1. The Rise of Social Media &
How Brands Have Responded
Shaad Hamid Gillian Cook
Paid Search & SEO Executive SEO Executive
@ShaadHamid @GillySchnilly

2. What are we are going to talk about today?
1.The Rise of Social Media
2.Different social networks
3.Why brands should use social media
4.How to integrate social media into an
organisation
5.Creating and measuring a campaign

3. The Rise of Social Media
“Social media is the biggest shift
since the industrial revolution”
Eric Qualman, Socialnomics
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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 recommendations
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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.
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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 phone
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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 appeal
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8. Social Media – A Global Phenomenon
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9. Increased Time Spent On Social Networks
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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 usage
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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 groups
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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 networking
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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
rise
13

14. Mobile Social Networking
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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 down
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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
content
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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 second
17

18. YouTube
 YouTube is 2nd largest
search engine
 50% of YouTube 300
million users go there
at least once a week
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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 seen
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20. Google +
20

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
alone
21

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%
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23. Why do we use Social Media?
 Stay connected
with friends
 It’s fun &
entertaining
 Share
 Play
 Converse
23

24. Other Uses of Social Media
 Spread innovative ideas
 Social good
 Political campaigns
 News
 Natural disasters
 Social media is the new
media
24

25. So what?
Image credit: Colin_K

26. Ideally BIG businesses should be

27. Should take risks and be trend setters
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Image Credit: Shalini Seneviratne

28. But in reality…
Image Credit: Shalini Seneviratne

29. Why should businesses go social?
29
Image Credit: Shalini Seneviratne

30. Why should businesses go social? (Contd…)
http://dilbert.com/strips/comic/2011-09-01/
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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. Why is advocacy so great..?
32

33. You can pay for marketing, advertising, and branding,
But not advocacy
It’s free, more powerful, & harder to replicate by
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competitors

34. How do companies need to set SMSs?
34

35. What is your business strategy?
• Brand awareness
• Increase sales
• Customer service
• Disaster/crisis
management
• Community relations
35

36. Marketing Strategy should be in line with
Business Strategy
36

37. Wait a minute, do you have the logistics in
place?
37

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 vendors
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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 Fans
39

40. Facebook Campaign
PDB Jewellery : Goal – Increase Likes and Engagement
2 week competition
Like our page
In 12 characters tell us what slogan you
would put on this two finger ring
Get your friends to like your post
Entry with most likes wins their own
customised ring engraved with the
winning entry
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41. Results
PUG 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
continents
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42. Facebook Insights
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43. Engagement With Our Page
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44. Where are we going? Future of digital
marketing
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Image Credit: Shalini Seneviratne

45. Thank you
Follow us on Twitter, send us an email, Read our Blog!
@ShaadHamid
shaad@seoptimise.com
@GillySchnilly
gillian@seoptimise.com
www.seoptimise.com/blog