5 social media trends to watch
Post on 22-Oct-2014
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Presented for KU by Justin Goldsborough (@jgoldsborough)
5 social media trends to watch
Justin Goldsborough
justin.goldsborough@fleishman.com
Twitter: @jgoldsborough
Blog: www.justincaseyouwerewondering.com
LinkedIn: http://www.linkedin.com/in/justingoldsborough
816.512.2236
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Who am I?
Northwestern
Kansas City Royals
Social mediaIrish setters
Bon Jovi
HusbandFriend
IABC
Volunteer
@jgoldsborough(#pr20chat)
GenY
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Today’s Agenda > Social media landscape> 5 trends to watch
1. Business value of social media2. Listen or lose 3. Content marketing4. Reaching the right people5. Blurring of media and social media
> 5 things you can do today> Q&A
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Social media landscape
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345 millionworldwide monthly viewers
100 millionmonthly visitors500 million
members worldwide
100 millionusers worldwide
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1. Business value of social media
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Social network use is growing
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What is it?
Social networking site that allows real-time connection between friends and brands.
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• Create– Profile, fan
or group
• Customize– Wall, photos,
applications, custom tabs, videos
• Connect – Events, comments,
offers, customer service
99%
Engagement, Customer Service
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Micro-blogging platform that allows users to share thoughts, ask questions
in 140 characters or less.
What is it?
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• Create– Develop a handle,
create bio, find follow-ees
• Customize– Listen, Tweet,
ReTweet (RT), Direct Message (DM)
• Connect– Find related
communities and network
Networking, Thought Leadership
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Twitter chats
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What is it?
>Video sharing site where users can upload, view and share video clips.
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• Create– Create account,
upload video
• Customize– Film videos, tag
videos, build and brand channel
• Connect– Engage, vote, upload
videos that answer customer questions/issues
YouTube is the second largest search engine on the Internet…
and it’s not a search engine.
Thought Leadership
Just ask Rebecca Black
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What is it?
Social networking site that allows real-time connection between working professionals.
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• Create– Individual profile
• Customize– Find connections you
want to add to your network for personal or professional reasons
• Connect – Join industry groups or
groups your target consumers are in and listen, engage
Lead Generation and networking
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2. Listen or lose
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2. Listen or Lose
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> A company that specializes in pain relief finds itself in pain after its video targeted at moms backfires.
> Many influential moms begin tweeting their discontent with the brand, which has endured more than 1,000 negative tweets and ended up in the New York Time by the time it posts an apology 48 hours after the “uprising” begins.
Case study No. 1
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> A customer accuses your airline of breaking his guitar and asks you to replace it.
> After a year of contacting your customer service team to no avail, this customer creates a YouTube video explaining his situation and the viewers begin piling up…in the thousands and eventually, millions.
Case study No. 2
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United Breaks Guitars
10 million views
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From YouTube to CNN and ABC
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Financial Impact
-10% ($180 million)
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> Two of your restaurant employees thought it would be funny to do some “gross” things with the food you serve in the kitchen and they filmed it, posted it online.
> The outcry online is strong and crosses multiple channels – YouTube, Twitter, Facebook, blogs. Your company has no official social media presence.
Case study No. 3
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Much worse than The Noid!
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Dominos Ramon was listening, responding
125,000 embeds
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•Shifted conversation to sports performance •Consumers turning to Gatorade for expertise•Drove more than 700 visits to product locator•Allows Gatorade to take a negative situation and create a consumer-education moment
Pepsi and Gatorade recognized an increased need to better monitor and engage with customers within social media on a regular basis.
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3. Content marketing
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PR distribution process changes
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Old Spice guy
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3rd-party advocacy=marketing
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People share awesome
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4. Reaching the right people
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Reaching the right eyeballs, not all eyeballs
New Math:
5,000 people who sought out your
message are more
valuable than 5 million who
didn’t.
Your brand here
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Shifting sources of trust
of consumers trust
advertisements
14% of consumers trust recommendations
from peers
78%
{Lecture} {Conversation}
Nielsen “Trust in Advertising” Survey, 2008
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The cat food conundrum
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Advertising
Brand Assets
Personal Selling
Public Relations
Direct Marketing
Sales Promotion
Integrated Communications
•Web sites•Blogs•Podcasts andVideos•Mobile/WAP
•Sponsorships•Television•Radio•Outdoor•Print Ads•Search / Banners / Imbedded Content
•Contests / Sweeps•Coupons•Incentives•Point of Purchase
•Telemarketing•Field Sales•Presentations / Demonstrations
•Events / Webinars•Media Relations•Online Outreach•Word of Mouth•Product Integration
•Social Networks•Video/Photo Sharing Sites
•Wikis/Wikipedia•Tagging
•Direct Response•Physical Mail•Email•Mobile / TXT
Paid Media Earned Media
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5. Blurring of media and social media
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Changing media landscape
89%Blogs
65%Facebook/LinkedIn
52%Twitter
Source: Cision, Winter 2009
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The man who changed Twitter
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TMZ gets it right
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Tweets as sources
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Facebook too
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Evolution of Journalism
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News vs the Newspaper
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5 things you can do today
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Implications
1. Check out #prstudchat and #u30pro communities and follow at least one journalist contact on Twitter.
2. Check out Gini’s, Shel’s, Chris’, Mitch’s or Sarah’s blog if you haven’t already.
3. Google yourself and make sure you are “listening.”
4. Keep practicing your writing and storytelling.
5. Network, network, network!
Five Things To Do Today
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Q&A
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Thank you!
Social Media Strategy
Justin Goldsborough
justin.goldsborough@fleishman.com
Twitter: @jgoldsborough
Blog: www.justincaseyouwerewondering.com
LinkedIn: http://www.linkedin.com/in/justingoldsborough
816.512.2236
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