Social Media Beyond Facebook

1.

Social Media Beyond F***book
Exploring other channels...

Emily Knox
Social Media Strategist

SOCIAL BEYOND F***BOOK 2.

“We need a F***book.”
“We need to leverage
The Network Who Shall Not Be Named is the most obvious
this guy to build brand
social media marketing choice, and quite often the right choice,
loyalty and „engage‟ but by no means the only choice.
with consumers.”

Don’t put the channel planning cart before the horse.

This presentation is a crash course in some successful case
studies from OTHER social networks which you can consider in
THE SOCIAL WEB any social media strategy or campaign.
It‟s bigger than
Facebook.


After reviewing business objectives, the social media strategy
process should work as follows:

• Who? – Target Audience
• Demographics – age, gender, location
• Psychographics – tastes & interests

• What? – Content
• Funny videos to spark engagement and reach or blog articles to
establish thought leadership?

CHANNEL • Where? – Platform

PLANNING • Twitter, Pinterest, Vine, YouTube?

Serious business. •


So what other platforms are there? WAAAY to many to mention,
so let‟s look at what‟s popular here:

Social Media Channels By Monthly Active Australian
Visitors – December 2012
1. Facebook – 11,808,360 (up 52,720)
2. YouTube – 11,000,000 UAVs (steady)
3. Blogspot – 3,500,000 (steady)
4. Tumblr – 3,200,000 (up 100,000)
5. WordPress.com – 2,500,000 (down 500,000)
6. LinkedIn – 2,100,000 (down 400,000)
7. Twitter – 2,114,000 Active Australian Users (steady)
8. Instagram - 1,175,000 Active Australian Users (steady)
9. Flickr – 820,000 (up 40,000)
THE OTHER 10. Pinterest – 650,000 (up 20,000)

SOCIAL WEB 11. Google Plus – approx 377,500 (steady)
12. MySpace – 340,000 (down 10,000)
13. Yelp – 220,000 (up 20,000)
14. Reddit – 150,000 (steady)
15. StumbleUpon – 100,000 (steady)
16. Foursquare – 55,000 (up 2,000)
17. Digg – 45,000 (down 5,000)
18. Delicious – 30,000 (steady)

via Social Media News


Channel Type Australian Audience Content

YouTube Video sharing site Under 35s Video – amateur & increasingly professional (on Channels). See also Vimeo, Vine
(mobile video social network).
Tumblr Micro-blogging site Teenaged girls & young Mostly third-party image content. See also Posterous (more words, fewer images).
women (-25)
LinkedIn Professional social Men aged 40-49 Professional networking – resumes, groups etc.
network
Twitter Micro-blogging site M&F in their 20s Text-based, especially links. Increasingly featuring image and video content.

Instagram Photo sharing site ? Photos – amateur smartphone content.

Flickr Photo sharing site Globally – 25-54 Photos – lots of professional content.

Pinterest Photo sharing site Female 18-44. Mostly third-party image content. See also We Heart It.

Google+ Social network 25-34 year olds, slight male Personal profiles, news feed (links, photos, videos), hangouts (video conferencing),
skew (55%) events, communities.
MySpace Social network 18-34 year olds, slight female Personal profiles, news feed , focus on entertainment discovery.
skew (55%)
Yelp Location based service Globally – women 35-54 Reviews sharing (stores, restaurants etc).

Reddit Social bookmarking site Globally – men 18-24 Third-party link (eg news) and original content (eg photos, memes) sharing site.
Dubbed ‘the first page of the internet.’ See also Digg.
StumbleUpon Social bookmarking site Globally – women 35-44 Content bookmarking and taste graph-based content discovery hub.

Foursquare Location based service Globally – women 35-44 Geosocial network with checkins & badges, moving more towards Yelp-type
review platform.


• Why? – Objective
• Awareness & product benefit demo

• Anyone who wants to cover up a tattoo

• Video; cult celebrity
Click to watch video
• Where? – Platform
• YouTube

YouTube For Shareable, Spreadable Reach
• YouTube is an extremely shareable video format, both within and

CASE STUDY without the YouTube platform. Facebook & Twitter shares help boost
potential „virality‟ of content.
Dermablend YouTube videos can also be embedded into blogs and news sites.

