Connecting Brands to People

Connecting Brands to People And Building Stronger Relationships Reputation Management • AMA 5.27 Presentation by: Work that talks. Friday, May 28, 2010

Presentation by: Work that talks. Friday, May 28, 2010

484 Presentation by: Work that talks. Friday, May 28, 2010

484 22 Friendship Model Brands & People Presentation by: Work that talks. Friday, May 28, 2010

Why should you care? Presentation by: Work that talks. Friday, May 28, 2010

500MM 100MM On Facebook On Twitter YouTube 270MM+ 2nd largest search engine US Mobile Subscribers Why should you care? - Cause it’s bigger than just you. Presentation by: Work that talks. Friday, May 28, 2010

500MM 100MM On Facebook On Twitter YouTube 270MM+ 2nd largest search engine US Mobile Subscribers Why should you care? - Cause it’s bigger than just you. Relationships. Customer Service. Advocacy. Insights. Awareness Presentation by: Work that talks. Friday, May 28, 2010

“Your first interaction with a customer is a priceless opportunity” Source: CEO of Loews Hotels That said, today your first interaction will most likely happen online. 93% of consumers want to engage with brands via social media. Source: 2008 Cone Study Presentation by: Work that talks. Friday, May 28, 2010

70 percent of retailers are on Facebook or MySpace, and more than half are on Twitter. - Forrester. Dec. 2009 "You'll see other retailers do videos about selling products. For us, social media is about extending our lifestyle to a broader audience. We're not so driven by the need to monetize it." - Shilo Jones, marketing director at Evo “It’s like fishing where the fish are. Social media is where our consumers are at the moment... Our strategy is to be everywhere our consumers are, but as a member of the community.” Quotes From The Industry Presentation by: Work that talks. Friday, May 28, 2010

When people talk, brands grow.TM Presentation by: Work that talks. Friday, May 28, 2010

ROI Redefined Consider reputation an important metric of success when investing time, money and resources into social media. Return on Investment or... Return on Influence. Return on Interaction. Social Media Is PR (People & Relationships) Presentation by: Work that talks. Friday, May 28, 2010

Campaign Social Media Is PR (People & Relationships) Presentation by: Work that talks. Friday, May 28, 2010

Commitment Social Media Is PR (People & Relationships) Presentation by: Work that talks. Friday, May 28, 2010

✓ Commitment Social Media Is PR (People & Relationships) Presentation by: Work that talks. Friday, May 28, 2010

The Cost of Being There... Presentation by: Work that talks. Friday, May 28, 2010

The Cost of Being There... ‣ Development of a social media strategy (where, why + how) ‣ Set guidelines for engagement (do’s, don’ts. who does what, when and how often) ‣ Concept + develop fresh content for status updates (posts, photos, videos...) ‣ Concept + develop applications that deliver/maximize (shared) branded exposure ‣ Reputation brand management/moderation + reporting Presentation by: Work that talks. Friday, May 28, 2010

The Cost of Being There... ‣ Development of a social media strategy (where, why + how) ‣ Set guidelines for engagement (do’s, don’ts. who does what, when and how often) ‣ Concept + develop fresh content for status updates (posts, photos, videos...) ‣ Concept + develop applications that deliver/maximize (shared) branded exposure ‣ Reputation brand management/moderation + reporting You have to have someone running that page, reading comments, responding to questions and making sure you're promoting the growth of that group. Presentation by: Work that talks. Friday, May 28, 2010

The Cost of NOT Being There? Presentation by: Work that talks. Friday, May 28, 2010

Change. Technology Has Simplified Relationships Presentation by: Work that talks. Friday, May 28, 2010

Dead-end digital Microsites Applications Games Videos Engaging digital actions are an important. But what’s more important is to enable consumers to effortlessly share, adapt and evolve our messages AND measure the impact of the influence it creates. Presentation by: Work that talks. Friday, May 28, 2010

Social Networks Communities. Relationships. Broadcast Yourself Audio. Video. Photo’s... Mobile Everything Connect. Involve. Entertain. Reviews/Opinions Love. Hate. Rate. Advocate Internal Off-line Online External (PR) Presentation by: Work that talks. Friday, May 28, 2010

Quantify the true impact of digital and social actions by moving beyond immediate impact to include return on influence. Our Goal: http://www.businessweek.com/magazine/content/09_22/b4133032573293.htm Presentation by: Work that talks. Friday, May 28, 2010

Visited this brands’ website Downloaded a phone application or microsite from this specific brand Posted a video online (e.g. Facebook, Youtube) about this brand Watched commercials or videos made by this brand on Youtube Read a blog sponsored Customized or designed a product by this brand for this specific brand Played a web or browser game sponsored by this brand Posted a Tweet or RT about this specific brand We studied 22 Made a charitable donation directed through this brand’s site Posted pictures online (e.g. Flickr, Picasa, Facebook) that focused on this specific brand Participated in an augmented reality experience sponsored by this brand Wrote about this brand in a personal blog digital actions and their Become a fan of this brand on Facebook Sent a customized message sponsored by effect on consumers. this brand to a family member or friend Joined a Facebook group focused on this specific brand Posted a Facebook status referencing this specific brand O ered product ideas to this brand in Followed this brand on Twitter an open forum (e.g. Voted on a product decision by this mystarbuckideas.com) brand (e.g. flavor, design, name) Joined an online panel or research Provided feedback on this Posted reviews about this brand survey for this specific brand brand’s website Presentation by: Work that talks. Friday, May 28, 2010

