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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 fenwick. All rights reserved
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Copyright Ian Fenwick
Internet penetration March 2011 2.10 billion + (30%)
Asia 44% (922m) (24% penetration)
China 420m (31.6%)
http://internetworldstats.com/ Stats taken from site December 2010 http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG dstats.com/
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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.
http://www.bitrebels.com/social/the-secret-habit-of-many-twitter-addicts-do-you-do-it/
“
Diana Adams www.BitRebels.com
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digiAindra Do you sleep with your mobile? Pew Research Center
http://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA “have slept with phones on or right next to their bed”
male
67%
female
64%
18-29
90%
30-49
70%
50-64
50%
65 +
34%
Behavior changing
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Copyright Ian Fenwick
http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/
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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
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digiAindra 700
Source: Nielsen monthly time spent November 2010
600+ million users worldwide
average visits 40 times a month
stays for 23 mins a visit
that’s 15 hours 20 mins/visitor/month
http://royal.pingdom.com/2011/02/04/facebook-youtube-our-collective-time-sinks-stats/
✗
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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html
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?
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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html
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
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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html
June 2011
✗
June 7, 2011
doubled in last 9
months
Thailand is #18 on FB (we’re the #19 most populous country in the
world, & Fb has no PRC remember)
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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html
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
✗
June 7, 2011
doubled in last 9
months
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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html
June 2011
Notice that the highest penetration countries
are already showing
occasional declines…
very hard to sustain over
50% penetration
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digital will
predominate
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http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/
Digital marke<ng’s like high school sex. “ Everybody’s talking about it. Few people are doing it, and those that are doing it, aren’t doing it very well Keith Weed Chief Marketing Officer, Unilever June 25, 2010
Certainly not too late to start your
digimarketing
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Part 1
Part 2
Part 3
par<cipa<on
conversa<on
making it work
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Part 2
Part 3
Part 1 par<cipa<on
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17
This seems to be how marketers think of their markets…we even call the targets. Like they do
nothing but passively wait for our messages
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Today’s Consumers Are active participants…or
they want to be
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Source: Asiasoft (Thailand)
Playing games like Asiasoft’s Audition…skinned here for MBK restaurants
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ComScore, Nielsen NetRatings http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php
paid circulation 2007 <4 million
1.7 m unique visitors (US only) 33-48 m page-views
(May 2007)
Perez Hilton
Many are active bloggers…with specialized audiences you should be
looking at for your marketing
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Video: c. 50% of internet traffic
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/
490m unique users per mth
92 billion pageviews
av. visitor stays 25 minutes
14 visits a month
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Video: c. 50% of internet traffic
www.youtube.com http://mashable.com/2011/02/19/youtube-facts/ http://www.wired.com/magazine/2010/08/ff_webrip/all/1
uploads in 60 days
> than vdo created
by all 3 major U.S.
TV networks in 60 years
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we are living through the largest expansion of
[Source: New York Times, January 15, 2007], http://www.medialeaderllc.com/reset/
Clay Shirky
“ expressive capabilities in the history of the human race
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digiAindra creatives
publishers, editors
bookstores, news stands, TV/radio
stations
consumers
Traditional Media Model
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Internet Publication
Internet Distribution
Consumers Generate Content
New Media Model
Consumers Generate Content
Now everyone is their own media
mogul
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Lipton in Japan opt-‐in, daily messages, quizes, games, etc. Collect data: drop by drop
Harness Par<cipa<on And
marketers need to
harness that participation,
so that not only do
consumers learn more about their brands, but marketers learn more
about consumers
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digiAindra Harness Par<cipa<on: Queensland Tourism promo<on in 2009: $150,000 plus full board to be caretaker and blogger on Great Barrier Reef Island
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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
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DRIVe Around the World
http://www.insidefacebook.com/2010/01/26/drive-the-new-volvo-c30-drive-around-the-world-through-your-facebook-network
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
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Part 2
Part 3
Part 1 par<cipa<on & trust
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Copyright Ian Fenwick
76% Yankelowich
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…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
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Part 1
Part 3
Part 2
par<cipa<on and trust
conversa<on
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people sharing content with people creating content for people
people helping each other;
and bypassing traditional
marketing…like yours
What are Social Media?
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traditional marketing was a monologue marketers talked,
people listened (maybe)
social network marketing is a series of conversations
people are tired of monologues, they want
dialogues
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Conversation is the new attention
http://www.alistapart.com/articles/conversation-is-the-new-attention/
Christopher Fahey & Timothy Meaney
A List Apart, April 19 2011
“
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Part 1
Part 2
Part 3
par<cipa<on and trust
conversa<on
making it work
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Conversation is the new attention
http://www.alistapart.com/articles/conversation-is-the-new-attention/
“
Of course, it’s not always good
attention
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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html
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/
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…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
“
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1. don’t expect the web to quieten down
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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html
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
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2. authenticity is all
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http://twitter.com/ramon_deleon
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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/
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Conversation is the new attention
http://www.alistapart.com/articles/conversation-is-the-new-attention/
“
And sometimes it will be very
bad…
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http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
This is Greenpeace’s viral video about KitKat and palm oil. You can see it here
http://www.youtube.com/watch?v=VaJjPRwExO8
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http://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share
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March 19, 2010: Damage control?
http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736
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March 19, 2010: Damage control?
http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736
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3. engage don’t enrage
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http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
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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
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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
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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
Fear is the path to
the dark side. “Fear leads to anger.
Anger leads to hate.
Hate leads to
suffering Yoda, Star Wars
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Blendtec:
http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=player_embedded
Will it blend? Entrepreneur.com called it one of the 13 best marketing ideas of all time
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Blendtec:
http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=player_embedded
Will it blend? Entrepreneur.com called it one of the 13 best marketing ideas of all time
Almost 10 m views, April 2011
You can find the vidoes at http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=player_embedded
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http://www.willitblend.com/ http://en.wikipedia.org/wiki/Will_It_Blend http://www.squidnews.com/2007/02/09/will-it-blend-the-interview/
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http://www.willitblend.com/ http://en.wikipedia.org/wiki/Will_It_Blend http://www.squidnews.com/2007/02/09/will-it-blend-the-interview/
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)
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http://www.facebook.com/BlendTec http://www.blendtec.com/contest-winners/
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http://twitter.com/Blendtec
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4. Make social media a megaphone, for your brand advocates
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aware consider like
engaged ready to act
ACTION
loyal
advocate
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advocate
aware
consider
like
engaged
ready to act
ACTION
Social Megaphone
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…get that social media megaphone
working
For you
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http://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded
This is a summary of the award 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
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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
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http://www.intel.com/sites/sitewide/en_us/social-media.htm
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To Do List • have the tools ready
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?
http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151
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To Do List • have the tools ready
ü policy ü Twitter account(s) ü Facebook page(s) ü Website: all browsers, search engine optimized
ü Microsites ü listening tools
• learn to use the tools ü use your early adopters
http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151
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To Do List • have the tools ready
ü policy ü Twitter account(s) ü Facebook page(s) ü Website: all browsers, search engine optimized
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
http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151
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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
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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
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it is the one most adaptable
to change
it is not the strongest of the species that survives…
“nor the most intelligent…
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