The Web Pitch

Wonderful to see that Erik Qualman has refreshed his Social Media Revolution video. I only wish he had used a difference accompanying soundtrack this time. Fat Boy Slim, so 2008?

Key stats from the video follow below:

Stats from Video (sources listed below by corresponding #)

1. Over 50% of the world’s population is under 30-years-old
2. 96% of them have joined a social network
3. Facebook tops Google for weekly traffic in the U.S.
4. Social Media has overtaken porn as the #1 activity on the Web
5. 1 out of 8 couples married in the U.S. last year met via social media
6. Years to Reach 50 millions Users:  Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…
7. Facebook added over 200 million users in less than a year
8. iPhone applications hit 1 billion in 9 months.
9. We don’t have a choice on whether we DO social media, the question is how well we DO it.”
10. If Facebook were a country it would be the world’s 3rd largest ahead of the United States and only behind China and India
11. Yet, QQ and Renren dominate China
12. 2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction
13. 80% of companies use social media for recruitment; % of these using LinkedIn 95%
14. The fastest growing segment on Facebook is 55-65 year-old females
15. Ashton Kutcher and Ellen Degeneres (combined) have more Twitter followers than the  populations of Ireland, Norway, or Panama.  Note I have adjusted the language here after someone pointed out the way it is phrased in the video was difficult to determine if it was combined.
16. 50% of the mobile Internet traffic in the UK is for Facebook…people update anywhere, anytime…imagine what that means for bad customer experiences?
17. Generation Y and Z consider e-mail passé – some universities have stopped distributing e-mail accounts
18. Instead they are distributing: eReaders + iPads + Tablets
19. What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…
20. The #2 largest search engine in the world is YouTube
21. While you watch this 100+ hours of video will be uploaded to YouTube
22. Wikipedia has over 15 million articles…studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-English
23. There are over 200,000,000 Blogs
24. Because of the speed in which social media enables communication, word of mouth now becomes world of mouth
25. If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour
26. 25% of search results for the World’s Top 20 largest brands are links to user-generated content
27. 34% of bloggers post opinions about products & brands
28. Do you like what they are saying about your brand? You better.
29. People care more about how their social graph ranks products and services  than how Google ranks them
30. 78% of consumers trust peer recommendations
31. Only 14% trust advertisements
32. Only 18% of traditional TV campaigns generate a positive ROI
33. 90% of people that can TiVo ads do
34. Kindle eBooks Outsold Paper Books on Christmas
35. 24 of the 25 largest newspapers are experiencing record declines in circulation
36. 60 millions status updates happen on Facebook daily
37. We no longer search for the news, the news finds us.
38. We will non longer search for products and services, they will find us via social media
39. Social Media isn’t a fad, it’s a fundamental shift in the way we communicate
40. Successful companies in social media act more like Dale Carnegie and less like Mad Men Listening first, selling second
41. The ROI of social media is that your business will still exist in 5 years
42. Bonus: comScore indicates that Russia has the most engage social media audience with visitors spending 6.6 hours and viewing 1,307 pages per visitor per month – Vkontakte.ru is the #1 social network

In the last of my posts from the Social Media World Forum, comes a stand out talk from Freddie Laker, Director of Digital Strategy at Sapient Nitro. He kicked off his presentation stating that he was going to talk about “everything else that is social media”. Social Media is everywhere and is being used to:

• Understand Influence
• Create “The Digital Outdoor” billboard
• Develop Product Design
• Encourage Social Commerce
• Design Augmented Reality

Today we live in a world of “Social Media Everything”, even TV is going online and becoming social. Brands need to recognise that consumers interact regardless, they don’t care if it is social media, they just interact.

The digital ecosystem is complex. We are now seeing the “digital outdoors”, with billboards being powered by Twitter.

Sites such as Meetup.com, are great sites to discover existing communities for your brand, you don’t always have to create one.

Freddie, discussed that the following brands are the ones to watch for social media:

• Disney
• Zappos
• CocaCola
• Unilever
• Pepsi
• Virgin

He noted, that we are building a massive, “Global Social Brain”. The share of voice is becoming more important than anything else.

P&G has taken a bold move, by allowing its audience to rate their products on the Olay website. Freddie says, “people are always rating you, don’t be afraid, embrace it!”.

