Vocanic - Social by Design (Intro 2014)

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'Vocanic - Social by Design' introduces Vocanic's unique approach to managing and fully integrating Social Media in companies and brands with regards to their strategic and operational goals.

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  • O F R …………. S RSVP
  • Vocanic - Social by Design (Intro 2014)

    1. 1. Social media and beyond. Managing your brands in the social media landscape.
    2. 2. WHO WE ARE Vöcanic is the largest full service Social Media marketing firm in the region. Strategy | Technology | Engagement Management | Community Management | Social Media Analytics | Facebook Media Buying
    3. 3. OLDER THAN FACEBOOK 14 Feb 2005 YouTube is born 14 Jan 2005 VÖCANIC launches 21 Mar 2006 26 Sep 2006 Facebook officially launches 28 Mar 2010 Pinterest is born 21 Jun 2011 VÖCANIC JK opens Twitter is born 14 Mar 2010 VÖCANIC KL opens 06 Oct 2010 Instagram is born 03 Aug 2011 VÖCANIC BK opens to date close to 11 million fans We were social before social media got big.
    4. 4. WE ENGAGE PEOPLE To date, we manage our clients‟ communities totaling 11 million active fans on a daily basis.
    5. 5. WE BELIEVE The Power of Personal Recommendation is valued as the most trusted source of information before making a purchase decision.
    6. 6. OUR TASK the 10% of brand advocates who influence the ENGAGE buying decision of the DEVELOP other 90% FIND
    7. 7. WE PASSED THE STRESS TEST Many times… We manage web, mobile and multi-million social media communitites across the region for leading brands in Telco, IT, Automotive, Food & Beverage, Consumer Goods, Retail, Banking and Tourism just to name a few. Challenge us!
    8. 8. A TRUSTED PARTNER All brands of Unilever in Indonesia are using our technology for social media management & analysis! More than 63 million Indonesians follow these brands!
    9. 9. OUR CONSULTATIVE APPROACH SOCIAL BY DESIGN STRATEGY Social Media (Readiness) audit and consultation Strategy based on client’s strategic and operational goals TECHNOGOLY & PLATFORMS VSocialTM - Enterprise-scale social conversations management platform V.O.CTM, GroundswellTM, IDXTM, SSSOTM, Planned Crisis, Loyalty, CRM* PROGRAM MANAGEMENT Campaign development and media plan based on brand goals Design, mechanics, development, launch, maintenance ENGAGEMENT MANAGEMENT Pro-active & re-active community management, O>F>R Planned Crisis Management, Analytics & Reporting INSIGHTS & ANALYTICS Social Community Analysis (social graph, sentiment…) Campaign analytics, SLA tracking, *seamless integration of social data with customer CRM data
    10. 10. OUR PROPRIETARY PLATFORMS VSOCIAL MISSION CONTROL SSSO SOCIAL CS Enterprise-grade social media conversation management platform, enabling us to capture and save personal (social) data of people connecting with your social media channels, web- & micro sites, WIFI hotspots etc. Social media based monitoring tool allowing us to track geo-coded conversations (posts and tweets) and plot them on a map in order to evaluate social conversations and to identi-fy potential network issues. Single Social Sign On technology layer across all of your digital assets, platforms and channels facilitating personal identification of users and fan acquisition via visiting any of your web based channels. Social Customer Service channels allowing users to raise their issues and questions to your brand through social media (Twitter, Facebook…). We make sure every customer is heard and replied to. GROUNDSWELL IDX REFERRAL TRACKING PLANNED CRISIS TOOL Our referral tracking engine allows us to run Facebook campaigns with specific incentives for participants who can successfully recruit new members and users. A tool/platform specifically designed to anticipate planned crisis (e.g. price increase, product change…) Algorithm-based key influencer identification system utilized as basis for influencer-driven campaigns (i.e. amplification of promotions with the help of supportive key influencers). IDX (or: IdeaXchange) allows us to crowdsource opinions and suggestions in text, picture and video format among your brand‟s audience.
    11. 11. MULTI AWARD WINNING AGENCY Who we are… We are an award-winning Social Media Marketing Agency and we were here before the hype started. We  believe  that  an  individual’s   positive recommendation of a brand to their friends is the best form of endorsement for that brand. 2013 & 2013 Agency of the Year – South East Asia We blend our knowledge of Social Media with our Passion for Brand Advocacy resulting in a relevant, remarkable & measurable customer engagement. 2013 - Marketing Excellence Awards - StarHub (Customer Loyalty) 2013 - Customer Loyalty and Engagement Awards - StarHub - Best use of Brand Advocacy 2013 - Marketing Excellence Awards - WingTai/I.T. Labels
    12. 12. SIMPLE QUESTIONS – ONE CHALLENGE Are you managing your communities effectively and in an efficient manner? Are you gathering actionable insights from your audience? Are you sure you are utilizing social media optimally? ? ? PREPAID ? ?
    13. 13. HOW DO YOU MANAGE YOUR COMMUNITIES? For businesses, community management is too complex to manage with native tools: • • • • • • • • • • • • • • Several Facebook pages Several Twitter accounts Security risks Issue tracking Audit trail Drafting posts Authorizing posts High volume of posts Threaded conversations Several social media managers (internally and often in different agencies) Negative comments on official SM profiles Customer Service escalation (ticketing) Sentiment tracking Quality control …and the list goes on!
    14. 14. GUESS LESS – KNOW MORE For marketers, the new opportunity is actionable customer insights: • What is the conversation your audience is having with your brand? • What topics are they talking about & how do they feel? • Who are your community members? – What are their interests? – Who do they influence? – Where are they? LOSE YOUR BLINDFOLD!
    15. 15. WHAT IS SOCIAL CUSTOMER SERVICE? Drive better relationships with your social customers – transform them into loyal brand advocates. Customer service then… …Customer service now
    16. 16. WHAT IS SOCIAL CUSTOMER SERVICE? Your call center has customer service goals. So should your social customer service channels! • • • • • • Time to respond Open / closed conversations Number of conversations moved to private messaging Customer satisfaction Service level Sentiment 71% of respondents who have had a positive experience with social care are likely to recommend the brand.
    17. 17. WHY CUSTOMER SERVICE THROUGH FB? • • • • • • Drive complaints off the Brand Timeline to a branded Facebook support application Get your fans‟ Facebook Profile data on submit Involve the community in helping to answer questions by making queries App is accessible via mobile (!) too Fully integrated with VSocial Process queries through VSocial Community Manager (or escalate if required) StarHub AXIS AQUA SMRT
    18. 18. ARE YOU SOCIALLY RESPONSIVE? Your response rate should be 100% Bear in mind: your customer‟s friends may see his complaint… …act fast! You don‟t want this to go viral!
    19. 19. ARE YOU SOCIALLY RESPONSIVE? Time to reply expected by your customers… More than half of all customers using social customer service expect a reply within one hour. We help you to meet this challenge!
    20. 20. ARE YOU SOCIALLY RESPONSIVE? There‟s room for improvement Brands across all industries only manage to respond to a part of all customer queries and complaints in social media. Be better! Be faster! Impress!
    21. 21. INTRODUCING VSOCIAL
    22. 22. A little bit of Alice… You can only measure what you know! VSocial is the basis for highly efficient and effective management of social media communities and campaigns, and facilitates the collection and storage of social fan data.
    23. 23. THE BASIS You can only measure what you know! VSocial is the basis for highly efficient and effective management of social media communities and campaigns and facilitates the collection and storage of social fan data.
