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1. Introduction to Social Media
Introduction to Social Media 2011 © KINGSLAND LINASSI

2. What is social networking?
Social is customer recommendations
Social is conversations
Social is building relationship
Social is free, trusted advertising
Social ‘Networking’ is marketing you already think
about but the medium is ‘new media’
Introduction to Social Media 2011 © KINGSLAND LINASSI

3. Facebook
800 Million
Number of facebook users
30 Million
Number of UK users
52%
Facebook users
that visit the site
92%
Social networking
users on Facebook
each day
by The Awareness Social Marketing Hub
Introduction to Social Media 2011 © KINGSLAND LINASSI

4. Facebook - Demographics
UK
FACEBOOK UK USERS FB
US
E
JANUARY 2011
RS
16%
23% 3%
5%
Total users
28,595,940 10%
26%
17%
AGE GROUP 13-18 19-24 25-34 35-44 45-54 55-64 65+
1
2
3
USERS
(Million)
4
5
6
7
UK POP.
104% 126% 90% 56% 33% 19% 7%
PENETRATION*
*THE PENETRATION FIGURES ARE CLEARLY OUT. THIS IS PROBABLY DUE TO A NUMBER OF FACTORS. SEE http://www.epro.co.uk/Om
Introduction to Social Media 2011 © KINGSLAND LINASSI

5. Twitter
180,000,000
New tweets posted everyday
18,000
searches everyday
43%
follow brands
for special
offers / deals
66%
of all questions
have commercial
80%
of customer
intent service tweets
are negative
Introduction to Social Media 2011 © KINGSLAND LINASSI

6. Twitter - Demographics
46% 18-29 41.5%
are male 30-49 42.3%
13.7%
54%
50-64
are female 64+ 2.6%
Introduction to Social Media 2011 © KINGSLAND LINASSI

7. Youtube
490,000,000
users worldwide(unique visitors per month
23,388,888
have watched the T-Mobile Wedding Video
23
minutes spent
on each visit
13
average user
visits per month
3rd
most visited site
in the world
Source: eprofits.com
Introduction to Social Media 2011 © KINGSLAND LINASSI

8. Youtube - Demographics
28%
AGE: 35-49
18% 18%
16% AGE: 25-34 AGE: 50-64
AGE: 2-17
11%
AGE: 18-24
9%
AGE: 65+
Introduction to Social Media 2011 © KINGSLAND LINASSI

9. Linkedin
18,000 35%
check daily
searches everyday
81%
belong to at
Lab 42
32%
check a few
least 1 group times a week
Source: Lab 42
Introduction to Social Media 2011 © KINGSLAND LINASSI

10. What are they talking about?
What if you influence
the conversation
Introduction to Social Media 2011 © KINGSLAND LINASSI

11. Who are they?
Local / National / International
End customers / Businesses
Different people use
Young / old different networks
But they are all there
Introduction to Social Media 2011 © KINGSLAND LINASSI

12. Where are they?
20% of all Google searches have a local intent
50% of mobile traffic has local intent
23% of time spent accessing the internet is on a mobile
One of the most popular uses of a smart phone is
to access social networks
Introduction to Social Media 2011 © KINGSLAND LINASSI

13. How does it help?
Research & Analysis
You, your products and your services are
being talked about and recommended.
Setting up alerts means you can
use it as a research channel.
Introduction to Social Media 2011 © KINGSLAND LINASSI

14. Where to start?
Utilise Twitter
A new background is just the beginning
Advise, comment, have an opinion or agree with
other people and become a trusted source of
information.
Be relevant
Then it will be talked about: Retweeted,
recommended, favourited, forwarded,
and liked!
Be useful
Tell users about policy changes, price increases.
Ask questions and find out what people think.
Introduction to Social Media 2011 © KINGSLAND LINASSI

15. Dedicated YouTube Channel
Add Value
how-to videos increases usefulness
Dedicated channel
showing relevant and related videos to inform and educate
Introduction to Social Media 2011 © KINGSLAND LINASSI

16. Join a group
Join us
Staff could have a profile linked to an
company page.
The sales team could join groups so they can
offer advice, suggest ideas and sell to them
(softly).
Post jobs online for free.
Connect with the business community in
order to better target them with specific
communications.
Introduction to Social Media 2011 © KINGSLAND LINASSI

17. Image sharing websites
Show your images
show everyone what is going on and all the work being done...
Introduction to Social Media 2011 © KINGSLAND LINASSI

18. Get recommended
bookmarking
get listed on social bookmarking sites for greater coverage
Introduction to Social Media 2011 © KINGSLAND LINASSI

19. Integration
Don’t be distracted by the latest route to market
but integrate it with your existing activity
Get your brand in front of them and sell to them (softly)
ensure they come back (and tell others)
Familiarise yourself with the rules around social media
don’t forget your normal codes and protocols
Introduction to Social Media 2011 © KINGSLAND LINASSI

20. Example of use
• Narrow your focus to responding to customer complaints, as Comcast does on Twitter.
• Build brand loyalty, as Firebox does with customised e-newsletters, as Skittles does on Facebook, and as the Wine
Library does with its podcasts.
• Issue blog posts and tweets instead of news releases, as Google does with its blog, and CEO did with Twitter.
• Re-purpose your existing content, and thus enlarge your audience, as The New York Times does with Twitter, as the
FBI does with Scribd, and as Dell does with SlideShare.
• Manage your reputation, as countless companies do — or try to do — with Wikipedia.
• Conduct crisis communications, as Johnson & Johnson does with its blog.
• Hold contests to improve your algorithms, as Netflix did with the Netflix Prize.
• Crowdsource your challenges, as the Army did with its field manuals.
• Demonstrate thought leadership, as recruiter Lindsay Olson does with her string of social networks.
• Research free advertising opportunities, as Allstate does on YouTube.
• Showcase your wares, as ASOS does with its Facebook Store, and boost your sales, as Dell does on Twitter.
• Recruit employees, as Booz Allen does on LinkedIn.
Introduction to Social Media 2011 © KINGSLAND LINASSI

21. Social influence
Social influence is an integral part of our
lives. We seek out the opinions of our
peers and trusted brands.
Social networking shows a human side and people buy from people
Join the conversation
Introduction to Social Media 2011 © KINGSLAND LINASSI

22. Thank you
Introduction to Social Media 2011 © KINGSLAND LINASSI