Digital & Social Media Strategies Series: Social Media & Consumer Advocacy


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The following presentation was created for Monash University to demonstrate how social media could aid in current CRM strategy and enhance the university's current CRM offerings for students - current and prospective.

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Digital & Social Media Strategies Series: Social Media & Consumer Advocacy

  1. 1. Social Media & Consumer Advocacy: How social media is changing the way consumer’s engage with brands. January 2013 Michelle Sawyer Office of Marketing & Communications
  2. 2. How does Consumer Advocacy work with Social Media? •  The New Word of Mouth Advertising •  The Impact on Brand Reputation •  The Good, The Bad and The Worrying 2
  3. 3. Social Media is giving consumer’s a more powerful voice than ever before… A u d i e n c e Person A’s Friend Blogger who follows Person A’s Friend Global Journalist who follows Blogger Person A Social Networks (Word of Mouth) Presentation title 28th February 2011 3
  4. 4. Social Media has made ‘letters of complaint’ easier to make public… Social Media Posts Blog & Website Articles Local, National & Global News Stories Presentation title 28th February 2011 4
  5. 5. Very few brands have been able to turn a bad review into a positive (like this)… Yarra Trams • An incident on a Yarra Tram prompted a Melbourne blogger to write a complaint email. • “Biffo? No. From tram ride trauma to joyful exchange”, article published on May 2nd, 2012 by The Age Presentation title 28th February 2011 5
  6. 6. As the saying goes, “the bigger they are”… GASP Coles Qantas • After being told by a shop assistant that GASP’s clothes were ‘too exclusive’ for her, the customer wrote an email of complaint and posted their response on Facebook • “Customer complaint email and response by GASP clothing goes viral”, article published Sep 29th, 2011 by The Herald Sun •  Coles posted a tweet asking their followers to finish a sentence reading, “In my house it’s a crime not to buy…” • “Coles Twitter campaign leads to storm of comments”, article published on March 7th, 2012 by • In a time of bad public sentiment, Qantas began a Twitter campaign focusing on their luxury service with the hastag, #qantasluxury • “A Qanats luxury – not having to face flak”, article published on Nov 23rd, 2011 by The Age Presentation title 28th February 2011 6
  7. 7. Previously untouchable media personalities are also under fire… Kyle Sanidlands Alan Jones • In response to sexist comments against a female listener, four women began the ‘Sack Vile Kyle’ campaign, which ran across Facebook, Twitter and Blogspot • “Sack Vile Kyle campaign drives sponsors away”, article published Jan 20th, 2012 by • The ‘Sack Alan Jones’ campaign on Facebook started after Jones stated in a speech at a Young Liberals event that Prime Minister Julia Gilard’s father “died of shame”. • “Organisers declare victory and end Alan Jones advertising boycott”, article published Dec 12th, 2012 by Mumbrella Presentation title 28th February 2011 7
  8. 8. Brands are no longer infallible entities, they are tangible (and breakable) beings… •  •  •  “The World’s Petition Platform” Started in 2007, it is a website dedicated to starting petitions, growing from 6 million users in 2011 to 20 million users in 2012 Responsible for advertising boycott campaign on Kyle Sandiands’ radio program (slide 7) Presentation title 28th February 2011 8
  9. 9. How can Monash combine Social Media into current relationship marketing? •  •  •  •  Facebook, Twitter & LinkedIn Consumer Marketing Techniques Social Applications (APIs) Measurement & Feedback 9
  10. 10. Did you know the average time spent on Facebook by a user is 7.5 hours… Groups (Forums) Tabs & Applications (APIs) Comments, Likes & Shares Facebook Messages Wall Posts & Recommendations Presentation title 28th February 2011 10
  11. 11. Twitter has over 17 billion unique account users… Retweets & Favourites @Tagging Direct Messaging Lists Presentation title 28th February 2011 11
  12. 12. LinkedIn helps over 200 million users, in over 200 countries network… •  Likes, Comments & Shares •  Recommendations •  Groups (Forums) Presentation title 28th February 2011 12
  13. 13. Consumers don’t always use social media channels the way business would like… Brand Reputation Management Sales Enquiries General Enquiries General Information Product News/ Updates Customer Complaints Customer Complaints Sales Enquiries Technical Problems Product News/ Stories Brand Reputation Presentation title 28th February 2011 13
  14. 14. APIs (also known as widgets) help spread positive consumer advocacy… Like and Follow Widgets Share Widgets Comment Widgets Word of Mouth Advertising Presentation title 28th February 2011 14
  15. 15. CRM lists and campaigns are actually strengthened by Social Media… Facebook Tab APIs Google Forms Twitter Lists CRM Lists Presentation title 28th February 2011 15
  16. 16. Social Media management tools track, assign and manage customer interactions… Community Management Tools can: •  Assign posts •  Set up Alerts on New User Posts •  Create management teams •  Track complaints and complaint resolution •  Aid risk mitigation of channels and content •  Create and view lists for monitoring •  Create reports and view analytic data Presentation title 28th February 2011 16