STUDENTS + SOCIAL MEDIA MARKETING
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The document discusses social media usage among students in the UK. It finds that while Facebook remains dominant, other platforms like Instagram, Snapchat, and YouTube are growing in popularity. When it comes to engaging with brands on social media, students prefer content that is visual, humorous, informative, or offers discounts. Brands see the most engagement on Facebook from casual, personal posts featuring photos or videos about popular topics or current events. To effectively reach students online, the document recommends brands focus their efforts on Facebook, Twitter, Instagram and Snapchat while posting engaging multimedia content and offering incentives.
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STUDENTS + SOCIAL MEDIA MARKETING
- 2. Social media + students: why it makes sense • 82% of internet users are on social networking sites at one time
- 3. Social media marketing right now • Social marketing - already worth billions , expected to hit $11 billion in revenues by 2017. • Social is the area that marketers think will be most important in the next 3 years 86% UK youth follow little or no brands on social media
- 4. Questions I wanted to ask •WHERE •WHY •WHAT
- 5. WHERE: • 17% • 20% • 34% • 24% • 16% 0 1 2 3 4 5 6 Facebook Twitter Instagram Tumblr Pinterest Numberofusers/millions Social networks UK age 18-24 users of social networks 0 5 10 15 20 25 30 35 40 Facebook Twitter Instagram Tumblr Pinterest Percentageof18-24yearolds/% Social networks % 18-24 year olds
- 6. WHERE:
- 7. WHERE: 0 1 2 3 4 5 6 Facebook Twitter Instagram Tumblr Pinterest Numberofusers/millions Social networks UK age 18-24 users of social networks
- 8. WHERE: 12% respondents didn’t fill this question in – only use Facebook
- 9. WHERE: • New networks now considered/used as much as established social networks: • YouTube, Snapchat
- 10. WHERE:
- 11. WHERE: • Voxburner: • Social media sentiment • Of those most understood to be social networks: • YouTube, Facebook, Instagram, Twitter, Snapchat, Tumblr • Most liked (from survey): • Facebook, Instagram, Twitter, Tumblr, Snapchat • Most users (from survey): • Facebook, Snapchat, Twitter, Tumblr, Instagram • Ratio of users:sentiment suggests Instagram most popular
- 12. WHERE:
- 13. WHERE:
- 14. WHERE: Everyone hates Google+ • Voxburner: 19% - ‘dislike’ or ‘hate’ • Most disliked by survey respondents – 35.2% marked it as their least favourite network • ‘1 billion users’? - 65% accounts inactive
- 15. WHERE: • Content: Where do students share content?
- 16. WHERE: • Where do student consumers interact with brands?
- 17. WHERE: Some general conclusions • It works for brand awareness + content sharing • - can reach huge audience • - very effective for customer interaction • - facilitates basic interactions more than dialogue • Works for content sharing + customer dialogue • - widest reach after FB • - brands post more on Twitter than FB • Huge potential for reaching students ‘Social networks’ to consider Everybody hates Google+ Use more Use less Maintain Facebook Twitter Tumblr Instagram Snapchat YouTube Google+
- 18. WHY
- 19. WHY • Why do students use social media?
- 20. WHY • Why campaigns succeed: #nomakeupselfie • “chain reaction effect” = most important reason stated
- 21. WHY: General conclusions -96.9% CONNECTING WITH FRIENDS -43.8% To document my life -46.1% Finding out about news/events ‘keep up to date’ -Only 6% / 1.6% all FB users use it to follow companies
- 22. WHAT: What brands are doing wrong • Asking for details – 97% UK 16-24s are not happy giving away their details without some tangible return (Vb) spam uninteresting content not enough freebies slow replies
- 23. WHAT: • What kind of post is most appealing? (e.g. photos videos text etc.)
- 24. WHAT: • What to include? Most engaging No effect Informative / interesting Humour Visual (pic/video) Personal/ casual tone Offers and discounts Topical/ trending
- 25. What: Twitter example “You’re not you when you’re hungry” Most engaging No effect Informative / Humour Visual (pic/vid) Personal/ casual Offers and Topical/ trending + celeb endorsement
- 26. WHAT: FB examples • Most popular brand post May 2014: • 2nd most popular brand post May 2014: Most engaging No effect Informative / interesting Humour Visual (pic/video) Personal/ casual tone Offers and discounts Topical/ trending
- 27. WHAT: blinkbox • BLINKBOX: 80% UK fan distribution so reflects UK FB activity • Influence of May post: • N.B: April post: 6 month Blinkbox growth: see April (24th) and May (4th)
- 28. WHAT: comparison • Comparison of average fan growth: • Comparison of average engagement rate: Home Bargains – 10-20% Blinkbox – 300-350%
- 29. WHAT: • Customer service, feedback, dialogue:
- 30. WHAT • The student-brand relationship on social media Most engaging No effect Informative / interesting Humour Visual (pic/video) Personal/ casual tone Offers and discounts Topical/ trending
- 31. WHAT • Freebies and discounts:
- 32. WHAT • Which industry has most success on social media? • Venue/club/bar • Career/study • Food • --- Other: • Clothing: >70% • Also: • - Music (38%) • - Politics/news
- 33. WHAT: paid ads • Ever clicked on a paid ad?• Do you mind paid ads being on social media?
- 35. CONC: what to post on social media? Most engaging No effect Informative/ interesting Humour Visual (pic/video) Personal/ casual tone Offers and discounts Topical/ trending • Easy • Engaging content (funny/interesting/visual) • Tap into big trends (e.g. global events) •Offers and discounts • Regular, but not all the time • Optimise for mobile •No paid ads
- 36. CONCLUSION • WHERE: • Continue focus on FB + Twitter • Most students: Instagram, Tumblr • On the rise: YouTube, Snapchat • WHAT: • Appeal to interest - funny, visual, relevant. • … and incentive – offers and discounts. • Keep it simple and visual on FB. • Respond to customers immediately on Twitter. “Social media gives brands a personality”
- 37. Extra: social media in education! • From a Business2community research report back in 2012: • 100% of universities use social media (compared to 61% in 2008) • 98% use Facebook • 86% use YouTube • 84% use Twitter
Editor's Notes
- comScore report 2012: comscoredatamine.com/2012/01/people-spent-6-7-billion-hours-on-social-networks-in-october/ - Number of students on social media is ever-increasing Popularity of social/tech Less socialising outside – more socialising from home -> how much is the social marketing industry worth? How long students spend on SNs Social predicted as m. strategy most likely to grow P2peer value
- Engagement is difficult, but once you do, social media is where word will spread: Vb: most young people follow little to no brands on social media – see 86% of UK youth follow little to no brands on social media. But 72% of 16-24s would recommend a brand’s social media profile to friends. -infographic: 50% under 35s follow the brands their friends follow on social media -it might be hard to get students to follow + engage, but when they do it’s a great way of spreading exposure – just about creating good content http://www.biakelsey.com/Company/Press-Releases/130410-U.S.-Social-Ad-Revenues-to-Reach-$11B-in-2017.asp http://blogs.adobe.com/digitalmarketing/digital-marketing/digital-distress-study-what-keeps-marketers-up-at-night/
- where should brands post student-targeted content? Which social networks have the most students on them, which ones have a highest percentage of student users, which networks to post different kinds of content? why do students use social media + how can brands appeal to these reasons + leverage them to their own advantage? why are social media campaigns successful? - what should brands be posting? what should those posts include for maximum interaction? what does it take to go viral?
