Digital marketing academy session 1 social media
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Digital Marketing Academy Session 1: Social Media. Phil Blything – Glow New Media. Background. Context. Rise of Digital Ubiquitous broadband – “Always On” Search empowered users Decline of newspaper and print media Entry of Gen X, Y, Z Google £26bn / year Declining offline ad revenue.

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Digital marketing academy session 1 social media

Digital Marketing AcademySession 1: Social Media

Phil Blything – Glow New Media


Background

Background


Context

Context

  • Rise of Digital

  • Ubiquitous broadband – “Always On”

  • Search empowered users

  • Decline of newspaper and print media

  • Entry of Gen X, Y, Z

  • Google £26bn / year

  • Declining offline ad revenue


Digital marketing academy session 1 social media

What does all that mean?


We re wired

We’re wired

  • We’re empowered

  • We’re managing bigger social networks

  • We can “push” or “pull” information

  • Information “wants” to be free


Social media and tourism

Social Media and Tourism

  • How social media can help your business

  • Tripadvisor – benefit or curse

  • Can twitter grow your business?

  • Online booking – can you afford not to?


Tripadvisor

TripAdvisor


The story

The story...

  • Founded Feb 2000 by Stephen Kaufer

  • Purchased by InterActive Corporation in 2004

  • Interactive spin out Expedia 2005

  • 40m Visitors July 2010

  • September 2010 Kwikchex Class ActionLawsuit

“ There isn’t anything new here … we’ve always had hoteliers that love TripAdvisor, as well as some who wish the website didn’t exist.

The bottom line is that, in addition to the quality assurance systems we have in place, when you have hundreds or even thousands of reviews on individual properties, the wisdom of the crowds really does a fantastic job of giving you the right expectations for the hotel.

We encourage hoteliers to read the comments carefully and respond appropriately to negative reviews, so prospective guests can see for themselves that you are interested in constructive feedback. ”

Stephen Kaufer


Tripadvisor is growing

Tripadvisor is growing

  • 50m + monthly visitors

  • 20m members

  • > 40m reviews

  • > 450,000 hotels

  • >125,000 attractions

  • The public *love* it


Tripadvisor in a business context

Tripadvisor in a Business Context

  • Will it increase bookings?

  • It is here to stay

  • Everybody gets bad reviews

  • Remember the bellcurve

  • Customers expect information

  • Understand the power balance

  • Search / information empowered customers


Risks

Risks

  • Negative Publicity

  • Competitor activity / fraudulent review

  • Inaccurate content

  • Guests with a grudge

  • Blackmail!

  • Reduced booking


Digital marketing academy session 1 social media

Practical How-To


Main features

Main Features

  • Search

  • Review / Rating

  • Ideas

  • Categories


Facebook

Facebook


The story1

The story...

  • Facemash – Hot & Not, Dumped!

  • Zuckerberg hacks Harvard

  • Half of Harvard registered within a month

  • Hired Help

  • Growth through Universities, Schools

  • Opened to anyone over 13

  • VC Funding - $0.5m, 12.7m, 27.5m

  • News Corp buys Myspace for $580m

  • ConnectU Lawsuit - $61m

  • Facebook Valued at £5bn

  • September 2009 “Cash flow positive”

  • Zuckerberg net worth $2bn

“I'm a little intoxicated, not gonna lie. So what if it's not even 10 p.m. and it's a Tuesday night? What? The Kirkland [dorm] facebook is open on my desktop and some of these people have pretty horrendous facebook pics.

I almost want to put some of these faces next to pictures of farm animals and have people vote on which is more attractive.

—9:48 pm

Yea, it's on. I'm not exactly sure how the farm animals are going to fit into this whole thing (you can't really ever be sure with farm animals . . .), but I like the idea of comparing two people together.

—11:09 pm

Let the hacking begin.

—12:58 am

Mark Zuckerberg - October 28, 2003


Facebook is big

Facebook is big

  • 500m + active users

  • 50% log on in any given day

  • Fastest growth is 35 years and older

  • More than 8 billion mins spent on Facebook each day

  • More than 45 million status updates each day

  • More than 2 billion photos uploaded to the site each month

  • More than 14 million videos uploaded each month

  • More than 3 million events created each month


Facebook in a business context

Facebook in a Business Context

  • Growing your network

  • Managing your network

  • Building relationships

  • Research & Intelligence

  • PR and Promotions

  • Viral Marketing

  • Generating Web Traffic

  • Managing Events


Dual role risks

Dual role / Risks


Managing risk

Managing Risk

  • Don't post anything you wouldn't say loudly in a crowded networking situation

  • Remove comments posted by others which could cause risk

  • Consider raising your privacy settings

  • Be careful with the information you disclose

  • Be considerate of others

  • Be careful about mixing business with pleasure!


