November 2012

The Digital Pond panel

So that was 2012…• Social keeps growing and is becoming a full part of the marketing mix

– We had another Social Media Election – We had the first Social Media Olympics

• The buzz word of the year was content – But brands are still experimenting with newer platforms such as

Pinterest or Instagram; it’s about finding out what works for them• Social can be used in a variety of ways by brands: engagement, customer

service, insights, PR, crisis management, traffic, SEO and sales• Social Networks want to work with brands

– Facebook keep tweaking their algorithm for promoted posts – Pinterest has just launched Business Pages

• Better analytics, better measurement – Where’s the ROI?

In 2008…

• Twitter: Joined Twitter in 2007 and by Election Day 2008, he had 18K followers

• YouTube: 14.5 million hours of video footage broadcast for free, which would have cost 47 million on TV to broadcast

• MySpace: 844,927 friends • My.barackobama.com social network/hub for

supporters • Text Messaging: Rewarded supporters by

announcing his Vice President by sending a text

In 2012…Existing platforms • Twitter: 23 million followers • LinkedIn/Facebook: held town hall meetings taking questions from

user on Facebook (April 2011), Twitter (July 2011) and LinkedIn (October 2011)

• Dashboard: a more evolved version of My.BarackObama.com

New platforms: • Instagram: behind the scenes pictures of his campaign • Foursquare: Obama shared his stops with his supporters • Michelle Obama on Pinterest: 46K followers; shares behind the scenes

pictures of the campaign and her family life

Tactics: • Google Hangout: • Reddit AMA: took questions from Reddit users – 200,000 people

joined the conversations

Mobile: • Text Message Donations• Mobile App: Obama for America

Social and mobile

1 billion users543 million users access via app

That’s around 55% of users

Is social loosing its coolness?

• Social is still the cool kid on the bloc but consumers not brands are not technically their friends…

• Engagement can backfire – #Waitrosereasons – #Jamies15MM– #susanalbumparty

• But consumers will be responsive if you engage– Foster a sense of community – Show your human side – Add value to your fans – Reward your fans/give them something

special

Too much advertising?

The future of social?

Google+ allow youto see what your friends are sharing directly from your inbox!

Now trending… #gaza #MiddleEast

Now trending… #gaza #MiddleEast

Ford has 1.6m fans on Facebook but what about Google+?

Is Google+ really a ghost town?

Planning your social mix

Graphic Copyright: Guy Kawasaki, the Social Media Decoder as seen by Dan Roam of the Napkin Academy