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The Big Six Social Networks

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Royal Holloway, University of London
Royal Holloway, University of London

Goldsmiths Social Media Markting Course - 9th Nov - Discovering the essence of each social network by looking at the words of their CEO's. More details at: http://www.gold.ac.uk/short-courses/social-media-marketing/ http://www.christopherhogg.net

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THE BIG SIX SOCIAL NETWORKS 9th of November 2016 London
Read a Short History of Social Media and
The Big Six Social Networks
Who da Boss?
 Susan Wojcicki – YouTube - 1bn  Jeff Weiner – Linkedin – 600m  Mark Zuckerberg – Facebook – 1.6bn  Jack Dorsey – Twitter – 317m  Kevin Systrom – Instagram – 500m  Evan Spiegel – Snapchat – 100m They da Boss
They are all blending together because of live.
Periscope – Live Video
Build it and they do not come
Video • 8 Billion Videos a day on Facebook. • 200m Periscope broadcasts. • Gets 15-20% engagement rates. (Unheard of before now in display advertising) • Between 15-30 seconds maximum. • Social Media Content Distribution tools are the best. They have the best targeting.
What features make your network good And when would you use it?
• Letting people find you when the search the Internet • Giving you more control over what happens to you in Google Results • A good profile encourages people to contact you • Address book - Stay in touch with people as they change jobs • Go direct to the boss! – Getting past the gatekeepers. Direct contact • Galvanising Social Capital - Getting your connections to request introductions for you • Managing your online job hunting by having your C.V online • Becoming an influencer – By joining groups you can grow your social capital by solving industry problems • Link it to Twitter to simplify business updates. WHAT IS LINKED IN GOOD FOR?
WHAT IS INSTAGRAM GOOD FOR? Immediacy & Instant Feedback Smartphone Only so keeps in the moment Beauty - Amazing pictures every day. Basic Photoshop – Good use of mobile tech Community - strong sense of connection Little Negativity or tired Memes People taking time out of their day to be creative Continuity - Watching peoples lives unfold.
WHAT MAKES YOUTUBE GREAT Works in 56 Countries and 61 Languages 2nd Largest Search Engine in the world. 17% of all internet traffic runs through Youtube 6 Billion Hours watched a month. 25% of all views are from a mobile. Great for SEO & New Traffic Video Sharing is so easy – How to Hosting content to be used elsewhere Making Money
WHAT TWITTER GREAT Amazing Data – Most in depth targeting Micro Blogging - simplicity Relationship with Live TV Works amazing well on phones Great for SEO & New Traffic Direct bypass Gatekeepers Works like a newspaper curated by you Influence is measurable.
WHAT MAKES SNAPCHAT GREAT Content Deletes – Freedom from Digital Vapour Trail. Sense of urgency to watch content Great use of Filters Loved by Teens Great for SEO & New Traffic Direct bypass Gatekeepers Works like a newspaper curated by you Influence is measurable.
WHAT FACEBOOK UNIQUE Cheap Advertising Great on Mobile Chat is used by 900 Likes A scrapbook of our social lives An event Hub The Alogorythm

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The Big Six Social Networks

  • 1. THE BIG SIX SOCIAL NETWORKS 9th of November 2016 London
  • 2. Read a Short History of Social Media and
  • 5.  Susan Wojcicki – YouTube - 1bn  Jeff Weiner – Linkedin – 600m  Mark Zuckerberg – Facebook – 1.6bn  Jack Dorsey – Twitter – 317m  Kevin Systrom – Instagram – 500m  Evan Spiegel – Snapchat – 100m They da Boss
  • 8. Build it and they do not come
  • 9. Video • 8 Billion Videos a day on Facebook. • 200m Periscope broadcasts. • Gets 15-20% engagement rates. (Unheard of before now in display advertising) • Between 15-30 seconds maximum. • Social Media Content Distribution tools are the best. They have the best targeting.
  • 10. What features make your network good And when would you use it?
  • 11. • Letting people find you when the search the Internet • Giving you more control over what happens to you in Google Results • A good profile encourages people to contact you • Address book - Stay in touch with people as they change jobs • Go direct to the boss! – Getting past the gatekeepers. Direct contact • Galvanising Social Capital - Getting your connections to request introductions for you • Managing your online job hunting by having your C.V online • Becoming an influencer – By joining groups you can grow your social capital by solving industry problems • Link it to Twitter to simplify business updates. WHAT IS LINKED IN GOOD FOR?
  • 12. WHAT IS INSTAGRAM GOOD FOR? Immediacy & Instant Feedback Smartphone Only so keeps in the moment Beauty - Amazing pictures every day. Basic Photoshop – Good use of mobile tech Community - strong sense of connection Little Negativity or tired Memes People taking time out of their day to be creative Continuity - Watching peoples lives unfold.
  • 13. WHAT MAKES YOUTUBE GREAT Works in 56 Countries and 61 Languages 2nd Largest Search Engine in the world. 17% of all internet traffic runs through Youtube 6 Billion Hours watched a month. 25% of all views are from a mobile. Great for SEO & New Traffic Video Sharing is so easy – How to Hosting content to be used elsewhere Making Money
  • 14. WHAT TWITTER GREAT Amazing Data – Most in depth targeting Micro Blogging - simplicity Relationship with Live TV Works amazing well on phones Great for SEO & New Traffic Direct bypass Gatekeepers Works like a newspaper curated by you Influence is measurable.
  • 15. WHAT MAKES SNAPCHAT GREAT Content Deletes – Freedom from Digital Vapour Trail. Sense of urgency to watch content Great use of Filters Loved by Teens Great for SEO & New Traffic Direct bypass Gatekeepers Works like a newspaper curated by you Influence is measurable.
  • 16. WHAT FACEBOOK UNIQUE Cheap Advertising Great on Mobile Chat is used by 900 Likes A scrapbook of our social lives An event Hub The Alogorythm