Social Media Evolution. An Open Thinking Exchange long form, digital immerson report on the state of social media for marketers. From the Ipsos The Open Thinking Exchange is the innovation center of Ipsos, an independent company which ranks fifth among global research firms. Our mission: to challenge convention, take risks and use our collective intelligence in the service of our clients to foster innovation. Report curated by Graham Saxton, Global Insights and Andy Hunter, New Media and Digital Innovation.

1. Ipsos Digital Immersion Report #1 - 2011
SOCIAL
EVOLUTION
What’s
next
for
social
media
marketing.
©
2010
Ipsos
Image © of blog.bestiario.org - flickr
1

2. The Open Thinking Exchange
Think. Challenge. Innovate.
Open Thinking Exchange
2

3. Forward
Our future in a digital world.
Shelly Zalis
CEO , Open Thinking Exchange
3

4. An opportunity….
And a challenge
Social Media
social networks blogs.
evolving new rules
challenge
developments
behaviours
opportunities
innovative ideas mainstream
4

5. This document is about…
Inspiration…
Inspira.on
adj.
[In-­‐spir-­‐a.on]
A
source
of
ideas
and
new
thinking.
A
s.mulus
Innovation…
Innova.on
noun.
[Inn-­‐o-­‐va.on]
Our mission with this report:
(the
use
of)
a
new
idea
or
method.
Change
Consolidate current thinking about what
or
Innovatory
adj.
new
thinking
is happening in the Social Media
space.
Filtering…
Filtering
noun.
[filter-­‐ing]
Discover the unexpected and slightly
A
pro-­‐ac.ve
selec.on
of
the
most
important
ahead of the curve to illustrate what
issues.
forward thinking companies are doing
right now. 5

6. What are we talking about?
Contents:
• Section 1 – This is now
• Section 2 – What about Brands…
• Section 3 – A few predictions
• Section 4 – Real life examples
 The Power of Conversations – advice from Friends and Strangers
 The Power of Social Motivations – the value of social currency
 The Power of Human Connections – enabling new emotional behaviours aligned
with new utilities
6

7. “Ipsos,
through
our
new
community
technology,
is
taking
on
the
world
of
social
media
to
collaborate
and
observe
real
people
in
real
time.
But
we’ve
only
just
begun.”
Andrew Leary
Open Thinking Exchange
Social Community Innovator
7

8. “Social
listening
is
a
game
changer
for
market
research.
Though
we
have
room
to
make
the
medium
more
rigorous
and
disciplined
for
market
research
means,
Ipsos
is
setting
itself
up
to
be
a
leader
in
mining
insights
from
the
conversations
happening
online.”
Andrew Nelson
Open Thinking Exchange
Social Listening Innovator
8

9. About the Contributors
Graham Saxton, Global Insights – Consumer Behaviours and Trends:
Andy Hunter, Strategic Planner - New Media Innovation:
.
9

10. Section
1
Where
we
are
now
©
2010
Ipsos
with
Social
Media
10

11. Social Media has emerged
from the Hype Cycle
11

12. Is Social Media the new normal?
“Digital”
Digital”
“New Normal”
©
2010
Ipsos
12

13. Putting Social into context
 Over 30 billion pieces of content shared on
Facebook monthly
 Average Facebook user has 130 “friends”
 55 million “tweets” are sent on Twitter daily
 24 hours of video is added to YouTube every minute
 Equivalent of 46.2 years of video is watched daily on
Facebook
 Estimated 126 million blogs on the internet globally
©
2010
Ipsos
13

14.
1
in
6
marriages
that
occurred
last
year
were
between
couples
who
met
via
social
media
©
2010
Ipsos
Source: “What the F*ck is Social Media Now?,” by Marta Kagan, Nespresso

15. Sharing ads and “liking”
brands increases affinity
3
in
4
people
say
this
impacts
how
they
feel
about
the
brand
©
2010
Ipsos
Q6e/Q6ee. Sample = 1,426 & 1,878 users of YouTube & Facebook respectively who have shared brand videos/’liked’ a brand (UK) Source: OTX

