Tns sensis social media

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The Rise of Social MediaAnd what it means forbusiness

Prepared for: Sensis

Prepared by: John Shearer

June 2010

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Agenda

• The Context for the Rise of Social Media

• From Web 1.0 to Web 2.0

• The Australian Social Media Landscape

• The Business Attraction of Social Media

• Some Key Lessons for Business

The Context for the Rise of Social Media

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The context for the rise of social media

Fragmenting Media

Declining Trust

Informed Consumers

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The context for the rise of social media

Fragmenting Media

Declining Trust

Informed Consumers

5

The rise of the informed consumer

(of online consumers)

Researching online

Ever bought online

Research products every week

Start with search engine

99%

94%

80%

70%

Source: TNS: Digital Australia Now Research: 2009

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Why consumers are searching online…

Manage life efficiently

Infotainment

Continuous learning

Save money

Inte

rnal

Others Self

Ext

ern

al

From Web 1.0 to Web 2.0

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The driving forces behind social media

Technology Tools People

9

10

133,000,000blogs

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>2billon viewsper day

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15,000,000articles

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445 millionusers worldwide

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2 out of 3people

online visit a

site each month

15

106 millionaccounts

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The rise and rise of social media

Porn

2007

Email

2009

Search

20011?

The Australian SocialMedia Landscape

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Australia’s social media audience is estimated at

9.9 million

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Different people using different networks

(Social network membership amongst social networkers)

3%2%2%2%3%

4%7%6%4%9%

14%17%26%15%26%

78%80%81%83%76%Facebook (80%)

MySpace (19%)

Males Females 18-30 31-44 45-60

Twitter (6%)

LinkedIn (2%)

Source: TNS: Digital Australia Now Research: 2009

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Facebook – Still youth dominated

(% of Facebook accounts)

35%

30%

18%

10%

7%

18 to 25

26 to 35

36 to 45

46 to 55

55 plus

Source: Facebook Advertising Creator: 3rd June 2010http://www.thinksocial.com.au/tag/facebook/

But these are the fastest growing age segments

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Some are more active than others…

Source: Forrester: Social Media Technographics: Australia: Q2 2009

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Consumers’ motivations differ by network/platform

Source: TNS: Digital Australia Now Research: 2009

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Consumers’ motivations differ by network/platform

Source: TNS: Digital Australia Now Research: 2009

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Consumers’ motivations differ by network/platform

Source: TNS: Digital Australia Now Research: 2009

The Business Attractionof Social Media

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The business attraction of social networking and social media

EyeballsHyper-

Targeting WOM

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are looking to fellow internet users for opinions and information about products, services and brands.

78%Trust the recommendations of other consumers

86%

Consumer-created content is

the no.1 aid to a buying decision

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Some are talking about companies on social media…

24%

14%

Social Network: Have madecomments about products

or services

Positive

Negative

(% amongst social networkers)

15%

Blogs: Blog about product or service experiences

Regularly

Occasionally

Never

45%

40%

Source: TNS: Digital Australia Now Research: 2009

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…and what they are saying is having an impact

36%

30%

Independent review 36%

23%

Decision based solely on POSITIVE review

Forum

Changed mind based onNEGATIVE review

Blog

Social network

17% 11%

14% 11%

Source: TNS: Digital Australia Now Research: 2009

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70%of Australian businesses intend to undertake some form of social media activity in 2010

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Business are seeing the benefits

(% of businesses)

85%

63%

56%

54%

Generated exposure for my business

Increased my traffic/subscribers

New business partnerships

Increased search rankings

Generated qualified leads

Help me sell products and services/closebusiness

Reduce my overall marketing expenses

52%

48%

48%

Source: Social Media Examiner: 2010 Social Media Marketing: Industry Report: April 2010

Some KeyTakeaways

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Some key takeaways

1.

2.

5.

3.

6.

At first just listen…

It’s real time.

Don’t think about media platforms –think about business strategy.

Don’t assume that social media and social networking is just a fad.

Authenticity and transparency are crucial.

4. Remember, it’s a dialogue not a monologue.

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Ninety percent of social mediais just showing up.

It’s the other half that’s hard.

Presentation available at:

www.slideshare.net/johnshearer