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Marketing 2.0 Conference - Insights from the Social Media Industry

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Marketing 2.0 Conference - Insights from the Social Media Industry

  1. 1. BSI<br />Marketing 2.0 Conference 2011 / Insights from the Social Media “Industry“<br />Paris, March 28th 2011<br />
  2. 2. BSI<br />FOUR IN FIVE<br />COMPANIES WILL USE SOCIAL MEDIA TOOLS IN 2011<br />Source: eMarketer 2011<br />
  3. 3. BSI<br />$1.7 BILLION SPENT IN SOCIAL NETWORKS ALONE!<br />Source: eMarketer 2010<br />
  4. 4. BSI<br />SOCIAL MEDIA SPENDING UP TO 21% OF TOTAL MARKETING BUDGETS IN THE NEXT 5 YEARS<br />Source: CMO/Duke 2011<br />
  5. 5. BSI<br />PROBLEM:<br />
  6. 6. BSI<br />87% OF ALL SOCIAL MEDIA ACTIVITIES FAIL!<br />Source: BSI 2010<br />
  7. 7. BSI<br />ONLY 7% ARE RESPONSIBLE FOR 89% OF ALL SUCCESSFUL SOCIAL MEDIA PROGRAMS!<br />Source: BSI 2011 Photo: BestBuy<br />
  8. 8. BSI<br />APPROX. 73% OF ALL SOCIAL MEDIA BUDGETS ARE WASTED!<br />Source: BSI 2011<br />
  9. 9. BSI INCREASING GAP<br />Social Media Service Providers<br />Successful Social Media Teams<br />Source: BSI 2010<br />
  10. 10. BSI<br />DO CAMPAIGN FAILURES, HIGH-PROFILE FIRINGS SIGNAL THE END OF SOCIAL MEDIA? Adage March 2011<br />
  11. 11. BSI<br />YES! <br />SOCIAL MEDIA ISN’T A CAMPAIGN<br />
  12. 12. BSI<br />INSIGHTS FROM THE SOCIAL MEDIA “INDUSTRY“<br />Photo: Facebook 2010<br />
  13. 13. BSI EXPERIENCE/DATA<br />...<br />Social Media Research<br />...<br />...<br />Social Media Experiments<br />Social Media / Community Programs<br />IN THE LAST 8 YEARS WE ANALYZED:<br />187 BRANDS WORLDWIDE<br />14.921 CONSUMERS<br />47 AGENCIES<br />...<br />...<br />...<br />Social Media Consumer Panels<br />Social Media Business Planning<br />Social Media Consulting<br />Note: Upcomingresultsare from different researchstudies<br />
  14. 14. BSI<br />EIGHT YEARS OF SOCIAL MEDIA, AND BRANDS ARE STILL DISORIENTED<br />
  15. 15. BSI SOCIAL MEDIA PHASE MODEL<br />ConfusionAverage Team Size 3.7<br />Orientation Average Team Size 6.3<br />Formation Average Team Size 10.6<br />(Re)Integration Average Team Size 25.1<br />
  16. 16. BSI SOCIAL MEDIA PHASE<br />ConfusionAverage Team Size 3.7<br />Orientation Average Team Size 6.3<br />Formation Average Team Size 10.6<br />(Re)Integration Average Team Size 25.1<br />#FAIL<br />
  17. 17. BSI SOCIAL MEDIA PHASE<br />Confusion<br />Orientation<br />Formation<br />(Re)Integration<br />
  18. 18. BSI<br />THE BIGGER THE COMPANY IS AND THE MORE INTERMEDIARIES EXIST, THE LESS SUCCESSFUL THESE COMPANIES ARE AT INTEGRATING SOCIAL MEDIA<br />
  19. 19. BSI<br />
  20. 20. BSI<br />ONLY 19% HAVE A CLEAR SOCIAL MEDIA STRATEGY<br />
  21. 21. BSI SOCIAL MEDIA DEPARTMENTS<br />BSI<br />BSI<br />2010: Whatdepartmentdoes Social Media reportunder?<br />2008: Whatdepartmentdoes Social Media reportunder?<br />
  22. 22. BSI<br />ONLY 16% HAVE A COMPANY- WIDE DEFINITION OF WHAT SOCIAL MEDIA IS<br />
  23. 23. BSI<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Social Web<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Viral Marketing<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Community<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Apps<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Twitter<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Earned Media<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br 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/>
  24. 24. BSI<br />Hall ofFameoftheofmost stupid socialmediabriefingswegot:<br />… In future, our Web site should be in a social-media format. We will thus ensure that our content is only accessed by registered users. In the long term, registered users should be transferred to a pay-per-view model …<br />… With the help of social media we want to become more customer-focused and convey our brand message through 1:1 dialogue. To this end, we want to abandon our Web site and integrate our brand solely via Facebook, YouTube, and Twitter … <br />… The objective must be to convert spontaneous direct-response purchase into sales at POS through the use of social media. In order to achieve this objective we are leaving every creative social-media idea on social networks and blogs – FISH WHERE THE FISH ARE …<br />
  25. 25. BSI SOCIAL MEDIA DEFINITION IN COMPANY<br />(Re)Integration<br />Confusion<br />Orientation<br />Formation<br />
  26. 26. BSI<br />BSI<br />NO DEFINITE ANSWER TO HOW COMPANIES SHOULD ORGANIZE SOCIAL MEDIA<br />
  27. 27. BSI ORGANIZATIONAL MODELS<br />8,6%<br />10,8%<br />1,4%<br />28,8%<br />41%<br />18%<br />Decentralized<br />Holisitic<br />Externalized<br />Centralized<br />Hub andSpoke<br />Mult. Hub andSpoke<br />Noonedepartmentmanagesorcoordinates; effortsbubbleup from theedgesofthecompany<br />Externalcompany/agency/boutiquetakescareof all Social Media activitiesreportingtocentralizeddepartment<br />Everyone in thecompanyuses Social Media safelyandconsistentlyacross all units<br />Onedepartmentmanages all Social Media activities<br />A cross-functionalteamsits in centralizedpositionandhelpsvariousbusinessunits<br />Similarto Hub andSpoke but applicableto multinationals whereseveralbrandsactautonomously<br />Source: Alimeter Group 2010/BSI 2011<br />
  28. 28. BSI ORGANIZATIONAL MODELS<br />(Re)Integration<br />Confusion<br />Orientation<br />Formation<br />WHICH MODEL IS MORE SUCCESSFUL DEPENDS...!<br />Hub andSpoke<br />Hub andSpoke<br />Decentralized<br />Centralized<br />Externalized<br />Centralized<br />Hub andSpoke<br />Centralized<br />Externalized<br />
  29. 29. BSI<br />ONLY 19% KNOW HOW TO WORK WITH A SOCIAL MEDIA AGENCY<br />
  30. 30. BSI AGENCY SELECTION/ WORKFLOW SOCIAL MEDIA<br />Confusion<br />Standardized Marketing Processes<br />Orientation<br />StandardizedProcesses, but awareofcostinefficiencies<br />Formation<br />ProcessReengineering Program<br />(Re)Integration<br />New Social Media Processes<br />Boutique<br />Freelancer<br />Advertising Agencies<br />
  31. 31. BSI<br />Hey Agencies, youneedtoredefineyourroleas a serviceprovider<br />AGENCIES HAVE TO REDEFINE THEIR ROLE IN THE SOCIAL MEDIA CONTEXT<br />
  32. 32. ONLY 12% ARE AWARE OF THE NEED TO FORMALIZE SOCIAL MEDIA ROLES/FUNCTIONS<br />ONLY 11% ARE AWARE OF THE NEED TO FORMALIZE SOCIAL MEDIA ROLES/FUNCTIONS<br />
  33. 33. BSI ROLES AND FUNCTIONS<br />1. Observer<br />Observer:<br />Social Media team tracks a subset of relevant online conversations to get a picture of what their customers think about them and their competition.<br />Moderator:<br />Social Media teamfostersconversations, allowscustomersand prospects to exchange information.<br />Mediator:<br />Social Media team actually takes control of the information and disseminates it itself.<br />Participant:<br />Social Media team participates directly in consumer-to-consumer conversations<br />CONSUMER<br />2. Moderator<br />BRAND<br />3. Mediator<br />4. Participant<br />CONSUMER<br />2. Moderator<br />
  34. 34. BSI ROLES AND FUNCTIONS<br />(Re)Integration<br />Confusion<br />Orientation<br />Formation<br />Roles/Functions (implicit)<br />Roles/Functions (explicit)<br />CONSUMER<br />CONSUMER<br />CONSUMER<br />CONSUMER<br />Roles/Functions (explicit)<br />Roles/Functions (implicit)<br />Evaluate<br />Evaluate<br />Evaluate<br />Evaluate<br />Education<br />Education<br />Education<br />Education<br />Measure<br />Measure<br />Measure<br />Measure<br />BRAND<br />BRAND<br />BRAND<br />BRAND<br />Research<br />Research<br />Research<br />Research<br />Planning Cycle (unaware):<br />PlanningCylce (aware):<br />Planning Cycle (aware):<br />Planning Cycle (unaware):<br />CONSUMER<br />CONSUMER<br />CONSUMER<br />CONSUMER<br />Manage<br />Manage<br />Manage<br />Manage<br />Strategy<br />Strategy<br />Strategy<br />Strategy<br />Implementation<br />Implementation<br />Implementation<br />Implementation<br />Planning<br />Planning<br />Planning<br />Planning<br />
