The Social Media Honey Trap


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ad:tech London 2012

The Social Media Honey Trap

Peter Wood, UK Social Media Director, STEAK

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  • Social needs to be sewn into the fabric of your businessIt’s not just a good idea… it’s an essential to survive as an online business
  • The web is a series of interactions between people…Living their lives online
  • Test messagingPopularityShare of voiceProduct share of voiceCRMTrack changes in those metricsHow do you use – gives you something to experiment against – continually learn against data that is relatively cheap to get hold ofSetting little fires… keep testing against what you’re doing
  • Reallocate budgetTrack changes over timeTrack volume and changes
  • Use popular social products to push more PPC budgetWorth paying for that traffic because prduct has been socially proofedUse social to alert the market to less popular lines
  • First fail was around the terminologyPeople refer to this markets as classics
  • We found who to engage withTypes of content people engage withTone of voiceTypes of language usedIdentified an entire communityJust people interested in classic nike trainers
  • The product of such an approach has already begun to manifest itself.  Back in April of last year, Obama For America launched the “Are You In?” campaign, which focused heavily on promoting a Facebook application that supporters could add to their profile to show their commitment to the re-election campaign effort and to offer tools for volunteers to help spread the word online and offline. But what the application also did was request permission to access your location, name, picture, gender, list of friends and other information that would be valuable to the campaign team.   As of this writing, the Facebook application has 90,000 monthly users – users who have essentially indicated their interest in becoming active on the campaign trail to some degree.  Thanks to the application, the Obama campaign knows who they are and (more importantly) who is in their network.  Not a bad starting point.
  • Why did people search your site?Social helps fill in that gap…Loooking at the two in tandemDone through big surveys – focus groupExpensive and timelyThis gets us around the issue – being able to look at people’s actual behaviourThis solves a massive problem… steps into a gap. Solves a problem market theory and strategic planning has always had.Problems in accuracy, resrouce and cost
  • The Social Media Honey Trap

    1. 1. embracingthe social layer
    2. 2. social media has matured"You have to be totally connected with everyone who touches your brand.” – Angela Ahrendts, Burberry CEO
    3. 3. socialisation of the web
    4. 4. qualitative data social listening quantitative data attitudinal & insights behavioural
    5. 5. uses for big data research & brand assessmentdevelopment development
    6. 6. the challengehow can I make this workfor my business ?
    7. 7. midsize businessmedia type sentiment mention category control
    8. 8. product share of voice 1200 1000 800mentions 600 Joules Boden 400 200 0 Blazer T-shirts Shirts Shoes products
    9. 9. driving revenue with insighthigh awareness PPCsocial awarenesslow awareness social
    10. 10. influencing SEO
    11. 11. INPUTS INTERACTIONS TRAFFIC Your Properties Listening + Website, Social Search Enginesmonitoring tools Channels Strategic Branded Direction Content Your MarketSocial / Search Bloggers, News sites, Social Direct Traffic trend analysis channels
    12. 12. trainer examplenike vintage trainers nike + classics + retro 8 social mentions 35582 social mentions
    13. 13. what we found
    14. 14. what did we learnwe found who to types of content tone of voice engage with people engage with types of language used identified an entire community
    15. 15. presidential social data29 million social mentions
    16. 16. the complexities of data statistical modelling quantitive analysts media analyst battleground states analytics election analysts engineers
    17. 17. uses facebook socially influenced budget influencedata mining micro variants for display on ground
    18. 18. if you want social to offer you a return, stop looking at it as a channel… it’s a layer…