@wisdomsingh

Hitesh Motwani

#socialsunday

SOCIAL MEDIA SESSION

ARE WE TALKING TO OUR WALLS

SOCIAL MEDIA EXPLAINED

EVOLUTION OF SOCIAL MEDIA

HISTORY OF WEB

Web 1.0

• “The Read Only Web” and static HTML

• 45 million global users in 1995

Web 2.0

• “The Wildly Read- Write Web”

• Over 1 billion global users (2006)

Web 3.0

• “The portable personal web” focusing on the meaning of the data, personalization,

intelligent searches and behavioural advertising

SOCIAL MEDIA – HOW IT IS

WHAT DOES SOCIAL MEDIA WANT

Dare to be different

SOME CASE OF BRAND TINE

BOURNVILLE

#NOTSOSWEET

Unique messaging approach

The tone of the brand is that of a

REBEL

#Notsosweet

This ideology is followed from their

TV Ads

Tools used – Comics, Creatives, TV

bytes etc.

#NOTSOSWEET

OREO

COOKIE CRUMBLES

• Mostly involves social message which are event based

• Creating brand awareness

• Very classy and personalised messages via OREO

HIPPO

HIPPO

• Dare to be different

• Although the tone is childish, fans love it

• It‟s difficult, Hippo has cracked it well

FASOOS

FASOOS

Creatively using viral images and

using them to promote brand

identity

FASOOS

Tone

Giving desi flavours to every day

life

Humour at its best

LETS GET STARTED

FACEBOOK

• Facebook was launched in February 2004

• As of July 1,2013 there more 973 million active users, 168.8 million in the U.S. alone

• India ranked number 3 with 72 million users

• 50% of the active users log on to Facebook at any given day

• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month

• About 70% of Facebook users are outside the United States

Source: Facebook.com

Facebook By the Numbers:

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

• Total Likes: Everyone that “likes” your page

• Friends of Fans: The total amount of people who are connected to fans that “like” your page

• People Talking About This: How many people created a “story” from your page. This happens when

someone interacts with your Facebook page – through a post, comment, like, tag, share, mention, or

check-in

• Weekly Total Reach: The amount of people exposed to your page in any form over the week. This

includes ads and sponsored stories

• Posts: The purple dots on the graph indicate when you‟ve posted. The size of the dot correlates to the

amount of posts in the given period of time

IN FACEBOOK’S INSIGHTS OVERVIEW SECTION, YOU’RE

ALSO ABLE TO VIEW INSIGHTS BY INDIVIDUAL POST.

HOW BRANDS ENGAGE ON SOCIAL MEDIA

• Date: When did you post?

• Post: What was your post? You can access the post simply by clicking on it.

• Reach: The total number of people that saw your post.

• Engaged Users: The total number of people that interacted with your post with a click.

• Talking About This: (See “People Talking About This.) The amount of people that interacted with your

page, resulting in a “story.”

• Virality: The percentage of people who have created a story about your post, taken from the total

amount of people who saw your post.

REACH

• Organic Reach: How many people, fans saw your content in the news feed, the ticker, or directly on your page.

• Paid Reach: The total amount of people who saw an ad or sponsored story for your page in the last 7 days.

• Viral Reach: Everyone who saw a story about the page published by a friend. These are created by posting, “liking,” commenting, sharing, or doing another action that would lead people to your page.

• Total Reach: The sum of organic, paid, and viral reach.

• Unique Users by Frequency: A chart showing how many people viewed content on your page during the selected calendar week. It is sorted by the amount of times people viewed your content.

THE REACH SECTION

• Page Views: How many times your Facebook page was accessed on each calendar day.

• Unique Visitors: The total number of individual Facebook accounts that accessed your page each

calendar day

DEMOGRAPHICS

HOW TO CREATE AN AD?

