How Social Media is changing the face of Marketing | Teresa Heath-Wareing | TEDxTelford

Summary

The 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

00:00

🎉 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.

05:01

🗣️ 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.

10:01

🚀 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.

Keywords

💡TEDx

TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. In the script, the speaker expresses excitement about being at a TEDx event, indicating the significance of the platform for sharing ideas and experiences.

💡Social Media

Social media refers to websites and applications that enable users to create and share content or participate in social networking. The video's theme revolves around the impact of social media on various aspects of life, including business and personal connections, as illustrated by the speaker's industry focus and personal anecdotes.

💡Vision Board

A vision board is a tool used to help clarify, concentrate, and maintain focus on life goals. The speaker mentions having a TEDx talk on their vision board, signifying the importance of setting aspirations and the role of social media in achieving them.

💡Marketing

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The speaker's background in marketing and the evolution of the field due to social media are central to the video's narrative.

💡Influencer Marketing

Influencer marketing is a form of marketing where individuals with a large following on social media platforms are recruited to promote products or services. The script mentions Zoella as an example of an influencer whose recommendations can significantly impact sales.

💡Facebook Pixel

Facebook Pixel is an analytics tool that allows businesses to measure the effectiveness of their advertising by understanding the actions people take on their website. The speaker highlights the pixel as a powerful tool for marketers to track and target customers based on their online behavior.

💡Viral Marketing

Viral marketing refers to strategies that encourage individuals to share content with their social network, creating exponential increases in brand awareness. The Dollar Shave Club example in the script demonstrates how a viral video can rapidly accelerate a business's growth.

💡Communication

Communication is the act of conveying meanings from one entity or group to another through the use of mutually understood signs and semiotic rules. The video discusses how social media has transformed communication, from text to multimedia and interactive formats.

💡Content Creation

Content creation involves the development of various forms of content, such as blogs, podcasts, and videos, to engage and entertain an audience. The speaker mentions the necessity for marketers to become content creators to keep their audience interested and engaged.

💡Advertising

Advertising is a marketing communication strategy used to encourage, persuade, or manipulate an audience to take some action with respect to products, ideas, or services. The video discusses the shift in advertising spend from traditional media like TV to online platforms, emphasizing the effectiveness of targeted online advertising.

💡AI Chatbots

AI chatbots are computer programs designed to simulate conversation with human users, offering a form of artificial intelligence. The speaker predicts the growing role of AI chatbots in personal marketing and customer service, indicating the ongoing evolution of social media's impact on business.

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