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Social media makes cowboys of us all …or why social media is ignored at your peril Steve Virgin, Media Consultant Dow Jones 18 March

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Headlines speak of Economic mayhem As credit dries up companies collapse and jobs are lost in their tens of thousands

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But…some smaller sectors are roaring forward <ul><li>Sales up 118% over the key Christmas period </li></ul><ul><li>Profits on target for 2009 </li></ul><ul><li>Selling clothing online was said to be ‘impossible’ </li></ul>

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Brands with broader ‘all-family’ appeal are bringing in more users than ever more Source: Sydney Morning Herald

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Consumers are in control – and smart companies know that

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If it is ‘convenient’ and they ‘trust it’ – consumers will buy it <ul><li>Launches streaming to TV service in US in May 2008 </li></ul><ul><li>9.4m subscribers – revenues up 13% in 2008 </li></ul><ul><li>Convenient </li></ul><ul><li>DVDs posted to your home </li></ul><ul><li>Ordered online </li></ul>

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In the UK more people use social networking sites than they do email + the profiles are getting older

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<ul><li>Social media is not a channel to reach consumers, it is a channel they will use to reach you </li></ul>

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We could be seeing the start of exciting new business models transforming sectors

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And a revolution in some sectors – as advertising moves more and more online

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New social media models claim - ‘we never produce a flop’ as our customers are designing what they want

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Our purchasing behaviour is now instinctively interactive in most cases – in the UK <ul><li>73% compare prices on white goods </li></ul><ul><li>well over two thirds compare prices on mobile phones, cars and televisions/DVD players </li></ul><ul><li>approximately 1 in 10 discussed their purchases with others seeking advice </li></ul><ul><li>well over half across all product categories researched online the product that they eventually bought. </li></ul><ul><li>85% who were car buyers did their research online </li></ul><ul><li>75% who were PC purchasers did their research online </li></ul>Source: TNS

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We are all doing it – and we don’t even realise <ul><li>We are all in the process of taking the web and social media to our hearts and reshaping it to meet our needs </li></ul><ul><li>You did all this before – the only new thing is that you are now doing it automatically via the Internet </li></ul>Source: TNS

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Blog Pulse Stats – the potential audience is incredible We are also enjoying our ‘fifteen minutes of fame’ – our opinions heard, our lost friends found, our rant against bad customer ‘service’ – potentially heard by many <ul><li>Total identified blogs: 102,548,697 </li></ul><ul><li>New blogs in last 24 hours: 64,366 </li></ul><ul><li>Blog posts indexed in last 24 hours: 766,127 </li></ul>

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<ul><li>A third of the UK population shop around online for deals. </li></ul><ul><li>Retail website visits were up in 2008: </li></ul><ul><ul><li>HMV up 36%; </li></ul></ul><ul><ul><li>Royal Mail up 31%; </li></ul></ul><ul><ul><li>John Lewis up 28%; </li></ul></ul><ul><ul><li>Dixons Stores up 27%; </li></ul></ul><ul><ul><li>Arcadia Group up 25%; </li></ul></ul><ul><ul><li>Next up 25%; </li></ul></ul><ul><ul><li>Debenhams up 22% </li></ul></ul>Behaviour is changing – the shoppers

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<ul><li>Online and mail order sales - double-digit rise in December 2008 </li></ul><ul><li>Online Christmas sales were up 16.% </li></ul><ul><li>Tesco did even better and the Co-op's e-store better still. </li></ul><ul><li>The top store is the online fashion store ASOS with sales up 118%. </li></ul>Online sales bucked the Q4 ’08 trends

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<ul><li>World online adult population 1 billion (1,000,000,000) </li></ul><ul><li>UK online population 41 million </li></ul><ul><ul><li>Home 63% </li></ul></ul><ul><ul><li>Work 38% </li></ul></ul><ul><ul><li>Other 20% </li></ul></ul><ul><li>UK - Grown up spend over an hour per day on average </li></ul><ul><ul><li>For information 68%, </li></ul></ul><ul><ul><li>For communicating 51%, </li></ul></ul><ul><ul><li>For purchasing 50%, </li></ul></ul><ul><ul><li>For the family 50%, </li></ul></ul><ul><ul><li>Not so grown up 15-24 year olds </li></ul></ul><ul><ul><li>Entertainment 70% </li></ul></ul><ul><ul><li>In touch with friends 60%; </li></ul></ul><ul><ul><li>Communicating with others 54% </li></ul></ul>Look at what we are doing in the UK

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Everyone is thinking and behaving ‘digitally’ <ul><li>More than one in ten adults read online newspaper, a quarter of adults have watched TV online and one in five listen to radio from their computers </li></ul><ul><li>Nearly 2 million listen to a podcast each week. </li></ul><ul><li>If you are under 24 you probably used the internet more than you watched TV. </li></ul><ul><li>The top sites are Google, Microsoft, Yahoo, Facebook, eBay, BBC, </li></ul><ul><li>15% of adults have a blog. </li></ul><ul><li>24% of consumers read blogs - up from 13% in 2006 </li></ul><ul><li>Facebook has twice as many users as MySpace </li></ul><ul><li>One in five social media users flirt </li></ul>

