social media: a practical guide
DESCRIPTION
Social media marketing is a sector surrounded by hype & jargon. This guide aims to cut through all the smoke & mirrors and provide practical examples of how you can use this exciting new channel.TRANSCRIPT
An Introduction To Social Media
James Fraser, @jamesfraserCiarán Norris, @ciaranj baraka27 on flickr
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What are we talking about?
Why should you care?
What does it mean?
How do I do it?
Who’s doing it well?
Agenda
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When to shoot me…
Before we start
4 When to shoot me...
Cambodia4kidsorg on flickr
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What is social media?
What are we talking about?
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Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
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Technologies that allow people to connect with each other and create and share information over the Internet.
Mindshare SocialMedia8
What on earth does that mean?
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Why should you care?
PC
Mobile
9 Twitter Tools
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Why should you care?
• 10 hours of video uploaded to YouTube every minute
• Facebook would be the 5th largest country in the world
• Over 133 million blogs created since 2002
• 15-24 yr olds spend 2.14 billion minutes per month on Bebo
• 800 million photos uploaded to Facebook every month
• Social media sites are 5 of top 10 most popular globally
Sources include TechCrunch, Facebook, Wikipedia, Technorati, Bebo, Alexa
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Why should you care?
• UK are heaviest users of social networks in Europe¹
• 85% have watched a video on a video sharing site
• 66% of internet users in UK read blogs²
• 25% have started a blog²
Sources: ¹ comScore Oct 2007; ² Universal McCann Social Media Tracker Wave 3 March 2008;
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Why should you care?
“I think more positively about companies that have blogs”
33% of global internet universe
Sources: Universal McCann Social Media Tracker Wave 3 March 2008;
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• Blogs/Micro-blogs• Social networks• Social news aggregators• Social bookmarking sites/folksonomies
• Wikis• Video sharing/image sharing sites• Social aggregators
What does it mean?
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A blog (an abridgment of the term web log) is a 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.
Blogs
Somewhere for silly pictures of cats?
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Blogs are just publishing tools
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So forget about blogs and bloggers and blogging and focus on this - the cost and difficulty of publishing absolutely anything, by anyone, into a global medium, just got a whole lot lower. And the effects of that increased pool of potential producers is going to be vast
Clay Shirky, 2004
Blogs
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Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user.
Wikipedia
Micro-Blogs
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Twitter?
That’s just like Facebook updates, right?
Micro-Blogs
Twitter is just a communication tool
Defining social media
• Micro-Blogs
Defining social media
• Micro-Blogs
Defining social media
• Micro-Blogs
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Facebook, MySpace, LinkedIn, Bebo, Orkut
Places where people can talk & share
Social Networks
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Online newspapers where the readers pick the stories and what goes on the front page
Can send large amounts of traffic, useful for talking to certain types of user
Social News Aggregators
Defining social media
• Social news aggregators
Online newspapers where the readers pick the stories and what goes on the front page
Can send large amounts of traffic, useful for talking to certain types of user
Defining social media
• Social news aggregators
Online newspapers where the readers pick the stories and what goes on the front page
Can send large amounts of traffic, useful for talking to certain types of user
Defining social media
• Social news aggregators
Online newspapers where the readers pick the stories and what goes on the front page
Can send large amounts of traffic, useful for talking to certain types of user
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Like an online version of Internet Explorer’s favourites bar.
Allows users to share content: approaching human edited search
Social Bookmarking/Folksonomies
Defining social media
• Social bookmarking sites/folksonomies
Like an online version of your Internet Explorer favourites bar.
Allows users to share content: approaching human edited search
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Collaboratively edited web sites
Made famous by Wikipedia
Wikis
Defining social media
• Social bookmarking sites/folksonomies
Like an online version of your Internet Explorer favourites bar.
Allows users to share content: approaching human edited search
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Sites where people share videos & images, unsurprisingly.
Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.
Video/Image Sharing Sites
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Sites where people share videos & images, unsurprisingly.
Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.
Video/Image Sharing Sites
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Sites where people share videos & images, unsurprisingly.
Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.
Video/Image Sharing Sites
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Sites where people share videos & images, unsurprisingly.
Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.
Video/Image Sharing Sites
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Tools that allow you to centrally manage all of your social profiles.
FriendFeed recently bought by Facebook
Social Aggregators
Why else does this matter?
• Blended search makes it easier for social media content to go mainstream
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Blended search allows social media content to go mainstream
Why Else Does This Matter?
Why else does this matter?
• Blended search makes it easier for social media content to go mainstream
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How Do I Do It?
Planning a social media strategy:
PeopleObjectivesStrategyTechnology
Forrester POST Methodology
•Comment on blogs•Post ratings and reviews
•Use RSS•Tag Web pages
•Read blogs•Watch peer-generated video•Listen to podcasts
•None of these activities
Creators
Critics
Collectors
Joiners
Spectators
Inactive
Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery
•Publish Web page•Publish or maintain blog•Upload video to sites like YouTube
•Use social networking sites
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How Do I Do It?
Why else does this matter?
• Blended search makes it easier for social media content to go mainstream
Case StudiesPhineas H on flickr
Why else does this matter?
• Blended search makes it easier for social media content to go mainstream
Case Studies
Why else does this matter?
• Blended search makes it easier for social media content to go mainstream
Case Studies
Why else does this matter?
• Blended search makes it easier for social media content to go mainstream
Case Studies
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650% uplift in sales
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650% uplift in sales
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650% uplift in sales
100,000 asked for Ubuntu Linux: Dell added
it
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$3 million sales in 18 months
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Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
Who’s getting it right?
• Promote a product that’s been on sale many times before
• Utilise viral elements of social media
• Encourage user interaction
Circa 480,000 followers
Who’s getting it right?
• Promote a product that’s been on sale many times before
• Utilise viral elements of social media
• Encourage user interaction
Who’s getting it right?
• Promote a product that’s been on sale many times before
• Utilise viral elements of social media
• Encourage user interaction
Who’s getting it right?
• Promote a product that’s been on sale many times before
• Utilise viral elements of social media
• Encourage user interaction
Who’s getting it right?
• Promote a product that’s been on sale many times before
• Utilise viral elements of social media
• Encourage user interaction
Who’s getting it right?
• Promote a product that’s been on sale many times before
• Utilise viral elements of social media
• Encourage user interaction
Who’s getting it right?
• Promote a product that’s been on sale many times before
• Utilise viral elements of social media
• Encourage user interaction
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Ryanair’s ‘Apology’
Ryanair can confirm that a Ryanair staff member did engage in a blog discussion.
It is Ryanair policy not to waste time and energy corresponding with idiot bloggers and Ryanair can confirm that it won't be happening again.
Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel
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The Depressing Thing
“Bloggergate”
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Reasons It Goes Wrong
• Profile mismatches
• Lack of defined objectives
• Strategic timidity
• Flawed technology implementation
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Reasons It Goes Wrong
• Profile mismatches
• Lack of defined objectives
• Strategic timidity
• Flawed technology implementation
psd on flickr
