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Understanding the Social MediaLandscape<br />Gez Daring: Director KMP Digitata<br />
The times they have a’changed<br />The social media revolution has happened<br />Your company is where it is in spite of y...
Where do you start?<br />Listen<br /><ul><li>Brand Tracking software</li></ul>Also...<br /><ul><li>Twitter Search
Technorati Search
Google Blog search
Board Reader</li></li></ul><li>Things to consider<br /><ul><li>Content
Audience
Resource
Goals
KPIs</li></li></ul><li>Things to consider<br />Content<br /><ul><li>Type
Tone
Frequency
Source
Distribution
Will it spread?</li></li></ul><li>Things to consider <br />Audience<br /><ul><li>Demographic
Who and where are they?
What does their social graph look like?
What do you want from them?
How will you reward them?
Tone of voice
Moderation</li></li></ul><li>Things to consider<br />Resource<br /><ul><li>Social media is not free
Requires time investment
Monitoring
Blogging
Planning
Moderating
Have an assigned team with RESPONSIBILITY
Plan for the best, prepare for the worst</li></li></ul><li>Things to consider<br />Goals<br /><ul><li>Have them!
Know what you are trying to achieve
Start you planning with the goals in mind
Everything you do should align with one of your goals</li></li></ul><li>Things to consider<br />KPIs for social activity<b...
Things to consider<br />KPIs<br /><ul><li>KPIs should be based on engagement
ROI?
Whatever you choose set targets with milestones.</li></li></ul><li>The big 5<br />Facebook<br />Twitter<br />YouTube<br />...
Facebook<br />What can you do?<br /><ul><li>Start a page</li></ul>Share buttons<br />Like buttons<br />
Facebook<br />Encourage interaction with pages<br /><ul><li>Response
Content contribution
Loosen the reigns
Allow user content in your main wall</li></li></ul><li>Share vs Like<br />Share<br /><ul><li>Like a bookmark
Content is posted to a users wall
And perhaps their friends’ news feeds
One time deal
Noone visiting your page can see if it has been shared
Like
New service
Endorsement and link is posted/streamed
List of likes remains on profile
You can see who likes you</li></li></ul><li>Facebook “like”<br />
Twitter<br />Use twitter for:<br /><ul><li>Fast communication
Instant Feedback and response
Crisis management
Community building</li></li></ul><li>Twitter<br />Don’t use twitter for<br /><ul><li>Broadcasting
Sell SellSell
Press releases
Blog post feed</li></li></ul><li>Twitter Case study<br />Manchester airport<br /><ul><li>	Retail promotion
	Marketing
	Tweeting departure board</li></li></ul><li>
Twitter Case Study<br />Add Value<br /><ul><li>We plugged the twitter API into theManchester Airport live flight update se...
User DMs flight number to manairport
User receives updates by DM</li></li></ul><li>YouTube<br />The #2 largest search engine in the world <br />#1 media sharin...
Flickr<br />Largest dedicated photo sharing site<br />3,224 uploads in the last minute <br />71,248 things tagged with jum...
Blogging<br /><ul><li>What do we mean by a blog?
Regularly updated
Multiple content types
Speed
SEO
Excellent base for a “social hub”</li></li></ul><li>The next big thing?<br />Geolocation<br />Music<br />Video<br />Social...
Geolocation for business<br />
Geolocation for business<br />
A few Dos and Don’ts<br />
DO Listen, respond and react<br />Monitor your brand<br />Respond to users willing to interact<br />Online<br />Engage (Go...
Wispa<br />
Wispa<br />2003 – Wispa brand was phased out and replaced by "Dairy Milk Bubbly".<br />Internet campaigns and an online pe...
