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Social Media history, case studies, and 2014
 

Social Media history, case studies, and 2014

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Fall 2013 presentation to a Toronto based digital agency.

Fall 2013 presentation to a Toronto based digital agency.

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  • Do intro from iPad
  • <!-- This snippet was inserted via the PollEv Presenter app --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the PollEv Presenter will automatically display your poll in that area. --> <!-- The PollEv Presenter app must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the PollEv Presenter to remove it for you. --> What is your personal favourite social network
  • Remember when social media was referred to as social networking? WHO WANTS TO HAZARD A GUESS?So with that being said…. How long has social networking existed?
  • With that definition…. Lets play again – phones/tablets out!
  • HOW LONG HAS SOCIAL NETWORKING EXISTED?Free text <!-- This snippet was inserted via the PollEv Presenter app --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the PollEv Presenter will automatically display your poll in that area. --> <!-- The PollEv Presenter app must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the PollEv Presenter to remove it for you. --> How long as social networking existed?
  • NOT HERE!!!
  • Pompeii - Researchers believe that the town was founded in the seventh or sixth century BC and was captured by the Romans in 80 BC. By the time of its destruction, in 79 AD, its population was probably approximately 20,000, with a complex water system, an amphitheatre, gymnasium and a port.They also had the original ‘social network’
  • These are actual ‘graffiti’ translated from the walls of Pompeii
  • however much our material environment changes, our behaviour tends to remain the same
  • Wax tablets are unique among ancient writing materials because they can be easily erased and reused - Commonly used by schoolboys in Greece,So WHEN the ancient civilizations DID use their iPad equivalents, it's because they were easily distracted, frivolous, gossipy news junkies with too much to say for themselves – just like us.
  • The Ninety-Five Theses were written by Martin Luther in 1517 and is widely regarded as the initial catalyst for the Protestant Reformation in Europe. The Reformation was a triumph of literacy and the new printing press. Luther's translation of the Bible into German was a decisive moment in the spread of literacy, and stimulated the printing and distribution of religious books and pamphlets because of growing literacy. From 1517 onward, religious pamphlets flooded Germany and much of Europe.By 1530, over 10,000 publications are known, with a total of ten million copies. The Reformation was thus a media revolution.
  • News, rumour and wisdom moved horizontally, among people who liked, loved, loathed one another or had interests in common – social networks
  • Social networks have existed since civilization did - Remember this? You probably / did think that this is where they began…..This was the computer I learned to type on in high school
  • SoONLINE social networks started close to FIFTEEN YEARS AGO - Walk this through.Welcome to Amazon Collections - See what other customers like, want, or recommend.
  • 2007
  • 2010
  • 2013
  • Stats are from Dec 2012 - In January 2014 they’ll be updated!
  • 87% of AMERICANS DO! Canadians too polite to answer?? <!-- This snippet was inserted via the PollEv Presenter app --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the PollEv Presenter will automatically display your poll in that area. --> <!-- The PollEv Presenter app must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the PollEv Presenter to remove it for you. --> Ever used your smartphone on the toilet?
  • http://infographics-images.idlelist.com/wp-content/uploads/2012/12/the-state-of-canadian-connectedness-internet-usage-mobile-search-and-social-media.jpgStats from DEC 2012 Canada continues to be a leader in engagement -representing the 2nd highest across the globe, and they rank 1st in terms of monthly pages and visits per visitor.
  • The rise of the 2nd screen at home (phone or tablet)
  • http://infographics-images.idlelist.com/wp-content/uploads/2012/12/the-state-of-canadian-connectedness-internet-usage-mobile-search-and-social-media.jpg
  • Qs should come up <!-- This snippet was inserted via the PollEv Presenter app --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the PollEv Presenter will automatically display your poll in that area. --> <!-- The PollEv Presenter app must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the PollEv Presenter to remove it for you. --> Name Canada's 2nd largest search engine
  • The online video market continues to grow in Canada as long-form viewing and premium programming migrate online. Canadians rank 2nd worldwide in terms of monthly hours (25) and videos (291) per viewer. The Entertainment category saw the largest growth in number of videos viewed versus year ago. http://infographics-images.idlelist.com/wp-content/uploads/2012/12/the-state-of-canadian-connectedness-internet-usage-mobile-search-and-social-media.jpg
  • COMMSCOREAnd Canada is the 2nd biggest YouTube nation in the world too!
  • Highlight Microsoft and EA and P&G (who no longer own SunnyD)
  • <!-- This snippet was inserted via the PollEv Presenter app --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the PollEv Presenter will automatically display your poll in that area. --> <!-- The PollEv Presenter app must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the PollEv Presenter to remove it for you. --> Do you check social networks on your phone?
