Post on 23-Aug-2014
description
Harnessing Digital Media
Harnessing Digital Media
Sarah EdwardsCreative Director, Make it Digital
Harnessing Digital Media
Co-owner of the agency Make it Digital Working in digital for over 10 years Working specifically in mobile for the majority of that time Co-founder of women’s rugby site scrumqueens.com Keen rugby player and on the committee of Teddington RFC
About Me
Digital is our world. We help people bring brilliant ideas to life online, combining our skills in user experience, interface design and development with their vision to create applications across web and mobile that inspire and engage.
About Make it Digital
Harnessing Digital Media
1Social Evolution What is social media?Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.
Harnessing Digital Media
Harnessing Digital Media
1. Social Evolution
Harnessing Digital Media
1. Social Evolution
Harnessing Digital Media
Our digital world is changing
Email Open Rates
2002 = 37.3%DoubleClick by Google, Q3 2002
2009 = 26%Harte-Hanks, June 2011
2011 = 17%Harte-Hanks, June 2011
Banner Ad Click-Through Rates
Mid-90’s = 3.0%Thomson & Schumann, October 2004
Early 2000’s = 0.5%Thomson & Schumann, October 2004
2010 = 0.1%Google, 2010
Cost-Per-Click Demandof Google AdWords
2011 to 2012 15% y.o.y.
Google Inc., October 2012
1. Social Evolution
Harnessing Digital Media
Where is your mobile?
Harnessing Digital Media
1. Social Evolution
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Bandwidth has increased
Harnessing Digital Media
1. Social Evolution
Harnessing Digital Media
1. Social Evolution 1. Social Evolution
People are no longer tied to their PC’s
Harnessing Digital Media
1. Social Evolution
Harnessing Digital Media
What is changing… The way we fall in love The way we stay in touch with family
and friends The way we look for jobs
These are all incredibly important and personal interactions, users don’t want ads intruding into these spaces
Harnessing Digital Media
1. Social Evolution
Harnessing Digital Media
Think about how your content is perceived
Harnessing Digital Media
1. Social Evolution
Harnessing Digital Media
Native
Burberry Instagram Vans Instagram
Non-Native
1. Social Evolution
Harnessing Digital Media
Native
BudLight’s Facebook BestBuy Facebook
Non-Native
1. Social Evolution
Harnessing Digital Media
Native
Sesame Street Tumblr
Sharpie Tumblr
Non-Native
1. Social Evolution
Harnessing Digital Media
2Trends
Social TV behaviours will grow in value
Harnessing Digital Media
Harnessing Digital Media
2. Trends
Content experiences will get more immersive
Harnessing Digital Media
Brand storytelling
Micro how to’s
‘Prankvertising’
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Niche networks will increase in popularity Networks that do something and do it
well, like Instagram
This is where we have the movement away from Facebook in early teens
Apps that enhance contact ‘in real life’ (IRL) not attempt to replace it.
Harnessing Digital Media
2. Trends
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Visual content will explode Photos: the most engaging
post type on Facebook
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2. Trends
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Showing you care
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2. Trends
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2. Trends
Contrary to popular belief, most people aren’t using multiple social networks.Over 50% of Internet users either don’t use any social networks, or use just one (i.e. Facebook).
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3What are you saying?
Harnessing Digital Media
Content is King but context is God
Harnessing Digital Media
3. What are you saying?
Creating stories that people want to engage with
Harnessing Digital Media
Harnessing Digital Media
3. What are you saying?
Give something to your audience, don’t just take
Harnessing Digital Media
Harnessing Digital Media
3. What are you saying?
Harnessing Digital Media
Content for the sake of content is pointless
Harnessing Digital Media
3. What are you saying?
Harnessing Digital Media
Use popular culture
Harnessing Digital MediaHarnessing Digital Media
3. What are you saying?
Use popular culture
Harnessing Digital Media
3. What are you saying?
Harnessing Digital Media
Learning to adapt
4Where are you saying it?
