Making Friends & Influencing People - We Are Social's beginner's guide to social media

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Email us at sayhello@wearesocial.sg if you'd like a PDF copy of this report. Making Friends & Influencing People is We Are Social Singapore's introduction to social media marketing. It contains 10 principles to guide marketers make the most of social channels, and outlines a powerful 8-step strategic process to help marketers start harnessing social communications for their brands.

Text of Making Friends & Influencing People - We Are Social's beginner's guide to social media

  • MAKING FRIENDS ANDINFLUENCING PEOPLEWE ARE SOCIALS GUIDE TO SOCIAL MEDIA MARKETING SIMON KEMP we are social APRIL 2012
  • MAKING FRIENDS AND 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 2
  • ?WHAT EXACTLY ARE SOCIAL MEDIA? 3
  • Social media are internet-poweredplatforms that make it easy for individuals, groups of people, and organisations toconverse and participate with one another in a wide variety of social activities. 4
  • The concept of social media has been around for thousands of years even early cavemen posted on each others walls.However, the internet has scaled social media to a whole new level. Today, more than 1.5 billion people around theworld have signed up to a social network, and that number is still increasing by more than half a million every day. SOURCES: BASED ON FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD 5
  • JAN 2012 SOCIAL MEDIA PENETRATION 47% 50% 36% 20% 18% 4% 25% 36%we are social SOURCES: BASED ON FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD, COMPARED TO UN POPULATION DATA, 2010 6
  • Its not just the total number of users thats impressive though. Facebook reports that more than half its users sign in every day, while ComScore data indicates that, worldwide, people spend a combined average of more than 10 hours each month using thetop social channels. Indeed, social media have become so popular that they are now responsible for more than 1 minute in every 6 spent on the internet more than any other kind of activity. SOURCES: COMSCORE; FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD 7
  • AVERAGE TIME SPENT ON SOCIAL MEDIA SITES TUMBLR: 89 MINS PINTEREST: 89 MINS TWITTER: LINKEDIN: 21 MINS 17 MINS MYSPACE: GOOGLE+: FACEBOOK: 405 MINS 8 MINS 3 MINSwe are social SOURCE: COMSCORE, AS CITED IN THE WALL STREET JOURNAL. DATA REPRESENTS THE AVERAGE TIME SPENT ON EACH SITE WORLDWIDE, NOT INCLUDING MOBILE USAGE 8
  • 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. Chinas QQ messaging platform aloneclaims more than 700 million registered users. Whats more, withinterest in social media driving internet adoption in many parts of the developing world, we can expect continued growth in the use of social platforms over the coming months. SOURCES: SITE-REPORTED FIGURES 9
  • USERS OF LARGEST SOCIAL NETWORKS FACEBOOK 845 M QQ 710 M TWITTER 500 M TENCENT WEIBO 300 M SINA WEIBO 250 M HABBO HOTEL 200 M VKONTAKTE 135 M GOOGLE+ 100 Mwe are social SOURCES: BASED ON FIGURES REPORTED BY TOP SOCIAL NETWORKS AROUND THE WORLD 10
  • DEBUNKING SOMESOCIAL MEDIA MYTHS 11
  • SOCIAL MEDIA WILL REPLACE ALL ADVERTISING MEDIAThis assertion continues to surface even in leading business literature, but its unlikely that social media will actuallyreplace anything. Rather, social media are simply one more albeit very powerful addition to the array of communications channels at the marketers disposal. 12
  • $0 SOCIAL MEDIA ARE FREE This is another common misconception. The media space itself may be considerably cheaper than it would be in newspapers or on TV, but the time involved increating effective content and interacting with audiencesmeans social channels still require financial investment. 13
  • MARKETING HAS NO PLACE IN SOCIAL MEDIA Marketers that try to shoe-horn interruptiveadvertising into social channels may believe this to be so, but brands that strive to add value to theiraudiences world will often find that their activities are actually very welcome in social media. 14
  • SO HOW CAN BRANDSHARNESS SOCIAL MEDIA? 15
  • If marketers are to seize the opportunities offered by social media, they must first decide what they will use it for. Will it 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 media channels? Only once these questions have been answered should marketers start to plan their specific social media activities. 16
  • COMMON BUSINESS USES OF SOCIAL MEDIA MARKETING 57% INTERNAL COLLABORATION AND LEARNING 39% CUSTOMER SERVICE AND SUPPORT 29% SALES 25% HUMAN RESOURCES 21% STRATEGY 16% R&D 14% OTHER 31%we are social SOURCE: EMARKETER. SOCIAL MEDIA INCLUDE SOCIAL NETWORKS, BLOGS, CHAT, DISCUSSION BOARDS, MICROBLOGS, RATINGS, VIDEO SHARING SITES AND WIKIS. 17
  • 10THE!COMMENDMENTS 18
  • 1: FOCUS ON PEOPLE, NOT TECHNOLOGYSocial media marketing is not a digital discipline its a human discipline thatis powered by digital channels. Platforms like Facebook, Twitter, and Pinteresthave all achieved success by satisfying our desire to connect and interact withother people, but no matter how impressive it is, the technology is only ever ameans to an end. So, in order for brands to ensure lasting relevance andengagement in social media, its critical that marketers build social mediastrategies around peoples motivations, not the platforms technology. 19
  • 2: BUILD CONVERSATIONS, NOT CAMPAIGNSBroadcast advertising works much like a pick-up line: its a great way to makean introduction and capture peoples interest. However, its very difficult to builda long-term relationship with pick-up lines alone. Social media allow marketersto engage audiences beyond introductions and deliver more meaningfulexchanges of value. These exchanges are often smaller and less spectacular thantraditional advertising, but just like in a good marriage these smallerinteractions add up over time to form the basis of a much deeper relationship. 20
  • Content is not king. If I sent you to a desert island and gave you the choice of taking your friends oryour movies, youd choose your friends - if you chose the movies, wed call you a sociopath. Conversation is king. Content is just something to talk about. Cory Doctorow 21
  • 3: CONTENT IS A MEANS, NOT AN ENDSocial media content is less about creating a stand-alone spectacle, and moreabout inspiring and fueling on-going conversations. Because of this, content cantake on different forms and roles: activities like asking questions, posting simplepictures, or even sharing links to third-party content can all help to engage anaudience. However, its critical that this content all contributes towards a broaderconversation agenda, and marketers need to give special attention tosequencing different activities to ensure conversations evolve as desired. 22
  • 4: ADD VALUE TO THE AUDIENCES LIFEA brands social media activity has to compete with a wide variety of compellingcontent: updates from family and friends, entertainment, news, and activity fromother brands. Because of this, the interruptive broadcast approach no longerworks. Instead, brands must consi