Before we go into the types of social media, lets take the temperature of the room, see what I have to work with…So I now have an idea of where you are at in terms of doing, lets see how you react to the sentiment:
When you were first told about social media and its use in marketing did it seems something like this?
Start with some scary facts. Companies are restructuring marketing departments to make DM, Brand and PR teams report into Social Media teams to support the social marketing efforts.
If the market doesn’t believe your adverts, your marketing then how do you build credibility in the market?
Establish your brand as a thought leader. How will be explored later. Don’t worry, it won’t hurt nor will it involve wearing a stupid hat
It’s not rubbish, look at the influencers on this chart.From the 2nd influencer the COMPANY is not influencing the decision if it isn’t in the social space.As an individual, what kind of things do you do when purchasing something? Ask your mates, read reviews – what about “peer recommendations”
76% of consumers don’t believe adverts. They think companies lie. Which companies do you think li? Microsoft, more on them later…Big impact on companies. Trust is huge and it’s a tenants of social media movement.
How are we suddenly in this movement? Why is social media, trust and transparency MASSIVE consumer influencers now?We need to travel back a few years and look at 2 things, that first is the development of WOMM and the second is the development of the infrastructure that has allowed social media platforms to become so popular. Don't worry it wont take long and won’t be technical.
They stopped counting at 4000 responses after 6 months - including one from a night clerk at a Vietnamese Hotel.
So what has made this possible?
In recent years we have seen a dramatic growth in the availability and speed of internet connections. By 2012-2014 75% all internet traffic will be via mobile devices.
With access comes use, with use adoption, with adoption comes fluency and when fluent improvements are made and innovations occur.
We all have instant ‘on’ access to the internet. We all now how the opportunity to connect to others via the internet. By why do we connect?
Social media is the natural evolution of both human instinct to connect and technological advances allowing it to happen instantly, globally, and almost always with out barriers to entry.
Social media is the natural evolution of both human instinct to connect and technological advances allowing it to happen instantly, globally, and almost always with out barriers to entry.We’ll take a look at these tenticles, but first we need a vital component
How RSS works – Allows platforms to pull information from each other and ‘parse’ that information and mash it up. An example of that would be Friendfeed.Without RSS social media couldn’t function as well as it does right now.
Aggregators allow you to manage subscriptions to multiple feeds.? How many people use aggregators?
More advanced that an aggregator, in fact you can parse information through the pipes and pull that filtered feed into your aggregator.e.g. Mace excluding pepper spray.
Youtube is the most obvious example of a content community. These are sites that consist of UGC that is in a certain format, e.g. video for youtubeThey
China blogs are up 2 million in 6 months – Source CNNiC
The belief in the City is that MrPeston is so close to the Government that anything he predicts will definitely come to pass - a faith that emerged after he revealed that Lloyds TSB was to buy HBOS several hours before the deal broke. That story was so accurate that the FSA is conducting an insider-dealing investigation, as HBOS shares ramped up minutes before the journalist broke his story.
Whos on linkedin? Who has more than 50 connections?
Sky has twitter correspodant
Twitter is a bit like being in a busy pub, 10s of conversations going on that you can listen too. But with so many taking place at once it can be deafening. So how do we hone in on the conversations we really want to hear and join in?
140 characters to update anyone and everyone about what you are doing. Pointless? Maybe.Play this video: http://www.vimeo.com/757146You can follow specific people so that when you log into twitter you can read their updates without having to search through the millions of tweets to find your friends.
Sky News has a twitter correspondent, much to Guardian’s distain, this is an excerpt from a SKY News internal email announcing the creation of the post.
But they’re way behind CNN. CNN asks people to follow them on Twitter all the time, Mashable reported on that. Then CNN took on Ashton Kutcher and lost, but only just.
This mashup between Google maps and twitter is still running, it famously beat the superbowl in terms of trending on twitter when the blizzard hit the uk!
