step into social media slides from the workshop january 19, 2010

Sue AnstissJanuary 2010

‘Step into Social Media’Slides from the workshop – January 19, 2010

First newspaper published

Computer1970175

21916 1930’

s2010

TVRadio

• Quick bit about you...• Your experience of social

media?• What you’d like from today?

The old communication model

was a monologue.

3000The average person is exposed to

advertising messages/day

The new communication model

is a dialogue.

What is social media?

People using tools(like blogs and video)

& sites (like Facebook and Flickr)

to share content and have conversations

online.

Whyshould

we care

BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS

Nielsen, Global Faces & Networked Places, 2009

Photo by sinulog 2006 at Flickr

BECAUSE VISITING SOCIAL SITES IS NOW THE 4TH MOST POPULAR ONLINE

ACTIVITY – AHEAD OF PERSONAL EMAIL

Nielsen, Global Faces & Networked Places, 2009

Selectives

Mavens

ButterfliesWallflowers

Engagement dbase July 2009 – Top100 BrandsWetpaint & Allimeter

Engagement correlates with performance

But how do we get

started?

1. Listen

2. Engage

Immerse yourself in the conversations.

(any or all of the above are a good place to start!)

Relinquishcontrol

3. Give generously

Hint: Share some stuff.

4. Have a strategy

5. Measure results

www.google.com/analytics

Facebook offers unique analyticsStandard Reporting

Standard Impression, Clicks, Video Plays

Facebook Enhanced Reporting

Engagement report

Lexicon measures ‘buzz’ and sentiment on Facebook

Page report

Pulse Data reports the interests of your fans

Measuring your audience

Stranger Doesn’t know your brand at all

Aware Knows of the brand, not a follower and not engaging

Passive Follower, does not engage

Active Follow, low-level engagement

Inquisitor Follower, high-level engagement, conversational

Evangelist Follower, high-level engagement, conversational, syndicator

Paid for analysis

Level 3Level 1 Level 2

Questions so far

• Blogs• Micro Blogs• Online Chat• RSS• Widgets• Social Networks• Social Bookmarks• Message Boards• Podcasts• Video Sharing Sites• Photo Sharing Sites• Virtual Worlds• Wikis

The conversations are powered by…

(…just to name a few)

• Blogs• Micro Blogs• Online Chat• RSS• Widgets• Social Networks• Social Bookmarks• Message Boards• Podcasts• Video Sharing Sites• Photo Sharing Sites• Virtual Worlds• Wikis

The conversations are powered by…

• Blogs• Micro Blogs• Online Chat• RSS• Widgets• Social Networks• Social Bookmarks• Message Boards• Podcasts• Video Sharing Sites• Photo Sharing Sites• Virtual Worlds• Wikis

The conversations are powered by…

13 HOURS

Picture from www.pujoproductions.net

The amount of video uploaded to YouTube every minute.

100,000,000 The number of YouTube videos viewed per day

412.3 YEARS

Photo by www.redbubble.com

The length of time it would take to view every YouTube video

83% have watched video clips

Tom DixonWill it Blend Video

http://www.blendtec.com/willitblend/

Using YouTube for business

10 great ideas!

• Blogs• Micro Blogs• Online Chat• RSS• Widgets• Social Networks• Social Bookmarks• Message Boards• Podcasts• Video Sharing Sites• Photo Sharing Sites• Virtual Worlds• Wikis

The conversations are powered by…

57% have

joined a social network

Over 47 million members

In over 200 countries around the world

A new member joins LinkedIn approximately every second

Photo’s Events Video Comments Groups Messages Pages Applications

UK continues to add new usersFacebook adds 1m new accounts every 4-6 weeks

approx

*Source: Facebook internal data, Sep 2008Note: Active users are registered users who have logged on to Facebook at least once in the last 30

days

18m

A major reach vehicle in the UKMore people using Facebook than most traditional media

18m Active Users (8.5m daily)

6.9m Listeners (RAJAR Q4 2008)

3.2m daily readers (ABC Feb

2009)

7m weekly viewers

(BARB Dec 2008)

2m viewers (BARB Feb 2009)

547,000 circulation (ABC

Feb 2009)

11.4m Viewers (BARB Feb

2008)

1.3m UK circulation, 733,000 London (ABC Feb 2009)

• Blogs• Micro Blogs• Online Chat• RSS• Widgets• Social Networks• Social Bookmarks• Message Boards• Podcasts• Video Sharing Sites• Photo Sharing Sites• Virtual Worlds• Wikis

The conversations are powered by…

3,600,000,000The number of photos archived on Flickr.com

- June 2009

55% have uploaded photos

Using Flickr for business

Another 10 great ideas!

• Blogs• Micro Blogs• Online Chat• RSS• Widgets• Social Networks• Social Bookmarks• Message Boards• Podcasts• Video Sharing Sites• Photo Sharing Sites• Virtual Worlds• Wikis

The conversations are powered by…

200,000,000 blogs

Source: Universal McCann Comparative Study on Social Media Trends April 2008

73% of active online users have read a

blog

36% 36% think more positively about companies that have blogs

• Blogs• Micro Blogs• Online Chat• RSS• Widgets• Social Networks• Social Bookmarks• Message Boards• Podcasts• Video Sharing Sites• Photo Sharing Sites• Virtual Worlds• Wikis

The conversations are powered by…

29 million users1,300% year on year growth

Photo by twittermania.net

Who I follow…

Some things to do

IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT.

Photo by arlen at

Flickr.com

HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA

CAN HELP

IF YOUR REPEAT BUSINESS IS RUBBISH,

SOCIAL MEDIA CAN HELP

IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP

NEVERFORGET THE BASICRULES

RULE #1: LISTEN

RULE #2. ENGAGE

RULE #3 : BE GENEROUS

RULE #4 : HAVE A STRATEGY

Photo by Utne.com

HOPE IS NOT A STRATEGY.

RULE #5 : MEASURE

• Audience

• Engagement

• Loyalty

• Influence

• Action

Food for thought...

“Marketing”

“Advertising”

“Public Relations”

“Social Media Marketing”

Testing the Methodology

“White Christmas”

“Gym Membership”

Social Media Revolution video

http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=related

Sue Anstiss

01628 630363

sue@promotepr.com

www.promotepr.com

Grateful thanks for help with my slides to:http://bonafidemarketinggenius.com