Social Media - eh what now

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Social Media - eh what now

  1. 1. Social Media –Eh What’s Happening Now!! Conor Byrne CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
  2. 2. 80% of our onlineactivity didn’t exist 5 years ago
  3. 3. “Social Media is the democratization of information, transforming people fromcontent readers into publishers. It is the shiftfrom a broadcast mechanism, one-to-many, to a many-to-many model, rooted inconversations between authors, people, and peers”Brian Solis, principal at Altimeter Group, a research-based advisory firm.
  4. 4. State of PlayCRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
  5. 5. “Can we, just for a moment, Your Honour, ignore the FACTS!”
  6. 6. The total number of Facebook users in Ireland isreaching 2,110,600
  7. 7. • Apx 200,000 accounts• 30% of Irish Twitter Users check their accounts daily (IPSOS-MRBI)
  8. 8. Total LinkedIn Users: 613,906Penetration ofpopulation: 13.28%Penetration of onlinepop.: 20.18%
  9. 9. • Google+ breaks 100 million users (1st Feb)• Est: Google+ will reach about 400 million users by the end of 2012. Oct. 13, 40 Million 100 million 800 million ‘signed up’ ‘Active’ ‘Active’
  10. 10. • Over 10.4 million registered users• 9 million monthly Facebook- connected users• 2 million daily Facebook users,
  11. 11. Why use social media?CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
  12. 12. Why are big brands using social media? Target Creating customers buzz Learn from customersMcKinsey Report, 2012
  13. 13. Why should you use Social Media? Multiplies your reach Aligns strategy Generates with one online more traffic channel Helps you Humanises the connect brand emotionally Increases awareness
  14. 14. Loyalty Earn Create nobody Deliver on money Members can take the brand doing Not away from promise things that Customers you dont existHelge Tenno
  15. 15. NGOS MOST TRUSTED INSTITUTION GLOBALLYTrust (Edelman Baramoter)
  16. 16. What is Social Media?CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
  17. 17. Helge Tenno
  18. 18. Patrick McConville, iCan
  19. 19. What Social Media is not!CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
  20. 20. 10,000 new Likes2,000 new followers
  21. 21. 10,000 new Likes2,000 new followers
  22. 22. BMW has 9.5 millionfansRenault ZE has lessthan15,000 fans.The brand with thehighest engagementrate overall onFacebook is RenaultZE
  23. 23. BMW has 9.5 millionfansRenault ZE has lessthan15,000 fans.The brand with thehighest engagementrate overall onFacebook is RenaultZE
  24. 24. Marketing’s primary goal is to reach consumers at the moments, or touch points, that influence their purchasing behavior.• McKinsey Report, 2012
  25. 25. Influence the consumerCRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
  26. 26. Monitor Knowing what’s said online about your products and services—should be a default social-media function, taking place constantly. You can glean insights from an effective monitoring program that informs everything from product design to marketing and provides advance warning of potentially negative publicity. McKinsey Report, 2012
  27. 27. Respond Pinpointing conversations (negative and positive) and responding at a personal level is a key part of social-media engagement. No response can be quick enough By responding rapidly, transparently, and honestly, companies can positively influence consumer sentiment and behaviour. McKinsey Report, 2012
  28. 28. Amplify“Amplification” involves designing yourmarketing activities to have an inherentlysocial motivator that spurs broaderengagement and sharing.This approach means more than merelyreaching the end of planning a marketingcampaign and then thinking that “weshould do something social”It means that the core concepts for campaigns must invite customers into anexperience that they can choose to extend by joining a conversationIt means offering experiences that customers will feel great about sharing,because they gain a badge of honor by publicizing content that piques theInterest of others.
  29. 29. LeadLead consumers toward long-term behavioralchanges.In the early stages of the consumer decisionjourney, this may involve boosting brand awarenessby driving Web traffic to content about existingproducts and services. Marketers also can use social media to generate Buzz through product launches, In addition, when consumers are ready to buy, companies can promote time-sensitive targeted deals and offers through social media to generate traffic and sales.
  30. 30. The Sort of Strategy Slides! CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
  31. 31. It’s essential for brands to understand whyand where different groups of consumersparticipate in this new world.Understand this and brands can createcampaigns, messages and communitiesthat consumers want to be part of,spreading the message far and wide muchmore effectively Source: Wave5 Report, 2010
  32. 32. Understand how the new consumer consumes 2. seeking brands they share a common purpose with 3. collaborating in the 1. consuming on demand – I creation process see therefore I buy 4. bypassing mass brands in 11. demanding instant favour of niche, local & peer customer service buying & selling in a 5. looking for more 10. looking for social socially personalistion & relationships connected customisation world 6. increasingly influenced by 9. prioritising value over “people like me” money – rent, borrow, barter vs. buy 8. seamless buying from 7. drawn to interactive & culturally diverse touchpoints engaging experiencesDavid Hayes, Cybercom
  33. 33. Social Technographs Ladder
  34. 34. Develop a Content StrategyDetermine what Post this Determine how your audience valuable content often they would would deem at times that are like to hear from valuable valuable to them you Know your voice Be Authentic
  35. 35. Set KPI’sConversation Rate Amplification Rate# audiencecomments / Applause Rate # sharing ofpost you content / Conversion Rate # likes etc / post Post Do we get economic value from the network? How many assisted or last click conversions?Patrik Svensson
  36. 36. Focus on the Platform that’s right for you
  37. 37. Optimize your siteand all other onand offline marketingto include links andreferences to socialmedia sites
  38. 38. Execute
  39. 39. Measure Yes it is possible to measure. But you need to plan…..
  40. 40. MeasureYes it is possible to measure. But you need to plan….. “we can measure the impact of social media well beyond straight volume and consumer-sentiment metrics; in fact, we can precisely determine the buzz surrounding a product or brand and then calculate how social media drives purchasing behavior. To do companies must coordinate data, tools, technology, and talent across multiple functions.”McKinsey, 2012
  41. 41. Set KPI’sConversation Rate Amplification Rate# audiencecomments / Applause Rate # sharing ofpost you content / Conversion Rate # likes etc / post Post Do we get economic value from the network? How many assisted or last click conversions?Patrik Svensson
  42. 42. Some Practical......CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
  43. 43. By the end of 2012 77% ofconsumers in Ireland will have a smartphone
  44. 44. IgnoreMobile At Your Peril
  45. 45. Two Quick ExamplesCRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
  46. 46. It Started as an idea
  47. 47. Social Networking Led to Social Connections that spread the message across these social networks 100’s of Paul Dervan readers on his blog Steve Social Grace AppLisa Damien Mulley Troughton influencer Developer Smith Nick Twitter 10,000 euro McGiveny Lessons
  48. 48. Where next – get iphones into families hands A win at the Blog Awards led to a new website story picked up by Gerry Ryan and Ireland AM Twitter picked up on it It was blogged about Actively approached journalists (with links made through Social Media)
  49. 49. Set it FREETo celebrate World Autism Day 2011 the app was sold for free for 3 days.Through active social PR by 2.30pm it was trending. Lisa meticulously clickedand thanked every RT!Critical mass was achieved as Australia woke up and America started work - theAmerican Group Autism Speaks retweeted and by morning the RTs were in theThousandsThe blogs and facebook took on their own momentum.
  50. 50. Then Disaster Struck – well sort ofApple approved an update that had been in review for 2 weeks....it tripped thelisting back to full price.!!This required a huge PR campaign on blogs, Facebook and Twitter to tell peoplethis was an error and not to click until Apple set the app for Free again (and theygave it free for another day)
  51. 51. Now what• About 15,500 app downloads• The app costs €20/$25Lisa says ”being sustainable was as crucial as having social impact. If you cannot make a living then you cannot "do what you do" and you have to go and get another job. Im doing what I love, I am good at it”
  52. 52. “Social Media connected me to the world in a way that a stay at home special needs mumcould never be. It gave me a new skill set and it turned me into an agent for social change, an entrepreneur and CEO of my own destiny.”
  53. 53. RememberCRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
  54. 54. Our social networks are hyper targeted at the most important people in the world……
  55. 55. Ourselves, our families and our friends
  56. 56. Helge Tenno
  57. 57. • Develop relationships• Watch for editorial opportunities• Be simple and open• Interlink all your networks• Be useful• Be informative
  58. 58. • Be interesting• Interact with people as much as you can (give feedback, engage into discussions, compliment them)• Listen before you act• Facilitate conversation, don’t dominate• Actively converse
  59. 59. The internet facilitates and supports civic engagement, it:  raises awareness educates those interested & can mobilise groups by“enhancing the flow of information across diverse members of the community” (Kavanaugh et al., 2005, p.129).
  60. 60. Relationships are the key currencySocial media is a great way to build and maintain good relationships. http://maynak.name
  61. 61. IT’S ABOUTBEINGHUMANLISTENINGUNDERSTANDINGCONNECTINGDavid Hayes, Cybercom
  62. 62. It Pays OffThe relationship is apparent and significant: “socially engaged companies are more financially successful.So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence.” Altimiter ENGAGEMENTdb study
  63. 63. Some Resources socialmediaexaminer.com mashable.com krishnade.com socialmediatoday.com simplyzesty.com @FacebookGeek
  64. 64. Thank Youwww.conorbyrne.wordpress.com@conorbyrne

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