KCL Guest Lecture March 2012
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Transcript of KCL Guest Lecture March 2012
Guest lecture for MSc International Marketing StudentsMarch 23, 2012
Working in Social Media
www.dottalent.co.uk
About Me
2011 KCL graduate
Worked for 9 years in Advertising & Marketing
Internship as part of MA DCT course in January 2010
Took role with dot.talent in June 2010
www.dottalent.co.uk
dot.talent uses the social power of celebrity to amplify brands.
www.dottalent.co.uk
Evolving landscapeDigital publishing and social media is an ever evolving landscape.
For a start up that means you have the opportunity to be flexible but it also means changing the direction of your business…often.
Case in point-> Last year I spent time chatting about mobile apps and IAB rules
The IAB hasn’t sorted rules around endorsements
There are now 500,000 apps in the app store and there have been 25 Billion app downloads from the app store alone!
This year I’ll be talking about concurrent viewing, Facebook formats, the power of twitter, celebrity endorsements, digital tribes and new platforms.
Trends: Concurrent Viewing
www.dottalent.co.uk
TV viewing has always been a social experience with people talking about their favourite shows.
Theses conversations are now happening online and in real time as people interact live with TV shows
Production companies and broadcasters are captialising on this trend with transmedia formats that incorporate social chatter
Case Study: Driving Tune in
www.dottalent.co.uk
Alone in the Wild
8 day take over of Jason’s profiles with AIW content pre-TX
17 tweets from Jason’s profile during broadcast
149,904 new people saw #AITW tweets
65% decrease in tweets for ep with new talent
986% increase in average twitter followers during TX
1,086 new followers on Jason’s twitter profile in 1 hour
Superior Interiors with Kelly Hoppen
1,000 average tweets sent about the show during broadcast
58 tweets sent from Kelly’s account in 60 minutes during broadcast
70% growth on Kelly’s Twitter profile
60% growth on Kelly’s Facebook page
51% increase in traffic to Kelly’s blog
1 bespoke microsite created for Siemens to support the show
Case Study: Driving Tune in
www.dottalent.co.uk
It’s All About Amy
211% increase in conversation about show week 1
1,773 average number of viewer tweets sent in single broadcast
613,401 people saw tweets about the show during each ep
1,940 people started following Amy on twitter
during each ep 1,204 people joined Amy’s Facebook Fan page during broadcast
5918% increase in fans onFacebook page across the series
54% increase in twitter followers across the series
Celebrity Big Brother 2011
24 hrs to save Nicola from eviction using social media
16 high profile Twitter accounts targeted to help #SAVENICOLA
5,988,902 people following the targeted accounts
350+ tweets sent using #savenicola
2,150,190 people saw tweets with #SAVENICOLA
1 celebrity saved from eviction thanks to a guerilla campaign on twitter
Trend: Facebook
www.dottalent.co.uk
Facebook remains the leading social platform across the globe
It is a key platform for B2C marketing but most brands have moved away from “likes” as a measure of success to engagement
Facebook allows for the creation of applications which can be placed onto pages to offer an enhanced experience
These are key tools for sharing content, hosting competitions and capturing consumer data
The recent shift to Timeline format for pages has shifted this model slightly but has also provided a host of new opportunities
Case Study: Formats and Apps
www.dottalent.co.uk
To make Facebook pages as ‘sticky’ and engaging as possible we’ve created a number of unique applications
These give fans additional content and allow us to advertise or run competitions within Facebook’s terms of use
We have supported offline activities like book launches, tours and performances
We also have online exclusive content that people can only see on our talent’s pages
www.dottalent.co.uk
Trend: Rise of Twitter
Twitter is a conversational tool allowing brands to interact with individuals.
The site reached 500 million users on February
They have also launched enhanced pages similar for brands
Celebrities still have the highest number of followers making endorsements a key tool on the platform
Case Study: Endorsed Tweets
www.dottalent.co.uk
With talent commanding large audiences there is the potential to secure instant recognition for a brand
BUT twitter is about relationships so it is important that the talent be seen to be giving something to their followers or they feel exploited
There are also legal implications to endorsements with watchdog organisations being set up in the UK and US to monitor tweets
dot.talent have developed an influencer network that respects consumers, protects talent and allows brands to reach segmented audiences on a mass scale.
