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EHS 4D Group: Social Media
Seminar
Welcome to EHS 4D
• Social media from the perspective of agency,
intermediary and client
• To give us greater insight we have managed to pull
together someone from each sector so we get the
insider knowledge
• Firstly our own, David Skerrett with 11 Social Media
Trends for 2011
• Secondly, Gavin Marshall from AAR Group gives us an
Intermediary view on the challenges of analysing social
media campaigns
Check into us!
Check into us or ‘Like’ us on Facebook to
receive some retro treats!
Around the room
•EHS 4D Twitter Feed – updated in real
time
•And on the company iPad – Flightdeck
(As will be explained in more detail by
David)
•Nintendo Wii
Euro RSCG Worldwide Research
Millennials and Social Media
2010
EHS 4D: Social Media Seminar: NOV 2010
EHS 4D: Social Media Seminar: NOV 2010
U.S.
n=600
France
n=600
China
n=600
India
n=600
U.K.
n=600
Millennials and Social Media>
About the study
• In-depth online survey conducted by MicroDialogue,
June 2010
• 500 millennials (aged 18–25) and 100 “olders” (aged 40–
55) in each of 5 markets (total n=3,004)
• Extensive secondary category research
Millennials and Social Media
Social media is changing our
lives and our society: It makes
us more sociable, more global,
and more informed. These
digital communities are like a
second world that each day
turns more important to us.”
—Carla Lozano, Account Group and
Planning Director, J. R. Vallejo y Asociados,
Ecuador
“
>
Introduction
• By whatever name they’re called—
iGeneration, Generation C, Gen Y, Gen
Next, echo boomers—the millennials are
the first true digital natives
• They have never known a world other
than one of constantly improving digital
technologies
• Yet what sets this generation apart is not
so much the use of Internet technology
(everyone uses that), but their use of
social media
• For millennials, social media is as
seamlessly integrated into their lives as
their computers and cell phones; it’s how
they communicate and socialize, conduct
business and explore the world
Social media is to millennials what
rock “n” roll was to baby boomers
• A shared phenomenon shaping youth culture and
how the generation views itself
• A means by which to distinguish itself from earlier
generations
• A tool for self-expression and sociopolitical change
Millennials and Social Media>
11
Millennials and Social Media>
1. Social Media is today’s social
Glue
A global phenomenon
Millennials and Social Media>
Millennials and Social Media>
SoMe keeps millennials in
constant contact
Millennials and Social Media>
2. Multiple access points
Millennials and Social Media
• 500MM+: Active users
• 700BN+: # of mins/mo. people spend on site
• 90: # of pieces of content average user creates each
month (30BN pieces shared per month in total)
• 70: % of users outside U.S.
• 150MM+: Active users currently accessing FB through
mobile devices (mobile users are 2x as active on FB as
nonmobile users)
Source: Facebook.com
>
The social media mix varies by
country and through time
• Facebook (FB) is an increasingly global phenomenon, having
usurped the once-dominant MySpace
Facebook is the number one site in Lebanon, ahead of Google, Live, and
Yahoo. Because it is cheap and efficient, many marketers are using it. Fan
pages and groups and games are very popular. The Lebanese pressure
groups use it to shape and affect political, environmental, and social issues.
This is something that will stay; it is not a phenomenon that will fade away.”
