Social media strategies: Facebook
Maeve O’Sullivan / Content Director / Headstream
September 12, 2013
Source: http://www.flickr.com/photos/jdlasica/
“A revolution
doesn’t happen
when society
adopts new
tools,
...it happens
w...
The Vatican 2005
Connected People
Connected People
The Vatican 2013
Connected People
Always
On
75% of female car buyers and
54% of male car buyers use
Facebook
(Digital Air Strike 2013)
Smar...
300m photos are
uploaded to Facebook each day
(Facebook, 2011)
4.75 billion pieces of content
are shared on Facebook
daily...
Connected People
Advocates
Source: http://www.flickr.com/photos/pcw_1333/
Buyers who like dealers on Facebook
are more lik...
Connected People
3/5 people remove a dealer
from consideration due to poor
online response
(Leadsift, 2013)
Consumers
A re...
Social Brands
Create a community of advocates
• Meaningful relationships
• Listening
• Good social behaviour
Social Brand ...
Social Brands 100
www.socialbrands100.com
Benchmarking performance in partnership with
715
Brands
23
Industries
AUTOMOTIVE • CHARITY • CONSUMER ELECTRONICS • COSMETICS & BEAUTY •
EDUCATION • ENTERTAINMENT • FI...
The findings
25%Retail
15%
Charity
15%
Travel
11%
FMCG
Top industries
8. SEAT Mexico
35. Audi UK
78. Toyota UK
Automotive brands
=1. Appliances Online
=1. Guess 2 Give
2. Thomas Cook UK
3. UPS
4. Thomson Holidays
5. Captain Morgan GB
6. SEAT Mexico
7....
• Listening: Willing to join conversations
• Content: Informing and entertaining
• Customer care: Timely responses
Faceboo...
Case Study: Appliances Online
Listening
Listening
Content
Customer care
Listening
Content
Customer care
Listening
Content
People
Customer care
Listening
Content
People
Case Study: Apple Auto Group
Listening
Content
Listening
Listening
Content
Listening
Customer care
Content
Listening
Customer care
Content
Listening
Customer care
Customer care
People
Content
• Understand your purpose
• Be authentic
• Listen
• Play nice
Being a social brand
Maeve O’Sullivan
maeve.osullivan@headstream.com
@maeve_os
Thank you
www.slideshare.net/Headstream
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Social Media Strategies - AM Digital Dealer Conference 2013

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Presentation from the AM Digital Dealer Conference.

Brands are becoming social to adapt to people's new attitudes and behaviour. This means developing meaningful relationships, listening and behaving appropriately.

This presentation looks in particular at what high perfroming brands on Facebook are doing right. Case studies from Social Brands 100 joint number 1 brand, Appliances Online and the Apple Group automotive dealership.

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  • Hello.
  • It was very positive. Scores were generally good – with only 20 points separating the number 1 from the number 100. After three years of research, it felt like these brands are generally a lot more mature about their approach to social media.
  • Diverse range of industries Indicates that more brands are a) focusing on FB and b) understanding how to best use it for their community.
  • Social Media Strategies - AM Digital Dealer Conference 2013

    1. 1. Social media strategies: Facebook Maeve O’Sullivan / Content Director / Headstream September 12, 2013
    2. 2. Source: http://www.flickr.com/photos/jdlasica/ “A revolution doesn’t happen when society adopts new tools, ...it happens when society adopts new attitudes and behaviours” Clay Shirky Professor NYU
    3. 3. The Vatican 2005 Connected People
    4. 4. Connected People The Vatican 2013
    5. 5. Connected People Always On 75% of female car buyers and 54% of male car buyers use Facebook (Digital Air Strike 2013) Smartphone users visit Facebook 14 times a day (IDC 2013) 21% of people use social media on a mobile device to contact a company while in store (NYU 2012) 62% of smartphone users reach for their devices immediately after waking up (IDC 2013)
    6. 6. 300m photos are uploaded to Facebook each day (Facebook, 2011) 4.75 billion pieces of content are shared on Facebook daily (Facebook, 2013) Connected People Content creators
    7. 7. Connected People Advocates Source: http://www.flickr.com/photos/pcw_1333/ Buyers who like dealers on Facebook are more likely to make positive comments when purchasing and write recommendations (Digital Air Strike, 2013) 69% of Facebook users in the automotive purchase process indicated that a friend’s favourable post about a dealership positively impacts their opinion of that dealership (Dealer.com, 2013)
    8. 8. Connected People 3/5 people remove a dealer from consideration due to poor online response (Leadsift, 2013) Consumers A relevant recommendation from a trusted friend is up to 50 times more likely to trigger a purchase (Branderati, 2013)
    9. 9. Social Brands Create a community of advocates • Meaningful relationships • Listening • Good social behaviour Social Brand Strategy
    10. 10. Social Brands 100 www.socialbrands100.com Benchmarking performance in partnership with
    11. 11. 715 Brands 23 Industries AUTOMOTIVE • CHARITY • CONSUMER ELECTRONICS • COSMETICS & BEAUTY • EDUCATION • ENTERTAINMENT • FINANCIAL SERVICES • FMCG • HOSPITALITY • LEISURE • PROFESSIONAL SERVICES • PROPERTY • BUILDERS • PUBLIC SECTOR PUBLISHING & MEDIA • RETAIL • SHOPPING CENTRE SPORTS APPAREL • TECHNOLOGY • TELECOMMUNICATIONS • TRANSPORT AND LOGISTICS • TRAVEL • UTILITIES The research in partnership with
    12. 12. The findings
    13. 13. 25%Retail 15% Charity 15% Travel 11% FMCG Top industries
    14. 14. 8. SEAT Mexico 35. Audi UK 78. Toyota UK Automotive brands
    15. 15. =1. Appliances Online =1. Guess 2 Give 2. Thomas Cook UK 3. UPS 4. Thomson Holidays 5. Captain Morgan GB 6. SEAT Mexico 7. American Airlines 8. Tesco 9. First Choice Holidays Facebook brands No. 1 platform
    16. 16. • Listening: Willing to join conversations • Content: Informing and entertaining • Customer care: Timely responses Facebook performance
    17. 17. Case Study: Appliances Online
    18. 18. Listening
    19. 19. Listening Content
    20. 20. Customer care Listening Content
    21. 21. Customer care Listening Content People
    22. 22. Customer care Listening Content People
    23. 23. Case Study: Apple Auto Group
    24. 24. Listening
    25. 25. Content Listening
    26. 26. Listening Content
    27. 27. Listening Customer care Content
    28. 28. Listening Customer care Content
    29. 29. Listening Customer care Customer care People Content
    30. 30. • Understand your purpose • Be authentic • Listen • Play nice Being a social brand
    31. 31. Maeve O’Sullivan maeve.osullivan@headstream.com @maeve_os Thank you www.slideshare.net/Headstream

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