Social Media Marketing

Social Media Marketing Stephen Davies | http://stedavies.com | @stedavies |

THE WORLD IN WHICH WE LIVE HAS CHANGED

HOW WE CONSUME MEDIA HAS CHANGED TOO

What’s causing these... Ch-ch-ch-ch Changes?

Fragmentation

The internet

Social Media

Fragmentation

40 YEARS AGO WE WERE PRETTY RESTRICTED TO THE MEDIA WE COULD CONSUME TV, Radio, Newspapers, Magazines, Record player

20 YEARS AGO NEW TECHNOLOGIES GAVE US NEW MEDIA TO CONSUME VCR, Walkman, PC, Video games, Satellite TV

PRESENT DAY AND THE MEDIA WE HAVE AT OUR DISPOSAL IS ALMOST UBIQUITOUS Internet, Mobile phone, iPhone, Blogs, Text messaging, etc.

Fragmentation

The internet

Fragmentation

The internet

Social Media

Social Media is… “… an umbrella term that defines the various activities that integrate technology, Social Interaction , and the construction of words and pictures.” Wikipedia

ANYONE THINK SOCIAL MEDIA IS JUST A LOAD OF POO? Notice: No real poo was used in the making of this slide

“ To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control. ” Rupert Murdoch, Wired Magazine, July 2006 RUPERT DISAGREES

AND AS THE TRADITIONAL MEDIA BEGINS TO LOSE ITS GRIP ON THE DOMIANACE IT ONCE HAD

And this next slide is where marketers get it all wrong

YOU SEE, IT’S NOT JUST ABOUT EYEBALLS Excuse the pun

NOR IS IT JUST ABOUT GETTING ‘HITS’

Communication

Connections

Collaboration

Collective Wisdom

Contributing

Content Creation (UGC)

Community!

IT’S ABOUT BEING HUMAN It’s true (as cringe-worthy as it sounds)

In essence, it’s communication. It’s what we as humans do. And we’ve done it since the beginning of man.

I need to rest I need to drink Let’s hunt

Am knackered !@##?! *hic* Where’d that pickle gan?!

NOT ALL OF US ARE CONVERSATIONALISTS

10 TIPS USING SOCIAL MEDIA FOR YOUR COMPANY OR PERSONAL BRAND Practicing what you preach

1. REGISTER YOUR BRAND/NAME www.knowem.com

2. DO YOUR RESEARCH Find out who’s out there

3. UNDERSTAND THE CULTURE AND ETIQUETTE

4. READ, READ, READ! Often overwhelming but a necessity

5. SELECT THE RIGHT TOOLS That’s all they are

6. LEARN THE VOCABULARY Then learn how to articulate it in plain English

7. ENCOURAGE STAFF TO PARTICIPATE Often difficult | Share learnings | Social media policy?

8. NETWORK It’s called social *networking* for a reason http://www.flickr.com/photos/drbeachvacation/2962850791/

9. THINK ALTRUISTICALLY Never do the hard sell

10. LEARN FROM IT It’s amazing how much you can put in the day job

HOW I USE SOCIAL MEDIA From a personal/professional standpoint Thought Leadership/Expertise Real-time discussion with colleagues, peers, suppliers. Asking for help, opinions etc Arranging meetings Completely personal. Not used in a professional context at all Events, travels, coverage and articles Showcase my presentations Research Online CV Protect my reputation

Social Media in action

Creative: Generating awareness around a boring product

Protesting: Students protest from the comfort of their bedrooms

We wanted to make the transition to paying interest smoother. This gets the message across that there is a cost to borrowing, and prepares graduates for the transition from student life to that of a young worker. “ ” HSBC

Like any service-orientated business we are not too big to listen to the needs of our customers. Following the feedback from our graduate account holders we have taken the decision to freeze interest charging on 2007 graduates' overdrafts . “ ” HSBC

Revolt: Not accepting the unacceptable

Source

Integration: ‘cause traditional channels still matter

SIMPLES

“ Social media was the perfect platform for Aleksandr to develop conversational relationships with his fans. We wanted people to be able to ask him questions, share content and to talk directly to him.” Amelia Torode, Head of Strategy and Innovation, VCCP

586,000 fans

1,000 meerkat-inspired photos

8,370 wall posts

169,850 video views

311 offers of marriage

256 offers of adoption

20 petitions demanding merchandise

27,000 followers

“ More influential” on Twitter than Boris Johnson and Hilary Clinton (JCPR)

Bottom Line

100% increase in traffic to CompareTheMarket.com

Cost per visit reduced by 75%

100% increase in insurance quotes

Market share has tripled

55% of online conversation about car insurance are about CompareTheMarket.com (previously 15%)

Competitors changed their search strategy

Learning Cycle

How much can you possibly know about yourself if you’ve never been in a fight?

How effective can your social media campaign be if you haven’t carried out your research first?

“ This is all well and good but how do I convince my clients/boss?”

Embrace and invest in it first

Develop an approach and ‘point of view’ on social media

Put in on their agenda

Research the client’s/company’s social media footprint

Send them relevant and interesting links

Educate and give meaning

Start slowly if necessary

IT’S GONNA TAKE TIME

“ I came here on the basis that I’ll be leaving a guru. My client/boss wants me to do a full scale social media campaign. Need answers, damn it!”

Don’t try and BS your way through it

Seek help

Google is a good friend of yours

Consult client/boss in reasons why social media needs to be a slow process

Pull your finger out

YOU DON’T HAVE MUCH TIME

“ OK then Mr ‘I’m great but not a guru’, where is all this stuff headed?”

PR, marketing, digital, SEO agencies … this stuff is all up for grabs

MY SEVEN HONEST THOUGHTS

PR, marketing & SEO agencies are all fighting for a piece of the pie

PR is (in theory) the rightful owner of SM. Not really happening

The term ‘social media’ will be come extinct

Those in media who continue to dismiss it will become irrelevant

If you’re not doing what the 16 -24 demographic are doing you’ll become irrelevant

Social media will become less social

Social media will become less social

Expect to hear the phrase ‘social business’ in the future

Stephen Davies | http://stedavies.com | @stedavies |

Social Media Marketing

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