SOCIAL AND NEW MEDIA TRENDS - Alfons Juck - European Athletics
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SOCIAL AND NEW MEDIA TRENDS Alfons Juck
Ladies and Gentlemen!! Now have many of you have personal account on Facebook? How many on twitter? How many on other social media? How many posted something in last one or two hours?
AVERAGE DAY ON INTERNET 210 billion emails send out daily 3 million images uploaded to Flickr everyday 43 339 547 gigabytes sent across mobile phones everyday 700 000 new people are added on Facebook everyday 45 millions of status updates are recorded daily 5 million tweets per day 900 000 bloggers articles every day (would fill NY Times for 19 years)
TRENDS What’s driving the continued growth of social media? EASY ACCESS, SHARING MOMENT Wikipedia lists as much as 205 social media Networking websites worldwide
MOBILE More people are using smart phones and tablets to access social media. The personal computer is still at the center of the social networking experience, but consumers are increasingly looking to other devices to connect on social media.
TIME SPENT Time spent on mobile apps and the mobile web account for 63 % of the year-over-year growth in overall time spent using social media. 46% of social media users say they use their smartphone to access social media; 16 % say they connect to social media using a tablet. With more connectivity, consumers have more freedom to use social media wherever and whenever they want. More and more people are connecting to the Internet—and for longer amounts of time. People continue to spend more time on social networks than any other category of sites— 20% of their time spent on PCs and 30% of their mobile time.
PROLIFERATION New social media sites continue to emerge and catch on.
THE GLOBAL LIVING ROOM Social TV is on the rise. The skyrocketing adoption and use of social media among consumers is transforming TV-watching into a more immediate and shared experience. As of June 2012, more than 33 % of Twitter users had actively tweeted about TV-related content. Some 44 % of U.S. tablet owners and 38 % of U.S. smartphone owners use their devices daily to access social media while watching television. In the Latin America region, more than 50 % and in the Middle East /Africa Region more than 60 %
EVENTS From global events like the Summer Olympics, to regional events like the Presidential debates in the U.S., consumers around the world used social media to engage with everyone from close friends to complete strangers, revolutionizing the television viewing experience. What about our ATHLETICS events – when they will be the debate?
CONTENT When it comes to accessing social content, it's all about mobile— particularly apps. App usage now accounts for more than a 1/3 of social networking time across PCs and mobile devices. Compared to last year, consumers increased their social app time by 76 %, spending more than 7x more minutes on apps than the mobile web. While the social media audience via PC declined a slight 5% from a year ago, time spent increased 24 % over the same period, suggesting that users are more deeply engaged. The list of most-visited social networking sites is pretty much the same whether people are going online through a PC browser, through their mobile web browser or using an app. Mobile usage once again proves to be a key component of social as each of the top networks via mobile web saw significantly greater growth compared to its PC audience over the last year.
MOST POPULAR SOCIAL NETWORKING
SITES FACEBOOK
BLOGGER (blogs)
TWITTER
YOU TUBE
WORDPRESS (blogging tool, content management)
LINKEDIN (largest professional network)
PINTEREST (visual discovery tool)
GOOGLE+ (sharing, facebook like)
TUMBLR (post anything from anywhere)
MYSPACE (music)
WIKIA (wikipedia group)
DAILY MOTION (watch, publish, share videos)
FLICKR (Picture galleries with groups)
INSTAGRAM (photos)
SLIDESHARE (slideshows)
REDDIT (connecting internet groups)
VINE (videos)
FORSQUARE (to find places where go with friends)EXAMPLE CHINA (OWN WORLD) China has around 591 million internet users. There’s a strong drive towards mobile internet, with desktop internet traffic dropping by 15% in the first nine months of 2013. It’s reported that 91% of Chinese internet users have a social media account, compared to 67 % of the online population of the United States.. Pengyou: it means friend in Chinese. Pengyou has more than 259 million users. A Facebook like social network. RenRen: originally called Xiaonei (which means campus), was set up in 2005 and tends to be used by students and teens. It had around 178 million users in 2012, when monthly unique logins were growing by 47% a month. More of a Facebook-like social network. Kaixin 001: Kaixin is a Facebook-like social network with 113 million users. Unlike RenRen, Kaixin’s target market tends towards the older generations, and white-collar workers.
