Archiv der Kategorie ‘Marketing News‘


‘The Social Media Question’ – PowerPoint Presentation for download

The Realitus Social Media Question presentation was created in conjunction with a test site ( as a broad overview of the Social Media phenomenon and illustrates the way connectivity, user generated content and viral dynamics operate through social media. You are free to use it with the proviso that it must be credited on any reproduction of the content, verbally in presentation and as a printed credit otherwise.

Download Link (Warning this file is about 62 Mb)

NB: About is a live presentation (and occasional test environment) which we have used as a live site during client presentations. The site itself is largely filled with placeholder content or RSS imported content and has been set up so as to not appear through search engines. In this way any imported content will be viewed as duplicate content anywhere on the web.

The Benefits of Social Media

The benefits of running Social Media are initially ‘soft’ benefits. Accumulated, these benefits build to reinforce you, your company and your ideas as good, strong and worth heeding. Benefits of social media would therefore include:

  • People purchase from a trusted source
  • If you ‘know’ an expert you take their advice. You trust their decisions and you act accordingly.
  • Free Advertising
  • Customers that evangelise your product.
  • Repeated and permanent mentions of your web site and product on the web
  • Free Gigantic Focus Groups
  • Discussing of the pros and cons of your products in
    OnLine Mainstream Press
    Review Sites
  • Detailed Customer Behavior Info:
    Conversion rates from specific campaigns
    Community response to specific campaigns
    Sites where conversations about your product occur
    Sites where traffic to your site originates
    Purchasing behavior in your store
    Products affiliates will group your products with
  • Relevant Ideas:
    New product ideas
    New campaign ideas
    Product improvement ideas
    Packaging ideas
    Partnership ideas
    Sales Channel ideas
    Ideas generation (the more people the more ideas)
  • Credibility:
    Recognition of company and staff as experts
    Recognition of company and staff as people (trustworthy)
  • Naturally Occurring and Unexpected Sales Channels:
    Sales can now flow from anywhere, based on the networks of your new evangelists. (e.g. one of your products is for e.g. a disabled person. One of your followers thinks it is really good. They may well be part of all the disabled groups and users on the social media networks. By leaving a good comment about you on your faceBook page, all their connections see it also. Suddenly you have lots of free exposure to exactly the right people voiced by exactly the right person)


More business
Targetted visitors
More market information
Better search engine placement against a range of search terms
Brand development online
Credibity of brand and personalisation of the organisation
Elevate Westland above competitors and ‘claim the online gradening space’
Establish Westland as ‘The’ online gardening people

The main benefit is in and around the brand. It establishes your company as the easiest and best resource for expertise. If you are first onlne and you get it right, it creates barriers to competitors. It sets a standard and owns the relationship as contacts are established and become direct marketing contacts.

Social networks threaten advertising growth

Two-thirds of advertising agencies have been taken by surprise by social media, a report has found.


The Institute of Practitioners in Advertising, which will publish the “Social Media Futures” report compiled by Future Foundation next week, shows ad agencies fgrowing just 1.2 per cent a year by 2016 unless they can get to grips with the impact created by sites such as Facebook, YouTube and Twitter.

Advertisers have had some impact with e.g. the Cadbury “Gorilla” spot being viewed over 10m times on YouTube as well as being aired on television.

The Dove “Campaign for real beauty”, which advertised Unilever’s cosmetics range, was also boosted by a YouTube video showing a high-speed transformation of a model’s natural face to the made-up and touched-up final version which appeared on a billboard.

But not enough agencies are adjusting to the online world, the IPA warned. In its worst-case scenario, the resulting decline in paid-for advertising space could see £16m ($23m) of revenues lost by the industry by 2016, if agencies fail to create new products and services to cater to the social media world.

However, the report says that two-thirds of that decline could be made up by creating new forms of web content that contains branding messages, and by analysing the data expressed on the web.

Clients’ investment in new content and rapid data analysis will increase by around 5 per cent, according to the IPA’s survey. Other sources of revenue derived for social networking include consultancy and e-commerce.

“The current downturn will accelerate these trends in agencies as everyone is looking to innovate and stand out from the crowd,” said Moray MacLennan, IPA president and chief executive of M&C Saatchi Worldwide, an agency.

“I don’t think [social media] is a replacement for paid-for media, it is just going to be a challenger for [consumers’] time and attention.”

David Yates of Realitus, Social Media consultants and designers commented,

“Social networks themselves are still figuring out how to make money from advertising on their sites. Pricing for generic banner advertising on social networking is relatively low compared to other sites, because their users are logging in for communication rather than commerce. But the strategy, the generation of content and the placement of that content is of more direct use to the marketer. The monetisation of sites is less of a concern. It may create room for a commercial platform if the content is attractive enough. But as it stands social media is here to stay, people are visiting and referencing the sites and advertising agencies are going to have to work out a place for themselves in this mix.

David Yates continued.

“New media take-up has prompted both networks and advertisers to look for more innovative ways to connect with consumers. People do not really believe advertising any more. It has little more credibility than propaganda. So, as people go about purchasing decisions differently, they now seek information themselves rather than just receiving it, and advertising agencies are increasingly talking to the walls they usually stick their ads on” he said.

Based on an article in the FT By Tim Bradshaw, Digital Media Correspondent: January 15 2009

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Mediabrands appoints chief digital officer

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Next Directory sales up by 1.1% over Christmas

Next Directory Christmas sales have increased by 1.1% despite like-for-like sales in stores down 7%

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Social networks must focus on monetisation, says Deloitte

Social networks must this year put monetisation above growth in order to survive, according to Deloitte

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