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“ Digital Media Laid Bare”
| Date post: | 19-Jul-2015 |
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Technology |
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“ Digital Media Laid Bare”
Today• Introductions• Using social media in a marketing world• The Bosch Factor• What are you trying to achieve with social
media?• Social Media Explained
– Twitter– Facebook– LinkedIn
– Flickr– YouTube– Ning– Audio Boo and Foursquare
• Lunch• Forums• Blogs and Bloggers
• Monitoring Tools and Techniques• Why Social Media Helps SEO• Evaluation Tools and Techniques• How digital can make your life easier• Conclusions
You and Social Media?
Using Social Media in Marketing World?
Who Does it Right?
Top 10 Socially Engaged Organisations
• 1. Starbucks (127)• 2. Dell (123)• 3. eBay (115)• 4. Google (105)• 5. Microsoft (103)• 6. Thomson Reuters (101)• 7. Nike (100)• 8. Amazon (88)• 9. SAP (86)• 10. Tie - Yahoo!/Intel (85)
What They Have In Common?
• Dedicated person or teams• Evangelical & committed• Key part of marketing strategy• Conversation
Most Importantly, They Know Exactly
What They Are Trying to Achieve
And, They Recognised that Someone Was Rewriting the
Marketing Rule Book
"Technology reduces the amount of time it takes to do any one task but also leads to the expansion of tasks
that people are expected to do."
Juliet Schor
Supermarket choice doubled.
Information tenfold.
Can’ t take it all in
The average American sees 16,000 advertisements, logos,
and labels in a day
Dr Dharma Singh Khals
Permission Marketing
So, They Started To...
• Communicate with customers:-– In the places they were actually “ hanging
out”– In the tone of voice they would
appreciate– In ways that actually entertained them
What These Guys Did To Build Their Social Media Profile...
My Starbucks Idea
• 70,000 ideas submitted in year one• Several implemented
– Free coffee for Gold Card members on their birthday
– Starbucks VIP card– Splash sticks– Buy coffee beans, get a free cup of coffee
• Great PR – and massive business benefit
Dell: Eco-Regeneration Campaign
• Facebook app: asked people ‘ What does green mean to you?’
• Presented people with a blank canvas and invited them to ‘ Graffiti it’
•Notion of graffiti already on facebook, ensured posting on walls/ word of mouth
• 8.5 million downloads of the graffiti app• 7300 entrants to the competition mechanic that ran alongside it• 800 wall posts, 1000 commentsWhen voting was opened for the finalists, within 4 days 1,000,000 votes were cast
Dell: The Stats
• coffee has the cool factor that dell is missing – however campaign was still a massive success• It was engaging, interactive and made use of a successful Facebook tool• Proves social media can promote eco-campaigns too
Result? Success
Who Got it Wrong?
Nestle
"To repeat: we welcome your comments, but please don't post using an altered
version of any of our logos as your profile pic--they will be deleted”
The Lessons Learnt• They ignored their brand / reputation• They took no “ protective measures”• They got the forum wrong
– Ning may have been more measured / controlled
• They got the tone of voice wrong - School Ma’ am
• They didn’ t get expert help!
“ Social media: as you can see we’ re learning as we go.
Thanks for the comments.”
(Why learn from your mistakes so publically!?!)
The Bosch Factor
Car Insurance
v
comparethemarket.com
• 38,000 Twitter followers• 725,000 Facebook fans• But, did it work?
– Year one: 45% uplift in quotes– Over 50% of traffic = direct– Quotes up 90% on same period of previous
year
“ Social media is all about engaging with the people, your customers. We try and engage people by asking them
what they want to see blended next. Social media is a chance to
engagement with the customer and have fun with them.”
However, Blendtec’ s main reason for using the medium in the first place wasn’ t to become a social media hit, but to raise awareness of the brand.
“ Our intention, when we started this campaign, wasn’ t to be on the front page of YouTube. It was to build our brand, to put something in the hands of our salesmen that they could use to help create and generate a buzz and
awareness and sales”
Did It Work?
• For sure!– 700% increase in sales– From nobody to $100m business
Bosch
• When Heather Armstrong's Whirlpool washing machine broke down she logged onto her Twitter account, where she has over 1 million followers.
