aldo van weezel - taking social media to the next level
TRANSCRIPT
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Taking social media to the next level
Aldo van WeezelBusiness Development Consultant Latin AmericaPpi Media USChile
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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
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TRENDS IN SOCIAL MEDIA
networking?
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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)
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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
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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
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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
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THE HOLY TRINITY OF SOCIAL MEDIA
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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
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FACEBOOK IPO
$38 per share
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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
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THE POWER OF FACEBOOK
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THE POWER OF FACEBOOK
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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)
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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…
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Users are different.
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Top 5 Markets according to LinkedIn Penetration (%)
• Netherlands (27.2%)• Ireland (20.4%)• US (18.7%)• Canada (17.5%)• Denmark (17.4%)
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WHAT AM I WATCHING?
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COMENTA.TV
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MY OWN NEWSPAPER
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PRIVATE SOCIAL NETWORKS
Microsoft bought it in June for $1.2 billion
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SOME FAIL…
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SOCIAL MEDIA IS ABOUT CONVERSATION
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BUSINESS COCKTAIL PARTY
What do you do in a business cocktail party?
Source: Mike Volpe (Hubspot)
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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?
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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
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78% of consumers trust in recommendations from social networks
Only 14% trusts in advertising…
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3f friends
fans
followers
A CONVERSATION WITH…
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A NEW MARKETING APPROACH
interruption
permission
Before, it was an
Now, we ask for The Social Customer
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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)
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The social customer can
damage or support your
business without your
permission…
in channels your
business does not own.
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HOW SOCIAL MARKETING WORKS
Source: The Power of Like 2 (comScore, 2012)
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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”)
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ROLE OF INFLUENCERS
Authentic brand advocates
Examples:
• Subway $10 gift card• Virgin Airlines new flight to Toronto
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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
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10 KEYWORDS YOU SHOULD REMEMBER
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ALDO VAN WEEZEL
Businness DevelopmentLatin Americappi Media US, Inc.
[email protected]+56 9 8693 8584 (mobile)
@aldo_vw