Hello, my name is Simone Kurtzke,
and I'm a Lecturer in Digital Marketing
and Social Media
at Robert Gordon University.
And I'm here today to talk to you
about social media marketing,
and I think it's a very valuable
and interesting topic to look at,
because we now have
mainstreaming of social media,
it's been around for 10, 15 years now.
So it's really a good time
to step back and look at that overall,
not just in terms
of the practical application
and the strategy,
but the wider philosophical trends
to really understand
whats happened in last years
and what is likely to happen
in the future.
I start with brief history
of social media
as I said
we were at the really good stage
to look back now and take stock.
I will then place social media
in the wider context
of the age of the customer
or what is also been called
the experience economy,
because there are some underlying
philosophical and theoretical shifts
which it's very difficult
to understand social media.
I will then move on
to talk more specially
about the aspects
of social media marketing strategy
that brands and companies
really need to focus on.
I then draw some conclusions that sum up
where we are right now
and, of course,
I hope that this will be relevant
for the next few years,
which is why I said
I really wanted to draw
at some of the underlying themes
and philosophical themes as well,
and not just talk about tactics
or what's specifically it is
we need to do.
A brief history of social media.
In this section, I want to talk
about the term Social Media in itself,
because it's a very, very
recent new phenomenon.
As we can see on this slide here,
social media as a term
only really became into the mainstream
or grew, perhaps from 2009 onwards
and it has really now,
of course, reached mass popularity.
So it's important to remember
that this is a very recent area
and a very recent phenomenon.
I look at social media
for the purpose of this talk
from 2000 onwards,
in terms of communities,
and online communities,
and people talking with each other,
and forums, and chat rooms
that has, of course, been around
since the '80s or the '90s.
But the term social media,
and the mainstreaming of these
user generated content sites,
where people can talk to each other
really came to the forefront
in the new millenium from 2000 onwards.
I start it by Friends Reunited.
Even although, it's not a strictly
speaking a social media site,
but even Facebook,
when it launched in 2004,
the term social media
didn't actually exist.
And the reason I put this slide in
is that we can see really the history,
when they arrived on the scene,
and the important point
for me to point out is that
between 2006 and 2010,
not many new channels launched
other than Twitter and Tumblr.
So it's almost like there was
a first phase of social sites
and channels with MySpace,
and then there was
a little bit of a break,
and then 2007 Tumblr,
and then the last years especially,
the key movement here is the rise
of image-based social channels,
such as Pinterest and Instagram.
And in fact, Instagram has now
even overtaken Twitter.
So that is the key trend.
And really where we are is,
we have mature,
established old social networks
such as Facebook, YouTube, and Twitter.
And then, of course,
we have Instagram, Pinterest
the smaller social networks
that are more image-based.
And another really important point
for me is that
there is, of course,
considerable regional variation.
So when we talk about
the social media millenium
or social media strategy in China,
it is very different
to what it is over here.
And I ask these few questions
to most of my students,
I say it is trick question.
Does every business need
a Facebook page?
And they always say,
"Yes, of course. Yes, of course."
And then I ask, "But what about China?"
Because, of course, in China,
Facebook is really not on the map,
businesses don't use that.
We have social networks like Qzone
and the whole ecosystem of social media
is very, very different.
However, this talk only focuses
on the western social media,
but I just included it here
on this slide.
Here the key point about
the social media millenium
s that the increase in economic value
of these channels,
this is why at the bottom,
I just put the few key highlights
of one traditional media companies
and media publishers
buying social media sites or networks,
for instance, News Corp in 2005
buying MySpace for $580 million.
And then more recently,
even Instagram was bought by Facebook,
which, of course, now is
a big media publishing site in itself
for $1 billion.
And it probably is
one of the highest prices ever paid
for a very small
social messaging app or network,
when Facebook bought WhatsApp
for $19 billion
and that is just an indication
of the shear enormity
and the growth of social media
in the last few years.