Social Media & Marketing: Online advertising and networking

1. Social Media & Marketing: Online advertising and networking Alex Wong wah17@yahoo.com

2. What is social media? Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007) [Recap]

3. Participation Openness Connectedness Conversation Community They share one or more characteristics [Recap]

4. [Recap] Source: Future Exploration Network, 2005

5. Social Media’s elements Interactivity [Interconnected] Web 2.0 World Networks Word of Mouth

6. 6 Dimensions of Interactivity Interactivity is one of the important elements in advertising studies as it has been used as a measurement of advertising effectiveness of the internet • User control • Responsiveness • Real time interactions • Connectedness • Personalization/ customization • Playfulness

9. Evolution of E-Business

10. Australian Population: Media Consumption Data : Roy Morgan April – March 2007

11. $317M $263M $226M $195M $190M $167M $145M $118M $119M $106M $94M $69M Growth by Category (Qtr) Growth by Category (Qtr) Growth by Category (Half) Growth by Category (Half) Category Category Q2 FY 07 Q2 FY 07 Q/Q Q/Q Growth Growth Y/Y Y/Y Growth Growth Category Category 1 H FY 07 1 H FY 07 H/H H/H Growth Growth Y/Y Y/Y Growth Growth General General 91,500,000 91,500,000 ? ? 17.3% 17.3% ? ? 47.6% 47.6% General General 169,500,000 169,500,000 ? ? 27.0% 27.0% ? ? 48.7% 48.7% Classifieds Classifieds 89,000,000 89,000,000 ? ? 9.9% 9.9% ? ? 48.3% 48.3% Classifieds Classifieds 170,000,000 170,000,000 ? ? 31.8% 31.8% ? ? 49.1% 49.1% Search & Directories Search & Directories 136,500,000 136,500,000 ? ? 31.3% 31.3% ? ? 100.7% 100.7% Search & Directories Search & Directories 240,500,000 240,500,000 ? ? 51.7% 51.7% ? ? 86.4% 86.4% Total Total 317,000,000 317,000,000 ? ? 20.5% 20.5% ? ? 66.8% 66.8% Total Total 580,000,000 580,000,000 ? ? 37.8% 37.8% ? ? 62.5% 62.5% Total Online Market by Qtr Source: NineMSN, 2007

12. Australian Population 14yrs+ media consumption in the last 4 weeks Roy Morgan Single Source Report Apr06 – Mar07

13. Changes in heavy media consumption amongst the Australian population 14yrs+ Roy Morgan Single Source Report Apr06 – Mar07

14. What is social networking?

15. Social Networks is the ground for social capital • What is a network? • Nodes (actors) • Ties (relationships) Relationship Nodes (actors) Nodes (actors) Relationships Nodes (actors) “A network is a set of relationships critical to your ability to get things done”

16. Network Properties • Structure - Size, Density, Redundancy • Composition • Focus “The shape of your network determines your access to information, resources, opportunities, and support”.

17. A SOCIAL NETWORK is a map of the relationships between individuals, organizations and other relevant NODES indicating the ways in which they are connected by financial, social or professional LINKS.

24. The Long TailWho needs megahits?

25. In the past

27. Ratings of Top TV shows

28. Where are they all going?

29. A powerlaw

30. Shown another way

31. The Missing Market

35. CONTROL

44. The “momentum” effect Traditional marketing: Social marketing:

45. Non-linear by nature Visit Brand Custom Community View Download (in brand’s community) “Each Interaction is an Impression” Receive Brand Pass Along View Download (on user’s page) Pass Along Use on Own Page Size = Incidence (# of people doing activity)

46. Social Networks – best for making meaningful connections

47. In short…… Is all about the consumer

48. EXPERIENCE RELATIONSHIP CONVENIENCE PERSONALISATION

50. Thank You