Glasgow4Business Creating the Buzz Session 2


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Second part of the 'Creating the Buzz' session. The seminar was delivered as part of the Glasgow4Business Events in April, 2010.

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  • There is a view that those that use Web 2.0 well also do a range of other things well. No coincidence though, that there are strong links between these areas and Web 2.0 tools and applications. It helps that these companies also have the right mindset.
  • The Engagement Database helps to identify which companies are doing more in this area. The top 100 brands (courtesy of Interbrand) were reviewed by EngagementDB (a Alltimeter, Charlene Li initiative). What they found was that there were a range of brands with varying levels of channels and depth of engagement. What they found was that some channels or mavens came to the top. Li and her team has made a correlation between financial performance and mavens (supports the Aberdeen research). Revenue growth and profitability both seem higher amongst Mavens.
  • The top 10 brands using Social Media (depth of engagement vs. Channel spread) are shown below. Any surprises here? Who didn’t make it but should be commended: Toyota: 3 individuals in their team but 7 channels. They have relied on others to provide content. They use Social Media Monitoring to look at who is talking about the brand. SAP have a huge SAP Community Network with 1.7 million members, they also run a Contributor points system to identify and reward experts. There channels include blogs, wikis, discussion forums and twitter. They have multiple “personal” Twitter channels because a corporate twitter channel doesn’t work well. One of the twitter channels openly asks for customer feedback.
  • A good example, Starbucks first initiative (championed by CEO Howard Shultz). To provide an indication of the “depth” of engagement, they lined up liaisons with all of their departments to respond and progress ideas from their customer base. The mini-Starbucks card was one of the first ideas developed from a customer suggestion. When they took over Facebook from original “owners” they had 200,000 fans, they have moved this to 3.5m. For every 4 people that interacted with a news item another 3 joined due to viral effect. The mini-card appeared on Facebook, generating over 1400 comments. Twitter is there in the moment channel where one person responds to questions from Baristas or customers, how to change blades and so on. They have 250k followers. Ensure they are using channels the right way – for every article they publish they also have to prevent others publishing to ensure consistency and a similar customer experience. Needs to be someone that can champion social media at a lower level as well. Incidentally, why do Starbucks do so well? We live in the physical world with thousands of natural touch points, so when we laid out the vision for our social strategy, it felt like home for the brand. It’s about the relationships we form with our customers, not marketing.”
  • Southwest Airlines Podcast BergRapping flight attendant, raps to get the attention of the passengers (David Holmes). Received a tweet saying (a passenger) had taken a video of David Holmes - Flight Attendent, picked up on the news and then went viral. Appeared on Leno, Oprah etc. Latterly the conversation on LinkedIn group - The Brand Show, found it and provided their comments. Joined a podcast conversation. What does it mean: "team dedicated to Social Media Effort, Emerging Media Team". Conversations with our customers online, grew out of PR department. 7 person dedicated to Social Media effort. 60 years of SouthWest airlines experience. Makes online voice authentic. Viral media. Where is the greatest value in Social Media. Leaders got it early on. say what you want as long as it respects the brand and audience (trust and responsibility) Started the blog like airline, following customers. Virtual focus group, place to make and break news. Leverage influencers to get the messages much wider. Measurement: is second most visited travel website in the world. Blog will never compete with that. Started out with 0. At beginning no money or resources - except passion. Takes time to build an audience. Over the last 3 years. Get 2m unique people with the blog. Big numbers when consider the influence they have on the brand. SM efforts not focused on sales. Seen sales from blog and twitter straight to "commerce" site. Build credibility and trust foremost. Proactive customer engagement team - damage limitation key benefit. Make videos to supplement communication addressing more frequent issues, added dimension of understanding. (Same approach Easy Jet are taking). Monitoring - when do you engage. Just a gut decision. Pretty aware of conversations taking place. can't get involved in everything. Engage the positive particularly. When to engage critics - can I make a difference and do they want to be communicated with. Almost never had a negative response. Who inspires Southwest...recognised for online reputation management. Culture, innovation is key. -------Southwest Airlines implemented a social media strategy three years ago and they have a presence on several popular sites: Twitter, Flickr, Facebook, YouTube and LinkedIn.Their blog “Nuts about Southwest” gets 70,000 unique visitors each month. “Nuts about Southwest” was winner of the 2008 PR News Platinum PR award for blogs.
  • In August 2008, hotel giant Marriott revealed that the company had earned $5 million in bookings from people who clicked to the reservation page from the company’s corporate blog. The blog, which averages 6000 visitors per week and had more than 600,000 visitors since launching in January 2007, is authored by CEO Bill Marriott. Since he doesn’t use computers, Marriott dictates entries for his staff and the posts are transcribed from there.Kathleen Matthews, who heads global communications at Marriott International, came up with the idea for chief executive Bill Marriott's blog. He saw it as a good way to communicate."That's the importance of public relations, of advertising, of everything we do," Marriott said. "And this is just another channel." Marriott also likes how the blog shows that he's "a human just like everybody else." He sometimes breaks from writing about corporate issues to post about the movies he sees on Saturdays with his wife.Marriott has thousands of employees around the world, who make up about one-fifth of the blog's readership and comment frequently. "It is the virtual substitute for Bill Marriott visiting every hotel," Matthews said.He's not your typical blogger -- he doesn't use computers. Instead, he dictates entries into a recorder and a staff member transcribes and posts them. The audio is also on the site, which averages about 6,000 visitors per week and has had more than 600,000 total visitors since its inception in January 2007.Marriott has made more than $5 million in bookings from people who clicked through to the reservation page from Marriott's blog.Viget Labs, a Falls Church Web consulting firm, began a blog in 2006. In his field, it's practically obligatory, chief executive Brian Wynne Williams said. "If we didn't blog," he said, "people would start to wonder about us."The one blog has since expanded to five, each focused on a division of the company.Wynne Williams said Viget's blogs, which target industry peers, have had a "huge impact on recruiting.""Anybody that we've hired in the past couple of years, I think any of them would tell you that they read the blog heavily to get a sense of our people," he said.Designer Samantha Warren said her decision to take a job with Viget was sealed by the blog. "The design was fantastic. It just made me feel like, 'I want to be part of something this good,' " she said. Source: Washington PostMarketing Moves to the BlogosphereBusiness Model Shifts to Engage Customers OnlineBy Sarah HalzackWashington Post Staff WriterMonday, August 25, 2008
  • Carnival Cruises Carnival Cruise Lines has been a pioneer in leveraging social media to build customer loyalty and satisfaction. I interviewed Carnival’s Senior Manager for Interactive Marketing Strategy Jordan Corderra and Social Media Strategist Stephanie Leavitt about how they built such a successful and loyal online community.Company Profile: * Employees: 81,200 * 2007 Revenue: $13 Bn * 2007 Revenue Growth: +10.1% * Headquarters: Miami, Florida * Established: 1972 * Type: Subsidiary (Carnival Corporation & plc) * Website: * Sources: Wikipedia, Yahoo FinanceCarnival Cruise Line’s social media components: * Blog: John Heald’s Blog * Virtual, interactive tour: * Online community/ social network: Photo / story sharing and scrapblogging, trip planning, event organizing, Q&A * Twitter: CarnivalCruise * FlickrphotostreamsTargets * Travel agents * New customers * Past customersMeasurements of Success: * Site traffic (each of the three listed sites topped one million visits by February 2008, and over two million visits have been recorded for John Heald’s blog) * Bookings (over 20,000 generated by in 2006) * A 2008 cruise was organized for subscribers of John Heald’s blog, and over 800 participated1. What were the specific outcomes and objectives you were attempting to reach with the blog,, Each site has specific goals, but overall the objective is brand positioning. John Heald’s blog is a communication medium that’s used for engagement. We’ve changed the objective a bit since it first launched as it was originally intended to build buzz about our latest ship launch. highlights our unique products/ship features and serves as a prospecting tool. focuses on community and helps guests connect with other cruisers and to Carnival. The original objective of the site was to increase bookings by encouraging guests to invite their friends and family to join them on their FunShipcruise. The forums were an added bonus and we launched the Carnival Channel and the various blogs in Nov. 2007 as a way to “get to know” Carnival and the people that work here.2. What have been your ROI / measurements of success? Because each site and each component of our social media strategy has different objectives, they each have their own success metrics. We definitely track engagement, satisfaction, and leads/sales. But to have a truly successful social media strategy sales shouldn’t be the number one measure of success.3. Did Carnival have any “false starts” initiating their social media strategy? Did you utilize any consulting firms to assist your strategy and rollout? Of course we encountered some “false starts” along the way. We definitely eased into our foray in social media. launched in Feb. 2006, John Heald’s blog launched in March 2007, launched in July 2007 and our Twitter, Facebook, YouTube activity launched shortly after. Our interactive agency at the time, Avenue A Razorfish, helped with and As we mentioned earlier, John Heald’s blog started out as a very focused initiative. Once John finished his time onboard the Carnival Freedom we had to rethink the strategy of focusing on a particular ship. From launching a new site to simply opening a Facebook fan page, each and every one of these initiatives involved in depth discussions with our interactive team. For some brands it doesn’t make sense to participate in every social networking site available, so we definitely tend to ease into new applications. But the great part about social media is that you learn something new just about every day, so you shouldn’t fear it.4. I see Carnival has some activity on Twitter and Flickr - do you have any significant plans for these or any other upcoming social media platforms? Our Twitter and Flickr activity plays a role in our overall social media strategy. As for significant plans, you’ll just have to follow us to find out.5. I recently read about Carnival hiring SAS Marketing Automation (to integrate and perform predictive analytics for their marketing and customer communication campaigns) - will that tie into your social media efforts, or is that a separate and independent initiative? We are very excited about that partnership, however the interactive team will not be utilizing their services at this time. It is certainly something we are thinking about for the near future.6. Do you have any advice for other companies considering building their own online communities? If your target audience isn’t there, rethink investing time/money into that platform. Just because it works for another brand doesn’t mean it will work for you.Links: * Carnival Cruise Lines bring SAS Onboard for Marketing Automation * Carnival Cruise Lines’ On-Line Marketing Initiatives Enjoying Unprecedented Success * WOMMA WOMM-U- Jordan Corredera Keynote * Carnival Cruise Lines article on Wikipedia
  • In order to truly and effectively engage, we need to understand the behavior and categorization of our customer base. As such, Altimeter’s Engagement Pyramid focuses and ranks social behavior…Curating – Heavily involved in online communities such as discussion boards, fan pages, and wikipedia through moderation, contribution, editing, etc. These curators contribute their time, energy, and perspective to improve the foundation for available information on a given subject.Producing - Creates and publishes original content and social objects as a way of expressing expertise, positions, as well as contributing to the ecosystem of information those in the other categories seek to share thoughts and also make decisions.Commenting - Responds to the content created by Producers. Even though they do not actively create and distribute original social objects, their activity is still influential to those around them.Sharing – Individuals who actively update their status on social sites and upload/forward photos, videos, articles, etc. This behavior earns relevance and also demonstrates knowledge and awareness.Watching - Content consumers who are seeking information in order to make decisions or learn from peers, or purely seeking entertainment.Source: Behaviorgraphics Humanize the Social Web, Social Media Today
  • Creators, those who publish web pages, blogs and other social objects Conversationalist– someone who updates their status in the statusphere (any social network with an update window) at least once per week. Critics, individuals who comment on blogs or post ratings and reviewsCollectors, those who use RSS and/or tag Web pagesJoiners, people who are active in social networks Spectators, content consumers who read blogs, watch user-generated videos, and listen to podcastsInactivesSource: Behaviorgraphics Humanize the Social Web, Social Media Today
  • At the center is Benevolence – The unselfish and kindhearted behavior that engenders and promotes recognition and reciprocity, and in doing so, earns the goodwill of those around them. This is the hub of social networking with a purpose, mission, and a genuine intent to grow communities based on trust, vision, and collaboration.Problem Solvers – One of the most common sources of conversations and updates in social media are questions…people seeking information in the hopes that commenters will respond with resolution or direction.Commenters – Providing thoughts, opinions, observations, experiences, and sometimes, unfiltered reactions to the information shared online. They are less likely to produce original content, but are compelled to share their views based on the introduction of content by others in and around their social graph.Researchers – Peer to peer influence is prominent in social networks and researchers rely on their social graphs for information and direction to make qualified decisions. They are also active in championing polls and surveys to truly learn about the thoughts and opinions of those connected to them.Conversationalists – Participation in conversations through proactive updates seeking responses or direct responses to other content, conversationalists fuel threads within and across networks.Curators – In the context of behaviorgraphics, curators carry a different role. This group works diligently to find and only share what captivates them as filtered by what they believe will interest their followers.Producers – Among the more elite group of online participants, their stature is earned by the amount of content they generate within multiple networks.Broadcasters – Social media is proving to be both an effective broadcast and conversational platform. Broadcasters are mostly one-way communicators who either intentionally or unintentionally push information to followers without injecting conversational aspects into the mix.Marketers – Profiles dedicated to marketing ideas, products, or services and may or may not include content outside of their portfolio, unless the account is focused on funneling beneficial and value-added solutions to specific audiences regardless of origin.Socialites – Individuals who have earned varying levels of weblebrity, these new internet famous personae earn recognition and attention in online networks which is increasingly spilling over in real world fame.Self-promoters – Unlike broadcasters and marketers, self-promoters are unconcealed in their intentions through constant updating of activities, events, and accomplishments.Egocasters – Contribute to the “ego” in the egosystem and represent the evolution of self-promoters. Through constant promotion and the activities and responses that ensue, promoters graduate to a position of perceived prominence and collective unawareness.  What they think and say is what they believe to be the reality for one and for all. They lose touch with perspective as listening gives way to telling…Observers – Often referred to as inactives, lurkers, or simply consumers, Observers represent the majority of the social Web today, defined by those who read and also share information in the backchannel, including email, and also in the real world.Social Climbers – Social capital is not only something that is earned in social networking, it is something that is proactively pursued by those whose sole mission is to rise to the top. These individuals intentionally climb ladders on the avatars, profiles, and social capital of others most often misrepresenting their purpose and stature to earn an audience based on disingenuous intentions.TMI – The things some share in social media continue to blur the line between what’s relegated to inner monologue versus that for sharing with others in public. The state of sharing “Too much information” is dictated by those on the receiving end of the update, not those who publish it.Spammers – Those accounts and profiles that are created to push messages blindly and without regard for those with whom they come into contact. Often times they’re tied to current events (using trending keywords or hashtags) or targeting influential voices to lure them into clicking through to their desired goal.Leachers -Not included in the graph, but an important category to recognize as leachers take the good work of others and channel it into their own accounts almost exclusively for the sake of promoting their cause.Complainers – When we love something, we tell a few people; when something bothers us, we tell everyone.  Complainers are often sharing their discontent as a primary ingredient in their social stream. And, as customer service takes to the social web, these complainers are only encouraged to share their experiences to achieve satisfaction and earn recognition for their role as the new social customer.Source: Behaviorgraphics Humanize the Social Web, Social Media Today
  • Glasgow4Business Creating the Buzz Session 2

    1. 1. ‘Creating the Buzz’<br />Social Media for <br />Sustained Business Growth<br />Dr. Jim Hamill and Alan Stevenson<br /><br /><br />April, 2010<br />
    2. 2. Impact:<br />(Does It Produce End Results?)<br />
    3. 3. Aberdeen Research Group – study of the social media practices of 250 organisations<br />‘Best in class’ (50)<br />‘Industry average (125)<br />‘Laggards’ (75)<br />‘Best in class’ outperformed others in many key areas<br />Customer satisfaction<br />Actionable insights delivered<br />Reduced time to market<br />Customer insight<br />Source: Weber, 2009<br />Impact<br />
    4. 4.
    5. 5. Impact: Top 10 Brands<br />The Top =10 Brands Using Web 2.0 / Social Media <br />
    6. 6. <ul><li>Multi-channel presence
    7. 7. Facebook: 3.5m fans from 200k
    8. 8. Twitter: 250k follwers
    9. 9. Starbucks Idea: 70,000 ideas generated year 1</li></li></ul><li><ul><li>Social media strategy is 3 years old
    10. 10. Twitter
    11. 11. Flickr
    12. 12. Facebook
    13. 13. YouTube and
    14. 14. LinkedIn.
    15. 15. Their blog “Nuts about Southwest” gets 70,000 unique visitors each month. </li></li></ul><li>ADD ON MARRIOT<br /><ul><li>Launched in January 2007
    16. 16. Averaging 6000 visitors per week
    17. 17. Key communication channel for global staff
    18. 18. $5 million in bookings from people who clicked to the reservation page</li></li></ul><li><ul><li>Blog: John Heald’s Blog (Sen. Cruise Director)
    19. 19. Online community (was Carnivalconnections)
    20. 20. Twitter:
    21. 21. Flickr:
    22. 22. More than 2m visits to JH’s blog
    23. 23. Cruise organised through JH’s blog: 800 came
    24. 24. 20,000 bookings via community in one year</li></ul>(Source: Source: Washington Post, 08/08)<br />
    25. 25. Performance Measurement<br />(Progress + End Results)<br />
    26. 26. Web 1.0 KPIs<br /> Site visits<br /> Unique visits<br /> Geographical spread of visits<br /> Length of time spent on the site<br /> Navigation through the site<br /> Most/least popular pages<br /> Number and quality of site enquiries<br /> e-mail registrations<br /> e-commerce sales<br /> User feedback on the site<br /> Links<br />
    27. 27. Web 2.0 KPIs<br />Network quality, relationship strength, ability to leverage<br />Web 2.0 ‘winners’ will be those companies who fully utilise the interactive power of 2.0 technology for building strong ‘1-to-1’ customer and network relationships - especially with their ‘Most Valuable’ and ‘Most Growable’ customers<br />Those who fully leverage Web 2.0 for ‘Identifying, Acquiring, Retaining and Growing ‘Quality’ Customers<br />Requires a new ‘mindset’ and new approaches to business strategy and online marketing<br />
    28. 28. Taking into account important <br />Social Media Behaviour<br />
    29. 29. Techno-graphics<br />Source: The Altimeter Group<br />
    30. 30. Techno-graphics<br />Source: Forrester Research, Inc<br />
    31. 31. Behaviour-graphics<br />Source: Brian Solis<br />
    32. 32. Leading to <br />The 4i’s<br />
    33. 33. The 4i’s<br />Involvement – network/community numbers/quality, youtube and flickr views, time spent, frequency, geography<br />Interaction – actions they take – read, post, comment, reviews, recommendations<br />Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc <br />Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking <br />Social Media Monitoring Tools –Audit, Assess, Impact<br />
    34. 34. We Need <br />Social Media Monitoring Tools<br />
    35. 35. Social Media Monitoring Tools<br />Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights<br />Three stage process<br />Aggregate what is being said <br />Natural language analysis – understand the data<br />Deliver actionable insights<br />We have identified more than 100 Companies in this space <br />
    36. 36. Social Media Monitoring Tools<br />
    37. 37. What they offer<br />Search and relevance filters<br />Further categorisation and tagging<br />Assign Events to the Social Graph <br />A variety of channels: web, news, blog, twitter<br />Mention Volume, Importance and Demographics<br />Analyse sentiment or tone <br />Analyse date parameters<br />Updates as they happen<br />
    38. 38. Some Tools Are Free but<br />Relatively Unsophisticated<br />
    39. 39. Google Alerts<br />
    40. 40. Social Mention<br />
    41. 41. Trackur<br />
    42. 42. Others Are Expensive but<br />Highly Sophisticated<br />
    43. 43. Social Radar<br />
    44. 44. Radian6<br />
    45. 45. A Case Example: Social Media Monitoring <br />and Edinburgh<br />
    46. 46. Keywords<br />
    47. 47. Megrahi Release<br />The Festival<br />
    48. 48.
    49. 49. A<br />B<br />D<br />C<br />
    50. 50. A: Twitter Peak<br />
    51. 51. A: Twitter Peak<br />
    52. 52. A: Twitter Peak<br />I host a weekday morning radio talk show on Magic 89.9 DWTM-FM in Manila, Philippines.   <br />
    53. 53. A: Twitter Peak<br />
    54. 54. B: Blog Peak<br />
    55. 55. B: Blog Peak (PR Dissemination)<br />
    56. 56. C: News Peak<br />
    57. 57. C: News Peak<br />
    58. 58. C: News Peak (Fewer Mentions but More Comments)<br />
    59. 59. D: Blog Peak<br />
    60. 60. D: Blog Peak<br />
    61. 61. Mentions by Media Type<br />
    62. 62. Comments by Media Type<br />
    63. 63. Influencers - Blogs<br />
    64. 64. Influencers - Twitter<br />
    65. 65. Social Media Monitoring <br />Notable Others<br />
    66. 66. Social Media Monitoring: iPhone Apps<br />Comparing SatNaviPhone Apps – TomTom gets most buzz <br />
    67. 67. Social Media Monitoring: iPhone Apps<br />Sentiment is similar by brand, Co Pilot more negative<br />
    68. 68. Social Media Monitoring: iPhone Apps<br />Further analysis indicates issues and points for action e.g. Problem mentioned in more posts for Co-Pilot<br />
    69. 69. Social Media Monitoring: United Breaks Guitars<br />
    70. 70. Social Media Monitoring: United Breaks Guitars<br />Dave Carroll posted his video on July 6th<br />
    71. 71. Social Media Monitoring: United Breaks Guitars<br />Web Chatter on United Airlines after the launch of the video United Breaks Guitars<br />
    72. 72. Social Media Monitoring Tools <br />Changing Our View of The Web<br />
    73. 73. Social Media Monitoring: Benefits<br />They provide the following organisational benefits: <br />Market Knowledge and Intelligence. Where your customers, partners, competitors and staff are hanging out online. <br />Customer Insight and Understanding. What your customers and their influencers are saying about you or your competitors. <br />Identify and network with high value, high growth prospects.Identifying key posts and follow-up actions. <br />Interaction with Key Influencers. Identify influential sources for incorporation into a wider strategic response. <br />Reputation Management. Timely identification of potential reputation issues. <br />Improved Sales and Marketing. New prospects, customer and market opportunities. <br />Improved Performance Monitoring. Support a 4Is approach. <br />
    74. 74. What they don’t offer…<br />Calculate Return on Investment<br />Take effective action for you<br />Often limited / Inaccurate sentiment analysis<br />Interpretation <br />An answer to further manual processing and manipulation<br />
    75. 75. Questions<br />
    76. 76. Thank You<br />