Social Media: What's All the Fuss, presentation to German-Thai Chamber of Commerce

digiAindra
digiAindra

Social
Media:
What’s
the
fuss?

...and
how
to
make
it
work

Ian
Fenwick
Founding Partner digiAindra co ltd
Advisor, Sasin Graduate Institute of Business Administration
Presented to German-Thai Chamber of Commerce
Bangkok, Thailand July 6, 2011

Copyright
©
© ian enwick.
All
rights
reserved
Copyright ian
f fenwick. All rights reserved

Asia 44% (922m)
digiAindra

(24% penetration)

China 420m
(31.6%)

Internet penetration March 2011
2.10 billion + (30%)
http://internetworldstats.com/ Stats taken from site December 2010
http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
Copyright © ian fenwick. All rights reserved Copyright Ian Fenwick
dstats.com/

“
digiAindra
Here is my confession – I sleep
with my phone under my pillow every
night.
Not only that, I almost never sleep an
entire night through without waking
up & checking my tweets,
my replies & my DMs at least two or
three times. Sometimes I even wake
up, tweet for an hour or so, & then go
back to sleep.
Diana Adams
http://www.bitrebels.com/social/the-secret-habit-of-many-twitter-addicts-do-you-do-it/ reserved
Copyright © ian fenwick. All rights
www.BitRebels.com

digiAindra
Do
you
sleep
with
your
mobile?

Pew
Research
Center

90%

67% 70%
64%
50%
34%

male female 18-29 30-49 50-64 65 +
Behavior
http://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA
changing
“have slept with phones on or right next to their bed”
Copyright © ian fenwick. All rights reserved

digiAindra

http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/

digiAindra

“ In June 2010, on average, the
global consumer spends about
1 in every 4.5 minutes
online on blogs or social
networking sites
The Nielsen Company

http://www.emarketer.com/Article.aspx?R=1007797


700
digiAindra

✗ million users worldwide
600+

average visits 40 times a month
stays for 23 mins a visit
that’s 15 hours 20 mins/visitor/month

Source: Nielsen monthly time spent November 2010
http://royal.pingdom.com/2011/02/04/facebook-youtube-our-collective-time-sinks-stats/

digiAindra

June 2011

US is the largest FB country, well
that’s where it started
Now, without looking ahead,
what’s the second largest FB
country?

http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html

digiAindra

June 2011

No it’s not China,
FB is banned in
PRC. It’s Indonesia.
Although we know
intellectually that is
global, the reality is
often a surprise


digiAindra

June 2011
Thailand is #18 on
FB (we’re the #19
most populous
country in the
world, & Fb has no
PRC remember)

Jun e 7 2 0 11

✗ doubl ed in last 9
months

digiAindra

June 2011

Asia
161M FB users
(4.2% penetration)
(23.3% of all FB)
é  43% in last 6 mths
é  24% in last 3 mths

Jun e 7 2 0 11

✗ doubl ed in last 9
months

digiAindra

June 2011
Notice that
the highest
penetration
countries
are already
showing
occasional
declines…
very hard to
sustain over
50%
penetration

digiAindra

digital
will
predominate

digiAindra

“ Digital
marke
like
high
scho
Everybody’s
t
<ng’s

ol
sex.

alking

about
it.
Few

people

are
doing
it,
a
nd

those
that
are

doing

it,
aren’t
doi
ng
it

very
well
Keith Weed
Chief Marketi
ng Officer, U
nilever
Ju n e 2 5 , 2 0 1
0

Certainly not too late
http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/
to start your
digimarketing

digiAindra

Part
1
par<cipa<on

Part
2
conversa<on

Part
3
making
it
work


digiAindra

Part
1
par<cipa<on

Part
2

Part
3


digiAindra
This seems to be how marketers think of their
digiAindra
markets…we even call the targets. Like they do
nothing but passively wait for our messages

17

digiAindra

Today’s
Consumers

Are active participants…or
they want to be


Playing games like Asiasoft’s Audition…digiAindra
skinned here for MBK restaurants

Source: Asiasoft (Thailand)

Many are active bloggers…with digiAindra
specialized audiences you should be
looking at for your marketing

Perez Hilton

paid circulation 1.7 m unique visitors (US only)
2007 <4 million 33-48 m page-views
(May 2007)
ComScore, Nielsen NetRatings http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php

digiAindra
Video:
c.
50%
of
internet
traﬃc

490m unique
users per mth
92 billion
pageviews
av. visitor stays
25 minutes
14 visits a
month
www.youtube.com http://www.youtube.com/t/press_statistics http://www.wired.com/magazine/2010/08/ff_webrip/all/1
http://mashable.com/2011 /02/19/youtube-facts/ http://royal.pingdom.com/2011/02/04/facebook-youtube-our-collective-time-sinks-stats/

digiAindra
Video:
c.
50%
of
internet
traﬃc

uploads in 60
days

>
than vdo created
by all 3 major
U.S.
TV networks in
60 years
www.youtube.com
http://mashable.com/2011/02/19/youtube-facts/ http://www.wired.com/magazine/2010/08/ff_webrip/all/1

digiAindra

“ we are living through the
largest expansion of
expressive
capabilities in the history
of the human race
Clay Shirky
[Source: New York Times, January 15, 2007], http://www.medialeaderllc.com/reset/

digiAindra
creatives
Traditional
Media
publishers, Model
editors

bookstores, news
stands, TV/radio
stations

consumers

digiAindra
Consumers Generate
Content Now everyone is
their own media
mogul
Internet
Publication

