What if someone said “Today we are announcing three revolutionary products that will transform your business”
The first one allows you to self publish to the world with one click
The second enables you to market your brand without begging the gatekeepers or paying big media. It doesn’t cost a cent
The third is a breakthrough two-way communication platform that is free
But they are not three separate products – it’s called “Social Media”.
This take on social media…..inspired by Steve Jobs famous iPhone announcement of the iPhone in 2007, highlights the three vital components of social media.
It’s unrivalled power to publish, market and communicate to a global community in real time.
In essence it is the biggest change to publishing in 550 years (Gutenberg would be pleased), the biggest shift in marketing since the invention of the television and the most important communication revolution since the telephone.
Read more at http://www.jeffbullas.com/?p=33698#GvQ4DWp04Cq5roy6.99
15. Trends on the social web - Brands become publishers
Red Bull - Sold 5.2 billion cans in 2012
• Red Bull the “publisher”
– Red Bull Media House - 135 staff
– Full feature film “The Art of Flight”
– The print magazine – 5 million copies a month
– Mobile games – Red Bull X Fighters
– Events captured on Media – Diving, Motorsport, Plane racing
16. Trends on the social web - Brands become publishers
• Epic Events - Red Bull Stratos Event
– YouTube had 8 million concurrent
views
– Photo after landing -29,000
shares, 216,000 likes and 10,000
comments
– Online mentions on Twitter included
194,000 the hash tag #stratos
18. Trends on the social web - Visual Content
• Pinterest
– 70 million users
– 5 million images pinned a day
– 80% are women
• Instagram
– 150 million users
– 16 billion photos shared
– 1.2 billion likes a day
20. Trends on the social web - Pay to Play
• Facebook
– “Edge Rank” algorithm
– Only 10-15% of fans see your
page updates
• Twitter
– 3 types of self serve ads
• LinkedIn
– Self serve promotions
21. Trends on the social web - Brands start bypassing mass media
22. Trends on the social web - Brands start bypassing mass media
• Beyonce – Tipping point?
– Traditional mass media ignored
– Launched on iTunes and social
– 8 million followers on Instagram
– 53 million fans on Facebook
– Sold 828,773 copies in 24 hrs
– iTunes fastest selling album
23. Trends on the social web - Social Media management platforms
24. Trends on the social web - Social Media management platforms
• Social media is a complex
beast
– Many social networks
– Multiple media assets
– Constant content publishing
– Monitoring and measuring
– Management platforms for
small business to enterprise
– eg Hootsuite, Hubspot, Adobe
Social, Oracle, Salesforce, IBM
26. Trends on the social web - The rise of Google+
• The numbers
– Google invested $550 million
– Only launched in 2011
– Over 1 billion users with
accounts
– 359 million mthly active users
– Growing at 33% per annum
– Captures social signals
– Captures behavior and data
28. Trends on the social web – It’s becoming integrated
• The social web is being woven
into the fabric of society and
media
This includes:
– Mass media
– Search engines
– Marketing
– Publishing
– Communication
31. The challenges - Old habits
• What are some old habits you
will need to unlearn?
• Social media marketing is not
about
– Your brand
– Your products
– Selling
– One way conversation
32. The challenges - Technology
• What software do you use?
• What blogging platform?
• Social media management
platforms
• What social networks?
33. The challenges - Pace of change
• New social networks
• Changes to social media
• The rise of mobile
34. The challenges - Loss of control
• From a one way conversation
to two way communication
• How does PR manage and
control the brand and the
message?
• Use of social media at work
35. The challenges - What’s the “return on investment?”
• Management will want to know
– Will it increase traffic to my website?
– Does social media provide more
sales leads?
– Is the cost of social media marketing
less than outbound traditional
marketing?
– Will it grow brand awareness?
36. The challenges - What’s the “return on investment?”
• Research by Hubspot showed
that inbound marketing - a
combination of
social, search, blogging and
content - reduced the cost of
sales leads
– Average cost of outbound
marketing
(telephone, print, radio etc) is
$346
– Average cost of lead generated
by inbound marketing is $135
37. The challenges - Where do I start?
• How do I plan?
• How do I create a strategy?
39. The opportunities
• What if someone said “Today we are announcing three revolutionary
products”
– The first one allows you to self publish to the world with one click
– The second enables you to market your brand without begging the
gatekeepers or paying big media. It doesn’t cost a cent
– The third is a breakthrough two-way communication platform that is free
They are not three separate products - it’s called Social Media
43. The opportunities - Social networks provide crowd sourced
marketing
• The power of crowd sourced
marketing
• Research by Octoly.com that
tracked user generated content
found:
– 99% of the views about Lego
on YouTube were user
created.
– This means 7.92 billion views
were created and and viewed
by passionate advocates
45. The opportunities - Two way communication
• Two way communication can
provide
– Free crowd sourced research
– Know which content works
through social media feedback
loop with traffic, shares and
comments
– Instant feedback
– It’s mobile and multimedia
46. The opportunities - Build online credibility and trust
• How many times do you need
to hear something about a
specific company to believe
that information is true?
