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News consumed, news distributed


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The aftermath of the Boston marathon bombings showed social media at its best in providing quick, timely information as well as at its worst in helping to feed rumours and misinformation. It also caught a number of brands out who had scheduled, but failed to stop, promotional tweets.

In a talk at the 'Housing Goes Digital' conference, Rabbit's head of content Jim Shaughnessy used Boston and other major news events to show how the Internet has changed the way we consume news, and also how news stories are shaped.

The presentation then goes to show how real-time news leads to real-time marketing, and what this means for brands.

Published in: Business, Technology
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News consumed, news distributed

  1. 1. News Consumed, News DistributedSocial media for brands
  2. 2. Jim ShaughnessyHead of ContentThe Rabbit Agency
  3. 3. Three things you should know about meMy background is intraditional mediaI practise what RabbitpreachI live in a house
  4. 4. How are social media and the internetchanging the way we consume news?How are social media and the internetchanging the way we interact with brandsHow has newsconsumption andcreation changed?How has thisa!ected thecredibility of newssources?Real timemarketingReal timeconsumptionCustomerexpectationSocial mediastrategy
  5. 5. Source: is social media changing the way we consume news?Source: of young people aged16-24 "nd their news onsocial media rather thanthrough search enginesReferrals to the BBC Newswebsite from social mediaincreased 500% between2010 and 2012Social media accounts for18% of all time spentonlineThe fastest growing socialmedia age group is over 55s
  6. 6. Source: Internet as a News SourceInternet news is on the rise whiletraditional news declines
  7. 7. How is social media changing the way we consume news?
  8. 8. Breaking Records for Breaking NewsThe raid on Osama Bin Laden’s compound and hissubsequent death were on social media beforethey reached conventional news websites
  9. 9. Tragedy in Boston: How Did Social Media Respond?
  10. 10. Real Time ReportingWithin seconds, Twitter became a destination forthose looking for news on the ground
  11. 11. Throughout theaftermath, helpfuladvice was dispensedfor those in the area bythose who weren’t
  12. 12. Twitter acted as avital real timechannel for thepolice to appealfor informationand provide newsand advice
  13. 13. According to Topsy, between 2:20AEST and 3:20AEST - before the bombing –the event’s hashtag #BostonMarathon only generated around 2644mentions across social platforms.This number exploded to a staggering 288,021 mentions between 5:20AESTand 6:20AEST. The graph below represents this spike. Source:
  14. 14. The internet rapidly madeitself useful. Google produceda person "nder while localsproduced a collaborativespreadsheet o!eringaccommodation to thosea!ected
  15. 15. Information and MisinformationTwitter users spread the word thatparts of the conventional mediawere reporting falsehoods
  16. 16. this is real time reportingEverything is happening inreal time. News, views andassistance with no need towait for bulletins orreporters
  17. 17. The Rumour MillSource:“A lie can travel halfway around the worldwhile the truth is putting on its shoes.”Local hospitals urgentlyneed blood donorsThere was an additionalexplosion at the JFK LibraryA Muslim with shrapnel woundsis being guarded at BostonHospital as a ‘person of interest’Marathon runners carriedon running to give blood5 explosive devices werefound in totalA number of victimswere survivors of theNewtown massacreAll untrue at the time of posting
  18. 18. The Dark Side of Social“Twitter does its best work in the!rst !ve minutes after a disaster,and its worst in the twelve hoursafter that.” - @rolldiggity
  19. 19. Sensitivity is Imperative
  20. 20. Sensitivity is ImperativeThisThat
  21. 21. How Is Social Media Changing OurRelationships With Brands?
  22. 22. Real time marketingAs with news, real time isan emerging trend inmarketing.
  23. 23. Real time everythingEvery day life is enhancedin real time
  24. 24. We Expect MoreSocial media has given customers greater access to brandsthan ever before. New customer service streams have beencreated, and if you open them you have to keep watch overthemIf a customer complains on Twitter or Facebook, they expecta quick response. If they don’t get it, the results can bedisastrousBrand loyalty is dying in the real world. On social, if you cangenerate the right content, you can create brand loyalty online
  25. 25. Offering Value to a Loyal CommunityWell managed brand pageso!er value - be that dealsor engaging content - thatmaintains brand awarenessvirtually free of chargeIn addition, thiscreates brandadvocacy, loyal fanswho will in$uenceother people to buy
  26. 26. Feedback is ImmediateCustomers aren’t justwaiting until theirexperience is over, they’reusing social mediathroughout.While 80% of Britain’slargest retailers are onTwitter, only 25% respondwhen called out
  27. 27. People Listen to Each OtherSource: of online shopperstrust recommendationsfrom people they know70% of online shopperstrust online reviews92.5% of adults research aproduct online before buyingit in a bricks and mortar store40% of people trust TV ads82% of consumers consideruser generated viewsextremely valuable or valuableA highly rated product willincrease the chances ofpurchase by 55%83.5% of people trust userreviews over critic reviews
  28. 28. Power is in the hand of the consumer likenever before
  29. 29. Have a StrategySource: media shouldn’tbe an afterthought.Before setting up a feedand creating more workfor your sta!, think whyyou might need itBe clear internally;whose job is social?95% of customers willreturn to a brand they’vehad a bad experience withif their issue is solvedquickly and satisfactorilyBy creating a solidcontent strategy, youcan ensure consistentquality over last minuterandomness
  30. 30. Seek Out Feedback and Act On It
  31. 31. Check Your Feeds Regularly• Don’t Tweet while a customer service query is outstanding• Don’t ignore your customers• Don’t argue• Do check at least hourly• Do take a complaint o%ine as soon as possible• Do monitor for mentions of your brand not directly aimed at youDon’tDo
  32. 32. Be Reactive and ProactiveIf you schedule content,keep an eye on the newsMonitor for mentions ofyour company or productsSeek out your brandadvocates and reward them
  33. 33. Thank you@therabbitagency@shaunu!