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Everything you wanted to know about social media* but were afraid to ask...

So what’s
what s
this all
about
b t
Facebook, Twitter, Flickr, YouTube, and
Foursquare are platforms that the team here at
Vizeum love and use on a daily basis.

Friends being added, Tweets being retweeted,
photos being shared, videos being uploaded and
mayorships being constantly fought over are all
in a day’s work here at Vizeum.
day s Vizeum

If you have no idea what I just said; then this booklet is for you.

Read on and find out how Facebook works, what Twitter is exactly, what on
works exactly
earth Foursquare does, and everything else you wanted to know about social
media, but were afraid to ask.

Hello Hello

selling and start thinking of
g
Stop thinking about

conversations and relationships....

We are going to look at Facebook Twitter
Facebook, Twitter,
Flickr,
Flickr YouTube and Foursquare one-by-one
one by one
and give you a quick overview of each
network. We’ll look at; how do you use
y
them; what are they good for; why should
y y
you use them; and finally give an example or
two just to make our point. Enjoy!

Facebook is big. Really, really big. 500 million
g y, y g
big, which gives a HUGE amount of potential,
but also a great deal to cover What follows
cover.
is just the essence of the network, but if you
want to know more....you know where to come!
more you

Denmark on Facebook

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Some of the more meaningful facts...
– More than 500 million active users
– 50% of users log on to Facebo ok any day
– A verage user has 130 friends
– T here are over 900 million objects that people interact with (pages, gr oups, events and community pages)
– A verage user is connected to 80 community pages, gr oups and events
– More than 30 billion pieces of content (links, stories, blog posts, photo albums, etc.) shared monthly.
– About 70% of Facebo ok users are outside the United States
– Every month, more than 70% of Facebo ok users engage with Platform applications
– M than 550,000 active applications currently on F b ok P t
More th 550 000 t t t Facebo Platform
– More than one million websites have integrated with Facebo ok Platform
– M than 150 million people engage with F b ok on externall websites every month
More th ll l th Facebo k t b t th
– T here are more than 150 million active users currently accessing Facebo ok thr ough their mobile devices
– People that use Facebo ok on their mobile devices are twice more active o F cebo ok th non-mobile use s
th t F cebo o thei e mo e ctive on Facebo than o -mobile users

OK. Pay
y attention; this is how Facebook works..
You make a profile, and begin searching for
friends via name, email address, location, old
school – anything.
All activity – all – is
displayed on your
’News Feed’, and will You can upload photos and
also be shown in your videos, post links, and add
new found friend’s ’Tabs’ (I’ll get to those) to
’News Feeds’. your profile which show your
blog – there are hundreds of
possibilities.
It’s easy to keep track of
friends, events, messages
etc

You can ’like’,
Customised suggestions for
’comment’ on, or
pages, groups and even
’share’ (it will be posted
friends are suggested to you
on your profile) pretty
by Facebook.
by Facebook
much anything; from
posted photos and links,
to other people’s
comments
You add friends and
You add friends and
With all info displayed in
your network begins to
your News Feed, your friends
grow...and grow.
can check out what Groups
you’ve joined, or Pages
you’ve liked, links that you
shared and so on. And their
h d d A d h i You can chose to ’Like’ a Fan Page, or You can add brands, products, companies –
activity is seen by their ’Join’ a Group, and through these, pretty much anything you search for will have a
friends – and so on. The receive updates or messages from the Fan Page or a Group (more on those in a bit).
growth rate is exponential. Page or Group.

So what are Tabs,
Like, Apps, and
Facebook Connect?
F b kC Applications – apps.
Many brands,
companies etc use
companies etc use
these to incorporate
their brand on your
profile, e.g.
SoundCloud – a
music sharing app.
These are ’tabs’. A tab can be used for pretty much
anything, including....

Facebook Connect allows
users to ‘connect’ their
Facebook identity, friends
and privacy to any site. It
d i i I
The ’Like’ button can be added to any external enables third party websites
site. If clicked, it will show in News Feeds. to implement and offer even
more features of Facebook
on their sites. The idea
behind using Facebook
connect is that you can
leverage the huge
As before, any action taken on these sites will community elements that
be shown in News Feeds. When a user
be shown in News Feeds. When a user Facebook bring as well as
Facebook bring as well as
’connects’ with Facebook, a great deal of allowing users to log in with
information is exchanged, giving the third one click.
party a detailed insight in to the user.

OK. So lots of people, lots of sharing, lots of
communicating. I want in!
But do I want a Fan Page or Group?!
This is one of those questions that is almost impossible
to answer. It comes down to what you want it to do, but A Group can be open, private or secret
is complicated by Facebook almost constantly making (invitation only). Groups
changes to them. They are very similar, but here is a
h h Th i il b h i communicate via Messages which go
communicate via ’Messages’, which go
quick reference chart; straight in to inboxes, have tabs, and a
Wall. Groups are similar to groups in
real life; they are a ’meeting place’ for
discussions etc.

