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Amsterdam Conference 2009

  1. 1. Social media makes cowboys of us all …or why social media is ignored at your peril Steve Virgin, Media Consultant Dow Jones 18 March
  2. 2. Headlines speak of Economic mayhem As credit dries up companies collapse and jobs are lost in their tens of thousands
  3. 3. 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>
  4. 4. Brands with broader ‘all-family’ appeal are bringing in more users than ever more Source: Sydney Morning Herald
  5. 5. Consumers are in control – and smart companies know that
  6. 6. 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>
  7. 7. In the UK more people use social networking sites than they do email + the profiles are getting older
  8. 8. <ul><li>Social media is not a channel to reach consumers, it is a channel they will use to reach you </li></ul>
  9. 9. We could be seeing the start of exciting new business models transforming sectors
  10. 10. And a revolution in some sectors – as advertising moves more and more online
  11. 11. New social media models claim - ‘we never produce a flop’ as our customers are designing what they want
  12. 12. 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
  13. 13. 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
  14. 14. 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>
  15. 15. <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
  16. 16. <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
  17. 17. <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
  18. 18. 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>
  19. 19. The whole world is doing exactly what we are doing too Source: TNS social media survey 2008
  20. 20. YOUR customers are leading the revolution Source: TNS social media survey 2008
  21. 21. 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>
  22. 22. 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
  23. 23. <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
  24. 24. 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
  25. 25. 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
  26. 26. 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>
  27. 27. Sites most of you already know and use each day This is only a tiny fraction of what is going on each day
  28. 28. As a marketing guru…This is YOUR new task
  29. 29. These are the social media communities you NEED to lasso if you are to thrive
  30. 30. 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
  31. 31. If you don’t…something small can swell up and turn into something really nasty
  32. 32. The new internet ‘gold rush’? Become a top class ‘cowboy’ – and the social media mine will OPEN UP to your company
  33. 33. But remember – when - the giants ‘see’ the money we’d better sit up and take notice too
  34. 34. Something big may be starting to happen… Known for books, DVD’s etc - it is targeting a generation for whom online buying is automatic
  35. 35. Time for a commercial break… Who we are & what we can do for you?
  36. 36. Who we are Enterprise Media Group Local Media Group Consumer Media Group
  37. 37. <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
  38. 38. 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
  39. 39. 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>
  40. 40. 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>
  41. 41. Robust search strings on a global online platform
  42. 42. 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>
  43. 43. <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
  44. 44. 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>
  45. 45. <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
  46. 46. 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>
  47. 47. In your design of an internet/social media strategy there are four routes to take: Propaganda , Information , One-way asymmetrical or Two-way
  48. 48. 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]

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