Social media september 2012

CIM Digital Marketing Bootcamp

Social Media

Thursday, 27 September 12

You’re all marketers...

you believe in SM

Why Social Media?

7/2008 1/2009 7/2009 1/2010 7/2010 1/2011 7/1011 1/2012 7/2012

LinkedIn TwitterFacebook

human beings!2026 =

Reality check1. China - 1.35 bn

2. India - 1.2 bn

3. Facebook - 965m

4. YouTube - 600m

5. Twitter - 500m

6. America - 315m

7. Indonesia - 237m

8. Brazil - 193m

9. Pakistan - 180m

10. LinkedIn - 175m

Social Networks

• Amazon

• Ebay

• Club Penguin

• Moshimonsters

• Pottermore

So what?

Why do it?

SocialWWW

Advertising

MUSTSHOULDCOULD

Passive social presence

1. being found by searches

2. letting people connect as they want

3. social leverage

1. being found

• be there

• 100% complete information

• write like you care

• regular updates

• appropriate links

• imagery

What do you do?

• Google Keyword Tool

• identify what people search for

• competition

• what can your business produce

• who do you want to talk to

2. connect asothers want

Facebook

Twitter

Google+

YouTube

Facebook

Twitter

YouTube

4Square

Flickr

Picassa

Eventbrite

Slideshare

Latitude

Endomondo

3. Social Leverage

this is THE MOST important element

you friendsfriends offriends

16,900

500 connections

250,000

SHOULD

You have a“passive social

presence”

1. interact with people

2. regular conversations

3. make sure you listen as well as talk

1. interact with people

you me

Build your own......why re-invent the wheel?

• join groups

• listen

• comment

• share

• discuss

• help

la la la-la la

2. regular conversations

3. make sure you listen as well as talk

listen to what people are saying

• you

• your brand

• your industry

• your competitors

• opportunities

• Google Alerts

• Tweetdeck/Hootsuite

• Twittersearch

• measure

• monitor

• understand

• keep moving the baseline

• overall digital strategy

measure the results of your actions

• Sprout Social

• Hootsuite

• 20 Feet

• Tweetdeck

• Google

• Radian6

• Meltwater

• Brandwatch

• Lithium Insights

• Alterian

• Trackur

• Beevolve

• Netvibes

Why would you do all of this

measurement?

• Not worshipping false gods!

• Improving performance

• Calculating ROI

followers = listeners

• ROI

• followers

• retweets

• comments

ROI = £

ROI =(A/B) x C x D

A = many hits on your website do you need to generate each new client.B = many tweets/updates you need to send to each follower on average to generate one hit on your websiteC = many followers/connections you haveD = average value of a customer over whatever time period you want to measure ROIE = cost per hour of your marketing functionF = average time taken to produce a tweet/update expressed as a fraction of an hour

Social Media is...

a chance to innovate

Success comes from leading, not following

• Levi’s ‘friendstore’

• BlendTec “Will it Blend?”

• Smirnoff Nightlife Exchange

• Old Spice man vs Fabio

But everyone gets...

• market insight

• leverage relationships

• visibility in a global/local market

• realtime measurement

• accountability

Questions?

Adam Grayadam@grayuk.com

07779 572122

Social media september 2012

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