• With Whirlpool slow to respond. Bosch took it as an opportunity to step in.
• Offering Heather a free washing machine in replace of a competitor brand they were undoubtedly quick off the mark.
Bosch
• This prompted Whirlpool to step in and organise Heather a new machine.
• Bosch then stood by their offer, and on Heather’ s request gave the machine to a local homeless shelter.
• Bosch’ s gesture was then tweeted to her 1million followers, who retweeted. Some great CSR for the company!
Bosch
What Are You Trying to Achieve From Social Media?
Objectives
Raising brand awareness online
Increasing the number of links
from quality websites
Search engine ranking boost
Website trafficIncreasing customer
acquisition & sales
Why?• Over the past year grown
hugely in the UK. Uptake faster than US.
• Similarity to texting resonated with UK population.
• Complements blogging and fantastic for cross referencing other content.
• “ Twitter Elite” have considerable sway with comments being seen instantaneously.
• Extremely viral – news spreads fast.
It’ s quickly growing!
• Twitter is ranked as one of the 50 most popular websites worldwide by Alexa’ s Web Traffic analysis.
• Suggested to be growing at a rate of 300% a week…
Average user
• Now Facebook’ s little brother - average Twitter user now aged 31.*
*Pew internet report 2009.
• Half of users said a brand has successfully interacted with them via social media, compared to 31 % of Facebook users.*
*Webtrends survey Aug 2009
• 1/5 tweets posted on Twitter contain some sort of inquiry or information about a specific product or service that is brand-related.*
*Research by Penn State University
• Twitter now has 75 m us e r ac c ount s , but only around 15m are active users on a regular basis. It’ s still a fair increase from the estimated 6-10m global users from a few months ago.
On the computer, or on the phone?
• the average user has 126 followers;• only 20% of its traffic comes through the
Twitter website;• 80% (logically) comes from third-party
programs on smartphones or computers.• if you're looking at Twitter stats on your
website, you're probably underestimating that source of traffic by a factor of five.*
* Evan Weaver, Twitter's lead engineer
• Another handy app that enables you to share footage with your followers.
• Upload videos to TwitVid using email, mobile phone or straight from webcam.
• allowing you to retweet, share and reply to videos direct from the site.
Customer Service... The Yanks do it well
Monitoring
Hootsuite
• By far the biggest of all the social networks - 500 million active users
• If Facebook were a country, it would be the world’ s sixth largest
• 1 in every 14 people on earth are on Facebook• People are probably talking about you, whether
you’ re on there or not• May not always be ideal to have a fan-page but
definitely worth monitoring
Why?
• Average age: 36• the 55-64 bracket is currently bigger than 25-34• Average user spends more than 55 minutes a day on
Average User
How can brands reach out to Facebook users?
Fan Pages• Used to be groups. These are much more
interactive/flexible• It can be done: pages have created more than
5.3 billion fans• However, more than 700,000 businesses have
pages• The key to success? Integration
Fan Pages: Features• Can incorporate video and stream Youtube
– As Worcester fan page does
• Can post related news to encourage people to get involved with your fan page
• Important to keep updating– Facebook ranks its search returns according to
recently updated
– Important to remember: Fan pages are very still much in development
– Only been active for a year– Recently changed ‘ Become a Fan’ to ‘ Like’– Shows Facebook are still fine-tuning the facility for
their audience
Therefore, you need to cater to your audience
• In order to engage and get users to ‘ like’ your page, ask yourself:
– Is there an audience for your brand online?
– What are similar brands doing?– Remember to match tone with tone– Don’ t rule out advertising to build an
initial base
It can work…
• But it’ s hard work, you need to put it in to get out (regular uploading and so on)
• Successes have used an incentive-orientated campaign to build a fan base
• Don’ t forget to incentivise – if people ‘ like’ your page offer them exclusives
• People forget that, of all the networks, Facebook is the most social – it needs to be interactive and fun!
Linked• Professional networking tool • Underused marketing tool – as well as
employee profile, create and initiate group discussions, events, activity updates
• Part of integration – can help to raise blog audiences
Full of widgets that maximise the functionality of profiles:
• Slideshare: allows users to upload powerpoint presentations
• BlogLink: hosts blog on profile – alerts connections of new posts
• Company Buzz: monitors what twitter is saying about your company
• LinkedIn Polls: allows you to tap into your connections and creates poll data
Flickr• One of the biggest
mistakes companies make, are implementing a tool-based, as opposed to people-based, strategy and simply choosing the best-known communities.
