Social Media Marketing: trends and actions


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Presentation to @unisouthampton and @interdisciplinary workshop with Digichamps Olja Rastic-Dulborough and Aretos Grammatas on 5th June 2014

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Social Media Marketing: trends and actions

  1. 1. Social media marketing: trends and actions Lisa Harris, Olja Rastic-Dulborough, Aretos Grammatas Workshop for Comms and RIS 5th June 2014
  2. 2. Workshop plan • Trends in social media marketing • What we’re doing with social media and MOOCs • Faculty social media – the Digichamp experience • Break out sessions • Review and next steps • Coffee and cake 
  3. 3.
  4. 4. Where are we now? • The Internet is now used by 78% of the British population, up from 73% in 2011 • Social media use has plateaued at 61% (up from 60% two years ago) – but new social tools eg WhatsApp not included (Oxford Internet Surveys 2013) • 77% of Fortune 500 now have active Twitter accounts and 70% maintain a Facebook Page, according to a University of Massachusetts Dartmouth study. • 90% of small businesses now report using social media. • The latest from Erik Qualman (3 mins)
  5. 5. Digital Trends 2014 by Smart Insights • Complete the poll and view the results. See also link to free webinar – Mobile (think smartphones and tablets) – Content (engagement through SMM drives SEO)
  6. 6. Source: Internet Trends 2013 by Mary Meeker
  7. 7. Source: Internet Trends 2013 by Mary Meeker
  8. 8. Content, content, content • People sharing/liking your content has an SEO benefit • Good content is a top reason why people follow brands on social media • Build social capital by giving away good stuff – endorsements and sales will follow • Content can educate, inform, entertain or inspire…resulting in brand advocates
  9. 9. “Visual and real time content moves right up the agenda” • Great post by Danyl Bosomworth: – Huge growth in sharing images/video via Snapchat, Vine, Pinterest, Canva – “brands that can leverage real-time, visual content will find themselves market leaders.” – “relevance requires visual content and it has a deadline.” Think Oreo… – Remember that customers can consume and create content on the fly… – Coke is doubling its spend on short social video in 2014
  10. 10. Pew Internet • Photos and videos now key social currencies – 46% of adult internet users post their own photos or videos online = creators. – 41% take photos or videos they have found online and repost them on sites designed for sharing images = curators. – Pinterest, Instagram, ScoopIt and Tumblr have made curating easier because they are organised for easy image and video-sharing.
  11. 11. University Blogs: pulling it all together • Use the blog framework as a central point pulling in your other social media content: • You can also embed other social media such as videos, photos and Storifys within individual blog posts • Or you can aggregate a series of blogs as per Multidisciplinary Research • Please provide sharing buttons! • These activities provide a regular supply of “googlejuice” to the blog
  12. 12. The University’s objectives for MOOCs • To position the University as a leader in the delivery of MOOCs within the FutureLearn alliance • To actively extend the engagement between the University and the learner beyond the life of the MOOC, to maximise opportunities for the learner to carry out further study • To help facilitate the adoption of new technology within the institution •
  13. 13. MOOCs • Showcase the university’s teaching/research /student contributions to encourage enrolments on campus courses and inspire innovation there • Sharing of participants’ intentions/experiences via social media is integral to the package • these interactions carry an authenticity that traditional promotional materials lack. • Mobile/tablet access to course is crucial
  14. 14. The Digital Marketing MOOC • This short course will introduce you to some exciting new concepts and applications of digital marketing. It will take an informal “story telling” approach in terms of the examples provided, while also encouraging you to share your own stories as consumers and/or marketers for the benefit of the learner group as a whole. • Throughout the course, we examine the implications of these developments for both marketers and consumers. – Week 1 will introduce you to the course, the tutors and how it all works. We will examine the evolving changes in how we behave online and what this means for the organisations we support and do business with. – Week 2 will discuss developments in the technologies we use and the relationship between "online" and "offline" - is this still a meaningful distinction? – Week 3 will examine the opportunities and challenges for marketers in obtaining value from the vast amounts of social data now generated, at a time when uncertainty still exists about personal privacy and control of online assets.
  15. 15. The planning process
  16. 16. Resources you might find useful • Social media for the terrified (by Sue Beckingham, Sheffield Hallam) • Dave Chaffey’s marketing plan template • Customising content - a useful infographic by Marketing Profs • Time spent online to exceed time watching TV in 2014 (eMarketer research) • The digital revolution is still gearing up (Marketing Week)
  17. 17. Next Steps