Social Media and implications for communication by carmen Ruiz

Social Media and implications for communication

Social Media has become one of the fastest and most important movements in the change of usersâ&#x20AC;&#x2122; habits during the last few years.

There are many experts who have spent the last few years defining and defending social media like new media, as well as all the tools that facilitate the socialization of content ... However, a unique and established Social Media definition can not be found. Source: www.webprones.com

Social Media is all about

Sharing

community participation democratization openness dialogue

Many to many accessibility interaction

transformation content created by users

Social Media is the whole range of online applications and platforms that are created and developed; enabling interaction, participation, content sharing and fun; becoming interesting and relevant for users.

Social Media Tracker, Universal MacCann, 2008 Social networking across the ageâ&#x20AC;?. Mintel 2009European have adopted social computing, Forrester 2007.

Broadband penetration has allowed social media to thrive, enabling sites to become sophisticated like video and picture sharing, instant messaging, between others, and enabling users to be connected actively. 60% European are online consumers involved in social computing (data 2007).

It is predicted that in the future SM will be in every facet of our lives, managing our professional and personal relationships

Example: LL4schools SM platform for schools. The site is designed to allow students to create their own homepage which links up directly to their class schedules and lessons. Main benefit safety access for students.

SM is another alternative to understa active and no

Following this idea, advertisers and bra and the new way in how users intera platforms and not fig

SM can manage not just communica product management. It will help to co

anding our reality: more independent, on-conformist.

ands should understand this new reality act with them, “working within these ghting against them”.

ation but also customer services and onnect more people within the brand. “They are not doing a very good job at all. At the moment most agencies still view social media tools as just another vehicle for driving their messages”

Marc Monseau, Johnson & Johnson

SM is not a fad. It is a new channel full of possibilities and opportunities.

There is a before (B.SM.) and after (A.SM.) social media. With SM a new code of communication is born as well as a new way of relating to others.

Source: Model adapted from davidarmano.com

B. SM. VS

S. A. SM.

B. SM. == narcissist monologue and passive consumers.

A. SM. == two way conversation and active users.

B. SM. == limited access to traditional channels; one to many.

A. SM. == all people have the opportunity to express themselves and are allowed to become known to one another; many to many.

B. SM. == hierarchical, structured and interruptive culture.

A. SM. == democratic, open and proactive culture. Participation is no longer connected to a specific time or place.

B. SM. == Only big companies had more opportunities of growing up.

A. SM. == The company size does not matter, the most important thigs are big and smart ideas. It is so-called Social Media ideas.

B. SM. == national

and local diffusion.

A. SM. == net has no limits.

B. SM. == The technology was associated with young people.

Source: â&#x20AC;&#x153;Social networking across the ageâ&#x20AC;?. Mintel 2009

A. SM. == SM is no longer for early adopters; mainstream and older users are increasingly getting in on the act*. Young and old people live together in the same environment.

â&#x20AC;&#x153;Old people can be found buying iMacs at he Apple store for its big screen, personalisation and easy way to use icons menuâ&#x20AC;? Observation by Carmen Ruiz, 2009.

B. SM. == limited access to information as well as limited relatives’ and friends’ lives.

Source: “Understanding international communications behaviour research” Ofcom, 2008.

A. SM. == satisfies the deep rooted needs that users have, particularly to maintain social relationships and stay abreast of what is happening around*.

B. SM. == traditional process of seeking insights.

A. SM. == listens to forums, observes social networking behaviour, interviews by Skype, involved in bringing new and powerful insights.

B. SM. == the mobile phone was only a gadget for sending and receiving calls and texts.

A. SM. == the growth

in mobile social networking: an important range of handsets focussed around social media applications, for example the â&#x20AC;&#x153;Facebook phoneâ&#x20AC;? launched towards the end of 2008 by mobile network 3. It will develop in 2009.

By bringing online experiences to the mobile phone, it will become an extension of the internet.

B. SM. == the information is power.

A. SM. == the power is in sharing information.

From another point of view, the fast increase in SM development during the last two years has been an answer to the recession situation for many reasons.

Percentage of adult internet users (18+) using social networks, Nov 2008

Sources: International communications market 2008, Nov 2008, Ofcom/ Mintel 2009

1. People spend more of their leisure time connected to the Internet because of:

@>> Having more time at home. @>> Saving money in talking with friends and family: â&#x20AC;&#x153;I am using social networks (Facebook/Bebo) more to reduce the amount I spend talking on my mobileâ&#x20AC;?* @>> Sharing information with friends about the best deals. @>> Seeking job offers. People who are worried about their personal circumstances are turning to social networks for help, in particular those that feel that their job is threatened. Linkedin (social networking for the business community) has reported a 25% increase to one million every two weeks since September 2008*. @>> Looking for and comparing information about products in forums and blogs. @>>Self-taught people: Online tutorials, video knowledge sharing, tips, webinars ...

2. Companies @>> Testing and management of products: Twitter. @>> Seeking job prospects and companiesâ&#x20AC;&#x2122; opportunities. @>> Reducing costs in advertising. @>> SM is really useful for start-up businesses or small companies because they donâ&#x20AC;&#x2122;t have the need to invest a huge amount of money to promote it. @>> Even more markets are becoming niche markets, and SMs give the possibility of engaging with the right audiences: always when they offer something that can be really attractive to them. @>> Brands, like Starbucks, have embraced the opportunity to reach consumers with messaging that reads more one-on-one than broadcast*.

“In many ways, the coffeehouse is the original social network, so social media is a natural extension of who we are as a company,” “Facebook helps us get a pulse on what is important to our customers. We can have a real dialog with them about the values and ideals that they share with us.” Alexandra Wheeler, director of digital strategy for Starbucks.*

Sources: Brandchannel May 2009.

At the same time, SM is in a phase of development.

There is a lack of SM education. This could be one of the main reasons why companies donâ&#x20AC;&#x2122;t know how social media applications can be used and applied to their companies. Word of mouth is being used as the main channel to spread knowledge. Books, online courses, reports, ... started to appear 2 or 3 years before.

“Schizophrenia” for creating social media business. The U.S. Department of Labor estimates that today’s learner will have 10-14 jobs by the age of 38*. Source: 2008 Latest Edition - Did You Know 3.0

Language barrier: using English boosts global usage, although many of them are translated into different languages:::::::::::::::::::::::

:::::::::::::::::::::::::::::::::::::::::

Still there is not a magic formula to profit from social media tools. Companies are being threatened by the lack of income. They argue that now is the moment to gain a mass following and afterwards they will make a profit from SM.

Control over usersâ&#x20AC;&#x2122; information

Over 200m regi searches on Google

394m wat weblogs. 321m re

billion).

re video clips. 272

248m upload p 215m download

weblog. 183m up

RSS feed. 307m number of text mess the total population informa

Source: 16-54 active Internet users global universe estimates, every day, 2008. Social Media Tracker, Univ 2008 Latest Edition - Did You Know 3.0

istered users on My Space.31 billion e every month (In 2006, this number was 2.7

tch videos clips online. 346m read blogs/

ead personal blogs/ weblogs. 303m sha-

2m manage a profile on a social network.

photos.

216m download video podcasts.

d a podcasts. 184m start their own blog/

pload a video clip. 160m subscribe to an

m visit a friendâ&#x20AC;&#x2122;s social network page.

The sages sent and received everyday exceeds of the planet. The amount of new technical ation is doubling every 2 years.

versal MacCann, 2008.

@Even more people are connecting to SM, adding their own content... @At the same time, the number of applications increases every year... @Brands start to launch their own platforms, offering an extra content to their users as added value to their products or services. It is a content created by the company ... (4oD by Channel 4 or iPlayer by BBC) @Many of them are totally unknown to almost everyone ... @Experts in social media are developing models in order to gather all the applications available on the Internet ...

@ Mashable is the worldâ&#x20AC;&#x2122;s largest blog focused exclusively on Web 2.0 and Social Media news. With more than 6 million monthly pageviews, Mashable is the most prolific blog reviewing new Web sites and services, publishing breaking news on whatâ&#x20AC;&#x2122;s new on the web and offering social media resources and guides Mashable is also popular with bloggers, Twitter and Facebook users.

Source: www.mashable.com

@ Enjoyment of a social media club

@A specialist agency in social media has created this complex prism that gathers a large number of applications.

@ Netvibes is about having the web exactly the way you want it. Delivered to you: blogs, news, weather, maps, address books, to do lists, email accounts, social networks, video and picture sharing, search engines, radio stations, instant messengers... Source: www.forrester.com, 2009. // www.netvibes.com, 2009.

