Social Animals

  • 863 views
Uploaded on

My talk about social media marketing at the Digital Marketing Master Class in Johannesburg. …

My talk about social media marketing at the Digital Marketing Master Class in Johannesburg.

http://www.marketingmix.co.za/pebble.asp?relid=5237

For more on Steri Stumpie check out
http://www.slideshare.net/MyBrandedLifeTM/steri-stumpie-everyone-has-a-favourite-1919322

More in: Technology , Travel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
863
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
36
Comments
1
Likes
5

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Social animals
    Navigating the jungles of social media
  • 2. What do we mean by social media?
    Any media in which the majority of the content is derived from the users
    We are great apes – social animals
    Social media reduces the friction of distance and time
    Democratic
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 3. SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
    Can’t see the video? Find it here.
    http://www.youtube.com/watch?v=MpIOClX1jPE
  • 4. Why does it matter?
    It’s enormously popular...
    If Facebook where a country it would be the 4th largest in the world (250 million users)
    Twitter has over 20 million daily active users
    There are around 25 million active blogs in the world
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 5. Why does it matter (cont.)?
    It’s enormously influential
    Word of mouth on speed
    Your brands are being discussed whether you like it or not
    It’s happening right here in South Africa:
    Aprox. 60,000 people on Twitter
    Approaching 2 million people on Facebook
    Around 10,000 active blogs
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 6. The attention economy
    People’s attention span is limited
    In the last 20 years we’ve gone from dozens of channels to a quarter of a billion
    So you are in a war to win people’s attention – and you’re losing
    People no longer revere traditional media
    People pay attention to other people
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 7. 3 Golden rules of social media
    You can’t fake it
    You can’t control it
    You can’t ignore it
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 8. 3 Must haves
    Your own site that you can easily update
    Decent stats tracking (Google Analytics)
    A daily / weekly / monthly commitment
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 9. The Tools of the trade
    Tackling Twitter, beating blogs and slaying social networks
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 10. Good old-fashioned marketing
    Plan / design
    Launch
    Drive
    Measure
    Rinse (adapt) and repeat
    Timeline of days or weeks instead of months
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 11. Twitter?
    A free flowing stream of content, conversations and questions
    Social media at its most immediate and raw
    A “pure” social network
    Totally meritocratic
    The “pulse” of the real-time internet
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 12. How do I use it?
    Same way other users do!
    Research
    Expression
    Interaction – instant feedback
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 13. The lingo
    “Tweet” (v) to say something in Twitter
    (n) a single unit of conversation – an update
    Retweet (v) to pass on a tweet and give credit to the source (like forwarding an email)
    (n) see “tweet” above
    “@ reply” (v) to reply directly to someone using their Twitter name
    (n) one such reply
    “Mention” (n) an @ reply directed at your account
    “Trending topic” (n) any subject that is currently in the list of the top 20 most discussed topics on Twitter (worldwide)
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 14. How do I measure it?
    Followers
    Retweets and mentions
    Tweetmeme
    Snip.URL
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 15. Case Study: District 9
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 16. Case Study: District 9
    Virtually no traditional marketing
    Starting tweeting two months before launch
    By the time of the premiere was a trending topic for an entire week
    RESULTS: $37 million in the opening weekend ($7 profit)
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 17. Blogging?
    Independent
    Niche
    Personal
    Opinion based
    Less frequent and more thoughtful
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 18. How do I use it?
    3 modes:
    Media channel
    Reader & commenter
    Blogger
    Much closer to traditional media
    BUT require extra stroking
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 19. How do I measure it?
    Blog posts
    Track or pingbacks
    Comments
    Google Analytics
    Incoming links
    Readers
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 20. Case study: SteriStumpie
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 21. Case study: SteriStumpie
    A beloved but neglected brand
    Started a blog based around “ambassadors”
    Fun, fresh, friendly
    Daily updates
    Created an ecosystem with other social media channels
    RESULTS: Re-invigorated brand
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 22. Social Networking?
    Any site or service whose primary purpose is to allow users to interact with each other on a personal level
    Yes, that means email and chat
    The most personal form of social media
    Horses for courses (FacebookvsLinked.in)
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 23. How do I use it?
    Official brand presence
    Representatives (personal touch)
    Private messaging
    Events (exclusivity)
    Infiltration (aka research)
    Custom applications
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 24. How do I measure it?
    Fans / group members
    Activity (comments, discussions etc)
    Number of messages your reps receive
    Number of people who attend your events
    Analytics
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 25. Case study: Rocking the Daisies
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 26. Case study: Rocking the Daisies
    Built on two previous years of social media goodwill
    Facebook group with over 6000 members and 1000+ wall posts
    Event with 3000+ confirmed guests
    2008 event was oversold by 50%
    2009 has had to be capped
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 27. Putting it all together
    SEO, surface area and ecosystem
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 28. Surface area
    Reach in social media is not determined by how much money you spend, but by how many people you influence
    Give your messages “surface area”
    To maximise surface area you need to be:
    On all appropriate channels
    Shareable / portable
    Approachable / reachable
    Responsive
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 29. Surface area (cont.)
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 30. The social media ecosystem
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 31. Other social media channels
    Video sharing (YouTube)
    Social knowledge (Answerit)
    Forums
    Social gaming
    Custom social media offerings
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 32. Small is beautiful
    Don’t expect huge numbers right from the start
    Social media engagement beats traditional media engagement 10 or 100 to 1
    Niches are rich, mass markets are poor
    Fail fast, fail often
    Be present
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009
  • 33. Thank you
    Muchosgracias
    SOCIAL ANIMALS - Alistair Fairweather
    8/25/2009