SlideShare a Scribd company logo
MAKING FRIENDS AND
INFLUENCING PEOPLE
WE ARE SOCIAL’S GUIDE TO SOCIAL MEDIA MARKETING
             we are social • JANUARY 2013
2
MAKING FRIENDS AND INFLUENCING PEOPLE
             SOCIAL MEDIA DEFINED
           THE STATE OF SOCIAL MEDIA
        DEBUNKING SOCIAL MEDIA MYTHS
   HOW CAN MARKETERS HARNESS SOCIAL MEDIA?
      USES OF SOCIAL MEDIA FOR BUSINESS
            THE 10 ‘COMMENDMENTS’
         8 STEPS TO STRATEGIC SUCCESS
               FINDING OUT MORE
                                             3
?!


WHAT EXACTLY ARE SOCIAL MEDIA?

                                 4
“    Social media are internet-powered
platforms that make it easy for individuals,
  groups of people, and organisations to“
converse and participate with one another
    in a wide variety of social activities.


                                               5
The concept of social media has been around for thousands of
  years – even early cavemen wrote on each other’s walls.
However, the internet has scaled social media to a whole new
    level. Today, more than 1.7 billion people around the
world have signed up to a social network, and that number is
    still increasing by more than half a million every day.
                                    SOURCES: BASED ON FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD   6
JAN
2013          SOCIAL MEDIA PENETRATION
                                                                                                         EASTERN EUROPE


                                                                                                               48%
       NORTH AMERICA                                       WESTERN EUROPE


          54%                                                     41%                                     8%
                                                                                                                         CENTRAL
                                                                                                                         ASIA

                                                                                       19%
                                                                                                                                 23%
          28%                                                                      MIDDLE EAST
                                                                                                                                   ASIA
   CENTRAL AMERICA
                                                                            5%                                                                          OCEANIA

                           36%                                             AFRICA                                                                       35%
                     SOUTH AMERICA




                SOURCES: BASED ON THE LATEST FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD (AS AT JAN 2013), COMPARED TO DATA FROM THE US CENSUS BUREAU (JAN 2013)   7
It’s not just the total number of users that’s impressive though.
 Facebook reports that more than half its users sign in every day,
  while ComScore data indicates that, worldwide, people spend a
 combined average of more than 10 hours each month using the
top social channels. Indeed, social media have become so popular
 that they are now responsible for more than 1 minute in every 6
    spent on the internet – more than any other kind of activity.
                                        SOURCES: COMSCORE; FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD   8
AVERAGE TIME SPENT ON SOCIAL MEDIA SITES



                                                                 TUMBLR: 89 MINS                                 PINTEREST: 89 MINS


                                                                                     TWITTER:                                        LINKEDIN:
                                                                                     21 MINS                                         17 MINS

                                                                              MYSPACE:                                        GOOGLE+:
    FACEBOOK: 405 MINS                                                        8 MINS                                          3 MINS


              SOURCE: COMSCORE, AS CITED IN THE WALL STREET JOURNAL. DATA REPRESENTS THE AVERAGE TIME SPENT ON EACH SITE WORLDWIDE, NOT INCLUDING MOBILE USAGE   9
Social media are a global phenomenon too: Facebook has users
   in more than 200 countries, with India, Indonesia, Brazil and
   Mexico all in the top 5. China’s QQ messaging platform alone
claims more than 710 million registered users. What’s more, with
interest in social media driving internet adoption in many parts of
 the developing world, we can expect continued growth in the use
            of social platforms over the coming months.
                                                          SOURCES: SITE-REPORTED FIGURES   10
JAN
  2013          SOCIAL NETWORKS BY REGISTERED USERS
    FACEBOOK                                                                                               1,000 M

       QZONE                                                      712 M

TENCENT WEIBO                           507 M

      TWITTER                           500 M

     GOOGLE+                            500 M

   SINA WEIBO                   400 M

     PENGYOU            246 M

       HABBO            230 M

   VKONTAKTE         196 M

                                                SOURCES: BASED ON FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD   11
DEBUNKING SOME
SOCIAL MEDIA MYTHS
                     12
“SOCIAL MEDIA WILL REPLACE
               ALL ADVERTISING MEDIA”
This assertion continues to surface even in leading business
  literature, but it’s unlikely that social media will actually
replace anything. Rather, social media are simply one more
       – albeit very powerful – addition to the array of
     communications channels at the marketer’s disposal.
                                                                  13
$0

             “SOCIAL MEDIA ARE FREE”
   This is another common misconception. The media
 space itself may be considerably cheaper than it would
   be in newspapers or on TV, but the time involved in
creating effective content and interacting with audiences
means social channels still require financial investment.
                                                            14
“MARKETING HAS NO PLACE IN SOCIAL MEDIA”
    Marketers that try to shoe-horn interruptive
advertising into social channels may believe this to
 be so, but brands that strive to add value to their
audiences’ world will often find that their activities
    are actually very welcome in social media.
                                                         15
SO HOW CAN BRANDS
HARNESS SOCIAL MEDIA?
                        16
If marketers are to seize the opportunities offered by social media,
  they must first decide what they will use it for. Will it simply be
 another advertising channel? Is there an opportunity to use social
   media to deliver real-time customer service? Could the brand
     generate revenue directly through social media channels?
 Only once these questions have been answered should marketers
         start to plan their specific social media activities.
                                                                        17
COMMON BUSINESS USES OF SOCIAL MEDIA
MARKETING                                                                                                                                             57%

INTERNAL COLLABORATION AND LEARNING                                                        39%

CUSTOMER SERVICE AND SUPPORT                              29%

SALES                                        25%

HUMAN RESOURCES                 21%

STRATEGY          16%

R&D            14%

OTHER                                                            31%


                        SOURCE: EMARKETER. ‘SOCIAL MEDIA’ INCLUDE SOCIAL NETWORKS, BLOGS, CHAT, DISCUSSION BOARDS, MICROBLOGS, RATINGS, VIDEO SHARING SITES AND WIKIS.   18
10
THE!


‘COMMENDMENTS’
                 19
1: FOCUS ON PEOPLE, NOT TECHNOLOGY
Social media marketing is not a digital discipline – it’s a human discipline that
is powered by digital channels. Platforms like Facebook, Twitter, and Pinterest
have all achieved success by satisfying our desire to connect and interact with
other people, but no matter how impressive it is, the technology is only ever a
means to an end. So, in order for brands to ensure lasting relevance and
engagement in social media, it’s critical that marketers build social media
strategies around people’s motivations, not the platforms’ technology.

                                                                                    20
2: BUILD CONVERSATIONS, NOT CAMPAIGNS
Broadcast advertising works much like a pick-up line: it’s a great way to make
an introduction and capture people’s interest. However, it’s very difficult to build
a long-term relationship with pick-up lines alone. Social media allow marketers
to engage audiences beyond introductions and deliver more meaningful
exchanges of value. These exchanges are often smaller and less spectacular than
traditional advertising, but – just like in a good marriage – these smaller
interactions add up over time to form the basis of a much deeper relationship.

