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Why the F*ck should you care about social media
 

Why the F*ck should you care about social media

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This is the Talk I gave at Incub3

This is the Talk I gave at Incub3

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  • In a nutshell, Social Media is online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.
  • THE PEOPLE is INTERNET= And the internet can’t exist without people. The market is people Pre 2007- maintstream media controls majority of influence, credibility and exposure and now the futur Post 2007: Creators of Social Media begin to enjoy increased visibility, credibility and audience exposure. Is this some kind of joke? No it is not? It is happening right now. What will you do if you were given 500 bucks and you are told to buy a product that you never heard of at all? You Google!, you ask questions in forum to strangers, you read review of the internet because you know that they are HONEST opinions and NOT PAID OPINIONS. They are COMMENT/REMARKS and NOT ADVERTISING!!!
  • Empowers people, giving people a voice.
  • When a consumer is happy, they come back for more, they share with their friends, they are evangelist, eventually they SHOUT even louder when company value their thoughts and allow them to feel belong, a sense of ownership of the brands. Look at APPLE, before IPOD was out, everyone is talking about it, anticipate for IPOD because behind all this exist a community, a community of brand advocates! Speaking of functional attributes, doesn’t other products like SAMSUNG, IRIVER serves the same functional attributes, but why are they people still saying that they prefer more of IPOD than these brands!.. How is this applied to the social media? Social media allows participation in a community. People interacts in the community, interactions is conversation, conversation are word of mouth. They bring their knowledge to the reality and spread it out. Research says 70% of Word of mouth are done offline.! The web gives them a TOPIC, an Insight, a News to talk about.
  • Faced with too much choice, too much media, too much marketing, consumers are effectively, filtering or actively rejecting the onslaught. Through sharing and interaction, you can build a following that will help promote your products and services.

Why the F*ck should you care about social media Why the F*ck should you care about social media Presentation Transcript

