2012社会化媒体&社会化营销状况ESTEBANCONTRERAS
社交网络是最流行的线上活动1/5的在线时长在社交网络上，而2007年仅为6%EC
社会化媒体矩阵在扩展800 MM+ monthly active users15MM+ users800MM+ monthly users visit site15MM+ users232MM+ monthly active users6MM+ users230MM+ users2MM+ users135MM+ users2MM+ users115MM+ subscribers2MM+ users62MM+ + users51MM+ users500K+ users20MM+ blogs100K+ users越来越多的人，越来越的社交网络EC
Facebook, LinkedIn, Twitter 和Tumblr天天热门前社交王者Myspace似乎在远去Source:Nielsen, State of the Media: The Social Media Report Q3 2011, Home and Work (May 2011)Source: comScoreMedia Metrix, ., Jun 2007 –May 2011EC
在.谷歌的访问量仍然最大Facebook和YouTube 在前五EC
美国人花在Facebook上的时间比任何网站都高在时长上面，Facebook从2010年起就是老大Source: CitiInvestment, Research and Analysis (September 2011)Source: Comscore, February 2011, Nielsen, State of the Media: The Social Media Report Q3 2011EC
Facebook是2011年美国第一搜索关键词199IT编译连续3年夺冠Source: Experian Hitwise, Facebook was the top search term for 2011, based on searches on Bing, Yahoo and GoogleEC
Facebook的使命：让世界更开放、连接199IT编译换句话说… 参与EC
Facebook正在朝“无障碍”被动分享走199IT编译无障碍分享意味着更多的参与EC
美国亚裔、黑人和西班牙裔人群使用领先199IT编译所有的人群都变得“社交”Source: eMarketer, Nov
毫不为奇：18-to-34的人非常“社交”199IT编译Percent of onlineadults using social media monthly, by age55岁以上的用户正在迎头赶上Source: Experian, The 2011 Social Media Consumer Trend and Benchmark ReportEC
社交网络是休闲游戏的流行场所199IT编译6190万美国人每月玩社交游戏Source: PopCapGames, “2011 PopCapGames Social Gaming Research” Information Solutions GroupSource: Kabam, “Social Gamer Research Study” conducted by ISG, Sep 22 2011Source: Quick Stat: US Social Gaming Revenues to Pass $1 Billion This Year, June 28 2011; eMarketerJuly 2011EC
从LinkedIn 到Zynga, 社交IPOs在涨199IT编译Facebook有望在2012年上市Source: WSJ Market Data GroupEC
199IT编译Facebook和Google是社交新创企业的退出策略20042005200620072008200920102011Source:WikipediaEC
社交网络覆盖全球80%的网民199IT编译相当于12亿人口Source: comScoreMedia Matrix, Worldwide, March 2007 –October 2011, “It’s a Social World,” Dec 21 2011EC
社交网络在任何一个国家都在高速成长199IT编译2011年人们花在社交网络上的时间增长了35%+Source: comScoreMedia Matrix, Worldwide, March 2007 –October 2011, “It’s a Social World,” Dec 21 2011EC
中国的社交站点在为中国社交图谱而战199IT编译新浪人称微博是“FaceTwitter”Source: TencentQ3 2011 Financial Report, SinaWeiboQ3 2011 Financial ReportEC
199IT编译Forrester CEO: 社会化媒体饱和，“社交创业泡沫”有人说社交创业存在泡沫Source: LeWeb, CNET Dec 8 2011EC
总体来看，社交网络似乎饱和199IT编译但社交网络已经是人们生活的一部分Source: eMarketerFeb 2011, . Social Networking Usage: 2011 Demographic and Behavioral TrendsEC
“保持联系”是社交网络的常态199IT编译社交网络让人们与朋友保持联系Source: Pew Research Center’s Internet & American Life Project, April 26 –May 22, 2011 Spring Tracking Survey, Based on adults who use SNSEC
朋友的概念正在改变199IT编译Percent of all online adults who use social media to communicate with…我们的“社交图谱”在扩展Source: Experian, The 2011 Social Media Consumer Trend and Benchmark ReportEC
199IT编译兴趣图谱正在从传统的“朋友”转移为描摹人们的分享激情而战Source: AssetMapBlog, “Why the interest graph will reshape social networks”EC
Google 使用Google+创建社交层199IT编译Google+ 是试图描绘“兴趣图谱”的举动Source: Google NewsEC
Google+ 比任何其他社交网络增长都快199IT编译Time to reach 50 million users (estimate)67 00万人访问了Google+Source: ComscoreSource: Leon Haland, Google+ calculations by Paul Allen, comScore, MySpace, Twitter, Facebook, LinkedInEC
