Lausanne beyond socialmedia

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Beyond Social Media
Lausanne, 20th October 2011

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1969

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2003

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2006

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2008

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FACTS

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1.37 BILLION SOCIAL MEDIA USERS WORLD-WIDE
Source: David MacDonald 2006

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FOUR IN FIVE
COMPANIES WILL USE SOCIAL MEDIA TOOLS IN 2011
Source: eMarketer 2011

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$1.7 BILLION SPENT IN SOCIAL NETWORKS ALONE!
Source: eMarketer 2010

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SOCIAL MEDIA SPENDING UP TO 21% OF TOTAL MARKETING BUDGETS IN THE NEXT 5 YEARS
Source: CMO/Duke 2011

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PROBLEM:

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87% OF ALL SOCIAL MEDIA ACTIVITIES FAIL!
Source: BSI 2010

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ONLY 7% ARE RESPONSIBLE FOR 89% OF ALL SUCCESSFUL SOCIAL MEDIA PROGRAMS!
Source: BSI 2011 Photo: BestBuy

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APPROX. 73% OF ALL SOCIAL MEDIA BUDGETS ARE WASTED!
Source: BSI 2011

BSI INCREASING GAP
Social Media Service Providers
Successful Social Media Teams
Source: BSI 2010

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WHAT‘S THE DEAL?

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NOBODY KNOWS WHAT‘S REALLY GOING ON!
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BUY ME!
Acknowledge: The Marketing Paradigm changed!!!
1960

TRUST ME!
TRUST ME!
1990

CALL ME!
2005

SHIFTING PARADIGM!
Transaction
Social Media
Relationship
C
C
C
B
B
C
1960
1990
2005
FunctionalProductbenefit
Social Productbenefit
+ emotional
+ functional
Emotional Productbenefit
+ functional

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CONSEQUENCE?

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CONSUMERS COMPARE

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CONSUMERS INFLUENCE

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CONSUMERS CHANGE

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INSIGHTS FROM THE SOCIAL MEDIA “INDUSTRY“
Photo: Facebook 2010

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EIGHT YEARS OF SOCIAL MEDIA, AND BRANDS ARE STILL DISORIENTED

BSI SOCIAL MEDIA PHASE MODEL
ConfusionAverage Team Size 3.7
Orientation Average Team Size 6.3
Formation Average Team Size 10.6
(Re)Integration Average Team Size 25.1

BSI SOCIAL MEDIA PHASE
#FAIL

BSI SOCIAL MEDIA PHASE
Confusion
Orientation
Formation
(Re)Integration

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THE BIGGER THE COMPANY IS AND THE MORE INTERMEDIARIES EXIST, THE LESS SUCCESSFUL THESE COMPANIES ARE AT INTEGRATING SOCIAL MEDIA

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ONLY 19% HAVE A CLEAR SOCIAL MEDIA STRATEGY

BSI SOCIAL MEDIA DEPARTMENTS
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2010: Whatdepartmentdoes Social Media reportunder?
2008: Whatdepartmentdoes Social Media reportunder?

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ONLY 16% HAVE A COMPANY- WIDE DEFINITION OF WHAT SOCIAL MEDIA IS

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Social Web
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Viral Marketing
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Community
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Apps
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Twitter
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Earned Media
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Brand Engagement
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Facebook
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BSI
Hall ofFameoftheofmost stupid socialmediabriefingswegot:
… In future, our Web site should be in a social-media format. We will thus ensure that our content is only accessed by registered users. In the long term, registered users should be transferred to a pay-per-view model …
… With the help of social media we want to become more customer-focused and convey our brand message through 1:1 dialogue. To this end, we want to abandon our Web site and integrate our brand solely via Facebook, YouTube, and Twitter …
… The objective must be to convert spontaneous direct-response purchase into sales at POS through the use of social media. In order to achieve this objective we are leaving every creative social-media idea on social networks and blogs – FISH WHERE THE FISH ARE …

BSI SOCIAL MEDIA DEFINITION IN COMPANY
(Re)Integration
Confusion
Orientation
Formation

BSI
94% HAVE NO SOCIAL MEDIA RULES FOR EMPLOYEES

BSI
MICRO LEVEL

BSI
COMPANY LEVEL

BSI
SOCIETY LEVEL

BSI
COUNTRY LEVEL

BSI
88% OF ALL COMPANIES ARE NOT AWARE OF TODAY‘S TRANSPARENCY

BSI
“Social Media Fire needs to be put out with Social Media Water”
@RamonDeLeon

BSI
VIDEOAPOLOGY
145,851
Impressions in 5 hours

ONLY 12% ARE AWARE OF THE NEED TO FORMALIZE SOCIAL MEDIA ROLES/FUNCTIONS
ONLY 11% ARE AWARE OF THE NEED TO FORMALIZE SOCIAL MEDIA ROLES/FUNCTIONS

BSI ROLES AND FUNCTIONS
1. Observer
Observer:
Social Media team tracks a subset of relevant online conversations to get a picture of what their customers think about them and their competition.
Moderator:
Social Media teamfostersconversations, allowscustomersand prospects to exchange information.
Mediator:
Social Media team actually takes control of the information and disseminates it itself.
Participant:
Social Media team participates directly in consumer-to-consumer conversations
CONSUMER
2. Moderator
BRAND
3. Mediator
4. Participant
CONSUMER
2. Moderator

BSI ROLES AND FUNCTIONS
(Re)Integration
Confusion
Orientation
Formation
Roles/Functions (implicit)
Roles/Functions (explicit)
CONSUMER
CONSUMER
CONSUMER
CONSUMER
Roles/Functions (explicit)
Roles/Functions (implicit)
Evaluate
Evaluate
Evaluate
Evaluate
Education
Education
Education
Education
Measure
Measure
Measure
Measure
BRAND
BRAND
BRAND
BRAND
Research
Research
Research
Research
Planning Cycle (unaware):
PlanningCylce (aware):
Planning Cycle (aware):
CONSUMER
CONSUMER
CONSUMER
CONSUMER
Manage
Manage
Manage
Manage
Strategy
Strategy
Strategy
Strategy
Implementation
Implementation
Implementation
Implementation
Planning
Planning
Planning
Planning

BSI
ONLY 19% KNOW HOW TO WORK WITH A SOCIAL MEDIA AGENCY

BSI AGENCY SELECTION/ WORKFLOW SOCIAL MEDIA
Confusion
Standardized Marketing Processes
Orientation
StandardizedProcesses, but awareofcostinefficiencies
Formation
ProcessReengineering Program
(Re)Integration
New Social Media Processes
Boutique
Freelancer
Advertising Agencies

BSI
Hey Agencies, youneedtoredefineyourroleas a serviceprovider
AGENCIES HAVE TO REDEFINE THEIR ROLE IN THE SOCIAL MEDIA CONTEXT

79% HAVE NO SOCIAL MEDIA- OR MODERATION GUIDELINES

BSI
…what???

…yay!!!
HOW THE REALITY OF BMW CONSUMERS LOOK LIKE
HOW BMW THINKS OF CONSUMERS

BSI
(Re)Integration
Confusion
Orientation
Formation
Howcan I solvethisissueas fast andasgoodas I can!?
#WTF
JOSHUA THE INTERN
RICHARD THE COMMUNITY MANAGER

BSI MODERATION WORKFLOW
Negative/Reactive
Positive/Active
Take reasonable action to fix issue and let customer know action taken
No
Assess the message
Evaluate the purpose
Do you want to respond?
MISSING!
Yes
Pull-Out Medium
Yes
Escalation
No
Competitor
Yes
Does customer need/deserve more info?
Are the facts correct?
No Response
Yes
Engaged Critic
Advocates influence
Not satisfied
No
Yes
Can you stop it?
No
Gently correct the facts
No
Yes
DedicatedComplainer?
Engage respectfully
Thank the person
No
Are the facts correct?
No
No
Involve Legal/CC
Let post stand and monitor.
Troublemaker
Yes
Pull-Out Medium
Escalation
Yes
Is the problem being fixed?
Explain what is being done to correct the issue.- Checklist/Isolate
Yes
Yes
No
Can you add value?
Advocates influence
No
Not satisfied
Yes
Flamer
No
Respond in kind & share
Thank the person
Refocus possible?
Pull-Out Medium
No
Yes
Thank the person
Let post stand and monitor.
Comedian WannaBe?
Escalation
Advocates influence

