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Lithium Likes to Loves Tour Sydney
 

Lithium Likes to Loves Tour Sydney

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Lithium, Reprise Media, and KPN on turning customer likes into customer loves.

Lithium, Reprise Media, and KPN on turning customer likes into customer loves.

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  • We’re here to tell you that it’s okay
  • And it’schanged a lot.Silicon Valley
  • In a brand nation, your customers are part of what you do – deeply involved.
  • Production – Create branded social profiles & custom applications to engage consumers online.Community Management – Provide resources to manage the LEGO brand social profiles. Social media buying – Support social profiles with specialised social media advertising.4. Advocacy & Blogging Programs – WOM activity at a personal or commercial level to generate buzz and drive traffic to social profiles. 5. Consumer Insights & Social Listening – Explore consumer behaviour and gain insights into product and service.
  • Development of a social media funnel and CRM
  • Speaker notes: In the past 20 years MYOB has helped over 1 million business owners to focus on what they love. They went into business because they had a passion for something – that’s usually not figuring out how to most efficiently use technology to keep their accounts and other business records up to date. At MYOB we see that as our our job.
  • Speaker notes: These businesses succeed due to the passion of their owners and their pursuit of their craft/trade/profession – which is where they excel. They are challenged in the specialist areas of ‘Finance’ and ‘IT’ and aren’t large enough to justify hiring specialists. They do work closely with their external accountant but tend to call on them 2-3 times/year for sorting out their tax and some of the bigger picture items. For the rest of the year they’ve got to figure out the complexities of doing business themselves.
  • Speaker notes: The vast majority of businesses are quite small. The business owner wears many hats and has to be a generalist. Customer facing work consumes most of the daylight hours, so it’s often left until late evenings to tackle the admin. It can be a challenge for owners of smaller businesses to fit their administration work in with the traditional ‘office hours’ of banks and others. If they’ve got questions on how to tackle a business challenge they can’t just have a ‘watercooler’ conversation with a colleague, as happens in larger businesses. They are in many ways isolated and can lack a ready community to tap into.
  • At MYOB – we have a vision. And it is to make business life easier by enabling connected businesses. Our suite of products and services free small businesses owners from being tied to their computers ball and chain to effectively run their businesses by providing access software and data at any time, anywhere and on multiple platforms including iPad and iphone applications.Community forums are central to the delivery of connected business as it is tool to enable connectivity– providing those small business owners that ‘water cooler’ experience where they can discuss their business issues in a safe environment and be provided with supported. Online communities are invaluable to time poor, task heavy people – because it enables them to get support in their terms from people who are in a similar situation as themselves.This is especially crucial since MYOB can’t possibly know everything... so encouraging a community generates synergies and greater learning and sharing. Other small business owner may have better domain knowledge about specific business pain points.
  • So – when we launched our public facing forum in June 2010 – we’d had a MYOB partners only forum for many years before – indeed I think we may have one of Lithium’s first customers here in Australia – we had some key metrics we needed to achieve on. And at MYOB we are very focused on measurement as what get’s measured – get’s managed.Our objected were:1. To build a thriving community – not just one that has many visits, but also one that has plenty of posts, loads of discussion and page views.2. Provide 24 x 7: Support MYOB is not able to offer live 24x7 live service, but with the online community forum gives us 24x7 capability. We have partners and clients connecting online 24 x 7.3. Build a robust data based of product knowledge - We know that 90% of users who visit a Community forum do not post or interact actively online – only 9% post occasionally and 1% become active participants. It is important that we build effective support for those lurkers by having a robust database of searchable product knowledge. 4. Clients love to use self service – so better for them... they get what they need and that means that when folks want to contact us directly... we have more time and flexibility to really chat and connect etc.  MYOB gets fewer calls... so that means we can really focus our resources into better quality interactions for our clients etc...
  • And we have been quite success full:We have in excess of 35,000 Uvs a monthOver 400 posts per weekNearly 200 registrations per week Over 45,000 page impressions a week And the deflection of calls into our forum of between 6% - 10%
  • In August, we conducted a usability evaluation of our forum to understand how we could deliver a better customer experience for our forum users. We’ve identified some key areas of improvement including:Enabling customers to post their question straight from the home pageRe-assuring users that responses are from joe blow – but rather MYOB partners who have extensive experience on our productIncreasing the awareness of the existence of the Community Forum – we need to increase it’s promotion and drive home the value of the serviceDeliver 15% call deflection from the call centre by the end of Dec 2011
  • # total interactions on our platform.
  • What and How
  • Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff
  • Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff
  • Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff

Lithium Likes to Loves Tour Sydney Lithium Likes to Loves Tour Sydney Presentation Transcript

  • Building a Brand NationOctober 12, 2011Vice President, Asia PacificLithiumgreg@lithium.com@gregtjoy We’re Tweeting! Join the conversation at #L2LTour
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  • advertisements peer trust of consumers trust of consumers trust14% advertisements 90% peer recommendations source: july 2009 nielsen global online consumer survey 8
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  • Building a Brand NationOctober 12, 2011Vice President, Asia PacificLithiumgreg@lithium.com@gregtjoy We’re Tweeting! Join the conversation at #L2LTour
  • Building a Brand NationOctober 12, 2011Director, Social MediaReprise Media@midas007 We’re Tweeting! Join the conversation at #L2LTour
  • Your search for results is over From Likes to Love! Midu Chandra – Director Social Media14
  • A little bit about us….15
  • We are a global network specialising in Search & Social OSLO STOCKHOLM AMSTERDAM COPENHAGEN LONDON WARSAW TORONTO BRUSSELS BOSTON FRANKFURTSAN FRANCISCO PARIS MADRID MILAN NEW YORK BEIJINGLOS ANGELES ATLANTA DELHI HONG KONG MUMBAI BANGALORE KUALA LAMPUR SINGAPORE SAO PAULO SANTIAGO SYDNEY
  • We work with… FMCG TECH & ENTERTAIN TRAVEL GOVERNMENT RETAIL FINANCE OTHER AUTO17
  • Brands can join in Listening Analysing Social Day to Day Build your plan & Brand & Campaign unprompted to Media and Community Measure the ROI Amplification i,e, what customers providing Engagement & of Social Media content creation are saying marketing development insights Social Identification & Social Community Measurement18
  • Social Media in Australia19
  • SM integration in the Marketing Mix Brand & MarComms activity We believe “Constant Beta Brand & facilitates improvements in Strategic Marketing the creation of products, services and comms that lead to better conversion , Sales & Tactical retention and Community Marketing brand love.” Retention20
  • Social Media – a hot topic why? Because of really, REALLY BIG numbers21
  • Media Trends - local #2
  • Australian social media usage 13 hours The amount of video uploaded on YouTube every minute. 5,000,000,000 The number of minutes spent on Facebook each day. 11,000,000 Is the number of Australians actively using social media. 5,000,000 The average number of tweets on twitter each day.23
  • Social Media – trust trumps all trust between peers drives 38x the results of standard advertising clickthrough rate for the average banner advert forrester 0.09% clickthrough rate for average friends facebook wall post vitrue 6.49%24
  • Australian Business Behaviour
  • How are these businesses using social media?
  • What are they doing in social media?
  • Growth of social shopping
  • Mobile & Social Media At the recent Yahoo Connect Forum survey results came in showing that consumers are multitasking while watching television programs. 80% engage with their mobile device while watching TV. - 34% engage with content not related to what they are watching - 26% visit a Web site related to a commercial - 25% use a search engine to look up information related to a commercial - 25% view content related to the program they are watching. Connection and content are the main drivers of multitasking.29
  • but note that social media is NOT just… facebook youtube twitter web applications forum monitoring media selection comment seeding instant messaging crisis management30
  • Australia’s Relationship with Social Media We understand Social Media is a mainstream medium Most business are creating a footprint Marketers are focused on Branded Content PR professionals are focused on Brand Reputation Digital Teams are focused on Customer Service31 “The challenge is how do we take all these aspects and relate them back
  • SM Framework32
  • What can social do? • Drive top of mind awareness • Identify influencers and brand advocates • Provide Audience understanding & Marketing Insights • Build brand love & engagement (i.e. consideration) • Generate sales 2010 Awareness survey of 300+ brands engaged in social media33
