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Lancs media 1.7

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A brief intro deck into social media, esp focusing on twitter and facebook.

A brief intro deck into social media, esp focusing on twitter and facebook.

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  • o2 have a vision and are trying to embrace the convergence of the multi screen lifestyle, and a life style which was once so fragmented and is now suddenly becoming more synced together...What have O2 done? augmented their product offering from being just telecoms provider to providing communications alternatives, new hardware for the home, having a greater presence within “your wallet”, helping their customers through priority and more...and now are even dabbling with O2 insurance.This ultimately provides a hook, which will help reduce churn much in the same way Orange Wednesdays have managed to keep my mother a customer for the past five years, even though the last film she saw was mama mia, two years ago...ultimately, retention of consumers, in a saturated market, such as telecoms is more crucial than acquisitions. Rewards are in place for exisiting, loyal consumers...and O2’s goal over 2011 is to develop FANDOM.
  • Connections at every point of your lifeo2ville.Spend in online is tacking more and more share for O2, both from an acquisition view point but also building the brandThe death of DR and the move towards more brand orientated planning “brand response”.
  • CTM- AleksOrlovProblem is more association with the meerkat than the market.2011 challenge for the brand is how can we get people to engage with the brand?
  • Lady Gaga #1 6.9m followersBritney Ashton KucherCold Play 3m+ UK’s #1 followers...Lily Allen is UK’s #1 individual 2.4m followers...
  • O2 are using it like this, we listen what consumers are saying and then we can react, not necessarily directly, but in a way where we can avoid negative trends...From a point of view about creating buzz, products such as the iPhone4 have benefits from what is happening in the “twitterverse”From a crisis management point fo view, Dominos are probably the company that has done the most to help save there reputation by using twitter as a super transparent portal for consumers to voice their opinions about the pizza, and they have not been afraid to hid from it. In terms of customer evangelism, this is all about creating people who are actively vocal in support of your product or brand. A recent phenomena has been that surround channel 4’s show The Inbetweeners and also the TV series This is England ‘86.
  • Comments such as “the base tastes like cardboard” and “where is the cheese love?!” forces Dominos into a total revaluation of the production and recipe for their pizza, and has ultimately saved the company.In this digital space Dominos have also performed well through a redesign of the website, and the other day I even tweeted that Dominos had an amazing website, where you could watch the different production satges of the pizza through their website, en route to it being delivered to you front door...Our main Facebook site now has in excess of 36,000 fans … In addition, we have led the way with social media initiatives such as affiliate marketing, our superfans programme and the development of a link up with Foursquare.”
  • O2 are using it like this, we listen what consumers are saying and then we can react, not necessarily directly, but in a way where we can avoid negative trends...From a point of view about creating buzz, products such as the iPhone4 have benefits from what is happening in the “twitterverse”From a crisis management point fo view, Dominos are probably the company that has done the most to help save there reputation by using twitter as a super transparent portal for consumers to voice their opinions about the pizza, and they have not been afraid to hid from it. Comments such as “the base tastes like cardboard” and “where is the cheese love?!” forces Dominos into a total revaluation of the production and recipe for their pizza, and has ultimately saved the company.In this digital space Dominos have also performed well through a redesign of the website, and the other day I even tweeted that Dominos had an amazing website, where you could watch the different production satges of the pizza through their website, en route to it being delivered to you front door...In terms of customer evangelism, this is all about creating people who are actively vocal in support of your product or brand. A recent phenomena has been that surround channel 4’s show The Inbetweeners and also the TV series This is England ‘86.
  • Best Buy, a leading global electronics retailer, with instore geeks and blueshirts wanted to extend their knowledge beyond their four walls and into the digital space. They created TwelpForce – a digitalised army of Best Buy employees available 24/7 on Twitter to provide ‘twelp’. Anyone with a question could shoot a tweet to @twelpforce any time and over 2000 geeks would race to give the best and fastest answers.
