Introduction to Social media<br />Duncan Pringle <br />
Intro – Duncan Pringle- A History of Social Media<br />June 2005<br />BUZZ and CONNECTED Marketing<br />Brand Advocacy – N...
My Clients  <br />
Social Media Map <br />Brand/Product Awareness<br />Engage the Community<br />Events<br />Increase Profile<br />Sampling<b...
Where do your customers fit in?<br />
Social Media – The Brand Advocacy Cycle<br />The Five Steps<br />2. Strategic Plan<br />3.Engagement <br />    Creation<br...
Questions for You<br />1.   How do you think Social media can affect your marketing?<br />2.   Where do we want to go?<br ...
Social Media isn’t whether you master the technology or whether you annoy or delight your customers.<br />It’s whether you...
Nivea Goodbye Cellulite – Case Study<br /><ul><li>The brief – Launch a new brand with NO other media activity
Activity – To source fans of Nivea through outreach.
 Create a community of trialists for the new product
 Build a central blog hub for community conversation and feedback.
 Results – generated conversations in every postcode in the country.
 7,000 advocates signed up for activity over 3 months
 80%  of the yearly sales target reached in 8 Weeks</li></li></ul><li>Social Media Activity – Next steps<br />Nivea - Demo...
Nivea Hubs<br />
LEGO DUPLO Case Study won internal award for innovation 2009<br /><ul><li>The brief – generate awareness and interest in t...
 DBM created a central conversational hub to facilitate</li></ul>    dialogue from the community.<br /><ul><li> Parenting ...
 Sales increased year on year by 45% with no other</li></ul>    media activity.  <br />
Lego Hub<br />
This graph represents a 64% year on year increase in sales.<br />Referring parenting sites become the highest drivers of t...
Sales activity continued the year on year increase trend even after the activity.<br />LEGO DUPLO Consumer sales £ 2009 Vs...
Little ASOS Case Study<br /><ul><li>The brief – generate awareness and interest in the new </li></ul>    section and cloth...
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D Pringle Introduction 2010

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An introduction to my social media work.

