2. THE SOCIAL ECOSYSTEM
If you are not part of the conversation,
you will not be part of the consideration set.
3. THE SOCIAL ECOSYSTEM
“Social technologies have literally changed how billions of
people live. People rely on their online social connections –
often including friends and associates they have never met
in person – for everything from advice on what movie to
watch to positive reinforcement for behavior modification
(e.g., diet and weight loss)”.
-- Clay Shirkey, Cognitive Surplus.
4. THE SOCIAL ECOSYSTEM
FROM A CONSUMER PERSPECTIVE:
• 1.5 billion social networking users globally;
• 80% of total online users interact with social networks
regularly;
• Facebook logged its 1 billionth user in September 2012;
• Share of online time spent on social networking doubled
between 2008 to 2011, from 7% to 15%.
5. THE SOCIAL ECOSYSTEM
CONSUMER
PERSPECTIVE:
• Social technologies
are replacing other
web application and
uses – email and
instant messaging are
off sharply in past few
years.
6. THE SOCIAL ECOSYSTEM
SOCIAL NETWORKING
ALSO AFFECTS SEARCHING:
• In 2010 33% of internet users accessed content (articles,
videos, reviews etc) via links through social media rather
than search engine recommendations - a 20% jump
since 2008.
• Facebook overtook Google as the leading source of traffic
to YouTube in October 2011.
7. THE SOCIAL ECOSYSTEM
AND THEN THERE IS THE
“MOBILE EFFECT”:
• There are now more than 6 billion mobile phones in the
world.
• Smartphones make up more than 50% of new phone
sales in developed markets like USA.
• Adoption of tablets is growing - As of January 2012 29%
of US adults owned a tablet or eReader.
• In 20011 more than 40% of active users accessed
Facebook through mobile devices monthly.
8. THE SOCIAL ECOSYSTEM
IF SOCIAL MEDIA CAN HELP TAKE DOWN
A COUNTRY, IMAGINE WHAT IT CAN DO
TO A BRAND:
• According to an NM Incite survey, 58 percent of social
media users say they write product reviews to protect
other consumers from bad experiences to “punish
companies.”
• More than 60% of social media users say that consumer
ratings and consumer reviews are their preferred sources
of information about products and services.
9. THE SOCIAL ECOSYSTEM
FINALLY, THE MORE
THAT CONSUMERS
COMMUNICATE ON
SOCIAL NETWORKS,
THE MORE
THREATENED
TRADITIONAL
COMMUNICATION
MODELS WILL BE.
10. SOCIAL IS NOT A SILO OR CHANNEL
“This value is predicated not on use of social technologies
alone, but on creative, thoughtful, and well-executed strategies
that incorporate other channels.”
-- Mckinsey & Co.
16. DID IT WORK?
• Approx 100,000 small business owners
downloaded POS and promotional materials.
• Participating businesses experienced a 28% on
average lift in revenue over the previous year.
• 2011 Small Business Saturday drew 103 million
shoppers and generated a 23% increase in Amex
card member transactions.
20. DID IT WORK?
• Sales up 7% during the campaign period (most
successful summer ever);
• 378,000 custom coke cans printed in Westfield
Malls across the country;
• Facebook site traffic increased 870%;
• The number one most talked about Facebook page
in Australia and 23rd globally;
• 76000 virtual coke cans shared;
• 18,000,000 plus media impressions.
29. BRAND CHALLENGES
• Mars and Snickers had entered the market and taken
Rom Bar off the top shelf.
• Consumers had become board with the brand and moved
on to trying something new.
• Most young Romanians were disillusioned with the
economy/country – felt they needed to go to another
country to succeed.
31. DID IT WORK?
• Reached 67% of all Romanians;
• 300,000 Euro’s in free Press Coverage;
• Most popular chocolate bar in Romania;
• 20% increase in sales during the period.
32. OMO LIQUID DETERGENT
SOCIAL MEDIA MAKEOVER
Leveraging social media for low level engagement products…
39. DID IT WORK?
• 10287 shoppers in first few weeks
• 76% increase in registered members
• 130% increase in online sales
• No 1 in online shopping
• Turned waiting time into shopping time!
45. DID IT WORK?
• Wonga was able to reduce its default rate from
50% in the first few weeks of the operation to
single digit percentages in the most high-risk loan
market.
48. DID IT WORK?
• 3 days after launch, there were 13k+ downloads
crashing their server twice;
• Became the 3rd most popular discussion on
Twitter worldwide;
• 1k+ copies of the book sold on Amazon;
• 350k+ visitors to their website;
• 170k copies of the book have been sold since
launching in Summer 2010.
59. DID IT WORK?
• Awareness up 22%;
• 14% trial;
• Purchase consideration up 6%;
• Dos Equis volume up 22% year on year vs 1.1%
for the import beer category;
• Fastest growing import brand in the country;
• First beer brand to reach 1 million fans
on Facebook.
60. KEY TAKEAWAYS
• USE SOCIAL MEDIA TO HELP BUILD YOUR BRAND
AND ENGAGE CUSTOMERS, BUT DON’T EXPECT IT
TO DO IT ALONE.
• ENSURE THAT YOUR BRAND-BUILDING STRATEGY
DIRECTS YOUR SOCIAL STRATEGY.
• THEN USE SOCIAL TO HELP YOU:
– Build a relationship with the consumer/customer.
– Differentiate through an emotional connection – become
more remarkable.
– Engage them with your brand and provide reciprocal value.
“Move your brand forward by having customers add value
back to the brand.”
– Nurture loyal fans and be a part of their ongoing
conversation.
– Atomize Content;
– ADAWAT.
