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Beyond spray and pray social media marketing

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Ever wondered why your social media channels struggle or considered why other companies do better than you? It's because they understand algorithms, they mix up their content sharing strategy and don't just push to their website. In this deck it highlights what you should be doing on social media, a huge number of stats to help you unpick different social platforms and inspire you to create a better social media and dark social media strategy. Presentation is from the meltwater #OutsideInsight event September 2017

Published in: Social Media

Beyond spray and pray social media marketing

  1. 1. BEYON D SPRA Y & PRA Y SOC IA L MEDIA MARKETIN G DANNY DENHARD // MARKETING DIRECTOR // JUSTGIVING
  2. 2. 2 ME MARKETING DIRECTORAT JUSTGIVING JG HELP • PEOPLE IN NEED • COMMUNITY PROJECTS • CHARITIES Read - https://www.justgiving.com/lifechangers
  3. 3. 3 $4.5 BILLION 99.5% UGC 22 MILLION 4 MILLION SOCIAL SHARES RAISED FOR GOOD GLOBAL CAUSES YES THAT’S RIGHT, WE PRODUCE VERY LITTLE CONTENT STRONG COMMUNITY WE HAVE HADWELL OVER 4 MILLION SOCIAL SHARES OF OUR PAGES ALREADY
  4. 4. 4 LINKEDIN MESSENGER EMAIL TWEET ME @DANNYDENHARD M.ME/DANNYDENHARD DANNYDENHARD.COM/ LINKEDIN DANNY.DENHARD @JUSTGIVING.COM A S K M E A N Y T H I N G NOW OR LATER
  5. 5. 1 SOCIAL IS MORE THAN JUST ENGAGEMENT
  6. 6. 6 THE WEB WASCHANGED BY ONE BUTTON This button was a life changer Source - Facebook
  7. 7. 7 74K+ TUMBLR POSTS 695K GIPHYS SERVED 527K+ PHOTOS SHARED ON SNAPCHAT 120+ JOIN LINKEDIN EVERY MINUTE THE FOLLOWING HAPPENS Look at where your customer consume andplay Believe it or not Tumblr still has more content published per minute than Instagram Giphy has over 200m DAU’s, it serves over 695k gifs per minute. Expect Giphy to be part of your marketing campaign in 2018 Snapchat has grown up and has over half a million photos shared every minute. The latest business network moving towards a content and engagement network. LinkedIn has over 120 new people every minute joining. Don’t undervalue the strength of LinkedIn 4.1M YOUTUBE VIDEO WATCHED Even YouTube is moving towards a more social approach to content, with over 4.1million videos watched every minute it’s a power player IF your content can be engaging and prepared to invest time and money into creating quality content
  8. 8. 8 3K ADS We are served over 3k ads per day, this is an incredible increase from years gone by. 5 HOURS The average person spends on average 5 hours per day on their mobile device. 90 HOURS PER MONTH The average 18 to 25 year old spends over 90 hours per month on apps alone, over 60% of this will be user generated content. 1500 STORIES On Facebook we served up to 1500 different stories every time we log on. 01 02 03 04 I N F O R M A T I O N T O C O N S I D E R
  9. 9. 9 DOPAMINE HITS Social media consumption and UGC leads to dopaminehits, its why we get addicted and get that feeling using social media sites etc. Dopaminehits increase greatly with engagements on your comments. 200 MOBILE INTERACTION S The average person receives over 120 push notifications daily, including email notifications, social media likes and engagements, calendar pushes and game updates. BATTLING FOR YOUR TIME Work emails, slack notifications and documents control 28% of your time, we constantly battle to own our own time. GAME & HOOK ENGINEERS We compete against teams of engineers who develop rewards on apps, like slot machines in Vegas. Facebook, Google and large game producers use the same hooks to make us addicted. 05 06 07 08 I N F O R M A T I O N T O C O N S I D E R
  10. 10. 10 THIS IS THE WORLD WE REALLYLIVE IN This is where we are at currently, we fight hundreds of notifications, all fighting for our dedicated attention. As you can see the majority of these are social notifications, meaning you are not only fighting the newsfeed but notifications. Source - Twitter
  11. 11. EVER FELT LIKE THIS? Source - Marketoonist
  12. 12. 2 SOCIAL MEDIA TODAY
  13. 13. IN THE LAST TEN MINUTES PEOPLE ADMITTED TO CHECKING THEIR PROFILES…. 13 WE ARE ADDICTED TO SOCIAL DOPAMINEHITS 1. 34% checked Facebook 2. 31% checked Whatsapp 3. 26% checked Twitter and Snapchat
  14. 14. 14 “Marketing is a contest for people's attention.” - Seth Godin
  15. 15. 15 “There's no hack to building 1000 true fans. You must develop relationshipof trust and reciprocity and you need to provide value over and over” - Ryan Holiday
