Salford Search and Social Media Marketing Slides, Nov 2013

SSMM Week 8Tom Mason, Delineo

About me

• Head of Social Media at Delineo

• Strategy, planning and execution of social media campaigns

• @totmac• tom.mason@delineo.com

Why do people use social media?

Why do people use social media?

• Share news

• Stay in touch with friends

• Network

• Entertainment

• Customer service• Pass time (80% of UK users access Twitter

via mobile)

Behaviour: Social currency

• People share content to make them look good to other– 40% of content is people talking about themselves

• Reinforces their identity• Vanity • Exclusivity• Update friendship networks

Behaviour: Social currency

Behaviour: Emotional

• When we care, we share• Emotions, not facts, invite people to share• Proactive emotions are more likely to be shared• Excitement, anger, pleasure vs sadness, boredom

Behaviour: Emotion

Behaviour: Practical value

• Altruism• People share deals/tips

Behaviour: Stories

• People think in narratives e.g. product reviews

Using social media for marketing

Social media is a technology, not a strategy

Why do people talk to brands on social media?

• Discounts and offers (55%)• Product information (33%)• Interested in entertaining content (32%)• Show loyalty (31%)• Customer service (21%)

Using social media for marketing

• Where are the audience– What platforms are they using?– What are they using those platforms for?– What content is going to appeal to them?

• The right message– What are you going to tell them?– What do you want to achieve?

Where are your audience: Followerwonk

Where are your audience: Followerwonk

Where are your audience: UberVU

Choosing the right platform

Choosing the right platform

Twitter:Customer serviceBrand awarenessAcquiring new customers

Facebook: Creating a communityShowcasing brands (photos)Driving website traffic

Google+:HangoutsSEO benefit

Choosing the right platform

Instagram:Brand awareness6-second videos (See also, Vine)

YouTubeBrand awareness

Blog:Showcase company/promotionsDriving traffic

Choosing the right message

• What story are you going to tell them? What’s your USP?

• What content are you going to create to explain this message?

Delineo

“We create creative outcomes”

•Engaged with industry trends (clients)

•Personality (recruitment/staff)

Any questions?