—Nada Metni, New Business Development, Euro RSCG Beirut
“
Millennials and Social Media>
Microblogging platform Twitter is
generating 55MM+ tweets a day
• 37% of Twitter users access service via phone
• Social networking is by far the fastest-growing mobile activity,
reports comScore
• In June 2010, nearly 93MM visited Twitter.com, +109% from previous year
• In U.S., awareness has exploded from 5% of Americans aged 12+ in 2008 to
87% in 2010, but usage trails FB significantly (7% of Americans vs. 41% for FB)
• Nearly 2/3 of active Twitter users access social networking sites via mobile phone
• 51% of active Twitter users follow companies, brands, or products on social
networks
Sources: comScore; “Twitter Usage in America: 2010,” Edison Research/Arbitron Internet and Multimedia
Series; mashable.com
Today social media is strongly linked to the medium itself, but what about
tomorrow? Social media will be mainstream when it is no longer necessary to
master the medium, which still excludes some types of people. Twitter,
Foursquare are not available to everyone, but forums and opinions that reflect
the social media quickly expand through to all.” —Luc Basier, Strategic Planning Director,
Euro RSCG C&O, Suresnes, France
“
Millennials and Social Media>
Location-based services = next step
• Social media services based on
geolocation allow users to register
their physical location digitally, in
cyberspace, and connect up
physically, in “meatspace”
• # of users still small, but growing
– Google Latitude = 3MM active
users
– Foursquare and Gowalla bring in
elements of game play and
competition
• These services bridge gap between
virtual online world and face-to-face
offline world
Millennials and Social Media>
3. Millenials self-Identify as the
iGeneration
Millennials and Social Media>
Generational identifiers vary by
market maturity
Millennials and Social Media>
Millennials are mycasting specialists
• Creating their own news,
stories, and conversations
• Active participants and
producers rather than
passive listeners and
consumers
Millennials don’t rely on established
experts. The age of the central news-
gathering spot is gone forever. Social
media threw that model out the window;
people everywhere now tap their personal
universe of contacts to swap advice, news,
and entertainment.”—Marian Salzman, President,
Euro RSCG Worldwide PR, North America
“
Image: www.ist-citizenmedia.org
Millennials and Social Media>
4. Social Media for a Change
Millennials and Social Media>
The development of social media is coinciding
with emergence of issues that hold particular
interest for young people
• For a time after social unrest of 1960s,
young people in many developed countries
didn’t have much to rally around
• No distinct agenda beyond pursuing higher
education and enjoying fruits of
consumerist lifestyle
• Now, several societal shifts are causing
youth to become more aware of themselves
as a group with common interests,
including:
– Being on wrong side of demographic
bulge (having to support huge #s of
elderly)
– Climate change
– Massive debt in some markets
EHS 4D: Social Media Seminar: NOV 2010
EHS 4D: Social Media Seminar: NOV 2010
Millennials and Social Media>
Desire for change is in the air
•Huge majorities of both generations believe
change is in order, including more than 9 in
10 millennials in each market
25
In the minds of many, social media will be a
key factor in creating whatever change there
is to be
• 7 in 10 millennials believe social media is a force for change
• Similar % also agree SoMe is about entertainment, suggesting
this generation is perfectly comfortable with social media
playing dual roles in their lives, both playful and serious
• India stands out as market with more serious
intentions/expectations for Some
Millennials and Social Media>
Millennials wielding social media as
weapon for change
Run by young people for young people, U.K. Youth Parliament
provides opportunities for 11- to 18-year-olds to use their voice
in creative ways to bring about social change
Millennials and Social Media>
CONCLUSION: A Phenomenon
with Lasting Implications