  16. 16. 16 40YouTube 35Facebook 25Snapchat 24Instagram AVERAGE DAILY MINUTES SPENT ON EACH SOCIAL NETWORK Think about howyou can really play in these spaces VIDEO IS THE TRUE BATTLEFIELD
  17. 17. ALWAYS REMEMBER: GARBAGE IN – GARBAGE OUT
  18. 18. WHAT CUSTOMERSARE REALLY LIKE ON SOCIAL 18 Source - Facebook
  19. 19. 19 WELCOMETO OUR WORLD AS IS IT Have you walked through the streets of London and had this happen? This happens daily to me…. 19Source - Imgur
  20. 20. 20 WELCOMETO OUR WORLD AS IS IT Without the warning how would people know? But would they see it? 20Source – Imgur
  21. 21. 21 BRANDSARE COMPLETELY DISPOSABLE IN2017 Brands are only as good as their last exchange or order satisfaction, going in 2018 brands will have to work harder than ever to keep their customers happy. Whether that’s offering discounts, replying back with a funny gif or offering next day delivery for free. Remember your social media experience in taken into consideration from good % of users. 21Source - Facebook
  22. 22. 1. We have the savviest customers of all time 2. Our customers have inherited “prime expectations” 3. Customer loyalty is at an all time low THINGS WE OVERLOOK ON SOCIAL AS BUSINESSES
  23. 23. 1. Newsfeed The most important tweak to modern marketing, we are victims to newsfeeds and affinity based newsfeeds 2. Stories The latest trend to sweep social media networks and instant messengers. 3. Videos The move towards videois undeniable. Native and original content will be the next battle ground 4. Dark Social People are now sharing more and more intodedicated groups away from newsfeeds and open communications THE FOUR TRUE LAYERS OF SOCIAL MEDIA
  24. 24. THE DEFAULT CAMERA FOR MANY IS THE FRONT CAMERA 24 WE LIVE IN THE SELFIE GENERATION 1. 44% edit their selfies before posting. 2. 29% spend 1 to 2 minutes editing selfies before posting 3. 17% spend longer than 2 minutes editing
  25. 25. The Over Sharers Over sharers: These are likely to share every moment of their lives The Lurkers Lurkers: Users whowatch from afar and rarely engage or comment The Engagers Engagers: The most recent addition tothe user pyramid, they like, love, lol and live their lives through newsfeeds The Compers Compers: People who live their lives through entering competitions online The Trolls Trolls: the users who believe they can comment or abuse whenever there is a status box or comment box 2017 USER DNA 10% 50% 25% 5% 10% QUALITYOF USERS
  26. 26. 26 THE AUTHENTIC SELF ONLINE Not everyone will be honest…… Facebook Aspirational BestAuthentic Self Instagram Snapchat Forum Reddit Twitter Absolute Troll YouTube Comments LinkedIn Slack Messenger Work Email Soundcloud Pinterest Periscope Blog Medium Tumblr Wechat VK Facebook YouTube TripAdvisor
  27. 27. 27 INSTAGRAM MISSION STATEMENT "Our mission is to strengthen relationships through shared experiences,” Those shared experiences are almost always UGC. Even publishers are leveraging and purchasing user generated content and sharing. Source - Instagram
  28. 28. 28 Mark Zuckerberg changed the Facebook mission statement recently, this all comes from his belief that Facebook connects people together. His company relies on shares, engagements and UGC. Facebook’s plan is to blend “social” with professionally curated content and soon original content to rival Netflix and Amazon Prime. MISSION STATEMENT ALIGNMENT Source - CNN
  29. 29. 29 FACEBOOK HAVE SAID FACEBOOK’S NEWSFEED ON MOBILE IS SCROLLED 2.5X FASTER THAN DESKTOP Understand how your consumers are creating and consuming content on their favourite networks. If they make decisions quicker on smaller devices ensure you offer value as quickly as possible on your product pages
  30. 30. 30 FACEBOOK HAVE SAID: PEOPLE MISSUP TO 70% OF THEIR FEEDS Sometimes you will have to remember however hard you work on a social, however funny you think it is in the office, chances are the newsfeed algorithm will filter you out. Private Source - Facebook
  31. 31. 31 CAN EMOJI USAGE HELP YOU PICK A BETTER WAY TO TALK TO YOUR AUDIENCE? Did you know? According to scientists, when humans see an emoji, their brain reacts the same way as when they see a human face. The brain recognizes emojis as pictures meaning they are understood as emotions. Emojis can change moods, increase open rates on emails and really annoy people. Source - Twitter
  32. 32. 32 CAN EMOJI USAGE HELP YOU PICK A BETTER WAY TO TALK TO YOUR AUDIENCE?
