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Introduction to Social Media 2011 © KINGSLAND LINASSI
Introduction to Social Media
Introduction to Social Media 2011 © KINGSLAND LINASSI
What is social networking?
Social is customer recommendations
Social is conversations
Social is building relationship
Social is free, trusted advertising
Social ‘Networking’ is marketing you already think about but the medium is ‘new media’
Introduction to Social Media 2011 © KINGSLAND LINASSI
800 MillionNumber of facebook users
30 MillionNumber of UK users
52%Facebook users that visit the site each day
92%Social networking users on Facebook
by The Awareness Social Marketing Hub
Introduction to Social Media 2011 © KINGSLAND LINASSI
Facebook - Demographics
13-18 19-24 25-34 35-44 45-54 55-64 65+
UK FB USERS
Total users28,595,940
FACEBOOK UK USERSJANUARY 2011
USERS(Million)
UK POP.PENETRATION*
104% 126% 90% 56% 33% 19% 7%
AGE GROUP
6
7
5
4
3
2
1
23%
26%
16%3%
5%
10%
17%
*THE PENETRATION FIGURES ARE CLEARLY OUT. THIS IS PROBABLY DUE TO A NUMBER OF FACTORS. SEE http://www.epro.co.uk/Om
Introduction to Social Media 2011 © KINGSLAND LINASSI
180,000,000New tweets posted everyday
18,000searches everyday
43%follow brands for special offers / deals
66%of all questionshave commercialintent
80%of customer service tweets are negative
Introduction to Social Media 2011 © KINGSLAND LINASSI
46%are male
13.7%
2.6%
50-64
64+54%are female
41.5%18-29
42.3%30-49
Source: TouchAgency Statistics
Twitter - Demographics
Introduction to Social Media 2011 © KINGSLAND LINASSI
Youtube
490,000,000users worldwide(unique visitors per month
23,388,888have watched the T-Mobile Wedding Video
23minutes spenton each visit
13average user visits per month
3rdmost visited site in the world
Source: eprofits.com
Introduction to Social Media 2011 © KINGSLAND LINASSI
Youtube - Demographics
16%AGE: 2-17 11%
AGE: 18-24
18%AGE: 25-34
28%AGE: 35-49
18%AGE: 50-64
9%AGE: 65+
Introduction to Social Media 2011 © KINGSLAND LINASSI
18,000searches everyday
81%belong to at least 1 group
32%check a fewtimes a week
35%check daily
Lab 42
Source: Lab 42
Introduction to Social Media 2011 © KINGSLAND LINASSI
What are they talking about?
What if you influence the conversation
Introduction to Social Media 2011 © KINGSLAND LINASSI
Who are they?
Local / National / International
End customers / Businesses
Young / old Different people use different networksBut they are all there
Introduction to Social Media 2011 © KINGSLAND LINASSI
Where are they?
20% of all Google searches have a local intent
50% of mobile traffic has local intent
23% of time spent accessing the internet is on a mobile
One of the most popular uses of a smart phone is to access social networks
Introduction to Social Media 2011 © KINGSLAND LINASSI
How does it help?
Research & AnalysisYou, your products and your services are being talked about and recommended. Setting up alerts means you can use it as a research channel.
Introduction to Social Media 2011 © KINGSLAND LINASSI
Where to start?
Utilise TwitterA new background is just the beginning
Advise, comment, have an opinion or agree with other people and become a trusted source of information.
Be relevantThen it will be talked about: Retweeted, recommended, favourited, forwarded, and liked!
Be usefulTell users about policy changes, price increases.Ask questions and find out what people think.
Introduction to Social Media 2011 © KINGSLAND LINASSI
Dedicated YouTube Channel
Dedicated channelshowing relevant and related videos to inform and educate
Add Valuehow-to videos increases usefulness
Introduction to Social Media 2011 © KINGSLAND LINASSI
Join a group
Join usStaff could have a profile linked to ancompany page.
The sales team could join groups so they can offer advice, suggest ideas and sell to them (softly).
Post jobs online for free.
Connect with the business community in order to better target them with specific communications.
Introduction to Social Media 2011 © KINGSLAND LINASSI
Image sharing websites
Show your imagesshow everyone what is going on and all the work being done...
Introduction to Social Media 2011 © KINGSLAND LINASSI
Get recommended
bookmarkingget listed on social bookmarking sites for greater coverage
Introduction to Social Media 2011 © KINGSLAND LINASSI
Integration
Don’t be distracted by the latest route to marketbut integrate it with your existing activity
Get your brand in front of them and sell to them (softly)ensure they come back (and tell others)
Familiarise yourself with the rules around social mediadon’t forget your normal codes and protocols
Introduction to Social Media 2011 © KINGSLAND LINASSI
Example of use
• Narrow your focus to responding to customer complaints, as Comcast does on Twitter.
• Build brand loyalty, as Firebox does with customised e-newsletters, as Skittles does on Facebook, and as the Wine
Library does with its podcasts.
• Issue blog posts and tweets instead of news releases, as Google does with its blog, and CEO did with Twitter.
• Re-purpose your existing content, and thus enlarge your audience, as The New York Times does with Twitter, as the
FBI does with Scribd, and as Dell does with SlideShare.
• Manage your reputation, as countless companies do — or try to do — with Wikipedia.
• Conduct crisis communications, as Johnson & Johnson does with its blog.
• Hold contests to improve your algorithms, as Netflix did with the Netflix Prize.
• Crowdsource your challenges, as the Army did with its field manuals.
• Demonstrate thought leadership, as recruiter Lindsay Olson does with her string of social networks.
• Research free advertising opportunities, as Allstate does on YouTube.
• Showcase your wares, as ASOS does with its Facebook Store, and boost your sales, as Dell does on Twitter.
• Recruit employees, as Booz Allen does on LinkedIn.
Introduction to Social Media 2011 © KINGSLAND LINASSI
Social influence
Social influence is an integral part of our lives. We seek out the opinions of our peers and trusted brands. Social networking shows a human side and people buy from people
Join the conversation
Introduction to Social Media 2011 © KINGSLAND LINASSI
Thank you