Darren Mark Noyce
Kreator, SKOPOS
ask@SKOPOS.info
Defining
SOCIAL MEDIA
Prologue: The First Social Olympics
In 2008 there was
no official ‘social’ integration
The First
Social Olympics
The First
Social Olympics
2012 sees FULL ‘social’
integration
They loved it…
I loved it…
Gold Medals Fuel Facebook Fans…
2 August, 2012
1. US Olympic Team (2,305,000 fans)
2. Team GB (374,000 fans, then 1m+ Sept...
The First
Social Olympics
Massive Impact
We all talked & became fans
Source: http://wallblog.co.uk/2012/08/06/olympic-fand...
The First
Social Olympics
Massive Impact
We wished them luck!
Source: http://wallblog.co.uk/2012/08/06/olympic-fandom-how-...
The First
Social Olympics
Massive Impact
We were fast too !
Source: http://wallblog.co.uk/2012/08/06/bolt-claims-twitter-g...
The First
Social Olympics
The official brands
loved it too
SOURCE:
http://wallblog.co.uk/2012/08/14/samsung-and-bbc-take-g...
The First
Social Olympics
And so did naughty ones !
SOURCE:
http://wallblog.co.uk/2012/08/14/samsung-and-bbc-take-
gold-as...
The First
Social Olympics
And so did
the stars & celebs !
The First
Social Olympics
Even the Media
(& kids) seemed happy…
A True (Social Media) Success
London 2012, the first Olympics feeling the full blast of the social media... An eye-
poppin...
From a structured but measured &
adaptable ‘Be Part of it’ Social Strategy…
SOURCE:
http://wallblog.co.uk/2012/09/07/loved...
Negative Olympic Tweets:
• A Swiss footballer gets
expelled from his team after
letting out a racist tweet.
• A British di...
Defining & Differentiating…
1. Social Media
2. Social Media Users & Usage
3. Social Media Analysis (listening)
4. Social M...
Defining & Differentiating…
1. Social Media
2. Social Media Users & Usage
3. Social Media Analysis (listening)
4. Social M...
But just what is
Social Media?
Social Media employ web- and mobile-based
technologies to support interactive dialogue
and “introduce substantial and perv...
Social media technologies (platforms) take
on many different forms including…
…magazines, Internet forums, weblogs,
social...
Some Simpler Definitions…
“Social” means people interacting with each other.
“Media” (plural for “medium”) means the types...
Defining & Differentiating…
1. Social Media
2. Social Media Users & Usage
3. Social Media Analysis (listening)
4. Social M...
80% of UK Digital Citizens Use Facebook…
So Facebook users increasingly like
the General Pop (use mobile/net)
But 20% reje...
Average user is 37 in the USA…
Stereotypical differences ?
SOURCE: http://wallblog.co.uk/files/2012/08/Data-channels-infographicSM.jpg
Networks serve different needs…
FYI - 2,028% - the year-on-year growth rate of Instagram in the UK. It’s even more astound...
Networks serve different needs…
Source: LinkedIn Research reported Sept 2012
Personal Business
© SKOPOS 2012 Looking forward… 33
3
Upload photos
24%
66%
2
View video clips
31%
65%
36%
56%
4
Use an instant messenger/
c...
A QUICK WORD ON SOMOLO
© SKOPOS 2012 Looking forward… 35
30%
50%
2
Use social networks
26%
49%
3
Download new apps
30%
45%
4
Play games that came...
is now a mobile company
So, Social goes Mobile goes Local
Local = Location
Social Media Analysis v Research
Passive v Active Buzz v Bespoke
Social Media Monitoring/Analysis
Sentiment Monitoring/Analysis
Buzz Monitoring
Digital Pan...
Defining & Differentiating…
1. Social Media
2. Social Media Users & Usage
3. Social Media Analysis (listening)
4. Social M...
Defining & Differentiating…
3. Social Media Analysis (listening)
• AKA…
• Buzz Monitoring
• Sentiment Analysis
• Social Me...
Social Media Monitoring/Analysis
Buzz monitoring is the tracking of consumer responses to
commercial services and products...
43
Sensitive
Sentiment
Measurement
A managed service for buzz and brand social media monitoring
Example (“National Express...
Does Social Media Analysis = Research?
ADVANCE PREVIEW
ESOMAR 3D Conference November 2012, Amsterdam
Joint SKOPOS/Porsche ...
CAVEAT: Good Research Should Ideally Predict
And/Or Challenge Assumptions...
A fail for Social Media Analysis? Helpful Res...
CURRENT EVALUATION:
• Good for tracking high level sentiment & for
identifying invisible or urgent topics/trends
• Additio...
Defining & Differentiating…
1. Social Media
2. Social Media Users & Usage
3. Social Media Analysis (listening)
4. Social M...
Digital Panels & Communities
Panels
Communities
Forums
Blogs
Access
Engagement
Activity
Tasks
AKA Social Media as a Method...
Our Breadth of
Brand & Sector
Application
Digital Panels & Communities
Profiling - participant profiles can be created, so
that you can learn more and create richer, deeper,
relationships.
Live...
Open v Closed
Soft v Hard
Recruited v Transferred
MROC = more Qual
Panel = more Quant
Community = more engaged
Quant v Qua...
Example: A One Handed World?
Source: InsightFarm Inc. from Quirks MR Review, August 2012
GOAL: Follow trends within an ext...
Harnessing customer creativity
Co-Creation: Customer Collaboration
Co-creation refers to joint
client/customer initiatives...
Co-Creation: Customer Collaboration
Infographic: Co-creation Hub
Crowd-Sourcing
Example: Beefed Up Facebook Qual
Source: Consumer’s Eye View from Quirks MR Review, August 2012
GOAL: Understand small gro...
EVALUATION:
• Good for actively engaging a chosen audience
• Great for Asking and Tasking & Collaboration
• Can be used as...
Social Media For Research (SMFR)
But can these two work together?
Passive v Active Buzz v Bespoke
Social Media Monitoring/Analysis
Sentiment Monitoring/Ana...
More Beef…A Possible Future
Clients Integrating Social Media Analysis…
Integrating Social Media Analysis…
Be brave! Experiment, apply learnings, then integrate with other research…
Focus Group ...
But still some way to go?
Market
Research
Social
Media
Analysis
Less than 5% overlap
(in members)
NOT to scale
c.500 UK
di...
Social Media For Business (SMFB)
Defining & Differentiating…
1. Social Media
2. Social Media Users & Usage
3. Social Media Analysis (listening)
4. Social M...
Brands v Consumers
connecting
communicating
sharing
promoting
helping
acting
listening
engaging
Brands Consumers
impressin...
SOURCE:
http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-
their-marketing-mix-infographic?...
SOURCE:
http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-
their-marketing-mix-infographic?...
So far, focus on Brand Awareness/Engagement
- Service, Retention and Sales Much Less
SOURCE:
http://econsultancy.com/uk/bl...
Social Media for Connecting
Sky actively uses social
media to connect with
potential customers
Pre-purchase
Social Media for Sales/Payments
Kellogg’s exchanges
samples for Tweets (or
vice versa)
Purchase
Social Media for Service & Loyalty
Sky actively uses social
media to help their users.
Open. Transparent. VFM.
Post-purcha...
But of course this does not
always lead to happy
customers. And this is all in
the public domain, viewable
by everyone.
HA...
And finally, to link things up…
Brands: Should Listen closely
(and act, appropriately)
SOURCE: http://econsultancy.com/uk/blog/10560-social-engagement-dri...
Brands: Should
Engage actively & well (and be careful)…
Brands: Should
Be prepared for everyone to share…
Brands: Should
Act fast to manage the unexpected…
It’s now
24/7
Monitoring,
Attention,
Action
And finally, AGENCIES should…
SOURCE:
http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-
their-marketing-mix-infographic?...
SOURCE:
http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-
their-marketing-mix-infographic?...
OPPORTUNITY: less than a quarter (22 percent) of large businesses agree
that ‘they are able to harness social data’ (2012)...
That’s all folks….
…must fly
Defining
SOCIAL MEDIA
Darren Mark Noyce
Kreator, SKOPOS
ask@SKOPOS.info
SKOPOS Defining Social Media
SKOPOS Defining Social Media
Upcoming SlideShare
Loading in …5
×

SKOPOS Defining Social Media

162
-1

Published on

Published in: Social Media, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
162
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

SKOPOS Defining Social Media

  1. 1. Darren Mark Noyce Kreator, SKOPOS ask@SKOPOS.info
  2. 2. Defining SOCIAL MEDIA
  3. 3. Prologue: The First Social Olympics
  4. 4. In 2008 there was no official ‘social’ integration The First Social Olympics
  5. 5. The First Social Olympics 2012 sees FULL ‘social’ integration
  6. 6. They loved it…
  7. 7. I loved it…
  8. 8. Gold Medals Fuel Facebook Fans… 2 August, 2012 1. US Olympic Team (2,305,000 fans) 2. Team GB (374,000 fans, then 1m+ Sept 12) 3. Japan (347,315 fans) 4. Canadian Olympic Team (203,515 fans) 5. Australian Olympic Team (98,735 fans) As Heather Stanning and Helen Glover crossed the line to bring home Team GB's first Olympic gold of the games, and British rowing's first ever female gold, their names began trending worldwide on Twitter. The First Social Olympics Massive Impact We all joined in !