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D Pringle Introduction 2010

  1. 1. Introduction to Social media<br />Duncan Pringle <br />
  2. 2. Intro – Duncan Pringle- A History of Social Media<br />June 2005<br />BUZZ and CONNECTED Marketing<br />Brand Advocacy – Net Promoter Score<br />Fred Reicheld<br /> ‘The Ultimate Question’<br /> How likely are you to recommend this company/product/brand to a friend?<br />Social Media<br />Social Media<br /> Connecting, Collaborating, Consuming, Sharing and Creating<br /> ‘Groundswell’ Charlene Li and Josh Bernoff<br /> Winning in a world transformed by Social Technologies<br />
  3. 3. My Clients <br />
  4. 4. Social Media Map <br />Brand/Product Awareness<br />Engage the Community<br />Events<br />Increase Profile<br />Sampling<br />Review/WOM<br />BUZZ<br />Facilitate Conversation<br />Applications<br />Social Media creative<br />Outreach<br />Campaign Hub<br />Research and Development<br />Long Term <br />Consumer Relationships<br />Reporting<br />Advocate Generation<br />Conversation monitoring/listening<br />SALES<br />
  5. 5. Where do your customers fit in?<br />
  6. 6. Social Media – The Brand Advocacy Cycle<br />The Five Steps<br />2. Strategic Plan<br />3.Engagement <br /> Creation<br />Listening<br />Ongoing <br />dialogue<br />4. Active Engagement<br />5. Evaluation<br />
  7. 7. Questions for You<br />1.   How do you think Social media can affect your marketing?<br />2.   Where do we want to go?<br />3.   What’s our long-term plan?<br />4.   How can we involve the consumer in developing the product, service, message, initiative or movement?<br />5.   What are the barriers to the behavior we want to influence? The benefits?<br />6.   What is our consumers’ current environment? Can we change it and how?<br />7. What problem can we help you solve?<br />8.   How can we add fun into the mix? <br />9.  What is success ?<br />
  8. 8. Social Media isn’t whether you master the technology or whether you annoy or delight your customers.<br />It’s whether you’re accomplishing a useful business goal and how you measure that success and prove it was worth it. <br />
  9. 9. Nivea Goodbye Cellulite – Case Study<br /><ul><li>The brief – Launch a new brand with NO other media activity
  10. 10. Activity – To source fans of Nivea through outreach.
  11. 11. Create a community of trialists for the new product
  12. 12. Build a central blog hub for community conversation and feedback.
  13. 13. Results – generated conversations in every postcode in the country.
  14. 14. 7,000 advocates signed up for activity over 3 months
  15. 15. 80% of the yearly sales target reached in 8 Weeks</li></li></ul><li>Social Media Activity – Next steps<br />Nivea - Demonstrating Growth of Activity with continued dialogue.<br />Goodbye Cellullite was first burst of activity, Q10 the fourth. Advocates contacted<br />all the way through.<br />
  16. 16. Nivea Hubs<br />
  17. 17. LEGO DUPLO Case Study won internal award for innovation 2009<br /><ul><li>The brief – generate awareness and interest in the new </li></ul> products.<br /><ul><li>Activity – 200 samples available for trialists.
  18. 18. DBM created a central conversational hub to facilitate</li></ul> dialogue from the community.<br /><ul><li> Parenting sites were contacted through outreach to </li></ul> allow their readers to participate.<br /><ul><li>Target – to generate 2,500 LEGO DUPLO advocates to </li></ul> drive community conversation and Word of Mouth<br /> around the new products.<br /><ul><li>Results – 80,000 parents mostly mums signed up and </li></ul> joined the conversation.<br /><ul><li>Trialing generated 99% positive feedback.
  19. 19. Sales increased year on year by 45% with no other</li></ul> media activity. <br />
  20. 20. Lego Hub<br />
  21. 21. This graph represents a 64% year on year increase in sales.<br />Referring parenting sites become the highest drivers of traffic to the blog roll with 90% of all visits<br />Two weeks after campaign launch on 9th March consumer sales start their upwards growth<br />LEGO DUPLO Consumer sales £ 2009 Vs 2008<br />REFERRING SITES (Blog Roll) Start Vs Current<br />% of total visits<br />9th March (week 11)<br />13th April (week 16)<br />
  22. 22. Sales activity continued the year on year increase trend even after the activity.<br />LEGO DUPLO Consumer sales £ 2009 Vs 2008<br />
  23. 23. Little ASOS Case Study<br /><ul><li>The brief – generate awareness and interest in the new </li></ul> section and clothing. With an aim to build a community of mums and<br /> advocates to increase brand recommendation and Word of Mouth.<br /><ul><li>Activity – DBM created a central conversational hub to raise</li></ul> awareness of the new section and facilitate dialogue from the community.<br /><ul><li> Parenting sites were contacted through outreach to </li></ul> allow their readers to participate. £300 of vouchers were available for 10<br /> winners one from each site participating. <br /> A fashion show involving their children was part of the fun.<br /><ul><li>Target – to generate 2,500 - 5,000 advocates to drive community</li></ul> conversation and Word of Mouth around the new section.<br /><ul><li>Results – 203 entries to competition, 8,058 advocates captured, parents mostly mums.</li></ul> 17,000 votes cast. 725 Comments on the blog generating page one link in naturalsearch.<br /> 15,000 unique users to the hub.<br />
  24. 24. Little ASOS Hubs<br />
  25. 25. Tresemme 24hourbody Case Study<br /><ul><li>The brief – build awareness and interest in the new products whilst improving NPS score
  26. 26. Activity – 200 samples available for trialists.
  27. 27. DBM created a central conversational hub to </li></ul> facilitate dialogue from the community.<br /><ul><li> Health / Beauty / Celebrity sites contacted through </li></ul> outreach to allow their readers to participate.<br /><ul><li> Results – Feedback collected from partnering sites </li></ul> which was fed back to Tresemme.<br /><ul><li> NPS Score improved from 5.4 to 8.9
  28. 28. Activity reached over 1m potential users. Number</li></ul> of Brand Advocates now stand at over 5,000 <br />
  29. 29. Elizabeth Arden Case Study<br /><ul><li>Drive awareness and trial of the new Ceramide Mascara by targeting key opinion formers to participate.
  30. 30. Connect with key influential bloggers with the aim of generating advertorial feature on blogs - including a call to action link for readers to receive 1 of 5,000 free samples.
  31. 31. Encourage consumer approval, conversation, trialling and purchasing.
  32. 32. Build WOM activity amongst blog readers to develop increased interest in the Ceramide Mascara within relevant communities across the blogosphere.
  33. 33. Positive buzz was created via the campaign with glowing reviews from bloggers and consumers.
  34. 34. Over 30,000 sample requests were received in the first two weeks of the launch.
  35. 35. Due to the overwhelming response the campaign deadline was brought forward by two weeks.</li></li></ul><li>Adidas Hub<br />
  36. 36. Microsoft Business Hub<br />
  37. 37. TorqueastraHub<br />
  38. 38. Contact Me<br /><ul><li>Duncan Pringle
  39. 39. 020 7382 6414
  40. 40. Duncan.pringle@teamw.co.uk</li>

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