Ad:Tech 2004

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Social Network Stats, Strategies, Tools,
Techniques and Trends
eMARKETER Poll What of Internet users go to
social sites?
November 5, 2009
2
of US Internet users who visit social network
sites
Geoff Ramsey says only 18 million of us
Twitter!?! Whats he smoking?
Affluent (Luxury Institute, March, 2008)
60
Online moms (Razorfish/CaféMom, 2009)
65
At 18 million, only 11 of Internet
users --eMarketer, 2009
Teens 12 - 17 (eMarketer, 2009) 74
Millenials 18 - 24 (Pew, Dec 2008)
75
Source eMarketer, 2009 Monthly usage Weekly
usage
3
Twitter this!

• 50 of users tweet less than every 74 days
  (All Things Digital)
• Most users send only 1 tweet per lifetime
  (HBR)
• Over 75 have lt10 followers (RJMetrics)
• Beware the Twitter Quitter factor 60 of
  users quit after 1 month (Nielsen)

Source Harvard Business Review, 2008
4

• According to Retrevo Study (9/09)
• 36 of younger social users (lt 35) say they use
  Twitter or Facebook after sex

How do marketersfeel about Social Media?

5
of US companies who are using social networks
for marketing
54 not using social?
Anti-Social
45
Among 139 executive-level marketing
professionals (members of MENG) Among
digitally savvy leaders (49), among
non-leaders (25) Worldwide
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Consumer TRUST Levels for Media Types --
Nielsen Online global survey, April 2009 --
Keller Fay Group Consumers consider
word-of-mouth as 2X as trustworthy as traditional
media when choosing products
NewNeurosisWhy 8 ofAmericans Dont
TrustTheir Familyand Friends
So, whats holdingmarketers back?
Opt-in email 55
TV Radio ads 61
Magazine ads 62
Ads before movies 53
Newspaper ads 66
Search ads 37
8?
No one wants to advertise next to
crap. --Andrew Keen, author, Cult of the
Amateur
Brand sites 69
Banner ads 24
Editorial content 70
Mobile text ads 18
Recos from people I know 92
0
100
Source Nielsen Online, April, 2009 n 25,000
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targeted, based onmembers profile
information
today?
8
1 billion dollars
of Marketers Planning to Boost Spending on
Social Media in 09 Unisfair (Sept 09)
75 Reardon Smith (Jun 09). 69 Millward
Brown (Apr 09). 64 StrongMail (July
09) 58 Forrester (2009)
57 MarketingSherpa (Nov 08).. 48 Datran
Media (Jan 09).. 44 ANA (May 2009).
26 Worldwide
Forrester While only 41 of marketers are
placing ads on social networks, 64 say theyre
building their own social media presence
Dont just buy social media, think about how you
can earn and own it!
4 Social Strategiesfor Marketers
Social ad spending willactually decline 3
this year
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Step 1 Look, Listen, Lounge Learn
We dont use it to sell or market. We look at
the comments to get a directional sense of
customer sentiment. --Tony Hsieh, CEO, Zappos

• Learn how consumers talk about your brand,
  product or service category
• Notice what words and language they use
• Learn about their interests and intentions
• Discover real or perceived problems with your
  product or customer service,e.g., via Twitter

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Social media provides new opportunities for
tapping into the consumer ethos
Only 16 of U.S. marketing chiefs say their firms
regularly monitor social forums --CMO Council,
2009
I view listening as an important analytic.
Listening and other analytics can drive your
strategy at a macro-level... They can either
reinforce your strategy or correct it, and give
you opportunities for ideas, products, services
and/or segments. --Michael Mendenhall, CMO,
Hewlett-Packard
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Step 2. Join the conversation!

• Pick the right, relevant communities for your
  brand
• Make sure you are adding value to the
  conversation something useful, entertaining,
  informative, engaging
• Assign senior level staff to serve as a human
  face/voice/personality behind your brand

Were getting to a point where if youre not
responding, youre not seen as an authentic type
of brand. --Adam Brown, head of social media,
Coca-Cola
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Step 3. Recruit from your core!
Brand Enthusiasts
With our customer service wiki end users
create the value themselves and seek the value of
other end users like themselves. --Brad Smith,
CEO, Intuit
40 of TurboTax users questions are answered by
other customers, and at a higher rate of
accuracy. --Brad Smith, CEO, Intuit

• Keep your brand fans happy, and let them share
  the love with others
• Provide them with the tools and apps to do so
• Unleash the wisdom of the user!

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Step 4. Target the coveted influentials!
10 of population
WARNING These influencers havemegaphones, and
can get you into more trouble than ever before.
130 more likely to talk about brands on any
given day
Source Keller Fay Group, 2009
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Lets get social
Geoff Ramsey CEO eMarketer
Cherry Park Director of Digital Marketing Qualcomm
Jeff Hilmire Chief Digital Officer Engauge
Dont be a stranger geoff_at_emarketer.com TWITTER
_at_GeoffRamsey
Eric Johnson Director of Hotel Marketing InterCont
inental Hotels Group
Julie Atherton Worldwide Director, Digital Hill
Knowlton