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Social Media workshop for A&N Media


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Presentation used as basis for Social Media discussions at A&N Media (Daily Mail, Mail on Sunday, Loot, Metro +++)

Presentation used as basis for Social Media discussions at A&N Media (Daily Mail, Mail on Sunday, Loot, Metro +++)

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  • 1. AN Media Social Media workshop
  • 2. Today’s workshop • Introduction to social media for engagement • Understanding our audience • Support, reputation management and engagement • Communities and networks • Innovation through crowdsourcing • 4 principles for social media engagement
  • 3. Richard Sedley Director Customer Engagement cScape Group Course Director for Social Media, Chartered Institute of Marketing
  • 4. Five principles to embrace when using social media Principle one
  • 5. See story at
  • 6. See story at
  • 7. See story at
  • 8. Persuasion windows open… • When you are in a good mood • When your world view no longer makes sense • When you can take action immediately • When you feel indebted because of a favour • Immediately after you have made a mistake • Immediately after you have denied a request Stanford University, Persuasive Technology Lab, 2003
  • 9. Introduction to social media
  • 10. The problem with Social ORGANISATION Media Marketing / COMPANY ME YOU
  • 11. Virtual World case study
  • 12. Key challenges we face Increasing distraction Increased expectation New communities New authority models
  • 13. Key challenges we face Increasing distraction Increased expectation New communities New authority models Simplicity and Insights and Partnerships and Openness and persuasion personalisation involvement authenticity Engagement through Social Media
  • 14. The growth of social media • Average UK visitor spends 5.8 hours per month on social media • 23% of all European internet users visit a social networking site at least once a month • 80% of those that read reviews are directly influenced by them – i.e. the reviews had either confirmed their initial choice or changed their mind • 78% of web users trust recommendations from other consumers more than adverts Sources: Econsultancy Internet Statistics Compendium; Hitwise blog
  • 15. The growth of social media
  • 16. Planned marketing spend Social network marketing 20% 48% Emailing to house lists 14% 48% Paid search on Google, Yahoo! Etc. 33% 27% Telemarketing 22% 18% Online display advertising 43% 16% Mobile marketing 20% 13% Direct mail 52% 12% Event marketing 57% 8% Radio / TV ads 83% 6% Emailing to rented lists 43% 6% Marketing Sherpa: Marketing Print advertising 60% 4% and the Economy, Sept ’08
  • 17. Social media engagement levels <6 channels >6 channels Mavens Microsoft Sony Selectives HP Visa Butterflies Mercedes Heinz Wallflowers Sources: Engagement bd Report, July 2009
  • 18. Social media engagement corrolates to financial performance Sources: Engagement bd Report, July 2009
  • 19. Social media engagement by industry Sources: Engagement bd Report, July 2009
  • 20. Objectives • Listening use social media for research and to understand. • Talking use social media to spread messages about your company and products. • Energising find your most enthusiastic customers/employees and supercharge communication and innovation. • Supporting set up tools to help customers/employees support each other. • Embracing integrate customers/employees into the way your business works.
