

Marketing 41%Corporate Comms 30%

Web / digital 11%Social media / strategy 6%

Product Mgm’t 1%Customer Service 1%

Altimeter Nov 2010

What other areas are you using SM?

Product developmentRecruitment & Retention

Thought LeadershipNetworking & socializing

E.g. Altimeter.com

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8ROI

Client SM Director ‘what are your 2011 priorities?’

Creating ROI measurement 48%Education & training 37%

Organisational model 34%Developing listening tool 29%

Resources and procedures 22%

What success metrics will you use ?

Engagement data 66%Sentiment & opinion 46%

Website traffic 39%Conversion or leads 34%

Share of voice 27%Altimeter Nov 2010

E.g. Slideshare.net ‘ROI’

9TheFlightdeck

HSE / Havas proprietary measurement tool

‘A social media control centre’

V1.0 SocialV2.0 Social + DigitalV3.0 Social + Digital + through the lineV4.0 The ROI Calculator

Measuring impact of SoMe in real time

The Flightdeck - What does it do ?

Gathers every mention about a brand and its competitors across: Earned media (blogs, forums, twitter, news)

Owned media (existing social and digital profiles) Paid media (display, search, ECRM, search * v2.0)

Applies filters through keywords and tags, to these data sourcesOutputs these data results and with custom algorithms into 1 dashboard

Filters up – with reverse data pathway to filter and drill back down What is being said about me, and my competitors, across these subjects?

Is it positive, negative, neutral? Who is saying it, and what is their reach and relevance?

Who are my most influential existing and potential fans? What conversations do they have ? What content do they share?

How effective are my current campaigns and social profiles? Is social media driving traffic to my owned media?

Are my paid for campaigns more effective when socially powered?

The Flightdeck Labs (live June)

Display, search, eCRM, affiliates, top 100, Hyves, Orkut, interactive graphs, exportable, top 100………………………..

PAIDPAID

DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES

BRAND PAYS TO LEVERAGE A CHANNEL

DISPLAY ADS, TAKEOVERS,

SPONSORSHIPS, PAID SEARCH.

KICK START AND FEED OWNED AND EARNED

MEDIA

THE KNOWN, IMMEDIACY, SCALE,

CONTROL

CLUTTER, LOW CREDIBILITY, LOW RESPONSE RATES,

EXPENSIVE

OWNEDOWNED

DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES

CHANNEL A BRAND CONTROLS / HAS

REGISTERED

WEBSITE, MICROSITE, BLOG, TWITTER,

FACEBOOK, MYSPACE, YOUTUBE, LINKEDIN

RELATIONSHIP WITH EXISTING AND

POTENTIAL CUSTOMERS

CONTROL, COST EFFICIENCY, LONGEVITY,

LEADS.

COMPANY COMMS UN-TRUSTED, ROLES

AND RESPONSIBILITIES,

TAKES TIME TO SCALE

EARNEDEARNED

DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES

CUSTOMERS BECOME THE CHANNEL

WOM, SHARE, LIKE, RATE, RE-TWEET, FORWARD,

CREATE CONTENT & CONVERSATIONS WORTH SHARING.

MOST CREDIBLE,MOST INFLUENTIAL,

MOST COST EFFICIENT, LONGEVITY

NO CONTROL, NEG & POSITIVE, MEASURABILITY.

Mixology

Paid media the least credible and most expensive

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Owned media the most time consuming and un-trusted

Earned media the most un-controllable but most influential

Pre Launch Launch Post Launchtime

spend

BLOGSBLOGS

BUZZBUZZ

MICRO SITESMICRO SITES

TEASERSTEASERS

DISPLAYDISPLAY

MEDIAMEDIA

SEOSEO

PRPR

BLOGSBLOGS

BUZZBUZZ

VIRALVIRAL

INFLUENCERINFLUENCER

MICRO SITESMICRO SITES

E-CRME-CRM

INTRANETINTRANET

COMMUNITYCOMMUNITY

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

SEOSEO

PROMOPROMO’S’S

NETWORKSNETWORKS

BLOGSBLOGS

INFLUENCERINFLUENCER

MICRO SITESMICRO SITES

ECRMECRM SEO / SEMSEO / SEM

CURRENT MEDIA MIXInefficient, costly, less credible

Pre Launch Launch Post Launch

BLOGSBLOGS

BUZZBUZZ

INFLUENCERINFLUENCER

VIRALVIRAL

PRPR

MICRO SITESMICRO SITES

LIBRARYLIBRARY

INTRANETINTRANET

VIDEOVIDEO

TEASERTEASER

PARTNERSPARTNERS

COMMUNITYCOMMUNITY

DISPLAYDISPLAYMEDIAMEDIA

SEOSEO

BLOGSBLOGS

BUZZBUZZ

INFLUENCERINFLUENCER

VIRALVIRAL

PRPR

SEOSEO

PARTNERSPARTNERS

PROMOTEDPROMOTED

MICRO SITESMICRO SITES

E-CRME-CRM

PARTNERSPARTNERS

COMMUNITYCOMMUNITY

BLOGSBLOGS

INFLUENCERINFLUENCER

SEOSEO

MICRO SITESMICRO SITES

ECRMECRM

PARTNERSPARTNERS

COMMUNITYCOMMUNITY

LIBRARYLIBRARY

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

PROMOPROMO’S’S

NETWORKSNETWORKS

ECRMECRM

“THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “Q: Really, in every scenario?

A: In most scenarios where trust is important!

time

spend

PPOO EE

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

NETWORKSNETWORKS

And it’s FUN!!

You are researching, practising, and sharing it all every hour of your lives. Right now!

Think about what you show, share and talk about with friends online, and in the bar. Social currency.

Q+A

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