                                                                                       21
“ Content is not king. If I sent you to a desert island
  and gave you the choice of taking your friends or
your movies, you'd choose your friends - if you chose
 the movies, we'd call you a sociopath. Conversation
   is king. Content is just something to talk about.
                                                             “
                                             Cory Doctorow


                                                                 22
3: CONTENT IS A MEANS, NOT AN END
Social media content is less about creating a stand-alone spectacle, and more
about inspiring and fueling on-going conversations. Because of this, content can
take on different forms and roles: activities like asking questions, posting simple
pictures, or even sharing links to third-party content can all help to engage an
audience. However, it’s critical that this content all contributes towards a broader
‘conversation agenda’, and marketers need to give special attention to
sequencing different activities to ensure conversations evolve as desired.

                                                                                       23
4: ADD VALUE TO THE AUDIENCE’S LIFE
A brand’s social media activity has to compete with a wide variety of compelling
content: updates from family and friends, entertainment, news, and activity from
other brands. Because of this, the interruptive ‘broadcast’ approach no longer
works. Instead, brands must consistently deliver activities that engage the
audience – activities that people will actively seek out, and choose to share with
others. Critically, brands need to add real value to the audience’s life by going
beyond statements about product attributes to understand the benefits that
matter to the audience, and finding relevant ways to bring these benefits to life.

                                                                                     24
5: LISTENING IS THE NEW SHOUTING
People use social networks to talk about the things that matter to them. In doing
so, they share a wealth of information: their interests, their habits, their moods;
even their brand preferences. This publicly available information is often worth
just as much as – and sometimes more than – traditional market research.
Critically, it can help marketers to understand which platforms their audiences
use, and why. This understanding can then inform a powerful, multi-channel
strategy that engages people in different ways at different times.

                                                                                      25
6: SPREAD THE WORD
It’s unlikely that people will accidentally stumble upon a brand’s social media
presence, so raising awareness of social media activities is a key part of success.
Advertising is a perfectly legitimate way of getting the word out to the intended
audience, but it’s vital that it demonstrates how the brand’s social media
activities will add value to the intended audience’s life. Simply inviting people to
‘Like’ a page is rarely enough; people need to understand what they’ll get in
return for their time and effort.

                                                                                       26
7: ALWAYS BE PREPARED
Social media provide frequent reminders that you can’t please all of the people
all of the time. Most brands will need to deal with discontent at some point or
other, so marketers should prepare for such situations in advance. Similarly,
brands should allow for nice surprises too, and have plans in place to capitalise
on social serendipity and unexpected opportunities. A clear ‘3As Process’ – alert,
assess, act – can help marketers prepare for these situations, ensuring the right
people can deliver the right responses in the right places at the right times.

                                                                                     27
8: MEASURE YOUR PROGRESS
Social media marketing is a business investment, and marketers must be able to
demonstrate how it adds value to the brand’s bottom line. Social media ROI is
not restricted to increasing sales though; improving the frequency of referrals,
reducing the cost of customer service, and even helping to track competitor
activity are all ways in which social media can contribute to a brand’s overall
success. Measuring ROI needn’t be complicated either; simple before-and-after
measurements of metrics tied to original objectives can provide rich insights into
whether activities are delivering on expectations.

                                                                                     28
9: OPTIMISE AS YOU GO
Unlike the ‘ready, aim, fire’ paradigm of broadcast media, social media offer
marketers the opportunity to stop, start, or change elements of their activities in
real-time, depending on the audience’s response (or lack thereof). As a result,
marketers can adopt a ‘test-and-learn’ approach, trialling different approaches
and adapting their strategy based on their results. Consequently, regular
reporting should play a key part in any social media strategy.

                                                                                      29
“    You can’t hurry love,
  No, you just have to wait;
    Love don’t come easy,
It’s a game of give and take
                 The Supremes (1966)
                                       “
                                           30
10: BE IN IT FOR THE LONG TERM
Deep, meaningful relationships take time to build, and marketers need to take
things at a pace that the audience is comfortable with. Sometimes the audience
will initiate the conversation, but other times, it may take many months to build
the desired momentum. Either way, brands can’t achieve lasting success in social
media by dipping in and out; they must adopt a long-term, committed
approach. This usually involves building a dedicated social media team –
whether internally, or with the help of a partner agency – that can take
advantage of every social opportunity, however unexpected, tactical or transitory.

                                                                                     31
1.     FOCUS ON PEOPLE, NOT TECHNOLOGY
2.     BUILD CONVERSATIONS, NOT CAMPAIGNS
3.     USE CONTENT AS A MEANS, NOT AS AN END
4.     ADD VALUE TO THE AUDIENCE’S LIFE
5.     LISTENING IS THE NEW SHOUTING
6.     SPREAD THE WORD
7.     ALWAYS BE PREPARED
8.     MEASURE YOUR PROGRESS
9.     OPTIMISE AS YOU GO
10.    BE IN IT FOR THE LONG TERM

                                               32
SO HOW CAN YOU GET STARTED WITH
STRATEGIC SOCIAL MEDIA MARKETING?
                                    33
8STEPS TO
STRATEGIC
 SUCCESS
            34
STEP 1: DEFINE YOUR
BUSINESS OBJECTIVES

                      35
STEP 2: MONITOR AND INTERPRET
YOUR AUDIENCE’S CONVERSATIONS

                                 36
STEP 3: UNDERSTAND YOUR
 AUDIENCE’S MOTIVATIONS

                          37
STEP 4: IDENTIFY HOW YOUR BRAND CAN
ADD VALUE TO YOUR AUDIENCE’S WORLD

                                      38
STEP 5: SELECT
YOUR PLATFORMS

                  39
STEP 6: STRATEGISE
YOUR CONTENT APPROACH

                        40
STEP 7: TEST
AND LEARN

               41
STEP 8: RINSE
 AND REPEAT

                42
8
    1: SET YOUR OBJECTIVES
    2: MONITOR CONVERSATIONS
    3: UNDERSTAND MOTIVATIONS
    4: IDENTIFY HOW TO ADD VALUE
    5: SELECT YOUR PLATFORMS
    6: STRATEGISE YOUR APPROACH
    7: TEST AND LEARN
    8: RINSE AND REPEAT


                                   43
FIND OUT MORE AT
 WEARESOCIAL.SG

                   44
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
  WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
 WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
  DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
  IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
  TOO, CALL SIMON KEMP ON +65 9146 5356, OR
     EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
      FIND OUT MORE AT WEARESOCIAL.SG.
WE ARE SOCIAL SINGAPORE
        @WEARESOCIALSG
          +65 9146 5356
SAYHELLO@WEARESOCIAL.SG
         WEARESOCIAL.SG

More Related Content

What's hot

Digital 2020 Spain (January 2020) v01
Digital 2020 Spain (January 2020) v01Digital 2020 Spain (January 2020) v01
Digital 2020 Spain (January 2020) v01
DataReportal
 
Digital 2016 United Kingdom (January 2016)
Digital 2016 United Kingdom (January 2016)Digital 2016 United Kingdom (January 2016)
Digital 2016 United Kingdom (January 2016)
DataReportal
 
Digital 2011 Thailand (December 2011)
Digital 2011 Thailand (December 2011)Digital 2011 Thailand (December 2011)
Digital 2011 Thailand (December 2011)
DataReportal
 