- Which social networks have the most users? NB: We are Social: Google+ - estimated 65% inactive accounts (even those active could just be watching a YT video) Which social networks have the most student users? I found that only ~0.03% of all users on each social network are UK users, but of these the number of university-age users depends on the network: FB: 17%, Twitter: 20%, Instagram: 34%, Tumblr: 24%, Pinterest: 16% Whilst still worth targeting Facebook + Twitter – lots of students, but also lots of other people – suggests that Instagram and Tumblr have more of a student environment - might be better platforms for posting student-targeted content
- Social media w/highest proportion of young people - Instagram not included, however- Again, Tumblr highest 18-24yo %, Twitter second here, Facebook one of the lower numbers
- Survey In the UK, 96 per cent of 18- to 24-year-olds who use social media will use Facebook this year, according to eMarketer (April, 2013). G+: 35% active accounts, in UK 30%. However, its user base has doubled in the last 2 years regardless so its worth not ignoring as its on the rise Tumblr – despite being among least popular sites used by marketers , worth using to target students. Flickr not surveyed about but Instagram (also img based) has the highest concentration of students in its user base. Snapchat!
- 2nd most popular Snapchat by far most popular – 39.8% - relatively new on the scene, brands only just starting to use it Then Twitter, Tumblr, then Instagram – here Tumblr marginally above Instagram in terms of ‘most active’ Apart from Pinterest (much less popular), the playing field of networks after FB seems pretty spread out
- YouTube = most common named social network when my survey asked students to name social networks they use that I hadnt mentioned -> According to Voxburner also most ‘loved’ out of all social networks SC- American statistics but popularity of SC amongst students surveyed by me suggests similar trend -(I think Vburner-) UK 16-24s – 81% have used or are using Snapchat right now. SC: 70% female -- Acura – sneak peak at new product, Taco Bell similar also: http://www.voxburner.com/publications/88-10-seconds-or-less-marketing-with-snapchat Tinder A recent and similar style of reaching out on new platforms is Mindy Lahiri – the main character from The Mindy Project – appearing on dating app Tinder.
- Dubble – photo app (double exposure photos – artistic) Impossible – website/app – random acts of kindness channel Aside from these the main social networks in use cover all bases for most students
- We know where they are – which do they love? – Voxburner Of those I’ve already looked at + the ones most understood to be social networks these results reflect general sentiment towards social media (opinions determined by many non-users of the sites) again, despite it having less users Instagram ranking high in general popularity Snapchat not named as a favourite despite high usage – people don’t invest much time or effort into it – v instant experiences FB, Instagram, Twitter + Snapchat - all similarly loved/liked – Tumblr liked a lot less (suggests niche) An overwhelming 91% of respondents say they ‘love’ or ‘like’ YouTube, a result that concurs with findings from last year’s Youth 100 which looked at top youth brands overall. In the breakdown, 53% of 16-24s say they ‘love’ YouTube, whilst 38% chose ‘like’. Google+ is the only social media brand that receives any notable level of negativity, with an overall 19% saying they ‘dislike’ or ‘hate’ it.
- Reflects Voxburner’s sentiment surveys Facebook, by far the most popular – but despite 100% respondents using FB, 42.2% prefer other social networks Then Instagram, Twitter and Tumblr
- Least popular social media Google+ by far the least popular Then Twitter, Facebook and Pinterest Twitter and Facebook both make it into the top favourite and least favourite answers – sugguesting a love/hate relationship most likely just borne out of their much larger user bases than others – many people use FB because of convenience/to stay in the loop rather than for personal enjoyment – it is an impracticality to not have it Suggests whilst these may be the most commonly used, their usership bases may not be the most enthusiastic
- From previous – Voxburner: Google+ is the only social media brand that receives any notable level of negativity, with an overall 19% saying they ‘dislike’ or ‘hate’ it. - Only 35% active, in UK only 30% - also inactivity is on the rise, suggesting that whilst the number of registered users are growing, not many more people are actually using the platform. Inactivity: NY Daily News: Oct 2013: Google+ has a long way to go to catch up to Facebook. Half of its users are inactive: Facebook has nearly 1.2 billion active users. Plus now has 540 million active monthly users, up from 390 million in May. But many of those users may only be watching a YouTube video while logged into Google. – G+ integrated into many other aspects of Google – seen as just a side effect of having a Google account https://econsultancy.com/blog/64319-google-just-35-of-users-are-active#i.vz1dcb4n7foi10 http://www.nydailynews.com/news/national/google-540m-monthly-users-lags-behind-facebook-article-1.1500403
