Social Media for Business - Lab & UKTI for Export Week
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On 9 April, director Tom Head ran a webinar for UK Trade & Investment (UKTI), as part of Export Week, entitled Social Media for Business. Part of our support this year for UKTI and UK businesses looking to do business abroad via digital marketing. This presentation and the webinar covers: - An overview of different social media channels available - The best social media tools for your objectives, whether you are B2B or B2C - Social media best practice guide for customer engagement - Examples of brands doing social media well and not so well If there is any aspect of social media or exporting abroad via ecommerce that you would love to talk to Lab about, just get in touch.
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Social Media for Business - Lab & UKTI for Export Week
- 1. Using Social Media to Drive Business
- 3. Contents 1. Social – the journey so far 2. Social media channels 3. Where to start 4. The good the bad and the ugly 5. 2014 trends 6. What the future holds
- 4. The Journey 1999 Friends Reunited 2002 MySpace, LinkedIn 2004 Facebook 2005 YouTube 2006 Twitter 2007 iPhone 2009 ‘Unfriend’ was the New Oxford American Dictionary word of the year Sources: W3C, CERN, NCSA, DARPA, Google, Wikipedia, New Media Today, Time, Newsweek, AOL, UNCP, Nielsen, STO
- 6. Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-
- 7. Source: IBM - http://www-
- 10. Misuse and lack of strategy can mean you end up with annoyed customers
- 12. China
- 18. .
- 23. BMW’s fabricated ‘Ctrl Z Day’ sparks viral sensation on Weibo
- 24. Eye-enlarging mobile app a boon for Guerlain
- 25. Japan
- 33. From Local to Global
- 34. Coupons to drive sales and engagement
- 38. From nothing to 23m users in 24 hours
- 42. Russia
- 50. Where To Start? Goals and objectives How are you going to measure it - your metrics Customer understanding & personas development Which platforms your community is on Creating content
- 51. The Aim? 1. Create a community (of insiders) 2. Create conversations 3. Improve customer service
- 55. Examples – The Good
- 57. Playful TOV, Image Based Content
- 58. Sparking Debate & Conversation
- 59. The most viral ad video
- 61. Interactive, two way conversation
- 62. Just Create Some Viral Content…
- 63. Successful Content What: – Unique content – Provides a reason to shout about it – Timing How: – Customer understanding – Creativity
- 64. The Bad…
- 65. Bad Timing, Unaware of Brand Perception
- 67. Unresponsive
- 69. Where are we now?
- 70. Company social strategies have evolved from an impersonal, one-sided conversation to a much more genuine relationship with customers
- 71. 2014 Trends • Social Listening Becoming Important • Paid Advertising Becomes a Requirement • Planned & Unplanned Moments • Images Outrank Words For Engagement • Significant Increase in Video Content • Google + Becoming More Important • Social Referral Visits Will Grow
- 72. Social is now a key part of a marketing team with it’s own area of expertise
- 73. Final Thoughts Think customer – know everything you can Be on social media – people expect it Set your strategy and aims for social Post authentic, thoughtful content & be engaging Everyone, everywhere, is different –
- 74. The Future Customer engagement will become more important than ever as businesses realise the importance of reaching out to people on an individual basis Just a few months ago…
- 75. • Strategic and export business advice • Market information and research • Assistance in Identifying partners and potential customers • Assistance to promote company products • Support to visit markets • Support whilst in market • Identification of Business opportunities UKTI Impartial Advice & Strategic Support
- 76. Experienced international businesspeople. Give help and advice which is relevant and appropriate to your business. May include: One-to-one advice: Passport to Export 12 month programme for new exporters Gateway to Global Growth 12 month programme for experienced exporters Overseas contacts: UKTI staff; Missions and conferences Financial support (small): Tradeshow Access Programme 76 International Trade Advisers (ITAs)
- 77. 77 Contact • Name South East International Trade Team Tel: 08452 789 600 Email: firstname.lastname@uktisoutheast.com • www.ukti.gov.uk/southeast • www.youtube.com/UKTIWeb • http://blog.ukti.gov.uk • www.twitter.com/ukti_LondonSE • http://www.linkedin.com (select UKTI South East in Groups)
Editor's Notes
- Feel free to tweet throughout!Thanks to UKTI for having us today
- We’re currently working with them on their social strategy
- Today we have a mix of social networksThe original pure play ones, image based networks, video networks and messaging networks all play a part
- Without direction we can end up confused and using social media the wrong wayThis video highlights thatJimmy Fallon & Justin Timberlake using hashtags in a conversationThey carry on and on until someone comes into the room and tells them to “hashtag shut the f*ck up!”
