Conoscere i Social Media - Introduzione a #SMEM
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Un breve excursus che studia l'ascesa dei Social Media come strumento di comunicazione in emergenza: cconoscere come e perché si sono sviluppati per comprendere quali strumenti scegliere e come impiegarli con successo, intuendo le tendenze per il futuro.
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Conoscere i Social Media - Introduzione a #SMEM
- 1. Consulting · Training · Air Broking
- 2. aviation
- 4. beyond...
- 7. #SMEMRI
- 8. #SMEM
- 9. Social Media
- 11. Internet
- 12. Cosa significa per te?
- 13. STATE OF THE MEDIA: THE SOCIAL MEDIA REPORT 2012
- 14. More and more people are connecting to the Internet—and for longer amounts of time TOTAL MINUTES SPENT ON MOBILE AND PC Whether through a computer or mobile phone, consumers continue to spend increasing amounts of time on the Internet. Time spent on PCs and smartphones was up 21 percent from July 2011 to July 2012. App time more than doubled during this period as more smartphone owners entered the market and the number of available apps multiplied. Overall Unique U.S. Audience JULY 2011 JULY 2012 Total Minutes, U.S. JULY 2011 | JULY 2012 MOBILE APPS 58.8 B 129.4 B 120% MOBILE WEB MOBILE WEB 82% 52,435,000 | 95,176,000 22% 85% 55,001,000 | 101,802,000 MOBILE APPS 23.0 B 28.1 B PC 348.6 B 362.7 B 4% 430.4 B TOTAL 520.1 B 21% 213,253,000 | 204,721,000 4% People continue to spend more time on social networks than any other category of sites—20% of their time spent on PCs and 30% of their mobile time. PC 3 © Nielsen 2012 17 % © Nielsen 2012 of consumers’ PC time is spent on Facebook, the most popular web brand in the U.S. 4
- 15. 81.1M 85.8M SOCIAL NETWORKING TIME SPENT ON SOCIAL MEDIA IS ALL ABOUT MOBILE 5.7B 40.8B 74.0B 121.1B 43.0M 44.8M Total Minutes Distribution of Social Media Time Spent 61% 5% 59.5B YOY CHANGE Social Networking Time per Person in HH:MM PC MOBILE WEB APP 6:13 MALE 6:44 8:37 FEMALE AGES 18-24 MOBILE APPS MOBILE WEB Unique U.S. Audience for Social Networking 163.6M | 171.8M © Nielsen 2012 9:43 10:15 11:01 AGES 25-34 AGES 35-44 11:05 9:04 8:12 8:34 AGES 45-54 JULY 2011 | JULY 2012 34% 23.2B JULY 2012 JULY 2011 88.4B 4.4B When it comes to accessing social content, it's all about mobile—particularly apps. App usage now accounts for more than a third of social networking time across PCs and mobile devices. Compared to last year, consumers increased their social app time by 76 percent, spending more than seven times more minutes on apps than the mobile web. While the social media audience via PC declined a slight five percent from a year ago, time spent increased 24 percent over the same period, suggestinging that users are more deeply engaged. 5% AGES 55-64 AGES 65+ WHITE AFRICAN-AMERICAN HISPANIC ASIAN © Nielsen 2012 6:57 4:18 8:46 5:20 4:06 3:42 7:24 8:07 7:47 8:20 7:19 7:49 11:13 6:42 6
- 16. A LOOK AT THE TOP SOCIAL NETWORKS Unique U.S. Audience (in millions) The list of most-visited social networking sites is pretty much the same whether people are going online through a PC browser, through their mobile web browser or using an app. Mobile usage once again proves to be a key component of social as each of the top networks via mobile web saw significantly greater growth compared to its PC audience over the last year. UNIQUE PC VISITORS, U.S. (AUDIENCE 000) FACEBOOK BLOGGER TWITTER WORDPRESS LINKEDIN PINTEREST 1 5 2 2 2 6 5 8 5 1 8 MOBILE APP AUDIENCE (000) 7 8 3 8 8 88% Twitter 2 2 6 2 0 134% foursquare 1 0 3 8 8 118% Google+ 9 7 1 8 86% Pinterest -4% 4 9 4 6 1,698% Top 5 U.S. Social Networking Apps Ranked on Total