BSI SENTIMENT AND CONVERSIONS
Negative Sentiment
Neutral Sentiment
Positive Sentiment

BSI
47% JUST GIVE SOCIAL MEDIA A “TRY“ … AS A CAMPAIGN

BSI SOCIAL MEDIA COMMITMENT
(Re)Integration
Confusion
Orientation
Formation
PlanningCylce (aware):
Planning Cycle (aware):
Evaluate
Evaluate
Evaluate
Evaluate
Education
Education
Education
Education
Measure
Measure
Measure
Measure
Research
Research
Research
Research
Manage
Manage
Manage
Manage
Strategy
Strategy
Strategy
Strategy
Implementation
Implementation
Implementation
Implementation
Planning
Planning
Planning
Planning

BSI
GIVING SOCIAL MEDIA A „TRY“ IS LIKE HAVING A ONE-NIGHT STAND WITH YOUR CUSTOMER

BSI
91% ALLOCATE BUDGETS INCORRECTLY

BSI BUDGET ALLOCATION
(Re)Integration
Confusion
Orientation
Formation
Evaluate
Evaluate
Evaluate
Evaluate
Education
Education
Education
Education
Measure
Measure
Measure
Measure
Research
Research
Research
Research
Manage
Manage
Manage
Manage
Strategy
Strategy
Strategy
Strategy
Implementation
Implementation
Implementation
Implementation
Planning
Planning
Planning
Planning

BSI BUDGET ALLOCATION
Soft Costs
Social Media Team/ Staff
180.000
15.000
Social Media Research and Development
5.000
70.000
Training / Education Team and Moderators
20.000
External Moderation Team
Customer-Facing Initiatives
190.000
Online Promotion Spend
200.000
Advertising Agency
40.000
Boutique Agencies
10.000
Advocate Programs
5.000
Offline Events
Technology Investments
Social Media Monitoring
40.000
129.000
Community Plattforms
25.000
70.000
Customer Technology Development
8.000
Social CRM/ Rewards
Company in Formation Phase €0.8 Mio.
Company in (Re) Integration Phase €1.93 Mio.

BSI BUDGET ALLOCATION / SOCIAL MEDIA VALUE
Corporate Culture
Platforms/ Technology
Content
SOCIAL MEDIA VALUE
Advocates/ Userdata

BSI
70% HAVE NO CLEAR SOCIAL MEDIA BUSINESS OBJECTIVES

BSI
Return on Investment
5
Action
Online, Offline Word-of-Mouth
4
Engagement
3
Postings, Comments, CheckIns, Likes, etc.
Involvement
2
Fans, Followers, App. Usage, etc.
Visibility
1
Clicks, Views,timespend on site, etc.
Consumer Insights

BSI
PROBLEM:
ENGAGEMENT ≠ ACTION

BSI
1:1:Many

BSI
ONLY ONE OUT OF 50 SOCIAL MEDIA PROGRAMS SCALE

BSI
COMPLAINTS ALWAYS SCALE!!!
ADVOCACY DOES NOT!

BSI
WHAT CAN YOU DO ABOUT IT?

Understand consumermotives
Become relevant!
Manage itright!
Maketherightstart!
Get CEO Support
Reward
Become relevant offline again
Think aboutmeasuring

MOTIVES!

DAVID AGAINST GOLIATH 2.0

THE NET IS THE NEW CONSUMER PROPERTY!

SELF EXPRESSION AS STATUS SYMBOL!

VOYEURISM AS A
METHOD TO UNDERSTAND
THE SOCIAL RANKING

SHARING AS A WAY TO
INCREASE PROPERTY

RELEVANCE!