  9. 9. The First Social Olympics Massive Impact We all talked & became fans Source: http://wallblog.co.uk/2012/08/06/olympic-fandom-how-the-games-are-impacting-facebook-fan-engagement/
  10. 10. The First Social Olympics Massive Impact We wished them luck! Source: http://wallblog.co.uk/2012/08/06/olympic-fandom-how-the-games-are-impacting-facebook-fan-engagement/
  11. 11. The First Social Olympics Massive Impact We were fast too ! Source: http://wallblog.co.uk/2012/08/06/bolt-claims-twitter-gold-infographic/
  12. 12. The First Social Olympics The official brands loved it too SOURCE: http://wallblog.co.uk/2012/08/14/samsung-and-bbc-take-gold-as-nike-named-most-engaging-brand/
  13. 13. The First Social Olympics And so did naughty ones ! SOURCE: http://wallblog.co.uk/2012/08/14/samsung-and-bbc-take- gold-as-nike-named-most-engaging-brand/ Are all Brands now Media Owners?
  14. 14. The First Social Olympics And so did the stars & celebs !
  15. 15. The First Social Olympics Even the Media (& kids) seemed happy…
  16. 16. A True (Social Media) Success London 2012, the first Olympics feeling the full blast of the social media... An eye- popping 10 million tweets were posted during the opening ceremony alone.
  17. 17. From a structured but measured & adaptable ‘Be Part of it’ Social Strategy… SOURCE: http://wallblog.co.uk/2012/09/07/loved- team-gbs-social-media-updates-heres-how- they-did-it/ Joe Morgan Digital Manager Team GB
  18. 18. Negative Olympic Tweets: • A Swiss footballer gets expelled from his team after letting out a racist tweet. • A British diver is at the receiving end of an insensitive tweet form a twitter “Troll”. • A Greek athlete is expelled for a racist tweet. • And an English journalist gets his account suspended for tweeting sensitive information he should not have. But some (Anti-Social) challenges too? The First Social Olympics Heavy social media usage disrupted a men's cycling race. Spectators took up enough bandwidth to interfere with the GPS devices that transmit location and time data to commentators.
  19. 19. Defining & Differentiating… 1. Social Media 2. Social Media Users & Usage 3. Social Media Analysis (listening) 4. Social Media For Research (asking & tasking) 5. Social Media for Business (helpfully engaging) • Why? Well confusion exists. • E.G. for instance ESOMAR says that Social Media Research is “content analysis, text analysis, sentiment analysis, scaling, norms, sampling, and weighting” (ESOMAR 24 QUESTIONS TO HELP BUYERS OF SOCIAL MEDIA RESEARCH, May 2012) • And yes there is overlap (especially when engaging customers/users/fans/advocates)
  20. 20. Defining & Differentiating… 1. Social Media 2. Social Media Users & Usage 3. Social Media Analysis (listening) 4. Social Media For Research (asking & tasking) 5. Social Media for Business (helpfully engaging)
  21. 21. But just what is Social Media?
  22. 22. Social Media employ web- and mobile-based technologies to support interactive dialogue and “introduce substantial and pervasive changes to communication between organizations, communities, and individuals.” Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological multi faceted and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." i.e. Social media are social software which mediate human communication. When the technologies are in place, social media is ubiquitously accessible, and enabled by scalable communication techniques. In the year 2012, social media became one of the most powerful sources for news updates through platforms like Twitter and Facebook. BEWARE: A co-created definition !!
