1. People are driven to brands that reflect their
beliefs and values. In a sea of brands, The brand
that wins, is the one that tells their story the best.
2. But nowadays, its MUCH more likely that
you’ll form your opinion about a brand
based on a story that someone else is telling.
3. of consumers around the world say they
trust earned media, such as word-of-mouth
and recommendations from friends and
family, above all other forms of advertising
%
4. Understanding the conversation
Topics
What resonates
the most?
Sentiment
Which content
carries the most
negative or positive
sentiment?
Influencers
Which influencers have the
most reach, relevance and
resonance?
But brand loyalty is elusive. For most marketers, its our unicorn.
Not only do brands have to compete with each other, but Brands also have to compete constantly with social media conversations,
not only to get the attention of potential customers, but also to fight any negative perception or conversation that might crop up
Facebook: 684 milion active users every day
Twitter: 500 million tweets per day
Pinterest: 70 million pins a day
Instagram: 75 million daily active users total
More and more people are driven to brands by conversations initiated by others. More importantly, by individuals that are seen as influencers.
So how do we win
The first step is understanding the conversation
The universe of social media data on any given topic is enormous, and highly representative of public sentiment.
By collecting and analyzing pieces of this data we can map factors such as relevant conversation topics, conversation sentiment, brand-engagement, platforms and infuencers within the conversation.
We are always looking for the 1’s nd 9’s. those are the ones that create the content, while the 90s dictate where the bigger conversations are happening
Once we understand the conversations, we need to share content.
We start with always on analytics to constantly monitor conversation. We then aggregate and create content
We then provide a way to distribute. I prefer a content hub that allows users to download content on their own terms
We then amplify content through more traditional means
Mobile users account for the vast majority of Facebook's MAUs. Mobile MAUs topped 1.12 billion during the quarter, making up 83% of total MAUs, and increasing by 29% year-over-year (YoY).
Social is now almost entirely driven by mobile. In fact we are seeing more and more apps that eschew desktop for mobile experieces like vine, snapchat
