01.Key Trends in Social Media

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  • Passenger on ferry Janis Krums clicked a snapshot with his iPhone of US Airways Flight 1549 partially submerged in the Hudson River and tweets rescue of passengers in Hudson River after plane crash.
  • Same pic appeared on front pages of major dailies.
  • The captain of a luxury cruise liner that capsized off Italy's coast may have steered the ship too close to shore so that its head waiter could salute his family in a pre-planned stunt that was posted on Facebook. Just minutes before the Costa Concordia struck rocks and began taking on water, the head waiter's sister updated her Facebook status to say: " In a short period of time the Concordia ship will pass very close. A big greeting to my brother who finally gets to have a holiday on landing in Savona." Captain Francesco Schettino, 52, reportedly invited the head waiter, Antonello Tievoli, on to the bridge as he steered the vessel towards the coast of Giglio on Friday night. "Come and see, Antonello, we're right in front of Giglio," the captain told Tievoli shortly before the crash, according to Italy's Corriere della Sera newspaper. It also quoted witnesses who claimed the waiter had warned Captain Schettino just before the accident, saying: "Careful, we are extremely close to the shore." Captain Schettino may have performed the sail-past also as a salute to an old colleague, a former admiral from the cruise line, who was not even on Giglio on Friday night.
  • What are the similarities: Denial: BP denied, played blame game – blaming cement contractor and Transocean which is leased the rig from, Shahrizat denied involvement. Downplay: BP said it wasn’t that bad. Khairy said buying two condos was a good investment Arrogance
  • The early adopter wave off in Malaysia via Jaring, the pioneering ISP in Malaysia, followed by TMnet. Broadband took off in the 2 nd wave following the advent of Streamyx, Jaring Broadband, several WiFi players in the latter half the 3G players via celcos Maxis, Celcom and DiGi and WiFi. In the 3 rd Wave we will see a number of WiMAX players coming onstream. P1 is already rapidly rolling out in Peninsular while Amax and YTLe are set to come onstream in 2010 with Redtone offering its service in East Malaysia. TM’s HSBB service Unifi will provide a combination of broadband services for both households and offices with fiber-to-the-home as a key technology.
  • Since its creation in 2001, Wikipedia has grown rapidly into one of the largest reference Web sites, attracting at least 684 million visitors yearly by 2008. There are more than 75,000 active contributors working on more than 10,000,000 articles in more than 250 languages.
  • Universal McCann Comparative Study on Social Media Trends April 2008 http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf
  • Gen Y tends to rely on their network of friends and their recommendations, not traditional ads. "Ads that push a slogan, an image, and a feeling, the younger consumer is not going to go for,'' says James R. Palczynski, retail analyst for Ladenburg Thalmann & Co. Instead, they respond to "humor, irony, and the unvarnished truth."
  • “ Hi there, I’m Janet, one of a few Community Evengilist at ExxonMobil Corp. I’m here to answer any of questions from this twitter community.” Janet is conversing on issues related to Exxon Mobil. As to why on Twitter, she wrote “ we’re working hard on building a strong relationship with the twitter community. ” UPDATE (August 02 2008): Four days later, Janet of ExxonMobilCorp is revealed as a fake. The person DOES NOT represent Exxon Mobil Corporation..
  • Alicia_at_Honda does an amazing job on Twitter connecting with fans and owners on Twitter. When a 9/11 hoax surfaced again she pointed to the real info