  • By : Robin Low Why give a F*ck about SOCIAL MEDIA
  • what is… social media?
    • “ Social Media is a group of online media which has the following characteristics.”
      • Participation
      • Networks
      • Two-way communication
      • Connectivity
      • Open source
    • Why should you
    • give a
    • F*CK ?
  • Facebook usage statistics by country - Dec 31st 2009 34.10% 80.70% 3,066,180 Sweden 20 99.30% 367.50% 3,975,640 Malaysia 19 38.40% 164.20% 4,952,340 Venezuela 18 66.80% 403.80% 5,397,480 India 17 701% 4763% 5,490,300 Taiwan 16 84.90% 361.90% 5,799,520 Germany 15 20.20% 39.90% 5,808,020 Chile 14 78.50% 351.50% 6,505,040 Mexico 13 25.80% 99.40% 7,243,520 Colombia 12 50.60% 227.50% 7,387,120 Argentina 11 25.70% 75.80% 7,611,920 Australia 10 33.40% 196.70% 7,701,200 Spain 9 208.40% 2046.80% 8,387,560 Philippines 8 30% 137.60% 13,272,760 Italy 7 19% 31% 14,228,460 Canada 6 32.60% 117% 14,290,700 France 5 126% 1536.70% 14,681,580 Indonesia 4 36.80% 113.60% 16,943,780 Turkey 3 20.90% 51.50% 22,625,300 UK 2 46.00% 140.80% 101,303,240 USA 1 6 month growth % 12 month growth % Number of Facebook users Country Rank
  • facebook statistics
    •  
    Asia - 10.5% Users, fast growing Market Singapore > 1.1 million users http://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html
  • 1 in 4 Facebook Users Come From Asia or the Middle East
  • internet penetration
  • internet users
  • A radical change has occurred in the World of advertising and marketing “ ”
  • Consumers are not listening anymore Interruptive marketing has seen it’s day Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
  • The Audience is creating Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
  • The Audience is selecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
  • The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
  • Consumers control the online environment so brands need to think about facilitating user-created actions, not just user-generated content." Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth interaction. Source: http://china.seekingalpha.com/article/30979 “ ” advancements of… digital media
  • traditional media is dead.
      • Consumers do not trust advertisements . (They would rather read a review on a blog or a webpage rather than corporate page)
      • Consumers are immune to interruptive marketing . (too many mediums, too many ads)
      • Consumers are informed , and information is readily available.
      • With a global business , it cost too much to reach out to everyone.
      • With social media, the cost is $0 , no external company needs to be engaged.
  • Conversations
    • … and conversations !
    • Markets are conversing
    • Markets are getting smarter, more informed , more organized. 
    • People in networked markets have know that they get far better information and support from each other than from vendors.
    • The networked market know more than companies do about the products.
    • Companies that assume online markets are the same markets used to watch their ads on TV are kidding themselves .
    • Companies that don’t realize their markets are now networked person-to-person, getting smarter as a results and deeply joined in conversation are missing their best opportunity .
    • Companies can now communicate with their markets directly. If they blow it, it could be their last chance .
    • Companies that do not belong to a community of discourse will die .
    • (http://www.cluetrain.com/ #manifesto)
  • With or without you…
    • … the conversations will happen !
    • For a better control of your brand, you must participate in the conversations
    • Reply to topics you know, share information and build relationships.
    • Once you trigger a conversation, do not leave it
  • Importance of… social media
      • 2 way communication – allows feedback, comments
      • Generate massive amounts of traffic – get attention and links
      • Viral propagation – Word of Mouth marketing (Invite friends to promote)
      • Networking – create community / supporters
      • Branding
      • Search engine visibility
      • Low cost / high returns
      • Compliments marketing efforts – use with advertisements and PR
      • Market research / customer feedback
      • Crisis Management – resolve things before they become a crisis
      • New Communication Channel
      • Less effort with community sharing / help
  • who should use social media?
    • Entrepreneurs
    • Large Corporations
    • Event Organizers
    • Non-profit Organization
    • Companies who want international reach
    • Artists, Photographers, Musicians…
    • People who are interested in real time news.
  • brand building & management
      • Social Media is fast becoming an important tool for managing your brand . As more people use the social media platform to share their opinions, it is important to engage and correct any misconception on your company over the social media sphere.
      • Word of mouth is key .
      • A supporter can easily sway opinions and view of their followers for their cause.
  • I believe in the bloggers and their ideas. They are my friends and will tell me the truth, unlike advertisements. “ ” Source: http://china.seekingalpha.com/article/30979
  • The “ satisfaction effect ” Source: http://www.churchofthecustomer.com
  • Engagement is all about making it relevant to the consumer. “ ” James Speros, Chief marketing officer, Ernst & Young
  • Attention Engagement The new paradigm
  • the ultimate goal
    • Brand community!
    • Build a non-marketing community outreach to deliver a voice for your organization
    • Use the buzz power
    • Reach people where they regroup
    • Leverage on word of mouth
  • observations
    • As the number of channels increase, overall engagement increases at a faster rate.
    • Engagement differs by industry.
    • Financial performance correlates with engagement .
    • It Provides ” Multiple Communication Touch Points”   (More touch points can present a ripple effect, inducing viral marketing, boosting brand recognition and driving sales volume.)