Social, Digital & Mobile in The Middle East, North Africa & Turkey
Social, Digital & Mobile in The Middle East, North Africa & TurkeySocial, Digital & Mobile in The Middle East, North Africa & Turkey
Social, Digital & Mobile in The Middle East, North Africa & Turkey
We Are Social Singapore
 
VIetnam Digital Landscape 2018
VIetnam Digital Landscape 2018VIetnam Digital Landscape 2018
VIetnam Digital Landscape 2018
Đức Lê
 
Digital 2015 China (August 2015)
Digital 2015 China (August 2015)Digital 2015 China (August 2015)
Digital 2015 China (August 2015)
DataReportal
 
Digital 2017 Burundi (January 2017)
Digital 2017 Burundi (January 2017)Digital 2017 Burundi (January 2017)
Digital 2017 Burundi (January 2017)
DataReportal
 
Digital 2018 Democratic Republic Of The Congo (January 2018)
Digital 2018 Democratic Republic Of The Congo (January 2018)Digital 2018 Democratic Republic Of The Congo (January 2018)
Digital 2018 Democratic Republic Of The Congo (January 2018)
DataReportal
 
Digital 2015 China (January 2015)
Digital 2015 China (January 2015)Digital 2015 China (January 2015)
Digital 2015 China (January 2015)
DataReportal
 
Digital 2017 Saint Lucia (January 2017)
Digital 2017 Saint Lucia (January 2017)Digital 2017 Saint Lucia (January 2017)
Digital 2017 Saint Lucia (January 2017)
DataReportal
 
We Are Social’s Guide to Social, Digital and Mobile in Pakistan (2nd Edition,...
We Are Social’s Guide to Social, Digital and Mobile in Pakistan (2nd Edition,...We Are Social’s Guide to Social, Digital and Mobile in Pakistan (2nd Edition,...
We Are Social’s Guide to Social, Digital and Mobile in Pakistan (2nd Edition,...
We Are Social Singapore
 
Digital 2017 South Sudan (January 2017)
Digital 2017 South Sudan (January 2017)Digital 2017 South Sudan (January 2017)
Digital 2017 South Sudan (January 2017)
DataReportal
 
Digital 2021 April Global Statshot Report v01
Digital 2021 April Global Statshot Report v01Digital 2021 April Global Statshot Report v01
Digital 2021 April Global Statshot Report v01
DataReportal
 
SocialLife4 - UK Social Media Usage Trends - July 2014
SocialLife4 - UK Social Media Usage Trends - July 2014SocialLife4 - UK Social Media Usage Trends - July 2014
SocialLife4 - UK Social Media Usage Trends - July 2014
Harris Interactive UK
 
Digital 2018 Luxembourg (January 2018)
Digital 2018 Luxembourg (January 2018)Digital 2018 Luxembourg (January 2018)
Digital 2018 Luxembourg (January 2018)
DataReportal
 
Digital 2017 Southeast Asia (January 2017)
Digital 2017 Southeast Asia (January 2017)Digital 2017 Southeast Asia (January 2017)
Digital 2017 Southeast Asia (January 2017)
DataReportal
 
Digital 2017 Jamaica (January 2017)
Digital 2017 Jamaica (January 2017)Digital 2017 Jamaica (January 2017)
Digital 2017 Jamaica (January 2017)
DataReportal
 
Digital 2016 Germany (January 2016)
Digital 2016 Germany (January 2016)Digital 2016 Germany (January 2016)
Digital 2016 Germany (January 2016)
DataReportal
 
Digital 2017 Honduras (January 2017)
Digital 2017 Honduras (January 2017)Digital 2017 Honduras (January 2017)
Digital 2017 Honduras (January 2017)
DataReportal
 
Cambodia Digital Communications (August 2015)
Cambodia Digital Communications (August 2015)Cambodia Digital Communications (August 2015)
Cambodia Digital Communications (August 2015)
Kenshi Arai
 

What's hot (20)

Digital 2020 Spain (January 2020) v01
Digital 2020 Spain (January 2020) v01Digital 2020 Spain (January 2020) v01
Digital 2020 Spain (January 2020) v01
 
Digital 2016 United Kingdom (January 2016)
Digital 2016 United Kingdom (January 2016)Digital 2016 United Kingdom (January 2016)
Digital 2016 United Kingdom (January 2016)
 
Digital 2011 Thailand (December 2011)
Digital 2011 Thailand (December 2011)Digital 2011 Thailand (December 2011)
Digital 2011 Thailand (December 2011)
 
Social, Digital & Mobile in The Middle East, North Africa & Turkey
Social, Digital & Mobile in The Middle East, North Africa & TurkeySocial, Digital & Mobile in The Middle East, North Africa & Turkey
Social, Digital & Mobile in The Middle East, North Africa & Turkey
 
VIetnam Digital Landscape 2018
VIetnam Digital Landscape 2018VIetnam Digital Landscape 2018
VIetnam Digital Landscape 2018
 
Digital 2015 China (August 2015)
Digital 2015 China (August 2015)Digital 2015 China (August 2015)
Digital 2015 China (August 2015)
 
Digital 2017 Burundi (January 2017)
Digital 2017 Burundi (January 2017)Digital 2017 Burundi (January 2017)
Digital 2017 Burundi (January 2017)
 
Digital 2018 Democratic Republic Of The Congo (January 2018)
Digital 2018 Democratic Republic Of The Congo (January 2018)Digital 2018 Democratic Republic Of The Congo (January 2018)
Digital 2018 Democratic Republic Of The Congo (January 2018)
 
Digital 2015 China (January 2015)
Digital 2015 China (January 2015)Digital 2015 China (January 2015)
Digital 2015 China (January 2015)
 
Digital 2017 Saint Lucia (January 2017)
Digital 2017 Saint Lucia (January 2017)Digital 2017 Saint Lucia (January 2017)
Digital 2017 Saint Lucia (January 2017)
 
We Are Social’s Guide to Social, Digital and Mobile in Pakistan (2nd Edition,...
We Are Social’s Guide to Social, Digital and Mobile in Pakistan (2nd Edition,...We Are Social’s Guide to Social, Digital and Mobile in Pakistan (2nd Edition,...
We Are Social’s Guide to Social, Digital and Mobile in Pakistan (2nd Edition,...
 
