SlideShare a Scribd company logo

Evolution of Social Media Powerpoint

•Download as PPTX, PDF•
•
W
Webbed Marketing

This document discusses how social media has evolved from one-way communication to two-way conversations and is now used widely for research purposes. It begins by covering the early days of social media from 1996-2006 when platforms allowed people to post but not interact. From 2006-2010, conversations started to happen on sites like Facebook and Twitter. Now from 2010 onward, both consumers and brands use social media to research opinions on various products and topics. The document suggests that in the future, more accurate predictions may be possible for elections, weather, unemployment, and disease outbreaks based on analyzing social media data. It provides examples of how this research could work.

1 of 32
Downloaded 445 times
Evolution of Social Media Powerpoint
AGENDA Talking at Two Way Future - What’s Research Case Study People Conversations next?
TALKING AT PEOPLE The beginning of Social Media: 1996-2006  MySpace, GeoCities, Tripod, etc.
TALKING AT PEOPLE One-way conversation  Write to people  Write about something  Didn’t get a message back  Very one sided
TWO WAY CONVERSATION Conversations Start to Happen: 2006-2010  Facebook, Twitter
TWO WAY CONVERSATION  Consumers and Brands talking to each other  FEMA- do not use cell phones to tell people you are okay, use twitter, Facebook, etc.  Talk to your senator on Facebook, twitter, etc.
RESEARCH Social Media is used for Research: 2010-present  Twellow, Angie’s lists, yelp
RESEARCH Consumers: use social media to do research by asking other consumers what products to buy  Anything from a Car/house purchase to pet groomers, restaurants, clothing stores, etc.
RESEARCH Brands: Use social media to find out what their target audience is talking about  Research on age, demographics, income, etc.  We believe this information is accurate:  People don’t know they are being watched with social media  Huge amount of information and samplings, speed
FUTURE Looking forward with the information we have to what might happen next…  Presidential Elections: based on social media discussions might more accurately predict then polls  Global Warming: predict weather patterns based on social media keywords  Ex: early plants, rain, etc.
FUTURE Unemployment: predict rate in future based on what people say on social media  Ex: laid off, unemployed, etc. Flu outbreak: predict flu outbreak based on social media posts  Ex: sniffles, stomach ache, etc.
Evolution of Social Media Powerpoint
CUSTOMER RESEARCH: DEFINES THE MARKET Driving Park Penetration Rate By Age 60% 50% 40% 30% 20% 10% 0% 1-4 5-9 10- 15- 18- 21- 25- 35- 45- 50- 55- 60- 65- 75- 14 17 20 24 34 44 49 54 59 64 74 84 Cardholder Database Research  20,745 residents live within a 1-mile radius of the branch  7,396 cardholders live within a 1-mile radius of the branch  Branch has a market penetration rate of 36%  Penetration rates varied from 20% to 53%
CUSTOMER RESEARCH: DEFINES THE MARKET Claritas PRIZM Clusters  Standard-setting target marketing since 1973  Lifestyle and behavior precision segmentation  Combines demographic, consumer behavior, geographic information to target customers
CUSTOMER RESEARCH: DEFINES THE MARKET
CUSTOMER RESEARCH: DEFINES THE MARKET
CUSTOMER RESEARCH: DRIVES YOUR BRAND Value Message Ready to Read Corps At-Risk Literacy
CUSTOMER RESEARCH: DRIVES YOUR BRAND Value Message Job Help Centers 50,000 in 2011
CUSTOMER RESEARCH: DRIVES YOUR BRAND Value Message Transformational Agency Changing Lives
CUSTOMER RESEARCH: CHANGE BEHAVIORS
CUSTOMER RESEARCH: CHANGE BEHAVIORS
CUSTOMER RESEARCH: CHANGE BEHAVIORS • Increase usage Strategy for • Target users in the sweet spot Occasional • Develop tools Users: • Define what behaviors we want to specifically drive and measure
CUSTOMER RESEARCH: CHANGE BEHAVIORS
CUSTOMER RESEARCH: CHANGE BEHAVIORS
CUSTOMER RESEARCH: CHANGE BEHAVIORS
CUSTOMER RESEARCH: MEASURE IMPACT • Development of business Outputs to plans Outcomes • Enhanced research studies • Goals for the web
CUSTOMER RESEARCH: MEASURE IMPACT Business Plan Goals What’s our outcome What is success How do we measure it Sunset Plans based on measurement Repeatable practice “This changes everything.”
CUSTOMER RESEARCH: MEASURE IMPACT Enhanced Research Studies  The Ohio State University Summer Reading Club study
CUSTOMER RESEARCH: MEASURE IMPACT Enhanced Research Studies  The Ohio State University Summer Reading Club study
CUSTOMER RESEARCH: MEASURE IMPACT 7 Years in the Waiting!  Set goals for key website pages  Integrate all channels  Minute-by-minute measurement
QUESTIONS
Evolution of Social Media Powerpoint

