Social Media: The New Community. Everything is changing The term “community” is evolving Media consumption is shifting New opportunities for consumer.

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Presentation transcript:

Social Media: The New Community

Everything is changing The term “community” is evolving Media consumption is shifting New opportunities for consumer engagement Case studies/best practices The risks

“Social Media” and “Web 2.0” MySpace, YouTube, blogs, wikis, podcasts, RSS “Communities of interest” User generated content Authentic, informal dialogue “The Conversation” Source: Statistics Canada, Our Lives in Digital Times

Who’s doing what online? More than 10 million Canadians have read a blog 38% of online Americans read blogs 12% have downloaded a podcast 55% of online U.S. teens use social networking sites 35% have contributed user-generated content *Sources: Ipsos-Reid, Blogs and the Influence on News and the Media, July 8th, 2005, comScore Networks, Pew Internet & American Life Project

The New “Super Consumers” TV viewership up 1 hour since 1996 Primetime? Just 4 minutes 12% of U.S. households have DVRs In three years - 70% will Users skip over 70% of ads Sources: Statistics Canada, Are Internet Users Tuning Out Traditional Media? Dec 2006, Nielsen Media Research, Television’s Popularity is Still Growing, September 26, 2006, TiVo.com, Mediamark Research

Case studies - the winners Whirlpool American Family podcast SpreadFireFox.com Boeing - Randy’s Blog

Whirlpool: brand engagement

Firefox: viral marketing

Boeing vs. Airbus

The losers Jason Goldberg at Jobster Sony PSP McDonald’s Corporate Responsibility blog

Jobster: authenticity wanted

Sony PSP: When the blogosphere attacks

McDonald’s: stalling the conversation

The perils of social media Negative comments The transparency requirement The risks of not joining “The Conversation” Resources Corporate social media policies

Thank you Skype: maggiesmg