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D marts d2-s1- chas-sweeting-social media in context

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  • 1. Social Media in ContextChas Sweeting11 September 2012 Digital Marketing Arts conference and1workshop, Cairo on 10-11 Sep. 2012
  • 2. Hello• Second telecommunications company in the UAE. 47% market share, over 5 million customers within 5 years (launched 2007).• A complex market for social media.• One of the first UAE companies to adopt social media: • @dutweets (Oct 2009) • www.fb.com/du (Feb 2010) • www.youtube.com/theduchannel (2010) • Foursquare (2010) • www.linkedin.com/company/du (2011) • Instagram & Google+ (2012) … and more coming 2
  • 3. Our story 3
  • 4. This is perhaps a familiar story … Tools Customer careMarketingExec management Agency… and now you need more people & budget
  • 5. We’re lucky to have a great brand (team)• Vision: “To enhance your life, anytime, anywhere”• Our values: Confident, Friendly, Honest, Surprising• Mission: “We want to delight our customers, be the employer of choice for the best talent, create optimal value for our shareholders through business excellence and innovation, and proudly contribute to the transformation of our community.” 5
  • 6. Identity guidelines ensure consistent communication 6
  • 7. You can spend a lot of money on tooling…• Listening & monitoring tools• Community management platforms• Helpdesk• App engines• Content & follower analytics• Competitor analysis• Content recommendation engine• Ad optimization• Analytics• Internal (enterprise) social mediaNote: we do NOT use all of the above. Sample logos for demonstrative purposes.
  • 8. Our 3 levers for Facebook Apps Ads Content 8
  • 9. We’ve been fortunate with contentEvents & sponsorships Marketing CSR Add life to life
  • 10. People - what we look for in our agency1. Trust and expertise. Understand the local market.2. Content creation capabilities - Great copywriters - Image & video production - Event coverage3. Technology tooling, especially VoC.4. Discipline & delivery5. Ability to launch campaigns. Creative execution
  • 11. So, we’ve been doing some cool stuff and it’sbeen relatively easy to fund social media so far... But it’s going to get more difficult to justifyinvestments. 11
  • 12. Because this won’t cut it much longer … We just got Our page score is retweeted by Mr Big higher than our Influencer competitor’s Our hashtag was the We’ve got moreWe’ve got a gazillion combined fans & fans. trending topic for a day followers than X Our sentiment We’re ranked # in analysis is 8% some guy’s list of top positive, 3% negative companies in social & 89% neutral media
  • 13. What is social media really delivering? Social media strategy funnelStart here Organization mission Organization goals Departmental goals Social media goals Not here SM tactics SM metrics Source: Angie Schottmuller, 2012 At the outset, it was perhaps better to “just do it”. At some stage, you will need to plan better .
  • 14. For example, for customer care ...Business goal Digital goal Digital KPIImprove customer Resolve issues online Average response timesatisfaction in a timely manner, turning customers into Average resolution time evangelists. # issues resolved Website user Goal completion experience NPS
  • 15. Looking at digital marketing in particular 15
  • 16. Business goals translating to digital KPIsBusiness goal Digital goal Digital KPIUse digital channels for Consideration # interactionsmore efficient marketing Conversion # leads # sales Website conversion rate Performance eCPC eCPL (cost per lead) eCPA But do not get bogged down in numbers - select the few metrics which mean the most to you. Do NOT set yourself up for failure (e.g. online sales)
  • 17. Social is just one part of the puzzle… ATL Search Social BTL Traditional CPM incl. retail buys E-mail Sponsorships Digital Display RTB Networks Incl. GDN Website UX PR Mobile Video Events Affiliates
  • 18. Sometimes social has an impact in launches… 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 ‫61 يوليو‬ ‫71 يوليو‬ ‫81 يوليو‬ ‫91 يوليو‬ ‫02 يوليو‬ ‫12 يوليو‬ ‫22 يوليو‬ ‫32 يوليو‬ ‫42 يوليو‬ ‫52 يوليو‬ ‫62 يوليو‬ ‫72 يوليو‬ ‫82 يوليو‬ Paid Media & Referrals Social Paid Search Organic Search Direct 18
  • 19. And other times much less so …12,00010,000 8,000 6,000 4,000 2,000 0 Paid Media & Referrals Social Paid Search Organic Search Direct 19
  • 20. Conversions may result from multiple interactions Purchase Social Display E-mail Paid search online… and multi-channel gets even more complicated Online Print Purchase Paid search Website Display (magazine) at store
  • 21. So how are you attributing value?0% 0% 0% 100% 100% 0% 0% 0% 25% 25% 25% 25% 50% 0% 0% 50%Last touch First touch Linear / equal Other
  • 22. Because that will instruct where you should be putting your money ... 2010 2011 2012 2013 Social SocialSearch Social Search Display Display ? Display Search
  • 23. A final word on where we’re putting our money Search Social Traditional CPM buys E-mail Sponsorships Display RTB Networks Incl. GDN Website UX Mobile Video Affiliates
  • 24. Wrapping up..• It’s not rocket-science. It is a lot of work though. You need to be disciplined.• There’s a time to be agile (’just do it’) and a time to plan. Understanding how social & digital KPIs deliver on business strategy help you prove value.• Keep social media within the context of other marketing channels, attribute value & re-invest accordingly.Good luck  24
  • 25. Questions? 25
  • 26. Thank you! 26

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