3. Overview > why? > what? > how? > personal experience
O2 Ireland, July 2010
• No customer engagement
• No comments
• No blogs
• No video content
• No integrated social media
• Cluttered
• No evidence of the brand
• No emotion
4. Overview > why? > what? > how? > personal experience
O2 Ireland, Oct 2010
O2 forum & community
O2.ie homepage updated content daily
O2 Insiders
1% of many
employees
on twitter
Blogs
Video Content
Think big Ideas room Rugby O2 Treats Music Help/Support O2Ireland
11. Overview > why? > what? > how? > personal experience
Your customers
all using social
media
Easy, cheap New
and fast to consumer
implement behaviours
12. Overview > why? > what? > how? > personal experience
Your customers Be where your
customers are
all using social
media
Easy, cheap New
and fast to consumer
implement behaviours
13. Overview > why? > what? > how? > personal experience
Your customers
all using social
media
Easy, cheap New
and fast to consumer
implement behaviours
14. Overview > why? > what? > how? > personal experience
Your customers
all using social
media
Easy, cheap New
and fast to consumer
implement behaviours
16. Overview > why? > what? > how? > personal experience
77% will tell their friends if a
brand makes untrue claims in their
advertising
17. Overview > why? > what? > how? > personal experience
71% will continue to do business with
the company if it corrects a mistake
quickly and honestly
18. Overview > why? > what? > how? > personal experience
When they email a company, 80%
expect an answer back quickly
19. Overview > why? > what? > how? > personal experience
(1) Internet is like breathing
(2) Expect speedy responses
(3) Scrutinize you and your company
(4) Trust friends – not authorities
(5) Insist on integrity
(6) Ready to forgive
(7) Like to have fun
(8) Like to customise things
(9) Expect to enjoy their work
Source: Tan Tapscott ‘Grown up digital’
20. Overview > why? > what? > how? > personal experience
Your customers
all using social
media
Easy, cheap New
and fast to consumer
implement behaviours
Be relevant
to them
21. Overview > why? > what? > how? > personal experience
Your customers
all using social
media
Easy, cheap New
and fast to consumer
implement behaviours
22. Overview > why? > what? > how? > personal experience
Your customers
all using social
media
Easy, cheap New
and fast to consumer
implement behaviours
36. Overview > why? > what? > how? > personal experience
So are these genuinely searching
for ideas, digging for insights or
trying to engage people?
They are different things. Be
clear before you start.
38. Overview > why? > what? > how? > personal experience
1 2
Building
Create
social media
content
channels
Reach, Salience Engage, entertain (or appeal
to some emotion)
39. Seven problems with current website
1. Much too busy. For example, the homepage is a
mesh of ads and messages all shouting for your attention. Suffers from lack
of priority and indecision
2. Difficult to buy – We lose too many people that
visit the shop. Current site makes it difficult for us to nudge them along the
way.
3. Poor navigation – There are over 2,000 pages.
And hard to find things.
4. Poor brand experience – Our other
brand comms are confident, stylish with a very O2 tone of voice. This is
missing. We don’t get the most from our brand assets – Rugby and The O2.
5. Not personal enough - We’re missing
opportunities that social media (web 2.0) can help customers participate
with us. These include youtube, comments, facebook and twitter
integration, blogs, phone reviews etc.
6. Not enough focus on service
– We want customers to visit o2.ie instead of calling care, but this does not
come through in current site.
7. Too slow – The current site is not set up for quick
changes. The result is frustrated stakeholders and inability to move or
respond quickly.
46. Overview > why? > what? > how? > personal experience
Needed to be able
to integrate social
media to execute
our brand strategy
of providing
unique
experiences
http://www.o2online.ie/o2/rugby/
48. Overview > why? > what? > how? > personal experience
Not new to try and have a brand’s advertising becomes
part of people’s live around events / situations.
51. Overview > why? > what? > how? > personal experience
Why engage people?
If we engage with people, will they like the
brand more? Or is it those that already like
us more likely to engage with us?
52. Overview > why? > what? > how? > personal experience
I think it is (still) about creating brand impressions
http://www.youtube.com/watch?v=lqT_dPApj9U
64. Overview > why? > what? > how? > personal experience
Focus. Focus. Focus .
We ruthlessly focus on just
three areas: Sales, Service and
the brand.
And little else.
65. Overview > why? > what? > how? > personal experience
Simplify
We plan to slim down from 2,000 pages.
Aspiring to get to just 99 pages or less.
The site will focus on three areas and not be a
dumping group for everything in o2.
66. Overview > why? > what? > how? > personal experience
Speed
We’re building the new design in a way
that allow us to make changes daily so we
can respond quickly and keep site fresh
and relevant.
67. Overview > why? > what? > how? > personal experience
Mix of stunning and personal
Our insight work shows that customers are
attracted to brands that are personal and
open. They want to interact and participate.
Our mantra for the site is ‘be interesting’
linking where possible to ‘together is better’.
68. Overview > why? > what? > how? > personal experience
Platforms. Policy. People
69. Overview > why? > what? > how? > personal experience
Platforms
The reason we couldn’t embed youtube, facebook,
twitter, blogs or comment was not because the team
didn’t know about this stuff or how to do it.
Our technology wouldn’t allow for it.
70. Overview > why? > what? > how? > personal experience
Platforms
• CMS that needed six months training for developers
• Couldn’t outsource development
.
• Developers didn’t know it
• It wasn’t open.
71. Overview > why? > what? > how? > personal experience
Policies
• Cannot ask employees to execute social media and then give
them a hard time about being on facebook
.
• Needed to change our internet policy so focus is on trust (and
penalty) not fear of something going wrong.
72. Overview > why? > what? > how? > personal experience
People
• Upskill and change / tweak roles
• Trained 70 people on twitter over 3 weeks
• Risk and crisis workshop .
• Accept a level of risk and warn people upfront that mistakes
will be made
• Brand team lead but understand that social media does not
conform to previous org structures (message out - marketing,
response back - customer service)
73. Overview > why? > what? > how? > personal experience
NOTE: PERSONAL EXPERIENCE
74. Overview > why? > what? > how? > personal experience
• Don’t wait for perfect strategy. Learn from mistakes.
• Start small.
• “Fewer better” - I think we are doing too much.
• The tools are cheap / free. The cost is your time.
• Don’t chase quantity as main goal e.g. 20k likes.
• Decide whether you want to engage customers or not. You might
not want to.
• Know what you’re business need you’re aiming to achieve.
• Match tools with you business needs & customer levels of
enthusiasm for and comfort with digital.
• It is easy to measure interactions – difficult to measure value
• 2012 - focus more on people using internet on phones, not
computers
