NOT BEING SOCIAL BUT BEING VOCAL @wisdomsingh Hitesh Motwani #smarketing
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 Wildy Read- Write Web”
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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
LETS GET STARTED
Facebook By the Numbers: • Facebook was launched February 2004 • As of July 1, there more 973 million active users, 168.8 million in the U.S. alone
• India ranks number 3 with 62.6 million users • 50% of the active users log on to Facebook in 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
7. Todos 2 1 Choose a cover image
Add brand description and information
3
Feature important apps
10
5
Pin „top‟ or „important‟ posts
„Highlight‟ important events
9 Clean up the wall
Insert the back catalog4of 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 choclates
•
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
FOLLOWER COUNT
•
A twitter user on average has 208 followers
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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.” Me :)
CASE STUDIES •
Mercedes tweet race
•
Hippo chips
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 • North America and Europe represent 65.7% of users with about 96.6 million • 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 • Considering the number of members, Brazil has overtaken Canada, France has overtaken Netherlands, Italy has overtaken Australia, compared with January 2011 data • Latin America, Asia and Africa are the areas with the highest concentrations of younger members (under 34 >70%), while North America, Europe and Oceania are the areas with the highest concentrations of mature members (over 34 >40%) • 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 • It’s interesting to note that countries such as North America and Europe have grown below average; this trend suggests a certain saturation in these areas • 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 (ComScore report, Feb.2012 [3]).
Source: ComScore report [3] 143
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.
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Additionally, users can “Like”, “Comment” and “Follow”. 144
CREATE BOARDS
STATS