Intro to social media
a brief introduction to social media<br />or a micro handshake<br />
Yours is a Very Bad Hotel<br />A graphic complaint prepared for:<br />Joseph Cxxx<br />General Manager<br />Lisa Rxxx<br />Front Desk Manager<br />DoubleTree Club Hotel<br />2828 Southwest Freeway<br />Houston, Texas <br />
In the Early Morning Hours ofNovember 15, 2001, at the DoubleTree Club Houston, We Were Treated Very Badly Indeed.<br />We are Tom Farmer and Shane Atchison of Seattle, Washington.<br />We held guaranteed, confirmed reservations at the DoubleTree Club for the night of November 14-15.<br />These rooms were held for late arrival with a major credit card.<br />Tom is a card-carrying Hilton HHonors Gold VIP…<br />Yet when we arrived at 2:00am… we were refused rooms!<br />
Refused Rooms… Even When We’re“Confirmed” and “Guaranteed”?<br />Mike, your Night Clerk, said the only rooms left were off-limits because their plumbing and air-conditioning had broken! <br />He’d given away the last good rooms three hours ago!<br />He’d done nothing about finding us accommodation elsewhere!<br />And he was deeply unapologetic!<br />
Quotations from Night Clerk Mike<br />“Most of our guests don’t arrive<br />at two o’clock in the morning.”<br />-- 2:08 am, November 15, 2001<br />Explaining why it was<br />OUR fault that the DoubleTree Club <br />could not honor our guaranteed reservation <br />
We Discussed With Mike the Meaning of the Term “Guarantee.”<br />guar·an·tee (g r n-t ), n.<br />Something that assures a particular outcome or condition: Lack of interest is a guarantee of failure.<br />A promise or an assurance, especially one given in writing, that attests to the quality or durability of a product or service. <br />A pledge that something will be performed in a specified manner.<br />(Save this for your future reference.)<br />
Mike Didn’t Much Care. <br />He seemed to have been betting that we wouldn’t show up.<br />When we suggested that the least he should have done was line up other rooms for us in advance… Mike bristled! <br />
Quotations from Night Clerk Mike<br />“I have nothing to apologize to you for.”<br />-- 2:10 am, November 15, 2001<br />Explaining why we were wrong<br />to be upset that our “guaranteed” <br />rooms weren’t saved for us <br />
The Career Path of Night Clerk Mike(He peaked last week.)<br />November 15, 2001:<br />Rude Hotel Clerk<br />1995:<br />Subway Sandwich <br />Maker<br />2004:<br />McDonald’s<br />Sandwich Maker<br />1985:<br />Paper Boy<br />2014:<br />Septic Tank<br />Cleaner<br />
Mike Wasn’t Too Optimistic AboutFinding Us a Place to Sleep.<br />2:15 in the morning is a heck of a time to start looking for two spare hotel rooms!<br />Mike slowly started dialing around town.<br />
Quotations from Night Clerk Mike<br />“I don’t know if there ARE any<br />hotel rooms around here… all these<br />hotels are full.”<br />-- 2:12 am, November 15, 2001<br />Just starting to look for alternate <br />accommodation for us, even though he’d filled<br />his own house up by 11:00pm <br />
Mapped Against Other Hospitality Providers, Your<br />DoubleTree Club Fared Badly on November 15, 2001.<br />GROWTH-ORIENTED<br />DESPISES &<br />MISTREATS<br />CUSTOMERS<br />TREATS<br />CUSTOMERS<br />WELL<br />HEADING FOR COLLAPSE<br />
Mike Finally Found Us Rooms Here.<br />Shoney’s Inn & Suites is a dump.<br />It is six miles further away from downtown Houston, which makes a difference in morning rush-hour traffic.<br />Had we wanted to stay at Shoney’s, we would have called them in the first place.<br />We could only get smoking rooms.<br />
The Experience Mike Provided Deviated from Usual Treatment of an HHonors Gold Member.<br />
Even After We Left the DoubleTree Club, Our<br />Troubles Weren’t Over, as This Timeline Shows.<br />Jon, a colleague, was arriving in Houston on an overnight flight and coming to join us at the DoubleTree Club first thing in the morning. As we had to go stay elsewhere, we wrote Jon a note and left it in care of Mike the Night Clerk.<br />
We Are Very Unlikely to Return to theDoubleTree Club Houston.<br />Lifetime chances of dying in a bathtub: 1 in 10,455<br />(National Safety Council)<br />Chance of Earth being ejected from the solar system by the gravitational pull of a passing star: 1 in 2,200,000<br />(University of Michigan)<br />Chance of winning the UK Lottery: 1 in 13,983,816<br />(UK Lottery)<br />Chance of us returning to the DoubleTree Club Houston: worse than any of those<br />(And what are the chances you’d save rooms for us anyway?)<br />
Revenue Lost to the DoubleTree ClubHouston as a Result of our November 15 Incident<br />Calendar<br />2001<br />Calendar<br />2002<br />Shown in U.S. dollars<br />
