Social media analyse for your business

Dragon Rouge Social Media intern project.

Hamburg, 03.06.2015

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Definition

Social Media Channels

Social Media Development

Marketing in Social Media

Future of Social Media

Give a mark on 5 about your opinion of the next question:

1) What is the importance of marketing in social media in your opinion?

2) According to you, there are a great diversity in social media today?

3) What is the importance of social media in world business?

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OPINION

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01 DEFINITION

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Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration.

The different types of social media are website and application dedicated to:

• Forums • Microblogging • Social networking • Social bookmarking • Social curation • Wikis• Blogs

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DEFINITION

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HISTORIC

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ONE TO MANY MANY TO MANY

• FORUMS: A discussion board where you can leave and expect to see responses to messages you have left, or you can just read the board. (ex: Doctissimo)

• MICROBLOGGING: is a web service that allows the subscriber to broadcast short messages to other subscribers of the service. (ex:Twitter)

• SOCIAL NETWORKING is the practice of expanding the number of one's business and/or social contacts by making connections through individuals. (ex: Facebook)

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DIFFERENT KINDS OF SOCIAL MEDIA


• SOCIAL BOOKMARKING: Social bookmarking is a system that can store files, documents, ... The most famous example is Flickr. This allows to access its files from any computer. (ex: Flickr)

• SOCIAL CURATION: is collaborative sharing of Web content organized around one or more particular themes or topics. (ex: I love Fashion : Tumblr)

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• BLOGS: is a website that allows the blogger to express his personal opinion. (ex: Blog of Perez Hilton)

• WIKIS: is a server program that allows users to collaborate in forming the content of a Web site. (ex: Wikipédia)

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DIFFERENT KIND OF SOCIAL MEDIA

KIND OF SOCIAL MEDIA

Forums

Miccroblogging

Social Networking

Social Bookmarking

Social Curation

Blogs

Wikis

02 SOCIAL MEDIA DEVELOPMENT

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INTRODUCTION OF SOCIAL MEDIA

• Social Media began with the web 2.0!

• With the web 2.0 users became actor in supplying web content.

• The internet users can remove informations when he wants.

• Development of the diversity of the internet media.

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THE BEGINNING

• First Social Media: MySpace / MSN / Linkedin / Wordpress / Wikipédia.

• The first important Social Network was Facebook, founded in 2004.

• Since the creation of Web 2.0, Social Media have diversified. (Wiki / Microbloging / Forums).

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WHY IT‘S WORKING

• More and more users because they respond more to consumers needs.

• Every body uses it, company or private person, young or old.

• For some people it‘s easier to communicate on Social Media.

• It‘s easier to connect on Social Media. Ability to connect on multiple platforms. (tablet, smartphone, PC, ...)

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HOW SOCIALS MEDIA BECOME ATTRACTIVE

• It‘s depend if some star use the social media. Fan wants to follow their favorite famous.

• If the social media respond to the need of the consumer and if it innovated.

• If some friends are on this social network, we want to be connected with them.

• In some jobs you must have a minimum power on social media to get it. (ex: community manager).

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SOMETIMES THEY HAVE AN EPHEMERAL SUCCESS

• Social Media are more diverses.

• However, they must respond to a real demand.

• Some social network have know a short-lived success. (Path / Orkut / Diaspora)

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03 SOCIAL MEDIA

CHANNELS

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FACEBOOK is a social network website. Second most visited website in the world after Google. 1,23 billion of active users.

On Facebook you can :

• Upload picture or video.• Write a text or a comment.• Like something a post, a comment, …• Send Message.• Share contents of other website.

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FACEBOOK

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TWITTER


TWITTER is a microblogging social media with a maximum of 140 symbol. Twitter function through a system of following between users.

On Twitter you can:

• Post a tweet.• Share article of other website.• Post a picture or a vine.• Send text message.• Retweet or foster other tweet.• Use a system of Hashtag (categorize the tweet).

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INSTAGRAM

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INSTAGRAM: This social media is specialized in sharing of picture and video. Users could follow the others.