Millennials and Social Media>
Social media is integral to millennials’
lives
• In our increasingly globalized world, social media offers
youth a shared experience and powerful ways of interacting
and working together
• Just as with boomers and rock ‘n’ roll, a teen or 20-
something who’s not plugged in to SoMe is detached from a
fundamental generational experience
Millennials and Social Media>
Social media fulfills a special function
• Music provided the soundtrack, style, and ideology for baby
boomers
• SoMe enables millennials, from anywhere, to interact, communicate,
share, learn, inform, congregate, create, mobilize, and/or play,
seamlessly
• SoMe lubricates and energizes millennials’ lives at school, work, and
home
Millennials and Social Media>
Social media shapes behavior and attitudes
• Rock ‘n’ roll was the vehicle for an
entire set of distinctive cultures
still visible today among aging
boomers
• Among millennials, SoMe is so
pervasive that academics and
researchers are seriously
wondering whether it is “rewiring”
the brains of users
• Judging from the rapt attention
today’s youth give to their screens
(computer and mobile), there can
be little question SoMe is shaping
behavior and creating a different
view of the world and how one
interacts with it
Millennials and Social Media>
Millennials identify with SoMe
• Rock ‘n’ roll shocked pre-WWII
generations and, for that, was all
the more embraced by rebellious
boomers
• Now, people of all generations
recognize that millennials have a
natural affinity for digital
technology in general and social
media in particular
• Social media is millennials’
“thing”—and its impact shows no
signs of waning
• In culture and commerce, the
implications of social media on this
newest generation will be profound
David Skerrett
Head of Social Media &
Mobile,
EHS 4D Digital
11 Trends for 2011
Of slight concern…
11 Trends for 2011
1. Group Buying
2. Social Commerce
3. Payments
4. The rise of Q&A Sites
5. Fans into affiliates
6. Social gaming & ARG
7. Video hauls
8. Mobile
9. Location, location, location
10. Privacy becoming mainstream
11. Deeper data analysis & ROI
1. Social Pricing
& Group Buying
=
=
Groupon
• Fastest growing company ever
EHS 4D: Social Media Seminar: NOV 2010
EHS 4D: Social Media Seminar: NOV 2010
2. Social commerce
China, Sept 9th: 205 smart cars
sold in 204 minutes
EHS 4D: Social Media Seminar: NOV 2010
Facebook
Credits
3. Payments
Pay with a Tweet
4. The rise of Q&A sites
• A continually improving collection of
questions and answers created,
edited, and organized by everyone
who uses it
5. Fans into Affiliates
7-Eleven Zynga Promo
6. Social Gaming & ARGs
McDonalds Farmville One Day Promo
Augmented Reality Gaming (ARG)
Dark KnightLewis Hamilton Reebok
7. Video hauls
8. Mobile revolution
- Mindsets
• Head up
• Head down
• Time kill
• Time save
- Payments
- Augmented Reality
- Loyalty cards
9. Location, location, location
10. Privacy becomes mainstream
EHS 4D: Social Media Seminar: NOV 2010
Any questions?
Gavin Marshall
Director of Digital,
AAR Group
Key issues facing clients
• Confusing plethora of agency
perspectives
• Internal structure presents obstacles
• Conversation management: inhouse vs
outsourcing
• Crisis and reputation management
• Need a programme, not just campaigns
• Measurement (or lack of it)
Thankyou
Matt Atkinson
Matt.atkinson@ehs4d.com
@mattieatkinson
David Skerret
David.skerrett@ehs4dgroup.com
@skegz
Gavin Marshall
gmarshall@aargroup.co.uk
@Gav_M

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EHS 4D: Social Media Seminar: NOV 2010

  • 1. EHS 4D Group: Social Media Seminar
  • 2. Welcome to EHS 4D • Social media from the perspective of agency, intermediary and client • To give us greater insight we have managed to pull together someone from each sector so we get the insider knowledge • Firstly our own, David Skerrett with 11 Social Media Trends for 2011 • Secondly, Gavin Marshall from AAR Group gives us an Intermediary view on the challenges of analysing social media campaigns
  • 3. Check into us! Check into us or ‘Like’ us on Facebook to receive some retro treats!
