Maitland Waters Social Media @ SOHO house_london_june_6_2011

Maitland Waters – Symbio Agency Ltd Digital Strategy Director Web: http://www.symbioagency.com | Tel: +44(0)782 594 2204 Soho House London – June 6 th , 2011

Presentation Overview
Introduction and experience
Relationship Networks (RN/B-Webs/SM)
Return on Investment
Business Challenges (Development / SEO / WebMD)
Solutions: Facebook
Examples / Case Studies
Facebook Tactics
Conclusion and Contacts

Maitland Waters Introduction
Symbio Agency / What do I do? I’m the “Jerry Maquire of Social Media” I work for you.
EMEA Social Media Lead / International Digital Director – Accenture Interactive
Developed and managed one of the first web departments with AT&T (1995)
Founding member of content and commerce product group at iXL
Experienced in partnering with traditional agencies M+C Saatchi, Saatchi + Saatchi, AIM Proximity, Sweeney Vesty
Deployed rich media modules for Lord of the Rings, America’s Cup and Discovery Channel for 2x Webby Award winning site: newzealand.com
First radio podcast in NZ 2005. First yahoo widget and Microsoft gadget in NZ.
Previous Clients
Discovery Channel Avon Tourism New Zealand
Toyota New Zealand ABC TV Carlson Wagonlit Travel
Chase Manhattan Bank SonyPlaystation Chrysler
Microsoft WebMD Holiday Inn
Maytag AutoTrader.com Universal Music Group
Newscorp NHS.uk British Telecom

Maitland Experience

Why are we here? “ Knowledge speaks, but wisdom listens”. - Jimi Hendrix
Share Knowledge
Interact
Network
Take Action
A: Attention I: Interest D: Decision A: ACTION

We Live in a Connected World

Social Media Revolution (early days!)
http://youtu.be/x0EnhXn5boM

Social Networking and Relationships Value Chains (Linear Commerce) Relationship Networks (Collaborative Commerce)
Business (1990) E – Business (2009)

Don Tapscott on B-webs (social networks) B-webs are the mechanism for the accumulation of digital capital, the knowledge- and relationship-based currency of the new economy. Digital capital includes 3 elements: human (people), relationship (customers and suppliers), and structural (e-business models).”
- Don Tapscott - “Digital Capital” May 2000
C T B

Don Tapscott on Digital Capital You can build relationship capital not through mass-produced, one-way communication, but through a dynamic, two-way communication in which customers become partners in innovation. Structural capital is built not by proprietary business processes and systems, but through the creation of radical new business models.
- Don Tapscott - “Digital Capital” May 2000
C T B

Relationship Networks
Relationship
The condition or fact of being related; connection or association.
A particular type of connection existing between people related to or having dealings with each other .
Network
an intricately connected system of things or people; "a network of spies" or "a web of intrigue" [syn: web ] :
an interconnected or intersecting configuration or system of components [syn: net , mesh , meshwork , reticulation Source : WordNet ® 1.6, © 1997 Princeton University
v : communicate with and within a group; "You have to network if you want to get a good job"

Relationship Network - a.k.a
Social Network
Business Community
Business Web or B-Web (Don Tapscott)
EBC – E- business community
Your network of business, friends and service .
Some RN goals:
Facilitate collaborative business and connecting
Ensure your brand or business is participating. Not lurking!
Make the entire network stronger and more effective
Enable ICT (information, communication and technology) across the network (All ships rise with the tide)
Exploit free social utilities
Encourage digital capital flow across the relationship network

Business is about relationships.
Consumers, members, owners, suppliers, distributors, partners etc.
Collaboration, teamwork, partnership, cooperation.
Service, trust, loyalty, satisfaction.
Networks are powerful
Leverage the network effect
Allow for 2 way exchange of data
More nodes = Increasing returns (not diminishing). Fax machine example.
The value of the entire network increases with addition of each node
High tech – high touch
Group buying power (auction-mobs)
Economies of scale
Metcalf’s Law: the usefulness of a network is proportional to the square of the number of people it connects, because that is the number of possible directions of communication.
(Fax Machine Example: As more people got Faxes, your Fax becomes more valuable and the cost of the hardware goes down)

How Can Social Media Benefit My Business?
Hear direct feedback from your audience and listen to their ideas
Identify where to allocate budget
Build online communities
Increase brand loyalty
Learn more about REAL consumer behaviour. Stop telling them…seduce them.
Build relationships with customers through 1:1 communications
Defines the best tactics for driving traffic to your website
Monitoring your brand and business.
Cheaper and more effective than polling.
Finding and connecting with niche audiences
Increased brand awareness
Customer and member relationship development (after sales)