  33. 33. 33 I MIGHT BE OVERSHARING BUT HERE ARE MY MOST USED EMOJIS 1. 2. 3.
  34. 34. 34 NOT ALL EMOJIS LOOK THE SAME. USE TO CHECK WHAT EMOJIS LOOK LIKE ON OTHER PLATFORMS HTTPS://EMOJIPEDIA.ORG/
  35. 35. 35 VOTE TIME: GO TO BIT.LY/MELTVOTE VOTE FOR MOST ENGAGED
  36. 36. 36 67% OF CONTENT ON INSTAGRAMIS PHOTOS
  37. 37. 37 THERE HAS BEEN A 53% INCREASE IN ENGAGEMENT ON VIDEOS ON INSTAGRAM
  38. 38. 38 INSTAGRAM DESKTOP USAGE IS HUGE: • ESTIMATED VISITS - 2.7B • TIME ON SITE - 06:06 • PAGE VIEWS - 11.50 • BOUNCE RATE - 34.98% Source - Instagram
  39. 39. 39 SOCIAL NETWORK SOURCES TO INSTAGRAM: • TWITTER - 29.15% • YOUTUBE - 27.36% • FACEBOOK - 25.34% • REDDIT - 9.14% • VK (VKONTAKTE) - 5.67%
  40. 40. 40 COMMUNITYIS ESSENTIAL Leading content destination The Information leverage tagging and their community to publically thank and engage their audience across twitter. This is a natural extension to their brand and something other brands could do to influence their audience and build engagement. Source - Twitter
  41. 41. 41 SOCIALNETWORKS LOOK COMPLETELYDIFFERENT Social networks look very different in 2017 and will continue to evolve in 2018. Because you cannot blast or broadcast a message does not mean it is worth saying or you should not be part of the network Source -Waze
  42. 42. 42 LINKEDIN’SNEW WORLD? Have you spotted the question status or seen the thought leaders really leverage the opinionated LinkedIn community? Source - LinkedIn
  43. 43. 43 SHOULDWE FEAR FOR MAN KIND? Source - Facebook
  44. 44. 44 YOU OWN YOUR COMMUNITY Source - Facebook
  45. 45. 45 CAN YOU GO THE EXTRA MILE? Source - Facebook
  46. 46. 46 SUPPORT FUNNY REPLIES Sometimes the most simple replies to questions are going to blow up Source - Twitter
  47. 47. 47 FACEBOOKWATCHES EVERYTHINGYOU DO Understand Facebook is an absolute data beast, it records, logs and tweaks itself for you. FACEBOOKS P OWER IS KNOWING M ORE ABOUT EVERY SINGLE USER THAN ANY OTHER NETWORK, EVERYTIME A USER G OES ONTO FACEBOOK THE SYSTEM IMPROVES Source – Data Selfie
  48. 48. 48 Across Social: • PaddyPower • Greggs • Net-a-Porter • Innocent • Producthunt Twitter: • NASA Sport Instagram: • Aldi • End Clothing • Gucci • Maersk (b2b dream) • Tanksgoodnews CROWDSOURCED GREAT SOCIAL MEDIA COMPANIES Go read everything about Adidas Tango Squad
  49. 49. 3 SOCIAL MEDIA TIPS & HACKS
  50. 50. 50 I definitely appreciate this social media share, many wouldn’t and is a brave share but really like Arena Flowers approach and highlighting “real reviews” is bold. Do you stand out vs competitors? WOULD YOU POST SOMETHING LIKE THIS? Source - Facebook
  51. 51. 51 HUMOUR ALWAYS WORKS Brands don’t always get the opportunity to shareinsights or conversationsetc but there are always opportunities if you can bring in humouror hypotheticals Source - Twitter
  52. 52. IS HONESTY THE BEST POLICY? #AskEddie was everywhere, amazingly a student’s honesty really emphasised how much social media has lost it’s honest and humorous edge. There are not many brands who would be comfortable to try and pull this off but there are a number of options availableto you. 52 COULD YOU BE M ORE OP EN ON SOCIAL M EDIA? Source - Twitter
  53. 53. 53 WE LOVETO REACT Where applicable, embrace dark social SIM PLE REACTIONS HAS BUILT ANOTHER LAYER TO CONNECTIONS Source - Facebook
  54. 54. 54 FACEBOOKREACTIONS ARE SLOWLYCHANGING Facebook users are now using reactions more smartly. Angry reaction was used 1.3 million times in August. For perspective in May it was used only 694k times SOURCE – FACEBOOK API
  55. 55. 55 AUGUSTCRAZY INTERACTIONS Can you imagine posting 51k times per month? Bored Panda is the clear leader with only 463 article shares but over 26 million interactions Rank Publisher Article Count Facebook Interactions 1 Fox News 58840 31,135,687 2 Huff Post 13530 29,000,618 3 CNN 5601 27,366,816 4 Bored Panda 463 26,701,114 5 New York Times 5416 25,859,400 6 Dailymail 51663 24,383,725 7 NBC 41730 23,192,233 8 Buzzfeed 9521 22,395,850 9 BBC 24509 17,473,782 10 Washington Post 9919 17,358,980 SOURCE – FACEBOOK API
  56. 56. 56 AUGUSTCRAZY INTERACTIONS It’s fascinating to see what and how some “news” outlets share, especially in the age of video. Shareably is a unilad / ladsbible type of sharing engine. Check them out - https://www.facebook.com/ShareablyNow Rank Publisher Article Count Facebook Interactions 11 India Times 53255 16,459,162 14 Yahoo 200470 14,391,288 17 CBS News 54652 13,218,360 21 shareably.co 462 11,072,247 22 NPR 2392 10,624,556 24 ntd.tv 2422 10,462,743 25 goal.com 29582 9,861,680 SOURCE – FACEBOOK API
