User JourneyTHE AUDIENCE EXISTS ACROSS THIS WHOLE LANDSCAPE NOWWhen you want to research a product or service, complain, get compensation find out about CSR or ethical sourcing, you use a range of sites, often starting with GoogleUser Journeys are planned across the brand owned and none brand owned channelsCampaign planning & creative strategies stretch across content for all these channelsAnalytics is about measuring the affect of activity across all these channels (driving traffic to the brand site, affect on brand perception, direct lead generation)
Channels all have different uses tailored to their audience:Twitter – Customer service & content sharingFacebook – Hub for engaging content like video & photos – campaign ledInstagram – Photo sharingYouTube – Video hosting – CSRFoursquare – Loyalty rewardsApp – M-Commerce & Loyalty rewards
Importance of bringing social into the offline space – uses ‘social media walls’ – monitors in stores streaming live customer tweets. Build awareness for social channels with offline marketing.
Important to mention that they employ active social media monitoring tools to listen to criticism and can instantly respond. 76% who hear about bad customer service via social media will intentionally avoid doing business with the offender.
Difficult for banks to undertake social media due to industry regulation – but this doesn’t excuse a poor brand strategy! Don’t do half hearted attempts at social media.
Customers confused by multiple accounts – and inactivity and lack of monitoring detrimental.
Search = brand visibility
Here are the kind of changes that happen to a brand’s search engine ‘real estate’ when crisis happens. If a site doesn’t have good SEO, or ‘social media’ properties, they’re outranked by news sites (considered authority sites by Google). Lufthansa, though responding in social, are not utilising their social properties effectively & thus, they cannot control these results. I would predict that by the end of the day, the video footage will be visible at the top of the results pages, alongside pictures at the bottom.
Innocent is a great example of the audience segmentation principlesScholtes are using:They don’t sell directly to the end consumerThey sell to retailers & appeal to the customer
Lessons – don’t make assumptions about what you think is happen – take Qs from real time evidence – Monitoring is key
Oxford Brookes University Lectures, with Freestyle Interactive: Social Media & Business
Social Media Marketing<br />Oxford Brookes Lectures<br />
Brand sites are part of a much bigger landscape<br />Forums, blogs, media & review sites, social media<br />Anyone can publish content & have a voice<br />If it’s relevant to enough people…<br />It will gain momentum<br />AND affect Google results!<br />The Digital Landscape has changed…<br />
Content tailored to different audiences<br />Twitter - 1.7m followers<br />Foursquare - 260,000 followers<br />Facebook - 25.5m Likes<br />Instagram - 160,000 followers<br />App – More than 3 million customers paid through the app<br />YouTube - 7m views<br />
Multi platform approach.Mobile, social, geo-location & photo. Early adopter experiments with new platforms like Instagram & Foursquare.<br />Content specific to each platform & audience.Think about what the audience wants e.g. Twitter for customer service, Instagram for high quality photos & Foursquare for loyalty rewards.<br />Engages & listens to the customer rather than broadcasting at them.<br />Use offline stores to promote their social activity – free WiFi, rewards loyalty/check-ins.<br />Why does Starbucks Social Media work?<br />
John Lewis on Twitter<br />Supports conversation with engaging content – user generated content in video, images, blogs.<br />Open & transparent response to complaints. Fast response time.<br />P2P conversation. Engaging with audience, listening to @mentions & RT’ing positive tweets<br />Broad content focus – e.g. using National Literacy week to promote childrens books & content<br />
Content: John Lewis has a healthy balance of content creation and curation. Utilises a wealth of rich and engaging video and photo content – doesn’t sell with prices/deals but with content.<br />Tone: The tone of the Twitter account is personable and friendly, avoids being too brand focussed and feels like an actual person (helps create better relationships with the customers)<br />Timing: Regularly updated and responds to queries and complaints quickly, but at the same time doesn’t over-tweet and flood customers timelines.<br />John Lewis formula for success <br />@johnlewisretail<br />Tweets: 2264<br />Following: 7,567<br />Followers: 11,728<br />Klout: 60<br />56% positive sentiment<br />23% negative sentiment<br />(Social Media Monitoring tool Brandwatch)<br />
Illegal Jacks<br />SOCIAL MEDIA STRATEGY<br />
