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Social media is regularly quoted as being a “top priority” for UK marketers. It’s very easy for businesses to enter the space through free social media platforms but it’s more difficult for ...

Social media is regularly quoted as being a “top priority” for UK marketers. It’s very easy for businesses to enter the space through free social media platforms but it’s more difficult for many to see the value from it; especially with such pressure to make immediate returns. This presentation will explain why socialising your brand is important but takes dedication and the realisation that social media isn’t about broadcasting but interacting. It is the latest evolution of communication and is here to stay. How should a brand go about developing a social media strategy, executing it and tracking it? We’ll aim to give you a taster in this presentation.

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  • Here are a selection of I Spy’s social media clients. The work we do ranges massively from client to client, possibly more than any other marketing or communications discipline.
  • Today I am going to be speaking about socialising your brand. Social media is a top priority for many brands but not many know why – other than being told they need to do it. Many just sign up for accounts on Twitter, begin posting links to products and then wonder why the whole experience hasn’t been profitable or beneficial. The main issue is they are treating social media as if it were any other push platform. It isn’t. Social media has changed communications and the rules of engagement. This presentation aims to show you, with real world examples, how brands need to change to become socially confident.
  • So – what are the traits of a social brand?
  • Social brands constantly interact with their audience. This example doesn’t show sales or customer service, but constant engagement on topics relevant to Radox’s demographic. It is not dissimilar to how consumers interact with small businesses; part of the reason why it is so often quoted that small businesses are more suited to social media than large corporations. However, it is possible for large businesses to adapt.
  • Notice the informal tone, the request for feedback – the total lack of sales speel. It seems alien or counter intuitive doesn’t it? It isn’t. Imagine you we’re at a party – how would one behave amongst friends and strangers? Would you be constantly promoting your great low prices or being polite and engaging in conversation? Occasionally, it is OK to promote something you have to offer, but not constantly. People who watch television don’t do it primarily to consume advertising; but they do. Social media is the same, people use it to engage in conversation and advertising fits in around this primary purpose.
  • This reply was far from instant, but Zappos replied and offered the user a coupon. So although his or her followers saw their initial annoyance, they also saw that Zappos dealt with the situation and went above the call of duty. This is a one-tweet case study on how to react and respond on Twitter.
  • Not everyone has products that people love as much as Cadbury’s chocolate, but we can all listen to consumers and take their opinions and ideas on board. They’re inspired by your offerings and will have thoughts on how to improve them. They will, believe or not, be discussing this when with their friends. They may even come to a consensus. With the advent of the internet and social media, they can band together and petition companies to make their become reality. You should be asking your consumers questions. Not only will it bring you closer to your consumers; but you may get some innovative ideas – and consumers will buy products they helped mould.
  • In this example, Gary Vaynerchuk offers video reviews of wine he sells on his website WineLibrary TV. These videos show his passion and love for the industry he is in. Would you buy from someone who takes the time to speak directly to his consumers or the website with just a boring online catalogue? Show your passion, show your expertise – more is expected from you now. If you can’t do video, have a blog with interesting articles. Not all niches are the same and all have different opportunities, and challenges. You need to investigate yours.
  • The result of having open social networks is that you’ll get positive customer feedback. The example here is Links of London, who currently have over 11,000 fans and really positive, strong engagement. Additionally, you can offer your fans on social networking platforms their own unique discount codes. They will no doubt use these and pass them onto friends. It’s a nice way of showing your appreciation for them whilst showing a nice direct response in cash terms. Everyone’s a winner!
  • So, what can go wrong?
  • So… someone may say something stupid! Nestle got in trouble for trying to censor their Facebook page. Don’t try to censor the Internet!
  • In another case, Habitat tried to spam Twitter by using hashtags – normally used to identify tweets on a specific topic, with their advertising.
  • So why does all this matter? Well, people being annoyed is apparently a pretty big story in the press.
  • Even with the best intentions, a brand can get into trouble in the new world of social media. This advice will seem remarkably like common sense, but it’s worth going through anyway.
  • Accept that social media is here to stay. There has been a massive shift in the way people communicate. Previously, if you had a bad meal at a restaurant or some shoddy customer service, you’d tell perhaps a few people you know. Now, a user can post it on their Facebook wall or Twitter feed for potentially hundreds if not thousands of people to see. The consumer has a megaphone, and it can be a positive or a negative thing for brands; dependent on how they behave. Additionally, sites like the Consumerist can shine an even brighter light on a companies perceived transgressions.
  • When a crisis hits, like what happened to Vodafone when a disgruntled employee posted an offensive message on their Twitter feed, they responded to everyone that had commented on the incident. Vodafone came out of the situation relatively unscathed because of this.
  • Imagine your brand as a person and not a faceless corporation – in the world of conversational marketing, a brand is more and more held under a microscope. Would a nice, polite, well meaning person respond the way you’re about to?
  • If you mess up, social media related or not, come out with an honest, emotive response – by video if possible. David Neeleman of jetBlue did this when they had planes stook on the ground for days and although people we’re obviously upset, they appreciated his honest response and the criticism died down.
  • Definitely have a social media policy for staff. (The one shown here is Coca Cola’s) At present, consumers have immense power, but employee power has shrank online, because they’re afraid their employment is at risk. Have a policy so that everyone knows the rules of engagement. Make sure your employees understand it.
  • So what are the main new rules of social media that you should know about?
  • You need to interact with your consumers not broadcast to them!
  • Your customer service is a gigantic part of your marketing. If you have unhappy customers, more people will know about it. News travels faster than ever.
  • Backlashes occur because something is wrong with your business. It’s going to get more and more
  • Communication evolves. Twitter and Facebook are not the end.
  • Value comes in many forms. When your consumers help each other – that has value – that reduces costs.
  • Creating a social media strategy involves a wide range of stakeholders from PR, to customer services, to marketing, to ecommerce. These departments may need to work together like they never have before. It also involves having clear objectives: “I want social media” or “generate buzz” isn’t enough! Be specific. It’ll involve tracking using Google Analytics, but also a brand sentiment tool to monitor if you’re reaching your KPIs.
  • So – how exactly do we measure success?
  • It’s best to set up tags for each social profile you have a presence on so that traffic and conversions can be tracked effectively. The example above is for Google Analytics but other packages offer the same facility. These tags give you a complete picture on which advertising activities are driving traffic to your site. Campaign – the name of your campaign Medium – quantifies the source – what mechanism you used to get the message out? Email, cpc, banner, tv Source – who’s hosting the advertising? Google, yahoo, joe’s banner site Content – describes version of ad clicked. It is used in content-targeted advertising and content a/b testing to determine which version of an ad is most effective Term – keyword How it works? You set a destination URL that’s tagged with your data for a social media platform or PPC or use in a newsletter. People arrive to your site via your custom tagged link GATC sets a cookie on their PC that uses UTM parameters from URL for campaign values This data feeds into Traffic Sources reports in GA
  • Additionally, you should be checking to see if you’re efforts are improving the level of mentions you receive online. Is your super fast Twitter customer service getting good feedback? Is your blog talked about on other blogs in your niche?
  • Are you measuring your positioning in Google to Universal Search? These positions, and the traffic and conversions generated, can be tracked.
  • How loyal are your consumers? One of our clients has a Facebook group where fans answer each others questions and stick up for them if someone enters the group and criticises or says untrue things about their brand. Having this type of relationship with your consumers has value – it saves in customer service time and helps you massively if a crisis occurs. Positive sentiment from fans is a lot more powerful than a well worded press release.
  • A few words on consumer loyalty and why it’s important…
  • Focus groups are expensive and may not represent reality. Some of our clients are feeding negative postings on Facebook about specific products to product development and creative divisions. This costs absolutely nothing and represents the opinions of your most loyal fans. Here is an example from our client Waterstone’s where a negative situation was completely turned around!
  • We established Waterstones on social media. We went from 0 Twitter followers to over 11,000. We went from 0 Facebook fans to over 6,000. They’re often spoken about as a brand using social media well. We’ve run innovative interviews through social platforms which increased their following and gained them positive press. The picture this competition we ran without any real promotion got a committed following without costing tens of thousands of pounds for a bespoke platform. We’ve translated online followings into offline gatherings with Tweet Up. We’ve driven 62,000 visits from social media from April 2009 to January 2010.
  • In conclusion, social media enables you to connect with more of your consumers more effectively. It can be used to generate money from your closest fans, to lower costs and to learn about your businesses problems -- and to discover what people really love. In 2010, the world is demanding transparency - not just from politicians but from businesses too. We have to ask ourselves how it got to the point where businesses needed to be told that honest and transparency are important to their consumers So although there are definite opportunities to improve your bottom-line; it’s also our collective opportunity to make this generation of businesses behave more positively. Thank you.