  57. 57. 57 LEARN FROM SUPER COMPANIES: THINK HOW SLOT MACHINES WORK “You pull the lever to win a prize, which is an intermittent action linked to a variable reward. Variable meaning you might win, or you might not. In the same way, you refresh your Facebook updates to see if you’ve won. Or you swipe right on Tinder to see if you’ve won.” Quote from Tristan Harris, ex Googler SOURCE - UNSPLASH
  58. 58. 58 KNOWINGWHAT WORKS ON SOCIAL PLATFORMS? Do you or your team know what works on social networks? Have you tested enough to know from a personal or brand POV?
  59. 59. 59 SOMETHINGWE ALL NEED TO REMEMBER Social Media - Newsfeeds are algorithmically driven, Facebook improves on every like and use, many others do not….. Search - Google and all search engines are algorithmically driven Shopping - related content and related items are driven by algorithms. Most shops change their algorithms based on your behaviour Email - Inboxes are now algorithmic, Gmail and outlook both control what you see. Think inbox vs promotion & focused vs “other” Music // Films // OD & OTT TV - even our entertainment is (mostly) algorithmically driven
  60. 60. 60 THE 4 REASONSWHY PEOPLESHAREON FACEBOOK 1. Vanity Look how good I am How much I donated I'm helping I'm a great person / I'm a horrible person 2. Awe In awe Great person look at the page owner How much are they raising or donated Great cause 3. Anger How annoying How does this page exist How can this happen? 4. Amusement LOL How great How stupid How embarrassing
  61. 61. THE KEY TO SUCCESS ON ALGORITHMIC BASED SOCIAL NETWORKS There are only two steps to success…… 1. Velocity – getting a lot of engagement quickly will instantly get your post boosted to the top of the algorithm 2. Sustainable – the more likes, reactions or engagements you get the longer you will appear, the more engagement you will receive
  62. 62. TRUSTED TIMELY FACEBOOK CONTENT TRUMPS ALL Source - Facebook
  63. 63. TRUSTED TIMELY FACEBOOK CONTENT TRUMPS ALL Source - Giphy
  64. 64. TIPS TO BOOST ENGAGEMENT Use stories to understand how busy Instagram is, push content out on stories over newsfeed 3. Ask questions 2. Live push like TV 4. Tell people what you want them to do 1. Instagram – stories over grid Despite the hype TV is the most used device in the house, use live like it’s a TV show and push in similar ways Simple but ask more questions, you will be surprised by the engagement rate going up Let’s face it, in 2017 we want to be told what to do and when, tell your audience what you would like them to do 5. Get out of your filter bubble, quick Stop looking at competitors, go look outside your niche and look at successful brands and what they do differently. Ever seen people’s tweets appear in your timeline when you don’t follow them, use the strategic likes to amplify your content 6. Use strategic likes Understand how each social network works and which content it prefers, why it prefers that format. Use video. 7. Use more video Be famous for using a specific type of gifs or make a library you can continuously use 8. Theme your gif usage Do you share blog posts without embedding your previous social? Start embedding relevant content to boost engagement 9. Embed your content You know that annoying WhatsApp group you are in or the friends who send things via messenger, remember they will want to engage on your content too 10. Dark social can be your friend
  65. 65. TV AD BREAKS Facebook studied their usage around top shows and usage around TV ads, are there times you could leverage with your marketing campaigns? Are there challenges you can set internally to leverage this? 65 DO NOT BUY THE HYPE THAT TV IS DEAD! GO LEVERAGE IT! Source - Facebook
  66. 66. 4 NETWORK EFFECT: WHAT IS IT AND HOW TO RIDE IT
  67. 67. 67 VIRAL LOOP BUSINESSES Leveraging networks of networks Your network reach Your networks network is key
  68. 68. 68 NETWORK EFFECT IS RELIANT ON SOCIAL MEDIA PAGE C R EATED S HAR E TO FR IENDS FR I EN D S D O N ATE / C O M M ENT FR IENDS S HAR E FR IENDS O R FR IENDS O F FR IENDS C R EATE A PAGE STARTS AGAIN PRIMARY NETWORK SECONDARY NETWORK NUMBER OF NETWORK EFFECTS COMMENTS HELP TO SPREAD THE WORD OF THE PAGE C O M E TO JG Social media shares are essential for our business, with up to 80% of page traffic comes from social media, typically Facebook where the majority of users have their best and closest friends and family.