Snickers
www.dottalent.co.uk
A twitter campaign by Snickers involving celebrities attracted the attention of the ASA and damaged the reputation of the celebs with their fans
The ASA cleared the advertising agency but it was an example of how not to use celebrity profiles if you want to engage their fans
Trend: Tribes
www.dottalent.co.uk
Connection and sharing is at the core of social media and the digital landscape.
The Pareto principal states 20% of people of people create 80% of content
This idea combined with information overload pushes the importance of bloggers to the forefront
We use tools to find and connect with people in key online communities by looking at the conversations taking place
Tribes, influencers, though leaders…whatever the term bloggers are key to any social campaign
www.dottalent.co.uk
Case Study: Secondary Audiences
www.dottalent.co.uk
Kelly Hoppen has an audience of 75,000 through her digital touch points
Thanks to a few well placed friends in the interior design community Kelly is able to speak to an audience of 6 million+ across the globe
BUT blogger coverage is always at their discretion so building relationships and putting their readers first is key to working with them
Virtual Communities = Real Assets
www.dottalent.co.uk
June 2012 will see us attending a blogger only event in Amsterdam
We will be meeting 250+ interior design bloggers from across Europe in a special 1 day event
We’ll be showcasing a new e-school and securing people to beta test the platform before it is released in Sept 2012
Taking time to build relationships and valuing bloggers makes good business sense
Trend: New Platforms
www.dottalent.co.uk
The digital landscape is evloving so it is important to stay up todate on the newest platfroms and their unique offering
Take them with a grain of salt but be prepared to jump on the bandwagon early
Google+, Tumblr and Pinterest are 3 platforms that have gained momentum in the last 12 months momentum and are now used in campaigns
Google+
www.dottalent.co.uk
Launched by google to counter Facebook
It still hasn’t had mass adaption and google themselves aren’t really bothered
It does have interesting functionality and activity ranks higher in goolge search than other networks
Tumblr
www.dottalent.co.uk
A niche site that was likened to ‘visual twitter’
Hosts 40 million blogs
There are 15 billion posts
25,000 people sign up every day
Used by creative community particularly Fashion bloggers and designers.
www.dottalent.co.uk
Pinterest is a niche invite only visual curation site that is the fastest growing social network on the web.
Brands and their agencies are keen to tap into the tool.
Roles in Social Media: Ad Agency
www.dottalent.co.uk
Ad agencies used to work with social media specialist agencies
They now have growing social media teams to enhance the services they offer for their clients
Account Executive: Research and community management
Account Manager: Client Management, Project management
Account Director: Pitching, Strategy development, staff/team management
Roles in Social Media: Other Agencies
www.dottalent.co.uk
There are a number of “Social” agencies that offer just social media solutions
As traditional agencies, PR and clients look to incorporate social services into their businesses it is important for boutique agencies to stay cutting edge and develop unique offerings
PR agencies are increasingly looking to offer social media services to their existing clients
This is very much in its infancy as PR agencies are still largely concerned with traditional media
Roles in Social Media: Client
www.dottalent.co.uk
Clients are increasingly looking to incorporate social media into their Marketing and Communications teams
Internal staff are best placed to talk about the business and share insights online
Creating a culture of openness, flattening hierarchies and ecouraging all staff to be ambassadors
B2B or B2C brands, both can benefit from showcasing their products or services
Opening up to consumers can also drive innovation
Making the transition
www.dottalent.co.uk
If you are looking for a career in social media its’ worth considering:
• Using companies for case studies in your dissertation…or interviewing people in the industry
• Internships with companies you’d like to work for
• Attending industry events and lectures
• Demonstrate an understanding of the platforms by using them
• Creating a digital portfolio
Social Media Resources
www.dottalent.co.uk