REAL LIFE SOCIAL MEDIA CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR baraka27 on flickr Real Life Social Media Ciarán Norris, SEO & Social Media Director

Agenda Planning a social media strategy Social media in action Who’s getting it right? How can it go wrong? Questions

Planning a social media strategy

Social media in action

Who’s getting it right?

How can it go wrong?

Questions

When to shoot me…

When to shoot me…

Planning a social media strategy Forrester P eople O bjectives S trategy T echnologies

Forrester

P eople

O bjectives

S trategy

T echnologies

Planning a social media strategy Altogether Digital Audience: Assess target audience, attitudes & activities Objectives: Decide what it is you’re trying to achieve Channels: Select which channels to use Creative: Define the creative message Delivery: Design, build & roll-out the solution

Altogether Digital

Audience: Assess target audience, attitudes & activities

Objectives: Decide what it is you’re trying to achieve

Channels: Select which channels to use

Creative: Define the creative message

Delivery: Design, build & roll-out the solution

Comment on blogs Post ratings and reviews Use RSS Tag Web pages Use social networking sites Read blogs Watch peer-generated video Listen to podcasts None of these activities Creators Critics Collectors Joiners Spectators Inactive Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery Planning a social media strategy Publish Web page Publish or maintain blog Upload video to sites like YouTube

Comment on blogs

Post ratings and reviews

Use RSS

Tag Web pages

Use social networking sites

Read blogs

Watch peer-generated video

Listen to podcasts

None of these activities

Publish Web page

Publish or maintain blog

Upload video to sites like YouTube

Social Media / Who Does What? Hitwise UK Websites with the Largest Growth in Market Share of Visits Among the Top 100 News and Media Websites. Comparing January 2007 and January 2006 Forrester Groundswell Tool Planning a social media strategy

Who’s getting it right?

Who’s getting it right? Refresh an offline brand (publishing) Increase interaction Drive more ad revenue (CPM)

Refresh an offline brand (publishing)

Increase interaction

Drive more ad revenue (CPM)

Who’s getting it right? Refresh an offline brand (publishing) Increase interaction Drive more ad revenue (CPM)

Refresh an offline brand (publishing)

Increase interaction

Drive more ad revenue (CPM)

Who’s getting it right? Refresh an offline brand (publishing) Increase interaction Drive more ad revenue (CPM)

Refresh an offline brand (publishing)

Increase interaction

Drive more ad revenue (CPM)

Who’s getting it right? Refresh an offline brand (publishing) Increase interaction Drive more ad revenue (CPM)

Refresh an offline brand (publishing)

Increase interaction

Drive more ad revenue (CPM)

Who’s getting it right? Refresh an offline brand (publishing) Increase interaction Drive more ad revenue (CPM)

Refresh an offline brand (publishing)

Increase interaction

Drive more ad revenue (CPM)

Who’s getting it right? Refresh an offline brand (publishing) Increase interaction Drive more ad revenue (CPM)

Refresh an offline brand (publishing)

Increase interaction

Drive more ad revenue (CPM)

Who’s getting it right? Old-school brand launching a new product to a cooler audience Build brand atrributes through music tie-in Amplify limited TV media budget

Old-school brand launching a new product to a cooler audience

Build brand atrributes through music tie-in

Amplify limited TV media budget

Who’s getting it right? Old-school brand launching a new product to a cooler audience Build brand atrributes through music tie-in Amplify limited TV media budget 73,452 profile views 194 videos submitted 115,000 views on top 5 videos alone 1,208 songs uploaded by 1,080 bands* 1,684 friends >230,000 views of ad on video sharing sites * Only 600 less than a similar campaign on C4 which had a £50,000 contract as a prize!

Old-school brand launching a new product to a cooler audience

Build brand atrributes through music tie-in

Amplify limited TV media budget

Who’s getting it right? Promote a product that’s been on sale many times before Utilise viral elements of social media Encourage user interaction

Promote a product that’s been on sale many times before

Utilise viral elements of social media

Encourage user interaction

Who’s getting it right? Promote a product that’s been on sale many times before Utilise viral elements of social media Encourage user interaction

Promote a product that’s been on sale many times before

Utilise viral elements of social media

Encourage user interaction

Who’s getting it wrong?

Who’s getting it wrong? Discounting the importance of bloggers Offending your target market Apologising (a little) too late

Discounting the importance of bloggers

Offending your target market

Apologising (a little) too late

Reasons for getting it wrong? Profile mismatches Lack of defined objectives Strategic timidity Flawed technology implementation

Profile mismatches

Lack of defined objectives

Strategic timidity

Flawed technology implementation

Spiking the kool-aid

Who’s getting it wrong? Discounting the importance of bloggers Offending your target market Apologising (a little) too late

Discounting the importance of bloggers

Offending your target market

Apologising (a little) too late

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Questions ? Give me a shout.. Ciarán Norris [email_address] - bast - on flickr Questions

Give me a shout..

Ciarán Norris

[email_address]

Give me a shout [email_address]