bagel friday social media
Post on 22-Mar-2016
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For brands, social media should be looked at from
two perspectives: surveillance and engagement. There is no doubt that people are talking about the brands, so we
need our clients to want to get in on the conversation in a more
meaningful way.
Social media and event/promotions marketing
share a common trait: quick results. It’s the immediacy of their effects that set them apart. They share a
natural lead-up, climax, and aftermath that provide endless
opportunities for promotional activities and brand development.
Facebook and Twitter can get along; your brand
pieces should too.The most successful social media campaigns have been those that
understand that with the addition of each new platform, the rest
adapt. This is not only to compete, but to have the ability to create
links between them to drive interest, traffic, excitement and
momentum.
… and to do that, there are 3 questions every
strategic thinker should be asking:
How do you deepen
engagement?
How do you spread
excitement beyond
just the participants?
How do you extend
it’s life in time,
so it starts before it starts,
and ends after it ends?
The internet is enabling
conversations among
human beings that were
simply not possible in the
era of mass media.
“An amazing invention,
but who would ever want to use one?”
-President Rutherford B. Hayes
Marketers are more than familiar with
adoption curve, and most strategize for
the 64% of people that are considered
the early/late majority. But for every
significant step in technology and
innovation, there have been innovators .
While the Innovators only represent 2.5%
of the population, and are now often part
of the “geek” category, it is those people
who saw the potential long before any
other. It’s those people who paid $2000
for a DVD player before anyone else.
Those that saw the telephone as more
than a toy. And those that saw Twitter as
more than just a way to tell everyone
what you had for lunch.
Although significant risk has always
accompanied following the Innovators
(over 95% of the time they pick the
wrong stuff – after all, some thought 8-
tracks would last), with the speed of
technology and internet development,
marketers can now watch trends, build
on existing plans, and access real-time
news like never before.
As strategic thinkers, you can not afford
the luxury of judging the Innovators. You
may not have seen the potential in the
telephone, and you may not have any
interest in collecting online cool-points,
but someone does; and they might be
onto something.
There are two
conversations going on.
One inside the company.
One within the market.
Founded in 2003
Over 400 million active users
50% Log-in on any given day
For the week of March 13th, Facebook
was the most visited site in the world
Over 100 million users are on
Facebook mobile
The top 100 websites have
implemented Facebook Connect
Over 60% of people have used
Facebook to stalk their ex
WHO’S SETTING THE BAR?
1944 LIVE ON FACEBOOKA Polish company created false profiles under
the names of two people in 1944, and based
their status updates on daily entries from their
diaries.
SKITTLES FAN PAGEThe Skittles fan page is one of the most
popular product fan pages on Facebook. With
daily status changes, their constant activity is
met with thousands of fan comments,
postings, photos and more, every day.
COKE PAGEOriginally created by two fans, it was
eventually bought and managed by Coke, after
millions of people had already joined.
Companies need to realize their
markets are often laughing.
At them.
Founded in 2005
4th Largest site on the internet
Largest video site on the web
300 Million accounts
5 Billion video streams every month
(40% of all videos online)
15 Hours of video uploaded every
minute
It would take over 600 years to watch
all the video content
WHO’S SETTING THE BAR?
WARIOWhen YouTube viewers watched the clips from
Nintendo’s new Wario Land Shake-It, the
screen and all it’s pictures and text would fall
apart with each shake of the demo.
CHOOSE YOUR OWN ADVENTURECompanies like Hot Wheels have taken
advantage of the new YouTube feature that
allows the viewer to change the outcome of the
video based on choosing different options
throughout the clip.
YOUTUBE 3DYouTube has not only enabled 3D content, it
has now allowed for any of those videos to be
viewed 14 different ways, based on the 3D
glasses (or lack thereof) that the viewer may
have.
We are waking up and
linking to each other.
We are watching.
But we are not waiting.
Founded in 2006
5% of the accounts are responsible for
75% of the content
21% of users have never posted a
tweet
New York has the most users –
followed by LA and Toronto
User numbers grew by 1500% in the
last year
Highest percentage of users are
between 45-54 (second are 25-34)
Twitter is blocked in China and Iran
WHO’S SETTING THE BAR?
ASHTON KUTCHERStill the most followed Twitter account in the
world, he keeps his popularity by providing
constant content, participation with others’
accounts, and a sense of humor.
NEWS FEEDSWith half of Twitter account holders using it
primarily as a news feed, companies like CNN
and New York Times have taken advantage of
hashtags and Appmakr to send only the
information that is of interest to followers.
JETBLUE AIRLINESThe only product/service in the 100 Most
Followed list, they use their account to provide
flight information, regulation updates, and
promotions.
Don’t worry,
you can still make money.
That is,
as long as it’s not
the only thing on your mind.
Founded in 2009
Total users is currently around 1 million
76,000 users joined during SXSW
alone, and checked-in more than 1
million times during the event
Check-ins currently exist in 100 cities
Recently launched in every continent
(except Antarctica – sorry penguins)
Is considered as misunderstood and
simplistic as Twitter once was – with the
same growth in its future
WHO’S SETTING THE BAR?
STARBUCKSWith frequent visits, you can not only become
the mayor of a certain location, you can also
receive the Starbucks stamp and
privileges/promotions at different locations.
BRAVO!They used a series of Bravo! themed badges,
tagged locations, and content entered by
show personalities to create a points program
that will eventually evolve into sweepstakes,
awards and incentives.
NEW YORK TIMESIn addition to the regular stamps, you can
receive additional (branded) one for visiting
locations that the New York Times has
recommended (like restaurants and bars).
People caring about how many friends
they had on Facebook seemed
innocuous enough, but the Obama
campaign brought a new value to
online status. The more people
participated, the more points they
achieved. Activities like fundraising and
event planning gained community
members points, and different
privileges as they reached new levels.
He allowed for people to participate in
a variety of ways. What could start out
as personal interest (“friending” him for
example) could escalate through a
tiered set-up, from Social to Advocate
to Super User. His MyBO creation
even contained easily-accessed raw
material so people could be properly
equipped to promote on his behalf.
“HE TURNED
EVERYDAY PEOPLE
INTO ENGAGED
AND EMPOWERED
VOLUNTEERS”
“HE WILL BE THE
FIRST PRESIDENT
WITH A LEGION OF
13 MILLION AT HIS
FINGERTIPS”
Forgoing their annual Superbowl ad,
Pepsi decided to point its $20 million
elsewhere. They began the Pepsi
Refresh Project with the concept of
“refreshing the world”. Consumers
were asked to submit ideas of how to
refresh the world in 6 different
categories (Health, Culture, Food &
Shelter, Planet, Neighbourhoods, and
Education).
Consumers could enter a variety of
ways, vote from several platforms, and
participate on nearly all major
platforms from Facebook to
Foursquare. All spoke the same
message of refresh, charity and
change. Combined, the internet
mentions of the initiative met or
surpassed those from past years’
Superbowl ads.
“FOR THE FIRST
TIME IN 23 YEARS,
PEPSI WILL NOT
HAVE A
SUPERBOWL AD”
“WE ARE BUILDING
RELATIONSHIPS
AND HAVE MORE
POINTS OF
CONTACT WITH
OUR CONSUMERS”
ING Direct looked at social media as
people “living the brand”. With the
concept of their “Saver’s Revolution”
and the idea that they wanted to be
where people were talking about their
financial concerns, they started by
making Twitter their main feed to
several other communication avenues.
Constant updates and conversation led
people to promotions, articles, videos
and more.
They were the first Canadian company
to leverage YouTube as part of a
contest, and are now the second to
create a full finance-management
iPhone/BB application. Using their
mission to be transparent and honest,
they started conversations in online
forums, and plan on continuing it by
providing real-life spaces like cafes for
people to meet and share ideas. They
are about people taking charge of their
own finances and independence, and
to do that they empowered their
customers, and opened up the
conversation.
“IT HAS KEPT THEM
ACTIVELY
ENGAGED IN THE
CONVERSATION, AS
IT IS COMING FAST”
“WE DON’T LOOK
AT THIS AS A
CAMPAIGN
PER SE”
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