Our very own Bas van den Beld presented about the global collision of social, local and mobile and it was a great session with loads of interesting facts.
Bas started by showing us the first phone he ever owned, a Nokia, 15 to 20 years ago. He thought at the time he had no need for it. The most social he ever got was to play snake on it. Now we have iPhones, smartphones and play games too but now they are multiplayer and socially connected. Mobile and Social are highly interconnected and so are both their growth patterns. Our everyday life is now integrated into our mobile life.
Twice as many people aged 55+ visited social network sites on their phone compared to last year. He shared a visit with his Grandmother where she was far more engaged with Ajax because of her family’s connection through Facebook. 36% of young people engage with social after sex!
Bas went on to explain that his background in History has shown him why the growth of social has actually been there for ages. Jesus was the first user of social media, he had 12 followers and his story was shared throughout the world. Word of mouth is a channel that has been around for ages social media is merely a new channel that allows us to do that easily.
To do social well you need the right mind set. He shared a story about choosing a set of skis and a customer couldn’t communicate with the shop attendant and ended up shouting the same question over and over again which clearly didn’t work. Don’t shout at your audience, understand the local nuances of each market to identify trigger points and language.
Local and social are also linked very closely. Clever local and social strategies integrate. For example Danny Sullivan checked in via Foursquare and got a Groupon special for a haircut which he took up. That’s clever social and local marketing.
A small local town used Facebook to promote the local tourism by creating a campaign where they added their pictures to a bulletin board if they liked them on Facebook. They now have a similar amount of likes to London and Zurich and many houses are now covered in these pictures.
Google gets this relationship by integrating local and social into Google Places. This is merely the beginning as social search becomes more and more evident in their algorithms. It’s all about connecting you to the right people and content and that’s all related to you. Google integrates all their products and services through personalised search.
Google’s progression has been from content & links to reputation and trust to social authority. This is a trend that isn’t going away. In order to make this work you need to have the right mind set. It’s about communication and getting social engagement for your brand. You need to target brand advocates as well as consumers in this integrated community. You need to find your hairdresser for your community, hairdressers share those stories and by connecting with them you will get far more coverage in the community and as a result improve your social graph.