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