copyright Ox Design Web Services 2012SOCIAL MEDIA BEST PRACTICESHow social media help brandsThanos Dimitriou, Ox Design Web Services26 May 2012, Panteion University of Athens
THE MENU Social Media landscape Stats and facts copyright Ox Design Web Services 2012 How they help Best Practices Examples Case Studies Conclusion
SOCIAL MEDIA – THE STORY SO FAR 1978 - Computerized BBS - informative 1993 - Geocities copyright Ox Design Web Services 2012 1997 - AOL IM, Geocities 1m websites, Google 1999 - Friends reunited in UK, .com bubble bursts 2000 - Friendster 2002 - MySpace 2003 - LinkedIn, Facebook 2005-2006 - Youtube, MySpace sold, Facebook declines multiple offers >1b$, Twitter 2007 - iPhone 2010 - Buzz, iPad, Pinterest 2011 - Google +
SOCIAL MEDIA – THE MAJOR PLAYERS Facebook Twitter copyright Ox Design Web Services 2012 Google+ Youtube LinkedIn Pinterest
SOCIAL MEDIA – THE MAJOR PLAYERS Facebook 845m active users copyright Ox Design Web Services 2012 1 in 5 pageviews are in Facebook 250m photos daily 2.7b likes a day IPO valuation ~75-100b$
FACEBOOK – LEADER OF THE PACK No serious company, small or large, has second thoughts on investing in their FB presence. copyright Ox Design Web Services 2012 New jobs – social media experts, social media marketing, social media brand executives – main task to promote the company’s image in FB. Develop for Facebook Market for Facebook Ad campaigns for Facebook
FACEBOOK – INTERESTING TRIVIA Regarding engagement, FMCG comes last. First is automotive and alcohol drinks. copyright Ox Design Web Services 2012 Greater engagement in the whole of FB currently: Renault ZE with only 15k Friends… Coca Cola – More Friends than any other Brand
SOCIAL MEDIA – THE MAJOR PLAYERS Twitter 465m active users copyright Ox Design Web Services 2012 175m tweets daily 11 accounts created every second People re-tweet interesting content Lady Gaga – 23.5m followers
SOCIAL MEDIA – THE MAJOR PLAYERS Google + 170m users Not impressive usage..3,3 m/user, 0.22% referrals (down from copyright Ox Design Web Services 2012 0.24%) 64% male, mainly students and SW developers Characterized as Social Ghost Town on 15/5/2012 Android most followed brand Google+ page 750k followers
SOCIAL MEDIA – THE MAJOR PLAYERS Youtube 48 hrs uploaded every minute = 8 years every day copyright Ox Design Web Services 2012 3b views daily 800m unique users / year Average session: 15 minutes Most subscribers: Ray William Johnson 5.5m
SOCIAL MEDIA – THE MAJOR PLAYERS LinkedIn 135m users copyright Ox Design Web Services 2012 1m new users every 12 days 74% have a degree, 65% 35y+, 69% make 60k$+ 76% have no kids 0-17
SOCIAL MEDIA – THE MAJOR PLAYERS Pinterest 10.4m users copyright Ox Design Web Services 2012 Fastest growing social media, 429% up in 3 months (9/11, 12/11), 145% up since start of 12 80% of users are female (25-34 biggest chunk) 98m/month worldwide Top US interests: Crafts, Gifts, Hobbies/Leisure, Interior Design, Fashion Designers/Collections Top Global interest: Food. Most followed: The perfect palette 255k
SOCIAL MEDIA – HOW THEY HELP Valuable data and feedback Communication with the customer base copyright Ox Design Web Services 2012 Spot trends Opportunities Monitor – Analyze – Collaborate – Integrate
SOCIAL MEDIA – HOW THEY HELP Visibility and ease of reach Faster and cheaper networking copyright Ox Design Web Services 2012 Common interests – better market segmentation Better insight and valuable info for next steps Tap the wisdom of the crowd
SOCIAL MEDIA – HOW THEY HELP Social media marketing is easy to set up ..but needs consistency copyright Ox Design Web Services 2012 ..and proactive thinking Offers exciting and unique ways to get your message across ..but you need to be informed ..and HONEST If all is well, nothing compares to the ROI social media can give back.
WHAT WORKS BEST ? What makes a successful social media presence? Is there a unique recipe? copyright Ox Design Web Services 2012 How is a crisis handled in social media? How to serve customers better through social media? Opportunities/Threats?
WHAT WORKS BEST ? Amazing Visuals – Big Budget in creative and design. FB Timeline is about story-telling, and social media story telling means great visuals. copyright Ox Design Web Services 2012 Strong sense of community – communities based on hobbies or passions like cars, are dynamic with loyal followers. Monitoring – Specialized teams are monitoring the buzz around the brand throuhout all social media and reacts accordingly where needed. Different Posts types and mediums – Combination of content that takes visitor behind the scenes, giving a feeling of exclusivity. Limited offers for FB Friends.
NO UNIQUE RECIPE – LISTEN AND ADJUST Understand your audience – Coca Cola and a small local bakery do not have the same audience and cannot post similar things. Offer value through your posts and presence to copyright Ox Design Web Services 2012 your audience. Quality over Quantity. Timing – find out when your posts are more effective and stick to that – target more effectively. A post lives for 3 hours – if feedback and reaction is not the one expected, start thinking of your next post.. Meaningful content – A news agency makes sense to post 20- 30 times a day. This does not apply to everyone!
