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5 social media trends to watch

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Had the privilege to present this to the University of Kansas convergence media class recently.

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5 social media trends to watch

  1. 1. 5 social media trends to watch<br />Presented for KU by Justin Goldsborough (@jgoldsborough)<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />
  2. 2. Who am I?<br />Friend<br />Husband<br />Bon Jovi<br />Northwestern<br />Kansas City Royals<br />Social media<br />Volunteer<br />GenY<br />Irish setters<br />@jgoldsborough<br />(#pr20chat)<br />IABC<br />
  3. 3. Today’s Agenda <br />Social media landscape<br />5 trends to watch<br />Business value of social media<br />Listen or lose <br />Content marketing<br />Reaching the right people<br />Blurring of media and social media<br />5 things you can do today<br />Q&A <br />
  4. 4. Social media revolution<br />4<br />
  5. 5. Social media landscape<br />5<br />345 million<br />worldwide monthly viewers<br />100 million<br />users worldwide<br />100 million<br />monthly visitors<br />500 million<br />members worldwide<br />
  6. 6. 1. Business value of social media<br />
  7. 7.
  8. 8.
  9. 9. Social network use is growing <br />
  10. 10. What is it?<br />Social networking site that allows real-time connection between friends and brands.<br />
  11. 11. Engagement, Customer Service<br /><ul><li>Create
  12. 12. Profile, fan or group
  13. 13. Customize
  14. 14. Wall, photos, applications, custom tabs, videos
  15. 15. Connect
  16. 16. Events, comments, offers, customer service </li></ul>99%<br />
  17. 17. Micro-blogging platform that allows users to share thoughts, ask questions in 140 characters or less. <br />What is it?<br />
  18. 18. Networking, Thought Leadership<br /><ul><li>Create
  19. 19. Develop a handle,create bio, find follow-ees
  20. 20. Customize
  21. 21. Listen, Tweet, ReTweet (RT), Direct Message (DM)
  22. 22. Connect
  23. 23. Find related communities and network </li></li></ul><li>Twitter chats<br />
  24. 24. What is it?<br />Video sharing site where users can upload, view and share video clips. <br />
  25. 25. Thought Leadership<br /><ul><li> Create
  26. 26. Create account,upload video
  27. 27. Customize
  28. 28. Film videos, tag videos, build and brand channel
  29. 29. Connect
  30. 30. Engage, vote, upload videos that answer customer questions/issues</li></ul>YouTube is the second largest search engine on the Internet…<br />and it’s not a search engine.<br />Just ask Rebecca Black <br />
  31. 31. What is it?<br />Social networking site that allows real-time connection between working professionals.<br />
  32. 32. Lead Generation and networking<br /><ul><li>Create
  33. 33. Individual profile
  34. 34. Customize
  35. 35. Find connections you want to add to your network for personal or professional reasons
  36. 36. Connect
  37. 37. Join industry groups or groups your target consumers are in and listen, engage</li></li></ul><li>2. Listen or lose<br />
  38. 38. 2. Listen or Lose<br />
  39. 39. My favorite social media case study<br />
  40. 40. A company that specializes in pain relief finds itself in pain after its video targeted at moms backfires.<br />Many influential moms begin tweeting their discontent with the brand, which has endured more than 1,000 negative tweets and ended up in the New York Time by the time it posts an apology 48 hours after the “uprising” begins.<br />Case study No. 1<br />
  41. 41. Making moms mad<br />
  42. 42. Making moms mad<br />
  43. 43. A customer accuses your airline of breaking his guitar and asks you to replace it.<br />After a year of contacting your customer service team to no avail, this customer creates a YouTube video explaining his situation and the viewers begin piling up…in the thousands and eventually, millions.<br />Case study No. 2<br />
  44. 44. United Breaks Guitars<br />10 million views<br />
