Social media, news & brand sentiment November 2012
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Social media, news & brand sentiment November 2012

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An overview of the state of play and emerging trends in social media, plus some examples from the last few weeks and years of where they have affected companies' activities, the news agenda and public ...

An overview of the state of play and emerging trends in social media, plus some examples from the last few weeks and years of where they have affected companies' activities, the news agenda and public actions, delivered to YPO Malta November 2012

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  • Yelp, Foursquare Geofencing
  • Who you are, where you are, what you want Monitoring and responseFacebook advertising
  • Cross platform, depth and breadth of content, always on – eg Netflix
  • Tailor news that people see according to their online behaviour and interestsNews is as relevant as it possibly can be
  • Engage, incentivise and reward participation through gaming and playfulnessEg. Collaborative storytelling, ARGs – delivering news into the real world through projections etc.
  • Also food spotting,
  • Blogs, instagram, youtube – haul videos
  • Social integration, customer service, company blogs, honesty and transparency
  • Getting together to make things happen – creatively, motivationally, ecommerce, financiallyKickstarter, 38 degrees
  • Self tracking – Fuel band, sleep, happiness, link to myfitness pal
  • Data feeds from the real world to the internet – hayfever, bus tracker, plants that need watering, bread just come out of the oven , old people’s habits
  • BUT is easy to attack these big global companies – same old monoliths being bashed. Not proving anything
  • Coca-cola
  • 1.3 billion to gulf oil spill
  • Live the dream (or at least the brand identity) Coke – togetherness & happiness
  • WonderbraFacebook insightsBrandwatch

Social media, news & brand sentiment November 2012 Presentation Transcript

  • 1. YPOSocial Media, Brand AUTUMN 2012Sentiment & the News
  • 2. THE TOM SAWYER EFFECTA communications company forthe 21st Century
  • 3. COMMUNICATION COGS BRAND / PRODUCT
  • 4. Local stats - Facebook
  • 5. Local stats – top Facebook
  • 6. Local stats – top Twitter
  • 7. AN EVOLVING UNIVERSEWhat are the trends in socialmedia, marketing andcommunications?
  • 8. Targeting
  • 9. Behaviour
  • 10. Location
  • 11. Contextual targeting
  • 12. Pervasiveness
  • 13. Personalisation
  • 14. Playfulness
  • 15. Responsiveness
  • 16. Rise of the niche
  • 17. Self-publishing
  • 18. Curation & sharing
  • 19. Openness
  • 20. Collaboration
  • 21. Quantified Self
  • 22. Quantified self
  • 23. Internet of Things
  • 24. Internet of Things
  • 25. TWO INTERTWINED WORLDS, ONERESULTHow do social media, the newsagenda and public sentimentinterplay?
  • 26. News, buzz, action Company actions News Social MediaGeneration Buzz Consumer behaviour
  • 27. "We dont doadvertisinganymore, we just docool stuff. Its nolonger aboutawareness, we needto become part ofpeoples lives"Nike UK, 2008
  • 28. Brands as content publishers
  • 29. Brands as content publishers
  • 30. Brands as content publishers
  • 31. Media companiesas content publishers
  • 32. Social campaigns generate PR
  • 33. Social campaigns generate PR
  • 34. Not just B2C
  • 35. Social media campaigning generates real results
  • 36. Social media campaigning generates real results
  • 37. Can backfire…
  • 38. McDonald’s Stories
  • 39. Brands as enablers
  • 40. Brands as enablers
  • 41. Brands as enablers
  • 42. Brands as enablers
  • 43. Brands as enablers
  • 44. IMPACT ON ITS AUDIENCESHow is all of this affecting whatpeople think and how makedecisions?
  • 45. 2012 Social Journalist Study
  • 46. Facebook impressions
  • 47. Facebook impressions
  • 48. Facebook impressions
  • 49. 2012 Nielsen Trust In Advertising Study
  • 50. Social network breakdown
  • 51. Survey summary92% of 26,486 people said that consumer recommendations are the most credible form of advertising •Nielsen survey Online social network users were 3 times more likely to trust their peers opinions over advertising when making purchase decisions Jupiter research 84% said they would trust peer reviews over a critic Marketing Sherpa •64% of consumers said they wanted to see user reviews Forrester
  • 52. Over to you… www.tseffect.co.uk hello@tseffect.co.ukwww.twitter.com/tseffect