Tom Lynn led off the conference turning a famous social media: Twitter in an academic subject. Have you ever asked yourself why were you commenting this event more than another one? Who influenced you and why? How can we turn social medias problem in a business?
Let’s start off with some relevant facts…
Who would expect a meerkat to be more influent than Ireland’s first prime minister?
- Enda Kenny: 22,5K followers
- The meeerkat Alexandr Orlov: 67,4K followers
Which death was more retweeted? Paul Walker’s or Nelson Mandela’s?
- Paul walker’s: 400 000 retweets
- Nelson Mandela’s: only 77 000 retweets…
1. And the social medias were created…
Eric Weaver made a point: When the social medias first appeared in 2006, they were seen as something foreign (like most of the new inventions), then interesting, cool, known, and finally normal. But what about now?
More and more people are using social medias so how brands deal with this new way of communication?
Lucy Campbell made us notice that according to RTE, Irish people watch less and less TV but keep themselves informed by other communication devices… Now, 89% of the adults have access to a mobile device, which actually makes reaching an audience more and more complex because they are different platforms and different devices.
- 69% at home
- 22% at workspace
- 18% outside
Did you know that « 53% of the 16-30 years old would rather lose their sense of smell than give up the technology that keeps them socially connected »?
RTE always optimised their content with the new technological releases to reinforce the leadership of their products and services (2003: launch of their first mobile device, 2008: launch of their first mobile app…). They had to, because: « 61% of the mobile users are likely to move onto a competitors site if the page they landed on isn’t mobile optimised » and now over 73% of RTE traffic comes from Mobile Services. These improvements turned RTE into the first news app in Ireland and enabled them to reach another audience out of Ireland « 37% online users are outside Ireland » and led them to a growth of 6.4% of their followers.
So brands are dealing pretty well with this new media but in order to turn it into an advantage, they first have to understand what consumers expect from them.
2. Analysing the consumer’s behaviour, his feelings and desires…
« The audience demands Great Content. It’s not the content that’s rare. It’s finding the good stuff that is » Lucy Campbell
- The World Cup made a major change with « 70% increase in live streaming ».
- Before the 1st episode of the Love Hate 5 Series, RTE used twitter to advertise for their program: 976 thousands viewers and about 543 thousands shares!
Tom Lynn explained us that a DCU computing student, Adam Bermingham, invented « SentiSense »: a sentiment analysis that enables brands to determine which opinion is more valuable than an other by social medias users, using:
- Data mining
- Natural language processing
- Custom ontologies such as brand, components, functions, features or opinions.
He combined 3 ways to understand how people feel and why do they feel this way?
The first way is manual: Intuitive annotation and interface with active learning; The second way is automated: Novel multi-domain machine learning and the last one is crowdsourced: Proprietary qualify control and ramification system. Thus, he gets to analyze better the consumer’s behaviors on the Internet.
- 60% watch video content before they read about it.
- 40% youtube traffic is on mobile
- 92% of the videos are shared which is more important than TV
- 52% Irish Youtube users seek for information after watching
- 1/3 of the Irish people watch Youtube as much as the TV
- 1/5 of the the brands reach 500 000 views.
Consumer’s behaviour is changing and so is the content they consume. So Think House has analysed what video content consumers prefer, naming it the « 7 sins of killer content ».
The first one is « comedies » with the largest number of views (107 millions).
Then comes the epic theme, with impressive content. The third sin is the emotive space but it’s quite delicate to do a video for it because when it comes to personal space, « sometimes it’s right and sometimes it’s wrong » to have brands in this field. Then there is the WTF videos. No need to explain what the letters stand for… Watch the video by clicking on the word! The fifth category is zeitgeist. They are hard videos to do because they only last for about thirty seconds so the brands have to be really efficient to deliver the right message. The NSFW sin is « risky but a good experimentation! » Unfortunately, Youtube has restricted the access to the Tom Tom ad we got to watch so I won’t be able to show it to you. Finally, the Informative category: Those videos last for long 3 minutes or more and they provide valuable and useful informations about a topic.
To conclude, brand advertising isn’t only about having a great content but also about being able to share it and that’s what social medias enable them to do!
3. Social medias sometimes rimes with opportunities…
Alan Coleman developed an innovating digital marketing, led by the though that search marketing had to become more active. They use semantic search for clients such as RedBull, littlewoods.com, Brown Thomas, iclothing.ie, kilkenny beer, Louis copeand… The usual consumer focused marketing would be: Awarness -> Interest -> Action but Wolfgang Digital goes further in the process in order to get better results. Their purchase funnel is:
Deirdre Hogan also had a great idea from the social medias effects and will soon launch a new company, Gajo! When twitter users express their opinions online, they also help brands to know what they want. And the aim of Gajo is to discover communities for brands and filter the « noise ». What she meant by this is that her invention can classify the different tweets and users in different categories. For instance: let’s say you are a travel agency seeking for twitter users going to Mexico. An ordinary filtering system would just search for the « Mexico » keyword. But twitter users could also post about their sister in Mexico, or they could already be in Mexico which wouldn’t interest the travel agency. So Gajo is smart and much more precise than what already exists by going strait to the point! This new company illustrates well how you can use the social medias to do business.
LinkedIn is also be a great example. Nicolas Cappielo explained us that the brand’s aim is to connect the professional world. They offer opportunities by creating/sharing/collaborating ideas and changing the way we work together. People who register on Linkedin want to become better at what they’re already doing today by connecting with new people, jobs and concepts. Linkedin is a huge network were content is consumed 6 times more than jobs! The contents come from many sources: it can be from peers, news companies or thought leaders such as Richard Branson. Their goal is to move from the social map to the economic map by improving our abilities to team up and influence the business world.
« We have to become data scientists. » Eric Weaver
E. Weaver showed us that we could even use social medias to earn a kind of fictive money called « Earned media». By posting about a brand, you communicate about it in a free way, without needing to raise funds and still, you are making the brand more and more famous.
So social medias are a great opportunity for brands, peers and companies because they enable us to share a content and to get useful informations about one another.
4. Can Social medias also be a danger?
With the increase of those technological opportunities come also threats! Dr Lynn ended his speech with another DCU student’s work: Cyberbulling prevention Platform entitled Uonevu. This intelligent content researcher helps to fight against subtil social stereotypes such as « blondes are stupid ». And that’s not the only example…
The advertising dollar:
According to Alan Coleman the top two-forms of advertising are recommendations from people we know and online posts. Moreover, Eric Weaver demonstrated us that the content visibility is very poor on the social medias. Facebook’s EdgeRank: only 10% of your friends see your posts. So to pass this issue, a user has to pay boosting with ads . Facebook took advantage of this fact by migrating ads from the sidebar to the to newsfeed, adapting it to the consumer’s behaviour on the Internet. For instance, if you recently searched for a dress on the Internet, you will see an ad appear in your newsfeed for this same website. And since then, Facebook made much more money because their found a new way to caught the users’s attention.
To sum up, thanks to this DICE conference we can understand better our generation’s world: the world of social medias. Moreover we got a good overview of the advantages it offers to companies and peers as well as the disadvantages that go with it.