Social NetworkingSocial NetworkingClare Hamilton-Eddy: September 24Clare Hamilton-Eddy: September 24thth 2009 2009

“FB me”

AgendaAgenda

Social networking in contextSocial networking in contextTop UK playersTop UK playersGlobal pictureGlobal pictureGoing mobileGoing mobileWhat’s in it for brands?What’s in it for brands?

Groups and fan pagesGroups and fan pages ApplicationsApplications WidgetsWidgets

Mini taskMini taskQuestionsQuestions

In contextIn contextSocial networks continue to dominate online activity across the globeSocial networks continue to dominate online activity across the globe

In UK, there are currently 36.9m internet users (comScore, May 09)In UK, there are currently 36.9m internet users (comScore, May 09) 29.4m visited at least one social network in May 09 (comScore)29.4m visited at least one social network in May 09 (comScore) 9% growth year on year9% growth year on year 50% of Facebook users across the globe return to the site every day 50% of Facebook users across the globe return to the site every day

(allfacebook.com, May 09)(allfacebook.com, May 09)

Social networking has become a very mainstream activity for all agesSocial networking has become a very mainstream activity for all ages

The top UK playersThe top UK playersFacebook still most popular; Twitter fastest growing; Bebo, MySpace and Facebook still most popular; Twitter fastest growing; Bebo, MySpace and Friends Reunited all in significant declineFriends Reunited all in significant decline

The global pictureThe global pictureGood overall summary and latest stats hereGood overall summary and latest stats here

Consumer and B2BConsumer and B2B User statsUser stats Primary audiencePrimary audience UsesUses Work in progress – constantly evolvingWork in progress – constantly evolving..\..\..\Conversational PR team\Social Networks\UK top tier list\July09_UK social networks top tier list.xls

More global stats, maps and sites (including China, India, Asia) hereMore global stats, maps and sites (including China, India, Asia) hereF:\Data3\Company\Academy\Academy April 2008 - March 2009\TMTs

Mashable list of 350+ social networks by category hereMashable list of 350+ social networks by category herehttp://mashable.com/2007/10/23/social-networking-god/

Going mobileGoing mobileIt is estimated that there will be over 63 million location-based service It is estimated that there will be over 63 million location-based service users by the end of the year (eMarketer; December 08) and 486 million users by the end of the year (eMarketer; December 08) and 486 million worldwide by 2012worldwide by 2012

Location-based mobile social network revenues are predicted to hit $3.3 Location-based mobile social network revenues are predicted to hit $3.3 billion by 2013billion by 2013

By 2012, it is expected that over 18% of mobile users (that’s 950 million By 2012, it is expected that over 18% of mobile users (that’s 950 million people!) will be logging on to at least one social network via mobilepeople!) will be logging on to at least one social network via mobile

Mocospace (6.5 mins) is the most popular social network to be accessed Mocospace (6.5 mins) is the most popular social network to be accessed via mobile, ahead of MySpace (3.79 mins) and Facebook (1.89 mins)via mobile, ahead of MySpace (3.79 mins) and Facebook (1.89 mins)

Facebook seeing over 13% of their users logging on from mobilesFacebook seeing over 13% of their users logging on from mobiles

For additional list of mobile social networks to watch, check out: For additional list of mobile social networks to watch, check out: http://www.gomonews.com/moso/

What’s in it for brands?What’s in it for brands?GROUPS / FAN PAGESGROUPS / FAN PAGEShttp://whyfacebook.com/2008/11/25/facebook-groups-vs-facebook-pages-which-is-best/

PROSPROS

Make brands accessible in a very unobtrusive mannerMake brands accessible in a very unobtrusive mannerGreat place to engage with fans – and demonstrate two way conversationsGreat place to engage with fans – and demonstrate two way conversationsStrong platform for latest news, event updates, etcStrong platform for latest news, event updates, etcGood way to monitor core fan base / audienceGood way to monitor core fan base / audienceCan bring brand experience to lifeCan bring brand experience to life

CONSIDERATIONSCONSIDERATIONSResources – maintaining decent content and regularlyResources – maintaining decent content and regularlyMakes brand more vulnerable – open to negative feedback and criticism that Makes brand more vulnerable – open to negative feedback and criticism that can be viewed by everyonecan be viewed by everyone

What makes a good group/page?What makes a good group/page?Britney Spears fan pageBritney Spears fan pagewww.facebook.com/britneyspears

