Building Social Brand Platforms for Today's World

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Social media brand platform presentation and QA by MRM Japan President Marc Kremer for the Waseda Business School on February 10, 2011.

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Building Social Brand Platforms for Today's World

  1. 1. Building Social Brand Platforms for Today’s World MRM Worldwide 1 Marc Kremer Waseda Marketing Forum Feb 10, 2011 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  2. 2. Social Media has explodedonto the scene… 2 but what’s in it for companies? Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  3. 3. Actually that question is bestanswered by asking:where are PEOPLE spending theirtime, and what are they doing? 3because it’s people who are in thedriving seat…it’s people who are calling the shots! Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  4. 4. 4Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  5. 5. “The revolution of the youth of the Internet.” Wael Ghonim 5 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  6. 6. 6Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  7. 7. A manual for Egyptian protesters circulated via “email” and “Twitter”, The Atlantic, January 27, 2010.Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  8. 8. A manual for Egyptian protesters circulated via “email” and “Twitter”, The Atlantic, January 27, 2010.Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  9. 9. 9Consumer generated “brand” media 9 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  10. 10. Globally, more people, more of the time, are usingsocial media than email. 10 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  11. 11. Japan is more addicted to twitter than the US NOW: % Twitter Reach Japan v.s. U.S. 16% 16 Twitter.com- Japan 14 Twitter.com- US 12.3 12 10 11 8 10.2 8.2 6 4 2 0.6 0 09.Mar 09.Apr 09.May 09.Jun 09.Jul 09.Aug 09.Sep 09.Oct 09.Nov 09.Dec 10.Jan 10.Feb 10.Mar Copyright © 2010 MRM Worldwide Inc. All rights reserved. Data Source: Net View from Nielsen NetRatings March 2010
  12. 12. Critical mass in Japan Blogs 16.9 M Blogs in Japan Facebook 5.3M visitors 12 YouTube twitter 37M visitors 13.2M visitors Mixi 13.2M visitors Data: Ministry of Internal Affairs and Communications Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  13. 13. 2011 is the year of Facebook! 13 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  14. 14. Facebook added 248 million users last year 14 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  15. 15. In Japan, 161,000 new Facebook users added 1week after “The Social Network” opened 15 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  16. 16. Social media is in our pockets, all the time 16 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  17. 17. Social media is a way of life Post Retweet Tag Mail Share 17 Have a Access Interact need Learn Twitter Read Research Facebook Comment Tell Mixi Rate Connect Youtube Follow Blog Play Others 1 Copyright © 2010 MRM Worldwide Inc. All rights reserved. 7
  18. 18. People are ready to participate with brands 30.2% thinks they can Internet users get new information on SNS 46.8 % users think positive of companies that have micro blogs or blogs. People want to talk to brands, and are willing for them to earn their loyalty users think that corporate communities 36.2% in SNS is good as they can interact with the brand and participate on changes to the products or services 40.4% join branded users want to communities on SNS 18*2009 Internet Whitepaper – Gov’t of Japan MRM Worldwide Inc. All rights reserved. Copyright © 2010
  19. 19. So to recap: -Social media is where people are gathering in high numbers, and where they’re spending most of their time online. 19 -Social media is a way of life. -People are willingly interacting with brands in social media. Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  20. 20. Now let’s come back to our originalquestion… 20 What’s in it for companies? Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  21. 21. The Three Big Business Goals •Real time listening and conversation, leading to long-term, sustained revenue and ROI Increase •Innovation Revenue •Brand building 21 Improve Reduce Customer Costs Satisfaction•Customer Service •Customer Service•Social CRM •Intelligence•Innovation •Innovation •Social CRM/community Source: Social Media Metrics, Jim Sterne Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  22. 22. CMOs are becoming focused on business results Source: eMarketer.com, Feb 8, 2011 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  23. 23. Clearly there’s a lot in it forcompanies. 23 The question then is: what should they do, and how should they do it? Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  24. 24. The pillars of a social media platform1. Intelligence – 24/7 focus group2. Real time listening and conversation – social media platform3. Innovation – crowd sourced R&D 244. Customer Service – the call center of the future5. Social CRM – from one-to-one to one-to-many, to many-to- many Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  25. 25. 1. Intelligence 25Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  26. 26. Intelligence™ MRM Intelligence™ is a consolidated search & social media tool-suite for uncovering consumer intelligence on motivations & needs, based on actual behavior. 26 Buzz: Number of Posts | Share of Voice Advocates: Influencers Triggered Discussions Context: Topics | Sentiment Monitoring & Insights Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  27. 