CONTENT FOR

THE SOCIAL MEDIA ERA

STOCKHOLM 10 FEB 2011

BIG FIGURES

FACEBOOK: 500,000,000 usersYOUTUBE: 2,000,000,000 visits / dayTWITTER: 140,000,000 users, + 300 MM / m

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HUMAN BEHAVIOURS

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IT IS NOT ONLY BECAUSE WE CAN

WE LOVE TO SHARE & CONNECTWE LOVE TO BE LOVEDWE LOVE TO CRITICWE LOVE $WE LOVE ADVICESWE ARE NOT IMUNE TO SOCIAL PRESSURE

INFLUENCING: I LIKE, SHARE, SEND TO A FRIEND, RETWEET, SCORE, COMMENT, GENERATE CONTENT...

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BEING INFLUENCED: ASK, READ, WATCH

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AMPLIFIED BY 3 KEY TRENDS

TRUST

Trust in “a person like me” has tripled from 20% to 68% in the last three years.

91% customers say consumer generated content is the #1 aid to a buying decision.

76% of consumers believe advertising lies.

Accenture 2009 % change from 2008

«A social trend in which people use technologies to get the things they need form each other, rather than from traditional institutions like corporations.»

Charlene Li, The Groundswell

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MOVEMENTS

We all have an innate desireto be a part of somethingbigger than ourselves.

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ECONOMIC DOWNTURN

« As a result of current economic conditions,consumers say they are more likely to try to find ways to save money when shopping bylooking for coupons online (41%), using search engines to find the lowest price for a product (36%), signing up for sweepstakes (34%)...»

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Forrester Research, 2010

WHAT DOES IT MEANFOR BRANDS?

A NEW FOOD CHAIN

CREATOR

CRITIC

COLLECTOR

JOINER

SPECTATOR

INACTIVE

• Publish a blog / webpages • Upload video and pictures• Write articles or stories and post them

• Post ratings/reviews of products or services• Comment on someone else’s blog• Contribute to online forums• Contribute to/edit articles in a wiki

• Use RSS feeds• “Vote” for product and services• Add “tags” to Web pages or photos

• Maintain profile on a social networking site• Visit social networking sites

• Read blogs• Listen to podcasts• Watch video from other users• Read online forums• Read customer ratings/reviews

• None of the above

ACTIVES

PASSIVES

Sources: Forrester Research, Europeans’ Social Networking Use Accelerates Aug 2009, Reaching Moms Through Social Media May 2009.

Mums index

128

116

105

121

102

90

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We create contentplatforms and programs

for brands

We drive active engagement with the content which

stimulates dialogue and brand advocacy

Consumers pull the relevant content and

distribute it to their peers through their own personal words

The creation and dissemination of

branded content is put firmly in the hands

of the consumers

LISTENING

A NEW CONTENT MODEL

80% OF AVERAGE TRAFFIC COMES FROM SEARCHWE OFTEN WORK FOR 20%

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NEW TOUCHPOINTS

WHO DOES NOT LOOK FOR:MAPS?VIDEO TUTORIALS? PRODUCT SCORES?REAL CONSUMER EXPERIENCES?

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BUT THEN...

SEARCH IN THE LAST YEAR

ClassicSearch

Real time Search

MapsVideos & Photos

Facts Reviews Fans Blogs Links

50% 50%

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SOCIAL SEARCH

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CONTENT AND COMMUNITY MANAGEMENT

HYGIENE FACTORSBRANDED PLOTS

5 KEY COMPONENTSFOR SOCIAL MEDIACONTENT

1. Add value to existing behaviors

2. Human insights not technical ones

3. Give brands human voicE

4. CONSUMER journeys & moments of truth

5. Useful entertaining exceptional EXPERIENCES

THANK YOU

REZA: RGM@PROXIMITYWORLD.COM