Audience and consumer engagement: using social media and video content as a marketing tool


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Præsentation af Thomas Webster fra Northward Digital holdt for Socialøkonomisk Netværk d. 6 April 2011.

Social media for social enterprises..

Thomas Webster, Managing Partner at Northward Digital & Digital Content and Communications Strategist at Poets and Plumbers.


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Audience and consumer engagement: using social media and video content as a marketing tool

  1. 1. Audience and Consumer Engagement: using social media and content as a marketing tool Confidential Wednesday 6th April 2011
  2. 2. What We Will Cover Today Understanding audience and consumer engagement in a social media world     • Content and value creation• Social media and social enterprise: opportunities for engagement• Outtakes: Some practical steps in designing your social media and content strategy
  3. 3. About Me• Product strategist and business development manager at Television New Zealand Digital Media.• Commercial and content strategist, TVNZ Ondemand, Australasia’s first Web Television service launched in March 2007.• Managing Partner at Northward Digital video content and strategy house.• Digital content and communications consultant at Poets and Plumbers and Think International.
  4. 4. Audiences and Consumers
  5. 5. Changing Consumers Expectations • +90 percent of social network users access content due to the recommendations of friends in their online social network. The Diffusion Group (TDG), 2010. • 1 in 3 people come to a brand via a recommendation. Deloitte/22squared, 2010. • Companies that blog on average get 55% more website visitors than those that do not. Hubspot, 2010. • Internet users spend 3x more time on blogs and social networks than on email. Nielsen, 2010.
  6. 6. Consumer Engagement = Providing ValueImage source:
  7. 7. The Changing Consumer/Advertiser Relationship YESTERDAY TODAY
  8. 8. Consumer Decision-makingNielsen Global Online Consumer Survey, 2010.
  9. 9. • 51% of Facebook fans are more likely to • 79% of Twitter followers are more likely tobuy the brands they fan. recommend the brands they follow.CMB & Imoderate, 2010 CMB & Imoderate, 2010Image by Digital Surgeons.
  10. 10. Audiences and Consumers Check List Consumers and Audiences have a greater level of personal choice and control Consumer and Audience attention now has to be won rather than brought. Brands and advertisers must contribute real value to the consumer in order to succeed in Social Media. This represents a direct dialogue between consumer and brand The new goal of social engagement is to nurture and support advocacy. The opportunities and benefits of entering into a value-based relationship with customers cover multiple areas of a brand’s business
  11. 11. Content and Value Creation
  12. 12. Social Media and Content Saturation • 30+ Billion pieces of content are shared on Facebook each month. • 35+ hours of video is uploaded to YouTube each minute. • Twitter’s active users generate 90+ Million tweets per day. • The challenge for brands and marketers: Cutting through the noise to engage a relevant audience.Image by Design Damage.
  13. 13. Content Creation and Story-telling • Finding your authentic stories. • Creating value for audiences. • Connecting with customers • Stimulating audience content creation. • Fostering sharing. • Building engagement. • Guiding consumer outcomes. • Recognizing and rewarding customers and advocates.Two Degrees Food:
  14. 14. Social Media and Content Distribution: Fish where the Fish Are “Taking content to consumers on social media sites has emerged as an answer to the problem of finding or aggregating the perfect audience.”Laurie Sullivan, 2010.
  15. 15. Social Media Communities and Content • Engaging with influencers. • Creating lasting communities of advocates. • Expanding reach. • Stimulating sharing. • Developing and testing content/ Crowd-sourcing. • Driving traffic to your content/site. • Building brand advocacy. • Tools for automation.
  16. 16. Social Content Check List Define your goals and how they will be measured. Consider your audience and the content value proposition. Find your stories: Ensure that they are genuine and authentic. Encourage engagement: foster participation, interaction and sharing. Create content to be usable and shareable across multiple channels. Where possible, recognize and reward customers and advocates to increase the ‘feel good’ factor of being a social enterprise customer Ensure an ongoing, sustainable dialogue.
  17. 17. Social Media and Social Enterprise
  18. 18. How are Social Enterprises using Social Media? • UK Social Enterprises projection: 15% increase to the profit line from using Social media in daily operations. • This is an average increase of £213,000 per company. • 67% stated that they are using Social Media on daily basis. • 85% of users promote their products or services using social media. • 41% of users network using social media. • 38% develop ideas with other businesses using social media.O2 and RBS SE100 Index, 2011.
  19. 19. RED: World AIDs Day • RED works with global brands to make RED™- branded products • 50% of their gross profits to the Global Fund • $160M+ raised for Global Aids Fund. • YouTube: 5M+ total views • Twitter: 1M+ followers • Facebook: 1M+ fansRED:
  20. 20. Realities and Opportunities Outbound Marketing Inbound Marketing costs 62% less per lead than traditional than outbound marketing. Hubspot, 2011Inbound Marketing
  21. 21. Social Media for Social Enterprise Checklist Plan for achieving your goals. What would be your ideal outcome? There are great opportunities for Social Enterprise using Social Media, including: Reaching customers and audience directly and building direct relationships with these customers Marketing products and services directly Building brand awareness and advocacy Collaborating and crowd-sourcing ideas from customers Networking and collaborating with other companies Building an organic movement around your brand that will make it easier to engage with Commercial partners for CSR programs
  22. 22. Outtakes:
  23. 23. Community Interaction and Crisis Management Take  reasonable  ac%on  to   fix  issue  and  let  customer   know  ac%on  taken Posi%ve Nega%ve Yes Yes No Assess  the   Do  you  want  to   Evaluate  the   Does  customer  need/ respond? message purpose deserve  more  info? Yes Unhappy   Yes Are  the  facts   No No  Response Gently  correct  the  facts Customer? correct? No Yes Can  you  add   No Dedicated Yes Are  the  facts   No value? Complainer? correct? No Yes Respond  in  kind   Thank  the   Comedian   Is  the  problem   Yes Explain  what  is  being   &  share person Want-­‐to-­‐Be? being  fixed? done  to  correct  the  issue. No Yes Let  post  stand  and   monitor.Based on the USAF Blog Triage.
  24. 24. Measuring and Optimizing • Analytics and Optimization: – Goal-oriented. – Quantitative + Qualitative. – Distribution metrics. – Informed decision-making. • Track business outcomes e.g. Sales lift measurement or database signups. • Robust, actionable and auditable. • Tools: – Social Mention. – Lithium. – Etc.
  25. 25. Social Media Strategy Checklist Set objectives and target audience Engage existing communities and influencers Identify your social platforms Develop a content plan Develop a marketing plan/determine its fit with other media Establish metrics, tools and methods for calculating ROI Create a set of guidelines for company social media practices Ensure that you resource and staff appropriately Experiment and ‘Fail Fast’
  26. 26. Remember… “There is only one thing in theworld worse than being talked about, and that is not being talked about.” Oscar Wilde
  27. 27. Thank You Thomas @NorthwardCPH