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Social for big brands
 

Social for big brands

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Ross Breadmore from NixonMcInnes with six tips for making social media work within big brands.

Ross Breadmore from NixonMcInnes with six tips for making social media work within big brands.
First presented at SMWF 2011.

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  • http://www.flickr.com/photos/bendeck/2639210778/sizes/l/
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  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved http://www.flickr.com/photos/shanalee/3583227687/sizes/l/ Doesn’t matter who owns it SMS / SMC
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  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved http://www.flickr.com/photos/craftygoat/2758072270/sizes/l/ Joining on and offline Customer journey
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  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved It’s not about just tactics, social media is about culture http://www.flickr.com/photos/lwr/2223026594/sizes/l/
  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved It’s not about just tactics, social media is about culture http://www.flickr.com/photos/lwr/2223026594/sizes/l/
  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/25/how-twitter-can-make-you-a-better-and-happier-person
  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved 2 paths of the social strategists http://www.flickr.com/photos/jeremiah_owyang/5164074422/sizes/l/

Social for big brands Social for big brands Presentation Transcript

  • Making social work for big brands Social media world forum March 2011
  • Hello! I’m Ross Breadmore, consultant with NixonMcInnes and part-time Mr.Bean. http://www.flickr.com/photos/bendeck/2639210778/sizes/l/
  • Who are NixonMcInnes? We are a social consultancy based in Brighton, and work with great brands and NFPs.
  • http://www.flickr.com/photos/chrisbastian/3368245976/ I want to share my experience of working with…
  •  
  • http://www.flickr.com/photos/simpologist/113893083/sizes/l/ http://www.flickr.com/photos/toby_maloy/102413554/sizes/z/ http://www.flickr.com/photos/chrisbastian/3368245976/
  •  
  • http://www.flickr.com/photos/jdn/2201362379/sizes/o/ http://www.flickr.com/photos/benjaminbeard/5455151456/sizes/l/ http://www.flickr.com/photos/greenflames09/100782021/sizes/z/
  • http://www.flickr.com/photos/rene-germany/15574189/sizes/o/
  • Big ideas http://www.flickr.com/photos/shanalee/3583227687/sizes/l/
  • Steering groups STEERING PR Agency 2 Digital Brand Insight Agency 1 Internal comms Business teams HR Legal Customer service Parent brand Steering groups are a great way of coordinating activity and sharing knowledge… … however it’s critical they empower rather than control. Regularity and momentum are key.
  • Internal social tools such as Yammer are also great for sharing links, tips and advice. *at NixonMcInnes there is a current meme for faux-celebrity profiles.
  • Big ideas http://www.flickr.com/photos/35188692@N00/2392520183/sizes/l/
  • To overcome the ‘gloop’, get things going on a small scale. Review, test and iterate smaller improvements rather than immediately thinking of larger, unwieldy developments.
  • The Vodafone Web Relations team is a great example of this approach. What started as a small team has grown and is now changing the way Twitter is seen as a customer service tool.
  • Big ideas http://www.flickr.com/photos/fahdad/30720601/sizes/l/
  • Operating in any industry, it’s key to be aware of related regulations. The ASA also recently increased their remit to include social, so familiarise yourself with the guidelines.
  • Big ideas http://www.flickr.com/photos/spunter/2907888414/sizes/l/ Make the most of internal expertise, including legal at the early stage of any project. Don’t leave it to the last step to seek approval.
  • Big ideas http://www.flickr.com/photos/craftygoat/2758072270/sizes/l/
  • Types of online spaces Earned Bought Owned Think about what spaces, channels and assets you have which are owned (your homepage), bought (paid advertising) or earned (social). Once identified you can link them up in smart, simple ways to increase traffic, conversation and many other objectives.
  • Sony Ericsson recently achieved a huge rise in Facebook fans, from 300k to 3 million in the space of 9 months. One of the key factors in this was bringing Facebook functionality into the .com site.
  • Similarly WWF UK effectively link up multiple channels such as email and social to drive support.
  • http://www.flickr.com/photos/stevewilde/1458395412/sizes/l/
  • Things WILL take time. Momentum is key so don’t lose heart if something takes months rather than weeks to get going. Consider the Gartner hype cycle, particularly when working more skeptical colleagues. Where are they on the journey?
  • Big ideas http://www.flickr.com/photos/lwr/2223026594/sizes/l/
  • Big ideas http://www.flickr.com/photos/lwr/2223026594/sizes/l/ SOCIAL MEDIA IS AMAZING. It has the potential to be so much more than Facebook likes or customer service. Think about the intrinsic values of social such as immediacy, transparency and openness, and how these can properly improve your business.
  • Why Zappo’s use Twitter
    • Transparency & Values: Twitter constantly reminds me of who I want to be, and what I want Zappos to stand for
    • Reframing Reality: Twitter encourages me to search for ways to view reality in a funnier and/or more positive way
    • Helping Others: Twitter makes me think about how to make a positive impact on other people’s lives
    • Gratitude: Twitter helps me notice and appreciate the little things in life
    • Tony Hsieh – CEO, Zappos.com
    Think about how other brands are using social tools to show core values, and inform culture.
  • Big ideas Courtesy of Jeremiah Owyang Think about option 6 – get proactive and use social to change your business. Being a helpdesk (5) is fine, so long as you’re conscious of your role.
  • @rossbreadmore nixonmcinnes.co.uk Thank you!