  69. 69. 69 WE HAVE TO UNDERSTAND THE VALUE OF ON SITE SOCIAL MEDIA S H A R E S B O O S T P O S T S I N N E W S F E E D C O M M E NT S C A U S E E N G A G E M E N T , L E A D S T O M O R E P E O P L E S E E I N G P O S T R EAC TIO N S B O O S T PO S TS IN NEWS FE E D Core actions on & off site: • Our page owners bring their and tribes to their pages, • Their friends donate • Comment • Share& engage over social media • Start their own pages
  70. 70. 70 TAGGING IS GOING TO BE YOUR FRIEND EDUC ATE Y O UR US ER S TO M AK E THE M O S T O UT O F FAC EB O O K Facebook is our number 1 traffic driver, to get the most out of Facebook we have had to educateour users with numerous help articles, build a new hints and tips section and we send a number of CRMemails to get the most out of Facebook. Remember social media platforms are destinations soeducateusers to maximize performanceon social media. Promptingreactions,tagging, commenting and sharingis a must
  71. 71. Social Network Traffic Rank Transactions Rank Revenue rank Average Rank Facebook 1 1 1 1.0 Twitter 2 2 2 2.0 Instagram 3 3 3 3.0 YouTube 4 5 4 4.3 LinkedIn 5 4 5 4.7 WordPress 7 6 6 6.3 Yammer 9 7 7 7.7 Blogger 8 8 8 8.0 reddit 6 10 12 9.3 Google+ 11 9 9 9.7 THE VALUE OF SOCIAL MEDIA AT JUSTGIVING The most social and connectednetworks are the most important
  72. 72. YOU MUST UNDERSTAND THE PLATFORM BEFORE CREATING KPIS Understanding each platform is essential for creating goals on social media Social Network How long is a view Public view count Twitter 3 seconds Yes YouTube 30 seconds Yes Facebook 3 seconds Yes LinkedIn 3 seconds No Instagram 3 seconds Yes Twitch On-load Yes Snapchat 1 second No
  73. 73. 73 FACEBOOKS PIONEERING AUTO PLAY VIDEO 85% of videos on Facebook are played without sound. Annotation and auto play is vitally important. Have a 6 second rule, if doesn’t grab people in 6 seconds don’t push it live. Don’t dismiss the 3 second view count on Facebook Source - Facebook
  74. 74. 74 DID YOU KNOW? YouTube's fastest growing audience is in the living room This means people are looking to spend longer on the content on there. This is what YouTube wanted and reward “long form” videos over 20 minutes long. Facebook do the same although long form is 90 seconds. Source – YouTube & Facebook
  75. 75. OTHER PEOPLE’S STORIES ARE MORE IMPORTANT THAN YOURS
  76. 76. OTHER PEOPLE’S STORIES ARE MORE IMPORTANT THAN YOURS
  77. 77. THE VALUE OF SOCIAL MEDIA AT JUSTGIVING The most social and connectednetworks are the most important Title URL Total Shares Total Facebook Shares Twitter Shares LinkedIn Shares Crowdfunding to support families of those killed and injured in the Manchester Arena attack on JustGiving https://www.justgiving.com/crowdfunding/westandtogethermanch ester 308439 210538 96271 1617 Online Donation Box for Shaukat Khanum Hospital https://www.justgiving.com/campaigns/charity/imrankhan- cancerappeal/donation-box 246193 245841 350 2 Crowdfunding to Help the families of Grenfell Tower, West London who have been devastated by a fire which has destroyed their homes and taken loved ones. on JustGiving https://www.justgiving.com/crowdfunding/familiesofgrenfelltower 106903 97798 8537 565 Crowdfunding to go to the Bradley Lowery foundation x on JustGiving https://www.justgiving.com/crowdfunding/bradleylowerysfight 72903 71330 1508 65 Hadith of the Day HOTD is fundraising for Human Appeal https://www.justgiving.com/hotd9 65051 65037 13 1 Crowdfunding to help the residents of the burned down Grenfell Tower, London, W11 to get back on their feet. on JustGiving https://www.justgiving.com/crowdfunding/grenfell 59262 54986 3981 292 Crowdfunding to Help Billy Monger beat life changing injuries, after being involved in one of the most horrific crashes Motorsport has seen on JustGiving https://www.justgiving.com/crowdfunding/billymonger23 56652 55235 16 1401 Evening Standard Dispossessed Fund: Grenfell Tower Fire https://www.justgiving.com/campaigns/charity/londoncommunity/ grenfell 