  23. 23. Social media technologies (platforms) take on many different forms including… …magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating/comparison, and social bookmarking. Blogs, Forums, Communities
  24. 24. Some Simpler Definitions… “Social” means people interacting with each other. “Media” (plural for “medium”) means the types of material used to create artwork and communicate information or ideas. Media can include video, photography, graphic design, writing, oil paints, etc. “Social media” nowadays means websites that allow average users to create pages, photos, videos and other stuff, share it openly, connect with each other, and develop conversations.. Blogs, Forums, Communities
  25. 25. Defining & Differentiating… 1. Social Media 2. Social Media Users & Usage 3. Social Media Analysis (listening) 4. Social Media For Research (asking & tasking) 5. Social Media for Business (helpfully engaging)
  26. 26. 80% of UK Digital Citizens Use Facebook… So Facebook users increasingly like the General Pop (use mobile/net) But 20% reject Facebook These tending to be more... - male - older - empty nesters - high SEG/income Issues with Facebook relate to lack of perceived need and/or privacy, intrusion, idol gossip, self-promotion, etc. Source: SKOPOS ChatTrack™ Q112
  27. 27. Average user is 37 in the USA…
  28. 28. Stereotypical differences ? SOURCE: http://wallblog.co.uk/files/2012/08/Data-channels-infographicSM.jpg
  29. 29. Networks serve different needs… FYI - 2,028% - the year-on-year growth rate of Instagram in the UK. It’s even more astounding in North America. Pinterest too, the other king of visual social media, is showing impressive growth.
  30. 30. Networks serve different needs… Source: LinkedIn Research reported Sept 2012 Personal Business
  31. 31. © SKOPOS 2012 Looking forward… 33 3 Upload photos 24% 66% 2 View video clips 31% 65% 36% 56% 4 Use an instant messenger/ chat service 5 Send/receive messages 34% 55% 41% Download video clips 34% Play games 33% Read newspaper articles 24% Listen to the radio Source: SKOPOS ChatTrack - Base: 460 respondents (all who use social media) - wave 4 data (2010 v 2012); Q32. Thinking about your personal social network sites, chat forums or online communities, which of the following do you currently do... 1 View photos Wave 4 Wave 1 43% 72% Our Social Media Activity Top 5… Sharing (of Media) Conversing Consuming SKOPOS ChatTrack TM
  32. 32. A QUICK WORD ON SOMOLO
  33. 33. © SKOPOS 2012 Looking forward… 35 30% 50% 2 Use social networks 26% 49% 3 Download new apps 30% 45% 4 Play games that came with the phone 5 Listen to the radio 27% 41% 1 Send / receive emails on your mobile 40% Read newspapers/magazines/articles 18% 39% Use instant messenger service 22% 37% Download new games 19% 37% Downloaded music tracks/albums 21% Many things going Mobile, fast… Wave 4 SKOPOS MTrack TM Wave 1 36% 59% SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data (Feb 2012); 488 respondents - wave 1 data (Feb 2011) Q16. Thinking about your mobile phone(s) and/or mobile device(s) which of the following do you currently do… All Activity Increasing
  34. 34. is now a mobile company
  35. 35. So, Social goes Mobile goes Local Local = Location
  36. 36. Social Media Analysis v Research
  37. 37. Passive v Active Buzz v Bespoke Social Media Monitoring/Analysis Sentiment Monitoring/Analysis Buzz Monitoring Digital Panels Communities Forums Blogs Listening Passive Monitoring Bespoke Built Buzz Targeted Active
  38. 38. Defining & Differentiating… 1. Social Media 2. Social Media Users & Usage 3. Social Media Analysis (listening) 4. Social Media For Research (asking & tasking) 5. Social Media for Business (helpfully engaging)
  39. 39. Defining & Differentiating… 3. Social Media Analysis (listening) • AKA… • Buzz Monitoring • Sentiment Analysis • Social Media Analytics • Social Intelligence • Etc. Variously via… Free Software Paid for Software Paid Service Managed (Full) Service Consulting
  40. 40. Social Media Monitoring/Analysis Buzz monitoring is the tracking of consumer responses to commercial services and products, to establish the marketing buzz surrounding a new or existing offer. Similar to media monitoring it is becoming increasingly popular as a base for strategic insight development alongside other forms of market research … involves the checking and analysis of myriad online sources such as internet forums, blogs, and social networks. Wikipedia
  41. 41. 43 Sensitive Sentiment Measurement A managed service for buzz and brand social media monitoring Example (“National Express”)
  42. 42. Does Social Media Analysis = Research? ADVANCE PREVIEW ESOMAR 3D Conference November 2012, Amsterdam Joint SKOPOS/Porsche paper & presentation - scientific EU/USA comparison of Social Media Analysis v Custom Research - examining automotive brands and touchpoints/experiences - what insights does Social Media Analysis provide v Research (vv)? - versus typical ad hoc market research study - how similar/different are the findings & insights? - why? - what does the client take away from this comparison? - what can the MR industry learn? - will Social Media Analysis kill off traditional MR? - why not? - ask me for more details (client yet to approve final output) http://www.esomar.org/events-and-awards/events/global-and-regional/3d-digital-dimensions- 2012/92_3d-digital-dimensions-2012.overview.php
  43. 43. CAVEAT: Good Research Should Ideally Predict And/Or Challenge Assumptions... A fail for Social Media Analysis? Helpful Research about Social Media usage?
