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01.Key trends in socialmedia


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  • Transcript

    • 1. 1
    • 2. 3 DAY: rdSocial Media & PR March 29, 2012 2
    • 3. Learning Objectives• To learn about a variety of social media tools to help us listen, connect, add value and measure.• To identify a strategy for roll-out of social media in my organisation.• To learn from successful social media practitioners and organisations.• To understand how to use social media tools to nurture a community of fans and followers. 3
    • 4. Agenda: Day 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 planning and strategy 4
    • 5. Module 1:Key Trends in Social Media 5
    • 6. The Old Media World 6
    • 7. The New Media World Press Investors Community EmployeesCustomers MESSAGES Competitors Prospects Partners Analysts 7
    • 8. Media diet has changed 8
    • 9. Eg 1: Not so “Bersih” news coverage 9
    • 10. Denials despite online evidence N IA D E L 10
    • 11. Social media forces everyone to bemore transparent and accountable S IO M IS A D N 11
    • 12. Eg 2: Old pic posted as new Be ready to act fast 12
    • 13. Eg 3: Social media amplifies a crisis KFC posts Facebook updates after video goes viral 13
    • 14. Eg 4: Local story can go regional fast 14
    • 15. Slippery slope of public adulation 15
    • 16. Local crisis Foreign crisis “I want my life back!” 16
    • 17. Lessons:4Ds vs 4AsPOOR BETTER• Decline to • Acknowledge comment quickly• Deny or lie • Accept – if you are wrong• Defensive – take it personally • Apologize (if you have to) and be• Deflect – taichi, specific blame game • ACT – fix it 17
    • 18. The Internet circa 1993 18
    • 19. Internet in 2012 19
    • 20. Force 1: Rise of access*Mobile penetration: 123.5% **Internet penetration: 61.7% 20*Source: Malaysia, Q2, 2011, MCMC ** Dec 2011
    • 21. The 2nd wave 21
    • 22. Force 2: Media fragmentationMass media >>> Masses of niche mediaOpinion forming elite Here it is, you decide• One-way, one-to-many • Many-to-many• Sole or few sources • Bloggers, tweeters, dictating schedules and podcasters, aggregators, headlines from top- producers, commenters down. post in near real-time• Very little engagement • Many sources engage in or feedback encouraged the conversation from and even these are grassroots-level. edited. 22
    • 23. Sign of the times 23
    • 24. Newsmakers have gone social 24
    • 25. 25
    • 26. Force 3: Empowering the many with diverse media options NowThen Word-of-mouseWord-of-mouth EmailPrint: eg. news, direct mail, Websites, Forums, Chat roomsnewsletters, magazines Blogs eg.Wordpress, Blogger, TumblrBroadcast: TV, radio Social networksAdvertising eg. Facebook, LinkedInPublic relations Microblogging eg. TwitterTelephone Video-sharing eg. YouTubeDirect Mail PodcastsContests Mobile apps eg. iPhone, Android,Research reports iPad, TabletsFace-to-face Video chat eg. Skype, Facetime, Hangout Search Engine Marketing 26 Viral marketing
    • 27. New media vs old media Twitter: @LisaSurihani: 616,154 Followers @Shaheizy_Sam: 417,176 Followers Facebook Fan Page: Lisa Surihani: 2,007,381 likes Shaheizy Sam: 951,657 likes Twitter: @bharianmy: 188,476 Followers @StarOnline: 138,343 Followers @hmetromy: 20,652 Followers @umonline: 11,240 Followers @sinaronline: 6,890 Followers Facebook Fan Page: Berita Harian: 545,135 Harian Metro: 405,907 Utusan Online: 271,410 Sinar Harian: 126,114 27 TheStarOnline: 49,063* As of March 21, 2012
    • 28. New media vs old media Nov 7, 2011 Nov 7, 2011 28
    • 29. 29
    • 30. What’s social media? One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio…. 30 30
    • 31. …it’s people connecting online 31
    • 32. What is social networking and social media?• Social networking in Plain English• Social media in Plain English 32 Copyright: Lee & Sachi LeFever,
    • 33. 33
    • 34. Where Is Everyone? F. L. Y. T. B. 34
    • 35. Why social media? • 845m active users* • Malaysia: >12.4 million** • 134m users** • Malaysia: 727,426** • 4 billion views daily*** • 60hrs of video uploaded/1 min • 383m users+ • Malaysia: >1 million • > 200m bloggers 35Sources: * (Dec, 2011) ** (Mar, 2012), Linkedin,***YouTube blog, +Semiocast (Dec 2011), GreyReview