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The whole world is doing exactly what we are doing too Source: TNS social media survey 2008

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YOUR customers are leading the revolution Source: TNS social media survey 2008

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Best known ‘social media brands’ in US <ul><li>Top 10 </li></ul><ul><li>iPhone </li></ul><ul><li>CNN </li></ul><ul><li>Apple </li></ul><ul><li>Disney </li></ul><ul><li>Xbox </li></ul><ul><li>Starbucks </li></ul><ul><li>iPod </li></ul><ul><li>MTV </li></ul><ul><li>Sony </li></ul><ul><li>Dell </li></ul><ul><li>11-20 </li></ul><ul><li>Microsoft </li></ul><ul><li>Ford </li></ul><ul><li>Nintendo </li></ul><ul><li>Target </li></ul><ul><li>PlayStation </li></ul><ul><li>Mac </li></ul><ul><li>Turner </li></ul><ul><li>Hewlett-Packard </li></ul><ul><li>Fox News </li></ul><ul><li>BlackBerry </li></ul><ul><li>21-30 </li></ul><ul><li>ABC </li></ul><ul><li>Coke </li></ul><ul><li>LG </li></ul><ul><li>Best Buy </li></ul><ul><li>Honda </li></ul><ul><li>eBay </li></ul><ul><li>Sharp </li></ul><ul><li>Lincoln </li></ul><ul><li>NBA </li></ul><ul><li>Pepsi </li></ul><ul><li>31-40 </li></ul><ul><li>General Motors </li></ul><ul><li>McDonald's </li></ul><ul><li>General Electric </li></ul><ul><li>Wal-Mart </li></ul><ul><li>NFL </li></ul><ul><li>Mercedes </li></ul><ul><li>BMW </li></ul><ul><li>Samsung </li></ul><ul><li>Nike </li></ul><ul><li>Subway </li></ul>Source: Advertising Age: 29/01/09 <ul><li>Social media and web is about targeting a generation for whom online buying is automatic </li></ul><ul><li>The brands are now largely ‘young’ or ‘hip’ and connect </li></ul><ul><li>But this will change as our digital behaviour increases in the next 10 years </li></ul><ul><li>So now you need to know: </li></ul><ul><li>What are they saying about you online? </li></ul><ul><li>How does my ‘presence’ online help my brand? </li></ul>

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Your clients are now GLOBAL…you should be joining them If you don’t know where they are or what they are saying, you are powerless to stop brand value being destroyed

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<ul><li>iReport.com (a site where users submit stories) posts a phoney news report that is picked up and run by mainstream news media </li></ul><ul><li>Apple stock goes into a steep dive (9%) before rebounding (down 3%) </li></ul>A rogue story from a Social Media site (in this case a news gathering site) wiped millions of dollars off Apple’s share price with a false rumour

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A search engine mistakenly places a 2002 bankruptcy story in a broker’s morning stock report UAL share price collapses from $12.50 to $3 on the news

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Source: BBC News News travels at lightning speed through social media applications Bill Gates releases mosquitoes into the audience at the Technology Entertainment Design awards show last week – within seconds the story is on Twitter and spreads fast to conventional media

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Some celebrities ‘get it’ too Source: Hello Magazine <ul><li>A leading UK actor gets stuck in a lift and 5,000 follow his every move with rescuers arriving 14 hours later </li></ul><ul><li>Celebrities are ‘hip’ </li></ul><ul><li>Brand endorsement pays off for marketeers </li></ul><ul><li>Now they are endorsing social media applications – like twitter in this case </li></ul><ul><li>What next? and Who is next? </li></ul>

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Sites most of you already know and use each day This is only a tiny fraction of what is going on each day

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As a marketing guru…This is YOUR new task

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These are the social media communities you NEED to lasso if you are to thrive

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Every social media site is a potential ‘corral’ of interest in your company and your corporate reputation Your new job is ‘to feed the horses’ in each corral of social media-driven community interest

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If you don’t…something small can swell up and turn into something really nasty

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The new internet ‘gold rush’? Become a top class ‘cowboy’ – and the social media mine will OPEN UP to your company

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But remember – when - the giants ‘see’ the money we’d better sit up and take notice too

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Something big may be starting to happen… Known for books, DVD’s etc - it is targeting a generation for whom online buying is automatic

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Time for a commercial break… Who we are & what we can do for you?

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Who we are Enterprise Media Group Local Media Group Consumer Media Group

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<ul><li>Professional solutions for the financial markets, government, corporates and media </li></ul><ul><li>More than 7,700 employees </li></ul><ul><li>Global/local player with editorial, sales and support staff in 89 cities </li></ul><ul><li>More than 125 years of editorial excellence </li></ul>Dow Jones helps international companies to maintain and develop a competitive advantage

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Our value proposition Content Most complete content set for communications analysis Technology Decades of information processing experience and over $20M in investment Expertise Media Consultants provide decision-ready reporting and context to analysis Global Partner Global content, expertise and offices allows us to partner globally

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Global Content <ul><li>40m </li></ul><ul><li>Social Media Blogs </li></ul><ul><li>Opinion and commentary from blogs and messages boards that create “buzz” on the internet </li></ul><ul><li>Bespoke software to remove inactive and spam blogs </li></ul><ul><li>500,000 messages per day </li></ul><ul><li>3rd Party </li></ul><ul><li>Content </li></ul><ul><li>Add other sources </li></ul><ul><li>External or internal </li></ul><ul><li>14,000 </li></ul><ul><li>Traditional Press </li></ul><ul><li>International newspapers </li></ul><ul><li>Business news </li></ul><ul><li>Trade press </li></ul><ul><li>Newswires </li></ul><ul><li>Press release services </li></ul><ul><li>250,000 articles per day </li></ul><ul><li>23 languages </li></ul><ul><li>22,000 </li></ul><ul><li>Influential Web </li></ul><ul><li>World’s most influential Web sites </li></ul><ul><li>Editorially picked </li></ul><ul><li>Coded by source groups </li></ul><ul><li>4,500 </li></ul><ul><li>TV/Radio </li></ul><ul><li>80 countries </li></ul><ul><li>5 continents </li></ul>

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Semi-structured data Blogs & Message Boards Web, NGOs, interest groups Mainstream Media Unstructured data Users Text Mining Platform Information Mining User Interface / Visualisation How we do it <ul><li>14,000 news titles </li></ul><ul><li>22,000 websites </li></ul><ul><li>40,000,000+ blogs and boards </li></ul><ul><li>4,500 broadcast transcripts </li></ul><ul><li>Content on Demand </li></ul><ul><li>30,000,000+ articles </li></ul><ul><li>150,000+ articles per day </li></ul><ul><li>500,000 blog postings </li></ul><ul><li>23 languages </li></ul><ul><li>Editorially selected </li></ul>

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Robust search strings on a global online platform

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Strategic media evaluation – what could it do for you <ul><li>Identify Reputation Drivers – these are vehicles through which communication departments can draw more on internal positives and start to shape press coverage in the media in a way that reflects your’s own internal goals </li></ul><ul><li>Proof of budget – we help you show your budget has been well spent </li></ul><ul><li>Communicating internally in the same language: i.e., using a consistent measurement tool that allows comparison and performance measurement </li></ul><ul><li>Spot opportunity, spot strengths and weaknesses and take appropriate action </li></ul>

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<ul><li>Offers you financial economies of scale – our systems include monitoring and provide strategic analysis and offer action points </li></ul><ul><li>Our content is fully licensed global – sourced from the widest source set available to any supplier – it includes: hard copy, web copy, blogs, board, forum and all social media content </li></ul><ul><li>It is possible to ‘track the world’s press’ through a single, shared common online platform </li></ul>What this mean for you

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What we offer you <ul><li>Uniqueness – news is our job, we think globally and act locally </li></ul><ul><li>Empathy – it is our task to help you make the strongest impact </li></ul><ul><li>Data to minimize risk – we strategically interpret, we don’t just count </li></ul><ul><li>Data to enable you to act – we point to options on what can be done next </li></ul><ul><li>Independent analysis – we will tell it to you straight for good or for bad </li></ul><ul><li>Relevance to your business needs – we will link our analysis to your’s key performance indicators </li></ul>

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<ul><li>Help you to assess how the press see the value and quality of your work </li></ul><ul><li>Track your key KPI’s and see how they are shown in the media </li></ul><ul><li>Help you to manage risk </li></ul><ul><li>See how your effort to maximize operational efficiencies is being portrayed </li></ul><ul><li>Assess how strongly your management team is rated by the media </li></ul>We will help you measure your media reputation

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Our keys to your global success <ul><li>Measure consistently across languages and cultures </li></ul><ul><li>Determine what success looks like from region to region </li></ul><ul><li>Use the right tools with the genuine global content </li></ul><ul><li>Coverage is not limited to the clips you can afford </li></ul><ul><li>Third party content is added free of charge </li></ul><ul><li>DIY production to share with colleagues or show ‘proof of effort’ </li></ul><ul><li>Turn output into positive outcomes </li></ul>

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In your design of an internet/social media strategy there are four routes to take: Propaganda , Information , One-way asymmetrical or Two-way

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Please pick the right one – our world class experts are ready and waiting to help you measure it Mail me for any follow up on: [email_address]