Published on February 14, 2014
Hullabaloo Digital Day • • • • • • Socialnomics All about audiences Social Media Channels Transmedia Storytelling Measuring Return on Time Creative Idea Generation
What are our goals for social media?
What are our goals for social media? • • • • • • • • Lead generation Thought leadership/market education Customer acquisition Brand awareness Lead nurturing Website traffic Customer loyalty/retention PR
Ladder of Online Interaction 1. 2. 3. 4. 5. Create Share Experience Learn Access 5
Confident Core (29%) • Mainstream • Comfortable with — Purchasing — Social — Rich media • Demography — 16-44 yrs — High education — High social grade 6
Encouraging online engagement among Confident Core • Key user needs — Discovery — Filtering — Learning — Some experiencing — Some sharing • Must do – Online booking and buying • Key strategies — SEO — Be in the audience’s chosen online spaces — Consider going mobile — Whet appetites — Be informative and credible — Encourage sociable experiences 7
Late Adopters (21%) • Low confidence online • Use email, Google, trusted sites • Demography — 45+ yrs — ¼ Retired — Most married • May book online • No social media 8
Encouraging online engagement among Late Adopters • Key differences to Confident Core — Nervous — Distrust of onlineonly brands — Private • OPPORTUNITIES — Online learning — Email dialogue — Building trust • Key things to bear in mind — No unsolicited email contact — Very little social networking — No user generated content — Reassurances needed re online security — Low skills and low confidence 9
Leading Edge (11%) • Technophiles • Early Adopters • Passionate about arts and culture • Demography — 16-34 yrs — Well educated — Shared living • Very participative 10
Encouraging online engagement among the Leading Edge • Key differences to Confident Core — Mobile internet — Immersive experiences — Advocacy and social media — Interested in creativity — Expectation of free content — Tech literate – easily disappointed — Passionate advocates — Vocal detractors • OPPORTUNITIES — Providing unique, money can’t buy experiences — Being ‘first’ — Partnerships with mobile content providers — Apps — Social media 11
Generation Z • Digital Natives • Internet and social media nothing special just ‘there’ • Invisible economically right now • Audience of the future • Demography — 12-20 yrs • Tribes — Townies — Goths — Nu-metallers — Emos — Pop princesses — Grungers 12
Encouraging online engagement among Generation Z • Key user needs — — — — — — Discovery Filtering Learning Experiencing Sharing Creating • OPPORTUNITIES — Experiential content — Playing and learning • Must Do — Mobile — Online experience — Facebook 13
5 Things Creative Marketers Can Learn From Theatre • Craft a compelling story: to captivate and motivate • Write a catchy chorus: taglines and calls to action • Don’t ignore the score: music can set the mood • Know your audience: target, target, target • Get a gimmick: attract attention
FACEBOOK • WHAT: Online social networking service inspired by US school ‘facebooks’ • WHEN: Launched February 2004 • WHERE: Used globally. Desktop and mobile. • WHO: 1.15 Billion. 75% are under 35. • WHY:
• • • • App Buffets Facebook Exchange Custom Audiences Datalogix
Facebook Trends • App Buffets • Sweepstakes • Deal share • Exclusive • Fan coupon • Video channel • Showcase • Donate
Facebook Trends • Edgerank • Optimize through content • Promoted Posts
Facebook Empathy = Engagement = Traction Case Study: Oreo Pride Cookie • • • • 300,000 likes 60,000 comments 90,000 shares (in one day!)
TWITTER • WHAT: Real time information network and microblogging service • WHEN: Launched July 2006 • WHERE: Used globally. Desktop and mobile. • WHO: 500 Million. All ages. 30% 18-29yrs • WHY:
What is Twitter for business? • Connecting businesses to customers in realtime • A way to quickly share information with people interested in your offer • Gather real-time market intelligence and feedback • Build relationships with customers, partners and influencers • Earned, paid and owned
Twitter Basics • Tweet: A 140-character message. • Retweet (RT): Re-sharing or giving credit to someone else’s tweet. • Modified Tweet (MT): indication that you have edited the original tweet (usually to make it shorter) • Feed: The stream of tweets you see on your homepage. It’s comprised of updates from users you follow. • Handle: Your username. • Mention (@): A way to reference another user by his username in a tweet (e.g. @mashable). Users are notified when @mentioned. It’s a way to conduct discussions with other users in a public realm. • Direct Message (DM): A private, 140-character message between two people. You may only DM a user who follows you. • Hashtag (#): A way to denote a topic of conversation or participate in a larger linked discussion (e.g. #AmericanIdol, #Obama #FF). A hashtag is a discovery tool that allows others to find your tweets, based on topics. You can also click on a hashtag to see all the tweets that mention it in real time — even from people you don’t follow.
Case Study: OPERA NORTH #ruddyblogON "I can only see it is a positive thing that the event organizers from Opera North are looking at ways in which theatre can reach out to new audiences in this digital age that we now live and realize that Social Media is the new grapevine for a younger audience.” Magik City Blog
Case Study: #soirritating "Instead of trying to change the way that people use the platform, the #soirritating campaign builds on top of what Twitter users are already doing: complaining.”
Case Study: #letsdolunch Case Study: Uniqlo • 2 hour campaign • 26th birthday campaign • Every #letsdolunch tweet knocked 0.01p off • Every 26th tweeter won a coupon • By 11am 85,000 tweets knocked $8.50 off the price • 60,000 twitter fans queued up in Uniqlo’s Lucky Line via Tweeter • Lucky Tweet trended for 2 days
Twitter Ideas • Note down relevant # e.g. #northeasthour, #theatre, #FF, #TYA and use 2 per tweet • Make lists e.g. other theatre co’s, journalists, actors – regularly engage/interact without selling • Plan tweets 7 days in advance • Use hootsuite to plan and schedule up to 5 per day • Use bit.ly links to track engagement • Jump into the biggest conversations if relevant e.g. #christmas (always look at what’s trending) • Listen for mentions of your brand • Bring online offline – posters with your # and handle (think photo booth idea)
PINTEREST • • • • WHAT: Pinboard-style photo sharing WHEN: Launched March 2010 WHERE: Used globally. Desktop primarily. WHO: 70 million. 70% female. Older demographic. • WHY:
Pinterest Basics • Pin It Tool: store the Pin It tool in your browser and click it when you see an image you want to pin. • Boards: Create and manage theme-based image collections such as events, interests and hobbies. Users can search for topics and browse other boards. • Repin: save an image to one of your own boards. 80% of pinterest pins are repins. • Repin Ratio: On average .3%. With 1,000 followers, 3 will repin. If you can achieve a ratio of .5% there is an escalation of sharing. • Like: Like an image • Categories: Popular categories include travel, food, home design, fashion and art • Rich Pin: Developed for business pages. Can include prices, ratings or ingredients • Pin Feed: stream of content from the people you follow • Tastemakers: recommended pinboards with content similar to previous pins saved by you
Case Study: Nordstrom 4.5million followers • Created boards for trends, clothing, seasonal events e.g. valentine’s • Top Pinned link on website • Pinterest display promotions instore
Case Study: Jabra My Pinteresting Mom • Mother’s Day campaign • Create a board • Pin images that represent mom • Also the Jabra Pin to Win Image • And 3 images from jabra.com that would ‘help mom out’
INSTAGRAM • WHAT: Mobile photo and video sharing on major social networks • WHEN: Launched October 2010 • WHERE: Used globally. Mobile. • WHO: 150 million. 88% under 35. 68% female. • WHY:
Instagram Basics • Hashtag: search words/phrases using hashtag. • #flashbackfriday #regram #latergram #selfie are the biggest conversations • Weekend hashtag project: series featuring designated themes and hashtags chosen by Instagram’s Community Team. Followers receive the weekend’s project every Friday and each project encourages participants to post creative photographs around the theme.
Case Study: #crueltyfreekisses • Lush vegan makeup line • World record for most lip prints • Offline and online campaign • Empathy = engagement = traction
Instagram Ideas • Join the biggest conversations #flashbackfriday #regram #latergram #selfie #tya (7k) #puppets (76k) etc • Create unique content with secret offers, deals and discount codes eg Topshop • Invite your fans to contribute and evangelise eg #TIMEwireless #itsfallwhen • Humanize your brand eg Benefit Cosmetics • Empathy = engagement = traction
Transmedia Stories Sunderland University: • • • • • • Big Idea – eg user generated brochure #creative convergence – using all platforms Time limited campaign Clear objectives – empathy + engagement + traction Evaluate Rinse and repeat
Transmedia Stories Case Study: Gallery of Lost Art Tate Media Channel 4 • • • • • • • Facebook Twitter Youtube Blogs Participative World of mouth Amplification
ROT is the new ROI
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