Social Media Cases

8/15/2019 Social Media Cases

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SOCIAL MEDIA IN ABUSINESS-TO-BUSINESSCONTEXTExamples and recommendations

Robin

[email protected]


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SOCIAL MEDIAINTRODUCTION


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Social media is everywhereI aceboo! were acountry" it would havetwice the #.S. population

Social $edia hasoverta!en porn as the %&'eb activity

(ver aceboo! & billionusers

)*+ o children in the #Shave a digital

ootprint,shadow


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Source: MEDIAVIS10N


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Source: MEDIAVIS10N


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Everyone is on social mediaIn *-- itwas /ust anunder01-s

thing.

Since *-&-"the ma/orityo internetusers" in allage groupsup to 23" use


7/59Source4 5everage 6ew 7ge $edia


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SOCIAL MEDIA STATISTICS


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USA CANADA UK AUSTRALIA

N°1 FACEBOOK 42% FACEBOOK 47% FACEBOOK 43% FACEBOOK 40%

N°2 FB MESS 20% TWITTER 23% FB MESS 23% FB MESS 18%

N°3 TWITTER 19% FB MESS 19% TWITTER 19% TWITTER 14%

N°4 PINTEREST 17% PINTEREST 16% WHATSAPP 18% GOOGLE+ 13%

N°5 GOOGLE+ 14% GOOGLE+ 15% GOOGLE+ 12% INSTAGRAM 10%

N°6 INSTAGRAM 13% INSTAGRAM 12% LINKE IN 9% PINTEREST 10%

N°7 LINKE IN 11% LINKE IN 12% PINTEREST 9% LINKE IN 9%

N°8 T!MBLR 8% T!MBL"R 8% INSTAGRAM 8% WHATSAPP 8%

N°9 SNAPCHAT 7% SNAPCHAT 7% SNAPCHAT 6% T!MBLR 6%

Source: We Are Social 2014

FRANCE GERMANY

FACEBOOK 32% FACEBOOK 28%

GOOGLE + 10% WHATSAPP 26%

TWITTER 9% FB MESS 15%

FB MESS 7% TWITTER 7%

LINKE IN 5% GOOGLE + 7%

COPAINS"A#ANT 4% SHA$AM 4%

INSTAGRAM 4% INSTAGRAM 4%

BA OO 3% LINKE IN 4%

#IA EO 3% T!MBLR 4%


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MEXICO ARGENTINAUNITED ARAB

EMIRATES

SAUDI ARABIA

N°1 WHATSAPP 28% WHATSAPP 44% WHATSAPP 49% WHATSAPP 22%

N°2 FACEBOOK 26% FACEBOOK 35% FB MESS 43% FACEBOOK 21%

N°3 FB MESS 24% FB MESS 32% FACEBOOK 39% TWITTER 19%

N°4 GOOGLE+ 17% GOOGLE+ 21% GOOGLE+ 27% GOOGLE + 15%

N°5 TWITTER 15% TWITTER 16% TWITTER 27% FB MESS 13%

N°6 INSTAGRAM 9% LINKE IN 9% LINKE IN 24% INSTAGRAM 13%

N°7 PINTEREST 8% INSTAGRAM 9% #IBER 22% PINTEREST 10%

N°8 LINKE IN 8% PINTEREST 7% PINTEREST 21% LINKE IN 10%

N°9 LINE 6% BA OO 7% INSTAGRAM 18% BA OO 8%



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CHINA HONG KONG A!AN SOUTH KOREA

N°1 WECHAT 30% WHATSAPP 41% TWITTER 16% KAKAO TALK 39%

N°2 SINA WEIBO 25% FACEBOOK 33% FACEBOOK 13% FACEBOOK 26%

N°3 $ONE 25% FB MESS 23% MI&I 4% FB MESS 17%

N°4 TENCENT WEIBO 21% WECHAT 23% LINE 3% TWITTER 13%

N°5 'O!K! 19% LINE 14% GOOGLE+ 2% LINE 9%

N°6 T! O! 15% GOOGLE+ 12% SK'PE 2% GOOGLE+ 8%

N°7 RENREN 12% INSTAGRAM 11% MOBAGE 1% PINTEREST 7%

N°8 GOOGLE+ 10% TWITTER 10% GREE 1% INSTAGRAM 6%

N°9 FACEBOOK 9% SINA WEIBO 6% INSTAGRAM 1% LINKE IN 6%



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MAJOR EVENTS VIASOCIAL MEDIA


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8he most retweeted tweet

9uring the 7cademy 7wards" host Ellen9e:eneres pulled together (scar winners"nominees and other celebrities to ta!e a;selfe.< She challenged viewers to ma!e it themost shared tweet o all time. It didn=t ta!elong or that to happen.

'ithin hours" the tweet had eclipsed theprevious record holder" a tweet sent by >arac!(bama=s account a ter he won re0election in*-&*. 8he (scar selfe has been retweetedmore than 1.1 million times ? more than ourtimes as many as the Election 6ight tweet.

7 ter the 7cademy 7wards" the 'S publisheda story revealing that while the ;selfe< elt

spontaneous" it wasn=t completely unplanned.Sources said Samsung" a sponsor" had


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%'orldAup*-&3

8he 'orld Aup was the biggestsports story o *-&3 on both

8witter and aceboo!.

8witter users sent 2&B"C* tweetsper minute when :ermanyde eated 7rgentina to win thechampionship ? the largest pea!

8witter measured this year.

8his celebratory tweet was sentby :erman player 5u!as Dodols!i.


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% eSuisAharlie

http4,,srogers.cartodb.com,vi ,&*1beB&30)2bb0&&e30aec&0-e)dB*&ea)-d,embedFmap


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% eSuisAharlie• 'as translated in over &C languages• million tweets under the hashtag % esuisAharlie

• %IamAharlie %Ich>inAharlie &*-- tweets per min

• %YoSoyAharlie B-- tweets per min• %EoSouAharlie 3 - pea! o the period


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A SELECTION OF OTHER WAYSFOR BRANDS TO GET NOTICED


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Instagram

edex

$aers! 5ine

$ailchimp


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aceboo!


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GROUP DISCUSSION

'hat do you thin! are some o the !ey points that ma!esocial media mar!eting campaigns success ulG


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SOCIAL MEDIA FORBUSINESS


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Social media means business

• Every second * new members /oin 5in!edIn

• 1+ o people on 8witter recommend products in theirtweets

• )1+ o mar!eters use social media or business

• 7 ma/ority o #H businesses 23+J are using social media asa mar!eting tool – or brand awareness B1+J" – to encourage social sharing 2+J – to gain trust and ollowers +J.


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Social media is a serious business

Social media providesopportunities or >*>organi ations to id !"i#$

% &d' " to i!() &' *)&!d&+&) ! '' " to sustain andd , % . ) %&"i !'/i.' " toenter ! + 0&) "' and toi!! ,&" .) d ("' andbusiness processes.


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Kuotes rom the mar!eting world

• ;'e don=t have a choice on whether we 9( socialmedia" the Luestion is how well we 9( it.<

• ;'e will no longer search or products andservices" they will fnd us via social media.<

• ;Social $edia isn=t a ad" it=s a undamental shi tin the way we communicate.<

Eri! Kualman


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EXAMPLES OF TOOLS


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SlideShare rom 9egrMmont


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Dinterest rom :E


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lipboard rom Neolia 'ater 8ech


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Nideos o aerial site visits rom :E


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Sponsored 5in!edIn updates rom9ell


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:E on 8umblr


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%5ivingAircular and Nine rom Neolia


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GROUP DISCUSSION

'hat do you thin! are the ma/or diOerences between thisbusiness to business approach and the mainstream socialmedia examples we saw previouslyG


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rom Q5essons in ScienceQ on aceboo! to Q>adass $achinesQ on Dinterest":E combines lightweight science and " (/! % $-) %&" d ( !" !" +i"/'"i0 %&"i! ,i' &%' to stand out rom the crowd.

8o celebrate the world=s frst 19 Drinting 9ay and +! ' (i&% 0 di&( !, )'&"i ! around 19 printing" :E &'' 0*% d & " &0 # 17i!8 !( )' rom a variety o industries and paired them with A79 artiststo design a suite o 190printed holiday gi ts.

:E was one o "/ 9)'" *)&!d' " '/&) ( !" !" ! Vi! " launching /ust one day a ter the plat orm was made available to the public.

:E was also one o the exclusive launch partners or 8apestry" creating &!i!" )&("i, '%id '/ + "/&" " ' )' "/) / *% .)i!"' showinghow :E /et engines wor!.

8he brand .&)"! ) d +i"/ "/ . . %&) 0 *i% &0 D "' to introducea new game mode to support :E=s %:ravity9ay campaign.

eedbac! rom :E


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CMO Beth Comstock


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'hat changes are comingG• >*> >rands need to move on rom image building

to develop ;social AR$< and ;social selling< – 5in!edIn has enormous potential or this

• Aompanies need to Luanti y the R(I o socialmedia – :E says it gets 1-+ better returns through ;content

mar!eting<

• >rands need to become thought0leaders in theirsectors


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WOR:ING GROUPS

9ENE5(D Y(#R S(AI75 $E9I7 D576 (R Y(#R A($D76Y


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Dlanning >*> social mediaU!d )'"&!d $ ) *)&!d . 'i"i !i! ; Hnow where the brand sitsto !now in which environment it is most com ortable and credible.

D (id ! "/ * '" .%&"# )0 # ) $ ) * 'i! '' . 5et yourbusiness strategies and goals guide your decision. 8he plat orm

must be aligned with the brand strategies.Id !"i#$ $ ) *< ("i, ' . 9ecide what you intend to accomplishwith each social media plat orm. Taving a presence on a plat ormbecause ;everyone is on it< is not a good reason.

C) &" $ ) .%&! . Set realistic plans and expectations.

M !i" ) $ ) ) ' %"' . Identi y the most meaning ul metrics totrac!.Evaluate at the end o each month and ma!e the necessaryad/ustments in your plan to bring you closer to your goals.


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CEOS AND SOCIAL MEDIA


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I AE(sareactive" itis on5in!edIn.

7re AE(s interested and involvedG

Source: CEO.com


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7re AE(s interested and involvedG

Source: CEO.com


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Source: GROOVE Di i!al Mar"e!i#


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Robin [email protected]

frstpointcommunications.com

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Social Media Cases