DMA Masterclass 09 Feb Connecting Element

Social Cases
The Power Of Social Media
Andrew Rastall
andrew@connectingelement.co.uk

Contents
Change is the norm
Defining social media
Building a community
Feeding the monster
Squaring the circle
A Social Study
What about when it goes wrong?

Change Is The Norm
Google products
4 Bn Mobile Video Devices
Facebook et-al
TiVo
Sky Plus
Hard Drive Recorders
BBC iPlayer

Change Is The Norm
Broadcast is shrinking
Narrowcast is growing exponentially
Millions get 6 so 10,000 read & 500 act
Thousands get 40 so 100,000 read and
20,000 act

Defining Social Media

Websites
Online news
Email
Social networking
Review sites
Seeding sites
SMS … Blogs … Guest care dep’t

Any media where communities gather

Building a Community
Trust & Honesty
Compelling content

Feeding The Monster
Appropriate messages
Appropriate timing
Appropriate tone
Modulate the conversation
Offer / Value / Amenity

One Product = One Team
Brand Team
Operating Team
Guest Care Team
Marketing Team

One Product = One Team

A Social Study
In January 2009 Toby’s Community Was 30,000 email respondents.
In January 2010 Toby’s Community has topped 90,000 Facebook Fans and 120,000 email respondents

A Social Study

A Social Study
The Cost To Contact Each Fan Was Under 30 pence each

A Social Study
How did we do that then?

Results
Record L4L sales growth
Record community subscription
Record levels of engagement

WARNING

You Must Not Screw With The Community

www.thisfluidworld.com

What Should They Have Done?
Invoke the Crisis Plan?

NO!

Built Some Relationships
Built Some Trust
Built Some Advocates

Build a Community

DMA Masterclass 09 Feb Connecting Element

by David Patrick on Feb 10, 2010

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DMA Masterclass 09 Feb Connecting Element — Presentation Transcript

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