tns sensis social media
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The Rise of Social MediaAnd what it means forbusiness
Prepared for: Sensis
Prepared by: John Shearer
June 2010
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Agenda
• The Context for the Rise of Social Media
• From Web 1.0 to Web 2.0
• The Australian Social Media Landscape
• The Business Attraction of Social Media
• Some Key Lessons for Business
The Context for the Rise of Social Media
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The context for the rise of social media
Fragmenting Media
Declining Trust
Informed Consumers
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The context for the rise of social media
Fragmenting Media
Declining Trust
Informed Consumers
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The rise of the informed consumer
(of online consumers)
Researching online
Ever bought online
Research products every week
Start with search engine
99%
94%
80%
70%
Source: TNS: Digital Australia Now Research: 2009
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Why consumers are searching online…
Manage life efficiently
Infotainment
Continuous learning
Save money
Inte
rnal
Others Self
Ext
ern
al
From Web 1.0 to Web 2.0
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The driving forces behind social media
Technology Tools People
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133,000,000blogs
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>2billon viewsper day
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15,000,000articles
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445 millionusers worldwide
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2 out of 3people
online visit a
site each month
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106 millionaccounts
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The rise and rise of social media
Porn
2007
2009
Search
20011?
The Australian SocialMedia Landscape
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Australia’s social media audience is estimated at
9.9 million
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Different people using different networks
(Social network membership amongst social networkers)
3%2%2%2%3%
4%7%6%4%9%
14%17%26%15%26%
78%80%81%83%76%Facebook (80%)
MySpace (19%)
Males Females 18-30 31-44 45-60
Twitter (6%)
LinkedIn (2%)
Source: TNS: Digital Australia Now Research: 2009
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Facebook – Still youth dominated
(% of Facebook accounts)
35%
30%
18%
10%
7%
18 to 25
26 to 35
36 to 45
46 to 55
55 plus
Source: Facebook Advertising Creator: 3rd June 2010http://www.thinksocial.com.au/tag/facebook/
But these are the fastest growing age segments
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Some are more active than others…
Source: Forrester: Social Media Technographics: Australia: Q2 2009
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Consumers’ motivations differ by network/platform
Source: TNS: Digital Australia Now Research: 2009
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Consumers’ motivations differ by network/platform
Source: TNS: Digital Australia Now Research: 2009
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Consumers’ motivations differ by network/platform
Source: TNS: Digital Australia Now Research: 2009
The Business Attractionof Social Media
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The business attraction of social networking and social media
EyeballsHyper-
Targeting WOM
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are looking to fellow internet users for opinions and information about products, services and brands.
78%Trust the recommendations of other consumers
86%
Consumer-created content is
the no.1 aid to a buying decision
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Some are talking about companies on social media…
24%
14%
Social Network: Have madecomments about products
or services
Positive
Negative
(% amongst social networkers)
15%
Blogs: Blog about product or service experiences
Regularly
Occasionally
Never
45%
40%
Source: TNS: Digital Australia Now Research: 2009
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…and what they are saying is having an impact
36%
30%
Independent review 36%
23%
Decision based solely on POSITIVE review
Forum
Changed mind based onNEGATIVE review
Blog
Social network
17% 11%
14% 11%
Source: TNS: Digital Australia Now Research: 2009
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70%of Australian businesses intend to undertake some form of social media activity in 2010
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Business are seeing the benefits
(% of businesses)
85%
63%
56%
54%
Generated exposure for my business
Increased my traffic/subscribers
New business partnerships
Increased search rankings
Generated qualified leads
Help me sell products and services/closebusiness
Reduce my overall marketing expenses
52%
48%
48%
Source: Social Media Examiner: 2010 Social Media Marketing: Industry Report: April 2010
Some KeyTakeaways
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Some key takeaways
1.
2.
5.
3.
6.
At first just listen…
It’s real time.
Don’t think about media platforms –think about business strategy.
Don’t assume that social media and social networking is just a fad.
Authenticity and transparency are crucial.
4. Remember, it’s a dialogue not a monologue.
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Ninety percent of social mediais just showing up.
It’s the other half that’s hard.
Presentation available at:
www.slideshare.net/johnshearer