Location based apps such as Foursquare and Gowalla have the potential to become huge. Some brands in the US, are already giving people incentives to “check-in”, into frequently visited places. For example, if you check-in regularly, Foursquare will make you a “Mayor” of that place. If the place is a coffee shop, the retailer can offer to give the Mayor a free mug of coffee (loyalty reward).

Getting your legal department on board is crucial before any deployment. Otherwise, they will act as a big barrier to effective social media engagement. Freddie advises that Brands should become “early adopters to reap the benefits”. Geo location is going mainstream. Facebook recently announced that they would be adding geo locations to status updates soon.

What’s the next big thing? It may very well be, “The Semantic Web” and should be something that businesses keep their eyes on for the future – “Beyond Nowness”, as Freddie puts it.

Next up was Trevor Johnson, Head of Strategy and Planning at Facebook Europe. His talk was entitled, “Social Changes Everything”. He discussed how a burglar stopped to update his Facebook status during a robbery! He was subsequently caught. “Social” is indeed everywhere and Facebook is a big touch point for so many of us.

Facebook is used by more than 400 million active users. Users spend on average 16 minutes on the homepage, and spend 28 minutes updating their profile during the day. Facebook has now also overtaken Google as the Web’s number one web property. Here are some others stats that Trevor shared:

· #1 property on the internet (time spent)

· 5 billion+ pieces of content uploaded every week

· 6 billion+ minutes spent online every day

· 2 million+ photos per second

· 250+ platform apps with over 1m active users

· 800,000+ websites use Facebook Connect

· 2 billion+ chat messages

· 60 million+ status updates each day

At the heart of Facebook is “Identity”. “Social” is built on 3 pillars (Identity, Sharing and the Facebook Platform). Identity is core, with real people sharing and connecting with their social graphs. Facebook is particularly focussed on the growing importance of identity & authenticity. And, opportunities that are driven by [Facebook] platform and technology. [Jas Note] Interesting, if Facebook wants to become the Identity on the web what comes next, the wallet?

Social gaming has growing significantly, games such as Farmville now have over 80 million users. Companies such as Evian, even have branded “virtual goods” now. Of note, the virtual economy is anticipated to be worth 10 billion this year, Trevor said.

Finally, Trevor showed a great example on how MySpace is using Facebook Connect to connect fans with music artists, using a viral video campaign called “Fan Video”. Take a look at the one I created here. Viral videos are now becoming personalised!

Key Summary Points (Simple steps for Marketers)

1. Make it social, leverage the platform and social graph

2. Keep it simple, get started and iterate

3. Don’t think in campaigns and silos, develop a conversational calendar

4. Think differently – harness new opportunities and experiment

Next up was Katy Howell from Immediate Future (IF) – A Social Media agency. Disclosure: My employer retains the services of Immediate Future.

Katy’s talk did not focus on Social Media strategy, but from actual “real life” experiences from the field, as Katy put it, “Nuggets from Pioneers”.

Katy asked the audience to “think beyond the tools”. A particular IF client lost their Flickr page mid-campaign! She warned that there are hidden costs and content risks when using social tools. (Who actually owns the data?) Popular social media sites may implement a charge model in the future. She urged the audience to “think about the influencer”. Influence is not uniform. The influencer is not a replacement for the word “audience”. Katy stated that there are different types of influencers – Authoritative, Popular and Collaborative.

Her note to Brands, “STOP SHOUTING!” Influencers hate to be shouted at. Real time conversations (Tweets) now appear in Google searches, (Bing too . These may be the first touch point to your brand, and if you annoy your influencers their comments will be seen by all.

Katy went on to discuss, that we are reaching to a point of “viral and app fatigue”. She presented the following stats:

Your video on YouTube…

· 3.1% chance of getting over 1,000 views

· 0.3% chance of getting over 10,000 views

· 0.001% of getting over 100,000 views

Your App on Facebook…

· Joins half a million of others

· Is one of 140 loaded daily

Finally, Katy stated that 74% of businesses feel that proving Return Of Investment (ROI) is the greatest challenge for social media today. Transparency is key, laying out KPIs and “showing out your working” is vital for senior management buy-in. Be very clear about your objectives and what you are trying to achieve. Education for senior managers is also important. She gave an example, where a company found a negative comment on a 3^rd party Facebook page. The management team’s response was to shut the fan page down and call in the lawyers. This doesn’t work, as it only aggregates the original poster, and moves the conversation to another site.

