the social state - what's happening & where we're going
DESCRIPTION
Director Tom Head was delighted to be invited to talk social media at a UKTI South East event on 6 March 2014. Held at The Royal Automobile Club, Woodcote Park, Tom was joined by quite an esteemed speaker line-up, including: Rona Fairhead CBE - UK Business Ambassador, Chris Dodson OBE - Mortimer & Torftech Group, and Sir Clive Woodward - Rugby World Cup Winning Head Coach, Team GB Director of Sport, London 2012. Thanks to all that joined an amazing event! See more at: http://lab.co.uk/news/talking-social-media-business-uktiTRANSCRIPT
@LabDigitalUK
The Social State
What’s happening and where are we going
Contents
1. Social – The journey so far
2. Where to start
3. The good the bad and the ugly
4. 2014 trends
5. What the future holds
The Journey
1999 Friends Reunited
2002 MySpace, LinkedIn
2004 Facebook
2005 YouTube
2006 Twitter
2007 iPhone
2009 ‘Unfriend’ was the New Oxford American Dictionary word of the year
Sources: W3C, CERN, NCSA, DARPA, Google, Wikipedia, New Media Today, Time, Newsweek, AOL, UNCP, Nielsen, STO
Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-never-sleeps_b24551
Source: IBM - http://www-01.ibm.com/software/data/bigdata
Without directionit can be confusing
https://www.youtube.com/watch?v=57dzaMaouXA
Misuse and lack of strategy ends up with p*$$ed off customers
Where to start?
Goals and objectives
How are you going to measure it - your metrics
Customer understanding & personas development
Which platforms your community is on
Creating content
The Aim?
1. Create a community (of insiders)
2. Create conversations
3. Improve customer service
Examples – The Good
Real Time Marketing
Playful TOV, Image Based Content
Sparking Debate & Conversation
The most viral ad video
Sassy, forward persona
Interactive, two way conversation
Just Create Some Viral Content…
Successful Content
What:– Unique content– Provides a reason to shout about it– Timing
How:– Customer understanding – Creativity
The Bad…
Bad Timing, Unaware of Brand Perception
The wrong content
Unresponsive
Amy’s Baking Company
Where are we now?
Company social strategies have evolved from an impersonal, one-sided conversation
to a much more genuine relationship with customers
2014 Trends
• Social Listening Becoming Important• Paid Advertising Becomes a Requirement• Planned & Unplanned Moments• Images Outrank Words For Engagement• Significant Increase in Video Content• Google + Becoming More Important• Social Referral Visits Will Grow
Social is now a key part of a marketing team with it’s own area of expertise
The Future
Customer engagement will become more important than ever as businesses realise
the importance of reaching out to people on an individual basis
Just a few months ago…
