Social Media Beyond Facebook

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Social Media Beyond F***book Exploring other channels...

Emily KnoxSocial Media Strategist

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THE SOCIAL WEBIt’s bigger than Facebook.

SOCIAL BEYOND F***BOOK

“We need a F***book.”The Network Who Shall Not Be Named is the most obvious social media marketing choice, and quite often the right choice, but by no means the only choice.

Don’t put the channel planning cart before the horse.

This presentation is a crash course in some successful case studies from OTHER social networks which you can consider in any social media strategy or campaign.

“We need to leverage this guy to build brand loyalty and ‘engage’ with consumers.”

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CHANNEL PLANNINGSerious business.


After reviewing business objectives, the social media strategy process should work as follows:

• Who? – Target Audience• Demographics – age, gender, location

• Psychographics – tastes & interests

• What? – Content• Funny videos to spark engagement and reach or blog

articles to establish thought leadership?

• Where? – Platform• Twitter, Pinterest, Vine, YouTube?

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THE OTHER SOCIAL WEB


So what other platforms are there? WAAAY to many to mention, so let’s look at what’s popular here:

Social Media Channels By Monthly Active Australian Visitors – December 20121. Facebook – 11,808,360 (up 52,720)2. YouTube – 11,000,000 UAVs (steady)3. Blogspot – 3,500,000 (steady)4. Tumblr – 3,200,000 (up 100,000)5. WordPress.com – 2,500,000 (down 500,000)6. LinkedIn – 2,100,000 (down 400,000)7. Twitter – 2,114,000 Active Australian Users (steady) 8. Instagram - 1,175,000 Active Australian Users (steady) 9. Flickr – 820,000 (up 40,000)10. Pinterest – 650,000 (up 20,000)11. Google Plus – approx 377,500 (steady)12. MySpace – 340,000 (down 10,000)13. Yelp – 220,000 (up 20,000)14. Reddit – 150,000 (steady)15. StumbleUpon – 100,000 (steady)16. Foursquare – 55,000 (up 2,000)17. Digg – 45,000 (down 5,000)18. Delicious – 30,000 (steady)

via Social Media News

http://www.socialmedianews.com.au/social-media-statistics-australia-december-2012/

5.SOCIAL BEYOND F***BOOK

Channel Type Australian Audience Content

YouTube Video sharing site Under 35s Video – amateur & increasingly professional (on Channels). See also Vimeo, Vine (mobile video social network).

Tumblr Micro-blogging site Teenaged girls & young women (-25)

Mostly third-party image content. See also Posterous (more words, fewer images).

LinkedIn Professional social network

Men aged 40-49 Professional networking – resumes, groups etc.

Twitter Micro-blogging site M&F in their 20s Text-based, especially links. Increasingly featuring image and video content.

Instagram Photo sharing site ? Photos – amateur smartphone content.

Flickr Photo sharing site Globally – 25-54 Photos – lots of professional content.

Pinterest Photo sharing site Female 18-44. Mostly third-party image content. See also We Heart It.

Google+ Social network 25-34 year olds, slight male skew (55%)

Personal profiles, news feed (links, photos, videos), hangouts (video conferencing), events, communities.

MySpace Social network 18-34 year olds, slight female skew (55%)

Personal profiles, news feed , focus on entertainment discovery.

Yelp Location based service Globally – women 35-54 Reviews sharing (stores, restaurants etc).

Reddit Social bookmarking site Globally – men 18-24 Third-party link (eg news) and original content (eg photos, memes) sharing site. Dubbed ‘the first page of the internet.’ See also Digg.

StumbleUpon Social bookmarking site Globally – women 35-44 Content bookmarking and taste graph-based content discovery hub.

Foursquare Location based service Globally – women 35-44 Geosocial network with checkins & badges, moving more towards Yelp-type review platform.

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CASE STUDYDermablend Professional “Go Beyond the Cover.”


• Why? – Objective• Awareness & product benefit demo

• Who? – Target Audience• Anyone who wants to cover up a tattoo

• What? – Content• Video; cult celebrity

• Where? – Platform• YouTube

YouTube For Shareable, Spreadable Reach

• YouTube is an extremely shareable video format, both within and without the YouTube platform. Facebook & Twitter shares help boost potential ‘virality’ of content.

• YouTube videos can also be embedded into blogs and news sites. the blogger appeal of Go Beyond The Cover is two-fold: beauty blogs are a big online hub, plus this video had appeal outside the beauty community (cult celebrity star, shock value).

• The virality and spectacle of the video made it a news story in ad press and mainstream news.

• Currently on 16M+ views, with a 54:1 Like:Dislike ratio – people watched it AND loved it. (i.e. It wasn't a branded Rebecca Black.)

