Gillian Cook & Shaad Hamid Social Media Presentation at Oxford Brookes University Business School


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Gillian Cook & Shaad Hamid Social Media Presentation at Oxford Brookes University Business School

  1. 1. The Rise of Social Media &How Brands Have Responded Shaad Hamid Gillian Cook Paid Search & SEO Executive SEO Executive @ShaadHamid @GillySchnilly
  2. 2. What are we are going to talk about today?1.The Rise of Social Media2.Different social networks3.Why brands should use social media4.How to integrate social media into an organisation5.Creating and measuring a campaign
  3. 3. The Rise of Social Media “Social media is the biggest shift since the industrial revolution” Eric Qualman, Socialnomics3
  4. 4. The Rise of Social Media Print media is in decline Advertising spend in print media is also in decline Advertising has always been a one way system in that brands dictate what adverts we see, now there is a dialogue We are interconnected and rely more than ever on social media to make purchasing decisions and less on advertising. 14% of consumers trust advertisements 78% of consumers trust peer recommendations4
  5. 5. The Rise of Social Media Social media industry grew more in 2011 than in any other year. 96% of 18-35 year olds are on a social network Social media is now an integral part of our lives.5
  6. 6. Growth Of Social Networks Facebook Tumblr Google+ Between 2010 and 2011  Between 2010 to 2011  G+ surged to 25 million there was Tumblr grew 218% in U.S. global unique visitors 82% growth in registered  Globally Tumblr grew faster than any other social network in history users 900%, from 10 million monthly unique visits to  Reaching this impressive 100% growth in pieces of 90 million monthly unique number in less than a content shared weekly visits month 200% growth in users accessing Facebook via mobile phone6
  7. 7. Social Media – A Global Phenomenon• We are experiencing a global cultural phenomenon• Social networking is the most popular activity online worldwide• In March 2007 6% of total time online was on Social Networking sites, now its 19%• Social Media is emerging as primary communication channel• All populations are becoming increasingly social-social networks now reach 82% of world’s population• High user engagement on Social Networking sites across global regions demonstrates its universal appeal7
  8. 8. Social Media – A Global Phenomenon8
  9. 9. Increased Time Spent On Social Networks9
  10. 10. Age– No Longer Restricted to Teenagers• In the last two years, social networking has seriously shifted from what was originally seen as a ‘kids activity’• Social networking has all but caught up across age groups• 55+ age group represent fastest growing segment in social networking usage10
  11. 11. 15-24 year olds• “Digital natives” - growing up alongside computers, the internet and digital media• Social networking is the norm• 50% of worlds population is under 30 years old• As this generation matures, carrying these highly social behaviours into the future, it is possible that social networking could become the most important communication channel across all age groups11
  12. 12. MEN vs. WOMEN Consistently across all regions, women spend more time social networking than men Males still lag in terms of reach and engagement with social networking12
  13. 13. Mobile – The Growth In Popularity of Smartphones The future of social networking Connect on-the-go Real – time interaction Rise of location-based services Connected multi-taskers People who use Facebook on their mobiles are twice as active on Facebook than non-mobile users Mobile use will continue to rise13
  14. 14. Mobile Social Networking14
  15. 15. Facebook Over 800 million active users More than 50% log in every day Every day more than 2 billion posts are ‘liked’ and 250 million photos are uploaded Facebook largest player by any metric 3rd largest web property (behind Google sites and Microsoft sites) If Facebook were a country it would be the world’s third largest country after China and India The average US user spends 7 hours and 46 minutes a month on network Facebook is a dominant global force and shows no sign of slowing down15