Digital 2017 South Sudan (January 2017)
Digital 2017 South Sudan (January 2017)Digital 2017 South Sudan (January 2017)
Digital 2017 South Sudan (January 2017)
 
Digital 2021 April Global Statshot Report v01
Digital 2021 April Global Statshot Report v01Digital 2021 April Global Statshot Report v01
Digital 2021 April Global Statshot Report v01
 
SocialLife4 - UK Social Media Usage Trends - July 2014
SocialLife4 - UK Social Media Usage Trends - July 2014SocialLife4 - UK Social Media Usage Trends - July 2014
SocialLife4 - UK Social Media Usage Trends - July 2014
 
Digital 2018 Luxembourg (January 2018)
Digital 2018 Luxembourg (January 2018)Digital 2018 Luxembourg (January 2018)
Digital 2018 Luxembourg (January 2018)
 
Digital 2017 Southeast Asia (January 2017)
Digital 2017 Southeast Asia (January 2017)Digital 2017 Southeast Asia (January 2017)
Digital 2017 Southeast Asia (January 2017)
 
Digital 2017 Jamaica (January 2017)
Digital 2017 Jamaica (January 2017)Digital 2017 Jamaica (January 2017)
Digital 2017 Jamaica (January 2017)
 
Digital 2016 Germany (January 2016)
Digital 2016 Germany (January 2016)Digital 2016 Germany (January 2016)
Digital 2016 Germany (January 2016)
 
Digital 2017 Honduras (January 2017)
Digital 2017 Honduras (January 2017)Digital 2017 Honduras (January 2017)
Digital 2017 Honduras (January 2017)
 
Cambodia Digital Communications (August 2015)
Cambodia Digital Communications (August 2015)Cambodia Digital Communications (August 2015)
Cambodia Digital Communications (August 2015)
 

Viewers also liked

Social Brands: Communities Have More Value Than Platforms
Social Brands: Communities Have More Value Than PlatformsSocial Brands: Communities Have More Value Than Platforms
Social Brands: Communities Have More Value Than Platforms
We Are Social Singapore
 
We Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is CaringWe Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is Caring
We Are Social Singapore
 
Find Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing
Find Your SoLoMoJo - Location-Based Mobile Social and The Future of MarketingFind Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing
Find Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing
We Are Social Singapore
 
Global Social Media For Brands
Global Social Media For BrandsGlobal Social Media For Brands
Global Social Media For Brands
We Are Social Singapore
 
We Are Social - Making Friends & Influencing People (2014)
We Are Social - Making Friends & Influencing People (2014)We Are Social - Making Friends & Influencing People (2014)
We Are Social - Making Friends & Influencing People (2014)
We Are Social Singapore
 
From Second Screen to Multi-Screen: We Are Social's Guide to Social Screens
From Second Screen to Multi-Screen: We Are Social's Guide to Social ScreensFrom Second Screen to Multi-Screen: We Are Social's Guide to Social Screens
From Second Screen to Multi-Screen: We Are Social's Guide to Social Screens
We Are Social Singapore
 
The Disruption Of Interruption
The Disruption Of InterruptionThe Disruption Of Interruption
The Disruption Of Interruption
We Are Social Singapore
 
We Are Social's Guide To Building A Connected Strategy
We Are Social's Guide To Building A Connected StrategyWe Are Social's Guide To Building A Connected Strategy
We Are Social's Guide To Building A Connected Strategy
We Are Social Singapore
 
Social Media Crisis Management
Social Media Crisis ManagementSocial Media Crisis Management
Social Media Crisis Management
We Are Social Singapore
 
What Makes A Great Brand?
What Makes A Great Brand?What Makes A Great Brand?
What Makes A Great Brand?
We Are Social Singapore
 
Social Media For Travel Brands
Social Media For Travel BrandsSocial Media For Travel Brands
Social Media For Travel Brands
We Are Social Singapore
 
We Are Social presents Social Brands: The eBook
We Are Social presents Social Brands: The eBookWe Are Social presents Social Brands: The eBook
We Are Social presents Social Brands: The eBook
We Are Social Singapore
 
Digital in 2017: Australia, New Zealand & The Pacific
Digital in 2017: Australia, New Zealand & The PacificDigital in 2017: Australia, New Zealand & The Pacific
Digital in 2017: Australia, New Zealand & The Pacific
We Are Social Singapore
 
We Are Social Presents The Social Marketing Mix
We Are Social Presents The Social Marketing MixWe Are Social Presents The Social Marketing Mix
We Are Social Presents The Social Marketing Mix
We Are Social Singapore
 
Digital in 2017: Central Asia
Digital in 2017: Central AsiaDigital in 2017: Central Asia
Digital in 2017: Central Asia
We Are Social Singapore
 
Listen, Learn, Earn: We Are Social's Guide to Social Listening
Listen, Learn, Earn: We Are Social's Guide to Social ListeningListen, Learn, Earn: We Are Social's Guide to Social Listening
Listen, Learn, Earn: We Are Social's Guide to Social Listening
We Are Social Singapore
 
Digital in 2017: Eastern Europe
Digital in 2017: Eastern EuropeDigital in 2017: Eastern Europe
Digital in 2017: Eastern Europe
We Are Social Singapore
 
Digital in 2017: Western Asia
Digital in 2017: Western AsiaDigital in 2017: Western Asia
Digital in 2017: Western Asia
We Are Social Singapore
 
Digital in 2017: Southern Asia
Digital in 2017: Southern AsiaDigital in 2017: Southern Asia
Digital in 2017: Southern Asia
We Are Social Singapore
 
Digital in 2017: Northern Europe
Digital in 2017: Northern EuropeDigital in 2017: Northern Europe
Digital in 2017: Northern Europe
We Are Social Singapore
 

Viewers also liked (20)

Social Brands: Communities Have More Value Than Platforms
Social Brands: Communities Have More Value Than PlatformsSocial Brands: Communities Have More Value Than Platforms
Social Brands: Communities Have More Value Than Platforms
 
We Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is CaringWe Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is Caring
 
Find Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing
Find Your SoLoMoJo - Location-Based Mobile Social and The Future of MarketingFind Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing
Find Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing
 
Global Social Media For Brands
Global Social Media For BrandsGlobal Social Media For Brands
Global Social Media For Brands
 
We Are Social - Making Friends & Influencing People (2014)
We Are Social - Making Friends & Influencing People (2014)We Are Social - Making Friends & Influencing People (2014)
We Are Social - Making Friends & Influencing People (2014)
 
From Second Screen to Multi-Screen: We Are Social's Guide to Social Screens
From Second Screen to Multi-Screen: We Are Social's Guide to Social ScreensFrom Second Screen to Multi-Screen: We Are Social's Guide to Social Screens
From Second Screen to Multi-Screen: We Are Social's Guide to Social Screens
 
The Disruption Of Interruption
The Disruption Of InterruptionThe Disruption Of Interruption
The Disruption Of Interruption
 
We Are Social's Guide To Building A Connected Strategy
We Are Social's Guide To Building A Connected StrategyWe Are Social's Guide To Building A Connected Strategy
We Are Social's Guide To Building A Connected Strategy
 
Social Media Crisis Management
Social Media Crisis ManagementSocial Media Crisis Management
Social Media Crisis Management
 
What Makes A Great Brand?
What Makes A Great Brand?What Makes A Great Brand?
What Makes A Great Brand?
 
