A star is born…
A broken leg in 2008 (playing rugby) was the tipping point for Thinktank Social’s founder, Sam Mutimer, when she became aware of the true power of social media and how it plays a role in branding and business as a whole.
Not one to rest on her laurels and wait for an opportunity to come knocking, Sam decided to make the most out of the injury time-out, posting her injury on YouTube as advertising space for businesses to then ‘bid’ for, in order to get their brand seen online.
Unsurprisingly, Sam’s video went viral and received over 27,000 views in a matter of weeks.
Watching the volume of enquiries flood through justified the value of great content and solid network connections for brands on social platforms to Sam… and an idea was formed.
Upon her return to Australia and becoming actively involved in social media marketing via digital marketing agencies, Sam launched her own company, Thinktank Social, as a ‘niche’ social media agency – one of Australia’s very first.
A shift in thinking…
In 2009, Thinktank Social spent the bulk of it’s resources and energy educating decision makers and brands on “why” social media was important and how they can use it to meet their marketing/business objectives.
With word of a drastic facelift scheduled in early 2010, MySpace was predicted to win market share back from the ever improving Facebook (and we all now know how that panned out!).
As such, Thinktank Social spent time informing brands wanting to move into social media to consider platforms such as MySpace and Twitter, along with Facebook ‘Profiles’ & ‘Groups’, as they were known.
Given that social media marketing was still a new concept that required a vast shift in traditional thinking, Thinktank Social’s client base during these years was predominately a mix of start ups, early adopters and small business owners.
The Richmond Football Club foresaw the opportunity and were one of the first organisations to come on board that focussed on Facebook Apps and FComm.
Over time, as organisations started to recognise social media as a true marketing platform, Thinktank Social was rewarded for effort via it’s first dedicated social media budget.
Enter new players…
Social media marketing had well and truly arrived in 2012, with Facebook having over 800 million active users and Twitter over 100 million. Despite those impressive statistics, there were now some new players on the strategic marketing field that had grown significantly in the shadows… enter Instagram and Pinterest.
During the span of ONLY six months in 2012, Instagram’s average daily mobile visitors jumped from 886,000 to 7.3 million, representing a mammoth 724% leap.
In January 2012, comScore reported that Pinterest had 11.7 million unique U.S. visitors, making it the fastest site ever to break through the 10 million unique visitor mark.
Furthermore, although reporting 20 million users in 2006 – before Facebook’s time – corporate networking giant LinkedIn was beginning to feature more in discussions around strategic outreach initiatives on behalf of Thinktank Social’s clientele.
In addition to the emergence of multiple social media platforms for branding, Thinktank Social experienced an explosion in the ‘Facebook app‘…
Data collection, database acquisition and a yearning for context behind that data saw Thinktank Social take new steps forward in creating targeted campaigns and content production to meet the consumers needs.
Snapchat and the #hashtag…
Although released a couple of years prior, Snapchat usage rocketed in Australia throughout 2014 with over 1 million active users recorded by the close of the calendar year.
Worldwide, Snapchat stated that its users were sending 700 million photos and videos per day, while Snapchat Stories content was being viewed 500 million times per day.
Social media user statistics for December 2014 in Australia showed a vastly altered landscape from only a few years earlier. The platforms with the most users were ranked as follows;
- Google Plus
While Twitter pioneered the use of the hashtag and ‘trending topics’ in 2009, it wasn’t until the back half of 2013 and early 2014 that hashtags began to be used as a social media call to action and/or marketing initiative.
Instagram users, in particular, made it easier for brands to leverage from existing conversations as hashtags began to be used to describe emotions and experiences instead of standard language posts (i.e. Facebook).
Jimmy Fallon and Justin Timberlake performed a sketch parodying the often misused and misunderstood usage of hashtags on Late Night with Jimmy Fallon in September 2013. Click to view on YouTube.
2015 is shaping as the year of the social media influencer. More and more brands are interested in speaking to Thinktank Social about influencer outreach, in an attempt to stand out in a “cluttered space”.
Where users are bombarded with adverts, social media influencers are a great way to have a real person tell a message.
More so, many social media influencers have a great reach, in their number of followers and/or fans, than many high-rating television network programs.
Whilst undeniably attractive to business and brands given the relatively low cost compared to traditional advertising means, social media influencer programs must be managed and developed carefully and with purpose.
Utilising the most up to date tools to target relevant, location-based conversation, along with a tried and true internal leads acquisition process, Thinktank Social is more than equipped to power your brand to the front of the pack in 2015.
2017 has powered up off the back of 2015. We see the Influencer becoming a solid player of engagement and revenue at much lower costs compared to other forms of advertising. It’s authentic, provides user generated content and speaks in a way the market likes to consume media.
Instagram stories, modelled off the snapchat communication method, are grabbing attention of the consumer. It’s documentary style, with a 24 hour viewing is well received and with the swipe up to website, we’re seeing solid returns here.
LIVE..we are curious creatures..Facebook and Instagram LIVE fill a huge demand in the market, showing behind the scenes content and experiences in the moment that we thrive off!
Video. Facebook Video advertising has lifted off in a big way, with the ability to tell short stories, and target them to relevant markets.. it’s proving low costs per clicks and again great returns over other formats we had available to us in 2015.
Instagram and Snapchat ad sets are now extremely powerful with new features being developed frequently and now open to the SME.