Pinterest也专注于用户的分享激情199IT编译6月中，Pinterest增长了40倍Source: Hitwise, PinterestingTrend in Social MediaEC
199IT编译人们受朋友/家人和通信录的影响人们往往不信任品牌Source: Vision Critical, “Online Social Networks: Trust Not Included” Sep 15, 2010EC
活跃的社交媒体用户是线上意见领袖199IT编译他们在线下也同样具有影响力Source: Nielsen, State of the Media: The Social Media Report Q3 2011EC
影响力正在从媒体向个人转移199IT编译创业公司涌入评估和测量影响力的领域Source: Eloqua& JESS3, The Message is the Messenger, March 8 2011Source: Forrester 2010Source: AdWeek, A Million Little Klouts, Dec 14 2001EC
199IT编译给我一个网络，信息便能传遍每个节点有影响力的人传递信息的能力前所未有EC
今天的超级名人直接与粉丝互动199IT编译一些人通过传播内容成为超级名人Source: “Dissecting Justin Bieber” infographicby Crisp Social, Mashable Nov 6EC
199IT编译互联网隐私逐渐成为一个热门话题面对隐私，用户很矛盾Source: Crowd Science, “JustAsk! Advertising Attitudes & Behaviors Study,” Sep 29, 2011; eMarketer2011EC
互联网用户认可透明199IT编译他们只想知道都被收集了哪些数据Source: Aimia, “Born This Way: The US MillenialLoyalty Survey” conducted by Harris Interactive, Oct 5, 2011 EC
199IT编译本质上，互联网用户希望能控制他们自己的隐私没人希望政府过多干预Source: Harris Interactive, “Behavioral Advertising and Privacy: What Consumers Think They Know & What Advertisers Need to DoAbout it”, by TRUSTeJuly 25, 2011EC
社会化媒体对话反映出人们真正关心什么199IT编译2011如果重要，就会被线上提及Source: Facebook, TwitterEC
技术普及速度在加速199IT编译用户的期待也在攀升Source: eMarketer2011EC
美国人正在变成无缝连接的多任务处理器199IT编译•40% of tablet and Smartphone owners use them daily while watching TV•People do a variety of tasks when watching TV•60% checking email•42% visit social networks•44% check sports scores•Americans ages 8 to 18 consumer hours of media per day due to multitasking. •25-33% of Americans use more than one input “most of the time” while watching TV, listening to music, or reading.我们生活在持续的局部注意力时代Source: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007Source: Room 214 and Crimson Hexagon, “Digital Shifts: How New Media is Changing TV,” March 2 2011EC
199IT编译移动社交网络使用正在上升行走中的社会化媒体正在变得重要Source: Nielsen, State of the Media: The Social Media Report Q3 2011EC
移动社会化媒体用户增长仍将持续199IT编译第3屏正在成为第1屏Source: eMarketer, 2010, Mobile phone users who have a profile and access social networks from mobile phonesEC
Gartner’s Hype Cycle 评估了1,900技术的发展阶段199IT编译Social Activity AnalyticsStreamsGroup BuyingVirtual WorldsGamificationLocation-Aware AppsInternet of ThingsSocial TV社交技术正在成熟Source: Gartner, “Hype Cycle for Emerging Technologies” 2011EC
199IT编译传统的购物流程是…线性、可预测、模拟、品牌控制的Source: The OPEN Brand: Digital Trends for 2011by Resource InteractiveEC
新的购物流程是…199IT编译非线性，多渠道，数字化，用户做主的Source : The OPEN Brand: Digital Trends for 2011by Resource InteractiveEC
199IT编译我们进入了消费者时代“In (the age of the customer), companies that thrive, like Best Buy, IBM, and Amazon, are those that tilt their budgets toward customer knowledge and relationships.” -Josh Bernoff, Forrester Research被武装的用户具有随需的期望Source: Forrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011EC
用户拥有的权力全所未有199IT编译旧策略必须要重新检讨Source: Forrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011EC
