How Social Media is changing the face of Marketing | Teresa Heath-Wareing | TEDxTelford
Summary
TLDRThe speaker expresses her enthusiasm for social media's role in transforming marketing, highlighting its rapid evolution and global reach. Starting from her own journey in 2004, she discusses the industry's growth and the shift from traditional marketing to a more interactive and personalized approach. She emphasizes the impact of social media on communication, customer service, and research, showcasing examples like Tesco Mobile's Twitter use and influencer marketing. The talk concludes with predictions for future trends, such as AI chatbots and personalized advertising, asserting that social media's influence is just beginning.
Takeaways
- 🎯 The speaker has been passionate about social media since the inception of Facebook in 2004 and sees it as a transformative tool in marketing.
- 🌐 Social media has become the fastest moving industry, allowing businesses to find and grow audiences globally.
- 📈 The speaker emphasizes the importance of businesses taking social media seriously, beyond just having a presence, to truly leverage its potential.
- 📱 The rise of social media has changed communication, with platforms offering innovative ways to connect, such as emojis, filters, and live streaming.
- 🗣️ Businesses now use social media for customer service, making it easier for customers to get quick responses to their issues via platforms like Twitter.
- 🔍 Social media has become a powerful research tool, allowing marketers to gather insights directly from consumer groups and feedback.
- 🎨 Marketers have had to evolve, becoming content creators to engage audiences through blogs, podcasts, and videos.
- 📊 Facebook's advertising platform allows for highly targeted marketing based on personal data, revolutionizing the reach and effectiveness of ads.
- 📈 Internet advertising spend has surpassed TV advertising spend, indicating a significant shift in marketing budgets towards digital platforms.
- 🌟 Influencer marketing has emerged as a powerful way to reach audiences, with influencers capable of significantly impacting sales, as seen with Zoella's book club.
- 🔥 The potential for content to go viral can rapidly accelerate a business, as demonstrated by the Dollar Shave Club's YouTube video that led to a surge in orders.
Q & A
What is the speaker's excitement about being at TEDx attributed to?
-The speaker is excited for two reasons: having a TEDx talk on her vision board since its creation and the theme 'not business as usual' aligning well with her industry of social media.
What does Mike Stelzner, head of Social Media Examiner, say about the social media industry?
-Mike Stelzner states that social media is the fastest moving industry in the world.
How does the speaker describe her experience with traditional marketing in her first job?
-The speaker's first job as a marketing assistant involved mundane tasks like franking letters for direct mail campaigns and sending fax campaigns, which was not what she expected after learning marketing theories at university.
What were the two main problems the speaker faced when she started her own social media business?
-The two problems were that everyone seemed to be doing social media without the level of expertise she wanted, and businesses did not take social media seriously, often assigning it to the youngest person in the office without understanding its marketing significance.
What is the main aim of the speaker's business when she started it?
-The main aim was to educate and teach businesses not just to do social media, but to love and appreciate its potential in marketing.
What is the estimated number of Internet users as of 2018, according to the speaker?
-As of 2018, there are approximately 4.1 billion Internet users, which is 54 percent of the globe's population.
How has social media changed the way we communicate, according to the speaker?
-Social media has encouraged sharing everything with the world, opened up new ways of communication like emojis, bitmojis, face filters, and live streaming, and has changed business-to-customer communication by using platforms like Twitter for customer service.
What is the significance of Facebook's advertising platform for marketers, as mentioned by the speaker?
-Facebook's advertising platform allows for highly targeted advertising based on personal details like age, sex, location, salary, job title, family status, and interests, making it a powerful tool for marketers.
What is the role of 'influencer marketing' in reaching large audiences, as described in the script?
-Influencer marketing involves individuals with a large social media following who collaborate with businesses to promote products and messages, significantly impacting sales, as exemplified by Zoella's book club increasing book sales by 1100%.
What is the impact of going viral on a business, as illustrated by the Dollar Shave Club example?
-Going viral can rapidly accelerate a business, as seen with Dollar Shave Club, which received over 12,000 orders within 48 hours of posting a viral video and has since reached 25 million views.
What future developments in social media marketing does the speaker anticipate?
-The speaker anticipates more personal marketing through AI chatbots, advancements in online shopping experiences, and the continuation of social media's growth and impact on marketing.
Outlines
🎉 Embracing Social Media's Impact on Marketing
The speaker expresses excitement about speaking at TEDx and the relevance of social media to the theme 'Not Business as Usual.' They highlight the rapid growth and dynamic nature of social media, citing Mike Stelzner's view that it's the fastest industry globally. The speaker's passion for social media's ability to connect people and businesses worldwide is evident. They share a personal anecdote about connecting with Tony from the Cook Islands, emphasizing the global reach of social media. The speaker then reflects on their career in marketing, starting in 2004, and the stark contrast between traditional marketing methods and the opportunities presented by social media. They recount the challenges of starting a social media business amidst skepticism and competition, with a mission to educate businesses on the value of social media. By 2018, with 4.1 billion internet users and a significant portion on social media, the speaker underscores the irreversible transformation of marketing through social media.
