Social Media Marketing in the UK


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A-Z Social Networking in the UK. How to use Social Media Marketing in England and the rest of the United Kingdom.

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Social Media Marketing in the UK

  1. 1. Online Social Media
  2. 2. No Notes
  3. 3. Chris Middleton
  4. 5. This is NOT traditional marketing or online advertising
  5. 6. This is Pull Marketing
  6. 7. Dialogue between consumer and brand
  7. 9. Social Proof http://
  8. 10. Creating loyal communities of customers
  9. 11. Reach target markets no longer susceptible to traditional methods
  10. 12. <ul><li>Information is being searched </li></ul><ul><li>for in different ways: </li></ul><ul><li>We expect honest and transparent information (no spin) </li></ul><ul><li>We expect to comment and add to content </li></ul><ul><li>We expect to read comments, reviews and ratings </li></ul><ul><li>We expect to subscribe to information </li></ul>We expect to use the internet differently now
  12. 14. <ul><li>“ Social media </li></ul><ul><li>is people having </li></ul><ul><li>conversations online.” </li></ul>
  13. 15. UK Internet Usage 71% Universal McCann: Power to the People Social Media Tracker, Wave 4 Mintel: Social Networking Across the Age Gap - UK - February 2009 Age 15-24 85% 24-34 83% 35-44 84% 45-54 77% 55-64 72% 65+ 30%
  14. 16. Universal McCann: Power to the People Social Media Tracker, Wave 4 64% of the UK are using an online social network
  15. 17. Usage of Social Networks by Age April 2008 January 2009 Mintel: Social Networking Across the Age Gap - UK - February 2009
  16. 18. <ul><li>“ Social networking is benefiting from older , wealthier consumers becoming internet-enabled. </li></ul><ul><li>As a result, we will be likely to see a slew of new social networking sites aimed at older consumers in the near future”. </li></ul>Mintel: Social Networking Across the Age Gap - UK - February 2009
  17. 19. <ul><li>How many social media websites are there? </li></ul>
  18. 21. “ General networking sites are going to come under increasing pressure to develop beyond generic communities with a homogenous feel; niche sites are far more targeted , with their communities seeking specific features and solutions. In turn , this will mean more relevant traffic for advertisers who will need to deliver relevant marketing... Mintel: Social Networking Across the Age Gap - UK - February 2009
  19. 22. <ul><li>What social media tools are available? </li></ul>
  20. 23. Share slides and documents
  21. 24. 100m Videos 2 nd largest search engine 79% have watched video content online Universal McCann: Power to the People Social Media Tracker, Wave 4
  22. 25. 70% have uploaded photos Universal McCann: Power to the People Social Media Tracker, Wave 4
  23. 27. Social Bookmarks
  24. 28. <ul><li>200,000,000 blogs </li></ul>
  25. 29. Wiki = Quick in Hawaiian Studies show it is as accurate if not more than Britannica Almost 13m Articles WiKis
  26. 30. <ul><li>Jan 2010 18m accounts registered </li></ul>
  27. 31. Online Social Networks 64% of us in the UK have joined
  28. 32. <ul><li>Micro-blogging </li></ul>1 out of 300 website click throughs come from twitter We don’t always find information using Google
  29. 33. <ul><li>Reputation Aggregators </li></ul>
  30. 34. Monitor and Subscribe
  31. 35. <ul><li>25% of search results for the worlds top 20 largest brands are links from user generated content </li></ul>June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled: Turning Blogs and user-Generated Content Into Search Engine Results , Chris Aarons, Andru Edwards and Xavier Lanier 
  32. 36. <ul><li>Who influences whom? </li></ul><ul><li>Will the brand site continue to be the first visit after they search Google or Bing? </li></ul>
  33. 37. The attraction of social media People trust “ a person like me ” more than authority figures or marketing messages from business and media Seeking ongoing dialogue , not a one way advertisement Trust, Transparency, openness, honesty