  16. 16. Twitter Twitter’s audience erupted around 2009 Twitter reaches 1 in 10 internet users worldwide Micro blogging has emerged as a disruptive new force in social networking (Twitter) A style of communicating through short-form content16
  17. 17. Twitter In 2011 Twitter was used as a central means of communication during events of worldwide and national significance ranging from political uprisings in the Middle East to disasters such as the earthquake and tsunami in Japan Most tweeted moment of 2011 – capture of Osama Bin Laden, celebratory moments such as New Year, news about Steve Jobs resignation from apple and subsequent passing The announcement of Beyoncé’s pregnancy at VMAs generated a record breaking 8868 tweets per second17
  18. 18. YouTube YouTube is 2nd largest search engine 50% of YouTube 300 million users go there at least once a week18
  19. 19. Google + G+ surged to 25m global unique visitors faster than any other social network in history, reaching this impressive number in less than a month Presently it has 65m global visitors accounting for 5% of global Social Networking audience. Whether it will prove to be a disruptive force remains to be seen19
  20. 20. Google +20
  21. 21. Tumblr 38,000 posts per minute 218% growth from June 2010 to June 2011 in U.S. (LinkedIn 63%, Twitter 31%, Facebook 14%, MySpace -50%) Globally Tumblr has grown 900%, from 10 million monthly unique visits to 90 million monthly unique visits in last year alone21
  22. 22. Blogs 25% of search results for the World’s top 20 largest brands are links to user generated content 34% of bloggers post opinions about products & brands 15% of bloggers spend 10 hours or more each week blogging Companies using blogs for marketing in 2007=16%, in 2012 = 43%22
  23. 23. Why do we use Social Media? Stay connected with friends It’s fun & entertaining Share Play Converse23
  24. 24. Other Uses of Social Media Spread innovative ideas Social good Political campaigns News Natural disasters Social media is the new media24
  25. 25. So what?Image credit: Colin_K
  26. 26. Ideally BIG businesses should be
  27. 27. Should take risks and be trend setters27 Image Credit: Shalini Seneviratne
  28. 28. But in reality…Image Credit: Shalini Seneviratne
  29. 29. Why should businesses go social?29 Image Credit: Shalini Seneviratne
  30. 30. Why should businesses go social? (Contd…) 30
  31. 31. Why should businesses go social? • Brand awareness • Customer service • Consumer reach • Market research • Competitor intelligence • Sourcing • Advertising • Brand personality • Building a community (creating brand advocates)31
  32. 32. Why is advocacy so great..?32
  33. 33. You can pay for marketing, advertising, and branding, But not advocacy It’s free, more powerful, & harder to replicate by33 competitors
  34. 34. How do companies need to set SMSs?34
  35. 35. What is your business strategy? • Brand awareness • Increase sales • Customer service • Disaster/crisis management • Community relations35
  36. 36. Marketing Strategy should be in line with Business Strategy36
  37. 37. Wait a minute, do you have the logistics in place?37
  38. 38. Logistics • Identifying stakeholders • Educating stakeholders • Setting up a social media council • Setting up social media guidelines • Setting up an “information supply chain” (process) • Deciding on channels • Deciding on vendors38
  39. 39. Social Media Channel Tactics (the execution) Remember Social media is one of many tactics •Setting KPIs – what you want to achieve •Channel tactic – how you will achieve it •KPI for branding •KPI for conversions •KPI for Fans39
  40. 40. Facebook CampaignPDB Jewellery : Goal – Increase Likes and Engagement2 week competitionLike our pageIn 12 characters tell us what slogan youwould put on this two finger ringGet your friends to like your postEntry with most likes wins their owncustomised ring engraved with thewinning entry40
  41. 41. ResultsPUG LIFE – winning entry with 161 ‘Likes’ 39 entries Total entry ‘likes’ = 464 62% increase in Page ‘likes’ High engagement Winner related to brand on deeper level Reached 4,611 people in over 20 different countries across 5 continents41
  42. 42. Facebook Insights42
  43. 43. Engagement With Our Page43
  44. 44. Where are we going? Future of digital marketing44 Image Credit: Shalini Seneviratne
  45. 45. Thank you Follow us on Twitter, send us an email, Read our Blog!@ShaadHamid@GillySchnilly