News Consumed, News DistributedSocial media for brands

Jim ShaughnessyHead of Content

The Rabbit Agency

Three things you should know about me

My background is in traditional media

I practise what Rabbit preach

I live in a house

How are social media and the internet changing the way we consume news?

How are social media and the internet changing the way we interact with brands

How has news consumption and creation changed?

How has this a!ected the

credibility of news sources?

Real time marketing

Real time consumption

Customer expectation

Social media strategy

Source: http://www3.ebu.ch/files/live/sites/ebu/files/Knowledge/Media%20Strategy/ebu_polis_report1.pdf

How is social media changing the way we consume news?

Source: http://news3.co.uk/2013/03/14/five-ways-that-social-is-changing-news/

Source: http://mashable.com/2012/11/28/social-media-time/

43% of young people aged 16-24 "nd their news on social media rather than through search engines

Referrals to the BBC News website from social media increased 500% between

2010 and 2012

Social media accounts for 18% of all time spent

online

The fastest growing social media age group is over 55s

Source: http://news.cnet.com/8301-1023_3-57521694-93/pew-study-news-consumption-up-via-mobile-social-media/

The Internet as a News Source

Internet news is on the rise while traditional news declines

How is social media changing the way we consume news?

Breaking Records for Breaking News

The raid on Osama Bin Laden’s compound and his subsequent death were on social media before

they reached conventional news websites

Tragedy in Boston: How Did Social Media Respond?

Real Time Reporting

Within seconds, Twitter became a destination for those looking for news on the ground

Throughout the aftermath, helpful

advice was dispensed for those in the area by

those who weren’t

Twitter acted as a vital real time

channel for the police to appeal for information

and provide news and advice

According to Topsy, between 2:20AEST and 3:20AEST - before the bombing – the event’s hashtag #BostonMarathon only generated around 2644

mentions across social platforms.

This number exploded to a staggering 288,021 mentions between 5:20AEST and 6:20AEST. The graph below represents this spike. 

Source: http://www.businessspectator.com.au/news/2013/4/16/technology/social-media-fuels-coverage-boston-marathon-bombings-0

The internet rapidly made itself useful. Google produced

a person "nder while locals produced a collaborative

spreadsheet o!ering accommodation to those

a!ected

Information and Misinformation

Twitter users spread the word that parts of the conventional media

were reporting falsehoods

this is real time reporting

Everything is happening in real time. News, views and assistance with no need to

wait for bulletins or reporters

The Rumour Mill

Source: http://simonnricketts.tumblr.com/post/48115760648/twitter-and-news-the-canary-down-the-mine

“A lie can travel halfway around the world while the truth is putting on its shoes.”

Local hospitals urgently need blood donors

There was an additional explosion at the JFK Library

A Muslim with shrapnel wounds is being guarded at Boston

Hospital as a ‘person of interest’

Marathon runners carried on running to give blood

5 explosive devices were found in total

A number of victims were survivors of the Newtown massacre

All untrue at the time of posting

The Dark Side of Social

“Twitter does its best work in the !rst !ve minutes after a disaster, and its worst in the twelve hours after that.” - @rolldiggity

Sensitivity is Imperative

Sensitivity is Imperative

This

That

How Is Social Media Changing Our Relationships With Brands?

Real time marketing

As with news, real time is an emerging trend in

marketing.

Real time everything

Every day life is enhanced in real time

We Expect More

Social media has given customers greater access to brands than ever before. New customer service streams have been created, and if you open them you have to keep watch over

them

If a customer complains on Twitter or Facebook, they expect a quick response. If they don’t get it, the results can be

disastrous

Brand loyalty is dying in the real world. On social, if you can generate the right content, you can create brand loyalty online

Offering Value to a Loyal Community

Well managed brand pages o!er value - be that deals or engaging content - that maintains brand awareness

virtually free of charge

In addition, this creates brand

advocacy, loyal fans who will in$uence

other people to buy

Feedback is Immediate

Customers aren’t just waiting until their

experience is over, they’re using social media

throughout.

While 80% of Britain’s largest retailers are on

Twitter, only 25% respond when called out

People Listen to Each Other

Source: http://www.digitalvisitor.com/latestnewsandresources/social-media-blog/how-reviews-influence-purchasing-decisions.htmlSource: http://www.viralblog.com/user-created-content/reviewing-the-influence-of-online-reviews-infographic/

92% of online shoppers trust recommendations from people they know

70% of online shoppers trust online reviews

92.5% of adults research a product online before buying it in a bricks and mortar store

40% of people trust TV ads

82% of consumers consider user generated views

extremely valuable or valuable

A highly rated product will increase the chances of

purchase by 55%

83.5% of people trust user reviews over critic reviews

Power is in the hand of the consumer like never before

Have a Strategy

Source: http://www.viralblog.com/user-created-content/reviewing-the-influence-of-online-reviews-infographic/

Social media shouldn’t be an afterthought.

Before setting up a feed and creating more work for your sta!, think why

you might need it

Be clear internally; whose job is social?

95% of customers will return to a brand they’ve

had a bad experience with if their issue is solved

quickly and satisfactorily

By creating a solid content strategy, you can ensure consistent

quality over last minute randomness

Seek Out Feedback and Act On It

Check Your Feeds Regularly

• Don’t Tweet while a customer service query is outstanding

• Don’t ignore your customers

• Don’t argue

• Do check at least hourly

• Do take a complaint o%ine as soon as possible

• Do monitor for mentions of your brand not directly aimed at you

Don’t

Do

Be Reactive and Proactive

If you schedule content, keep an eye on the news

Monitor for mentions of your company or products

Seek out your brand advocates and reward them

Thank you

@therabbitagency

@shaunu!

www.therabbitagency.com

jim@therabbitagency.com