The State of Social 2012

STATE OF SOCIAL 2012 PRESENTATION TO DEPAUL UNIVERSITY

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SOCIAL IMPACTS PURCHASE

90: Times per week the average person mentions a brand by name to family and friends

67%: Consumer purchase decisions primarily influenced by WOM (the #1 overall factor)

74%: Consumers who bought a competing product after hearing a negative recommendation

90%: Consumers trust recommendations from someone they know; 70% trust the opinion of a stranger

53%: People on Twitter recommend brands in their tweets with 48% of them making purchases

SOCIAL LANDSCAPE

SOCIAL COMMERCE

SOCIAL MONETIZATION OVERVIEW:

Who: First-mover companies who are viewing their social footprint as another opportunity to generate revenue

What: Socially-driven or holistic shopping experiences without going to a dedicated e-commerce site

Why: Removes barriers and obstacles to completing a transaction when a consumer is most interested in a product or service

15%Up to 15% of consumer spending will go through Facebook within three to five years according to

IDC

SOCIAL COMMERCE

“Monetization will become the largest social trend. Our challenge is to credibly measure and advance social marketing’s impact on real outcomes.”

Jeff Bodzewski, Aspen’s Director of Social MarketingHarvard Business Review

F-Commerce

Complete shopping experience without leaving a Facebook tab or newsfeed

Daily Deal Sites

Sharing and networks dictate savings at retailers and merchants

eCommerce Sharing

Integrated share functionality for unique products on a website

SOCIAL ADVERTISING

SOCIAL ADVERTISING OVERVIEW:

Who: Social networks are increasing the sophistication and efficacy of ads to be both disruptive and seamlessly integrated within the user experience

What: Hyper targeting options allows advertisers to target users based on self-identified attributes ranging from employer to interests with ads that appear within organic-originated content

Why: Engages consumers in an environment they spend hours each week while ensuring the right message is being delivered to the right target based on self- indicated data

$280.71Average revenue per order for US advertisers generated by social

media, first among surveyed channels, followed by display,

comparison sites and email

SOCIAL ADVERTISING

LinkedIn

Rollout of CPC options beyond banners, including “InMail,” with significant B2B

targeting options

Facebook

Continuous evolution of CPC options including mobile and newsfeed options

with more coming

Twitter

CPF advertising complement paid trends and are more behavior based

than self-indicated data

Dedicated advertising reps at the largest social networks ensure we are delivering effective, meaningful ads for clients while keeping us updated on new products/offerings

IMAGE SHARING

IMAGE SHARING OVERVIEW:

Who: Entire self-contained social networks formed around image sharing have skyrocketed in popularity based on smart phone penetration and increasingly

sophisticated cameras to instantly upload images.

What: Pinterst (online), Instagram (mobile exclusive) and Digg (social sharing) among others have seen

adoption and ability to drive website traffic skyrocket in addition to heightening engagement with brands.

Why: Images originated by other consumers and brands are used as “Gateways” to instantly determine whether more information is desired or a

product/service resonates with a person’s own interests.

60+Photos are posted to Instagram each

second by the platform’s over 15 million registered users

IMAGE SHARING

Consumer-Generated

Instagram and dozens of other image sharing networks instantly capture

experiences, advertising, product and more

Pinterest

The photo album of the Internet allows products, services and experiences to

be the focus of sharing

Social Bookmarking

Images of brand interactions – from products to people – are among the

highest trafficked submissions

Images are among the most powerful engagement tools for a brand – sometimes generated by the brand and other times consumer-created – for both sharing experiences

MOBILE ENGAGEMENT

MOBILE ENGAGEMENT OVERVIEW:

Who: Mainstream US consumers who are increasingly using mobile web, with some demos out-indexing CPU- based web access

What: Mobile phone playing a larger role in purchase decisions, brand experiences and sharing with friends

Why: Advances in smartphone technology and declining consumer costs opened up this market to

increasingly meaningful experiences

97MM+consumers today are connecting with the Internet via mobile, not

counting the 24MM tablet users in the U.S.

MOBILE ENGAGEMENT

Augmented Reality

Ability to layer brand-generated content over real world experience to

educate, inform or entertain

Geo-Targeted Messaging

Deploy brand-messaging via SMS based on geo-coordinates or push

content via Bluetooth

Image Recognition

The next step after QR codes where phones push brand-generated content

based solely on visual (e.g. logo)

13 Source: eMarketer 2012

HOW READY ARE EXECUTIVES?

“I’m a heavy user of Twitter and Facebook, and… I interact directly with customers and employees. I watch trends and see news I’d miss otherwise. Ultimately, I believe that Best Buy’s message has to be where people are. Today, that means being on social networks.”

“In the digital space, with things like Facebook and Google and others, we find that the return on investment… can be much more efficient.”

"Mayo Clinic believes… it is our responsibility to help [consumers] use social media tools to get the best information, connect with providers and with each other, and inspire healthy choices."

Add a new revenue stream

Increase retention/reduce churn

Capture personal data

Increase awareness and intent

Evaluate and apply real-time data

Build loyalty and advocacy

Extend the reach of marketing efforts

Hyper-target based on self-identified data

SOCIAL VALUE PROPOSITION

What’s Your Story?

The State of Social 2012

Technology

Transcript of The State of Social 2012