  • Social Ecosystem – Social CRM Forums Properties Wider web Affiliate Social Media CRM- Forum/ Mobile Ideas sharing Other Events Website Sponsorship Website Integration Social CRM PR Blog Blogs Customer Service and Support Content Moderation & Monitoring Listening and Feedback Engine Reputation ManagementHome Base Outposts PassportsPriority: 1, Time Budget: ~50% Priority: 2, Time Budget: ~40% Priority: 3, Time Budget: ~10%
  • Creating the SM Funnel • Brand • Share of Social Conversations = Social Brand • Mentions/ All Relevant Conversations • Customer Service • Items resolved via the community directly & indirectly • Sales/Leads • Place Social Leads into your traditional CRM funnel35
  • Based on business objectives & your Social CRM you can report back on what social media is delivering in terms of: Community Health Index & Brand Health Index •Brand - Social Reach •Customer service (i.e. call deflection) •Lead gen and sales36
  • It’s still marketing and it needs to be engaging37
  • Marry Me Microsoft One man, one week, one wedding, once PC Direct Enagement• The social media assets were built in 10 days• Over 400 directly engaged couples entering the promotion in 4 days!• Shortlisted one lucky couple: Mike and Jenny Online Engagement & Amplification• We have had over 5,000 votes on our 3 couples over a week• We have more than doubled the Windows Australian Facebook fan base!• We generated over 100,00 organic impressions within Facebook in just 5 days• TV morning shows, news programs and radio stations have been crossing to the live site daily and there’s huge amounts of social media buzz – 3:1 Reach• A X% increase in Sales Volume of Windows product during campaign “This is a great example of best practice, integrated marketing – cross-product, cross- discipline, cross-division, cross-media! Simply beautiful consumer story-telling that is capturing the imagination of literally hundreds of thousands of Australians.” Cathy Jamieson Head of Corporate Communications-Microsoft Australia
  • Now for more real examples…..Thank you!39
  • Building a Brand NationOctober 12, 2011Director, Social MediaReprise Media@midas007 We’re Tweeting! Join the conversation at #L2LTour
  • Building a Brand NationOctober 12, 2011Online Community ManagerMYOB@MYOBteam We’re Tweeting! Join the conversation at #L2LTour
  • Enabling Connected Businesses - Through peer-to-peer support communities Presented by Su Amaranayaka – Online Community Manager October 201142
  • MYOB is the leading provider of business management solutions in AU & NZ MYOB delivers software and services that simplify accounting, payroll, tax, client management, websites, and much more, for all type and sizes of businesses. MYOB employs over 800 professionals and has helped over 1 million business owners and their accountants to focus on what they love43
  • A PERSPECTIVE ON BUSINESS44
  • Business in AU & NZ Passionate about my business and being my own boss Strength in professional/trade skills, drive and agility Weakness in specialist skills Finance – 70+% use ext. accountant IT – Usually consumer level skills45
  • Business in AU & NZTotal ~2.5 million businesses96% < 20 employees~60% have no employees (1) abs.gov.au and NZ stats46
  • Connected Businesses47
  • Build a thriving community Provide 24 x 7 Support Build a robust data base of product knowledge Enable client self-service48
  • Over 35,000 Uvs a month Over 400 posts Over 200 registrations Over 45,000 PIs Call deflection of between 6 – 10%49
  • Reduce the barrier to posting questions Reassure customers Increase awareness Deliver 15% call deflection50
  • Building a Brand NationOctober 12, 2011Online Community ManagerMYOB@MYOBteam We’re Tweeting! Join the conversation at #L2LTour
  • Building a Brand NationOctober 12, 2011Chief Community OfficerLithium@cothrel We’re Tweeting! Join the conversation at #L2LTour
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  • Social CRM and Brand Nation Source: Capgemini 55
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  • KachiWachi 59
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  • Building a Brand NationOctober 12, 2011Chief Community OfficerLithium@cothrel We’re Tweeting! Join the conversation at #L2LTour