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Understanding the Social Media Landscape - Gez Daring

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Gez Daring's presentation for InBlackandWhite's Social Media Masterclass

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  • Over 50% of the world’s population is under 30-years-old96% of them have joined a social networkFacebook tops Google for weekly traffic in the U.S.Social Media has overtaken porn as the #1 activity on the Web1 out of 8 couples married in the U.S. last year met via social mediaYears to Reach 50 millions Users:  Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added over 200 million users in less than a yeariPhone applications hit 1 billion in 9 months.We don’t have a choice on whether we DO social media, the question is how well we DO it.”If Facebook were a country it would be the world’s 3rd largest ahead of the United States and only behind China and IndiaYet, QQ and Renren dominate China2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction80% of companies use social media for recruitment; % of these using LinkedIn 95%The fastest growing segment on Facebook is 55-65 year-old femalesAshton Kutcher and Ellen Degeneres (combined) have more Twitter followers than the  populations of Ireland, Norway, or Panama.  Note I have adjusted the language here after someone pointed out the way it is phrased in the video was difficult to determine if it was combined.50% of the mobile Internet traffic in the UK is for Facebook…people update anywhere, anytime…imagine what that means for bad customer experiences?Generation Y and Z consider e-mail passé – some universities have stopped distributing e-mail accountsInstead they are distributing: eReaders + iPads + TabletsWhat happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…The #2 largest search engine in the world is YouTubeWhile you watch this 100+ hours of video will be uploaded to YouTubeWikipedia has over 15 million articles…studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-EnglishThere are over 200,000,000 BlogsBecause of the speed in which social media enables communication, word of mouth now becomes world of mouthIf you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour25% of search results for the World’s Top 20 largest brands are links to user-generated content34% of bloggers post opinions about products &amp; brandsDo you like what they are saying about your brand? You better.People care more about how their social graph ranks products and services  than how Google ranks them78% of consumers trust peer recommendationsOnly 14% trust advertisementsOnly 18% of traditional TV campaigns generate a positive ROI90% of people that can TiVo ads doKindle eBooks Outsold Paper Books on Christmas24 of the 25 largest newspapers are experiencing record declines in circulation60 millions status updates happen on Facebook dailyWe no longer search for the news, the news finds us.We will non longer search for products and services, they will find us via social mediaSocial Media isn’t a fad, it’s a fundamental shift in the way we communicateSuccessful companies in social media act more like Dale Carnegie and less like Mad Men Listening first, selling secondThe ROI of social media is that your business will still exist in 5 yearsBonus: comScore indicates that Russia has the most engage social media audience with visitors spending 6.6 hours and viewing 1,307 pages per visitor per month – Vkontakte.ru is the #1 social network
  • Blog should be a Start point for discussion – not the final wordTwitter stream should not just be created from a feedMake the most of the tools
  • Consider social search optimisation - can you further boost these sites in the rankings? 
  • Contradiction? Twitter etc are just tools to help you achieve your aims. Don’t be a sheep
  • twitter search result for the term “skittles” and inSkittles have revamped their site and the content has almost been completely replaced by relevant pages from third-party social media applications. Visitors to Skittles.com are now directed to the vited to navigate their way about Skittles’ social web presence by using the flash navigation menu that overlays the page. [update: the homepage is now set as the facebook page as predicted my moi  ] The ‘Home’ and ‘Chatter’ links both link to the twitter search results for the term Skittles, the products links for each flavour lead to the relevant information on the Skittles Wikipedia entry. There is a ‘Friends’ link that goes to the Skittles facebook page and the video and photo links respectively lead to the Skittles profile on YouTube and Flickr search results for the term… well can you guess?There are only two actual web pages in use: the product overview page and thecontact form.My first impressions were that this is very brave and very cool. I did have some reservations, however.Firstly, the idea is not original. Dave Kinsella showed me the Modernista “Unsite” about this time last year.Remember: a year in social media is roughly equivalent to one dog-year.I don’t think the skittles implementation is as good. Modernista use javascript menus cleverly to help the user navigate to the content they need, rather than just pulling up a live stream of search results. Even worse, the skittles flash menu cannot be moved by drag and drop which means there is a chunk of the page on the top left that the user will never see. This is especially annoying when trying to navigate around text-heavy wikipedia pages.I also couldn’t understand why the Homepage was set to the twitter search results. Ok, having a ‘Chatter’ link is pretty cool but why duplicate it on the homepage? All that will do is encourage twitter users to tweet the word skittles over and over again in order to try to get their tweets to appear on the…*sound of penny dropping*Aha! That’s it. The cheapest and most effective viral campaign there is. Genius.I  was mildly concerned (but mainly interested and excited) to see what cunning ways people would try to subvert the idea. There is the most potential for amusing disaster on the Flickr search page. After all, a picture can speak a thousand crude words whereas there’s only room for about 2o crude words in 140 characters.Unsurprisingly though, it was those cheeky scamps on twitter, led by mischief and Techcrunch UK’s Mike Butcher, who attempted to cause trouble for skittles.  This was closely followed by some wikipedia attacks (which I suspect will stop as soon as Wikipedia lock the entry).I suspect that Skittles knew this would happen; they make users fill in an age declaration and those underage can’t continue. I also don’t think that people acting the goat does Skittles any harm. The negative comments, especially the obviously silly ones, reflect only on the user posting them and at the same time as they are revelling in their cleverness at getting rude words to appear on the skittles home page, all their followers are busy investigating what all the Skittles posts are about.For good or bad, skittles was the number 1 trending term on twitter for most of the day and with twitter’s current high profile, I wouldn’t be surprised to see more mentions of Skittles in the mainstream media in the next couple of days.I’m also betting that thousands and thousands of people who wouldn’t have thought about skittles ordinarily will now find their hand inexplicably drawn towards that brightly coloured bag while they are queuing at Tesco or picking up a paper. And that’s what it’s about.There are some naysayers out there, including the normally astute Paul Fabretti, who are of the opinion that people mindlessly twittering the name Skittles, and people talking about the  promotion rather than the product doesn’t actually add any value. I couldn’t disagree more.Buying a piece of confectionary is an impulse decision. You’re not buying a car so you don’t need loads of information about price and product. When was the last time you saw an informative ad for sweets or chocolate?“But what about the general public?” I hear people cry. “The ordinary web users who haven’t heard of twitter, flickr, facebook, and wikipedia. They will be scared and confused when visiting the site and throw their laptop in the bath and never buy Masterfoods’ confectionary again and…”Ok no-one actually suggested that last bit but you get the idea.I happen to agree that the current homepage , while a great PR stunt, is not ideal in the long term. I think that Skittles will change it to something else in the near future – why else would ‘Chatter’ and ‘Home’ be duplicated?But are there really any regular web users who have never heard of social networking and the most common web apps? More importantly, are there any regular web users in the target market for skittles that would be repelled by the use of such tools?I suspect not. All in all, great work Skittles.
  • 6000diggsGoogle “Guinness world record” “guinness fail”
  • Transcript of "Understanding the Social Media Landscape - Gez Daring"

    1. 1. Understanding the Social MediaLandscape<br />Gez Daring: Director KMP Digitata<br />
    2. 2. The times they have a’changed<br />The social media revolution has happened<br />Your company is where it is in spite of your engagement levels<br />How can you have more say in your online destiny?<br />
    3. 3.
    4. 4.
    5. 5. Where do you start?<br />Listen<br /><ul><li>Brand Tracking software</li></ul>Also...<br /><ul><li>Twitter Search
    6. 6. Technorati Search
    7. 7. Google Blog search
    8. 8. Board Reader</li></li></ul><li>Things to consider<br /><ul><li>Content
    9. 9. Audience
    10. 10. Resource
    11. 11. Goals
    12. 12. KPIs</li></li></ul><li>Things to consider<br />Content<br /><ul><li>Type
    13. 13. Tone
    14. 14. Frequency
    15. 15. Source
    16. 16. Distribution
    17. 17. Will it spread?</li></li></ul><li>Things to consider <br />Audience<br /><ul><li>Demographic
    18. 18. Who and where are they?
    19. 19. What does their social graph look like?
    20. 20. What do you want from them?
    21. 21. How will you reward them?
