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D Pringle Introduction 2010

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An introduction to my social media work.

An introduction to my social media work.


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  • 1. Introduction to Social media
    Duncan Pringle
  • 2. Intro – Duncan Pringle- A History of Social Media
    June 2005
    BUZZ and CONNECTED Marketing
    Brand Advocacy – Net Promoter Score
    Fred Reicheld
    ‘The Ultimate Question’
    How likely are you to recommend this company/product/brand to a friend?
    Social Media
    Social Media
    Connecting, Collaborating, Consuming, Sharing and Creating
    ‘Groundswell’ Charlene Li and Josh Bernoff
    Winning in a world transformed by Social Technologies
  • 3. My Clients
  • 4. Social Media Map
    Brand/Product Awareness
    Engage the Community
    Events
    Increase Profile
    Sampling
    Review/WOM
    BUZZ
    Facilitate Conversation
    Applications
    Social Media creative
    Outreach
    Campaign Hub
    Research and Development
    Long Term
    Consumer Relationships
    Reporting
    Advocate Generation
    Conversation monitoring/listening
    SALES
  • 5. Where do your customers fit in?
  • 6. Social Media – The Brand Advocacy Cycle
    The Five Steps
    2. Strategic Plan
    3.Engagement
    Creation
    Listening
    Ongoing
    dialogue
    4. Active Engagement
    5. Evaluation
  • 7. Questions for You
    1.   How do you think Social media can affect your marketing?
    2.   Where do we want to go?
    3.   What’s our long-term plan?
    4.   How can we involve the consumer in developing the product, service, message, initiative or movement?
    5.   What are the barriers to the behavior we want to influence? The benefits?
    6.   What is our consumers’ current environment? Can we change it and how?
    7. What problem can we help you solve?
    8.   How can we add fun into the mix?
    9.  What is success ?
  • 8. Social Media isn’t whether you master the technology or whether you annoy or delight your customers.
    It’s whether you’re accomplishing a useful business goal and how you measure that success and prove it was worth it.
  • 9. Nivea Goodbye Cellulite – Case Study
    • The brief – Launch a new brand with NO other media activity
    • 10. Activity – To source fans of Nivea through outreach.
    • 11. Create a community of trialists for the new product
    • 12. Build a central blog hub for community conversation and feedback.
    • 13. Results – generated conversations in every postcode in the country.
    • 14. 7,000 advocates signed up for activity over 3 months
    • 15. 80% of the yearly sales target reached in 8 Weeks
  • Social Media Activity – Next steps
    Nivea - Demonstrating Growth of Activity with continued dialogue.
    Goodbye Cellullite was first burst of activity, Q10 the fourth. Advocates contacted
    all the way through.
  • 16. Nivea Hubs
  • 17. LEGO DUPLO Case Study won internal award for innovation 2009
    • The brief – generate awareness and interest in the new
    products.
    • Activity – 200 samples available for trialists.
    • 18. DBM created a central conversational hub to facilitate
    dialogue from the community.
    • Parenting sites were contacted through outreach to
    allow their readers to participate.
    • Target – to generate 2,500 LEGO DUPLO advocates to
    drive community conversation and Word of Mouth
    around the new products.
    • Results – 80,000 parents mostly mums signed up and
    joined the conversation.
    • Trialing generated 99% positive feedback.
    • 19. Sales increased year on year by 45% with no other
    media activity.
  • 20. Lego Hub
  • 21. This graph represents a 64% year on year increase in sales.
    Referring parenting sites become the highest drivers of traffic to the blog roll with 90% of all visits
    Two weeks after campaign launch on 9th March consumer sales start their upwards growth
    LEGO DUPLO Consumer sales £ 2009 Vs 2008
    REFERRING SITES (Blog Roll) Start Vs Current
    % of total visits
    9th March (week 11)
    13th April (week 16)
  • 22. Sales activity continued the year on year increase trend even after the activity.
    LEGO DUPLO Consumer sales £ 2009 Vs 2008
  • 23. Little ASOS Case Study
    • The brief – generate awareness and interest in the new
    section and clothing. With an aim to build a community of mums and
    advocates to increase brand recommendation and Word of Mouth.
    • Activity – DBM created a central conversational hub to raise
    awareness of the new section and facilitate dialogue from the community.
    • Parenting sites were contacted through outreach to
    allow their readers to participate. £300 of vouchers were available for 10
    winners one from each site participating.
    A fashion show involving their children was part of the fun.
    • Target – to generate 2,500 - 5,000 advocates to drive community
    conversation and Word of Mouth around the new section.
    • Results – 203 entries to competition, 8,058 advocates captured, parents mostly mums.
    17,000 votes cast. 725 Comments on the blog generating page one link in naturalsearch.
    15,000 unique users to the hub.
  • 24. Little ASOS Hubs
  • 25. Tresemme 24hourbody Case Study
    • The brief – build awareness and interest in the new products whilst improving NPS score
    • 26. Activity – 200 samples available for trialists.
    • 27. DBM created a central conversational hub to
    facilitate dialogue from the community.
    • Health / Beauty / Celebrity sites contacted through
    outreach to allow their readers to participate.
    • Results – Feedback collected from partnering sites
    which was fed back to Tresemme.
    • NPS Score improved from 5.4 to 8.9
    • 28. Activity reached over 1m potential users. Number
    of Brand Advocates now stand at over 5,000
  • 29. Elizabeth Arden Case Study
    • Drive awareness and trial of the new Ceramide Mascara by targeting key opinion formers to participate.
    • 30. Connect with key influential bloggers with the aim of generating advertorial feature on blogs - including a call to action link for readers to receive 1 of 5,000 free samples.
    • 31. Encourage consumer approval, conversation, trialling and purchasing.
    • 32. Build WOM activity amongst blog readers to develop increased interest in the Ceramide Mascara within relevant communities across the blogosphere.
    • 33. Positive buzz was created via the campaign with glowing reviews from bloggers and consumers.
    • 34. Over 30,000 sample requests were received in the first two weeks of the launch.
    • 35. Due to the overwhelming response the campaign deadline was brought forward by two weeks.
  • Adidas Hub
  • 36. Microsoft Business Hub
  • 37. TorqueastraHub
  • 38. Contact Me
    • Duncan Pringle
    • 39. 020 7382 6414
    • 40. Duncan.pringle@teamw.co.uk