  • Get in to groups (3 -4 people) NEED 4 GroupsFor the next 15 mins,discuss one of these challenges (allocated) and come up with 5 tips, tricks, reasons to change, or solutions to overcome these objectionsOne person in each group will have to report back
  • While Facebook continues to lead the pack in terms of number of active monthly users (1.15 billion at last count), Google+ is quickly gaining steam, and in fact, now has the second highest number of monthly users (343 million) – SO THEY CLAIM (includesgmail users who were ‘forced’ to create a profile!, and experts / pundits remain skeptical) With Google using the platform to collect personal information (think demographics, location, etc.), Google+ should no longer be thought of as ‘just’ another social network. It’s increasingly proving itself to be an integral part of Google’s grand scheme in terms of SEO, social signals and providing a more personalized search experience. This is especially apparent with the importance of Google Authorship, which I SUSPECT will be one of the key components to Google’s search ranking algorithm by the end of 2014.I believe that businesses who are finding themselves spread thin with their social media efforts will increasingly turn to Google+ as the closest thing we have to a ‘one size fits all’ social network.As Google+ moves towards even greater integration with other aspects of the web – as they’ve already done with their foray into local search AND YouTube comments – I think we’ll see its growth skyrocket, both in terms of business and personal use – maybe not because we WANT to, but because it’s just easier to assimilate!
  • Businesses are already coming to terms with the need to integrate their social media efforts with their content strategy, and are seeing the impact of social media in terms of lead generation, referral traffic, and revenue.As businesses see these very real and measurable benefits, I believe we’ll see a move away from assigning social media tasks to existing employees, and see even more companies hiring social media strategists or full-time social media managers, and investing more in robust analytics that go far beyond just likes and shares.By 2014, from small business to corporate Canada, ignoring your customers where they are is no longer acceptable.
  • We’ve seen a consistent trend in 2013 toward sharing through image and video, rather than text-based content. You already saw the stats on the growth of Pnterest 2011 – 2012 Visual content will increasingly become a critical piece of any solid content strategy, and social networking site Pinterest will continue to shed its reputation as a ‘women’s only’ network and become an integral part of retailers’ marketing strategies.Other image-based social media sites like Slideshare, Tumblr, Path, SnapChat, and Mobli will continue to grow, and businesses will need to become more mindful about the ‘sharability’ factor of photos on their websites and blogs in order to derive significant benefit from their social media content marketing efforts.
  • With the emergence of micro video apps like Twitter’s Vine and now Instagram’s video sharing feature, we’re seeing even more movement toward real-time video sharing. And not just any videos; with Instagram allowing 3-15 seconds per video, and Vine allowing precisely 6 seconds, users are even more likely to create and share videos from their smartphones.
  • The trailer for JOBS only aired on Instagram.#ABCultureDays Vine Contest! You showed us what culture meant to you and how you spent your time at Alberta Culture Days.The first day of Honda’s #WantNewCar Vine campaign brought the car brand 1,020 new followers (compared to its six-month average of 242 new followers) and 2,292 mentions. (Socialbakers)
  • StatsCan - More than one-half of Internet users (58%) accessed the Internet in 2012 via a wireless handheld device such as a cell phone or tablet, up from 33% in 2010.Facebook optimized it’s mobile app to display ads and change the facebook mobile app to maximise displayLinkedIn is expecting mobile to play a big role in the company's future — and that future isn't far off, according to CEO Jeff Weiner.JeffWeiner, LINKEDIN CEO said he expects 50% of LinkedIn's unique visitors will come via mobile devices in 2014, a jump from 38% of unique visitors today. In the first quarter of 2011, the first full quarter the company had a mobile app, only 8% of unique visitors came from mobile.
  • Still holding steady as the #1 social networking site for professionals with 238 million users, LinkedIn isn’t just sitting on its heels. With the launch of its Influencers program, LinkedIn is positioning itself as not only another networking site, but as one of the largest sources of content creation and curation for professionals. It’s now 10 years old, and knows its place in the world.As it grows and attracts even more users, the advantages of being “linked in” will become enormous for B2B marketers. The marketing suite is robust, and the introduction of highly targeted sponsored posts has been welcomed by marketers.
