Download - Making Friends and Influencing People
@wearesocialsg • 1 We Are Social
MAKING FRIENDS & INFLUENCING PEOPLE
WE ARE SOCIAL’S GUIDE TO SOCIAL MEDIA MARKETING
we are social
@wearesocialsg • 2 We Are Social
@wearesocialsg • 3 We Are Social
MAKING FRIENDS & 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
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WHAT EXACTLY ARE SOCIAL MEDIA?
?
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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.
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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. Nearly 2 billion
people around the world use social networks every month, and that number is still increasing by hundreds of thousands of people every day.
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TOTAL POPULATION
INTERNET USERS
ACTIVE MOBILE USERS
INTERNET PENETRATION
URBAN
MOBILE USAGE PENETRATION
ACTIVE MOBILE SUBSCRIPTIONS MOBILE SUBSCRIPTION PENETRATION
GLOBAL DATA SNAPSHOT FEB 2014
7,095,476,818
2,640,432,161
1,858,450,660 ACTIVE SOCIAL NETWORK USERS SOCIAL NETWORKING PENETRATION
• Sources: US Census Bureau, InternetWorldStats, CNNIC, IAMAI, Tencent, Facebook, VKontakte, GSMA Intelligence
3,424,960,000
6,966,523,000
RURAL
52% 48%
37%
26%
98%
48%
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It’s not just the 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 more than 10 hours each month using the top social channels. Social media have become so popular that they are now
responsible for more than 1 in every 6 minutes spent on the internet – more than any other kind of activity.
• Sources: Facebook, ComScore
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TIME SPENT ON SOCIAL MEDIA FEB 2014
• Source: GlobalWebIndex
AVERAGE NUMBER OF HOURS PER DAY SPENT BY SOCIAL MEDIA USERS ON ALL SOCIAL CHANNELS
3.4!3.2! 3.2! 3.2! 3.1! 3.1! 3.1!
2.8! 2.8!2.6!
2.4!
2.1! 2.1!2.0! 2.0! 2.0! 1.9!
1.8! 1.8! 1.8! 1.7! 1.7! 1.7! 1.6! 1.6! 1.6!1.5! 1.4! 1.4!
1.3! 1.3!
0.9!
0.5!
PHIL
IPPI
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MEX
ICO
BRAZ
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MAL
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ARG
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SAU
DI A
RABI
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LAN
D
UAE
TURK
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TH A
FRIC
A
IND
ON
ESIA
USA
IND
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ITAL
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NAM
WEI
GH
TED
AV
ERAG
E
RUSS
IA
HO
NG
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CAN
ADA
TAIW
AN
FRAN
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AND
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GAP
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POLA
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UK
AUST
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SPAI
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LAN
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AVERAGE TIME SPENT ON SOCIAL MEDIA SITES
FACEBOOK: 405 MINS
TUMBLR: 89 MINS PINTEREST: 89 MINS
TWITTER: 21 MINS
LINKEDIN: 17 MINS
MYSPACE: 8 MINS
GOOGLE+: 3 MINS
• Source: ComScore, as cited in the Wall Street Journal
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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 QZone platform claims more than 630 million active
users alone. What’s more, with interest in social media driving internet adoption in many parts of the developing world, growth in the use of social
platforms will continue for the foreseeable future.
• Sources: Facebook, Tencent
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ACTIVE USERS BY SOCIAL PLATFORM FEB 2014
• Sources: most recent user data in company press releases, correct as at Feb 2014
SOCIAL NETWORK
MESSENGER / CHAT APP
BASED ON ACCOUNTS THAT HAVE LOGGED IN AT LEAST ONCE IN THE PAST 30 DAYS, IN MILLIONS
1,230 M
816 M
632 M
450 M
300 M
272 M
259 M
232 M
230 M
220 M
QZONE
GOOGLE+
TUMBLR
TENCENT WEIBO
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DEBUNKING SOME SOCIAL MEDIA MYTHS
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This assertion continues to surface, even in leading business literature, but it’s unlikely that social media will ‘replace’ anything.
