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Social Media for premium brands,[object Object],Date 8/6/2010,[object Object]
Social media and premium brands,[object Object],We know social media is increasingly important but .....,[object Object],Who’s using it, what exactly is it and what’s its use for brands?,[object Object],What are the most commonly used forms of social media?,[object Object],Best and worst social media practices,[object Object],Premium brands and social media,[object Object],Some insight into premium spirit brands in social media,[object Object]
60%,[object Object],57%,[object Object],56%,[object Object],50%,[object Object],50%,[object Object],41%,[object Object],31%,[object Object],26%,[object Object],The Online Audience – UK Households,[object Object],14.0,[object Object],6.5,[object Object],18.3,[object Object],10.3,[object Object],12.5,[object Object],12.5,[object Object],14.2,[object Object],15.4,[object Object],7.8,[object Object],16,[object Object],Millions,[object Object],70%,[object Object],65%,[object Object],% of UK Households,[object Object],2000,[object Object],2001,[object Object],2002,[object Object],2003,[object Object],2004,[object Object],2005,[object Object],2006,[object Object],2007,[object Object],2008,[object Object],2009,[object Object],Source: Continental Research Autumn Internet Report 2007 ,[object Object]
The Online Audience – UK Households,[object Object],18.3 million households in the UK (70 per cent) had Internet access in 2009. (National Statistics Omnibus Survey),[object Object],In 2009, 37.4 million adults (76 per cent of the UK adult population) accessed the Internet(National Statistics Omnibus Survey),[object Object],44% Internet users are going online more that once a day, up from 37% the previous year,[object Object],Internet users are spending more time online than they do listening to the radio and reading newspapers and magazines,[object Object]
The Online Audience – Social Media users,[object Object], 25% of all British adults use Networking sites (Facebook, Bebo, etc),[object Object], 21% of all British adults watch and share video clips online (YouTube, etc),[object Object], 20% of all British adults share photos online (Flickr, etc),[object Object], 18% of all British adults use instant message services,[object Object], 8% of all British adults read blogs,[object Object], 4% of all British adults write blogs,[object Object],Core profile:,[object Object],Aged 15 to 34yrs old,[object Object],Even split male/female* ,[object Object],Source: TGI,[object Object],*some specific activities tend to skew towards male: e.g. uploading/watching video,[object Object]
Social Media, what is it?,[object Object],Social Media is the product of Web 2.0 (2nd generation websites),[object Object],Social Media is content produced by users that utilise publishing techniques that initiate ongoing dialogue with the online community.,[object Object],Examples of social media:,[object Object],Networking sites (Facebook, Myspace, Bebo, Linkedin),[object Object],Blogs (Digg, Mashable),[object Object],Forums,[object Object],Microblogs (Twitter),[object Object],File sharing sites (YouTube, Flickr),[object Object],Social media allows users to initiate a conversation and, contribute information, share opinions, ideas, experiences, anecdotes and criticisms.,[object Object],Social media also allows businesses to accelerate the exposure of a brand, competition, campaign or event, by creating channels of communication that enable users to interact and contribute content and as a result increase exposure.,[object Object]
The Social Media landscape,[object Object]
Social Media hierarchy ,[object Object],Creator,[object Object],(creates content: e.g. Blog) ,[object Object],Level of creativity,[object Object],Contributor,[object Object],(participate to online  content: e.g. comment on blogs),[object Object],Spectator,[object Object],(passive reader of content),[object Object],Level of engagement,[object Object]
Social Media & your brand,[object Object],Social Media is rapidly moving to the centre of brand owner communications thinking and shaping community based approaches to new product development e.g. P&G’s tremor panel,[object Object],The CEO of Coca Cola , Muhtar Kent, recently told an investor meeting that ....“we were too internally focused and not focused enough on the changes taking place with our consumers”...the corollary being a greater commitment to Social Media,[object Object],[object Object]
...and by integrating brand & social media thinking you can start to unlock one of the channels of advocacy....,[object Object]
Examples of the most commonly used Social Media channels,[object Object]
Social Media examples – Networking sites,[object Object],[object Object]
Networking sites provide a variety of ways for users to interact, such as e-mail and instant messaging services.
The main types of Networking sites are those which contain  professional & personal category divisions (London, IBM Network), means to connect with friends and a recommendation system linked to trust.,[object Object]
Facebook is the largest Social Networking site in the world
Members have their own pages which can be tailored via applications from the site mechanic
Users can connect with each other via  the invite function or friend referral system
Number of UK Facebook users – 19,000,000
28% of the UK population are on Facebook
UK user base growth over 12 months – 65%,[object Object]
Blogs can be used internally to enhance the communication and culture in a corporation or externally for marketing, branding or public relations purposes.
The success of a blog depends on how often it is commented on and read. Users can choose to follow authors by subscribing to their blogs. This is done via an RSS subscription feed, where users are notified whenever a new article is published.,[object Object]
Mashable is one of the world's largest and most trusted social media  blog sites
Content focused on social media networks, technology updates and digital news
Users can comment on content  and contribute their own articles
1 ,734,000 Twitter followers
321, 000 RSS subscribers,[object Object]
Social Media examples - Forums,[object Object],[object Object]
Forums are an effective way of generating ongoing conversation however content must be kept consistent and fresh for the forum to maintain its users dialogue.
Forums are maintained and controlled by moderators, who have the ability to delete posts and remove users if content produced is deemed to be unsuitable. This can be a deterrent for some businesses, as a dedicated resource is needed to moderate the forum.,[object Object]
Content: Discussions based around  dance music culture, music, events, technology and lifestyle
One of the worlds most popular music forums
Threads – 252,000
Posts – 6,065,056
Members – 100,000 +
Moderators – 94,[object Object]
A microblog differs from a traditional blog in that it is typically smaller in actual size and aggregate file size. A single entry could consist of a single sentence or fragment or an image or a brief, ten second video.
Users microblog about topics that can range from the simple, such as “just had a haircut" to the more relevant topical subjects and business updates,[object Object]
Registered Tweeters: 5,000,000
Average Tweets per day: 20,000
Popular Tweeters: Stephen Fry, Perez Hilton, Jamie Oliver
Users have their own accounts and can choose to follow or be followed by other members, and kept aware of their updates.
The more followers you have, the more information you are transferring, and as a result creating more exposure.
Businesses use Twitter as channel for posting news updates and communicating with users.,[object Object]
Files can include imagery, graphics, video and music.
Users utilise these sites to share files with friends and other users, while companies use file sharing sites to provide collateral that is associated with a particular campaign or product.
Some file sharing sites are seen to be unlawful as they allow users to download and share pirated content.,[object Object]
YouTube is a site that allows users to play, upload, share, vote and comment on AV material
YouTube can provide businesses with applications that allow them to create their own channels with videos that are associated with their campaigns or products.,[object Object]
Number of videos uploaded per day - about 200,000
Time required to see all the videos - over 600 years
Number of videos watched daily - over 100,000,000
Amount of content uploaded every minute - 13 hours
Number of accounts on YouTube - over 300,000,000,[object Object]
54.8% of all iPhone users access social networking sites. (comscore)

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