Barloworld 190112


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Presentation for Barloworld Conference on 19 January 2012 (Johannesburg, South Africa)

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Barloworld 190112

  1. 1. SocialTalk – Follow, Engage, Initiate [email_address] 012-3466422 Social media and how to manage public expectations The good, the bad and the ugly about social media - what are social media - why should corporates care - the latest trends: Ad-tech San Francisco 2010/2011 review
  2. 2. Wadim Schreiner MD of Media Tenor SA Not a Social Media marketer Traditional/conservative media user Twitter (@newsmaniac) iPad iPhone My quest into Social Media
  3. 3. What are social media ‘ The more in control we are, the more out of touch we become. But the more willing we are to let go a little, the more we’re finding we get in touch with consumers’. AG Lafley, CEO Procter & Gamble
  4. 4. <ul><li>Social Media: Online media like blogs , podcasts , videos , and news with a strong participatory element through comments, ratings, or other mechanisms. Social media is generated by the people and for the people with content created by anyone with a voice </li></ul><ul><li>Social Networking: Connecting with a community of people in your network through services like Facebook and Twitter with various methods of online interaction . </li></ul>
  5. 5. some stats <ul><li>Currently 2, billion internet users, </li></ul><ul><li>6,8 million + in SA (13.7% penetration) </li></ul><ul><ul><li>(13,2 Morocco; 20,1 Egypt; 44 Nigeria) </li></ul></ul><ul><li>46 million + SA cellphones </li></ul><ul><li>14 million unique users of mobile internet </li></ul><ul><li>Facebook: 800m+ users, 50% log in every day, average 134 friends </li></ul><ul><li>4.8m SA users (32 nd , 9% population, 90% online population) </li></ul><ul><li>200m twitter users worldwide, 405 000 SA twitter users generating 3.7 m tweets per month </li></ul>
  6. 6. … but <ul><li>85% of users tweet less than once a day. </li></ul><ul><li>21% have never posted a tweet. </li></ul><ul><li>93% of users have less than 100 followers. </li></ul><ul><li>92 % of users follow less than 100 people. </li></ul><ul><li>5% of Twitter users are responsible for 75% of all tweets. </li></ul><ul><li>0.29% of users follow more than 2,000 people </li></ul><ul><li>60% of facebook users access their website once a month </li></ul>
  7. 7. What is the biggest difference between traditional media and social media? Traditional media push in a semi-controlled way selected information to the audience, without a way of testing the effect Social media are a dialogue, a conversation between people, usually uncontrolled, with a very easy, and immediate way to test the reaction of a very specific audience
  8. 8. social media landscape Private: 1:1 Public: 1:many real time static Instant Messaging emails Streams social networks
  9. 9. Why are social media often feared? Traditional media environment can be controlled. Information can be channelled, ‘right’ coverage bought and ‘mistakes fixed’. Social media require that the control about the information, and essentially about the reputation are handed over to an audience that cannot be ‘controlled’ with traditional means.
  10. 10. Traditional media are still major influencers, particularly in terms of share price, analyst perceptions and shareholder sentiment But people talk. A lot. And share information. And word of mouth is more worth than traditional media. People trust influencers.
  11. 11. Are social media the right thing for you? It is, if you…
  12. 12. <ul><li>Are willing to give up control of the message </li></ul><ul><li>Are willing to face the consequences of your actions, frank and openly </li></ul><ul><li>Are willing to talk and respond </li></ul><ul><li>Are willing to be honest and transparent </li></ul>
  13. 13. Do you have a choice? Yes. You don’t have to care about social media But…
  14. 14. <ul><li>Sooner or later, you will have to listen to what the consumers are saying. </li></ul><ul><li>It will affect your bottom line </li></ul><ul><li>Head-in-sand approach and ‘spinning’ will no longer make a difference. </li></ul><ul><li>You will have to embrace the conversation, join the conversation and eventually LEAD the conversation </li></ul>
  15. 15. the purpose of utilising social media for your brand <ul><li>to engage actively </li></ul><ul><li>with your consumers / clients </li></ul>
  16. 16. <ul><li>Online Reputation Management is about: </li></ul>FOLLOW ENGAGE INITIATE Japie Swanepoel: Interactive Concepts
  17. 17. The latest trends Ad-Tech San Francisco April 2010
  18. 18. #5 Build your community
  19. 19. #4 Engage with the influencers
  20. 20. 8% Share (% of total) Click (# of clicks back to site) Engage (page views/visit) 39% 38% 15% 18x 3x 1x 6x 1.6 2.8 3.0 1.5
  21. 21. #3 Integrate
  22. 22. #2 measure and know your metrics
  23. 23. <ul><li>Hours spent on Twitter? </li></ul><ul><li>Average number of people followed? </li></ul><ul><li>Average number of people following? </li></ul><ul><li>Number of Re-Tweets? </li></ul><ul><li>Use of search and hashtags? </li></ul><ul><li>Appearance on favorites lists? </li></ul>
  24. 24. <ul><li>Active listening </li></ul><ul><li>Social media policy </li></ul><ul><li>Organisational alignment </li></ul><ul><li>Business objectives </li></ul><ul><li>Customer assessment </li></ul>#1 The Strategy
  25. 25. social media will overtake marketing: CEO; Denuo note the mommy bloggers my “take-home” points Superior products and services are more important than any marketing efforts Address detractors work with partners not suppliers leverage technology to determine what your consumers want be more comfortable to “ let go ” / loose control to digital natives, there’s no new media, just media
  26. 26. The latest trends Ad-Tech San Francisco April 2011
  27. 27. Group buying Source: Japie Swanepoel, Interactive Concepts
  28. 28. commerce local social mobile Source: Japie Swanepoel, Interactive Concepts
  29. 29. Social gaming Source: Japie Swanepoel, Interactive Concepts
  30. 30. scale engagement user choice Instant reward Source: Japie Swanepoel, Interactive Concepts
  31. 31. The tablet Source: Japie Swanepoel, Interactive Concepts
  32. 32. Source: Japie Swanepoel, Interactive Concepts
  33. 33. Most common social media myths Social Media is about selling More is better Nothing beats viral marketing The social media expert Social media takes care of customer relations Social media = what people think
  34. 34. Thank you And please follow me @newsmaniac