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The aftermath of the Boston marathon bombings showed social media at its best in providing quick, timely information as well as at its worst in helping to feed rumours and misinformation. It also caught a number of brands out who had scheduled, but failed to stop, promotional tweets. In a talk at the 'Housing Goes Digital' conference, Rabbit's head of content Jim Shaughnessy used Boston and other major news events to show how the Internet has changed the way we consume news, and also how news stories are shaped. The presentation then goes to show how real-time news leads to real-time marketing, and what this means for brands.
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News Consumed, News DistributedSocial media for brands
Jim ShaughnessyHead of Content
The Rabbit Agency
Three things you should know about me
My background is in traditional media
I practise what Rabbit preach
I live in a house
How are social media and the internet changing the way we consume news?
How are social media and the internet changing the way we interact with brands
How has news consumption and creation changed?
How has this a!ected the
credibility of news sources?
Real time marketing
Real time consumption
Customer expectation
Social media strategy
Source: http://www3.ebu.ch/files/live/sites/ebu/files/Knowledge/Media%20Strategy/ebu_polis_report1.pdf
How is social media changing the way we consume news?
Source: http://news3.co.uk/2013/03/14/five-ways-that-social-is-changing-news/
Source: http://mashable.com/2012/11/28/social-media-time/
43% of young people aged 16-24 "nd their news on social media rather than through search engines
Referrals to the BBC News website from social media increased 500% between
2010 and 2012
Social media accounts for 18% of all time spent
online
The fastest growing social media age group is over 55s
Source: http://news.cnet.com/8301-1023_3-57521694-93/pew-study-news-consumption-up-via-mobile-social-media/
The Internet as a News Source
Internet news is on the rise while traditional news declines
How is social media changing the way we consume news?
Breaking Records for Breaking News
The raid on Osama Bin Laden’s compound and his subsequent death were on social media before
they reached conventional news websites
Tragedy in Boston: How Did Social Media Respond?
Real Time Reporting
Within seconds, Twitter became a destination for those looking for news on the ground
Throughout the aftermath, helpful
advice was dispensed for those in the area by
those who weren’t
Twitter acted as a vital real time
channel for the police to appeal for information
and provide news and advice
According to Topsy, between 2:20AEST and 3:20AEST - before the bombing – the event’s hashtag #BostonMarathon only generated around 2644
mentions across social platforms.
This number exploded to a staggering 288,021 mentions between 5:20AEST and 6:20AEST. The graph below represents this spike.
Source: http://www.businessspectator.com.au/news/2013/4/16/technology/social-media-fuels-coverage-boston-marathon-bombings-0
The internet rapidly made itself useful. Google produced
a person "nder while locals produced a collaborative
spreadsheet o!ering accommodation to those
a!ected
Information and Misinformation
Twitter users spread the word that parts of the conventional media
were reporting falsehoods
this is real time reporting
Everything is happening in real time. News, views and assistance with no need to
wait for bulletins or reporters
The Rumour Mill
Source: http://simonnricketts.tumblr.com/post/48115760648/twitter-and-news-the-canary-down-the-mine
“A lie can travel halfway around the world while the truth is putting on its shoes.”
Local hospitals urgently need blood donors
There was an additional explosion at the JFK Library
A Muslim with shrapnel wounds is being guarded at Boston
Hospital as a ‘person of interest’
Marathon runners carried on running to give blood
5 explosive devices were found in total
A number of victims were survivors of the Newtown massacre
All untrue at the time of posting
The Dark Side of Social
“Twitter does its best work in the !rst !ve minutes after a disaster, and its worst in the twelve hours after that.” - @rolldiggity
Sensitivity is Imperative
Sensitivity is Imperative
This
That
How Is Social Media Changing Our Relationships With Brands?
Real time marketing
As with news, real time is an emerging trend in
marketing.
Real time everything
Every day life is enhanced in real time
We Expect More
Social media has given customers greater access to brands than ever before. New customer service streams have been created, and if you open them you have to keep watch over
them
If a customer complains on Twitter or Facebook, they expect a quick response. If they don’t get it, the results can be
disastrous
Brand loyalty is dying in the real world. On social, if you can generate the right content, you can create brand loyalty online
Offering Value to a Loyal Community
Well managed brand pages o!er value - be that deals or engaging content - that maintains brand awareness
virtually free of charge
In addition, this creates brand
advocacy, loyal fans who will in$uence
other people to buy
Feedback is Immediate
Customers aren’t just waiting until their
experience is over, they’re using social media
throughout.
While 80% of Britain’s largest retailers are on
Twitter, only 25% respond when called out
People Listen to Each Other
Source: http://www.digitalvisitor.com/latestnewsandresources/social-media-blog/how-reviews-influence-purchasing-decisions.htmlSource: http://www.viralblog.com/user-created-content/reviewing-the-influence-of-online-reviews-infographic/
92% of online shoppers trust recommendations from people they know
70% of online shoppers trust online reviews
92.5% of adults research a product online before buying it in a bricks and mortar store
40% of people trust TV ads
82% of consumers consider user generated views
extremely valuable or valuable
A highly rated product will increase the chances of
purchase by 55%
83.5% of people trust user reviews over critic reviews
Power is in the hand of the consumer like never before
Have a Strategy
Source: http://www.viralblog.com/user-created-content/reviewing-the-influence-of-online-reviews-infographic/
Social media shouldn’t be an afterthought.
Before setting up a feed and creating more work for your sta!, think why
you might need it
Be clear internally; whose job is social?
95% of customers will return to a brand they’ve
had a bad experience with if their issue is solved
quickly and satisfactorily
By creating a solid content strategy, you can ensure consistent
quality over last minute randomness
Seek Out Feedback and Act On It
Check Your Feeds Regularly
• Don’t Tweet while a customer service query is outstanding
• Don’t ignore your customers
• Don’t argue
• Do check at least hourly
• Do take a complaint o%ine as soon as possible
• Do monitor for mentions of your brand not directly aimed at you
Don’t
Do
Be Reactive and Proactive
If you schedule content, keep an eye on the news
Monitor for mentions of your company or products
Seek out your brand advocates and reward them
Thank you
@therabbitagency
@shaunu!
www.therabbitagency.com
