Social Media 101


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The Dummies guide to Digital & Social Media. Thanks to the IPA - this is a cutdown of their extended version

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Social Media 101

  2. 2. Intro What is Social Media? Impact of Social Media on consumers & how it changes brands Monitoring & tracking digital chat The architecture of participation Social Network marketing opportunities Distributing digital content Blog outreach & management Social Media & search What should I do & how can I measure it?
  3. 3. What Is Social Media?
  4. 4. Tiger Woods: Miracle shot (Sums up how times have changed) <ul><li>A user found a glitch in Tiger Woods game on the 360 </li></ul><ul><li>Posted a video on YouTube... </li></ul>
  5. 5. … So EA & Tiger responded
  6. 6. … and the web went nuts
  7. 7. What Is Social Media? <ul><li>The Geeky Definition: Social Media can be defined as “2-way Digital Communication”. </li></ul><ul><li>Everyone Else: The millions, billions and zillions of conversations people are having online 24/7 </li></ul>
  9. 9. So what's the hype about? <ul><li>2/3 of the worlds online population are on Social Networks </li></ul><ul><li>Social Media is the most popular activity online…edging out email, search and porn </li></ul><ul><li>Time spent on Social Networks are growing 3 times faster than the overall Internet rate </li></ul>Source: Nielson, global faces and networked places, 2009
  10. 10. Geek Alert!!!! 13 hours of footage uploaded per minute 2bn videos views per day 14,000,000m articles available on Wikipedia 5,000,000,000 minutes spent on Facebook each day Source:
  11. 11. Impact of Social Media On Consumers & How It Changed Brands In The Digital Space
  12. 12. How Big Is This Impact? <ul><li>“ Technology is shifting the power away from the editors, the publishers, the establishment & the media elite. Now it’s the people that are in control”. </li></ul><ul><li>(Rupert Murdoch) </li></ul>
  13. 13. Your Network equals your Net Worth
  14. 14. The Twitter World when X Factor winner was announced <ul><li>Twitter Went Nuts </li></ul>
  15. 15. Impact: Social TV <ul><li>As soon as Joe was announced the winner his Tweets Per Second (TPS) was 10 </li></ul><ul><li>Olly received 14tps when Robbie Williams offered his support </li></ul><ul><li>Joe received a season high 22tps when Cheryl Cole was commenting on him after his last song </li></ul><ul><li>20 million people watched on TV / 255 million views on Youtube </li></ul>
  16. 16. Be Lazy
  17. 17. Monitoring And Tracking Digital Chatter
  18. 18. Don’t Be Lazy
  19. 19. 3 basic principles to monitoring and tracking digital chatter Listen Engage Measure
  20. 20. Listening & Tracking Social Media Chatter <ul><li>Tracking Online chatter is essential </li></ul><ul><li>Some of the best intelligence a company can get, not just for PR, can be found for free online </li></ul><ul><li>Need to monitor due to the speed at which stories can develop </li></ul><ul><li>It helps to build a brands reputation </li></ul>
  21. 21. … .but is it worth it? <ul><li>Twitter is a free micro-blogging service </li></ul><ul><li>Allows you to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length </li></ul><ul><li>Updates are displayed on the users profile page and delivered to others that have signed up to receive them </li></ul><ul><li>Users can receive updates via the Twitter website, SMS, RSS , email, or through applications such as Tweetdeck </li></ul><ul><li>Allows to very quickly track what’s happening in people’s conversations – Twitter Search </li></ul>
  22. 22. Twitter Applications
  23. 23. What’s The Point Of Twitter? <ul><li>A research tool </li></ul><ul><ul><li>Find out what consumers are saying about a brand in real time (Listen) </li></ul></ul><ul><li>A sales promotion channel </li></ul><ul><ul><li>Dell have sold over $3 million via a Twitter offers channel over the last 12 months </li></ul></ul><ul><li>To generate dialogue </li></ul><ul><ul><li>Ask and answer questions (engage) </li></ul></ul><ul><li>As a first line of defence for customer service </li></ul><ul><ul><li>Spot and react to problems </li></ul></ul>
  24. 24. Case Study: Dell
  25. 25. Dell <ul><li>Dell were suffering from serious customer service problems </li></ul><ul><li>This was driving very poor digital relationships with consumers, spearheaded by a blogger called Jeff Jarvis in 2005 </li></ul>
  26. 26. What Could Dell Do?
  27. 27. Dell Outreach Program OBJECTIVE: Transparent, candid and quick communication RESULTS: <ul><li>Pay attention regardless of size of blog (Listened) </li></ul><ul><li>Join conversations on hundreds of blogs (Engaged) </li></ul><ul><li>Negative sentiment has dropped nearly 30% since August ’06 (Measured) </li></ul><ul><li>VERY positive customer responses </li></ul>
  28. 28. Dell Outreach Program <ul><li>It started with Michael Dell browsing some outside forums and blogs to find Dell users speaking about our brand, not always positively </li></ul><ul><li>He commissioned a small group to go out there and not only start engaging with our users but also help resolve problems </li></ul><ul><li>This team posts up to 100x/day regardless of the size of the site because dissatisfied customer stretches far. With this activity we were able to help resolve many issues that traditionally would have been routed via more inefficient and costly methods such as the phone </li></ul><ul><li>2,864 customer complaints have been handled by Tech Support/Customer Care out of 4,097 they deemed as resolvable for a 70% success rate . And, an additional, 350 from Direct2Dell, 200 from internal sources (PR, testimonial site, etc) and 450 from people finding our posts and emailing us have been handled </li></ul><ul><li>These are issues we may not have handled before and led to dissatisfaction OR they would have come through our more traditional (and expensive) support methods like the telephone </li></ul>
  29. 29. Dell’s Lessons <ul><ul><ul><li>Customers like to talk to ‘real people’ - Richard Binhammer (RichardAtDell) is a senior manager at DELL yet spends his entire day interacting with people on blogs, Twitter, and other social networking applications </li></ul></ul></ul><ul><ul><ul><li>Make responses authentic and genuine </li></ul></ul></ul><ul><ul><ul><li>Binhammer’s Twitter page is interspersed with personal messages, this helps customers get to know him and shifts the focus from corporate to personal (People like to see a face) </li></ul></ul></ul><ul><ul><ul><li>When a corporation apologises customers don’t care, when RichardAtDell apologises they take notice </li></ul></ul></ul><ul><ul><ul><li>Dell’s ROI looked at saving money and cost effective ways rather than making money </li></ul></ul></ul>
  30. 30. The Architecture Of Participation – How to Get Consumers Involved
  31. 31. The Architecture Of Participation <ul><li>One of the best ways to generate buzz is to get consumers involved </li></ul><ul><li>This can work across a number of levels: </li></ul><ul><ul><li>R&D </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Content </li></ul></ul>
  32. 32. What Drives Participation? <ul><li>Incentive (What’s in it for me?) </li></ul><ul><li>Ease of participation (Will this be fun and simple to do?) </li></ul><ul><li>Perceived impact (Will I see my participation anywhere?) </li></ul>What engages you?
  33. 33. Geek Alert <ul><li>85% of social media users believe that a company should go further than just having a presence on social sites AND should also interact with its customers </li></ul>Source: Cone, Business of Social Media Studies, Sept 08
  34. 34. Distributing Digital Content
  35. 35. What Is Content? <ul><li>Videos </li></ul><ul><li>Audio </li></ul><ul><li>Photos </li></ul><ul><li>Status Updates (with links) </li></ul><ul><li>Blog Posts </li></ul><ul><li>Music </li></ul><ul><li>Applications and Widgets </li></ul><ul><li>Plus More </li></ul>
  36. 36. Geek Alert <ul><li>1 billion pieces of content shared on Facebook each week </li></ul>Source:
  37. 37. Content is King BUT Marketing is Queen….