• It may be that you just won’ t be able to engage people in Facebook – sustained engagement is key.
How to use it? Cr e at i ve Commons l i c e ns e , that users can
illustrate their websites/presentations/etc with your pics, and yes, they have to link back to you.
Why? If your pictures are good enough - more users will spread them and more eyeballs will see them.
Labe l pictures well. Good picture names bring more search results.
I nvi t e people to your community. Think qual i t y not quantity.
Give your Brand a boost Upl oad your pictures and use them everywhere.
Embed in a Flickr slideshow. Make a c ont e s t ? It’ s an option to create a group
and give freedom for all the creative people out there. Great way to get people directly interacting with your brand – and cheap.
Be ac t i ve – is what you need. Upload pictures, comment on the other photos, participate in groups - in general, and be active.
.Spons or a gr oup Build on an existing audience - link up with like minded people and put your brand in the frame
What are the benefits?
A Flickr Feed is full of rich media which bolsters SEO
From a media perspective, more and more journalists are turning to Flickr as images are instantly downloadable
Very accessible; images are uploaded easily and quickly
Can utilise it as a tool for your own website Some businesses are using flickr streams as their
image galleries
YouTube
• 3rd most trafficked site in the world.• 17M unique monthly users• 43% Internet reach• 1.2B monthly page views• 2.4B video streams each month• Over 1 hour spent per user each month
• 1.4 million out of 3.4 million UK small business owners visit an online video site each month - they are 32% more likely to visit an online video site than the average user
• YouTube reaches half of online UK small business owners, more than 7 times the reach of FT.com
• 1.5 million business searches daily on YouTube globally, making it the second most visited destination for business-related searches after Google
Askthebuilder.com
Home Addition Plus
Your Presence
• Just as Blogger allows you to create blogs, Ning allows you to create your own social network
• Benefits of this include flexibility of features, design (can tailor it perfectly to fit campaign)
• Don’ t create a Ning network lightly – with facebook and twitter you’ re drawing upon existing audiences, with Ning there will be no audience unless you actively generate it
• May sound scary but is proving popular – over 1 million networks created so far!
Creating a Ning Network is really as easy as
How does it work?1. Sign up and select create a network
How does it work?2. Name your network and pick an address
How does it work?3. Choose your features and design
When would a brand use it?
• Can be used as a separate web space for a campaign idea
• It can be a great alternative to a face book application
• It’ s a great way to create a community • You control the network and can help steer
discussion
• The access granted by your own network easily outweighs such a small fee
– Free for first 30 days– £2 per month for a small group– Such a small price allows you to trial a
network– £15 per month for bigger groups
Why would people join?• Play on common interest, something of
relevance that has a strong audience• Remember subject first, brand second
– E.g the DIY network– A place where DIY enthusiasts can come and
trade tips on what works for them– As network owner you can contribute as often
as you wish– Keep it objective and people will convert
FourSquare
• Location based application.
• Combines microblogging, with location based “ check-ins” and gaming.
• Sign up and search for your friends.
• Check in by telling your friends where you are.
• Pre-tax profit of nearly 29%• Rise in online orders —
which now account for 32.7% of all orders
• Foursquare promotion rewards mayors of UK stores with free pizza.
• Other patrons who check-in receive a free side dish.
• The promotion was initially piloted in select locations but later rolled out nationwide after the program proved to successful.
Why bother?• Every check-in earns you points, which
then earns you badges. • The more you talk, the more features from
the app are unlocked.• As such what you have in your hand is
basically a city guide, loyalty card and ,of course, social network.
• Being increasingly used to reward customers for loyalty.
AudioBoo• AudioBoo allows users to record
and playback digital recordings, which can then be posted on the AudioBoo website.
• Available on the mobile or on computer.
• Brands/users can have their own pages or channels akin to Twitter or Youtube.
• Easily shared amongst other social media platforms.
Forums
Is engaging worth it?
• Make sure content is new – that people are still using talking. No point getting involved if there have been no threads since 2007.
• Engage in the right tone for your audience.
• Have a conversation – don't just talk marketing.
Basic Guidelines
• no libel, slander, or lying – transparency is key.
• Be up-front about who you are – the more detail the better: name/position…
• Usually required to give an email address. To validate signing in.
Conversations that are already happening...
Getting Involved
• Fantastic opportunity to be the authority in what would normally be a private discussion.
• Chance to further build on profile - be the product consumers ask for, and tradesmen want to use.
What to do if things go wrong?!
Top Tips
Be quickContact the complainant using the
medium they usedBe direct – if you are doing all you
can, people will recognize itRemember anyone can see the thread Take i t of f l i ne as s oon aspos s i bl e
“ A Blog provides commentary or news on a particular subject; others function as more
personal online diaries. A typical blog combines text, images, and links to other
blogs, Web pages, and other media related to its topic.”
Wikipedia says…
Blogger Relations
• Unlike traditional media, this is a softer sell
• Trust is a must as a blogger has free reign to write what they want
• Be confident about your brand and truth will win out – bloggers will endorse your brand if they believe in it
Your own blog
• Would Allow you to have a platform to comment on current issues
• Helps to further strengthen Bosch as a brand
• Adds to integration factor, you can use your blog to help bring together facebook and twitter activity
• Adds a personability factor
The Blog
• Multiple brands allows you the opportunity to offer your audience opinions from experts within different areas
• Blogs shouldn’ t be constant – they should be innovative and interesting – a team of bloggers would offer this
Blogging opportunities• To position a brand/person as an industry
expert • No constraints on content as it will always
be used, Howeve r if you want it to be read it must
still be interesting/engaging• SEO: link etiquette
– On google posts are visible, influential– Impacting consumer opinion– Driving mainstream coverage
It works too!
Our Blog• We’ ve been live for a year (in June) • The blog created a 30% increase in traffic
to our website• Generated 200+ followers on Twitter• Has led to offline coverage in trade press
Miller Homes’ Blog• Proves it doesn’ t have to be a ‘ sexy’ issue
for it to work• Blogging encourages niche markets which
is why it would work well for Worcester• over 60 knitting blogs – if the market’ s
there take it!
Monitoring Tools and Techniques
• Using Hootsuite you can set up a saved search
• All results are in realtime – allowing the opportunity for quick reaction
• All tweets are now visible from Google making them a l ot easier to find
• Lots of search tools out there to help– Twazzup– TweeFind
Facebook• Security is tight and profile information
private… for now• However, you can use the onsite search
engine to look for groups of relevance• Allows you to check on competitors• If any opposition groups are set up, you will
be able to view them and get them shut down
• Open Facebook search
LinkedIn• Search – the best feature of LinkedIn
– stats back it up – 42 % of volume onsite
• Has great Google visibility which is why organisations are so keen to be involved
• Can search individuals and groups• As a member, you can also view and
partake in discussions
Flickr• Best search engine is onsite• Can search according to
– Most recent– Geographical location (must be geotagged)– ‘ tags’ keywords identifying images– Photos– Groups– Individual users
YouTube• Best search engine is onsite• Can search according to
– Most recent– Most relevant– Number of views– Videos– Playlists– channels
Forums• A number of tools (some paid, some
free)• BoardTracker – one of the best• The biggest
– Over 2 billion live discussions– Can search for brands for free– Alerts is a paid for bolt-on
• Boardreader• Omgili (includes q&as)
Google for Blogs• Combines technology and literati meaning
‘ technology intelligence’• Launched in 2002, just 8 years later it
was indexing 133.8 million blogs• Places an authority (out of 100) on each
blog• Able to search by blogs and posts
– Easy to find brands– Easy to identify communities – i.e. knitting
Social Media & SEO
What is SEO?
• Definition on Wikipedia:• Se ar c h e ngi ne opt i mi z at i on (SEO) is
the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.
So why does SM boost SEO?• Social media involvement
produces content. • Content that is optimized
and linked to, does well in search engines like Google and Bing.
• Better search engine visibility means more traffic to social media content from customers.
Social media can be search• Of the top 20 search
engines according to comScore qSearch in August 2009, 3 are search functions within social media web sites.
• YouTube is the second most popular search engine after Google. MySpace and Facebook are also in the top 20.