46164 45783 211 170 Evening Standard Dispossessed Fund: Grenfell Tower Fire https://www.justgiving.com/campaigns/charity/londoncommunity/ grenfell?platform=hootsuite 45786 45783 3 0 Crowdfunding to help a homeless man, after he helped the Children and victims of the Manchester Arena Bombing. on JustGiving https://www.justgiving.com/crowdfunding/HomelessHeroManches ter 45660 30177 15349 31 Crowdfunding to give to the Family of PC Keith Palmer on JustGiving https://www.justgiving.com/crowdfunding/keith-palmer 35860 31798 3168 894 Katie Reporter is fundraising for The Trussell Trust https://www.justgiving.com/justiceforkatiehopkins 34371 33910 459 0 Hadith of the Day HOTD is fundraising for Human Appeal https://www.justgiving.com/hotd8 26541 26534 2 5 Hadith of the Day is fundraising for Human Appeal International https://www.justgiving.com/hotd6 24065 24064 1 0 Crowdfunding to help the victims of the Grenfell fire #grenfellfirefund on JustGiving https://www.justgiving.com/crowdfunding/grenfellfirefund 23213 22376 833 4 Crowdfunding to help the staff of Team Rock who have all been made redundant 6 days before Christmas with no pay. on JustGiving https://www.justgiving.com/crowdfunding/ukrockcommunity 21309 20007 983 310 Crowdfunding to get Steve off the streets. Help this homeless man buy a house.We need more people like him on JustGiving https://www.justgiving.com/crowdfunding/Homelesssteve 20205 19638 567 0 Crowdfunding to Save Dawson's life with just ONE dollar - send him to the USA for pioneering cancer treatment on JustGiving https://www.justgiving.com/crowdfunding/adollarfordawson 19387 17538 1603 246 Crowdfunding to help find RAF Serviceman Corrie McKeague on JustGiving https://www.justgiving.com/crowdfunding/helpfindcorrie 18680 18538 140 2 Crowdfunding to Help Luke get the life saving treatment he needs & let him live his life xx on JustGiving https://www.justgiving.com/crowdfunding/AllHelpLuke 18637 17182 1317 137 Crowdfunding to Help Florence receive life-saving surgery on JustGiving https://www.justgiving.com/crowdfunding/Flosfight 17760 17235 237 276
  78. 78. 78 UNDERSTANDYOUR USERSBEHAVIOUR An on platform product experience really can provide you a different perspective to how your users interact with you. For instance I know our community browse up to 80% of their time on our platform on mobile but closer to 50% create pages on mobile phone. Can this help you to create greater social strategy? Source - Expedia
  79. 79. President Obama whilst still sitting president took part in a Reddit AMA answering a large number of questions from Reddit users from talking about college, to policy to what the future holds. AMA’s ARE AMAZING EXAMPLESOF SOCIAL& UGC Source - Reddit
  80. 80. Q Is your team guilty of turning social into a broadcast channel?
  81. 81. 81 USING YOUR INTERNAL DATA TO MAXIMISE YOUR GOALS We use our internal data to understand the best time when people are online and most likely to take an action. By sharing around these core times we have the best possible chance to help pages receive donations.
  82. 82. 82 USING YOUR INTERNAL DATA TO MAXIMISE YOUR GOALS We also use our page creation data to understand and compare to donation to know when we could influence our audience in supporting or creating their pages for causes.
  83. 83. 83 OUR INTERNAL DATA We track every button click on site, as you can see Facebook is by far the most social network used by our page owners and their community.
  84. 84. 84 YOUR DATA CAN HELP We trialled offering our internal data to our page owners, we saw a number of page owners sharing their data and we rolled out to all page owners, at any point page owners have access to this information.
  85. 85. 85 BALANCINGDATA FOR THE FANS As a data geek and an MMA fan this FightMetric / Fightnomics made me geek out to extraordinary levels, although I imagine for most casual MMA fans won’t find it interesting Source - Twitter
  86. 86. Q Are you too suffering from Analysis paralysis?