48% of small and medium enterprises (SME’s) use social networks to help establish future growth for their business<br />Mexican restaurant in Edinburgh ‘Illegal Jacks’ that incorporates Facebook, Twitter and Foursquare to market their brand and speak directly to customers:<br />SME: Illegal Jacks restaurant<br />2,934 Likes<br />2,919 Followers<br />2,057 Check-ins<br />
BUT it isn’t about the numbers game, it’s the content they use to engage their community.<br />LEFT: Great example of community engagement – suggest an idea, earn feedback and then act on that. This makes the community feel more affinity to the business.<br />Don’t force content, don’t shout – converse. Create an engaging community and you’ll create an engaged customer/brand advocate.<br />Engage with your community<br />
Have conversations<br />Don’t talk about yourself – listen to others – ask your customer what they want.<br />Keep talking – don’t fall victim to a half-dead Twitter feed/Facebook page.<br />Reward loyalty from customers who help raise your profile<br />Be honest, friendly and helpful – treat social media as you would treat a customer in store.<br />Lessons to learn, be social!<br />
Social media chaos<br />Fail to secure brand – NatWest have failed to secure the @natwest account, which is owned by a 21 year old which leaves them open to a potential PR disaster. Account is increasingly mistaken for the bank:<br />Confusion – NatWest have fragmented their social presence into 14 different accounts based on region and past marketing campaigns, thereby confusing the user and this creates doubt about the validity/security of these accounts.<br />No cohesive strategy in place.<br />?<br />
Inactive, confusing & broadcast<br />NatWest broadcasting<br />No engagement - Content from regional accounts is broadcast, infrequent and only ever brand promotion.<br />Failure to listen - NatWest doesn’t appear to employ active listening, as such complaints and queries are ignored.<br />Negative response - According to Brandwatch, 63% of all mentions in relation to NatWest are negative.<br />Brandjacked NatWest account<br />Angry customers left unanswered<br />
Manage TNT’s online reputation during fulfillment of iPad & iPhone.<br />Provide a round the clock customer service through social channels and a<br />programme of monitoring, customer outreach & engagement, crisis planning<br />reputation and SERPs management<br />
Issue<br />Topman’s clothing range<br />included t-shirts with ironic slogans <br />General public felt the slogans were<br />offensive and criticised<br />Social media was where the <br />criticism started<br />
Topman issued an official statement – within 24hrs<br />Apologising<br />Taking responsibility<br />Taking action<br />Thanking<br />Reputation Management<br />
Twitter Timeline<br />Women’s rights and pressure groups pick the story up.<br />14th 09.06. Story Tweeted by influential comedian. RT 200+ times<br />13.20<br />First tweet 13th 21.52<br />266 Tweets referring to Topman and T-shirts<br />14.31<br />22.40<br />Design site created parodies of shirts. RT 271 times<br />Guardian journalists tweet story<br />11,000+ followers<br />
Don’t underestimate the little guy<br />Started by one person with 435 followers<br />Pushed on by pressure groups and individual journalists <br />Active community management & monitoring integral to make quick informed decisions in the face of PR mishaps<br />Topman are pro-active listeners in social media channels <br />Brand clearly deployed a crisis management plan<br />Quick communication links between community managers and key decision makers<br />Reacted quickly & effectively to mitigate <br />Lessons<br />
Unsure of what investment to make & how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<br />Inability to specify infrastructure<br />Inability to train staff<br />No business process<br />Why big business has been slow to SMM<br />
Often Crisis!<br /> - Product or service issue that explodes online<br />- Effects SERPs<br />- Impacts on brand reputation<br />Once you’ve seen the power of social to create & resolve crisis issues, it’s easier to understand the positive opportunities<br />Drivers for getting involved<br />
ROI<br />Understand that social is a relationship channel…<br />sCRM<br />Brand affinity<br />Reduced marketing spend<br />Increased rev over time (lifetime value)<br />
Know your business objectives<br />Understand your audience<br />People engage with themes, topics & issues, not brands (there are exceptions!)<br />Think about how you can add value to your audience communities?<br />If you don’t have interesting, useful, engaging content, you can’t build relationships <br />Social media cuts across business function, your audience consider your brand online as one entity<br />Search is heavily influenced by social media activity <br />Understand your influencers & treat them with respect<br />Remember you don’t own the channel, you’re a voice in a community<br />Dialogue & collaboration NOT broadcast<br />Top 10 key principles<br />