  • Ultimately this proves that having a first mover advantage in certain spaces does not guarantee success...back in 2005 Myspace was the number one online social network, and was growing and expanding it offering. Toward, it is a site that exists with dormant profiles, dwindling unique daily visitors. (GRAPH??!?!?!?!?!?!)This s also an example of how smart companies such as news corp can royally fuck something up. This has been mirrored by Bebo...it got to such a point on Bebo, that for larger campaigns they are no longer able to receive ad revenue as they are not able to deliver the number of impressions that are sold/promised.With the birth of Facebook, and it’s growth through the collegiate network, it higlights hype/buzz/reputation can determien the rise and fall of a specific site. The cost of switching your loyalties is deminishing, and people can join a new social network at any time. This was seen in one sense with the introdction of googlemail, or gmail, which allowed you to import your old contacts from hotmail. For me personally this signalled the end of my hotamil days, an account which I had opened way back in 1998. ten years usage to one email provider and i jumped ship as soon as someone came with a better offering, and where there was hype and where there was the promise of exicting new offerings to the product...google have tried to do this through BUZZ and also through applications such as google latitude and also google documents. These have not necessarily taken off to the degree at which google might have initially hoped them to, however this continual innovation helps retain my loyally.This ultimately brings us onto Facebook...you can’t talk about social spaces without touching on this beast.But mostly because it illustrates again that, in computing but especially on the Internet, no lead is safe. The cost of switching loyalties is constantly declining. People can leave you, and will.In other words the fabled first-mover advantage is not all it’s cracked up to be.
  • Run a one-day reach block at the height of World Cup fever with Facebook Ads emphasizing Umbro’s official links to the English soccer teawareness of Tailored by England increased 7% percent among females and by 17 percent among those over 25-years-old am
  • through a microsite you were able to upload a photo of you which would then be projected a la gail porter & fhm on to iconic buildings around the world...through facebook, and standard ad placements Aviva drove traffic to their fan page, where through an app users could upload a picture directly from their account to have it projected...you were then sent a message with a link to a web cam so you could watch you picture being projected online...my mum particularly enjoyed logging on, seeing my projected onto some building in Warsaw, and really randomly has now taken out her car insurance through Aviva...did that influence her? it just might have, at least she knew about aviva after that!!!
  • The app, found on the brand's Facebook page gaveconsumers the chance to win £1,000 if they allow Dr Pepper to take control of their status update.The updates are then chosen at random from a bank of options from ‘Lost my special blankie. How will I go sleepies?' and ‘what's wrong with peeing in the shower?' to ‘never heard of it described as "cute" before.‘But the promotion backfired when a parent protested after finding that the profile of her 14-year-old daughter had been updated with a message that made direct reference to a hardcore pornographic film.LEAN MEAN FIGHTING MACHINE were sacked as the agency due to this blunder...
  • Madison Square Garden approached Absolut with the opportunity to sponsor a concert series. Absolut saw a greater opportunity which went beyond sponsorship, and that was to unite two of the Worlds most iconic brands, collaborate with artists, and create content which provided both social currency and points of rengagement for Absoluts target audience. Harnessing the power of celebrity, social media and PR they delivered a 15 min short film and 60 sec trailer featuring Jay-Z. It was viewed in its first week by more than any other Absolut campaign in history. Only $360K media budget was used, yet it generated 200m impressions, equiv to a $4m media spend. Tweets reached over 15million, over 70,000 new Facebook fans and sales of Absolut in New York alone doubled.
  • Digital does not signal the end of other media, it is just a new way to talk with audiences...If done correctly, the right audience, at the right time, and more efficiently...
  • Built by DeepLocal and StandardRobot in partnership with Nike and Wieden+Kennedy, Chalkbot is like a giant self-contained pneumatic dot matrix printer that is mounted to a trailer pulled by a truck and can print messages and graphics of varying types on the road. Users can submit their own inspirational messages by Tweeting them @chalkbot, texting “LIVESTRONG,” followed by your message, to 36453 or directly at the official Chalkbot website.When Lance Armstrong announced his comeback last year, Nike invited LiveStrong community (community Lance loves and supports) to send Lance messages of inspiration, support and hope. They then created a robot that chalk-panted these customized messages on the road Lance was cycling at Tour de France which he could see as he went by. By connecting the community to their inspirational leader Nike helped grow the LiveStrong Facebook community by 95% and YouTube community by 54%. (If you would like to see how the ‘chalkbot’ works check it out here)The real world being improved by digitalNike ChalkBotNike GridAugmented reality?3D projections on buildings...Remember Gail Porter?

