MRM METEORITE’S (not so)
LITTLE BOOK OF SOCIAL July 2014
Group of Chinstrap penguins (Pygoscelis Antarctica) congregated on an iceberg, South Orkney Islands.
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Contents •
Introduction
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Channels and Statistics
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Current Trends and Social Media in the News
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Who’s using Social Media – Demographics and Personas
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Best Practice Case Studies
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Monitoring and Measuring the Impact of Social Media
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Resource and References
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Introduction The landscape of social media is continuously changing and developing, with new social platforms emerging, as well as established platforms adding new features to their networks. While this provides exciting and new opportunities for brands, the volatility and pace of change within this environment also means that there are no real set rules for brands to utilise social media. Examples of best practices today may not be as relevant or effective tomorrow. That being said, this little book provides a recent, up-to-date overview of social media, its stats, users, trends, news and best practices.
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Channels and statistics (2013/2014)
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What social channels are out there?
Vine
Jelly
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fast stats by channel Facebook • 1.23 billion monthly active users worldwide at the end of 2013 • Facebook users are 53% female and 47% male • 4.5 billion likes generated daily as of May 2013 • Photo uploads total 300 million per day • There are more than 50 million Facebook pages Twitter • 255 million monthly active users • 500 million Tweets are sent per day • 9,100 tweets happen every second Google+ • 540 million monthly active users • 63% are males and 37% are females • 45% of users are between the age of 18-24 • 1.5 billion photos are uploaded to Google+ every week YouTube • More than 1 billion unique users visit YouTube each month • Over 6 billion hours of video are watched each month on YouTube • 100 hours of video are uploaded to YouTube every minute • According to Nielsen, YouTube reaches more US adults aged 18-34 than any cable network LinkedIn • 300 million members • 56% of those are male • Largest professional network on the Internet • Professionals are signing up to join LinkedIn at a rate of more than 2 new members per second
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fast stats by channel Pinterest: • Pinterest is the top social media choice for Home Décor and Fashion/Style/Beauty • 70 million total users • 40 million monthly active users • 80% of Pinterest users are female Instagram: • 200 million monthly active users • 20 billion + photos have been share in Instagram to date • 1.6 billion likes daily Snapchat: • 30 million active users • 400 million Snapchat snaps sent per day • 70% of Snapchat users are female Tumblr: • 195 million blogs • 83.1 billion posts • 97 million posts per day Vine: • 40 million total users • 5 Vines are tweeted every second • 3 of the 5 most retweeted Vines ever are by Musicians • Weekends are the most popular time for Vine sharing 7
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Facebook fatigue? Between 2011 and 2013, Facebook lost a significant number of users, their share falling from 65% of total visitors in 2011 to 47% in 2013.
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Facebook – still popular But it is still the social media platform we check multiple times each day, more frequently than any other social channels 10
Facebook By the end of 2013, Facebook boasted 1.23bn monthly active users worldwide, adding 170m in just one year. According to Facebook, 757m users log on to Facebook daily, as of 31 December 2013
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why we won’t be saying goodbye to Facebook any time soon • Facebook is one of the best ways to stay in touch – 67% of social media users say the major reason why they are on social media sites like Facebook is to stay in touch with friends and family • Facebook stalking is an invaluable tool – we don’t like to admit it but it’s a great way to see what everyone is up to • It’s become a scrapbook and journal of our lives – millions of photos re uploaded every single day • It keeps us in the know • Sadly Facebook helps us remember everyone’s birthdays • Private groups are useful for work, school and networking and organising events
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Twitter & Mobile
80% of UK users
access Twitter via their mobile (Twitter 2014)
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New and Emerging Social Channels
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In summary • Medium - a new innovative blogging platform
• Impossible - a new website and app that encourages people to do things for others for free
• We Heart It - an image-based social network for inspiring images
• Jelly - a better way to ask a question with photos, maps, friends, and more 17
Medium • “Medium is a new place on the Internet where people share ideas and stories that are longer than 140 characters and not just for friends. It’s designed for little stories that make your day better and manifestos that change the world.” • Although Medium was initially a closed sign-up network which was limited to content from the best minds in tech, design and culture, it is now possible for anyone to write for the site. • Medium also filters content to suit your own individual “interests and preferences” to create a personalised homepage.
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Impossible • Lily Cole has launched her “social giving network”. Impossible is a new website and app that encourages people to do things for others for free. • People can post wishes of things that they want or need help with and offer what they can give – can be things or skills. Impossible shows these wishes and offers and people can connect with one another.
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We heart it • We Heart It is an image-based social network for inspiring images. • “A home for your inspiration” and a place to “organise and share the things you love”. Users can collect their favourite images to share with friends and organise them in to collections • Has around 25 million users, 3 billion page views per month and over 60 million new images uploaded a month • 80% of We Heart It’s user base is under the age of 24, and more than 50 percent of the users are in their teens. 20
Jelly • Ever wanted to know the breed of a dog you see on the street or what type of plant you’ve found in your garden? Traditional, text-based search can’t really help in these situations, so Twitter’s founder, Biz Stone has released a new social app, Jelly. • Take a picture of the thing you’re querying, post it to your existing social networks via Jelly and ask away. Brands including Asda, Carphone Warehouse and Nando’s have already begun to experiment with using Jelly. 21
Current trends & social media in the news
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In summary •
Big services like Facebook are focusing on messaging features
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As brands are looking to increase the consumer’s digital experience in stores, they are also increasing their social media presence too, by bringing it in-store
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More and more social media sites are pushing video content
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Users are using their mobile devices more frequently to access social media channels
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Facebook pushes video content with new recommendations feature
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YouTube is becoming more popular than live TV 23
Big services focus on messaging features • 2013 and the early months of 2014 have seen a number of social networks shift focus to the provision of messaging services, instead of or alongside their mobile, social experience • Messaging apps like WhatsApp, Snapchat and Kik are quickly becoming some of the most popular apps on the market • Facebook quickly latched onto this trend and have recently released the Facebook messaging app which was extremely popular amongst the 16-25 year olds 24
Bringing social in-store • • •
As brands are looking to increase the consumer’s digital experience in stores, they are also increasing their social media presence too, by bringing it in-store Over the past year we’ve seen a rise in brands incorporating social media into their in-store experience Here are some of the ways brands are brining social in-store – Utilising QR code technologies to enhance their in-store point of sale displays, window displays and even as part of their product packaging – QR code that link to the brand’s social media sites – Samsung have a QR code feature in-store that allows consumers to “Like” products instore – Starbucks have encouraged users to check-in to Foursquare for the chancing of winning $40 gift cards – Encouraging consumers to tweet or Instagram pictures whilst in-store by incentivising with prizes and giveaways – Showing screens and iPads around the store that provide consumers with a live Twitter feed – Changing rooms featuring iPads, enabling shoppers to photograph their outfits and compile digital lookbooks that can be shared via social media 25
Bringing social in-store • •
Example – Daisy Marc Jacobs Tweet Shops Jacobs opened a pop-up store in Manhattan during New York Fashion Week to showcase their latest fragrance, Daisy, but no money was exchanged. Instead, customers who visited the store were directed to post a tweet or share a photo on Instagram about the Daisy line with the hashtag #MJDaisyChain. Doing so rewarded them with gifts from the store including perfumes, necklaces and even purses. As a result, the Marc Jacobs brand received more than 13,500 Twitter mentions and 4,300 mentions on Instagram.
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Bringing social in-store • •
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Another example is Nordstrom With nearly 4.5 million followers on Pinterest, Nordstrom knew it had to embrace the rapidly growing social network. The upscale fashion retailer did so by bringing Pinterest to life instore Throughout the retailers 117 stores, the top pinned shoes and handbags were displayed featuring a recognizable red Pinterest logo. This made it easier for customers to find the top-pinned items in-store, giving them easy access to the popular items and acting as a social proof The success of this endeavour has led to an online catalogue featured on Nordstrom.com called “Pinspiration,” as well as an in-store app allowing salespeople to match popular Pinterest items with the available inventory to best serve shoppers
http://shop.nordstrom.com/c/most-pinned-womens 27
Lights, Camera, action… • With the success of Vine, followed by Instagram introducing “Video”, another way to share your stories via the app, video is becoming a big thing on social • Twitter are jumping on the bandwagon too and announced in June this year that they’ve acquired SnappyTV, a cloud-based video platform that allows for the easy editing and sharing of clips from live TV broadcasts • Commenting on the acquisition on the company’s blog, Twitter’s Baljeet Singh promised it would “help partners and brands bring the best videos into the conversation, when it matters most.” They want people to experience moments as they happen, through the medium of video. They want the best video content to be injected into Twitter’s live conversation • Facebook are also pushing video content on their site with a recommendations feature (more on this in ‘Social Media in the News’) 28
SOCIAL MEDIA AND MOBILE DEVICES 2013-2014 have seen the use of social networks on smartphones and tablets increase radically. Due to this sudden surge, a drop of 7%% occurred in the number of PC users visiting the top 10 social networking and media sites in the UK.
Facebook pushes video content with new recommendations feature… similar to YouTube •
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The social network is testing a new “related videos” feature that suggests similar, popular videos after you finish watching one in your mobile new feed Similar to what you might see on YouTube, once a video is done playing in your news feed, you will have the option to re-watch that video or select a different, related video Currently this feature is only available to a small group of test users but it is expect to be more widely available soon Video content has been a major focus for Facebook this summer. Late last month, the social network tweaked it’s news feed algorithm to surface higher-quality videos by analysing how long users actually watch each video, not just if they Like it or comment on the post Facebook is also in the beginning stages of implementing in-feed video advertisements
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YouTube is becoming more popular than live TV • A new survey from Adroit Digital suggests that YouTube is now more popular than live TV. • Out of 2,000 people surveyed (U.S. respondents over 18 who own a television, smartphone and personal computer), 68%
of viewers said they consume video content from YouTube
• Consumption via television is still quite high (51%) but it’s also closely followed by Netflix (49%) 31
Who is using social media? Demographics and personas‌
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IN SUMMARY • Age of social media users is increasing • AIMIA identifies 6 typical social media personas# • It’s not just consumers using social media, brands are too
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Age of users •
77% of Facebook users are aged 18-44
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60% of Twitter users are aged 25-54
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42% of Pinterest users are aged 25-34
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79% of LinkedIn users are over the age of 35
http://optimiseblog.co.uk/a-2013-social-media-report/
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Trends in Age of users
Key points: • Twitter saw almost an 80% increase in users aged 55-64 • Facebook saw a 46% increase in users aged 45-54 • Pinterest also saw a huge increase in users aged between 45-54 of just under 80% • Decrease in users aged 16-24 on Pinterest (GlobalWebIndex, 2013) 35
Social media and gender There are few gender based demographic differences between social media networks. But studies have shown that women favour image-heavy sites like Facebook, Instagram and Pinterest, whereas men are more likely to use MySpace, Path, LinkedIn and Google+
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What are people doing on social media sites? • The most popular activity is keeping in touch with friends and family, closely followed by checking updates on your phone outside of the home
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Characteristics of social media users •
Over half of consumers would stop using social networks if they started charging money.
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Facebook users are proportionally the least likely to share content they find interesting online. Twitter and Google+ are better suited for brands looking to spread campaigns/messages.
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Women are more likely to ‘like’ Facebook pages than men.
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Women are 5 times as likely as men to use Pinterest
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Users aged 16-24 are the most likely to be receptive to brand presences on their social networks.
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Users are spending more time on social media sites, which has led to a clear push from sites such as Facebook and Twitter to improve the quality of the content they provide.
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AIMIA identified that consumers typically fall into 6 segments of behaviour of social media. These social media personas are based on ‘participation’.
Members who rarely log on.
Share and communicate within their small network of close friends and family. (Usually active on one network)
Typically passive users of a single social network.
Most common persona. Active on multiple networks, follow brands, share news, communicate with friends.
Members of several social networks, but post infrequently.
Most active users of social media. Use networks as means of self-expression, share and engage in creative ways.