EXAMPLE CHINA (OWN WORLD) Sina Weibo: Sina Weibo is the most popular social network in China, with around 280 million active users and 500 million registered users. Its multimedia functions - displaying video and photos in timelines, predated Twitter’s rollout of these services. Tencent Weibo: Sina Weibo’s main competitor is Tencent Weibo, which is the third most popular social network in China with more than 230 million active users. It has a user base of 507 million users. Baidu: China’s most popular search engine, owns a rival video service (iqiyi) and was looking at purchasing another online video service, PPS.tv, which would have made it the largest video service provider in China. QZone: is the Chinese version of MySpace, letting users blog, keep diaries, listen to music and share photos. It’s owned by Tencent, and so benefits from the link to the QQ network. Others: Douban, Diandian, WeChat. (www.socialmediatoday.com)
ANALYSIS
Login preferences 4th quarter 2013:
45 % Facebook – 35% Google – 7 % Youtube – 6 %
Twitter – others minor
Devices:
52% Android OS mobile phone, tablets
41% Apple iOS mobile phone, tablets
3% Blackberry, Windows Phone
1% othersFUTURE VIEWS Content marketing is key to attract an retain customers. Big data just keeps getting bigger. Images outrank words. The social enterprise emerges as a business function. Companies engage with consumers in real-time with location based advertising. Hashtags became leading search tool. Mobile marketing surpasses traditional advertising.
Social media is essential for successful business strategy. Twitter is the newsroom of future. Facebook sponsored updates became mainstream. Slideshare becomes key influence Youtube grows as content tool The Dawn on social TV where viewers comment and share during air-time Search Engine Optimization SEO focused on consumer behavior
STATS FROM
SOCIALBAKERS.COM
Facebook
Sport Events:
1. UFC 14 325 611
2. FIFA 2014 World Cup 7 829 288
3. X-Games 4 643 575
... Run Nike Women Series 199 484
Boston Marathon 149 300
Sport Personalities
1. Cristiano Ronaldo 76,8 millions
2. Messi 55,2
3. Beckham 36,5
...18. Usain Bolt 13,6
...229. Jessica Ennis-Hill 1,2Facebook
Organizations:
1. UEFA Champions League 22 824 732
2. NBA 21 101 158
3. WWE 17 707 352
6. Olympic IOC 7 729 326
68. IAAF World Athletics Club 357 136
European Athletics 77 124
New York Road Runners 63 459
London Marathon 66 019
...French Athletics Federation 53 563
... IAAF Diamond League 55 205Facebook
IAAF DL Meetings:
New York 14 512
Eugene 14 016
Paris 10 677
Rome 9174
Doha 5808
Lausanne 5484
Brussels 5151
Zurich 3994
Monaco 3506
Stockholm 957
Birmingham, Glasgow (British Athletics 27 080), ShanghaiFacebook
IAAF World Challenge:
Brazilian Federation (Belem) 5850
Ostrava 5612
Spanish Federation (Madrid) 5423
ISTAF 2757
Zagreb 2620
Australian Federation (Melbourne) 2354
Kingston 1719
Russian Federation (Moscow) 1239
Hengelo 1042
Ponce 689
Rieti 654
Tokyo, Marrakesh, Beijing, Dakar noneFacebook
IAAF Indoor
Boston 4097, Karlsruhe 728, Stockholm 152 (Birmingham British Athletics 27 080)
(Moscow Russian Federation 1239) – none: Gent
EA Indoor