The greatest challenge for any organisation is resource allocation. Where to invest to achieve the greatest return.
Often Social Media is given to the junior person in an organization. We saw this in 1999 with the .com website. (Webmaster)
I would argue that the Social voice (individual or collective) of a brand or organization is one of the most important roles in the company.
Where as in the past, a world dominated by broadcast media, your role was to serve the mass public. Now the public expect you to serve their niche. Internet = Option D (ALL OF THE ABOVE)
With so many sophisticated networks and social channels it is now possible to target all of your markets and demographics.
The Biggest Problem in Digital, Web, Social

ROI
We invest people
Time
IP
Technology
Resources
Training
Knowledge Capital
But we only expect CASH in return. This is a fundamentally flawed thinking
Customer Service is the most overlooked use of Social Media (People like Brands on Facebook for more than coupons!)
Keep building your web. And develop as many social destinations as possible. Then re-invest in the ones which are working

Need more ROI?

E-Business Continuum
Static
Brochure Site
Simple Presence
One-way communication
Value
Metrics
Who is visiting?
What are visitors doing?
Improved site metrics
Dynamic
Web Apps
Dynamic Content
Interactivity
Personalization
Tracking
Improved Performance
Blog
Forums
E-Business Networks
CMSs
Distributed Authoring
Workflow
Multi-lingual support
Patient control
User choice
Brands are processes and experiences
Consumer is king
PR
Recruiting
YOU Time Relationship Networks 360 Degree Digital Strategy Social Media Savvy consumers Mobile Devices I-phone apps Blackberry apps Widgets Gadgets Brand Monitoring Recommendations Crowd sourcing

Distribution Options
Desktop Options
Mac
Vista
Windows XP/2000
Linux
Web Browser Based
IE
Firefox / Mozilla
Google Chrome
Safari
Opera
Browser Add On’s
Plug ins (can be intrusive and slow your browser)
Mobile devices
Open source
Closed / Secure
Blackberry iPhone Nokia N95 Google G1 HTC IE FireFox Safari Opera Google Chrome

(2009)Development and Distribution 360° Digital Strategy and Distribution: Anytime, Anywhere, Any Device = “ Build once, deploy to many” Phase V Phase IV Phase III Phase II Phase I Delivery of digital assets. Launch. Review and measurement. Build and implement creative and technology Adapt for multi –platforms, devices and browsers Refine and tighten designs. Content Design interface Re-skin able White Label version. Rough sketches, blue sky ideas and creative thinking. Mock ups Wire frames User Experience Understand the business goals of the campaign. Deliver Develop Design Dream Define NHS Choices Widget Development process includes 5 phases:

Establish Balanced Marketing Mix
Print, Direct Mail
Email / CRM
Events
Web / Online
Mobile
Social Media

BTPodShow.com (2008)
SEO (Search Engine Optimization
PPC (Pay per click)
PPA (Pay per acquisition)
Email marketing campaigns to millions
DIY is a bad idea. 10 years ago, it was ok to have under-construction. because no one could find your micro site or web address anyways.

What we have learned to date
.com
Microsites
Mobiles
Apps / widgets / gadgets
Social media
Next Media!

The 3 Dimensional Digital Space Interactive passive Internet Broadcast BMWFilms.com The Matrix Movie The Matrix Game Symbio Web TV TV Matrix DVD Newspaper Billboard Cellphone IM Magazine Hi Fidelity Low Fidelity

Free Social Networks. It’s just the beginning.

Doing Nothing is the worst strategy
1) The internet is an organism.
2) It can be used through all stages of business.
3) The sooner you start, the sooner you have been doing it!
Anytime, anywhere, for everyone!
Insight: “Empty your mind, be formless, shapeless - like water. Now you put water into a cup, it becomes the cup, you put water into a bottle, it becomes the bottle, you put it in a teapot, it becomes the teapot. Now water can flow or it can crash. Be water, my friend.” – Bruce Lee

Facebook Today – Changes hourly
How big is Facebook?
Facebook = 750 million?
The World’s best CMS
The best reporting (Social graph)
It’s easy to use.
The iPhone Phenomena
(everyone's heard of it even if they don’t own one.)
DIY? Don’t do it! Steep learning curve. Microsoft word most people use 1% of functionality.
I’m on facebook most days and notice a new feature, function or application. You could spend weeks diving into Facebook Live, Facebook Credits, groups, pages, questions, video, comments, likes, send button etc.