  • 4. Around the room •EHS 4D Twitter Feed – updated in real time •And on the company iPad – Flightdeck (As will be explained in more detail by David) •Nintendo Wii
  • 5. Euro RSCG Worldwide Research Millennials and Social Media 2010
  • 8. U.S. n=600 France n=600 China n=600 India n=600 U.K. n=600 Millennials and Social Media> About the study • In-depth online survey conducted by MicroDialogue, June 2010 • 500 millennials (aged 18–25) and 100 “olders” (aged 40– 55) in each of 5 markets (total n=3,004) • Extensive secondary category research
  • 9. Millennials and Social Media Social media is changing our lives and our society: It makes us more sociable, more global, and more informed. These digital communities are like a second world that each day turns more important to us.” —Carla Lozano, Account Group and Planning Director, J. R. Vallejo y Asociados, Ecuador “ > Introduction • By whatever name they’re called— iGeneration, Generation C, Gen Y, Gen Next, echo boomers—the millennials are the first true digital natives • They have never known a world other than one of constantly improving digital technologies • Yet what sets this generation apart is not so much the use of Internet technology (everyone uses that), but their use of social media • For millennials, social media is as seamlessly integrated into their lives as their computers and cell phones; it’s how they communicate and socialize, conduct business and explore the world
  • 10. Social media is to millennials what rock “n” roll was to baby boomers • A shared phenomenon shaping youth culture and how the generation views itself • A means by which to distinguish itself from earlier generations • A tool for self-expression and sociopolitical change Millennials and Social Media>
  • 11. 11 Millennials and Social Media> 1. Social Media is today’s social Glue
  • 12. A global phenomenon Millennials and Social Media>
  • 13. Millennials and Social Media> SoMe keeps millennials in constant contact
  • 14. Millennials and Social Media> 2. Multiple access points
  • 15. Millennials and Social Media • 500MM+: Active users • 700BN+: # of mins/mo. people spend on site • 90: # of pieces of content average user creates each month (30BN pieces shared per month in total) • 70: % of users outside U.S. • 150MM+: Active users currently accessing FB through mobile devices (mobile users are 2x as active on FB as nonmobile users) Source: Facebook.com > The social media mix varies by country and through time • Facebook (FB) is an increasingly global phenomenon, having usurped the once-dominant MySpace Facebook is the number one site in Lebanon, ahead of Google, Live, and Yahoo. Because it is cheap and efficient, many marketers are using it. Fan pages and groups and games are very popular. The Lebanese pressure groups use it to shape and affect political, environmental, and social issues. This is something that will stay; it is not a phenomenon that will fade away.” —Nada Metni, New Business Development, Euro RSCG Beirut “
  • 16. Millennials and Social Media> Microblogging platform Twitter is generating 55MM+ tweets a day • 37% of Twitter users access service via phone • Social networking is by far the fastest-growing mobile activity, reports comScore • In June 2010, nearly 93MM visited Twitter.com, +109% from previous year • In U.S., awareness has exploded from 5% of Americans aged 12+ in 2008 to 87% in 2010, but usage trails FB significantly (7% of Americans vs. 41% for FB) • Nearly 2/3 of active Twitter users access social networking sites via mobile phone • 51% of active Twitter users follow companies, brands, or products on social networks Sources: comScore; “Twitter Usage in America: 2010,” Edison Research/Arbitron Internet and Multimedia Series; mashable.com Today social media is strongly linked to the medium itself, but what about tomorrow? Social media will be mainstream when it is no longer necessary to master the medium, which still excludes some types of people. Twitter, Foursquare are not available to everyone, but forums and opinions that reflect the social media quickly expand through to all.” —Luc Basier, Strategic Planning Director, Euro RSCG C&O, Suresnes, France “
  • 17. Millennials and Social Media> Location-based services = next step • Social media services based on geolocation allow users to register their physical location digitally, in cyberspace, and connect up physically, in “meatspace” • # of users still small, but growing – Google Latitude = 3MM active users – Foursquare and Gowalla bring in elements of game play and competition • These services bridge gap between virtual online world and face-to-face offline world
  • 18. Millennials and Social Media> 3. Millenials self-Identify as the iGeneration
  • 19. Millennials and Social Media> Generational identifiers vary by market maturity
