Understanding the power of social mediaMemorable social media moments of past few years
US Presidential election 2008 The ‘Facebook’ election The Obama campaign used not only Facebook and YouTube, but also MySpace, Twitter, Flickr, Digg, BlackPlanet, LinkedIn, AsianAve, MiGente, Glee and others to engage you voters. Obama McCainSupporters on Facebook 2,000,000 600,000Followers on Twitter 112,000 4,600YouTube channel visits 18 million 2 millionYouTube channel views 97 million 25 millionObama had a social media strategyMcCain ..???
Iran elections 2009 Her Name Was Neda…The images of Iranian protests against the disputed election of President MahmoudAhmadinejad were widely broadcasted to the world through Wikipedia, Twitter, Flickr, and YouTube.The killing of young student Neda Agha‐Soltan posted on YouTube was probably the most widely witnessed death in human history.
Britain’s Got Talent 2009Susan Boyle…a surprise YouTube hit(2.5 million views in just 72 hours)Susan Boyle astonished the judges at the auditions for ITV1 show with her rendition of ‘I Dreamed A Dream from Les Miserables’.The original video posted in 2009 has over 66 million views to date.
Bieber fever heats up YouTube 2009Over 1 million fans on Twitter before launching his first album…Discovered by a talent agent who came across one of the videos his mother uploaded to YouTube. Two months later he signed to a record label.
Most searched celebrityon the web‘Baby’ is most viewed YouTubevideo in history: > 559.000.000 times
From social media to social movement 2011Facebook and Twitter were considered askey players in the uprising in the MiddleEast
More stories gone viral...Victim’s bro gone renowned… The man with the golden voiceLaunched to worldwide‘fame’ with her single“Friday”: 161 million views
So how powerful is social media?.. “We’re still in the process of picking ourselves up off the floor after witnessing firsthand the fact that a 16‐year‐old YouTuber can deliver us 3 times the traffic in a couple of days that some excellent traditional media coverage has over 5 months.” ~Michael Fox, founder of Shoes of Prey
Thanks to social media:• Towards a more social, collaborative, interactive and responsive web• Opportunities for businesses to engage in creative new forms of online communication with (potential) clients.
Three key reasons to startconsidering Social Media Marketing….
Reason #1 The ‘engagement’ factor…“Social Media is an excellent pointof initial engagement withconsumers – essentially the firststep in a purchase process.” ~Michael Orpen
“One thousand three hundred and thirty years in time is spent daily on ”Source: www.facebook.com
31%Users following a brand: Brand recommendations per month: 7,800,000 +
Dell’s Success in using Twitter• Fast to adopt (2007)• Segmentated users• Created special offering for each of its segments• Created a community and build a trust factor• Targeted ‘Sales messages’ to the community
Reason #2 The ‘word‐of‐mouth’ factor… 78% of people trust recommendations of other consumers. While only 14% of people trust tv and radio advertisements.Source: Nielsen report “Trust in advertising”
Some more interesting facts….The average person is exposed to 3000 advertising messages/day90% of people who can skip TV ads, do.
Reason #3 The ‘Gen‐Y’ factor”Technology is the major influencer ofGeneration Y’s buying behavior. Itinfluences how they find and compareproducts, as well as how they get theirproducts.”~Angela Hughes, Strategies for Reaching the Elusive Generation Y Consumer (2008)
Generation YBorn in the mid‐1980s and later….• Generation Y (a.k.a. Millennials) are in their 20s and are entering the workforce in large numbers.• Companies cannot ignore the needs, desires and attitudes of this vast generation.
Gen Y characteristics…• Tech‐Savvy• Continually Connected• Skim Text and Information Quickly• Influenced by Peers• Easily Bored• Attention‐Craving (recognition)
Millennials spend>16 hours/weekonline.96% of them havejoined a socialnetwork.
Staying ‘online’ is an integral part of Generation Y’s lives
Tomorrow’s consumers are today’s “digital natives”
“Social media is like a snowball rollingdown the hill. It’s picking up speed. Fiveyears from now, it’s going to be thestandard.” ~Jeff Antaya, chief marketing officer of Plante Moran
How can Social Media contribute to your Marketing Strategy?
Traditional marketing often focuses on the four P’s: Product Price • Place • Promotion
Social Media Marketing Penables you to add more ’s to your marketing & communication mix…
#1…..Participation• Offering customers a voice will lead to a greater sense of ownership
Starbucks gave consumers a voice....the result: over 50,000 product ideas
#2…..Personality (brand) What is a brand anyway?.....
A brand =…name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of a company.
Brand loyalty Strong human connection• SM offers an opportunity for a brand to show its personality, without it looking like a marketing plan or ad campaign.• SM Marketing is all about connecting with people first as human beings and then as customers later.• SM = branding through conversations!
• Forget B2C or B2B…… it’s now P2P (person‐2‐person)…customers want to connect and interact with companies on a 1:1 social level…and those who can deliver that, will gain substantial competitive edge..
• Show both sides of a story; • Can be used to provide comments, to dispel myths and to correct incorrect information that may be circulating;• Consultation can take place in an effective way, as it allows for greater openness and transparency.
Getting started….1. Define your objectives2. Define your audience3. Define your strategy4. Choose your channels5. Plan a content agenda6. Decide on who will manage what7. Define measurement mechanisms8. Execute – evaluate – adapt – execute….
Conclusion Social media has completely changed the landscape of marketing, and when executed well, it has positive implications for multiple divisions:• from consumer insights• to product development/innovation• to marketing• to corporate reputation
Key Takeaways….[3 P’s when launching SMM] •Purpose •Point of view •Patience Forget marketing, start engaging!
Some afterthoughts about SMM….• Core business: products / services Quality, promises, commitments, relationships• Social media is an ingredient, not an entrée… No replacement for all other marketing tools, instead: it should be integrated with other online and offline marketing strategies
Edward M. Erasmus, MAe.firstname.lastname@example.org@gmail.comFacebook: http://www.facebook.com/edwardmerasmusTwitter: http://www.twitter.com/em_erasmusLinkedIn: http://www.linkedin.com/in/edwardmerasmus
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