Under Construction is DEAD!
Domain Name Registration
Websites take time to build. Maintain.
Content Management System
Promote, SEO, market
Web trends / Google Analytics?
Even the simplest FB presence is effective

The Sky is NOT the Limit. Big ideas take the same amount of energy as small ideas. Go Big. Start NOW

Beyond facebook.com (off domain) Single Sign On

Off domain explosion 2 billion in 2 days

Digital World Real Estate

Back to the REAL WORLD

Physical World Real Estate

A brand has made it when? Wrong font, missing letters in black and white and people still know what they meant.

The REAL “real world” Still don’t believe me? Turn on your TV. TVC’s are no directing people to Facebook Hardware has a FB Button

Insights and the Social Graph

Dashboards using the FB API

WebMD in 1998 (iXL) - History
Logo development
Website design
Website build
Editable doctor pages

Background
Inefficient & inconsistent delivery of information
Growing and evolving markets
Poorly integrated & managed communication services
Increasing use of internet based services
Rapidly evolving business model
WebMD - Portal for the Healthcare Industry

Opportunities
Aggregate information from multiple providers
Create a community by building relationships among Patients and Healthcare Professionals
Increase service and support to all channels
Open platform
partner with new technologies
partnership/distribution model

Solution Highlights
Built entire company around a non-existent technology staff
Integrated multiple technology & information vendors coherently (including Siteman, iLearn, CFN)
Prototype aided acquisition $40+ MM investment capital
Idea Validated (HBOC)

Case Studies - WebMD (IA)
Background of Problem
Create a differentiating “Portal-Site” for the healthcare community
First image/impression: well thought out, complete, wide and deep
About continually improving the offering, full service integration

Case Studies - WebMD (IA)
Opportunities
An “internet-only” company, the interface and logo is the packaged brand
Use of metaphor as an organizational model for navigation
Seamless interface integration and flexibility with multiple content sources and applications

WebMD in 1998 (iXL)

Centralized Distributed Technology Challenges (solved) User Interface Content Applications Network Server Twitter ID Facebook ID Visa Card Hotel Room Card Oyster card Phone Computer Webtop Flash Memory Personal ID V- card
PDA – Palm,
Pocket PC
Mobile phone
ATM Machines
Display Device
In Room
In Hotel
In Store
In Caf é
In Museum
Kiosk
E-Citizen (Twittourist.com)
Photos Tweets Facebook Updates Maps Shopping and promotion News Reviews Recommendations Surveys E-Concierge Restaurant Ordering Auction Travel Planning tools Shopping and Services Surveys and Polls Maps and Directions Flight information Travel Alerts E-bookings Reservations Last minute deals Procurement Group buying Wifi 802.11 GPS Mobile GSM Blue tooth GPRS 3G 4G Broadband Kiosk
Metrics
History
Behaviour
User Database
Transaction Engine
Info Provision
Content Management
Virtual Analysis
User
Promotion
Attraction
Activity
Intelligence
Anticipation

Program Benefits Member Provider Commercial
Advice
Discounts
Instant identification
Rewards / Redemption
Secure, seamless transactions
Personalized services
Build “customer capital”
Receive anticipation of needs
Self knowledge
Access
Value
Build brand loyalty and identification
Tracking delivers metrics
Enables superior customer service
Maps customer behavior
Can reward customer loyalty
Increased sales and tourist spread across UK
Strengthens relationships with tourism operatiors (Museums, Hotels, Restaurants, Attractions, etc)
Ability to anticipate client needs
Customer
Saves money on services/discounts
Receives related offers and discounts
Redemption of awards
Provider
Revenue from sign up fees
Receives increased customer volume
Repeat customers
“ The more you spend the more you save”

WebMD today

WebMD Facebook

Examples in Excellence
Want to know if it works?
Look at who is #WINNING

Digital Real Estate

Red Bull http://www.socialmediaexaminer.com/top-10-facebook-pages/

Lacta http://youtu.be/Zd5pFwmYabI

Facebook Branding and sophistication

Branded Entertainment
BMWFilms, McDonalds, Isles of White (BT)
Tourism Queensland: www.islandreefjob.com The Best Job in the World
http://www.trekyourself.com/?mId=29865272.2 http://youtu.be/BUUz16sjaYA

Some Tools you can use today
There are countless web based, sms, mobile and real world tools available to start now. There are new ones every second. There is no way to keep up. Pick one. Try it. Then try again. Then try again. And again. Then try again.
If you don’t. Someone else will.

What can happen if you don’t ACT NOW
http:// www.facebook.com/group.php?gid =86165781040
Facebook campaign brings back Dry Blackthorn http://www.morningadvertiser.co.uk/news.ma/article/86215 http://www.guardian.co.uk/uk/2009/apr/03/blackthorn-cider

Take a Chance
Dip your toe into the water. In as many fountains as you CAN!
Very few will respond. So you need to put out as many “lines” as possible and see what comes back.
Get started now. Not tomorrow.