Minutes Total Minutes YOY % Change Facebook 27.0B 61% Twitter 3.6B 48% foursquare 3 0 9 4 5 +10% AUDIENCE (000) 154% 721.0M 6,056% Google Latitude MOBILE WEB 1.9B Pinterest -3% +13% 2 7 2 2 3 YOY CHANGE Facebook YOY CHANGE 3 7 0 3 3 2 8 1 1 3 TOTAL MINUTES SPENT 599.2M -2% YOY CHANGE Facebook 7 4 2 7 4 85% Twitter 4 2 3 6 6 140% Blogger 1 9 9 7 9 100% Top 5 U.S. Social Networking Sites via Mobile Web Ranked on Total Minutes Total Minutes YOY % Change Pinterest TUMBLR 2 5 6 3 4 1 9 6 8 0 1 2 5 9 4 114% Blogger 170.0M 89% 8 5 1 2 162% Tumblr 164.6M 78% 5 3 2 5 n/a Reddit 138.0M 342% Reddit +20% 9 6 7 1 4 2 7 5 153% 3 5 0 1 57% -13% WIKIA 139% +55% MYSPACE 486.2M Myspace 2 6 2 0 1 9% Twitter Tumblr +80%* 4.1B 96% Wikia GOOGLE+ 4,225% 1 1 9 9 5 Linkedin +1,047% 1 4 3 1 6 Wordpress 0% Facebook Top 5 U.S. Social Networking Sites via PC Ranked on Total Minutes Total Minutes YOY % Change Facebook 2011 Pinterest Mobile Web *Google+ is July 2012 v. Sept 2011, the first month the site became public © Nielsen 2012 © Nielsen 2012 2012 Pinterest Mobile Web 62.2B 23% Tumblr 2.1B 65% Twitter 1.8B 72% Pinterest 1.3B N/A Blogger 816.1M -17% 8
- 17. A SPOTLIGHT ON PINTEREST WHO IS USING PINTEREST? Pinterest has experienced exponential growth since bursting on the scene last year. Although that growth has leveled over the last few months, Pinterest had the largest year-over-year increase in audience and time spent of any social network, across PC, mobile web and apps. U.S. Audience Composition Unique U.S. Audience 30,000,000 27,223,000 25,000,000 PC 20,000,000 14,316,000 15,000,000 30% MALE 10,000,000 MOBILE WEB 28% 70% FEMALE 84% 72% 4,946,000 5,000,000 0 JUL 11 AUG 11 SEP 11 OCT 11 NOV 11 DEC 11 JAN 12 FEB 12 MAR 12 APR 12 MAY 12 JUN 12 JUL 12 MOBILE APPS AGES 18-24 14% 2012 Total Minutes Spent 1,255,225,000 8% 720,973,000 AFRICAN-AMERICAN ASIAN © Nielsen 2012 © Nielsen 2012 6% 3% 18% 4% 1% 22% 86% WHITE 31% 5% 7% HISPANIC 31% 33% 24% AGES 50-64 20% 37% 31% AGES 35-49 AGES 65+ 120,486,000 22% 24% AGES 25-34 9 16% 22% 79% 5% 7% 74% 10% 7% 10
- 18. HOW, WHERE AND WHY WE CONNECT WHY WE CONNECT While the computer is still the primary device used to access social media, the last year saw significant increases in usage, most notably through tablets and Internet-enabled TVs. It may be fun to follow celebrities, but actually knowing someone still matters when deciding to connect on social networks. 63% 60% 65% HOW WE CONNECT 13% 16% 10% % 16% 7 % 3% MOBILE PHONE TABLET 7 % HANDHELD MUSIC PLAYER 3% 4% GAME CONSOLE 2% 4% INTERNET ENABLED TELEVISION 2% 3% E-READER Want to increase connection count MEN Always accept all requests AMUSED CONTENT JEALOUS INDIFFERENT ANGRY WASTED TIME OVERWHELMED SAD R S GE EA IOU More than half of people aged 25-34 use social networking in the office, more than any other age group. © Nielsen 2012 WOMEN GENERAL FEELINGS AFTER PARTICIPATING IN SOCIAL NETWORKING EXCITED 11 Person’s number of connections Person’s physical attractiveness TOTAL INFORMED AGES 25-34 51% TMI? Nearly a third (32%) of people aged 18-24 use social networking in the bathroom. 6% 8% 4% CONNECTED WHERE WE CONNECT AGES 18-24 5% 7% 4% Mutual friends Quality of profile photo 6% 7% 4% % 9% 14 4% 46% Interested in keeping up 8% 10% 6% Acccess to business networks Know person in real life 37% COMPUTER 50% 52% 48% HAPPY 94 2011 | 2012 ENGERGIZED 97 % 42% 41% 44% NX A © Nielsen 2012 76% positive 24% neutral 21% negative 12
