Social media, news & brand sentiment November 2012

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An overview of the state of play and emerging trends in social media, plus some examples from the last few weeks and years of where they have affected companies' activities, the news agenda and public actions, delivered to YPO Malta November 2012

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  • Yelp, Foursquare Geofencing
  • Who you are, where you are, what you want Monitoring and responseFacebook advertising
  • Cross platform, depth and breadth of content, always on – eg Netflix
  • Tailor news that people see according to their online behaviour and interestsNews is as relevant as it possibly can be
  • Engage, incentivise and reward participation through gaming and playfulnessEg. Collaborative storytelling, ARGs – delivering news into the real world through projections etc.
  • Also food spotting,
  • Blogs, instagram, youtube – haul videos
  • Social integration, customer service, company blogs, honesty and transparency
  • Getting together to make things happen – creatively, motivationally, ecommerce, financiallyKickstarter, 38 degrees
  • Self tracking – Fuel band, sleep, happiness, link to myfitness pal
  • Data feeds from the real world to the internet – hayfever, bus tracker, plants that need watering, bread just come out of the oven , old people’s habits
  • BUT is easy to attack these big global companies – same old monoliths being bashed. Not proving anything
  • Coca-cola
  • 1.3 billion to gulf oil spill
  • Live the dream (or at least the brand identity) Coke – togetherness & happiness
  • WonderbraFacebook insightsBrandwatch
  • Social media, news & brand sentiment November 2012

    1. 1. YPOSocial Media, Brand AUTUMN 2012Sentiment & the News
    2. 2. THE TOM SAWYER EFFECTA communications company forthe 21st Century
    3. 3. COMMUNICATION COGS BRAND / PRODUCT
    4. 4. Local stats - Facebook
    5. 5. Local stats – top Facebook
    6. 6. Local stats – top Twitter
    7. 7. AN EVOLVING UNIVERSEWhat are the trends in socialmedia, marketing andcommunications?
    8. 8. Targeting
    9. 9. Behaviour
    10. 10. Location
    11. 11. Contextual targeting
    12. 12. Pervasiveness
    13. 13. Personalisation
    14. 14. Playfulness
    15. 15. Responsiveness
    16. 16. Rise of the niche
    17. 17. Self-publishing
    18. 18. Curation & sharing
    19. 19. Openness
    20. 20. Collaboration
    21. 21. Quantified Self
    22. 22. Quantified self
    23. 23. Internet of Things
    24. 24. Internet of Things
    25. 25. TWO INTERTWINED WORLDS, ONERESULTHow do social media, the newsagenda and public sentimentinterplay?
    26. 26. News, buzz, action Company actions News Social MediaGeneration Buzz Consumer behaviour
    27. 27. "We dont doadvertisinganymore, we just docool stuff. Its nolonger aboutawareness, we needto become part ofpeoples lives"Nike UK, 2008
    28. 28. Brands as content publishers
    29. 29. Brands as content publishers
    30. 30. Brands as content publishers
    31. 31. Media companiesas content publishers
    32. 32. Social campaigns generate PR
    33. 33. Social campaigns generate PR
    34. 34. Not just B2C
    35. 35. Social media campaigning generates real results
    36. 36. Social media campaigning generates real results
    37. 37. Can backfire…
    38. 38. McDonald’s Stories
    39. 39. Brands as enablers
    40. 40. Brands as enablers
    41. 41. Brands as enablers
    42. 42. Brands as enablers
    43. 43. Brands as enablers
    44. 44. IMPACT ON ITS AUDIENCESHow is all of this affecting whatpeople think and how makedecisions?
    45. 45. 2012 Social Journalist Study
    46. 46. Facebook impressions
    47. 47. Facebook impressions
    48. 48. Facebook impressions
    49. 49. 2012 Nielsen Trust In Advertising Study
    50. 50. Social network breakdown
    51. 51. Survey summary92% of 26,486 people said that consumer recommendations are the most credible form of advertising •Nielsen survey Online social network users were 3 times more likely to trust their peers opinions over advertising when making purchase decisions Jupiter research 84% said they would trust peer reviews over a critic Marketing Sherpa •64% of consumers said they wanted to see user reviews Forrester
    52. 52. Over to you… www.tseffect.co.uk hello@tseffect.co.ukwww.twitter.com/tseffect

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