More Related Content

Evolution of Social Media Powerpoint

  • 2. AGENDA Talking at Two Way Future - What’s Research Case Study People Conversations next?
  • 3. TALKING AT PEOPLE The beginning of Social Media: 1996-2006  MySpace, GeoCities, Tripod, etc.
  • 4. TALKING AT PEOPLE One-way conversation  Write to people  Write about something  Didn’t get a message back  Very one sided
  • 5. TWO WAY CONVERSATION Conversations Start to Happen: 2006-2010  Facebook, Twitter
  • 6. TWO WAY CONVERSATION  Consumers and Brands talking to each other  FEMA- do not use cell phones to tell people you are okay, use twitter, Facebook, etc.  Talk to your senator on Facebook, twitter, etc.
  • 7. RESEARCH Social Media is used for Research: 2010-present  Twellow, Angie’s lists, yelp
  • 8. RESEARCH Consumers: use social media to do research by asking other consumers what products to buy  Anything from a Car/house purchase to pet groomers, restaurants, clothing stores, etc.
  • 9. RESEARCH Brands: Use social media to find out what their target audience is talking about  Research on age, demographics, income, etc.  We believe this information is accurate:  People don’t know they are being watched with social media  Huge amount of information and samplings, speed
  • 10. FUTURE Looking forward with the information we have to what might happen next…  Presidential Elections: based on social media discussions might more accurately predict then polls  Global Warming: predict weather patterns based on social media keywords  Ex: early plants, rain, etc.
  • 11. FUTURE Unemployment: predict rate in future based on what people say on social media  Ex: laid off, unemployed, etc. Flu outbreak: predict flu outbreak based on social media posts  Ex: sniffles, stomach ache, etc.
  • 13. CUSTOMER RESEARCH: DEFINES THE MARKET Driving Park Penetration Rate By Age 60% 50% 40% 30% 20% 10% 0% 1-4 5-9 10- 15- 18- 21- 25- 35- 45- 50- 55- 60- 65- 75- 14 17 20 24 34 44 49 54 59 64 74 84 Cardholder Database Research  20,745 residents live within a 1-mile radius of the branch  7,396 cardholders live within a 1-mile radius of the branch  Branch has a market penetration rate of 36%  Penetration rates varied from 20% to 53%
  • 14. CUSTOMER RESEARCH: DEFINES THE MARKET Claritas PRIZM Clusters  Standard-setting target marketing since 1973  Lifestyle and behavior precision segmentation  Combines demographic, consumer behavior, geographic information to target customers
  • 17. CUSTOMER RESEARCH: DRIVES YOUR BRAND Value Message Ready to Read Corps At-Risk Literacy
  • 18. CUSTOMER RESEARCH: DRIVES YOUR BRAND Value Message Job Help Centers 50,000 in 2011
  • 19. CUSTOMER RESEARCH: DRIVES YOUR BRAND Value Message Transformational Agency Changing Lives
  • 22. CUSTOMER RESEARCH: CHANGE BEHAVIORS • Increase usage Strategy for • Target users in the sweet spot Occasional • Develop tools Users: • Define what behaviors we want to specifically drive and measure
  • 26. CUSTOMER RESEARCH: MEASURE IMPACT • Development of business Outputs to plans Outcomes • Enhanced research studies • Goals for the web
  • 27. CUSTOMER RESEARCH: MEASURE IMPACT Business Plan Goals What’s our outcome What is success How do we measure it Sunset Plans based on measurement Repeatable practice “This changes everything.”
  • 28. CUSTOMER RESEARCH: MEASURE IMPACT Enhanced Research Studies  The Ohio State University Summer Reading Club study
  • 29. CUSTOMER RESEARCH: MEASURE IMPACT Enhanced Research Studies  The Ohio State University Summer Reading Club study
  • 30. CUSTOMER RESEARCH: MEASURE IMPACT 7 Years in the Waiting!  Set goals for key website pages  Integrate all channels  Minute-by-minute measurement

Editor's Notes

  • #13: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #14: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #15: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #16: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #17: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #18: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #19: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #20: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #21: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #22: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #23: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #24: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #25: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #26: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #27: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #28: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #29: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #30: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
  • #31: Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.