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Brand Karma Intro - Nanyang Polytech Singapore

Frank Trampert
Frank Trampert

The document discusses the evolution of social media and the internet over time, noting major milestones from the 1920s to present day and how the global distribution of internet users has shifted dramatically in the last 10 years. It also provides statistics on current internet and social media usage patterns as well as recommendations for how brands can successfully utilize social media by engaging customers and having a unified strategy across all departments.

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Frank Trampert - President | frank@circos.com
At Brand Karma. we help we Brand Managers fulfill their dreams personally and d professionally 2 2
Social Media The Evolution
The Internet Revolution 1920s Telex 1940s Fundamental Principals of Wired Communication 1969 ARPANET (File transfer, email) 1970s (late) BBS (Bulletin Board Systems) 1989 Tim Berners-Lee Invents WWW went public in 1991 1993 15M I t Internet U t Users 1994 Netscape Browser 1997 SixDegrees 1998 Google 2002 840M Internet Users 2003 itunes, friendster, linkedin, MySpace 2004 facebook, Multiply, Orkut, Digg 2005 YouTube, Reddit 2006 Google buys YouTube for 1.65 Billion USD, twitter launch 2007 iPhone 2010 iPad iP d 4 4
Today Number of Internet users worldwide 2 Billion Percent of worlds population Online 30% Number of Internet connected devices 3 billion, with 1.5billion being mobile Number of Online consumers 1 billion, spending 1.2 trillion USD/year Average age of facebook user 38 Source: IDC 5
Facebook demographics 364M 60% 6
Shift of Global Internet Population 2,000 1,800 1,734 1,600 1,400 1,200 10 years ago Internet users were 1,000 Dec-00 spread equally across the globe eq all globe. 800 759 Mar-10 600 543 432 361 400 200 113 126 122 0 EMEA USA AP TOTAL 10 years later a dramatic shift is noticeable with a user growth of ti bl ith th f more than 380% 7
Online and Mobile Consumption Average hours per Internet user spend Online per day 2.5 hours / +6% 2 h 6% Average hours per Mobile phone user spent Online 1 hour / +28% Reading R di newspaper -9% More time spent on Social sites than email* 4.6 hours/week vs 4.4hours/week *TNS Digital Life Survey 8
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粥恢看顎岳油70%油看韓 customersbuying y g decisions arebasedon positivehuman interactions. Thebottom lineisthatpeoplebuy frompeople, not f l companies. 10
Success factors in Hospitality? acto s osp ta ty Increase Grow ADR and Lower client marketshare & occupancy acquisition cost RevPAR index indices Replace lower Reduce Increase rated segments commissions i i conversion i with higher ones Drive segments Win over with high competitors Drive GOP revenue center best customers spends 11
And how does Social Media fit in? Advertising Solicited vs unsolicited Insights Easy access via search Distribution Hyper growth pace Communication 12
Brands and Social Media How t be successful H to b f l A L M I E C D O I A Brand Wide S P R Sales,Marketin g,Revenue R All Departments Mgmt H R Your S Brand Leadership Operations& Owners& Endorsement Customer Management Service Policies P li i & Training 13
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Brand Karma Intro - Nanyang Polytech Singapore

  • 1. Frank Trampert - President | frank@circos.com
  • 2. At Brand Karma. we help we Brand Managers fulfill their dreams personally and d professionally 2 2
  • 3. Social Media The Evolution
  • 4. The Internet Revolution 1920s Telex 1940s Fundamental Principals of Wired Communication 1969 ARPANET (File transfer, email) 1970s (late) BBS (Bulletin Board Systems) 1989 Tim Berners-Lee Invents WWW went public in 1991 1993 15M I t Internet U t Users 1994 Netscape Browser 1997 SixDegrees 1998 Google 2002 840M Internet Users 2003 itunes, friendster, linkedin, MySpace 2004 facebook, Multiply, Orkut, Digg 2005 YouTube, Reddit 2006 Google buys YouTube for 1.65 Billion USD, twitter launch 2007 iPhone 2010 iPad iP d 4 4
  • 5. Today Number of Internet users worldwide 2 Billion Percent of worlds population Online 30% Number of Internet connected devices 3 billion, with 1.5billion being mobile Number of Online consumers 1 billion, spending 1.2 trillion USD/year Average age of facebook user 38 Source: IDC 5
  • 7. Shift of Global Internet Population 2,000 1,800 1,734 1,600 1,400 1,200 10 years ago Internet users were 1,000 Dec-00 spread equally across the globe eq all globe. 800 759 Mar-10 600 543 432 361 400 200 113 126 122 0 EMEA USA AP TOTAL 10 years later a dramatic shift is noticeable with a user growth of ti bl ith th f more than 380% 7
  • 8. Online and Mobile Consumption Average hours per Internet user spend Online per day 2.5 hours / +6% 2 h 6% Average hours per Mobile phone user spent Online 1 hour / +28% Reading R di newspaper -9% More time spent on Social sites than email* 4.6 hours/week vs 4.4hours/week *TNS Digital Life Survey 8
  • 9. 9
  • 10. 粥恢看顎岳油70%油看韓 customersbuying y g decisions arebasedon positivehuman interactions. Thebottom lineisthatpeoplebuy frompeople, not f l companies. 10
  • 11. Success factors in Hospitality? acto s osp ta ty Increase Grow ADR and Lower client marketshare & occupancy acquisition cost RevPAR index indices Replace lower Reduce Increase rated segments commissions i i conversion i with higher ones Drive segments Win over with high competitors Drive GOP revenue center best customers spends 11
  • 12. And how does Social Media fit in? Advertising Solicited vs unsolicited Insights Easy access via search Distribution Hyper growth pace Communication 12
  • 13. Brands and Social Media How t be successful H to b f l A L M I E C D O I A Brand Wide S P R Sales,Marketin g,Revenue R All Departments Mgmt H R Your S Brand Leadership Operations& Owners& Endorsement Customer Management Service Policies P li i & Training 13
  • 14. 14