The goal of this image isn't to say that companies are doing a horrible job with their social CRM efforts, it's to show that we are on the right track but that we still have a long way to go before we align ourselves with what customers actually expect brands to deliver.But you need to understand the vast majority of organisations have a shortfall in what they are delivering Vs customer expectations.
Why you need to know what's being said about your brand!
Digital Conservations - No-nonsense Social Media
Sponsored by:<br />
James Sharpe<br />Senior Consultant / RR<br />Linkedin.com/in/jamesrnsharpe<br />
iPads<br />Open the Twitterriffic app. <br />Touch the symbol on the top right hand corner to write your tweet.<br />Start your tweet with @ReadingRoom_UK and use the #digicons hash tag within your tweet.<br />If you have enough space include your name so we know who you are and can find you in the audience <br />
Why are we here<br />“OK hotel, but the surrounding area is littered with rowdy bars and noisy hookers” <br />
Social media now in central to our future campaigns.</li></li></ul><li>Our Strategy<br /><ul><li> We are not trying to sell commercially but instead spread our message and get other people spreading our message.
Social media is not the place for hard sell – even of ideas.
Research your competitors – where can you fit?
Don’t assume people will be interested in what you have to say YOU are interested in what THEY have to say.
Act as a service to people - they can “use” us so eventually we are able to use them.
We had to listen and tailor our strategy around what we learned.</li></li></ul><li>Social Media at Keep Britain Tidy<br />
Facebook<br /><ul><li> Gathering new “fans” – Word of mouth is crucial.
Encouraging interaction through various techniques:</li></ul>- Varied content, including pictures, videos, questions, statements, links etc<br />- Previews / facebook exclusives<br />- Show them that you value their responses<br />- Lots of praise!<br />
Facebook<br /><ul><li> Facebook Insights – A really useful tool for learning about your fans.
It’s not about youth – our average Facebook fan is female </li></ul>between 25 – 34<br /><ul><li>Can be an option for organisations where they cannot update content as regularly.</li></li></ul><li>Twitter<br /><ul><li> You do not have to rely on people finding you as you do on twitter.
Search out people talking about your product / issue and respond to them.
We search out the terms ‘Keep Britain Tidy’ and ‘litter’ along with any current campaign issues so we can respond.
Try to appeal to the majority of your followers – niche tweets will be off putting.
http://useqwitter.com/ is a useful site as it tells you who has stopped following you – if you get a lot in one week look by through your tweets and try to assess why.
On twitter more than facebook people are more likely to act as “Brand Ambassadors” – including celebrities.
We had to listen and tailor our strategy around what we learned.</li></li></ul><li>Twitter – interacting with followers<br />
Youtube<br /><ul><li> Make the most of your Youtube page design</li></ul>Promote videos on other social media such as twitter and facebook and on website<br />
Four Square<br /><ul><li> We have set up a page but we have no strategy for what we want to achieve.
We haven’t found the use for a non-commercial brand.
Can geo-location services be useful for brands that aren’t consumer facing?
We don’t need people to “check-in” at our location.
Dominos runs an offer where the person who checks in the most times gets a free pizza on a Wednesday.</li></li></ul><li>Risks<br /><ul><li> Negative comments
Keep Britain Tidy was mentioned on twitter more than 100 times through #twitpick, mentions and RTs.
The reaction was really positive as followers wanted to be part of something and support us offline as well as online. </li></li></ul><li>Twitpick<br />
Now and the future of @KeepBritainTidy<br /><ul><li> Social media is now a key part of both our PR and marketing strategy.
When we launch a new campaign digital and social media are incorporated from the planning stage.
We have an active network of followers that we continue to gain from.
We hope that our social networks will continue to grow and in the future this will be an area we invest in in order to push forward on to the next level.</li></li></ul><li>Any Questions?<br />(Remember you can also post questions to #digiconsif you think of one later!)<br />
Co-created </li></ul>Years to reach <br />50 million users:<br />“Without the emergence of new generation with new attitudes and beliefs, as well as a passion for using new technologies, neither the telegraph and telephone of the 19th century, nor the broadcast media of radio and television in the 20th century, nor even this century’s Internet and mobile communication technologies would be able to make any real difference..” <br />
Emerging apps: Location-based services<br />Location-based social networking<br />Information services (“Virtual tours”)<br />GPS tracking e.g. child location<br />
Emerging apps: Augmented reality<br />Travel guides e.g. Wikitude World Browser<br />User generated tagging <br />Recommendations and reviews<br />
The Power of Social Media <br />Story picked up by major global media:<br />Within 10 days:<br />More than 3 Million views and 41,000 comments <br />In just 4 days stockholder value dropped by <br />$180 Million<br />As of last week:<br />9.2 Million views<br />So far……..<br />
Social Media and the questions you need to ask?<br />Who is doing the talking about you and what's their influence?<br /><ul><li>Identify who is talking about you and identify the key influencers, and then respond as appropriate</li></ul>Who’s talking about you? <br />&<br />What they are saying?<br />What are people talking about to others and not you directly?<br /><ul><li>Monitor the conversations to see what is being said about your products and brands, and identify the</li></ul> major themes and issues being raised within the social media landscape<br />Where are these conversations happening?<br /><ul><li>Where have these communications occurred, where are these conversations being repeated?</li></ul>When did these conversations happen? <br /><ul><li>Is there a lot of activity? Is the level of activity changing over time? Compare and contrast buzz!</li></ul>Why are conversations happening? <br /><ul><li>Discover why conversations are happening. See whether what's talked about is positive, negative?</li></li></ul><li>Questions?<br />39<br />