Hello Social Media

A short introductory talk i've done a few times to clients who dont know what social media is. Yes, they exist, even now. It's very top line and focusses mostly on principles and concepts

I've removed all the work examples and case studies. Many of them were projects i was involved in and some had NDA's. You know how it is.

Transcript

1. THE DIGITAL RELATIONSHIP AGENCY
2. Knnktr is a Digital Relationship Agency. We use pixels to bring people closer to brands and organizations. About Knnktr
3. SOCIAL MEDIA 101
4. DEFINITION: social media are internet based applications that allow the creation and exchange of user generated content, mediating social interactions and dialogue in a virtual environment.
5. WE TEND TO THINK OF IT AS THIS
6. WHAT IT REALLY IS BLOGGING & PUBLISHING
7. WHAT IT REALLY IS VIDEO MEDIA
8. WHAT IT REALLY IS BROADCAST & TELEVISION
9. WHAT IT REALLY IS PHOTOGRAPHY NETWORKS
10. WHAT IT REALLY IS MUSIC AND AUDIO
11. WHAT IT REALLY IS RESEARCH & ANSWERS
12. WHAT IT REALLY IS VENTURE CAPITAL & FUNDING
13. WHAT IT REALLY IS SOCIAL GAMING NETWORKS
14. WHAT IT REALLY IS THE INTERNET OF THINGS
15. Right now, socially driven web services are disrupting dozens of industries, marketing included
16. 5 Million South Africans 90% of All Internet Users 700 Minutes Spent p/m 50% Access Via Mobile LOOK AT THE NUMBERS
17. 10 Million on Mxit 1 Million on Twitter 1.5 million on LinkedIn 48hrs loaded to Youtube p/h LOOK AT THE NUMBERS
18. Social Media Isn’t Media GETTING IT RIGHT
19. MEDIA AGENCY BRAND RESEARCH Television, Radio, Print, Billboards SOCIAL MEDIA ISN’T LIKE AUDIENCE
20. CONTENT CONTENT CONTENT CONTENT CONTENT BRAND AGENCY CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT
21. HOW IT’S NOT LIKE TRADITIONAL MEDIA ‣ Brands are thrown into the crowd with the rest of us. ‣ Communication is continuous, bilateral. ‣ Brands are competing with people’s content ‣ People interact only see, or interact with content that resonates with them. ‣ Research is real time. Iterative content strategies redefined on the fly. ‣ Dialogue is in public domain, shareable and anyone can participate ‣ It’s designed for people, not brands.
22. Some classic marketing rules still apply. Some don’t. END OF THE WORLD AS WE KNOW IT?
23. MARKETING 101 ‣ Start with a strategy. Invest in a strategy. Insist on a strategy. ‣ Select social channels aligned to Strategy and Target Market ‣ Set clear metrics and establish ROI expectations. ‣ Establish how social channels can contribute to KPI’s. ‣ Integration with your existing brand plan & marketing mix.
24. A FEW THINGS THAT WE’VE LEARNED
25. CONVERSATIONS OVER CAMPAIGNS ‣ People don’t speak to each other in campaign bursts. ‣ Persistence over peaks. ‣ Develop a clear and distinctive brand voice. ‣ Create a Conversation/ Content Strategy ‣ Establish “Dialogue Platforms” and content properties.
26. CONVERSATION OVER CAMPAIGN Time Awareness Social Post Campaign Campaign
27. CO-CREATION OVER PRESENTATION ‣ Social media is the age of the prosumer. ‣ Co creation gives your audience equity in your brand ‣ More interactions means more people see your content. ‣ Beautifully executed work that doesn’t “invite the user in” fails ‣ Worry less about presentation. More about your content resonating with your community.
28. WEB PRESENCE OVER WEBSITE ‣ Social challenges the definition of what it means to be “on the web” ‣ Traffic to your web site is not necessarily success. ‣ Presence is measured by engagement with content ‣ Decentralisation is not a bad thing. ‣ The best web url, is not the one with your name on it. It’s the ones where the people are.
29. site presence WEB PRESENCE OVER WEBSITE
30. COMMUNITY OVER DATABASES ‣ Databases are stagnant, often out dated ‣ Database = in or out / Community broadens the scope & opportunity ‣ Authentic communities are finally achievable. ‣ Gather richer data about your people, more easily. ‣ Develop more holistic digital communication strategies.
31. AMBIVALENT INTERESTED UNINTERESTED BRAND FAN BRAND ADVOCATE BRAND ENGAGE ENGAGE ENGAGE ENGAGE
32. ONE FAN OVER A THOUSAND FANS ‣ Don’t focus on crossing the next 1000 “likes” threshold ‣ Customer service that fails in Social, fails. ‣ Every comment matters. Every person matters. ‣ Social is a great platform to turn critics into converts.
33. INTEGRATION OVER SILOS ‣ Don’t keep social in a silo. ‣ The more access your social partners have to calendars, activations, the better you look ‣ Bring Social Partners into PR, ATL, BTL meetings. ‣ Social partners with access to your partner agencies will deliver a better service.
34. THANK YOU http://knnktr.com | shawn@knnktr.com