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copyright Ox Design Web Services 2012
SOCIAL MEDIA BEST PRACTICES
How social media help brands
Thanos Dimitriou, Ox Design Web Services
26 May 2012, Panteion University of Athens
THE MENU
 Social Media landscape
 Stats and facts




                           copyright Ox Design Web Services 2012
 How they help

 Best Practices

 Examples

 Case Studies

 Conclusion
SOCIAL MEDIA – THE STORY SO FAR
   1978 - Computerized BBS - informative
   1993 - Geocities




                                                           copyright Ox Design Web Services 2012
   1997 - AOL IM, Geocities 1m websites, Google
   1999 - Friends reunited in UK, .com bubble bursts
   2000 - Friendster
   2002 - MySpace
   2003 - LinkedIn, Facebook
   2005-2006 - Youtube, MySpace sold, Facebook declines
    multiple offers >1b$, Twitter
   2007 - iPhone
   2010 - Buzz, iPad, Pinterest
   2011 - Google +
SOCIAL MEDIA – THE MAJOR PLAYERS
 Facebook
 Twitter




                                   copyright Ox Design Web Services 2012
 Google+

 Youtube

 LinkedIn

 Pinterest
SOCIAL MEDIA – THE MAJOR PLAYERS
   Facebook
       845m active users




                                           copyright Ox Design Web Services 2012
       1 in 5 pageviews are in Facebook
       250m photos daily
       2.7b likes a day
       IPO valuation ~75-100b$
FACEBOOK – LEADER OF THE PACK
 No serious company, small or large, has second
  thoughts on investing in their FB presence.




                                                    copyright Ox Design Web Services 2012
 New jobs – social media experts, social media
  marketing, social media brand executives – main
  task to promote the company’s image in FB.
 Develop for Facebook

 Market for Facebook

 Ad campaigns for Facebook
FACEBOOK – INTERESTING TRIVIA
 Regarding engagement, FMCG comes last. First is
  automotive and alcohol drinks.




                                                     copyright Ox Design Web Services 2012
 Greater engagement in the whole of FB currently:
  Renault ZE with only 15k Friends…
 Coca Cola – More Friends than any other Brand
SOCIAL MEDIA – THE MAJOR PLAYERS
   Twitter
       465m active users




                                              copyright Ox Design Web Services 2012
       175m tweets daily
       11 accounts created every second
       People re-tweet interesting content
       Lady Gaga – 23.5m followers
SOCIAL MEDIA – THE MAJOR PLAYERS
   Google +
     170m users
     Not impressive usage..3,3 m/user, 0.22% referrals (down from




                                                                     copyright Ox Design Web Services 2012
      0.24%)
     64% male, mainly students and SW developers
     Characterized as Social Ghost Town on 15/5/2012
     Android most followed brand Google+ page 750k followers
SOCIAL MEDIA – THE MAJOR PLAYERS
   Youtube
       48 hrs uploaded every minute = 8 years every day




                                                           copyright Ox Design Web Services 2012
       3b views daily
       800m unique users / year
       Average session: 15 minutes
       Most subscribers: Ray William Johnson 5.5m
SOCIAL MEDIA – THE MAJOR PLAYERS
   LinkedIn
     135m users




                                                    copyright Ox Design Web Services 2012
     1m new users every 12 days
     74% have a degree, 65% 35y+, 69% make 60k$+
     76% have no kids 0-17
SOCIAL MEDIA – THE MAJOR PLAYERS
   Pinterest
       10.4m users




                                                                     copyright Ox Design Web Services 2012
       Fastest growing social media, 429% up in 3 months
        (9/11, 12/11), 145% up since start of 12
       80% of users are female (25-34 biggest chunk)
       98m/month worldwide
       Top US interests: Crafts, Gifts, Hobbies/Leisure, Interior
        Design, Fashion Designers/Collections
       Top Global interest: Food. Most followed: The perfect
        palette 255k
SOCIAL MEDIA – HOW THEY HELP
 Valuable data and feedback
 Communication with the customer base




                                                copyright Ox Design Web Services 2012
 Spot trends

 Opportunities

 Monitor – Analyze – Collaborate – Integrate
SOCIAL MEDIA – HOW THEY HELP
 Visibility and ease of reach
 Faster and cheaper networking




                                                    copyright Ox Design Web Services 2012
 Common interests – better market segmentation

 Better insight and valuable info for next steps

 Tap the wisdom of the crowd
SOCIAL MEDIA – HOW THEY HELP
 Social media marketing is easy to set up
 ..but needs consistency




                                                       copyright Ox Design Web Services 2012
 ..and proactive thinking

 Offers exciting and unique ways to get your
  message across
 ..but you need to be informed

 ..and HONEST

 If all is well, nothing compares to the ROI social
  media can give back.
WHAT WORKS BEST ?
 What makes a successful social media presence?
 Is there a unique recipe?




                                                   copyright Ox Design Web Services 2012
 How is a crisis handled in social media?

 How to serve customers better through social
  media?
 Opportunities/Threats?
WHAT WORKS BEST ?
   Amazing Visuals – Big Budget in creative and design. FB
    Timeline is about story-telling, and social media story telling
    means great visuals.




                                                                      copyright Ox Design Web Services 2012
   Strong sense of community – communities based on hobbies
    or passions like cars, are dynamic with loyal followers.
   Monitoring – Specialized teams are monitoring the buzz
    around the brand throuhout all social media and reacts
    accordingly where needed.
   Different Posts types and mediums – Combination of content
    that takes visitor behind the scenes, giving a feeling of
    exclusivity. Limited offers for FB Friends.
NO UNIQUE RECIPE – LISTEN AND ADJUST
   Understand your audience – Coca Cola and a small local
    bakery do not have the same audience and cannot post
    similar things. Offer value through your posts and presence to




                                                                     copyright Ox Design Web Services 2012
    your audience.
   Quality over Quantity.
   Timing – find out when your posts are more effective and stick
    to that – target more effectively.
   A post lives for 3 hours – if feedback and reaction is not the
    one expected, start thinking of your next post..
   Meaningful content – A news agency makes sense to post 20-
    30 times a day. This does not apply to everyone!
CRISIS? WHAT CRISIS?
   Employee policy on social media usage
   Address all available channels, defend your brand
    Quick response is crucial but don’t panic




                                                                          copyright Ox Design Web Services 2012

   Don’t feed the trolls – there are weird people out there

Epic fail #McDStories
“I once worked at McDonalds. I have never eaten there since.
#McDStories”
“#McDStories Take a McDonalds fry, let it sit for 6 months. It will not
deteriorate or spoil like a normal potato. It will remain how it was”
McDonalds replied to most, started new campaign
#LittleThings
BETTER CUSTOMER CARE
 Immediate interaction – show customers they are
  important




                                                          copyright Ox Design Web Services 2012
 Happy social contacts let their circles know they are
  happy – turn a bad experience to a good one
 Immense cross selling opportunities – follow up on
  issues

Metrics:
 Average time to respond

 Complaints down? Praises up?

 Less phone calls to operating customer care dpt?
OPPORTUNITIES
 You have the attention of people who follow the
  brand’s social presence




                                                           copyright Ox Design Web Services 2012
 Segmentation is already done for you in Fb..all you
  need to do is talk the talk and walk the walk
 Every follower’s interaction projects the brand to all
  their peers – unlimited exposure opportunities
 Brand can be a part of the user’s leisure time –
  really great for positive sentiments towards the
  brand!
THREATS
 Mistakes are amplified and spread faster than good
  news (Dominos 10% stock drop)




                                                       copyright Ox Design Web Services 2012
 Bad competition tactics
 No consistency projects neglected image
 Everyone has a say, brand becomes more
  vulnerable
 Dishonesty backfires hard


What to do:
 Employee policy on social media usage
 Address all available channels
 Quick response is crucial
EXAMPLES #1
   ΒΜW has the most popular FB Page in automotive
    sector. Asks people to share experiences.




                                                     copyright Ox Design Web Services 2012
    https://www.facebook.com/BMW
EXAMPLES #1
 Innovative contests – BMW 0 to Desir3 – Youtube
  video 5.9sec for 328i model




                                                           copyright Ox Design Web Services 2012
 All flavors of posts – Photos, Videos, Links – variety
  is key.
EXAMPLES #3
   Lancome has a high engagement rate in FMCG
    sector.




