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SOCIAL MEDIA SESSION @wisdomsingh Hitesh Motwani #socialsunday


ARE WE TALKING TO OUR WALLS


SOCIAL MEDIA EXPLAINED


EVOLUTION OF SOCIAL MEDIA


HISTORY OF WEB Web 1.0 • “The Read Only Web” and static HTML • 45 million global users in 1995

Web 2.0 • “The Wildly Read- Write Web”

• Over 1 billion global users (2006)

Web 3.0 • “The portable personal web” focusing on the meaning of the data, personalization, intelligent searches and behavioural advertising


SOCIAL MEDIA – HOW IT IS


WHAT DOES SOCIAL MEDIA WANT


Dare to be different


SOME CASE OF BRAND TINE


BOURNVILLE


#NOTSOSWEET Unique messaging approach The tone of the brand is that of a REBEL

#Notsosweet This ideology is followed from their TV Ads Tools used – Comics, Creatives, TV bytes etc.


#NOTSOSWEET


OREO


COOKIE CRUMBLES

• Mostly involves social message which are event based • Creating brand awareness • Very classy and personalised messages via OREO


HIPPO


HIPPO

• Dare to be different • Although the tone is childish, fans love it • It‟s difficult, Hippo has cracked it well


FASOOS


FASOOS

Creatively using viral images and using them to promote brand identity


FASOOS

Tone Giving desi flavours to every day life Humour at its best


LETS GET STARTED


FACEBOOK


Facebook By the Numbers: • Facebook was launched in February 2004 • As of July 1,2013 there more 973 million active users, 168.8 million in the U.S. alone • India ranked number 3 with 72 million users • 50% of the active users log on to Facebook at any given day

• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month • About 70% of Facebook users are outside the United States Source: Facebook.com


FACEBOOK INSIGHTS


FACEBOOK INSIGHTS •

Total Likes: Everyone that “likes” your page

Friends of Fans: The total amount of people who are connected to fans that “like” your page

People Talking About This: How many people created a “story” from your page. This happens when someone interacts with your Facebook page – through a post, comment, like, tag, share, mention, or check-in

Weekly Total Reach: The amount of people exposed to your page in any form over the week. This includes ads and sponsored stories

Posts: The purple dots on the graph indicate when you‟ve posted. The size of the dot correlates to the amount of posts in the given period of time


IN FACEBOOK’S INSIGHTS OVERVIEW SECTION, YOU’RE ALSO ABLE TO VIEW INSIGHTS BY INDIVIDUAL POST.


HOW BRANDS ENGAGE ON SOCIAL MEDIA •

Date: When did you post?

Post: What was your post? You can access the post simply by clicking on it.

Reach: The total number of people that saw your post.

Engaged Users: The total number of people that interacted with your post with a click.

Talking About This: (See “People Talking About This.) The amount of people that interacted with your page, resulting in a “story.”

Virality: The percentage of people who have created a story about your post, taken from the total amount of people who saw your post.


REACH •

Organic Reach: How many people, fans saw your content in the news feed, the ticker, or directly on your page.

Paid Reach: The total amount of people who saw an ad or sponsored story for your page in the last 7 days.

Viral Reach: Everyone who saw a story about the page published by a friend. These are created by posting, “liking,” commenting, sharing, or doing another action that would lead people to your page.

Total Reach: The sum of organic, paid, and viral reach.

Unique Users by Frequency: A chart showing how many people viewed content on your page during the selected calendar week. It is sorted by the amount of times people viewed your content.


THE REACH SECTION

Page Views: How many times your Facebook page was accessed on each calendar day.

Unique Visitors: The total number of individual Facebook accounts that accessed your page each calendar day


DEMOGRAPHICS


HOW TO CREATE AN AD?


Facebook Advertising •

Targeted Marketing •

Location (within ___ miles of a certain city)

Age

Gender

Interests

Connections

Celebrating their birthday

Relationship status

Language

Education

Workplace


Facebook Advertising •

Easy to set up • Title (25 characters) • Picture

• Text (135 characters) • Web Address


Facebook Advertising


Facebook Advertising •

Trackable • Impressions (views) • Clicks (sends user to your website)


Facebook Advertising •

Cost Per Thousand Impressions •

Cost Per Click •

Goal: Broad, brand name promotion Goal: Increase likes and be more quantifiable

Must set a bid •

Easy! Just use what they suggest

Often pay less than your bid

Change your bid at any time


HOW TO BUILD ENGAGEMENT


#1. More warmth. Less Spam Users hate their walls being filled up by repeated posts from the page. There’s a clear line between Updates and Spam


#2. Fans like free stuff Ok you don’t have to be Santa Claus but maybe the one push it takes for someone to be your fan over your competitor is to give him or her a tshirt. His 20 friends see him wearing that t-shirt. Think about it


#3. Its another website The sooner you realize it, the sooner you’ll find out that the long tail isn't so long


#4. Invite them to your world Stream live, post pictures of events and the office, free invites. However you want to do it, invite them to your world with exclusive content. Imagine yourself to be Willy Wonka, and your fans with golden tickets


#5. You maybe your fan’s superstar. Make him yours You know why fans carry cameras and autograph books? They want to make their stars life part of theirs. Showcase such fans on your fan page and you’ll be loved for it. If you’re a Beatle, they might even scream and go unconscious


#6. Show you care. Your fan will too If your intention is noble, there's nothing wrong in letting your fans think so as well. Giving back through CSR using your fan page is not blowing your own trumpet. It’s letting the fans blow it along ‌you get my drift


#8. Fan pages shouldn’t be controlled. Fans are allowed to go crazy Your fans are more responsible as a collective group about your brand than you may be. So its ok to let them run it. There's nothing more cool than letting a fan be a part of the maintenance of your fan page


#9. Your fans are the best research team you have They know your brand inside out. At least some of them would, so take their word for it and get it out of them. Build the fan page together, better your products or even discuss your next ad.


#10. Your fans wont buy. Not unless you make them feel special They took the effort of being your fan and seeing your updates and you still sell them a 2 buck burger for 2 bucks? For shame..


#11. Your fans are your army. Fight wars with them No not lawsuits. But there's nothing wrong in having a bit of fun with your competition or even better when they're not your competition. If you don’t believe me ask CNN or YouTube


#13. A good app a day is better than advertising any other day An app designed that leads people to your fan page has better CPM, CPC and LIL BO BEEP than a banner


EXAMPLE •

PERK Funstar - Feature on TV ad via Perk (user experience)

https://apps.facebook.com/perkfunstar/?fb_source=search&ref=ts&fref=ts

CORONA light – Facebook bill board (Video)

Tetely Catch up – You and your friends on virtual tour

https://www.facebook.com/tetleyusa/app_440041666037791


7. To dos 2 1 Choose a cover image

Add brand description and information

3

Feature important apps

10

5

Pin „top‟ or „important‟ posts

Insert the back catalog of

„Highlight‟ important events

9 Clean up the wall

4 Remove the „fangate‟

the brand + reconstruct history

7

Adapt the „Welcome‟ tab

8 6

Adapt tab-content to 810px width


CASE STUDIES •

Diesel

Worlds biggest shave

ROM chocolates

Bisleri

Nano refer and win


Twitter for Brands. A basic guide to growing your brand on Twitter.


“Twitter is not a technology. It’s a conversation. And it’s happening with or with you.” Charlene Li.


TWITTER STATS


TWITTER STATS BY COUNTRY Country United States UK Australia Brazil Canada India France

% of users 50.99 17.09 4.89 3.44 2.92 2.87 1.76


FOLLOWERS COUNT

A twitter user on average has 208 followers

6 out of 100 twitter users have no follower


GENDER PREFERENCE

The average number of followers for protected accounts on twitter is 47

~12% of Twitter users have a protected account


“The biggest mistake we see companies make when they first hit Twitter is to think about it as a channel to push out information.” Tim O‟Reilly.


Avoid making that mistake with these five guidelines: 1. Listen 2. Be authentic 3. Be compelling 4. Find the influencers 5. Extend off-Twitter, onsite


“Too many people fail to realize that real communication goes in both directions.� Lee Lacocca.