  • OREO
  • The “you can still dunk in the dark” tweet was retweeted almost 15,000 times. Oreo’s Twitter following, meanwhile, increased by about 8,000. The blackout post garnered nearly 20,000 likes on Facebook. And Oreo went from having 2,000 Instagram followers pre-game to 36,000, with more than 16,000 pictures submitted by consumers as votes for “Cookie” or “Creme,” tying to their Super Bowl ad-spurred seven-week contest for the best part of the Oreo, a Mondelez International brand.“Because everyone was together, they had everyone in place to jump on a real-time marketing opportunity, which was, how would Oreo see the blackout? And Oreo saw the blackout as an opportunity to dunk in the dark.”“The way this all came about is because of the Super Bowl spot and because we were coming off the 100th birthday, we chose the Super Bowl to kick off this campaign of, which part of the cookie do you love more? Because we picked such a big stage, we decided to have a social media command center, so that we could respond real time to buzz,” Mann said. “Of course we couldn’t have anticipated the blackout, but in that command center we had brand people, agency people.” The command center was within agency 360i’s Tribeca offices and included representation from all of Oreo’s agencies–Wieden + Kennedy, Mediavest, and Weber Shandwick as well as 360i. Mann was dialed in; several members of the brand team were in the room as well. Emails flew among Mondelez senior marketing leaders.
  • SMART CAR SOCIAL MEDIA POOP VIDEOBesides being funny and quick, the “poop tweet” was the kind of real-time response that big companies, with their many layers of approval, haven’t been good at. It was made possible by another skill that enterprises haven’t historically mastered: strong collaboration between tech and marketing. Because Smart’s social media and tech teams sit together, the right messaging was rapidly developed and the right infrastructure was put in place to support all the sudden attention. Thus the traffic resulting from an unpredicted 333 percent spike in searches on “tridion safety” didn’t crash the site.In just three days, the Poop Tweet generated over 22 million impressions. The brand’s Twitter page saw a 1,755% increase in follower growth. The infographic received over 15,400 clicks, which amounted to 82 times the brand’s average Twitter reach. It also helped change online brand sentiment, with smart’s positive sentiment increasing by 27% and its negative sentiment dropping by 13%. Soon enough, it was making global headlines in newspapers from London, Australia and Ghana. And it was featured on CNN’s morning news program, with its hosts barely able to contain their amusement at the brand’s use of “funny yet impeccable math.
  • Rather than ignore it, Bodyform one-upped Mr. Neill with THIS VIDEO, in which it pretends to fess up about its pathological lying. It's brave to admit, even in the context of the joke, that your ads don't tell the whole story. Not every brand would feel comfortable doing this, or more to the point, have the skill to pull it off. Of course, it helped that Neill set the tone with his own comedy. Still, this is what great social engagement looks like.Carat has created an original and uniquely personalized response, brilliantly PR-ed by Myriad, allowing Bodyform to quickly engage in consumer conversations in a meaningful way.”DRIVEN BY PR COMPANY – INTEGRATION AND QUICK DECISIONS!!
  • The Savvy brands will leap on this and USE it!
  • For example, in the UK the retailer hosted a sleepover in its Essex store in response to a Facebook fan group called ‘I wanna have a sleepover in Ikea’.
  • <!-- This snippet was inserted via the PollEv Presenter app --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the PollEv Presenter will automatically display your poll in that area. --> <!-- The PollEv Presenter app must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the PollEv Presenter to remove it for you. --> How are you feeling right now?
  • Bacardi isallaboutgettingpeopletogether. - Tosupportthismessage, Bacardi launchedLike It Live, Like it Together, a campaignthatspunthe social media world on its headbyturningtheFacebook 'Likes' sharedbyfansinto real world experiences.http://vimeo.com/31746176#http://www.blastradius.com/submissions/likeitlive/
  • 2011 campaign - They wanted to take this promise of connection to a new generation of drinkers, who were spending most of their time online. Their agency (Blast Radius) came up with BACARDI ‘Like It Live, Like It Together’ as a modern-day execution of their philosophy, which brings people’s Facebook Likes to Life.Their Facebook tab featured Like Offs, that allowed fans to vote for a series of Likes (i.e. pizza truck vs taco truck, hip hop vs new wave) that are mixed and brought to life by Bacardi.They launched Together Tools, a Facebook app that that analyzed the Likes between people and their friends to identify shared passions or the friends people had the most in Like with. My Together Tools allowed people to create get togethers (i.e. house parties) with Like themes for each friend facilitated through Facebook events.Bacardi then hosted two Like It Live parties where consumers' Likes (from music to food and sports) came alive – one in New York and one in Las Vegas– promoted through Facebook ads and PR stunts -The free events were ticketed seamlessly through Facebook, where the news about the events spread through consumers' social networks.
