Guest lecture for MSc International Marketing StudentsMarch 23, 2012

Working in Social Media

www.dottalent.co.uk

About Me

2011 KCL graduate

Worked for 9 years in Advertising & Marketing

Internship as part of MA DCT course in January 2010

Took role with dot.talent in June 2010

www.dottalent.co.uk

dot.talent uses the social power of celebrity to amplify brands.

www.dottalent.co.uk

Evolving landscapeDigital publishing and social media is an ever evolving landscape.

For a start up that means you have the opportunity to be flexible but it also means changing the direction of your business…often.

Case in point-> Last year I spent time chatting about mobile apps and IAB rules

The IAB hasn’t sorted rules around endorsements

There are now 500,000 apps in the app store and there have been 25 Billion app downloads from the app store alone!

This year I’ll be talking about concurrent viewing, Facebook formats, the power of twitter, celebrity endorsements, digital tribes and new platforms.

Trends: Concurrent Viewing

www.dottalent.co.uk

TV viewing has always been a social experience with people talking about their favourite shows.

Theses conversations are now happening online and in real time as people interact live with TV shows

Production companies and broadcasters are captialising on this trend with transmedia formats that incorporate social chatter

Trends: Concurrent Viewing

www.dottalent.co.uk

Case Study: Driving Tune in

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Alone in the Wild

8 day take over of Jason’s profiles with AIW content pre-TX

17 tweets from Jason’s profile during broadcast

149,904 new people saw #AITW tweets

65% decrease in tweets for ep with new talent

986% increase in average twitter followers during TX

1,086 new followers on Jason’s twitter profile in 1 hour

Superior Interiors with Kelly Hoppen

1,000 average tweets sent about the show during broadcast

58 tweets sent from Kelly’s account in 60 minutes during broadcast

70% growth on Kelly’s Twitter profile

60% growth on Kelly’s Facebook page

51% increase in traffic to Kelly’s blog

1 bespoke microsite created for Siemens to support the show

Case Study: Driving Tune in

www.dottalent.co.uk

It’s All About Amy

211% increase in conversation about show week 1

1,773 average number of viewer tweets sent in single broadcast

613,401 people saw tweets about the show during each ep

1,940 people started following Amy on twitter

during each ep 1,204 people joined Amy’s Facebook Fan page during broadcast

5918% increase in fans onFacebook page across the series

54% increase in twitter followers across the series

Celebrity Big Brother 2011

24 hrs to save Nicola from eviction using social media

16 high profile Twitter accounts targeted to help #SAVENICOLA

5,988,902 people following the targeted accounts

350+ tweets sent using #savenicola

2,150,190 people saw tweets with #SAVENICOLA

1 celebrity saved from eviction thanks to a guerilla campaign on twitter

Trend: Facebook

www.dottalent.co.uk

Facebook remains the leading social platform across the globe

It is a key platform for B2C marketing but most brands have moved away from “likes” as a measure of success to engagement

Facebook allows for the creation of applications which can be placed onto pages to offer an enhanced experience

These are key tools for sharing content, hosting competitions and capturing consumer data

The recent shift to Timeline format for pages has shifted this model slightly but has also provided a host of new opportunities

Case Study: Formats and Apps

www.dottalent.co.uk

To make Facebook pages as ‘sticky’ and engaging as possible we’ve created a number of unique applications

These give fans additional content and allow us to advertise or run competitions within Facebook’s terms of use

We have supported offline activities like book launches, tours and performances

We also have online exclusive content that people can only see on our talent’s pages

www.dottalent.co.uk

Trend: Rise of Twitter

Twitter is a conversational tool allowing brands to interact with individuals.

The site reached 500 million users on February

They have also launched enhanced pages similar for brands

Celebrities still have the highest number of followers making endorsements a key tool on the platform

Case Study: Endorsed Tweets

www.dottalent.co.uk

With talent commanding large audiences there is the potential to secure instant recognition for a brand

BUT twitter is about relationships so it is important that the talent be seen to be giving something to their followers or they feel exploited

There are also legal implications to endorsements with watchdog organisations being set up in the UK and US to monitor tweets

dot.talent have developed an influencer network that respects consumers, protects talent and allows brands to reach segmented audiences on a mass scale.