社会化媒体影响商业199IT编译FinancialRisk Mitigation & New Markets企业正在领会其价值Source: Forrester research, The ROI of Social Media Marketing, AugieRayEC
企业认可社会化媒体的诸多利益199IT编译品牌建设是第一感知价值Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey resultsEC
199IT编译CEOs 加入社会化媒体有些直接与用户互动EC
社会化媒体是CEO的日程199IT编译社会化媒体不是昙花一现的东西Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey resultsEC
今天的CMO必须理解数字生态和用户199IT编译在付费媒体、自媒体和和免费媒体间取得平衡Source: Forrester Research, “Owned Media”EC
全球CMOs打算增加社会化媒体的使用199IT编译Percent of CMOs reporting under-preparedness to manage market factors多数CMOs感到备战不够Source: IBM, “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study,” Oct 11, 2011; eMarketerEC
2011年4/5的美国企业使用社会化媒体工具199IT编译很多的社会化项目有1-3年的经验Source: Altimeter, Social Readiness: How Advanced Companies PrepareSource: Grant Thornton, “International Business Report” as cited in press release Nov 16, 2011.; : eMarketer: Key Digital Trends for 2011, NoECv 2, 2010
有些行业还没采用社会化媒体199IT编译有些公司“永远不会”Source: SAS and Harvard Business Review, “The New Conversation: Taking Social Media From Talk to Action” Oct 27,2010EC
谁来管理“Social”，意见纷纭199IT编译2010年只有6%有专门的社会化媒体团队Source: Altimeter, “Career Path of the Corporate Social Strategist,” Nov 10, 2010EC
199IT编译营销、公关和客户服务领先团队必须在公司内形成协作整合Source: Econsultancy, “Social Media and Only PR Report 2010” sponsored by bigmouthmedia, provided to eMarketerSep 29, 2010EC
社会化媒体倾听的重要性被广为接受199IT编译有些公司拥有专门的倾听中心Source: MarketTools, “Social Media and Customer Feedback,” Oct 25, 2011Source: TEKGROUP International, “2010 Social Media News Survey,” in conjunction with Ken Payne of Western Kentucky UniversityJune 16, 2010EC
社会化媒体危机在上升199IT编译Social Media Crises Can Occur in Any IndustryCauses of 50 Social Media Crises2011-2011糟糕的体验是危机的第一根源Source: Twitter; Altimeter, 50 social media crises occurring between Jan 2011 and August 2011EC
社交网络正在成为品牌的可信顾问199IT编译品牌和社交网络达成协议Source: Wall Street Journal, June 30, 2011; TwitterEC
有经验的企业正在整合社会化媒体199IT编译领先企业将整合视为第一要务Source: SmartBrief Inc., “The State of Social Media for Business” conducted by Summus, Limited, Nov 3, 2010EC
企业在采用多重社交策略199IT编译品牌社交页面是共同的社交策略Source: Adobe, “2011 Survey: Digital Marketing in the Next Decade,” April 28, 2011EC
199IT编译每日一团网站成现实主流但社交购物尚未成真Source: BIA/Kelsey as cited in press release, March 3, 2011Source: Eversave, “Holiday Online Shopping and Daily Deals Websites,” provided to eMarketer,Nov 11, 2010Source: JiWire, “Mobile Audience Insights Report: Q1 2011,” May 24, 2011Source: eMarketer, May 2011EC
企业网站增强社交登录199IT编译持续赢得关注Source: HiveFire, “Content Curation Adoption Survey 2011,” March 30, 2011Source: Gigya, “The Value of Social Sign-on and the Registered User” conducted by Edge Research, Sep 15, 2010Source: Janrainas cited in company blog, Aug 16, 2010EC
Marketers 认可Facebook的重要性199IT编译社会化媒体正变得重要Source: eMarketer: Key Digital Trends for 2011, Hubspot, “The 2011 State of Inbound Marketing” March 2, 2011EC
Marketers 视Facebook为最有效的社会化媒体站点199IT编译用户首选FB营销而非其他社交网站Source: eMarketer; Brandon Hall Group and Covario, “How Does Integration of Social Media Marketing (SMM) Enhance…” May 19,2011Source: Edison Research and Arbitron, “The Social Habit II: The Edison Research/ArbitronInternet and Multimedia Study 2011,” May 28, 2911EC
