jaco meiring: social media overview 2011 ish: d4c
Post on 17-Oct-2014
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Jaco Meiring of Investec shares his social media overview of 2011..ish.TRANSCRIPT
Social Media overview 2011: who, what, why?
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What we will cover (in no particular order)
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What we will cover (in no particular order)
• Influence
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What we will cover (in no particular order)
• Influence
• Experience
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What we will cover (in no particular order)
• Influence
• Experience
• Engagement
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What we will cover (in no particular order)
• Influence
• Experience
• Engagement
• Relationships
Monday 30 May 2011
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What we will cover (in no particular order)
• Influence
• Experience
• Engagement
• Relationships
• How to get there
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Question?
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Do you want to see my LG?
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Why?
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Why does it matter?
As Fortune put it in October 2003, "There may be a new kind of Internet emerging - one more about connecting people to people than people to websites."
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People want to belong and they want to socialise where they have a sense of belonging...
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"A wealth of information creates a poverty of attention."
Herbert A. Simon, 1971
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How to get attention?
Engage people...
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YouTube (online video)#1 Justin Bieber - Baby ft. Ludacris; 476 million views
Angry Birds (mobile gaming)As of December 2010 over 50 million copies have been sold across all platforms.
FarmVille (social gaming)25 Millions Facebook fans since September 2010Over 62 million active users
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Engaging experiences can change behaviour...
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“Anywhere defines a world that connects all people and all the things we care about. A global communications network will free us to go wherever we want without leaving information, entertainment or anything else behind.”Anywhere: How Global Connectivity is Revolutionizing the Way We Do Business by Emily Nagle Green; McGraw-Hill; 2009
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Covering 100 shows across 22 networks. 300,000 images have already been uploaded, and 60,000 of those have been tagged.
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But, this also extends off line...
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If you create an experience that engage people, you start building ...
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... relationships
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15
Direct Results
2004-2009 2010-2015
Experimentation
!! Value:
Web as a promotional vehicle
!! Primary Goals:
Trial a new media concept, gain eyeballs,
build brand and drive awareness
!! Measurements:
Cost per impression
!! Marketing Tactics:
–! Branding – buttons, banners
–! E-mail – newsletters, list rentals
1996-2003
!! Value:
Web as a direct results platform
!! Primary Goals:
Drive traffic and lead generation
!! Secondary Goals:
Thought leadership and branding
!! Measurements:
CPL, CPC, brand measurements
confirmed through surveys
!! Marketing Tactics:
–! Search ads
–! Lead generation – white papers,
webcasts
–! Branding - IMUs, larger units,
microsites
–! E-mail – list rentals
!! Value:
Web as a relationship management
platform
!! Primary Goals:
Engaging prospects and customers
outside of their Web site
!! Secondary Goals:
Lead generation, drive traffic, thought
leadership and branding
!! Measurements:
Cost of sales, customer retention,
brand penetration and measurements
from direct results stage
!! Marketing Tactics:
–! Company beachhead in
relevant communities
–! Integration of content in
mobile apps
–! Lead nurturing via social CRM
–! Successful tactics from direct
results stage
Relationship
Evolution of Online
Source: Toolbox.com
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Vision and Envisioning
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... two more things...
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Listen
... and provide feedback.
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Look to your culture...
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Questions
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