Principles tips

Principles / Tips

  • Decide whether it’s right for you

  • Get a strategy

  • Know your objectives

  • Set limits

  • Remember, you’re in public!

  • Build relationships

  • Use the newsfeed but don't spam it


Digital marketing academy session 1 social media

Practical How-To


Main features1

Main Features

  • The Profile Page

  • The Newsfeed

  • Status Updates

  • Friends


Groups

Groups

http://www.wikihow.com/Create-a-New-Facebook-Group

http://www.facebook.com/groups/create.php

  • Opt In

  • 500 Friend Cap

  • Send emails to members

  • Ability to administer members

  • Extension of admins personal actions

  • Groups cannot host applications

  • Can create events

  • Not Indexed by search engines


Pages

Pages

http://www.facebook.com/advertising/?pages

http://www.facebook.com/pages/create.php

  • Fan Pages

  • Suited to brands / businesses / celebs

  • Asymmetric

  • No upper limit on fans

  • Updates rather than email

  • Very similar to profiles

  • Pages can host application

  • Can create events

  • Indexed by search engines


Events

Events

http://www.facebook.com/help.php?page=828

  • Open, Closed and Secret

  • Good for managing bookings

  • Good for promoting virally

  • Doesn't support recurring events

  • Doesn't support ticket sales (*eventbrite)


Ad system

Ad System

  • Precise demographic control

  • Very good for local targeting

  • Attach social actions to ads

  • Pay Per Click or Per Impression

  • Real Time Reporting


Apps applications

Apps / Applications

http://www.facebook.com/apps/directory.php

  • Over 350,000 Active applications

  • Majority are “Just for Fun”

  • Spread virally

  • +ve or –ve brand impact


Digital marketing academy session 1 social media

Case Studies


Sophie green artist

Sophie Green - Artist

  • Be clear about your goal

  • Be careful not to waste time

  • Drive awareness

  • Useful tools

  • Stay on message

  • Always link

  • Join groups and be sociable!

www.sophie-green.com/


David parrish business advisor

David Parrish- Business Advisor

  • Focus

  • Avoid negative PR

  • Brand vs Person

  • Cross Promotion

  • Useful Content

  • Little and Often

  • Passion

www.davidparrish.comwww.creative-enterprise-network.comwww.tss-networks.com


Analytics

Analytics

Sophie-green.com – Traffic from Facebook


Linkedin

LinkedIN


The story2

The story...

  • LinkedIn founded ’02 by Reid Hoffman

  • Sequoia invest $4.7m

  • First premium service, LinkedIn Jobs Launches

  • Subscription service launched

  • Cash positive

  • 1m Members, Oct ’07

  • London office launched

  • LinkedIn en Espanol

  • VC Funding 4.7m 10m 12.8m 53m 22.7m (103m)

  • 50m members

“before you turn 25, your social needs tend to be in the foreground. You want to be cool, express yourself, focus on your friends. I am in my late 30s. I am married and have two kids. My social needs aren't that great. My professional needs are in the foreground.

Konstantin Guerike LinkedIn Co Founder


Linkedin is the business

LinkedIn is the Business

  • Designed for business

  • Purely business networking

  • Very responsive

  • Based on professional credibility

  • Relatively high signal to noise ratio


Linkedin business uses

LinkedIn – Business Uses

  • Growing your network

  • Managing your network

  • Building your profile and credibility

  • Building relationships

  • Research & Intelligence

  • Business Development

  • Generating Web Traffic

  • Managing Events

  • Jobhunting

  • Recruiting


Managing risk1

Managing Risk

  • Don't post anything you wouldn't say loudly in a crowded networking situation

  • Be careful with the information you disclose

  • Be considerate of others

  • Be careful about mixing business with pleasure!

  • Remember, it all gets indexed!

  • Few privacy settings


Principles tips1

Principles / Tips

  • Decide whether it’s right for you

  • Get a strategy

  • Know your objectives

  • Set limits

  • Remember, you’re in public!

  • Build relationships

  • Explore and contribute to groups


Digital marketing academy session 1 social media

Practical How-To


Www linkedin com

www.linkedin.com


Main features2

Main Features

  • The Profile Page

  • The Newsfeed

  • Contacts / Connections

  • Applications

  • Groups

  • Answers

  • Events


Updating your profile

Updating your Profile


Updating your profile1

Updating your Profile


Groups1

Groups

  • Easy and quick to setup

  • Take time to maintain

  • This is where the interaction happens

  • Discussions

  • Digest email

  • You get out what you put in


Groups creating a group

Groups – creating a group


Groups my groups

Groups – my groups


Groups settings

Groups - settings


Groups email digest

Groups – email digest


Searching advanced search

Searching – advanced search


Searching find job role

Searching – find job role


Searching get introduced

Searching – get introduced


Jobs searching

Jobs– searching


Jobs advertising

Jobs– advertising


Contacts connections

Contacts & Connections


Contacts connections1

Contacts & Connections


Contacts connections2

Contacts & Connections


Linkedin questions

LinkedIn Questions


Digital marketing academy session 1 social media

Tips

  • Understand where LinkedIn fits

  • Growing your network is a habit

  • Add contacts but do it meaningfully

  • Get involved

  • Invest (a little) time in your profile

  • Search

  • Build relationships!


