Social media in 2011 Examples, themes, practical tips MD Hub – April 2011

Hello! I’m Ross Breadmore, consultant with NixonMcInnes and part-time Mr.Bean.

http://www.flickr.com/photos/bendeck/2639210778/sizes/l/

Who are NixonMcInnes?

We are a social consultancy based in Brighton, and work with great brands and NFPs.

This presentation should hopefully give an insight into some good social media.

Why social media is still amazing…

Some examples of why I’m still excited about social media…

The Google Earthquake site is a great example of social being put to good use.

Large brands are beginning to properly help customers using tools like Twitter.

“Globally, women spend 30% more time on social networking sites than men. Women average 5.5 hours per month compared to men’s 4 hours”

July 2010, Comscore

2010

Twitter – 75m registered (15m active)

LinkedIn – 50m active

Facebook – 350m active

Flickr – 4bn images

2011

Twitter – 175m registered (?m active)

LinkedIn – 100m active (56% non-US)

Facebook – 640m active (31m UK)

Flickr – 5bn images

http://www.flickr.com/photos/bendeck/2639210778/sizes/l/

Exercise

Brighton and Hove council use Twitter to communicate events, help residents and much more.

Exercise

Duke of Yorks cinema has an active Facebook group where fans can influence film choice.

Consumer

Even smaller local businesses are getting their personality and products across using social.

On LinkedIn companies can display products and services for real users to recommend.

Commodity traders are now following farmers for insider information.

And journalists using social can predict a brands new direction based on a new hire.

Internal

It can also help your personal brand by helping you share knowledge.

http://cavemancircus.com/2010/02/26/hipster-douchebags/

Just as microprocessors have been built into virtually every product that has a power source, over the next ten years, it will become expected that wireless connectivity will be built into virtually every product that has a microprocessor.

Russ McGuire - VP, Strategy, Sprint Nextel

It’s estimated that there will be 16 billion internet enabled devices by 2020

Social media is mobile

“37% of UK smartphone users have a social networking app on their phones which they use at least once a week”

eConsultancy, June 2010

“what happens to shops when every price can be compared? What happens to conversation when it's all recorded, or any fact is a 5-second voice-search away from being checked?”

Tom Hume - Managing Director of Future Platforms

Overload

• Online we operate in a state of ‘continuous partial attention’, constantly and partially consuming information. •  Some are choosing to ‘go dark’ and deactivate accounts; in May 2010 the phrase "how to quit Facebook" generated nearly 17 million results on Google and "how do I delete my Facebook account?" resulted in close to 16 million.

HELLO!

Social media

The 1/9/90 rule

1% creators 9% editors 90% lurkers

This is a fairly old model but the principles still ring true. Identity these behaviors and design for them.

The 1/9/90 rule

The Forrester model is more up to date and will help you analyze and plan activity.

http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

Know your audience

http://www.forrester.com/empowered/tool_consumer.html

This tool will help you broadly identify behaviour.

Types of online spaces

Earned Bought

Owned

Think about what spaces, channels and assets you have which are owned (your homepage), bought (paid advertising) or earned (social). Once identified you can link them up in smart, simple ways to increase traffic, conversation and many other objectives.

Sony Ericsson recently achieved a huge rise in Facebook fans, from 300k to 3 million in the space of 9 months. One of the key factors in this was bringing Facebook functionality into the .com site.

Similarly WWF UK effectively link up multiple channels such as email and social to drive support.

How to select the best platform

People: Assess your audiences’ social activities

Objectives: Decide what you want to accomplish

Strategy: Plan for how relationships with customers will change

Technology: Decide which social technologies to use

P O S T

http://www.flickr.com/photos/tachyondecay/4341539198/sizes/l/

http://www.flickr.com/photos/xrrr/2486757219/sizes/o/

http://www.flickr.com/photos/jenkim/51302645/sizes/o/

http://www.flickr.com/photos/stg_gr1/4253916204/sizes/o/

http://www.flickr.com/photos/dcmetroblogger/3298543398/sizes/l/

http://www.flickr.com/photos/the_whatsit/886740050/sizes/l/

Something to try…

•  Pick an existing business challenge:

•  How can social help?

•  People; who are you hoping to reach?

•  Objectives; short and long term, what do you want to achieve?

•  Strategy; what do you want those people to do?

•  Technology; what is the best platform?

@rossbreadmore

Nixonmcinnes.co.uk