Harnessing Digital Media
Harnessing Digital Media
4. Where are you saying it?
Social media sites, 2012-2013% of online adults who use the following social media websites, by year
Pew Research Center’s Internet Project Tracking Surveys, 2012-2013
Facebook Linkedin
67
2015 16 13
71
22 21 18 17
Pinterest Twitter Instagram
2012 2013
4. Where are you saying it?
There are now over 1.28 billion Facebook users
23 percent of Facebook users
login at least 5 times per day
Facebook is aging. 45% of Internet users aged 65+ use Facebook.
Almost all social networkers use
Facebook. In fact, over 80% of ‘other’
social network users also use
Facebook.
Harnessing Digital Media
Harnessing Digital Media
Facebook tips Fridays are Facebook’s best day for engagement
Photos drive engagement on Facebook pages
Post in a timely way, know the best days and times to post updates for your demographics
Don’t spam people; post thought-out content
When you want to interact with your audience it’s a good place to start conversations
4. Where are you saying it?
Harnessing Digital Media
ExampleEngaging with players
4. Where are you saying it?
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4. Where are you saying it?
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ExampleShakira
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4. Where are you saying it?
Harnessing Digital Media
ExampleLuke’s Lobster
4. Where are you saying it?
There are now over 550 million registered users
34% of marketers use Twitter
to successfully generate leads
Twitter was the fastest growing network with a
44% growth from 2012-2013
215 million monthly active users
Harnessing Digital Media
Harnessing Digital Media
4. Where are you saying it?
Twitter tips Ideally, you should respond within an hour on Twitter
Late night is the best time for retweets
Your prime time for interaction is during the events
Follow other similar organisations
Create your own hash tags (#wrugby)
Harnessing Digital Media
Harnessing Digital Media
4. Where are you saying it?
ExampleUS Soccer: Surprises & Delights
4. Where are you saying it?
Harnessing Digital Media
If you tweet at @USSoccer in support of the team (while using the hashtag #USMNT) there’s a good chance you’ll get your very own personalized jersey
Harnessing Digital Media
4. Where are you saying it?4. Where are you saying it?
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ExampleEA Sports
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4. Where are you saying it?4. Where are you saying it?
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ExampleUCLA Basketball
4. Where are you saying it?
Instagram has 200 million active
monthly users
Instagrammers also use Twitter. There is
a 50% crossover between the
networks
20 Billion+ photos have been shared on
Instagram to date
23% of teens consider Instagram their favorite social
network
Harnessing Digital Media
Harnessing Digital Media
4. Where are you saying it?
Instagram tips Create your own space
Use hash tags
Show emotion in your images
Instagram is about quality, not quantity
Create your own space, become a role model
Use photography well
Harnessing Digital Media
Harnessing Digital Media
4. Where are you saying it?
ExampleBrooklyn Nets: 46,262
Harnessing Digital Media
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4. Where are you saying it?
Other platforms: Pinterest
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4. Where are you saying it?
Other platforms: Pinterest There’s a best day for everything on Pinterest
Women are four times more likely to be Pinterest users than men
Pinterest attracts older people
Twitter and Instagram are still youth dominated networks, but 23% of Internet users aged 50+ use Pinterest.
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4. Where are you saying it?
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4. Where are you saying it?
Other platforms: Snapchat
Harnessing Digital Media
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4. Where are you saying it?
Other platforms: Snapchat Number of Snapchat snaps per day is 400 Million
70% of Snapchat users are female
12% of Snapchat snaps are shared with multiple recipients
5% of overall selfies shared on social media are from Snapchat
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4. Where are you saying it?
Other platforms: Vine
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4. Where are you saying it?
Other platforms: Vine 5 Vines are tweeted every second
Weekends are the most popular time for Vine sharing
3 of the 5 most retweeted Vines ever are by Musicians
Time is short so think about content
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4. Where are you saying it?
Other platforms: WhatsApp 450m users with 1million joining each day
This is a group messaging platform, great for organising teams
Fantastic for creating a sense of community in sports teams
This is where your players are thinking about how to engage them
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5Your strategy
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5. Your strategy
Your strategy Ensure your website is up-to-date and easy to find
Make your website responsive
Include links to your platforms everywhere you can
Include digital references in all printed material
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We need to start using the tools
We need a Strategy
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5. Your strategy
5. Your strategy
Set your goals
Harnessing Digital Media
Harnessing Digital Media
5. Your strategy
Define your audience
Harnessing Digital Media
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5. Your strategy
Define yourself
Harnessing Digital Media
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5. Your strategy
Develop your voice
Harnessing Digital Media
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5. Your strategy
Make a schedule & allocate resources
Harnessing Digital Media
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5. Your strategy
Get connected
Harnessing Digital Media
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5. Your strategy
Make it work
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5. Your strategy
Create a social media policy
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5. Your strategy
Measure, analyse & adapt
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Questions?
Harnessing Digital Media
Established 1991 • Based in Old Street, London • 17 Employees
About the presenterSarah Edwards is the Creative Directorof Make it Digital, a Division of Make it Clear.
info@makeitdigital.co.ukmakeitdigital.co.uk@Make1tDigital
Thank you
Image References pp.8Blank iPhone. [online image]. Available at: <http://www.iclarified.com/images/tutorials/31004/125783/125783-1280.png> [Accessed 7 July 2014].pp.9Cheetah sprinting at top speed of 65 miles an hour [online image]. Available at: <http://pixdaus.com/cheetah-sprinting-at-top-speed-of-65-miles-an-hour-acton-ani/items/view/278100/> [Accessed 7 July 2014].pp.10Broken chain [online image]. Available at: <http://www.theagedp.com/?attachment_id=6501> [Accessed 7 July 2014].pp.12Standing out in a crowd [online image]. Available at: <http://www.andypreston.com/2013/04/stand-out-selling/> [Accessed 7 July 2014].pp.13Burberry and Vans Instagram (Vaynerchuk, 2013, pp.19)pp.14Budweiser and BestBuy Facebook (Vaynerchuk, 2013, pp.20)pp.15Sesame Street and Sharpie Tumblr (Vaynerchuk, 2013, pp.20)pp.16Living room TV is ‘making a comeback’, says Ofcom. [online image]. Available at: <http://www.bbc.co.uk/news/technology-23521277> [Accessed 7 July 2014].pp.17Iris Worldwide (2013) [online image]. Available at: <http://www.slideshare.net/irisWorldwide?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview> [Accessed 7 July 2014].pp.19Camera lens. [online image]. Available at: <http://trikfotografi.com/tips-to-use-camera-lens-kit-with-dslr-and-telephoto-lens-new-in-2014/> [Accessed 7 July 2014].
pp.20TBWA\LONDON (2014) Derrick Rose Adidas campaign. Available from: < http://uk.adforum.com/award/showcase/6650183/2014/ad/34499040> [Accessed 7 July 2014].pp.22Joep Roosen (2008) Crown [online image]. Available from: <https://www.flickr.com/photos/joeproosen/3376336410/in/faves-kidding_/> [Accessed 7 July 2014].pp.23Long Distance Relationship Date Ideas [online image]. Available from: <http://dating.about.com/od/longdistancerelationships/a/ldrdateideas.htm> [Accessed 7 July 2014].pp.24Green ribbon gift box [online image]. Available from: <https://nelsonrivas.wordpress.com/page/6/> [Accessed 7 July 2014].pp.25Curtis Palmer. E-Waste collection centre in South America [online image]. Available from: <http://www.euractiv.com/sections/circular-economy/fitting-e-waste-circular-economy-302645> [Accessed 7 July 2014].pp.26Tweet from Oreo’s Twitter account. Available from: <https://twitter.com/Oreo>pp.27Tweets from the official Twitter accounts of: Major League Baseball <https://twitter.com/MLB>, Listerine Global <https://twitter.com/ListerineGlobal>, Bud Light <https://twitter.com/budlight>, Trident Gum <https://twitter.com/tridentgum>, and WhataBurger <https://twitter.com/Whataburger>pp.28Colorful Chameleon [online image]. Available from: <http://hdw.eweb4.com/out/1106119.html> [Accessed 7 July 2014].pp.33Post from from Olympic Game’s Facebook account. Available from: <www.facebook.com/olympics>
pp.34Post from from Shakira’s official Facebook account. Available from: <www.facebook.com/shakira>pp.35Post from from Luke’s Lobster official Facebook account. Available from: <www.facebook.com/LukesLobster>pp.38Tweet from US Soccer’s Twitter account. Available from: <https://twitter.com/ussoccer>pp.39Tweet from EA Sport’s Twitter account. Available from: <https://twitter.com/EASPORTSFIFA>pp.40Tweet from UCLA’s Basketball Twitter account. Available from: <https://twitter.com/UCLAMBB>pp.43Post from Brooklyn Net’s Instagram account. Available from: <instagram.com/brooklynnets>pp.44Pinterest interface. [online image]. Available from: <www.pinterest.com> [Accessed 7 July 2014]pp.46Understanding usage patterns with data. [online image]. Available at: <http://engineering.pinterest.com/> [Accessed 7 July 2014].pp.47Snapchat interface. [online image]. Available at: <http://www.engadget.com/2013/06/06/snapchat-5-0-for-ios/> [Accessed 7 July 2014].pp.49Posts from official Vine accounts of: Charlie Love <https://vine.co/v/bQiInhatpWK> and Jethro Ames <http://vine.co/v/bPWbDJVlPjT>pp.55Peter Fuchs. Tiltshifted shot of a Goal (2007)[online image]. Available from: <https://www.flickr.com/photos/peterfuchs/1239399915/in/faves-dortmundtourismus/> [Accessed 7 July 2014].
Text References pp.7VAYNERCHUK, G. (2013), Jab, Jab, Jab, Right Hook. New York: HarperCollins Publishers.pp.30Pew Research Center (2013), Pew Research Center’s Internet Project Tracking Surveys, 2012-2013.
Further Information http://99u.com/videos/22081/gary-vaynerchuk-how-to-tell-stories-in-an-a-d-d-world
http://www.slideshare.net/usabilitycounts/hunting-unicorns-what-makes-an-effective-ux-professional?qid=4c53d9b1-637b-45c0-a597-e11ddd88d5a7&v=qf1&b=&from_search=1
http://socialnsport.wordpress.com/
http://www.business2community.com/brandviews/buffer/10-surprising-important-social-media-stats-need-know-0930686#!7KXZf
http://oursocialtimes.com/10-useful-social-networking-statistics-for-2014/
http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/
http://www.c4lpt.co.uk/blog/2014/06/07/social-media-2014-statistics-interactive-infographic/
http://www.fastcompany.com/3031259/these-kids-today
http://mashable.com/2011/11/28/facebook-sports-marketing/
Image References (cont.)pp.56Avon Story Time [online image]. Available from: <http://www.visitavoncolorado.com/Avon-CO/Family-Fun/Story-Time/808/> [Accessed 7 July 2014].pp.57Woman kneeling on ground with mirror and reflection . [online image]. Available from: <http://www.inmagine.com/ojsi045/ojsi045550-photo> [Accessed 7 July 2014].pp.58Alfie Boe. [online image]. Available from: <en.wikipedia.org/wiki/Alfie_Boe> [Accessed 7 July 2013].pp.59Interior Decoration and Redesign. [online image]. Available from: <http://www.afreshlookdesign.co/interior-design-charlotte/> [Accessed 7 July 2014].pp.60Multiple exposure Photography Technique. [online image]. Available from: <http://learnmyshot.com/multiple-exposure-photography-technique/> [Accessed 7 July 2014].pp.61Clockwork. [online image]. Available from: <http://www.fotosearch.com/photos-images/clock.html> [Accessed 7 July 2014].pp.62Motivating your creativity. [online image]. Available from: <http://plusempresarial.com/Emprendedores-detail/infografia-motivar-la-creatividad/> [Accessed 7 July 2014].pp.63Measuring tools. [online image]. Available from: <http://www.shimidesigns.com/> [Accessed 7 July 2014].