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Making the most of Social Media

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An updated version of the "Making the most of Social Media" presentation by Drew Spencer of Blackbridge Communications.

An updated version of the "Making the most of Social Media" presentation by Drew Spencer of Blackbridge Communications.


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  • 1. making the most of social media Thursday, 11 November 2010
  • 2. making the most of social media Spending money wisely • Do you have a clear definition of your target audience? • Have you developed a hierarchy of targeting importance, based on your objectives and research learning? • Have you used pre-testing to understand the likely variations in creative response so that executions can be placed accordingly? • Are you comprehensively monitoring performance of your targeting to understand cost effectiveness? • Are you feeding learnings back into future planning and buying decisions? Source: Admap, December 2009 “Reduce Wastage by Using Behavioural Targeting in Context”, Duncan Southgate and Sue Elms, Milward Brown Thursday, 11 November 2010
  • 3. making the most of social media Multiplatform marketing • Use traditional media to place your brand in front of people before the decision becomes a priority • Be present and relevant when research begins online • Provide channels for response, interaction and dialogue • Send a consistent, persuasive message all the way to the point of decision Source: “In a Multiplatform World, Brands Must Be Present, Relevant” http://www.centernetworks.com/multiplatform-branding Thursday, 11 November 2010
  • 4. making the most of social media e Origin of the Social Web • Recommendations for you... • Customers Who Bought is Item Also Bought... • Customers Who Viewed is Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List Thursday, 11 November 2010
  • 5. making the most of social media e Origin of the Social Web • Recommendations for you... • Customers Who Bought is Item Also Bought... • Customers Who Viewed is Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List Thursday, 11 November 2010
  • 6. making the most of social media e Origin of the Social Web • Recommendations for you... • Customers Who Bought is Item Also Bought... • Customers Who Viewed is Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List Thursday, 11 November 2010
  • 7. making the most of social media Why social media? • 96% of Millennials have joined a social network • Facebook tops Google for weekly traffic in the U.S. • 50% of mobile internet traffic in the UK is for Facebook • Generation X and Y consider email passé Source: Socialnomics “Social Media Revolution 2” youtube.com Thursday, 11 November 2010
  • 8. making the most of social media Why social media? • Social Media has overtaken pornography as the #1 activity on the Web • 80% of companies use Social Media for recruitment • 95% are using LinkedIn • 25% of search results for the World’s Top 20 largest brands are links to user-generated content • ere are over 200 million blogs • 34% of bloggers post opinions about products and brands Source: Socialnomics “Social Media Revolution 2” youtube.com Thursday, 11 November 2010
  • 9. making the most of social media Why social media? Thursday, 11 November 2010
  • 10. making the most of social media Why social media? Thursday, 11 November 2010
  • 11. making the most of social media Why social media? Thursday, 11 November 2010
  • 12. making the most of social media e social web • Puts the small things that make a relationship back in your life • e web becomes as effortlessly social as chatting with your family or roommates at home is today • People that care about you will be able to just tune into the parts that matter to them Source: “e social web: All about the small stuff”, e Official Google Blog http://googleblog.blogspot.com Thursday, 11 November 2010
  • 13. making the most of social media Social gaming Thursday, 11 November 2010
  • 14. making the most of social media SoMe on Mobile Thursday, 11 November 2010
  • 15. making the most of social media Corporate Websites Thursday, 11 November 2010
  • 16. making the most of social media Corporate Websites Thursday, 11 November 2010
  • 17. making the most of social media Corporate Websites Thursday, 11 November 2010
  • 18. making the most of social media Corporate Websites Thursday, 11 November 2010
  • 19. making the most of social media Corporate Websites Thursday, 11 November 2010
  • 20. making the most of social media Corporate Websites Thursday, 11 November 2010
  • 21. making the most of social media Corporate Websites Thursday, 11 November 2010
  • 22. making the most of social media Corporate Websites Thursday, 11 November 2010
  • 23. making the most of social media Launching a strategy • Listen • Have an objective • Enable the community • Spread the news • Measure • Ask them back Thursday, 11 November 2010
  • 24. making the most of social media Listen • 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 http://www.marketsentinel.com Thursday, 11 November 2010
  • 25. making the most of social media Listen Source: “Help us write the Job Description - Sr Manager, Emerging Media Marketing http://www.barryjudge.com Thursday, 11 November 2010
  • 26. making the most of social media Getting it wrong • Buying ‘questionable Palm oil” from a firm accused of clearing rainforest land without permits. • Unilever and Kraft severed ties. • Nestle’s efforts were deemed to be “too slow” by Greenpeace. (http://vimeo.com/10236827) Thursday, 11 November 2010
  • 27. making the most of social media Getting it wrong • Buying ‘questionable Palm oil” from a firm accused of clearing rainforest land without permits. • Unilever and Kraft severed ties. • Nestle’s efforts were deemed to be “too slow” by Greenpeace. (http://vimeo.com/10236827) Thursday, 11 November 2010
  • 28. making the most of social media Getting it wrong • Buying ‘questionable Palm oil” from a firm accused of clearing rainforest land without permits. • Unilever and Kraft severed ties. • Nestle’s efforts were deemed to be “too slow” by Greenpeace. (http://vimeo.com/10236827) Thursday, 11 November 2010
