Barloworld 190112

SocialTalk – Follow, Engage, Initiate [email protected]

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Social media and how to manage public expectationsThe good, the bad and the ugly about social media

- what are social media

- why should corporates care

- the latest trends: Ad-tech San Francisco 2010/2011 review

Media Analysis Impact

Wadim Schreiner

MD of Media Tenor SA

Not a Social Media marketer

Traditional/conservative media user

Twitter (@newsmaniac)

iPad

iPhone

My quest into Social Media


What are social media

‘The more in control we are, the more out of touch we become. But the more willing we are to let go a little, the more we’re finding we get in touch with consumers’. AG Lafley, CEO Procter & Gamble


Social Media: Online media like blogs, podcasts, videos, and news with a strong participatory element through comments, ratings, or other mechanisms. Social media is generated by the people and for the people with content created by anyone with a voice

Social Networking: Connecting with a community of people in your network through services like Facebook and Twitter with various methods of online interaction.


some stats Currently 2, billion internet users,

6,8 million + in SA (13.7% penetration)

(13,2 Morocco; 20,1 Egypt; 44 Nigeria)

46 million+ SA cellphones

14 million unique users of mobile internet

Facebook: 800m+ users, 50% log in every day, average 134 friends

4.8m SA users (32nd, 9% population, 90% online population)

200m twitter users worldwide, 405 000 SA twitter users generating 3.7 m tweets per month


…but 85% of users tweet less than once a day.

21% have never posted a tweet.

93% of users have less than 100 followers.

92 % of users follow less than 100 people.

5% of Twitter users are responsible for 75% of all tweets.

0.29% of users follow more than 2,000 people

60% of facebook users access their website once a month


What is the biggest difference between traditional media and social media?

Traditional media push in a semi-controlled way selected information to the audience, without a way of testing the effect

Social media are a dialogue, a conversation between people, usually uncontrolled, with a very easy, and immediate way to test the reaction of a very specific audience


Instant Messaging emails

Streamssocial

networks

social media landscape

Private:1:1

Public:1:many

real time static


Why are social media often feared?

Traditional media environment can be controlled. Information can be channelled, ‘right’ coverage bought and ‘mistakes fixed’.

Social media require that the control about the information, and essentially about the reputation are handed over to an audience that cannot be ‘controlled’ with traditional means.


Traditional media are still major influencers, particularly in terms of share price, analyst perceptions and shareholder sentiment

But people talk. A lot. And share information. And word of mouth is more worth than traditional media. People trust influencers.


Are social media the right thing for you?

It is, if you…


• Are willing to give up control of the message• Are willing to face the consequences of your

actions, frank and openly• Are willing to talk and respond• Are willing to be honest and transparent


Do you have a choice?

Yes. You don’t have to care about social media

But…


• Sooner or later, you will have to listen to what the consumers are saying.

• It will affect your bottom line• Head-in-sand approach and ‘spinning’ will no

longer make a difference.• You will have to embrace the conversation,

join the conversation and eventually LEAD the conversation


the purpose of utilising social media for your brand

to engage activelywith your consumers /

clients


Online Reputation Management is about:

FOLLOW ENGAGE INITIATE

Japie Swanepoel: Interactive Concepts


The latest trends

Ad-Tech San Francisco April 2010


#5 Build your community


#4 Engage with the influencers


8%

Share(% of total)

Click(# of clicks back to site)

Engage(page views/visit)

39%

38%

15%

18x

3x

1x

6x

1.6

2.8

3.0

1.5


#3 Integrate


#2 measure and know your metrics


• Hours spent on Twitter?

• Average number of people followed?

• Average number of people following?

• Number of Re-Tweets?

• Use of search and hashtags?

• Appearance on favorites lists?


#1 The Strategy

• Active listening• Social media policy• Organisational alignment• Business objectives• Customer assessment


social media will overtake marketing: CEO; Denuo

note the mommy bloggers

my “take-home” points

Superior products and services are more important

than any marketing efforts

Address detractorswork with partners not suppliers

leverage technology to determine what your consumers want

be more comfortable to “let go” / loose control

to digital natives, there’s no new media, just media


The latest trends

Ad-Tech San Francisco April 2011


Group buying

Source: Japie Swanepoel, Interactive Concepts


commerce

local

social

mobile



Social gaming



scale

engagement

user choice

Instant reward



The tablet



Most common social media myths

Social Media is about selling

More is better

Nothing beats viral marketing

The social media expert

Social media takes care of customer relations

Social media = what people think


Thank you

And please follow me

@newsmaniac

www.slideshare.net/newsmaniac

Barloworld 190112

Technology

Transcript of Barloworld 190112