ipa social media report
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![Page 1: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/1.jpg)
The future of advertising and agencies in a networked society
![Page 2: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/2.jpg)
Three possible scenarios
![Page 3: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/3.jpg)
The worst case scenario
![Page 4: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/4.jpg)
A £16bn revenue gap
![Page 5: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/5.jpg)
What are social media?
‘The online tools and platforms that people use to share opinions,
insights, experiences and perspectives with each other.’
Source: Wikipedia
BloggingMessaging
Podcasting
Online video Wikis
Social networking
![Page 6: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/6.jpg)
Social media and brand communications
![Page 7: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/7.jpg)
Who uses social media?
![Page 8: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/8.jpg)
New models of brand communications
Participation
![Page 9: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/9.jpg)
New advertising formats
![Page 10: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/10.jpg)
Separating the hype from the reality
High-involvement categories fare best
Creativity and innovation are at a premium
Humility is a virtue
Be ‘legal, decent, honest and truthful’
Do not infringe IP
![Page 11: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/11.jpg)
A case example of social media integration
![Page 12: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/12.jpg)
A case example of social media tracking
![Page 13: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/13.jpg)
Did it just happen or was it planned?
Learning from academia
![Page 14: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/14.jpg)
‘Expansiveness’
![Page 15: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/15.jpg)
‘Popularity’
![Page 16: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/16.jpg)
‘Reciprocity’
![Page 17: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/17.jpg)
Network size is predictable
![Page 18: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/18.jpg)
...as is network flow
![Page 19: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/19.jpg)
…as is circulation between networks
![Page 20: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/20.jpg)
Agencies and social media
The Delphi research
![Page 21: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/21.jpg)
Predictive planning in social media
Scale of the opportunity
Estimated reach
Predicated pass-on levels
Levels of wear-out
![Page 22: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/22.jpg)
When thinking about brand messaging over social networking in ten years’ time, what changes should agencies expect in terms of:
• Consumer behaviour?
• Responsibility?
• Control?
Predicting the future
![Page 23: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/23.jpg)
“There will be a mix of consumer-granted and non-permission activity – people will expect advertising to be relevant to them though.”
Dissemination and permission
![Page 24: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/24.jpg)
“It will be likely that people will sell ‘rent’ parts of their data to brands in return for better service and/or
discounts.”
Knowing the worth of your data
![Page 25: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/25.jpg)
“Those who hustle to make a buck by forwarding irrelevant messages will be excluded or ignored!”
Rewarding brand advocates
![Page 26: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/26.jpg)
Assessing the top-line business impact
![Page 27: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/27.jpg)
Impact
![Page 28: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/28.jpg)
Possible structure of the industry in 2016
![Page 29: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/29.jpg)
Total commercial advertising 1996-2016
![Page 30: IPA Social Media Report](https://reader033.vdocuments.mx/reader033/viewer/2022061111/545557b1af795994188b4857/html5/thumbnails/30.jpg)
“Those agencies who innovate appropriately, in terms of their service and product offer, have potential for significant income growth in these new value-add areas.”
A final thought…