2. So that was 2012…
• Social keeps growing and is becoming a full part of the marketing mix
– We had another Social Media Election
– We had the first Social Media Olympics
• The buzz word of the year was content
– But brands are still experimenting with newer platforms such as
Pinterest or Instagram; it’s about finding out what works for them
• Social can be used in a variety of ways by brands: engagement, customer
service, insights, PR, crisis management, traffic, SEO and sales
• Social Networks want to work with brands
– Facebook keep tweaking their algorithm for promoted posts
– Pinterest has just launched Business Pages
• Better analytics, better measurement
– Where’s the ROI?
3. In 2008…
• Twitter: Joined Twitter in 2007 and by Election Day
2008, he had 18K followers
• YouTube: 14.5 million hours of video footage
broadcast for free, which would have cost 47 million
on TV to broadcast
• MySpace: 844,927 friends
• My.barackobama.com social network/hub for
supporters
• Text Messaging: Rewarded supporters by
announcing his Vice President by sending a text
4. In 2012…
Existing platforms
• Twitter: 23 million followers
• LinkedIn/Facebook: held town hall meetings taking questions
from user on Facebook (April 2011), Twitter (July 2011) and
LinkedIn (October 2011)
• Dashboard: a more evolved version of My.BarackObama.com
New platforms:
• Instagram: behind the scenes pictures of his campaign
• Foursquare: Obama shared his stops with his supporters
• Michelle Obama on Pinterest: 46K followers; shares behind
the scenes pictures of the campaign and her family life
Tactics:
• Google Hangout:
• Reddit AMA: took questions from Reddit users – 200,000
people joined the conversations
Mobile:
• Text Message Donations
• Mobile App: Obama for America
5.
6. Social and mobile
1 billion users
543 million users access via app
That’s around 55% of users
7. Is social loosing its coolness?
• Social is still the cool kid on the bloc but
consumers not brands are not technically
their friends…
• Engagement can backfire
– #Waitrosereasons
– #Jamies15MM
– #susanalbumparty
• But consumers will be responsive if you
engage
– Foster a sense of community
– Show your human side
– Add value to your fans
– Reward your fans/give them something
special
14. Planning your social mix
Graphic Copyright: Guy Kawasaki, the Social Media Decoder as seen by Dan Roam of the Napkin Academy
Notas do Editor
Biggest changes social media changes in 2012?The world of social media underwent major changes in 2012. We saw the addition of Facebook Timelines for Fan Pages, the rise of Pinterest, revamped LinkedIn Company Pages, improved Twitter profile pages, and the increasing pressure to prove social media ROI. As more companies begin leveraging social media for marketing, sales and customer service, it is more important than ever to stay ahead of the curve. Social media has completely blurred the lines between all aspects of marketing. We live in a world where Facebook posts are also paid ads, and people’s Tweets are a form of journalism. Brands will really start embracing the concept of “converged media,” and see owned, earned and paid as a unified programme.
Medals:An image Phelps posted of his 18th and 19th Olympic medals was retweeted over 14,000 times.Memes: The meme machine kicked into overdrive when London Mayor Boris Johnson got stuck on a zip wire, U.S. gymnast MakaylaMaroney looked less than impressed at winning a silver medal, and British Prime Minister David Cameron was shown in a picture watching boxing.Infographic:http://www.jeffbullas.com/2012/08/15/staggering-social-media-statistics-from-the-olympics-infographic/
Mobile traffic on Social Media has grown the most, how has this/will this affect SocialMedia Marketing? Optimise your content for mobile – timeline is highly visually engaging Optimise your apps – customs apps can be built to be mobile friendly. Use a responsive design framework such as HTML5, CSS and javascript technologies to ensure the same content display well on all screen sizes Use sponsored stories that translate well in Facebook format and don’t forget to incorporate them with your existing content calendarTime your updates for your brand
Are users becoming more skeptical? Will Social Media lose its “coolness”?
SEO, integration within email, social search and some features that other platforms don’t offer e.g. Google hangouts
Google+ enables you to pursue your passions with people you don’t know. For e.g. your Facebook friends may not be the place to share your passion for photography, but on Google+ you can have a blast with a community of photographers