Professional “Go
•

the blogger appeal of Go Beyond The Cover is two-fold: beauty blogs
are a big online hub, plus this video had appeal outside the beauty

Beyond the Cover.” •
community (cult celebrity star, shock value).
The virality and spectacle of the video made it a news story in ad
press and mainstream news.
• Currently on 16M+ views, with a 54:1 Like:Dislike ratio – people
watched it AND loved it. (i.e. It wasn't a branded Rebecca Black.)


• Promote association with UEFA European Championship

• Soccer fans

• Rich content soccer content

• Tumblr

Click to visit Tumblr Tumblr As Real-Time Rich Content Hub
• Adidas launched its month-long campaign with a soccer Tumblr blog

CASE STUDY in time for the 2012 UEFA European Championship

Adidas Tumblr. • The Tumblr will be promoted through paid placements in Tumblr‟s
“Radar” slot on the user dashboard. (Rotating selection of Tumblr
blogs hand-selected by the editorial team & available for purchase.)
• Adidas will also promote the site on Tumblr‟s “spotlight” page for
sports blogs.
• Soccer is a major passion point for fans around the world, and
Tumblr is a platform geared around re-blogging rich third-party
content in ways which express your personality, making Tumblr the
logical choice for this kind of content campaign.


• Brand affinity

• Adults who cook at home

• Rich content recipes

• Tumblr

Click to visit Tumblr
Cooking With Tumblr
• Insight: “...people don't use their recipe books anymore; these days

CASE STUDY it's all about balancing your iPhone on the edge of the counter, and
trying not to smear it with foodstuffs while you follow a recipe online.”
Electrolux - Now Now You're Cooking offers a series of films to cook along to, which

You‟re Cooking
•

include the options to pause and review directions along the way.
„Films‟ are beautifully shot and lightly branded, but all use Electrolux
Tumblr.
•

appliances along the way.
• Quirky food facts accompanying each video such as the link between
shiitake mushrooms and Star Wars fit beautifully with the post-
modern mish-mash which typifies Tumblr (think Kim Jong Il Looking
At Things).
• Cutesy, food-related typographical posts add to the shareability in
the mix of content on the blog.


• Real-time news reporting

• Anyone interested in the US presidential elections

• Real-time news content including GIFs

Click for Guardian live-blog • Tumblr

Tumblr As Real-Time News Outlet & The ‘Live-GIF’ As Reportage
• The Guardian (election editor) partnered with Tumblr (GIF-making

CASE STUDY all-stars) for live debate night coverage in GIFs.

Guardian Election • Could Tumblr encroach on Twitter‟s turf as the „newsy‟ network?
The humble GIF – a primitive, pre-web 2.0 technology which enjoys
Tumblr.
•

huge popularity on Tumblr but is generally associated with reality TV
fandom, cats and drunk Russians – has been raised to serious news
medium!
• "Though commentary, analysis, fact-checking and news reporting all
have their place in debate coverage, we're very excited about
capturing all the dignity and solemnity of the event through the
medium of real-time animated GIFs," ~Guardian US open editor
Amanda Michel
• "Our research indicates that most Americans now consume their
hard news in the form of animated GIFs...”~ Chris Mohney, Tumblr
Editor-In-Chief


• Barack Obama‟s re-election

• American voters

• Behind-the-scenes campaign trail content

• Tumblr

Click to visit Tumblr Tumblr Building Obama Affinity
• In 2008 Obama used social media to help him to the White House in

CASE STUDY what was dubbed „The Facebook Election.‟

Barack Obama • In 2012 Obama‟s campaign added Tumblr to its repertoire. His
official Tumblr blog has more than 1,240 posts, out-blogging his

Tumblr. •
opponent Mitt Romney almost every step of the way.
More importantly, Obama‟s campaign used Tumblr to interact
directly with users in a way that was relatable, posting GIFs of
the president listening to music and giving speeches.
• “It gets him in front of a much larger audience, especially more and
more young people who spend time on the Internet...” ~Tyler
Pearson, New Media Campaigns
• On election night 2012, Obama collected more than 75,000 Tumblr
mentions compared to Romney‟s 35,000.


• Awareness of new model

• Driving adults (Netherlands)

• Real-life car „race‟
• Twitter (primary)

Twitter Builds Buzz
• The extensive PR and buzz campaign generated an earned PR

CASE STUDY value of around 2.8 million Euros.

Citroen DS5 Twitter • During the one day race, Tweets poured in with an average of 524
an hour, making #DS5race Trending Topic no.1 in the Netherlands.

