social media australia - connecting with young males april 11

Social Media Behaviour – A Guide to goA The Online Circle WorkbookThe Online Circle Social Media Cookbook

www.theonlinecircle.com

Need


Solution

5

Two Big Questions1. WHERE?2. HOW?


But first, some background

6www.theonlinecircle.com

Men go online more often, stay on for longer, and respond to ads more positively than women do,

Channel Men Women

Social Networks More active Less Active

Social Networks Less users More users

Podcasts More active Less active

Read/write blog More active Less active

Reason More business Socialising

Video User Generated network TV shows

Sharing Share more personal creative work

Share more news


Pew marketing; Nielsen, Hitwise

8

Relevant Social Media Facts

• An average user becomes a fan of 2 pages every month.

• 73% of all online content is user generated.• It is estimated males 18 – 24 produce approx. 25% of all

UGC

• 45% of search results for the world's top 20 largest brands are now linked to user generated content. (Nielsen Ratings 08/2010).


9

WHERE?


Web Activities


Face

book

YouT

ube

Twitt

er

Yaho

o! A

nswer

s

Renre

n

Tum

blr

MySpa

ce

Orkut

Face

book

Mob

ile

Sina

T

Side

Reel

YouT

ube

Mobile

Whi

rlpoo

l For

ums

6par

k.co

mYe

eyi

56.22%

18.32%

1.63% 1.08% 1.00% 0.66% 0.60% 0.51% 0.49% 0.46% 0.42% 0.40% 0.40% 0.39% 0.37%

18-24 Male Australian users – Social Media % of visits

Series1


Face

book

YouT

ube

Twitt

er

Yaho

o! A

nswer

s

Renre

n

Tum

blr

MySpa

ce

Orkut

Face

book

Mob

ile

Sina

T

Side

Reel

YouT

ube

Mobile

Whi

rlpoo

l For

ums

6par

k.co

mYe

eyi

14.27% 14.69%16.01%

13.33%

41.52%

11.23%

14.49%

30.40%

11.37%

37.05%

23.93%

14.38%12.67%

28.88% 29.86%

18-24 Male Australia – Social Media % of participation (out of total users)


More than just Facebook and Twitter


Use of Computers

Wireless internet use rates are especially high among young adults, and the laptop has replaced the Desktop as the computer of choice among those under thirty.

Brought to you by “your company”

Wireless

81% of adults between the ages of 18 and 29 are wireless internet users

Roughly half of 18-29 year olds have accessed the internet wirelessly on a laptop (55%) or on a Cell phone (55%),

Mobile

22

HOW?


23

Social Media Outline

Time

MonitorData AnalysisContent creationParticipationCompetitor AnalysisResults Analysis


26

Brave not

boring


27

The key, when it comes to social media, is to understand how consumers use technology and adapt it to their social lives.

It’s a cross between behavioural psychology and technographics, and is definitely rooted in the principles of user experience and ethnographic research.


28

One strategy rather than 100 tactics

Uninformed Trolls Fraudsters Spectators (affected by bystander effect)

The Customers

The Advocates

Inform and convert

Identify and Neutralise using fear

Empower, break bystander and give them social validation to be active

Neutralise attention and discourage taking him out of the centre of attention

"Even if this is true......""Although this is on-topic.....""I disagree....""Yes, but.....""Can you provide a source for this...."NOT FOLLOW UPS

Inform and Grow

Entitle to Act

Social Media Fragmentation

Social Media Centralisation


How young males interact on Facebook.


How young males interact

Focus in filling the blank box.

90%+ interaction on People’s stream rather than the proper page



Overall 55% increase in interactions with Visual messages.

Males interact 10-30% more with images rather than text.



Australian males respond better in the morning. Monday to Friday – Up to 40% more


Jeff Richardson – [email protected] Ribeiro – [email protected]


social media australia - connecting with young males april 11

Business

social media fragmentation

social validation

social lives

young males interactfocus

young males interactoverall

relevant social media

young adults

online content