Workshop for Comms and Marketing, June 2013

1. Social technologies hit the
mainstream
@LisaHarris
Workshop for Comms and
Marketing, June 2013

2. Plan
• Key trends in digital marketing
– Video
– Mobile
– What’s next? Audio and data are gaining traction
– Content marketing
• Examples from our projects
• Technology will Kill (Erik Qualmann, 2 mins)
• 2040 Presidential Election (The Onion, 2 mins)

3. Source: Internet trends 2013, by Mary Meeker

4. Source: Internet Trends 2013 by Mary Meeker

5. Digital Trends 2013 by Smart Insights
• Complete the poll and view the results
– Mobile (think smartphones and tablets)
– Content (engagement through SMM drives SEO)

6. Source: Internet Trends 2013 by Mary Meeker

7. Pew Internet
• Photos and videos now key social currencies
– 46% of adult internet users post their own photos
or videos online = creators.
– 41% take photos or videos they have found online
and repost them on sites designed for sharing
images = curators.
– Pinterest, Instagram, ScoopIt and Tumblr have
made curating easier because they are organised
for easy image and video-sharing.

8. The power of video
• According to Ofcom we each now watch an average of 1.5
hours of video per month
• Online video audience grew by 8% per year in the UK last
year
• 64% of UK users have a smart phone (82% of all phone
purchases in Dec 2012 were “smart”)
• 73% of 16/24 year olds are active on social networks
• 1/3 of UK page views are from mobiles/tablets
(Comscore, April 2013)
• #sotonmooc conference
• #digichamps “draw my life”
• #digichamps “Stargazing” event

9. Source: Internet Trends 2013 by Mary Meeker

10. • Mobile access now greater than PC
• Much more prepared to engage online
• Social media perceived as relatively censorship free
• 24% of internet content in Chinese, 27% in English
• Market penetration of Weibo is greater than Twitter is in the west
• Sales on Alibaba in 2012 exceeded Amazon and Ebay combined

11. New competitor to Sina Weibo.
Available in English and downloadable
on iTunes and Android for free. Wechat
enables video chatting, voice
messages, picture sharing, group
chatting
Online audio distribution platform
that allows for collaboration, promotion
and distribution of audio recordings by
its users. Favoured by established and
aspiring musicians

12. Marie Page webinar on Content
Marketing (40 mins)

15. Why Content Marketing?
• People sharing/liking/commenting on your content
generates earned media and has an SEO benefit
• Good content is a top reason why people follow brands
on social media (Get Satisfaction survey)
• Build social capital by giving away good stuff –
endorsements and sales will follow
• Content can educate, inform, entertain or
inspire…resulting in Brand Advocates
• Facebook’s “Edgerank” score - increases with
engagement, decreases with negativity. Influences how
many people see a brand’s post in their newsfeed

16. Pulling it all together
• Use the blog framework as a central point pulling in your other
social media content: Digital Economy Blog
• Tweets – Flickr – LinkedIn – Vimeo - Slideshare – Pinterest -
Soundcloud - YouTube
• You can also embed other social media within individual blog posts
• Video is increasingly important, especially authentic user
generated content
• Provide sharing buttons so that your readers can share your content
on their own networks
• These activities provide a regular supply of googlejuice to the blog

17. What does Google like?
• Social media interaction with a blogpost is the
*biggest influence* on its search visibility:
1. Facebook shares
2. Facebook comments
3. Facebook likes
4. Tweets
http://www.socialmediastrategist.co.uk/blog/
1-news/175-social-media-seo

18. Social Network Analysis in the Charity Sector:
PhD study by Chris Phethean
• Distinguishes awareness generation and engagement with
customers/supporters to indicate the strength of the online
community for the brand
• Extracts the supporter/customer network to reveal influential
followers for spreading a message
• Network structure allows additional analysis of the customers to
identify clusters and ties whereby messages can spread quickly
• Combination of metrics builds an argument about how successful
the social media presence is, rather than relying on single
standalone measures.
• Project in progress for the National Trust
• Full paper presented at #websci13:
http://eprints.soton.ac.uk/344872/

19. Our Projects
• Student Digital Champions
• Curriculum Innovation
• Social Media in Live Events Project (SMiLE)
– #SXSC2
– #MDRweek
– #PortusMOOC

20. MOOCs
• Showcase the university’s teaching and
research and student contributions to
encourage additional enrolments on campus
courses and inspire innovation there
• Critical to this is the sharing of participants’
intentions/experiences via social media -
these interactions carry an authenticity that
traditional promotional materials lack.
• Mobile/tablet access to features is crucial

21. Eating the dog food
• The Portus MOOC (and the Portus Field School it builds on)
is a direct consequence of each of these University areas of
strength and investment:
• Digital literacy
• Student co-creation and employability
• Curriculum innovation
• Multidisciplinary research and teaching
• Student-centred
• Disability and accessibility
• Research data
• Openness

22. “Quick Wins”
(some are already in progress…)
• Put community at the heart of what we do:
– Create register of university twitter accounts with a feed to aggregate
all posts and display it on uni home page
– Create register of university blogs with a feed to aggregate all posts
and display it on home page
– See for example http://www.emc.com/social-emc/index.htm
• Share buttons on everything!!! – the latest versions allow ‘share to
a specific group’
• Here is a useful twitter list of university groups compiled by
Digichamp Nicole Beale
• Publicise www.blog.soton.ac.uk (free ‘branded’ blogs for staff and
students on a Wordpress template)
• Social media support for university “rockstars” to get started
• Formalise the Digichamps programme across Faculties/SU/WSA

23. We hope you have enjoyed the
workshop 
• Next steps
– Digichamp support available for
• personal branding
• managing backchannel at events
• providing a student perspective on promotional
materials etc
– We have modules (and whole degree
programmes) running from September on a range
of digital marketing topics