• Targeted Marketing

• Location (within ___ miles of a certain city)

• Age

• Gender

• Interests

• Connections

• Celebrating their birthday

• Relationship status

• Language

• Education

• Workplace

Facebook Advertising

• Easy to set up

• Title (25 characters)

• Picture

• Text (135 characters)

• Web Address

Facebook Advertising

Facebook Advertising

• Trackable

• Impressions (views)

• Clicks (sends user to your website)

Facebook Advertising

• Cost Per Thousand Impressions

• Goal: Broad, brand name promotion

• Cost Per Click

• Goal: Increase likes and be more quantifiable

• Must set a bid

• Easy! Just use what they suggest

• Often pay less than your bid

• Change your bid at any time

Facebook Advertising

HOW TO BUILD ENGAGEMENT

#1. More warmth. Less Spam Users hate their walls being

filled up by repeated posts

from the page. There’s a

clear line between Updates

and Spam

#2. Fans like free stuff Ok you don’t have to be Santa Claus but maybe

the one push it takes for someone to be your fan

over your competitor is to give him or her a tshirt.

His 20 friends see him wearing that t-shirt. Think

about it

#3. Its another website The sooner you realize it, the sooner you’ll find

out that the long tail isn't so long

#4. Invite them to your world Stream live, post pictures of events and the

office, free invites. However you want to do it,

invite them to your world with exclusive content.

Imagine yourself to be Willy Wonka, and your

fans with golden tickets

#5. You maybe your fan’s

superstar. Make him yours You know why fans carry cameras and

autograph books? They want to make their stars

life part of theirs. Showcase such fans on your fan

page and you’ll be loved for it. If you’re a Beatle,

they might even scream and go unconscious

#6. Show you care. Your fan will too

If your intention is noble, there's nothing wrong in

letting your fans think so as well. Giving back

through CSR using your fan page is not blowing

your own trumpet. It’s letting the fans blow it

along …you get my drift

#8. Fan pages shouldn’t be

controlled. Fans are allowed to go

crazy Your fans are more responsible as a collective

group about your brand than you may be. So its

ok to let them run it. There's nothing more cool

than letting a fan be a part of the maintenance

of your fan page

#9. Your fans are the best research

team you have They know your brand inside out. At least some of

them would, so take their word for it and get it

out of them. Build the fan page together, better

your products or even discuss your next ad.

#10. Your fans wont buy. Not

unless you make them feel special They took the effort of being your fan and seeing

your updates and you still sell them a 2 buck

burger for 2 bucks? For shame..

#11. Your fans are your army.

Fight wars with them No not lawsuits. But there's nothing wrong in

having a bit of fun with your competition or even

better when they're not your competition. If you

don’t believe me ask CNN or YouTube

#13. A good app a day is better

than advertising any other day

An app designed that leads people to your fan

page has better CPM, CPC and LIL BO BEEP than

a banner

EXAMPLE

• PERK Funstar - Feature on TV ad via Perk (user experience)

• https://apps.facebook.com/perkfunstar/?fb_source=search&ref=ts&fref=ts

• CORONA light – Facebook bill board (Video)

• Tetely Catch up – You and your friends on virtual tour

• https://www.facebook.com/tetleyusa/app_440041666037791

7. To dos

Choose a cover image Add brand description and information

Feature important

apps

Pin „top‟ or „important‟ posts „Highlight‟ important events Clean up the wall

Insert the back catalog of

the brand + reconstruct

history

Remove the

„fangate‟ Adapt tab-content to

810px width

Adapt the

„Welcome‟ tab

1

2

3

6

7

4

5

9

8

10

CASE STUDIES

• Diesel

• Worlds biggest shave

• ROM chocolates

• Bisleri

• Nano refer and win

Twitter for Brands. A basic guide to growing your brand on Twitter.

“Twitter is not a technology. It’s a

conversation. And it’s happening with

or with you.” Charlene Li.

TWITTER STATS

TWITTER STATS BY COUNTRY

Country % of users

United States 50.99

UK 17.09

Australia 4.89

Brazil 3.44

Canada 2.92

India 2.87

France 1.76

FOLLOWERS COUNT

• A twitter user on average has 208 followers

• 6 out of 100 twitter users have no follower

GENDER PREFERENCE

• The average number of followers for protected accounts on twitter is 47

• ~12% of Twitter users have a protected account

“The biggest mistake we see companies

make when they first hit Twitter is to think

about it as a channel to push out

information.” Tim O‟Reilly.

Avoid making that mistake with these five

guidelines:

1. Listen

2. Be authentic

3. Be compelling

4. Find the influencers

5. Extend off-Twitter, onsite

“Too many people fail to realize that real

communication goes in both

directions.” Lee Lacocca.