    24. 24. Nestlé BMs query post/reply • All conversations/queries of - all FB pages - all Twitter account - other SM - email & contact forms - CS applications • Conversation audit trail - status - conversation ID - threaded conversations - time stamp (SLA tracking) • Draft/schedule/post • CS escalation/ticketing • Conversation tagging • Sentiment tracking • Utmost security Nestlé CS Social CRM Loyalty query/reply query/reply single social sign-on Vocanic Social Response Center content creation escalation/ticket Vocanic designers and copywriters a Social Media (CS) conversation management platform log-in ID log-in ID
    25. 25. WHAT IS VSOCIAL? • • manages conversations at enterprise scale between a brand‟s audience & internal stakeholders. includes customer care agents & community managers (internal and external) Some of the benefits include... • • • • • • Audit conversation from Facebook, Twitter, Google+ and more Consistency of response from community management teams Security to limit risk of having your social platforms corrupted or mis-posts from occurring A fail safe to ensure no customer interaction is missed or left hanging Ongoing social data collection (every time your fans interact with your digital touch points) Consistent analytics and reporting (communities, fans, campaigns, agents)
    26. 26. POWERFUL Community Management • • • • • • • • • • Manage Social Conversations from multiple sources in one screen Threaded Conversations Ticketing, review queues (escalation) Multiple-agent workflow built in Scheduled posts & drafting Post Categorization by Tagging Sentiment tagging Post Status indication Full-text search & tag search Audit Functionality for compliance Stay in control!
    27. 27. SMART Conversation Management The right-side edit pane shows the unique conversation ID and allows the community manager to write an internal comment, change the status of the conversation, assign/escalate the conversation to another agent, tag the conversation with sentiment and custom tags (e.g. product category, issue…) and to delete the post from the social media Point Of Presence (e.g. in case of Spam). At the bottom the conversation log shows all interactions with this conversation. Every new comment, post or tweet is marked as „NEW‟. Once the community manager is working on it, status changes to „OPEN‟ automatically.
    28. 28. INTELLIGENT Do our fans prefer Ari Lasso or Rihanna; Tehbotol or Pepsi? • • • • • Segment your fans by interests See which of your competitors they like Segment your fans by demographics See who has the biggest influence among your fans See all data your fans leave on FB …and many more insights! Know your fans better than they know themselves! Fans Insights allows you to set filters and to analyze your fan base at unprecedented levels of details. The standard dashboard provides: Gender count, Age distribution, FB Country (location), Referral distribution, Shares distribution, Facebook page likes, Facebook page categories (what topics / categories do people like, e.g. Music, Food/Beverage, IT, TV Shows…)
    29. 29. HELPFUL Check before you respond! • Look up the user before you respond. Is this user an influencer? • Combine social graph and campaign data on users for future marketing needs User Insights allows you to analyze a user in every conceivable detail (accessible through the user profile on social media). Every track the user left on Facebook (since the start of using VSocial), it‟ll be in here.
    30. 30. INFORMATIVE The Reports section provides access to pre-generated reports and allows community managers to generate individual reports. Furthermore, customized (weekly, monthly) reports appear in the main report menu. Always up to date with Vsocial: • Social Media Channel Performance • Campaign Performance • Community Management Statistics • Agent Performance (SLA)
    31. 31. PUT IT THIS WAY Think of Facebook as a CRM database… …there is nothing more up to date! (and people grow & verify it every day)
    32. 32. THE TRANSPARENT CUSTOMER name, age, gender phone number education email address work friends referrals events he has attended purchases family members favorite music, food, celebrity, movies… demographic data post address cost of acquisition KNOW THESE … AND MANY MORE DETAILS influencer level competitors he likes sentiment / mood time spent with your brand
    33. 33. NOW IMAGINE… …you could use all this data to optimize your marketing communication & customer service! Isn‟t this what we‟ve been long dreaming of? (it‟s not a dream anymore)
    34. 34. BE CUSTOMER CENTRIC Brand website Brand campaign BRAND A ONE CAMPAIGN MODE content based on user profile BRAND B CAMP. WIN Consumer A PRIZE BASED ON USER PROFILE BRAND C SOCIAL PROFILE Brand website Brand campaign BRAND B LIKES ONE CAMPAIGN MODE content based on user profile BRAND E Consumer B BRAND K CAMP. WIN PRIZE BASED ON USER PROFILE CRM LOYALTY
    35. 35. WHAT OUR CLIENTS SAY EMAIL TO VOCANIC, 25 SEP 2013 NOTE: Community management done by Vocanic + use of VSocial
    36. 36. VSOCIAL IN DETAIL Find a VSocial introduction video here: http://www.youtube.com/watch?v=l3L9RZQsE4k
    37. 37. VSOCIAL DASHBOARD The dashboard provides a bird‟s view perspective of all fans and followers in the VSocial database.
