36
0 The Rise of Social Media And what it means for business Prepared for: Sensis Prepared by: John Shearer June 2010

Tns sensis social media

  • View
    1.179

  • Download
    0

Embed Size (px)

DESCRIPTION

 

Citation preview

Page 1: Tns sensis social media

0

The Rise of Social MediaAnd what it means forbusiness

Prepared for: Sensis

Prepared by: John Shearer

June 2010

Page 2: Tns sensis social media

1

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

Page 3: Tns sensis social media

The Context for the Rise of Social Media

Page 4: Tns sensis social media

3

The context for the rise of social media

Fragmenting Media

Declining Trust

Informed Consumers

Page 5: Tns sensis social media

4

The context for the rise of social media

Fragmenting Media

Declining Trust

Informed Consumers

Page 6: Tns sensis social media

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

Page 7: Tns sensis social media

6

Why consumers are searching online…

Manage life efficiently

Infotainment

Continuous learning

Save money

Inte

rnal

Others Self

Ext

ern

al

Page 8: Tns sensis social media

From Web 1.0 to Web 2.0

Page 9: Tns sensis social media

8

The driving forces behind social media

Technology Tools People

Page 10: Tns sensis social media

9

Page 11: Tns sensis social media

10

133,000,000blogs

Page 12: Tns sensis social media

11

>2billon viewsper day

Page 13: Tns sensis social media

12

15,000,000articles

Page 14: Tns sensis social media

13

445 millionusers worldwide

Page 15: Tns sensis social media

14

2 out of 3people

online visit a

site each month

Page 16: Tns sensis social media

15

106 millionaccounts

Page 17: Tns sensis social media

16

The rise and rise of social media

Porn

2007

Email

2009

Search

20011?

Page 18: Tns sensis social media

The Australian SocialMedia Landscape

Page 19: Tns sensis social media

18

Australia’s social media audience is estimated at

9.9 million

Page 20: Tns sensis social media

19

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

Page 21: Tns sensis social media

20

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

Page 22: Tns sensis social media

21

Some are more active than others…

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

Page 23: Tns sensis social media

22

Consumers’ motivations differ by network/platform

Source: TNS: Digital Australia Now Research: 2009

Page 24: Tns sensis social media

23

Consumers’ motivations differ by network/platform

Source: TNS: Digital Australia Now Research: 2009

Page 25: Tns sensis social media

24

Consumers’ motivations differ by network/platform

Source: TNS: Digital Australia Now Research: 2009

Page 26: Tns sensis social media

The Business Attractionof Social Media

Page 27: Tns sensis social media

26

The business attraction of social networking and social media

EyeballsHyper-

Targeting WOM

Page 28: Tns sensis social media

27

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

Page 29: Tns sensis social media

28

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

Page 30: Tns sensis social media

29

…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

Page 31: Tns sensis social media

30

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

Page 32: Tns sensis social media

31

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

Page 33: Tns sensis social media

Some KeyTakeaways

Page 34: Tns sensis social media

33

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.

Page 35: Tns sensis social media

34

Ninety percent of social mediais just showing up.

It’s the other half that’s hard.

Page 36: Tns sensis social media

Presentation available at:

www.slideshare.net/johnshearer