Social Media Action Plan

Social Media - today’s agenda What is Social Media? Why does it matter? Social media action plan

Media has changed “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch, Wired July 2006.

Driven by …

Consumers have a voice

So what is Social Media? “Open conversations that encourage participation and connect people” Ian Farmer BULLSEYE

Social Networks 2.2 million 1 in 5 118000 7000

Biggest country in the world - MySpace

Blogosphere m 23000

Wikis – collaborative 4m Podcasts – niche / time shifting

Youtube Videos m Bandwidth: 2007 YouTube = 2000 Internet 1.2 million consumer generated videos in 2007 26.5 million corresponding comments 22 billion views, up 70% (source: Accustream iMedia Research) 26,500

And other content communities

More and more of us use it

It helps you express yourself

Review stuff, weigh up pro’s and cons

Share things easily

Social networks link us together

And through the wisdom of crowds

Allows us to discover new stuff

Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan

We now know the truth 76% don’t believe that companies tell the truth in advertisements Source: Yankelowich

Consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool” (global Nielsen survey of 26,486 Internet users in 47 markets)

Who do we believe?

People like ourselves My friends Their friends Shared interest

Social media conversations are recorded

And influence “offline” behaviour

Of those who use used or buy bought your product / service

For Good

And Not so good

Social media impacts your brands reputation 34% post opinions about products and brands on their blog 36% think more positively about companies that have blogs Source: Universal McCann Power to the people - Social Media Tracker Wave 3

So that’s why it matters !

Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan

Try and control this? Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006

Ignore it ? ... But this just eliminates you from the conversation

Bullseye’s Social Media action plan What is Social Media? Listen Why does it matter? Social media action plan Engage Influence

How to listen to social media?

Search • E.g. Technorati.com

Alerts • E.g. www.google.com/alerts

Speed Feed reading

Blog Trends

Charting Live consumer sentiment

Listen ”The Development of a process to understand the conversations, and action the insights” Ian Farmer BULLSEYE

FORUMS Real time feedback : Grad recruitment exposed !

Research your employees ?

Company reviews

Recorded Experiences

Opinions in real time

Finding consumer insights

Product feedback

The new Focus group?

Social Media Audit report

Monitoring solution

Bullseye Social Media services Listen Research : opinions in real time Risk Awareness Insights Social Media Audit Permission to Engage Social Media Monitoring Strategy Monitoring development Insights reporting Training We monitor social media because it provides unsolicited and unbiased consumer opinions about our products and brands in real time. If a brand, messaging or product problem is identified by bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments help us understand early on if something is working particularly well.” Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.

Bullseye’s Social Media Action Plan Listen Engage Influence

It’s PR Jim, but not as we know it!

Cicero’s 9 rules from “On Duties” in 44BC 1. Speak clearly 2. Speak easily, but not too much, give others their turn 3. Do not interrupt 4. Be courteous 5. Deal seriously with serious matters, gracefully with lighter ones 6. Never criticize people behind their backs 7. Stick to subjects of general interests 8. Do not talk about yourself 9. Never lose your temper

Example – UK civil service http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency.

“PARTICIPATION PARTICIPATION PARTICIPATION is the new LOCATION LOCATION LOCATION” Ian Farmer BULLSEYE

Social Media engagement policy? or

GM’s FASTLANE blog quot;These people have a great deal of influence, not just on what we read, but on the cars their friends and family purchase.“ Bob Lutz, the vice chairman of General Motors,

Government Engagement www.openaustralia.org

Identify where else to engage?

2752 Topics powered by 13188 people with help from 15 employees

Add value to the engagement • Post comments • Create & edit wikis • Join groups

Inviting engagement & integration

Engagement integration - Over 9000 ideas engaged

Crisis Response training

For when the Rats take over !!

Bullseye’s Social Media services Engage • Feedback: discussion channels • Increase Customer Service • Exhibit Leadership : Sharing POVs • Innovation: Source of Ideas • Growth: reduced cycles times • Self awareness • Opportunity to Influence Social Media policy development Corporate / brand blogs Identify & track engagement Engagement integration advice Crisis response training

Bullseye’s Social Media Action Plan Listen Engage Influence

Social Media press releases http://ford.digitalsnippets.com

Create some structure

Identifying key influencers

Hosting reviews – demonstrates transparency

Involve them & embrace them • P&G's Pampers - 15 top quot;mommy bloggersquot; to the company's headquarters • GM’s Fastlane - Members become contributors (GM Insiders).

FNBO recruits evangelists http://www.pyfchallenge.com/winning_videos

Results in lots of ongoing +ve chatter

1000 entries, 5.5 million votes

FOX8 Gossip Girl • 1300 advocates • Viral word-of-mouth proliferation Recruited 154,000 or %10 of audience

Make it easy for people to tell others

Establish conversational metrics

Influence “Measuring the results of how you effect social media, then using that insight to stimulate conversations that make it easier for people to recommend and sample your products” Ian Farmer BULLSEYE

Bullseye’s Social Media services Influence • Expand touchpoints • Measurement of campaigns • Risk mgmnt “Ask the audience” • Build loyalty & Identify Evangelists • Collaboration opportunities • Word of mouse! Influence Identification Loyalty & evangelist programs Campaign metrics Word of Mouth Marketing Internet is twice as influence of TV and 8 times that of Print (source: Digital Influence Index study Fleishman-Hillard)

Bullseye’s Social Media action plan What is Social Media? Listen Why does it matter? Social media action plan Engage Influence

More information Ian Farmer Ian.farmer@bullseye.com.au +61 2 8923 5028 www.twitter.com/ifarmer Bullseye blog: http://www.bullseye.com.au Ian’s blog : http://frontiering.com.au

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Social Media Action Plan

by Ian Farmer on Aug 21, 2008

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Social Media Action Plan — Presentation Transcript