Internet New
Distribution
Media
Model
Consumers Generate
Content

digiAindra

Harness
Par<cipa<on

And
marketers
need to
harness that
participation, Lipton
in
Japan

so that not
only do
opt-‐in,

consumers daily
messages,

learn more quizes,
games,

about their etc.

brands, but
marketers
Collect
data:
drop

learn more by
drop

about
consumers Copyright © ian fenwick. All rights reserved

Harness
Par<cipa<on:
Queensland
Tourism
digiAindra

promo<on
in
2009:
$150,000
plus
full
board

to
be
caretaker
and
blogger
on
Great
Barrier

Reef
Island


digiAindra
1m site visits in 7 days, 7m by end of campaign
34,000 vdo entries
total publicity est $80m…all for less than $2m
Google it: spin-offs are still going


digiAindra
DRIVe
Around
the
World

C30 1,325 kms without refueling;
choose FB friend less than 1,325
kms from you
friend chooses another friend
etc
team that gets around the world
most efficiently, Volvo donates
15,000 Euros to wind farm in
Turkey

http://www.insidefacebook.com/2010/01/26/drive-the-new-volvo-c30-drive-around-the-world-through-your-facebook-network

digiAindra

Part
1
par<cipa<on
&
trust

Part
2

Part
3


digiAindra

76%
Yankelowich

digiAindra

“ …internet users trust recommendations
from people they know
& opinions posted by unknown
consumers online
more than advertisements on television,
on the radio, in magazines and
newspapers, or in other traditional
media
Nielsen Online, April 2009
Cited in http://www.bazaarvoice.com/resources/stats


digiAindra

Part
1
par<cipa<on
and
trust

Part
2
conversa<on

Part
3


digiAindra

What
are
Social
Media?

people sharing content with people
creating content for people
people helping each other;
and bypassing traditional

marketing…like yours


digiAindra

traditional marketing was a
monologue marketers talked,
people listened (maybe)
people are tired of monologues, they want
dialogues
social network marketing is a
series of conversations

“
digiAindra

Conversation is
the new
attention
Christopher Fahey &
Timothy Meaney
A List Apart, April 19 2011

http://www.alistapart.com/articles/conversation-is-the-new-attention/

digiAindra

Part
1
par<cipa<on
and
trust

Part
2
conversa<on

Part
3
making
it
work


“
digiAindra

Conversation is
the new attention

Of course it s not
always good
attention

digiAindra

This is the disgusting Dominos people video
If you really want to see it look here
http://www.metacafe.com/watch/2707445/disgusting_dominos_people/

http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html

digiAindra

…learned about the video on Tuesday…
decided not to respond aggressively, hoping
the

controversy
would
quiet
down.
“…we missed was the perpetual

mushroom
effect of viral
sensa@ons,”
…By Wednesday afternoon, Domino’s had
created
a
TwiAer
account…[and a]
video on YouTube by
evening.
Stephanie Clifford
NYT 2009, April 16
http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1

digiAindra

1. don’t expect the
web to quieten
down


digiAindra

And the reply from the CEO you can probably find
here, http://www.youtube.com/watch?v=dem6eA7-A2I
many think it’s not too authentic
The Australian counterpart, not too different, is here
http://www.youtube.com/watch?v=PfNM4kLczUI

http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html

digiAindra

2. authenticity is
all


digiAindra

http://twitter.com/ramon_deleon

digiAindra

Embedded over
90,000 times

It’s a different issue, but a much more authentic apology,
and he gets in several plugs for the store’s address
You can see the video at http://www.viddler.com/explore/dpzramon/videos/19/

“
digiAindra

Conversation is
the new attention
And sometimes it
will be very
bad

This is Greenpeace’s viral video about digiAindra
KitKat and palm oil. You can see it here
http://www.youtube.com/watch?v=VaJjPRwExO8

http://www.greenpeace.org/international/campaigns/climate-change/kitkat/

digiAindra

http://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share

digiAindra
March
19,
2010:
Damage
control?

http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736

digiAindra

3. engage don’t
enrage


digiAindra

http://www.greenpeace.org/international/campaigns/climate-change/kitkat/

digiAindra

About here that’s what most people ask me!
The answer is no! no! no!, you can’t avoid it.
You don’t want to avoid it…you want to embrace it


digiAindra
Can’t
I
avoid
social
media?