- Platforms lending themselves most to sharing content – Facebook is the go-to social network to share links, pictures, videos etc. – easy share ability + can facilitate brand distribution of content Twitter second most popular but far behind – all other social networks mostly easiest to share just one type of content (though Twitter integrating video through Vine now, Instagram also allows for video posting)
- Which platforms already being utilised for marketing – which ones not despite popularity/sharability? Facebook and Twitter – most popular in use by marketers as already seen + working Twitter not too far behind FB considering it has far fewer users Despite Instagram and Tumblr having not only large (+ still increasing) user numbers, but also the most concentrated student userships, only 10.6% and 4.3% of students are interacting with brands here. Tumblr proved to be one of the least used social resources for marketers – suggests theres much more room for brand activity in these platforms FB – best for reaching large audiences / brand awareness / reaching new customers Twitter – smaller fan-base but high interaction – good for dialogue with regular customers – feedback + customer service etc. Whilst interaction is high for both FB + Twitter, nature of the interactions is different – FB way bigger audience but less frequent posts (content/competitions), Twitter – not as many people but constant dialogue with consumers as well as a stream of consciousness for the company
- FB: Huge audience: - More total UK users than all others combined - Most 18-24yo users – 5.27 mill - 100% surveyed students use it Interaction: Most used for customer interaction – 77.7% But: -despite 100% surveyed using it, 43% prefer other social networks + 11.7% said it was their least fav – suggesting FB use out of practicality/necessity (staying in the loop) rather than active desire or enthusiasm -> people lead a more passive existence on FB – they do interact with brands but most likely only through simple actions: -> brands can reach huge fanbases on FB – but despite huge numbers most popular brands do not post v much compared to Twitter – suggests customer interaction is more shares/likes/reads rather than back+forth dialogue – good for stuff like competitions and brand awareness Twitter: Wide reach: 2nd biggest student usership @ 3mill Fastest growing – whereas FB has seen a general plateau, Twitter grew 44% in usership from 2012-2013 2nd most popular for sharing content behind FB – 13.3% say Twitter is their go-to to share content Most frequent/constant interaction: -Successful brands on Twitter post far more than successful brands on FB despite having less followers – a space for dialogue- feedback + customer service -61% use Twitter for brand interaction – only 17% less than FB despite having far fewer users ^ - suggests smaller comparative outreach but more frequently used for dialogue/feedback/customer service – conversations, smaller follower base suggests these are often with the same regular/loyal customers who know the product -Can prove annoying: 20.3% said Twitter was their least favourite social network – too frequent/irrelevant posts Tumblr + Instagram: High %: Tumblr + Instagram have the highest proportion of 18-24yos, (24% + 34%) -> biggest student atmosphere – good for student-targeted content (here mostly visual) -Instagram most liked social network after FB -Only 11% marketers use Tumblr atm – for brands targeting students they should be considering it -Only 11% using Instagram to interact with brands atm, and only 4% using Tumblr for the same YT + SC - YT: most named as missed out s.n. on my survey Voxburner = students love YT most – 91% ‘love’ or ‘like’ SC: 77% US student use at least 1ce a day. 71% of students I surveyed are active on SC – second most active s.n. after FB 2400% rise in usage in 1 year - from 2012-13 Google+ Least active s.n. - ~65% inactive accounts, only 11.7% of all students said they were active on G+ Least favourite of all s.n.s – Vb: most negativity, 19% ‘dislike’ or ‘hate’, least fav: 32.2% Despite 70% brands having G+ presence, and it being most used for marketing along with FB+T, NOONE surveyed was using G+ to interact with brands [SUM UP]------> come up with some chart reflecting proportion brands should be spending on different social networks according to results (pie chart, cross hair diagram, etc) (some chart reflecting proportion brands should be spending on diff social networks according to results)
- Why do students use social media? What incentives do we need to be tapping into? - brands should be producing materials which appeals to these reasons - Top reasons: Brands need to keep their students in the loop, keep them interested - Top 3 all really to do with connecting to friends
- Brands should be producing material which appeals to these reasons – noone uses s.m. specifically to follow companies (1.6% chose this as 1 of their reasons) A recent study by Voxburner shows that only 6% of youth in the UK use Facebook to get information on brands. When asking students in the UK about what they used Facebook for, 94% said they used it to chat with friends. While 53% also like to see Facebook as a source of entertainment – including funny videos and articles – only 6% said they also use it to find out information about brands. - (e.g. shareable entertaining posts - sharing funny pics with friends is something users already do on social media) – CONNECTION most important - 96.9% Stay connected with friends 46.1% Finding out about news/events ‘keep up to date’ – trending topics – tap into these 43.8% To document my life – get users personally involved – appeal to vanity
- Engaged with all top 3 reasons people already use social media: 96.9% Stay connected with friends 43.8% To document my life – get users personally involved – appeal to vanity Arguably: 46.1% Finding out about news/events ‘keep up to date’ – trending topics – tap into these Again, connection most important by far – chain reaction effect drove its success -> viral (even more important than it being for charity! People driven by socialising + arguably vanity more than goodwill….) #nomakeupselfie: The reasons people use social media anyway = the same as the reasons good social media campaigns succeed
- Connecting with friends: - stuff that’s shareable, facilitates socialising Document my life : – get users individually/personally involved – make it about them - appeal to vanity News/events - – trending topics – tap into these
- The problem: - there’s too much, boring content Post less frequent, higher quality content (funny, visual, offers/discounts) Respond immediately (Lithium Technologies research – most people expect brands to respond within the hour of their post) Similar responses from Voxburner research – bad message content (irrelevant, patronising, confusing), not enough offers
- Respond to visuals + text (explains FB and Twiter popularity) PHOTOS – something easy to absorb Socialbakers: 93% of the most engaging posts on Facebook were photos. - only 2% of the most engaging content on Facebook is generated by links, another 2% by videos, and 3% by status updates. e.g.s: Instagram, Snapchat + also FB + Tumblr Photo specific - Instagram – highest proportion of students + one of the most liked social networks – now introduced video Videos- SC+ Instagram: “Within the first 8 hours of launching Video on Instagram the community shared over a year’s worth of footage.” – Instagram. (Burberry, Maybelline + Topshop have all created Instagram videos – all mini adverts) Snapchat – both photo + video – on the rise, fashionable s.n. right now (UK 16-24s – shows that 81% have used or are using Snapchat right now.) videos – Vine (connected to FB + Twitter so feeds into their popularity) – instant visual content: Vine celebrities – short videos = shareable, every second counts – Gap, Urban Outfitters, MAC, Bacardi – again adverts, Bacardi showing u how to make a cocktail, MAC showing a model being made up behind the scenes of a shoot The Wolverine film trailer The popularity of Instagram + Snapchat as already seen previously -> (among most loved by students, SC the most used after FB) - > potential for high student engagement with visuals through these – e.g. sneak peaks etc. *go back to the use cases for snapchat - *- These are all instantaneous, quickly absorbed content - Where people spent the most time Suggestive of why Tumblr and Pinterest aren’t as commonly used yet – invest much time (but more extended engagement for those that do use it if you market well in these platform) – storytelling / narrative / customer interaction Twitter – instant gratification, but very good marketing platform as allows for quick+widespread sharing of photos/text
- Informative / interesting content = seems to be a given Personal and casual tone = has a positive effect but isnt enough to make a different – suggests v mild effect Others – humour and visuals make for highest engagement GBK recent campaign publicised on social media – humour, offers/discounts, topical/trending, personal/casual -> goodwill