🗣️ Revolutionizing Communication and Marketing Strategies
This paragraph delves into the transformative effects of social media on communication, both personally and in business. The speaker discusses the evolution of sharing personal experiences and the innovative ways people now interact, such as through emojis, GIFs, and live streaming. They highlight how businesses have adapted, using platforms like Twitter for customer service, streamlining the process of addressing complaints. The paragraph also touches on the shift in marketing research methods, moving from traditional focus groups to leveraging social media for immediate feedback and insights. Marketers are now required to be creative content generators, producing various media to engage audiences. The speaker then discusses the powerful advertising capabilities of platforms like Facebook, which allow for highly targeted marketing based on detailed user profiles. They also mention the impact of influencer marketing and the potential of content going viral, providing examples of how these strategies have dramatically boosted sales and brand awareness.
🚀 The Future of Social Media in Marketing
In the final paragraph, the speaker looks forward to the future of social media in marketing, predicting ongoing advancements and innovations. They mention the potential of personalized marketing, AI chatbots, and improved online shopping experiences. The speaker concludes by emphasizing that social media is not a fleeting trend but rather the beginning of a new era in marketing. They leave the audience with a clear message: social media's influence is here to stay and will continue to shape marketing strategies and business interactions in profound ways.
Mindmap
Keywords
💡TEDx
💡Social Media
💡Vision Board
💡Marketing
💡Influencer Marketing
💡Facebook Pixel
💡Viral Marketing
💡Communication
💡Content Creation
💡Advertising
💡AI Chatbots
Highlights
The speaker has had a TEDx talk on their vision board since the day they created it.
Social media is the fastest moving industry in the world according to Mike Stelzner, head of Social Media Examiner.
Businesses can find audiences, grow wealth and knowledge by reaching out to different peoples all over the world through social media.
The speaker connects with Tony from the Cook Islands over a shared passion for social media.
In 2004, Facebook had just launched and the speaker graduated with a BA Honours in marketing.
The speaker's first marketing job involved tasks like franking letters and sending fax campaigns.
In 2014, the speaker decided to start her own business specializing in social media for businesses.
Two main problems faced when starting the business were competition and businesses not taking social media seriously.
The aim was to educate and teach businesses to not only do social media but to love it.
As of 2018, there are approximately 4.1 billion Internet users, 54 percent of the globe's population.
Social media has changed marketing forever in two ways - communication and how we communicate.
Social media has encouraged sharing everything with the world and opened up causes and issues we never knew about before.
Businesses now use platforms like Twitter for customer service, eliminating the need for phone calls or forms.
Social media has also changed the way marketers work, requiring them to become creative and innovative content creators.
Facebook's advertising platform allows for highly targeted ads based on personal information.
Influencer marketing has become a growing phenomenon, with individuals gaining followers and brands wanting to work with them.
Going viral on social media can accelerate a business to another level, as seen with the Dollar Shave Club video.
The future of social media marketing includes personal marketing, AI chatbots, and easier online shopping.
Social media is not going away and is only just starting, as emphasized in the conclusion of the talk.
Transcripts
hello TEDx boy am I excited to be here
today and I'm excited for two reasons
firstly I have had a TEDx talk on my
vision board since the day I had a
vision board and secondly and secondly
when I heard today's theme not business
as usual I felt that my industry of
social media couldn't have been better
fitting with today's subject Mike
Stelzner who's head of social media
examiner once said that social media is
the fastest moving industry in the world
and you know what I love it I love the
fact that businesses can find audiences
can grow their wealth and their
knowledge by reaching out to different
peoples all over the world I love the
fact that I can see my friends children
growing up or what my friends do on
their holidays and I love the fact that
I can be connected to people all over
the world without ever having met them
this guy is called Tony and Tony lives
in the Cook Islands
and Tony and I started to connect over
Instagram because we share the same
passion for social media and follow the
same people
hey karani everybody auntie NICs in
Telford from the beautiful and really
busy beaches here on Roma in the Cook
Islands my name is Tony and I want you
to enjoy a wonderful talk today with the
fabulous Theresa Keith Waring and maybe
come visit the Cook Islands sometimes
come on Theresa thank you bit what a
nice guy tony is a lovely lovely guy in
like said I think the fact that I can
show you a film like that is phenomenal
I had no idea where the Cook Islands was
when I started talking to Tony and I had
to Google where it was that's where the
Cook Islands is it's in the middle of
the ocean on the other side of the
planet and we know each other because of
social media so to start my story I want
to take you back to 2004 Facebook had
just launched and I had just graduated
from this very University with a BA
Honours in marketing and I couldn't wait
to get started
do my first marketing job or I could put
into practice all those amazing theories
I had learned and build a marketing
strategy and do all those cool things
and my first job as a marketing
assistant was mainly spent doing things
like franking letters for direct mail
campaigns and sending fax campaigns you
heard me right
backs but the younger people in the
audience someone who's got to explain to
you what a fax is however after 10 years
in marketing four years ago I decided I
wanted to start my own business so I was
going to specialize in social media for
businesses and I immediately came up
with two problems problem number one
every man and his dog was doing social
media and they weren't necessarily doing
at the level that I wanted to do it at
the second problem was businesses just