    22. 22. Tone of voice
    23. 23. Moderation</li></li></ul><li>Things to consider<br />Resource<br /><ul><li>Social media is not free
    24. 24. Requires time investment
    25. 25. Monitoring
    26. 26. Blogging
    27. 27. Planning
    28. 28. Moderating
    29. 29. Have an assigned team with RESPONSIBILITY
    30. 30. Plan for the best, prepare for the worst</li></li></ul><li>Things to consider<br />Goals<br /><ul><li>Have them!
    31. 31. Know what you are trying to achieve
    32. 32. Start you planning with the goals in mind
    33. 33. Everything you do should align with one of your goals</li></li></ul><li>Things to consider<br />KPIs for social activity<br />Alerts (register and response rates / by channel / CTR / post click activity)<br />Bookmarks (onsite, offsite)<br />Comments<br />Downloads<br />Email subscriptions<br />Fans (become a fan of something / someone)<br />Favourites (add an item to favourites)<br />Feedback (via the site) <br />Followers (follow something / someone)<br />Groups (create / join / total number of groups / group activity)<br />Install widget/appliation (on a blog page, Facebook, etc)<br />Key page activity (post-activity)<br />Love / Like this<br />Posts with inbound links<br />Ratings<br />Reviews<br />Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)<br />Tagging (user-generated metadata)<br />Testimonials<br />Time spent on site (by source / by entry page)<br />Total contributors (and % active contributors)<br />Uploads (add an item, e.g. articles, links, images, videos)<br />Views (videos, ads, rich images)<br />
    34. 34. Things to consider<br />KPIs<br /><ul><li>KPIs should be based on engagement
    35. 35. ROI?
    36. 36. Whatever you choose set targets with milestones.</li></li></ul><li>The big 5<br />Facebook<br />Twitter<br />YouTube<br />Flickr<br />Blogging<br />
    37. 37. Facebook<br />What can you do?<br /><ul><li>Start a page</li></ul>Share buttons<br />Like buttons<br />
    38. 38.
    39. 39.
    40. 40.
    41. 41. Facebook<br />Encourage interaction with pages<br /><ul><li>Response
    42. 42. Content contribution
    43. 43. Loosen the reigns
    44. 44. Allow user content in your main wall</li></li></ul><li>Share vs Like<br />Share<br /><ul><li>Like a bookmark
    45. 45. Content is posted to a users wall
    46. 46. And perhaps their friends’ news feeds
    47. 47. One time deal
    48. 48. Noone visiting your page can see if it has been shared
    49. 49. Like
    50. 50. New service
    51. 51. Endorsement and link is posted/streamed
    52. 52. List of likes remains on profile
    53. 53. You can see who likes you</li></li></ul><li>Facebook “like”<br />
    54. 54. Twitter<br />Use twitter for:<br /><ul><li>Fast communication
    55. 55. Instant Feedback and response
    56. 56. Crisis management
    57. 57. Community building</li></li></ul><li>Twitter<br />Don’t use twitter for<br /><ul><li>Broadcasting
    58. 58. Sell SellSell
    59. 59. Press releases
    60. 60. Blog post feed</li></li></ul><li>Twitter Case study<br />Manchester airport<br /><ul><li> Retail promotion
    61. 61. Marketing
    62. 62. Tweeting departure board</li></li></ul><li>
    63. 63. Twitter Case Study<br />Add Value<br /><ul><li>We plugged the twitter API into theManchester Airport live flight update service.
    64. 64. User DMs flight number to manairport
    65. 65. User receives updates by DM</li></li></ul><li>YouTube<br />The #2 largest search engine in the world <br />#1 media sharing site<br />80% UK web users watch video online<br />
    66. 66. Flickr<br />Largest dedicated photo sharing site<br />3,224 uploads in the last minute <br />71,248 things tagged with jump<br />2.4 million things geotagged this month<br />Reputation among photographers<br />Search<br />Excellent tagging, geolocation Groups, tools and API<br />Existing Presence<br />
    67. 67. Blogging<br /><ul><li>What do we mean by a blog?
