Putting Social Media in Context
tPart 1
Content
Social Networks: The Future
4 7
Foreword ERIC SALAMA The promise of social networking ADDED VALUE
Social Media: Brands
19 The Future of Social media for Brands MILLWARD BROWN 24 Twitter’s Emerging Potential as Marketing Platform KANTAR MEDIA COMPETE 29 How to avoid Common Pitfalls of Online Listening Research KANTAR MEDIA CYMFONY 35 The Intersection of Seeking and Sharing Information KANTAR MEDIA COMPETE
Social Media: In Practice
Social: Global Growth
44 Spotlight on China MILLWARD BROWN
Foreword
Eric Salama
There isn’t a day when I’m not on Twitter, Facebook and LinkedIn; there isn’t a day when I don’t learn something new. My view of the world, of brands, my experiences and purchase behaviour, my view of what I do and don’t have in common with others are shaped by social media. Not to the exclusion of all else but certainly in addition to all else. Hundreds of millions of people around the world shape and are shaped by social media to a bigger or lesser extent. For some social is about Yelp, TripAdvisor and review sites. In China, RenRen is the biggest social platform while Weibo services (China’s Twitter equivalent) claims a combined registered user base in excess of 400 million. In Russia (arguably the most engaged social networking audience worldwide), Vkontakte is the largest social networking site and use of Twitter has grown three-fold in 2010 alone. Reports have social media spending accounting for approx.. 10-12% of total advertising budgets in 2011; And of course who can ignore Facebook, which has a reach greater than most TV networks in US and Europe combined.
Different consumers find their own ways of “doing social.” And we can expect this to evolve as the early adopters change their life-stages. Consider that the first Facebook generation are now recent college graduates and are out looking for jobs. How will that play out in what Facebook becomes? Or longer-term, if I am on Facebook, will my kids want
Content
Social Networks: The Future
4 7
Foreword ERIC SALAMA The promise of social networking ADDED VALUE
Social Media: Brands
19 The Future of Social media for Brands MILLWARD BROWN 24 Twitter’s Emerging Potential as Marketing Platform KANTAR MEDIA COMPETE 29 How to avoid Common Pitfalls of Online Listening Research KANTAR MEDIA CYMFONY 35 The Intersection of Seeking and Sharing Information KANTAR MEDIA COMPETE
Social Media: In Practice
Social: Global Growth
44 Spotlight on China MILLWARD BROWN
Foreword
Eric Salama
There isn’t a day when I’m not on Twitter, Facebook and LinkedIn; there isn’t a day when I don’t learn something new. My view of the world, of brands, my experiences and purchase behaviour, my view of what I do and don’t have in common with others are shaped by social media. Not to the exclusion of all else but certainly in addition to all else. Hundreds of millions of people around the world shape and are shaped by social media to a bigger or lesser extent. For some social is about Yelp, TripAdvisor and review sites. In China, RenRen is the biggest social platform while Weibo services (China’s Twitter equivalent) claims a combined registered user base in excess of 400 million. In Russia (arguably the most engaged social networking audience worldwide), Vkontakte is the largest social networking site and use of Twitter has grown three-fold in 2010 alone. Reports have social media spending accounting for approx.. 10-12% of total advertising budgets in 2011; And of course who can ignore Facebook, which has a reach greater than most TV networks in US and Europe combined.
Different consumers find their own ways of “doing social.” And we can expect this to evolve as the early adopters change their life-stages. Consider that the first Facebook generation are now recent college graduates and are out looking for jobs. How will that play out in what Facebook becomes? Or longer-term, if I am on Facebook, will my kids want