Nová media – využití pro komunikaci a PR

Jaroslav Cír

Připraveno pro seminář „Nové nástroje pro rozvoj v neziskovém sektoru“, 1.12. 2008

Perfect Crowd s.r.o.Osadní 35Praha 7, HolešoviceCzech Republicinfo@perfectcrowd.cz

We have moved beyond the world of traditional media and traditional research towards…

…. a world that is connected beyond time and geographical space

What is Social Media?

123m per month

24bn mins per month

115m per month

18bn mins per month

300m per month

28bn mins per month

25m per month

4bn mins per month

Huge global players, huge numbers

Source: Comscore Worldwide June 2008

Focus on Facebook

Facebook’s MissionGive people the power to share and make the world more open and connected

Facebook growth continues

•More than 100 million active users 100M

US32%

UK12%Canada

9%Turkey

4%

Australia4%

Other39%

USUKCanadaTurkeyAustraliaOther

•No longer just a U.S. siteIn Diverse Markets

September 2006 September 2008

Who are these active users?

Source: Internal Facebookdata June 2008

Fastest Growing: 25-34 year olds

Facebook Growth & Demographics: Czech Republic

Source: Facebook Internal Oct 2008

128k

Czech Republic’s Facebook Audience

*128k monthly active users*

*48% of users log into Facebook daily*

*17% Month on Month Growth (Sept-Oct)*

*173% Growth since January 1st 2008*

Pulse Data: Czech Republic (By Age)

Top Books

Age 25 – 34

Harry Potter

1984

Lord of the Rings

Bible

Terry Pratchett

The Alchemist

Milan Kundera

The Unbearable Lightness of Being

25-34

Facebook, Inc. confidential – do not distribute

Top Interests

Age 25 – 34

Music

Travelling

Movies

Reading

Photography

Sport

Books

Art

Top Movies

Age 25 – 34

Pulp Fiction

Forrest Gump

Love Actually

Fight Club

American Beauty

Star Wars

Lost in Translation

Matrix

Top TV

Age 25 – 34

Friends

Lost

The Simpsons

Red Dwarf

Prison Break

Futurama

Heroes

IT Crowd

Marketers become part of conversation

News feed

InsightsTargeted

Ads

Marketers become part of conversation

News feed

InsightsTargeted

Ads

Tools forcommunication

PagesApplications

EventsShare

And More…

Driving Traffic and Driving Engagement

Driving Traffic

Drive E-CommerceDrive FootfallDrive to Site / MicrositeDrive Partner Business

Driving Engagement

Driving AwarenessBuilding a CommunityResearch and DevelopmentProduct Launches and Life CycleRecruitment and Retention

Facebook Ads today•Placements in new site design

Profile and Other Pages (Standard or Social)

Home Page (Standard)

Targeting Your Audience

Total UK Audience

Targeting by group or page

Introducing Engagement Ads

Users engage with ads the same way they do w/ other content

Common activities from across Facebook brought into ad

In-depth Reporting

New Engagement Ad reporting gives further insights past just impressions including favourite TV Shows etc. of users who have clicked on the ads

SPOLUTVORBA

AGENCY CONSUMERS

COMPANY

INFORMATION& INPUT

INSIGHTS & IDEAS

INNOVATION& CONTENT

BETTERBRANDS

CROWD SOURCING

•

Tvůrčí a aktivní 10%

Komentátoři20%

Pasivní většina70%

initimita Spolutvůrci

Skupina občasných komentátorů, s občasnými podněty

Pasivní většina, která nicméně odpovídá na anketní dotazníky

PRINCIPY SPOLUTVORBY

wom

TECHNOLOGIE MÉDIA

OBSAH JE DÍKY TECHNOLOGIÍM „OSVOBOZEN“, JE DOTVÁŘEN A PŘETVÁŘEN

OBSAH

TECHNOLOGIE, REKLAMA A SPOLUTVORBA

Understanding women 360°.

Instant access to global mainstream opinion

N

Connection with 3 million women worldwide

Future facing insight into emerging tastes, attitudes & behaviour

WOW BlogIn depth, qualitative, online global

community of leading edge Rexona consumers

Present Future

In this new world of connectivity, Rexona is connecting with women in a radically different way, that is direct, deep, open, immediate and real

Project “Prowl” (portable Rexona)The product must be extremely well designed to appeal to modern women. We are receiving

ideas from our WOW future shapers...

DIRECT CONNECTION

INSTANT ACCESS TO CONSUMERS ANYTIME, ANYWHERE ON THE PLANET

• access to a mass consumer panel of 6 million people (3 million of women and 3 million of men) around the world, through partnership with GMI

• answers to simple questions provided in 24 hours!

• successfully used to date for research on:• concepts• claims• ads• basic data• provide PR material

DIRECT CONNECTION AS A QUICK CHECK ON NEW CONCEPTS & DESIGN ROUTES

Rexona Delicious: we have created engaging questionnaire and asked women in Russia, Brazil and UK about 2 design routes.

We asked women in the UK, Czech and Hungary questions about deos in an interesting way (We asked 100women in each country and the cost of the research was £650…and it took 3 days to complete…)

"Imagine you are going on holiday and no more than three of the following products fit into your luggage, what will you choose?"

52

3

77

74

19

64

37

6

68

90

25

68

35

20

80

57

30

82

0 10 20 30 40 50 60 70 80 90 100

Face cream

Lipstick

Shampoo

Shower gel

Perfume

Deodorant

CR Hungary Great Britain

DIRECT CONNECTION AS PR AND MARKETING TOOL

We have held a press conference in Prague. The response from the mediawas impressive:“Can we go back to Europe without using deos?” Do the Czech women smell more than the UK women?

FYZICKY

Thank you!

QUANTQUALQUANT

Long Tale CaféOsadní 35, Holešovicewww.perfectcrowd.cz