Race. • Twitter is an open network i.e. trends can be self-perpetuating (the
more people who see a topic trending, the more who are aware and
begin talking), and is the go-to social platform for real-time news.
• Twitter can be the best network for creating buzz which spills outside
of personal social networks and harnesses and spreads hype about
a brand.


• Awareness of tenfour‟s mobile capabilities

• Geeks visiting Austin for SXSW

• T-commerce mobile application
• Twitter, Chirpify (t-commerce), PayPal, Foursquare

Using the Tech Your Audience Uses
• Unlike the rest of the population, the tech-savvy “digital natives”

CASE STUDY milling around at SXSW love their Twitter and Foursquare, and are
likely to have eBay (& PayPal) accounts.
Tweet-A-Beer. • This demographic provides a great opportunity to utilise the benefits
of these slightly more marginal social networks to provide easy and
novel payment solutions and location-based drinking hole pointers.
• 10.6k Twitter mentions; 12.5M social reach; 500M+ news reach.
• Website traffic doubled ; invited to speak at conferences, dozens
business & sponsorship leads, meetings with large brands re their
mobile initiatives.


• Awareness of new SKUs

• Diet-conscious young women

• Pop-up store
• Twitter & activation

Social Media Sharing As Currency
• The real-life Tweet Shop featured a „tweet wall‟ of shared tweets and

CASE STUDY required you to „pay‟ for a sample with a tweet.

Special K Tweet • Activation + Twitter = products into people‟s hands + something to
talk about, generating word-of-mouth buzz.

Shop. • Although not everyone is on Twitter, many influencers (celebrities,
journalists, experts) are & this filters through to the rest of the web.
• Word-of-mouth can accelerate sales during launch periods, and adds
credibility into the communications mix.
• “The value of positive endorsements on social media sites is beyond
compare so we‟re excited to be the first company to literally use
social currency instead of financial currency to launch this new
product in our bespoke Special K shop…” ~Sarah Case, Kellogg‟s


• Fan reward

• Vaccines fans

• Video

• Instagram

Using the Platform of the Music Festival - Instagram
• The Vaccines wanted to give something back to their fans, so they

CASE STUDY created the world‟s first crowdsourced Instagram music video using
UGC tagged with #vaccinesvideo taken over a summer of music
The Vaccines festivals.

'Wetsuit' Instagram • 30 countries; 3000 pictures; 600,000 views in 2 weeks, 10m
impressions, 60,000 Facebook shares & 4000+ tweets.

Music Video. • Instagram is both mobile and visual – it‟s the natural choice of music
festival attendees who want to record and share their experience.
• Being mobile and social, Instagram is an extremely intimate platform,
and perfect for collecting UGC and re-purposing and heroing this
content as a fan reward.
• Plus, the filters afforded by Instagram mean that the finished product
is more attractive than a regular photograph by an amateur
photographer.


• Awareness, recommendation

• NYC diners

• Images
• Instagram

Capitalising On Instagram User Behaviours
• Insight: people love Instagramming their food.

CASE STUDY • “Formalising this tactical idea for restaurants in leveraging hashtags

Comodo: The on Instagram is brilliantly simple, low cost and provides an earned
media platform almost instantly…

Instagram Menu. • “So, just make the food look brilliant and don‟t leave any hairs in
there! If you were to see an Instagram #hashtag on a restaurant
menu, would you check it out? Chances are I‟d probably give it a
crack!“ ~DigitalBuzzBlog


• Awareness, Pinterest Followers, UGC

• Potential British Midland Airways customers

• Images

• Pinterest

Using Pinterest As A Destination Wishlist
• BMI created destination boards containing nine numbered pins. Each

CASE STUDY week, a number would be chosen at random. Everyone who had re-
pinned the image that corresponded to that number was entered into
BMI Pinterest the drawing. A winner was chosen at random, and the prize was a
round-trip ticket from any BMI destination.
Lottery. • BMI used Pinterest exactly the way it is meant to be used -- to
encourage the sharing of images.
• BMI capitalised on the natural action taken by Pinterest users (re-
pinning) and created an incentive to re-pin.
• Travel and destination photos are highly popular on Pinterest,
meaning the campaign reached the target demographic of not only
BMI but also of Pinterest.