- 19. SIMULTANEOUS SMARTPHONE AND TABLET USAGE WHILE WATCHING TV Having a mobile device on-hand while watching TV has become an integral part of consumer routines—41 percent of tablet owners and 38 percent of smartphone owners use their device daily while in front of their TV screen. Not surprisingly, social networking is a top activity on both devices, but people aren’t just chatting with their social connections, they’re also shopping and looking up relevant program and product info. TWITTER DRIVES SOCIAL TV Twitter has emerged as a key driver of social TV interaction. During June 2012, a third of active Twitter users tweeted about TV-related content, an increase of 27 percent from the beginning of the year. % of Active Twitter Users Tweeting about TV, U.S. 33% Simultaneous TV/Mobile Device Usage, U.S. 28 % 22% 26% 45% 30% 27% 29% Shopping 38% 44% Visited a social networking site during the program 23% 35% Looked up information related to the TV program being watched JANUARY 15% 26% Looked up product information for an advertisement seen on TV 12% FEBRUARY MARCH SPOILER ALERT 24% Nearly a quarter of people aged 18-34 use social media to comment on what they like/dislike about a storyline while watching TV Looked up coupons or deals related to an advertisement seen on TV © Nielsen 2012 © Nielsen 2012 APRIL MAY JUNE TALKING TV Adults aged 35-44 are the most likely to discuss television programming with their social connections 14
- 20. SOCIAL CARE Social care, i.e. customer service via social media, has become an immediate imperative for global brands. Customers choose when and where they voice their questions, issues and complaints, blurring the line between marketing and customer service. Brands should consider this evolution and ensure they are ready to react on all channels. ON AVERAGE, 47% OF SOCIAL MEDIA USERS ENGAGE IN SOCIAL CARE SOCIAL CARE VS CUSTOMER SERVICE BY PHONE TOTAL 30% P 18-24 37% P 25-34 35% P 35-44 31% P 45-54 26% P 55-64 24% 17% P 65+ One in three social media users prefer social care to contacting a company by phone CHANNELS USED TO ACCESS SOCIAL CARE Consumers turn to a wide variety of social media platforms for social care. Social media users are most likely to comment on or ask a question about a company’s product or service on Facebook, both on the company’s page (29%) and on their personal page (28%). 29% Facebook | Company’s Page 28% Facebook | User’s Personal Page 15% Official Company Blog 14 Twitter | Personal Handle (no @ mention of company) 9% Daily 13 Twitter | Company’s Handle (tweet from user’s personal handle including an @mention of company) 21% Weekly 12% YouTube | Company’s Channel 11 YouTube | User’s Personal Channel FREQUENCY OF SOCIAL CARE USE AMONG USERS % % 70% Monthly 15 % 11% © Nielsen 2012 © Nielsen 2012 Non-company Blog 16
- 21. THE CONSUMER DECISION JOURNEY FREQUENCY OF SOCIAL ACTIVITIES Percent of social media users participating at least once a month The days when companies could tightly control brand messaging and progress consumers along a linear purchase funnel have long ended. Social media has fundamentally changed the consumer decision journey. Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially larger, global pool of friends, peers and influencers. 70% Hear others' experiences 65% + 53% Compliment brands Learn more about brands/products/ services _ 50% Express concerns/complaints about brands/services 47% Share money incentives © Nielsen 2012 © Nielsen 2012 20
