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Social Media Marketing

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Presentation I delivered at NEPA in Newcastle

Published in: Business, Technology

Social Media Marketing

  1. Social Media Marketing Stephen Davies | http://stedavies.com | @stedavies |
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  3. THE WORLD IN WHICH WE LIVE HAS CHANGED
  4. HOW WE CONSUME MEDIA HAS CHANGED TOO
  5. What’s causing these... Ch-ch-ch-ch Changes?
  6. <ul><li>Fragmentation </li></ul><ul><li>The internet </li></ul><ul><li>Social Media </li></ul>
  7. <ul><li>Fragmentation </li></ul>
  8. 40 YEARS AGO WE WERE PRETTY RESTRICTED TO THE MEDIA WE COULD CONSUME TV, Radio, Newspapers, Magazines, Record player
  9. 20 YEARS AGO NEW TECHNOLOGIES GAVE US NEW MEDIA TO CONSUME VCR, Walkman, PC, Video games, Satellite TV
  10. PRESENT DAY AND THE MEDIA WE HAVE AT OUR DISPOSAL IS ALMOST UBIQUITOUS Internet, Mobile phone, iPhone, Blogs, Text messaging, etc.
  11. <ul><li>Fragmentation </li></ul><ul><li>The internet </li></ul>
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  14. <ul><li>Fragmentation </li></ul><ul><li>The internet </li></ul><ul><li>Social Media </li></ul>
  15. Social Media is… “… an umbrella term that defines the various activities that integrate technology, Social Interaction , and the construction of words and pictures.” Wikipedia
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  18. ANYONE THINK SOCIAL MEDIA IS JUST A LOAD OF POO? Notice: No real poo was used in the making of this slide
  19. “ To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control. ” Rupert Murdoch, Wired Magazine, July 2006 RUPERT DISAGREES
  20. AND AS THE TRADITIONAL MEDIA BEGINS TO LOSE ITS GRIP ON THE DOMIANACE IT ONCE HAD
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  22. And this next slide is where marketers get it all wrong
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  24. YOU SEE, IT’S NOT JUST ABOUT EYEBALLS Excuse the pun
  25. NOR IS IT JUST ABOUT GETTING ‘HITS’
  26. <ul><li>Communication </li></ul><ul><li>Connections </li></ul><ul><li>Collaboration </li></ul><ul><li>Collective Wisdom </li></ul><ul><li>Contributing </li></ul><ul><li>Content Creation (UGC) </li></ul><ul><li>Community! </li></ul>IT’S ABOUT BEING HUMAN It’s true (as cringe-worthy as it sounds)
  27. In essence, it’s communication. It’s what we as humans do. And we’ve done it since the beginning of man.
  28. I need to rest I need to drink Let’s hunt
  29. I need to rest I need to drink Let’s hunt
  30. Am knackered !@##?! *hic* Where’d that pickle gan?!
  31. NOT ALL OF US ARE CONVERSATIONALISTS
  32. 10 TIPS USING SOCIAL MEDIA FOR YOUR COMPANY OR PERSONAL BRAND Practicing what you preach
  33. 1. REGISTER YOUR BRAND/NAME www.knowem.com
  34. 2. DO YOUR RESEARCH Find out who’s out there
  35. 3. UNDERSTAND THE CULTURE AND ETIQUETTE
  36. 4. READ, READ, READ! Often overwhelming but a necessity
  37. 5. SELECT THE RIGHT TOOLS That’s all they are
  38. 6. LEARN THE VOCABULARY Then learn how to articulate it in plain English
  39. 7. ENCOURAGE STAFF TO PARTICIPATE Often difficult | Share learnings | Social media policy?
  40. 8. NETWORK It’s called social *networking* for a reason http://www.flickr.com/photos/drbeachvacation/2962850791/
  41. 9. THINK ALTRUISTICALLY Never do the hard sell
  42. 10. LEARN FROM IT It’s amazing how much you can put in the day job
  43. HOW I USE SOCIAL MEDIA From a personal/professional standpoint Thought Leadership/Expertise Real-time discussion with colleagues, peers, suppliers. Asking for help, opinions etc Arranging meetings Completely personal. Not used in a professional context at all Events, travels, coverage and articles Showcase my presentations Research Online CV Protect my reputation
  44. Social Media in action
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  46. Creative: Generating awareness around a boring product
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  49. Protesting: Students protest from the comfort of their bedrooms
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  51. We wanted to make the transition to paying interest smoother. This gets the message across that there is a cost to borrowing, and prepares graduates for the transition from student life to that of a young worker. “ ” HSBC
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  53. Like any service-orientated business we are not too big to listen to the needs of our customers. Following the feedback from our graduate account holders we have taken the decision to freeze interest charging on 2007 graduates' overdrafts . “ ” HSBC
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  55. Revolt: Not accepting the unacceptable
  56. Source
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  64. Integration: ‘cause traditional channels still matter
  65. SIMPLES
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  67. “ Social media was the perfect platform for Aleksandr to develop conversational relationships with his fans. We wanted people to be able to ask him questions, share content and to talk directly to him.” Amelia Torode, Head of Strategy and Innovation, VCCP