Contacts to Act NOW Maitland Waters Email: [email_address] Web: http://www.77agency.com 77Agency: [email_address] Facebook: http:// www.facebook.com/maitland.waters LinkedIn http:// uk.linkedin.com/in/maitlandwaters Twitter: http:// www.twitter.com/maitlandwaters THANK YOU

Next Steps!

Facebook Tactics 77Agency Facebook as a marketing tool Peter Jackson [email_address]

Facebook has firmly established itself as a key digital marketing and branding channel Overview

The two main problems we see brands facing: Building fans Leveraging value Facebook Tactics

A fan page with a low volume of fans is potentially brand damaging and means it is harder to leverage any value directly out of Facebook users Building Fans

Offline awareness Make sure the Facebook Logo and your Fanpage URL is present on all your offline media (Print, TV, Radio, Street media, Email signatures, business cards…..) Use Facebook’s tools….such as the local businesses stickers: Building Fans

Online
Onsite
Ensure a link to your Fanpage is present throughout your website and other online media
Facebook Advertising (based on CPC pricing)
Develop a targeted Facebook “Like” advertising campaign for your page
Building Fans

Fan Building Specific Promotions Develop a range of digital and offline promotions attracting new fans to your page… Building Fans

Outsourcing Fan Building Consider outsourcing your fan building activities to a specialised provider Why? Pay only per fans acquired (cost per like basis) Build a fan base quickly (i.e. 30,000 in one week?) Who? Choose a service provider with Facebook credentials Choose a service provider who invests in FB ad serving technology Building Fans

Building Fans Checklist:
Offline promotion
Online promotion
Facebook Fan Building Advertising Campaign
Fan Building Focused Promotions
Building Fans

A Fanpage with a high volume of fans is useless unless the fan base is leveraged for value Leveraging Value

Direct Promotional Tool Develop a 6 month calendar of promotional messages in line with your brands overall marketing strategy Leveraging Value – Fan Page

Customer Service Tool Quickly and publically answer as many customer queries as you can Promote your fans to help resolve other customer’s issues Leveraging Value – Fan Page

Branding Tool Define strong brand language and interaction guidelines for the admins of your page Leveraging Value - Fanpage

Facebook applications are one of the best data collection tools on the internet. Using applications you can collect/access: Create a series of applications inline with your promotional calendar and with the aim of collecting valuable fan data Leveraging Value - Applications Name Hometown Facebook places Gender Gender interest Users friend list Profile Location Current location Access to users wall Email address Favourite quotes Pages user has liked Username Religion Users posted links Account status URL of their website Photos users tagged Users blurb Work history Favourite TV shows Educational history Profile URL Users own posts

Use Facebook Advertising as you would Google PPC. Develop highly targeted campaigns to drives sales and as a branding tool. (following results from 77Agency Pathé cinema campaign) To drive traffic and sales from PPC advertising As a branding tool “ Total impressions served across 4 facebook ads campaigns over 6 Months of activity: 98.9 Million” Leveraging Value - Advertising

Facebook offer wide variety of Facebook ads to fulfil different objectives: Use Facebook engagement ads for branded viral advertising campaigns inline with your promotional calendar Connection Ad Event Ad Comment Ad Sampling Ad Leveraging Value - Advertising Polling Ad Gifting Ad

Facebook offers a variety of free tools for brands to socialise your website Integrate Facebook connect on your website. Use Open Graph to allow users to like products and content throughout your website Leveraging Value- Facebook Connect

Leveraging Value Checklist:
Develop a strong fanpage with on-going promotional
Create applications strategically to collect important user data
Use Facebook PPC Advertising to drive traffic and sales
Integrate Facebook Connect on your site
Leveraging Value - Fanpage

Facebook Clustering and Open Graph New Tactics 1. We drive targeted users to an media object 2. The user clicks “Like” 3. The user receives your content feed on their wall 4. The users clicks through to your website

Facebook Offline Liking Technology New Tactics

The Universe of Facebook Technology and Service Providers
Application developers
Facebook Advertising Platforms
Managed Facebook Advertising
Fan building services
Application user acquisition services
Offline Facebook integration
The Offering

That’s it…. if you need any more information about how to get the best out of Facebook let us know. Peter Jackson [email_address] Act NOW

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Maitland Waters Social Media @ SOHO house_london_june_6_2011

by Symbio Agency on Jul 10, 2011

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Maitland Waters Social Media @ SOHO house_london_june_6_2011 — Presentation Transcript