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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)
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
