MAKING FRIENDS ANDINFLUENCING PEOPLEWE ARE SOCIAL’S GUIDE TO SOCIAL MEDIA MARKETING             we are social • JANUARY 2013
2
MAKING FRIENDS AND INFLUENCING PEOPLE             SOCIAL MEDIA DEFINED           THE STATE OF SOCIAL MEDIA        DEBUNKIN...
?!WHAT EXACTLY ARE SOCIAL MEDIA?                                 4
“    Social media are internet-poweredplatforms that make it easy for individuals,  groups of people, and organisations to...
The concept of social media has been around for thousands of  years – even early cavemen wrote on each other’s walls.Howev...
JAN2013          SOCIAL MEDIA PENETRATION                                                                                 ...
It’s not just the total number of users that’s impressive though. Facebook reports that more than half its users sign in e...
AVERAGE TIME SPENT ON SOCIAL MEDIA SITES                                                                 TUMBLR: 89 MINS  ...
Social media are a global phenomenon too: Facebook has users   in more than 200 countries, with India, Indonesia, Brazil a...
JAN  2013          SOCIAL NETWORKS BY REGISTERED USERS    FACEBOOK                                                        ...
DEBUNKING SOMESOCIAL MEDIA MYTHS                     12
“SOCIAL MEDIA WILL REPLACE               ALL ADVERTISING MEDIA”This assertion continues to surface even in leading busines...
$0             “SOCIAL MEDIA ARE FREE”   This is another common misconception. The media space itself may be considerably ...
“MARKETING HAS NO PLACE IN SOCIAL MEDIA”    Marketers that try to shoe-horn interruptiveadvertising into social channels m...
SO HOW CAN BRANDSHARNESS SOCIAL MEDIA?                        16
If marketers are to seize the opportunities offered by social media,  they must first decide what they will use it for. Wi...
COMMON BUSINESS USES OF SOCIAL MEDIAMARKETING                                                                             ...
10THE!‘COMMENDMENTS’                 19
1: FOCUS ON PEOPLE, NOT TECHNOLOGYSocial media marketing is not a digital discipline – it’s a human discipline thatis powe...
2: BUILD CONVERSATIONS, NOT CAMPAIGNSBroadcast advertising works much like a pick-up line: it’s a great way to makean intr...
“ Content is not king. If I sent you to a desert island  and gave you the choice of taking your friends oryour movies, you...
3: CONTENT IS A MEANS, NOT AN ENDSocial media content is less about creating a stand-alone spectacle, and moreabout inspir...
4: ADD VALUE TO THE AUDIENCE’S LIFEA brand’s social media activity has to compete with a wide variety of compellingcontent...
5: LISTENING IS THE NEW SHOUTINGPeople use social networks to talk about the things that matter to them. In doingso, they ...
6: SPREAD THE WORDIt’s unlikely that people will accidentally stumble upon a brand’s social mediapresence, so raising awar...
7: ALWAYS BE PREPAREDSocial media provide frequent reminders that you can’t please all of the peopleall of the time. Most ...
8: MEASURE YOUR PROGRESSSocial media marketing is a business investment, and marketers must be able todemonstrate how it a...
9: OPTIMISE AS YOU GOUnlike the ‘ready, aim, fire’ paradigm of broadcast media, social media offermarketers the opportunit...
“    You can’t hurry love,  No, you just have to wait;    Love don’t come easy,It’s a game of give and take               ...
10: BE IN IT FOR THE LONG TERMDeep, meaningful relationships take time to build, and marketers need to takethings at a pac...
1.     FOCUS ON PEOPLE, NOT TECHNOLOGY2.     BUILD CONVERSATIONS, NOT CAMPAIGNS3.     USE CONTENT AS A MEANS, NOT AS AN EN...
SO HOW CAN YOU GET STARTED WITHSTRATEGIC SOCIAL MEDIA MARKETING?                                    33
8STEPS TOSTRATEGIC SUCCESS            34
STEP 1: DEFINE YOURBUSINESS OBJECTIVES                      35
STEP 2: MONITOR AND INTERPRETYOUR AUDIENCE’S CONVERSATIONS                                 36
STEP 3: UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS                          37
STEP 4: IDENTIFY HOW YOUR BRAND CANADD VALUE TO YOUR AUDIENCE’S WORLD                                      38
STEP 5: SELECTYOUR PLATFORMS                  39
STEP 6: STRATEGISEYOUR CONTENT APPROACH                        40
STEP 7: TESTAND LEARN               41
STEP 8: RINSE AND REPEAT                42
8    1: SET YOUR OBJECTIVES    2: MONITOR CONVERSATIONS    3: UNDERSTAND MOTIVATIONS    4: IDENTIFY HOW TO ADD VALUE    5:...
FIND OUT MORE AT WEARESOCIAL.SG                   44
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.  WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOC...
WE ARE SOCIAL SINGAPORE        @WEARESOCIALSG          +65 9146 5356SAYHELLO@WEARESOCIAL.SG         WEARESOCIAL.SG
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We Are Social Presents: Making Friends & Influencing People (2nd Edition)

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This is the second edition of Making Friends & Influencing People, We Are Social's guide to effective social media marketing. If you'd like to know more about this guide, or if you'd like the We Are Social team to come in and present it to your teams or at your event, please contact sayhello@wearesocial.sg

We Are Social Presents: Making Friends & Influencing People (2nd Edition)

  1. 1. MAKING FRIENDS ANDINFLUENCING PEOPLEWE ARE SOCIAL’S GUIDE TO SOCIAL MEDIA MARKETING we are social • JANUARY 2013
  2. 2. 2
  3. 3. MAKING FRIENDS AND INFLUENCING PEOPLE SOCIAL MEDIA DEFINED THE STATE OF SOCIAL MEDIA DEBUNKING SOCIAL MEDIA MYTHS HOW CAN MARKETERS HARNESS SOCIAL MEDIA? USES OF SOCIAL MEDIA FOR BUSINESS THE 10 ‘COMMENDMENTS’ 8 STEPS TO STRATEGIC SUCCESS FINDING OUT MORE 3
  4. 4. ?!WHAT EXACTLY ARE SOCIAL MEDIA? 4
  5. 5. “ Social media are internet-poweredplatforms that make it easy for individuals, groups of people, and organisations to“converse and participate with one another in a wide variety of social activities. 5
  6. 6. The concept of social media has been around for thousands of years – even early cavemen wrote on each other’s walls.However, the internet has scaled social media to a whole new level. Today, more than 1.7 billion people around theworld have signed up to a social network, and that number is still increasing by more than half a million every day. SOURCES: BASED ON FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD 6
  7. 7. JAN2013 SOCIAL MEDIA PENETRATION EASTERN EUROPE 48% NORTH AMERICA WESTERN EUROPE 54% 41% 8% CENTRAL ASIA 19% 23% 28% MIDDLE EAST ASIA CENTRAL AMERICA 5% OCEANIA 36% AFRICA 35% SOUTH AMERICA SOURCES: BASED ON THE LATEST FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD (AS AT JAN 2013), COMPARED TO DATA FROM THE US CENSUS BUREAU (JAN 2013) 7
  8. 8. It’s not just the total number of users that’s impressive though. Facebook reports that more than half its users sign in every day, while ComScore data indicates that, worldwide, people spend a combined average of more than 10 hours each month using thetop social channels. Indeed, social media have become so popular that they are now responsible for more than 1 minute in every 6 spent on the internet – more than any other kind of activity. SOURCES: COMSCORE; FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD 8
  9. 9. AVERAGE TIME SPENT ON SOCIAL MEDIA SITES TUMBLR: 89 MINS PINTEREST: 89 MINS TWITTER: LINKEDIN: 21 MINS 17 MINS MYSPACE: GOOGLE+: FACEBOOK: 405 MINS 8 MINS 3 MINS SOURCE: COMSCORE, AS CITED IN THE WALL STREET JOURNAL. DATA REPRESENTS THE AVERAGE TIME SPENT ON EACH SITE WORLDWIDE, NOT INCLUDING MOBILE USAGE 9
  10. 10. Social media are a global phenomenon too: Facebook has users in more than 200 countries, with India, Indonesia, Brazil and Mexico all in the top 5. China’s QQ messaging platform aloneclaims more than 710 million registered users. What’s more, withinterest in social media driving internet adoption in many parts of the developing world, we can expect continued growth in the use of social platforms over the coming months. SOURCES: SITE-REPORTED FIGURES 10
  11. 11. JAN 2013 SOCIAL NETWORKS BY REGISTERED USERS FACEBOOK 1,000 M QZONE 712 MTENCENT WEIBO 507 M TWITTER 500 M GOOGLE+ 500 M SINA WEIBO 400 M PENGYOU 246 M HABBO 230 M VKONTAKTE 196 M SOURCES: BASED ON FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD 11
  12. 12. DEBUNKING SOMESOCIAL MEDIA MYTHS 12
  13. 13. “SOCIAL MEDIA WILL REPLACE ALL ADVERTISING MEDIA”This assertion continues to surface even in leading business literature, but it’s unlikely that social media will actuallyreplace anything. Rather, social media are simply one more – albeit very powerful – addition to the array of communications channels at the marketer’s disposal. 13
  14. 14. $0 “SOCIAL MEDIA ARE FREE” This is another common misconception. The media space itself may be considerably cheaper than it would be in newspapers or on TV, but the time involved increating effective content and interacting with audiencesmeans social channels still require financial investment. 14
  15. 15. “MARKETING HAS NO PLACE IN SOCIAL MEDIA” Marketers that try to shoe-horn interruptiveadvertising into social channels may believe this to be so, but brands that strive to add value to theiraudiences’ world will often find that their activities are actually very welcome in social media. 15
  16. 16. SO HOW CAN BRANDSHARNESS SOCIAL MEDIA? 16
  17. 17. If marketers are to seize the opportunities offered by social media, they must first decide what they will use it for. Will it simply be another advertising channel? Is there an opportunity to use social media to deliver real-time customer service? Could the brand generate revenue directly through social media channels? Only once these questions have been answered should marketers start to plan their specific social media activities. 17
  18. 18. COMMON BUSINESS USES OF SOCIAL MEDIAMARKETING 57%INTERNAL COLLABORATION AND LEARNING 39%CUSTOMER SERVICE AND SUPPORT 29%SALES 25%HUMAN RESOURCES 21%STRATEGY 16%R&D 14%OTHER 31% SOURCE: EMARKETER. ‘SOCIAL MEDIA’ INCLUDE SOCIAL NETWORKS, BLOGS, CHAT, DISCUSSION BOARDS, MICROBLOGS, RATINGS, VIDEO SHARING SITES AND WIKIS. 18
  19. 19. 10THE!‘COMMENDMENTS’ 19
  20. 20. 1: FOCUS ON PEOPLE, NOT TECHNOLOGYSocial media marketing is not a digital discipline – it’s a human discipline thatis powered by digital channels. Platforms like Facebook, Twitter, and Pinteresthave all achieved success by satisfying our desire to connect and interact withother people, but no matter how impressive it is, the technology is only ever ameans to an end. So, in order for brands to ensure lasting relevance andengagement in social media, it’s critical that marketers build social mediastrategies around people’s motivations, not the platforms’ technology. 20
  21. 21. 2: BUILD CONVERSATIONS, NOT CAMPAIGNSBroadcast advertising works much like a pick-up line: it’s a great way to makean introduction and capture people’s interest. However, it’s very difficult to builda long-term relationship with pick-up lines alone. Social media allow marketersto engage audiences beyond introductions and deliver more meaningfulexchanges of value. These exchanges are often smaller and less spectacular thantraditional advertising, but – just like in a good marriage – these smallerinteractions add up over time to form the basis of a much deeper relationship. 21
  22. 22. “ Content is not king. If I sent you to a desert island and gave you the choice of taking your friends oryour movies, youd choose your friends - if you chose the movies, wed call you a sociopath. Conversation is king. Content is just something to talk about. “ Cory Doctorow 22
  23. 23. 3: CONTENT IS A MEANS, NOT AN ENDSocial media content is less about creating a stand-alone spectacle, and moreabout inspiring and fueling on-going conversations. Because of this, content cantake on different forms and roles: activities like asking questions, posting simplepictures, or even sharing links to third-party content can all help to engage anaudience. However, it’s critical that this content all contributes towards a broader‘conversation agenda’, and marketers need to give special attention tosequencing different activities to ensure conversations evolve as desired. 23
  24. 24. 4: ADD VALUE TO THE AUDIENCE’S LIFEA brand’s social media activity has to compete with a wide variety of compellingcontent: updates from family and friends, entertainment, news, and activity fromother brands. Because of this, the interruptive ‘broadcast’ approach no longerworks. Instead, brands must consistently deliver activities that engage theaudience – activities that people will actively seek out, and choose to share withothers. Critically, brands need to add real value to the audience’s life by goingbeyond statements about product attributes to understand the benefits thatmatter to the audience, and finding relevant ways to bring these benefits to life. 24
  25. 25. 5: LISTENING IS THE NEW SHOUTINGPeople use social networks to talk about the things that matter to them. In doingso, they share a wealth of information: their interests, their habits, their moods;even their brand preferences. This publicly available information is often worthjust as much as – and sometimes more than – traditional market research.Critically, it can help marketers to understand which platforms their audiencesuse, and why. This understanding can then inform a powerful, multi-channelstrategy that engages people in different ways at different times. 25
  26. 26. 6: SPREAD THE WORDIt’s unlikely that people will accidentally stumble upon a brand’s social mediapresence, so raising awareness of social media activities is a key part of success.Advertising is a perfectly legitimate way of getting the word out to the intendedaudience, but it’s vital that it demonstrates how the brand’s social mediaactivities will add value to the intended audience’s life. Simply inviting people to‘Like’ a page is rarely enough; people need to understand what they’ll get inreturn for their time and effort. 26
  27. 27. 7: ALWAYS BE PREPAREDSocial media provide frequent reminders that you can’t please all of the peopleall of the time. Most brands will need to deal with discontent at some point orother, so marketers should prepare for such situations in advance. Similarly,brands should allow for nice surprises too, and have plans in place to capitaliseon social serendipity and unexpected opportunities. A clear ‘3As Process’ – alert,assess, act – can help marketers prepare for these situations, ensuring the rightpeople can deliver the right responses in the right places at the right times. 27
  28. 28. 8: MEASURE YOUR PROGRESSSocial media marketing is a business investment, and marketers must be able todemonstrate how it adds value to the brand’s bottom line. Social media ROI isnot restricted to increasing sales though; improving the frequency of referrals,reducing the cost of customer service, and even helping to track competitoractivity are all ways in which social media can contribute to a brand’s overallsuccess. Measuring ROI needn’t be complicated either; simple before-and-aftermeasurements of metrics tied to original objectives can provide rich insights intowhether activities are delivering on expectations. 28
  29. 29. 9: OPTIMISE AS YOU GOUnlike the ‘ready, aim, fire’ paradigm of broadcast media, social media offermarketers the opportunity to stop, start, or change elements of their activities inreal-time, depending on the audience’s response (or lack thereof). As a result,marketers can adopt a ‘test-and-learn’ approach, trialling different approachesand adapting their strategy based on their results. Consequently, regularreporting should play a key part in any social media strategy. 29
  30. 30. “ You can’t hurry love, No, you just have to wait; Love don’t come easy,It’s a game of give and take The Supremes (1966) “ 30
  31. 31. 10: BE IN IT FOR THE LONG TERMDeep, meaningful relationships take time to build, and marketers need to takethings at a pace that the audience is comfortable with. Sometimes the audiencewill initiate the conversation, but other times, it may take many months to buildthe desired momentum. Either way, brands can’t achieve lasting success in socialmedia by dipping in and out; they must adopt a long-term, committedapproach. This usually involves building a dedicated social media team –whether internally, or with the help of a partner agency – that can takeadvantage of every social opportunity, however unexpected, tactical or transitory. 31
  32. 32. 1.  FOCUS ON PEOPLE, NOT TECHNOLOGY2.  BUILD CONVERSATIONS, NOT CAMPAIGNS3.  USE CONTENT AS A MEANS, NOT AS AN END4.  ADD VALUE TO THE AUDIENCE’S LIFE5.  LISTENING IS THE NEW SHOUTING6.  SPREAD THE WORD7.  ALWAYS BE PREPARED8.  MEASURE YOUR PROGRESS9.  OPTIMISE AS YOU GO10.  BE IN IT FOR THE LONG TERM 32
  33. 33. SO HOW CAN YOU GET STARTED WITHSTRATEGIC SOCIAL MEDIA MARKETING? 33
  34. 34. 8STEPS TOSTRATEGIC SUCCESS 34
  35. 35. STEP 1: DEFINE YOURBUSINESS OBJECTIVES 35
  36. 36. STEP 2: MONITOR AND INTERPRETYOUR AUDIENCE’S CONVERSATIONS 36
  37. 37. STEP 3: UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS 37
  38. 38. STEP 4: IDENTIFY HOW YOUR BRAND CANADD VALUE TO YOUR AUDIENCE’S WORLD 38
  39. 39. STEP 5: SELECTYOUR PLATFORMS 39
  40. 40. STEP 6: STRATEGISEYOUR CONTENT APPROACH 40
  41. 41. STEP 7: TESTAND LEARN 41
  42. 42. STEP 8: RINSE AND REPEAT 42
  43. 43. 8 1: SET YOUR OBJECTIVES 2: MONITOR CONVERSATIONS 3: UNDERSTAND MOTIVATIONS 4: IDENTIFY HOW TO ADD VALUE 5: SELECT YOUR PLATFORMS 6: STRATEGISE YOUR APPROACH 7: TEST AND LEARN 8: RINSE AND REPEAT 43
  44. 44. FIND OUT MORE AT WEARESOCIAL.SG 44
  45. 45. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’STOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  46. 46. WE ARE SOCIAL SINGAPORE @WEARESOCIALSG +65 9146 5356SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG
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