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
  • best practices
    • Listen to public
    • Deputize people throughout the organization
    • Understand how each channel provides a different dimension of engagement
    • Centralize coordination
    • Find champions who can explain and mitigate risk.
    • Be in it for the long haul
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
  • best practices (cont.)
    • Pick channels carefully.
    • Spread engagement to employees beyond the social media team.
    • Open the platform to anyone and everyone. Encourage employees to tap into social media to get work done
    • Engage in new channels where people already are
    • Support engagement as an extension of the company culture.
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
  • best practices (cont.)
    • Be conversational from the start.
    • Make social media part of the job, just like email
    • Modularize and synchronize content across channels
    • To scale engagement, make social media part of everyone’s job.
    • Emphasize quality, not just quantity.
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
  • “ A direct result of not tying activity to an end game, the ability to know what it is we want to measure before we engage. Doing so, allows us to define a strategy and a tactical plan to support activity that helps us reach our goals and objectives.” -- Brian Solis, author and principal of the FurtureWorks agency measuring ROI
  • what are you using social media for?
    • Communication with friends -- chat
    • Update status and know friends’ statuses.
    • Share photos and videos
    • Get updated with latest information
  • Everyone is on the internet
      • Today, nearly everyone is on the Internet. You can meet CEOs, entrepreneurs, recruiters and many other folks online.
      • Due to advancements in social technologies, more people are connected and more companies are getting online and searching online for suitable candidates or consultants.
      • Top talents will receive the most visibility and everyone else will sink to the bottom.
  • beat the competition Leveraging on Social Media for personal branding gives you an edge over the competition for jobs and opportunities. Many recruiters are already checking the candidate’s profile online before granting an interview. Landing your dream job, you probably need recommendations and introductions, knowing more people through online networking helps. Discover your true passion, even if you have a job, showing your true passion may land you in a department or a new job doing exactly what you love, making it a great match for you.
  • gen Y
    • Gen Y are seen as the ‘ID Generation, standing for the entitlement ‘I Deserve.’ They are seen as not being good employees because they are not reliable and that they are not going to be loyal to any employer. Gen Ys must be able to sell their strengths as well as personality traits.
    “ ” -- Robin Ryan, author, career coach, and national speaker
  • personal branding
    • You are not special. You are not a beautiful or unique snowflake. You are the same decaying organic matter as everything else.  – Tyler Durden, Fight Club.
      • Social media tools are becoming mandatory for career success. They are free advertising and give you the ability to connect directly with hiring managers, entrepreneurs and recruiters, instead of applying for jobs through job boards, which are black holes. 
      • Your digital assets — blog, podcast, and social networking profiles — are your online identity and how people discover and connect with you. 
      • You have the ability to leverage one or all of these social media tools in order to present a positive image and be recruited for a position that aligns with your passion. 
      • -- Dan Schawbel (HOW TO: Leverage Social Media for Career Success)
  •  
  • Weak Ties: Defined weak ties (acquaintances, not close friends) enable reaching populations and audiences that are not accessible via strong ties. weak ties
  • • Weak ties can be powerful, but Challenging to build across cultures, languages, and preferred sites • Weak ties are powerful because they can give you what close friends and community often cannot (e.g., different ideas, connections, resources, models, etc) weak ties (cont)
  • how can social media help?
    • Networking - getting to know more people in the industry you want to work in.
    • Share ideas – let people know who you are and what’s in your mind.
    • Get news – learn insights about the industry you work in.
    • Get noticed – good products needs good marketing to sell well, so do you.
  • a necessity for you?
    • I hear a lot of people complaining about their jobs on buses and trains, but few have taken action to change that.
    • If you feel the following emotions:
    • Your job is not challenging enough.
    • No real personal growth in the current position.
    • A lot of your other skills and talents are not used.
    • Can do a better job in other positions.
    • Get so tired after work that you cannot enjoy your social life.
    • The least you could do is to figure out what you are good in and what you like doing. Then write about it and try to get noticed.
  • do you have a personal brand ?
    • Everyone can gain from personal branding.
    • Meet contacts to land your dream job
    • Get leads and earn more commissions for your sales job.
    • Act as your own CEO, by posting your own vision, thoughts and ideas on blogs.
    • Leverage on your network to know more people and gain more influence.
    • Brand yourself as an expert or a leader in your field.
  • challenges faced (asian culture)
    • Uniformity – does not want to stand out
    • Does not like sharing information
    • One track mind and resistant to change
    • Lack knowledge management
    • Lack empowerment (Bureaucratic)
    • Does not like to be corrected
    • Risk Adverse
  • Twitter: dmediaacademy Blog: http:// digitalmediaacademy.blogspot.com / Facebook: http://www.facebook.com/digitalmediaacademy jump on the social media bandwagon now!