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DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
DMA Masterclass  09 Feb  Connecting Element
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DMA Masterclass 09 Feb Connecting Element

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DMA Social Media Masterclass presentation from Andrew Rastall, Connecting Element, 9 February

DMA Social Media Masterclass presentation from Andrew Rastall, Connecting Element, 9 February

Published in: Technology, News & Politics
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Transcript

  • 1. Social Cases<br />The Power Of Social Media<br />Andrew Rastall<br />andrew@connectingelement.co.uk<br />
  • 2. Contents<br />Change is the norm<br />Defining social media<br />Building a community<br />Feeding the monster<br />Squaring the circle<br />A Social Study<br />What about when it goes wrong?<br />
  • 3. Change Is The Norm<br />Google products<br />4 Bn Mobile Video Devices<br />Facebook et-al<br />TiVo<br />Sky Plus<br />Hard Drive Recorders<br />BBC iPlayer<br />
  • 4. Change Is The Norm<br />Broadcast is shrinking<br />Narrowcast is growing exponentially<br />Millions get 6 so 10,000 read & 500 act<br />Thousands get 40 so 100,000 read and <br /> 20,000 act<br />
  • 5. Defining Social Media<br />
  • 6. Defining Social Media<br />
  • 7. Defining Social Media<br />
  • 8. Defining Social Media<br /><ul><li>Websites
  • 9. Online news
  • 10. Email
  • 11. Social networking
  • 12. Review sites
  • 13. Seeding sites
  • 14. SMS … Blogs … Guest care dep’t</li></li></ul><li>Defining Social Media<br /><ul><li>Any media where communities gather</li></li></ul><li>Building a Community<br />Trust & Honesty<br />Compelling content<br />
  • 15. Feeding The Monster<br />Appropriate messages<br />Appropriate timing<br />Appropriate tone<br />Modulate the conversation<br />Offer / Value / Amenity<br />
  • 16. One Product = One Team<br />Brand Team<br />Operating Team<br />Guest Care Team<br />Marketing Team<br />
  • 17. One Product = One Team<br />
  • 18. A Social Study<br />In January 2009 Toby’s Community Was 30,000 email respondents.<br />In January 2010 Toby’s Community has topped 90,000 Facebook Fans and 120,000 email respondents<br />
  • 19. A Social Study<br />
  • 20. A Social Study<br />The Cost To Contact Each Fan Was Under 30 pence each<br />
  • 21. A Social Study<br />How did we do that then?<br />
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  • 36. Results<br />Record L4L sales growth<br />Record community subscription<br />Record levels of engagement<br />
  • 37. WARNING<br />
  • 38. You Must Not Screw With The Community<br />
  • 39. www.thisfluidworld.com<br />
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  • 58. What Should They Have Done?<br />Invoke the Crisis Plan?<br />
  • 59. What Should They Have Done?<br />NO!<br />
  • 60. What Should They Have Done?<br />Built Some Relationships<br />Built Some Trust<br />Built Some Advocates<br />
  • 61. What Should They Have Done?<br />Build a Community<br />

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