Online Social Media

Chris Middletonwww.eskimosoup.co.ukwww.socialmediamarketingforschools.co.uk

This is NOT traditional marketing or online advertising

This is

Pull Marketing

Dialogue between audience and school

Creating loyal communities of customers

Reach target markets

no longer

susceptible to traditional methods

Information is being searched for in different ways:•We expect honest and transparent information (no spin)

•We expect to comment and add to content

•We expect to read comments, reviews and ratings

•We expect to subscribe to information

We expect to use the internet differently now

SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO

“Social mediais people having

conversations online.”

These online conversations are only possible due to recently available web tools

Share slides and documents

100m Videos 2nd largest search engine

79% have watched

video content online

Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

70% have uploaded photos

Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

Social Bookmarks

200,000,000 blogs

Wiki = Quick in Hawaiian

Studies show it is as accurate if not more than Britannica

Almost 13m Articles

WiKis

Jan 2010

18m accounts registered

64% have joined a social network

Micro-blogging

1 out of 300 website click throughs come from twitter

We don’t always find information using Google

Reputation Aggregator

Monitor and Subscribe

25% of search results for the worlds top 20 largest

brands are links from user generated content

June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled:Turning Blogs and user-Generated Content Into Search Engine Results, Chris Aarons, Andru Edwards and Xavier Lanier 

Who influences whom?

Will the school site continue to be the first visit after they search Google or Bing?Will it be the school site they trust for ‘real’ information

The attraction of social media

People trust “a person like me” more than authority figures or marketing messages from business and media

Seeking ongoing dialogue, not a one way advertisement

Trust, Transparency, openness, honesty

We are seeing a communication shift

The shift is from one way communication

Dialogue between audience and school

Dialogue between the audiences

Compare this too…

The traditional broadcast marketing and advertising approach, which is designed to interrupt your day

The average person is exposed to

3000advertising messages per day

Email Blasts

Telesales

Printed ads

Direct mail

TV

Radio

ONLY 14%

OF PEOPLE TRUST

ADVERTISEMENTS

More and more customers are

blocking traditional marketing,

psychologically and with the help

of technology

70%

OF PEOPLE TRUST THE

RECOMMENDATIONS OF

OTHER CONSUMERS

70% Vs 14%

Blogs

The product is right

The price is right

But who am I buying from?

70% trusts bloggers’ opinions on products and services

36% of people think more positively

about a company that has a blog

The stage before committing to buy

The customers perspective

Ask Questions, Listen and Contribute

Parents

Teachers

Students

Alumni

In a two year period 2006-2008 internet users have dramatically increased their familiarity and usage with social media

The Future

• Subscribers to RSS feeds From 10% to 40%

• Users creating an online network profileFrom 25% to 64%

• Watched video clips onlineFrom 30% to 79%

Tomorrows consumers are today’s digital natives

The digital native

By the time today’s 10 year olds are 15, they will already have some ingrained preferences to certain brands because of that companies online marketing

Thank youwww.socialmediamarketingforschools.co.uk

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