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Marketing Managers Forum March 2012

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Social Media: The who’s the how’s and the why’s?
Hello… I am
What is Social Media?
Social media is not technology
Social media is not about this guy
So then, why do we care?
SM is a set of tools…
(like these)
(these)
(and especially these)
that facilitates…
the creation ...
and sharing ... Credit: Jason Staten http://www.flickr.com/photos/jasonstaten/
of stuff.
“Communication tools don’t get socially interesting until they get technologically boring.” Clay Shirkey Here Comes Everybody
Where’s this all going?
Tradi&onal  Media Social  Media Fixed,  unchangeable Instantly  updateable Commentary  limited  and  not  real-­‐:me Unlimited  real-­‐:me  commentary Limited,  :me-­‐delayed  bestseller  lists Instant  popularity  gauge Archives  poorly  accessible Archives  accessible Limited  media  mix All  media  can  be  mixed Commi?ee  publishers Individual  publishers Finite Infinite Sharing  not  encouraged  or  actually  illegal Sharing  and  par:cipa:on  encouraged Control Freedom
Let’s take a closer look
Facebook 101
What can people do on Facebook? • Create a personal profile with information about themselves • Create a network of people that they can interact with — usually people they know in the offline world • Share photos and video (Facebook is the biggest photo sharing site in the world)
What can people do on Facebook? • Publish thoughts and activities as ‘status updates’ • Create event listings on Facebook and invite their friends to attend • Use Facebook applications (these can be games, useful applications etc.)
What can people do on Facebook? • Join online groups around specific interests or causes • Send private messages to friends and groups, like email • Post public messages on the ‘walls’ of friends and pages
What can people do on Facebook? • ‘Like’ any piece of content in Facebook, thereby recommending that piece of content to their own network • ‘Like’ selected Internet pages/videos/other content off Facebook, thereby recommending that piece of content to their Facebook network • ‘Like’ pages devoted to brands — thereby joining a community of other users who have also ‘liked’ that page and opting to receive messages from that page in their ‘news feed’
The 3 main benefits of Facebook 1.  You are able to have a twoway dialogue with your customers and build a loyal community of followers 2.  You can engage with users in a very personal, human way in a space where they are receptive to fun content 3.  Everything is trackable and measurable
Why?
820 million global users 4.2 million South African users 3.2 million of these are checking Facebook every day
Twitter 101
What can people do on Twitter? • Share information as soon as an event occurs • Search terms based on trends and hashtags • Engage in real time with brands and customer service
What can people do on Twitter? • Follow people who post content that you find interesting or see value in • Build a network based on your niche • Share information that you find interesting
Some lingo…
@
DM (D)
RT
#
search.twitter.com
URL shorteners
Why?
Over 383 million global users 1 100 000 South African users 40% of which engage daily
So what?
Facebook — real world networks
Twitter — influencer network
Why should I care?
Two thirds of the global Internet population visit social networks Nielsen, Global Faces & Networked Places, 2009 Credit: Christian & Cie http://www.flickr.com/photos/christiangates/
22% of total Internet time is spent on social networks (and rising) Source: Nielsen, Global Faces & Networked Places, 2009 Credit: Catherine http://www.flickr.com/photos/mayeve/
Social media recently displaced email as the third most popular activity on the Internet Source: Nielsen, Global Faces & Networked Places, 2009 Credit: Esparta http://www.flickr.com/photos/esparta/
100,000,000 videos are watched on YouTube every day Credit: Jared http://www.flickr.com/photos/generated/
Minutes spent on Facebook every day Credit: Mark Auer http://www.flickr.com/photos/thegeekshallinherittheearth/
Social Media at its worst #Fail
How to make 90 000 former fans hate you?
It was the week before Easter Online sentiment dropped 78%
On March 18th the share price dropped by 0.95 (1.79%)
Never mess with Greenpeace. They have cute baby animals on their side.
Social Media at its best #Winning
Do you know who this guy is? Do you know who this guy is?
Questions?

