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Social Media Marketing

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Learning Objectives

1. To learn about a variety of social media tools to help us listen, connect, add value and measure.

2. To identify a strategy for roll-out of social media in my organisation.

3. To learn from successful social media practitioners and organisations.

4. To understand how to use social media tools to nurture a community of fans and followers.

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Module 1:Key Trends in Social Media

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Twitter in action: Plane crash!

http://www.youtube.com/watch?v=imDFSnklB0k

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From Twitter to Front page

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Lessons

• 1-PERSON: A single person with a smartphone can make a huge impact globally

• 2-WAY: Some characteristics of social media: speed, amplification, pass-along value, archival, offers instant feedback and more engagement

• LIKE-ME: People care more when it’s someone “like me”: more human, more real, more visual, more believable, more authentic

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Costa Concordia

9"In a short period of time the Concordia ship will pass very close. A big greeting to my brother who finally gets to have a holiday….” Facebook update of sister to head-waiter of ship

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Hero vs Villain

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It’s not the tools or the technology, it’s the story

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The Internet circa 1993

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Internet in 2014

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The Old Media World

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The New Media World

Investors

Customers

Prospects

AnalystsPartners

Employees

Community

Press

MESSAGESMESSAGES

Competitors

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Newsmakers have gone social

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Classic Branson stunt

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Arby’s tweet at Grammys 2014

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Celebs have reach + influenceTwitter:@LisaSurihani : 1,993,233 Followers@Shaheizy_Sam : 1,475,740 Followers

Facebook Fan Page:Lisa Surihani : 2,880,184 likes Shaheizy Sam : 1,632,897 likes

* As of Feb 3, 2014

Twitter:@bharianmy : 660,465 Followers@StarOnline : 318,551 Followers@hmetromy : 209,323 Followers@umonline : 147,718 Followers@sinaronline : 116,768 Followers

Facebook Fan Page: Berita Harian : 1,010,932 likesUtusan Online : 865,215 likesSinar Harian : 761,339 likes Harian Metro : 726,043 likes TheStarOnline : 116,504 likes

22*Mobile penetration: 146.1% **Internet penetration: 60.7%

Force 1: Rise of access

*Source: Malaysia, Q3, 2013, MCMC **Internetworldstats.com

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Force 2: Media fragmentation

Opinion forming elite• One-way, one-to-many• Sole or few sources

dictating schedules and headlines from top-down.

• Very little engagement or feedback encouraged and even these are edited.

Here it is, you decide• Many-to-many• Bloggers, tweeters,

podcasters, aggregators, producers, commenters post in near real-time

• Many sources engage in the conversation from grassroots-level.

Mass media >>> Masses of niche media

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Force 3: Diverse media options

ThenWord-of-mouthPrint: eg. news, direct mail, newsletters, magazinesBroadcast: TV, radioAdvertisingPublic relationsTelephoneDirect MailContestsResearch reportsFace-to-face

NowWord-of-mouseEmailWebsites, Forums, Chat roomsBlogs eg.Wordpress, Blogger, Tumblr

Social networks eg. Facebook, LinkedIn, G+Microblogging eg. Twitter

Video-sharing eg. YouTube

PodcastsMobile apps eg. iPhone, Android, iPad, TabletsVideo chat eg. Skype, Facetime, Hangout

Search Engine MarketingViral marketing

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One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio….

What’s social media?

27…it’s people connecting online

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What is social networking and social media?

• Social networking in Plain Englishhttp://www.youtube.com/watch?v=6a_KF7TYKVc

• Social media in Plain Englishhttp://www.youtube.com/watch?v=MpIOClX1jPE

Copyright: Lee & Sachi LeFever, CommonCraft.com

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Where Is Everyone?

F. L. Y. T. B. G.

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Why social media?• 1.11b active users*• Malaysia: >13.6 million**

• 225m active users• Malaysia: >1.162m

• 1b unique users/month• 4 billion views daily• 72hrs of video uploaded/1 min

• 554m users+• Malaysia: 1.128 million++

• > 200m bloggers

Sources: *Facebook.com (Mar, 2013) **Socialbakers.com (March, 2013), +StatisticBrain(May 2012), ++ForestInteractive, Linkedin, YouTube

• > 300m active users• Malaysia: ?

Why social media?

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1. What our peers say about you matters- we trust what our friends say about your brand online

2. Online recommendations translate into purchases- MarketingProfs survey: 73% learn about a product online and 51% purchase a product based on an online recommendation.

3. You must provide a great customer experience

4. Permission is key - People who like a brand on Facebook, follow a brand on Twitter are more likely to buy and recommend.

5. Social Media Marketing is a commitment - You must listen and respond. Be consistent, patient.

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Can we ignore social media?

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There will be consequences…

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1. You won't know what people are saying about you

The conversation is taking place anyway. You can choose to participate or you can ignore it, but people are talking -- even when you're not listening.

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2. You won't know what's going on

Listening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7.

If you listen to your market, you'll be able to anticipate customer needs, make better products, improve services and hear what's wrong with what you are currently delivering.

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3. No one knows the real you• Someone may already be squatting on your brand and

spewing false corporate messages• If you don't secure your brand accounts on Twitter,

Facebook, no one will know if it's real or fake. Get out there with your own voice and establish a

reputation for authenticity and truth - it's a lot harder for someone else to hijack your brand.

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4. When you need a voice, you won't have any credibility

• Typically, organizations only think of a blog or a Twitter account, after a crisis hits.

• Whether you're talking online or off, it takes months – even years – to establish trust in a relationship.

• You need to start the conversation in order to start making deposits in the bank of trust. Then when you need it, the credibility will be there.

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5. You're giving away a competitive advantage

• Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you.

• They may get the feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can.

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“Fish where the fish are!”

Users are spend more time in social networks rather than portals or destination sites.

Reach more people: Introduce new users to your services or products through conversation

Spread your message and agenda: Embed on blogs, social networks, video sites pro-actively

Why use social media?

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4-step social media guidanceStep 1: ListenWhat are people

saying about your brand online?

Who’s saying what?

Who comments and responds?

What they say and how they say it.

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Make friends – one at a time

Participate in conversations and find your voice

Observe comments and reactions, if any

Do not dominate the conversations!

Step 2: Connect

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2/3 of the economy now influenced by personal recommendations – McKinsey&Co

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Step 3: Add value

Find unique and genuine ways to reach out to help.

Bring authority and credibility to the conversation.

Do not flood streams with marketing messages!

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Step 4: MeasureTrack pageviews, unique

visitors, downloads, embeds, subscribers, followers, fans

Cost savings, sales and call-to-actions

Weigh sentiment, positive vs negative comments, issues resolved, feedback received

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Key trends in social mediamarekting in 2014

• Mobile first

• Visual: Rise of videos, photos

• H2H: Humanizing the experience wins

• ROI: right content, right context = $

• Community management going in-house, round-the-clock monitoring is the reality.

• Early days yet, big corporations still make blunders