  44. 44. CURRENT EVALUATION: • Good for tracking high level sentiment & for identifying invisible or urgent topics/trends • Additional and supplementary, but not a replacement for targeted market research • Industries/Activities so far quite separate Current Concerns? • Passive not Active (you listen to what people want to talk about only, no asking) • Sources & Sampling (only certain information accessible, not everything, fake accounts) • Computer v Human Coding (Accuracy, 30% v 80%?) • Volumes of Automated Data (with no interpretation & little insight) • Ethics, Privacy, Informed Consent, etc. Social Media Monitoring/Analysis But, are concerns dissipating as understanding & experience improves and experts emerging, and integration occurring?
  45. 45. Defining & Differentiating… 1. Social Media 2. Social Media Users & Usage 3. Social Media Analysis (listening) 4. Social Media For Research (asking & tasking) 5. Social Media for Business (helpfully engaging)
  46. 46. Digital Panels & Communities Panels Communities Forums Blogs Access Engagement Activity Tasks AKA Social Media as a Methodology (or a channel for research), or ASKING & TASKING via Social Media
  47. 47. Our Breadth of Brand & Sector Application Digital Panels & Communities
  48. 48. Profiling - participant profiles can be created, so that you can learn more and create richer, deeper, relationships. Live Focus Groups - content, ideas, concepts can be posted – and you can observe your respondents sharing their feedback in real-time. The sessions are recorded and transcripts logged. Forums - discussions can be broadcast to large participant groups in an engaging environment, to explore relevant topics. Segmentation - participants can be grouped into specific sub-communities and assigned particular tasks and exercises (this also aids back-end analysis & reporting). Messaging - the messaging functionality enables us to contact participants via their email in-boxes - to prompt response and/or update them on new assignments. Auto Reporting - custom reports can be extracted to Excel mid consultation, or upon conclusion of consultation period. Surveys & Polls - quantitative tools, such as surveys and polls, can be utilised to provide the ‘hard’ numbers. Media Sharing - rich multimedia can be broadcast, whilst participants can also upload home-made media clips quickly and easily. Customisation - platform can be customised (& re-skinned) with unique banners, login pages, branded emails, etc. Participation Management - the admin centre facility allows you to review and probe the latest responses, as well as manage participation in one seamless environment. Nowadays feature rich... Digital Community Platforms
  49. 49. Open v Closed Soft v Hard Recruited v Transferred MROC = more Qual Panel = more Quant Community = more engaged Quant v Quant/Qual v Qual Online-only or Online + + Users/Customers/Fans Or Non? Surveys, discussions, ideation, co-creation Digital Panels & Communities
  50. 50. Example: A One Handed World? Source: InsightFarm Inc. from Quirks MR Review, August 2012 GOAL: Follow trends within an extreme population to create product ‘Foresight’ Bespoke online community of arm amputees (one armed/handed) Trusted network built slowly over time and mostly from referrals Open visible online conversations and exchanges Video blogging/diaries plus surveys “True Connectedness” Life beyond the project One-handed Dexterity… Requires Many Product Improvements Teeth=third hand? Applied Social Insight for Foresight!
  51. 51. Harnessing customer creativity Co-Creation: Customer Collaboration Co-creation refers to joint client/customer initiatives. With the rise of the internet and social media, it has evolved into a mostly (but certainly not always) digital method to jointly create and develop new ideas in collaboration with selected customers.
  52. 52. Co-Creation: Customer Collaboration Infographic: Co-creation Hub
  53. 53. Crowd-Sourcing
  54. 54. Example: Beefed Up Facebook Qual Source: Consumer’s Eye View from Quirks MR Review, August 2012 GOAL: Understand small group of Millennials’ beef consumption Bespoke FACEBOOK page Target audience recruited to ‘Friend’ the page Highest level of privacy selected post build phase Incentivised on-going conversations and exchanges for 6 weeks Relevant moderation Prize Draws Some meaty insights… Packaging Distribution Promotions Social Media ! No software or partners required !