Your customers are on Twitter. …Whether or not you are. They are talking about you; good or bad.

Listen to what they are saying.


Listening: Search Twitter search is enormously useful‌ and under-utilized. By query / phrase By username By location By sentiment Save your searches!


Example: Local Search Search: People looking for best coffee in San Francisco area.

Useful for: local coffee shops, bigger chains, customer support, etc


Example: Customer Sentiment


Listening:

rd 3

Party Apps

The most powerful “listening platforms� are from rd 3 party tools.

Better way to create brand dashboard: - set saved searches, profiles - manage multiple accounts - integrated analytics - schedule tweets - manage workflow with team


Listening: Data Listen to the data‌. figure out what’s working: - Best time to tweet - Most effective tweets - Characteristics of most retweeted, replied tweets - Characterisitcs of highest traffic drivers off-Twitter http://hootsuite.com/about


Listening: Real-Time Listen, and respond, in real-time. From @wholefoods: “the online community doesn’t recognize office hours – nor should they. Waiting until Monday is just not good enough.” Example: I tweeted bad Southwest experience. They responded < 4 minutes.


“The key to successful leadership today is influence, not authority.” Ken Blanchard.


Who are You Talking To? Before engaging with users, you should understand their: 1. influence 2. relevance 3. background â&#x20AC;Ś THEN determine response, speed, etc.


How? Try Klout. Use Klout to understand individual userâ&#x20AC;&#x2122;s: - influence and reach - topics of expertise - network & similar users Hint: try Kloutâ&#x20AC;&#x2122;s Chrome app and see Klout scores on Twitter.com.


Use Influence To: 1. Customer Service: Manage & prioritize CS workflows 2. Acquisition: Identify potential customers & partners

3. Marketing: Run targeted campaigns; grow your following.


“Authenticity, honesty, and personal voice underlie much of what’s successful on the web.” Rick Levine.


Be Relatable People want to hear & interact with real voices. The best brands on Twitter are personable & real.

Why so popular? Non-corporate, unique, fun, relatable, responsive.


Create Conversation. Twitter is not an advertisement. It is a conversation. People relate to conversation. Not to advertising and broadcasts.

Broadcast (i.e. TV)

Conversation


â&#x20AC;&#x153;I am all for conversation. But you need to have a message.â&#x20AC;? Renee Blodgett.


What IS Compelling? Simple answer: Would you want to get these updates via SMS? -

Unique content, spin Current / real-time focus Promotes more than themselves Exclusive access: photos, deals, insights Conversational: two-way platform Fun, smart and worth the read


Examples: Compelling Brands (In my opinion)

Big brands Personal brand E-commerce Emerging


Examples: Compelling Brands (in Twitterâ&#x20AC;&#x2122;s opinion)

* Twitter Case Studies


What is NOT Compelling? -

Corporate-only voice Broadcast only High volume Stale content Ordinary content Mostly self-serving Self-infatuated


“Successful brands don’t stop on Twitter.com – they build social directly into their web and mobile experiences.”


FREE TWITTER TOOLS •

Followerwonk- www.followerwonk.com

Tweet reach tracking - http://tweetreach.com/

Excel Download - twdocs.com, twitonomy.com

Trending Volume - http://archivist.visitmix.com

Hashtag Meaning - http://tagdef.com


TWINGO‟S •

TWEET UP

TWANGOUT

TWINTERVIEW


CASE STUDIES •

Mercedes tweet race

Hippo chips

FEMINA - Twinterview


OREO VS KITKAT •

Laura Ellen may not be the most-followed or influential user on Twitter

“with reference to her love for chocolates, the Manchester UK resident, tweeted that……..


KIT KAT‟S MOVE – CHALLENGES OREO •

Kit Kat responded two days later, challenging Oreo to a game of tic-tac-toe, a clever choice, given the opportunities to insert images of their products into the game itself


KIT KAT – 1 VS OREO - 0 •

KIT KAT got a significant traction via it‟s move


WHAT DO YOU THINK OREO MUST HAVE DONE?


