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FRANkademy October 2011

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Learn the basics of social business from our free social business seminar FRANkademy in October 2011. …

Learn the basics of social business from our free social business seminar FRANkademy in October 2011.
We cover the basics such as
- Why you should care about “Social”
- The new opportunity provided by integrating social media into your current business strategy
- The benefits of getting social right
- The best practices and tips for social business
- The potential and application of hero tools: – Twitter, Facebook, Google+ and blogs-
- How to engage your market better through effective use of the tools
- How to use the right metrics and tools for measuring social business success
- How the principles of social business strategy and engagement have been effectively applied (case studies)

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  • Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
  • Most companies are stuck in silos. However, social business is a dynamic eco- system of solutions and ideas that thrives on collaboration.
  • You must be able to deliver the right message, at the right time, through the right channel. Therefore, if your organization resolves to become a social enterprise, you must also make some strategic organizational and structural changes that will allow you to integrate disparate data sources across every channel, departments and country. You need to established ways to communicate across departments, monitor social conversations efficiently, and quickly distribute insight to the right parts of the company.
  • Social media isn’t a box to be ticked or a department to be manned or even a campaign to be launched. It’s about thinking differently about marketing, customer service, the entire company. It’s about realizing that consumers are running the biggest recommendation service in the world and that, as has been tiresomely often repeated, they define the brand (no, this is not new; yes, this is becoming more obvious and important by the day). All thinking about product, customers and communications, needs to take this into account — it cannot sit in a silo.
  • Ning = platform for creating social websites
  • http://www.iconshock.com/halloween-social-icons/
  • Stats from Comscore and blog.twitter.com
  • Provides exclusive content for Twitter followers, giving people an incentive to follow the brand.
  • Jetblue also provides the customer support employee’s name currently on duty.
  • Replying to customers’ tweets and retweeting what they have said about your brand makes them feel special & gives your brand a human side that people want to bond with
  • Twitter offers a new channel and outlet for your brand’s personality and humanityTweeting ‘sharable’ content can spread retweets by your followers to help you gain more followers and awareness.Use hashtags to show personality and also create/ join conversations
  • Use Twitter searches for trends, hashtags, most shared links and join the conversation – this gives your brand greater awareness and shows that you aren’t just about the hardsell but about talking with people as well
  • http://thenextweb.com/twitter/2011/08/18/twitter-users-are-more-likely-to-impact-your-brand-than-any-other-social-network/ Twitter users are more likely to impact your brand than other social networks because most users have their own personal agenda to gain an audience and want to influence others. Those active daily on Twitter are more likely to make blog posts, comment on blogs, write product reviews, and post videos online – what it means is that what happens on Twitter doesn’t stay on Twitter. Discussions that begin on the platform are more likely to appear elsewhere
  • Average value of a fan calculated from asking how much fans of a particular brand spent in a year compared to non-fans - $136 value varies depending on how active a given fan isThe economics of the ecosystem (Facebook) slidehttp://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
  • http://www.checkfacebook.com/http://thesocialskinny.com/australians_and_the_internet/http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif
  • Profile pages to be replaced with Timelines – realtime stream that chronicles all the events, pictures, posts, activities and so on that has happened to you since you joined Facebook, all the way to your birth (which you can fill in with your own baby photo!). The most recent parts of the Timeline show all or most of your recent activity, but if you scroll down to say 2007, the Timeline shows the highlights of your year. You can also curate your own Timeline, choosing what to show and hide – allowing you to really shape your online profile. The Timeline will no longer show actions such as Liking a brand page. Instead such stories will be shown in the Ticker, a fast-moving set of updates of every action your friends do. Faceboook has made no mention of changes to Pages in the F8 keynote in September, but he has told businesses to “rethink your industries”. If Timeline concepts are extended to Facebook Pages, it will allow businesses to tell the story of the business right from the start, highlight social interactions with fans, and curate the Timeline to showcase the most meaningful milestones e.g. product launches, events.
  • The tools CHANGE – and old tactics may not work. But new opportunities will keep presenting themselves and being social means taking advantage of them.