Your customers are on Twitter.

…Whether or not you are.

They are talking about you;

good or bad.

Listen to what they are saying.

Listening: Search Twitter search is enormously

useful…

and under-utilized.

By query / phrase

By username

By location

By sentiment

Save your searches!

Example: Local Search

Search: People

looking for best

coffee in San

Francisco area.

Useful for: local

coffee shops,

bigger chains,

customer support,

etc

Example: Customer Sentiment

Listening: 3rd Party Apps The most powerful “listening platforms” are from

3rd party tools.

Better way to create brand dashboard:

- set saved searches, profiles

- manage multiple accounts

- integrated analytics

- schedule tweets

- manage workflow with team

Listening: Data

http://hootsuite.com/about

Listen to the data….

figure out what’s working:

- Best time to tweet

- Most effective tweets

- Characteristics of most

retweeted, replied tweets

- Characterisitcs of highest

traffic drivers off-Twitter

Listening: Real-Time

Listen, and respond,

in real-time.

From @wholefoods: “the online

community doesn’t recognize office

hours – nor should they. Waiting until

Monday is just not good enough.”

Example: I tweeted bad Southwest

experience. They responded < 4

minutes.

“The key to successful leadership today is

influence, not authority.” Ken Blanchard.

Who are You Talking To?

Before engaging with users, you should understand

their:

1. influence

2. relevance

3. background

… THEN determine response, speed, etc.

How? Try Klout.

Use Klout to understand

individual user’s:

- influence and reach

- topics of expertise

- network & similar users

Hint: try Klout’s Chrome app and see

Klout scores on Twitter.com.

Use Influence To:

1. Customer Service: Manage &

prioritize CS workflows

2. Acquisition: Identify potential

customers & partners

3. Marketing: Run targeted campaigns;

grow your following.

“Authenticity, honesty, and

personal voice underlie much of what’s

successful on the web.” Rick Levine.

Be Relatable

People want to hear & interact with real voices.

The best brands on Twitter are personable & real.

Why so popular?

Non-corporate, unique, fun, relatable, responsive.

Create Conversation.

Twitter is not an advertisement.

It is a conversation.

People relate to conversation.

Not to advertising and broadcasts. Broadcast (i.e. TV) Conversation

“I am all for conversation. But you need to

have a message.” Renee Blodgett.

What IS Compelling?

Simple answer: Would you want to get these updates

via SMS? - Unique content, spin

- Current / real-time focus

- Promotes more than themselves

- Exclusive access: photos, deals, insights

- Conversational: two-way platform

- Fun, smart and worth the read

Examples: Compelling Brands

(In my opinion)

Big brands

Personal brand

E-commerce

Emerging

Examples: Compelling Brands

(in Twitter’s opinion)

* Twitter Case Studies

What is NOT Compelling?

- Corporate-only voice

- Broadcast only

- High volume

- Stale content

- Ordinary content

- Mostly self-serving

- Self-infatuated

“Successful brands don’t stop

on Twitter.com – they build social

directly into their web and mobile

experiences.”

FREE TWITTER TOOLS

• Followerwonk- www.followerwonk.com

• Tweet reach tracking - http://tweetreach.com/

• Excel Download - twdocs.com, twitonomy.com

• Trending Volume - http://archivist.visitmix.com

• Hashtag Meaning - http://tagdef.com

TWINGO‟S

• TWEET UP

• TWANGOUT

• TWINTERVIEW

CASE STUDIES

• Mercedes tweet race

• Hippo chips

• FEMINA - Twinterview

OREO VS KITKAT

• Laura Ellen may not be the most-followed or influential user on Twitter

• “with reference to her love for chocolates, the Manchester UK resident, tweeted that……..

KIT KAT‟S MOVE – CHALLENGES OREO

• Kit Kat responded two days later, challenging Oreo to a game of tic-tac-toe, a clever choice, given the

opportunities to insert images of their products into the game itself

KIT KAT – 1 VS OREO - 0

• KIT KAT got a significant traction via it‟s move

WHAT DO YOU THINK OREO MUST HAVE DONE?

