Post on 12-Jan-2015
description
SocialTalk – Follow, Engage, Initiate wn.schreiner@mediatenor.co.za
012-3466422
Social media and how to manage public expectationsThe good, the bad and the ugly about social media
- what are social media
- why should corporates care
- the latest trends: Ad-tech San Francisco 2010/2011 review
Media Analysis Impact
Wadim Schreiner
MD of Media Tenor SA
Not a Social Media marketer
Traditional/conservative media user
Twitter (@newsmaniac)
iPad
iPhone
My quest into Social Media
Media Analysis Impact
What are social media
‘The more in control we are, the more out of touch we become. But the more willing we are to let go a little, the more we’re finding we get in touch with consumers’. AG Lafley, CEO Procter & Gamble
Media Analysis Impact
Social Media: Online media like blogs, podcasts, videos, and news with a strong participatory element through comments, ratings, or other mechanisms. Social media is generated by the people and for the people with content created by anyone with a voice
Social Networking: Connecting with a community of people in your network through services like Facebook and Twitter with various methods of online interaction.
Media Analysis Impact
some stats Currently 2, billion internet users,
6,8 million + in SA (13.7% penetration)
(13,2 Morocco; 20,1 Egypt; 44 Nigeria)
46 million+ SA cellphones
14 million unique users of mobile internet
Facebook: 800m+ users, 50% log in every day, average 134 friends
4.8m SA users (32nd, 9% population, 90% online population)
200m twitter users worldwide, 405 000 SA twitter users generating 3.7 m tweets per month
Media Analysis Impact
…but 85% of users tweet less than once a day.
21% have never posted a tweet.
93% of users have less than 100 followers.
92 % of users follow less than 100 people.
5% of Twitter users are responsible for 75% of all tweets.
0.29% of users follow more than 2,000 people
60% of facebook users access their website once a month
Media Analysis Impact
What is the biggest difference between traditional media and social media?
Traditional media push in a semi-controlled way selected information to the audience, without a way of testing the effect
Social media are a dialogue, a conversation between people, usually uncontrolled, with a very easy, and immediate way to test the reaction of a very specific audience
Media Analysis Impact
Instant Messaging emails
Streamssocial
networks
social media landscape
Private:1:1
Public:1:many
real time static
Media Analysis Impact
Why are social media often feared?
Traditional media environment can be controlled. Information can be channelled, ‘right’ coverage bought and ‘mistakes fixed’.
Social media require that the control about the information, and essentially about the reputation are handed over to an audience that cannot be ‘controlled’ with traditional means.
Media Analysis Impact
Traditional media are still major influencers, particularly in terms of share price, analyst perceptions and shareholder sentiment
But people talk. A lot. And share information. And word of mouth is more worth than traditional media. People trust influencers.
Media Analysis Impact
Are social media the right thing for you?
It is, if you…
Media Analysis Impact
• Are willing to give up control of the message• Are willing to face the consequences of your
actions, frank and openly• Are willing to talk and respond• Are willing to be honest and transparent
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Do you have a choice?
Yes. You don’t have to care about social media
But…
Media Analysis Impact
• Sooner or later, you will have to listen to what the consumers are saying.
• It will affect your bottom line• Head-in-sand approach and ‘spinning’ will no
longer make a difference.• You will have to embrace the conversation,
join the conversation and eventually LEAD the conversation
Media Analysis Impact
the purpose of utilising social media for your brand
to engage activelywith your consumers /
clients
Media Analysis Impact
Online Reputation Management is about:
FOLLOW ENGAGE INITIATE
Japie Swanepoel: Interactive Concepts
Media Analysis Impact
The latest trends
Ad-Tech San Francisco April 2010
Media Analysis Impact
#5 Build your community
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#4 Engage with the influencers
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8%
Share(% of total)
Click(# of clicks back to site)
Engage(page views/visit)
39%
38%
15%
18x
3x
1x
6x
1.6
2.8
3.0
1.5
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#3 Integrate
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#2 measure and know your metrics
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• Hours spent on Twitter?
• Average number of people followed?
• Average number of people following?
• Number of Re-Tweets?
• Use of search and hashtags?
• Appearance on favorites lists?
Media Analysis Impact
#1 The Strategy
• Active listening• Social media policy• Organisational alignment• Business objectives• Customer assessment
Media Analysis Impact
social media will overtake marketing: CEO; Denuo
note the mommy bloggers
my “take-home” points
Superior products and services are more important
than any marketing efforts
Address detractorswork with partners not suppliers
leverage technology to determine what your consumers want
be more comfortable to “let go” / loose control
to digital natives, there’s no new media, just media
Media Analysis Impact
The latest trends
Ad-Tech San Francisco April 2011
Media Analysis Impact
Group buying
Source: Japie Swanepoel, Interactive Concepts
Media Analysis Impact
commerce
local
social
mobile
Source: Japie Swanepoel, Interactive Concepts
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Social gaming
Source: Japie Swanepoel, Interactive Concepts
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scale
engagement
user choice
Instant reward
Source: Japie Swanepoel, Interactive Concepts
Media Analysis Impact
The tablet
Source: Japie Swanepoel, Interactive Concepts
Media Analysis Impact
Source: Japie Swanepoel, Interactive Concepts
Media Analysis Impact
Most common social media myths
Social Media is about selling
More is better
Nothing beats viral marketing
The social media expert
Social media takes care of customer relations
Social media = what people think
Media Analysis Impact
Thank you
And please follow me
@newsmaniac
www.slideshare.net/newsmaniac