Click here for more demographic information on each of the personas 39
Advertising in social and media network sites • Users of social and media networks voted that they would prefer that adverts featured on social media sites to be short and relevant
to the site and their interest.
• 23% of people wish for the ads to be entertaining and others would like the ads to be targeted and near to their current location. • However, the large majority would prefer no adverts at all featured. 40
Social media as customer service Over a quarter of users of social or media network sites to contact brands, send complaints, ask for help or find out specific information. A popular way of communicating with large brands is Twitter where an almost instant reply is guaranteed. An example of this is Tesco‌
A customer with a query was given an answer almost immediately after tweeting Tesco with his problem. 41
Teens and Tweens Social Media Usage Mintel May 2014
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WHAT SOCIAL MEDIA SITES ARE TEENS AND TWEENS USING? Most popular social networks used by teens: 1. Facebook 2. YouTube 3. Twitter
• Whilst the order of most popular social networks is the same for adults, YouTube usage among teens is higher than that among adults – 58% compared to 40% • Teens are more than twice as likely as adults to use Instagram – 22% compared to 10%.
These statistics show that teens are more highly engaged with mediafocused social sites than adults 43
Interacting with brands online Half of teens who use social media interact with brands online Social media users aged 10-15 years old: • 87% say they have used a social media website or app in the last month • 66% say they check their profile or app at least once a day • 53% say they have liked or followed a brand • 44% have shared entertaining adverts • 30% say they often click on adverts 44
Examples of Recent Social Media Campaigns
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BESTIVAL •
In May, Bestival ran a competition where they hid glitterballs in cities around the UK.
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They tweeted clues as to where they were hidden, using the hashtags #DiscoThieves and #Bestival14, and the first person to find that particular one, won a pair of tickets to the festival in September.
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Bestival has the theme of ‘Desert Island Disco’ this year, and so the idea of finding glitterballs linked in with this and was a clever touch. 46
Just eat - #Singforyoursupper •
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Just Eat, the online takeaway service, launched a social talent contest in April, where people had to submit videos of them singing, for the chance to win vouchers worth up to £249.99. Videos had to be submitted on Facebook on Twitter using the hashtag #SingForYourSupper. Prizes were handed out for the best, worst and most original entries. According to Topsy, within the first 30 days of the contest, the hashtag had been used almost 1,000 times on Twitter.
https://www.youtube.com/watch?v=SDGqJ78T_T8
Just Eat enlisted a number of entertainers to help advertise the competition, including comedians, X Factor singers and a London choir. It was a simple campaign but one that neatly connects the dots between takeaways and Saturday night TV. 47
#nomakeupselfie • This simple hashtag lead to tens of thousands of women sharing photos of themselves without makeup in order to raise awareness for breast cancer. • Cancer Research UK didn’t initiate the campaign but after being alerted to the trending hashtag, they began to ask users to add a donation request and text code to their posts. Within 48 hours, £2,000,000 was raised. Overall the campaign raised £8,000,000 in six days. • The campaign appears to have begun when an American author, Laura Lippman, tweeted a photo of herself, make-up-less, in support of Kim Novak, whose looks had been criticised at the Oscars. • Several famous faces got involved with the trend including Michelle Heaton, Holly Willoughby, Kym Marsh, Rihanna, Beyoncé and Cheryl Cole, which has spread across Facebook, Instagram and Twitter. • The hashtag #manupandmakeup also started trending, as men put on makeup to raise money for Prostate Cancer U.K. • This campaign just goes to show how quickly trends and communications can spread online 48
#Dadication • Wilkinson sword UK ran a campaign for Fathers Day 2014 . • They set up a booth in London so that members of the public could record messages for there dads – a montage of some of these clips were posted on YouTube to promote a Facebook competition that allowed people to one of 20,000 personalised razors for their dad, a Wilkinson goodie bag or a day out at a brewery • The hashtag #dadication was used all over Facebook and twitter to show appreciation for Fathers on Fathers Day • The YouTube ad has been viewed more than 1.3 million times and loads of people got involved and left tributes on the Wilkinson Facebook page
https://www.youtube.com/watch?v=g39K7Y5fizs
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Paddy Power’s England Tweet • Paddy Power gained huge publicity for a series of images in which it appeared to have cut down trees in the Amazon rainforest to spell out its support for the England football team • The Irish bookmakers got a lot of negative feedback from twitter users who weren’t used to the bookie’s ‘cheeky’ style of advertising and were appalled by the idea of deforestation for the use of ‘football’ • However, Paddy Power reassured everyone - that not a single tree was harmed in the Amazon and it was apparently only just a stunt to raise awareness of deforestation by pretending to chop down the Amazon • Regardless to some of the negativity, everyone was talking about Paddy Power – an excellent result for very little investment
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Evian •
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Following up from its successful Amazing Baby adverts from 2013, Evian has joined forces with Marvel as part of the promotional activity around the new Spider-man movie. During April Evian asked its Twitter followers to submit their problems using the hashtag #AmazingBabyRescueMe. The Amazing Baby character then responded with quirky tweets, vines, and illustrations. The campaign, which was created by We Are Social, also involved a Facebook competition that asked fans what they would do if they had spidey sense. Each day four winners were given an Amazing Baby water bottle and tickets to see The Amazing Spider-man 2. 51
Water is life: Hashtag killer -
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#firstworldproblems is a well-known tag used on many different social networking sites. Typical uses are when your phone charger wont reach your bed, when your neighbour blocks their WiFi or when you can’t reach the television remote. Water is life aimed to destroy this hashtag and help these people realise the real and very serious problems in the world. The campaign featured Haitians reading aloud some of the #firstworldproblems tweets found. They then responded to some of the tweets, directing messages personally towards the people using this hashtag.
http://www.youtube.com/watch?v=vFXWIArfQ80#t=118
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Dove Men+Care −
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Dove surveyed 1,000 dads aged 25-54 and 75% of these fathers said that they are responsible for their child's emotional well-being. However only 20% said that they saw this portrayed in the media. So dove set out to change this with a video and social media campaign appreciating fathers, just in time for fathers day. The video, #realdadmoments showing various clips of children calling for their dads, went viral after being viewed 11.3million times on YouTube in 3 weeks.
http://www.youtube.com/watch?v=7Jpb2_YdxYM#action=share
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Best Practice Case Studies
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Nike #makeitcount The campaign featured 11 athletes from around the world who made personal pledges for 2012. It then encouraged everyone else to join in on Twitter, by announcing their own goals. • Also featured a YouTube video, film director Casey Neistat and editor Max Joseph were tasked with creating a commercial for the Nike FuelBand. • However, they took the money they received from Nike and used it to set off on a journey around the world, an action that they viewed as making it count. It took 10 days to use up Nike’s money, they had traveled 34,000 miles, 16 cities in 13 countries. Results: • The video received over 9.5 million views on YouTube. • More than 16,000 tweets associated with the word Nike and the word Olympic, compared to 9,295 for Adidas. Nike gained 166,718 new facebook fans, whereas Adidas gained just 80,761. • While Adidas were the official sponsor of the London 2012 Olympics, Nike’s #MakeItCount campaign produced a more influential social reach than Adidas’ sponsorship. •
http://www.youtube.com/watch?v=WxfZkMm3wcg
In a nutshell: 11 athletes made personal pledges for 2012 and encouraged fans to take to Twitter to announce their own. YouTube video also illustrated how to Make It Count.
55 News-hacking/relevant to cultural events
P&g ‘thank you, mom’
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Launched 17th April 2012 to celebrate 100 days until the London 2012 Olympics.
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The campaign kicked off on P&G’s digital and social platforms.
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It featured several heart-warming online ads, which then inspired viewers to engage with the ‘Mum Thanker’ on Facebook where they can create their own personalised message (video, image or text).
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Also included an app that guided users through the process of the thanking mums on Facebook.
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The amount of relevant and engaging content was a key factor of P&G’s winning category throughout 2012.
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‘Best Job’ and ‘Raising an Olympian’ are responsible for 23.5 million online views.
In a nutshell: Encouraged fans to take to social media to thank their Mums. Tied in nicely with the ‘Best Job’ and ‘Raising an Olympian’ adverts, based around the Olympics.
56 Emotional/inspiring user generated stories
OREO – SUPERBOWL TWEET
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Arguably one of the most effective impromptu social media posts to date. During the Super Bowl XLVII (2013), there was a blackout that lasted for 34 minutes. The Oreo social media team saw this as an opportunity and quickly tweeted: “Power Out? No problem”, with an image of an Oreo biscuit and a message. “You can still dunk in the dark.”
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The post received nearly 15,000 retweets and more than 20,000 Facebook likes.
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Arguably as effective, if not more, than a Super Bowl TV ad that costs millions.
In a nutshell: In response to the blackout at the Superbowl, Oreo tweeted the ‘You can still dunk in the dark’ image above.
Quick response/fun/relevant57
SEPHORA Facebook: 3.5 million fans Twitter: 522,000 followers Pinterest: 30,000 followers 15 Days of Beauty Thrills sweepstakes: Sephora offered its social media customers “thrills” created by the brands it offers. These included a Fiat, furnished with a Gucci interior. Also offered daily “mini-thrills”, small gifts included with an online purchase. Results: Grew fan base by 6 times the usual growth rate, lift in sales, increase in traffic to website. Also offer Fan Fridays on Facebook, a weekly special or giveaway. Not typically that promotional, “it’s more about cool offers, new things going on and first looks.” Sephora uses social media as a forum for discussions, to discover products, inspiration and beauty tips. It is also a customer service channel and a platform to share what’s going on at the company.
In a nutshell: Sephora’s social media strategy has effectively included ‘15 Days of Beauty Thrills’, offering customers the chance to win gifts (‘thrills’). Also introduced ‘Fan Fridays’, a weekly giveaway.
Relevant/customer-engaging58
FORD #FIESTAGRAM
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Instagram based campaign, each week Ford announced a new hashtag associated with one of the Fiesta’s high-tech features, such as #entry, #music, #hidden. Users could then submit photos, tagged with #Fiestagram and that week’s hashtag.
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Ford gave weekly prizes and the final prize was a Ford Fiesta.
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More than 16,000 photos were submitted.
In a nutshell: Instagram based campaign that encourages fans to submit photos relevant to a particular theme and the #Fiestagram. The best photos were used in real-life galleries and digital billboards.
User-generated/engaging
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MINI- ‘NOT NORMAL’
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The campaign will feature a digital hub on Tumblr that includes blogs, images and an online film asking people to post their own images online with the hashtag #mininotnormal.
Specific to the UK, includes seven large digital screens on London’s Cromwell Road that will display a personalised message to Mini drivers as they pass. This will be done by using spotters, identifying characteristics of the drivers, such as gender, the model and colour of the vehicle. “Social media is full of amazing Mini creations; we’re simply surfacing them to show how MINI owners feel about their cars. It’s less of an ad campaign and more of a ‘thank you’ to all the creative people who love Mini”. (Direct Marketing Manager at Mini, 2013)
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In a nutshell: Global brand campaign, which will feature images of Mini-inspired creations by fans posted on social media.
User-generated/engaging
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RIHANNA - UNLOCKED In the build up to her album release Talk That Talk, Rihanna was on tour and therefore could not do the usual promotions such as talk shows.
In a nutshell: Universal took to social media to promote Rihanna’s upcoming album. The Facebook app revealed content to users in stages, rewarding fans for engaging. Results: • More than 928,000 “stories” generated by Fans • 118,000 tweets a day during the launch month • 420 million total Facebook wall impressions
61 Rewarding/relevant to cultural events
JELL-O: FUN MY LIFE •
Since the early days of MSN messenger, MySpace and Bebo, ‘FML’ has been a wellknow expression of self-pity (F*ck my life).
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Jell-O has attempted to redefine the acronym as part of a mission to “fun things up”. FML no longer stands as a negative form of selfexpression, but “fun my life”.
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Jell-O has been monitoring the #FML and rewarding some people with fee Jell-O.
In a nutshell:
Jell-O set out to redefine the #FML hashtag from its original meaning to becoming ‘Fun’ My Life’ in a mission to fun things up – the influx of #FML tweets will reflect its success.
62 Creative/relevant to culture
DOVE: REAL BEAUTY SKETCHES •
Online video featuring a forensic sketch artist who is asked to draw a series of women based on descriptions provided by both the individuals themselves and someone who had just met them.
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The video was created to prove that women are more beautiful than they think.
In a nutshell: Dove’s ambition to change perception of beauty in a campaign to prove that women are their own worst critic – the ad is part of a touching campaign redefining the meaning of real beauty. “You are more beautiful than you think”.
The video has received more than 54 million views and the most-watched online video ad ever.
Video available here; http://www.youtube.com/watch?v=XpaOjMXyJGk
Emotional/Relevant 63
MARMITE NEGLECT •
The advert sparked over 500 complaints and numerous negative comments to their social media profiles. This led Unilver to donate £18,000 to the RSPCA.
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However, ASA gave Marmite the all clear, suggesting that most viewers would recognise it as a spoof.
In a nutshell:
Marmite have mimicked RSPCA adverts a little bit in their discovery of neglect, in this case of Marmite jars in people’s homes. The ad however has sparked more controversy than customer engagement, with the ad receiving 250 complaints in the first 24 hrs of airing .
The #MarmiteNeglect hashtag encourages people to send in a picture of Marmite without a lid on it, or pushed to the back of a cupboard. 64 Controversial/Media attention/User-engaging
OLD SPICE’S SOCIAL MEDIA PUSH
In a nutshell:
The #OldSpice hashtag started trending worldwide after they recalled Isaiah Mustafa to record 183 short comic videos about Old Spice that could be used as real time responses to viewers’ comments on Twitter. Popular tweeples were responded to and this hit viral popularity which saw a total of 11 million views on YouTube.
65 Bringing old campaign to social media
SHARE A COKE
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Coco-Cola replaced its usual branding with a number of the world’s most popular name, each carrying the hashtag #shareacoke.
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There are also bottles encouraging friends to share a coke with “Friends” and “Family”.
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Alongside this campaign, Coca-Cola encouraged consumers to share photos with their personalised bottles on social media platforms.
In a nutshell: Coca-Cola brought personalisation to their products. This campaign also effectively inspired user-generated content. 66
DUREX- SOS CONDOMS In a nutshell: *A Hashtag that backfired!!*
To prove that not all trends can work well, a good example came with Durex.
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Ironically, Durex isn’t playing it safe in its online strategy.
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It launched a campaign called “SOS Condoms”. Couples who do not plan ahead could be helped by downloading an iPhone app that allows them to order condoms and request an “emergency delivery”.
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Do drive this campaign on social media, Durex asked Facebook fans to vote on the city they would like the emergency service to be available. Pranksters dominated this campaign and took the chance to vote Batman, a city in Turkey that is conservative and predominantly Muslim.
Durex asked its Facebook fans to visit a microsite and vote on where they would next like emergency services available. Sure enough a remote location was voted on and Durex had to pull the campaign
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Monitoring and Measuring Impact of Social Media
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ALTIMETER have identified six ways that companies/agencies can measure revenue impact of social media
http://www.altimetergroup.com/2012/07/the-social-media-roi-cookbook-how-brandsmeasure-the-revenue-impact-of-social-media.html
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Tools for measuring impact http://www.socialbakers.com/
https://www.viralheat.com/
http://tweetreach.com/
http://www.tweriod.com/
http://klout.com/home
https://hootsuite.com/
http://sproutsocial.com/
http://tweetdeck.com/
https://login.radian6.com/
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Resources and References
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Further reading Our top websites for keeping up-to-date on Social Media • Mashable: http://mashable.com/social-media/ • Social Media Today: http://socialmediatoday.com/ • Guardian, Social Media: http://www.theguardian.com/media/social-media • Social Bakers Blog: http://www.socialbakers.com/blog/ • Social Media Examiner: http://www.socialmediaexaminer.com/
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REFERENCES Channels & Statistics: • Social media stats: http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243 http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746 • Facebook stats: MINTEL REPORT : Social and Media Networks – UK – 2014 http://zephoria.com/social-media/top-15-valuable-facebook-statistics/ http://www.theguardian.com/news/datablog/2014/feb/04/facebook-in-numbers-statistics • Twitter stats: https://blog.twitter.com/en-gb/2014/80-of-uk-users-access-twitter-via-their-mobile https://about.twitter.com/company • Google+ stats: http://www.tone.co.uk/infographic-google-plus-user-statistics-2014/ • YouTube stats: https://www.youtube.com/yt/press/en-GB/statistics.html • LinkedIn stats: http://press.linkedin.com/about http://blog.linkedin.com/2014/04/18/the-next-three-billion/ • Instagram stats: http://instagram.com/press/ http://www.brandwatch.com/2013/12/3-years-of-instagram-infographic/ • Tumblr stats: http://www.tumblr.com/about
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REFERENCES New & Emerging Social Channels: http://www.focuspr.co.uk/2014/02/06/top-5-social-media-sites-watch-2014/ Current Trends: https://www.linkedin.com/today/post/article/20140416094017-20233091-3-fashion-brands-bringing-social-media-into-theirretail-stores Demographics & Personas: • Characteristics of social media users: http://oxygen.mintel.com/display/638085/?highlight=true • Social media personas: http://www.pamorama.net/wp-content/uploads/2012/06/Aimia-Social-Media-White-Paper-6-types-of-social-media-users.pdf • Social Brands 100: http://www.brandwatch.com/wp-content/uploads/2012/10/SB100-20121.pdf • Teens and Tweens MINTEL REPORT: Teens’ and Tweens’ Technology Usage – UK – May 2014 Social Media News: • Video on Facebook: http://mashable.com/2014/07/07/facebook-video-recommendations/ • YouTube more popular than live TV: http://mashable.com/2014/07/03/youtube-beats-tv/ 74
REFERENCES Examples of current social media campaigns: • https://econsultancy.com/blog/65100-eight-of-the-best-social-campaigns-from-june2014?utm_medium=email&utm_source=Econsultancy&utm_campaign=4362008_1298-daily-pulse-uk-2014-0701&dm_i=LQI,2LHQW,GCFQCZ,9HC7O,1#print • https://econsultancy.com/blog/64913-seven-of-the-best-social-media-campaigns-from-may • https://econsultancy.com/blog/64800-10-of-the-best-social-campaigns-from-april-2014#print
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REFERENCES Best Practice: • Nike, Make It Count: http://www.creativereview.co.uk/cr-blog/2012/january/nike-make-it-count • P&G, Thank You Mom: http://www.prophet.com/blog/aakeronbrands/124-pgs-thank-you-mom-is-a-model-campaign-in-a-global-world • Oreo Superbowl Tweet: http://www.wired.com/underwire/2013/02/oreo-twitter-super-bowl/ • Sephora, Social Media: http://mashable.com/2012/06/20/sephora-15-days/ • Ford #Fiestagram: http://mashable.com/2012/02/02/ford-fiesta-instagram/ • Mini, Not Normal: http://www.marketingmagazine.co.uk/article/1193746/mini-thanks-fans-not-normal-brand-campaign • Rihanna, UNLOCKED: http://mashable.com/2012/03/15/rihanna-unlocked-facebook/ • Jell-O, Fun My Life: http://socialmediatoday.com/node/1505576 • Dove, Real Beauty: http://www.independent.co.uk/voices/comment/its-an-ad-but-doves-real-beauty-campaign-is-a-gamechanger-8580753.html • Marmite Neglect: http://www.adweek.com/news/advertising-branding/ad-day-marmite-finds-homes-neglected-spread-151808 • Old Spice, video replies: http://www.digitalbuzzblog.com/old-spice-twitter-social-video-replies/ • Durex, SOS Condom: http://ideaonmind.com/when-good-idea-goes-wrong-durex-sos-campaign-need-sos/ 76
Swallow birds on power lines
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