“Should i have entree + main or main + dessert ?” - Now I ain’t talking dinner’ere as much as (the breakdown of preferred) “Social Media” tools within the (Online) Media Mix; Selecting to go with Facebook because of it’s large safe family reach + Fan oops Community Pages for brands; And/Or Twitter for it’s immediate indexing in Google and reach into Hyper(Brand)Influentials - Is an increasingly common if not well thought out - decision facing your 2010 Big Swinging D**k(ette).
Practising, actual and Envisioned Clients, well the ones that “get it” and decide they want to do “Social Media” are facing the decision alternatives of what “Social Media” actually constitutes : At a Media Mix / Allocating Budget to a Range of Initiatives amongst an online spend. From -
- Online Display Advertising incl Rich Media
- Website Sponsorship and Content Integration Opportunities
- Online Yellow Pages Advertising
- Search Engine Optimisation - Both Paid and Organic
- Online Marketing Analytics Cost
- Online Event Marketing, Chat and Merchandising Spend
- Lots of Related People and Agency Marketing and Tech Overhead to make the above online media spend happen and be optimised.
So Where does Social Media fit in this ? And what are the line item breakdowns within Social Media ?
(Interruption: Q. Now BB what r u talking bout, is this is another random stream of consciousness post where u put up pictures of sneakers and watches instead of saying anything useful? A. Well Yes it’s Sunday morning, this is meant to be fun for me. But what is interesting, the insight for marketers that need a one sentence elevator pitch: “Social Media” used by clients in marketing these days is increasingly meaning Facebook and Twitter, but there is very little “Media Mix” + “Media Buying” Type decisions made in the same way that research and analysis is used to decide whether a client spends money on TV, Radio, Print, Outdoor and Online - that’s what I’m exploring on this post if u’ll let me get back to it. Just avoid the watches u cant afford.)
While it can mean sponsored user generated YouTube commercials: “Make your own (branded) Superbowl TV Commercial and Win Tickets to the Game” -“Social Media” seems to be ending with the two largest, safest, family if not marriage friendly low hanging fruit .Previously wanting to be perceived as leading edge business innovators - at least when the America Contingent were in control of the telcos anyway - might also be convinced to start a blog, podcast .
Social Media 101 in 2010 for clients, the lowest hanging fruit is Facebook and Twitter.
For starters, Facebook and Twitter are HUGE. They have like a billion people using them. Currently each Australian has 23 Facebook accounts they access for 43 hours cumulative hours a day. Their tweeting is off the chart. Once every 0.78 seconds according to Nielsen’s.
But really, I shouldn’t bite the hand and all that. Because the benefits of these channels versus build from scratch are pretty strong. Or if u have built from scratch, these r great distribution points and an entry into 140 characters n apps universe.
So all of that is the pre-amble. It’s Sunday morning, before I trudge off to watch the Dees lose by probably more than the 1 point they conceded at the end of last week to sacrifice the 4 points we hadn’t bet on getting from Eddie’s Pies.
What I wanted to riff on are some of the differences I‘m seeing between Facebook and Twitter.
I haven’t got some big research budget as clients don’t want to spend real money (aka any to much) on social media research yet. And as a result, no research companies are really tracking social media beyond 8.7m Australians used facebook last month or Twitter grew by 1400% last year; Aggregate numbers that dont mean much other than - The bigger social networks now have enough geographic reach to consider them getting 0.5%-3% of the total media budget. Or 5% of the online budget.
It’s not clients yet have the science to say they should cut their search budget by 50% and shift half a million dollars into social as it will create higher natural positioning and more clicks than their spammy SEO.
A VC : “Facebook (and Twitter) have also spawned the social media agency business, helping businesses and brands market themselves in social nets, which may be even bigger than social gaming when you add up all the companies in it. That business opportunity is directly analogous to the search agency business that got built on the back of Google as it scaled into the business it is today.”
Sorry got distracted there, let’s go back to where I started: Clients tick “Social Media” experiment/toe in the water/appointment if new snazzy Darlinghurst agency.
“Let’s start by setting up Facebook and um Twitter, or do we need a blog.”
So this is where it gets interesting: Whether to go after the Twitter audience - Using their grownup post MySpace text messaging native 140 characters, hashtag, topic trending, @ replying, DM me, Dont DM me, follow me, oh u dont follow me, u post too much, as a brand u post too little world; This is what clients very quickly - Let’s say meeting 2 at Darlinghurst where the people with “Director” in their name are no longer attending: Suddenly the “Social Media” Honeymoon, can become the First Big Argument has almost started. “We’re not arguing : We’re talking. But UR not listening”
Foursquare : “What we’d like to do is award points, mayorships and badges only when you’re at the place you say you’re at. Last week we started using a few different tricks using your phone’s GPS to try to verify this. (and if your phone doesn’t use GPS, we use a few different tricks)” - Sorry I won’t even get u into Foursquare yet, as that is soooo post Twitter. But heck it’s already worth $100M to Yahoo or $80m to investors supposedly. Check me in Scottie, indeed.