  • ANYTHING can become a social action app – e.g. I cooked, I read, I watched, I ran .. The opportunities are endless. The new social apps also accommodate more granular detail with brand mentions, such as Nike+ allowing for, “John ran 5 miles with Nike+” instead of “John ran.” The potential for a continuous stream of branded social content is exponentially increasing.Soon, Facebook will be allowing advertisers to target Facebook users based on these interactions – e.g. you can target ads for a Coldplay concert to people who have clicked “Listened to Coldplay” through the Open Graph.
  • Likes are still going to be useful as Facebook ads are more effective with a larger fan base.The tools CHANGE – and old tactics may not work. But new opportunities will keep presenting themselves and being social means taking advantage of them.
  • Facebook is following suit however with Facebook
  • Introduced in March, the +1 sharing button debuted with little incentive for web surfers to click on it. If you +1-ed a story on a website that embedded the button, your profile picture would display next to the URL when a friend of yours ran a search with results that included that URL.Google will study the clicks on +1 buttons as a signal that influences the ranking and appearance of websites in search results,The purpose of any ranking signal is to improve overall search quality. For +1's and other social ranking signals, as with any new ranking signal, we'll be starting carefully and learning how those signals are related to quality
  • http://www.flickr.com/photos/inju/278659657/sizes/o/in/photostream/
  • Nuffnang Australia Survey 2011, 594 respondents
  • What tool suits your business and your objectives?
  • Facebook is a step by step process in building engagement. Many give up when they don’t see the desired result immediately such as increase in sales. But patience pays off on Facebook and after building interest, trust and engagement, traffic and sales follow easily.http://weblogs.hitwise.com/robin-goad/2011/06/1_facebook_fan_20_additional_v.html
  • We have heard many times that social media cannot be measured but it is quite the contrary. It is highly accountable and can be measured a lot better than traditional media. For example: A magazine will tell you that it prints 1m copies and has 500k subscribers. How do you know how many actually read the magazine though? And how do you know what articles they exactly read? If you had a blog however, you know the answers to all those questions... Image source:http://shuaism.com/2009/10/the-final-word-on-social-media-roi/
  • Image source: shutterstock.com. 58614856
  • MASSIVE RATIONAL SUPERIORITYWE HAVE THE MOSTIT JUST WORKS
  • BLOCK THAT METAPHORCONSUMERS TAKE A MORE ITERATIVE THAN REDUCTIVE JOURNEYTOUCHPOINTS HAVE CHANGEDTHE OLD WAY OF MARKETING IS UNSUSTAINABLE
  • http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011www.gapingvoid.comMove from 360 degree marketing, toward 365 days a year marketing.
  • http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011
  • From an eMarketing survey of US marketing execs what they felt were the main benefits of marketing through social media
  • http://www.emarketer.com/Article.aspx?R=1008444 http://www.rohitbhargava.com/2011/07/the-marketing-truth-which-surprised-mark-zuckerberg.html http://www.facebook.com/note.php?note_id=150630338305797
  • Profile pages to be replaced with Timelines – realtime stream that chronicles all the events, pictures, posts, activities and so on that has happened to you since you joined Facebook, all the way to your birth (which you can fill in with your own baby photo!). The most recent parts of the Timeline show all or most of your recent activity, but if you scroll down to say 2007, the Timeline shows the highlights of your year. You can also curate your own Timeline, choosing what to show and hide – allowing you to really shape your online profile. The Timeline will no longer show actions such as Liking a brand page. Instead such stories will be shown in the Ticker, a fast-moving set of updates of every action your friends do. Faceboook has made no mention of changes to Pages in the F8 keynote in September, but he has told businesses to “rethink your industries”. If Timeline concepts are extended to Facebook Pages, it will allow businesses to tell the story of the business right from the start, highlight social interactions with fans, and curate the Timeline to showcase the most meaningful milestones e.g. product launches, events.