We’ll Be Sending This Presentationto Promus Properties.<br />And to some friends.<br />We hope they’ll share it with their friends!<br />If you’d like a hard copy, email us at:<br />Bear220@hotmail.com.<br />Good luck!<br />And give our best to Mike!<br />
doesn’t sound that impressive now does it?<br />
Good Social Media<br />Before advert aired;<br />Bubble in rubber market<br />Public blogged, photos/videos<br />Buzz created<br />
After it aired…<br /><ul><li>Generated over 6500 blog links
Tango ‘spoofed’</li></li></ul><li>Feeding the Social media<br />Sony took the “Feed” approach<br />Not push - Here it is, just download it<br />Posted it in every format<br />No copyright actions<br />Result was VERY positive<br />
Bad Social Media<br />Dell Laptop bursts into flames at a conference<br />Delegates take<br />photos/send emails<br />Blogs link to<br />sites hosting the<br />video clips &<br />photos<br />
Bad experience<br />In Dells case they dropped to results page 5<br />22000 batteries recalled<br />1,000,000 faulty power supplies recalled<br />Legal obligation – product recall<br />Purchased Google ADwords<br />Result – Very BAD PR<br />Sony battery<br />
42 mins<br />8.31pm @Guardian:<br />"prevented from identifying the MP who has asked the question, what the question is, which minister might answer it, or where the question is to be found”<br />9.13 pm @RichardWilson:<br />"Any guesses what this is about? My money is on, ahem, #TRAFIGURA!"<br />
Our journey begins…<br />At Microsoft<br />With this man<br />He’s a technological evangelist!<br />
Channel 9<br />1. Channel 9 is all about the conversation. Channel 9 should inspire Microsoft and our customers to talk in an honest and human voice. Channel 9 is not a marketing tool, not a PR tool, not a lead generation tool.<br />2. Be a human being. Channel 9 is a place for us to be ourselves, to share who we are, and for us to learn who our customers are.<br />3. Learn by listening. When our customers speak, learn from them. Don't get defensive, don't argue for the sake of argument. Listen and take what benefits you can to heart.<br />
4. Be smart. Think before you speak, there are some conversations which have no benefit other than to reinforce stereotypes or create negative situations.<br />5. Marketing has no place on Channel 9. When we spend money on Channel 9 the goal is to surprise and delight, not to promote or preach.<br />6. Don't shock the system. Lasting change only happens in baby steps.<br />
7. Know when to turn the mic off. There are some topics which will only result in problems when you discuss them. This has nothing to do with censorship, but with working within the reality of the system that exists in our world today. You will not change anything by taking on legal or financial issues, you will only shock the system, spook the passengers, and create a negative situation.<br />8. Don't be a jerk. Nobody likes mean people.<br />9. Commit to the conversation. Don't stop listening just because you are busy. Don't stop participating because you don't agree with someone. Relationships are not built in a day, be in it for the long haul and we will all reap the benefits as an industry.<br />
I think my favorite paragraph for irony is at the beginning of Chapter 14:<br />"Twenty years from now, people will look back at the blogging tools we use today and smile at how quaint they were. What will have replaced them? <br />We went on to talk about the promise of RSS and something just starting up called podcasting,and we speculated that something called "tagging" showed promise. Forget the 20 years.” <br />
blogs<br /> “A blog (a contraction of the term "web log”) is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order.”<br />182 million in China (2009)<br />54% of internet users<br />113 million English blogs (2008)<br />
"The Twitter phenomenon continues to explode. A phono with an eyewitness in Lahore yesterday came to us through Twitter. Last night's breaking story on the death of a Briton in the Alps came to us from Twitter. The first phone on the Buffalo plane crash came from Twitter. The first photo of the Hudson River rescue came from Twitter. Convinced?”<br />
Digg/Reddit<br />These sites group together news stories (or web pages, or blog entries) based on how many of their users ‘rate’ the content. <br />Every time you publish an online story you can have the option to have your readers rate your story or post<br />
Virtual worlds<br />Second Life is a 3-D virtual world entirely built and owned by its residents<br />Virtual world inhabited a total of 4,325,523 people from around the globe - Avatars<br />Thriving eCommerce environment<br />General Motors, Toyota, Dell, Cisco Systems, Sun Microsystems and Reuters Group<br />American Apparel & Reebok<br />