Georgia Burke, 3XE Digital Content & Social Media Marketing Conference
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This document discusses the culture of immediacy in social media and expectations of brands. It covers how social practices have evolved from browsing in the 90s to discovering information in the 2010s. Brands are expected to provide 24/7 support and respond quickly. The document also discusses making relevant content for audiences and how brands can participate in trending cultural moments through moment marketing. Examples are given of brands like Oreo and The Salvation Army responding to viral hashtags and events. The key lessons are to gain consumer insights, only participate in cultural moments if it fits your brand values, add value for customers and listen to what they want.
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Georgia Burke, 3XE Digital Content & Social Media Marketing Conference
- 1. Culture of Immediacy May 19th 2015
- 2. Georgia Burke Social Media Manager Twitter: @georgiaburke3 Hello! It’s nice to meet you.
- 3. • Understand the evolution of social and digital practices • The expectations of today’s social media users and what they expect from brands • Making content relevant to the audience you want to speak to • How and how not to behave as a brand online
- 4. Understand the evolution of social and digital practices
- 5. 1998 2015
- 8. As the web constantly evolves, 90s Browse 00s Search 10s Discover so do our expectations and behaviors
- 9. The expectations of today’s social media users and what they expect from brands
- 10. 24/7 support
- 12. Responsiveness
- 15. Making content relevant to the audience you want to speak to
- 16. It can be hard to make sense of it all.
- 18. Social Media is the Largest Source of Unsolicited Consumer Opinions Relevant content in a reactive way
- 19. Social Media is the Largest Source of Unsolicited Consumer Opinions The Teaser (2013 Campaign)
- 20. Social Media is the Largest Source of Unsolicited Consumer Opinions The 60’’ TVC
- 21. Social Media is the Largest Source of Unsolicited Consumer Opinions What are people saying? The ‘teaser’ adverts featuring the beat- boxing sparrow received far more positivity, sharing, and interest than we ever imagined.
- 22. Social Media is the Largest Source of Unsolicited Consumer Opinions Agile asset optimization As a result of the teaser’s popularity we turned to Google to investigate the associated Search terms and then optimised our teaser video on YouTube with these specific keywords in mind. The optimised teaser video received over 200,000 organic views on YouTube.
- 23. Add value
- 24. Moment Marketing When brands tap into culturally relevant moments by creating content that fosters conversation and brand affinity.
- 25. Oreo
- 26. The iPhone 6 Bends
- 27. #Bendgate Starts
- 28. Brands Start To Respond
- 29. KitKat Was One Of The First To Respond
- 33. #Thedress
- 34. Branded Tweets
- 35. The Salvation Army Takes A Different Approach
- 36. The Reaction • The reaction from online users was overwhelming positive. With the majority of posts from brands being of a comical nature, a truly meaningful, emotional message was gratefully received. • These 2 Tweets reached over 15 million people
- 37. Even boring products can make interesting content
- 39. Reaching 18 million people, with 6,600 mentions on Twitter
- 40. Key Take outs • There’s a huge amount noise out there but with the right tools you can gain insight and be reactive • Moment marketing is a great way to gain attention however ONLY if the topic supports your brand values • Add value to your customers life in a smart way • Listen to what your customer wants and deliver this
- 41. Thank you! Follow me @georgiaburke3
Notas do Editor
- I’m going to talk you through the following this morning. Starting with the evolution of social and digital practises, the expect… And I’ll show you how brands
- From the first blogs before google to the present day you can see how social media has exploding into our everyday lives and it’s still growing. Just think how many apps you’ve used this morning before you arrives…google maps, the weather app, bib news and of course Facebook. Over 300,00 apps were released in just 2014 for almost everything you can think you need and don’t need.
- Social networks main aims were to connect people. Now 85% of the UK choose to communicate through social media, the most popular form of communication These began to take off and brands realised that this was a space they needed to be in to connect with their audience. Brands then entered the sphere and treated the space the same way as traditional advertising. Bombarding messages at the public. Speaking AT the person. This didn’t go down well as people felt their social networks were a place for friends and didn’t want to be advertised to.
- People are smart and wizened up to advertisers. They realised they had the power and could attack back to the brands and they had the right space to do this publically and to gain support. Director Kevin smith attacked Southwest air when he failed the armrest test. With a huge following he ranted about the incident in 6 more tweets after this one. Southwest handled it well. Tried to take it off line, when it didn’t got that way, SW posted the story Offered, refund – embarrassing, apologised and reinstated policy. Fair playing field between brands and the consumer
- Web has changed No longer browse or search but discover from our friends or influencers. These influencers may not be typical celebrities but real people who have become internet celebrities. Those who you might share your passions or interests with. Brands need to own their own space and compete with these influencers to provide relevant content. We need to remind ourselves that the web has fundamentally changed how we consume content - we no longer browser or search for it, instead, we await to discover it based on its relevancy to us. Whether it’s been recommended to us by a friend, or the influencers (who may no longer be “traditional celebrities”) we follow on the daily, or the latest smart objects.. Bottom line: our behaviors and expectations have changed
- Consumers expect 24/7 help around the clock. If they’re having problems with your service they want answers immediately. People don’t want to phone and wait in line they want answers there and then so they can carry on with their day Seamless covers several time zones and is a food delivery site so people are ordering at all times so has a team on 24/7
- Expect quality assistance – timely, specific problems As customers can now tweet when the problem is happening they expect replies from the company to help them straight away. And some brands are doing this. For example Comcast.