  • Profile pages to be replaced with Timelines – realtime stream that chronicles all the events, pictures, posts, activities and so on that has happened to you since you joined Facebook, all the way to your birth (which you can fill in with your own baby photo!). The most recent parts of the Timeline show all or most of your recent activity, but if you scroll down to say 2007, the Timeline shows the highlights of your year. You can also curate your own Timeline, choosing what to show and hide – allowing you to really shape your online profile. Faceboook has made no mention of changes to Pages in the F8 keynote in September, but he has told businesses to “rethink your industries”. If Timeline concepts are extended to Facebook Pages, it will allow businesses to tell the story of the business right from the start, highlight social interactions with fans, and curate the Timeline to showcase the most meaningful milestones e.g. product launches, events. The Timeline will no longer show actions such as Liking a brand page. Instead such stories will be shown in the Ticker, a fast-moving set of updates of every action your friends do.
  • The Open Graph was introduced in 2010 – which allowed web pages outside Facebook to be liked and connected to the social graph – you may recall that numerous websites have plugins that show you which of your Facebook friends like the page too.Facebook has recently allowed for integration of ANY arbitrary objects and actions from 3rd party apps – media organisations have gotten involved e.g. the Huffington Post Social Reader app, allowing their content to be read on Facebook, which in turn, publishes details about what content is being consumed and spreading it through the news feed & ticker. ANYTHING can become a social action app – e.g. I cooked, I read, I watched, I ran .. The opportunities are endless. Photographers can use the apps to feature photos they take, music lovers can share their playlists, and so on. Facebook has designed the Open Graph structure to enable aps to grow more quickly based on usage – the more engaging your app is, the more people will discover it on Facebook, and hence, discover your brand.
  • designed the Open Graph structure to enable aps to grow more quickly based on usage – the more engaging your app is, the more people will discover it on Facebook, and hence, discover your brand.
  • E.g. brands with boring or irrelevant updates will have lower visibility in the news feed as users have the power to hide them
  • Traffic to site, reactions to articles (tweets, retweets, likes, +1 etc), time spent on site, most popular content, sentiment, who mentions your brand on Facebook the most, how writes on your brand fan page the most, what are your competitors doing, etc.Often social media metrics are sales, Awareness, Lead Generation, Loyalty etc. which are takes time to build with social media but not impossible Image source: http://www.mediabistro.com/mediajobsdaily/office-gossip-aint-all-that-bad_b1671
  • Nuffnang Australia Survey 2011, 594 respondents
  • www.intersectionconsulting.com/blog
  • Interesting to note here that this was initially set up on Flickr, but they were kicked off for violating the terms of service. Not to get off on a tangent, but Flickr refuses to grow a spine when it comes to their non-commercial policy. They ban people who are reported by the community for being in violation of terms, but not everyone in violation of the terms. When I asked them recently how a business could use Flickr they said they couldn’t, but then the community decides so they won’t prevent you. This is a cop-out, spineless and unfair to all users. Large corporations have their entire photo catalog on Flickr and Martell’s pictures of homes in progress — not homes they are selling — gets banned? Give me a break. Grow a set Flickr. Either get rid of the term or enforce it across the board.)

Transcript

  • 1. October 2011
  • 2. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  • 3. DISTRIBUTION- driven BRAND-driven INTEGRATED INTEGRATED COMMUNICATION COMMUNICATION COMMUNICATIONS CONSUMER/PR-driven
  • 4. The relative importance of BOEBOUGHT OWNED EARNED
  • 5. Nielsen Study agreesEarned TwitterOwned Forums BOUGHT Facebook Blogs
  • 6. Benefits of BOE integrationhttp://blog.nielsen.com/nielsenwire/online_mobile/nearly-75-of-consumers-remember-an-ad-when-viewed-across-media-platforms/