  • 20. Millennials and Social Media> Millennials are mycasting specialists • Creating their own news, stories, and conversations • Active participants and producers rather than passive listeners and consumers Millennials don’t rely on established experts. The age of the central news- gathering spot is gone forever. Social media threw that model out the window; people everywhere now tap their personal universe of contacts to swap advice, news, and entertainment.”—Marian Salzman, President, Euro RSCG Worldwide PR, North America “ Image: www.ist-citizenmedia.org
  • 21. Millennials and Social Media> 4. Social Media for a Change
  • 22. Millennials and Social Media> The development of social media is coinciding with emergence of issues that hold particular interest for young people • For a time after social unrest of 1960s, young people in many developed countries didn’t have much to rally around • No distinct agenda beyond pursuing higher education and enjoying fruits of consumerist lifestyle • Now, several societal shifts are causing youth to become more aware of themselves as a group with common interests, including: – Being on wrong side of demographic bulge (having to support huge #s of elderly) – Climate change – Massive debt in some markets
  • 25. Millennials and Social Media> Desire for change is in the air •Huge majorities of both generations believe change is in order, including more than 9 in 10 millennials in each market 25
  • 26. In the minds of many, social media will be a key factor in creating whatever change there is to be • 7 in 10 millennials believe social media is a force for change • Similar % also agree SoMe is about entertainment, suggesting this generation is perfectly comfortable with social media playing dual roles in their lives, both playful and serious • India stands out as market with more serious intentions/expectations for Some
  • 27. Millennials and Social Media> Millennials wielding social media as weapon for change Run by young people for young people, U.K. Youth Parliament provides opportunities for 11- to 18-year-olds to use their voice in creative ways to bring about social change
  • 28. Millennials and Social Media> CONCLUSION: A Phenomenon with Lasting Implications
  • 29. Millennials and Social Media> Social media is integral to millennials’ lives • In our increasingly globalized world, social media offers youth a shared experience and powerful ways of interacting and working together • Just as with boomers and rock ‘n’ roll, a teen or 20- something who’s not plugged in to SoMe is detached from a fundamental generational experience
  • 30. Millennials and Social Media> Social media fulfills a special function • Music provided the soundtrack, style, and ideology for baby boomers • SoMe enables millennials, from anywhere, to interact, communicate, share, learn, inform, congregate, create, mobilize, and/or play, seamlessly • SoMe lubricates and energizes millennials’ lives at school, work, and home
  • 31. Millennials and Social Media> Social media shapes behavior and attitudes • Rock ‘n’ roll was the vehicle for an entire set of distinctive cultures still visible today among aging boomers • Among millennials, SoMe is so pervasive that academics and researchers are seriously wondering whether it is “rewiring” the brains of users • Judging from the rapt attention today’s youth give to their screens (computer and mobile), there can be little question SoMe is shaping behavior and creating a different view of the world and how one interacts with it
  • 32. Millennials and Social Media> Millennials identify with SoMe • Rock ‘n’ roll shocked pre-WWII generations and, for that, was all the more embraced by rebellious boomers • Now, people of all generations recognize that millennials have a natural affinity for digital technology in general and social media in particular • Social media is millennials’ “thing”—and its impact shows no signs of waning • In culture and commerce, the implications of social media on this newest generation will be profound
  • 33. David Skerrett Head of Social Media & Mobile, EHS 4D Digital
  • 36. 11 Trends for 2011 1. Group Buying 2. Social Commerce 3. Payments 4. The rise of Q&A Sites 5. Fans into affiliates 6. Social gaming & ARG 7. Video hauls 8. Mobile 9. Location, location, location 10. Privacy becoming mainstream 11. Deeper data analysis & ROI
  • 37. 1. Social Pricing & Group Buying = =
  • 41. 2. Social commerce China, Sept 9th: 205 smart cars sold in 204 minutes
  • 44. Pay with a Tweet
  • 45. 4. The rise of Q&A sites • A continually improving collection of questions and answers created, edited, and organized by everyone who uses it
  • 46. 5. Fans into Affiliates
  • 47. 7-Eleven Zynga Promo 6. Social Gaming & ARGs
  • 49. Augmented Reality Gaming (ARG) Dark KnightLewis Hamilton Reebok
  • 52. - Mindsets • Head up • Head down • Time kill • Time save
  • 57. 10. Privacy becomes mainstream
  • 60. Gavin Marshall Director of Digital, AAR Group
  • 61. Key issues facing clients • Confusing plethora of agency perspectives • Internal structure presents obstacles • Conversation management: inhouse vs outsourcing • Crisis and reputation management • Need a programme, not just campaigns • Measurement (or lack of it)