Transcript

  • 1. 3 DAY: rdSocial Media & PR July 19, 2012 1
  • 2. 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. 2
  • 3. 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 3
  • 4. Module 1:Key Trends in Social Media 4
  • 5. Twitter in action: Plane crash! http://www.youtube.com/watch?v=imDFSnklB0k 5
  • 6. 6
  • 7. From Twitter to Front page 7
  • 8. Lessons• 1-PERSON: A single person with a smartphone can make a huge impact globally• 2-WAY: Some characteristics of social media: speed, amplification, pass-along value, archival, offers instant feedback and more engagement• LIKE-ME: People care more when it’s someone “like me”: more human, more real, more visual, more believable, more authentic 8
  • 9. Costa Concordia 9
  • 10. "In a short period of time the Concordia ship will pass very close. A big greeting 10to my brother who finally gets to have a holiday….”Facebook update of sister to head-waiter of ship
  • 11. Hero vs Villain 11
  • 12. The Old Media World 12
  • 13. The New Media World Press Investors Community EmployeesCustomers MESSAGES Competitors Prospects Partners Analysts 13
  • 14. Famous last words…“(In hindsight,) I’d have dealtwith the emerging communitydebate by the social media alittle bit more intensely, a littlebit earlier. We probably didn’trecognize the power of thesocial media to create anissue,” Lynas Corp CEONicholas Curtis, June 29, 2012 14
  • 15. Media diet has changed 15
  • 16. EXERCISE: Old media vs new media DECK OF CARDS:Separate the characteristics of old media versus new media 16
  • 17. Eg 1: Being transparent matters 17
  • 18. Denials despite online evidence N IA D E L 18
  • 19. S IO M ISA D 19
  • 20. Eg 2: Be ready to act fast Old pic posted as new 20
  • 21. Eg 3: Get ahead of crisis KFC posts Facebook updates after video goes viral 21
  • 22. Eg 4: Appoint professionals 22
  • 23. 23
  • 24. Slippery slope of public adulation 24
  • 25. Local crisis Foreign crisis “I want my life back!” 25
  • 26. Crisis communications re-actions POOR BETTER  Assure – show you Decline to comment care, calm fears Deny or lie  Accept and acknowledge Defensive – take it  Apologize (if you personally have to) and be Deflect or downplay specific – taichi, blame  ACT – fix it game 26 26
  • 27. The Internet circa 1993 27
  • 28. Internet in 2012 28
  • 29. Sign of the times 29
  • 30. 30
  • 31. New media vs old media Twitter: @LisaSurihani: 793,031 Followers @Shaheizy_Sam: 539,469 Followers Facebook Fan Page: Lisa Surihani: 2,130,591 likes Shaheizy Sam: 1,052,681 likes Twitter: @bharianmy: 284,933 Followers @StarOnline: 179,910 Followers @hmetromy: 32,239 Followers @umonline: 21,558 Followers @sinaronline: 19,309 Followers Facebook Fan Page: Berita Harian: 598,063 likes Harian Metro: 453,449 likes Utusan Online: 297,312 likes Sinar Harian: 150,391 31 TheStarOnline: 53,040* As of July 15, 2012
  • 32. Newsmakers have gone social 32
  • 33. Force 1: Rise of access*Mobile penetration: 123.5% **Internet penetration: 61.7% 33*Source: Malaysia, Q2, 2011, MCMC **Internetworldstats.com Dec 2011
  • 34. The 2nd wave 34
  • 35. 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. 35
  • 36. 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 36 Viral marketing
  • 37. 37
  • 38. 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…. 38 38
  • 39. …it’s people connecting online 39
  • 40. What is social networking and social media?• Social networking in Plain English http://www.youtube.com/watch?v=6a_KF7TYKVc• Social media in Plain English http://www.youtube.com/watch?v=MpIOClX1jPE 40 Copyright: Lee & Sachi LeFever, CommonCraft.com
  • 41. 41
  • 42. Where Is Everyone? F. L. Y. T. B. G. 42
  • 43. Why social media? • 901m active users* • Malaysia: >12.1 million** • 134m users** • Malaysia: 727,426** • 4 billion views daily*** • 60hrs of video uploaded/1 min • 500m users+ • Malaysia: >1 million • > 200m bloggers • 170m users+ • Malaysia: ? 43Sources: *Facebook.com (Mar, 2012) **Socialbakers.com (May, 2012), Linkedin,***YouTube blog, +Twopchart (Feb 2012), GreyReview
  • 44. Almost21,000,000 articles (3.9m in English) 44
  • 45. 4,000,000,000 videos viewed per day60 hours of new video uploaded every minute(Source: YouTube fact sheet) 45
  • 46. 83% have watched video clips 46Source: Wave 4, Universal McCann Comparative Study on Social Media Trends:22,729 active internet users in 38 countries – Nov08-Mar09
  • 47. 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: Socialbakers.com, Mar, 2012 47
  • 48. Source: TrendStream, GlobalWebIndex based on 100,000+ surveys of active users aged 16-65 in4836 markets, July 2011
  • 49. 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. 49
  • 50. Tomorrow’s customers aretoday’s “digital natives.” 50
  • 51. The old communicationmodel was amonologue. 51
  • 52. The new communication modelis a dialogue. 52
  • 53. Can we ignoresocial media? 53
  • 54. There will be consequences… 54
  • 55. 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. 55
  • 56. 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. 56
  • 57. 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. 57
  • 58. 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. 58
  • 59. 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. 59
  • 60. 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. 60
  • 61. 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! 61
  • 62. 2/3 of the economy now influenced bypersonal recommendations – McKinsey&Co 62
  • 63. 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! 63
  • 64. 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 64
  • 65. 65
  • 66. 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 66
  • 67. “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? 67