Making Friends & Influencing People - We Are Social's beginner's guide to social media
Email us at firstname.lastname@example.org 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.
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 consistently deliver activities that engage theaudience activities that people will actively seek out, and choose to share withothers. Critically, brands need to add real value to the audiences life by goingbeyond statements about product attributes to understand the benefits thatmatter to the audience, and finding relevant ways to bring these benefits to life. 23 5: LISTENING IS THE NEW SHOUTINGPeople use social networks to talk about the things that matter to them. In doingso, they share a wealth of information: their interests, their habits, their moods;even their brand preferences. This publicly available information is often worthjust as much as and sometimes more than traditional market research.Critically, it can help marketers to understand which platforms their audiencesuse, and why. This understanding can then inform a powerful, multi-channelstrategy that engages people in different ways at different times. 24 6: SPREAD THE WORDIts unlikely that people will accidentally stumble upon a brands social mediapresence, 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 intendedaudience, but its vital that it demonstrates how the brands social mediaactivities will add value to the intended audiences life. Simply inviting people toLike a page is rarely enough; people need to understand what theyll get inreturn for their time and effort. 25 7: ALWAYS BE PREPAREDSocial media provide frequent reminders that you cant please all of the peopleall of the time. Most brands will need to deal with discontent at some point orother, so marketers should prepare for such situations in advance. Similarly,brands should allow for nice surprises too, and have plans in place to capitaliseon social serendipity and unexpected opportunities. A clear 3As Process alert,assess, act can help marketers prepare for these situations, ensuring the rightpeople can deliver the right responses in the right places at the right times. 26 8: MEASURE YOUR PROGRESSSocial media marketing is a business investment, and marketers must be able todemonstrate how it adds value to the brands bottom line. Social media ROI isnot restricted to increasing sales though; improving the frequency of referrals,reducing the cost of customer service, and even helping to track competitoractivity are all ways in which social media can contribute to a brands overallsuccess. Measuring ROI neednt be complicated either; simple before-and-aftermeasurements of metrics tied to original objectives can provide rich insights intowhether activities are delivering on expectations. 27 9: OPTIMISE AS YOU GOUnlike the ready, aim, fire paradigm of broadcast media, social media offermarketers the opportunity to stop, start, or change elements of their activities inreal-time, depending on the audiences response (or lack thereof). As a result,marketers can adopt a test-and-learn approach, trialling different approachesand adapting their strategy based on their results. Consequently, regularreporting should play a key part in any social media strategy. 28 You cant hurry love, No, you just have to wait; Love dont come easy,Its a game of give and take The Supremes (1966) 29 10: BE IN IT FOR THE LONG TERMDeep, meaningful relationships take time to build, and marketers need to takethings at a pace that the audience is comfortable with. Sometimes the audiencewill initiate the conversation, but other times, it may take many months to buildthe desired momentum. Either way, brands cant achieve lasting success in socialmedia by dipping in and out; they must adopt a long-term, committedapproach. This usually involves building a dedicated social media team whether internally, or with the help of a partner agency that can takeadvantage of every social opportunity, however unexpected, tactical or transitory. 30 1. FOCUS ON PEOPLE, NOT TECHNOLOGY2. BUILD CONVERSATIONS, NOT CAMPAIGNS3. USE CONTENT AS A MEANS, NOT AS AN END4. ADD VALUE TO THE AUDIENCES LIFE5. LISTENING IS THE NEW SHOUTING6. SPREAD THE WORD7. ALWAYS BE PREPARED8. MEASURE YOUR PROGRESS9. OPTIMISE AS YOU GO10. BE IN IT FOR THE LONG TERM 31 SO HOW CAN YOU GET STARTED WITHSTRATEGIC SOCIAL MEDIA MARKETING? 32 8STEPS TOSTRATEGIC SUCCESS 33 STEP 1: DEFINE YOURBUSINESS OBJECTIVES 34 STEP 2: MONITOR AND INTERPRETYOUR AUDIENCES CONVERSATIONS 35 STEP 3: UNDERSTAND YOUR AUDIENCES MOTIVATIONS 36 STEP 4: IDENTIFY HOW YOU CAN ADDVALUE TO YOUR AUDIENCES WORLD 37 STEP 5: SELECTYOUR PLATFORMS 38 STEP 6: STRATEGISE YOUR APPROACH 39 STEP 7: TESTAND LEARN 40 STEP 8: RINSE AND REPEAT 41 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 42 WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WERE ALREADY HELPING MANY OF THE WORLDS TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTL, HEINZ, AND LVMH. IF YOUD LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT HTTP://WEARESOCIAL.SG/ SIMON KEMPMANAGING DIRECTOR, SINGAPORE @ESKIMON DJESKI +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG