Making The Most of Social Media – Drew Spencer Blackbridge Communications
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Making The Most of Social Media – Drew Spencer Blackbridge Communications
- 1. making the most of social media
- 2. making the most of social media The Origin of the Social Web • Recommendations for you... • Customers Who Bought This Item Also Bought... • Customers Who Viewed This Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List
- 3. making the most of social media The Origin of the Social Web • Recommendations for you... • Customers Who Bought This Item Also Bought... • Customers Who Viewed This Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List
- 4. making the most of social media The Origin of the Social Web • Recommendations for you... • Customers Who Bought This Item Also Bought... • Customers Who Viewed This Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List
- 5. making the most of social media The Origin of the Social Web • Recommendations for you... • Customers Who Bought This Item Also Bought... • Customers Who Viewed This Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List
- 6. making the most of social media The Origin of the Social Web • Recommendations for you... • Customers Who Bought This Item Also Bought... • Customers Who Viewed This Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List
- 7. making the most of social media Multiplatform marketing • Use traditional media to place your brand in front of people before the decision becomes a priority • Be present and relevant when research begins online • Provide channels for response, interaction and dialogue • Send a consistent, persuasive message all the way to the point of decision Source: “In a Multiplatform World, Brands Must Be Present, Relevant” http://www.centernetworks.com/multiplatform-branding
- 8. making the most of social media Why social media? • 96% of Millennials have joined a social network • Facebook tops Google for weekly traffic in the U.S. • 50% of mobile internet traffic in the UK is for Facebook • Generation X and Y consider email passé Source: Socialnomics “Social Media Revolution 2” youtube.com
- 9. making the most of social media Why social media? • Social Media has overtaken pornography as the #1 activity on the Web • 80% of companies use Social Media for recruitment • 95% are using LinkedIn • 25% of search results for the World’s Top 20 largest brands are links to user-generated content • There are over 200 million blogs • 34% of bloggers post opinions about products and brands Source: Socialnomics “Social Media Revolution 2” youtube.com
- 10. making the most of social media Why social media?
- 11. making the most of social media Why social media?
- 12. making the most of social media The social web • Puts the small things that make a relationship back in your life • The web becomes as effortlessly social as chatting with your family or roommates at home is today • People that care about you will be able to just tune into the parts that matter to them Source: “The social web: All about the small stuff ”, The Official Google Blog http://googleblog.blogspot.com
- 13. making the most of social media Launching a strategy • Listen • Have an objective • Enable the community • Spread the news • Measure • Ask them back
- 14. making the most of social media Listen • Understand the issues and opportunities • Get involved in the conversation • Identify and work with allies to reach a wider public • Measurements: • Monitoring change in sentiment • Monitoring change in opinion of influencers Source: Market Sentinel http://www.marketsentinel.com
- 15. making the most of social media Listen Barry Judge - CMO, Best Buy “We recently posted a job that got a lot of buzz because of its qualifications: • One year blogging • (Post) Graduate degree • 250+ twitter followers ...In following the conversation about this job, we discovered that others had ideas for how this job description should look... ...It seemed to us to be a natural progression to get the community involved in writing this job description” Source: “Help us write the Job Description - Sr Manager, Emerging Media Marketing http://www.barryjudge.com
- 16. making the most of social media Listen
- 17. making the most of social media Listen
- 18. making the most of social media Listen
- 19. making the most of social media Listen
- 20. making the most of social media Listen
- 21. making the most of social media Listen
- 22. making the most of social media Listen
- 23. making the most of social media Invite them in http://www.reckittbenckiser.jobs (no longer live) Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 24. making the most of social media Facebook Fan Page http://www.facebook.com/reckittbenckiser Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 25. making the most of social media Branded Company Blog http://myrbopportunity.com Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 26. making the most of social media Twitter Feed http://www.twitter.com/discoverrb Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 27. making the most of social media YouTube Channel http://www.youtube.com/user/RBworldwide Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 28. making the most of social media LinkedIn Group Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 29. making the most of social media Spread the news Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 30. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 31. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 32. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 33. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 34. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 35. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 36. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 37. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 38. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 39. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 40. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 41. making the most of social media Analysis and Optimisation Things you can analyse: Creative messages Advertising format and size Level of interaction Media Time of day Type of interaction
- 42. making the most of social media Results • 55 videos submitted to Decision-Making challenge • Fan Page up to 3,804 (14 May 2010) • 400 page views per day average • 41% of male fans and 37% of female fans are within target audience • Awareness increased in UK (16%) and India (23%) • Visits to RB Careers site in all target markets was up 110% (no significant movement in non-target countries) • 73% increase in applications in Brazil • Winners of ‘Best Use of Social Networking’ at 2010 RAD Awards (www.radawards.com) Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
- 43. making the most of social media Spending money wisely • Do you have a clear definition of your target audience? • Have you developed a hierarchy of targeting importance, based on your objectives and research learning? • Have you used pre-testing to understand the likely variations in creative response so that executions can be placed accordingly? • Are you comprehensively monitoring performance of your targeting to understand cost effectiveness? • Are you feeding learnings back into future planning and buying decisions? Source: Admap, December 2009 “Reduce Wastage by Using Behavioural Targeting in Context”, Duncan Southgate and Sue Elms, Milward Brown
- 44. making the most of social media Questions? Drew Spencer e: drew@blackbridge.co.uk t: +44 (0) 207 608 0668 tw: @kayperbeats www.blackbridge.co.uk