  68. <ul><li>586,000 fans </li></ul><ul><li>1,000 meerkat-inspired photos </li></ul><ul><li>8,370 wall posts </li></ul><ul><li>169,850 video views </li></ul><ul><li>311 offers of marriage </li></ul><ul><li>256 offers of adoption </li></ul><ul><li>20 petitions demanding merchandise </li></ul>
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  70. <ul><li>27,000 followers </li></ul><ul><li>“ More influential” on Twitter than Boris Johnson and Hilary Clinton (JCPR) </li></ul>
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  72. <ul><li>Bottom Line </li></ul><ul><li>100% increase in traffic to CompareTheMarket.com </li></ul><ul><li>Cost per visit reduced by 75% </li></ul><ul><li>100% increase in insurance quotes </li></ul><ul><li>Market share has tripled </li></ul><ul><li>55% of online conversation about car insurance are about CompareTheMarket.com (previously 15%) </li></ul><ul><li>Competitors changed their search strategy </li></ul>
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  75. Learning Cycle
  76. How much can you possibly know about yourself if you’ve never been in a fight?
  77. How effective can your social media campaign be if you haven’t carried out your research first?
  78. “ This is all well and good but how do I convince my clients/boss?”
  79. <ul><li>Embrace and invest in it first </li></ul><ul><li>Develop an approach and ‘point of view’ on social media </li></ul><ul><li>Put in on their agenda </li></ul><ul><li>Research the client’s/company’s social media footprint </li></ul><ul><li>Send them relevant and interesting links </li></ul><ul><li>Educate and give meaning </li></ul><ul><li>Start slowly if necessary </li></ul>IT’S GONNA TAKE TIME
  80. “ I came here on the basis that I’ll be leaving a guru. My client/boss wants me to do a full scale social media campaign. Need answers, damn it!”
  81. <ul><li>Don’t try and BS your way through it </li></ul><ul><li>Seek help </li></ul><ul><li>Google is a good friend of yours </li></ul><ul><li>Consult client/boss in reasons why social media needs to be a slow process </li></ul><ul><li>Pull your finger out </li></ul>YOU DON’T HAVE MUCH TIME
  82. “ OK then Mr ‘I’m great but not a guru’, where is all this stuff headed?”
  83. <ul><li>PR, marketing, digital, SEO agencies … this stuff is all up for grabs </li></ul>MY SEVEN HONEST THOUGHTS
  84. <ul><li>PR, marketing & SEO agencies are all fighting for a piece of the pie </li></ul>MY SEVEN HONEST THOUGHTS
  85. <ul><li>PR, marketing, digital, SEO agencies … this stuff is all up for grabs </li></ul><ul><li>PR is (in theory) the rightful owner of SM. Not really happening </li></ul>MY SEVEN HONEST THOUGHTS
  86. <ul><li>PR, marketing, digital, SEO agencies … this stuff is all up for grabs </li></ul><ul><li>PR is (in theory) the rightful owner of SM. Not really happening </li></ul><ul><li>The term ‘social media’ will be come extinct </li></ul>MY SEVEN HONEST THOUGHTS
  87. <ul><li>PR, marketing, digital, SEO agencies … this stuff is all up for grabs </li></ul><ul><li>PR is (in theory) the rightful owner of SM. Not really happening </li></ul><ul><li>The term ‘social media’ will be come extinct </li></ul><ul><li>Those in media who continue to dismiss it will become irrelevant </li></ul>MY SEVEN HONEST THOUGHTS
  88. <ul><li>PR, marketing, digital, SEO agencies … this stuff is all up for grabs </li></ul><ul><li>PR is (in theory) the rightful owner of SM. Not really happening </li></ul><ul><li>The term ‘social media’ will be come extinct </li></ul><ul><li>Those in media who continue to dismiss it will become irrelevant </li></ul><ul><li>If you’re not doing what the 16 -24 demographic are doing you’ll become irrelevant </li></ul>MY SEVEN HONEST THOUGHTS
  89. <ul><li>PR, marketing, digital, SEO agencies … this stuff is all up for grabs </li></ul><ul><li>PR is (in theory) the rightful owner of SM. Not really happening </li></ul><ul><li>The term ‘social media’ will be come extinct </li></ul><ul><li>Those in media who continue to dismiss it will become irrelevant </li></ul><ul><li>If you’re not doing what the 16 -24 demographic are doing you’ll become irrelevant </li></ul><ul><li>Social media will become less social </li></ul>MY SEVEN HONEST THOUGHTS
  90. <ul><li>PR, marketing, digital, SEO agencies … this stuff is all up for grabs </li></ul><ul><li>PR is (in theory) the rightful owner of SM. Not really happening </li></ul><ul><li>The term ‘social media’ will be come extinct </li></ul><ul><li>Those in media who continue to dismiss it will become irrelevant </li></ul><ul><li>If you’re not doing what the 16 -24 demographic are doing you’ll become irrelevant </li></ul><ul><li>Social media will become less social </li></ul><ul><li>Expect to hear the phrase ‘social business’ in the future </li></ul>MY SEVEN HONEST THOUGHTS
  91. Stephen Davies | http://stedavies.com | @stedavies |

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