Fan Pages can be seen as normal profiles;
Groups are great for organizing on a personal level and for smaller scale virtually all activity that occurs on a profile,
interaction around a cause. Pages are better for brands, businesses, bands, can occur on a Page. Pages communicate
movies, or celebrities who want to interact with their fans or customers without via ’Updates’. Pages have two walls, one of
having them connected to a personal account, and have a need to exceed
having them connected to a personal account and have a need to exceed g ,
what the Page owner writes, and one just j
Facebook’s 5,000 friend max. for fans to write their own messages. Like a
normal Facebook profile, Pages have tabs
that uncover more information.

It is a lot, we know, but hopefully we have given you an idea! Here are a couple of
great Facebook campaigns to kick-start the imagination... Remember that it’is no
imagination it is
longer about the hard sell, but getting people to talk. Something both of these
campaigns certainly did...

http://bit.ly/c9R00C http://bit.ly/b9XSok

What’s happening?

Twitter is nowhere near as big as Facebook
and nowhere near as complicated - luckily.
While not that big in DK now, it has huge
potential.

Denmark on Twitter
The chart to the
right shows that
each Friday night
when X Factor was
h
live, around 500
tweets were
tweeted with the
t t d ith th
tag #xfactork.

Not victim to the spam (e.g.
Farmville) of Facebook, Twitter
is packed full of information.

Twitter is the David to Facebook’s
Goliath; small and sleek, with updates
y
limited to 140 characters; it is loved by
fans, and can be extremely efficient.

Ah Twitter....the word everyone hears on the news, but isn’t quite sure what it is. In
a nutshell; brilliant. Let me explain... A Twitter profile looks like this:
p
You create a profile and search for people, brands and so forth –
just like with Facebook, expect this time, there is only one profile
choice; no pages, groups etc. What you see is what you get. A
person or company/brand;

You follow people, thereby getting all their tweets in your feed, and they
can follow you back (your followers), and they’ll get to see all your
tweets. If they choose to RT (retweet it) then all their followers will see
it. Like sharing a link on Facebook, the growth rate is exponential, and
it Like sharing a link on Facebook the growth rate is exponential and
news can travel FAST. It’s public, it’s live, and it’s completely real time.
Remember the plane in the Hudson? Twitter.

You can follow people without them following
p p g
you back, and vice versa. The only option is to
’Block’ someone, thereby removing them for
good.

Alright....it sounds good, but I’m still not convinced.....
Twitter is one of those things that is hard to explain, hard to get
used to, but is incredibly social, addictive and enlightening. Let’s
look inside...
Here, someone has ’retweeted’ (RT) our
very own Daria. They must have liked what
Daria wrote, and wanted to share – which
is what it’s all about.

Here you can see your own direct messages (like
y y g
email – but 140 characters ) and if someone has
RT’d you using your user name – always @xxx.

Search function – type anything and
up it comes!
up it comes!

Here’s a # in use ‐ #mukthar. Remember his birthday?

This is where you can see what is trending
This is where you can see what is ’trending’
– what are the most popular topics on
Twitter right now.

There are ’only’ around 20,000 Danes on Twitter right now, but it’s this group that represents the
! early adopters, influencers and potential ambassadors that brands need to be engaging with.

Most of the most active Danes on Twitter are involved in communications, media, politics, and other
social areas. The sort of people you really want to reach, and don’t want to p*ss off!

So how do you find out if someone is talking
about your brand?
b t b d?
Because of the real‐time effect, people who have good or bad experiences, can bring
This is a search for ’#starbucks’, which this to the public’s attention extremely quickly. News travels like wildfire on Twitter –
demonstrates a few good points.... sometimes it’s beautiful, sometimes....it’s not pretty.

The ’Name results’ are any user profiles with
’Starbucks’ in the name. The blue tick means it’s a
verified account.

This is a new feature of Twitter; a ’promoted
result’. This paid for service ensures that that
tweet will always be top of the list when someone
y p
searches for Starbucks.

Using a hashtage # before certain words
enables others to search effectively for it, such
enables others to search effectively for it, such
as #starbucks here.

Don’t underestimate Twitter. There is a
huge potential for Danish companies and
g p p
brands on Twitter.

As it is with everything, it only needs one
great campaign (or crisis!) to open the
floodgates. In the US, as we’ll see,
companies are using it to great effect.

Finally, here are two examples of Twiter campaigns.......
One D i h
O Danish, one American, both inventive and fun.
A i b th i ti df

Gyldenhal
G ld h l Normann
The Danish publishing house, Gyldendal, recently started the
#fredagsbog (Friday’s book) phenomenon. People simply have to
write what book they’re reading that Friday, and include the tag.
h b k h ’ d h d d l d h
Copenhagen
p g
The motivation? ”We did this because at Gyldendal we love books.
We love to read. We love to talk about the books we read. And we
love to hear about the books that readers are reading.”
Beautiful!

Jet Blue pulled a hugely successful stunt
using Twitter, increasing their followers
Twitter
by 4000 in one day!

