Social animals<br />Navigating the jungles of social media<br />
What do we mean by social media?<br />Any media in which the majority of the content is derived from the users<br />We are...
SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />Can’t see the video? Find it here.<br />http://www.youtube.com/w...
Why does it matter?<br />It’s enormously popular...<br />If Facebook where a country it would be the 4th largest in the wo...
Why does it matter (cont.)?<br />It’s enormously influential<br />Word of mouth on speed<br />Your brands are being discus...
The attention economy<br />People’s attention span is limited<br />In the last 20 years we’ve gone from dozens of channels...
3 Golden rules of social media<br />You can’t fake it<br />You can’t control it<br />You can’t ignore it<br />SOCIAL ANIMA...
3 Must haves<br />Your own site that you can easily update<br />Decent stats tracking (Google Analytics)<br />A daily / we...
The Tools of the trade<br />Tackling Twitter, beating blogs and slaying social networks<br />SOCIAL ANIMALS - Alistair Fai...
Good old-fashioned marketing<br />Plan / design<br />Launch<br />Drive<br />Measure<br />Rinse (adapt) and repeat<br />Tim...
Twitter?<br />A free flowing stream of content, conversations and questions<br />Social media at its most immediate and ra...
How do I use it?<br />Same way other users do!<br />Research<br />Expression<br />Interaction – instant feedback<br />SOCI...
The lingo<br />“Tweet” (v) to say something in Twitter<br />(n) a single unit of conversation – an update<br />Retweet (v)...
How do I measure it?<br />Followers<br />Retweets and mentions<br />Tweetmeme<br />Snip.URL<br />SOCIAL ANIMALS - Alistair...
Case Study: District 9<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
Case Study: District 9<br />Virtually no traditional marketing<br />Starting tweeting two months before launch<br />By the...
Blogging?<br />Independent<br />Niche<br />Personal<br />Opinion based<br />Less frequent and more thoughtful<br />SOCIAL ...
How do I use it?<br />3 modes: <br />Media channel<br />Reader & commenter<br />Blogger<br />Much closer to traditional me...
How do I measure it?<br />Blog posts<br />Track or pingbacks<br />Comments<br />Google Analytics<br />Incoming links<br />...
Case study: SteriStumpie<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
Case study: SteriStumpie<br />A beloved but neglected brand<br />Started a blog based around “ambassadors”<br />Fun, fresh...
Social Networking?<br />Any site or service whose primary purpose is to allow users to interact with each other on a perso...
How do I use it?<br />Official brand presence<br />Representatives (personal touch)<br />Private messaging<br />Events (ex...
How do I measure it?<br />Fans / group members<br />Activity (comments, discussions etc)<br />Number of messages your reps...
Case study: Rocking the Daisies<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
Case study: Rocking the Daisies<br />Built on two previous years of social media goodwill<br />Facebook group with over 60...
Putting it all together<br />SEO, surface area and ecosystem<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
Surface area<br />Reach in social media is not determined by how much money you spend, but by how many people you influenc...
Surface area (cont.)<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
The social media ecosystem<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
Other social media channels<br />Video sharing (YouTube)<br />Social knowledge (Answerit)<br />Forums<br />Social gaming<b...
Small is beautiful<br />Don’t expect huge numbers right from the start<br />Social media engagement beats traditional medi...
Thank you<br />Muchosgracias<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
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Social Animals

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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

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Social Animals

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

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