- Your objectives, and the way you use social media to engage with consumers, should be no different in the UK from abroad.However the people will of course be different, and your messages and campaigns need to be localised accordingly.Now let’s look at some of the social networks you may encounter abroad, and the ones you need to know about…
- China has around 591 million Internet users. Many of China's social networks are bigger than the sites most westerners are familiar withFour of the world's top 12 social networks are China-basedIt’s reported that 91% of Chinese internet users have a social media account, compared to 67 per cent of the online population of the United States.Chinese internet users spend an average of 46 minutes on social networks every day. They are more likely to buy items recommended by other social media users.SinaWeibo resembles Twitter. Users are also limited to 140 characters for their posts, but this allows for more depth than Twitter because 140 characters in Chinese is closer to 70 or 80 words in English.TencentWeibo is a microblog that integrates with other Tencent properties, including instant messaging service QQ, and Qzone, a full-service social platform.Renren is very similar to Facebook
- Means “friend” in Chinese. Pengyou has more than 259 million users. Users can friend people and follow brands. The site has less active users than RenRen & Weibo, has a much bigger user base.
- RenRen tends to be used by students and teens. In late 2013, RenRen launched a new mobile app targeting people born in the 90s. It has increased its registered users to 194 million and reached 54 million monthly active users.
- Kaixin is a Facebook-like social network with 113 million users. Unlike RenRen, Kaixin’s target market tends towards the older generations, and white-collar workers.
- Weibo means micro-blogSinaWeibo is the most popular social network in China, with around 280 million active users and 500 million registered users. Its multimedia functions - displaying video and photos in timelines, predated Twitter’s rollout of these services.
- SinaWeibo’s main competitor is TencentWeibo, which is the third most popular social network in China with more than 230 million active users. It has a user base of 507 million users, thanks to Tencent’s instant messaging service, QQ, and its users are generally from smaller cities
- QZone is the Chinese version of MySpace, letting users blog, keep diaries, listen to music and share photos. QZone is the second most popular social network in China, with between 240 million and 600 million monthly active users, and a user base of 712 million in 2013.
- WeChat is a popular Chinese mobile app with around 300 million users, 100 million of whom are outside China. Similar to WhatsApp, it allows users to do more, combining features from Twitter, Facebook, Skype, Instagram and geo-location apps. It’s less of a social network, and more of an instant messenger app, but brands have official accounts on the network.
- The Chinese government exerts significant control over social networks, blocking global networks like Facebook and Twitter (although people can still access it via Virtual Private Networks), and censoring home-grown networks like SinaWeibo and RenRen. The Government insist on a real name policy and allow censors to delete posts as they see fit. It has also passed a law stating that people who post “inaccurate” statements that have more than 500 shares could be sent to prison.Nevertheless, a number of foreign brands have had success on social media in China…
- BMW’s Ctrl Z Day CampaignOn July 12, BMW convinced more than 300,000 users to celebrate “Ctrl Z Day”—a holiday that doesn’t actually exist. The company enlisted key opinion leaders (KOLs) on SinaWeibo to promote the idea that the day was “a worldwide day of regret,” and asked users to share their biggest regrets with the hashtag #Ctrl Z Day#. After emotional outpourings from fans, BMW revealed itself as the engineer of the made-up holiday and promoted the message, “Rather than remembering the past, it is better to look forward to the future. Life doesn’t have a Ctrl Z. Control Z4: drive and have no regret!”