  55. 55. EVALUATION: • Good for actively engaging a chosen audience • Great for Asking and Tasking & Collaboration • Can be used as an advocacy creator too But beware… • Over sensitisation • Strain, fatigue, or worse… • Lack of activity (starvation) • Lack of in-person interaction • Etc. SMFR: An Overall Evaluation Panels Communities Forums Blogs
  56. 56. Social Media For Research (SMFR)
  57. 57. But can these two work together? Passive v Active Buzz v Bespoke Social Media Monitoring/Analysis Sentiment Monitoring/Analysis Buzz Monitoring Digital Panels Communities Forums Blogs Listening Passive Monitoring Bespoke Built Buzz Targeted Active
  58. 58. More Beef…A Possible Future Clients Integrating Social Media Analysis…
  59. 59. Integrating Social Media Analysis… Be brave! Experiment, apply learnings, then integrate with other research… Focus Group guide creation Codeframe optimisation (& auto-coding?) Sharing of Social Media-generated insights with respondents? Go beyond the survey “to present it as an alternative to focus groups is like asking if you should replace your scuba mask with a pair of ski goggles!” Ricardo López , Hispanic Research Inc.
  60. 60. But still some way to go? Market Research Social Media Analysis Less than 5% overlap (in members) NOT to scale c.500 UK directory Listings Just 1% state they offer social media monitoring c.40 UK Company Members listed Just 5% appear to be from the MR industry http://amecorg.com/
  61. 61. Social Media For Business (SMFB)
  62. 62. Defining & Differentiating… 1. Social Media 2. Social Media Users & Usage 3. Social Media Analysis (listening) 4. Social Media For Research (asking & tasking) 5. Social Media for Business (helpfully engaging)
  63. 63. Brands v Consumers connecting communicating sharing promoting helping acting listening engaging Brands Consumers impressing informing responding selling Engagement + Advocacy (fans/reviews) = Social Commerce
  64. 64. SOURCE: http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to- their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse ADOBE Survey of 650 marketing professionals, 2012 It’s Clearly Important to Brands
  65. 65. SOURCE: http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to- their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse Usual Suspects plus Niche Networks
  66. 66. So far, focus on Brand Awareness/Engagement - Service, Retention and Sales Much Less SOURCE: http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to- their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse Plus…
  67. 67. Social Media for Connecting Sky actively uses social media to connect with potential customers Pre-purchase
  68. 68. Social Media for Sales/Payments Kellogg’s exchanges samples for Tweets (or vice versa) Purchase
  69. 69. Social Media for Service & Loyalty Sky actively uses social media to help their users. Open. Transparent. VFM. Post-purchase
  70. 70. But of course this does not always lead to happy customers. And this is all in the public domain, viewable by everyone. HANDLE WITH CARE. Social Media – still a big challenge Everything open & transparent Post-purchase
  71. 71. And finally, to link things up…
  72. 72. Brands: Should Listen closely (and act, appropriately) SOURCE: http://econsultancy.com/uk/blog/10560-social-engagement-drives-sales-and-advocacy-for- brands?utm_medium=email&utm_source=daily_pulse “Your brand is what Google says it is, not what you say your brand is.” 51% – The percentage of social media users who agree that a brand being inactive on social channels reflects negatively on the company.
  73. 73. Brands: Should Engage actively & well (and be careful)…
  74. 74. Brands: Should Be prepared for everyone to share…
  75. 75. Brands: Should Act fast to manage the unexpected… It’s now 24/7 Monitoring, Attention, Action
  76. 76. And finally, AGENCIES should…
  77. 77. SOURCE: http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to- their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse ADOBE Survey of 650 marketing professionals, 2012 Think Opportunities not Threats…
  78. 78. SOURCE: http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to- their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse ADOBE Survey of 650 marketing professionals, 2012 Think Integration Hence more believe they are integrated
  79. 79. OPPORTUNITY: less than a quarter (22 percent) of large businesses agree that ‘they are able to harness social data’ (2012). Brands need help. Think Helpfully & Holistically… OPPORTUNITY: social = New ready-made data sources Plus bespoke insight creation channels (tools) OPPORTUNITY: Include Social Media data with other methods for integrated holistic insight
  80. 80. That’s all folks…. …must fly
  81. 81. Defining SOCIAL MEDIA
  82. 82. Darren Mark Noyce Kreator, SKOPOS ask@SKOPOS.info
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×