To celebrate its 10th anniversary celebration, Jet Blue announced on
Twitter that it would be giving out about a thousand free round-trip
g g p
tickets at three undisclosed locations in Manhattan on 10th March,
Wednesday.

Flickr is a different
kind of social
network.
t k
It’s essentially one giant photo album, where users
can upload all the photos they want, and sort them
in to albums, sets, and collections.

Profiles can be made by companies, brands, and
Profiles can be made by companies brands and
people, and can be private or public.

Tell a story with your photos and allow whoever you
want to comment.

Add
A notes to explain or comment right on the photo.
l

Favorite the photos you like best to easily find them
later, and see who has favorited yours.

Add people to your photos for your reference, and so
they can see what you've posted.

Add tags to categorise your photos and to help others
find them in searches.
searches

You can also geotag your photos, so that they can be
found by location.

Simlar to Twitter, all profiles are the
same; brand or person. It’s simple,
and easy, and enables you to keep the
rights of the photos – unlike
Facebook.

As you might remember from
Facebook, you can add a tab to your
Facebook profile, or a ’button’ to your
website, blog, etc., so your photos are
accessible from anywhere online.

While it might not be as social as Facebook or Twitter, it is
still a great w t put a f
till t way to t face t a company or b
to brand.
d

Fan
photos... Employee photos!
Make your team
part of the image...

It can also act as an archieve
for photos of events, special
occasions, or just for office
antics, helping to make your
ti h l i t k
company or brand ’real’.

YouTube has changed the way we view videos,
adverts, films, TV; just about anything which
erts, i ms, ; bout yt i g i
has been recorded. With 24 hours of footage
uploaded every hour, we have sped p
po y o , p past o our
15 minutes of fame...

people trust their
The fact is,
networks more than ’’professionals’’...
t k h

The worlds second largest search engine

http://aiim.typepad.com/aiim_blog/2009/08/37‐really‐cool‐statistics‐about‐social‐media.html
http://deepbluedenmark.wordpress.com/2009/10/09/18‐far‐ny‐viden‐via‐social‐media/

Anyone can be on
yo o
YouTube and can
even h
have th i
their
own channel, from
channel
fashion, to
blenders, to
Sweden,
Sweden or
designers; or
g ;
even just the
average gamer.

A great example of a YouTube

I’m
I’ on a h
horse...
channel is Old Spice...
http://bit.ly/ais256

The adverts started on TV, but
then rapidly went viral via
YouTube...

Old Spice accounted for 75
percent of
conversations in the category in the
first three months of 2010
Half the conversations came from women

The YouTube/Twitter social media response campaign was Campaign impressions: 1.4 billion
"the fastest-growing and most popular
Since the campaign launched, Old Spice Bodywash
interactive campaign in history."
y sales are up 27 percent; in the last three
months up. 55 percent; and in the last month
Total video views reached 40 million in a week
up 107 percent
http://bit.ly/bAJJ81

You might have heard of it, you might even use it, but what is it for?

Location based services
are changing the face of
social networking...
ial etw rki g
Once signed up (for free), users can ’check‐in’
via their mobiles, at locations all around the
i th i bil t l ti ll d th
world. They can post tips, and reviews of the
location, and see if their friends are close by.

Where relationships were once at the center of
user experience, in the Golden Triangle of
mobile, social, and real‐time interaction,
‘places’ take center stage and
corresponding activities and rewards become
the cast and crew of the production.
the cast and crew of the production

Businesses are yet to make full use of this
service, but Starbucks has an offer for when
you become ’Mayor’ (i.e. the person who has
checked‐in the post at that location). Other’s
h k d i th t t th t l ti ) Oth ’
might offer a free drink for your first check‐in,
and so forth.

There are a limited number of Danish
businesses and Danes on Foursquare, but as
with Twitter, they’re the influencers, the first‐
movers; the ones who talk.

Jimmy Choo
This is our favourite Foursquare
q
case so far, making use of
Twitter and
Foursquare not only
makes it a little exclusive, but
makes it a little exclusive but
also encrourages real‐time
interaction with the brand.

One pair of Jimmy Choo trainers will check in at various locations and those
who follow the campaign and are lucky enough to arrive at a venue before
who follow the campaign and are lucky enough to arrive at a venue before
the trainers leave will get to pick a pair in the style and size of their choosing.

Simple, but brilliant!

You made it!
But make no
But make no
mistake, What we at Vizeum think of as the most
things will important social media networks right now.
change!
We hope that we have given you the
right impression; that it’s not about
marketing, but about connecting,
communication, engaging and
meeting the consumer on even
We hope this has answered any ground.
questions you might have had, and
ti i ht h h d d
given you an idea of just how these
things work, and why it makes sense to We’ll be more than happy to
use them.
use them answer any other questions you
have, or go in to more detail with a
certain platform – we’re just a
phone call away.
h ll

Vizeum's Social Media Handbook

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Vizeum's Social Media Handbook

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Vizeum's Social Media Handbook