- Consumers expect responsiveness. Engage with both happy customers but also those who are frustrated. Jet Blue go above and beyond giving personalised updates as they know waiting for a delayed flight can cause a lot of frustration. One of the accounts I work on is Bayer and we have a 3 hour response rate in agreed hours. It’s important to respond quickly and effectively to stop the user expressing more complaints online and escalating the issue into something bigger.
- Nike is an example of a Brands who does it well – Nike Support Brands are starting to realise that customer service makes up a huge factor of social media. Consumers know they have the power and platform to amplify a problem and so brands need to start working to control this. Brand such as Nike have created their own customer serviced channel called Nike Support. This allows a specialist team and takes away negativity form other messages they
- A good example is the tweet to Ba from an angry customer Extreme example – how customer take it to great lengths. Shows the power shift. Promote complaint tweet Bearing in mind that promoted tweets cost a minimum spend of 5K. How many reached? The playing field is even, consumers can attack back and there’s nothing a brand can do about it.
- It’s very noisy – so to be reactive as a brand hard to make sense of the information out there. But with tools you can…
- We use Crimson Hexagon to collect insights into conversation around our brand. Social listening 2 types: Manually listening Automated on crimson – triggers brand mentions or certain topics Either way is great for finding out what your fans are interested in and allowing reactive immediate content to be shared
- Relevant content In a reactive way
- They started off releasing an unbranded teaser ad on TV and digitally to create a buzz
- The TV ad then went live and the team started to listen to see what the conversation was.
- They discovered that people were showing interest in the teaser ad and sharing this with their friends.
- While campaign still running we optimised the youtube video using the words that were searched for And the video received over 200,000 views
- Another way to ensure your content is relevant to your audience is to add value to the consumer. The army found that army applicants were failing the fitness test The Army jobs team realised that they could create an app to help people to get into the army and increase recuits. And this worked with XXXX Benedyl also created relevant content by adding value to the customers life with an app identifying pollen. They were searching for real time feeds of pollen and we enabled them to see them and avoid hayfever. These brands stayed relevant in their field by helping the consumer. The key is to create products that consumers can easily execute and are beneficial to their lives
- Another way to stay relevant is Moment Marketing culturally relevant moments – content that fosters conversation and brand affinity. Work fast to create content So, what happened when…
- Moment Marketing culturally relevant moments – content that fosters conversation and brand affinity. Work fast to create content So, what happened when…
- It actually receives its own ‘gate’
- Some good others not so – cut through
- KITKAT was one of the first Owned it. They were there at the right time but most importantly kept the core brand value ad hopped on the trend straight away. Brands can make the mistake that they must jump on a trending topic with something witty, however this only works if your core brand values are supported with the content.
- KITKAT was one of the first Owned it
- Brands got it wrong moment marketing As well as keeping the core brand values, it’s important not to jump on sensitive trends that have nothing to do with product and use them for your own advantage Tesco just after the horse meat scandal
- The salavation also had a fantastic moment 8 hours This drove a second wave of conversation and engagement.
- A picture of a dress was uploaded to Tumblr by a girl who claimed that her & her friends were ‘freaking out’ over the colour of the dress. On first inspection, it looked to be Gold and White. However, some people genuinely saw it as Blue and Black. It caused uproar online and it wasn’t long before brands were jumping on board. #TheDress was the worldwide top twitter trend for over 24 hours peaking on the 26th of Feb.
- #TheDress captured the imagination of brands all over the world, each trying to outwit the next, but the Salvation Army took a different approach. Playful and comical but doesn’t cut through
- Just ahead of Womens Day on the 8th of March the Salvation Army takes a much more meaningful and disruptive approach.
- Just ahead of Womens Day on the 8th of March the Salvation Army takes a much more meaningful and disruptive approach. People were tired of the meme however the salvation made this something that had a purpose. Leading me onto my next topic…
- Even boring brands can make intersitng content They make a boring brand look sexy
- Brands should listen to their audeience KitKat saw an opportunity when a fan tweeted ato KitKat and Oreo. Kitkat jumped on this and challenged oreo to a dame of tictac toe (noughts and crosses). Oreo responded and a game was played out