  • 7. Social Business is no longer optional 3% 22% 3% 80%http://www.jeffbullas.com/2009/10/30/6-questions-to-ask-the-ceo-when-he-says-social-media-wont-work-for-his-company/
  • 8. Social is growing stronger and stronger % of brand reputation attributed to socialhttp://www.webershandwick.com/resources/ws/flash/FINAL_NA_SocialBrand_ExecSummary.pdf
  • 9. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  • 10. Traditional Media Approach
  • 11. Social Business Approach
  • 12. You need both to succeed
  • 13. What happens in 60 seconds?http://gizmodo.com/5813875/what-happens-in-60-seconds-on-the-internet
  • 14. Current State of Social in Australia Only 42% 48% have no presence in the space of Australian organisations are Only 16% embracing social media of respondents feel it is important to have a clearly defining a social media strategy Only 14% consider allocating dedicated staff and measuring social media engagement as important Only 2% find dedicating funding a priority Source KMPG 2011Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
  • 15. Benefits of getting it righthttp://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf
  • 16. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  • 17. Social Business Best Practice Tactics/Shop front Strategyhttp://www.intersectionconsulting.com/blog/
  • 18. The single biggest challengehttp://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/
  • 19. Social Business Best Practice Inevitable ShiftCLOSED COLLABORATIVE OPENSilos, separate and Freely sharing information Connecting internal andinformation hoarding and knowledge internally external communities for mutual gain
  • 20. Social Business has a knock on effect
  • 21. Social Brand vs Social Business
  • 22. Social Process YES Positive Case Positive Engage Assess Outcome Closed in Public ? YES NO YES Forward to Positive Monitor Is it Engage Negative relevant OutcomeConversations legitimate? in Private department ? NO NO LISTEN, ASSESS, ENGAG E MODEL FOR COMMUNITY MANAGERS Assess BY FRANk media Assess Neutral
  • 23. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  • 24. There are thousands of tools
  • 25. Today’s Hero Tools
  • 26. TwitterReal-time public micro-blogging in 140 characters
  • 27. Twitter 1.1m Australian users 100m + global users200 m tweets/ day globally
  • 28. Twitter can be confusing@ # RT
  • 29. @ symbol
  • 30. # symbol
  • 31. RT-ing
  • 32. Now all together!
  • 33. How can brands use Twitter?
  • 34. Update customers about new product
  • 35. Offer customer support + gain insights
  • 36. Build relationships with customers
  • 37. Promote the brand’s personality + products
  • 38. What else can you do on Twitter? Track emerging trends and conversations
  • 39. Twitter’s core benefits Building relationships customers and business partners Sharing information compelling news and content Real-time insight market intelligence, feedback and customer service
  • 40. Most popular social network globally
  • 41. Global Statistics No. of Facebook No. of Facebook users Pages (active) If Facebook were a country… it would Average value per be the 3rd most fan populated in the world No. of Facebook No. of users who Like things daily apps 70% of users engage with apps each monthhttp://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
  • 42. Facebook in Australia FEMALE MALE 10.4m users = 49% of the population 45% 55% = 61% of the online population Australian Facebook use and penetration is one of the highest in the world Facebook represents 1 in every 5 web pages Australians view 6.6m Australians check Facebook daily (1/3 of the population!)http://www.checkfacebook.com/http://thesocialskinny.com/australians_and_the_internet/http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif
  • 43. Get ready for the new Facebook 1. Ticker displays likes and comments 2. Timeline displays activities
  • 44. What this means for marketers (1)The pressure is on for marketers to come up withcompelling content and integrate themselves further intousers’ livesE.g. brands with boring or irrelevant updates will have lower visibility in the contentnews feed integration
  • 45. Open Graph Facebook Apps
  • 46. How Open Graph Brand Apps work People can take People can add social Open Graph apps to their Timelines actions within theapp. E.g. I cooked it Your App News Feed Ticker User’s Timeline