- Guerlain’s “Beauty Camera” Campaign This summer, French beauty company Guerlainlaunched a promotion of its Météorites powder using both SinaWeibo and a popular mobile app called “Beauty Camera (MeirenXiangji 美人相机). The app is one of many “photo booth”-style platforms used by young Chinese women to take selfies and then transform the images into anime-like versions of themselves, with wide eyes, porcelain skin, and even a new chin. The company called on users to submit their heavily edited photos with a Guerlain border on SinaWeibo for the chance to win a free trip to Paris, and attracted around 41,400 users. After Jing Daily first reported on it, the campaign generated controversy among U.S. commentators, who said that the app “is pushing us closer to wide-eyed, pale skinned homogeneity” and is “a virtual version of plastic surgery trends among Asians and Asian immigrants” that may be turning women into “clones.”
- Japan’s social media landscape is diverse and fragmented, with many big players battling for dominance. Facebook and Twitter are popular, but local players Mixi and Gree also have lasting appeal
- Won’t use it at workWould be on the commute or weekends
- Mixi, which launched in February 2004, is the biggest social networking site in Japan. To join Mixi, you need to be invited by an existing member. You also need to be 18 or over. Your Mixi URL contains a unique user number: since these began at 1 and increased sequentially, it's easy to tell how recently a user joined. And because Mixi is invite-only, none of these URLs are indexed by Google.
- Facebook has shown strong growth in Japan, with active users increasing to 16.7 million.Facebook has made progress recently as a business network among Japanese — rather than LinkedIn. The formally paranoid, pseudonym-using Japanese are even using real names to drum up business on Facebook. And along the same lines, Facebook has seized a position as the social network of preference among job-hunting university graduates. In this employment ice age, desperate university students are sharing tips such as it is best to have a Facebook account, get many friends and followers, and display a positive profile online in case recruiters check them out
- Gree has 190M user accounts globally, with overseas operations in nine countries. The social-network operator will offer user-support services in 14 languages starting next year. In Japan, GREE says its users are 15.3 percent of that total, putting them in the ballpark of about 29 million. GREE was ranked as Japan’s fastest-growing tech company by Deloitte Touche Tohmatsu Ltd. in 2009 and 2010. GREE, following its acquisition of OpenFeint in April 2011, is expanding globally and will soon offer a single, worldwide mobile social gaming platform. Combined, GREE reaches over 190 million players and offers over 7,500 game applications for smartphones.
- Mobage is social mobile gaming platform with highly engaged user networks of virtual, interest-based social graphs. It currently has three networks: Japan, China and West. The original Mobage Japan network has over 40 million users. The service is a platform for developers to deploy their games so that they can be discovered and shared by mobile game users.
- Japanese love Twitter, so its popularity continues to grow, but its user numbers have basically plateaued, and new users are no longer rushing in. People have settled into Twitter use and it has become part of daily life, but minor criminals hunted by moral vigilantes online often make news, which might turn some people toward more private services like Line.Twitter's new "Lifeline" feature was launched in September in Japan — the first region in the world to receive the service that suggests which official government Twitter accounts should be followed if disaster hits.
- LINE is a cross-platform communication service and app, offered for free by Naver, from NHN Japan. The basic functionality allows users to send text messages and to make free calls with other users who have the app installed on their smartphones. The service launched on June 27, 2011, and its growth rate has been simply amazing, with 80 million users currently registered — 36.4 million of whom are in its homeland.
- Uniqlo, one of Japan’s largest casual wear retailers, managed to dominate the trending top spot on Twitter for 2 consecutive days – globally!Launched to celebrate Uniqlo’s 26th birthday, the idea was amazingly simple.Its “lucky line” allowed Twitter users to “queue” via a tweet and every 26th user who joined the virtual line received a coupon worth ¥1,000. So, the queue is unique in the sense that it doesn’t follow a first come first served basis. People who queued and didn’t receive the coupon could try again through a simple tweet.