OREO VS KIT KAT â&#x20AC;˘

Possibly foreseeing negative consequences for the loser, Oreo politely declined to engage in the gameplay, extending a compliment to Kit Kat in the process:

â&#x20AC;˘

Such timely creative makes Oreo's (and in the instance above, Kit Kat's) marketing less static and more personable


SOCIAL CRM •

Twittcomm – Twitter + Commerce case study (video)


SOCIAL CRM â&#x20AC;˘

Worlds 1st CRM powered personalised ads by Tata docomo (video)


DEMOGRAPHICS & STATISTICS JAN 2012


LINKEDIN DEMOGRAPHICS & STATISTICS – JAN 2012

EXECUTIVE SUMMARY • LinkedIn’s members have reached 147 million, although this figure is an approximation provided by LinkedIn • The standard user of LinkedIn is male (57.9%) and aged between 25 and 54 years (67.7%); compared to the previous year, the percentage of teenagers (18-24) has grown more than other age groups • The 10 countries with more users: United States (58.5 million), India (13.3 million), United Kingdom (8.4 million), Brazil (6.8 million), Canada (5.1 million), France (3.2 million), Netherland (3.1 million), Italy (2.8 million), Australia (2.8 million) and Spain (2,6 million) • In the 10 major countries is concentrated 79% of members, and 40% of all LinkedIn members reside in the United States • There is still a high concentration of men in the Middle East’s countries, which exceeds 86% in Pakistan and Saudi Arabia; in four countries, female member’s concentration exceed the male’s one: Romania (53%), Bulgaria (53%), Finland (51%) and China (51%)

Credits: Amodiovalerio Verde


LINKEDIN DEMOGRAPHICS & STATISTICS – JAN 2012

EXECUTIVE SUMMARY • Compared to January 2011, LinkedIn’s member have grown by 45% worldwide • The country with the strongest growth was Indonesia (+111%) followed by Turkey (+97.3%) and Brazil (+91.6%) while countries with a lower growth were Denmark (+23.5%), Finland (+22.7%) and Netherlands (+22.1%) • Over 44% of LinkedIn’s users work in companies with more than 10,000 employees, in Asia the figure rises up to 57.3% • The industries with the highest concentration worldwide are High Tech (14.3%), Finance (12.4%) and Manufacturing (10.1%) with significant gap according to areas, while industries with lower concentration are Service (2.3%), Legal (1.9%) and Agriculture (0.5%) • The job functions with the highest concentration worldwide are Entrepreneurship (10.8%), Sales (9.5%), Operations (8.3%) while functions with lower concentration are Purchasing (0.7%), Product Management (0.7%) and Military and Protective Services (0.6%) • 39% of the members is a Manager, Director, Owner, Chief Officer or Vice President

Credits: Amodiovalerio Verde


LINKEDIN DEMOGRAPHICS & STATISTICS – JAN 2012

ABOUT

147 MILLION* LINKEDIN MEMBERS WORLDWIDE

* This number is an approximation of total member registrations Credits: Amodiovalerio Verde


LINKEDIN DEMOGRAPHICS & STATISTICS – JAN 2012

TOP 10 COUNTRIES • In TOP 10 countries there is 79% of all LinkedIn members • 40% of all LinkedIn members, reside in the United States

Credits: Amodiovalerio Verde


WHAT IS PINTEREST? •

Pinterest is a virtual board that allows to select photos/videos and then share them with friends.

Each pinned content is hyperlinked to the original source.

Terms: •

A pin is an image added to Pinterest.

A board is a set of pins.

Ethics: •

Pin from the original source, from permalinks and include a thoughtful pin description.

Usage: •

One of the fastest standalone site to pass 10M users mark;

87% of users are women

Source: ComScore report [3] 196


HOW TO USE PINTEREST • •

Ask for an invitation to join Pinterest. Sign in via Twitter, Facebook, Email.

Pinterest core functionality:

• • •

Add a Pin: grabs images from the website by using “Pin it” browser toolbar or through the Pinterest website directly. Upload a Pin: uploads personal content using the portal. Create a Board: organizes visual collections in a user-defined set.

Additionally, users can “Like”, “Comment” and “Follow”. 197


CREATE BOARDS


STATS



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