  • Facebook page gained over 145,000 fans in the US and just under 300,000 globally (a 62% increase in global likes, and a 34% increase in US likes over the same period in the previous month).By unifying Facebook users around a simple concept – taking Likes offline – Bacardi was able to share and live up to its brand promise of helping people get together. This drove increased engagement through all social channels (Facebook, YouTube, and Twitter) as well as a sharp increase in month over month Likes for the spirit brand itself, particularly in the targeted legal drinking age-24 year old male demographic.Engagement was supported through age and geo-targeted Facebook ads, which resulted in over 45 million impressions.
  • It got 12.66 millionviews.Howmanydidthe Xbox Onelaunchvideoget? http://vimeo.com/31746176#http://www.blastradius.com/submissions/likeitlive/
  • INTERACTIVEEXCITING CALL TO ACTIONLittle difference between Playstation and Xbox EXEPT SOCIAL SIGN IN
  • I’ve just given then all my data – allowing them to use demographics to plan ad campaigns for greatest impact!
  • Remember how we talked about the RISE of visual social networks? Look how valuable a customer who comes from Pinterest is!
  • TARGET IS THEIR COMPETITORHas no Canadian site, and no Cdn specific content, same across their channels, frustration due to availability! Tell them I’m going to CBC on Monday to talk about this!
  • WALMART IS THE CLIENT – NATIONAL PAGE
  • Room to improve!
  • Among the top 25 retailers on Facebook in the first half of November, Walmart accounted for 27%. What this means is that of all the content being posted on all 25 of these retailer Facebook pages, Walmart fans are sharing 3 times more content than its largest rivals - there is no stronger measure of the pass-along value of a retailer’s message or offer, than having customers amplify it for you.”
  • On Twitter, it's a different story altogether with BestBuy being the dominant player. According to Shareablee’s data, BestBuy fans were responsible for 30% of all the retweets in the category, followed by Nordstrom at 9% and Ebay and Target at 8% respectively. Walmart, on the hand, has 5 times smaller share of the retweets with a mere 6% of the RTs.
  • #BLACKFRIDAY - Target has outpaced all competition in the retail category with six times more Black Friday posts than any other brand, reports Shareablee. However, it is interesting to note that all this activity has not necessarily motivated Target’s over 22 million Facebook fans. Target’s best performing post TO DATE generated less than 18,000 actions – activating just 0.08% of their fan-base.”
  • In contrast to Target, JC Penney released just one Black Friday post in the first half of November, but it earned the highest level of engagement with over 54,000 actions (combined total of likes, comments and shares). The success of this particular post to a combination of best practices including the use of a playful question, a photo with an embedded offer, a hashtag and a call to action that links to Pinterest for deeper discovery.
  • We can dive in and discuss – or we can answer the LAST QUESTION?
  • <!-- This snippet was inserted via the PollEv Presenter app --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the PollEv Presenter will automatically display your poll in that area. --> <!-- The PollEv Presenter app must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the PollEv Presenter to remove it for you. --> Who wants a cookie?

Social Media history, case studies, and 2014 Social Media history, case studies, and 2014 Presentation Transcript

  • 1. History of Social Media 2. A Social/Digital ‘State of The Nation’ 3. Therapy 4. 2014 Crystal Ball 5. Case Studies 6. Tools
  • A network of networking Define social social interactions and personal relationships.
  • NOT HERE
  • “Marcus loves Spendusa”
  • “Cruel Lalagus, why do you not love me?”
  • “Atimetus got me pregnant”
  • Chie, I hope your hemorrhoids rub together so much that they hurt worse than when they ever have before!
  • ?
  • Too many changes / updates to stay current It’s not relevant to my life How do you get more followers? Using social media is complicated
  • You can still dunk in the dark Real-time media created the competitive difference. Oreo had the right content, and delivered it at the right time
  • 5,414,695 Like 19,934 Dislike 411
  • BACARDI
  • • 62% increase in global likes, and a 34% increase in US likes over the same period in the previous month • Active user rates went from 331,000 in May to 2.5 million in June • Targeted demographic went from being 15% of BACARDI’s Facebook fan base to 24% after the event • YouTube channel views increased 67% over the previous month.
  • 5.35 million 12.66 million 4.72 million for Xbox One 18.71 million
  • PLAYSTATION
  • Hootsuite – Free to $9.99 for PRO per month Sprout Social – $39 - $59 per month Jugnoo – Agency & Enterprise tool ViralHeat – Agency & Enterprise tool $99 + Radian6 – Top of the line $600+ per month