Compare the Meerkat (2009 to date)Spoof online tomfoolery grows up and gets integrated – TV, press, radio, search and social – simples? Nuh uh. But it set the bar high.This is akin to the money.co.uk story – it’s clearly not true right? But unlike the money.co.uk story it doesn’t cause contraversy as no one feels manipulated by it.However – I’m pretty sure I’m not the only one getting bored now... It’s kind of a one joke campaign. Where do they go from here?
“Don't smell like sunsets and baby powder. Smell like jet fighters and punching.”2010 to date...Another integrated campaign – with amazing creative and copywriting. This arguably even more creative than Compare the Meerkat. Plus they went hell for leather creating specific videos for key influencers.This not only got links but managed to entirely reposition this product.
Social Media When & How to use it for Business Hannah SmithDigital Females – August 2012 Hannah Smith @hannah_bo_banna @hannah_bo_bannaDistilled.net
Hannah SmithSEO Consultant – Distilledhannah.firstname.lastname@example.org@hannah_bo_bannaSEOmoz Associate & SEOChick.Speaker at MozCon; SearchLove;Think Visibility.No longer has red hair.
howlikelyis it that you would recommend Coral to a friend orcolleague?Customers respond on a 0-to-10 point rating scale.
What are the scores George Doors?• Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.• Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.• Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
What are the scores George Doors?NPS = % promoters - % detractors10% of customers are promotersminus50% of customers who are detractors= NPS score -40%
What are the scores George Doors?• NPS can be as low as −100 (everybody is a detractor) or as high as +100 (everybody is a promoter).• An NPS that is positive (higher than zero) is felt to be good• NPS of +50 is excellent.Companies are encouraged to follow this question with an open-endedrequest for elaboration, soliciting the reasons for a customers rating of thatcompany or product. These reasons can then be provided to front-lineemployees and management teams for follow-up action
Received Marketing Wisdom Said• I should find my most loyal customers• Engage with them• Enable them to spread my messages
but no onemanaged to figure out how thef*ckto do that in a scalable or meaningful way in 2005
So I did this stuff instead…• Welcome Packs for new customers• Segmented our customer-base & created benefits according to betting habits• Modelled attrition & created direct mail campaigns to ‘reactivate’ customers• Made huge changes to our call centre & how we operated• Press Advertising• Direct Mail• Sponsorship• Email• SMS odds• PR
NPSimproved (a bit) & customer attrition decreased
But I continued to puzzle over how marketers might…• Find their most loyal customers• Engage with them• Enable them to spread their messages
Results• 12,000 people purchased within 2 days of launch• It’s rumoured that this was also part of their VC pitch – yielded $1m investment
The Campaign• An advocacy campaign – The more you tweet, the cheaper you can eat.• 6 levels of discount from ‘50p off’ to a completely ‘free’ (based on numbers of tweets)
Results• 18,000+ #tweetandeat tweets• Trending topic 4hrs after launch• 40,000 people downloaded a coupon
Results• Veg Pot brand awareness increased by 11%• Pre campaign 16% of their audience was buying; post campaign this increased to 31%
SPEAKER NAME - EDIT FOOTER Shifting consumer opinion…
The Campaign• TV ad spots (built the initial audience)• 205 30 second YouTube videos talking directly to key influencers & fans alike• Twitter & Facebook• Perhaps the first real-time social campaign of it’s size
Results• 100m views on YouTube• 80k Twitter followers in 2 days• 740k Facebook fans
Results• Repositioned a dying brand• Sales doubled
SPEAKER NAME - EDIT FOOTER 1) Poor Creative / Product / Service
Gio Compario• Poor Gio never hit the same engagement (or even follower levels of his meerkat adversary)• It’s gone so badly their only option to drive engagement now is to think of creative ways to kill him off• Even that doesn’t appear to working that well
Why the Failure?• A great TV ad doesn’t necessarily translate into a social campaign• Irritating works on TV• But not necessarily on social media
‘Good’ uses of Social Media...• Get people talking about you – Brand awareness / engagement / PR / advocacy• Shift consumer opinion – Reposition your brand• Customer Service
‘Good’ Metrics & KPIsPurpose: Get people talking about you / Shift consumer opinionMetrics: – Brand awareness / Brand perception • measure before & after • branded traffic – Engagement / Advocacy • Fans / Followers (kinda weak) • Interaction - Retweets / @Mentions / Posts / Comments (much better) – PR value • use traditional PR ‘cost of advertising space’ model• Also measure conversions - pre & post campaign but don’t expect them to be 100% directly attributable
‘Good’ Metrics & KPIsPurpose: Customer ServiceUse traditional customer service metrics: – Queries answered via social media – Drop in calls? Xbox use this formulaUnique customers engaged with Xbox on Twitterx% people who say they would have called instead of tweetingxaverage cost per call= $$ saved in call centre costs.
Takeaways• You’ll need a good content (or Customer Care) strategy• Remember what social is for – engagement – it doesn’t exist for you, it exists for the communities already there• Make sure your metrics / KPIs are appropriate & achievable
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Image CreditsBack in time - http://news.softpedia.com/newsImage/Would-You-Really-Like-To-Go-Back-In-Time-4.jpg/Social Media - http://www.flickr.com/photos/kexino/6336663225/sizes/z/in/photostream/