Guardian Seminars: Emerging Platforms


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Presentation from recent Guardian Media Network Seminar: Emerging Platforms

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Guardian Seminars: Emerging Platforms

  1. 1. Emerging social platforms - what you need to know Thursday 14 June, 2012 #gdnseminars
  2. 2. Emerging Platforms What you need to know
  3. 3. What will we be covering?• Who are the new kids on the block?• Best practice in audience engagement• Business outcomes and how to stay focused on your goals• Howtokeep ahead of the curve?
  4. 4. Proportionof UKadults withbroadband= 76%*
  5. 5. Proportion of UK adults who use social networking sites = 51%*
  6. 6. Proportion ofpeople whouse theirmobilehandsets toaccess theinternet= 34%* *Ofcom
  7. 7. In August 2011 & April 2012,Fishburn Hedges asked 2,000UK consumers about theirsocial media habits…
  8. 8. Aug 201119% of respondents had dealt with bigcompanies through social media April 2012 This number rose to 36%40% believed this led to improvements in customer service 68% believed it gave them a greater customer “voice” 65% think social media is better than a call centre
  9. 9. It’s not just the kids who are interacting with brands on social media… 44.6% of 25 – 34 year olds 37.5% of 35 – 44 year olds 31.75% of 45 – 54 year olds & 27.4% aged 55 and over*Full Report
  10. 10. Where can brands go to stand out? The new kids on the block
  11. 11. March 2011 300,000 visits March 2012… 13 million!
  12. 12. 18% of Instagram visits come fromFacebook, 9% from Google & 7%from twitter 5 million pictures uploaded every dayInstagram leapt into the top 10 forsocial sites in March of this year (fromoutside the top 1,000 in March 2011)
  13. 13. • Sharing on Instagram gives you content you can also share on other platforms• Using tools like you can find out if others are talking about your brand• 51% of UK mobile owners use SmartPhones• Use #tags to run competitions or bring fans / customers together
  14. 14. 2,702% Total unique visitorincrease since May 2011 By Jan 2012 had received 12 million unique visits. By March it was 18.7
  15. 15. Almost 70% of Pinterestusersare women Strong representation across age groups 17% 18 to 24 27% 25 to 34 22% 35 to 44 18% 45 + Pinterest refers more web traffic than LinkedIn, Google+ and YouTube combined
  16. 16. • 55% of consumers share their purchases socially on networks like Facebook, Twitter &Pinterest• 59% of Pinterest users have bought something they have seen on the site compared to only 33% of Facebook users• US online consumers follow an average of 9.3 brands on Pinterest compared to only 6.9 on Facebook
  17. 17. • Tell a story with your pins• Celebrate the iconic history of your organisation – create a time capsule• Use it to create a resource for users• Don’t just use Pinterest for marketing and SEO – Plan your work and create mood boards• Use Pinterest to give your brand personality• Don’t forget to post video
  18. 18. Open to the public as of NOW!
  19. 19. • Started off as a way to capture and play around with web pages• Now takes the best of social sharing like Diigo& Delicious, the simple, image based interface of Pinterest and includes some sharing analytics and unique showcasing functionality• VERY new, is still in the phase of developing it’s identity but already shows signs of promise
  20. 20. • Get a specific email for attendees to sent their event images in to• Quickly and easily track clicks and likes• Have private’s for research & competitor analysis• Make social bookmarking more user friendly• Leave your mark on every page that you share
  21. 21. 12 Billion posts inNovember 2011 20 Billion posts March 2012
  22. 22. Just over 50 millionblogs to date Hit 20 billion posts in March 2012, up from 12 billion in November 2011 In Jan 2011tumblr had 2billion page views per month. By September that number was 13billion.
  23. 23. Straight up blogging Dogs 2 – Cats 0
  24. 24. But seriously… Brands on tumblr.
  25. 25. • tumblr has built in sharing and tagging capabilities that give it a definite social sharing advantage over other blogging platforms• It’s limited in terms of customisation. However, it’s built for simplicity and visual appeal and so is great for branding• tumblr is very much a visual platform but can be great for short snippets of text (see
  26. 26. • If you have a young target audience, tumblr is a great place for you to dip a toe in the blogging pond• You can also use it to keep an eye on what similar brands are doing• Use it as a way to generate new ideas and learn from what other brands are doing to engage their audiences
  27. 27. Over 12million users StumbleUpon passed the 25billion clicks in August 2011
  28. 28. More than 50% of US social media traffic towebsites comes from StumbleUpon 2.2 million web pages are added to StumbleUpon every monthThe half life of a tweet is 2.8 hours,FB update 3.2, StumbleUpon is 400! Average webpage view is 58 seconds, the average SU view is 72
  29. 29. • Be careful to track bounce rates for your SU traffic, SU audience can be fickle• Relevance is key so tag pages appropriately to maximise any traffic engagement• SU is free and easy to use and can drive real traffic so experiment!
  30. 30. Old Guard – New Changes Twitter #Pages Facebook #Rick links
  31. 31. Audience Engagement• As with all platforms (old and new), make sure your audience is there• If they are there – how are they willing to engage? Will they welcome you?• With newer platforms there is less noise which means more opportunity to stand out (good or bad)• Social platforms are about stories, conversations and sharing, are you there for the right reasons?
  32. 32. Klout PerksEnlisting influencers
  33. 33. #ShareNiger A WorldVision lesson inawarding perks to the right people
  34. 34. Step 1: Identify yourinfluencer
  35. 35. Step 2: Engage
  36. 36. Step 3: Don’t talk – act!
  37. 37. Step 4: Watch the story spread
  38. 38. WorldVision + Sian =• Access to an audience of over 300 bloggers at Cybher 2012 to launch #ShareNiger• Evidence and real life stories shared in a lively, tangible and hugely impactful way• Interviews with CNN as well as local radio• Quality content for a network of bloggers to share
  39. 39. Staying faithful to your goals• Set your organisational goals before deciding to use a new platform• Know what you want success to look like (don’t be surprised if / when it looks different)• Don’t be afraid to measure but pick your metrics carefully• Don’t shy away from user generated content, it can surprise you
  40. 40. Keeping ahead of the curve• Find SM ambassadors amongst your staff• Bring naysayers on board to fix problems• Follow influential & well informed bloggers• Take part in appropriate twitter chats• Don’t just look at what your competitors are doing – keep an eye on case studies from an array of different organisations
  41. 41. Most importantly• Don’t jump on every new (or old) platform, especially if you have limited time and resources• Don’t write off new platforms, play around with them and assess how you might use them• Be open minded, sometimes it’s our clients that tell us how we should be communicating
  42. 42. Useful resources•••••••
  43. 43. Questions?