สรุปสื่อสังคมออนไลน์ที่สำคัญ 2013
TRANSCRIPT
Channel Overview Benefits Considerations Sample Metrics
• Social network for sharing text posts, images, videos
• >1 billion users (>600 million active users)
• Instagram integration grew user base, image sharing
• Increasing B2B applications and lead generation
• Brand pages provide stronger customer/partner experience
• Ad platform increasingly effective for B2B lead gen
• High user engagement and content sharing activity
• Interactions are relationship-driven, needing regular engagement
• Limited control over content sharing or commentary
• Likes (Posts/Pages) • Comments • Shares • URL Clicks • Referral Traffic
• Professional social network with >200 million users
• 60% of members live outside the U.S. in >200 countries
• Users can interact with other professionals, companies and topic-specific groups
• Generates more B2B leads than Facebook or Twitter
• Effective for branding and recruitment
• Employee interaction can aid reputation and recruitment
• Referral traffic limited, but targeted with potential customers or recruits
• Employee interaction requires clear guidelines for behavior
• Trend toward more engaging design for brand pages
• Job Applications • Brand Page Followers • Group Members • Comments • Shares
• Microblogging platform with 140-character text-post limit
• Share (tweet) text updates, links, images and videos
• >200 million active users • Vine service shares six-
second video clips
• Can allow for quick customer/partner communications
• Strong use among journalists and investors
• Highly trafficked: 6 million monthly uniques
• Increasingly indexed in Google search results
• Short form content can provide challenges for key message communications
• Requires consistent content syndication and monitoring
• Followers • Retweets • Mentions • URL Clicks • Referral Traffic
YouTube
• Video sharing site with >800 million monthly uniques
• #2 search engine in the world (behind Google)
• 70% of traffic comes from outside the US
• Localized in 53 countries
• Strong for product and service education, featuring partners/customers
• Integrated into other social media channel experiences (esp. Facebook, Twitter)
• Videos highly integrated into search results
• Video creation can be expensive – find a balance of value, exposure and cost
• Allows for comments to be turned off to limit negative exposure
• Video Views • Average Drop-off • Shares • Subscribers
Channel Overview Benefits Considerations Sample Metrics
Google+
• Social network sharing status updates, images, videos, etc.
• >235 million active users • Lower overall engagement
than Facebook • Users “+1” content/pages they
like
• Highly integrated in Google search results
• Connect with partners and customers using Circles, Communities or Hangouts
• Can be integrated into other Google applications
• More limited adoption/active users than Facebook
• Administration can be difficult • Audience skews male • Limited ability to control
content sharing or commentary
• Followers • +1s (Posts/Pages) • Comments • Shares • URL Clicks • Referral Traffic
SlideShare
• Presentation sharing site for uploading slide decks
• >60 million monthly visitors • >130 million monthly
pageviews • Strong sales force use
• Branded channels host multiple elements (slides, videos, documents, etc.)
• Embed audio tracks for a more engaging experience
• Presentations can be embedded on other sites
• Limited referral traffic or SEO benefit
• Free accounts limit uploads, tracking and display settings
• Paid accounts provide more uploads, analytics and lead capture
• Followers • Presentation Views • Shares • Comments
StumbleUpon
• Social bookmarking site and browser application
• >25 million users • Paid Discovery (ad platform)
pushes brand content to users in an organic format
• Strong platform for syndicating web pages across various consumer interests
• Paid Discovery can drive significant, cost-effective traffic
• Audience targeting is accurate to interest categories
• B2B community adoption has been limited
• Brand presence emerging, with positive effect on search
• Visual content (images, video, experiential demos) perform best
• Followers • Referral Traffic • Paid Stumbles • Organic Stumbles • Cost Per View • Effective Cost Per View
Flickr
• Image sharing site creating social networks around visual content
• Upload images/videos, create galleries/groups
• Recently added video sharing capabilities
• >50 million members • >80 million monthly uniques
• Heavily indexed by search engines, with image search assisting brand exposure
• Helps organize and syndicate images from events, product launches, etc.
• This channel does not require significant time or resource commitment
• Integrated with Yahoo (owner)
• Provides little referral traffic • Image licensing options can
be selected, though Legal department may require monitoring to assure appropriate third-party usage
• In-depth metrics available only through paid accounts
• Views • Group Members • Top Images (paid) • Visitor Behavior (paid)
Channel Overview Benefits Considerations Sample Metrics
• Community site for sharing (“pinning”) web content, primarily in image collections
• >48 million users • >25 million monthly uniques
• Has shown ability to provide noticeable referral traffic
• Business pages create a unique, image-based brand experience
• Business accounts have access to a free analytics tool
• Does not facilitate direct consumer engagement
• Users skew heavily female • Emerging B2B business
presence and content • Copyright holders can request
content be removed • Sites can opt-out of ability for
images to be shared
• Followers • Clicks/Most Clicked • Repins/Most Repinned • Reach • Visitors
• Bulletin board-style social news and entertainment site
• Users submit links and text for community commentary
• >43 million users • >33 million monthly uniques
• Perhaps the most active user-driven community online today
• If content resonates, referral traffic can be extremely high
• Interesting subject-matter experts with captivating images can gain strong exposure
• Other reputable sites pick up “front page” content
• Content perceived as “spam” will receive strong negative attention
• Content must be seen as non-promotional
• Community can ban users pushing branded content
• Users skew heavily male and interested in technology
• Comments • Points • Up Votes • Down Votes • Karma
Quora
• User-generated Q&A site • Login required to see all
answers • Tags categorize questions • Top answers (as voted by
other users) appear at the top • >1.5 million monthly uniques
• Q&A format follows search behavior, providing strong position in search results
• Q&A threads can provide valuable insights for messaging and content creation
• Direct brand communications (answering questions) is difficult, but not unheard-of
• Approved employees would have the best engagement opportunities
• Referral traffic is limited, with little SEO benefit
• People Viewing Questions
• People Following Questions
• Relevant Questions • Relevant Answers
• Photo sharing and manipulation site
• Strong mobile usage • Integrated into Facebook • >100 million users
• Strong user base and Facebook integration for highlighting images of products and/or services
• API allows images to be displayed on websites
• Little precedent for B2B usage
• Among the more progressive content syndication and audience engagement tactics
• Little SEO benefit
• Followers • Likes • Comments
Channel Overview Benefits Considerations Sample Metrics
Delicious
• Social bookmarking site • Users interact with each other
around similar content and interests
• >5 million users • >180 million bookmarks
• Stacks feature allow users to follow brands or subjects they like
• Highly bookmarked links will appear on the site’s front page for added visibility
• There is no direct communication between brands and customers
• Site experience is geared toward individuals, not overall brands
• Traffic (and referrals) has trended downward recently
• Bookmarks • Referral Traffic
Digg
• Social news/bookmarking site • Users up vote (digg) or down
vote (bury) posted content • Content can be categorized
into Reading Lists for easier consumption
• >3.5 million monthly uniques
• Community of users can still generate strong referral traffic
• Image
• Traffic to Digg (and from Digg to other sites) is on a decline
• No brand presence, but new ad platform allows for content to be pushed to users
• Little control over user interaction with content
• Diggs • Referral Traffic
Foursquare
• Location-based social network • Users check-in to locations,
share images and text posts • Foursquare Explore (search
engine) provides localized results
• >25 million users
• Work spaces and events can be leveraged for greater employee/customer interaction
• Branded check-ins syndicate socially for greater reach (especially Facebook, Twitter)
• Does not allow comments on stories (yet)
• Greater consumer-product and entertainment usage
• Special offers and badges haven’t made a relevant transition into B2B
• Check-ins • Favorites • Brand Mentions