Social Media For Travel Brands
Social Media For Travel BrandsSocial Media For Travel Brands
Social Media For Travel Brands
 
We Are Social presents Social Brands: The eBook
We Are Social presents Social Brands: The eBookWe Are Social presents Social Brands: The eBook
We Are Social presents Social Brands: The eBook
 
Digital in 2017: Australia, New Zealand & The Pacific
Digital in 2017: Australia, New Zealand & The PacificDigital in 2017: Australia, New Zealand & The Pacific
Digital in 2017: Australia, New Zealand & The Pacific
 
We Are Social Presents The Social Marketing Mix
We Are Social Presents The Social Marketing MixWe Are Social Presents The Social Marketing Mix
We Are Social Presents The Social Marketing Mix
 
Digital in 2017: Central Asia
Digital in 2017: Central AsiaDigital in 2017: Central Asia
Digital in 2017: Central Asia
 
Listen, Learn, Earn: We Are Social's Guide to Social Listening
Listen, Learn, Earn: We Are Social's Guide to Social ListeningListen, Learn, Earn: We Are Social's Guide to Social Listening
Listen, Learn, Earn: We Are Social's Guide to Social Listening
 
Digital in 2017: Eastern Europe
Digital in 2017: Eastern EuropeDigital in 2017: Eastern Europe
Digital in 2017: Eastern Europe
 
Digital in 2017: Western Asia
Digital in 2017: Western AsiaDigital in 2017: Western Asia
Digital in 2017: Western Asia
 
Digital in 2017: Southern Asia
Digital in 2017: Southern AsiaDigital in 2017: Southern Asia
Digital in 2017: Southern Asia
 
Digital in 2017: Northern Europe
Digital in 2017: Northern EuropeDigital in 2017: Northern Europe
Digital in 2017: Northern Europe
 

Similar to We Are Social Presents: Making Friends & Influencing People (2nd Edition)

Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
Stephan Nanni
 
Social Media for Sustainable Enterprise by @JoeyShepp
Social Media for Sustainable Enterprise by @JoeySheppSocial Media for Sustainable Enterprise by @JoeyShepp
Social Media for Sustainable Enterprise by @JoeyShepp
Earthsite
 
Working Wikily presentation at The Hub
Working Wikily presentation at The HubWorking Wikily presentation at The Hub
Working Wikily presentation at The Hub
Noah Flower
 
We Are Social's Guide to Social, Digital and Mobile Around the World (Feb 2013)
We Are Social's Guide to Social, Digital and Mobile Around the World (Feb 2013)We Are Social's Guide to Social, Digital and Mobile Around the World (Feb 2013)
We Are Social's Guide to Social, Digital and Mobile Around the World (Feb 2013)
We Are Social Singapore
 
May2012 tendencias socialmedia
May2012 tendencias socialmediaMay2012 tendencias socialmedia
May2012 tendencias socialmedia
Oscar Rojas
 
MRM Japan Social Seminar public domain
MRM Japan Social Seminar public domainMRM Japan Social Seminar public domain
MRM Japan Social Seminar public domain
MRM Japan
 
Social media as I know
Social media as I knowSocial media as I know
Social media as I know
Ammar Mohammed
 
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
Lumen Consulting
 
Making Friends and Influencing People
Making Friends and Influencing PeopleMaking Friends and Influencing People
Making Friends and Influencing People
Evgeny Tsarkov
 
Global media snapshot
Global media snapshotGlobal media snapshot
Global media snapshot
Marcello Mari
 
Use of social media by business journalists
Use of social media by business journalistsUse of social media by business journalists
Use of social media by business journalists
Rachelle Spero
 
We Are Social's Guide to Social, Digital and Mobile in Vietnam Dec 2011
We Are Social's Guide to Social, Digital and Mobile in Vietnam Dec 2011We Are Social's Guide to Social, Digital and Mobile in Vietnam Dec 2011
We Are Social's Guide to Social, Digital and Mobile in Vietnam Dec 2011
We Are Social Singapore
 
2011 Brunswick Study on the Use of Social Media Among Business Journalists
2011 Brunswick Study on the Use of Social Media Among Business Journalists2011 Brunswick Study on the Use of Social Media Among Business Journalists
2011 Brunswick Study on the Use of Social Media Among Business Journalists
Brunswick Group
 
How the Internet is Redesigning Business by @JoeyShepp
How the Internet is Redesigning Business by @JoeySheppHow the Internet is Redesigning Business by @JoeyShepp
How the Internet is Redesigning Business by @JoeyShepp
Earthsite
 
MBA in Social Media by @JoeyShepp of @Earthsite
MBA in Social Media by @JoeyShepp of @EarthsiteMBA in Social Media by @JoeyShepp of @Earthsite
MBA in Social Media by @JoeyShepp of @Earthsite
Earthsite
 
Productive Social-Marketing
Productive Social-MarketingProductive Social-Marketing
Productive Social-Marketing
Path of the Blue Eye Project
 
Productive social-marketing
Productive social-marketingProductive social-marketing
Productive social-marketing
Evgeny Tsarkov
 
The Gather Project: A Review of Healthcare Social Media 10.10
The Gather Project: A Review of Healthcare Social Media 10.10The Gather Project: A Review of Healthcare Social Media 10.10
The Gather Project: A Review of Healthcare Social Media 10.10
Peter Levitan & Co.
 
Sustainable Media - How Social Media is the Ultimate Sustainability Technolog...
Sustainable Media - How Social Media is the Ultimate Sustainability Technolog...Sustainable Media - How Social Media is the Ultimate Sustainability Technolog...
Sustainable Media - How Social Media is the Ultimate Sustainability Technolog...
Earthsite
 
No2 Wrappingyourheadaroundsocialmedia 091026232118 Phpapp02
No2 Wrappingyourheadaroundsocialmedia 091026232118 Phpapp02No2 Wrappingyourheadaroundsocialmedia 091026232118 Phpapp02
No2 Wrappingyourheadaroundsocialmedia 091026232118 Phpapp02
chris hall
 

Similar to We Are Social Presents: Making Friends & Influencing People (2nd Edition) (20)

Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social Media for Sustainable Enterprise by @JoeyShepp
Social Media for Sustainable Enterprise by @JoeySheppSocial Media for Sustainable Enterprise by @JoeyShepp
Social Media for Sustainable Enterprise by @JoeyShepp
 
Working Wikily presentation at The Hub
Working Wikily presentation at The HubWorking Wikily presentation at The Hub
Working Wikily presentation at The Hub
 
We Are Social's Guide to Social, Digital and Mobile Around the World (Feb 2013)
We Are Social's Guide to Social, Digital and Mobile Around the World (Feb 2013)We Are Social's Guide to Social, Digital and Mobile Around the World (Feb 2013)
We Are Social's Guide to Social, Digital and Mobile Around the World (Feb 2013)
 
May2012 tendencias socialmedia
May2012 tendencias socialmediaMay2012 tendencias socialmedia
May2012 tendencias socialmedia
 
MRM Japan Social Seminar public domain
MRM Japan Social Seminar public domainMRM Japan Social Seminar public domain
MRM Japan Social Seminar public domain
 
Social media as I know
Social media as I knowSocial media as I know
Social media as I know
 
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
 
Making Friends and Influencing People
Making Friends and Influencing PeopleMaking Friends and Influencing People
Making Friends and Influencing People
 
Global media snapshot
Global media snapshotGlobal media snapshot
Global media snapshot
 
Use of social media by business journalists
Use of social media by business journalistsUse of social media by business journalists
Use of social media by business journalists
 