A very tongue and cheek response to last year’s Socialnomics video. Very amusing!

The growing list of online social media sites makes choosing the right channel complicated. From Facebook to Twitter to LinkedIn and beyond, which social media outposts will net the most bang for the buck in terms of customer communication, brand exposure, traffic, and SEO?

The CMO’s Guide To The Social Media Landscape is a great guide to print and pin up! It helps to identify the right channels to use. Great work!

A CMO’s Guide To The Social Media Landscape –

I love this presentation from Barbra Gago. A timely reminder on why creating good content truly matters. The presentation looks at how it can be shared with your customers, how it adds value, and some main do’s & don’ts to think about. Genius.

Microsoft’s Mel Carson and all round good guy, has released an excellent Social Media White Paper this week.

Mel works within Microsoft’s Advertising Community Team, which has been engaging with online advertisers through social media since 2006. The document entitled, “Learn and Earn” tells the story of how the Advertising team embraced social media to connect with the advertising community. Well worth reading.

During my time at Microsoft, I modelled the MVP Award Program Facebook Fan Page on the Microsoft Advertising Fan Page! So thank you Mel and team for the inspiration!

Read the document in full below.

Learn and Earn – Social Media White Paper – Microsoft Advertising –

Andy Serovitz posted a very interesting blog post on how Coca Cola have devised a new set of social media principles. Coke have developed 10 “Principles for Online Spokespeople” which make good sense for other brands to follow.  You can read the main set below.

1. Be Certified in the [Coca Cola] Social Media Certification Program.
2. Follow our Code of Business Conduct and all other Company policies.
3. Be mindful that you are representing the Company.
4. Fully disclose your affiliation with the Company.
5. Keep records.
6. When in doubt, do not post.
7. Give credit where credit is due and don’t violate others’ rights.
8. Be responsible to your work.
9. Remember that your local posts can have global significance.
10. Know that the Internet is permanent.

Watch Andy’s interview with Coca Cola’s Adam Brown, on how they developed the social media principles.

Coke’s complete policy document can be found below. At three pages, I like this a lot!

Coca Cola’s Online Social Media Principles –

Trendsspotting posted their annual Social Media Trends Predictions earlier this week. Predicting trends is a dangerous business especially in Social Media. However, the slide deck does offer some very interesting insights from a variety of social media commentators. I have included some of the ones that I found interesting in this post.

Across many of the predictions, Trendsspotting identified the following trends that are “suggested” to influence Social Media in 2010: Mobile, Location, Transparency, Measurement, ROI, Privacy. Though, you could argue that these same trends were visible in 2009.

Pete Cashmore from Mashable predicts:

Fuelled by the ubiquity of GPS in modern smartphones – location sharing services

Geo location of our "social movements" – Twitter, Facebook, blog comment, videos that we post.

Augmented Ready – cool technology, but will it be useful?

Social gaming and virtual currencies  – Will big players seize the mobile payment opportunity?

Expect personal privacy – or rather its continued erosion to be big in 2010

David Armano – Blogger Logic and Emotion predicts:

Social media begins to look less social… more "exclusive"  – getting value, while filtering out the clutter.

Firms will look to scale and uncover cost savings by leveraging social media e.g.  Best Buy’s Twelpforce

Firms will have a social media policy  – social media to social business

Mobile becomes a social media lifeline

Sharing no longer means email – content producers will use other means to distribute their content e.g. iPhone and Android apps.

Marta Kagan – Managing Director, US Espresso Brand Infiltration predicts:

Real-time reviews will scare the pants off many a brand & foster a new ‘radical-beta’ mindset.

Tracking & Alerting" become the new searching.

Business finally admits that social media ain’t some fad for kids and B-list movie stars.

Dan Zarrella – Social & Viral Marketing Scientist Hubspot predicts:

With augmented reality and mobile social media, the real world will be important again.

Micro targeting and personalization – business will begin to leverage the wealth of data we share about ourselves to deliver individualised messages.

 

2010 will certainly bring in new applications and services, though whether they will “push the envelope” of brand engagement will yet to be seen.