    38. 38. FAN INSIGHTS (1) Fans Insights allows you to set filters and to analyze your fan base. The standard charts provided are: Gender count, Age distribution, FB Country (location), Referral distribution, Shares distribution, Facebook page likes (what other pages do people like), Facebook page categories (what topics / categories do people like, e.g. Music, Food/Beverage, IT, TV Shows…)
    39. 39. FAN INSIGHTS (2)
    40. 40. FAN INSIGHTS (3) The data of every chart can be viewed in a table/list view and be further drilled down. Customized reports can be further detailed, e.g. for a localized campaign: “What music band does the majority of our fans in [city] like…”
    41. 41. CAMPAIGN INSIGHTS Campaign insights let you track the performance of every campaign separately. The table view provides further details and allows do download and extract the according data for further manipulation and analysis.
    42. 42. COMMUNITY MANAGER INSIGHTS (1) Conversation Statistics are useful to track and survey the performance of the community managers. It can be viewed as aggregated data set or at the level of individual Points Of Presence (social media channels), within a certain period of time (to be set on the far left). Number of replies within certain duration.
    43. 43. COMMUNITY MANAGER INSIGHTS (2) VSocial can also report on the individual performance of community managers within a certain period of time.
    44. 44. USER INSIGHTS (1) User Insights allows you to search for any and every user (fan) who is in the VSocial database. Once found, VSocial provides a full summary of the social profile of the user.
    45. 45. USER INSIGHTS (2) User Insights allows you to analyze a user in every conceivable detail (accessible through the user profile on social media). Whichever track the user left on Facebook (since the start of using VSocial), it‟ll be in here.
    46. 46. USER INSIGHTS (3) The table view allows you to drill deeper and see this specific user‟s interests.
    47. 47. COMMUNITY MANAGER SCREEN (1) Community managers can be assigned to all or only specific Points Of Presence (FB page, FB app, Twitter channel…). The main window shows all conversations including their conversation threads in real-time. Every conversation gets an ID and a timestamp, so it can always be traced and tracked back. You can reply right from this screen into FB, TW and soon YT and Instagram. Posts can be scheduled or posted immediately, incl. photos, videos, links etc. – just like on the social media platforms. Statuses indicate the stage in which a conversation is, and notifications on the top avoid that no drafts, assigned posts and scheduled posts are ever missed.
    48. 48. COMMUNITY MANAGER SCREEN (2) In the left-hand pane the community manager has several filter options: • • • • Filter by conversation status (new, open, …) Choose the specific Point Of Presence he would like to look at (FB page, PB app…) Filter by tags (that have been assigned to conversation) Filter by popular tags (tag cloud)
    49. 49. COMMUNITY MANAGER SCREEN (3) Write (or draft) a post or tweet, add photos, videos or a link and choose to post it immediately or schedule it for a later point in time for all social media channels (Points Of Presence) you have access to.
    50. 50. COMMUNITY MANAGER SCREEN (4) The right-side edit pane shows the unique conversation ID and allows the community manager to write an internal comment, change the status of the conversation, assign/escalate the conversation to another community manager, tag the conversation with sentiment and custom tags (e.g. product category…) and to delete the post from the social media Point Of Presence (e.g. in case of Spam). At the bottom the conversation log shows all interactions with this conversation. Every new comment, post or tweet is marked as „NEW‟. Once the community manager is working on it, status changes to „OPEN‟ automatically.
    51. 51. COMMUNITY MANAGER EMAIL ALERT A notification will be sent to the community manager who is assigned a conversation for further handling. The link in the email leads to the assigned/escalated conversation in VSocial.
    52. 52. PLATFORM SEARCH All conversations in the history database can be searched/filtered by certain tags/categories/users and free text.
    53. 53. CONVERSATION ASSIGNMENTS In the Assignments tab the community manager can view all conversations (filtered by Point Of Presence) that were assigned / escalated to him by another colleague or outside community managers.
    54. 54. DRAFTING CONVERSATIONS In the Drafts section the community manager can see all conversations that are drafted but not yet published in the various channels.
    55. 55. SCHEDULING CONVERSATIONS The Scheduled Posts section shows the community manager an overview of all scheduled contents in the various social media channels (Points Of Presence). The posts can be edited and rescheduled here too.
    56. 56. COMMUNITY REPORTS The Reports section provides access to pre-generated reports and allows community managers to generate individual reports. Furthermore, customized (weekly, monthly) reports appear in the main report menu.
    57. 57. ANALYTICS WITH VSOCIAL You can generate comprehensive reports, e.g.: – Growth/performance of community in all channels • – – – – – – Facebook, Twitter, etc. Engagement rates, likes, total reach, virality Campaign performance (timeline, engagement…) Sentiment analysis Category analysis (what are people talking about) Content analysis (successful/impactful vs. less well-received content SLA analysis (how do community managers perform) …and plenty more. Just let us know what you need!
    58. 58. MISSION CONTROL
    59. 59. WHAT IS MISSION CONTROL? Mission Control allows you to identify potential issues and real-time marketing opportunities by tracking conversations in the social media space. The system feeds the Mission Control screens with data retrieved from conversations (either on your own platforms or via #hashtags) and location data. Geo-coded conversations are plotted on a map, which allows the Customer Service team to pro-actively investigate areas where many conversations happen within a short period of time. StarHub Customer Care could identify four network issues within the first month of usage, before the internal technical team got aware of them! 59
    60. 60. StarHub Social Hub by Vocanic
    61. 61. CUSTOMIZATION Mission Control can be customized in terms of design and data visualization according to the customer‟s requirements and preferences. Let us know what you need! 62
    62. 62. INFLUENCER AND ADVOCACY MANAGEMENT
    63. 63. WHAT’S THE POINT? Traditionally, brands increase media spend to increase reach and impact on the market. This is called push-marketing. We believe that the power of personal recommendation is stronger than any billboard. Therefore, we identify influencers and brand advocates in your communities and utilize them to spread and amplify your marketing messages. Simply put – it‟s people talking to people. It creates more and long-term trust. And more conversations around your brand. Without spending the extra „media‟ dollar. 64
    64. 64. WHO DO WE REALLY WANT TO TARGET? The influencers other brands want Top tier of influencers within each category with the widest reach Reach The influencers we want • • • Active on social platforms Have above average reach Eager to be engaged by brands Influencer 65
    65. 65. WHO ARE THEY BY DEFINITION? INFLUENCER ADVOCATE Useful for Creating buzz, drive awareness Drive action Typical profile Blogger, expert, celebrity Highly satisfied customer Mostly know Little details about your product and brand Many details about your product and brand Defined by Size of audience How likely they are to recommend your brand Motivation Grow audience Help friends Advocacy & Loyalty Short-term Long-lasting Genuine passion maybe yes Incentives needed? Typically yes: product trials… Typically no AFFILIATE (FAN) Combines the upsides of influencers and advocates, especially great reach combined with genuine passion.
    66. 66. HOW DO WE TREAT THEM? Back rising stars instead of paying for advocacy! OFFER THEM PRIORITY, EXCLUSIVITY, RECOGNITION
    67. 67. THINK ABOUT THE VALUE EXCHANGE THEY WANT Free Stuff Great stories Not to be dictated to - brands to listen - brands to engage THEY HAVE Free Time Networks Opinions Insights WE WANT WE HAVE Sales Time Networks Opinions Insights Product Access Platforms Audience
    68. 68. HOW DOES THIS WORK IN PRACTICE? 1 RECRUITMENT 3 SOCIAL TASKS 2 IDENTIFY INFLUENCERS 4 SEGMENTED COMMUNITIES
    69. 69. CREATE RECRUITMENT POINTS FACEBOOK WEB & MOBILE TWITTER TARGETED INVITATION CS APP Set recruitment points against where people are already engaging with you or talking about you.