OREO VS KIT KAT

• Possibly foreseeing negative consequences for the loser, Oreo politely declined to engage in the gameplay, extending a compliment to Kit Kat in the process:

• Such timely creative makes Oreo's (and in the instance above, Kit Kat's) marketing less static and more personable

SOCIAL CRM

• Twittcomm – Twitter + Commerce case study (video)

SOCIAL CRM

• Worlds 1st CRM powered personalised ads by Tata docomo (video)

DEMOGRAPHICS

& STATISTICS

JAN 2012

• LinkedIn’s members have reached 147 million, although this figure is an approximation provided by LinkedIn

• The standard user of LinkedIn is male (57.9%) and aged between 25 and 54 years (67.7%); compared to the previous year, the percentage of

teenagers (18-24) has grown more than other age groups

• The 10 countries with more users: United States (58.5 million), India (13.3 million), United Kingdom (8.4 million), Brazil (6.8 million), Canada

(5.1 million), France (3.2 million), Netherland (3.1 million), Italy (2.8 million), Australia (2.8 million) and Spain (2,6 million)

• In the 10 major countries is concentrated 79% of members, and 40% of all LinkedIn members reside in the United States

• There is still a high concentration of men in the Middle East’s countries, which exceeds 86% in Pakistan and Saudi Arabia; in four countries,

female member’s concentration exceed the male’s one: Romania (53%), Bulgaria (53%), Finland (51%) and China (51%)

LINKEDIN DEMOGRAPHICS & STATISTICS – JAN 2012

Credits: Amodiovalerio Verde

EXECUTIVE SUMMARY

• Compared to January 2011, LinkedIn’s member have grown by 45% worldwide

• The country with the strongest growth was Indonesia (+111%) followed by Turkey (+97.3%) and Brazil (+91.6%) while countries

with a lower growth were Denmark (+23.5%), Finland (+22.7%) and Netherlands (+22.1%)

• Over 44% of LinkedIn’s users work in companies with more than 10,000 employees, in Asia the figure rises up to 57.3%

• The industries with the highest concentration worldwide are High Tech (14.3%), Finance (12.4%) and Manufacturing (10.1%)

with significant gap according to areas, while industries with lower concentration are Service (2.3%), Legal (1.9%) and Agriculture

(0.5%)

• The job functions with the highest concentration worldwide are Entrepreneurship (10.8%), Sales (9.5%), Operations (8.3%)

while functions with lower concentration are Purchasing (0.7%), Product Management (0.7%) and Military and Protective Services

(0.6%)

• 39% of the members is a Manager, Director, Owner, Chief Officer or Vice President

LINKEDIN DEMOGRAPHICS & STATISTICS – JAN 2012

Credits: Amodiovalerio Verde

EXECUTIVE SUMMARY

ABOUT

147 MILLION* LINKEDIN MEMBERS WORLDWIDE

LINKEDIN DEMOGRAPHICS & STATISTICS – JAN 2012

* This number is an approximation of total member registrations

Credits: Amodiovalerio Verde

TOP 10 COUNTRIES LINKEDIN DEMOGRAPHICS & STATISTICS – JAN 2012

• In TOP 10 countries there is 79% of all

LinkedIn members

• 40% of all LinkedIn members, reside in

the United States

Credits: Amodiovalerio Verde

WHAT IS PINTEREST?

196

• Pinterest is a virtual board that allows to select photos/videos and then share them with friends.

• Each pinned content is hyperlinked to the original source.

Terms:

• A pin is an image added to Pinterest.

• A board is a set of pins.

Ethics:

• Pin from the original source,

from permalinks and include a

thoughtful pin description.

Usage:

• One of the fastest standalone

site to pass 10M users mark;

• 87% of users are women

Source: ComScore report [3]

HOW TO USE PINTEREST

197

Pinterest core functionality:

• Add a Pin: grabs images from the website by using “Pin it” browser toolbar or through the Pinterest website directly.

• Upload a Pin: uploads personal content using the portal.

• Create a Board: organizes visual collections in a user-defined set.

• Additionally, users can “Like”, “Comment” and “Follow”.

• Ask for an invitation to join Pinterest.

• Sign in via Twitter, Facebook, Email.

CREATE BOARDS

STATS