    68. 68. Regularly updated
    69. 69. Multiple content types
    70. 70. Speed
    71. 71. SEO
    72. 72. Excellent base for a “social hub”</li></li></ul><li>The next big thing?<br />Geolocation<br />Music<br />Video<br />Social Gaming<br />
    73. 73. Geolocation for business<br />
    74. 74. Geolocation for business<br />
    75. 75. A few Dos and Don’ts<br />
    76. 76. DO Listen, respond and react<br />Monitor your brand<br />Respond to users willing to interact<br />Online<br />Engage (Good or Bad)<br />Campaign (New Goals?)<br />Beware the lonely troll<br />Steer traditional digital activity<br />Offline<br />Act on feedback<br />Tackle problems from the source<br />Use the buzz!<br />
    77. 77. Wispa<br />
    78. 78. Wispa<br />2003 – Wispa brand was phased out and replaced by "Dairy Milk Bubbly".<br />Internet campaigns and an online petition - bring it back!<br />Iggy and the Stooges' 2007 performance at Glastonbury: several fans invaded the stage with a banner saying “Bring Back the Wispa”.<br />Bring Back Wispa groups on Bebo, MySpace and Facebook <br />Out of date Wispa sold for £2250 on eBay<br />
    79. 79. Wispa<br />August 2007 – Cadbury announce that the bar would be relaunched with limited production <br />Wispa launched on a permanent basis in October 2008<br />"For the Love of Wispa" campaign called for the public to donate locations, actors, props and other material, for an advert.<br />On 14 September 2009, Wispa Gold will be relaunched for a limited time, due to popular demand.<br />
    80. 80. John McCain PPC<br />Eric Frenchman – Evil Genius <br />Identify hot breaking news stories<br />[Buzz Monitoring] and Google trends quantify importance<br />Captures traffic as people begin to search and drive traffic to appropriate landing pages<br />Stories with limited shelf life<br />Source: Pardon my French<br />
    81. 81. John McCain PPC<br />
    82. 82. just<br />DON’T<br /> Broadcast<br />
    83. 83. just<br />DON’T<br /> Broadcast<br />Engage<br />Encourage<br />Excite<br />
    84. 84. Be on the pulse<br />DO<br />
    85. 85. Be on the pulse<br />DO<br />Be familiar with new Applications and their uses<br />Subscribe to industry blogs: Techcrunch, Mashable, Read Write Web, Econsultancy<br />Secure brand usernames early<br />Encourage user interaction around your brand.<br />See which take off. Engage if appropriate.<br />Monitor search results on Google and see which sites rank the highest. <br />What tools are being built?<br />Do any third party tools make a particular SocNet a better fit for your business?<br />
    86. 86. Wipe your damn feet!<br />DO<br />
    87. 87. Wipe your damn feet!<br />DO<br />Be aware you are entering a community<br />Learn the etiquette<br />Learn the lingo<br />Be respectful<br />
    88. 88. Wipe your damn feet!<br />DO<br />Nestle <br />
    89. 89. Wipe your damn feet!<br />DO<br />
    90. 90. DON’T<br />Expect a red carpet<br />
    91. 91. DON’T<br />Expect a red carpet<br />“Build it and they will come” does not apply<br />A presence is not enough<br />No one likes a pushy salesman<br />People will tell you what they think...<br />...whether you like it or not<br />
    92. 92. Add Value<br />DO<br />
    93. 93. Add Value<br />DO<br />Think of way to improve your followers lives.<br />... even the smallest ways<br />Advocates are valuable<br />APIs are your friends<br />Make things easy - integrate<br />Facebook Connect<br />
    94. 94. Sega twitter giveaways<br />
    95. 95. DO<br />Be Brave<br />
    96. 96. DO<br />Be Brave<br />To boldly go...<br />No blueprint<br />The Social Web is a hub for gossip.<br />Did you see?<br />This is cool!<br />Isn’t this awful?<br />Be remarkable<br />... In a good way<br />
    97. 97. Skittles<br />Skittles launched a site allowing navigation of wikipedia, twitter search, flickr and facebook content.<br />Users were in control of content<br />BUZZ!<br />
    98. 98. Skittles<br />