                                                  copyright Ox Design Web Services 2012
    https://www.facebook.com/pages/Lanc%C3%B4me
    -Make-up-Blog/317547085104
EXAMPLES #3
   Lancome has a specialized Blog with every day
    easy to do tips – friends try out and share




                                                    copyright Ox Design Web Services 2012
    experiences.
EXAMPLES #4
   Friskies has a high daily engagement rate.
    https://www.facebook.com/Friskies




                                                 copyright Ox Design Web Services 2012
EXAMPLES #4
   Friskies maintains interest with MANY photos of
    cute cats. This seems to work for Frieskies, while




                                                         copyright Ox Design Web Services 2012
    any other brand doing something similar would be
    ridiculed..!
EXAMPLES #5
   Old Spice Youtube campaign, one of the most
    successful ever!.




                                                  copyright Ox Design Web Services 2012
    http://www.youtube.com/user/OldSpice
EXAMPLES #5
   On day 1 the campaign received almost 6 million views
    (that’s more than Obama’s victory speech)
   On day 2 old spice had 8 of the 11 most popular videos online
   On day 3 the campaign had reached over 20 million views




                                                                                   copyright Ox Design Web Services 2012
   After the first week old spice had over 40 million views
   The old spice twitter following increased 2700% (probably off a lowish base)
   Facebook fan interaction was up 800%
   Oldspice.com website traffic was up 300%
   The old spice YouTube channel became the all time most viewed channel
    (amazing)
   The campaign has generated 1.4 billion impressions since launching the ads 6
    months ago
   The campaign increased sales by 27% over 6 months since launching (year on
    year)
   In the last 3 months sales were up 55%
   And in the last month sales were up 107% from the social responses campaign
    work
   Old spice is now the #1 body wash brand for men.
EXAMPLES #6
   Etsy marketplace decided to have fun with Twitter..
    https://twitter.com/#!/etsy




                                                          copyright Ox Design Web Services 2012
EXAMPLES #6
   Alert followers to particularly creative products from Etsy
    sellers
   Share valuable tips & tricks




                                                                       copyright Ox Design Web Services 2012
   Provide information about upcoming events and promotions
    on the site.
   Share information from individual Etsy sellers (via “retweets”),
   Monitor and respond to Etsy-related questions and concerns
    that users express via Twitter
   Garner feedback and ideas instantaneously, effectively
    creating focus groups from the @Etsy followers.
   Discover users’ favorite Etsy items, design blogs, and projects
   Tool for impromptu surveys and feedback
   Etsy has also realized that great content on Twitter has the
    opportunity to reach new users who were previously unaware
    of Etsy’s website
CASE STUDIES
What are they doing right?
What could they do to improve?




                                          copyright Ox Design Web Services 2012
How would you handle it?

 http://www.facebook.com/redbull
 http://www.facebook.com/lifo.mag

 http://pinterest.com/renttherunway/

 http://pinterest.com/sonyelectronics/
CASE STUDIES
Red Bull




                                                   copyright Ox Design Web Services 2012
Pros
Loads of different content, good variety and mix
Fun applications
Interactive posts (asking questions, provoking
participation)
Good frequency (1-2 daily max) and good content

Cons
-None- It’s perfect
CASE STUDIES
LiFo




                                                       copyright Ox Design Web Services 2012
Pros
Good content pointing at their website’s articles
Good frequency for a news portal (25-30 posts daily)

Cons
No big variety of postings
Could participate and ask questions, in order to
provoke talks and interaction
CASE STUDIES
Rent The Runway

Pros




                                                                copyright Ox Design Web Services 2012
Good mix of items including other sources
Clever grouping of boards
Good number of pins per board (15-40) so that each board
is a complete “story”

Cons
They could do better descriptions
Better balance between own and curated content –
remember it is a social site, not your e-shop, you are adding
value and try to be a good friend, not a good salesman!
CASE STUDIES
Rent The Runway

Pros




                                                                          copyright Ox Design Web Services 2012
Not just products, but how products play role in people’s lives
Great aesthetics of pins – vital for all social media especially for
pinterest
Referrals to own site
Responding and talking to people

Cons
Figure out their stuff (they try things all the time – which is good,
though)
Not yet a promotional tool like twitter. Stay friendly for the time, on
Pinterest
CONLUDING
Social Media can offer huge benefits
..they need to be taken seriously.