  87. 87. 5 USERS VS YOUR OWN SOCIAL MEDIA
  88. 88. 88 SOCIALSHARESARE VITALTO SUCCESS • Facebook Engagements - 55.4K • LinkedIn Shares - 1.4K • Twitter Shares - 16k • Number of links - 435 • Total Shares - 56.8K
  89. 89. 89 SHARES& DONATIONS The racing community are incredible! We saw so many racing fans, drivers and teams support Billy and his page. Many people do not look at the value of shares to your business. We know that the value of Lewis Hamilton tweet was close to the amount donated to by Jenson Button. PLEASE REMEMBER THAT YOUR SHARE DOESN’T HAVE TO BE THE MOST VALUABLE OR THE MOST ENGAGED, IT CAN BE OTHERS WHO HELP AMPLIFY YOUR EFFORTS WHETHER ITS ORGANICALLY OR A PAID PARTNERSHIP. Source - Dailymail
  90. 90. PRICELESS COMMENTS Source - Facebook
  91. 91. 91 ADDINGVALUETO SOCIALACTIVITY If you add a value to what people are doing it does actually help them understand howtheyare helping themselves or a cause.
  92. 92. 92 ADDINGVALUETO SOCIALACTIVITY We know not all friends or friends of friends can help with money. However people can help by sharing& amplifyingyour page reach, we workedout the value of a shareon Facebook and tell people they can help. Can your business dothe same?
  93. 93. 6 DO DIFFERENT THINGS
  94. 94. BEG, STEAL, BORROW This is from Amazon, they have really thought about their customers, their attention to details and understanding of their customers is mind blowing. Think about how you can; beg, steal or borrow from these companies to leverage something as simple as a cupboard box. Challenge your customers to share their cars, their tanks or their space ships. 94 SOURCE - TWITTER
  95. 95. 95 SHARE-ABLE ASSETS Lyft (Uber’s biggest US competitor) has created a great monthly digest email they send to you and gamify your actions, I have seen numerous people share this and comment on: • How much you spend • How often you use them • When you use them Source - Lyft
  96. 96. 96 BE SEEN& HEARD Professor ScottGallowayis releasing a book in October, for every pre order he is donating$50 to charity water (by a set date). Brands too can be seen and heard when they support a cause,make something shareableand valuableto you and someoneelse. Source - Twitter
  97. 97. 97 I DARE BRANDSTO COMPETEWITH THIS…. Source - Instagram
  98. 98. 7 PLEASE START THINKING DIFFERENTLY
  99. 99. 99 THINK OUTSIDE THE BOX Don’t just use the samesocial networks you like or you think that works,use other platforms,create quality content people will shareor use. 2.9billion views of NFL gifs… They have only created 3.8k. Source- Giphy
  100. 100. 100 THINK OUTSIDE THEBOX If ITV didn’t create Gemmareacts Iwould be extremely surprised. It’s absolutely genius. Leveraging somethingor someone and their idiosyncrasies is incredibly smart. Source –ITV Instagram
  101. 101. 101 BURGERKING & LINKEDIN Ever been fired? Want to admit it on social media? Burger king are offering a free Whopper to anyonewho admits to being fired on Linkedin. Silly yes, bold yes, crazynot so much. Source – Burger King / Adweek
  102. 102. 102 SASSYBRANDS Please remember that whatever situation we are thrown into or experience in 2017, the first thing people reach for is their mobile phones. With this mindset, there is great opportunity. Not every revolution comes from evolution. DISCLAIMER: REMEMBER TO KEEP YOUR CUSTOMERS SAFE
  103. 103. 103 SOCIALWINNERS Wendy’s absolutely control social media when it comes to engagement and leveraging media spotlight on their accounts, its built into their muscle memory. DISCLAIMER: THIS WON’T WORK FOR M OST BRANDS Source - Twitter
  104. 104. 104 TREND JACKING Is this something you could have leveraged? 104Source – Instagram
  105. 105. 8 CHANGING LANDSCAPES
  106. 106. 106 CHANGINGLANDSCAPE Twitter changed the way their threading works, often now you may have branches of conversation from your share that you do not see or activity go to find, scroll through conversations and see what is being discuss and really get a feel of how well your content is being received or engaged with. Source - Twitter
  107. 107. 107 SOCIALMEDIA EFFECT ON TV The NFL (American Football) has been losing viewers for two years, their answer? 6 second ads, this is align with Facebook viewing habits On Facebook: people scroll through its Newsfeedon their mobile devices watch 5.7 seconds of video ads on average once they automaticallyplay 107Source – Giphy
  108. 108. 108 EASYCONTENT TO CREATE… OR REUSE Google: “how to…” searches have increased by more than 140% since2004, and much of that search interest is directed towards how to “fix” things” Source – The Hustle
