Marketing Trends: Social Media where did it come from? where is it going?

TREND: The general direction in which

something tends to move.

FAD: an intense but short-lived fashion

History of Technology

Sociology of Influencers

Relationship to Internet

Social Media

BIG 5: Current size / use

May 1990

Windows 3.0

October 1990

MAC Classic

1993

Commercial providers allowed to

sell internet connections to

individuals

1994

Netscape Navigator

1995

1996

Hotmail Commercially

Launched

1990

Windows 3.0

1990

Mac Classic

1993

Mass Market Internet

1994

Netscape Navigator

1995

Windows

1996

Hotmail

2009

High School Student in 1995

13 – 18 1977 - 1982

27 - 32

Influential Years On a Computer

Average age of First Time

Homebuyer…

30

1970 – 1990 (1982 – 1994)

Gen Y

Offspring of Baby Boomers

Millenials

Echo Boomers

Net Gen Dot-Com Gen

Influential Years On a Computer

3x size of Gen X

Larger than Baby Boomers

by 2010

Influential Years On a Computer

Gen Y = 75,000,000

25% of US Population

Influential Years On a Computer

WHO CARES?

Next 5 years…

39,000,000hh

HDTV

30,000,000

Add Network Connectivity

44% US hh

Average US Family

2 Personal Computers

Media Consumption…

Split 50/50 old vs. new

Those Under 40…

2 Hours / Week More On New

Media

“Every time a newspaper reader dies, he will not

be replaced.” Jeffrey Cole

Director of the Center for the Digital Future, USC

4 in 5 US hh…

Got teenagers?

24,500,000+ (8%)

and growing…

Can you see where this is

going…

"US consumers are making an inexorable transition to an all-digital, Internet-powered world… The

Internet pervades all aspects of Americans' lives, from how we shop and buy, how we communicate, how we entertain ourselves, and how we seek out

information to how we manage our personal relationships. While today these digital activities are constrained to the home and the office, in the next several years consumers will increasingly rely on a ubiquitous Net that is instantaneously accessible

on a wide variety of devices, from mobile phones to laptops to new form factors such as eReaders.“

Forrester Research Principal Analyst Charles S. Golvin.

Great, I get it, the world is going

online, so what, where does social

media fit in?

1991

1993

1991 - 1997

1994

Baby Boomers…

Making $$$ &

Building Careers

Family Health

Environment

Gen Y…

Rebelling &

Subverting

Anti-trust Anti-corporate

Anti-advertising

1990

1991

Pearl Jam: Ten

Nirvana: Nevermind

1993

Smashing Pumpkins: Siamese Dream

1997

Lollapalooza: Final Year

2009

2001

Enron

2002

Livent

2003

Nortel

1997

Bre-X

1994

Reality Bites

Left to Baby Boomers…

Web 1.0

Giving info vs.

Exchanging it

Expert Reviewers Anonymous

Filtered Comments

Gen Y fuels Web 2.0

Information Exchange

Peer reviews Profiles/Vulnerable

Open Source

A Social Medium

Social Media

“It’s not about technology and wanting to be online constantly. It’s about wanting to belong and

be connected constantly.” Johan Jervoe

Corporate VP, Global Marketing, McDonald’s Corp

350,000,000+ Active Users

50% logged in on any given day

Average User 130 Friends

12,000,000+ in Canada (18+)

3,400,000+ in Canada (40+)

2,200,000+ in Canada (27–32)

1,500,000+ in BC (18+)

580,000+ in YVR (18+)

Vancouver SUN 500,000+ readers

CBC (Canucks Game) 893,000 Viewers

$15,000 1 Full page ad

$1,000 cpc 4,500,000+ imp

Fastest Growing Age Group…

55+

10+ Million Users Become Fans Daily

45+ million active user groups exist

on the site

2+ billion photos uploaded monthly

14+ million videos uploaded monthly

3+ million events created monthly

Micro Blog

Basic or small-scale

a personal chronological log of thoughts published on a Web page

What are you doing?

140 characters

tweets profile background

27,000,000 ppl per Month

Majority 25 – 64 years old 42% College Graduates

45 – 54 highest indexing age 36% more likely to tweet

Business (lots of ‘em) Celebrity Personal

Media

52,000,000+

1,000,000 / month

750,000 Senior Executives

From all Fortune 500 companies

Average Age 41

Average Income $109,000

6,000+ Photos Uploaded

Every Minute

4+ Billion Images Hosted

(estimated 20+B on Facebook)

8+ million users

21,000,000+ People Per Month

70,000,000 Visits Per Month

20 Hours Uploaded

Every Minute

1 Billion Videos

Per Day

60,000 Feature Films

A Week

#1 Entertainment Site

#6 Largest Destination

Average Visit

21 Minutes

10.6 Times Per Month

Americans Stream

21.4B Videos Per Month

Average Online Viewer Spends

500 Minutes (8.3 hrs) / Month

Okay, I’m impressed, but

what are the benefits to me…

Great for Networking

You Will Learn More, Faster, With

Better Filters

Makes Sharing & Referral Easy

People Will Find You Easily

You’ll Find Them Easier

You’ll Save Time

Now my brain hurts, what’s

next…

Don’t be afraid

1950

Credit Cards are the devil’s

playthings

Content Creation It’s all about search

Mobile: Apps, GPS,

Environmental Interactivity

Fundamental shift from linear to more organic

everything

Questions?

Thank-You

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