    70. 70. DATA COLLECTION & MATCHING SOCIAL GRAPH NAME AGE GENDER EMAIL LIKES FRIEND COUNT ENGAGEMENT MENTIONS LOCATION Identified Influencers RECRUITMENT DATA MOBILE NUMBER TELCO CURRENT TELCO PLAN OTHER REQUESTED DATA Identified Advocates CUSTOMER DATA NPS SCORE ARPU RELEVANT BILLING DATA Affiliates
    71. 71. UTILIZE VSOCIAL Central unfied database to collect and screen particpant data
    72. 72. SCORING SYSTEM TYPE METHOD Invited Based on reach of their own social platforms. Enter the program via exclusive invite. Expect low take up Influencer Based on bespoke developed social score via Vsocial data points and/or Klout score Advocate Based on above influence score and customer score i.e. NPSe Affiliate Based on participation in either influencer or advocate program. Aspirational program
    73. 73. EVALUATE SOCIAL SCORE KLOUT IS NOT EVERYTHING! We combine a person‟s KLOUT score (i.e. online social score) with the results of surveys we developed in collaboration with leading sociologists. This way we can can determine how „sociable‟ a person is – online and in real life.
    74. 74. ASSESSMENT SCREENING & MONITORING INFLUENCER (high social score) ADVOCATE (high NPS, >avg. social score) AFFILIATE (FAN) (long-term ifluencers, advocates) RECRUITMENT Inner Circle Content Collaboration Ambassadors Crowdsourcing, Self Help Community Regular campaigns Sales campaigns Loyalty program
    75. 75. AN INFLUENCER MERVYN LEOW 1,151 Friends & 33 Liked Fashion Pages https://www.facebook.com/mervynleow 15,131 Tweets, 265 Following & 303 Followers https://twitter.com/LeowMervyn AN ADVOCATE ZHONGZHI GOH 3,169 Tweets, 50 Following & 143 Followers https://twitter.com/zhongzhigoh Positive Mentions 100+ Helpful Tips to Friends 30+ Present in 3 x Forums AN AFFILIATE 300 Friends & 6 Liked Fashion Pages https://www.facebook.com/DJalife/ 151 Tweets, 137 Following & 60 Followers https://twitter.com/EBE_2 Participated in 3 x brand contests this year
    76. 76. EXCLUSIVE REGULAR ACTIVITIES Need to be defined by the client and their marketing calendar. 1. TASK 2. MANAGE THIS WEEKS ASSIGNMENT Try on clothes from head to toe that are found in i.t Labels Singapore and take a photo! 3. MONITOR 4. REWARD THIS WEEKS REWARD Generate the most conversation and receive 2 x tickets to BKK fashion week
    77. 77. SOLVING ISSUES WITH CROWD SOURCING Brand identifies Topics Problem solving influencers get rewarded Brand Shares Topics with Influencer Group Influencer Group discusses and highlights concerns and feedback Issues get resolved Brands takes key points into consideration and action
    78. 78. SOLVING ISSUES WITH CROWD SOURCING Enters URL User VOC Survey (mobile) 5 brand advocates will be chosen VSocial Plugin, identifies Influencers Sign in via Facebook Connect 4 Weekly Tasks, sharing their tasks in the Facebook Group Completes Survey 8 Weekly Tasks, sharing their tasks in the Facebook Group Influencers shortlisted/ chosen Creates a private Facebook Group with the 50 advocates Activation How to identify influencers and advocates.
    79. 79. SET REASONABLE GOALS Before setting goals define your business objectives then establish your social goals, for example: - Sentiment change Footfall NPS imporvement Engagement & Earned media Trackable sales targets
    80. 80. RESOURCE CONSIDERATIONS Below are the skill sets required for year one. Who provides these skill sets is to be discussed Influencer Management and Engagement Team Management and Coordination Social Analytics Content Creation and Engagement Project Management and Technology Delivery
    81. 81. SUMMARY Web assets ANALYTICS SOCIAL SCORE NET PROMOTER SCORE SENTIMENT COMM. MGT SOCIAL MEDIA CAMPAIGNS Identify influencers, advocates and affiliates. Optimize marketing communication throughout all disciplines.
    82. 82. Let’s talk. Florian (Flo) Jungbauer  flo@vocanic.com  0811-9445441

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