It drives sharing
• Creating distribution channels for great content can drive awareness, traffic and inbound links.
• Optimized content with a quantity of quality incoming links results in superior search visibility.
SEO or SMO?
• As SEO helps increase the visibility of content in Google and Yahoo for example, SMO helps build the essential bridges between social objects and the individuals performing searches to find relevant content.
* Brian Solis 2010
Remember...
Letting it work for you
• Make sharing and bookmarking easy on your website
• Help content travel – PDFs, slideshows, videos, podcasts
• Add value – be a resource• Make participation easy• Develop a strategy – and don’ t be afraid to try
new things
Evaluation Tools and Techniques
Twitter• Number of Tweets and re-tweets• Growth in followers• TweetStats
– Tweet reach (individual users)– TOTS (tweet opportunity to see)– Clicks– Referred traffic (Google Analytics)
Facebook• Insights Page• Number of:
– weekly interactions– Likes– Comments– Wall posts– Active users
• Detailed demographic information– Age/gender– Location (lists most popular)
• Number of ‘ followers’• Recent activity
– Number of discussions created– Number of active members in discussion– Recent groups created– Number of members within groups
YouTube/Flickr• Number of active discussions • Number of comments• Number of views• Rating (3,4,5 stars)• Locations (allows you to see reach of
campaign)• Detailed audience demographics
Blogs• Number of posts• Number of comments• Number of views• Google analytics
– Traffic stats– Type of traffic (direct/referred)– Page dwell time– Return visit %
What Frightens You About Social Media?
Scared? Don’ t BeSocial Media Can Make Your
Life Easier
Top Tips
1. Access all your social media accounts from one platform, ideally Hootsuite
2. Set up searches – get the best brand insight you could hope for you, for free
3. Set up a second email account and don’ t miss the Tweets you want to read
4. Get a Google account and feel the Google love!
Why you need a Google account
• Google makes the world go round!• Tools are unlimited
– Reader– Toolbar– Adwords– iGoogle– Blog Posting (great link bait)
• Ever Changing (over 38 elements), explore!
Set up your Google account
• Go to www.google.com• Top right: click on sign in• Click on ‘ Create an account now’• Email address and password• Accept T&Cs and create your account
Now you’ re signed in…• Top right, click on ‘ settings’• My products:
– Can set up alerts (related to your brands)
– Google mail: should you need it– Adsense: should you ever need to set up
Google ad– Adwords: keyword suggestion tool
Setting up iGoogle• First select tools you’ d like from the
most popular menu• Save changes then go to ‘ add stuff’• Search and add as you would like
– Weather– Favourite news headlines (BBC/Sky
news)– Google reader– Can also alter themes (make it pretty!)
Google Tool Bar
Bosch and Siemens Home Appliances Group
• Google page rank 5/10• 141 backward links
And No Side Wikis!
Next, Sign up for Google reader
And Get the News you Want brought to You
Adding subscriptions via rss• When you are browsing, you may come
across a page you like• Click the orange RSS feed button• Follow link and it will ask if you would
like to subscribe to the feed in Google reader
• It will then appear in your subscriptions• And on your iGoogle homepage!
RSS Feeds Worth Having• http://mashable.com/• http://www.socialtimes.com/• http://www.techeye.net/• http://stedavies.com/• http://techcrunch.com/• www.bbc.co.uk/ • http://uk.reuters.com/• http://www.nytimes.com/
Apps for your phone
• Twitterlerts/ UberTwitter• Press reader/RSS reader• Facebook• Foursquare• LinkedIn• Snaptu: suite of social networking (inc
Twitter, Facebook, Flickr, Picasa)
Conclusions
Copyright and all other intellectual property rights in this document and all material in or provided with or pursuant to it belong to Willoughby Public Relations. All documents and materials are provided in confidence and may not be used, copied or adapted in any way without the prior written consent of Willoughby Public Relations. In viewing the material, information, concepts, ideas and proposals within the documents and materials you acknowledge they may only be used for the evaluation of the proposals put forward and may not be disclosed other than to employees of Global Brands for such purpose unless and until a written agreement is entered into with Willoughby Public Relations. This and all related documents and materials provided by Willoughby Public Relations shall be immediate returned to it at its first request.