MONITOR THE CONVERSATION ABOUT YOUR BRAND, COMPANY, COUNTRY FIRST!

DISRUPT SCHEMAS

APPROACHES?

BRANDED CONTENT/ ENTERTAINMENT?

CONSUMER PARTICIPATION – USER-GENERATED-CONTENT?
Quelle: Brand Science Institute 2007: Brand Communities als Kundenbindungsstrategie effektiver als Bonuspunkteprogramme

USEFUL SERVICES?

CONSUMER PANELS?
Quelle: Brand Science Institute 2007: Brand Communities als Kundenbindungsstrategie effektiver als Bonuspunkteprogramme

WHICH APPROACH IS MORE SUCCESSFUL?

BSI
BRANDED CONTENT
INTEGRATED CONTENT/EXPERT-PANELS
12%
38%
19%
CROWD-SOURCING
31%
USEFUL SERVICES

MANAGE!

SOCIAL MEDIA PROJECTS = INTERNAL START UPS

EARLY-AVAILBILITY OVER CORRECTNESS

Brand Communication
CONSUMER INTEREST
MEDIA
Pre-launch
Launch
Post-Launch

Brand Communication
MEDIA
CONSUMER INTEREST
Pre-launch
Launch
Post-Launch

START RIGHT!

EVERYBODY?

CONCENTRATE ON YOUR HIDDEN ADVOCATES!

LIGHT LOYAL:LUCY!
Quelle: Brand Science Institute 2008: Exploring The Effects of Weak-Ties on Brand Community Performance

BSI
Automotive
Telecommunication
Light-Loyals
IDENTIFY YOUR LIGHT-LOYALS ONLINE AND OFFLINE
Light-Loyals
Packaged Consumer Goods
Consumer Electronics
Light-Loyals
Light-Loyals

LET LUCY LOOK BETTER – SOCIAL ENHANCEMENT IS THE KEY!

BSI FACTORS DRIVING ADVOCACY
FACTORS :
EXCLUSIVENESS
IMPACT
MEANINGFULNESS
SOCIAL ENHANCEMENT
Meaningfulness
INFORMATION VALUE
Word-of-Mouth
EXCLUSIVENESS

SUPPORT!

GET TOP-LEVEL SUPPORT!
Quelle: Brand Science Institute 2008: The Influence of Corporate Culture on Long-Term Community Performance

…AND A SUPPORTIVE LEGAL DEPARTMENT!

…ooops!

BSI
HIRE THE RIGHT PEOPLE TO MANAGE YOUR SOCIAL ENHANCEMENT INITIATIVES

REWARD!

REWARD ADVOCATES

OFFLINE!

TAKE CARE OF PARA-SOCIAL BEHAVIOR!
ABER!
Quelle: Brand Science Institute 2007: Social-Network Community Behavior: Effects on Para-Social Interaction and Impulse Buying

„A longwayhome…“

BECOME RELEVANT OFFLINE!!!

BSI
DEFINE THE RIGHT KPI‘S!

?
BSI
(pricepaid – directservicingcost) * prob. repeatbuying
Return on Investment
-
CLV:
acquisitioncost
5
1 + discount rate
?
# Advocate Brand Interactions / Advocate
Advocate Interactions:
Total # Interactions
4
Action
# AdvocateDrivenConversations
Advocate Impact:
Total # Brand Interactions
?
# Posts + Comments + Shares + Trackbacks
Engagement Rate:
Total Views
3
Engagement
# Positive/Neutral/Negative Brand Mentions
Sentiment Ratio:
# Total Brand Mentions
Total People Involved / Social Media Channel
AudienceReach:
Total AudienceExposure
?
2
Involvement
Brand Mentions/ Social Media Channel
Share of Voice:
?
Total Mentions (Brand + Competitors)
1
Visibility

BSI
THE REINVENTION OF CONSUMER INTERACTION
STARTS IN YOUR COMPANY!

Lausanne beyond socialmedia

by BSI on Oct 13, 2011

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Lausanne beyond socialmedia — Presentation Transcript