Download - SMSS SF 2014 Adriana Llames Kogelis
@adrianallames
Trends in Online Social Behavior: Walk out ready to Ship Your Pants!
Social Media Strategies Summit | September 2014
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Grab your customers attention - make them laugh, cry, scare them!
http://www.youtube.com/watch?v=I03UmJbK0lA
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agenda
• WTH | who the heck am i • #Trends
– Real-Time Marketing – Social Customer Service – Moms, Grandmas & Grandmaster Flash
• #NetworkDuJour – Hottest New Networks – Networks To Watch
• #EyeOnSocial • Visual Social Media
• Q & A
CONFIDENTIAL – do not reproduce without written permission
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#WTH Adriana Llames Kogelis
•Division Vice President, Social Media & Online Customer Experience, Sears Holdings •2x Small Business Owner, Digital Media & Personal Branding Business
•Published Author, Career Sudoku: 9 Ways to Win the Job Search Game • Contributing Author, Social@Scale
•Featured Expert on ABC News, WGN News, CNNMoney.com, CBS News.com, Fox Business.com, Yahoo!, HuffingtonPost, Forbes.com
• Bachelor’s Degree in Business Management, Continuing Ed @ HBS • Mom, Henry Winston
CONFIDENTIAL – do not reproduce without written permission
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TREND: Real time marketing is like big data, multifaceted and tricky to define
500 words on this new Real Time
marketing thing by midday.
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3 Ways to Win at Real-Time Marketing
Oreo’s Dark Dunk during Super Bowl XLVII Retweeted 15K times
CONFIDENTIAL – do not reproduce without written permission
• Engage social listening: To inform
marketing decisions
• Use analytics to quickly meet customer needs: H&R Block analyzes how
customers talk and builds content in real-time
• Mix it up: At 2013 Int’l CES, Sprint used pre-
planned content and created on-the-fly content as the event was happening
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TREND: 67% of Customers Use Social for Service
3 Ways to Win with Social Service
CONFIDENTIAL – do not reproduce without written permission
1. Create Separate Service Profiles
2. Clearly sign-on and off @AskAmex
3. Be Human @Zappos_Service
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Trend: Embrace mobile to reach moms and Facebook to reach 55+
• 55+ grew 80.4% in the past 3 yrs. on Facebook : just ask Hip-Hop
artist Grandmaster Flash
• 79% of moms use their smartphone for social media: Twitter & FB app download heaven
• Leverage targeted FB ads: – Custom Audiences
– FBX
– Newsfeed ads (mobile)
– Video
– Website custom audiences
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Snap Coupons to College Students & Send Vine Videos on Weekends
• Snapchat: 77% of college students
use it daily; 58% are likely to buy from a brand that sends them a coupon – 60MM+ total users; 30MM active mo. Users
– 400MM Snaps per day
– Ideal for fashion, food, travel, sports
• Vine: How to stand out from a text-
filled Twitter feed in 6-seconds – 40+ MM total users
– 5 vines are tweets/second
– Weekends are most popular
– Brands can be fun, engaging and creative
https://vine.co/v/hxiOv2nHXjp
@adrianallames
Engage Women on Pinterest & Teens on Instagram
• Pinterest: Share compelling content
& post consistently; authentic images – 70MM total users; 40MM mo. active users
– 80% users are female
– 70% of engagement is by users v. brands
– Ideal for travel, fashion, health, lifestyle
• Instagram: Share compelling content
& post consistently; authentic images – 200MM monthly active users
– 50MM new users in the past 6 mos.
– 20B photos shared
– 23% teens call this their favorite network
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2015: Social Networks to Watch
Medium
Chirp
Thumb.it
Pheed
Digital thought blog developed by Evan Williams, co-creator of Twitter
Mobile:Mobile messages/chirps – good for location-based marketing
Crowdsourcing for opinions on anything from outfits to marketing ideas
Content monetization network w/5MM users; acquired by Mobli for $20MM
@adrianallames
#EyeOnSocial: Engaging Visually
1. Inspiration w/out being pushy
2. 67% of customers consider images carry more weight than ratings or product info
3. 60% customers more likely to click on images
4. Posts w/visuals receive 94% more page visits & engagement
5. 90% of info transmitted to brain is visual
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2 Ways to Generate Visual Content
Brand designed & shared Brand & User Generated and Shared (Chute)
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Q & A
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