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01.Key trends in social mediaPresentation Transcript
1Day Three: Social Media & PR
2Learning Objectives1.To learn about a variety of social mediatools to help us listen, connect, add valueand measure.2.To identify a strategy for roll-out of socialmedia in my organisation.3.To learn from successful social mediapractitioners and organisations.4.To understand how to use social mediatools to nurture a community of fans andfollowers.
39am – 10.15 am MODULE 1 ● Key Trends in Social Media10.15am – 10.30am Coffee break10.30am – 11.30am MODULE 2 ● Twitter11.30am – 1pm MODULE 3 ● Facebook1pm – 2pm Lunch2pm – 3.15pm MODULE 4 ● Social media and PR3.15pm – 3.30pm Tea break3.30pm – 5pm MODULE 5 ● Social media strategyAgenda: Day 3
5Twitter in action: Plane crash!http://www.youtube.com/watch?v=imDFSnklB0k
7From Twitter to Front page
8Lessons• 1-PERSON: A single person with a smartphonecan make a huge impact globally• 2-WAY: Some characteristics of social media:speed, amplification, pass-along value,archival, offers instant feedback and moreengagement• LIKE-ME: People care more when it’s someone“like me”: more human, more real, more visual,more believable, more authentic
10"In a short period of time the Concordia ship will pass very close. A big greeting tomy brother who finally gets to have a holiday….”Facebook update of sister to head-waiter of ship
11Hero vs Villain
12It’s not the tools or thetechnology, it’s the story
13The Internet circa 1993
14Internet in 2013
15The Old Media World
16The New Media WorldInvestorsCustomersProspectsAnalystsPartnersEmployeesCommunityPressMESSAGESMESSAGESCompetitors
20Newsmakers have gone social
21Celebs have reach + influenceTwitter:@LisaSurihani : 1,330,164 Followers@Shaheizy_Sam : 1,039,639 FollowersFacebook Fan Page:Lisa Surihani : 2,519,621 likesShaheizy Sam : 1,235,564 likes* As of May 16, 2013Twitter:@bharianmy : 547,066 Followers@StarOnline : 264,240 Followers@hmetromy : 122,035 Followers@umonline : 87,528 Followers@sinaronline : 73,451 FollowersFacebook Fan Page:Berita Harian : 828,248 likesHarian Metro : 611,813 likesUtusan Online : 420,247 likesSinar Harian : 262,070 likesTheStarOnline : 72,194 likes
272: Be ready to act fastOld pic posted as new
283: Get ahead of a crisisKFC posts Facebook updatesafter video goes viral
29KFC statementsFeb 7, 2012 Feb 9, 2012Feb 8, 2012
304: Do the right thing!
315: Appoint professionals
32Local crisis Foreign crisis“I want my life back!”
33Media diet has changed
34*Mobile penetration: 141.6% **Internet penetration: 60.7%Force 1: Rise of access*Source: Malaysia, Q4, 2012, MCMC **Internetworldstats.com Dec 2011
35Force 2: Media fragmentationOpinion forming elite• One-way, one-to-many• Sole or few sourcesdictating schedules andheadlines from top-down.• Very little engagementor feedback encouragedand even these areedited.Here it is, you decide• Many-to-many• Bloggers, tweeters,podcasters, aggregators,producers, commenterspost in near real-time• Many sources engage inthe conversation fromgrassroots-level.Mass media >>> Masses of niche media
3838One definition: It’s anumbrella term that definesthe various activities thatintegrate technology,social interaction, and theconstruction of words,pictures, videos andaudio….What’s social media?
39…it’s people connecting online
40What is social networkingand social media?• Social networking in Plain Englishhttp://www.youtube.com/watch?v=6a_KF7TYKVc• Social media in Plain Englishhttp://www.youtube.com/watch?v=MpIOClX1jPECopyright: Lee & Sachi LeFever, CommonCraft.com
42Where Is Everyone?F. L. Y. T. B. G.
43Why social media?• 1.11b active users*• Malaysia: >13.6 million**• 225m active users• Malaysia: >1.162m• 1b unique users/month• 4 billion views daily• 72hrs of video uploaded/1 min• 554m users+• Malaysia: 1.128 million++• > 200m bloggersSources: *Facebook.com (Mar, 2013) **Socialbakers.com (March, 2013),+StatisticBrain(May 2012), ++ForestInteractive, Linkedin, YouTube• 235m active users• Malaysia: ?
44EXERCISE:Old media vs new mediaDECK OF CARDS:Separate the characteristics ofold media versus new media
45Can we ignoresocial media?
46There will be consequences…
471. You wont know what peopleare saying about youThe conversation is taking place anyway.You can choose to participate or you canignore it, but people are talking -- evenwhen youre not listening.
482. You wont know whats going onListening in to conversations on Facebook, Twitter and theblogosphere is like having a free focus group going 24/7. If you listen to your market, youll be able to anticipatecustomer needs, make better products, improve services andhear whats wrong with what you are currently delivering.
493. No one knows the real you• Someone may already be squatting on your brand andspewing false corporate messages• If you dont secure your brand accounts on Twitter,Facebook, no one will know if its real or fake. Get out there with your own voice and establish areputation for authenticity and truth - its a lot harderfor someone else to hijack your brand.
504. When you need a voice, youwont have any credibility• Typically, organizations only think of a blog or aTwitter account, after a crisis hits.• Whether youre talking online or off, it takesmonths – even years – to establish trust in arelationship.• You need to start the conversation in order tostart making deposits in the bank of trust.Then when you need it, the credibility will bethere.
515. Youre giving away acompetitive advantage• Whether you are listeningor not, chances are yourcompetition is monitoringwhat your stakeholdersare saying about you.• They may get thefeedback you don’t andbe able to bring a newproduct to market faster,and meet the needs ofthe marketplace betterthan you can.
52“Fish where the fish are!”Users are spend more time insocial networks rather thanportals or destination sites.Reach more people: Introducenew users to your services orproducts through conversationSpread your message andagenda: Embed on blogs,social networks, video sites pro-activelyWhy use social media?
544-step social media guidanceStep 1: ListenWhat are peoplesaying about yourbrand online?Who’s saying what?Who comments andresponds?What they say andhow they say it.
55Make friends – one ata timeParticipate inconversations and findyour voiceObserve commentsand reactions, if anyDo not dominate theconversations!Step 2: Connect
562/3 of the economy now influenced bypersonal recommendations – McKinsey&Co
57Step 3: Add valueFind unique andgenuine ways to reachout to help.Bring authority andcredibility to theconversation.Do not flood streamswith marketingmessages!
59Key trends in socialnetworks in 2013• Mobile first• Visual: Rise of video, photos• Humanizing the experience wins• ROI: right content, right context = $• Community management going in-house,round-the-clock monitoring is the reality.• Early days yet, big corporations still makeblunders