  • 21. 10 minute exercise How do you want your relationship with your audience to change? Which of the following best suits your objectives, your capability and your customers’ needs? • listening, talking, energising, supporting, embracing Split into groups and discuss. Present one technique each back to the group
  • 22. Five principles to embrace when using social media Principle two
  • 23. Reciprocity A B Form Whitepaper Whitepaper Form Conversion rate = 84% Conversion rate = 72% 44% 91% completion accuracy completion accuracy Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
  • 24. The power of reciprocity • 734 followers • Zero updates • No profile • No picture • Half a name
  • 25. Understanding our audience
  • 26. Social technographics ladder • Creators • Critics • Collectors • Joiners • Spectators • Inactives Source: Groundswell
  • 27. Social technographics ladder • Creators – Publish a blog – Publish own Web pages – Upload video created – Upload audio/music created – Write articles or stories • Critics • Collectors • Joiners • Spectators • Inactives
  • 28. Social technographics ladder • Creators • Critics – Post ratings/reviews – Comment on someone else’s blog – Contribute to online forums – Contribute to/edit articles on a wiki • Collectors • Joiners • Spectators • Inactives
  • 29. Social technographics ladder • Creators • Critics • Collectors – Use RSS feeds – Add tags to web pages or photos – ‘Vote’ for website online • Joiners • Spectators • Inactives
  • 30. Social technographics ladder • Creators • Critics • Collectors • Joiners – Maintain profile on social networking site – Visit social networking sites • Spectators • Inactives
  • 31. Social technographics ladder • Creators • Critics • Collectors • Joiners • Spectators – Read blogs – Watch video from other users – Listen to podcasts – Read online forums – Read customer ratings/reviews • Inactives
  • 32. Social technographics ladder • Creators • Critics • Collectors • Joiners • Spectators • Inactives - None of these activities
  • 33. Social technographics profile Customer segment 1 Customer segment 2
  • 34. Social technographics profile of B2B technology decision-makers
  • 35. Social technographics profile of B2B technology decision-makers • 91% of these technology decision-makers were Spectators Sony could count on the fact that their buyers were reading blogs, watching user generated video, and participating in other social media. Note that 69% of them said they were using this technology for business purposes. • Only 5% are non-participants (Inactives) • 55% of these decision-makers were in social networks (Joiners) • 43% are creating media (blogs, uploading videos or articles, etc.) • 58% are Critics, reacting to content they see in social formats
  • 36. 10 minute exercise How could we go about capturing the social technographic profile of our audience segments?
  • 37. Five principles to embrace when using social media Principle three
  • 38. Social proof Experiment: Milgrim, Bikman and Birkowitz
  • 39. Social proof
  • 40. Tools
  • 41. delicious ? Customer Support Insights/montoring Marketing Collaboration
  • 42. Support, reputation management and engagement
  • 43. Buzz monitoring
  • 44. Buzz monitoring
  • 45. Conversation monitoring
  • 46. Joining the conversation
  • 47. ASSESSMENT BLOG POSTING Blog post discovered. +ve? Y N EVALUATE TROLLS Is site dedicated to bashing others? MONITOR ONLY CONCURRENCE Avoid responding to N Y specific posts. Factual, well cited post. May agree or not but post is not negative. RAGER Monitor site Can you let post stand or provide Is posting a rant, rage, joke? +ve review? N Do you want to respond? FIX FACTS MISGUIDED Provide facts directly on Are there errors in posting? Y comment board N LET POST STAND N UNHAPPY CUSTOMER RESTORATION No response Is post result or –ve experience of us? Y Rectify situation, respond Y & act on reasonable soln. RESPOND N SHARE SUCCESS FINAL EVALUTION Proactively share story and your Base response on circumstance, influence Y mission with blog & stakeholder prominence. Responding? Y Y BLOG RESPONSE CONSIDERATIONS TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE Disclose you are Cite sources inc. links, Take time to create Use tone that reflects Focus on most Barclays video, images good response individual & Barclays influential blogs Based on US Air Force blog assessment schema
  • 48. Joining the conversation
  • 49. Twitter ecosystem
  • 50. Brand protection?
  • 51. Five principles to embrace when using social media Principle four
  • 52. Storytelling See story at Copyright: Steve Double -
  • 53. Elements of a good story • PASSION to make your customers care • a HERO to drive the action • an ANTAGONIST to challenge the hero • a moment of AWARENESS where the hero realises how to overcome his or her obstacles • TRANSFORMATION wherein the hero accomplishes his or her desired goals Source: Elements of Persuasion
  • 54. Customer Engagement through communities and networks
  • 55. Types of community Virtual communities • establishing connections on electronic networks among people with common needs • so that they can engage in shared discussions • that persist and accumulate over time • leading to complex webs of personal relationships and an increasing sense of identification with the overall community Social networks • focus on identity creation and connection with friends, but lack the same degree of shared discussions and shared identity as VCs Electronic markets • primary focus on transactions rather than relationships Content aggregation sites • display and access interesting content but limited focus on shared discussions and shared relationships Source: Edge Perspectives with John Hagel
  • 56. Variations in member participation Gaming communities Learning communities Self-help communities Professional communities Commerce communities Active members Passive members
  • 57. Typical landscape Leaders Leavers Lieutenants Lobbyists Libellers Loners Learners Lurkers
  • 58. Vive la différence Virtual World case study
  • 59. Germany: Social Media usage Total Internet audience 32,920 comScore World Metrix
  • 60. Spain: Social Media usage Total Internet audience 17,893 comScore World Metrix
  • 61. Google 5
  • 62. Classic networking theory • Weak ties are more powerful than strong ties • Information more likely to be diffused through weaker ties • Weak ties provide opportunities • Strong ties breed local cohesion • Most people get jobs through weak ties • Absent ties (nodding ties) - lack emotional intensity, time, intimacy and reciprocity • When you look at your Facebook or Linkedin profile ask yourself ‘Which of my ties are Strong, Weak and Absent?’