  38. 38. … and the woman runs the household Source: Gary Vaynerchuk
  39. 39. Content Placement <ul><li>Your website (with the option for your network to share) </li></ul><ul><li>Paid placement highly integrated into the editorial content </li></ul><ul><li>Develop relationships with content producers on website </li></ul><ul><li>Perfect seeding opportunity </li></ul><ul><li>You have nothing if you do not have content </li></ul>
  40. 40. Case Study: Social Media Superstars
  41. 41. Blendtec Make Blenders <ul><li>Blendtec are the kings of effective use of social media </li></ul><ul><li>Launched in 2006 by George Wright and Tom Dickson </li></ul><ul><li>Aired on </li></ul><ul><li>Then on YouTube </li></ul><ul><li>One of most successful social media campaign by a brand </li></ul>
  42. 42. Blendtec - Results <ul><li>Over 100 million plays of video </li></ul><ul><li>Over 20 million unique users to the website </li></ul><ul><li>Sales up 700% in 30 months </li></ul><ul><li>Offline PR worth over $20 million including: </li></ul><ul><ul><li>Appearance on Jay Leno </li></ul></ul><ul><ul><li>Advertising campaign for Dreyers Dibs </li></ul></ul><ul><ul><li>Worlds Strongest Man </li></ul></ul><ul><ul><li>Mentioned by Weezer in Pork and Beans </li></ul></ul><ul><ul><li>Even on Jonathan Ross show in the UK </li></ul></ul><ul><li>Awards including: </li></ul><ul><ul><li>Bronze Clio 2006 </li></ul></ul><ul><ul><li>.Net viral marketing award </li></ul></ul><ul><ul><li>Youtube best series </li></ul></ul>
  43. 43. What Can You Learn From Blendtec <ul><li>Authenticity is absolutely essential </li></ul><ul><ul><li>CEO presents </li></ul></ul><ul><ul><li>“ Amateurish” </li></ul></ul><ul><ul><li>No trickery </li></ul></ul><ul><li>Plan and manage social media and offline PR together to feed on each other </li></ul><ul><li>Build a franchise which can be extended with more content if successful </li></ul><ul><li>Nothing beats funny and surprising </li></ul><ul><li>Created the “Oh Sh*t I must send this to my mate” factor </li></ul>
  44. 44. Social Networking Marketing Opportunities
  45. 45. Brand Building on Social Networks <ul><li>People like to be listened to so your Network is your net worth </li></ul><ul><li>A fantastic way to build long term customers (Friendster – MySpace – Facebook) </li></ul><ul><li>People are not brand loyal, they are friend loyal </li></ul><ul><li>Build compelling and well targeted content around your community </li></ul>
  46. 46. Geek Alert!!!! <ul><li>93% of social media users believe a company should have a presence in social media….but not just using it for another channel to broadcast “crap”. </li></ul>Source:
  47. 47. Case Study: Compare The Meerkat
  48. 48. Compare the Market <ul><li>Issue: price comparison market has no differentiation </li></ul><ul><li>Solution: Create some “borrowed” interest </li></ul><ul><li>Use social media to bring the character alive </li></ul>
  49. 49. <ul><li>Aleks’ YouTube Channel </li></ul><ul><li>Aleks’ Twitter Account – 35,756 followers </li></ul><ul><li>Aleks’ Facebook Fan Page – 694,597 fans </li></ul>
  50. 50. Google searches 08/09
  51. 51. Business Results <ul><li>Traffic up 83% </li></ul><ul><li>Market share Jan – August up 76% (Hitwise) </li></ul><ul><li>Moneysupermarket down 25.2% </li></ul><ul><li>Meerkats beat Dragons </li></ul>Searches
  52. 52. Blog Outreach and Management
  53. 53. Influence the Influencers
  54. 54. Working with Bloggers <ul><li>Spamming bloggers will not help you gain their attention </li></ul><ul><li>It is likely to lead to a blogger backlash </li></ul><ul><li>Tech Crunch took issue with Lois Whitman of New York PR agency Lois Whitman-Hess </li></ul><ul><li>‘ Lois takes pleasure in making people miserable and her speciality is spam’ </li></ul>
