digital pond conference: social media in 2013
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TRANSCRIPT
November 2012
The Digital Pond panel
So that was 2012…• Social keeps growing and is becoming a full part of the marketing mix
– We had another Social Media Election – We had the first Social Media Olympics
• The buzz word of the year was content – But brands are still experimenting with newer platforms such as
Pinterest or Instagram; it’s about finding out what works for them• Social can be used in a variety of ways by brands: engagement, customer
service, insights, PR, crisis management, traffic, SEO and sales• Social Networks want to work with brands
– Facebook keep tweaking their algorithm for promoted posts – Pinterest has just launched Business Pages
• Better analytics, better measurement – Where’s the ROI?
In 2008…
• Twitter: Joined Twitter in 2007 and by Election Day 2008, he had 18K followers
• YouTube: 14.5 million hours of video footage broadcast for free, which would have cost 47 million on TV to broadcast
• MySpace: 844,927 friends • My.barackobama.com social network/hub for
supporters • Text Messaging: Rewarded supporters by
announcing his Vice President by sending a text
In 2012…Existing platforms • Twitter: 23 million followers • LinkedIn/Facebook: held town hall meetings taking questions from
user on Facebook (April 2011), Twitter (July 2011) and LinkedIn (October 2011)
• Dashboard: a more evolved version of My.BarackObama.com
New platforms: • Instagram: behind the scenes pictures of his campaign • Foursquare: Obama shared his stops with his supporters • Michelle Obama on Pinterest: 46K followers; shares behind the scenes
pictures of the campaign and her family life
Tactics: • Google Hangout: • Reddit AMA: took questions from Reddit users – 200,000 people
joined the conversations
Mobile: • Text Message Donations• Mobile App: Obama for America
Social and mobile
1 billion users543 million users access via app
That’s around 55% of users
Is social loosing its coolness?
• Social is still the cool kid on the bloc but consumers not brands are not technically their friends…
• Engagement can backfire – #Waitrosereasons – #Jamies15MM– #susanalbumparty
• But consumers will be responsive if you engage– Foster a sense of community – Show your human side – Add value to your fans – Reward your fans/give them something
special
Too much advertising?
The future of social?
Google+ allow youto see what your friends are sharing directly from your inbox!
Now trending… #gaza #MiddleEast
Now trending… #gaza #MiddleEast
Ford has 1.6m fans on Facebook but what about Google+?
Is Google+ really a ghost town?
Planning your social mix
Graphic Copyright: Guy Kawasaki, the Social Media Decoder as seen by Dan Roam of the Napkin Academy