  34. 38. <ul><li>We are seeing a communication shift </li></ul>
  35. 39. <ul><li>The shift is from </li></ul><ul><li>one way communication </li></ul>
  36. 40. Dialogue between consumer and brand
  37. 41. Dialogue between consumer and consumer
  38. 42. With or without you Conversations will happen online with or without you Choose to be a part of it Engage and embrace
  39. 43. <ul><li>Compare this too… </li></ul><ul><li>The traditional broadcast marketing and advertising approach, which is designed to interrupt your day </li></ul>
  40. 44. <ul><li>The average person is exposed to 3000 </li></ul><ul><li>advertising messages per day </li></ul>
  41. 45. <ul><li>Email Blasts </li></ul><ul><li>Telesales </li></ul><ul><li>Printed ads </li></ul><ul><li>Direct mail </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul>
  42. 47. <ul><li>ONLY 14% </li></ul><ul><li>OF PEOPLE TRUST </li></ul><ul><li>ADVERTISEMENTS </li></ul>
  43. 48. <ul><li>More and more customers are blocking traditional marketing, psychologically and with the help of technology </li></ul>
  44. 49. <ul><li>70% </li></ul><ul><li>OF PEOPLE TRUST THE </li></ul><ul><li>RECOMMENDATIONS OF </li></ul><ul><li>OTHER CONSUMERS </li></ul>
  45. 50. <ul><li>70% Vs 14% </li></ul>
  46. 52. Blogs <ul><li>The product is right </li></ul><ul><li>The price is right </li></ul><ul><li>But who am I buying from? </li></ul>
  47. 54. 70% trusts bloggers’ opinions on products and services 36% of people think more positively about a company that has a blog Universal McCann: Power to the People Social Media Tracker, Wave 3
  48. 55. The stage before committing to buy
  49. 56. The customers perspective
  50. 57. <ul><li>Understanding your customer Choosing the right Social Network </li></ul><ul><li>(Hang out where your customers hang out) </li></ul>
  51. 59. facebook keeps you updated on what your friends are doing. You will be notified when they make a change to their profile Almost all interactions with the site are sent to friends so that they can keep informed about what you’re up to
  52. 60. Profiles
  53. 61. Pages
  54. 62. Engaging - Listening and learning
  55. 63. Engaging – Customer service
  56. 64. Engaging – Create a social object* <ul><li> </li></ul>
  57. 65. Engaging – Create a social object
  58. 67. http:// =Ojw8I1CFu-w
  59. 69. How do I promote my social media outlets?
  60. 70. Email Campaigns
  61. 71. Business card
  62. 72. Email Signature
  63. 73. Website
  64. 74. On other blogs
  65. 75. <ul><li>increase your exposure using highly targeted advertising. </li></ul><ul><li>Target users by age , gender , location , interests , etc. </li></ul><ul><li>Advertise an external website or a facebook page. </li></ul>facebook advertising
  66. 76. “ Move your loyal customers from an expensive offline advertisement campaign to a cheaper, more efficient and engaging online campaign… Use the tools of social media”
  67. 77. http://
  68. 78. Use facebook not your local paper
  69. 79. Use facebook to engage with new audiences
  70. 80. Monitoring and subscribing
  71. 81. Google Reader Google alerts TweetDeck iGoogle Monitoring and Subscribing
  72. 82. iGoogle
  73. 83. Getting Started
  74. 84. What will it take Top level buy in Someone who can commit Commitment and desire to engage Devote the time Content creation budget Time and patience
  75. 85. Choose your audience <ul><li>Internal communications </li></ul><ul><ul><li>General public </li></ul></ul><ul><ul><li>Segment </li></ul></ul><ul><ul><li>Customer profiling </li></ul></ul>
  76. 86. Set objectives Increase reach of message Increase brand awareness Increase traffic Increase reputation Drive traffic to website/blog/facebook Test market
  77. 87. Define Strategy Set a timeline and focus on reasonable and practical goals Be consistent Analyse, measure, and assess frequently Adapt!