- Brands like Lawson and Coca-Cola use LINE to send coupons to users as a way of engagement and keeping in touch, encouraging sales, and keeping their brand top of mind
- India is very similar to the UK when it comes to social media
- HomeShop18’s #MakesMeHappy campaign went viral to 23m users within 24 hours. The campaign was built in 5 phases with Twitter conversations revolving around happiness and excitement among key opinion leaders and vibrant digital enthusiasts. The interactions began with influencers exchanging tweets with reasons and people that made them happy, across Twitter. The conversations with ‘Happy’ thoughts saw huge traction, with several people talking about their experiences as a result of which HomeShop18 surprised people with vouchers to increase the happiness quotient. With conversations at a peak, from influencers and followers alike, HomeShop18 launched the Shopping Makes Me Happy Jingle video and encouraged their followers to share happy moments using the hashtag #MakesMeHappy. The hashtag trended along with augmented conversations, interactions, and live tweets, resulting in an increased dialogue amongst digital enthusiasts. Even other brands got involved!
- Europe
- When it comes to platforms of choice, the social media landscape in Europe is split in two.Facebook dominates in Western Europe, with 37 countries around the region accounting for a total of 232.2 million active users – roughly 19% of the platform’s total global user base.Eastern Europe is still a VKontakte stronghold though, with users in Russia, Ukraine and Belarus accounting for more than 60 million active accounts.Facebook is present here too, and its user base continues to grow in these countries, but the world’s favourite social network currently only claims 12.4 million monthly active users across these 3 countries combined.
- Social media usage is quite high!
- With over 62 million internet users, Russia is a robust market for online services. In the last decade alone, the country has seen an incredible opening up when it comes to internet penetration and social media usage.Atthe same time, Russia’s capital city of Moscow has developed into one of the biggest startup capitals in Europe, with notable success in both online gaming and e-commerce markets.
- VK is the market leader and an overt rip-off of Facebook, even down to the colour scheme. Among its stickier applications are file sharing of pirated music and movies, and games adapted from other platforms such as “Happy Farmer” (which originated in China). The site was launched in 2007 and continues to introduce new features. Active users tend to be younger, student types although the company claims that users over age 25 account for more than 60% of their audience (it’s hard to know whether this includes inactive users or not). Lots of users keep VK on in the background during their Internet sessions, listening to streaming music or watching movies.
- Since Facebook started offering a Russian interface, it has been rapidly gaining Russian users and traffic, largely at the expense of vKontakte (VK). It attracts a young, globally-minded audience who have international friends already on Facebook with whom they can connect on a common platform. Though this is a rather narrow demographic in Russia – accounting for at most 10% of the population. The user interface and ease of use of Facebook are superior compared to vKontakte, but most users continue to maintain accounts on both platforms. Its status as a laggard is purely due to competitive market conditions.
- A site which focuses on sharing of photographs with your “odnoklassniki” (schoolmates). Founded in 2006, it predates vKontakte and the Russian version of Facebook and is part of the Mail.ru platform. The user interface reflects its relative age — it’s full of flashing images and lacks the design sophistication of Facebook.Some of its stickier features include the ability to rate other people’s photos, to see who has viewed your profile, online chat, and a real-time listing of who’s on the site (with links to their profiles). The site offers an interesting combination of features which could easily fit with online dating sites. Odnoklassniki has a relatively higher concentration of users in the 25-35 age bracket, which is somewhat older than vKontakte’s core audience. Active users have been trending downwards as people migrate to Facebook and vKontakte, athough they continue to add features popular in other Russian social media sites, like games, streaming media and video hosting.
- Part of the Mail.ru platform, MoiMir was launched in 2007 and draws in users through its integration with the platform’s e-mail application, which is the most popular in Russia. MoiMir has the standard features of social networking sites, with not much to distinguish its offerings. It’s hard to see it existing separately in the long term, given the common ownership with Odnoklassniki.
- With many new companies speedily integrated under the PepsiCo Russia brand, and dozens of different disparate employee groups, the new consolidated company required a new, modern interactive intranet portal to facilitate collaboration and interaction with a highly social, enterprise 2.0 focus. With social in mind, the project team looked to external social media to influence and shape the collaboration functionality, namely: Facebook, VKontakte, LinkedIn, and Google +.The new portal showcases leading social tools and functionality including: Social profiles, Activity streams, Community membership, Quick polls, Webparts for Weather and Birthdays, Document management, City specific portals (geographic location)Today, 5,000 employees have portal access, but many more thousands of factory floor workers will be extended access in the future.
- But where do you start?...
- Alignment of goals to company goals and target countryLots of platforms out there, key is to pick the right onesCustomer understanding and online persona creation is really important – including localisationIf you’re not participating start with 2-3 platforms first then build from thereHave a content creation strategy in line with your personas and the platforms you are using
- Only 36% of consumers that make customer service enquiries via social media report having their issue solved quickly and effectivelyCustomerswho experience positive social care (i.e., a quick and effective brand response) are likely to recommend that brand to othersWhen companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the companyTHERE IS STILL HUGE OPPORTUNITY FOR COMPANIES TO STAND OUT HERE
- Understanding the networks they useUnderstanding their behaviourUnderstanding their interestsAllows us to create content that sparks conversation
- Important to remember that it’s a relationship you’re trying to build onlineToday, people are savvier and less apt to fall for a manufactured backstoryWe want to be spoken to not atWe want authenticityWe want truth
- You don’t get married on the first dateSocial channels are not the place to force your brand messaging on unsuspecting fansWe won’t follow companies that only post about themselves, their products and services
- Sparked debate and conversation
- Most viral ad video of all time (last year)FBI sketch artist drew a portrait of women after hearing them describe themselves and then again after hearing someone else describe themHighlight low self imageReally tapped into their target markets emotion, and that we should see ourselves in more positive lightDrove them to share the contentPR planning – magazine, TV, multi national coverage
- Very sassy, forward personaConnecting with the young target market in mind
- They went with a cheekier approach, poking fun at people who were poking fun at themIn 2013, Tesco Mobile went from 3.5 to 4 million customers, and the “#nojoke” campaign was “a key factor in achieving this,”
- Here we look at some examples that didn’t meet those criteria
- TimingAwareness of brand perception
- Because we are a superior airport you will not have snow disruption…Misjudged content
- Responsiveness
- Example of a complete social media meltdownRamsey’s kitchen nightmaresThey were that bad that they made Gordon Ramsey seemed reasonableThey had a lot of noise on the social sites which they reacted to in a way that can only be described as exactly how not to respond on social media
- It’s no longer about just pushing content out across these platformsIt’s about creating a long term relationship with your customersIt’s about two way conversation and a personal approach
- Knowing not only what is being said about your brand but also what else your customers are talking about and what your competitors are talking aboutSponsored links and ads will become a social marketing requirementLeveraging upcoming events (planned) and reacting to others will drive increased reachPosts with images produce a 650% higher engagement rate than regular text posts – Adobe reportGoogle + affecting search resultsPinterest is the fastest growing social network, Twitter has the highest referral rate but there will be growth across the majority of platforms
- Think about who your customers are, where they live, what their lifestyles are, what their interests are – that will give you big clues as to the social networks they're likely to be using80% of consumers would be more inclined to buy more often in the future because of a brand's presence on social media.Once you've got your social media strategy in place, you need to think about how this is going to translate into sales for your business. Will it drive traffic to your website? Get bums on seats at an event? Or drive footfall into stores?
- I was headed out to a conference in NYWhile on the plane I tweeted “can’t wait to get to hotel. Hope to have lunch at the Spotted Pig and watch the Knicks play tomorrow”A few hours later as I walked into the hotel I was exuberantly greeted“Welcome Mr Head, we’re so glad you’re here. We saw your tweet. The restaurant you wanted to try? We have a table for you.And the tickets for tomorrows game, they are in your room ready for you”.A dream travel experience, right?Alas it was a dream. Instead I was just handed my keys during check in.But it could of happened and what if we took this as the benchmark, what if we tried to achieve this. What impact would that have on our customer advocacy. That’s what we strive for here at Lab.