The State of Search & Social – #RIMC13
A great intro from Bas at the Reykjavik Internet Marketing Conference to the ‘State of Search & Social’ track. Ever the historian – Bas states that the first guy that ever got social right was Jesus… then one of his followers unfollowed him…
Starting with the general idea of Search. In times before a great many modern things existed, if you wanted to know something, you would go to the most knowledgeable person in the town and ask them answers – both Search AND Social.
Next came the library where you would climb to the top of the stairs to get to the book you wanted – search.
Over time, we eventually come to the Search Bar – where we can now can search the entire world.
Search has been around for a long time and will be around for a long time in a different way – the next thing is Google glass – the future of social, the future for search – it’s going to be creepy search – but it’s still search.
How is Search Changing?
- Google is cleaning up so they can give us better search
- Social is going to stay around and it’s relatively new
- Graph search – you can find people working anywhere that like guns like porn like Obama
- Google Plus is not a social network it’s an identity machine
- Twitter – how is that going to impact what we do
We’ve come a long way from the Roman era to now and there is so much going on – how are we going to find the right angles?
There were 5 speakers involved in this track, the Twitter session was so packed full of info, that we have split the live blogs – the second part of this session coming later on today.
Search & Social – Twitter – Bruce Daisley – Twitter.com
The way that we think about twitter as an information network – connect with things you’r passionate about. Using the example of the most re-tweeted tweet of all time – there have been over a million favourites or retweets for Obama.
There are also popular subversive tweets – for example the lead tweet on the lance Armstrong case was a joke about the situation:
Twitter has 200m users and seeing strong growth. There are 400m tweets a day. There has been an increase of smartphones – 60% of all users access Twitter on the mobile. Twitter has become an information network rather than a social network. Twitter is a chatroom and hashtags are the channel.
Twitter is the shortest distance between you and what interests you [@] most
Tone of Voice
Getting the tone right is incredigly important – a lot of the subversive tweets have humour running through them – brands don’t have to adopt a humourous tone – there are a number of different options that a Twitter account can adopt – they can’t seek to do everything – this is very much inspired by a piece of work seen by an artist
Want a website? – Good cheap fast – choose 2
Want to build your brand on Twitter – Fun – help – info – choose where you want to sit
- Samsung Twitter handle – not funny or entertaining they fulfil need and help – they did a live stream – they repeated that live stream – like a press ad
- Innocent Juice Drinks – information combined with fun – playful tone of voice – they tweet
- One of the best users of Twitter in the UK – O2 one of the challenges was that the network went down in one day as a result they got a lot of rude tweets from consumers – how did they respond? With humour
- What happenned? – The sentiment towards the brand at that time increased
- The average O2 customers service rating is 65 out of 100 – anyone exposed to their work on twitter is mid 70s so that’s the difference between a contract reneawal and a migration to another provider
Twitter and TV
There are a huge amount of users that Tweet during TV shows – these tweets are – unfiltered – unmoderated. People love tweeting alongside things they are watching
- 95% online on twitter
- 60% while watching TV
- 40% of all twitter traffic is about TV
In the USA shows targeting young audiences 4% increase in tweets leads to a 1% increase in sign ups
- Drama shows – no tweets
- Music Shows/ News shows – tweets all the way through
Ad breaks – tweets massively surge – they only start tweeting when there is an interruption – consequence of that is the programme will start trending on Twitter – people are seeing on Twitter that the programme is trending then people turn over to watch it
- Tweeting about TV act as a strong drving force
- Twitter is acting as the second screen to Television
Does this stuff work?
Give us something tha looks like standard content – promoted trend and tweet promoted account cost per engagement basis
Computer game product going to a big website – the people who were exposed to a brand tweet were 85% more likely to go and look at that product on that site
How many added to their basket?
10% added – Twitter users 11.3% – exposed to Twitter 16% more likely to put things in thei basket
Seeing an ad in the interest environment – this stuff matters getting social media right is of keen importance!