understanding the social media landscape - gez daring
DESCRIPTION
Gez Daring's presentation for InBlackandWhite's Social Media MasterclassTRANSCRIPT
Understanding the Social MediaLandscapeGez Daring: Director KMP Digitata
The times they have a’changed
The social media revolution has happened• Your company is where it is in spite of
your engagement levels• How can you have more say in your
online destiny?
Where do you start?
Listen• Brand Tracking software
Also...• Twitter Search• Technorati Search• Google Blog search• Board Reader
Things to consider
• Content• Audience• Resource• Goals• KPIs
Things to consider
Content• Type• Tone• Frequency• Source• Distribution• Will it spread?
Things to consider
Audience• Demographic
• Who and where are they?• What does their social graph look like?
• What do you want from them?• How will you reward them?
• Tone of voice• Moderation
Things to consider
Resource• Social media is not free• Requires time investment
• Monitoring• Blogging• Planning• Moderating
• Have an assigned team with RESPONSIBILITY• Plan for the best, prepare for the worst
Things to consider
Goals• Have them!• Know what you are trying to achieve• Start you planning with the goals in
mind• Everything you do should align with
one of your goals
Things to consider
Alerts (register and response rates / by channel / CTR / post click activity)
Bookmarks (onsite, offsite)CommentsDownloadsEmail subscriptionsFans (become a fan of something /
someone)Favourites (add an item to favourites)Feedback (via the site) Followers (follow something / someone)Groups (create / join / total number of
groups / group activity)Install widget/appliation (on a blog page,
Facebook, etc)Key page activity (post-activity)
Love / Like thisPosts with inbound linksRatingsReviewsSocial media sharing / participation
(activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)
Tagging (user-generated metadata)TestimonialsTime spent on site (by source / by entry
page)Total contributors (and % active
contributors)Uploads (add an item, e.g. articles, links,
images, videos)Views (videos, ads, rich images)
KPIs for social activity
Things to consider
KPIs• KPIs should be based on engagement• ROI?• Whatever you choose set targets with
milestones.
The big 5
YouTube
Flickr
Blogging
What can you do?• Start a page• Share buttons• Like buttons
Encourage interaction with pages• Response• Content contribution• Loosen the reigns• Allow user content in your main wall
Share vs Like
Share• Like a bookmark• Content is posted to a users wall
• And perhaps their friends’ news feeds
• One time deal• Noone visiting your page can see if it has been
shared
• Like• New service• Endorsement and link is posted/streamed• List of likes remains on profile• You can see who likes you
Facebook “like”
Use twitter for:• Fast communication• Instant Feedback and response• Crisis management• Community building
Don’t use twitter for• Broadcasting• Sell Sell Sell• Press releases• Blog post feed
Twitter Case study
Manchester airport• Retail promotion• Marketing• Tweeting departure board
Twitter Case Study
Add Value• We plugged the twitter API into the
Manchester Airport live flight update service.
• User DMs flight number to manairport• User receives updates by DM
YouTube
The #2 largest search engine in the world
#1 media sharing site80% UK web users watch video
online
Flickr
Largest dedicated photo sharing site• 3,224 uploads in the last minute • 71,248 things tagged with jump• 2.4 million things geotagged this month
Reputation among photographersSearchExcellent tagging, geolocation Groups, tools
and APIExisting Presence
Blogging
• What do we mean by a blog?• Regularly updated• Multiple content types• Speed• SEO• Excellent base for a “social hub”
The next big thing?
GeolocationMusicVideoSocial Gaming
Geolocation for business
Geolocation for business
A few Dos and Don’ts
DO Listen, respond and react
Monitor your brandRespond to users willing to interact
Online• Engage (Good or Bad)• Campaign (New Goals?)• Beware the lonely troll• Steer traditional digital activity
Offline• Act on feedback• Tackle problems from the source• Use the buzz!
Wispa
Wispa
2003 – Wispa brand was phased out and replaced by "Dairy Milk Bubbly".
Internet campaigns and an online petition - bring it back!
Iggy and the Stooges' 2007 performance at Glastonbury: several fans invaded the stage with a banner saying “Bring Back the Wispa”.
Bring Back Wispa groups on Bebo, MySpace and Facebook
Out of date Wispa sold for £2250 on eBay
Wispa
August 2007 – Cadbury announce that the bar would be relaunched with limited production
Wispa launched on a permanent basis in October 2008
"For the Love of Wispa" campaign called for the public to donate locations, actors, props and other material, for an advert.
On 14 September 2009, Wispa Gold will be relaunched for a limited time, due to popular demand.