Click to watch video

http://youtu.be/pAvEYfWAuyw

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CASE STUDYAdidas Tumblr.


• Why? – Objective• Promote association with UEFA European Championship

• Who? – Target Audience• Soccer fans

• What? – Content• Rich content soccer content

• Where? – Platform• Tumblr

Tumblr As Real-Time Rich Content Hub

• Adidas launched its month-long campaign with a soccer Tumblr blog in time for the 2012 UEFA European Championship

• The Tumblr will be promoted through paid placements in Tumblr’s “Radar” slot on the user dashboard. (Rotating selection of Tumblr blogs hand-selected by the editorial team & available for purchase.)

• Adidas will also promote the site on Tumblr’s “spotlight” page for sports blogs.

• Soccer is a major passion point for fans around the world, and Tumblr is a platform geared around re-blogging rich third-party content in ways which express your personality, making Tumblr the logical choice for this kind of content campaign.


Click to visit Tumblr

http://youtu.be/hXgmfVT5FPs

http://adidasfootball.tumblr.com/

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CASE STUDYElectrolux - Now You’re Cooking Tumblr.


• Why? – Objective• Brand affinity

• Who? – Target Audience• Adults who cook at home

• What? – Content• Rich content recipes


Cooking With Tumblr

• Insight: “...people don't use their recipe books anymore; these days it's all about balancing your iPhone on the edge of the counter, and trying not to smear it with foodstuffs while you follow a recipe online.”

• Now You're Cooking offers a series of films to cook along to, which include the options to pause and review directions along the way.

• ‘Films’ are beautifully shot and lightly branded, but all use Electrolux appliances along the way.

• Quirky food facts accompanying each video such as the link between shiitake mushrooms and Star Wars fit beautifully with the post-modern mish-mash which typifies Tumblr (think Kim Jong Il Looking At Things).

• Cutesy, food-related typographical posts add to the shareability in the mix of content on the blog.


http://nowyourecooking.tumblr.com/

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CASE STUDYGuardian Election Tumblr.


• Why? – Objective• Real-time news reporting

• Who? – Target Audience• Anyone interested in the US presidential elections

• What? – Content• Real-time news content including GIFs


Tumblr As Real-Time News Outlet & The ‘Live-GIF’ As Reportage

• The Guardian (election editor) partnered with Tumblr (GIF-making all-stars) for live debate night coverage in GIFs.

• Could Tumblr encroach on Twitter’s turf as the ‘newsy’ network?

• The humble GIF – a primitive, pre-web 2.0 technology which enjoys huge popularity on Tumblr but is generally associated with reality TV fandom, cats and drunk Russians – has been raised to serious news medium!

• "Though commentary, analysis, fact-checking and news reporting all have their place in debate coverage, we're very excited about capturing all the dignity and solemnity of the event through the medium of real-time animated GIFs," ~Guardian US open editor Amanda Michel

• "Our research indicates that most Americans now consume their hard news in the form of animated GIFs...”~ Chris Mohney, Tumblr Editor-In-Chief

Click for Guardian live-blog

http://www.guardian.co.uk/world/2012/oct/23/final-presidential-debate-in-gifs-live

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CASE STUDYBarack Obama Tumblr.


• Why? – Objective• Barack Obama’s re-election

• Who? – Target Audience• American voters

• What? – Content• Behind-the-scenes campaign trail content


Tumblr Building Obama Affinity

• In 2008 Obama used social media to help him to the White House in what was dubbed ‘The Facebook Election.’

• In 2012 Obama’s campaign added Tumblr to its repertoire. His official Tumblr blog has more than 1,240 posts, out-blogging his opponent Mitt Romney almost every step of the way.

• More importantly, Obama’s campaign used Tumblr to interact directly with users in a way that was relatable, posting GIFs of the president listening to music and giving speeches.

• “It gets him in front of a much larger audience, especially more and more young people who spend time on the Internet...” ~Tyler Pearson, New Media Campaigns

• On election night 2012, Obama collected more than 75,000 Tumblr mentions compared to Romney’s 35,000.


http://barackobama.tumblr.com/

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CASE STUDYCitroen DS5 Twitter Race.


• Why? – Objective• Awareness of new model

• Who? – Target Audience• Driving adults (Netherlands)

• What? – Content• Real-life car ‘race’

• Where? – Platform• Twitter (primary)

Twitter Builds Buzz

• The extensive PR and buzz campaign generated an earned PR value of around 2.8 million Euros.

• During the one day race, Tweets poured in with an average of 524 an hour, making #DS5race Trending Topic no.1 in the Netherlands.

• Twitter is an open network i.e. trends can be self-perpetuating (the more people who see a topic trending, the more who are aware and begin talking), and is the go-to social platform for real-time news.

• Twitter can be the best network for creating buzz which spills outside of personal social networks and harnesses and spreads hype about a brand.


http://youtu.be/992sPl1l0xw

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CASE STUDYTweet-A-Beer.


• Why? – Objective• Awareness of tenfour’s mobile capabilities

• Who? – Target Audience• Geeks visiting Austin for SXSW

• What? – Content• T-commerce mobile application

• Where? – Platform• Twitter, Chirpify (t-commerce), PayPal, Foursquare

Using the Tech Your Audience Uses

• Unlike the rest of the population, the tech-savvy “digital natives” milling around at SXSW love their Twitter and Foursquare, and are likely to have eBay (& PayPal) accounts.

• This demographic provides a great opportunity to utilise the benefits of these slightly more marginal social networks to provide easy and novel payment solutions and location-based drinking hole pointers.

• 10.6k Twitter mentions; 12.5M social reach; 500M+ news reach.

• Website traffic doubled ; invited to speak at conferences, dozens business & sponsorship leads, meetings with large brands re their mobile initiatives.


http://youtu.be/d679vKPMT60

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CASE STUDYSpecial K Tweet Shop.


• Why? – Objective• Awareness of new SKUs

• Who? – Target Audience• Diet-conscious young women

• What? – Content• Pop-up store

• Where? – Platform• Twitter & activation

Social Media Sharing As Currency

• The real-life Tweet Shop featured a ‘tweet wall’ of shared tweets and required you to ‘pay’ for a sample with a tweet.

• Activation + Twitter = products into people’s hands + something to talk about, generating word-of-mouth buzz.

• Although not everyone is on Twitter, many influencers (celebrities, journalists, experts) are & this filters through to the rest of the web.

• Word-of-mouth can accelerate sales during launch periods, and adds credibility into the communications mix.

• “The value of positive endorsements on social media sites is beyond compare so we’re excited to be the first company to literally use social currency instead of financial currency to launch this new product in our bespoke Special K shop…” ~Sarah Case, Kellogg’s


http://youtu.be/KWSRRLFPCYk

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CASE STUDYThe Vaccines 'Wetsuit' Instagram Music Video.


• Why? – Objective• Fan reward

• Who? – Target Audience• Vaccines fans

• What? – Content• Video

• Where? – Platform• Instagram

Using the Platform of the Music Festival - Instagram

• The Vaccines wanted to give something back to their fans, so they created the world’s first crowdsourced Instagram music video using UGC tagged with #vaccinesvideo taken over a summer of music festivals.

• 30 countries; 3000 pictures; 600,000 views in 2 weeks, 10m impressions, 60,000 Facebook shares & 4000+ tweets.

• Instagram is both mobile and visual – it’s the natural choice of music festival attendees who want to record and share their experience.

• Being mobile and social, Instagram is an extremely intimate platform, and perfect for collecting UGC and re-purposing and heroing this content as a fan reward.

• Plus, the filters afforded by Instagram mean that the finished product is more attractive than a regular photograph by an amateur photographer.


http://tomorrowawards.com/showcase/682/the-vaccines-039-wetsuit-039-instagram-music-video

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CASE STUDYComodo: The Instagram Menu.


• Why? – Objective• Awareness, recommendation

• Who? – Target Audience• NYC diners

• What? – Content• Images

• Where? – Platform• Instagram

Capitalising On Instagram User Behaviours

• Insight: people love Instagramming their food.

• “Formalising this tactical idea for restaurants in leveraging hashtags on Instagram is brilliantly simple, low cost and provides an earned media platform almost instantly…

• “So, just make the food look brilliant and don’t leave any hairs in there! If you were to see an Instagram #hashtag on a restaurant menu, would you check it out? Chances are I’d probably give it a crack!“ ~DigitalBuzzBlog


http://youtu.be/TKNA5GnO7Xs

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CASE STUDYBMI Pinterest Lottery.


• Why? – Objective• Awareness, Pinterest Followers, UGC

• Who? – Target Audience• Potential British Midland Airways customers


• Where? – Platform• Pinterest

Using Pinterest As A Destination Wishlist

• BMI created destination boards containing nine numbered pins. Each week, a number would be chosen at random. Everyone who had re-pinned the image that corresponded to that number was entered into the drawing. A winner was chosen at random, and the prize was a round-trip ticket from any BMI destination.

• BMI used Pinterest exactly the way it is meant to be used -- to encourage the sharing of images.

• BMI capitalised on the natural action taken by Pinterest users (re-pinning) and created an incentive to re-pin.

• Travel and destination photos are highly popular on Pinterest, meaning the campaign reached the target demographic of not only BMI but also of Pinterest.

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CASE STUDYHonda Pintermission.


• Why? – Objective• Awareness of new model

• Who? – Target Audience• Influencer outreach: The Pinterati


• Where? – Platform• Pinterest

Pinterest As A Taste & Interest Reference

• Honda’s new CR-V is the way to explore the world, so Honda invited several prominent Pinners to take a #Pintermission – a 24-hour break from Pinterest so they could go and explore the real world.

• Honda created personalised invites based on the user’s interests and what they typically pin. By accepting the (tagged) offer, the user would receive $500 to go on an adventure of their choice.

• Honda suggested things the cash could be spent on based on the user’s pins.

• This was an interested use of Pinterest for the data it collects, rather than how it operates as a social platform. Honda used Pinterest to reach out to influencers over their passions and interests which were displayed on their boards, creating huge PR value.

• It’s also been a running joke on Pinterest since it launched that the manic pinning of recipes and outfits precludes the opportunity to make or wear any of them in real life!

Jonathan Lo

770k followers

4.5k pins

Typical pins: style, design, art, & fashion.

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CASE STUDYGoogle+ Hangouts Holiday Campaign.


• Why? – Objective• Encourage use of Hangouts feature

• Who? – Target Audience• People away from their families at Christmas

• What? – Content• Video

• Where? – Platform• Google+

Using Geosocial Networking To Catch Users On The Move

• Wallace and Gromit creators Aardman Animations and Google+ have kicked off a video campaign to promote the social network’s Hangouts feature during the festive season.

• The video is aimed at encouraging people separated from family and friends over Christmas to connect via Google+.


http://youtu.be/yntfUjenls0

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CASE STUDYGranataPet Snack Check.


• Why? – Objective• Awareness

• Who? – Target Audience• Dog owners

• What? – Content• Sampling, billboards

• Where? – Platform• Foursquare

Using Geosocial Networking To Catch Dogwalkers On The Move

• Using Foursquare to target out-and-about dog walkers makes sense, but something is needed to prompt and incentivise interaction.

• The use of real-world billboards is genius – it brings the campaign to the user, and users a kind of ‘puppy pester power’ and immediate reward to stimulate interaction.

• 100 check-ins at the billboard sites during the first day alone

• The check-in system was so successful that the campaign expanded from 10 billboards in Germany to over 100 billboards throughout Europe

• Product sales increased by 28% following the campaign, and by 14% that year


http://youtu.be/ypxLRJi5ETo

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CASE STUDYReebok FitList Spotify Playlist.


• Why? – Objective• Brand affinity

• Who? – Target Audience• Exercisers

• What? – Content• Playlist app

• Where? – Platform• Spotify

Spotify Apps As Services – Reebok-Branded Workout Playlists

• Reebok released a Spotify app to help fitness enthusiasts create personalised playlists for their workouts, incorporating workout activity, time frame, intensity level and favourite artists.

• The app also features playlists created by Reebok-sponsored athletes and artists and users can view the most popular tracks for various fitness activities - from running to yoga.

• To support the app launch Reebok created specially designed musical shoeboxes. The FitList Boxes are interactive speaker systems, which feature LED lights that glow in rhythm with the music and ambient sound.

• Like Nike has done so well before it, Reebok is making a push towards services, rather than just products and creating experiences for its customers to foster positive associations with the brand.


http://youtu.be/r2Wp_OXoboY

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BONUS CASE STUDYShort Story Shorter: The Most Creative Uses Of Vine (So Far).


Using Geosocial Networking To Catch Users On The Move

• Users prone to Instagramming and Tweeting and GIFing can see how much story they can pack into 6 seconds of video with Vine.

• Twitter caused a mini sensation last week with the unveiling of its (iOS only, ugh) video-sharing app, Vine. The app allows users to create and share 6-second, looping videos.

• It's easy to see why Vine grabbed the Internet's attention--it's not an earth-shattering advance, but the app represents something accessible, new, and engaging for social sharers of all stripes.

• There is no doubt we'll see a lot of gratuitous, and dumb, usage of Vine, (and porn, of course--as Dailydot notes mere hours after the app was launched Vine was awash in NSFW material) in the early days.

• But it's also easy to see how individuals and brands will make great use of the app's short-storytelling capacity. As Hemingway's 6-word tale and other short formats attest, it's possible to do dramatic things within extreme creative constraints.

• While brands have been historically tied to 30- and 60-second timelines, many have been experimenting over the years with shorter (and longer) forms. 15 second spots are typical, but several brands have produced even more abbreviated stories--Montblanc demonstrated with its "Beauty of a Second" film festival how powerful even a well-wrought one second of film can be.

• + Sunny Queen Farms’ first Vine post.

Click for link

https://vine.co/v/b1mVa9EFg5b

http://www.fastcocreate.com/1682294/short-story-shorter-the-most-creative-uses-of-vine-so-far

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THANKYOU.


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Social Media Beyond Facebook