  55. 55. Top 5 Blog Outreach tips <ul><li>Be relevant . It seems so simple and obvious, yet it is the biggest mistake made when pitching bloggers. Look at the categories of the blog and look at previous blog posts. Is your pitch REALLY relevant for the blog? </li></ul><ul><li>Personalize . Getting an email pitch with no personal reference at all, or just a press release and no message is a sure trip to the trash folder. </li></ul><ul><li>Make it easy . Time and time again, I get pitches with one sentence and then the full press release copied into the email. Please don’t do that. Most bloggers don’t write 600 word stories in response to a press release. They are far more prone to link to a press release. So provide a summary to the blogger of the release, and a link to the full version. </li></ul><ul><li>Schwag is good . I’ll admit it. I don’t mind getting books sent to me to review. In almost all cases I will at least mention the book in a post if it’s relevant to the topics we cover . </li></ul><ul><li>Be persistent . Don’t be offended or give up if a blogger doesn’t take your story the first time. Be courteous and smart about repeat attempts though. Watch to see if they really do pick up on your story before sending another pitch. Of course, this is not a problem if you actually read their blog. </li></ul>
  56. 56. Social Media & Search
  57. 57. Social Media And Search <ul><li>Social Media can play a key role in helping a client execute search </li></ul><ul><li>A successful social media campaign can deliver thousands of links through sites like Facebook or Digg </li></ul><ul><li>Ensure that the search strategy has been integrated into the social media strategy </li></ul><ul><li>Having both in your arsenal can only add value to a client. </li></ul>
  58. 58. So What Shall I Do & How Can I Measure it?
  59. 59. What To Measure <ul><li>Used correctly it can be a great cost effective tool </li></ul><ul><li>Agencies need to be able to demonstrate tangible ROI to drive further interest and investment in online channels </li></ul><ul><li>Generating traffic is not necessarily a good measure. An objective could be to drive chatter (coverage) not traffic. So: </li></ul><ul><ul><li>Number of blogs which link your content </li></ul></ul><ul><ul><li>Number of mentions in blogs </li></ul></ul><ul><ul><li>Number of mentions in social media sites </li></ul></ul><ul><ul><li>Positivity of coverage </li></ul></ul><ul><ul><li>= ENGAGEMENT…and great for SEO traffic </li></ul></ul>
  60. 60. What To Measure - Questions <ul><li>Measuring Social media success starts but answering questions: </li></ul><ul><ul><li>Did we engage our customers in new conversations? </li></ul></ul><ul><ul><li>Did we learn anything about our target audience? </li></ul></ul><ul><ul><li>Did they learn anything from us? </li></ul></ul><ul><ul><li>How much did we save? </li></ul></ul><ul><ul><li>Did the team learn anything? </li></ul></ul><ul><li>Return on Investment (Old way of thinking) </li></ul><ul><li>Return on Involvement (New way of thinking) </li></ul>
  61. 61. Summary
  62. 62. Summary <ul><li>Playtime is over. It’s not a case of ignoring it and hoping it will go away…Get stuck in!!! </li></ul><ul><li>Using these tools correctly can be a huge and cost effective ways to build your brand online </li></ul><ul><li>It fundamentally changes the relationship between brands and consumers and it provides new challenges in the volume and speed of interaction </li></ul><ul><li>Lines between consumers and media have been blurred, making it important to find areas where all the teams works together </li></ul><ul><li>Don’t assume Social Media is the answer to everything. If the product/content sucks, Social Media will not fix it. </li></ul>
  63. 63. Questions?