John McCain PPC
Eric Frenchman – Evil Genius • Identify hot breaking news stories• [Buzz Monitoring] and Google trends quantify
importance• Captures traffic as people begin to search and
drive traffic to appropriate landing pages• Stories with limited shelf life
Source: Pardon my French
John McCain PPC
DON’T Broadcastjust
DON’T BroadcastEngageEncourageExcite
just
Be on the pulseDO
Be familiar with new Applications and their uses• Subscribe to industry blogs: Techcrunch,
Mashable, Read Write Web, Econsultancy
Secure brand usernames earlyEncourage user interaction around your brand.See which take off. Engage if appropriate.Monitor search results on Google and see
which sites rank the highest. What tools are being built?
• Do any third party tools make a particular SocNet a better fit for your business?
Be on the pulseDO
Wipe your damn feet!DO
Be aware you are entering a community
Learn the etiquetteLearn the lingoBe respectful
Wipe your damn feet!DO
Wipe your damn feet!DONestle
Wipe your damn feet!DO
DON’T
Expect a red carpet
“Build it and they will come” does not apply
A presence is not enoughNo one likes a pushy salesmanPeople will tell you what they
think......whether you like it or not
DON’T
Expect a red carpet
Add ValueDO
Think of way to improve your followers lives.... even the smallest ways
Advocates are valuableAPIs are your friendsMake things easy - integrate• Facebook Connect
Add ValueDO
Sega twitter giveaways
DO Be Brave
To boldly go...• No blueprint
The Social Web is a hub for gossip.• Did you see?• This is cool!• Isn’t this awful?
Be remarkable... In a good way
DO Be Brave
Skittles
Skittles launched a site allowing navigation of wikipedia, twitter search, flickr and facebook content.
Users were in control of contentBUZZ!
Skittles
Be DodgyDON’T
SpamHijackGame the system• We’re marketers; not MPs
PlagiariseFake comments / Diggs
Be DodgyDON’T
Habitat
Hijacked twitter #hashtags to promote itself• #iphone #mousavi #apple #trueblood
Backlash on twitterPicked up by mainstream news• BBC, Guardian, Sky News
Habitat forced to apologize• Should have done it MUCH sooner
Habitat
Habitat
Habitat
Habitat
Habitat
Whole Foods
“rahodeb” was an active user for 7 years on Yahoo finance forums (2000 – 2007)
Revealed good knowledge of wholefoods and the CEO (in third person)
Criticized Whole Foods rival Wild Oats MarketDuring a £600mill buyout of OATS a complaint was
lodgedWhole foods CEO, John Mackey IS rahoebAccused of attempting to influence share price.
Whole foods
Whole Foods’ CEO John Mackey
Set your brand freeDO
Set your brand free
Encourage and support amateur brand champions.• If you can’t beat ‘em, join ‘em
Develop ideas with crowdsTrust the users to be your content
providers.• Obama ran a successful campaign
on YouTube• Or did he?
DO
Obama fan ads on youtube
Page 68
Vote Different Yes We Can I Got A Crush
Be a BullyDON’T
If you find users doing something you find objectionable
DON’T threaten with legal actionDON’T Make demandsUse legal action as a LAST resort
Be a BullyDON’T
Guinness VS FailBlog
Guinness VS Failblog
Guinness VS Failblog
Dear Sir/Madam,
Thanks for writing us an email regarding the “Record Breaking Fail”. Unfortunately, douchebaggy cyber-bullying emails will only bring upon you more shame on your house. I am also resisting the urge to write this email in ALL CAPS.I believe it is the duty of FAIL Blog(TM) to call out organizations when they encourage the public to do such things as “Break the record” for the “Most Individuals Killed In A Terrorist Act”. We firmly believe that our publication of your fail is protected under the concepts of fair use, commentary and non-trademark use. Please RTFM and we welcome you to teh interwebs.Since we at FAIL Blog(TM) don’t have a legal defense department, we have complied with your request to remove the trademarked term and logo from the original image. We have used the “naughty bits filter” on the image to secure your naughty, naughty, trademark assertions. However, we have posted your email so that our audience can see why we had to remove the name of the failer from the image. I hope that this is the outcome you have expected as now NO ONE WILL EVER KNOW THAT GUINNESS WORLD RECORDS LIMITED HAS FAILED.The full legal response can be read here: icanhaz.com/legalresponseCheers,FAIL Blog
Guinness VS Failblog
DO
Mahalo answersSEO - control google
• User profiles on social media sites rank very highly on search engines.
• Think about all those words you’d have loved to have bought the domain for.
Press coverageGoodwill
• Whuffie
Understand the hidden BONUS
In Summary
DO• Listen• Respond/React• Be on the pulse• Wipe your feet• Add Value• Be Brave• Set your Brand
free• Understand the
hidden bonus
DON’T• Just Broadcast• Use a
Blunderbuss• Expect a red
carpet• Be Dodgy• Be a Bully
