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 pub...
Media Fragmentation<br />Direct Mail Print & Press<br />Brand Website<br />Forums & Review sites<br />Blogs<br />Media sit...
Content tailored to different audiences<br />Twitter - 1.7m followers<br />Foursquare - 260,000 followers<br />Facebook - ...
Multi platform approach.Mobile, social, geo-location & photo. Early adopter experiments with new platforms like Instagram ...
John Lewis<br />SOCIAL MEDIA STRATEGY<br />
John Lewis on Twitter<br />Supports conversation with engaging content –  user generated content in video, images, blogs.<...
Content: John Lewis has a healthy balance of content creation and curation. Utilises a wealth of rich and engaging video a...
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 />Me...
BUT it isn’t about the numbers game, it’s the content they use to engage their community.<br />LEFT: Great example of comm...
Have conversations<br />Don’t talk about yourself – listen to others – ask your customer what they want.<br />Keep talking...
NatWest<br />SOCIAL MEDIA CHAOS!<br />
Social media chaos<br />Fail to secure brand – NatWest have failed to secure the @natwest account, which is owned by a 21 ...
Inactive, confusing & broadcast<br />NatWest broadcasting<br />No engagement - Content from regional accounts is broadcast...
Business context<br />
Manage TNT’s online reputation during fulfillment of iPad & iPhone.<br />Provide a round the clock customer service throug...
In crisis…Lufthansa<br />
In Crisis…BP<br />} Branded PPC <br />}Social Properties<br />}News Sites<br />} Videos (non-brand)<br />}Brand .Com<br />
Owning the search page!<br />
Topman – T-Shirt Design <br />Case Study<br />
Issue<br />Topman’s clothing range<br />included t-shirts with ironic slogans <br />General public felt the slogans were<b...
Response<br />
Topman issued an official statement – within 24hrs<br />Apologising<br />Taking responsibility<br />Taking action<br />Tha...
Twitter Timeline<br />Women’s rights and pressure groups pick the story up.<br />14th  09.06. Story Tweeted by influential...
Don’t underestimate the little guy<br />Started by one person with 435 followers<br />Pushed on by pressure groups and ind...
Barriers to change?<br />
Social Media & Big Business<br />
Unsure of what investment to make & how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<...
Often Crisis!<br />	- Product or service issue that explodes online<br />- Effects SERPs<br />- Impacts on brand reputatio...
ROI<br />Understand that social is a relationship channel…<br />sCRM<br />Brand affinity<br />Reduced marketing spend<br /...
Know your business objectives<br />Understand your audience<br />People engage with themes, topics & issues, not brands (t...
Twitter:		@1AndyWood<br />Blog: 		blog.freestyleinteractive.co.uk, andywoodsblog.com<br />Facebook: 	facebook.com/freestyl...
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Oxford Brookes University Lectures, with Freestyle Interactive: Social Media & Business

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Freestyle Interactive (Andy Wood & Angel Gibbons), speaking at the 2011 Oxford Brookes University lectures on social media for business.

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Oxford Brookes University Lectures, with Freestyle Interactive: Social Media & Business

  1. 1. Social Media Marketing<br />Oxford Brookes Lectures<br />
  2. 2. 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 />
  3. 3. Media Fragmentation<br />Direct Mail Print & Press<br />Brand Website<br />Forums & Review sites<br />Blogs<br />Media sites<br />Banners<br />Email<br />PPC/ SEO<br />Affiliates<br />
  4. 4.
  5. 5. 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 />
  6. 6. 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 />
  7. 7. John Lewis<br />SOCIAL MEDIA STRATEGY<br />
  8. 8. 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 />
  9. 9. 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 />
  10. 10. Illegal Jacks<br />SOCIAL MEDIA STRATEGY<br />
  11. 11. 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 />
  12. 12. 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 />
  13. 13. 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 />
  14. 14. NatWest<br />SOCIAL MEDIA CHAOS!<br />
  15. 15. 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 />
  16. 16. 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 />
  17. 17. Business context<br />
  18. 18. 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 />
  19. 19.
  20. 20.
  21. 21.
  22. 22.
  23. 23.
  24. 24.
  25. 25.
  26. 26. In crisis…Lufthansa<br />
  27. 27. In Crisis…BP<br />} Branded PPC <br />}Social Properties<br />}News Sites<br />} Videos (non-brand)<br />}Brand .Com<br />
  28. 28. Owning the search page!<br />
  29. 29. Topman – T-Shirt Design <br />Case Study<br />
  30. 30. 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 />
  31. 31. Response<br />
  32. 32. Topman issued an official statement – within 24hrs<br />Apologising<br />Taking responsibility<br />Taking action<br />Thanking<br />Reputation Management<br />
  33. 33. 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 />
  34. 34. 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 />
  35. 35. Barriers to change?<br />
  36. 36. Social Media & Big Business<br />
  37. 37. 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 />
  38. 38. 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 />
  39. 39. 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 />
  40. 40. 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 />
  41. 41. Twitter: @1AndyWood<br />Blog: blog.freestyleinteractive.co.uk, andywoodsblog.com<br />Facebook: facebook.com/freestyleinteractive<br />Website: freestyleinteractive.co.uk<br />

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