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Social Media

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by

Bianca Gardner

on 12 September 2014

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Transcript of Social Media

What is Social Media?
Twitter is a Microblogging service, Social Network, Real-Time Information Network and Social Search Engine
Close to 80% follow a brand to get exclusive content
Over 90% say they follow businesses on Twitter to get discounts and promos
85% of people say they feel more connected to the business after they follow them
Twitter
1. Track trends with social media for real-time insights
2. Learn the language of your audience for improved marketing appeal
3. Use real-time aspects for quick research
4. Use social media to broaden the scope of your market research
5. Discover unnoticed trends and insights by engaging instead of leading
6. Harness for improved cost efficiency
Social Media for Market Research
Over 1 billion active members

Connect with existing customers, make new contacts, and get the word out about products and services

Page insights, Facebook ad builder, polls, highly targeted ads that invite the right people to take your survey, watch your mini-news feed

80% of users prefer to connect with a brand on Facebook

30 Million SMB pages

7.5 million promoted posts have been made from June 2012 to May 2013.



Facebook
Social Media Research
Bianca Gardner, Ericka Silva, Danielle Petroff, Kathleen Kennedy, Sloane Abed
Varieties
Social networks - status updates, lists of activities, or walls to write on
Specific sections for blogging

Multimedia services can be used for supplementing videos or images in place of text

Blog frequency impacts customer acquisition. 92% of companies who blogged multiple times a day acquired a customer through their blog
Blogging
How To Spy on Your Customer
Pinterest is a social media site that allows users to search and "pin" a variety of topics to their own specific Pinterest boards.

Marketing Research through Pinterest:
Qualitative Research
Keywords/ Captions
Images
Links back to websites/blogs
Sharing pins on other forms of social media

Pinterest
Five steps you need to take to leverage social media to get the skinny on your customers
1. Identify - key fans, influencers
2. Follow
3. Observe - chatter, lifestyle
4. List
5. Engage
The top 50 brands to follow on twitter use it to: respond to customers, motivate followers with prizes (McDonald's), update followers on their sponsored events, tweet about sales/new arrivals (Levi's), post style ideas, post behind the scenes footage (H&M), and inspire followers
XBOX has numerous support accounts for overflow traffic

Handle:
@XboxSupport, @XboxSupport1, @XboxSupport2, @XboxSupport3, @XboxSupport4, @XboxSupport5

Why it's worth following:
Guinness World Record Holder
They are Most Responsive Brand on Twitter!

Use twitter to help reduce support costs

Tweepstakes to grow visibility and the base of followers.
Post weekly Xbox-related questions, users answer with a tweet before the stated deadline to possibly win prizes like games, peripherals and posters. To be eligible to win, they must be followers within two weeks after the prize period, helping boost followers of @XboxSupport.

Social media is the collection of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration

Blogging, micro-blogging, social networking, wikis, social bookmarking, photo sharing, video sharing, voice networking, music sharing, product and service reviews, virtual worlds, and multiplayer games

User generated media
Barriers for entry have dropped immensely
Social Media Platforms
Used by Spotify, Yahoo!, Fossil, grubhub and more!
Connects all social media tools
Helps clients engage, publish, monitor, collaborate, and analyze consumers
Likes
Reach
Visits
Twitter for Marketing Research
Posts
Check on competitors
Compare what post types are most responsive (link, status, photo, video)
People
Who are they?
Hubspot - social media marketing research software
Track the buzz - "see what's happening right now"

Search queries or use applications like TweetDeck

Influencers

Track competition
Conclusion

Pros
Easy
Inexpensive
Location doesn’t matter
Easy observing with tags and hashtags
Cons
Can’t reach certain segments
Not as personal as other forms of research
Privacy issue
Full transcript