Maitland Waters Social Media @ SOHO house_london_june_6_2011
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Maitland Waters Social Media @ SOHO house_london_june_6_2011

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My presentation from June 6th and June 13th at SOHO house London 2011.

My presentation from June 6th and June 13th at SOHO house London 2011.

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  • maitland@symbioagency.com
  • From Logo to Launch. Large Consumer facing websites from 1994 – 2004. 2004-2009 (Widget / Gadgets / Mobile). Current: Social
  • Leverage the Facebook Platform. It’s already optimized for every browser, gaming console, mobile handset, and interface today.
  • We used to spend millions marketing to millions via Email. But today, our INBOX is a nightmare. Hence we gravitate to a “newsfeed” interface. If it’s not on the first page of your GMAIL, you need to search for it.
  • No more excuses! Under-construction is dead! Often clients ask me for a website. And I will recommend a facebook page. (to start)
  • http://www.noopportunitywasted.com
  • Examples: Recent meeting with a major magazine publishers…20% of new physical subscriptions are generated from Facebook advertising with an ROI competitive with Google PPC. Facebook Advertising campaign 77Agency managed achieve comparable and in some cases better CPA rates then Google PPC.
  • Even though businesses can see the value of the Facebook network there are a couple of issues regarding how to build fans and how to leverage value form Facebook.
  • We have seen brands invest in opening official fan pages but then not investing into proactively building a fan base…… from our experience those fan pages with low numbers of fans are unlikely to attract additional new fans organically and fans may perceive unofficial pages as the official page. Prior to investing any real capital into Facebook you need to ensure that you have a fan base to leverage.
  • First steps are to ensure that your Facebook presence is on your offline media, this can simply be done through a logo on offline media, Facebook stickers, throughout stores etc.
  • Using Facebook advertising is the best proactive approach for building Facebook fans. The cost per fan using Facebook ads can vary from 40p to 1.40p depending on industry, targeting and location.
  • Competitions, special services (i.e. receive latest news),
  • Outsourcing Fan building can be a less risky method to quickly build targeted fan bases.
  • Competitions, special services (i.e. receive latest news),
  • Unrivalled tool to post direct and instant promotional messages to customers. Posting promotional messages results in instant web traffic…remember to measure results of promotional posts to know messages what works for your brand.
  • Unrivalled tool to post direct and instant promotional messages to customers. Posting promotional messages directly onto your fanpage wall results in instant web traffic… remember to measure results of promotional posts to know messages what works for your brand. Some fan pages are afraid to use the wall for direct promotion….don’t be
  • Use the wall as a customer service tool…… answer questions, publically resolve customer issues (turn negative situations into positive customer experiences) Brands tend to worry about negative user comments…this is part of using social media and can be of the brands benefit outsource customer service to your brand fans as example shown here….
  • By directly interacting with users form a brand level Facebook businesses can develop their brand language on a personal level…..create a personification of the brand…..build brand identity… Some brands don’t define at the beginning….good to define a strong identify and interaction guidelines
  • Applications are great tools for data collection and also branding tools and direct promotional tools that can be included in promotional strategy
  • PPC advertising seeing direct results
  • Different social ads to increase engagement
  • Allow fans to promote your products on to their friends through liking products or content on your website, allow fans to log in to your website using Facebook connect.
  • Provide users with news directly onto their wall Drive them directly from their wall to your website without the use of a fan page
  • New technology enables fans to like offline content…
  • The Facebook model of outsourcing a lot of their technology and services means there will be an increasing number of Facebook service and technology providers out there… offering better quality and more cost effective means to manage your Facebook presence.
  • The Facebook model of outsourcing a lot of their technology and services means there will be an increasing number of Facebook service and technology providers out there…offering better quality and more cost effective means to manage your Facebook presence.

Maitland Waters Social Media @ SOHO house_london_june_6_2011 Maitland Waters Social Media @ SOHO house_london_june_6_2011 Presentation Transcript

  • 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 Networks
    • 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
  • Relationship Networks
    • 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
  • 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)
    WebMD - Portal for the Healthcare Industry
  • 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)
  • 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