Z:\  Other\Smo\Presentations\Socialising Your Brand   150410 Z:\ Other\Smo\Presentations\Socialising Your Brand 150410 Presentation Transcript

  • I Spy social media clients
  • socialising your brand
  • what are the traits of a social brand?
  • constant interaction
  • transparency, authenticity and modesty
  • recognise problems and respond
  • take consumer ideas seriously
  • innovative websites
  • inspire customer loyalty
  • what can go wrong?
  • someone may say something stupid
  • a backlash could occur
  • a PR disaster
  • how can we avoid this?
  • accept the situation
  • be honest, transparent and modest
  • imagine your brand as a person
  • put out an honest apology
  • create a staff social media policy
  • the rules of social media
  • rule #1 – interacting not broadcasting
  • rule #2 – customer service = marketing
  • rule #3 – backlashes happen for a reason
  • rule #4 – communication evolves
  • rule #5 – value comes in many forms
  • creating a strategy
  • how do we create a strategy?
    • Brand monitoring / auditing phase
    • Workshops / brand Inductions / stakeholder meetings
    • Set clear objectives and measurements – “I want social media”, “Generate Buzz” isn’t good enough
    • Decide on processes and logistics and manage them
    • Review your objectives, processes and strategy regularly with the aid of analytics, brand monitoring and team meetings
  • how do we measure success?
  • direct traffic and conversions
  • sentiment
  • universal search positioning
  • consumer loyalty
  • consumer loyalty
    • A loyal customer will purchase your products over and over again
    • They will buy beyond traditional purchases, across product lines
    • They will refer your companies products to friends
    • They will become immune to the pull of the competition
    • They will give your company the benefit of the doubt when things go wrong – and stick up for you when there is a backlash
  • business intelligence
  • how do we measure success?
    • Direct traffic & conversions in web analytics
    • Buzz & sentiment online
    • Universal search positioning
    • Consumer loyalty
    • Business intelligence
    • What is your picture of success?
  • waterstone’s case study
    • Establishing Waterstone’s across social media
    • Going from 0 Twitter followers to 11,000+
    • Going from 0 Facebook fans to 6,383 fans
    • Being seen as a leader in using Twitter effectively
    • Twinterview with Ant and Dec (and other famous authors) - 500 new followers on the day, huge buzz online
    • Picture This Flickr competition - 648 photos uploaded, 186 group members, 30 discussion topics, 734 comments (saved Waterstone’s money!)
    • Golden ticket competition with ten fantastic prizes
    • Tweet up in Piccadilly store
    • Driving referral traffic and converting into sales
    • April 2009 to January 2010: 62,000 visits from social media
  • questions?