Social Media Masterclass - University of the Arts

In the next hour or so you will…. Understand Owned, Earned and Bought Media Understand Social Media from POV of Social

Capital & Trust Understand how digital technology is

changing us Understand how to market ethically Understand how a story might work across

platforms. Understand why data is so important in digital

marketing.

Practical Skills How to use Followerwonk to really

understand and audience.

How to tell good social media stories.

How to activate an audience.

It is all about the phones

It is all about the phones.

In the last 24 months this has happened.

• Smartphone penetration is now at 78%(UK).

• People can begin a journey with you from anywhere.

• Mobile and Tablet is the preferred way for new customers to find out about new brands/Events/Ideas.

• Smart phones are the hub of people’s lives. They way they organize themselves. There is a place for you on someone’s phone.

Social Media Apps - CONNECTING

Music Apps - ESCAPING

Organisational Hubs – MANAGING LIFE

What are people using their phones for?

Respite from a busy day Entertainment Info Gathering & Asking Questions Gossip Friendship Sense of connection Chance to feel popular Opportunity to brag

Why do people go on Social Media?

Side Effects of Social

Less able to remember information as we crowd source answers from friends and Google.

We are less able to concentrate if we know we have a message on our phones.

Often what we think of as multi-tasking is in fact just task switching.

Distraction is hindering our ability to process memories and store them long term. (Long term effect unknown)

(Don’t worry this has happened before)

Some side effects

This happened in the 2 months

Amazon Dash- Ariel, Play-doh, Durex and Nerf are amongst the launch buttons - Taking on the SuperMarkets.https://www.theguardian.com/technology/2016/aug/31/amazon-launches-dash-instant-order-internet-of-things-buttons-in-the-ukGoogle News - A new messaging app ‘Allo’ – with a search chatbothttp://www.computerworld.com/article/3123073/mobile-wireless/google-allo.htmlIndia has overtaken the US as the second largest online populationhttp://www.itu.int/en/mediacentre/Pages/2016-PR35.aspxTwitter streams its first live NFL game - Are we in the age of Social Television?https://www.wired.com/2016/09/nfl-twitter-future-live-tv/

Social Media canbe overwhelming

The emptiest vessel makes the loudest noise when banged. African Proverb.

Old broadcast model is brokenThe consumer is in control; interruption just doesn't work any more.Brands that are not relevant will be ignored.Brands need to create situations where people seek to spend time with them.Keywords: explore, learn, share, question and play.Agencies create this time’.By the end of 2007, the forecast is that 50% of all media consumed shall be digital

Marketing 10 years ago – What is still true?

MEGATRENDS

Which is more important?

Data Creativity

The biggest issues in Digital Advertising at the moment.

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The birth of interactivity

140 Character Tweet

6 second Vine

4 Swipe Tinder decision

What do they have in common

Why?

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If the ad before the video content was 6 seconds people watched the content.

If it was 7 seconds people didn’t take a risk on the content.

The birth of the attention economy.

Owned Media.

Bought Media

Earned Media

The impact of phones + social apps

Timeline Attention Span• How long does information

remain in a timeline?

a)Facebookb)Twitterc)Direct Links via Messengerd)Youtube

The attention Economy

The aesthetics of social media form is the fragment

Small Fragments

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Tiny Fragments

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Teeny Weenie Fragments

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Best Practice – Content Length

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Have we been here before?

Digital Stories

Skillful storytelling on Social Media will increase the likelyhood that a person will

share your content, increasing the likelyhood of your brand being

remembered.

Storytelling...

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We tend to live in the distracted present, where the forces of the periphery are magnified and those of in front of us ignored. Our ability to create, plan, much less follow through on, is undermined by our need to be able to improvise our way through any number of infernal impacts that stand to derail us at any moment.

Douglas Rushkoff

Present Shock

Narrative CollapseThere is no society doesn’t tell stories.

Storytelling is how we transmit value, it has a cultural use.

It creates context. It is comforting and orienting. It helps smooth out obstacles and impediments by recasting them as bumps along the road to some better place.

But

How do we tell stories and convey values without the time required to tell a linear story?

Create a character

Put them in danger

Heighten tension unbearably

Release tension (with a product).

Traditional Narrative Technique

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This misuse of Narrative

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Douglas Rushkoff

- 'You don't click the remote to change channels because you are bored, but because you are mad. Someone you don't trust is attempting to make you anxious.'

What makes you change TV channels?

You need less contracts. Important when you can’t monitor your

employees work. Trust is especially needed in the creative

industries. Litigation Is less frequent. Less resources to protecting yourself. Tax,

Insurance, bribes or private security. Low trust discourages innovation. More time

to dealing with bad employees, partners etc

Trust

The Trust Curve

Conversations that failed. - Starbucks #Fail

#RaceTogether failed because of (1) poor brand alignment, (2) authenticity deficit (3) poor reaction.

Starbucks #Fail

Your social media brand identity mustrun through every single post

The first step on the Trust Curve The sip pitch. – It is the pitch you can do

whilst someone is taking a sip of their drink.

A sip pitch is always the answer to the question about what you do. Or what your project is.

So what do you do...... Oh me? I ………. It it a good sip pitch it will be intriguing

enough to illicit another question.

Julian Treasure – 2m56s

Finding your voice Part 1 Sound human Tell don’t sell. Avoid corporate speak or fluffy brochure talk Your followers need to feel that there is an

engaged person behind every tweet, post, picture or pin.

Don’t be afraid to have a little personality: everything should sound or read as though it’s something a person would say not a marketing machine.

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Story-Doing

Social Media as a festival which you curate. Each stage is a different social network. Have as much fun as Glastonbury has planning it.

What writers say what you think? What musicians play the music you

play? What games do you enjoy? What magazines do you read? What clothes designers do you wear? What are your leadership ideas? How long does it go on far? What is the climax of the festival?

Who do you programme at the festival?

Quantity clearly isn’t the answer

Quality alone isn’t the answer

Quantity and Quality is the key

What do we do then?

Be against contactless transactions. A brand that masters social media selling becomes human. Making people feel something makes economic sense.

Would you be friends with a person who made you feellike this?

The key is attractionrather thanpromotion

The Art of Asking

One of these engagement models is very profitable for media companies – Which one?

Followerwonk

What do we know about you?

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You and your audience

It’s all about phones Undivided attention does not exist Slow authentic engagement – not big

bang. Make people feel something Artful strategic storytelling. Don’t under resource social media. Video is the new language of the web

Conclusion

Other research tools Nuzzle – Discover most shared content

between a Twitter group. BuzzSumo – Discover what content gets

shared most by competitor. Find out what content is liked.

Followerwonk – How social are your competitors.

Bluenod – A visual way of finding influencers

SimilarWeb – Good for SEO strategy