- 22. THE GLOBAL SOCIAL CONSUMER A recent Nielsen survey of more than 28,000 global consumers with Internet access explored social media’s global reach and impact. From how consumers connect and interact with social media to social’s influence on what people buy, there are noticeable differences across regions, which are highlighted in the following special section focusing on the global social consumer. INTERNET ENABLED TV 9% ASIA-PACIFIC 4% 9% EUROPE M. EAST/AFRICA 4% LATIN AMERICA 5% HOW DO YOU ACCESS SOCIAL NETWORKING SITES? ASIA-PACIFIC COMPUTER GAME CONSOLE 93% 96% ASIA-PACIFIC EUROPE 91% 96% M. EAST/AFRICA LATIN AMERICA 3% 2% 3% MOBILE PHONE EUROPE 33 % 48% M. EAST/AFRICA LATIN AMERICA 21 33% TABLET ASIA-PACIFIC 28% 8 10% 6% M. EAST/AFRICA LATIN AMERICA LATIN AMERICA M. EAST/AFRICA HANDHELD MUSIC PLAYER EUROPE 59% ASIA-PACIFIC EUROPE 5% ASIA-PACIFIC 2% 2% © Nielsen 2012 © Nielsen 2012 EUROPE 2% % LATIN AMERICA M. EAST/AFRICA 22
- 23. ARE YOU INTERACTING WITH SOCIAL MEDIA WHILE WATCHING TV? THE GLOBAL CONSUMER DECISION JOURNEY 63% MIDDLE EAST/ AFRICA 52% LATIN AMERICA The role of social media in the consumer decision journey extends beyond North America, and indeed is even more pronounced in other regions. 47% ASIA-PACIFIC Social media’s influence on purchase intent is strong across all regions, but strongest among online consumers in the Asia-Pacific, Latin America and Middle East / Africa markets. Thirty percent of online consumers in the Middle East / Africa region and 29 percent in Asia-Pacific use social media on a daily basis to learn more about brands/products/services, with one-third of respondents in both regions connecting on a weekly basis. 38% EUROPE YES 23 NO © Nielsen 2012 followed closely by: Travel/Leisure (60%), Appliances (58%), Food/Beverages (58%), Clothing/Fashion (58%) and Restaurants (57%). These categories were also the most discussed products/services via social networking. Social media represents a huge opportunity for brands to gain positive favor with consumers. With growing disposable income in emerging markets, savvy marketers can harness the growing adoption and influence of social media to impact business. Across all regions, social media has the potential to influence consumers’ entertainment and home electronics purchase decisions. These categories are © Nielsen 2012 24
- 24. Social Media vs Social Network
- 25. Social Media
- 26. Social Network
- 27. Integration
- 28. Storia.
- 29. 30 anni di età (almeno)
- 30. Siti Internet
- 31. Interazione
- 33. CompuServe
- 35. email
- 36. 1978
- 38. 1984 1984
- 39. Prodigy Prodigy
- 40. 1985 1985
- 41. AOLAOL
- 42. 1991
- 43. Tim Berners-Lee
- 44. www Mosaic Browsers war
- 45. Mosaic Browsers war
- 46. 1995
- 48. 1997
- 51. Blackboard.com
- 52. 1998
- 53. Google
- 54. 1999
- 56. 2k
- 57. iPod
- 58. 2002
- 59. Friendster
- 60. 2003
- 61. MySpace
- 62. Second Life
- 63. LinkedIn
- 64. iTunes
- 65. 2004
- 66. Facebook
- 67. Flickr
- 68. Digg
- 69. Podcasting
- 70. 2005
- 71. BeBo blog early, blog often
- 72. YouTube
- 73. 2006
- 74. Twitter
- 75. 2007
- 76. iPhone
- 77. 2008
- 78. Facebook #1 USA
- 79. 2009
- 80. unfriend
- 81. 2010
- 82. Google Buzz
- 83. Obama SM
- 84. 2011.....
- 85. Pintrest
- 86. Google +
- 87. Non basta fare il bene, bisogna anche farlo bene ! (Denis Diderot)
- 89. #SoMe PC
- 90. 4 fasi della PC
- 92. #WDR2013 World Disasters Report Focus on technology and the future of humanitarian action
- 94. #Resilienza
- 97. #Resilienza e #Preparazione Italia, 2013
- 98. Vademecum Pubblica Amministrazione e social media #PA #SoMe Italia, 2013
- 99. #Resilienza e #Preparazione Italia, 2013
- 100. I loghi, i marchi e tutti i materiali multimediali utilizzati appartengono ai legittimi proprietari che ne detengono ogni diritto e sono qui riportati ad esclusivo fine didattico Logos, trademarks and any other content belong to the respective owners; since this presentation was made for educational and research purposes, we believe that this constitutes a fair use of the copyrighted material