Lancs media 1.7 Lancs media 1.7 Presentation Transcript

  • //hello
  • //media
    the digital world//
  • Incomparable
    metrics
    Incomplete
    metrics
    Overloaded
    consumers
    the media landscape
  • shift towards convergence...
    tv… on demand
    newspapers…on iPad
    radio… online
    posters… digital
    dm... to text
    cinema… on Xbox
  • the living room today…
    Bob, 27
    Watching 4OD on laptop
    Digital TV
    Joe, 25
    Fifa 11 on iPhone4
    PS3 connected online
    Sky+
    Today’s Guardian
  • the landscape in 2012
  • embrace convergence...be everywhere
    aim for 2011
    fandom
    Non Customer Consideration increases
    39% to 53%
    Love for O2 increases from 16% to 28%
  • social space
  • social spaces are changing things
    my social media
    so much stuff out there...
    loads of people are using it...
    it’s influential
    it’s starting to work together
    some brands use it well, others...dont
  • my mom’s on facebook!?
    the average age of social networking sites is
    37 years old
    the average MySpace user is
    31 years old
    the average facebook user is
    38 years old
    61% of facebook’s users are
    35 or older
    the average twitter user is
    39 years old
    64% of twitters users are
    35 or older
    demographics are changing
    what is the average age of social network users?
  • online as a brand builder
    simples
    facebook, twitter, youtube
    41K+ followers
    unprompted spontaneous brand awareness up
    brand consideration increases
    challenge =
    association between market and meerkat
    is awareness of aleks rather than CTM?
  • twitter...
    what are you doing?
    140 character micro blog
    selected content
    personal brand building tool
    brand communications channel
  • ...no longer just a platform for friends to stay
    connected in real time, it has evolved into
    an important component of brand marketing
    Neilsen.com- February 2009
  • let’s not get too excited
    if twitter was 100 people...
    Source: David McCandless August 2009
  • Different ways for brands to use it…
    Insight/Monitoring trend
    Create Buzz
    Crisis manage/Relationships
    Corinne Weisgerber- St Edwards University- Texas
  • “the base tastes like cardboard...”
    Facing criticism head-on
    52%
    online orders
    complete transparency
    new pizza recipe
    28%
    of all orders
    tempting new ‘try our pizza’ price
    Sales up 17.5%, profits up 29%
  • Different ways for brands to use it…
    Insight/Monitoring trend
    Create Buzz
    Crisis manage/Relationships
    Customer Evangelism/Rels
    Corinne Weisgerber- St Edwards University- Texas
  • bestbuy’stwelpforce
    Twelped?
    30,000+ followers
    22,000+ tweets received
    45,000+ clicks directed to bestbuy.com
    bestbuy laptops up 40%
    titanium grand prix @ cannes
  • Have a chat with people who mention your brand...or smoothies
  • vodafone really messed up...
  • some social networks have died [or are dying]

    i still have a
    myspace?!!

  • ...killed off by:
  • facebook is increasingly important...
    some stats...
    six years old founded 2004
    500m+ active users
    50% log on everyday
    average user has 130 friends
    700 billion minutes per month
    150m mobile users
    mobile users twice as active
  • continual development of brand offerings
  • it worked for umbro
    34,989 ‘Likes’
    133,239 poll responses and
    14,673 video plays on FB page
    it’s more & more ad friendly...
    Spontaneous Brand Awareness
    17%
    7%
  • Coupons & real time responses
  • the big picture- aviva
  • what’s the worst that can happen?
    consensual ‘frape’
    status take overs
    fun but embarrassing messages...
    hailed as innovate & creative
    agency sacked...brand embarassed
  • harnessing the power of social media
    serious ROI
    $360K media spend = $4m value
    200m impressions
    70K+ new fans
    15m+ reach on twitter
    1m+ youtube views
    sales rocket
  • because you’re worth it...
    129,135 o2 facebook fans: 400% increase since august
    how much are fans worth to brands?
    blackberryCPFan $79
    acquire
    engage
    “I LOVE THIS BRAND”
    reward
  • social works with more traditional media
  • post digital...
  • //thanks
    @mattfurlong
    e// matt.furlong@zenithoptimedia.co.uk