• Edelman Trust Barometer
Report
– Multiple sources enhance
credibility
– 3-5 times creates a trust factor
of 60%
48. The opportunities - Build your digital brand assets
What are digital assets?
Owned
• Website, blog, online store
• Content
– Videos
– Articles, Blog posts, Ebooks
– Images
– Presentations
– Audio
49. The opportunities - Build your digital brand assets
What are digital assets?
Earned
• Organic search engine traffic
– Rankings for keywords
• Social network followers
– Facebook
– Twitter
• Email list
50. The steps to creating a social media marketing strategy
52. Step 1: Get clarity on your target audience
The demographics
The personas
Ask some questions
• What are their key problems?
• Where do they get their
information
• What are their aspirations
• What primary social networks do
they use?
• What media do they consume?
54. Step 2: Set goals
• What are your goals and their
priorities?
– Increase Facebook likes
– Brand awareness
– Drive traffic to website, blog
online store
– Increase sales leads
– Grow your email list
– Customer engagement
56. Create content - Lorna Jane “active wear’ brand
• Creating conversations “around”
the brand not about the products
– Created a separate website
brand “Move, Nourish, Believe”
– Includes:
Events, Ebook, Recipes
– Facebook is for engagement.
840,000 plus fans
– Twitter is the personal account
of the founder Lorna Jane
Clarkson
57. Create content - B2B
• Become “the” go to portal for your industry
or niche
– Blog
– Free e-book
– Webinars
– Whitepapers
– PowerPoint presentations (Slideshare)
59. Step 4: Marketing tactics to achieve goals
• Goal: Build an email list
– Offer a free e-book
– Create a custom tab on
Facebook that captures an
email to download a
whitepaper, watch a free video
– Run competitions on
Facebook
60. Step 4: Marketing tactics to achieve goals
• Goal: Increase your social
network fans and followers
– Offer free premium content for a
Facebook “like”
– Follow the “followers” of other
online influencers on Twitter in
your niche
61. Step 4: Marketing tactics to achieve goals
• Goal: Grow brand awareness
– Tweet your content on a regular
basis
– Send out your educational blog
posts to your email list
– Post the link to your blog post on
Facebook
– Share your content on LinkedIn
63. Step 5: Monitor, Measure and Manage
• What to measure, monitor and
manage
– Social network growth
– Retweets on Twitter
– Shares
– Comments
– The source of website and
blog traffic
64. Step 5: Monitor, Measure and Manage
• What Tools?
– Facebook Insights (free)
– Twitter Analytics (free)
– Hootsuite
– Social media management
platforms
– WordPress stats (free)
– Google Analytics (free)
65. Takeaways
• Unlearn the old paradigms
• Have a strategy
• Think like a publisher
• Grow “your” online distribution
networks
• Build your digital and social
assets
Notas del editor
It was in 1439 a professional goldsmith created an agent for worldwide change. This invention facilitated enormous evolution to society in Europe and globally. The machine he created called the “printing press” provided for the first time, the means for the mass production of books.His name was Johannes Gutenberg and he was German.Over 3,600 pages a day could be printed compared to the forty that could be produced by hand printing. This was an increase in production of over 9,000 percent!This machine changed everything.Francis Bacon, the English philosopher said in 1620 that printing was one of three things that “changed the whole face and state of things throughout the world”. It introduced the era of mass communication which changed forever the structure of society and culture.
Television as we know it started to emerge in the 1920’s with moving pictures being demonstrated at 12 frames per secondThe first official paid advertising happened during a Baseball game on July 1 , 1941 But in 1946 there were only 44,000 TV’s in the whole USA
How important do Facebook think the changes to communicating are in a digital world on a social web? Facebook just paid 19 billion for a simple real time messaging app called “WhatsApp”It has 450 million monthly users.What’s App is a play on What’s Up” It is positioned as a a better SMS alternativeYou can send images, video, text and audio messagesFounded in 2009
In 2011 the Huffington post was bought by AOL for $315 million This was a tipping point for blogs as part of mainstream media
Over 1 billion unique users access YouTube every month4 billion videos are watched every dayIt is also the second biggest search engine after Google
Instagram owned by Facebook after being purchased for $1 billion in 2012It didn’t even have a websiteIt now has 150 million users
The social and now very mobile web is driven by over 1 billion new smart phones sold in 2013
Red Bull Story - Brands are out publishing traditional publishers
Red Bull Story - Brands are out publishing traditional publishers
In 2012 Felix Baumgartner leapt from the edge of space and broke the sound barrier
Visual media – Instagram, Pinterest, Video
Pay to play – Pay to get attention on social media Facebook reducing its edge rank algorithm
Brands start by passing mass media and use their own content distribution networks
Brands start by passing mass media and use their own content distribution networks
Visual media – Instagram, Pinterest, Video
Visual media – Instagram, Pinterest, Video
Visual media – Instagram, Pinterest, Video
Visual media – Instagram, Pinterest, Video
Think like a publisher
Build followers and fans on social networks
Engage on the platforms that your target audience hangs out