16. Recommendations impact behaviour
1/3
of
users
act
upon
recommendations
©
2010
Ipsos
Base: all past month users, August 2010 (UK) Source: Ipsos MORI

17. Using the internet is
in itself a social activity
Q How often, if at all, do you tend to look at websites together with others?
70%
59%
56%
42% 42% 41%
©
2010
Ipsos
Base: all past month users, August 2010 (UK) Source: Ipsos MORI

18. There’s more to social media
than Facebook and Twitter
In the future almost everything in marketing and business will have
some aspect of social interaction and conversation built into it.
Social Platform:
Social Currency:
©
2010
Ipsos
Social Collaboration:
18
18

19. The Architecture of Social Media
©
2010
Ipsos
19

20. Social media properties to know:
©
2010
Ipsos
20

21. Social Media Typologies
MASS NETWORK PLATFORMS
COMMUNITY COMMERCE
CONTENT CREATION PLATFORMS
SOCIAL CONTENT HOSTS & DISTRIBUTORS
SOCIAL ENABLING APPLICATIONS
SOCIAL SHARING TOOLS & APPLICATIONS
SOCIAL GAMING
21

22. Section
2
Brands
in
Social
Media
©
2010
Ipsos
22

23. If Social Media is “new normal”
Where do brands fit into this?
 Consumers appear to be increasingly open to asking about brands, sharing their thoughts and
taking action on information they get from participation in social networks.
 When a brand starts to engage its existing and potential consumers through a number of social
media channels, the traditional rules of marketing are not necessarily going to apply
 Having a brand presence in a social space is more than just “marketing” – it is a combination of
content curation, a commercial offering, an on-going community dialogue and a content creation
space as well as an extension of internal communications.
 And measurement of ROI in this new world is obviously a challenge – depending largely on the
role that social media is deemed to be playing.
23

24. Do more, be inventive…
–
©
2010
Ipsos
Picture credit: The Invention of Hugo Cabret
24
24

25. Key Questions from Brands…
What are the Social Media Marketing ground rules & best practice?
1. How do I measure social media return on investment?
2. How do I reach my target markets with social media – will I be welcome?
3. How do I generate traffic and leads using social media?
4. What are the main reasons consumers follow brands in Social Media?
5. What are my competitors doing in Social Media?
6. What can brands do to improve consumers perceptions of them?
7. What is the value of having a Brand App?
25

26. Core philosophical shifts
1. “Social” conversations are with people not consumers
2. A Social Agenda is not necessarily the same as a Business Agenda
3. It’s all about continuous conversations – not campaigning (“always on” rather than “drip or burst”)
4. A longer term view is needed – not quick fixes
5. It’s marketing with people not to people
6. Be authentic not persuasive (Social Media is forcing a lot of companies to distil what they really
stand for)
7. There are no final versions – accept everything will always be in Beta mode
8. Technology is changing much faster than people’s behaviour
9. Measurement, Measurement – there has never been so many options
10. Failure in Social Media is a very public experience
11. Change will never be this slow again!
Source – various - via the Institute of Practitioners in Advertising - UK
26

27. What are brands doing in Social Media?
 87 of the top 100 brands in the published Superbrands list have a Facebook Page
 Globally the total number of fans of these brands adds up to 30m
 72 of the 87 brands are also on Twitter and 68 have a YouTube channel
 Only 23 have a company blog
 However only 15 of the companies overall have actively linked their Social Media
activities to their main company websites
Top Company Stats:
 On Facebook (Likes) - Starbucks (+16m) Coca-Cola (+15m) and Oreo (+12m)
 On Twitter (Followers) - Google (2.20m), Starbucks (0.84m), Sony Playstation (0.24m)
 YouTube (Subscribers) – Google (0.14m) BBC (0.09m) Sony Playstation (0.08m)
27

