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• Social Commerce• Workshop: How to build a strategy
• Building a business case• Common mistakes• How do we avoid them
• Tips & Trends• Summary
1 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 2007
Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011
Social Networks are the Most Popular Activity Online
EC
The Social Media Universe is Expanding
15MM+ users
135MM+ users
51MM+ users
15MM+ users
62MM+ users
232MM+ monthly active users
115MM+ subscribers
20MM+ blogs
6MM+ users
800 MM+ monthly active users
230MM+ users 2MM+ users
500K+ users
800MM+ monthly users visit site
More people on more social networks than ever beforeMore people on more social networks than ever beforeMore people on more social networks than ever beforeMore people on more social networks than ever before
Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn
100K+ users
2MM+ users
2MM+ users
1.5MM+ users
EC
That’s 1.2 billion peopleThat’s 1.2 billion peopleThat’s 1.2 billion peopleThat’s 1.2 billion people
Social Networks Now Reach 82% of the World’s Internet Population
Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
Total time spent on all regions grew by 35%+ in 2011Total time spent on all regions grew by 35%+ in 2011
Social Networking is Growing in Every Single Country
Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
Google+ is Growing Faster Than Other Social Networks
67 million people have visited Google+67 million people have visited Google+67 million people have visited Google+67 million people have visited Google+
Source: ComscoreSource: Leon Haland, Google+ calculations by Paul Allen, comScore, MySpace, Twitter, Facebook, LinkedIn
Time to reach 50 million users (estimate)
EC
The web is a massive part of our lives.
And social media accounts for significant
portion of web usage
Rush to action
without a plan
• Hasty decisions & knee jerk reactions
• Tactical approach
• Focus on wrong objectives or platforms
• Failing to understand requirements & resources
• Defined and measurable objectives
• Metrics that tie into those objectives
• Tools & knowledge for tracking metrics
• Ability to translate online actions to business results
Limited Reach
Social Media only really
works with large (ish) audience
Process of building a network is
often overlooked
Without reach, there
is no ROI
Paid services provide monitoring
81
From Radian 6
Other providers
BrandWatchBuzzmetrics CymfonyDow Jones Scout LabsTechrigy/AlterianVisible Technologies
If objective awareness then focus on:
• web traffic• web traffic referrals• search volume trends• followers, fans, friends• social mentions• share of voice
If objective sales then focus on:
• web traffic• time spent on site• bounce rate• content acceptance rate• followers, fans, friends• social mentions• share of voice• social connectivity within sales funnel
If objective loyalty then focus on:
• time spent on site• repeat visits • content acceptance rate• followers, fans, friends• repeat social mentions• share of voice• recommendations & ratings• social connectivity within sales funnel• customer service metrics• net promoter score
Focus relationships not technologies
Transactional
OccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal