social media masterclass - university of the arts
TRANSCRIPT
In the next hour or so you will…. Understand Owned, Earned and Bought Media Understand Social Media from POV of Social
Capital & Trust Understand how digital technology is
changing us Understand how to market ethically Understand how a story might work across
platforms. Understand why data is so important in digital
marketing.
Practical Skills How to use Followerwonk to really
understand and audience.
How to tell good social media stories.
How to activate an audience.
It is all about the phones
It is all about the phones.
In the last 24 months this has happened.
• Smartphone penetration is now at 78%(UK).
• People can begin a journey with you from anywhere.
• Mobile and Tablet is the preferred way for new customers to find out about new brands/Events/Ideas.
• Smart phones are the hub of people’s lives. They way they organize themselves. There is a place for you on someone’s phone.
Social Media Apps - CONNECTING
Music Apps - ESCAPING
Organisational Hubs – MANAGING LIFE
What are people using their phones for?
Respite from a busy day Entertainment Info Gathering & Asking Questions Gossip Friendship Sense of connection Chance to feel popular Opportunity to brag
Why do people go on Social Media?
Side Effects of Social
Less able to remember information as we crowd source answers from friends and Google.
We are less able to concentrate if we know we have a message on our phones.
Often what we think of as multi-tasking is in fact just task switching.
Distraction is hindering our ability to process memories and store them long term. (Long term effect unknown)
(Don’t worry this has happened before)
Some side effects
This happened in the 2 months
Amazon Dash- Ariel, Play-doh, Durex and Nerf are amongst the launch buttons - Taking on the SuperMarkets.https://www.theguardian.com/technology/2016/aug/31/amazon-launches-dash-instant-order-internet-of-things-buttons-in-the-ukGoogle News - A new messaging app ‘Allo’ – with a search chatbothttp://www.computerworld.com/article/3123073/mobile-wireless/google-allo.htmlIndia has overtaken the US as the second largest online populationhttp://www.itu.int/en/mediacentre/Pages/2016-PR35.aspxTwitter streams its first live NFL game - Are we in the age of Social Television?https://www.wired.com/2016/09/nfl-twitter-future-live-tv/
Social Media canbe overwhelming
The emptiest vessel makes the loudest noise when banged. African Proverb.
Old broadcast model is brokenThe consumer is in control; interruption just doesn't work any more.Brands that are not relevant will be ignored.Brands need to create situations where people seek to spend time with them.Keywords: explore, learn, share, question and play.Agencies create this time’.By the end of 2007, the forecast is that 50% of all media consumed shall be digital
Marketing 10 years ago – What is still true?
MEGATRENDS
Which is more important?
Data Creativity
The biggest issues in Digital Advertising at the moment.
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The birth of interactivity
140 Character Tweet
6 second Vine
4 Swipe Tinder decision
What do they have in common
Why?
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If the ad before the video content was 6 seconds people watched the content.
If it was 7 seconds people didn’t take a risk on the content.
The birth of the attention economy.
Owned Media.
Bought Media
Earned Media
The impact of phones + social apps
Timeline Attention Span• How long does information
remain in a timeline?
a)Facebookb)Twitterc)Direct Links via Messengerd)Youtube
The attention Economy
The aesthetics of social media form is the fragment
Small Fragments
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Tiny Fragments
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Teeny Weenie Fragments
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Best Practice – Content Length
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Digital Stories
Skillful storytelling on Social Media will increase the likelyhood that a person will
share your content, increasing the likelyhood of your brand being
remembered.
Storytelling...
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We tend to live in the distracted present, where the forces of the periphery are magnified and those of in front of us ignored. Our ability to create, plan, much less follow through on, is undermined by our need to be able to improvise our way through any number of infernal impacts that stand to derail us at any moment.
Douglas Rushkoff
Present Shock
Narrative CollapseThere is no society doesn’t tell stories.
Storytelling is how we transmit value, it has a cultural use.
It creates context. It is comforting and orienting. It helps smooth out obstacles and impediments by recasting them as bumps along the road to some better place.
But
How do we tell stories and convey values without the time required to tell a linear story?
Create a character
Put them in danger
Heighten tension unbearably
Release tension (with a product).
Traditional Narrative Technique
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Douglas Rushkoff
- 'You don't click the remote to change channels because you are bored, but because you are mad. Someone you don't trust is attempting to make you anxious.'
What makes you change TV channels?
You need less contracts. Important when you can’t monitor your
employees work. Trust is especially needed in the creative
industries. Litigation Is less frequent. Less resources to protecting yourself. Tax,
Insurance, bribes or private security. Low trust discourages innovation. More time
to dealing with bad employees, partners etc
Trust
The Trust Curve
Conversations that failed. - Starbucks #Fail
#RaceTogether failed because of (1) poor brand alignment, (2) authenticity deficit (3) poor reaction.
Starbucks #Fail
Your social media brand identity mustrun through every single post
The first step on the Trust Curve The sip pitch. – It is the pitch you can do
whilst someone is taking a sip of their drink.
A sip pitch is always the answer to the question about what you do. Or what your project is.
So what do you do...... Oh me? I ………. It it a good sip pitch it will be intriguing
enough to illicit another question.
Julian Treasure – 2m56s
Finding your voice Part 1 Sound human Tell don’t sell. Avoid corporate speak or fluffy brochure talk Your followers need to feel that there is an
engaged person behind every tweet, post, picture or pin.
Don’t be afraid to have a little personality: everything should sound or read as though it’s something a person would say not a marketing machine.
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Story-Doing
Social Media as a festival which you curate. Each stage is a different social network. Have as much fun as Glastonbury has planning it.
What writers say what you think? What musicians play the music you
play? What games do you enjoy? What magazines do you read? What clothes designers do you wear? What are your leadership ideas? How long does it go on far? What is the climax of the festival?
Who do you programme at the festival?
Quantity clearly isn’t the answer
Quality alone isn’t the answer
Quantity and Quality is the key
What do we do then?
Be against contactless transactions. A brand that masters social media selling becomes human. Making people feel something makes economic sense.
Would you be friends with a person who made you feellike this?
The key is attractionrather thanpromotion
One of these engagement models is very profitable for media companies – Which one?
Followerwonk
What do we know about you?
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You and your audience
It’s all about phones Undivided attention does not exist Slow authentic engagement – not big
bang. Make people feel something Artful strategic storytelling. Don’t under resource social media. Video is the new language of the web
Conclusion
Other research tools Nuzzle – Discover most shared content
between a Twitter group. BuzzSumo – Discover what content gets
shared most by competitor. Find out what content is liked.
Followerwonk – How social are your competitors.
Bluenod – A visual way of finding influencers
SimilarWeb – Good for SEO strategy