On Instagram you can:

• Post picture or video. • Follow other people.• Hashtag category.• Comment or like post.

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Pinterest is an American website combining the concepts of social networking and sharing photographs. It allows its users to share their interests, passions, hobbies, through photo albums gleaned from the Internet.

Pinterest:

• It’s like a blog. • All content can be see by every people around the world.• Exist the princip of hashtag.

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PINTEREST


Google+ is a social network application to the US company Google launched on 28 June 2011. Google+ have a bad reputation because is very difficult to use it.

On Google+ you can :

• Post text, picture or video. • Share Blog article. • Create event. • Comment, like or share content. • Add people in different category.

GOOGLE +

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LINKEDIN

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LinkedIn is an online service that you permit to build and aggregate professional network. It is defined as a knowledge network to facilitate dialogue between professionals. For its members, but also a reputation management tool online and personal branding.

On Linkedin you can :

• Send private message.• Publish text.• Like or comment a publication.• Share a blog publication.

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YOUTUBE

YouTube is a video hosting website, the website is connecting to Google+. There are 1 billion of active user per mounth.

On youtube you can:

• Post video, or text.• Comment or like or dislike a video.• Follow somebody to see in first this video.• Upload a video.• Create a playlist.

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SNAPCHAT

Snapchat is a photo sharing application and ephemeral video available on mobile platforms like iOS and Android. The app l i ca t i on i s l aunched in September 2011 on the Apple App Store and Android in November 2012. There are 82 millions of active users.

On Snapchat you can:

• Send photo, video ot text for a special period between 1 to 10 seconds.• You can read article about partner brand (like MTV).• Create a story of 24 hours, all your contact can see that..

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VINE

Vine is a Twitter application that hosts short videos 6 seconds running in the loop and can be shared with their subscribers.Today there are 40 millions of active users.

On Vine you can:

• Post a Vine.• Like or comment a Vine.• Share Vine on other social Network.

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WIKIPEDIA

Wikipedia is a wiki social media. It’s an encyclopedia that is written by the users according to their personal knowledge. Each kind of research article can be posted on the social media. There are 183 millions of active users.

On Wikipedia you can post:

• Text.• Images.• Videos.• Links.• Sounds.• You can share your article on other website.

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MARKETING IN SOCIAL MEDIA

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THE BASICS OF MARKETING ON SOCIAL NETWORKS

• Every Social Network are not good for every company.

• Each Social Network have their own users.

• Social Network permite to use a lot of tools for marketing.

• Be careful about the bad communication actions.

• 2/5 publication on social media are marketing action by brand or company.

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TOOLS TO HAVE A BETTER MARKETING CAMPAIGN ON SOCIAL MEDIA

• Search Engine Optimization (SEO): it is a set of technics in order to promote understanding of the theme and content of one or all pages of a website by search engines.

• Develop the SEO permit to a brand to develop its numbers of viewers, so develop the impact of its marketing campaign.

• Monitoring: it is an supervision activity and measuring activity of a computer activity specifically on the Internet.

• This tool permit to know what want, do, like, ..., the target of a brand. That‘s permit to develop more specifically a marketing action on social media.

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SOCIAL MEDIA MARKETING TECHNICS

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PREVIOUS MARKETING TECHNICS ADAPTED

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Some previous marketing technics were adapted to the Web 2.0 and social media as:

• Viral Marketing

• Buzz Marketing

• Word of Mouth

All this technics are part of Influence Marketing

VIRAL MARKETING

• Viral marketing is a way of promoting a commercial offering or marketing by consumers.

• They recommendate its commercial to their friends or colleagues.

• The offer is spread like a virus.

Example: Tipp EX The hunter and the bear!

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BUZZ MARKETING

• The goal of Buzz Marketing its to diffuse an information during an event.

• This information will be share on the social media by the people who participate on the event.

Example: XB Sex on the Beach Party

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WORD OF MOUTH

• The technics of word of mouth have for goal to create a discussion between consumers about a product or a service.

• Negative point: this is not control by the company, can create a bad publicity for the company.