                                         copyright Ox Design Web Services 2012
 Plan
 Program

 Set benchmarks

 Set measurable targets

 Execution is only tip of the iceberg
copyright Ox Design Web Services 2012
CONLUDING

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Social media for Businesses

  • 1. copyright Ox Design Web Services 2012 SOCIAL MEDIA BEST PRACTICES How social media help brands Thanos Dimitriou, Ox Design Web Services 26 May 2012, Panteion University of Athens
  • 2. THE MENU  Social Media landscape  Stats and facts copyright Ox Design Web Services 2012  How they help  Best Practices  Examples  Case Studies  Conclusion
  • 3. SOCIAL MEDIA – THE STORY SO FAR  1978 - Computerized BBS - informative  1993 - Geocities copyright Ox Design Web Services 2012  1997 - AOL IM, Geocities 1m websites, Google  1999 - Friends reunited in UK, .com bubble bursts  2000 - Friendster  2002 - MySpace  2003 - LinkedIn, Facebook  2005-2006 - Youtube, MySpace sold, Facebook declines multiple offers >1b$, Twitter  2007 - iPhone  2010 - Buzz, iPad, Pinterest  2011 - Google +
  • 4. SOCIAL MEDIA – THE MAJOR PLAYERS  Facebook  Twitter copyright Ox Design Web Services 2012  Google+  Youtube  LinkedIn  Pinterest
  • 5. SOCIAL MEDIA – THE MAJOR PLAYERS  Facebook  845m active users copyright Ox Design Web Services 2012  1 in 5 pageviews are in Facebook  250m photos daily  2.7b likes a day  IPO valuation ~75-100b$
  • 6. FACEBOOK – LEADER OF THE PACK  No serious company, small or large, has second thoughts on investing in their FB presence. copyright Ox Design Web Services 2012  New jobs – social media experts, social media marketing, social media brand executives – main task to promote the company’s image in FB.  Develop for Facebook  Market for Facebook  Ad campaigns for Facebook
  • 7. FACEBOOK – INTERESTING TRIVIA  Regarding engagement, FMCG comes last. First is automotive and alcohol drinks. copyright Ox Design Web Services 2012  Greater engagement in the whole of FB currently: Renault ZE with only 15k Friends…  Coca Cola – More Friends than any other Brand
  • 8. SOCIAL MEDIA – THE MAJOR PLAYERS  Twitter  465m active users copyright Ox Design Web Services 2012  175m tweets daily  11 accounts created every second  People re-tweet interesting content  Lady Gaga – 23.5m followers
  • 9. SOCIAL MEDIA – THE MAJOR PLAYERS  Google +  170m users  Not impressive usage..3,3 m/user, 0.22% referrals (down from copyright Ox Design Web Services 2012 0.24%)  64% male, mainly students and SW developers  Characterized as Social Ghost Town on 15/5/2012  Android most followed brand Google+ page 750k followers
  • 10. SOCIAL MEDIA – THE MAJOR PLAYERS  Youtube  48 hrs uploaded every minute = 8 years every day copyright Ox Design Web Services 2012  3b views daily  800m unique users / year  Average session: 15 minutes  Most subscribers: Ray William Johnson 5.5m
  • 11. SOCIAL MEDIA – THE MAJOR PLAYERS  LinkedIn  135m users copyright Ox Design Web Services 2012  1m new users every 12 days  74% have a degree, 65% 35y+, 69% make 60k$+  76% have no kids 0-17
  • 12. SOCIAL MEDIA – THE MAJOR PLAYERS  Pinterest  10.4m users copyright Ox Design Web Services 2012  Fastest growing social media, 429% up in 3 months (9/11, 12/11), 145% up since start of 12  80% of users are female (25-34 biggest chunk)  98m/month worldwide  Top US interests: Crafts, Gifts, Hobbies/Leisure, Interior Design, Fashion Designers/Collections  Top Global interest: Food. Most followed: The perfect palette 255k
  • 13. SOCIAL MEDIA – HOW THEY HELP  Valuable data and feedback  Communication with the customer base copyright Ox Design Web Services 2012  Spot trends  Opportunities  Monitor – Analyze – Collaborate – Integrate
  • 14. SOCIAL MEDIA – HOW THEY HELP  Visibility and ease of reach  Faster and cheaper networking copyright Ox Design Web Services 2012  Common interests – better market segmentation  Better insight and valuable info for next steps  Tap the wisdom of the crowd
  • 15. SOCIAL MEDIA – HOW THEY HELP  Social media marketing is easy to set up  ..but needs consistency copyright Ox Design Web Services 2012  ..and proactive thinking  Offers exciting and unique ways to get your message across  ..but you need to be informed  ..and HONEST  If all is well, nothing compares to the ROI social media can give back.