Bydgoszcz 1025 (Tallinn Estonian Federation 10 609) (Praha Czech Federation 4412 +
Prague 2015 686) – none: Reykjavik, Dusseldorf, Donetsk
EA Premium
Turku 525, Eberstadt 280, Torino 219, Orlen Cup 139 (Athens PV – Greek Federation
3505) (London street – British Athletics 27 080) – none: Odlozil, Rovereto
EA Classic
Budapest 4053, Bydgoszcz 1557, Heusden 454, Sotteville 397, Kalamata 246, Luzern 239,
Kusocinski 192, Riga 94 - (Huelva – Spanish Federation 5423) (Zhukovskiy – Russian
Federation 1239), none: Dessau, Goteborg, Sollentuna, Nancy, Velenje, Padova, Linz,
Montreuil, MalmoTwitter
Clubs
1. FC Barcelona 11 369 753
2. Real Madrid 10 562 638
3. FC Barcelona 6 243 597 (Spanish)
Persons
1. Cristiano Ronaldo 25,2 millions
2. Kaka 18,4
3. Lebron James 12,3
... 44. Usain Bolt 3,27
....149. Jessica Ennis-Hill 1,32
Organizations
1. NBA 9 729 756
2. NFL 6 186 192
3. WWE Wrestling 4 174 842
British Athletics 49 200
... IAAF 48 300
.... European Athletics 13 000
French Federation 9197Twitter
Events
1. UFC 1 813 537 (ultimate fighting)
2. London 2012 1 444 633
3. Wimbledon 965 881
27. Rock and Roll Marathon 69 098
37. NYC Marathon 52 023 (+ NY Road Runners 42
300)
London Marathon 51 400
54. IAAF Diamond League 28 007
New York 3995, Eugene 3710, Oslo 739, Paris 627, Monaco 552,
Brussels 508, Roma 471, Zurich 415, Lausanne 401, Doha 372,
Stockholm 264, British Athletics (Glasgow, Birmingham) – ShanghaiTwitter IAAF World Challenge Hengelo 1538, Kingston 343, Rieti 172, ISTAF 70, Zagreb 70, Ponce 96 Connected: RusAthletics (16 700 – Moscow), Australian Athletics (10 400 Melbourne), Spanish Federation (9129 – Madrid), EME NEWS (2300 – Ostrava) None: Beijing, Tokyo, Marrakesh, Dakar IAAF Indoor Boston 1531, Stockholm 152, Moscow 111 Connected: British Athletics (Birmingham) None: Karlsruhe, Gent
Twitter EA Indoor Twitter non existing nearly (Only Prague connected to Czech Federation 220) EA Premium Turku 140, Athens connected to SEGAS 851, others none EA Classic Riga 465, Nancy 239, Goteborg 187, Budapest 41, Heusden 40, Malmo Games 3 (Huelva via RFEA 9129) Others none
USAGE OF OTHER SOCIAL MEDIA YOU TUBE (IAAF, European Athletics, Ostrava, Karlsruhe, Sotteville, Padova, Praha). Own TV: Gent, USATF. In very small numbers: INSTAGRAM, FLICKR, GOOGLE+, DAILY MOTION. WEBSITES DEVOTED TO OUR SPORT (more than news) USA: Runnerspace.com, Flotrack.org, Letsrun.com UK: Vincosports.com NED: Losseveter.nl
CONCLUSIONS • Create athletics social network • Create and use Facebook and twitter profiles for each meeting (all year) • Use other social media – mainly orientated for videos and photos • Prepare social media content for spectators visiting your stadium: apps, results, interviews, photos, photo finish etc. • Create themes to be discussed at your social media
• All one day meetings to be more seen and
heard in the social networks and so win more
image and interest from sponsors and public
institutions and individuals.
• And also spend some time in nature, forest,
beach without mobile, tablet or pc...
SOURCES
www.nielsen.com social media report
www.socialbakers.com
www.onlineeducation.net
www.socialtimes.com
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