Example: Word of Mouth about the new Iphone 6. Some consumers wrote on the Internet that the new Iphone can be bend when it is a long in the pocket of the users.

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NEW MARKETING TECHNICS

Some technics of marketing was created with the development of social media in the daily life of consumers as:

• Social Marketing

• Personnalised Marketing

• Involvement Marketing

• Marketing of care

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SOCIAL MARKETING

• Social marketing is a technic that aims to contextualize information with a consumer who is "Fan" of a brand. The customer apostle help to develop the brand.

• This consumer is more prone to receive a message from a brand on social media, if he like the information he could transmit it to his relation.

Example: On Twitter, a follower of Apple, could transmit an information with a retweet of an information. (Iphone 6 launch: 154k Retweet).

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INVOLVEMENT MARKETING

Involvement Marketing aims to involve consumers in the company's business development.

There are 2 different technics to use this kind of marketing:

• Ask directly to consumer with survey, meeting, ...

• Watch client opinion on social media about the brand.

Example: French company Danone, ask the new flavor of its star product the Danette with a survey.

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MARKETING OF CARE

• Marketing of care is personalized marketing technics based on the observations on internet habits of the consumer

• This technique is implemented by the Cookie system present on all websites.

• The most important software for this technics is Google AdWords.

Example: If a consumer is looking for new sunglasses on Internet, he must have a pop-up for RayBan product.

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PERSONNALIZED MARKETING

Personalized marketing is tailored to each users based on information that he gave to a company.

That consider this purchase preference.

Example: Inform the company Bahlsen that you prefer product with chocolate; so Bahlsen will promote for you mainly product with extra choco.

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THE FUTURE OF SOCIAL MEDIA

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FUTURE INNOVATION

The future social media should be:

• More Apps Mobile. • Use the augmented reality in real life. • Special Social Media for each company. • Become a sales platform for brands. • The social Media will be included with the user (glass, watch, ...).

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MORE MOBILE APPS

• More and more people have a smartphone.

• A lot of consumer prefer to use social network on their mobile phone.

• Mobile is the future of software or informatic tools.

• Application permit an easier use of social media.

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USE THE AUGMENTED REALITY

• Augmented Reality in real life is the new technology used to discover the world around either.

• This allows to discover through his world or around the screen.

• This permite to have easier information about people, product, company, ...

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SPECIAL SOCIAL NETWORK FOR EACH COMPANY

• If a company have his own social network, it‘s easier to communicate in intern.

• It is easier to protect data on such private networks.

• Inifies collaboration tools in the business: mail, document database, calendar. Better productivity.

• Decompartmentalize different services and allow each user to have a broad vision of the company's business.

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BECOME A SALES PLATFORM FOR BRANDS

• Social Media are the most kind of website visited around the world. Easier for client or brand to buy or sell product on this platform.

• All brands have social mediaaccount, it‘s like an other kind of website so it‘s interresting to have an online shop on social network.

• Social Media account of brand are more visited than the website of the company. (Example of Burberry).

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THE SOCIAL NETWORK WILL BE INCLUDED WITH THE USER

• Integrate Social Media on connected object, permite to users to be always in contact. (ex: watch / glass)

• All users are sometimes addict to social media so they need an usual object to connect them every day.

• These objects could allow easier development of some innovations such as Augmented Reality in Real Life.

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DEBATE

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Give a mark on 5 about your opinion of the next question:

1) According to you, there are a great diversity in social media today?

2) What is the importance of social media in world business?

3) What is the importance of marketing in social media in your opinion?

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WHAT DO YOU THINK?

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DEBATE

• How do you consider the importance of social media in today's global business?

• How a mass marketing campaign on social media could be positive or negative for a company or a brand?

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I hope this presentation change your opinion! Arguments? Issue? Comment? All initiative are relevant!

Corentin Dubois [email protected]

THANK YOU VERY MUCH

Dragon Rouge GmbH, An der Alster 3, 20099 Hamburg T. +49 (0)40 380 374-0 F. +49 (0)40 380 374-44. www.dragonrouge.de