Digital Marketing Academy Session 1: Social Media

1. Digital Marketing AcademySession 1: Social Media Phil Blything – Glow New Media

3. Background

4. Context • Rise of Digital • Ubiquitous broadband – “Always On” • Search empowered users • Decline of newspaper and print media • Entry of Gen X, Y, Z • Google £26bn / year • Declining offline ad revenue

5. What does all that mean?

6. We’re wired • We’re empowered • We’re managing bigger social networks • We can “push” or “pull” information • Information “wants” to be free

9. Social Media and Tourism • How social media can help your business • Tripadvisor – benefit or curse • Can twitter grow your business? • Online booking – can you afford not to?

10. TripAdvisor

12. The story... • Founded Feb 2000 by Stephen Kaufer • Purchased by InterActive Corporation in 2004 • Interactive spin out Expedia 2005 • 40m Visitors July 2010 • September 2010 Kwikchex Class ActionLawsuit “ There isn’t anything new here … we’ve always had hoteliers that love TripAdvisor, as well as some who wish the website didn’t exist. The bottom line is that, in addition to the quality assurance systems we have in place, when you have hundreds or even thousands of reviews on individual properties, the wisdom of the crowds really does a fantastic job of giving you the right expectations for the hotel. We encourage hoteliers to read the comments carefully and respond appropriately to negative reviews, so prospective guests can see for themselves that you are interested in constructive feedback. ” Stephen Kaufer

13. Tripadvisor is growing • 50m + monthly visitors • 20m members • > 40m reviews • > 450,000 hotels • >125,000 attractions • The public *love* it

14. Tripadvisor in a Business Context • Will it increase bookings? • It is here to stay • Everybody gets bad reviews • Remember the bellcurve • Customers expect information • Understand the power balance • Search / information empowered customers

15. Risks • Negative Publicity • Competitor activity / fraudulent review • Inaccurate content • Guests with a grudge • Blackmail! • Reduced booking

16. Practical How-To

17. Main Features • Search • Review / Rating • Ideas • Categories

18. Facebook

19. The story... • Facemash – Hot & Not, Dumped! • Zuckerberg hacks Harvard • Half of Harvard registered within a month • Hired Help • Growth through Universities, Schools • Opened to anyone over 13 • VC Funding - $0.5m, 12.7m, 27.5m • News Corp buys Myspace for $580m • ConnectU Lawsuit - $61m • Facebook Valued at £5bn • September 2009 “Cash flow positive” • Zuckerberg net worth $2bn “I'm a little intoxicated, not gonna lie. So what if it's not even 10 p.m. and it's a Tuesday night? What? The Kirkland [dorm] facebook is open on my desktop and some of these people have pretty horrendous facebook pics. I almost want to put some of these faces next to pictures of farm animals and have people vote on which is more attractive. —9:48 pm Yea, it's on. I'm not exactly sure how the farm animals are going to fit into this whole thing (you can't really ever be sure with farm animals . . .), but I like the idea of comparing two people together. ” —11:09 pm Let the hacking begin. —12:58 am Mark Zuckerberg - October 28, 2003

20. Facebook is big • 500m + active users • 50% log on in any given day • Fastest growth is 35 years and older • More than 8 billion mins spent on Facebook each day • More than 45 million status updates each day • More than 2 billion photos uploaded to the site each month • More than 14 million videos uploaded each month • More than 3 million events created each month

21. Facebook in a Business Context • Growing your network • Managing your network • Building relationships • Research & Intelligence • PR and Promotions • Viral Marketing • Generating Web Traffic • Managing Events

22. Dual role / Risks

23. Managing Risk • Don't post anything you wouldn't say loudly in a crowded networking situation • Remove comments posted by others which could cause risk • Consider raising your privacy settings • Be careful with the information you disclose • Be considerate of others • Be careful about mixing business with pleasure!

24. Principles / Tips • Decide whether it’s right for you • Get a strategy • Know your objectives • Set limits • Remember, you’re in public! • Build relationships • Use the newsfeed but don't spam it

25. Practical How-To

26. Main Features • The Profile Page • The Newsfeed • Status Updates • Friends

28. Groups http://www.wikihow.com/Create-a-New-Facebook-Group http://www.facebook.com/groups/create.php • Opt In • 500 Friend Cap • Send emails to members • Ability to administer members • Extension of admins personal actions • Groups cannot host applications • Can create events • Not Indexed by search engines

29. Pages http://www.facebook.com/advertising/?pages http://www.facebook.com/pages/create.php • Fan Pages • Suited to brands / businesses / celebs • Asymmetric • No upper limit on fans • Updates rather than email • Very similar to profiles • Pages can host application • Can create events • Indexed by search engines

30. Events http://www.facebook.com/help.php?page=828 • Open, Closed and Secret • Good for managing bookings • Good for promoting virally • Doesn't support recurring events • Doesn't support ticket sales (*eventbrite)

31. Ad System • Precise demographic control • Very good for local targeting • Attach social actions to ads • Pay Per Click or Per Impression • Real Time Reporting

32. Apps / Applications http://www.facebook.com/apps/directory.php • Over 350,000 Active applications • Majority are “Just for Fun” • Spread virally • +ve or –ve brand impact

33. Case Studies

34. Sophie Green - Artist • Be clear about your goal • Be careful not to waste time • Drive awareness • Useful tools • Stay on message • Always link • Join groups and be sociable! www.sophie-green.com/

35. David Parrish- Business Advisor • Focus • Avoid negative PR • Brand vs Person • Cross Promotion • Useful Content • Little and Often • Passion www.davidparrish.comwww.creative-enterprise-network.comwww.tss-networks.com

36. Analytics Sophie-green.com – Traffic from Facebook

37. LinkedIN

38. The story... • LinkedIn founded ’02 by Reid Hoffman • Sequoia invest $4.7m • First premium service, LinkedIn Jobs Launches • Subscription service launched • Cash positive • 1m Members, Oct ’07 • London office launched • LinkedIn en Espanol • VC Funding 4.7m 10m 12.8m 53m 22.7m (103m) • 50m members “before you turn 25, your social needs tend to be in the foreground. You want to be cool, express yourself, focus on your friends. I am in my late 30s. I am married and have two kids. My social needs aren't that great. My professional needs are in the foreground. ” Konstantin Guerike LinkedIn Co Founder

39. LinkedIn is the Business • Designed for business • Purely business networking • Very responsive • Based on professional credibility • Relatively high signal to noise ratio

40. LinkedIn – Business Uses • Growing your network • Managing your network • Building your profile and credibility • Building relationships • Research & Intelligence • Business Development • Generating Web Traffic • Managing Events • Jobhunting • Recruiting

41. Managing Risk • Don't post anything you wouldn't say loudly in a crowded networking situation • Be careful with the information you disclose • Be considerate of others • Be careful about mixing business with pleasure! • Remember, it all gets indexed! • Few privacy settings

42. Principles / Tips • Decide whether it’s right for you • Get a strategy • Know your objectives • Set limits • Remember, you’re in public! • Build relationships • Explore and contribute to groups

43. Practical How-To

44. www.linkedin.com

45. Main Features • The Profile Page • The Newsfeed • Contacts / Connections • Applications • Groups • Answers • Events

47. Updating your Profile

48. Updating your Profile

49. Groups • Easy and quick to setup • Take time to maintain • This is where the interaction happens • Discussions • Digest email • You get out what you put in

50. Groups – creating a group