Taking social media to the next level

Aldo van WeezelBusiness Development Consultant Latin AmericaPpi Media USChile

TRENDS IN SOCIAL MEDIA

ALDO VAN WEEZEL

Businness Media Consultant

Taking social media to the next level

19th World Editors Forum | 4 September 2012 | Kyiv, Ukraine

TRENDS IN SOCIAL MEDIA

networking?

Social networking is the most popular online activity worldwide

Web-based email and instant messaging are declining in younger demographics

Fuente: ComScore Media Matrix (October, 2011)

SOCIAL MEDIAIN THE WORLD

1.2billionusers

Fuente: ComScore Media Matrix (October, 2011)

1 in 5 minutes online is spent on social networks

Social Networks Reach of Online Population

USA 98%Brazil 97%UK 98%Vietnam 85%Chile 94%

Women are more socialWomen spend more time in social networks than men

LATIN AMERICA LEADING GROWTH OF INTERNET USERS

In 1996: 66% of Internet users were in the US Today, 87% of Internet users are outside the US

Latin America

• 9% of Internet population• Latin America is leading growth of Internet

users: 16% between December 2010 and December 2011

• 32.5% is less than 35 years old

Fuente: ComScore Media Matrix (March, 2012)

5 Latin American countries among the top 10 most engaged in social media

HOW MANY SOCIAL NETWORKS IS ENOUGH?@aldo_vw

http://cl.linkedin.com/in/vanweezel

http://foursquare.com/aldo_vw

http://www.tripit.com/people/aldo_vw

http://www.quora.com/Aldo-van-Weezel

http://www.last.fm/user/aldo_vw

http://paper.li/aldo_vw

http://pinterest.com/aldovw/

http://www.slideshare.net/aldovw

THE HOLY TRINITY OF SOCIAL MEDIA

Third site in the world ranking

55% of global penetration

3 in 4 minutes on social networking are spent on Facebook

1 in 7 minutes spent online are spent on Facebook

Only a handful markets where Facebook is NOT the leading social network

FACEBOOK IPO

$38 per share

BRAND PAGESSkittles

www.skittles.com: 23,000 US unique visitors in March 2012

Skittle’s brand page on Facebook.com/skittles 320,000 visitors

Brand exposure via News Feed is even higher

THE POWER OF FACEBOOK

THE POWER OF FACEBOOK

TWITTER

Twitter reaches 1 in 10 global online users

Five Most tweeted moments in 2011

• MTV Music Video Awards (8,868 tweets per second)

• Troy Davis executed (7,671)• Brazil eliminated from the Copa América (7,196)• End of FIFA Women’s World Cup (7,166)• Steve Jobs resigns (7.064)

Tweeting is like throwing a message in a bottle into the ocean.

“Return on Influence” by Mark Shaefer (2012)

Unless you are Lady Gaga or Justin Bieber…

Users are different.

LINKEDIN

Top 5 Markets according to LinkedIn Penetration (%)

• Netherlands (27.2%)• Ireland (20.4%)• US (18.7%)• Canada (17.5%)• Denmark (17.4%)

WHAT AM I WATCHING?

COMENTA.TV

MY OWN NEWSPAPER

PRIVATE SOCIAL NETWORKS

Microsoft bought it in June for $1.2 billion

SOME FAIL…

SOCIAL MEDIA IS ABOUT CONVERSATION

BUSINESS COCKTAIL PARTY

What do you do in a business cocktail party?

Source: Mike Volpe (Hubspot)

Do you remember the last time…

you went to the cinema?

you went out for dinner?

you bought a brand new car?

Were you influenced by a friend’s recommendation?

Do you remember the last time…

you went to the cinema?

you went out for dinner?

you bought an expensive of clothing?

Word-of-mouthWere you influenced by a friend’s recommendation?

Given the the avalanche of ads, promotions, brands, etc. we rely heavily in our friends’ recommendations

78% of consumers trust in recommendations from social networks

Only 14% trusts in advertising…

3f friends

fans

followers

A CONVERSATION WITH…

A NEW MARKETING APPROACH

interruption

permission

Before, it was an

Now, we ask for The Social Customer

THE RISE OF THE SOCIAL CUSTOMER

“If you use a social network to

communicate with your friends, or you

text regularly on a mobile device, or

recommend something to someone you

kind of know but not well that they pay

attention to –and you do it via a consumer

review site– you are a social customer.”

The Social Customer (Adam Metz)

The social customer can

damage or support your

business without your

permission…

in channels your

business does not own.

HOW SOCIAL MARKETING WORKS

Source: The Power of Like 2 (comScore, 2012)

FANS AND FRIENDS OF FANS

If one of your friends is a fan of Starbucks, you’re more likely to be exposed to a Starbucks message on Facebook

• And if you’re exposed to a Starbucks message on Facebook, you’re 38% more likely to make a purchase in the next four weeks.

The first step is accumulating fans (“I like”)

ROLE OF INFLUENCERS

Authentic brand advocates

Examples:

• Subway $10 gift card• Virgin Airlines new flight to Toronto

FALLING SKIES

10-week campaign including 600 Klout influencers

They receive a “secret” about the next episode each week

60% of the conversation driven by “influencers”

14% increase in “buzz” equals 1 rating point

10 KEYWORDS YOU SHOULD REMEMBER

ALDO VAN WEEZEL

Businness DevelopmentLatin Americappi Media US, Inc.

aldo@ppimedia.com+56 9 8693 8584 (mobile)

@aldo_vw