    99. 99. Be Dodgy<br />DON’T<br />
    100. 100. Be Dodgy<br />DON’T<br />Spam<br />Hijack<br />Game the system<br />We’re marketers; not MPs<br />Plagiarise<br />Fake comments / Diggs<br />
    101. 101. Habitat<br />Hijacked twitter #hashtags to promote itself<br />#iphone #mousavi #apple #trueblood<br />Backlash on twitter<br />Picked up by mainstream news<br />BBC, Guardian, Sky News<br />Habitat forced to apologize<br />Should have done it MUCH sooner<br />
    102. 102. Habitat<br />
    103. 103. Habitat<br />
    104. 104. Habitat<br />
    105. 105. Habitat<br />
    106. 106. Habitat<br />
    107. 107. Whole Foods<br />“rahodeb” was an active user for 7 years on Yahoo finance forums (2000 – 2007) <br />Revealed good knowledge of wholefoods and the CEO (in third person)<br />Criticized Whole Foods rival Wild Oats Market<br />During a £600mill buyout of OATS a complaint was lodged<br />Whole foods CEO, John Mackey IS rahoeb<br />Accused of attempting to influence share price.<br />
    108. 108. Whole foods<br />Whole Foods’ CEO John Mackey<br />
    109. 109. DO<br />Set your brand free<br />
    110. 110. DO<br />Set your brand free<br />Encourage and support amateur brand champions.<br />If you can’t beat ‘em, join ‘em<br />Develop ideas with crowds<br />Trust the users to be your content providers.<br />Obama ran a successful campaign on YouTube<br />Or did he?<br />
    111. 111. Obama fan ads on youtube<br />Vote Different<br />Yes We Can<br />I Got A Crush<br />Page 68<br />
    112. 112.
    113. 113. DON’T<br />Be a Bully<br />
    114. 114. DON’T<br />Be a Bully<br />If you find users doing something you find objectionable<br />DON’T threaten with legal action<br />DON’T Make demands<br />Use legal action as a LAST resort<br />
    115. 115. Guinness VS FailBlog<br />
    116. 116. Guinness VS Failblog<br />
    117. 117. Guinness VS Failblog<br />Dear Sir/Madam,<br /> Thanks for writing us an email regarding the “Record Breaking Fail”. Unfortunately, douchebaggy cyber-bullying emails will only bring upon you more shame on your house. I am also resisting the urge to write this email in ALL CAPS.<br /> I believe it is the duty of FAIL Blog(TM) to call out organizations when they encourage the public to do such things as “Break the record” for the “Most Individuals Killed In A Terrorist Act”. We firmly believe that our publication of your fail is protected under the concepts of fair use, commentary and non-trademark use. Please RTFM and we welcome you to tehinterwebs.<br /> Since we at FAIL Blog(TM) don’t have a legal defense department, we have complied with your request to remove the trademarked term and logo from the original image. We have used the “naughty bits filter” on the image to secure your naughty, naughty, trademark assertions. However, we have posted your email so that our audience can see why we had to remove the name of the failer from the image. I hope that this is the outcome you have expected as now NO ONE WILL EVER KNOW THAT GUINNESS WORLD RECORDS LIMITED HAS FAILED.<br /> The full legal response can be read here: icanhaz.com/legalresponse<br /> Cheers,FAIL Blog<br />
    118. 118. Guinness VS Failblog<br />
    119. 119. DO<br />Mahalo answers<br />SEO - control google<br />User profiles on social media sites rank very highly on search engines. <br />Think about all those words you’d have loved to have bought the domain for.<br />Press coverage<br />Goodwill<br />Whuffie<br />Understand the hidden BONUS<br />
    120. 120. In Summary<br />DO<br />Listen<br />Respond/React<br />Be on the pulse<br />Wipe your feet<br />Add Value<br />Be Brave<br />Set your Brand free<br />Understand the hidden bonus<br />DON’T<br /><ul><li>Just Broadcast
    121. 121. Use a Blunderbuss
    122. 122. Expect a red carpet
    123. 123. Be Dodgy
    124. 124. Be a Bully</li></li></ul><li>Questions?<br />Gez Daring<br /> gez@kmp.co.uk<br />@Gezd<br />
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