Social Media Analysis

“We won’t have to think about social networks as destinations eventually everything will simply be a social experience” Charlene Li.

Social Media: Agenda

1. Facebook open graph2. Facebook ‘Place’ feature3. YouTube channel changes4. What’s on the Horizon5. Case Studies: Competitor Analysis

Social Media: Facebook open graph

What’s changing?

• Social Plug ins - These show a given user's Facebook friends' activity reading and commenting on the partner site e.g "like" button that can be installed on partner sites and instantly be used to voice a Facebook member's approval of a given item.

• Graph API - an overhaul of Facebook's platform code in which every object in Facebook has a unique ID. e.g a juiced-up search feature that will now make it possible for developers to search all public data on Facebook.

Social Media: Facebook open graph

Advantage:• Facebook has made it easier for developers to incorporate the

new features on websites. All that is required is a few lines of code, which can create dynamic social web integration. Websites will now be able to provide a constant flow of content to the people who “like” what they publish online.

Social Media: Facebook open graph

Opportunities• Personalise the ‘Featured product’ on home page of brand’s website

based on visitors likes from Facebook. • Facebook to potentially start driving more traffic to online stores than

Google. Potentially allowing brands to post to visitors wall or viewer to like products and post to friends with a click of a button.

• Facebook laying the foundation for wider adoption of Facebook credits. Imagine if you could buy at any online website using Facebook credits?

• E-commerce conversion rates to increase. Imagine going to a website and purchasing an item and next to it you can see that ?? of your friends like the product. Instantly increasing the social credibility of the product and your status amongst peers.

Social Media: Facebook open graph

EXAMPLE: Levi jeans

Social Media: Facebook ‘Place’ Application

What’s Changing:• The new location-based feature would give the social network

a function that is currently dominated by Foursquare & Gowalla.

• Foursquare & Gowalla – are mobile apps that allow users to check in to different locations which then send alerts to their friends of their location.

• Yahoo have just acquired a location based service of their own (Koprol). This may help push this function mainstream.

Social Media: Facebook ‘Place’ Application

Opportunities:• Promotions could be run for companies who can now register

and calculate people who return to their store. Rewarding those who repeat visit.

• Loyalty programs for people who check-in to the store. • Facebook status updates could become location based.• Sharing events that occurred in certain locations. Making it

easier for people to search for events & to add their own content or story about that exact event.

Social Media: YouTubeWhat’s changed: 1. New "next up" video list: YouTube have changed the way

videos are stored for you to watch next. 2. Description and stats areas united: All stats for that video

are easier to find. 3. Subscribe button is now located at the top of the page.4. The new brand banner will have different dimensions to

your current banner (Height: 25px Width, flexible but max. of 170px in width).

5. Like / Don't Like model has now been incorporated into YouTube.

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Keep an eye out for…

1. Shutterfly partnering with Facebook- Users log into Facebook connect from the Shutterfly website, and all of

their Facebook photos automatically pop up as options to add to the photo book. The user selects the photos they want to use, and Shutterfly creates an album out of them that the user can then edit and personalize with captions.

2. Facebook fast approaching 500 million users!- With Facebook set to dominate the online world of social media, it’s a

time for every brand to realise the opportunities that available through social media and the lost opportunities for every day that their not connected to the world through social media.

“Social optimisation is to 2010 as SEO was to 2005”

Facebook’s latest drama…Privacy Concerns.

A Recent survey on Mashable found:

Social Media: Analysis

Carlton Draught ‘200k Mystery Prize’

Carlton Draught

Overview• A promotion to win a non-disclosed prize worth $200,000.• Further support of ‘Made from Beer’ campaign.

Carlton DraughtMechanics•The on-pack promotion ran nationally with CUB’s off premise customers and was

supported in store by point of sale and the special carton. •Consumers picked up a specially marked carton of CD & then went online to enter the

unique code. •5 week promotion. Started on the 5th March and winner was announced on the 16th April.

Prizes: •Major Prize was the $200k Mystery Prize.•Minor Prizes were allocated to Facebook. Which ran a supporting competition where

fans could guess or suggest what they would like in the box. The entry with the most votes at the end of the campaign would win a minor prize of $2k and 3 runner ups receiving $1k.

Carlton DraughtOffline• Display media• On Pack• POS• Partnerships with radio broadcaster todayFM

Carlton DraughtOnline• Website• Facebook

Carlton Draught

So what was the Mystery Prize?

Carlton Draught

Carlton Draught

Media Coverage• Paid media on radio through the partnership with Hamish & Andy on

TodayFM. • Social media coverage through news forums such as mUmbrella,

accomnews & The Shout. • National Papers such as The Australian covered parts of the campaign.

Carlton Draught

Observations:Positives• Good mix of traditional & non traditional marketing. • Partnership with radio worked well in increasing awareness and

attracting new audience. • The promotion on Facebook increased fans of the page. The exact

number I can’t find but am lead to believe it was in the 1000’s throughout duration of promotion.

Negatives• The prize wasn’t really a major talking point. Something worth $200k could

have been more attractive and hence would have received more press.

MyNRL Facebook App

3 Step ProcessStep One: Become a fan or like on Facebook

MyNRL Facebook App

Step Two:

•Allow Access - This all seems very similar to the apps we currently use. However there is an additional benefit into the way they have set theirs up.

MyNRL Facebook App

Competitive difference:• Once you agree to releasing your information, a message is sent straight to

your wall and posted. Instantly notifying your friends of your activity on this page and application. Therefore, increasing flow on effect and potential to engage future fans.

MyNRL Facebook App

Step Three:• End product: Customised jersey for you to use.

MyNRL Facebook App

Observations:• Increased fans from 100 to 100,000 in matter of weeks. • Fans of the page are spreading like wild fire. With each fan changing their

profile pic to their new customised jersey. Check out fans on your page and see who has their own jersey.

Starbucks: Rewards Card

Membership on FacebookOverview• Starbucks house a membership platform on their Facebook page. • Benefit for signing up: Exclusive access to members only services and deals.

Dominos: Rewarding your fans App

Dominos: Rewarding yours fans AppObservation: By running a comp awarding fans for spreading the word and inviting friends has a two fold effect. •Firstly it will reward your fans for supporting your page and being actively

engaged. •Secondly by having them invite friends as part of the competition your fan

base will increase, thus increasing the number of fans we can talk to in further promotions/campaigns.

Dominos: Buying online via Facebook

Dominos Facebook wall Observation: •The Dominos page has been able

to promote their apps on the top of their Facebook wall.

Opportunity:• It will be great to be able to

push campaigns onto the walls of other Facebook pages. Increasing awareness and further engaging fans to become involved.