  78. 88. Choose your tools <ul><li>Is your target audience already talking to one another? </li></ul><ul><li>Focus on building long-term relationships </li></ul><ul><li>Remember: </li></ul><ul><ul><li>People meet in different online spaces </li></ul></ul><ul><ul><li>They comment share and influence </li></ul></ul><ul><ul><li>They want to tell THEIR story - let them </li></ul></ul>
  79. 89. Time
  80. 90. Time “ The more places you hang out the more time it takes to manage. The more content you create the more time it takes to create it”.
  81. 91. Time However consider… Syndication Mobile applications Sharing responsibility Scheduled time applications Subscribing to and re-publishing content
  82. 92. ROI
  83. 93. “ The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations which are not quantifiable” Jason Falls, Director of social media for Doe Anderson
  84. 94. Think ROE <ul><li>Return on Engagement </li></ul><ul><li>Incoming traffic from links </li></ul><ul><li>Number of people subscribed </li></ul><ul><li>Track backs or linked conversations </li></ul><ul><li>Comments </li></ul>
  85. 95. Is this going to satisfy the Finance Director? Probably not
  86. 96. Measurement and results <ul><li>Embedded analytic tools on social media sites e.g.: </li></ul><ul><ul><li>YouTube insights </li></ul></ul><ul><ul><li>facebook insights </li></ul></ul><ul><li>New customers </li></ul><ul><li>Voucher / special offer codes </li></ul><ul><li>0800 / 0845 numbers </li></ul><ul><li>Questionnaires </li></ul><ul><li>Website analytics (Google analytics) </li></ul><ul><li>Video views </li></ul><ul><li>Subscribers </li></ul><ul><li>Expanded network </li></ul><ul><li>Quality blog comments and subscribers </li></ul><ul><li>Google search rankings </li></ul>
  87. 97. <ul><li>Listen to/observe what the target audience is doing in social media </li></ul><ul><li>Create a “social object” that is relevant to the brand and of genuine interest* </li></ul><ul><li>Segment the target. Give them something they can join. </li></ul><ul><li>Allow them to engage via their preferred platform of choice – create multiple interfaces to your community </li></ul><ul><li>Make the experience better when shared </li></ul>10-steps for successful social media: *
  88. 98. 6. Optimise your content for sharing - particularly via newsfeeds and Twitter 7. Use paid-for media to get the ball rolling 8. Take advantage of extreme targeting offered by social networks 9 . Make sure you have the resources to manage your community management and refresh the content. 10. Track the results and optimise where necessary 10-steps for successful social media: Universal McCann: Power to the People Social Media Tracker, Wave 4
  89. 99. <ul><li>Year on Year internet users have dramatically increased their familiarity and usage with social media </li></ul>The Future
  90. 100. More niche networking sites* *Mintel: Social Networking Across the Age Gap - UK - February 2009
  91. 101. <ul><li>Tomorrows consumers are today’s digital natives </li></ul>
  92. 102. Much like the older generation have trouble with this new technology, they would have trouble living without it. The digital native
  93. 103. By the time today’s 10 year olds are 15, they will already have some ingrained preferences to certain brands because of that companies online marketing The digital native
  94. 104. Close Not just for teenagers Its just like what you do in real life We can be more efficient with how we market We can hang out were our prospects now hang out
  95. 105. Sign up to facebook Start a blog ( It’s not what we know it’s… who knows us Close
  96. 106. <ul><li>102 Proven Social Marketing Headline formulas that work! </li></ul><ul><li> </li></ul><ul><li>5 social media top tips </li></ul><ul><li> </li></ul><ul><li>Increasing blog traffic </li></ul><ul><li> </li></ul><ul><li>Interesting Stats </li></ul><ul><li> </li></ul><ul><li>What is RSS? </li></ul><ul><li> </li></ul><ul><li>Social Networking to increase sales </li></ul><ul><li> </li></ul><ul><li>Creating a facebook page </li></ul><ul><li> </li></ul><ul><li>Six Steps to Social Media Success (very useful) </li></ul><ul><li> </li></ul><ul><li>Useful books to read </li></ul><ul><li> </li></ul><ul><li>Useful social network list </li></ul><ul><li> </li></ul>More useful links
  97. 107. <ul><li>Thank you </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>