Snickers

www.dottalent.co.uk

A twitter campaign by Snickers involving celebrities attracted the attention of the ASA and damaged the reputation of the celebs with their fans

The ASA cleared the advertising agency but it was an example of how not to use celebrity profiles if you want to engage their fans

Trend: Tribes

www.dottalent.co.uk

Connection and sharing is at the core of social media and the digital landscape.

The Pareto principal states 20% of people of people create 80% of content

This idea combined with information overload pushes the importance of bloggers to the forefront

We use tools to find and connect with people in key online communities by looking at the conversations taking place

Tribes, influencers, though leaders…whatever the term bloggers are key to any social campaign

www.dottalent.co.uk

Case Study: Secondary Audiences

www.dottalent.co.uk

Kelly Hoppen has an audience of 75,000 through her digital touch points

Thanks to a few well placed friends in the interior design community Kelly is able to speak to an audience of 6 million+ across the globe

BUT blogger coverage is always at their discretion so building relationships and putting their readers first is key to working with them

Virtual Communities = Real Assets

www.dottalent.co.uk

June 2012 will see us attending a blogger only event in Amsterdam

We will be meeting 250+ interior design bloggers from across Europe in a special 1 day event

We’ll be showcasing a new e-school and securing people to beta test the platform before it is released in Sept 2012

Taking time to build relationships and valuing bloggers makes good business sense

Trend: New Platforms

www.dottalent.co.uk

The digital landscape is evloving so it is important to stay up todate on the newest platfroms and their unique offering

Take them with a grain of salt but be prepared to jump on the bandwagon early

Google+, Tumblr and Pinterest are 3 platforms that have gained momentum in the last 12 months momentum and are now used in campaigns

Google+

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Launched by google to counter Facebook

It still hasn’t had mass adaption and google themselves aren’t really bothered

It does have interesting functionality and activity ranks higher in goolge search than other networks

Tumblr

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A niche site that was likened to ‘visual twitter’

Hosts 40 million blogs

There are 15 billion posts

25,000 people sign up every day

Used by creative community particularly Fashion bloggers and designers.

Pinterest

www.dottalent.co.uk

Pinterest is a niche invite only visual curation site that is the fastest growing social network on the web.

Brands and their agencies are keen to tap into the tool.

Roles in Social Media: Ad Agency

www.dottalent.co.uk

Ad agencies used to work with social media specialist agencies

They now have growing social media teams to enhance the services they offer for their clients

Account Executive: Research and community management

Account Manager: Client Management, Project management

Account Director: Pitching, Strategy development, staff/team management

Roles in Social Media: Other Agencies

www.dottalent.co.uk

There are a number of “Social” agencies that offer just social media solutions

As traditional agencies, PR and clients look to incorporate social services into their businesses it is important for boutique agencies to stay cutting edge and develop unique offerings

PR agencies are increasingly looking to offer social media services to their existing clients

This is very much in its infancy as PR agencies are still largely concerned with traditional media

Roles in Social Media: Client

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Clients are increasingly looking to incorporate social media into their Marketing and Communications teams

Internal staff are best placed to talk about the business and share insights online

Creating a culture of openness, flattening hierarchies and ecouraging all staff to be ambassadors

B2B or B2C brands, both can benefit from showcasing their products or services

Opening up to consumers can also drive innovation

Making the transition

www.dottalent.co.uk

If you are looking for a career in social media its’ worth considering:

• Using companies for case studies in your dissertation…or interviewing people in the industry

• Internships with companies you’d like to work for

• Attending industry events and lectures

• Demonstrate an understanding of the platforms by using them

• Creating a digital portfolio

Social Media Resources

www.dottalent.co.uk