Enterprising Use of Social Media 2011

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Delighted to speak for Channel 4 for the second year running on the Enterprising Use of Social Media for Global Entrepreneurs Week.
Here is my slide deck.

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  • Goodtwo has taken a page out of the more traditional online peer-to-peer fundraising model by allowing non-profits and individuals (a.k.a.  free agent fundraisers ) to create their own fundraising page where they can set a goal, offer special deals to their supporters and track their progress. You can also include information about your mission and goals as well as multimedia, such as photos and a video that help you tell your story. Goodtwo combines group buying with fundraising by allowing those that set up a fundraising page to choose from a menu of deals that offer supporters 50% or more off at shops, restaurants, and other businesses. According to the team at goodtwo, ”Fundraisers host deals on dedicated pages customized for their cause that they can then offer to their supporters for a limited time. For each deal sold through the page, the fundraiser keeps half the profit.” Check out ow  Reach out and Read  is using Goodtwo to get a better sense of what’s going on over there. More http://mashable.com/2011/02/01/group-buying-social-good/
  • We’re the largest funding platform for creative projects in the world Kickstarter  is an online threshold pledge system for funding creative projects Crowdfunding Kickstarter facilitates gathering monetary resources from the general public, a model which circumvents many traditional avenues of investment. [4]  Project owners choose a deadline and a target minimum of funds to raise. If the chosen target is not gathered by the deadline, no funds are collected (this is known as a  provision point mechanism ). [5]  Money pledged by donors is collected using Amazon Payments , [6]  and initiating projects requires a U.S. bank account.
  • http://www.shopkick.com/ Incentivisation for walking in the store Points and reward Audio recognition
  • The campaign had almost 30,000 active participants with over 72,000 Facebook Fans and 77,000 Twitter Followers who generated over 150,000+ tweets to power the cars. The campaign videos generated about 2 million views, while the twitter reach pushed over the 25 million mark.
  • 70 million views on top 4 “Life is for sharing videos” Airport – Welcome home Liverpool St Flashmob Royal Wedding Etc. Simple idea – Life is for sharing...
  • Monitoring – audience insight, understanding views Taking part in the conversation – stimulating discussion, encourgaging sharing Co- Production – working with a community to produce a response Discussion and response - driving take up, asking for feedback Tiff check against 7 levels of engagement Define your objective Define which kind of communities Design the ‘ offer ’ Identify relevant communities Choose community audience and content Establish fit with other marketing plan Set up, manage, monitor and maintain Evaluate – continual optimisation
  • Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • Very important to elaborate on that, and maybe point to some tools which allow to measure. I think you could also mention there is no established way to measure audience in one simple number (how do you integrate likes + views + comments into one simple number?) It's a big industry question right now. Define the indicators for success (KPIs): Outputs, Out-takes and Outcomes Define the metrics/ideal data to collect associated with the success indicators Include (if you haven't already) the digital core data set Define the metrics that would feed into relevant cross channel evaluation Outputs: Exposure, marketing activity, relevance How many visits, referrals, subscribers, loyalty, web analytics, bounce rates Outtakes message and experience for user Satisfaction, measuring change of attitude (not nec KPIs) Outcomes – action, What do you want the user to do? Other external signs of success may include Sense of ownership Shared history ? Rituals – think Gaming. Virtual funerals Community redirection / application of product
  • Enterprising Use of Social Media 2011

    1. 1. The Enterprising use of Social Media Tiffany St James 4Talent, Channel 4 Global Entrepreneurs Week 2011 #4TGEW11
    2. 2. Hello! Tiffany St James on most social channels @TiffanyStJames [email_address]
    3. 3. Coming up… <ul><li>How individuals, small businesses, government, charities and causes are now using social media to create, connect, share and engage with their audiences.    </li></ul>
    4. 4. Individuals
    5. 5. www.milliondollarhomepage.com
    6. 6. Kyle
    7. 7. Charities, voluntary and third sector
    8. 8. Social for good
    9. 9. http://www.goodtwo.com/
    10. 10. Crowdsourcing for good
    11. 11. Ushahidi – how it works
    12. 12. Ushahidi - Haiti
    13. 13. Causes Power to the people Solidarity
    14. 14. Power to the lobby
    15. 15. Dutch Transplantation Foundation
    16. 16. Chromorama Oyster card Data Point #2 Gamification of data to change behaviour (or at least route!)
    17. 17. Showing solidarity - #IAmSpartucus
    18. 18. Showing solidarity - #welovebaskers
    19. 19. The Great Schlep
    20. 20. Medium and small businesses Low budget, effective marketing
    21. 21. http://www.kickstarter.com/
    22. 22. http://www.shopkick.com/
    23. 23. http://twitter.com/tweetalondoncab
    24. 24. Blendtec – quintupled sales <ul><li>Here’s what Blendtec do online </li></ul><ul><li>CEO Tom Dickson and the R&D team </li></ul><ul><li>had a practice of testing wooden </li></ul><ul><li>boards to test product toughness </li></ul><ul><li>Retail sales up 700% </li></ul><ul><li>5.8million channel views </li></ul><ul><li>142.3million upload views </li></ul><ul><li>YouTube 330,000 subscribers </li></ul><ul><li>The Today Show, The Wall Street Journal </li></ul>
    25. 25. Rewired State
    26. 26. Radioshack
    27. 27. Local businesses
    28. 28. Big businesses Campaigns Brands Who is doing it well?
    29. 29. Ben and Jerry’s
    30. 30. Copenhagen Wheel MIT SENSEable Cities
    31. 31. Best Job In The World!!!
    32. 32. Ford Fiesta <ul><li>100 Ford Fiesta agents </li></ul><ul><li>6.5 million YouTube views </li></ul><ul><li>3.4 million impressions on Twitter </li></ul><ul><li>670,000 Flickr photos uploaded </li></ul><ul><li>50,000 requests for info from non-ford owners </li></ul><ul><li>Sold 10,000 units in first 6 days of release </li></ul><ul><li>Fraction of the cost of national advertising campaign </li></ul><ul><li>Next: Reimagining the way The FF get advertised </li></ul>
    33. 33. Aviva - The Big Picture Make heroes of your customers Enable mass market play w supersize rewards
    34. 34. Heineken Facebook Music Matcher Using your “fans” data, to add value to them Campaign hooks: sharing a necessity for competition entry
    35. 35. Vodafone TweetFields Identify Influencers, Monitor Trends & Curate Information
    36. 36. Chatroulette <ul><li>The element of surprise: Chatroulette </li></ul>
    37. 37. Pepsi Refresh Project <ul><li>What is the project all about? </li></ul>
    38. 38. Old spice continual campaign optimisation
    39. 39. Smirnoff Sensations (RFID)
    40. 40. VW Fox – #foxatplanetaterra Interactive Treasure Hunt – Twitter Zoom
    41. 41. Mercedes Benz Tweet Race Interaction between digital & real world 30,000 active participants in a Twitter fuelled RACE
    42. 42. Keeping Keeley
    43. 43. T Mobile Simple Ideas are easily spread 70 million Youtube views
    44. 44. Hyundai - Projection Mapping
    45. 45. What can we learn from all of this?
    46. 46. The tipping point framework works
    47. 47. Consider how you can…. <ul><li>Identify, empower and enable your advocates </li></ul><ul><li>90 – 9 – 1 </li></ul>
    48. 48. Social Rank - Klout
    49. 49. Social Rank – Peer Index
    50. 50. Social Media MUST address business objectives Human Resources Business Intelligence Public Relations Customer Service Direct Sales
    51. 51. Set an objective Listening Audience insight, understanding views Buzz generation Stimulating discussion, encouraging sharing Discussion & Response Driving take-up, asking for feedback Co-production Working with a community to produce a resource Source: Helpfultechnology.com
    52. 52. Ensure you have good social content: <ul><li>Friendly voice and tone </li></ul><ul><li>Consistent language across channels </li></ul><ul><li>Helpful and timely </li></ul><ul><li>Meaningful </li></ul><ul><li>Relevant </li></ul><ul><li>Entertaining </li></ul><ul><li>..... Would you want to pass it on? </li></ul>
    53. 53. Have a digital code of conduct <ul><li>Be credible </li></ul><ul><li>Be consistent </li></ul><ul><li>Be transparent </li></ul><ul><li>Be relevant </li></ul><ul><li>Be an ambassador for </li></ul><ul><li>your organisation </li></ul>
    54. 54. Have a social media policy <ul><li>Purpose </li></ul><ul><li>Principles </li></ul><ul><li>Statement of ethics </li></ul><ul><li>Context for organisation </li></ul><ul><li>Tools and services </li></ul><ul><li>Professional and personal use </li></ul>
    55. 55. Television Microsite Blog Social Media Documentaries Print Digital Experiential Connect your digital and social presences Source: Euro RSCG London
    56. 56. Measures of success - KPIs <ul><li>Outputs </li></ul><ul><li>How many visits, referrals, subscribers, loyalty, web analytics, bounce rates </li></ul><ul><li>Outtakes </li></ul><ul><li>Message and experience for user satisfaction, measuring change of attitude </li></ul><ul><li>Outcomes </li></ul><ul><li>Action - what do you want the user to do? </li></ul>Source: UK Govt COI Interactive services
    57. 57. Key activities for you & your clients <ul><li>Listen, monitor and gain insight on what is being said </li></ul><ul><li>Build an interested community </li></ul><ul><li>Manage reputation </li></ul><ul><li>Promote initiatives and campaigns </li></ul><ul><li>Engage with influencers </li></ul><ul><li>Idea creation </li></ul><ul><li>Market testing </li></ul><ul><li>Product testing </li></ul><ul><li>e CRM – full service customer relations </li></ul>
    58. 58. Thank you! Tiffany St James on most social channels Let’s keep talking…. @TiffanyStJames Slides on http://slideshare.net/tiffanystjames [email_address]
    59. 59. With kind thanks to.. <ul><li>Colleen Carrington </li></ul><ul><li>http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106 </li></ul><ul><li>Social Lens </li></ul><ul><li>http://www.socialens.com/wp-content/uploads/2009/04/20090127_case_blendtec11.pdf </li></ul><ul><li>Global Web Index Oct 2010 - Trust has changed </li></ul><ul><li>Carringtom Quantcast data May 2010 - Social networks how people spend time </li></ul><ul><li>Forrester and Gartner research various </li></ul><ul><li>Steph Gray: Helpful Technology </li></ul>

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