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Hit me-upsocial-crm-110509104538-phpapp01
 

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    Hit me-upsocial-crm-110509104538-phpapp01 Hit me-upsocial-crm-110509104538-phpapp01 Presentation Transcript

    • We do a little bit of everything in Social CRM, but our work focuses on 4 main areas.
    • We serve global and regional clients, including some of the ones listed above.
    • 2010 was an interesting year full of disasters, entertainers and new product launches.
    • The Chilean miners, the Haitian earthquake, the BP oil spill, Bieber Fever, The World Cup were all in the top 10trending topics in Facebook status updates. It was the year the iPhone 4 and the iPad were launched, whichwere also top trending status updates. But most used phrase in all of Facebook in 2010 was…
    • … a 3 letter acronym http://www.facebook.com/blog.php?post=466369142130
    • HMU stand for “Hit Me Up” , The term encapsulates the current state of multi-channel communications that is common among manypeople in the world. It’s used instead of, call me, text me, email me or Facebook me. Hit Me Up implies… “contact me in the mostappropriate way for you at the time. It’s a call for contextual communication.
    • PEOPLE COMMUNICATE USING THEMOST APPROPRIATE METHOD AVAILABLE Skype is ideal for connecting with people overseas, under-the-table texting is common in meeting rooms, a whisper is still the best form of private communication in public setting. The most appropriate way to communicate will vary by time of day, topic and personal preference.
    • RECEPTIVE + RESPONSIVEHMU means marketers need to understand when people are most receptive as well asresponsive People are more receptive during certain parts of the day. It’s easier for them topassively take in information, then it is to participate. Responsive times tend to increaseduring global events. Before and after work are also good examples.
    • According to Vitrue, Monday-Wednesday communications result in better click-through-rates.The reasons may vary. Marketers must learn now only how to engage consumers, but alsowhen to engage them. A little bit of measurement and trail-and-error go a long way.
    • HUMAN INTERACTIONIn a complex world of virtualized communication,the best forms are still based on basic humaninteraction. The technology may change, but peopleremain the same.
    • HUMAN INTERACTIONThe infrastructure of a networked society doesn’t change the reasons why wecommunicate. The best marketing is the kind that doesn’t feel like it.
    • The infrastructure supports massive movements. People gather around ideas in these types ofnetworks. Entertainers like Lady Gaga and Justin Bieber are part of a new generation of people whowere lifted fast into global fame like none before them. It’s every marketers dream to use the existinginfrastructure to it’s full potential, but unfortunately, those types of lightning strikes are rare.
    • UNDERSTANDING THE LANDSCAPE CREATING THINGS TO PUT INTO ITMarketers will have a better chance of “Hitting Up Consumers” if they focus on twothings. 1. understanding the landscape. How people behave and the environment inwhich they behave in. 2. Creating things to stimulate that environment.
    • Let’s pause for second. It’s easy to get lost in the theoretical, so let’s get practical. Ffocus on simple humanbehaviour and your’ll be on the right track. Another point the makes social an easier concept to grasp, is that itrarely works well alone. Think of it as a paired concept. Like Social CRM, Social + Email, Social + Tracking. Youalways need to pair it with something to get the most out of it. Don’t use social by itself.
    • CONTEXT CONVERSATION CONTENTManaging multi-channel relationships involves listening and consumer insights in order to get an understanding ofhow you consumers are using digital technology. Creating content and real world experiences that align with theaudience insight and digital consumption. And lastly, managing the conversation and directing the desired behaviour.
    • CONTEXT STARTS WITH LISTENINGYOUR BRAND YOUR AUDIENCE Unique COMMON Travel Premium GROUND Discovery Find your Find your Sophisticated Art audience brand’s Refined Environment salient Exclusive (ideas, passion activities & Global Issues points. What Story presence) Finances points that Values relate to are your superlatives your brandManaging multi-channel relationships starts with listening. Listening internally to match your brand’s most salientpoints that align with your audience’s passion points. There’s a sweet spot where you both can co-exist. Brandactivities, Content, and key words should align with the common ground between brand and audience.
    • CONTEXT STARTS WITH LISTENINGExample: Zacapa is a premium rum (£50-100 per bottle) that’s comfortable in spaces normally occupied by wine andwhiskey connoisseurs. We listened and found that our product could behave like a cognac. Listening also revealed that theinfluential affluent males could help us spread the word. So, we reached out to key opinion and bloggers leaders in travel,wine, whiskey and other circles and developed a program that rewards discovery of the brand in unexpected places.
    • HMU also forces us to look at content and develop strategies that make use of all available content, while giving itcontext that consumers will react to. Planning good content requires a solid foundation including ways of sourcingcontent, governance, strategy and a method of evaluation. All brand User Content Relevant and From 3rd Party agency Co-Created Generated Curated Content Content Partners Content content Content Sourcing Governance Strategy Evaluation CONTENT WORKS BEST WITH THE RIGHT CONTEXT CONTENT
    • Example: For Baileys, we listened an noticed that contextual posts about the weather or the Royal Wedding werepopular with our audience. We increased topical content to include “taggable” images for St. Patrick’s Day and endedup growing the group by over 35K in week without a media spend. The group was one of the first alcohol brands tosurpass 1M Fans. We continue to use contextual activity to engage our audience throughout the year. CONTENT WITH THE RIGHT TIMING WORKS BEST CONTENT
    • We also try to optimize content to align with Facebook’s Edgerank algorithm in order to be relevant and increase thelikelihood that we are relevant to our audience. Affinity: Content Weight: Time: How often you and How old the your friends Types of content are published interact on the weighted based on content is platform the past interactions of that type of content CONTENT WORKS BEST WITH THE RIGHT CONTEXT CONTENT
    • With Content it’s important to treat all communication across channels as different parts of the sameconversation. A central idea that works across platforms is needed In order for social CRM to beeffective. Remember to appeal to the human need for interaction and try appeal to the senses if youwant your conversation to move through the web.CONVERSATION
    • CONVERSATIONWe measure conversations using tools like bit.ly, hashtags and social monitoring tools. When we map the data against activity, findthat solid email campaign can drive more traffic to Facebook or a web site than a TV advert with a weak call to action. Competitionsalso work well. The most effective campaigns today connect communications dots. They use conversations to direct traffic to thedesired results. It’s as easy as connecting the dots, but often infrastructure issues prevents seamless integration.
    • CONVERSATIONIt takes a lot of effort maintain mass conversations. A good way to expedite the process is to recruit influencers. It’s always agood idea to build relationships with key influencers in your category. Finding them may take some time, but owning theserelationships is vital to spreading messages across vast networks. Different influencers require different forms of compensation,some don’t require any. It’s a good idea to keep a fund for unique requests.
    • IN SUMMARY…
    • Social is a paired concept. Don’tuse it on its own.
    • KEEP IT SIMPLE: FOCUS ON HUMANINTERACTION
    • CONTEXTCONVERSATION CONTENT
    • Luis Carranza, Head of Social MediaChemistry Communications Groupluis.carranza@chemistrygroup.co.uk THANK YOUDirect Line: +44 (0)20 7751 3506 @adcentered www.adcentered.com adcentered@yahoo.com FOR YOUR TIME