  • 29. making the most of social media Getting it wrong • Buying ‘questionable Palm oil” from a firm accused of clearing rainforest land without permits. • Unilever and Kraft severed ties. • Nestle’s efforts were deemed to be “too slow” by Greenpeace. (http://vimeo.com/10236827) Thursday, 11 November 2010
  • 30. making the most of social media Getting it wrong • Buying ‘questionable Palm oil” from a firm accused of clearing rainforest land without permits. • Unilever and Kraft severed ties. • Nestle’s efforts were deemed to be “too slow” by Greenpeace. (http://vimeo.com/10236827) Thursday, 11 November 2010
  • 31. making the most of social media Getting it wrong • Buying ‘questionable Palm oil” from a firm accused of clearing rainforest land without permits. • Unilever and Kraft severed ties. • Nestle’s efforts were deemed to be “too slow” by Greenpeace. (http://vimeo.com/10236827) Thursday, 11 November 2010
  • 32. making the most of social media Getting it wrong • Buying ‘questionable Palm oil” from a firm accused of clearing rainforest land without permits. • Unilever and Kraft severed ties. • Nestle’s efforts were deemed to be “too slow” by Greenpeace. (http://vimeo.com/10236827) Thursday, 11 November 2010
  • 33. making the most of social media Getting it wrong • Buying ‘questionable Palm oil” from a firm accused of clearing rainforest land without permits. • Unilever and Kraft severed ties. • Nestle’s efforts were deemed to be “too slow” by Greenpeace. (http://vimeo.com/10236827) Thursday, 11 November 2010
  • 34. making the most of social media case study Thursday, 11 November 2010
  • 35. making the most of social media Listen Thursday, 11 November 2010
  • 36. making the most of social media Listen Thursday, 11 November 2010
  • 37. making the most of social media Listen Thursday, 11 November 2010
  • 38. making the most of social media Listen Thursday, 11 November 2010
  • 39. making the most of social media Listen Thursday, 11 November 2010
  • 40. making the most of social media Invite them in Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications http://www.reckittbenckiser.jobs (no longer live) Thursday, 11 November 2010
  • 41. making the most of social media Facebook Fan Page Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications http://www.facebook.com/reckittbenckiser Thursday, 11 November 2010
  • 42. making the most of social media Branded Company Blog Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications http://myrbopportunity.com Thursday, 11 November 2010
  • 43. making the most of social media Twitter Feed Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications http://www.twitter.com/discoverrb Thursday, 11 November 2010
  • 44. making the most of social media YouTube Channel Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications http://www.youtube.com/user/RBworldwide Thursday, 11 November 2010
  • 45. making the most of social media LinkedIn Group Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications Thursday, 11 November 2010
  • 46. making the most of social media Spread the news Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications Thursday, 11 November 2010
  • 47. making the most of social media Content Strategy Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications Thursday, 11 November 2010
  • 48. making the most of social media Content Strategy Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications Thursday, 11 November 2010
  • 49. making the most of social media Content Strategy Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications Thursday, 11 November 2010
  • 50. making the most of social media Content Strategy Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications Thursday, 11 November 2010
  • 51. making the most of social media Content Strategy Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications Thursday, 11 November 2010
  • 52. making the most of social media Content Strategy Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications Thursday, 11 November 2010
  • 53. making the most of social media Analysis and Optimisation ings you can analyse: Creative messages Advertising format and size Level of interaction Media Time of day Type of interaction Thursday, 11 November 2010
  • 54. making the most of social media Results • 55 videos submitted to Decision-Making challenge • Fan Page up to 3,804 (14 May 2010) • 400 page views per day average • 41% of male fans and 37% of female fans are within target audience • Awareness increased in UK (16%) and India (23%) • Visits to RB Careers site in all target markets was up 110% (no significant movement in non-target countries) • 73% increase in applications in Brazil • Winners of ‘Best Use of Social Networking’ at 2010 RAD Awards (www.radawards.com) Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications Thursday, 11 November 2010
  • 55. making the most of social media Invite them back Thursday, 11 November 2010
  • 56. making the most of social media Invite them back Thursday, 11 November 2010
  • 57. making the most of social media Invite them back Thursday, 11 November 2010
  • 58. making the most of social media Invite them back Thursday, 11 November 2010
  • 59. making the most of social media Invite them back Thursday, 11 November 2010
  • 60. making the most of social media Invite them back Thursday, 11 November 2010
  • 61. making the most of social media Invite them back Thursday, 11 November 2010
  • 62. making the most of social media Invite them back Thursday, 11 November 2010
  • 63. making the most of social media Invite them back Thursday, 11 November 2010
  • 64. making the most of social media Invite them back Thursday, 11 November 2010
  • 65. making the most of social media Results • 21,800 fans/likes on Facebook • 161,000 monthly active users • 798 out of 89,000 games on Facebook • 365 mentions online • 60% of players are in our target audience Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications Thursday, 11 November 2010
  • 66. making the most of social media Questions? Drew Spencer e: drew@blackbridge.co.uk t: +44 (0) 207 608 0668 tw: @kayperbeats www.blackbridge.co.uk Thursday, 11 November 2010

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