Harnessing the Power of Social Media

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Harnessing the Power of Social Media

  1. 1. Harnessing the power of Social Media 5 March 2010 Drew Spencer Chief Strategy Officer Euro RSCG Riley Monday, 8 March 2010
  2. 2. Some facts ★ Facebook 300M ★ Flickr 32M ★ Twitter 44M ★ Qzone 200M ★ Flixster 63M ★ LinkedIn 50M Monday, 8 March 2010
  3. 3. More facts ★ 10 billion ‘Tweets’ posted to Twitter ★ 150 million log into Facebook each day ★ 60 million unique visitors per month ★ 13 hours of video uploaded to YouTube every minute Monday, 8 March 2010
  4. 4. Origin of the ‘Social Web’ Amazon.com ★ Purchases influenced by previous activity ★ Reviews provided by peers ★ Recommendations based on your interests Monday, 8 March 2010
  5. 5. Origin of the ‘Social Web’ Amazon.com ★ Purchases influenced by previous activity ★ Reviews provided by peers ★ Recommendations based on your interests Monday, 8 March 2010
  6. 6. Origin of the ‘Social Web’ Amazon.com ★ Purchases influenced by previous activity ★ Reviews provided by peers ★ Recommendations based on your interests Monday, 8 March 2010
  7. 7. Social Media The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  8. 8. Social Media The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  9. 9. Social Media The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  10. 10. Social Media The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  11. 11. Social Media The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  12. 12. Social Media The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  13. 13. Social Media The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  14. 14. Social Media The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  15. 15. Social Gaming The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  16. 16. Social Gaming The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  17. 17. Social Gaming The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  18. 18. Social Gaming The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
  19. 19. Where do you begin? Monday, 8 March 2010
  20. 20. Listen Monday, 8 March 2010
  21. 21. Listen: Buzz Monitoring ★ Influence analysis ★ Buzz monitoring ★ Topics: Positive & Negative ★ Sentiment tracking ★ Volume ★ Location ★ Recommendations for action Source: Market Sentinel Monday, 8 March 2010
  22. 22. Listen: Buzz Monitoring ★ Benchmark: ★ Who is talking, what are they saying? ★ Who are the influencers; how do they exert authority? ★ Who are the connectors? ★ What does the market think about us? Source: Market Sentinel Monday, 8 March 2010
  23. 23. Buzz Monitoring Source: Market Sentinel Monday, 8 March 2010
  24. 24. Buzz Monitoring Source: Market Sentinel Monday, 8 March 2010
  25. 25. Buzz Monitoring Source: Market Sentinel Monday, 8 March 2010
  26. 26. Buzz Monitoring Source: Market Sentinel Monday, 8 March 2010
  27. 27. Buzz Monitoring Source: Market Sentinel Monday, 8 March 2010
  28. 28. Buzz Monitoring Source: Market Sentinel Monday, 8 March 2010
  29. 29. Listen: Buzz Monitoring ★ Understand the issues and opportunities ★ Get involved in the conversation ★ Identify and work with allies to reach a wider public ★ Measurements: ★ Monitoring change in sentiment ★ Monitoring change in opinion of influencers Source: Market Sentinel Monday, 8 March 2010
  30. 30. Findable Relevant Engaging Monday, 8 March 2010
  31. 31. Engagement Monday, 8 March 2010
  32. 32. Engagement Monday, 8 March 2010
  33. 33. Engagement Monday, 8 March 2010
  34. 34. Enable the community Monday, 8 March 2010
  35. 35. Invite them in PCAD ★ Encouraging people to access their creativity ★ Demonstrate that PCAD supports creative success through its community Monday, 8 March 2010
  36. 36. Invite them in PCAD ★ Encouraging people to access their creativity ★ Demonstrate that PCAD supports creative success through its community Monday, 8 March 2010
  37. 37. Invite them in PCAD ★ Encouraging people to access their creativity ★ Demonstrate that PCAD supports creative success through its community Monday, 8 March 2010
  38. 38. Invite them back Marketing website included a gallery of ideas and a community providing feedback Monday, 8 March 2010
  39. 39. Have an objective Monday, 8 March 2010
  40. 40. Case Study: Reckitt Benckiser Monday, 8 March 2010
  41. 41. Background RB is a world leader in FMCG household, health and personal care FTSE 30 company that has doubled net revenues and quadrupled market cap since 2000 Began investment into their corporate brand, with a focus on attracting top talent to the organisation which included proposition development, a new careers website and an advertising toolkit that HR departments use to maintain consistency Monitored buzz around RB’s brand and the topic “Great Place to Work” Monday, 8 March 2010
  42. 42. Brand footprint Monday, 8 March 2010
  43. 43. Proposition Our passion for delivery, competitiveness and results mean you can achieve more here Monday, 8 March 2010
  44. 44. Ad toolkit e t onighes e’re e h s in n tio title Loca Job ry - Sala W th or of vest . in ediace. met the pa S ran ds erb ow ent rP ou vestm cial ng n oti dia in fina ur 17 n rom me and s. O ositi o tp of ce tha vels an ork . 2 p stay ve tw o r lie igh le rform men or N us to co ve be pe est .1 We ugh h elp ’ll dis ing et inv e No ’ll h ark ur u ou ard thro es m nd o th yo d y rew v old nd An hly dri ess. A nds h us a stry. ig role c u h suc erbra . Jo in ind nd the w e ur ga ing nd Po wid of o xcitin sell ills a rld p e ph k ion wo e to ing, gra es ass at th a nd p ara of th y, p your em ort etail s erg in s a d er. sh en est r.job ert rief d ] the l inv ise care [Ins ed ave we’l enck g b quir uh d ivin re at yo d an ittb d g ence eck an us th cee ww.r eri suc w ex p ow n to Sh o to itio ,g mb apply da an re. To futu Monday, 8 March 2010