We Are Social's Guide to Social, Digital and Mobile in Vietnam Dec 2011
We Are Social's Guide to Social, Digital and Mobile in Vietnam Dec 2011We Are Social's Guide to Social, Digital and Mobile in Vietnam Dec 2011
We Are Social's Guide to Social, Digital and Mobile in Vietnam Dec 2011
 
2011 Brunswick Study on the Use of Social Media Among Business Journalists
2011 Brunswick Study on the Use of Social Media Among Business Journalists2011 Brunswick Study on the Use of Social Media Among Business Journalists
2011 Brunswick Study on the Use of Social Media Among Business Journalists
 
How the Internet is Redesigning Business by @JoeyShepp
How the Internet is Redesigning Business by @JoeySheppHow the Internet is Redesigning Business by @JoeyShepp
How the Internet is Redesigning Business by @JoeyShepp
 
MBA in Social Media by @JoeyShepp of @Earthsite
MBA in Social Media by @JoeyShepp of @EarthsiteMBA in Social Media by @JoeyShepp of @Earthsite
MBA in Social Media by @JoeyShepp of @Earthsite
 
Productive Social-Marketing
Productive Social-MarketingProductive Social-Marketing
Productive Social-Marketing
 
Productive social-marketing
Productive social-marketingProductive social-marketing
Productive social-marketing
 
The Gather Project: A Review of Healthcare Social Media 10.10
The Gather Project: A Review of Healthcare Social Media 10.10The Gather Project: A Review of Healthcare Social Media 10.10
The Gather Project: A Review of Healthcare Social Media 10.10
 
Sustainable Media - How Social Media is the Ultimate Sustainability Technolog...
Sustainable Media - How Social Media is the Ultimate Sustainability Technolog...Sustainable Media - How Social Media is the Ultimate Sustainability Technolog...
Sustainable Media - How Social Media is the Ultimate Sustainability Technolog...
 
No2 Wrappingyourheadaroundsocialmedia 091026232118 Phpapp02
No2 Wrappingyourheadaroundsocialmedia 091026232118 Phpapp02No2 Wrappingyourheadaroundsocialmedia 091026232118 Phpapp02
No2 Wrappingyourheadaroundsocialmedia 091026232118 Phpapp02
 

More from We Are Social Singapore

Facebook Engagement Insights & Benchmarks (v01)
Facebook Engagement Insights & Benchmarks (v01)Facebook Engagement Insights & Benchmarks (v01)
Facebook Engagement Insights & Benchmarks (v01)
We Are Social Singapore
 
Digital in 2018: Q3 Global Digital Statshot
Digital in 2018: Q3 Global Digital StatshotDigital in 2018: Q3 Global Digital Statshot
Digital in 2018: Q3 Global Digital Statshot
We Are Social Singapore
 
2018 Q2 Global Digital Statshot
2018 Q2 Global Digital Statshot2018 Q2 Global Digital Statshot
2018 Q2 Global Digital Statshot
We Are Social Singapore
 
Global Digital Statshot Q3 2017
Global Digital Statshot Q3 2017Global Digital Statshot Q3 2017
Global Digital Statshot Q3 2017
We Are Social Singapore
 
Social Selling Action Plan
Social Selling Action PlanSocial Selling Action Plan
Social Selling Action Plan
We Are Social Singapore
 
Marketing To The Machines: Why Algorithms Are Our Destiny
Marketing To The Machines: Why Algorithms Are Our DestinyMarketing To The Machines: Why Algorithms Are Our Destiny
Marketing To The Machines: Why Algorithms Are Our Destiny
We Are Social Singapore
 
Global Digital Statshot Q2 2017
Global Digital Statshot Q2 2017Global Digital Statshot Q2 2017
Global Digital Statshot Q2 2017
We Are Social Singapore
 
2017 Digital Yearbook
2017 Digital Yearbook2017 Digital Yearbook
2017 Digital Yearbook
We Are Social Singapore
 
Digital in 2017: Northern America
Digital in 2017: Northern AmericaDigital in 2017: Northern America
Digital in 2017: Northern America
We Are Social Singapore
 
Digital in 2017: Central America
Digital in 2017: Central AmericaDigital in 2017: Central America
Digital in 2017: Central America
We Are Social Singapore
 
Digital in 2017: The Caribbean
Digital in 2017: The CaribbeanDigital in 2017: The Caribbean
Digital in 2017: The Caribbean
We Are Social Singapore
 
Digital in 2017: South America
Digital in 2017: South AmericaDigital in 2017: South America
Digital in 2017: South America
We Are Social Singapore
 
Digital in 2017: Western Europe
Digital in 2017: Western EuropeDigital in 2017: Western Europe
Digital in 2017: Western Europe
We Are Social Singapore
 
Digital in 2017: Southern Europe
Digital in 2017: Southern EuropeDigital in 2017: Southern Europe
Digital in 2017: Southern Europe
We Are Social Singapore
 
Digital in 2017: Northern Africa
Digital in 2017: Northern AfricaDigital in 2017: Northern Africa
Digital in 2017: Northern Africa
We Are Social Singapore
 
Digital in 2017: Western Africa
Digital in 2017: Western AfricaDigital in 2017: Western Africa
Digital in 2017: Western Africa
We Are Social Singapore
 
Digital in 2017: Middle Africa
Digital in 2017: Middle AfricaDigital in 2017: Middle Africa
Digital in 2017: Middle Africa
We Are Social Singapore
 
Digital in 2017: Eastern Africa
Digital in 2017: Eastern AfricaDigital in 2017: Eastern Africa
Digital in 2017: Eastern Africa
We Are Social Singapore
 
Digital in 2017: Southern Africa
Digital in 2017: Southern AfricaDigital in 2017: Southern Africa
Digital in 2017: Southern Africa
We Are Social Singapore
 
Digital in 2017: Southeast Asia
Digital in 2017: Southeast AsiaDigital in 2017: Southeast Asia
Digital in 2017: Southeast Asia
We Are Social Singapore
 

More from We Are Social Singapore (20)

Facebook Engagement Insights & Benchmarks (v01)
Facebook Engagement Insights & Benchmarks (v01)Facebook Engagement Insights & Benchmarks (v01)
Facebook Engagement Insights & Benchmarks (v01)
 
Digital in 2018: Q3 Global Digital Statshot
Digital in 2018: Q3 Global Digital StatshotDigital in 2018: Q3 Global Digital Statshot
Digital in 2018: Q3 Global Digital Statshot
 
2018 Q2 Global Digital Statshot
2018 Q2 Global Digital Statshot2018 Q2 Global Digital Statshot
2018 Q2 Global Digital Statshot
 
Global Digital Statshot Q3 2017
Global Digital Statshot Q3 2017Global Digital Statshot Q3 2017
Global Digital Statshot Q3 2017
 
Social Selling Action Plan
Social Selling Action PlanSocial Selling Action Plan
Social Selling Action Plan
 
Marketing To The Machines: Why Algorithms Are Our Destiny
Marketing To The Machines: Why Algorithms Are Our DestinyMarketing To The Machines: Why Algorithms Are Our Destiny
Marketing To The Machines: Why Algorithms Are Our Destiny
 
Global Digital Statshot Q2 2017
Global Digital Statshot Q2 2017Global Digital Statshot Q2 2017
Global Digital Statshot Q2 2017
 
2017 Digital Yearbook
2017 Digital Yearbook2017 Digital Yearbook
2017 Digital Yearbook
 
Digital in 2017: Northern America
Digital in 2017: Northern AmericaDigital in 2017: Northern America
Digital in 2017: Northern America
 
Digital in 2017: Central America
Digital in 2017: Central AmericaDigital in 2017: Central America
Digital in 2017: Central America
 
Digital in 2017: The Caribbean
Digital in 2017: The CaribbeanDigital in 2017: The Caribbean
Digital in 2017: The Caribbean
 
Digital in 2017: South America
Digital in 2017: South AmericaDigital in 2017: South America
Digital in 2017: South America
 
Digital in 2017: Western Europe
Digital in 2017: Western EuropeDigital in 2017: Western Europe
Digital in 2017: Western Europe
 
Digital in 2017: Southern Europe
Digital in 2017: Southern EuropeDigital in 2017: Southern Europe
Digital in 2017: Southern Europe
 
Digital in 2017: Northern Africa
Digital in 2017: Northern AfricaDigital in 2017: Northern Africa
Digital in 2017: Northern Africa
 
Digital in 2017: Western Africa
Digital in 2017: Western AfricaDigital in 2017: Western Africa
Digital in 2017: Western Africa
 
Digital in 2017: Middle Africa
Digital in 2017: Middle AfricaDigital in 2017: Middle Africa
Digital in 2017: Middle Africa
 
Digital in 2017: Eastern Africa
Digital in 2017: Eastern AfricaDigital in 2017: Eastern Africa
Digital in 2017: Eastern Africa
 
Digital in 2017: Southern Africa
Digital in 2017: Southern AfricaDigital in 2017: Southern Africa
Digital in 2017: Southern Africa
 
Digital in 2017: Southeast Asia
Digital in 2017: Southeast AsiaDigital in 2017: Southeast Asia
Digital in 2017: Southeast Asia
 

We Are Social Presents: Making Friends & Influencing People (2nd Edition)

