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.

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NRMA social media program Oct 2011 plus global case studies

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