  • 16. WHAT WORKS BEST ?  What makes a successful social media presence?  Is there a unique recipe? copyright Ox Design Web Services 2012  How is a crisis handled in social media?  How to serve customers better through social media?  Opportunities/Threats?
  • 17. WHAT WORKS BEST ?  Amazing Visuals – Big Budget in creative and design. FB Timeline is about story-telling, and social media story telling means great visuals. copyright Ox Design Web Services 2012  Strong sense of community – communities based on hobbies or passions like cars, are dynamic with loyal followers.  Monitoring – Specialized teams are monitoring the buzz around the brand throuhout all social media and reacts accordingly where needed.  Different Posts types and mediums – Combination of content that takes visitor behind the scenes, giving a feeling of exclusivity. Limited offers for FB Friends.
  • 18. NO UNIQUE RECIPE – LISTEN AND ADJUST  Understand your audience – Coca Cola and a small local bakery do not have the same audience and cannot post similar things. Offer value through your posts and presence to copyright Ox Design Web Services 2012 your audience.  Quality over Quantity.  Timing – find out when your posts are more effective and stick to that – target more effectively.  A post lives for 3 hours – if feedback and reaction is not the one expected, start thinking of your next post..  Meaningful content – A news agency makes sense to post 20- 30 times a day. This does not apply to everyone!
  • 19. CRISIS? WHAT CRISIS?  Employee policy on social media usage  Address all available channels, defend your brand Quick response is crucial but don’t panic copyright Ox Design Web Services 2012   Don’t feed the trolls – there are weird people out there Epic fail #McDStories “I once worked at McDonalds. I have never eaten there since. #McDStories” “#McDStories Take a McDonalds fry, let it sit for 6 months. It will not deteriorate or spoil like a normal potato. It will remain how it was” McDonalds replied to most, started new campaign #LittleThings
  • 20. BETTER CUSTOMER CARE  Immediate interaction – show customers they are important copyright Ox Design Web Services 2012  Happy social contacts let their circles know they are happy – turn a bad experience to a good one  Immense cross selling opportunities – follow up on issues Metrics:  Average time to respond  Complaints down? Praises up?  Less phone calls to operating customer care dpt?
  • 21. OPPORTUNITIES  You have the attention of people who follow the brand’s social presence copyright Ox Design Web Services 2012  Segmentation is already done for you in Fb..all you need to do is talk the talk and walk the walk  Every follower’s interaction projects the brand to all their peers – unlimited exposure opportunities  Brand can be a part of the user’s leisure time – really great for positive sentiments towards the brand!
  • 22. THREATS  Mistakes are amplified and spread faster than good news (Dominos 10% stock drop) copyright Ox Design Web Services 2012  Bad competition tactics  No consistency projects neglected image  Everyone has a say, brand becomes more vulnerable  Dishonesty backfires hard What to do:  Employee policy on social media usage  Address all available channels  Quick response is crucial
  • 23. EXAMPLES #1  ΒΜW has the most popular FB Page in automotive sector. Asks people to share experiences. copyright Ox Design Web Services 2012 https://www.facebook.com/BMW
  • 24. EXAMPLES #1  Innovative contests – BMW 0 to Desir3 – Youtube video 5.9sec for 328i model copyright Ox Design Web Services 2012  All flavors of posts – Photos, Videos, Links – variety is key.
  • 25. EXAMPLES #3  Lancome has a high engagement rate in FMCG sector. copyright Ox Design Web Services 2012 https://www.facebook.com/pages/Lanc%C3%B4me -Make-up-Blog/317547085104
  • 26. EXAMPLES #3  Lancome has a specialized Blog with every day easy to do tips – friends try out and share copyright Ox Design Web Services 2012 experiences.
  • 27. EXAMPLES #4  Friskies has a high daily engagement rate. https://www.facebook.com/Friskies copyright Ox Design Web Services 2012
