Introducing Social Media

BA (Hons) Advertising

Introducing Social Media…

What is Social Media??

“The host of online technologies and platforms that allow users share resources and media content whilst communicating with their peers and connect with others”

“Social media are primarily Internet-based tools for sharing and discussing information among human beings.”

“Social media are primarily Internet & Mobile based tools for sharing and discussing information among human beings.

The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.”

http://econsultancy.com/uk/blog/3527-what-is-social-media-here-are-34-definitions

Types of Social Mediao Blogs

o Social Networks

o Micro Blogging

o RSS Feeds

o Social Reviews

o Forums

o Social Bookmarking

o Content Sharing (Photos, Videos, Documents)

http://www.youtube.com/watch?v=MpIOClX1jPE

And it really is quite popular….

Facebook now has more than 800 million active users…

…. meaning that 1 in every 9 people on Earth is on Facebook

In fact, if Facebook were a country….

…it would be the 3rd largest in the world (and twice the size of the USA)

30 billion pieces of content are shared on Facebook each month….

…. And more than 2 billion posts are liked and commented on per day

On average, 177 million Tweets per day are sent on Twitter…

… That’s around 1 billion tweets per week

… set 4 seconds after midnight on New Years Eve in Japan on 1st January 2011

The record number of Tweets per second is 6,939..

Around 460,000 new Twitter accounts are created each day…

… With a total of 175 million registered Twitter users

Wikipedia hosts 17 million articles…

… From over 91,000 contributors

People upload 3,500 images to Flickr every minute …

… that’s over 5 million images per day

48 hours of video are uploaded to YouTube every minute…

…. That’s 8 years worth of content being uploaded every day

Over 3 billion videos are viewed on YouTube every day…

… and 150 years of video content are viewed on Facebook every day

It’s easy to get lost in all these numbers…

http://jayepperhart.com/milliondot.gif

And don’t forget 1 billion is…

ONE THOUSAND MILLION

…. And all of these statistics will have changed again by the time I’ve finished delivering this lecture

That’s a lot of conversations and content sharing…

But why has this suddenly become so

popular?

Evolution of Social Media

Social Media Marketing vsTraditional Marketing

Bye, Bye…

Hello…

Social Media And The Sales Funnel

• Attention – gain attention by building awareness

• Interest – demonstrate the benefits of your product

• Desire – create & foster desire for your product

• Action – customer completes purchase

• Advocacy – satisfied customers will become your greatest brand advocates

Why should we care about this?

Well, firstly….

Over 28 million people use Facebook in the UK – 50% of those log in every day

12.6 million people watched the opening show of X Factor

My point??? That’s a lot of potential customers for your client…

Also worth noting…

Facebook Account – FREE

Twitter Account – FREE

Time Investment – NOT FREE

BUT

Television Advertising – £££££

Radio Advertising – £££££

Print Advertising - £££££

Broadcast

Interaction & Conversation

But most importantly…

There has been a fundamental shift in the way we communicate with each other…

The average person sees over 3,000 advertising messages every day…

But how much are these messages

Seen?

Trusted?

Where is the trust in advertising?

http://www.bigmouthmedia.com/live/articles/british-public-putting-more-trust-in-advertising.asp/7820/

2011 ComRes Study

2010 Alterian Study

www.alterian.com/brands-at-risk

Only 5% (4% UK, 6% US) trusted advertising and 8% (9% UK, 6% US) ‘what the company says about itself

But realistically - who do you trust more?

Brands OR People

Recommendations matter!

How are you most likely to share your opinions to your friends and acquaintances?

It’s time for brands to join the conversation!

Back to the beginning…

Social Media connects people and allows them to share their thoughts, opinions and media content

Imagine if those thoughts, opinions and media content related to your brand

Every time someone shares your content or mentions your brand, it acts as a personal recommendation for your product or service to their own network

Now, that’s powerful…

But how??

What we’ll be learning…

• How social media marketing can be integrated within overall marketing mix

• How different platforms can be utilised to:

• Increase visibility of brand or product

• Create communities around brands & products

• Engage and interact with consumers

• Start conversations around brand or product

• Increase trust in brand or product

And the point of this lecture?Inspire you to see the possibilities created by these new platforms and technologies

Take a different approach to communicating with potential customers

Let’s finish off with a little inspiration

Useful Resources and Blogs

Mashable – http://www.mashable.com

Econsultancy - http://econsultancy.com

Brian Solis - http://www.briansolis.com/

Tamar Weinberg - http://www.techipedia.com/

Social Media Today - http://socialmediatoday.com/

Social Media Module on SlideShare

http://www.slideshare.net/UCFadvertising

Clemi Hardie

clemi@noodlemarketing.co.uk

@clemihardie