Rather, social media are simply one more – albeit very powerful – addition to the mix of comms channels at the marketer’s disposal.
“SOCIAL MEDIA WILL REPLACE ADVERTISING”
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This is another common misconception. The media space itself may be considerably
cheaper than that in newspapers or on TV, but the time involved in creating effective content and interacting with audiences means social
channels still require financial investment.
“SOCIAL MEDIA ARE FREE”
$0
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Marketers that try to shoe-horn interruptive advertising approaches into social channels
may believe this to be so, but brands that strive to add value to their audiences’ world will find that their activities are actually very
welcome, and successful, in social media.
“MARKETING HAS NO PLACE IN SOCIAL MEDIA”
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SO HOW CAN BRANDS HARNESS SOCIAL MEDIA?
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If marketers are to seize the opportunities offered by social media, they must first decide what they will use
them for. Will they 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 channels? Only
once these questions have been answered should marketers start to plan specific social media activities.
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COMMON BUSINESS USES OF SOCIAL MEDIA
57% MARKETING
39% INTERNAL COLLABORATION AND LEARNING
29% CUSTOMER SERVICE AND SUPPORT
25% SALES
21% HUMAN RESOURCES
16% STRATEGY
14% R&D
31% OTHER
• Source: eMarketer
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10 ‘COMMENDMENTS’
THE
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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 Sina Weibo 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. 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.
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2: BUILD CONVERSATIONS, NOT CAMPAIGNS Broadcast advertising works 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.
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~ Cory Doctorow
“ 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. ”
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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.
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4: ADD VALUE TO THE AUDIENCE’S LIFE Brands must compete with a variety of compelling content in social media: updates from family and friends, news, games, and entertainment. As a result, the interruptive ‘broadcast’ approach doesn’t work; instead, brands must consistently deliver activities that engage the audience – activities that people will seek out and choose to share with others. Brands need to add real value to their audiences’ lives, by going beyond product attributes to understand what really matters to people, and finding relevant ways to bring these benefits to life.
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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 traditional market research. Critically, it can help marketers to understand which platforms their audiences use, and why. This understanding can inform a powerful, multi-channel strategy that engages people in different ways at different times.
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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.
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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.
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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 helping to track competitor activity are all ways in which social can contribute to a brand’s overall success. Measuring ROI needn’t be complicated either; simple before-and-after measurements of metrics tied to objectives can reveal whether activities are delivering on expectations.
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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.
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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)
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10: BE IN IT FOR THE LONG TERM Meaningful relationships take time to build, and we need to take things at a pace the audience is comfortable with. Sometimes they will initiate the conversation, but other times, it may take 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 includes building a dedicated social team – whether internally, or with a partner agency – that can take advantage of every social opportunity, however unexpected, tactical or transitory.
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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 LOVE 7. ALWAYS BE PREPARED 8. MEASURE YOUR PROGRESS 9. OPTIMISE AS YOU GO 10. BE IN IT FOR THE LONG TERM
10 ‘COMMENDMENTS’
THE
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SO, HOW CAN YOU GET STARTED WITH STRATEGIC SOCIAL MEDIA MARKETING?
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8 STEPS TO
STRATEGIC SUCCESS
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STEP 1: DEFINE YOUR BUSINESS OBJECTIVES
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STEP 2: MONITOR AND INTERPRET YOUR AUDIENCE’S CONVERSATIONS
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STEP 3: UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS
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STEP 4: IDENTIFY HOW YOUR BRAND CAN ADD VALUE TO YOUR AUDIENCE’S WORLD
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STEP 5: SELECT YOUR PLATFORMS
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STEP 6: STRATEGISE YOUR CONTENT APPROACH
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STEP 7: TEST AND LEARN
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STEP 8: RINSE AND REPEAT
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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
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FIND OUT MORE AT WEARESOCIAL.SG
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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 ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT [email protected].
FIND OUT MORE AT WEARESOCIAL.SG.
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WE ARE SOCIAL SINGAPORE
SIMON KEMP, MANAGING DIRECTOR
@WEARESOCIALSG
+65 6423 1051
HTTP://WEARESOCIAL.SG