didn't take it seriously at all they
often chose the youngest person in the
office to do their social media strategy
they looked at a person who would
occasionally sent a tweet or had some
friends on Facebook and decided they
would hand over their entire social
media strategy to them they just didn't
see that it was part of marketing and
therefore they didn't take it seriously
at all so when I started my business I
started with the main aim to not only
educate but teach businesses to not only
just do social media but to love social
media so let me bring you up to present
day its 2018 and there are currently
approximately 4.1 billion Internet users
54 percent of the globe's population to
put it into perspective two point four
six billion of those people are social
media users crazy thoughts so with this
in mind I want to explain the two ways
in which I think social media has
changed marketing forever first off in
communication and how we communicate
social media has encouraged us to share
everything with the world I want to tell
you what I had for breakfast where I
went for dinner last night and how many
miles I've run I'm kidding I've never
ran
this this is more like the stuff I share
on social media and if you can't read it
it says working from home means I can
start drinking earlier that's a fact
but in all seriousness social media has
opened up two worlds that we never knew
about causes that we could never
understand until social media came along
also we no longer just talk in text we
no longer just send a text or send an
email we now have these amazing
innovative lovely ways in which we can
communicate
there are emojis and bit modi's and the
most amazing face filters from snapchat
that my daughter and I just love you can
go live in seconds to millions of people
across the world and you can share with
them some of the most amazing things
that happen and in terms of businesses
we have changed the way in which we
communicate with our customers we use
platforms like Twitter in order to
communicate with them this is Tesco
Mobile and they use their Twitter
account as a customer services tool so
no longer if you have a complaint do you
need to pick up the phone fill in a form
do some long arduous process you
literally send a tweet and then wait and
hopefully within a fairly rapid amount
of time they're going to tweet you back
to deal with your problem also social
media is now a hotbed of research gone
are the days when I first finished my
degree where we had to do focus groups
or long questionnaires or telephone
interviews no if you want to know
something head into a Facebook group
that talks about that thing and find out
the problems that those people have got
put a tweet online to find out what
issues people are dealing with if you're
thinking of starting a new product and
you're not sure what color to do it put
it out to the world of social media and
ask them and wait for your responses to
come flooding back also as a marketer
we've had to change who we are not only
are we just marketing the products we're
having to become creative and innovative
content creators we're having to put
together blogs and podcasts and videos
in order to keep you entertained to keep
you coming back to see us so
other area that I think that it's really
impacted on is the reach that we now
have in the world
let's take Facebook for instance what
Facebook knows about us personally is
terrifying however from a business point
of view I swear it's the best thing I
have ever seen their advertising
platform is phenomenal so I can put an
advert out today and I can target you
not only based on how old you are what
sex you are and where you are in the
country or in the world I can actually
target you on what salary you might earn
I can target you on what job title you
have if you have children and if so how
old those children are and I can target
you if you're a saint to be shopper and
you like playing netball at the weekend
it really is an amazing tool from a
marketers point of view also Facebook
have a pixel and this is a bit of code
that you can put on your website so they
can even track who's visiting your site
and you can mark it back to them amazing
and what this is done in terms of
advertising spend both on the Internet
and TV is crazy the lying going from the
bottom to the top
that's internet advertising spend and
that's plotted against TV advertising
spend so in 2016 it overtook TV spend
also another way to reach your audiences
is in the growing phenomena that is
influencer marketing this is where a
person sets up a profile on social media
and shares with the world what interests
them and they start to gain followers
and people start to be interested in
their life and what they're doing they
get to a point where they're so big that
businesses and companies and brands want
to come and work with them so that they
can help them share their product and
message out there as well
take zoella zoella worked with WH Smith
she did a book club where she showed a
load of books on her channel and it's
reported that the books that were
featured within her book club saw sales
increased by eleven thousand percent so
it's just a phenomenal train that I
could only see it's going to keep
growing
another way in which you can reach big
audiences is by going viral my grant it
this is a little bit harder to do and
you can't necessarily guarantee this is
a marketing strategy however when it
happens it can accelerate your business
to another level
so this screenshot here is of a video on
YouTube from the Dollar Shave Club and I
urge you to go and watch it because I
swear it's the funniest thing I've ever
seen but basically these guys set up
this video and it costs them four and a
half thousand dollars to do this video
not a massive amount of money in the
scheme of things they put the video
online and within 48 hours they had
received over 12,000 orders that video
has now been viewed 25 million times and
that accelerated their company overnight
so as you can see businesses that really
take hold and enjoy social media can
really reap the rewards
now I said at the beginning this is one
of the fastest moving industries in the
world so it's not going to stop there
we're only gonna keep going so we've got
amazing things coming up like more
personal marketing advertising into
messenger AI chatbots and easier and
faster ways in which you can shop online
and it's phenomenal so if you're going
to take one thing away from this talk
away today this is it social media is
not going away in fact it's only just
started thank you
you
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