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

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