@ Development of search engines, enablin in social

@ Google helps to simplify t @Constant check of your favourite news sites and blogs for new content, keeping up to date in one place. @ Searching blogs. @ News alerts @ Organising information. @ New search engine @Next: Google Wave is a product that helps users communicate and collaborate on the web and where users can almost instantly communicate and work together with richly formatted text, photos, videos, maps, and more. Android, more than calls ...

ng to be up to date about what is going on media ...

the information in one place.

@ Technorati is another kind of engine for searching social media: videos, pictures, blogs and more.

1. Social Networks

2. Blogs/ Micro Blogging

3. Video sharing/ Vlogs

4. Photo sharing

5. Widgets

6. Wikis

8. RSS

9. Chats/ messages boards/ voice

7. Podcasts

Social Media applications can be gathered in the following clusters

1. Social Networks

@ Social Networks are online communities which allow people to build personal web pages, and have evolved into platforms to organise usersâ&#x20AC;&#x2122; internet experiences. Users are posting a massive variety of content, sharing interests and activities. At the same time, they can interact through messaging, email, video, voice chat, and file-sharing, blogging and discussion groups, promoting business and activities. @ People are spending even more time on them. @ Now, there is a wide variety of social networks: gaming, business, dating, friendship or virtual worlds, trying to engage with niche markets. @ The main reasons for using social networks are: communicating with friends, dating, sharing videos about and pictures from their personal lives. @ Social networks are also platforms to publish events, parties, and other activities regarding fun, art and entertainment. @ They have become mainstream and for older people. @ Social networks are all about friends, never before has the â&#x20AC;&#x153;friendsâ&#x20AC;? word been so applied.

Social networks data

Source: Social Media Tracke<r, Universal MacCann, 2008

Social networks data

Social Networks

Friends connected and interests/ activities sharing

Niche market

(promoting music)

(lifestyle and travel network)

(lBabyboomers and generation Jones)

Older users

(55.000 applications, online gaming, video and picts sharing,

(focus Brasil and India)

(DIY)

2. Blogs/ Micro blogging

@ Blogs are now a mainstream media. Only 2 markets have a lack of interest: Germany and Pakistan. “Opinion leaders” role has grown in importance.

60% Agree that blogging is a positive form

of expression. 56% Blogging is a good way to express yourself. 36% Think more positively about companies that have blogs. 33% Have a favourite blog that they read regularly. 32% A high level of trust in bloggers’ opinions on products and services. 31% Blogging is an important way to socialise with friends. 40% Blogs are an important social tool. 35% Believe that companies that run blogs impact upon their perception positively.

Source: TNS, Harnessing Influence- How Savvy brands are unfeashing the new power blogs and other social media, 2008. // Power to the people- tracking impact of social media. Universal McCann, 2008. // Social Media Tracker, Universal MacCann, 2008 // Social Media Tracker, Universal MacCann, 2008

Blogs/ Micro blogging

People read about: Personal blogs (diary sites) Family or friendsâ&#x20AC;&#x2122; blogs Music News/ current affairs Opinions on products and brands Film/TV

People post on blogs: Photos Recommended websites Opinions on products and brands Favourite/ currently listened to music Videos

Reading VS

Blogs/ Micro blogging

S. Writing

Blogs/ Micro blogging

@ Born with Twitter and is becoming addictive @ 140 characters is enough to engage with a wide audience. @ Building a niche community:::: Followers @ Customer services @ Selling @ Prospecting @ Branding and awareness @ Fundraising: using to spread the word @ Boost business: the most famous microblogging

The most famous microblogging

Applications based on Twitter

Twitter-mania: the Twitter word is everywhere

3. Video sharing/ Vlogs

@ Video sharing is growing across the globe and the penetration is huge in all markets. @ Many platforms can be used for sharing videos. @ High frequency 71% weekly. @ Video sharing is a common practice for SM users because they can select the specific content that they want to watch at every moment. @ 54% of young people watch videos throught Youtube every day in US. Source: Youtube report 2009

Video sharing/ Vlogs

4. Photo sharing

@ Thanks to growth of digital cameras, photo sharing has become one of the most important activities in social media. @ Many platforms have developed in order to upload and share pictures with friends and family. @ Social networks work as platforms for picture sharing. @ At the same time, picture sharing platforms have expanded for professionals in the field, as portfolios of their job, example: Flickr. @ The leading markets in photo sharing are Asian and Latin American.

Photo sharing

5. Widgets

@ Widgets are small applications that are easily downloaded. @The widget economy is real: 23% of social networking sites have installed an application and 18% of bloggers have installed applications in their blog template. @ They present a huge opportunity for brands, offering a true benefit and being relevant for users. Using it as message for brands and engaging with their audiences.

Source: Social Media Tracker, Universal MacCann, 2008

Widgets

6. Wikis

@ â&#x20AC;&#x153;A wiki is a website that uses wiki software, allowing the easy creation and editing of any number of interlink Web pages, using a simplified markup language. Wikis are often used to create collaborative websites and to power community websites.â&#x20AC;? @ The most known is Wikipedia

Source: Wikipedia

7. Podcasts

@ Portable video players have been responsible for the increase of podcasts. @ Podcasts are audio and video files that are available by subscription. @ Services such as iTunes have pioneered this sector. @ Normally in relation to videos that can be downloaded to the devices. @ China is the worlds biggest podcast market with 74% use. Source: Social Media Tracker, Universal MacCann, 2008

8. RSS

@ Portable RSS (Really Simple Syndication) is a fundamental tool in SM. â&#x20AC;&#x153;It connects users to content and moves content into a variety of platformsâ&#x20AC;?. @ It is a crucial tool in the way of accessing information and use of SM platforms. @ Low awareness

Source: Social Media Tracker, Universal MacCann, 2008

RSS

The new SM searching

Delivering technology news, analysis and opinions on topics ranging from broadband and online games to Web 2.0.

9. Chats/ messages boards/ voice

...

anyone can be famous on the net anyone can have a shop anyone can be a publisher anyone can be a film maker anyone can be a photographer now it is the moment to believe in oneself

USERS =

= I

Males: practical purposes: viewing videos, dating and job searching.

Source: Mintel report: â&#x20AC;&#x153;Keeping consumers connectedâ&#x20AC;?, 2009

Females: more as part of social networking (searching friends, work colleagues, uploading pictures and managing social life).

16-24 young users >> social / mul

25-44 young adults users and viewing pictures.

over 45s Source: Mintel report: â&#x20AC;&#x153;Keeping consumers connectedâ&#x20AC;?, 2009

ltimedia.

s >> finding friends, work colleges,

s purchasing and looking for jobs.

Implications for communication

@ Social Media has changed the way to create and consume contents. Brands must to modify their relationship with their consumers. There is a big movement towards participation and interaction. This represents a real shift in media consumption from passive to personal control*.

Source: *Social Media Tracker, Universal McCann, 2008

SM has an importa

share, collaborate, participate, dialog Brands should focus more on social

Ideas that connect with these human need the person.

They should complete the story rather tha their curiosity.

Offering relevant content, valuable informa

ant connection with human needs:

gue, create, access, finding people...

deas than social media channels.

ds, being open and included to

an telling what they have to do, satisfying

ation and credibility.

Listening, respect, belonging discussing, sharing ideas a being hones

to community, speaking and

and knowledge, enjoying, st and clear

Innovative and don’t imitate

Example: “The Hub”: Wal-Mart was a copy of MySpace

The power of niche markets

There is a value in creating blogs around brands: this is one of the ways to reach fragmented audiences. http://virginatlantic.weblogs.jp/taro/ (Taro, Japanese, living in London, writing for Virgin Atlantic blog about what is going on in London). Blogging is a perfect platform for building a relationship between organisations, brands and consumers â&#x20AC;&#x153;Smaller social circles are more likely to prove profitable for marketing campaigns if they can break in to these with highly targeted and specific service and product offerings. This is due to the relative power of a recommendation or referral by a member of such a groupâ&#x20AC;? Mintel Source: * TNS, Harnessing Influence- How Savvy brands are unleashing the new power blogs and other social media, 2008.

Positive environment It is perfect for creating and distributing branded content. Users will be happy to share information if the content is relevant and good.

Keep it simple

Creating experiences Acting and demonstrating how you really are. Values and essence.

Be international The net has no limits, avoid language barriers.

Building a community

Be useful, helpful and at the same time funny Widgets/ applications can provide a real benefit and create loyalty to the brand.

Connect traditional channels with social media channels Creating a dialogue

Create a famous persona Coca- Cola campaign

It is not about only one and unique message, it is about many

Social media campaigns start to be validated.

Source: * http://blogs.zdnet.com/feeds/?p=1204&page=5Nine worst social media fails of 2009... thus far

The power of recommendation Consumers are very positive about exchanging information online with a representative brand.

Source: * Deiworldwide, 2008.

Be social Be interesting Be remarkable Be yourself

Carmen Ruiz carmen.ruizcardenas@hotmail.com