Introduction to Social Media 2011 © KINGSLAND LINASSI

Introduction to Social Media

Introduction to Social Media 2011 © KINGSLAND LINASSI

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

Facebook

800 MillionNumber of facebook users

30 MillionNumber of UK users

52%Facebook users that visit the site each day

92%Social networking users on Facebook

by The Awareness Social Marketing Hub

Introduction to Social Media 2011 © KINGSLAND LINASSI

Facebook - Demographics

13-18 19-24 25-34 35-44 45-54 55-64 65+

UK FB USERS

Total users28,595,940

FACEBOOK UK USERSJANUARY 2011

USERS(Million)

UK POP.PENETRATION*

104% 126% 90% 56% 33% 19% 7%

AGE GROUP

6

7

5

4

3

2

1

23%

26%

16%3%

5%

10%

17%

*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

Twitter

180,000,000New tweets posted everyday

18,000searches everyday

43%follow brands for special offers / deals

66%of all questionshave commercialintent

80%of customer service tweets are negative

Introduction to Social Media 2011 © KINGSLAND LINASSI

46%are male

13.7%

2.6%

50-64

64+54%are female

41.5%18-29

42.3%30-49

Source: TouchAgency Statistics

Twitter - Demographics

Introduction to Social Media 2011 © KINGSLAND LINASSI

Youtube

490,000,000users worldwide(unique visitors per month

23,388,888have watched the T-Mobile Wedding Video

23minutes spenton each visit

13average user visits per month

3rdmost visited site in the world

Source: eprofits.com

Introduction to Social Media 2011 © KINGSLAND LINASSI

Youtube - Demographics

16%AGE: 2-17 11%

AGE: 18-24

18%AGE: 25-34

28%AGE: 35-49

18%AGE: 50-64

9%AGE: 65+

Introduction to Social Media 2011 © KINGSLAND LINASSI

Linkedin

18,000searches everyday

81%belong to at least 1 group

32%check a fewtimes a week

35%check daily

Lab 42

Source: Lab 42

Introduction to Social Media 2011 © KINGSLAND LINASSI

What are they talking about?

What if you influence the conversation

Introduction to Social Media 2011 © KINGSLAND LINASSI

Who are they?

Local / National / International

End customers / Businesses

Young / old Different people use different networksBut they are all there

Introduction to Social Media 2011 © KINGSLAND LINASSI

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

How does it help?

Research & AnalysisYou, 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

Where to start?

Utilise TwitterA new background is just the beginning

Advise, comment, have an opinion or agree with other people and become a trusted source of information.

Be relevantThen it will be talked about: Retweeted, recommended, favourited, forwarded, and liked!

Be usefulTell users about policy changes, price increases.Ask questions and find out what people think.

Introduction to Social Media 2011 © KINGSLAND LINASSI

Dedicated YouTube Channel

Dedicated channelshowing relevant and related videos to inform and educate

Add Valuehow-to videos increases usefulness

Introduction to Social Media 2011 © KINGSLAND LINASSI

Join a group

Join usStaff could have a profile linked to ancompany 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

Image sharing websites

Show your imagesshow everyone what is going on and all the work being done...

Introduction to Social Media 2011 © KINGSLAND LINASSI

Get recommended

bookmarkingget listed on social bookmarking sites for greater coverage

Introduction to Social Media 2011 © KINGSLAND LINASSI

Integration

Don’t be distracted by the latest route to marketbut 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 mediadon’t forget your normal codes and protocols

Introduction to Social Media 2011 © KINGSLAND LINASSI

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

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

Thank you