Marketing Trends: Social Media, Where did it come from? Where is it going?
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Transcript of Marketing Trends: Social Media, Where did it come from? Where is it going?
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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