  109. 109. 109 EVENJEFF BEZOSASKS FOR HELP Why can’t you or your brand ask more questions or ask for more help? Source - Twitter
  110. 110. 110 HOW DO YOU MEASURE SUCCESSOF SOCIAL? Let’s be honest tracking social media success can be impossible, especially tracking back from organic and dark social media. My rule of thumb, anything you pay for should be attributed back. Source - Marketoonist
  111. 111. IMAGINE A WORLD WHERE CONSUMER DEFAULTED TO ONE SOCIAL NETWORK This actually does happen over time, generally when a user has their engaged network on a specific network, in many cases it’s Facebook. 111Source - Twitter
  112. 112. 9 YOUR FUTURE OF SOCIAL MEDIA
  113. 113. 113 AS BRANDSWE CAN LEVERAGELOCATION& TECH Source - Twitter
  114. 114. 114 WARNING FOR VIDEO Do not pivot to created video if you cannot offer somethinggreat. Not everyone can do TV or YouTube SOURCE - Giphy Meet Logan Paul ⬆ • Logan Paul has 11.3million subscribers – he is an ex Vine star • He makes an estimated $580k p/m • His latest video had 5.5m views in 24 hours • 125.5k views per hour on that video alone • He and Disney stopped working together after his extreme pranks, his videos gets millions more views than the Disney show he starred in. • Averages 12.8M average daily & views 55.4k average daily subs
  115. 115. FOUR CONTENT TYPES THAT CAN WORK Here are the four types of content that typically work on social media 1. Inform 2. LOL 3. Educate 4. Inspire
  116. 116. 1. In Newsfeed – Discover 2. Stories - Discover 3. Watch - Seek 4. Sponsored - Forced THE FOUR LAYERS OF VIDEO
  117. 117. WHAT’S NEXT? ORIGINALSOCIAL VIDEO Original content is the next battle field for social networks, Snapchat averaged 5 million unique viewers for their “Good Luck America” original series. The reason why they are all fighting TV, netflix, amazon prime etc? No one has cracked centralising content and building communities around it. Facebook really is in prime position for this. 117 SEE IF YOU CAN LEVERAGE THIS BEHAVIOUR Source - Snapchat
  118. 118. 118 FACEBOOK WATCH “Facebook Watch” has to be episodic and from three to ten minutes. Do you think you could create quality video content that people will want to come back to and engage with? ….Maybethink about how you can organically talk with customers around new watch shows. SOURCE - Quartz
  119. 119. 119 IN 2018 COMMUNITY MANAGEMENT WILL BE COOL & ESSENTIAL AGAIN
  120. 120. 120 YOUR MISSION: MAKETHUMBINGUP AND DOWN STOP Your content has to be that good in the newsfeed and in the stories generation you have to make people stop thumbing / scrolling and concentrate on your content Source - Facebook
  121. 121. 121 Account Name Likes Comments URL Starbucks Strawberries 326k likes 1415 comments https://www.instagram.com/ p/BXGV30vjqRv/?taken- by=starbucks Nike 80's / 90's boy 746k likes 5423 comments https://www.instagram.com/ p/BU5Ehrhgqq7/?taken- by=nike Nat Geo Gorillas 575k likes 5828 comments https://www.instagram.com/ p/BYzbZ1kjzxF/?taken- by=natgeo THE RESULTS AS OF 06.48 12/09/2017
  122. 122. REMEMBER THESE AGAIN Use stories to understand how busy Instagram is, push content out on stories over newsfeed 3. Ask questions 2. Live push like TV 4. Tell people what you want them to do 1. Instagram – stories over grid Despite the hype TV is the most used device in the house, use live like it’s a TV show and push in similar ways Simple but ask more questions, you will be surprised by the engagement rate going up Let’s face it, in 2017 we want to be told what to do and when, tell your audience what you would like them to do 5. Get out of your filter bubble, quick Stop looking at competitors, go look outside your niche and look at successful brands and what they do differently. Ever seen people’s tweets appear in your timeline when you don’t follow them, use the strategic likes to amplify your content 6. Use strategic likes Understand how each social network works and which content it prefers, why it prefers that format. Use video. 7. Use more video Be famous for using a specific type of gifs or make a library you can continuously use 8. Theme your gif usage Do you share blog posts without embedding your previous social? Start embedding relevant content to boost engagement 9. Embed your content You know that annoying WhatsApp group you are in or the friends who send things via messenger, remember they will want to engage on your content too 10. Dark social can be your friend
  123. 123. THANK YOU

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