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Marketing Managers Forum March 2012

  • 1. Social Media: The who’s the how’s and the why’s?
  • 4. Social media is not technology
  • 5. Social media is not about this guy
  • 6. So then, why do we care?
  • 7. SM is a set of tools…
  • 13. and sharing ... Credit: Jason Staten http://www.flickr.com/photos/jasonstaten/
  • 15. “Communication tools don’t get socially interesting until they get technologically boring.” Clay Shirkey Here Comes Everybody
  • 17. Tradi&onal  Media Social  Media Fixed,  unchangeable Instantly  updateable Commentary  limited  and  not  real-­‐:me Unlimited  real-­‐:me  commentary Limited,  :me-­‐delayed  bestseller  lists Instant  popularity  gauge Archives  poorly  accessible Archives  accessible Limited  media  mix All  media  can  be  mixed Commi?ee  publishers Individual  publishers Finite Infinite Sharing  not  encouraged  or  actually  illegal Sharing  and  par:cipa:on  encouraged Control Freedom
  • 18. Let’s take a closer look
  • 20. What can people do on Facebook? • Create a personal profile with information about themselves • Create a network of people that they can interact with — usually people they know in the offline world • Share photos and video (Facebook is the biggest photo sharing site in the world)
  • 21. What can people do on Facebook? • Publish thoughts and activities as ‘status updates’ • Create event listings on Facebook and invite their friends to attend • Use Facebook applications (these can be games, useful applications etc.)
  • 22. What can people do on Facebook? • Join online groups around specific interests or causes • Send private messages to friends and groups, like email • Post public messages on the ‘walls’ of friends and pages
  • 23. What can people do on Facebook? • ‘Like’ any piece of content in Facebook, thereby recommending that piece of content to their own network • ‘Like’ selected Internet pages/videos/other content off Facebook, thereby recommending that piece of content to their Facebook network • ‘Like’ pages devoted to brands — thereby joining a community of other users who have also ‘liked’ that page and opting to receive messages from that page in their ‘news feed’
  • 24. The 3 main benefits of Facebook 1.  You are able to have a twoway dialogue with your customers and build a loyal community of followers 2.  You can engage with users in a very personal, human way in a space where they are receptive to fun content 3.  Everything is trackable and measurable
  • 25. Why?
  • 26. 820 million global users 4.2 million South African users 3.2 million of these are checking Facebook every day
  • 27.
  • 28.
  • 29.
  • 31. What can people do on Twitter? • Share information as soon as an event occurs • Search terms based on trends and hashtags • Engage in real time with brands and customer service
  • 32. What can people do on Twitter? • Follow people who post content that you find interesting or see value in • Build a network based on your niche • Share information that you find interesting
  • 33.
  • 34.
  • 36. @
  • 38. RT
  • 39. #
  • 40.
  • 43. Why?
  • 44. Over 383 million global users 1 100 000 South African users 40% of which engage daily
  • 45.
  • 46.
  • 47.
  • 48.
  • 50. Facebook — real world networks
  • 52.
  • 54. Two thirds of the global Internet population visit social networks Nielsen, Global Faces & Networked Places, 2009 Credit: Christian & Cie http://www.flickr.com/photos/christiangates/
  • 55. 22% of total Internet time is spent on social networks (and rising) Source: Nielsen, Global Faces & Networked Places, 2009 Credit: Catherine http://www.flickr.com/photos/mayeve/
  • 56. Social media recently displaced email as the third most popular activity on the Internet Source: Nielsen, Global Faces & Networked Places, 2009 Credit: Esparta http://www.flickr.com/photos/esparta/
  • 57. 100,000,000 videos are watched on YouTube every day Credit: Jared http://www.flickr.com/photos/generated/
  • 58. Minutes spent on Facebook every day Credit: Mark Auer http://www.flickr.com/photos/thegeekshallinherittheearth/
  • 60. How to make 90 000 former fans hate you?
  • 61.
  • 62.
  • 63.
  • 64.
  • 65.
  • 66.
  • 67. It was the week before Easter Online sentiment dropped 78%
  • 68. On March 18th the share price dropped by 0.95 (1.79%)
  • 69. Never mess with Greenpeace. They have cute baby animals on their side.
  • 70. Social Media at its best #Winning
  • 71. Do you know who this guy is? Do you know who this guy is?
  • 72.