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NRMA social media program Oct 2011 plus global case studies


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A presentation by Steven Bradley - Digital Communications Manager at NRMA, Sydney Australia for the 2011 Customer and Loyalty Show.

A presentation by Steven Bradley - Digital Communications Manager at NRMA, Sydney Australia for the 2011 Customer and Loyalty Show.

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  • 1. NRMA social media program
    2010 / 2011
  • 2. Agenda
    Social science
    NRMA’s objectives
    Case studies
    Year 1 Outcomes
    What’s next
    Social media program 2011
  • 3. First …
    A social media program covers
    Technology or media that allows people to have a two way conversation
    Human behavioural campaigns that evoke an emotion [biochemical (internal) or environmental (external)]
    The problem
    “who talks to whom about what, and with what effect” Paul Lazarsfield 1940 (American sociologist).
    Social media program 2011
  • 4. The science of social networks
    Small Worlds
    1960’s: Milgram and Travers “small world” experiment
    300“letter chains” to reach 64 targets
    Led to “six degrees” phrase
    6 Degrees – web edition
    18 Targets around the world, 24,163 chains, 166 countries, 400 targets
    Social scientists reviewed
    Patterns of ties (J. A. Barnes) groups such as tribes, families and social categories.
    Other notable works by social scientists such as S.D. Berkowitz, Stephen Borgatti, Ronald Burt, Kathleen Carley, Martin Everett, Katherine Faust, Linton Freeman, Mark Granovetter, David Knoke, David Krackhardt, Peter Marsden, Nicholas Mullins, AnatolRapoport, Stanley Wasserman, Barry Wellman, Douglas R. White, Duncan Watts and Harrison White
    Social media program 2011
  • 5. Example nodes and networks
    Social media program 2011
  • 6. Example nodes and networks
    Social media program 2011
    Motoring and Services
    Tatts Group
    NRMA Group
    School Friends
    RACV / RAC
    Advertising Agencies
    Overseas Network
  • 7. Pick the role
  • 8. Pick the role
  • 9. Pick the role
  • 10. Nodes of Facebook
    Wife’s School Friends
    Thailand School Friends
    Burma School Friends
    Knox School Friends
    NSW Lotteries
  • 11. Weak and strong ties
  • 12. NRMA’s view
    2010 / 2011
  • 13. The point
    NRMA’s issues to solve
    Lack of voice and brand chatter
    Lack of reach in social networks
    Product offering awareness
    Membership more then just roadside assistance (issue derived from frequency to use the core product)
    Declining apparent relevance of roadside assistance
    Relevance to under 40’s (brand your parents and grand parents used)
    Mixed product messaging; Safer Driving School, MotorServe, Car Loans, Batteries, Partnerships … etc
    Not an exactly Red Bull
    Social media program 2011
  • 14. The clouds
    Social media program 2011
    Visual Clouds> click
  • 15. The doing – Year one platforms
    Social media program 2011
    Wordpress - Blog
    Wikipedia - Brand and personalities
    Youtube - Car reviews, entertainment and brand
    Flickr - Car photos
    Digg - Motoring and Travel
    Slideshare - Presentations
    Google Places - Product, brand, ratings and reviews
    Facebook Places - Check in and comments
    FourSquare - Check in and tips
    Linkedin - Brand
    Facebook - Membership, car reviews, motoring advice and travel
    Twitter - Motoring, Membership, car adive and customer service
  • 16. Case Studies
    2010 / 2011
  • 17. NRMA Free2go
    • Free roadside assistance for 12 months if you’re 16-20
    • 18. 14,000 + fans (started 2010)
    • 19. 700,000 + post views
    • 20. Music concerts, movie premiers, giveaways
    NRMA youth snap shot
  • 21. NRMA youth snap shot
  • 22. Lacta personal brand - Greece
  • 23. Mercedes-Benz Tweet Race - Germany
  • 24. PowerAde live Football tweets – South America
  • 25. Koktebel Brandy Glass Piano - Ukraine
  • 26. Playboy Viral Bunnies at home > content warning!
  • 27. The result – 4.6 million interactions
    Social Media Reach Score 2010/11
    Period: Year One
    The NRMA group has a number of social media programs covering Facebook, Twitter, YouTube, Flickr and the Motoring Blog. The NRMA Social Media footprint is defined by reach = Facebook post views (FPV) + Facebook tab views (FTV) + Twitter reach (TR) + Youtube video views (YVV) + Flickr photo views (FPV) + Blog visits (BV).
    Facebook fan growth
    July 2010
    June 2011
  • 28. Example of the loop
  • 29. Social campaigns are built this way
    Our Seven Social Campaign Concepts Check List
    Searchability (unique content and concept but with search volume)
    Shareability (HC-I and user interface requirements)
    Cool (you would associate yourself with it)
    Network effect (appeals to strong and weak ties)
    Emotive (got to leave you feeling happy, angry or sad)
    Able to conduct modelling of information diffusion in implicit networks (adoption)
    Influence maximisation (countermeasure to information overload theory)
  • 30. Further reading