  45. 45. Careers website Monday, 8 March 2010
  46. 46. Careers website Monday, 8 March 2010
  47. 47. Careers website Monday, 8 March 2010
  48. 48. Careers website Monday, 8 March 2010
  49. 49. Careers website Monday, 8 March 2010
  50. 50. Focussed interactions Monday, 8 March 2010
  51. 51. Focussed interactions Monday, 8 March 2010
  52. 52. Focussed interaction Monday, 8 March 2010
  53. 53. Objectives Increase unprompted awareness levels of RB among target audience in US, UK, India, Russia and Brazil Be perceived as one of the top 6 FMCG (household, health and personal care) companies by target audience in key markets Ensure the distinctive features of RB’s corporate brand are clearly associated with RB more than its competitors Monday, 8 March 2010
  54. 54. Target audience University graduates and FMCG early careers professionals (1-3 years’ experience) Family and friends (who play a large role in influencing career decisions amongst our target audience) Monday, 8 March 2010
  55. 55. Online advertising Engagement ads ★ Deliver a rich brand experience using sight, sound and motion ★ Ability to spread virally ★ Highly trackable platform Monday, 8 March 2010
  56. 56. Online advertising MPUs ★ Most successful format from previous campaigns ★ Invite instant opportunity to interact and promote core messages Monday, 8 March 2010
  57. 57. Online advertising MPUs ★ Most successful format from previous campaigns ★ Invite instant opportunity to interact and promote core messages Monday, 8 March 2010
  58. 58. Online advertising MPUs ★ Most successful format from previous campaigns ★ Invite instant opportunity to interact and promote core messages Monday, 8 March 2010
  59. 59. Influence analysis Anonymous review site ★ Findable in search engines ★ Indication of sentiment about brand ★ Provides platform for dialogue Monday, 8 March 2010
  60. 60. Influence analysis Anonymous review site ★ Findable in search engines ★ Indication of sentiment about brand ★ Provides platform for dialogue Monday, 8 March 2010
  61. 61. Influence analysis Anonymous review site ★ Findable in search engines ★ Indication of sentiment about brand ★ Provides platform for dialogue Monday, 8 March 2010
  62. 62. Influence analysis Anonymous review site ★ Findable in search engines ★ Indication of sentiment about brand ★ Provides platform for dialogue Monday, 8 March 2010
  63. 63. Honesty and integrity Monday, 8 March 2010
  64. 64. Consumer competition User-generated content ★ Create awareness and familiarity ★ Demonstrate the innovative aspects of the brand Monday, 8 March 2010
  65. 65. Think newsroom Monday, 8 March 2010
  66. 66. Facebook page Monday, 8 March 2010
  67. 67. Facebook page Monday, 8 March 2010
  68. 68. Facebook page Monday, 8 March 2010
  69. 69. Facebook page Monday, 8 March 2010
  70. 70. Facebook page Monday, 8 March 2010
  71. 71. Facebook page Monday, 8 March 2010
  72. 72. Facebook page Monday, 8 March 2010
  73. 73. Facebook page Monday, 8 March 2010
  74. 74. Facebook content strategy Monday, 8 March 2010
  75. 75. Facebook content strategy Monday, 8 March 2010
  76. 76. Facebook content strategy Monday, 8 March 2010
  77. 77. Facebook content strategy Monday, 8 March 2010
  78. 78. Facebook content strategy Monday, 8 March 2010
  79. 79. Facebook content strategy Monday, 8 March 2010
  80. 80. Facebook content strategy Monday, 8 March 2010
  81. 81. Facebook content strategy Monday, 8 March 2010
  82. 82. Facebook content strategy Monday, 8 March 2010
  83. 83. Facebook content strategy Monday, 8 March 2010
  84. 84. Media coverage Monday, 8 March 2010
  85. 85. Media coverage Monday, 8 March 2010
  86. 86. Measure Monday, 8 March 2010
  87. 87. Campaign success 55 videos submitted to the Decision-Making Challenge Facebook fan page: 1,949 fans (as of 1 Feb ’10) UK, US, India and Brazil (combined 1,072 fans) 400 page views per day average (highest day was 4,049 on the day the Decision-making challenge launched) 41% of male fans and 37% of female fans are within our target audience Increased awareness: UK (+16%), India (+23%) Visits to RB careers site in US/UK/India/Brazil/Germany – a KPI – showed a total 110% increase versus no significant movement in those countries not participating. 73% increase in applications in Brazil UK Recruitment Advertising Award: ‘Best Use of Social Networking’ www.radawards.com Monday, 8 March 2010
  88. 88. Ask them back Monday, 8 March 2010
  89. 89. Ongoing activity Monday, 8 March 2010
  90. 90. Ongoing activity Monday, 8 March 2010
  91. 91. Ongoing activity Monday, 8 March 2010
  92. 92. Ongoing activity Monday, 8 March 2010
  93. 93. Developing a plan ★ Listen ★ Engage & Nurture ★ Experiential / Word of Mouth ★ Track ★ Amplify Monday, 8 March 2010
  94. 94. Determining ROI ★ Brand Engagement ★ Influence by segment ★ Participants ★ Talkers ★ Observers ★ Conversions Monday, 8 March 2010
  95. 95. Stay focussed Monday, 8 March 2010
  96. 96. Questions? Monday, 8 March 2010

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