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
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
Social Media – The Brand Advocacy Cycle The Five Steps 2. Strategic Plan 3.Engagement Creation Listening Ongoing dialogue 4. Active Engagement 5. Evaluation
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 ?
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.
The brief – Launch a new brand with NO other media activity
Activity – To source fans of Nivea through outreach.
Create a community of trialists for the new product
Build a central blog hub for community conversation and feedback.
Results – generated conversations in every postcode in the country.
7,000 advocates signed up for activity over 3 months
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.
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)
Sales activity continued the year on year increase trend even after the activity. LEGO DUPLO Consumer sales £ 2009 Vs 2008