Social media is more than just a tool for advertising, marketing, and PR. It allows companies to break down silos between these departments and engage with customers. A global survey found that the UK has high levels of both internet and mobile phone use, and people are using these technologies for leisure, research, accessing QR codes, and sharing experiences. New communication technologies are changing how society behaves and buys things. Companies must go online for the right reasons, like Burberry which has the top-ranked online proposition in its industry. Social media allows companies to build communities and relationships rather than focus on sales. Research shows that older age groups are increasingly using mobile social media. Companies can use social media to provide value, increase reach, engage
2. 02
More than a media tool …
Silos between Advertising, Marketing & PR
are being eradicated
Earned
Paid
Owned
3. 03
More than a tool …
Who is online & what are they doing?
A Global TGI poll conducted this past
summer … found that the UK has the
second highest level of internet use &
access at home with 73%
What are they doing? Leisure, playing &
researching products & services …
4. 04
More than a tool …
Who is online & what are they doing?
A Global TGI poll conducted this past
summer … found that the UK has the
second highest level of mobile phone use
… GLOBALLY with 91%
What are they doing? Accessing QR
codes, playing, sharing data &
experiences
5. 05
More than a change…
How are technologies changing us?
With the industrial revolution … the economy developed
a muscular system … now it is developing a neural
system …
From: Arthur, WB., (2011), The Second Economy, McKinsey & Company
The Medium is the message … new ways of behaving &
buying … new VALUES
Marshal McLuhan
6. 06
This is not about going online … this is
about going online for the right reasons …
Burberry as an example … within its sector
& audience Burberry’s online proposition is
ranked number one by experts
7. 07
If you go online what is your proposition?
Why are you there and want is the added
value …
Back to McLuhan … this is no longer about
you … what are the customers doing with
Twitter, FaceBook& app’s?
8. 08
More than a change … So with FaceBook
according a to survey carried out by AdAge
in the USA this past summer … main benefit
is:
Social Media is perfect for Customer
Engagement – 85%
Social Media is not about sales or about
lead generation … only 21%
9. 09
What has changed? With FaceBook
according a to survey carried out by AdAge
in the USA this past summer … the main
benefit is:
Building communities is NOT about sales …
but about building relationships, generating
a positive ‘buzz’ and EARNING favorable
reviews (41% of fans are more likely than
non fans to recommend products &
services)
Customer Retention
10. 10
Does this change actually mean anything for
me & my business?
Nielsen research this summer shows that
mobile social media is on the increase (link
this with TGI stat from earlier)
11. 11
Not so fast … aren’t smart phones, app’s
and connectivity on the go only for young
people?
Nielsen research this summer shows that
the fastest uptake is in the 55+ age group
12. 12
At Bournemouth University we carried out
research in 2006, 2008 & 2011 on youth &
media engagement
In 2006 … social media did not exist …
In 2008 … 71% consumed social media daily
In 2011 … 97% used social media daily
Social media is now viewed as having
technological ‘lock-in’ status
13. 13
Our research also asked about trust … (we
as academics are still ranked second
highest next to parents!)
In 2006 … do you trust personal web sites …
45% said NO
In 2008 … do you trust personal web sites …
26% said NO
In 2011 … do you trust personal web sites …
18% said NO
14. 14
What can we do? What can we TAKE AWAY?
1 VALUE FOR MONEY
2 INCREASING REACH (PARETO 80/20)
3 BRAND ENGAGEMENT
4 REJUVENIATE YOUR SERVICE
5 BUILDING PARTICIPATION
From: Benaldy, A., (2010), Five Uses of Social Media, WARC Prize
Why should you think widely & differently about social media … owned, paid and earned media
In the UK internet penetration means that most likely your target audience, stakeholders and potential customers are online – you will need to think about buzz and conversations around your brand, your reputation and your presence online
In the UK internet penetration means that most likely your target audience, stakeholders and potential customers are online – you will need to think about buzz and conversations around your brand, your reputation and your presence online
A different way of thinking about marketing, advertising & PR … new models, new challenges & new opportunities
Burberry’s website is ranked number one among: users (it would though wouldn’t it?), but moe importantly from a marketing point of view it creates perfect online/offline brand synergy
Honda & Crosstours on FaceBook … all positive comments from a brand manager at Honda … not clever
From Ad Age Summer 2011 … this is about creating a conversation with your TA, customers and stakeholders
FaceBook when done well works for Burberry & IBM … maybe not for SME’s