  • 28. EXAMPLES #4  Friskies maintains interest with MANY photos of cute cats. This seems to work for Frieskies, while copyright Ox Design Web Services 2012 any other brand doing something similar would be ridiculed..!
  • 29. EXAMPLES #5  Old Spice Youtube campaign, one of the most successful ever!. copyright Ox Design Web Services 2012 http://www.youtube.com/user/OldSpice
  • 30. EXAMPLES #5  On day 1 the campaign received almost 6 million views (that’s more than Obama’s victory speech)  On day 2 old spice had 8 of the 11 most popular videos online  On day 3 the campaign had reached over 20 million views copyright Ox Design Web Services 2012  After the first week old spice had over 40 million views  The old spice twitter following increased 2700% (probably off a lowish base)  Facebook fan interaction was up 800%  Oldspice.com website traffic was up 300%  The old spice YouTube channel became the all time most viewed channel (amazing)  The campaign has generated 1.4 billion impressions since launching the ads 6 months ago  The campaign increased sales by 27% over 6 months since launching (year on year)  In the last 3 months sales were up 55%  And in the last month sales were up 107% from the social responses campaign work  Old spice is now the #1 body wash brand for men.
  • 31. EXAMPLES #6  Etsy marketplace decided to have fun with Twitter.. https://twitter.com/#!/etsy copyright Ox Design Web Services 2012
  • 32. EXAMPLES #6  Alert followers to particularly creative products from Etsy sellers  Share valuable tips & tricks copyright Ox Design Web Services 2012  Provide information about upcoming events and promotions on the site.  Share information from individual Etsy sellers (via “retweets”),  Monitor and respond to Etsy-related questions and concerns that users express via Twitter  Garner feedback and ideas instantaneously, effectively creating focus groups from the @Etsy followers.  Discover users’ favorite Etsy items, design blogs, and projects  Tool for impromptu surveys and feedback  Etsy has also realized that great content on Twitter has the opportunity to reach new users who were previously unaware of Etsy’s website
  • 33. CASE STUDIES What are they doing right? What could they do to improve? copyright Ox Design Web Services 2012 How would you handle it?  http://www.facebook.com/redbull  http://www.facebook.com/lifo.mag  http://pinterest.com/renttherunway/  http://pinterest.com/sonyelectronics/
  • 34. CASE STUDIES Red Bull copyright Ox Design Web Services 2012 Pros Loads of different content, good variety and mix Fun applications Interactive posts (asking questions, provoking participation) Good frequency (1-2 daily max) and good content Cons -None- It’s perfect
  • 35. CASE STUDIES LiFo copyright Ox Design Web Services 2012 Pros Good content pointing at their website’s articles Good frequency for a news portal (25-30 posts daily) Cons No big variety of postings Could participate and ask questions, in order to provoke talks and interaction
  • 36. CASE STUDIES Rent The Runway Pros copyright Ox Design Web Services 2012 Good mix of items including other sources Clever grouping of boards Good number of pins per board (15-40) so that each board is a complete “story” Cons They could do better descriptions Better balance between own and curated content – remember it is a social site, not your e-shop, you are adding value and try to be a good friend, not a good salesman!
  • 37. CASE STUDIES Rent The Runway Pros copyright Ox Design Web Services 2012 Not just products, but how products play role in people’s lives Great aesthetics of pins – vital for all social media especially for pinterest Referrals to own site Responding and talking to people Cons Figure out their stuff (they try things all the time – which is good, though) Not yet a promotional tool like twitter. Stay friendly for the time, on Pinterest
  • 38. CONLUDING Social Media can offer huge benefits ..they need to be taken seriously. copyright Ox Design Web Services 2012  Plan  Program  Set benchmarks  Set measurable targets  Execution is only tip of the iceberg
  • 39. copyright Ox Design Web Services 2012 CONLUDING