    • 36. Almost21,000,000 articles (3.9m in English) 36
    • 37. 4,000,000,000 videos viewed per day60 hours of new video uploaded every minute(Source: YouTube fact sheet) 37
    • 38. 83% have watched video clips 38Source: Wave 4, Universal McCann Comparative Study on Social Media Trends:22,729 active internet users in 38 countries – Nov08-Mar09
    • 39. 66% have joined a social network  Malaysia leads the way with 47% penetration of all 16-54- year-olds. (Mar 2009) * >12.4m on Facebook in Malaysia. (Mar 2012) ***Source: Wave 4, Universal McCann Comparative Study on Social Media Trends:Survey:22,729 active internet users in 38 countries – Nov08-Mar09**Source:, Mar, 2012 39
    • 40. Source: TrendStream, GlobalWebIndex based on 100,000+ surveys of active users aged 16-65 in4036 markets, July 2011
    • 41. Study: Malaysia is No 1 • Malaysia is No 1 in online social network friends, avg friends is 233, after Brazil (231), Norway (217) • Avg timespent on social networks: 9hrs/wk, Russia (8.1hrs), Turkey (7.7hrs)Source: TNS’ Digital Life survey of 50,000 respondents in 46 countries coveringnearly 90 per cent of the world’s online population, Oct 10, 2010. 41
    • 42. Tomorrow’s customers aretoday’s “digital natives.” 42
    • 43. The old communicationmodel was amonologue. 43
    • 44. The new communication modelis a dialogue. 44
    • 45. Can we ignoresocial media? 45
    • 46. There will be consequences… 46
    • 47. 1. You wont know what people are 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. 47
    • 48. 2. You wont know whats going on in your marketplaceListening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7. If you listen to your market, youll be able to anticipate customer needs, make better products, improve services and hear whats wrong with what you are currently delivering. 48
    • 49. 3. No one knows the real you• Someone may already be squatting on your brand and spewing 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 a reputation for authenticity and truth - its a lot harder for someone else to hijack your brand. 49
    • 50. 4. When you need a voice, you wont have any credibility• Typically, organizations only think of a blog or a Twitter account, after a crisis hits.• Whether youre talking online or off, it takes months – even years – to establish trust in a relationship.• You need to start the conversation in order to start making deposits in the bank of trust. Then when you need it, the credibility will be there. 50
    • 51. 5. Youre giving away acompetitive advantage • Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you. • They may get the feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can. 51
    • 52. 4-step social media guidanceStep 1: ListenWhat are people saying about your brand online?Who’s saying what?Who comments and responds?What they say and how they say it. 52
    • 53. Step 2: ConnectMake friends – one at a timeParticipate in conversations and find your voiceObserve comments and reactions, if anyDo not dominate the conversations! 53
    • 54. 2/3 of the economy now influenced bypersonal recommendations – McKinsey&Co 54
    • 55. Step 3: Add value Find unique and genuine ways to reach out to help. Bring authority and credibility to the conversation. Do not flood streams with marketing messages! 55
    • 56. Step 4: Measure Track pageviews, unique visitors, downloads, embeds, subscribers, followers, fans Cost savings, sales and call-to-actions Weigh sentiment, positive vs negative comments, issues resolved, feedback received 56
    • 57. 57
    • 58. Why use social media?“Fish where the fish are!” Users are spend more time in social networks rather than portals or destination sites.Reach more people: Introduce new users to your services or products through conversationSpread your message and agenda: Embed on blogs, social networks, video sites pro- actively 58
    • 59. “A social network can’t run on auto-pilot” • What are our objectives? • What resources can we dedicate in terms of people, tech, etc? • Do we need to engage outside experts? • How do we map out a strategy that is in line with our current goals? • What targets and KPIs should we have in place? 59