  • 1. MAKING FRIENDS AND INFLUENCING PEOPLE WE ARE SOCIAL’S GUIDE TO SOCIAL MEDIA MARKETING we are social • JANUARY 2013
  • 2. 2
  • 3. MAKING FRIENDS AND INFLUENCING PEOPLE SOCIAL MEDIA DEFINED THE STATE OF SOCIAL MEDIA DEBUNKING SOCIAL MEDIA MYTHS HOW CAN MARKETERS HARNESS SOCIAL MEDIA? USES OF SOCIAL MEDIA FOR BUSINESS THE 10 ‘COMMENDMENTS’ 8 STEPS TO STRATEGIC SUCCESS FINDING OUT MORE 3
  • 4. ?! WHAT EXACTLY ARE SOCIAL MEDIA? 4
  • 5. Social media are internet-powered platforms that make it easy for individuals, groups of people, and organisations to“ converse and participate with one another in a wide variety of social activities. 5
  • 6. The concept of social media has been around for thousands of years – even early cavemen wrote on each other’s walls. However, the internet has scaled social media to a whole new level. Today, more than 1.7 billion people around the world have signed up to a social network, and that number is still increasing by more than half a million every day. SOURCES: BASED ON FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD 6
  • 7. JAN 2013 SOCIAL MEDIA PENETRATION EASTERN EUROPE 48% NORTH AMERICA WESTERN EUROPE 54% 41% 8% CENTRAL ASIA 19% 23% 28% MIDDLE EAST ASIA CENTRAL AMERICA 5% OCEANIA 36% AFRICA 35% SOUTH AMERICA SOURCES: BASED ON THE LATEST FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD (AS AT JAN 2013), COMPARED TO DATA FROM THE US CENSUS BUREAU (JAN 2013) 7
  • 8. It’s not just the total number of users that’s impressive though. Facebook reports that more than half its users sign in every day, while ComScore data indicates that, worldwide, people spend a combined average of more than 10 hours each month using the top social channels. Indeed, social media have become so popular that they are now responsible for more than 1 minute in every 6 spent on the internet – more than any other kind of activity. SOURCES: COMSCORE; FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD 8
  • 9. AVERAGE TIME SPENT ON SOCIAL MEDIA SITES TUMBLR: 89 MINS PINTEREST: 89 MINS TWITTER: LINKEDIN: 21 MINS 17 MINS MYSPACE: GOOGLE+: FACEBOOK: 405 MINS 8 MINS 3 MINS SOURCE: COMSCORE, AS CITED IN THE WALL STREET JOURNAL. DATA REPRESENTS THE AVERAGE TIME SPENT ON EACH SITE WORLDWIDE, NOT INCLUDING MOBILE USAGE 9
  • 10. Social media are a global phenomenon too: Facebook has users in more than 200 countries, with India, Indonesia, Brazil and Mexico all in the top 5. China’s QQ messaging platform alone claims more than 710 million registered users. What’s more, with interest in social media driving internet adoption in many parts of the developing world, we can expect continued growth in the use of social platforms over the coming months. SOURCES: SITE-REPORTED FIGURES 10
  • 11. JAN 2013 SOCIAL NETWORKS BY REGISTERED USERS FACEBOOK 1,000 M QZONE 712 M TENCENT WEIBO 507 M TWITTER 500 M GOOGLE+ 500 M SINA WEIBO 400 M PENGYOU 246 M HABBO 230 M VKONTAKTE 196 M SOURCES: BASED ON FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD 11
  • 13. “SOCIAL MEDIA WILL REPLACE ALL ADVERTISING MEDIA” This assertion continues to surface even in leading business literature, but it’s unlikely that social media will actually replace anything. Rather, social media are simply one more – albeit very powerful – addition to the array of communications channels at the marketer’s disposal. 13
  • 14. $0 “SOCIAL MEDIA ARE FREE” This is another common misconception. The media space itself may be considerably cheaper than it would be in newspapers or on TV, but the time involved in creating effective content and interacting with audiences means social channels still require financial investment. 14
  • 15. “MARKETING HAS NO PLACE IN SOCIAL MEDIA” Marketers that try to shoe-horn interruptive advertising into social channels may believe this to be so, but brands that strive to add value to their audiences’ world will often find that their activities are actually very welcome in social media. 15
  • 16. SO HOW CAN BRANDS HARNESS SOCIAL MEDIA? 16
  • 17. If marketers are to seize the opportunities offered by social media, they must first decide what they will use it for. Will it simply be another advertising channel? Is there an opportunity to use social media to deliver real-time customer service? Could the brand generate revenue directly through social media channels? Only once these questions have been answered should marketers start to plan their specific social media activities. 17
  • 18. COMMON BUSINESS USES OF SOCIAL MEDIA MARKETING 57% INTERNAL COLLABORATION AND LEARNING 39% CUSTOMER SERVICE AND SUPPORT 29% SALES 25% HUMAN RESOURCES 21% STRATEGY 16% R&D 14% OTHER 31% SOURCE: EMARKETER. ‘SOCIAL MEDIA’ INCLUDE SOCIAL NETWORKS, BLOGS, CHAT, DISCUSSION BOARDS, MICROBLOGS, RATINGS, VIDEO SHARING SITES AND WIKIS. 18
  • 20. 1: FOCUS ON PEOPLE, NOT TECHNOLOGY Social media marketing is not a digital discipline – it’s a human discipline that is powered by digital channels. Platforms like Facebook, Twitter, and Pinterest have all achieved success by satisfying our desire to connect and interact with other people, but no matter how impressive it is, the technology is only ever a means to an end. So, in order for brands to ensure lasting relevance and engagement in social media, it’s critical that marketers build social media strategies around people’s motivations, not the platforms’ technology. 20
  • 21. 2: BUILD CONVERSATIONS, NOT CAMPAIGNS Broadcast advertising works much like a pick-up line: it’s a great way to make an introduction and capture people’s interest. However, it’s very difficult to build a long-term relationship with pick-up lines alone. Social media allow marketers to engage audiences beyond introductions and deliver more meaningful exchanges of value. These exchanges are often smaller and less spectacular than traditional advertising, but – just like in a good marriage – these smaller interactions add up over time to form the basis of a much deeper relationship. 21
  • 22. “ Content is not king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends - if you chose the movies, we'd call you a sociopath. Conversation is king. Content is just something to talk about. “ Cory Doctorow 22
  • 23. 3: CONTENT IS A MEANS, NOT AN END Social media content is less about creating a stand-alone spectacle, and more about inspiring and fueling on-going conversations. Because of this, content can take on different forms and roles: activities like asking questions, posting simple pictures, or even sharing links to third-party content can all help to engage an audience. However, it’s critical that this content all contributes towards a broader ‘conversation agenda’, and marketers need to give special attention to sequencing different activities to ensure conversations evolve as desired. 23
  • 24. 4: ADD VALUE TO THE AUDIENCE’S LIFE A brand’s social media activity has to compete with a wide variety of compelling content: updates from family and friends, entertainment, news, and activity from other brands. Because of this, the interruptive ‘broadcast’ approach no longer works. Instead, brands must consistently deliver activities that engage the audience – activities that people will actively seek out, and choose to share with others. Critically, brands need to add real value to the audience’s life by going beyond statements about product attributes to understand the benefits that matter to the audience, and finding relevant ways to bring these benefits to life. 24
  • 25. 5: LISTENING IS THE NEW SHOUTING People use social networks to talk about the things that matter to them. In doing so, they share a wealth of information: their interests, their habits, their moods; even their brand preferences. This publicly available information is often worth just as much as – and sometimes more than – traditional market research. Critically, it can help marketers to understand which platforms their audiences use, and why. This understanding can then inform a powerful, multi-channel strategy that engages people in different ways at different times. 25
  • 26. 6: SPREAD THE WORD It’s unlikely that people will accidentally stumble upon a brand’s social media presence, so raising awareness of social media activities is a key part of success. Advertising is a perfectly legitimate way of getting the word out to the intended audience, but it’s vital that it demonstrates how the brand’s social media activities will add value to the intended audience’s life. Simply inviting people to ‘Like’ a page is rarely enough; people need to understand what they’ll get in return for their time and effort. 26
  • 27. 7: ALWAYS BE PREPARED Social media provide frequent reminders that you can’t please all of the people all of the time. Most brands will need to deal with discontent at some point or other, so marketers should prepare for such situations in advance. Similarly, brands should allow for nice surprises too, and have plans in place to capitalise on social serendipity and unexpected opportunities. A clear ‘3As Process’ – alert, assess, act – can help marketers prepare for these situations, ensuring the right people can deliver the right responses in the right places at the right times. 27
  • 28. 8: MEASURE YOUR PROGRESS Social media marketing is a business investment, and marketers must be able to demonstrate how it adds value to the brand’s bottom line. Social media ROI is not restricted to increasing sales though; improving the frequency of referrals, reducing the cost of customer service, and even helping to track competitor activity are all ways in which social media can contribute to a brand’s overall success. Measuring ROI needn’t be complicated either; simple before-and-after measurements of metrics tied to original objectives can provide rich insights into whether activities are delivering on expectations. 28
  • 29. 9: OPTIMISE AS YOU GO Unlike the ‘ready, aim, fire’ paradigm of broadcast media, social media offer marketers the opportunity to stop, start, or change elements of their activities in real-time, depending on the audience’s response (or lack thereof). As a result, marketers can adopt a ‘test-and-learn’ approach, trialling different approaches and adapting their strategy based on their results. Consequently, regular reporting should play a key part in any social media strategy. 29
  • 30. You can’t hurry love, No, you just have to wait; Love don’t come easy, It’s a game of give and take The Supremes (1966) “ 30
  • 31. 10: BE IN IT FOR THE LONG TERM Deep, meaningful relationships take time to build, and marketers need to take things at a pace that the audience is comfortable with. Sometimes the audience will initiate the conversation, but other times, it may take many months to build the desired momentum. Either way, brands can’t achieve lasting success in social media by dipping in and out; they must adopt a long-term, committed approach. This usually involves building a dedicated social media team – whether internally, or with the help of a partner agency – that can take advantage of every social opportunity, however unexpected, tactical or transitory. 31
  • 32. 1.  FOCUS ON PEOPLE, NOT TECHNOLOGY 2.  BUILD CONVERSATIONS, NOT CAMPAIGNS 3.  USE CONTENT AS A MEANS, NOT AS AN END 4.  ADD VALUE TO THE AUDIENCE’S LIFE 5.  LISTENING IS THE NEW SHOUTING 6.  SPREAD THE WORD 7.  ALWAYS BE PREPARED 8.  MEASURE YOUR PROGRESS 9.  OPTIMISE AS YOU GO 10.  BE IN IT FOR THE LONG TERM 32
  • 33. SO HOW CAN YOU GET STARTED WITH STRATEGIC SOCIAL MEDIA MARKETING? 33
  • 35. STEP 1: DEFINE YOUR BUSINESS OBJECTIVES 35
  • 36. STEP 2: MONITOR AND INTERPRET YOUR AUDIENCE’S CONVERSATIONS 36
  • 37. STEP 3: UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS 37
  • 38. STEP 4: IDENTIFY HOW YOUR BRAND CAN ADD VALUE TO YOUR AUDIENCE’S WORLD 38
  • 39. STEP 5: SELECT YOUR PLATFORMS 39
  • 40. STEP 6: STRATEGISE YOUR CONTENT APPROACH 40
  • 41. STEP 7: TEST AND LEARN 41
  • 42. STEP 8: RINSE AND REPEAT 42
  • 43. 8 1: SET YOUR OBJECTIVES 2: MONITOR CONVERSATIONS 3: UNDERSTAND MOTIVATIONS 4: IDENTIFY HOW TO ADD VALUE 5: SELECT YOUR PLATFORMS 6: STRATEGISE YOUR APPROACH 7: TEST AND LEARN 8: RINSE AND REPEAT 43
  • 44. FIND OUT MORE AT WEARESOCIAL.SG 44
  • 45. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  • 46. WE ARE SOCIAL SINGAPORE @WEARESOCIALSG +65 9146 5356 SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG