Published on February 24, 2014
we are social MAKING FRIENDS & INFLUENCING PEOPLE WE ARE SOCIAL’S GUIDE TO SOCIAL MEDIA MARKETING We Are Social @wearesocialsg • 1
We Are Social @wearesocialsg • 2
MAKING FRIENDS & INFLUENCING PEOPLE SOCIAL MEDIA DEFINED THE STATE OF SOCIAL MEDIA DEBUNKING SOCIAL MEDIA MYTHS HOW CAN MARKETERS HARNESS SOCIAL MEDIA? USES OF SOCIAL MEDIA FOR BUSINESS THE 10 ‘COMMENDMENTS’ 8 STEPS TO STRATEGIC SUCCESS FINDING OUT MORE We Are Social @wearesocialsg • 3
? WHAT EXACTLY ARE SOCIAL MEDIA? We Are Social @wearesocialsg • 4
Social media are internet-powered platforms that make it easy for individuals, groups of people, and organisations to converse and participate with one another in a wide variety of social activities. We Are Social @wearesocialsg • 5
The concept of social media has been around for thousands of years – even early cavemen wrote on each other’s walls. However, the internet has scaled social media to a whole new level. Nearly 2 billion people around the world use social networks every month, and that number is still increasing by hundreds of thousands of people every day. We Are Social @wearesocialsg • 6
FEB 2014 GLOBAL DATA SNAPSHOT 7,095,476,818 52% TOTAL POPULATION URBAN 2,640,432,161 INTERNET USERS 1,858,450,660 ACTIVE SOCIAL NETWORK USERS 3,424,960,000 ACTIVE MOBILE USERS 48% RURAL 37% INTERNET PENETRATION 26% SOCIAL NETWORKING PENETRATION 48% MOBILE USAGE PENETRATION 6,966,523,000 ACTIVE MOBILE SUBSCRIPTIONS 98% MOBILE SUBSCRIPTION PENETRATION We Are Social • Sources: US Census Bureau, InternetWorldStats, CNNIC, IAMAI, Tencent, Facebook, VKontakte, GSMA Intelligence @wearesocialsg • 7
It’s not just the number of users that’s impressive, though. Facebook reports that more than half its users sign in every day, while ComScore data indicates that, worldwide, people spend more than 10 hours each month using the top social channels. Social media have become so popular that they are now responsible for more than 1 in every 6 minutes spent on the internet – more than any other kind of activity. We Are Social • Sources: Facebook, ComScore @wearesocialsg • 8
FEB 2014 TIME SPENT ON SOCIAL MEDIA AVERAGE NUMBER OF HOURS PER DAY SPENT BY SOCIAL MEDIA USERS ON ALL SOCIAL CHANNELS 3.4! 3.2! 3.2! 3.2! 3.1! 3.1! 3.1! 2.8! 2.8! 2.6! 2.4! 2.1! 2.1! 2.0! 2.0! 2.0! 1.9! 1.8! 1.8! 1.8! 1.7! 1.7! 1.7! 1.6! 1.6! 1.6! 1.5! 1.4! 1.4! 1.3! 1.3! 0.9! We Are Social • Source: GlobalWebIndex JAPAN SOUTH KOREA GERMANY NETHERLANDS SWEDEN CHINA SPAIN AUSTRALIA UK POLAND SINGAPORE IRELAND FRANCE TAIWAN CANADA HONG KONG RUSSIA WEIGHTED AVERAGE VIETNAM ITALY INDIA USA INDONESIA SOUTH AFRICA TURKEY UAE THAILAND SAUDI ARABIA ARGENTINA MALAYSIA BRAZIL MEXICO PHILIPPINES 0.5! @wearesocialsg • 9
AVERAGE TIME SPENT ON SOCIAL MEDIA SITES TUMBLR: 89 MINS TWITTER: 21 MINS FACEBOOK: 405 MINS We Are Social • Source: ComScore, as cited in the Wall Street Journal MYSPACE: 8 MINS PINTEREST: 89 MINS LINKEDIN: 17 MINS GOOGLE+: 3 MINS @wearesocialsg • 10
Social media are a global phenomenon too: Facebook has users in more than 200 countries, with India, Indonesia, Brazil and Mexico all in the top 5. China’s QZone platform claims more than 630 million active users alone. What’s more, with interest in social media driving internet adoption in many parts of the developing world, growth in the use of social platforms will continue for the foreseeable future. We Are Social • Sources: Facebook, Tencent @wearesocialsg • 11
FEB 2014 ACTIVE USERS BY SOCIAL PLATFORM BASED ON ACCOUNTS THAT HAVE LOGGED IN AT LEAST ONCE IN THE PAST 30 DAYS, IN MILLIONS FACEBOOK 1,230 M QQ 816 M QZONE 632 M WHATSAPP GOOGLE+ WECHAT LINKEDIN TWITTER 450 M 300 M 272 M 259 M 232 M SOCIAL NETWORK TUMBLR 230 M TENCENT WEIBO 220 M We Are Social • Sources: most recent user data in company press releases, correct as at Feb 2014 MESSENGER / CHAT APP @wearesocialsg • 12
DEBUNKING SOME SOCIAL MEDIA MYTHS We Are Social @wearesocialsg • 13
“SOCIAL MEDIA WILL REPLACE ADVERTISING” This assertion continues to surface, even in leading business literature, but it’s unlikely that social media will ‘replace’ anything. Rather, social media are simply one more – albeit very powerful – addition to the mix of comms channels at the marketer’s disposal. We Are Social @wearesocialsg • 14
$0 “SOCIAL MEDIA ARE FREE” This is another common misconception. The media space itself may be considerably cheaper than that in newspapers or on TV, but the time involved in creating effective content and interacting with audiences means social channels still require financial investment. We Are Social @wearesocialsg • 15
“MARKETING HAS NO PLACE IN SOCIAL MEDIA” Marketers that try to shoe-horn interruptive advertising approaches into social channels may believe this to be so, but brands that strive to add value to their audiences’ world will find that their activities are actually very welcome, and successful, in social media. We Are Social @wearesocialsg • 16
SO HOW CAN BRANDS HARNESS SOCIAL MEDIA? We Are Social @wearesocialsg • 17
If marketers are to seize the opportunities offered by social media, they must first decide what they will use them for. Will they simply be another advertising channel? Is there an opportunity to use social media to deliver real-time customer service? Could the brand generate revenue directly through social channels? Only once these questions have been answered should marketers start to plan specific social media activities. We Are Social @wearesocialsg • 18
COMMON BUSINESS USES OF SOCIAL MEDIA MARKETING 57% INTERNAL COLLABORATION AND LEARNING CUSTOMER SERVICE AND SUPPORT SALES 29% 25% HUMAN RESOURCES STRATEGY R&D 39% 21% 16% 14% OTHER We Are Social • Source: eMarketer 31% @wearesocialsg • 19
THE 10 ‘COMMENDMENTS’ We Are Social @wearesocialsg • 20
1: FOCUS ON PEOPLE, NOT TECHNOLOGY Social media marketing is not a digital discipline – it’s a human discipline that is powered by digital channels. Platforms like Facebook, Twitter, and Sina Weibo have all achieved success by satisfying our desire to connect and interact with other people, but no matter how impressive it is, the technology is only ever a means to an end. In order for brands to ensure lasting relevance and engagement in social media, it’s critical that marketers build social media strategies around people’s motivations, not the platforms’ technology. We Are Social @wearesocialsg • 21
2: BUILD CONVERSATIONS, NOT CAMPAIGNS Broadcast advertising works like a pick-up line: it’s a great way to make an introduction and capture people’s interest. However, it’s very difficult to build a long-term relationship with pick-up lines alone. Social media allow marketers to engage audiences beyond introductions and deliver more meaningful exchanges of value. These exchanges are often smaller and less spectacular than traditional advertising, but – just like in a good marriage – these smaller interactions add up over time to form the basis of a much deeper relationship. We Are Social @wearesocialsg • 22
“ Content is not king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends – if you chose the movies, we'd call you a sociopath. Conversation is king. Content is just something to talk about. ~ Cory Doctorow We Are Social ” @wearesocialsg • 23
3: CONTENT IS A MEANS, NOT AN END Social media content is less about creating a stand-alone spectacle, and more about inspiring and fueling on-going conversations. Because of this, content can take on different forms and roles: activities like asking questions, posting simple pictures, or even sharing links to third-party content can all help to engage an audience. However, it’s critical that this content all contributes towards a broader ‘conversation agenda’, and marketers need to give special attention to sequencing different activities to ensure conversations evolve as desired. We Are Social @wearesocialsg • 24
4: ADD VALUE TO THE AUDIENCE’S LIFE Brands must compete with a variety of compelling content in social media: updates from family and friends, news, games, and entertainment. As a result, the interruptive ‘broadcast’ approach doesn’t work; instead, brands must consistently deliver activities that engage the audience – activities that people will seek out and choose to share with others. Brands need to add real value to their audiences’ lives, by going beyond product attributes to understand what really matters to people, and finding relevant ways to bring these benefits to life. We Are Social @wearesocialsg • 25
5: LISTENING IS THE NEW SHOUTING People use social networks to talk about the things that matter to them. In doing so, they share a wealth of information: their interests, their habits, their moods; even their brand preferences. This publicly available information is often worth just as much as traditional market research. Critically, it can help marketers to understand which platforms their audiences use, and why. This understanding can inform a powerful, multi-channel strategy that engages people in different ways at different times. We Are Social @wearesocialsg • 26
6: SPREAD THE WORD It’s unlikely that people will accidentally stumble upon a brand’s social media presence, so raising awareness of social media activities is a key part of success. Advertising is a perfectly legitimate way of getting the word out to the intended audience, but it’s vital that it demonstrates how the brand’s social media activities will add value to the intended audience’s life. Simply inviting people to ‘Like’ a page is rarely enough; people need to understand what they’ll get in return for their time and effort. We Are Social @wearesocialsg • 27
7: ALWAYS BE PREPARED Social media provide frequent reminders that you can’t please all of the people all of the time. Most brands will need to deal with discontent at some point or other, so marketers should prepare for such situations in advance. Similarly, brands should allow for nice surprises too, and have plans in place to capitalise on social serendipity and unexpected opportunities. A clear ‘3As Process’ – alert, assess, act – can help marketers prepare for these situations, ensuring the right people can deliver the right responses in the right places at the right times. We Are Social @wearesocialsg • 28
8: MEASURE YOUR PROGRESS Social media marketing is a business investment, and marketers must be able to demonstrate how it adds value to the brand’s bottom line. Social media ROI is not restricted to increasing sales though; improving the frequency of referrals, reducing the cost of customer service, and helping to track competitor activity are all ways in which social can contribute to a brand’s overall success. Measuring ROI needn’t be complicated either; simple before-and-after measurements of metrics tied to objectives can reveal whether activities are delivering on expectations. We Are Social @wearesocialsg • 29
9: OPTIMISE AS YOU GO Unlike the ‘ready, aim, fire’ paradigm of broadcast media, social media offer marketers the opportunity to stop, start, or change elements of their activities in real-time, depending on the audience’s response (or lack thereof). As a result, marketers can adopt a ‘test-and-learn’ approach, trialling different approaches and adapting their strategy based on their results. Consequently, regular reporting should play a key part in any social media strategy. We Are Social @wearesocialsg • 30
“ You can’t hurry love, no, you just have to wait; love don’t come easy, it’s a game of give and take. ~ The Supremes (1966) We Are Social @wearesocialsg • 31
10: BE IN IT FOR THE LONG TERM Meaningful relationships take time to build, and we need to take things at a pace the audience is comfortable with. Sometimes they will initiate the conversation, but other times, it may take months to build the desired momentum. Either way, brands can’t achieve lasting success in social media by dipping in and out; they must adopt a long-term, committed approach. This includes building a dedicated social team – whether internally, or with a partner agency – that can take advantage of every social opportunity, however unexpected, tactical or transitory. We Are Social @wearesocialsg • 32
THE 10 ‘COMMENDMENTS’ We Are Social FOCUS ON PEOPLE, NOT TECHNOLOGY 2. BUILD CONVERSATIONS, NOT CAMPAIGNS 3. USE CONTENT AS A MEANS, NOT AS AN END 4. ADD VALUE TO THE AUDIENCE’S LIFE 5. LISTENING IS THE NEW SHOUTING 6. SPREAD THE LOVE 7. ALWAYS BE PREPARED 8. MEASURE YOUR PROGRESS 9. OPTIMISE AS YOU GO 10. BE IN IT FOR THE LONG TERM 1. @wearesocialsg • 33
SO, HOW CAN YOU GET STARTED WITH STRATEGIC SOCIAL MEDIA MARKETING? We Are Social @wearesocialsg • 34
8 STEPS TO STRATEGIC SUCCESS We Are Social @wearesocialsg • 35
STEP 1: DEFINE YOUR BUSINESS OBJECTIVES We Are Social @wearesocialsg • 36
STEP 2: MONITOR AND INTERPRET YOUR AUDIENCE’S CONVERSATIONS We Are Social @wearesocialsg • 37
STEP 3: UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS We Are Social @wearesocialsg • 38
STEP 4: IDENTIFY HOW YOUR BRAND CAN ADD VALUE TO YOUR AUDIENCE’S WORLD We Are Social @wearesocialsg • 39
STEP 5: SELECT YOUR PLATFORMS We Are Social @wearesocialsg • 40
STEP 6: STRATEGISE YOUR CONTENT APPROACH We Are Social @wearesocialsg • 41
STEP 7: TEST AND LEARN We Are Social @wearesocialsg • 42
STEP 8: RINSE AND REPEAT We Are Social @wearesocialsg • 43
8 1: SET YOUR OBJECTIVES 2: MONITOR CONVERSATIONS 3: UNDERSTAND MOTIVATIONS 4: IDENTIFY HOW TO ADD VALUE 5: SELECT YOUR PLATFORMS 6: STRATEGISE YOUR APPROACH 7: TEST AND LEARN 8: RINSE AND REPEAT We Are Social @wearesocialsg • 44
FIND OUT MORE AT WEARESOCIAL.SG We Are Social wearesocial.sg • @wearesocialsg • 250
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. We Are Social Making Friends & Inﬂuencing People • 45
WE ARE SOCIAL SINGAPORE SIMON KEMP, MANAGING DIRECTOR @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social Making Friends & Inﬂuencing People • 46
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