28. What can brands do to improve
consumers perceptions of them?
 Provide a contact page on the social profile
 Openly listen to consumers comments
 Talk to bloggers directly
 Create a blog about the company
 Behaviourally target their advertising messages
 Respond to mentions in microblogs
 Become a friend in a social network
28

29. What are the main reasons consumers
follow brands in Social Media?
1. Sales discounts
2. New product details
3. Contests & giveaways
4. Responses from other consumers
29

30. What are the most popular
social media tools used by brands?
©
2010
Ipsos
Source – socialmediaexaminer.com
30

31. 3:
2011
horizon
Section
©
2010
Ipsos
31

32. What’s Next for 2011?
Social
Media
isn’t
just
about
media
and
marketing.
It’s
a
disruptor
that’s
shifting
the
way
companies
do
business
and
how
people
go
through
their
daily
lives.
32

33. What’s Next for 2011?
33

34. What’s Next for 2011?
34

35. 2011: More social disruptors for retail?
The potential rise of “retail hacking”:
2011
will
surely
reveal
new
disruptors
for
retail
marketing
with
the
convergence
of
social,
mobile,
location
based
tech
and
crowdsourced
retail.
This
will
allow
for
new
methods
of
product
discovery,
shopping
and
perhaps
even
an
opportunity
for
loyal
brand
followers
to
become
sales
agents
for
the
brand.
35

36. Section
4
Real
Life
Examples
©
2010
Ipsos
36

37. An Index of Possibilities
What we are seeing today in Social Media
This section:
• The Power of the Crowd – crowdsourcing and co-creation
• The Power of Conversations – advice from Friends and Strangers
• The Power of Social Motivations – the value of social currency
• The Power of Human Connections – enabling new emotional
behaviours aligned with new utilities
37

38. Image © of life.com
#1
THE POWER OF THE CROWD
38

39. Importance and power of the crowd.
There are small crowds and there are big crowds…
Arguably
this
has
changed
forever
the
way
that
consumers
make
purchase
decisions
39

40. How important is the power of a crowd?
Technology
means
this
information
can
be
shared
and
constantly
commented
on
–
with
“personal”
decisions
often
being
taken
by
group
consensus
40

41. And then there is crowdsourcing
This is the act of outsourcing tasks, traditionally performed by an
employee or contractor, to an undefined, large group of people or
community (a crowd), through an open call.
©
2010
Ipsos
41
41

42. Typical Crowdsourcing tactics
©Rob Cottingham
42

43. Actual Examples
The following slides demonstrate a number of ways in which the power
of the crowds are being utilised by both individuals and companies.
•
•
•
43

44. Real
Life
Example
Feedback
from
Crafting “The Brand Called Me”
strangers
on
Self
Image
Source springwise.com 44

45. Facebook introduces groups
Real
Life
Example
Group
Co-­‐Creation
&
Collaboration
Platforms
45

46. Real
Life
Example
Successful
Design
Sourcing
Democratize or Commoditize through the crowd?
Website: crowdspring.com
46

47. Real
Life
Example
Re-thinking “The Creative Department”
Real
Life
Example
Brand
Website: namingforce.com
Naming
47

48. Global Ideas Overnight with Idea Cultures
Real
Life
Example
Twitter
Overnight
Problem
Solving
48

49. Real
Life
Example
Social
Enabled
Research
&
Shop
Field Research - one respondent at
time.
49

50. Real
Life
Example
Sustainable
The Crowd That Cares:
Crowd
Designed
Product
50

51. Real
Life
Example
Ready to Wear?
Peer
Fashion
Advice
51

52. Real
Life
Example
iPhone
Fashion
Big Night Out.
Ideas
52

53. How Do I Look?
Real
Life
Example
In-­‐store
Facebook
Connection
53

54. Real
Life
Example
Serious
Business
Innovation
Open Source B@B Co-Creation Community
©
2010
Ipsos
54

55. Real
Life
Example
Sourcing
Social
Change
Ventures For Good.
Use of Connectors
Submission Process:
Vetting and Selection:
©
2010
Ipsos
55