Twitter

Twitter


The story3

The story...

  • Odeo Podcasting – Daylong brainstorming

  • Founded March 2006 – Dorsey, Stone and Williams

  • “Status”

  • twittr

  • Prototype for Odeo employees

  • Public release July 2006

  • SXSW – 60” screens treble usage

  • VC Funding - $155m

  • Twitter hacked – forecasts leaked

  • Q4 projected revenue $4m

  • Barack Obama campaign & Mumbai attacks


Digital marketing academy session 1 social media

What's the point of twitter

?


Why not ask twitter

Why not ask Twitter?

bubblino


Digital marketing academy session 1 social media

#iranelection


Digital marketing academy session 1 social media

#iranelection

#obama


Digital marketing academy session 1 social media

#obama

crane


The crane

The Crane


The crane1

The Crane


The crane2

The Crane


The crane3

The Crane


The crane4

The Crane

stilldontgetit


Digital marketing academy session 1 social media

I still don’t get it!

140char


Digital marketing academy session 1 social media

140 characters is very significant. It forces brevity. It's perfect for making sure people get to the point, breaking news and sharing links

bandwidthofattention


Communications spectrum

Communications Spectrum

growth


Reasons for growth

Reasons for growth

  • Open API

  • Deliberate brevity

  • Asymmetric – one to many

  • Geek community

  • Celeb adoption

  • Social networking

  • Now where?

businessuses


Twitter in a business context

Twitter in a Business Context

  • Gathering intelligence

  • Growing your network

  • Managing your network

  • Building relationships

  • PR, Promotions and Competitions

  • Viral Marketing

  • Receiving praise and complaints

  • Recruiting

  • Generating Traffic, Interest and Action

  • Humanising business

  • Personal branding

risk


Managing risk2

Managing Risk

  • Don't post anything you wouldn't say loudly in a crowded networking situation

  • Designate responsibility clearly

  • Who owns the account?

  • Get a policy in place and stick to it

  • Be careful with the information you disclose

  • Be considerate of others

  • Be careful about mixing business with pleasure!

  • Landgrab for account names

tips


Principles tips2

Principles / Tips

  • Decide whether it’s right for you

  • Get a strategy

  • Know your objectives

  • Set limits

  • Remember, you’re in public!

  • Build relationships

  • Signal to Noise ratio

howto


Digital marketing academy session 1 social media

Practical How-To

rt


@messaging

@Messaging

#hashtag


Following people

Following People

trending


Retweeting

Retweeting

@msg


Hashtagging

#Hashtagging

following


Trending topics

Trending Topics

#ff


Followfriday ff

#FollowFriday, #FF

clients


Twitter clients

Twitter Clients

  • #1 Tweetdeck

  • #2 Tweetie

  • #3 Twitterfeed

  • Destroy Twitter

  • Twibble

  • Twidroid

Reasons client


Reasons to use a client

Reasons to use a client

  • Personal preference

  • Interface

  • Managing multiple accounts

  • Retweeting


Digital marketing academy session 1 social media

Case Studies

brew


Brew tea bar

Brew Tea Bar

Lcc


Liverpool chamber

Liverpool Chamber

Socmed


Digital marketing academy session 1 social media

General Conclusions


Other social media

Other Social Media

Types


Wider context digital marketing

Wider Context - Digital Marketing

  • Social Media

  • Websites

  • Email Marketing

  • Mobile Marketing

  • Search Marketing / Optimisation

  • Paid Search / Pay Per Click

  • Metrics & Analytics

  • Conversion Optimisation


Conclusion

Conclusion

  • Is it for you?

  • Write down a strategy

  • Understand and manage risk effectively

  • Put in appropriate effort / time

  • Build relationships

  • Don't be part of the noise!

  • Measure & Improve


Digital marketing academy session 1 social media

Social Networking Strategy


Strategy development

Strategy Development

  • Goals / Desired Outcomes

  • Risks

  • Opportunities

  • Appropriate Social Networks

  • Staff / Stakeholders


Digital marketing academy session 1 social media

Glow New Media

www.glow-internet.com

Phil: [email protected]

Thom: [email protected]


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