  45. 45. From YouTube to CNN and ABC <br />27<br />
  46. 46. Financial Impact<br />($180 million)<br />-10% <br />
  47. 47. Two of your restaurant employees thought it would be funny to do some “gross” things with the food you serve in the kitchen and they filmed it, posted it online.<br />The outcry online is strong and crosses multiple channels – YouTube, Twitter, Facebook, blogs. Your company has no official social media presence.<br />Case study No. 3<br />
  48. 48. Much worse than The Noid!<br />
  49. 49. Dominos Ramon was listening, responding<br />125,000 embeds<br />
  50. 50. Then Dominos listened, responded<br />
  51. 51. Pizza turnaround campaign<br />
  52. 52. Sales on the rise<br />14%<br />
  53. 53.
  54. 54. Pepsi and Gatorade recognized an increased need to better monitor and engage with customers within social media on a regular basis. <br /><ul><li>Shifted conversation to sports performance
  55. 55. Consumers turning to Gatorade for expertise
  56. 56. Drove more than 700 visits to product locator
  57. 57. Allows Gatorade to take a negative situation and create a consumer-education moment </li></li></ul><li>3. Content marketing<br />
  58. 58.
  59. 59. PR distribution process changes<br />
  60. 60.
  61. 61. Old Spice guy<br />
  62. 62. 3rd-party advocacy=marketing<br />
  63. 63. People share awesome<br />
  64. 64. 4. Reaching the right people<br />
  65. 65.
  66. 66. Your brand here <br />Reaching the right eyeballs, not all eyeballs<br />New Math: <br />5,000 people who sought out your message <br />are more valuable than <br />5 million who didn’t. <br />
  67. 67. Shifting sources of trust<br />of consumers trust recommendations from peers<br />78%<br />14%<br />of consumers trust<br />advertisements<br />{Lecture}<br />{Conversation}<br />Nielsen “Trust in Advertising” Survey, 2008<br />
  68. 68. The cat food conundrum <br />
  69. 69. Targeted blogger outreach<br />
  70. 70. <ul><li>Web sites
  71. 71. Blogs
  72. 72. Podcasts andVideos
  73. 73. Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
  74. 74. Field Sales
  75. 75. Presentations / Demonstrations
  76. 76. Sponsorships
  77. 77. Television
  78. 78. Radio
  79. 79. Outdoor
  80. 80. Print Ads
  81. 81. Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li>Events / Webinars
  82. 82. Media Relations
  83. 83. Online Outreach
  84. 84. Word of Mouth
  85. 85. Product Integration
  86. 86. Social Networks
  87. 87. Video/Photo Sharing Sites
  88. 88. Wikis/Wikipedia
  89. 89. Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
  90. 90. Coupons
  91. 91. Incentives
  92. 92. Point of Purchase</li></ul>Public Relations<br />Direct Marketing<br /><ul><li>Direct Response
  93. 93. Physical Mail
  94. 94. Email
  95. 95. Mobile / TXT</li></ul>Earned Media<br />Paid Media<br />
  96. 96. 5. Blurring of media and social media <br />
  97. 97.
  98. 98. Changing media landscape<br />52%<br />Twitter <br />89%<br />Blogs <br />65%<br />Facebook/LinkedIn<br />Source: Cision, Winter 2009<br />
  99. 99. The man who changed Twitter<br />
  100. 100. TMZ gets it right<br />
  101. 101. Tweets as sources<br />
  102. 102. Facebook too<br />
  103. 103. Evolution of Journalism<br />
  104. 104. News vs the Newspaper<br />
  105. 105. 5 things you can do today<br />
  106. 106. Implications<br />Five Things To Do Today<br />Check out #prstudchat and #u30pro communities and follow at least one journalist contact on Twitter. <br />Check out Gini’s, Shel’s, Chris’, Mitch’s or Sarah’s blog if you haven’t already. <br />Google yourself and make sure you are “listening.” <br />Keep practicing your writing and storytelling.<br />Network, network, network!<br />
  107. 107. Q&A<br />
  108. 108. Thank you!<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />Social Media Strategy<br />
  • elizabethperkins2

    Apr. 27, 2015

Had the privilege to present this to the University of Kansas convergence media class recently.

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