01.Key trends in social media


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1/6 Social media marketing: Key trends in Malaysia

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01.Key trends in social media

  1. 1. Social Media Marketing 1
  2. 2. Learning Objectives 1. To learn about a variety of social media tools to help us listen, connect, add value and measure. 2. To identify a strategy for roll-out of social media in my organisation. 3. To learn from successful social media practitioners and organisations. 4. To understand how to use social media tools to nurture a community of fans and followers. 2
  3. 3. Module 1: Key Trends in Social Media 3
  4. 4. Twitter in action: Plane crash! http://www.youtube.com/watch?v=imDFSnklB0k 4
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  6. 6. From Twitter to Front page 6
  7. 7. Lessons • 1-PERSON: A single person with a smartphone can make a huge impact globally • 2-WAY: Some characteristics of social media: speed, amplification, pass-along value, archival, offers instant feedback and more engagement • LIKE-ME: People care more when it’s someone “like me”: more human, more real, more visual, more believable, more authentic 7
  8. 8. Costa Concordia 8
  9. 9. "In a short period of time the Concordia ship will pass very close. A big greeting to 9 my brother who finally gets to have a holiday….” Facebook update of sister to head-waiter of ship
  10. 10. Hero vs Villain 10
  11. 11. It’s not the tools or the technology, it’s the story 11
  12. 12. The Internet circa 1993 12
  13. 13. Internet in 2014 13
  14. 14. The Old Media World 14
  15. 15. The New Media World Press Community Investors Customers Employees MESSAGES Competitors Prospects Analysts Partners 15
  16. 16. Newsmakers have gone social 16
  17. 17. 17
  18. 18. 18
  19. 19. Classic Branson stunt 19
  20. 20. Arby’s tweet at Grammys 2014 20
  21. 21. Celebs have reach + influence Twitter: @LisaSurihani : 1,993,233 Followers @Shaheizy_Sam : 1,475,740 Followers Facebook Fan Page: Lisa Surihani : 2,880,184 likes Shaheizy Sam : 1,632,897 likes Twitter: @bharianmy @StarOnline @hmetromy @umonline @sinaronline : 660,465 Followers : 318,551 Followers : 209,323 Followers : 147,718 Followers : 116,768 Followers Facebook Fan Page: Berita Harian : 1,010,932 likes Utusan Online : 865,215 likes Sinar Harian : 761,339 likes Harian Metro : 726,043 likes TheStarOnline : 116,504 likes * As of Feb 3, 2014 21
  22. 22. Force 1: Rise of access *Mobile penetration: 146.1% **Internet penetration: 60.7% 22 *Source: Malaysia, Q3, 2013, MCMC **Internetworldstats.com
  23. 23. Force 2: Media fragmentation Mass media >>> Masses of niche media Opinion forming elite • One-way, one-to-many • Sole or few sources dictating schedules and headlines from topdown. • Very little engagement or feedback encouraged and even these are edited. Here it is, you decide • Many-to-many • Bloggers, tweeters, podcasters, aggregators, producers, commenters post in near real-time • Many sources engage in the conversation from grassroots-level. 23
  24. 24. Force 3: Diverse media options Then Now Word-of-mouse Word-of-mouth Email Print: eg. news, direct mail, Websites, Forums, Chat rooms newsletters, magazines Blogs eg.Wordpress, Blogger, Tumblr Broadcast: TV, radio Social networks Advertising eg. Facebook, LinkedIn, G+ Public relations Microblogging eg. Twitter Telephone Video-sharing eg. YouTube Direct Mail Podcasts Contests Mobile apps eg. iPhone, Android, iPad, Tablets Research reports Video chat eg. Skype, Facetime, Face-to-face Hangout Search Engine Marketing Viral marketing 24
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  26. 26. What’s social media? One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio…. 26 26
  27. 27. …it’s people connecting online 27
  28. 28. What is social networking and social media? • Social networking in Plain English http://www.youtube.com/watch?v=6a_KF7TYKVc • Social media in Plain English http://www.youtube.com/watch?v=MpIOClX1jPE Copyright: Lee & Sachi LeFever, CommonCraft.com 28
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  30. 30. Where Is Everyone? F. L. Y. T. B. G. 30
  31. 31. Why social media? • 1.11b active users* • Malaysia: >13.6 million** • 225m active users • Malaysia: >1.162m • 1b unique users/month • 4 billion views daily • 72hrs of video uploaded/1 min • 554m users+ • Malaysia: 1.128 million++ • > 200m bloggers • > 300m active users • Malaysia: ? Sources: *Facebook.com (Mar, 2013) **Socialbakers.com (March, 2013), +StatisticBrain(May 2012), ++ForestInteractive, Linkedin, YouTube 31
  32. 32. Why social media? 1. What our peers say about you matters - we trust what our friends say about your brand online 2. Online recommendations translate into purchases - MarketingProfs survey: 73% learn about a product online and 51% purchase a product based on an online recommendation. 3. You must provide a great customer experience 4. Permission is key - People who like a brand on Facebook, follow a brand on Twitter are more likely to buy and recommend. 5. Social Media Marketing is a commitment - You must listen and respond. Be consistent, patient. 32
  33. 33. Can we ignore social media? 33
  34. 34. There will be consequences… 34
  35. 35. 1. You won't know what people are saying about you The conversation is taking place anyway. You can choose to participate or you can ignore it, but people are talking -- even when you're not listening. 35
  36. 36. 2. You won't know what's going on Listening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7.  If you listen to your market, you'll be able to anticipate customer needs, make better products, improve services and hear what's wrong with what you are currently delivering. 36
  37. 37. 3. No one knows the real you • Someone may already be squatting on your brand and spewing false corporate messages • If you don't secure your brand accounts on Twitter, Facebook, no one will know if it's real or fake.  Get out there with your own voice and establish a reputation for authenticity and truth - it's a lot harder for someone else to hijack your brand. 37
  38. 38. 4. When you need a voice, you won't have any credibility • Typically, organizations only think of a blog or a Twitter account, after a crisis hits. • Whether you're talking online or off, it takes months – even years – to establish trust in a relationship. • You need to start the conversation in order to start making deposits in the bank of trust. Then when you need it, the credibility will be there. 38
  39. 39. 5. You're giving away a competitive advantage • Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you. • They may get the feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can. 39
  40. 40. Why use social media? “Fish where the fish are!” Users are spend more time in social networks rather than portals or destination sites. Reach more people: Introduce new users to your services or products through conversation Spread your message and agenda: Embed on blogs, social networks, video sites proactively 40
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  42. 42. 4-step social media guidance Step 1: Listen What are people saying about your brand online? Who’s saying what? Who comments and responds? What they say and how they say it. 42
  43. 43. Step 2: Connect Make friends – one at a time Participate in conversations and find your voice Observe comments and reactions, if any Do not dominate the conversations! 43
  44. 44. 2/3 of the economy now influenced by personal recommendations – McKinsey&Co 44
  45. 45. Step 3: Add value Find unique and genuine ways to reach out to help. Bring authority and credibility to the conversation. Do not flood streams with marketing messages! 45
  46. 46. Step 4: Measure Track pageviews, unique visitors, downloads, embeds, subscribers, followers, fans Cost savings, sales and call-to-actions Weigh sentiment, positive vs negative comments, issues resolved, feedback received 46
  47. 47. Key trends in social media marekting in 2014 • • • • • Mobile first Visual: Rise of videos, photos H2H: Humanizing the experience wins ROI: right content, right context = $ Community management going in-house, round-the-clock monitoring is the reality. • Early days yet, big corporations still make blunders 47