用户“喜欢”各类型的公司199IT编译钟爱包括娱乐和食品Source: ROI Research Inc., “S-Net: The Impact of Social Media” sponsored by Perfomics, June 7, 2011; eMarketerEC
粉丝价值几乎，仍在争论不休199IT编译Cost Per Acquisition on FacebookThe Value of a Fan (Various Studies)•$: (money saved in triggering a fan into a purchase or other action assuming a constant acquisition cost of $1-per-click, compared to the cost for a non-fan; calculated by SocialCode).•2 cents: (offer for 500 new fans for $;eBay).•57 cents: (offer for 1000 new fans for $57 by thisfan-creating agency).•$: (the cost of advertising on Facebook that encourages a user to become a “fan”;Webtrends).•$: (as a media buy to reach 1 million fans;Vitrue).•$: (extra amount fans spend vs. non-fans;Syncapse)•$: (average annualized value of total fan purchases;Syncapse).•20 extra visits to your web site: (vs. one visit from a non-fan;Hitwise).有人说10美元，有人说美元Source: How Much is a FAcebookFan Worth? $10. Or Possibly 2 InsiderSource: Why Brands Still Need Facebook “Fans”, AdAgeDigitaECl
过去一年中，品牌积累了大量的粉丝和赞他们开始重视“互动质量”Source: : , What Facebook brand pages have the best “People Talking About” number?EC
用户希望获得优惠和特惠199IT编译他们也想要新闻、产品信息和对话Source: PowerReviewsand the e-tailing group, “2011 Social Shopping Study, Brief N: Consumer Research Dynamics, Facebook and CommunitiesSource: MillwardBrown & Dynamic Logic, “The Value of a Fan” prepared for the World Federation of Advertisers (WFA), March 22, 2011EC
对位置服务和促销的认知在上升使用仍然非主流，几家创业公司共存Source: Pew Internet & American Life Project, “28% of American Adult Mobile and Social Location-Based Services,” Sep 6 2011; eMarketerSource: Hipcricket, “2011 Mobile Marketing Survey Research Brief, Oct 20, 2011; eMarketerEC
199IT编译超过60%的前100品牌拥有Google+页面Most Followed Google+ PagesTop 10 Brands: “Share” of CirclersGoogle+ 在Nov 7, 2011推出Source: SimplyMeasured “Google+ Brand Page Adoption and Engagement Trends,” eMarketerNov 16 2011Source: ZoomSphereGoogle+ Page Statistics EC
品牌努力争夺“病毒视频”199IT编译更高的到达是关键Source: Association of National Advertisers (ANA) as cited in press release, Oct 10, 2011Source: DIGIDAY and YuMe, “State of the Industry on Digital Video,” April 12, 2011Source: Nielsen “Tops of 2011: Digital”EC
对熟练的社会化媒体营销者有旺盛的需求199IT编译Which of the following digital marketing skill sets, if any, willyou look to acquire in 2011? (select all that apply)50% 的广告代理在寻找社交能手Source: Sodaspeaks, Society of Digital Agencies (SoDA) 2011 Digital Marketing OutlookEC
199IT编译35%的公司有社会化媒体的高级负责人65% 的公司社会化媒体没有头儿Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey resultsEC
多数企业拥有中心辐射或集中性的组织结构199IT编译很多有公司认为他们是整合性的组织Source: Altimeter, Social Readiness: How Advanced Companies PrepareEC
199IT编译社会化团队具备通信和市场营销学历的团队组成企业的社交团队的平均规模是11人Source: Altimeter, Social Readiness: How Advanced Companies PrepareEC
三大主要角色构成社会化营销团队199IT编译创意策略成为首要考虑Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey resultsEC
具备一系列能力的公司已经到位199IT编译50% 打算在未来2年投入社会化营销的各个方面Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey resultsEC
大公司在全球拥有大量社会化媒体帐号199IT编译大公司社会化媒体帐号的平均数量：178Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employeesEC
社会化媒体团队只有有限的预算199IT编译Budgets for 2011AvgAnnual Social Business BudgetPer Corporation by Company Revenue企业仍然视社会化媒体为实验项目Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employeesEC
199IT编译成熟驱动预算、团队规模和组织Maturity Levels (Self-Assessed)牛逼的团队预算是新手的20倍Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), Maturity Levels; 140 respondents, all over 1000 employeesEC
雇佣全职员工是首要任务其他还有：服务、内容和媒介购买199IT编译Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey resultsEC
2011年，员工、广告花费和社群管理明显增加技术花销上升仍旧199IT编译Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010EC
预算每年在增长员工、社交广告和社区平台是首要Source: eConsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmediaSource: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employeesEC
社会化媒体正在挪走数字营销的预算挪走的包括展示和搜索广告的预算Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey resultsEC
社会化媒体花费会增长成为数字营销的一部分社会化媒体将会占到一定的比重Source: eMarketerJan 2011, eMarketerSep 2011; Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011EC
互联网广告与电视广告的差距在缩小人们对跨平台的广告记忆度更好Source: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007Nielsen; Google Cross-Platform Ad Effectiveness Study, 2011EC
199IT编译用户行为变化驱动投入转移、What is the primary reason that your marketinginvestments are changing? (select all that apply)竞争力也是一个关键因素Source: Sodaspeaks, Society of Digital Agencies (SoDA) 2011 Digital Marketing OutlookEC
199IT编译US 广告主2011年将花费20亿美元在社会化媒体广告上2012 全球社交广告花销将增长45% 到$80亿美元Source: eMarketerJan 2011Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011Source: eMarketerSep 2011EC
199IT编译Facebook上的广告花费增长率放缓2012年Facebook将创收亿的广告收入Source: nanigans, Affinity Arbitron, eMarketer, Facebook, Internet World Stats, Nielsen, Newspaper Association of America (Oct 2011); Silicon Alley Insider Source: eMarketerSep 2011. Note: Paid advertising only, excludes spending by marketers that goes toward developing or maintaining a Facebook presenceEC
199IT编译Twitter广告花费增长放缓2012年Twitter 将实现$广告收入Source: eMarketer, Sep 2011. Note: Paid advertising only; excludes spending by marketers that goes toward developing or maintaining a Twitter
199IT编译预算在增加，但ROI衡量不易47% 无法衡量投资回报Source: Econsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmedia; Note: n=347; eMarketerSource: MarketingSherpa, “2011 Social Marketing Benchmark Report, Nov 15, 2011; eMarketerEC
199IT编译互动指标是最普遍的衡量方法其他方法包括情绪，流量和SOVSource: Chief Marketer, “2011 Social Marketing Survery,” Oct 1, 2011Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employeesEC
199IT编译软指标比硬因素更能决定社会化媒体营销的成功“快速适应&反应能力” 非常重要Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey resultsEC
大公司在开发KPI&仪表盘，寻求更多的洞察很少在创建收入产生平台Source: Booz & Company and Buddy Media, “Campaigns to Capabilities: Social Media & Marketing,” Oct 4, 2011EC
199IT编译2011年的社交战略家的内部目标是ROI衡量其他还包括：教育和组织Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employeesEC
199IT编译2011社交战略家的外部目标是网站整合社交企业网站将是2012年的热点话题Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employeesEC
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