So after meeting 2 a few of the important people with D in their title. That’s D for Director - call each other up, in between shepherding kids between overly expensive pre-kinder or organic speed cooking classes. They come up with an idea while trying to control Mr 4 and Miss 5 - that who needs Twitter, Facebook is bigger anyway. And it has all these privacy controls. And it’s huge. 8.7M Australians. Actually it’s 1 BILLION Australians, using it 43 hours a day. CUME. That’s a locknload. Call Harold. Oops I meant Zuckerberg. And Not Randi.
It’s Meeting 3 now, we have a Community Producer we got Twitter that was at that Digital Citizens Social Media Club Event - damn whats the hashtag. They can make it happen. Client’s a bit gaga, wants to see something. So can someone please setup the Twitter page. Off runs Gaga to logout of her own accounts, and add another Cotweet profile to her Tweetie.
Client’s happy - now has a page where people can crowdsource background desktop images, write product bios, select legally approved avatars. Get @ev on the voip : “As we work to provide the best possible Twitter experience on all of the major mobile platforms, momentum will increase dramatically. Millions more active, engaged, mobile users means more opportunities for all of us.”
By now u r buzzing along, it’s only minutes to the weekend, but u get The Call: “So Twitter page is set to private but legal have some issues. There is going to be a delay. Think maybe we better go to Facebook instead for Stage 1.”
While u can sync posting between Facebook and Twitter, even tho it’s not recommended (Facebook doesnt really get those @replies, #hashtags and shortened 140 char spelling : You can’t sync your Twitter and Facebook profiles. So it’s in a rinse n repeat game; Upload pics, select avatar, write bio or in Facebook borg’speak “Write something….” about your brand/fan/group/community/stalker.
Facebook goes live, it’s all good. U build fans. They like and comment on stuff. U hope. And pray that u dont Nestle yer Fan Page and endup on PRDisasters dot com.
Facebook as their business model is more around promoting social gaming apps which they receive a cut on… give away the Fan Page analytics for free which is gr8; U dont need to get more money from your client, which u dont see anything of. Also Facebook breakdown users into demographics a client understands another tick.
On the downside Facebook have some other metrics “Post Quality” which no1 understands and they dont explain. A number such as 19.4 plus 4 stars (out of 5) comes up on your Admin Dashboard - which is kind of like a Year 12 score - where what u get is a relative measure of a percentage of people that interact with your page versus the benchmark for other Facebook Fan Pages. Basically the more of your fans that like or comment compared to other fan pages of a similar size, the higher the score. But u try and explain that to a client after having to google it for 20 minutes and reading deep into some seo geeks virginal facebook experience as they realise search just isnt doing for them what it used to.
Twitter on the other hand.. which is a bit more scary in the end for clients compared to Facebook - does have some complementary strengths that mean 1 plus 1 really could equal 3. And maybe a client really will do it in Stage 2 once the Training Wheels and “Insights” are drawn from Inside Facebook.
I’m gonna shift to bulletpoints for a sec’ere on benefits of Twitter -
- It’s not just Early Adopters, Freaks and Geeks, but Influentials in alot of Product Categories, Media Channels, basically businesses clients are in : Client’s Key Target Influencers are tweeting: Australian Politics for example, all the major journalists use the Twitter backchannel to commentate and influence in realtime the latest in Canberra.
- Brand + Category Experts are often on Twitter in their spare time / late at night when working. Engineers like celebrities who dont want to be mediated, take to the immediacy of sending messages straight from Blackberry/iPhone etc
- Twitter goes into Google within seconds : Google paid alot of money to Twitter as did Microsoft to ensure Tweets go into Google straight away and often at the top of search results. Why pay for SEO when u can get your Influentials tweeting, twitpicing their brand experiences and it goes straight to the top of unpaid non commercial google search results and gets a better click thru. Client’s that spend on search that dont think everything is going to change when social collides with search are kidding and just protecting their established business just as TV. Newspapers Owners once tried to.
- Facebook is the opposite of the Twitter + Google interrelationship: Facebook content apart from the odd bit of stalking photos u make public, the url of your client’s Fan Page does not go into Google and drive authority, clicks, and the network effect is negative compared to Twitter. This is huge overall. Facebook is it’s own destination, Twitter is a conduit to drive traffic via Google and itself to a client’s web site.
I’ve kinda run out of time for a proper or funny segueway’ed ending as I’ve gotta suit-up for the MCC - so I’ll use the catchcry and latest pics of The funniest TV show of 2009 : #PartyDown - is back - Forget people who ask “Do you watch #Entourage ?” or “30 Rock is the funniest TV show out, dont u think?” - Both are over the hill crap after so many seasons.
So in the words of Party Down : “Are We Having Fun Yet ?” - Because clients could be on both Facebook and Twitter. Or Facebook then Twitter.