- Marketing week live conference – Marsfood UK VP of marketing Humour – travels super quickly on Twitter because of retweets etc. – one of Katie Price’s tweets got over 1400 retweets -> usually FB where brands can reach largest audiences (bcos ) – but as we’ve seen, people on FB are more passive, with people on Twitter more ready to interact + easier for things to go viral bcos of wider reach of retweets etc. (people don’t just follow their friends + vice versa on Twitter) Uses both text + photo – the two mediums which students engage most with online -humorous content = easily shareable, pic = people remember whose joke this is, celeb = facilitates faster and wider virality Reached >26 million people (campaign success spread into press / TV / national newspapers – with other adverts + experiential initiatives (handing out Snickers etc.) etc., they sold 705,000 more bars over the 12 week campaign than they would have done otherwise Twitter: an actual campaign is good here, stuff goes viral easily if the content is clever/creative/humorous
- FB: multi-media + used for many things, able to leverage more combinations of different types of content to reach audiences. humour, image, no text – the sort of thing people share on FB anyway – no brand presence image, competition incentive (much lower engagement rate than the other post) Humour + visual combo – a lot more interactions (shares and likes) Visual + offer – less interactions but still, more direct engagement with company + offer requires ‘Like’ of the page Big trending events – 3x as many interactions, 100x as many shares – despite only tapping into one of the factors. 400 million people watched the final, ¾ of all students (Voxburner) followed the World Cup this year The most popular brand posts on FB were never really part of a specific campaign – just brands touching base with customers on a semi-regular basis, keeping them generally engaged, general brand awareness – driving regular competitions etc. – appealing to big audiences but the evidence suggests they aren’t as willing to actively engage as Twitter users.
- Spikes in growth = after use of memes - Since then has just been posting to articles (people engage more with photos as shown by survey), follower rise has slowed down. - > FB – people respond more to easy, quick interaction – will like/share a funny image – not as likely to do so with an article that’s been linked to
- Same type of image as last time Consistent success with these competitions has led them to steady incline in fan growth Home bargains – more consistent increase despite lower engagement – call to action: simple – just asking for a ‘like’, rewarding an offer/discount –monthly initiative = it becomes familiar with fans -> reaches many people
- -almost 50% are messaging brands – 7% many times: considering pretty much all students are active on social media this is a large number -still room for more engagement, though the previous research suggests that the other 53.1% have interacted with brands in other ways (likes, shares), or follow brands but do not interact with them – much of the value of social media marketing occurs via just reads and clicks – especially on FB where brands have loads of fans despite them not always talking directly to the brand
- - This is what students think brands should be doing on social media: (brands should be creating content in line with these reasons) Top 2: Gives the brand personality (e.g. blinkbox) – less like an anonymous corporate machine (-> a personal/casual tone was ranked lowest - companies should project personalities without feeling the need to be overly pally, retain sense of professionalism) Offers + campaigns (e.g. GBK, Home bargains) Dialogue with consumers – more about c.s. + building personal relationships Rest – info/updates/feedback – so consumers don’t have to visit the brand website, basically. Why students think brands on social media is important? (create content in line with this) Other: Ability to reach a wider audience, Marketing – to keep customers reminded that they exist
- ~50% said they answered ‘definitely’ or ‘very likely’ to clicking on social media posts offering freebies or discounts -> fast track to interactions/growing fanbase (home bargains)
- Social bakers – food, online retailers Survey shows us a student focus– popularity of food and clothing (most of the ‘other’ category), but mostly venues (clubs and bars) and career/study Minority of the ‘other’ category also worth mentioning – music and politics/news
- Techcrunch article: Native ads more successful than banner ads (0.2% click through rate), but sponsored or promoted FB/Twitter posts still only have a 1-3% click through rate – 15x better but still not impressive. 41% of people are actively annoyed by paid ads and don’t think they have a place on social media. My survey suggests there’s some potential for paid ads – but not much, and not worth spending huge budgets on – people more likely to message or interact with a brand’s profile on social media. 72% respondents have done this, whereas only 27% have clicked a paid ad.