  • 63. Facebook groups & fan pages 1. Express identity Most people join Facebook groups to express who they are, where they are from, or what they like. By joining a group we get a label for our profile page. A group membership identifies a part of us. The list of groups shows our many facets Source: BJ Fogg
  • 64. Facebook groups & fan pages 1. Express identity 2. Show solidarity Many people join a Facebook group to show support for a cause (or sometimes a person). In the groups the cause isn’t discussed. Generally we are happy just to see the numbers increase
  • 65. Facebook groups & fan pages 1. Express identity 2. Show solidarity 3. Make fun of ourselves A significant number of groups seem designed to poke fun at ourselves. They often have crazy titles, and by joining them we amuse our friends. Joining a group is like sharing a joke.
  • 66. FT student application
  • 67. Mars
  • 68. Facebook Profile = Audience numbers
  • 69. Facebook Profile + Company = Audience numbers
  • 70. Facebook Social Technographics ladder
  • 71. Facebook
  • 72. MySpace vs. Facebook User engagement
  • 73. 10 minute exercise Decide on a theme/subject to create a Facebook group around. [or design a Facebook application] Why would people join? What will you get out of it? What role will you play as the creator? For example: Amazon might set up a ‘I read a book a month’ group
  • 74. Setting up your own social network
  • 75.
  • 76.
  • 77.
  • 78. Community Server
  • 79. Integrating social with your own site
  • 80. User blogs
  • 81. Innovation through crowdsourcing
  • 82.
  • 83.
  • 84. LEGO
  • 85.
  • 86.
  • 87.
  • 88. Five principles to embrace when using social media Principle five
  • 89. Value is relative 68% See story at 32%
  • 90. Value is relative 16% 0% 84%
  • 91. Measuring effectiveness
  • 92. Measurement framework 1. Attention • The amount of traffic to your content for a given period of time. 2. Participation • The extent to which users engage with your content in a channel. Blog comments, Facebook wall posts, YouTube ratings, or widget interactions. 3. Authority • Inbound links to your content Trackbacks, inbound link, widget usage... 4. Influence • The size of the user base subscribed to your content. Feed or email subscribers; followers on Twitter; or fans on FB… X Sentiment
  • 93. 10 conversations to listen to in Social Media • The complaint • The crisis • The compliment • The competitor • The problem • The crowd • The question or inquiry • The influencer • The campaign impact • The point of need
  • 94. Metrics • Page views, visitors, time blah, blah, blah... • % profile complete • No. of friends invited • % of accepted friends requests • No. of groups joined • No. of pages favourited • Qualitative feedback
  • 95. Five effective marketing techniques for Social Media 1. Timing – Persuasion Windows should be used but more importantly created 2. Reciprocity – People respond to each other in kind – returning benefits for benefits 3. Social proof – Customers are more likely to do something if others are doing it 4. Storytelling – Shaping customer experiences through cause & effect lessons 5. Relativity – Value is understood through relative positioning (Decoying)
  • 96. Thanks for participating cScape CEU services:  Metrics and measurement  Community planning  Social media audit  Persuasion audit  Buzz/PR monitoring  Engagement mapping
  • 97. Contact details • Richard Sedley: • Theresa Clifford: • cScape website: cScape CEU • Blog: • Network: • Snips: • Twitter: • Linkedin: