When social media is Mass Media, How should brands act from now on?

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When there's a clash between social media and traditional media, we notice that the game has changed and we are still learning how to navigate this ever changing tide. But there are a lot questions that we should ask ourselves in order to understand the role of brands in this new scenario:

If you are from a big, global brand or if you are from a small local brand, should both of you act in social media just the same?

How can brands, disregarding its size, think past the vanity metrics of likes, comments and shares of their social media efforts and start to think more like how they can be part of something bigger?

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Published in: Marketing

When social media is Mass Media, How should brands act from now on?

  1. 1. Daniel Sollero Cristiano Dias SOCIAL WHEN MEDIAMASSIS HOW SHOULD BRANDS ACT FROM NOW ON? Head of Strategy, Pereira&O’Dell Creative Strategist, Facebook
  2. 2. CONSIDERING EYEBALLS, NOT INTERACTIONS But if we keep in mind that not everybody who sees a piece of content in social media also interacts with it, the following numbers are astounding
  3. 3. 8 16 24 The Big Bang Theory Game of Thrones WHEN SOCIAL MEDIA BECAME MASS MEDIA TV Ratings (Million viewers/week) Red Bull Stratos video on YouTube had more than 16 million views in a 9 min video. Game of Thrones 4th Season had an average of 18 million viewers/episode (TV+DVR+replays/week) Red Bull Stratos (GoPro 9 min) Red Bull Stratos (RedBull 8 min) this is the longest and most viewed Stratos video. There’s a 1 minute video with more than 36 million views
  4. 4. During world events, Twitter takes the trending topic concept and its conversations to other levels. World Cup Final Superbowl Oscars WHEN SOCIAL MEDIA BECAME MASS MEDIA
  5. 5. Facebook has more than a billion users worldwide and you can reach more people with just one post in it than in the cover of a popular newspaper.  WHEN SOCIAL MEDIA BECAME MASS MEDIA
  6. 6. WHEN SOCIAL MEDIA BECAME MASS MEDIA
  7. 7. brands used social platforms to search for a mythical creature: the influencer BEFORE SOCIAL MEDIA BECAME MASS MEDIA,
  8. 8. brands used social platforms as a springboard for viral content BEFORE SOCIAL MEDIA BECAME MASS MEDIA,
  9. 9. This was true at first but now brands act like that because they just cannot handle all of the demands from people trying to start a conversation with them WE THOUGHT THAT BRANDS DIDN’T UNDERSTAND SOCIAL MEDIA
  10. 10. We just click on the Like button of every comment we get and later we post a thank you note for everyone. AND IF YOU THINK ABOUT IT, WE DO EXACTLY THE SAME ON OUR BIRTHDAY.
  11. 11. Conversations are much more than simple interactions to acknowledge that the brand saw the customer's comment. CONVERSATIONS > INTERACTIONS Conversations are not Likes on your comment. Conversations are not emoticons as a response. Conversations are not a scripted reply. http://thenounproject.com/term/conversation/15131/
  12. 12. Even when we realised that we could not have conversations with all of our followers, we kept demanding that from brands  and that they should be part of the conversation and speak with everyone. THE MISCONCEPTION http://thenounproject.com/term/network/21268/
  13. 13. Dunbar's number states the number of people one knows and keeps social contact with REMEMBER DUNBAR’S NUMBER (150)
  14. 14. Most of the real conversations that big brands have with customers in Social Media are just about customer service. CUSTOMER SERVICE http://thenounproject.com/term/customer-service/15877/
  15. 15. How should brands act in this new scenario? How should brands engage with its customers? How could brands be a part of the conversation?BIGQUESTIONS ?
  16. 16. So, if you want to know more about it, vote for us and hopefully we’ll see each other in Austin next year. THESE ARE SOME OF THE QUESTIONS WE WANT TO ANSWER AT SXSW 2015 SOCIAL WHEN MEDIAMASSIS HOW SHOULD BRANDS ACT FROM NOW ON? Daniel Sollero Cristiano Dias Head of Strategy, Pereira&O’Dell Creative Strategist, Facebook

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