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This presentation provides an overview of the key social media trends in Australia and internationally. It explores case studies and opportunities for brands to engage in social media.
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Social media update14 April, 2009
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Social Media Trends and what they mean for
advertisers
7 October, 2009
Markus von der Luehe
Managing Director
Adknowledge Australia
The agenda
Social media do we really care
Who consumes social media
What about advertising in social
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Social media do we really care
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The world is changing
Sky News in the UK have employed a Twitter correspondent
The Turkish airliner crash at Schipol airport broken by twitter 15 minutes ahead of major news outlets and CNN picked up the news via twitter.
According to Nielsen Social Networks have now overtaken email as the biggest activity online. The decline of traditional portals is as inevitable as the decline of newspapers.
YouTube now gets more searches than Yahoo, Google's closest search rival.
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Media adoption timelines
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It took the telephone 89 years, television 38, mobiles 14, iPod 7 years to get to a 150 million users
It took Facebook 5!
70%of online content will be created
by individuals by 2010
Source: IDC
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% Time spent in different online categories
7 * Comscore February 2009
Consumer Generated Media Market place
More than half of online Australians belong to an online social network
Two in three online Australians looked at other people’s content on social networking sites in 2008
86% read other consumers’ opinions online – specifically about products, services or brands
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Social networking grows 27% in 12 months
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64% of the Internet Population now use a social network
* Comscore February 2009
What is the cost of inaction?
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Who consumes social
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Growth Stats - Australia
Social media strategies are gaining traction - close to one quarter of online Australians have interacted with companies via social networking sites.
Facebook has been the growth story of 2008 – the site has now reached more than two in three online Australians
However, Australia’s youth (under 18s) remain loyal to MySpace
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Who has assisted in the growth
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Reach of the social networking category by age for Internet users
* Comscore February 2009
Life of a 15-29 year old
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Don’t read newspapers
No land-line phone
Television on their terms
Trust peers more than experts
Internet experience is social
Content is going mobile
Television is for video games
Want to be heard and self-express
Email is for parents
On demand content
-- Source: USC Annanberg School – Centre for the digital future
"By the year 2010, Millennials, born between 1982 and 2000, will outnumber both Baby Boomers and Gen-Xers and will be the most significant consumer sector for the media & entertainment industries".
-- Interviews from this year's Millennials Conference, by Levi Shapiro.
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96% of them have joined a social network
-- What the F**K is Social Media, Marta Z Kegan, Social Media Evangelist
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People aged over 16 spent an average of 16.1 hours on the internet each week, while only 12.9 hours watching TV, 8.8 hours listening to the radio, 3.7 hours on a mobile phone and 2.8 hours reading newspapers.
-- The Nielsen Online Internet and Technology Report
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They generate their own content
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They generate their own contentAnd watch it Natalie Tran
No. 1 most subscribed Australian Youtube site of all time
8.2 million views
182,000 subscribers
Short humorous skits about customer service, fireworks and movie reviews
They are not shy to state their opinion
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The stats on Australians’ online video consumption habits
More than half (57%) of online Australians watched online video to support their purchase decisions during 2008
51% downloaded and / or streamed video – two in three of these people viewed amateur video clips
19% created video content, i.e. uploaded video online –one in three of these people uploaded home video
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What about advertising in social
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Perceived ROI from social media
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Social Networking
Total
Source: BRW
Procter & Gamble: Being girl
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Site for teenage girls covering health, beauty and relationships
500,000 visitors each week
3,000 questions
4 times as effective as TV advertising
From Dell hell to idea storm
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Dell Hell: list of links to customer complaints
IdeaStorm: Community-driven forum in which customers are invited to note problems, share suggestions with the company, and even assist fellow customers.
Decrease of negative blog posts from 49% to 22%
And this is how you get your value proposition across
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How can brands effectively tell their story in social media
It must be entertaining! That is why the users are there.
Brands must seamlessly integrate with the story or purpose of the media;
Brand message gets through, but doesn’t whack them on the head
What’s in it for me? - Reward them for their action
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Technographics Profile by Forrester
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