- 2013 research by topuniversities.com: = smartphone use prevalent among younger respondents My research suggests that students now do most of their social networking on mobile devices – most students said 50-75% of their social networking was mobile, with 15% saying 75-100% of their social networking was mobile
- informative/interesting and personal/casual are thought of as a given Easy, engaging content (funny/interesting/visual), trending, freebies, don’t over-post, optimise for mobile, don’t invest in paid ads /// FB: Huge audience: - More total UK users than all others combined - Most 18-24yo users – 5.27 mill - 100% surveyed students use it Interaction: Most used for customer interaction – 77.7% But: -despite 100% surveyed using it, 43% prefer other social networks + 11.7% said it was their least fav – suggesting FB use out of practicality/necessity (staying in the loop) rather than active desire or enthusiasm -> people lead a more passive existence on FB – they do interact with brands but most likely only through simple actions: -> brands can reach huge fanbases on FB – but despite huge numbers most popular brands do not post v much compared to Twitter – suggests customer interaction is more shares/likes/reads rather than back+forth dialogue – good for stuff like competitions and brand awareness Twitter: Wide reach: 2nd biggest student usership @ 3mill Fastest growing – whereas FB has seen a general plateau, Twitter grew 44% in usership from 2012-2013 2nd most popular for sharing content behind FB – 13.3% say Twitter is their go-to to share content Most frequent/constant interaction: -Successful brands on Twitter post far more than successful brands on FB despite having less followers – a space for dialogue- feedback + customer service -61% use Twitter for brand interaction – only 17% less than FB despite having far fewer users ^ - suggests smaller comparative outreach but more frequently used for dialogue/feedback/customer service – conversations, smaller follower base suggests these are often with the same regular/loyal customers who know the product -Can prove annoying: 20.3% said Twitter was their least favourite social network – too frequent/irrelevant posts Tumblr + Instagram: High %: Tumblr + Instagram have the highest proportion of 18-24yos, (24% + 34%) -> biggest student atmosphere – good for student-targeted content (here mostly visual) -Instagram most liked social network after FB -Only 11% marketers use Tumblr atm – for brands targeting students they should be considering it -Only 11% using Instagram to interact with brands atm, and only 4% using Tumblr for the same YT + SC - YT: most named as missed out s.n. on my survey Voxburner = students love YT most – 91% ‘love’ or ‘like’ SC: 77% US student use at least 1ce a day. 71% of students I surveyed are active on SC – second most active s.n. after FB 2400% rise in usage in 1 year - from 2012-13 Google+ Least active s.n. - ~65% inactive accounts, only 11.7% of all students said they were active on G+ Least favourite of all s.n.s – Vb: most negativity, 19% ‘dislike’ or ‘hate’, least fav: 32.2% Despite 70% brands having G+ presence, and it being most used for marketing along with FB+T, NOONE surveyed was using G+ to interact with brands [SUM UP]------> come up with some chart reflecting proportion brands should be spending on different social networks according to results (pie chart, cross hair diagram, etc) (some chart reflecting proportion brands should be spending on diff social networks according to results)
- WHERE: Maintain focus on FB + Twitter Student material goes to Instagram + Tumblr On the rise: YouTube + Snapchat Keep an eye on G+ but don’t bother too much with it for now WHAT: Appeal to INTEREST – engaging content, easy to share, topical And INCENTIVE – offers and discounts. Main use of social media is to connect with other people – ergo brand awareness + word can spread very easily if done right. (not many brands are successfully social marketing atm) FB: keep it simple and visual, you can reach huge numbers of people Twitter: respond to customers within the hour SOCIAL MEDIA GIVES BRANDS A PERSONALITY – gives it a human side, and accordingly you have to engage with and respond to your users on a personal level. You have to create the same kind of content that they would be sharing and engaging with anyway, whilst making it about your brand in a friendly, un-imposing way.
- Geniusrecruiter.com/2012/03/01/social-media-stats-for-students-and-collages/ http://geniusrecruiter.com/2013/10/31/top-social-media-universities-2013/ http://geniusrecruiter.com/2014/05/31/colleges-using-snapchat/