56. Real
Life
Example
The
value
of
Friends
56

57. Real
Life
Example
Instant
Opinion
via
a
Mobile
App
57

58. Anonymous pool of experrs Anonymous Pool of Experts.
Real
Life
Example
Instant
Expertise
http://vark.com/
©
2010
Ipsos
58

59. Real
Life
Example
Automated
“Intelligent”Advice
via
the
Crowds
59

60. THE
POWER
OF
CONVERSATION
#2
©
2010
Ipsos
60

61. Social Conversation
Electronic Word of Mouth?
And…there
is
obviously
a
challenge
for
brands
to
be
part
of
the
conversations
–
but
ideally
as
a
guest
and
not
a
gate
crasher…
61

62. Conversational tactics
62

63. Real
Life
Example
Social
Retail
Widgets
Friends Helping Friends Buy Products
©
2010
Ipsos
63

64. Real
Life
Example
Real
time
purchase
conversations
©
2010
Ipsos
Source springwise.com swipely.com
64

65. Real
Life
Example
Real
time
purchase
conversations
Shop Talk.
“ ”
©
2010
Ipsos
65

66. Levi’s
Like
Minded
Friends
Creating a Social Shopping Experience.
Real
Life
Example
©
2010
Ipsos
66

67. Another
way
to
share,
rate
and
discover
media
©
2010
Ipsos
Source Springwise

68. #3
Image © of psfk/Berghs School of Communication
THE
POWER
OF
SOCIAL
MOTIVATION
68

69. Social Currency
©
2010
Ipsos
But
what
motivators
are
people
using?
69

70. Social currency tactics
70

71. Selling Products for
the Price of a Tweet
Website: source: springwise.com www.paywithatweet.com
71

72. Social Retail &
Customer Tweet Fleet
Image
72

73. Selling Products for the
Price a Post.
73

74. Domino’s Recruits
Fans to Sell Pizza
Through Social Networking Pages
74

75. Paying the Crowd for
Ranking and Rating
©
2010
Ipsos

76. Social Media Check-ins
Earn Hotel Rewards
76

77. Viral Tourist Ambassadors Promote
NZ Event - in Return for Rewards
77

78. A Reward Based Check-in App
78

79. Section 4
THE POWER OF
HUMAN CONNECTION #4
©
2010
Ipsos
79

80. Human Connection is a Powerful Driver….
This section deals with a couple of themes
We
are
now
seeing
the
emergence
of
the
3rd
Generation
of
“smart”
self
publishing
tools
which
allow
consumers
to
aggregate
digital
content
and
social
media
output
into
digital
magazine
/
newspaper
style
formats.
80

81. Commercial Exploitation of Social Media
Behaviours
• Secondly - another aspect that we think is important is how companies will exploit new
social skills that consumers adopt.
• Examples in second part of this section illustrate:
– the ability to consume multiple sources of bite size information in a “Twitter like” way.
– the ability to create relevant commercial content that companies will pro-actively seek out and
use.
– the opportunity for consumers to interact in new ways with companies – doing the searching
themselves.
81

82. iPad app turns social content into a
personalised digital magazine
82

83. A Social
Streams Manager
83

84. Applying the Format of Old Media to
New Media
84

85. Unfriend Finder Lets Users Discover Who
is “Unfriending” them on Facebook
85

86. “Path” - A new Social Network
that limits the user to only 50 friends
“ ”
“ ” “ ”
–
“ ”
“ ”
86

87. Vocabulary tool by Berlitz uses
Twitter for Social Learning
87

88. Major Retailers Latch on
to 'Hauler' Viral Videos
88

89. To be continued…..
– ’
–
•
• –
•
•
–
–
89

90. 90