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

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Transcript

  • 1. Social Cases
    The Power Of Social Media
    Andrew Rastall
    andrew@connectingelement.co.uk
  • 2. 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?
  • 3. Change Is The Norm
    Google products
    4 Bn Mobile Video Devices
    Facebook et-al
    TiVo
    Sky Plus
    Hard Drive Recorders
    BBC iPlayer
  • 4. 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
  • 5. Defining Social Media
  • 6. Defining Social Media
  • 7. Defining Social Media
  • 8. Defining Social Media
  • Defining Social Media
    • Any media where communities gather
  • Building a Community
    Trust & Honesty
    Compelling content
  • 15. Feeding The Monster
    Appropriate messages
    Appropriate timing
    Appropriate tone
    Modulate the conversation
    Offer / Value / Amenity
  • 16. One Product = One Team
    Brand Team
    Operating Team
    Guest Care Team
    Marketing Team
  • 17. One Product = One Team
  • 18. 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
  • 19. A Social Study
  • 20. A Social Study
    The Cost To Contact Each Fan Was Under 30 pence each
  • 21. A Social Study
    How did we do that then?
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  • 36. Results
    Record L4L sales growth
    Record community subscription
    Record levels of engagement
  • 37. WARNING
  • 38. You Must Not Screw With The Community
  • 39. www.thisfluidworld.com
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  • 58. What Should They Have Done?
    Invoke the Crisis Plan?
  • 59. What Should They Have Done?
    NO!
  • 60. What Should They Have Done?
    Built Some Relationships
    Built Some Trust
    Built Some Advocates
  • 61. What Should They Have Done?
    Build a Community