"2010 Social Media Trends Developments"
2010 Social Media Trends & Developments Jen McClure March 23, 2010 Introduction – About SNCR The Society for New Communications Research is a global nonprofit research & education foundation & think tank Focus: The advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of these topics and the pragmatic implementation of new media and communications tools and methodologies. The Society’s Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe – all collaborating together on research initiatives, educational offerings, and the establishment of standards and best practices. From The Fortune 500 & Social Media: A Longitudinal Study by Nora Ganim Barnes, PhD & Eric Mattson 22% of the Fortune 500 have a public-facing corporate blog* 6% increase over 2008 86% link directly to a corporate Twitter account 300% increase over the 2008 study Even more Fortune 500 corporations have Twitter accounts, but do not link directly from their blogs. 35% of the Fortune 500 have active Twitter accounts Defined as: a post within the past 30 days 47% of the top 100 companies have a Twitter account 4 of the top 5: Wal-Mart, Chevron, ConocoPhillips and General Electric – consistently post on their Twitter accounts. The number one ranked company, Exxon Mobil, does not have a Twitter account. The insurance industry has the most Twitter accounts 19% of the 2009 Fortune 500 is podcasting 3% increase over 2008 31% are incorporating online video into their blogs 10% increase over 2008 * Primary corporations listed in the 2009 Fortune 500 From the 2009 Tribalization of Business Study by Francois Gossieaux & Ed Moran Top objectives for business online communities: “Despite the perceived risks Increased word-of-mouth (38%) associated with online Customer loyalty (34%) communities, the internal costs of community formation and Brand awareness (30%) management, and the fact Idea generation (29%) that we are in the midst of a Improved customer support quality (23%) profound recession, organizations’ continued and Top Analytics: enhanced investment in online # of active users (34%) communities underscores the How often people post/comment (32%) perceived potential for the 32% are capturing data on how lurkers derive value from the community value that they may provide to the enterprise. Top obstacles to creating a successful community: Social media and communities Getting people to join (24%) are expected to continue to Keeping them engaged (30%) play a significant role in the Keeping them coming back (21%) way in which companies are interacting with employees, Developments over 2008 Study customers, partners and the 20 percent set up formal “ambassador” programs larger business ecosystem, thereby redefining the very edge of the corporation.” From The New Symbiosis of Professional Networks Study by Donald Bulmer & Vanessa DiMauro Traditional decision-making processes are being disrupted by social media Professionals tend to belong to multiple social networks for business purposes The “Big 3” LinkedIn, Facebook & Twitter, have emerged as primary professional networks Mobile is an important access point High levels of trust exist in information obtained from online networks There is a recognized need for peer input in decision-making. Final decision makers are more likely to conduct research via a search engine (82% vs. 70% of decision supporters) Professionals with more networks are more likely to gather opinions through their online network, read blogs and query Twitter as early steps in the decision process Younger respondents are more likely to read a company blog and to query via Twitter vs. older demographics Connecting and collaborating are key drivers for professionals’ use of social media. There is more collaboration happening externally than internally. Social Media Peer Groups (SMPG) have changed the way we do business as professionals (customers, partners, prospects, and employees). We use social media as a platform for discussion of ideas, experiences, and knowledge-exchange. From Still Setting the Pace in Social Media: The First Longitudinal Study of Usage by the Largest US Charities by Dr. Nora Ganim Barnes, PhD & Eric Mattson 57% of the nations top charities have blogs 89% are using at least one form of social media A 14% increase in one year and usage increased for every tool studied. Social networking and video blogging are now the most common tools used 79% of charities use each of them Online video increased by 38 percent; Social networking increased by 47 percent in one year 75% monitor online conversations and news about their institution. 54% of colleges/universities 60% of the Inc. 500 80% feel that social media is important; 45% believe social media is very important to their fundraising strategy 90% of charities are satisfied with their use of social media and feel it provides positive results From the Middleberg/SNCR Survey of Media in the Wired World by Don Middleberg & Jen McClure 69% of journalists are using social networking sites 28% increase since 2008 48% are using Twitter or other microblogging tools 25% increase since 2008 66% are reading blogs 48% are viewing videos online 25% are listening to podcasts 79% of journalists surveyed believe that bloggers have become important opinion- shapers in recent years 91% of journalists surveyed agree that new media and communications tools and technologies are enhancing journalism “Social media is changing the profession. It has enhanced the dialog between audience and writer and expanded the scope of those who can participate in disseminating news.” “It is full of peril and promise.” SNCR 2010 Research & Education Roadmap Enterprise 2.0 – Social Media Behind the Firewall Social CRM Social eCommerce Augmented reality (AR) Co-working Mobile trends & developments Online video & corporate storytelling Social media & corporate social responsibility Social media governance & policies Standards re: measurement/ROI (Social Media Understanding Group - SMUG) The link between social media and innovation Interactive TV (ITV) Social data How social media can effect social change: racial & ethnic health disparities In addition: Social Media Adoption Trends: 3rd & 4th annual longitudinal studies of social media adoption in corporate, nonprofit & education sectors How Organizations are Using Online Communities: 3 rd Annual Tribalization of Business study Trends in Journalism & the Media: 3rd Annual Middleberg/SNCR Survey of Media study What Does It All Mean? Increasing adoption of social media across all sectors of business and all types of organizations Widening gap between adopters and non-users of social media Increased focus on ROI and tying social media to hard measures like lead generation, sales and traditional business goals and initiatives Social media is not just for communications initiatives anymore: Increased integration of with other business functions like customer service, CRM, knowledge management, training, sales, etc. Increased integration of social and more traditional business applications, i.e. LinkedIn with Outlook, Gmail with Buzz, Facebook with everything Media and journalism are becoming social and more dynamic Business and organizational models are increasingly being disrupted by social media Increased understanding of the power of social media to effect social change and power humanitarian aid Mobile is changing everything … Thank You! Contact me: Jen McClure Visit, participate & support SNCR at (650) 387-8590 www.sncr.org firstname.lastname@example.org @jen_mcclure Join me at NewComm Forum Skype: jenmcclure April 20-23, 2010 newcommforum.com www.jenmcclure.com Use discount code NCF500 to save $500