§  people can write whatever they want
–  that’s how you find what they really
think
–  that’s how you build trust
–  that’s how you improve
§  it’s a “referred pain”
–  social media doesn’t cause complaints
–  your lousy service does that
–  it’s just where the complaint is expressed
–  AND where it can be dealt with

digiAindra
Can’t
I
avoid
social
media?

§  people can write whatever they want
–  that’s how you find what they really
think the p ath to
r is

“ Fea trust
–  that’s how you build side.

Fe
dark
the improve ang
–  that’s how you leads to
ar
§  it’s a “referred painl” ads
An ger e
to ha
er.
te.
ds to
–  social media doesn’tecause complaints
te l a
Ha does ng
–  your lousy service eri that oda Star Wars
su ff Y
–  it’s just where the complaint is expressed
,

–  AND where it can be dealt with

digiAindra
Blendtec:
Will
it
blend?

Entrepreneur.com called it one of the 13 best marketing ideas of all time

http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=player_embedded

digiAindra
Blendtec:
Will
it
blend?

Entrepreneur.com called it one of the 13 best marketing ideas of all time
You can find the vidoes at http://www.youtube.com/watch?
v=qg1ckCkm8YI&feature=player_embedded

Almost 10 m views, April 2011
http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=player_embedded

digiAindra

http://www.willitblend.com/ http://en.wikipedia.org/wiki/Will_It_Blend http://www.squidnews.com/2007/02/09/will-it-blend-the-interview/

digiAindra

4
years
of
“Will
it

Blend”:

117,105,290
views

(June
15,
2010)

Blendtec
retail
sales
up

over
700%

Adver<sing
a

proﬁt
center:

videos
made
$50,000+

(from
hosMng
service
Revver)

http://www.willitblend.com/ http://en.wikipedia.org/wiki/Will_It_Blend http://www.squidnews.com/2007/02/09/will-it-blend-the-interview/

digiAindra

http://www.facebook.com/BlendTec http://www.blendtec.com/contest-winners/

digiAindra

http://twitter.com/Blendtec

digiAindra

4. Make social
media a
megaphone,
for your brand
advocates

digiAindra

consider
aware
like
engaged
ready to
act
ACTION

loyal

advocate

digiAindra

consider engaged
ACTION
advocate
ready to
act
aware like

Social Megaphone


digiAindra

get that social
media megaphone
working
For you

This is a summary of the award digiAindra
winning campaign from
McCann Romania.
A perhaps high risk strategy to create uproar
in social media, and rekindle patriotism, by
temporarily repackaging a patriotic product
in the US flag.
You can see it at
http://www.youtube.com/watch?
v=Tt9NBtW4sbA&feature=player_embedded

http://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded

digiAindra

To Do List
•  have the tools ready
ü  policy

http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151

digiAindra

http://www.intel.com/sites/sitewide/en_us/social-media.htm

digiAindra

To Do List
ü  policy
ü  Twitter account(s)
ü  Facebook page(s)
ü  Website: all browsers, search engine optimized
ü  Microsites

ü Active listening…do you know what people are saying:
ü about your brand? your competitors? your
market? your partners?


digiAindra

To Do List
ü  policy
ü  Microsites
ü  listening tools
•  learn to use the tools
ü  use your early adopters


digiAindra

To
Do
List
ü  policy
ü  Microsites
ü  listening tools
•  learn to use the tools
ü  use your early adopters
ü  post several times a week minimum
•  identify influencers, make them advocates
ü  Twitter look at Klout scores
ü  Bloggers, under-rewarded


digiAindra

To
Do
List
(cont’d)

•  be transparent
ü  there’s a lot scrutiny, insincerity is hard to hide
•  but be judicious…
ü  you’re talking to half a billion people
ü  …and your words last forever
•  write about what you know
ü  take responsibility for what you write
ü  you are your brand
•  make it a conversation
ü  reflect on others’ comments; respond reasonably, on a
timely basis
•  read, listen, monitor
ü  test, test, test


digiAindra

To
Do
List
(cont’d)

•  add value, earn attention, engage critics
•  admit mistakes, apologize, move om
ü  if in doubt, wait and think before you hit enter
ü  …ask someone to look over your post
•  unify your marketing across all digital & non-
digital channels
ü  project your brand
ü  & its expertise in all you do

influence, express your view, nudge
along…
but don’t expect to control

“ it is not the
strongest of the
species that
digiAindra

survives…
nor the most
intelligent…

it is the one
most adaptable
to change

digiAindra

www.Twitter.com/DrIanFenwick

www.About.Me/IanFenwick

www.SlideShare.net/ian.fenwic

Social Media: What's All the Fuss, presentation to German-Thai Chamber of Commerce

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