Bulldog Reporter How Social Media is Transforming Corporate Communications

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Bulldog ReporterHow Social Media is Transforming
Corporate Communications

• Emily Riley
• Analyst
• Jupiter Research

November 16, 2007
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Web 2.0 Today
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The Shift of Online Behavior due to Web 2.0

• Users are now creators
• Information spreads virally online
• Brand messages are competing with consumer
  opinion
• Online marketing is becoming a dialogue instead
  of a loud speaker

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What Opportunities Have Emerged?

• Social Marketing
• Viral Marketing
• Engagement Marketing

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Web 2.0 Tools

• Blogs
• Social Networking Sites
• Consumer Product Reviews
• Podcasts
• Widgets
• Video
• Games

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Planned Social Marketer Tactics
What forms of online social marketing has your
client company used in the past 12 months and
which do you plan to use in the next 12 months
JupiterResearch Social Marketing Executive
Survey, 02/07
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Viral Marketing is Most Popular for New Product
Launches
Percentage of Marketers
For what reasons are you engaged in social
marketing? (Select up to three.)
SourceJupiterResearch Social Marketing Executive
Survey, 02/07
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Viral Marketers Efforts Are not Generating
Enough Viral Activity
Percentage of Marketers
In which of the following areas were your social
marketing campaigns most successful?
SourceJupiterResearch Social Marketing Executive
Survey, 02/07
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Few Users Currently Engage with Advertising
Interaction-based Engagement
Communication- based Engagement
Percentage of Online Users
Which of the following activities have you
engaged in as a result of viewing advertising
online in the past twelve months? (Select all
that apply)
SourceJupiterResearch/Ipsos Insight Individual
User Survey (6/07), n 3,580 (US only)
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Few Consumers Read Blogs When Researching
Products and Services
Most Used
Least Used
Percentage of Consumers
Which of the following have you used when
researching and purchasing both online and
offline?
JupiterResearch/Ipsos-Insight Retail Consumer
Survey (03/07), n2,110 (US only)
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Making more out of new Consumer Behaviors
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Information flows across the web B2C2C2B
Marketing Message
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Younger Audiences Dominate many Forms of Online
Content Engagement
Percentage of Online Users
Thinking about your use of the Internet over the
last year, which of the following activities did
you conduct online monthly or more frequently?
(Select all that apply)
JupiterResearch/Ipsos Insight Individual User
Survey (6/07), n 3,580 (US only)
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Older Audiences are More Likely to Spread Viral
Messages
Percentage of Online Users
Which of the following activities have you
engaged in as a result of viewing advertising
online in the past twelve months?
JupiterResearch/Ipsos Insight Individual User
Survey (6/07), n 3,580 (US only)
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For Marketers, Two Influential Groups Exist Online
Classic Influentials
New Influentials
11 are pure new influentials 35 are asked for
product recommendations from friends 69 will
use social sites in the next year 41 have a
blog 42 have posted a comment as a result of
seeing an ad 31 have uploaded an image or video
as a result of seeing an ad
18 are pure classic influentials 100 are asked
for product recommendations from friends 54
will use social sites in the next year 13 have
a blog 10 have posted a comment as a result of
seeing an ad 7 have uploaded an image or video
as a result of seeing an ad
6 are Combination Influentials
Source JupiterResearch/Ipsos-Insight Individual
User Survey (7/06), n 1,021 (classic
influentials, US only) n 724 (new
influentials, US only) n 255 (combination
influentials, US only)
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New Influentials Will Build Buzz, Classic
Influentials Will Drive Sales
Marketing Message for New Influentials
Marketing Message for Classic Influentials
Source JupiterResearch (11/06)
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Marketers must apply traditional marketing
techniques to encourage engagement
Limited User Time
Low User Interest
Ad Clutter
User Engagement
Appropriate User Mindset
Accurate Targeting
Intuitive Participation
Clear Incentive
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Viral Options will Increase as Consumers Adopt
Video and Widgets
90
Email
Online User Penetration
Video
Broadband Penetration Adoption of Social
Sites Proliferation of Content
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Widgets
Small but growing
Content Fragmentation Adoption of Social
Sites Open Platforms
Time
2007
What kinds of video downloads or streams from the
Internet have you watched in the past twelve
months? (Select all that apply) Which of the
following activities have you engaged in as a
result of viewing advertising online in the past
twelve months? (Select all that apply)
JupiterResearch/Ipsos Insight Individual User
Survey (6/07), n 3,580 (US only)
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Advertisers Must Master Social Networking Flow to
Earn Trust
Friends
Personal Profile
Advertiser Profile
Video
Widget
Add This
Poll
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Marketers Should Use Blogs to Appeal to a
Community of Brand Advocates
Social Marketers 100
Look for Brand Advocates Online 83
Look for Brand Advocates on Blogs 37
Write Their Own Blogs for Brand Advocates 2
JupiterResearch Social Marketing Executive
Survey, 02/07
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Social Media Profile
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Social Media Profile
Widgets and downloads
Links to important fantasy tools
Video
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Widgets
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Social Ads