Updated frequentlyUpdated frequently Interacts with fansInteracts with fans Multimedia content: video/images/news/commentsMultimedia content: video/images/news/comments Uses other social media tools/sitesUses other social media tools/sites

E.g. Twitter, links to blogE.g. Twitter, links to blog Engages with fans through competitions, exclusive content or ‘fan of the month’Engages with fans through competitions, exclusive content or ‘fan of the month’

And the ‘work in progress’…And the ‘work in progress’…PolarPolarhttp://www.facebook.com/pages/Polar/45609313439?http://www.facebook.com/pages/Polar/45609313439?v=wall&viewas=529725033&ref=search v=wall&viewas=529725033&ref=search

What’s in it for brands?What’s in it for brands?APPLICATIONSAPPLICATIONS

PROSPROSCan engage new and existing fansCan engage new and existing fansRaises brand profile in entertaining wayRaises brand profile in entertaining wayGreat way to encourage a brand or message to spread virally or by WOMGreat way to encourage a brand or message to spread virally or by WOM

CONSIDERATIONSCONSIDERATIONSCan be expensiveCan be expensiveCan be difficult to seedCan be difficult to seedNeed to be relevantNeed to be relevantAlways need to consider measurementAlways need to consider measurement

and outline success/objectives from startand outline success/objectives from start

Application overload – people do get annoyed by too manyApplication overload – people do get annoyed by too many

Most successful apps?Most successful apps?APPLICATIONS ON FACEBOOKAPPLICATIONS ON FACEBOOK

FarmvilleFarmville Launched June 09Launched June 09 Over 35 million users monthly alreadyOver 35 million users monthly already Average user spends 20 mins on gameAverage user spends 20 mins on game

http://www.telegraph.co.uk/technology/facebook/6138075/Farmville-set-to-become-http://www.telegraph.co.uk/technology/facebook/6138075/Farmville-set-to-become-most-popular-Facebook-application.html most-popular-Facebook-application.html

Pet SocietyPet SocietyScratch and WinScratch and WinDungeons and DragonsDungeons and DragonsSuper Slot MachinesSuper Slot MachinesScrabble Worldwide Scrabble Worldwide Mouse HuntMouse Hunt

http://www.allfacebook.com/2009/02/engaging-facebook-applications/ http://www.allfacebook.com/2009/02/engaging-facebook-applications/

What makes a good app?What makes a good app?

SimpleSimpleCompetitiveCompetitiveCurrent / on-trendCurrent / on-trendRelevantRelevantGames (especially retro)Games (especially retro)Virtual giftsVirtual giftsMoney / gamblingMoney / gamblingCommunity basedCommunity based

What’s in it for brands?What’s in it for brands?WIDGETSWIDGETShttp://www.facebook.com/facebook-widgets/index.php http://www.facebook.com/facebook-widgets/index.php

PROSPROSDrive traffic direct to Facebook contentDrive traffic direct to Facebook contentMakes Facebook content a lot more accessibleMakes Facebook content a lot more accessibleStrong sharing functionStrong sharing functionQuick way of embedding content from other sitesQuick way of embedding content from other sites

CONSIDERATIONSCONSIDERATIONSAdditional costsAdditional costsDon’t want to make websites, blogs, profiles too busyDon’t want to make websites, blogs, profiles too busy

Mini taskMini taskBRIEFBRIEF

Choose a current / past clientChoose a current / past clientThey have asked you to outline a six month campaign for a social networking site They have asked you to outline a six month campaign for a social networking site of your choice (try and vary between groups)of your choice (try and vary between groups)Assume they are doing very little in social media arena at presentAssume they are doing very little in social media arena at presentBudget isn’t an issue Budget isn’t an issue

OBJECTIVESOBJECTIVESRaise overall brand awarenessRaise overall brand awarenessDrive more traffic to brand websiteDrive more traffic to brand website

WHAT WOULD YOU PROPOSE?WHAT WOULD YOU PROPOSE?HOW WOULD YOU LAUNCH?HOW WOULD YOU LAUNCH?HOW WOULD YOU MAINTAIN MOMENTUM?HOW WOULD YOU MAINTAIN MOMENTUM?HOW WOULD YOU ENSURE YOU GET ANOTHER SOCIAL MEDIA PROJECT?HOW WOULD YOU ENSURE YOU GET ANOTHER SOCIAL MEDIA PROJECT?

QuestionsQuestions

Thank youThank you