Understanding the Social Media Landscape - Gez Daring


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Gez Daring's presentation for InBlackandWhite's Social Media Masterclass

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Understanding the Social Media Landscape - Gez Daring

  1. 1. Understanding the Social MediaLandscape<br />Gez Daring: Director KMP Digitata<br />
  2. 2. The times they have a’changed<br />The social media revolution has happened<br />Your company is where it is in spite of your engagement levels<br />How can you have more say in your online destiny?<br />
  3. 3.
  4. 4.
  5. 5. Where do you start?<br />Listen<br /><ul><li>Brand Tracking software</li></ul>Also...<br /><ul><li>Twitter Search
  6. 6. Technorati Search
  7. 7. Google Blog search
  8. 8. Board Reader</li></li></ul><li>Things to consider<br /><ul><li>Content
  9. 9. Audience
  10. 10. Resource
  11. 11. Goals
  12. 12. KPIs</li></li></ul><li>Things to consider<br />Content<br /><ul><li>Type
  13. 13. Tone
  14. 14. Frequency
  15. 15. Source
  16. 16. Distribution
  17. 17. Will it spread?</li></li></ul><li>Things to consider <br />Audience<br /><ul><li>Demographic
  18. 18. Who and where are they?
  19. 19. What does their social graph look like?
  20. 20. What do you want from them?
  21. 21. How will you reward them?
  22. 22. Tone of voice
  23. 23. Moderation</li></li></ul><li>Things to consider<br />Resource<br /><ul><li>Social media is not free
  24. 24. Requires time investment
  25. 25. Monitoring
  26. 26. Blogging
  27. 27. Planning
  28. 28. Moderating
  29. 29. Have an assigned team with RESPONSIBILITY
  30. 30. Plan for the best, prepare for the worst</li></li></ul><li>Things to consider<br />Goals<br /><ul><li>Have them!
  31. 31. Know what you are trying to achieve
  32. 32. Start you planning with the goals in mind
  33. 33. Everything you do should align with one of your goals</li></li></ul><li>Things to consider<br />KPIs for social activity<br />Alerts (register and response rates / by channel / CTR / post click activity)<br />Bookmarks (onsite, offsite)<br />Comments<br />Downloads<br />Email subscriptions<br />Fans (become a fan of something / someone)<br />Favourites (add an item to favourites)<br />Feedback (via the site) <br />Followers (follow something / someone)<br />Groups (create / join / total number of groups / group activity)<br />Install widget/appliation (on a blog page, Facebook, etc)<br />Key page activity (post-activity)<br />Love / Like this<br />Posts with inbound links<br />Ratings<br />Reviews<br />Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)<br />Tagging (user-generated metadata)<br />Testimonials<br />Time spent on site (by source / by entry page)<br />Total contributors (and % active contributors)<br />Uploads (add an item, e.g. articles, links, images, videos)<br />Views (videos, ads, rich images)<br />
  34. 34. Things to consider<br />KPIs<br /><ul><li>KPIs should be based on engagement
  35. 35. ROI?
  36. 36. Whatever you choose set targets with milestones.</li></li></ul><li>The big 5<br />Facebook<br />Twitter<br />YouTube<br />Flickr<br />Blogging<br />
  37. 37. Facebook<br />What can you do?<br /><ul><li>Start a page</li></ul>Share buttons<br />Like buttons<br />
  38. 38.
  39. 39.
  40. 40.
  41. 41. Facebook<br />Encourage interaction with pages<br /><ul><li>Response
  42. 42. Content contribution
  43. 43. Loosen the reigns
  44. 44. Allow user content in your main wall</li></li></ul><li>Share vs Like<br />Share<br /><ul><li>Like a bookmark
  45. 45. Content is posted to a users wall
  46. 46. And perhaps their friends’ news feeds
  47. 47. One time deal
  48. 48. Noone visiting your page can see if it has been shared
  49. 49. Like
  50. 50. New service
  51. 51. Endorsement and link is posted/streamed
  52. 52. List of likes remains on profile
  53. 53. You can see who likes you</li></li></ul><li>Facebook “like”<br />
  54. 54. Twitter<br />Use twitter for:<br /><ul><li>Fast communication
  55. 55. Instant Feedback and response
  56. 56. Crisis management
  57. 57. Community building</li></li></ul><li>Twitter<br />Don’t use twitter for<br /><ul><li>Broadcasting
  58. 58. Sell SellSell
  59. 59. Press releases
  60. 60. Blog post feed</li></li></ul><li>Twitter Case study<br />Manchester airport<br /><ul><li> Retail promotion
  61. 61. Marketing
  62. 62. Tweeting departure board</li></li></ul><li>
  63. 63. Twitter Case Study<br />Add Value<br /><ul><li>We plugged the twitter API into theManchester Airport live flight update service.
  64. 64. User DMs flight number to manairport
  65. 65. User receives updates by DM</li></li></ul><li>YouTube<br />The #2 largest search engine in the world <br />#1 media sharing site<br />80% UK web users watch video online<br />
  66. 66. Flickr<br />Largest dedicated photo sharing site<br />3,224 uploads in the last minute <br />71,248 things tagged with jump<br />2.4 million things geotagged this month<br />Reputation among photographers<br />Search<br />Excellent tagging, geolocation Groups, tools and API<br />Existing Presence<br />
  67. 67. Blogging<br /><ul><li>What do we mean by a blog?
  68. 68. Regularly updated
  69. 69. Multiple content types
  70. 70. Speed
  71. 71. SEO
  72. 72. Excellent base for a “social hub”</li></li></ul><li>The next big thing?<br />Geolocation<br />Music<br />Video<br />Social Gaming<br />
  73. 73. Geolocation for business<br />
  74. 74. Geolocation for business<br />
  75. 75. A few Dos and Don’ts<br />
  76. 76. DO Listen, respond and react<br />Monitor your brand<br />Respond to users willing to interact<br />Online<br />Engage (Good or Bad)<br />Campaign (New Goals?)<br />Beware the lonely troll<br />Steer traditional digital activity<br />Offline<br />Act on feedback<br />Tackle problems from the source<br />Use the buzz!<br />
  77. 77. Wispa<br />
  78. 78. Wispa<br />2003 – Wispa brand was phased out and replaced by "Dairy Milk Bubbly".<br />Internet campaigns and an online petition - bring it back!<br />Iggy and the Stooges' 2007 performance at Glastonbury: several fans invaded the stage with a banner saying “Bring Back the Wispa”.<br />Bring Back Wispa groups on Bebo, MySpace and Facebook <br />Out of date Wispa sold for £2250 on eBay<br />
  79. 79. Wispa<br />August 2007 – Cadbury announce that the bar would be relaunched with limited production <br />Wispa launched on a permanent basis in October 2008<br />"For the Love of Wispa" campaign called for the public to donate locations, actors, props and other material, for an advert.<br />On 14 September 2009, Wispa Gold will be relaunched for a limited time, due to popular demand.<br />
  80. 80. John McCain PPC<br />Eric Frenchman – Evil Genius <br />Identify hot breaking news stories<br />[Buzz Monitoring] and Google trends quantify importance<br />Captures traffic as people begin to search and drive traffic to appropriate landing pages<br />Stories with limited shelf life<br />Source: Pardon my French<br />
  81. 81. John McCain PPC<br />
  82. 82. just<br />DON’T<br /> Broadcast<br />
  83. 83. just<br />DON’T<br /> Broadcast<br />Engage<br />Encourage<br />Excite<br />
  84. 84. Be on the pulse<br />DO<br />
  85. 85. Be on the pulse<br />DO<br />Be familiar with new Applications and their uses<br />Subscribe to industry blogs: Techcrunch, Mashable, Read Write Web, Econsultancy<br />Secure brand usernames early<br />Encourage user interaction around your brand.<br />See which take off. Engage if appropriate.<br />Monitor search results on Google and see which sites rank the highest. <br />What tools are being built?<br />Do any third party tools make a particular SocNet a better fit for your business?<br />
  86. 86. Wipe your damn feet!<br />DO<br />
  87. 87. Wipe your damn feet!<br />DO<br />Be aware you are entering a community<br />Learn the etiquette<br />Learn the lingo<br />Be respectful<br />
  88. 88. Wipe your damn feet!<br />DO<br />Nestle <br />
  89. 89. Wipe your damn feet!<br />DO<br />
  90. 90. DON’T<br />Expect a red carpet<br />
  91. 91. DON’T<br />Expect a red carpet<br />“Build it and they will come” does not apply<br />A presence is not enough<br />No one likes a pushy salesman<br />People will tell you what they think...<br />...whether you like it or not<br />
  92. 92. Add Value<br />DO<br />
  93. 93. Add Value<br />DO<br />Think of way to improve your followers lives.<br />... even the smallest ways<br />Advocates are valuable<br />APIs are your friends<br />Make things easy - integrate<br />Facebook Connect<br />
  94. 94. Sega twitter giveaways<br />
  95. 95. DO<br />Be Brave<br />
  96. 96. DO<br />Be Brave<br />To boldly go...<br />No blueprint<br />The Social Web is a hub for gossip.<br />Did you see?<br />This is cool!<br />Isn’t this awful?<br />Be remarkable<br />... In a good way<br />
  97. 97. Skittles<br />Skittles launched a site allowing navigation of wikipedia, twitter search, flickr and facebook content.<br />Users were in control of content<br />BUZZ!<br />
  98. 98. Skittles<br />
  99. 99. Be Dodgy<br />DON’T<br />
  100. 100. Be Dodgy<br />DON’T<br />Spam<br />Hijack<br />Game the system<br />We’re marketers; not MPs<br />Plagiarise<br />Fake comments / Diggs<br />
  101. 101. Habitat<br />Hijacked twitter #hashtags to promote itself<br />#iphone #mousavi #apple #trueblood<br />Backlash on twitter<br />Picked up by mainstream news<br />BBC, Guardian, Sky News<br />Habitat forced to apologize<br />Should have done it MUCH sooner<br />
  102. 102. Habitat<br />
  103. 103. Habitat<br />
  104. 104. Habitat<br />
  105. 105. Habitat<br />
  106. 106. Habitat<br />
  107. 107. Whole Foods<br />“rahodeb” was an active user for 7 years on Yahoo finance forums (2000 – 2007) <br />Revealed good knowledge of wholefoods and the CEO (in third person)<br />Criticized Whole Foods rival Wild Oats Market<br />During a £600mill buyout of OATS a complaint was lodged<br />Whole foods CEO, John Mackey IS rahoeb<br />Accused of attempting to influence share price.<br />
  108. 108. Whole foods<br />Whole Foods’ CEO John Mackey<br />
  109. 109. DO<br />Set your brand free<br />
  110. 110. DO<br />Set your brand free<br />Encourage and support amateur brand champions.<br />If you can’t beat ‘em, join ‘em<br />Develop ideas with crowds<br />Trust the users to be your content providers.<br />Obama ran a successful campaign on YouTube<br />Or did he?<br />
  111. 111. Obama fan ads on youtube<br />Vote Different<br />Yes We Can<br />I Got A Crush<br />Page 68<br />
  112. 112.
  113. 113. DON’T<br />Be a Bully<br />
  114. 114. DON’T<br />Be a Bully<br />If you find users doing something you find objectionable<br />DON’T threaten with legal action<br />DON’T Make demands<br />Use legal action as a LAST resort<br />
  115. 115. Guinness VS FailBlog<br />
  116. 116. Guinness VS Failblog<br />
  117. 117. Guinness VS Failblog<br />Dear Sir/Madam,<br /> Thanks for writing us an email regarding the “Record Breaking Fail”. Unfortunately, douchebaggy cyber-bullying emails will only bring upon you more shame on your house. I am also resisting the urge to write this email in ALL CAPS.<br /> I believe it is the duty of FAIL Blog(TM) to call out organizations when they encourage the public to do such things as “Break the record” for the “Most Individuals Killed In A Terrorist Act”. We firmly believe that our publication of your fail is protected under the concepts of fair use, commentary and non-trademark use. Please RTFM and we welcome you to tehinterwebs.<br /> Since we at FAIL Blog(TM) don’t have a legal defense department, we have complied with your request to remove the trademarked term and logo from the original image. We have used the “naughty bits filter” on the image to secure your naughty, naughty, trademark assertions. However, we have posted your email so that our audience can see why we had to remove the name of the failer from the image. I hope that this is the outcome you have expected as now NO ONE WILL EVER KNOW THAT GUINNESS WORLD RECORDS LIMITED HAS FAILED.<br /> The full legal response can be read here: icanhaz.com/legalresponse<br /> Cheers,FAIL Blog<br />
  118. 118. Guinness VS Failblog<br />
  119. 119. DO<br />Mahalo answers<br />SEO - control google<br />User profiles on social media sites rank very highly on search engines. <br />Think about all those words you’d have loved to have bought the domain for.<br />Press coverage<br />Goodwill<br />Whuffie<br />Understand the hidden BONUS<br />
  120. 120. In Summary<br />DO<br />Listen<br />Respond/React<br />Be on the pulse<br />Wipe your feet<br />Add Value<br />Be Brave<br />Set your Brand free<br />Understand the hidden bonus<br />DON’T<br /><ul><li>Just Broadcast
  121. 121. Use a Blunderbuss
  122. 122. Expect a red carpet
  123. 123. Be Dodgy
  124. 124. Be a Bully</li></li></ul><li>Questions?<br />Gez Daring<br /> gez@kmp.co.uk<br />@Gezd<br />