27. Social Media Insights Generate Insights & Next Steps based on Social Media Monitoring, leading into Activities Evaluation and Optimization 27 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  28. 28. Buzz MeasurementHow Marketing Activities & Social Media Buzz are related TVCM TVCM Promo Launch Winter Campaign Blog Posts News Alerts Mixi YouTube Facebook Twitter Oct. 15th Nov. 1st Nov. 15th Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  29. 29. Impact on sales Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation Promotion New Product (Tweet) (Tweet)Visitors Blog Promotion Bought 12,000 (Tweet) 300 11,000 270 29 10,000 240 9,000 210 8,000 7,000 180 6,000 150 5,000 120 4,000 29 90 3,000 60 2,000 1,000 30 - - Visitors Buyers Blog Posting Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  30. 30. 2. Real Time Listening & Conversation A social media platform that provides long term real time listening, conversation, measurement, reporting and optimizing. 30 Real Time Listening and Conversation Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  31. 31. The Traditional Marketing Communications Approach Fighting the battle of acquiring and losing customers – ROI is unsustainable 31 ROI Campaign Campaign Campaign Campaign Campaign Campaign campaign campaign campaign campaign campaign campaign content content content content content content Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  32. 32. Sustaining ROI through content & community While campaigns and content change over time, the social media platform acts as a flexible structure and process. By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained. At the same time, the overall return increases as more people join the community. Campaign Growth curve Campaign with growing Campaign community Campaign Campaign sustained 32 Campaign sustained ROI sustained sustained sustained campaign campaign campaign campaign campaign campaign content content content content content content Social media platform 2011 2012 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  33. 33. “If you are going to engage, you have to have a planand make sure that resources are available. Becauseyou can’t gracefully exit — once you’re in, you’re in.The days of walking away from a campaign are over— once we engage, we have to commit to it.” 33 Denise Morrissey Online Community Manager, Toyota Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  34. 34. The Consumer Decision Journey 34 Source: HBR, “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places”, by David C. Edelman Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  35. 35. MUJI Muji uses social media much more like international brands – as a long-term, interactive platform that builds customer engagement, community, customer service and 35 brand preference. This approach has already shown concrete financial results.Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  36. 36. MUJI x Twitter x Facebook 36 # of Followers : 124,789  # of Fans : 14,020 Posts : 5,638 since 2009/10/29  Contents: Wall, Global Muji introduction, Sales, new products, twitter campaign information column, Campaign, Muji Books, Event, Photos Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  37. 37. Muji’s approach to social media1. Answering Questions Oh, This is nice. What size is this when I fold this? Did not find the size on this page. RT@muji_net: LED Mobile Light @Username The size is width 3.5 x Depth 14.6 x Height 3.3 372. Claim Responding 3. Responding to “Thank you” Have finished the Cake Every time Muji web house! Also made sledge renewal, I need to sign with surplus dough. up. That’s ridiculous. Will never register it. We apologize for the inconvenience due to the system change. We will Thank you for your tweet try our best for the and image. Very great improvement. cake house! And the sledge is cute too! Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  38. 38. Muji Twitter demonstrates financial resultsGlobe which allows using Touch Panel <Sales after tweeting from the Average> 365% 254% 275% 263% For iPhone users... Part2. Everytime we want to make our fingers warmful. “Globe for Touch Panel” 1,980 YEN 38Digital Photo frame 270% 300% 220% 210%Well, we were reputed for our “Digitalphoto frame”. From this month, sellingit again. 7,900 YEN The 1.5 times to 3 times Sales were recorded after tweeting Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  39. 39. Managing a Social Media Platform in real time• A process of interacting across social media channels in a systematic and effective way.• A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand. 39• Staffed by a dedicated team that handles strategy, planning, listening, conversation, reporting and project management.• A set of KPIs that act as a guide for how to measure success and optimize where needed. Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  40. 40. The Team in Action My wife likes xyz brand. What can I get for her birthday? Get her an Hi! Checkout ABC DeluxeFacial Facial Cream. Moisturizer. The best http://abc/def for winter XYZ special kit will be back! Can I Great suggestion! reserve a kit? Thanks for using XYZ. Here is coupon for you! Love that song, who 40 sings it? XYZ is getting ready for the spring season. Check our TVCM I wish you had products for cats XYZ has the best products for your puppy http://hijHave you tried out our Let me know as I could store locator? send you a sample http://storelocator Just checked and we have this item on stock My dog has very Where can I get the sensitive hair, any Limited Edition body recommendations? lotion Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  41. 41. Deciding the roles for social channels Facebook Mixi Twitter YouTubeAcquisitionJoiningAwarenessConversation 41Customer serviceMessagingViralPurchase Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  42. 42. Engagement in social media 42 Each engagement profile represents a wide range of industries, with each industry having presence in at least two different engagement profiles. Source: engagementDB Study Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  43. 43. Deep Engagement 43 Source: engagementDB Study Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  44. 44. Deep Engagement Larger reach 44 Source: engagementDB Study Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  45. 45. Deep Engagement Larger reach 45 higher gross and net margins Source: engagementDB Study Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  46. 46. Process and TasksThe following are the list of processes that a multi-channel social media programneeds to function: Activity Description Staff Roles Monitoring Staff use automated tools as well as manually monitor select social networks, SM Specialist Twitter, blogs, YouTube, and others to measure buzz, sentiment, read influencers’ posts to gauge conversations and respond in kind. Publishing Posting text, video and photo contents to social media channels in the voice of the SM Specialist brand. Copywriter Moderation Engaging in community conversations with the purpose of guiding, informing and SM Specialist 46 stimulating the group. Response In answer to user generated posts, tweets, or comments; the team responds as SM Specialist brand representative to influence conversation and build relationships. Copywriter Measurement Based on selected KPIs (ie. levels of buzz, followers, influence, etc.), the team Data Analyst measures the success of social media effectiveness. Promotion Using high trafficked channels (ie. Twitter, Facebook, Mixi), the team promotes SM Specialist content (ie. campaign videos), promotions, product benefits, events in ways that create a viral effect. Maintenance On-going planning, scheduling, creative, content updates Planner Copywriter Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  47. 47. 3. Innovation 47Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  48. 48. A campaign to freshen the brand and increase loyalty Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the productResults:• New flavor “Connect” (Caffeine + 8 key nutrients) developed entirely by Facebook users with support of the brand• 1.4 million fans on Facebook (from less than 400K) • Over 1 million users who feel ownership of the product & over 1 million potential purchasers on its launch • Over 10% of fans actively participating in the product development• Free PR on mainstream media* Vitamin Water has decided to close its website and drive all traffic to its Facebook page Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  49. 49. Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  50. 50. Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  51. 51. 4. Customer Service 51Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  52. 52. How social media could be used for customerservice1. Give advice and answering questions for new and existing customers about how to choose the best product service2. Customers can also solve each other’s problems in online discussions reducing the amount of contact needed from the company3. Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  53. 53. Customer service – Zappos.com case study Build customer trust by taking time to help •Online shoe retailer making big use of social media as a word of mouth engine •Focus on making a real connection, not just selling product but help find the right product even if they don’t carry it •Staff encouraged to be transparent in their tweets, making it easy for customers to reach out •Empowers it’s employees, happier staff makes happier customers Tony Hsieh, CEO, Zappos.com Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  54. 54. Customer service – Zappos.com case study Zappos TV is a video channel is about transparencyA page that shows what all their The Zappos Facebook fan page isemployees tweets used for customer service Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  55. 55. 55Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  56. 56. 5. Social CRM 56Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  57. 57. Turning your owned site social 57 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  58. 58. Social Sign-on 58 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  59. 59. Community in your brand site 59Comments and reviewscan be posted BOTH onbrand site AND intousers’ social feeds Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  60. 60. But what comes after all that….?SOCIAL COMMERCE! 60 Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  61. 61. Recap 61Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  62. 62. Key take outs• It’s about people first! What’s in it for them?• Frame your objectives around core business goals: Increase Revenue Improve Reduce Customer Costs Satisfaction• Gain intelligence first – listen and learn• Think platform, and think long-term – not just campaign. Build a real time listening, 62 conversation, measurement, reporting and optimizing platform.• Use the power of the network to innovate: listen, gain insight and crowd source.• Devise a customer service strategy that leverages existing resources where possible.• Move from closed one-to-one CRM to open one-to-many-to-many social CRM, using open ID or social sign-on mechanism. Copyright © 2010 MRM Worldwide Inc. All rights reserved.
  63. 63. Thank you 63Copyright © 2010 MRM Worldwide Inc. All rights reserved.

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