Salford Search and Social Media Marketing Slides, Nov 2013

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Slides from my talk at Salford University, November 2013 on social media; user psychology and marketing.

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Salford Search and Social Media Marketing Slides, Nov 2013

  1. 1. SSMM Week 8 Tom Mason, Delineo
  2. 2. About me • Head of Social Media at Delineo • Strategy, planning and execution of social media campaigns • @totmac • tom.mason@delineo.com
  3. 3. Why do people use social media?
  4. 4. Why do people use social media? • • • • • • Share news Stay in touch with friends Network Entertainment Customer service Pass time (80% of UK users access Twitter via mobile)
  5. 5. Behaviour: Social currency • People share content to make them look good to other – 40% of content is people talking about themselves • • • • Reinforces their identity Vanity Exclusivity Update friendship networks
  6. 6. Behaviour: Social currency
  7. 7. Behaviour: Emotional • • • • When we care, we share Emotions, not facts, invite people to share Proactive emotions are more likely to be shared Excitement, anger, pleasure vs sadness, boredom
  8. 8. Behaviour: Emotion
  9. 9. Behaviour: Practical value • Altruism • People share deals/tips
  10. 10. Behaviour: Stories • People think in narratives e.g. product reviews
  11. 11. Using social media for marketing Social media is a technology, not a strategy
  12. 12. Why do people talk to brands on social media? • • • • • Discounts and offers (55%) Product information (33%) Interested in entertaining content (32%) Show loyalty (31%) Customer service (21%)
  13. 13. Using social media for marketing • Where are the audience – What platforms are they using? – What are they using those platforms for? – What content is going to appeal to them? • The right message – What are you going to tell them? – What do you want to achieve?
  14. 14. Where are your audience: Followerwonk
  15. 15. Where are your audience: Followerwonk
  16. 16. Where are your audience: UberVU
  17. 17. Choosing the right platform
  18. 18. Choosing the right platform Twitter: Customer service Brand awareness Acquiring new customers Facebook: Creating a community Showcasing brands (photos) Driving website traffic Google+: Hangouts SEO benefit
  19. 19. Choosing the right platform Instagram: Brand awareness 6-second videos (See also, Vine) YouTube Brand awareness Blog: Showcase company/promotions Driving traffic
  20. 20. Choosing the right message • What story are you going to tell them? What’s your USP? • What content are you going to create to explain this message?
  21. 21. Delineo “We create creative outcomes” •Engaged with industry trends (clients) •Personality (recruitment/staff)
  22. 22. Any questions?

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