Jonathan
Lo

770k
followers

4.5k pins
Typical
pins: style, • Awareness of new model
design, art,
& fashion. • Who? – Target Audience
• Influencer outreach: The Pinterati

• Images

• Pinterest

Pinterest As A Taste & Interest Reference
• Honda‟s new CR-V is the way to explore the world, so Honda invited

CASE STUDY several prominent Pinners to take a #Pintermission – a 24-hour
break from Pinterest so they could go and explore the real world.
Honda • Honda created personalised invites based on the user‟s interests and

Pintermission. what they typically pin. By accepting the (tagged) offer, the user
would receive $500 to go on an adventure of their choice.
• Honda suggested things the cash could be spent on based on the
user‟s pins.
• This was an interested use of Pinterest for the data it collects, rather
than how it operates as a social platform. Honda used Pinterest to
reach out to influencers over their passions and interests which were
displayed on their boards, creating huge PR value.
• It‟s also been a running joke on Pinterest since it launched that the
manic pinning of recipes and outfits precludes the opportunity to
make or wear any of them in real life!


• Encourage use of Hangouts feature

• People away from their families at Christmas

• Video

• Google+

Using Geosocial Networking To Catch Users On The Move
• Wallace and Gromit creators Aardman Animations and Google+

CASE STUDY have kicked off a video campaign to promote the social network‟s
Hangouts feature during the festive season.
Google+ Hangouts • The video is aimed at encouraging people separated from family and

Holiday Campaign. friends over Christmas to connect via Google+.


• Awareness

• Dog owners

• Sampling, billboards
• Foursquare

Using Geosocial Networking To Catch Dogwalkers On The Move
• Using Foursquare to target out-and-about dog walkers makes sense,

CASE STUDY but something is needed to prompt and incentivise interaction.

GranataPet Snack • The use of real-world billboards is genius – it brings the campaign to
the user, and users a kind of „puppy pester power‟ and immediate

Check. •
reward to stimulate interaction.
100 check-ins at the billboard sites during the first day alone
• The check-in system was so successful that the campaign expanded
from 10 billboards in Germany to over 100 billboards throughout
Europe
• Product sales increased by 28% following the campaign, and by 14%
that year
•


• Brand affinity

• Exercisers

• Playlist app
• Spotify

Spotify Apps As Services – Reebok-Branded Workout Playlists
• Reebok released a Spotify app to help fitness enthusiasts create

CASE STUDY personalised playlists for their workouts, incorporating workout
activity, time frame, intensity level and favourite artists.
Reebok FitList • The app also features playlists created by Reebok-sponsored

Spotify Playlist. athletes and artists and users can view the most popular tracks for
various fitness activities - from running to yoga.
• To support the app launch Reebok created specially designed
musical shoeboxes. The FitList Boxes are interactive speaker
systems, which feature LED lights that glow in rhythm with the music
and ambient sound.
• Like Nike has done so well before it, Reebok is making a push
towards services, rather than just products and creating experiences
for its customers to foster positive associations with the brand.
•


Using Geosocial Networking To Catch Users On The Move
• Users prone to Instagramming and Tweeting and GIFing can see
how much story they can pack into 6 seconds of video with Vine.
• Twitter caused a mini sensation last week with the unveiling of its
(iOS only, ugh) video-sharing app, Vine. The app allows users to
create and share 6-second, looping videos.
• It's easy to see why Vine grabbed the Internet's attention--it's not an
earth-shattering advance, but the app represents something
accessible, new, and engaging for social sharers of all stripes.
• There is no doubt we'll see a lot of gratuitous, and dumb, usage of
Vine, (and porn, of course--as Dailydot notes mere hours after the
app was launched Vine was awash in NSFW material) in the early
days.
Click for link
• But it's also easy to see how individuals and brands will make great

BONUS CASE use of the app's short-storytelling capacity. As Hemingway's 6-word
tale and other short formats attest, it's possible to do dramatic things

STUDY •
within extreme creative constraints.
While brands have been historically tied to 30- and 60-second
Short Story Shorter: timelines, many have been experimenting over the years with shorter
(and longer) forms. 15 second spots are typical, but several brands
The Most Creative have produced even more abbreviated stories--Montblanc
demonstrated with its "Beauty of a Second" film festival how powerful
Uses Of Vine (So even a well-wrought one second of film can be.

Far). • + Sunny Queen Farms‟ first Vine post.


THANK
YOU.

Social Media Beyond Facebook

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