CRISIS? WHAT CRISIS? Employee policy on social media usage Address all available channels, defend your brand Quick response is crucial but don’t panic copyright Ox Design Web Services 2012 Don’t feed the trolls – there are weird people out thereEpic fail #McDStories“I once worked at McDonalds. I have never eaten there since.#McDStories”“#McDStories Take a McDonalds fry, let it sit for 6 months. It will notdeteriorate or spoil like a normal potato. It will remain how it was”McDonalds replied to most, started new campaign#LittleThings
BETTER CUSTOMER CARE Immediate interaction – show customers they are important copyright Ox Design Web Services 2012 Happy social contacts let their circles know they are happy – turn a bad experience to a good one Immense cross selling opportunities – follow up on issuesMetrics: Average time to respond Complaints down? Praises up? Less phone calls to operating customer care dpt?
OPPORTUNITIES You have the attention of people who follow the brand’s social presence copyright Ox Design Web Services 2012 Segmentation is already done for you in Fb..all you need to do is talk the talk and walk the walk Every follower’s interaction projects the brand to all their peers – unlimited exposure opportunities Brand can be a part of the user’s leisure time – really great for positive sentiments towards the brand!
THREATS Mistakes are amplified and spread faster than good news (Dominos 10% stock drop) copyright Ox Design Web Services 2012 Bad competition tactics No consistency projects neglected image Everyone has a say, brand becomes more vulnerable Dishonesty backfires hardWhat to do: Employee policy on social media usage Address all available channels Quick response is crucial
EXAMPLES #1 ΒΜW has the most popular FB Page in automotive sector. Asks people to share experiences. copyright Ox Design Web Services 2012 https://www.facebook.com/BMW
EXAMPLES #1 Innovative contests – BMW 0 to Desir3 – Youtube video 5.9sec for 328i model copyright Ox Design Web Services 2012 All flavors of posts – Photos, Videos, Links – variety is key.
EXAMPLES #3 Lancome has a high engagement rate in FMCG sector. copyright Ox Design Web Services 2012 https://www.facebook.com/pages/Lanc%C3%B4me -Make-up-Blog/317547085104
EXAMPLES #3 Lancome has a specialized Blog with every day easy to do tips – friends try out and share copyright Ox Design Web Services 2012 experiences.
EXAMPLES #4 Friskies has a high daily engagement rate. https://www.facebook.com/Friskies copyright Ox Design Web Services 2012
EXAMPLES #4 Friskies maintains interest with MANY photos of cute cats. This seems to work for Frieskies, while copyright Ox Design Web Services 2012 any other brand doing something similar would be ridiculed..!
EXAMPLES #5 Old Spice Youtube campaign, one of the most successful ever!. copyright Ox Design Web Services 2012 http://www.youtube.com/user/OldSpice
EXAMPLES #5 On day 1 the campaign received almost 6 million views (that’s more than Obama’s victory speech) On day 2 old spice had 8 of the 11 most popular videos online On day 3 the campaign had reached over 20 million views copyright Ox Design Web Services 2012 After the first week old spice had over 40 million views The old spice twitter following increased 2700% (probably off a lowish base) Facebook fan interaction was up 800% Oldspice.com website traffic was up 300% The old spice YouTube channel became the all time most viewed channel (amazing) The campaign has generated 1.4 billion impressions since launching the ads 6 months ago The campaign increased sales by 27% over 6 months since launching (year on year) In the last 3 months sales were up 55% And in the last month sales were up 107% from the social responses campaign work Old spice is now the #1 body wash brand for men.
EXAMPLES #6 Etsy marketplace decided to have fun with Twitter.. https://twitter.com/#!/etsy copyright Ox Design Web Services 2012
EXAMPLES #6 Alert followers to particularly creative products from Etsy sellers Share valuable tips & tricks copyright Ox Design Web Services 2012 Provide information about upcoming events and promotions on the site. Share information from individual Etsy sellers (via “retweets”), Monitor and respond to Etsy-related questions and concerns that users express via Twitter Garner feedback and ideas instantaneously, effectively creating focus groups from the @Etsy followers. Discover users’ favorite Etsy items, design blogs, and projects Tool for impromptu surveys and feedback Etsy has also realized that great content on Twitter has the opportunity to reach new users who were previously unaware of Etsy’s website
CASE STUDIESWhat are they doing right?What could they do to improve? copyright Ox Design Web Services 2012How would you handle it? http://www.facebook.com/redbull http://www.facebook.com/lifo.mag http://pinterest.com/renttherunway/ http://pinterest.com/sonyelectronics/
CASE STUDIESRed Bull copyright Ox Design Web Services 2012ProsLoads of different content, good variety and mixFun applicationsInteractive posts (asking questions, provokingparticipation)Good frequency (1-2 daily max) and good contentCons-None- It’s perfect
CASE STUDIESLiFo copyright Ox Design Web Services 2012ProsGood content pointing at their website’s articlesGood frequency for a news portal (25-30 posts daily)ConsNo big variety of postingsCould participate and ask questions, in order toprovoke talks and interaction
CASE STUDIESRent The RunwayPros copyright Ox Design Web Services 2012Good mix of items including other sourcesClever grouping of boardsGood number of pins per board (15-40) so that each boardis a complete “story”ConsThey could do better descriptionsBetter balance between own and curated content –remember it is a social site, not your e-shop, you are addingvalue and try to be a good friend, not a good salesman!
CASE STUDIESRent The RunwayPros copyright Ox Design Web Services 2012Not just products, but how products play role in people’s livesGreat aesthetics of pins – vital for all social media especially forpinterestReferrals to own siteResponding and talking to peopleConsFigure out their stuff (they try things all the time – which is good,though)Not yet a promotional tool like twitter. Stay friendly for the time, onPinterest
CONLUDINGSocial Media can offer huge benefits..they need to be taken seriously. copyright Ox Design Web Services 2012 Plan Program Set benchmarks Set measurable targets Execution is only tip of the iceberg
copyright Ox Design Web Services 2012CONLUDING