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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



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



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?



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



Main features
Main Features

  • Search

  • Review / Rating

  • Ideas

  • Categories



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



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



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



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



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




Main features2
Main Features

  • The Profile Page

  • The Newsfeed

  • Contacts / Connections

  • Applications

  • Groups

  • Answers

  • Events




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















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!



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






#obama

crane






The crane4
The Crane

stilldontgetit



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 perfect for making sure people get to the point, breaking news and sharing links

growth


Reasons for growth
Reasons for growth perfect for making sure people get to the point, breaking news and sharing links

  • 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 perfect for making sure people get to the point, breaking news and sharing links

  • 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 perfect for making sure people get to the point, breaking news and sharing links

  • 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 perfect for making sure people get to the point, breaking news and sharing links

  • 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


Practical How-To perfect for making sure people get to the point, breaking news and sharing links

rt


@messaging
@Messaging perfect for making sure people get to the point, breaking news and sharing links

#hashtag


Following people
Following People perfect for making sure people get to the point, breaking news and sharing links

trending


Retweeting
Retweeting perfect for making sure people get to the point, breaking news and sharing links

@msg


Hashtagging
#Hashtagging perfect for making sure people get to the point, breaking news and sharing links

following


Trending topics
Trending Topics perfect for making sure people get to the point, breaking news and sharing links

#ff


Followfriday ff
#FollowFriday, #FF perfect for making sure people get to the point, breaking news and sharing links

clients


Twitter clients
Twitter Clients perfect for making sure people get to the point, breaking news and sharing links

  • #1 Tweetdeck

  • #2 Tweetie

  • #3 Twitterfeed

  • Destroy Twitter

  • Twibble

  • Twidroid

Reasons client


Reasons to use a client
Reasons to use a client perfect for making sure people get to the point, breaking news and sharing links

  • Personal preference

  • Interface

  • Managing multiple accounts

  • Retweeting


Case Studies perfect for making sure people get to the point, breaking news and sharing links

brew


Brew tea bar
Brew Tea Bar perfect for making sure people get to the point, breaking news and sharing links

Lcc


Liverpool chamber
Liverpool Chamber perfect for making sure people get to the point, breaking news and sharing links

Socmed


General Conclusions perfect for making sure people get to the point, breaking news and sharing links


Other social media
Other Social Media perfect for making sure people get to the point, breaking news and sharing links

Types


Wider context digital marketing
Wider Context - Digital Marketing perfect for making sure people get to the point, breaking news and sharing links

  • Social Media

  • Websites

  • Email Marketing

  • Mobile Marketing

  • Search Marketing / Optimisation

  • Paid Search / Pay Per Click

  • Metrics & Analytics

  • Conversion Optimisation


Conclusion
Conclusion perfect for making sure people get to the point, breaking news and sharing links

  • 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


Social Networking Strategy perfect for making sure people get to the point, breaking news and sharing links


Strategy development
Strategy Development perfect for making sure people get to the point, breaking news and sharing links

  • Goals / Desired Outcomes

  • Risks

  • Opportunities

  • Appropriate Social Networks

  • Staff / Stakeholders


Glow New Media perfect for making sure people get to the point, breaking news and sharing links

www.glow-internet.com

Phil: [email protected]

Thom: [email protected]


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