  • 47. What this means for marketers (2)It’s not all about chasing “Likes” anymore -marketers need to plan forengagement and getting people to take social actionsenabled by the brand to earn their place in the News FeedBrands can’t rely on Page traffic through driving LikesE.g. New public metric: “People Talking About This” shows how compelling a brand engagePage is social actions
  • 48. New Facebook Engagement Metric “Talking about this” Likes, comments, photo upload, video upload, RSVP to event, answer to poll…in the last 7 days
  • 49. Industry Benchmarks Industry Company Engagement RateConsumer Products Harris Scarfe 20.7% Retail Typo 6.9% B2B SAP 3.7% Group Buying Groupon 3.8% Furniture Domayne 3.0%
  • 50. Harris Scarfe Content: • Current events e.g. Spring Racing • Customer Service Engagement 20.7%
  • 51. Typo’s Facebook Page Content: • Fun posts • Customer Service Engagement 6.9%
  • 52. SAP Facebook Page Content: • Education • News Engagement 3.7%
  • 53. Groupon Content: • Questions • Deals • Customer Service Engagement 3.8%
  • 54. Domayne’s Facebook page Content: • Like it? Win it! Competition • Customer Service Engagement 3%
  • 55. Facebook brand page mock up
  • 56. Getting the most out of Facebook DELIVER: ENGAGEMENT • CONTENT RESULTS • COMMENTS2 • VALUE • LIKES • PERSONALITY 3 • SHARES • USING APPS BRAND RESOURCES • NEWS FEED1 • STRATEGY VISIBILITY 4 • COMMUNITY • REACH MANAGEMENT • AWARENESS • CUSTOMER SERVICE ADVOCACY • TRAFFIC • ONLINE AND • CONVERSIONS6 OFFLINE SHARING • SALES • RECOMMENDATIONS 5 • BRAND REPUTATION
  • 57. The other social network: Google+
  • 58. Google+ best functionality
  • 59. Google+ best functionality
  • 60. The +1 Button
  • 61. Blogshttp://www.flickr.com/photos/hawaii/2089328125/
  • 62. Blogs are highly influential 78% 93% 87% Haveconsidered a Have made a brand/ learn of a new purchase of a brand/product/service product/service a product/service as blog as a result of reading a via blog advertising result of reading a blogNuffnang Australia Survey 2011, 594 respondents
  • 63. But blogs also generate Google Juice
  • 64. Top Ten Company Blogs https://blog.facebook.com http://www.bbc.co.uk/blogs/theeditors http://ebayinkblog.com http://fastlane.gmblogs.com http://www.thecleanestline.com http://mystarbucksidea.force.com http://brandflakesforbreakfast.com http://blog.twitter.com http://blog.wholefoodsmarket.com http://blogs.hbr.org/http://www.simplyzesty.com/
  • 65. Summary of toolshttp://www.mediabistro.com/alltwitter/what-type-of-communication-is-twitter-best-for-infographic_b11475
  • 66. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  • 67. Social Business Monitoring
  • 68. ROI of Social Business Build Build Build trust Build traffic Build salesinterest engagement
  • 69. Social ROI: You get out what you put inwww.allfacebook.com/facebook-wall-posts-brands-2011-10
  • 70. Social Business Metrics
  • 71. Clearly define your objectiveshttp://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/
  • 72. What should you measure?http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf
  • 73. Popular Free Tools for Measurement Twitter Advanced Search
  • 74. Sample Report: SCOOPON Overall Sentiment31% 74% 4%
  • 75. Sample Report: Facebook Overview
  • 76. Sample Report: Competitor Analysis FACEBOOK MENTIONS140012001000 800 Groupon 600 Spreets 400 Scoopon FACEBOOK SENTIMENT 200 0 Mentions
  • 77. Top 5 key take outs: SOCIAL IS NOT GOING AWAY- IT IS BECOMING MORE AND MORE IMPORTANTINTEGRATION IS IMPORTANT AND SOCIAL BUSINESS HAS A KNOCK ON EFFECT A SOUND STRATEGY AND RESOURCES ARE KEY IT IS NOT ABOUT THE TOOLS BUT HOW YOU USE THEM WHEN MEASURING SUCCESS (ROI) CONSISTENCY IS KEY
  • 78. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  • 79. Case Study
  • 80. Key Objectives1. BUILD A RELATIONSHIP WITH CUSTOMERS2. CUT OUT MIDDLE MAN
  • 81. Strategy1. CREATE AN EXPERIENCE FOR CUSTOMERS 2. TRANSPARENCY & OPENESS
  • 82. Social ToolsWEBSITE AND BLOG CONTENT TAILORED TOHOMEBUYER’SDAILY TIPS AND TRICKS + DIALOGUEEVENTS, CHARITY PROJECTS, NEWSSHOWCASE HOMES AND INTERNALCULTURE AT MARTELL
  • 83. ResultsIN 2007 MARTELL SOLD 16 HOUSESIN 2010 THE COMPANY SOLD 200!THAT’S AN INCREASE OF 1250%
  • 84. So, at what stage is your business?
  • 85. PLEASE LET US KNOW IF YOU WOULD LIKE A NO OBLIGATION REPORT ON YOUR BRAND’S SOCIAL FOOTPRINT THANK YOU!