Social media marketing is a sector surrounded by hype & jargon. This guide aims to cut through all the smoke & mirrors and provide practical examples of how you can use this exciting new channel.
5. 5 What are we talking about? What is social media?
6. 6 Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
7. 7 What on earth does that mean? Technologies that allow people to connect with each other and create and share information over the Internet. Mindshare SocialMedia8
19. 25% have started a blog²Sources: ¹ comScore Oct 2007; ² Universal McCann Social Media Tracker Wave 3 March 2008;
20. 12 Why should you care? “I think more positively about companies that have blogs” 33% of global internet universe Sources: Universal McCann Social Media Tracker Wave 3 March 2008;
30. 17 Blogs So forget about blogs and bloggers and blogging and focus on this - the cost and difficulty of publishing absolutely anything, by anyone, into a global medium, just got a whole lot lower. And the effects of that increased pool of potential producers is going to be vast Clay Shirky, 2004
31. 18 Micro-Blogs Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. Wikipedia
37. 24 Social Networks Facebook, MySpace, LinkedIn, Bebo, Orkut Places where people can talk & share
38. 25 Social News Aggregators Online newspapers where the readers pick the stories and what goes on the front page Can send large amounts of traffic, useful for talking to certain types of user
39. Defining social media Social news aggregators Online newspapers where the readers pick the stories and what goes on the front page Can send large amounts of traffic, useful for talking to certain types of user
40. Defining social media Social news aggregators Online newspapers where the readers pick the stories and what goes on the front page Can send large amounts of traffic, useful for talking to certain types of user
41. Defining social media Social news aggregators Online newspapers where the readers pick the stories and what goes on the front page Can send large amounts of traffic, useful for talking to certain types of user
42. 29 Social Bookmarking/Folksonomies Like an online version of Internet Explorer’s favourites bar. Allows users to share content: approaching human edited search
43. Defining social media Social bookmarking sites/folksonomies Like an online version of your Internet Explorer favourites bar. Allows users to share content: approaching human edited search
45. Defining social media Social bookmarking sites/folksonomies Like an online version of your Internet Explorer favourites bar. Allows users to share content: approaching human edited search
46. 33 Video/Image Sharing Sites Sites where people share videos & images, unsurprisingly. Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.
47. 34 Video/Image Sharing Sites Sites where people share videos & images, unsurprisingly. Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.
48. 35 Video/Image Sharing Sites Sites where people share videos & images, unsurprisingly. Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.
49. 36 Video/Image Sharing Sites Sites where people share videos & images, unsurprisingly. Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.
50. 37 Social Aggregators Tools that allow you to centrally manage all of your social profiles. FriendFeed recently bought by Facebook
51. Why else does this matter? Blended search makes it easier for social media content to go mainstream
52. 39 Why Else Does This Matter? Blended search allows social media content to go mainstream
53. Why else does this matter? Blended search makes it easier for social media content to go mainstream
54. 41 How Do I Do It? Planning a social media strategy: People Objectives Strategy Technology Forrester POST Methodology
75. Who’s getting it right? Refresh an offline brand (publishing) Increase interaction Drive more ad revenue (CPM)
76. Who’s getting it right? Refresh an offline brand (publishing) Increase interaction Drive more ad revenue (CPM)
77. 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 Circa 480,000 followers
78. 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
79. 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
80. 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
81. 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
82. 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
83. 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
84. 64 Ryanair’s ‘Apology’ Ryanair can confirm that a Ryanair staff member did engage in a blog discussion.It is Ryanair policy not to waste time and energy corresponding with idiot bloggers and Ryanair can confirm that it won't be happening again.Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel