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Salford Search and Social Media Marketing Slides, Nov 2013

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Tom Mason
Tom Mason

Slides from my talk at Salford University, November 2013 on social media; user psychology and marketing.

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SSMM Week 8 Tom 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 service Brand awareness Acquiring new customers Facebook: Creating a community Showcasing brands (photos) Driving website traffic Google+: Hangouts SEO benefit
Choosing the right platform Instagram: Brand awareness 6-second videos (See also, Vine) YouTube Brand awareness Blog: Showcase company/promotions Driving 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?

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Salford Search and Social Media Marketing Slides, Nov 2013

  • 1. SSMM Week 8 Tom Mason, Delineo
  • 2. About me • Head of Social Media at Delineo • Strategy, planning and execution of social media campaigns • @totmac • tom.mason@delineo.com
  • 3. Why do people use social media?
  • 4. 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)
  • 5. 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
  • 7. 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
  • 9. Behaviour: Practical value • Altruism • People share deals/tips
  • 10. Behaviour: Stories • People think in narratives e.g. product reviews
  • 11. Using social media for marketing Social media is a technology, not a strategy
  • 12. 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%)
  • 13. 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?
  • 14. Where are your audience: Followerwonk
  • 15. Where are your audience: Followerwonk
  • 16. Where are your audience: UberVU
  • 17. Choosing the right platform
  • 18. Choosing the right platform Twitter: Customer service Brand awareness Acquiring new customers Facebook: Creating a community Showcasing brands (photos) Driving website traffic Google+: Hangouts SEO benefit
  • 19. Choosing the right platform Instagram: Brand awareness 6-second videos (See also, Vine) YouTube Brand awareness Blog: Showcase company/promotions Driving traffic
  • 20. 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?
  • 21. Delineo “We create creative outcomes” •Engaged with industry trends (clients) •Personality (recruitment/staff)