  35. 35. 79% HAVE NO SOCIAL MEDIA- OR MODERATION GUIDELINES<br />
  36. 36. BSI<br />…what???<br />
  37. 37. BSI<br />…yay!!!<br />
  38. 38. BSI<br />(Re)Integration<br />Confusion<br />Orientation<br />Formation<br />Howcan I solvethisissueas fast andasgoodas I can!?<br />#WTF<br />JOSHUA THE INTERN<br />RICHARD THE COMMUNITY MANAGER<br />
  39. 39. BSI MODERATION WORKFLOW<br />Negative/Reactive<br />Positive/Active<br />Take reasonable action to fix issue and let customer know action taken<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />MISSING!<br />Yes<br />Pull-Out Medium<br />Yes<br />Escalation<br />No<br />Competitor<br />Yes<br />Does customer need/deserve more info?<br />Are the facts correct?<br />No Response<br />Yes<br />Engaged Critic<br />Advocates influence<br />Not satisfied<br />No<br />Yes<br />Can you stop it?<br />No<br />Gently correct the facts<br />No<br />Yes<br />DedicatedComplainer?<br />Engage respectfully<br />Thank the person<br />No<br />Are the facts correct?<br />No<br />No<br />Involve Legal/CC<br />Let post stand and monitor.<br />Troublemaker<br />Yes<br />Pull-Out Medium<br />Escalation<br />Yes<br />Is the problem being fixed?<br />Explain what is being done to correct the issue.- Checklist/Isolate<br />Yes<br />Yes<br />No<br />Can you add value?<br />Advocates influence<br />No<br />Not satisfied<br />Yes<br />Flamer<br />No<br />Respond in kind & share<br />Thank the person<br />Refocus possible?<br />Pull-Out Medium<br />No<br />Yes<br />Thank the person<br />Let post stand and monitor.<br />Comedian WannaBe?<br />Escalation<br />Advocates influence<br />
  40. 40. BSI SENTIMENT AND CONVERSIONS<br />ConfusionAverage Team Size 3.7<br />Orientation Average Team Size 6.3<br />Formation Average Team Size 10.6<br />(Re)Integration Average Team Size 25.1<br />Negative Sentiment<br />Neutral Sentiment<br />Positive Sentiment<br />
  41. 41. BSI<br />ONLY 4% SHARE THEIR SOCIAL MEDIA EXPERIENCE WITHIN THE COMPANY<br />
  42. 42. BSI SOCIAL MEDIA SHARING EXPERIENCE<br />Not Sharing<br />Sharing<br />
  43. 43. BSI<br />47% JUST GIVE SOCIAL MEDIA A “TRY“ … AS A CAMPAIGN<br />
  44. 44. BSI SOCIAL MEDIA COMMITMENT<br />(Re)Integration<br />Confusion<br />Orientation<br />Formation<br />Planning Cycle (unaware):<br />PlanningCylce (aware):<br />Planning Cycle (aware):<br />Planning Cycle (unaware):<br />Evaluate<br />Evaluate<br />Evaluate<br />Evaluate<br />Education<br />Education<br />Education<br />Education<br />Measure<br />Measure<br />Measure<br />Measure<br />Research<br />Research<br />Research<br />Research<br />Manage<br />Manage<br />Manage<br />Manage<br />Strategy<br />Strategy<br />Strategy<br />Strategy<br />Implementation<br />Implementation<br />Implementation<br />Implementation<br />Planning<br />Planning<br />Planning<br />Planning<br />
  45. 45. BSI<br />GIVING SOCIAL MEDIA A „TRY“ IS LIKE HAVING A ONE-NIGHT STAND WITH YOUR CUSTOMER<br />
  46. 46. BSI<br />91% ALLOCATE BUDGETS INCORRECTLY<br />
  47. 47. BSI BUDGET ALLOCATION<br />(Re)Integration<br />Confusion<br />Orientation<br />Formation<br />Evaluate<br />Evaluate<br />Evaluate<br />Evaluate<br />Education<br />Education<br />Education<br />Education<br />Measure<br />Measure<br />Measure<br />Measure<br />Research<br />Research<br />Research<br />Research<br />Manage<br />Manage<br />Manage<br />Manage<br />Strategy<br />Strategy<br />Strategy<br />Strategy<br />Implementation<br />Implementation<br />Implementation<br />Implementation<br />Planning<br />Planning<br />Planning<br />Planning<br />
  48. 48. BSI BUDGET ALLOCATION<br />Soft Costs<br />Social Media Team/ Staff<br />180.000<br />15.000<br />Social Media Research and Development<br />5.000<br />70.000<br />Training / Education Team and Moderators<br />20.000<br />External Moderation Team<br />Customer-Facing Initiatives<br />190.000<br />Online Promotion Spend<br />200.000<br />Advertising Agency<br />40.000<br />Boutique Agencies<br />10.000<br />Advocate Programs<br />5.000<br />Offline Events<br />Technology Investments<br />Social Media Monitoring<br />40.000<br />129.000<br />Community Plattforms<br />25.000<br />70.000<br />Customer Technology Development<br />8.000<br />Social CRM/ Rewards<br />Company in Formation Phase €0.8 Mio.<br />Company in (Re) Integration Phase €1.93 Mio.<br />
  49. 49. BSI BUDGET ALLOCATION / SOCIAL MEDIA VALUE<br />Corporate Culture<br />Platforms/ Technology<br />Content<br />SOCIAL MEDIA VALUE<br />Advocates/ Userdata<br />
  50. 50. BSI<br />70% HAVE NO CLEAR SOCIAL MEDIA BUSINESS OBJECTIVES<br />
  51. 51. BSI<br />Return on Investment<br />5<br />Action<br />Online, Offline Word-of-Mouth<br />4<br />Engagement<br />3<br />Postings, Comments, CheckIns, Likes, etc.<br />Involvement<br />2<br />Fans, Followers, App. Usage, etc. <br />Visibility<br />1<br />Clicks, Views,timespend on site, etc.<br />Consumer Insights<br />
  52. 52. BSI<br />PROBLEM:<br />ENGAGEMENT ≠ ACTION<br />
  53. 53. BSI<br />1:1:Many<br />
  54. 54. BSI<br />ONLY ONE OUT OF 50 SOCIAL MEDIA PROGRAMS SCALE<br />
  55. 55. BSI<br />COMPLAINTS ALWAYS SCALE!!!<br />ADVOCACY DOES NOT! <br />
  56. 56. BSI<br />BRANDED CONTENT<br />INTEGRATED CONTENT/EXPERT-PANELS<br />12%<br />38%<br />19%<br />CROWD-SOURCING<br />31%<br />USEFUL SERVICES<br />
  57. 57. BSI<br />Automotive<br />Telecommunication<br />Light-Loyals<br />IDENTIFY YOUR LIGHT-LOYALS ONLINE AND OFFLINE<br />Light-Loyals<br />Packaged Consumer Goods<br />Consumer Electronics<br />Light-Loyals<br />Light-Loyals<br />
  58. 58. BSI FACTORS DRIVING ADVOCACY<br />FACTORS :<br />EXCLUSIVENESS<br />IMPACT<br />MEANINGFULNESS<br />SOCIAL ENHANCEMENT<br />Meaningfulness<br />INFORMATION VALUE<br />Word-of-Mouth<br />EXCLUSIVENESS<br />
  59. 59. BSI<br />HIRE THE RIGHT PEOPLE TO MANAGE YOUR SOCIAL ENHANCEMENT INITIATIVES<br />
  60. 60. BSI<br />ONLY 18% DEFINED KPI‘S DURING SOCIAL MEDIA LAUNCH<br />
  61. 61. BSI KEY PERFORMACE INDICATORS<br />(Re-)Integration<br />Confusion<br />Orientation<br />Formation<br />
  62. 62. BSI<br />NO PERFECT SOCIAL MEDIA ANALYTICS EXIST <br />(RE-)DEFINE YOUR SOCIAL MEDIA BUSINESS OBJECTIVES<br />SET UP REQUIREMENTS AND SELECT SERVICE PROVIDER<br />DEVELOP KPI FRAMEWORK FOR YOUR BRAND / COMPANY NEEDS<br />
  63. 63. ?<br />BSI<br />(pricepaid – directservicingcost) * prob. repeatbuying<br />Return on Investment<br />-<br />CLV:<br />acquisitioncost<br />5<br />1 + discount rate<br />?<br /># Advocate Brand Interactions / Advocate<br />Advocate Interactions:<br />Total # Interactions<br />4<br />Action<br /># AdvocateDrivenConversations<br />Advocate Impact:<br />Total # Brand Interactions<br />?<br /># Posts + Comments + Shares + Trackbacks<br />Engagement Rate: <br />Total Views<br />3<br />Engagement<br /># Positive/Neutral/Negative Brand Mentions<br />Sentiment Ratio: <br /># Total Brand Mentions<br />Total People Involved / Social Media Channel<br />AudienceReach: <br />Total AudienceExposure<br />?<br />2<br />Involvement<br />Brand Mentions/ Social Media Channel<br />Share of Voice: <br />?<br />Total Mentions (Brand + Competitors)<br />1<br />Visibility<br />
  64. 64. BSI<br />SEE YOU @ M2C 2012!<br />www.marketing2conference.com<br />

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