1. 1 2 3 4 Engage Visited this brands’ 8. Contribute Posted reviews about this brand Participate 13. Become a fan of this brand on 16. Create Posted a Facebook status website or microsite referencing this specific brand Facebook 2. Watched commercials or 9. Provided feedback on this 17. Sent a customized message brand’s website 14. Joined a Facebook videos made by this sponsored by this brand to a group focused on brand on Youtube 10. Voted on a product family member or friend this specific brand 3. Downloaded a phone decision by this brand 18. Wrote about this brand in a (e.g. flavor, design, name) 15. Followed this brand application from this personal blog on Twitter specific brand 11. Joined a panel or 19. Posted pictures online (e.g. 4. Read a blog sponsored by research survey for this Flickr, Picasa, Facebook) that this brand specific brand (E- focused on this specific brand Rewards does not count) 5. Played a web or browser game sponsored by this brand 12. O ered product ideas to this brand in an open Organized 20. Posted a Tweet or RT about this specific brand 6. Made a charitable forum (e.g. mystarbuckideas.com) into 4 21. Customized or designed a product for this specific brand donation directed through this brand’s site categories 22. Posted a video online (e.g. Facebook, Youtube) about 7. Participated in an this brand augmented reality experience sponsored by this brand Presentation by: Work that talks. Friday, May 28, 2010

RECRUIT CUSTOMERS GROUP BY ACTIONS SURVEY ONLINE COMPARE GROUPS n=408 ENGAGE n=281 15 min. survey CONTRIBUTE n=282 BRAND X ENGAGE PARTICIPATE ADVOCACY PARTICIPATE CONVERSATIONS NEW CUSTOMERS BRAND SPEND CONTROL n=284 ... CREATE CONTRIBUTE CREATE n=1,945 n=865 Recent customers of 52 brands CONTROL 20+ years old | HHI $35k+ Control group representative of Survey included questions on how much Compared groups to each other M/F Split | Social Media Accounts brands found in test groups they talked, recommendations, brand and made conclusions based on spend, etc... signiﬁcant di erences. Presentation by: Work that talks. Friday, May 28, 2010

% Who Talked Percent of those who initiated conversations about the brand. Control Engage Contribute Participate Create 26% 47% 55% 53% 64% 1.8x more than control 2.1x more than control 2x more than control 2.5x more than control Assuming a set of 100 Assuming a set of 100 Assuming a set of 100 consumers, 80 more consumers, 60 more consumers, 170 more people talking than the people talking than the people talking than the Engage set. Engage set. Engage set. Presentation by: Work that talks. Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010. Friday, May 28, 2010

270 conversations How much they talked. 260 conversations out of 100 consumers out of 100 consumers The number of conversations per 100 consumers. 123 conversations out of 100 110 conversations consumers out of 100 42 conversations out consumers of 100 consumers 100 100 consumers consumers Control Engage Contribute Participate Create 26% talked 47% talked 55% talked 53% talked 64% talked Avg # of conversations = 4 Avg # of conversations = 6 Avg # of conversations = 5 Avg # of conversations = 10 Avg # of conversations = 9 Presentation by: Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010. Work that talks. Friday, May 28, 2010

270 conversations How much they talked. Social media actions generated nearly 2.5number of conversations per 100 consumers. 260 conversations out of 100 consumers out of 100 consumers The times more conversations per 100 consumers than dead-end digital actions (engage). 123 conversations out of 100 110 conversations consumers out of 100 42 conversations out consumers of 100 consumers 100 100 consumers consumers Control Engage Contribute Participate Create 26% talked 47% talked 55% talked 53% talked 64% talked Avg # of conversations = 4 Avg # of conversations = 6 Avg # of conversations = 5 Avg # of conversations = 10 Avg # of conversations = 9 Presentation by: Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010. Work that talks. Friday, May 28, 2010

How they influenced purchases Percent who triggered a purchase % who talked % who spurred a purchase Control Engage Contribute Participate Create 11%... 20%... 26%... 32%... 35%... influenced a transaction influenced a transaction influenced a transaction influenced a transaction influenced a transaction 26% talked 47% talked 55% talked 53% talked 64% talked Presentation by: Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010. Work that talks. Friday, May 28, 2010

It’s our job to help our clients find, listen, learn and then engage with the people that matter the most We built BWW Facebook fan base from 58k to now over 1.3MM in less than a year. Improving their content to post ratio by over 3,000% Southeast Toyota Distributors LLC Presentation by: Work that talks. Friday, May 28, 2010

Our approach needs to support our ability to connect, share and engage with our target audience consistently and authentically. Listen. Learn. Engage. Adapt. (repeat) Presentation by: Work that talks. Friday, May 28, 2010

Listen. Learn. Engage. Adapt. Culture Strategy Tools Content Activation Insights Connect Presentation by: Work that talks. Friday, May 28, 2010

Conversation Measures Family/Kids Stuff News/Pop Culture Morning Stories Brand Msg/Growers Nutrition/Recipes 42% 13% 21% 07% 17% Mthly. Posts: 5 Mthly. Posts: 3 Mthly. Posts: 4 Mthly. Posts: 2 Mthly. Posts: 4 Response: 3,201 Response: 1,152 Response: 1,453 Response: 589 Response: 1,287 Total OI: 480,150 Total OI: 172,800 Total OI: 217,950 Total OI: 88,350 Total OI: 193,050 Insights: What’s Working... What’s Not! Monthly (Organic) Conversation Value Estimated @ $13,440 (based on a $20CPM) Presentation by: Work that talks. Friday, May 28, 2010

Thanks! More Social Thinking from 22 Keep Talking @iRollo The True Value of Social Media http://bit.ly/aJaErq (It’s on SlideShare.com) Presentation by: Work that talks. Friday, May 28, 2010

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Connecting Brands to People

by David Rollo

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