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Where and How should you focus your social (media) efforts?
 

Where and How should you focus your social (media) efforts?

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Presentation made for the Brand Republic Social Media Strategy conference in London, on the 1st of July 2010.

Presentation made for the Brand Republic Social Media Strategy conference in London, on the 1st of July 2010.

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  • Each different channel of social media was used slightly differently, depending on how that particular channel was used by consumers. What Obama’s team did to perfection was to use each form of social media on its merits. Facebook was seen as a different channel to Youtube and used accordingly.
  • Each different channel of social media was used slightly differently, depending on how that particular channel was used by consumers. What Obama’s team did to perfection was to use each form of social media on its merits. Facebook was seen as a different channel to Youtube and used accordingly.
  • Each different channel of social media was used slightly differently, depending on how that particular channel was used by consumers. What Obama’s team did to perfection was to use each form of social media on its merits. Facebook was seen as a different channel to Youtube and used accordingly.
  • Each different channel of social media was used slightly differently, depending on how that particular channel was used by consumers. What Obama’s team did to perfection was to use each form of social media on its merits. Facebook was seen as a different channel to Youtube and used accordingly.
  • .
  • .

Where and How should you focus your social (media) efforts? Where and How should you focus your social (media) efforts? Presentation Transcript

  • Where and how should you focus your social efforts the rules have not changed, but the environment has . Vincent Sider June 2010
  • Vincent Sider http://uk.linkedin.com/in/vincentsider http://www.twitter.com/vincentsider
  • good news for you
  • Where am I coming from ?
  •  
  • A country where kindness and gaming are an art
  • What’s my message?
  • It is all about game mechanics and kindness
  • What is about game mechanics and kindness?
  •  
  • 1. Which social media channels?
  • The honest answer
  • Depends on who you are
  • There are clear winners and losers
  • http:// www.engagementdb.com /Report
  • Consumers look for the prom kings, brands that help them connect: music and entertainment, food and beverages, gadgets, arts, non-profits and causes
  • Razorfish social influence marketing report
  • {Problem}
  • 99% of brands are not prom kings (430M brands in the world according to GetFugu.com)
  • And there are over 1 billion social media channels. Razorfish social influence marketing report
  •  
  • So?
  • Common sense
  • Fish where your fishes are
  • And
  • Yourself if...
  • Your employees? You add social connectivity and socially optimize your site(s)
  • Portable social graphs enable consumers to bring their friends, contacts and preferences with them on your website(s)
  • Facebook Connect
  • Google Friend Connect
  • Microsoft live messenger connect
  • 1. Quick registration 2. Improved social utility (comments / rating / sharing) 3. Data (whom they trust / recommend)
  • What’s next
  • Your options
  • Going very wide: usual suspects and new kids on the block Social TV Geo Social Networks Social Gaming
  • Going wide: focusing on the usual suspects
  • Vertical Focusing on your vertical
  • My 50 cents
  • Deep Go deep on the usual suspects and go vertical on at least one channel in your industry
  • Thank you for telling me what I already know
  • But where am I supposed to go vertical ?
  •  
  • Social media acts as an information filtration tool, so any service that acts as a filter in your industry is a good channel for your brands: Discovery services
  • and...
  • any service that rewards people attention is a good channel
  • game mechanics reward people attention
  • So services built on game mechanics are good channels
  • Social Networks are built on game mechanics
    • Collecting
    • Points
    • Feedback
    • Exchange
    • Customization
    = ENGAGING USER EXPERIENCE
    • Collecting
    • Points
    • Feedback
    • Exchange
    • Customization
    = ENGAGING USER EXPERIENCE Social Networks are built on game mechanics
    • Collecting
    • Points
    • Feedback
    • Exchange
    • Customization
    = ENGAGING USER EXPERIENCE Social Networks are built on game mechanics
    • Collecting
    • Points
    • Feedback
    • Exchange
    • Customization
    = ENGAGING USER EXPERIENCE Social Networks are built on game mechanics
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
    = ENGAGING USER EXPERIENCE Social Networks are built on game mechanics
  • Discovery services based on game mechanics are perfect channel to publish your content, engage and reward
  • Music Discovery
  •  
  •  
  • Gain more reward by raising the adventure meter to listen to unexplored songs
  •  
  •  
  •  
  •  
  • Retail Discovery
  • Encourages users to discover new places and explore their neighbourhood. Friend Finder MOBILE app game Social city-guide
  • The NBC-owned cable network BRAVO, has  partnered  with cosmetics retailer Sephora to reward Foursquare      users who unlock the Bravo  Real Housewives badge, with $100 Sephora gift cards at select stores in New Jersey and New York over the next four weeks.
  • The  City of Chicago ’s tourism office,  Explore Chicago  wants to encourage visitors to experience the city as  Ferris Bueller  did by engaging them in determining the route(s) that will ultimately earn them a Ferris Bueller badge on  Foursquare . The Explore Chicago giveaway (a free trip to two out-of-towners) was  posted on  Foursquare’s Facebook Page , inviting users to leave a comment with the scene they’d like to recreate from the movie. Their contribution in the form of a post enters them into a giveaway for a chance to win two Southwest Airlines tickets, a hotel stay and museum passes.
  • Finance Discovery
  • Shopping Discovery
  • TV discovery
  • leverage the presence of show fans on social networks and incentivize them with points for engaging with content — i.e. watching videos on NBC.com, Liking shows, chatting and recruiting friends. Points can be redeemed for goodies like NBC merchandise, show previews, virtual goods, badges and sweepstakes entries. NBC ‘Fan It’
  • Mobile apps discovery
  •  
  • Entertainmentdiscovery
  •  
  • Summary
  • - Social Connectivity -Usual Suspects -Vertical with discovery services that reward people
  • 2. Build your social brand around your customers* * Or how to create conversation and buzz around them so that it can be harnessed
  • Social feeds have enabled content discovery through friends Overwhelmed with choices, consumers turn to each other...
  • Influence
  • in its simplest form
  • Enabling key audiences to become ambassadors (and leveraging your people?)
  • As consumers can more easily rely on trusted personal relationships to determine what’s worth reading, watch, play and buy
  • Brands need to -know who influences perception, -optimize their connections with the social web -continually enhance their users 'on site social experience -analyse the results to improve their social strategy
  •  
  • How to? Hub
  • Adding social connectivity > connect your site to the social web in a way that maximized the number of potential participants: -key influencers -social influencers -known influencers 1
  • Enhancing the connected experience > enabling users to share content with their social networks and to interact with friends while on your website 2
  • Improve your efforts through advanced social analytics > monthly and yearly growth in traffic referred , average number of completed shares, average numbers of referred visits... 3
  • Publish your efforts onto others social channels 4 b c d e f Plan your story Listen* : addressed in last part Publish*: addressed in first part Engage / Reward Influence Activate a
  • “ The case study”
  • DDB Canada traditional media campaign for Knorr’s low –sodium packaged meal: Salty, no longer needed at the dinner table … http:// www.youtube.com/watch?v =AYTkn1w8HUI
  • After conversations start through traditional media, they brought Salty to life on social media
  • DDB team engaged with consumers in character on Twitter
  • Users were encourage and activated to participate with Salty through activities like photo Contests
  • Through the social sites, Salty could come to life and engage with consumers, who Would use their influence to forward, fan and like him
  •  
  •  
  • Now, if I was working with that brand...
  •  
  • I would have sponsored this and used the same mechanics
  •  
  • 3. How much is too much?
  • You self promote
  • At a minimum, it has to be a dialogue
  • Our Commenting Policy BP has created this Facebook page to engage the public in an informative conversation and dialogue about our efforts associated with the oil spill in the Gulf of Mexico. We want our page to be an appropriate forum for everyone. The conversations should be constructive, respectful, and contain language that is appropriate for all groups and ages. We reserve the right to disallow comments that are obscene, indecent, profane, or vulgar; contain threats or personal attacks of any kind; contain offensive terms directed to ethnic or racial groups; are defamatory, libelous or contain ad hominem attacks; or promote or endorse a product or service.   BP is not sharing feedback. It turned off comments on YouTube. BP has en extensive commenting policy against criticism
  •  
  • Still, the soundness of that strategy is in question. As the creator of the satirical  @ BPGlobalPR  Twitter account put it in a blog post: "If you're a company or if you're trying to advertise something, you can't make people follow you. This isn't the TV, where we force people to sit and listen to your crap during a Real Terrible Housewives show commercial break."
  •  
  • You don’t deliver
  • The Outnet The sale crash led to a Twitter trending topic as well as the creation of a Facebook group called The Outnet stole my Friday .
  • Even apologizing in public did not work
  •  
  • Did not deliver
  • You are not Kind
  • You interrupt It is this lack of sensitivity and preference for interruption rather than willingness to have a conversation that annoy people 1
  • You don’t treat others the way you would treat a close family member 2
  • You lie to my mom 3
  •  
  • Lied to my mom
  • 1-You self promote 2-You don’t deliver 3-You are not kind
  • 4. Staying in tune Only then maybe should you work out what to promote on your fan page or Twitter account
  • 6 steps for your measurement (brand reach / sentiment)
  • The total share of consumer conversations your brand has online • The degree to which consumers like or dislike your brand when they talk to each other about you online — consumer sentiment
    • Why do you want to listen?
  • Business Objective Key Performance Indicator Vendors to Watch Foster Dialog Share of Voice Alterian SM2, Radian6, Scout Labs, Statsit, Trendrr, Visible Technologies Audience Engagement Coremetrics, Webtrends, Radian6, Scout Labs, Converseon, Filtrbox (Jive), Visible Technologies Conversation Reach Alterian SM2, Radian6, Scout Labs, Social Radar, Statsit, SWIX, Trendrr, Visible Technologies Promote Advocacy Active Advocates Biz360, Filtrbox (Jive), Radian6 Advocate Influence Cymfony, Filtrbox (Jive), Radian6, Razorfish (SIM Score), Telligent, Twitalyzer, Visible Technologies Advocacy Impact Coremetrics, Omniture, Webtrends, SWIX, Telligent Facilitate Support Resolution Rate Filtrbox (Jive), RightNow Technologies, Salesforce.com, Telligent Resolution Time Filtrbox (Jive), RightNow Technologies, Salesforce.com, Telligent Satisfaction Score ForeSee Results, iPerceptions, Kampyle, OpinionLab Spur Innovation Topic Trends Alterian SM2, Cymfony, Filtrbox (Jive), Radian6, Scout Labs, Social Mention, Social Radar, Trendrr, Visible Technologies Sentiment Ratio Alterian SM2, Converseon, Cymfony, Filtrbox (Jive), Radian6, Scout Labs, Social Radar, Trendrr, Visible Technologies Idea Impact Biz360, Cymfony, Filtrbox (Jive), LugIron, Radian6, Scout Labs, Visible Technologies
  • The total share of consumer conversations your brand has online • The degree to which consumers like or dislike your brand when they talk to each other about you online — consumer sentiment
    • Which Channels?
    • Back to first part…
    • Of course, public discussions
  • The total share of consumer conversations your brand has online • The degree to which consumers like or dislike your brand when they talk to each other about you online — consumer sentiment
    • Value?
    • Can you explain to your boss
    • why that figure is important for
    • making a critical business
    • decision ?
  • The total share of consumer conversations your brand has online • The degree to which consumers like or dislike your brand when they talk to each other about you online — consumer sentiment
    • Repeatable metrics?
    • The old adage: “If it takes you
    • a week to produce a metric,
    • you are on your way to
    • catastrophic”
  • The total share of consumer conversations your brand has online • The degree to which consumers like or dislike your brand when they talk to each other about you online — consumer sentiment
    • Relevancy?
    • Make sure you or your supplier
    • don’t take into account data
    • you don’t want ( spam, press
    • release etc…)
  • The total share of consumer conversations your brand has online • The degree to which consumers like or dislike your brand when they talk to each other about you online — consumer sentiment
    • Manual effort?
    • There will always be manual
    • effort needed for a sentiment
    • analysis, make sure to take
    • that into account
  • Which listening platforms?
  • The leader
  • Unlimited number of users
  • Best for sentiment analysis
  • The most expensive
  • The cheapest
  •  
  •  
  • Comments
    • Data, Data & Data. Know how they're getting it
    • You need to understand the data sources of the listening platform provider. This is extremely important. Many of the listening providers use the same data sources which include third party aggregators like Boardreader and Spinner.  Know their data sources. 
    • A few providers aggregate the data directly from the social media platforms and do their own crawling too. That gives them much more flexibility to conduct deeper analysis, charge less for their product and give you more historical data.
  • 2. API Services. Make sure that's an option Ask the vendors whether they provide an API data feed so that you can conduct your own analysis on the data, present it with other business metrics and watch it in real time.  Definitely ask the cost of doing this too. There's no use in them providing an API feed if it is extremely expensive or if they force you to use their dashboard for any meaningful drill downs.
  • 3. Multiple Accounts & Workflow .  Look for it If you're working in a large organization, you know you won't be looking at the data alone. And when it comes to response, no one person is responsible alone for that either. As a result, allowing for multiple accounts and allowing for an internal workflow is becoming increasingly important. Look for that among the listening vendors, you'll appreciate having that in your system. It also creates an electronic paper trail which can be helpful for your legal department further down the road. 
  • 4.Sentiment Analysis. Still nascent Probably the most controversial subject in the social media listening space is sentiment analysis. Some experts believe that automated sentiment analysis is a farce saying that it is hard to get more than 50% accuracy which means that a lot of manual analysis is required. Others believe that automated sentiment analysis can get 70% of the way there after which manual sampling and the optimization of the rules is needed to fill the gap. 
  • 5. Deep Analytical Capabilities. Be aware of what you're getting Lighter monitoring use keyword analysis primarily to identify words associated with a brand. Others go deeper with linguistic, algorithmic and mathematical analysis along with semantic clustering to determine meaning and opinion too.  It is worth pointing out that the ones that go deeper than monitoring are also generally more expensive. Most of their buyers are account planners and market research departments versus PR and creative teams focused on campaigns.
  • 6. Geo-location, Segmentation & Language. Get ready to be disappointed Probably the area (even more so than sentiment analysis) that needs greater improvement in the listening vendor space is geo-location capabilities. This is of no fault to the listening vendors. It is just incredibly hard to identify the location of a specific user in social media.
  • The most important thing is to have properly empowered and trained people with the right attitude to resolving customer pain online
  • Summary
  • -Know your objectives: why are you listening -Understand your metrics and the impact on the business -the right attitude is to listen with kindness -You cannot use sentiment analysis to make critical business decision -You will need manual support (cost)
  • 5. So...
  • Focus your efforts on yourself with the usual suspects connect to discovery services that reward customers
  • listen and engage with the right attitude, with kindness
  • Thank you for giving me the opportunity to reward your attention
  • www. sinksource .net www.twitter.com/ vincentsider vsider2 @hotmail.fr I’d love to hear from you, so why not get in touch!