How do we create a winning social media strategy?Professor David Phillips FCIPR FSNCR
Strategically, you are veryintelligent.•Online buyers in Western Europeis nearing 138 million•Increase in EU online sales thisyear - 16.1% CRR research commissioned by Kelkoo•72 % Estonian households haveaccess to Internet (only 20 % do notuse the internet)• 376,800 Facebook users• Estonia ranks high in terms ofInternet-readiness•Estonia’s neighbours are also anopportunity.
Fashion fans have one more reason to swap brick-and-mortar shopsfor online retailers: a company in tech-savvy Estonia has come upwith a way to let you try on new clothes on your own computer. •340 e-commerce enterprises in Estonia last year •70 million euros in online sales 2010 •Sales revenue of online vendors increased by 44% year-on-year 2010 •21% of Estonians aged 16-74 have shopped online http://phys.org/news/2012-04-estonian-robots-boost-global-online.html
•Consumer confidence is highrelative to rest of Europe•Retailing is in better shapethan most other countries•Online retailing would seemto have big opportunities
Government understanding and support a growingtrend, which has advantages for the people and createsbusiness opportunities. •Internet access in Estonia by age, first quarter of 2011: - 16-24 years old: 98.1% - 25-34 years old: 96.4% - 35-44 years old: 91.4% - 45-54 years old: 76.5% - 55-64 years old: 52.8% - 65-74 years old: 25.0% •Estonia is high among countries using the internet for submitting forms to public authorities: Denmark (70% of internet users), the Netherlands (52%), Portugal (48%) and Estonia (46%). •Among the top global populations to get information from websites of public authorities: Denmark (86% of internet users), Sweden (74%), Finland (65%), Estonia (62%). • 6th most innovative country in Europe • Lots of free wifi
North Europe is taking to onlinepurchasing very fast. •Europes most active online market, if replicated, shows Estonia: •Online, B2C will grow 18% in 2013 •Online B2B sales will grow 17% 2014 •All retailers need to be ready •All businesses need to be active •To delay is not an option.
•Rank 7th in Europe for use ofsocial media•http://www.newmediatrendwatch.com/regional-overview/103-europe?start=5•Already 12.7% of populationshop using a smartphone.•http://www.newmediatrendwatch.com/news/879-one-in-three-online-shoppers-in-the-cee-region-owns-a-smartphone•49.3% of online shoppersbought travel and holidays in2011•By 2015 over 22% of all salesin Estonia will be online.
Facebook is a long term, expensivecommitment and is, at best, a tactic. We can see why the internet interests YOU. •Fastest growing part of the economy •Robust market •Wired population •Internet savvy population •Social media aware population •Its where the future money is! Where do you start?
Many things to consider•Defending corporate and brandreputation•Maintaining a balanced view –the internet is important, socialmedia is important but it ispeople with or without aconnected device who areimportant.•The media and devices (channelsand platfoms) are changingrapidly – a solution today may beout of date when snow next fallsin Tallinn.
The PC will be as romantic as a the Black Perl(and as useful) by the end of the decade. To be able to begin to create a strategy: 1. Understand the internet 2. Understand what it is doing to your organisation 3. Remember that everything you do is affected by 1. Transparency 2. Porosity 3. Agency 4. Richness 5. Reach
The Google Knowledge Graph, announced in May 2012.•This means that the ever more porous organisation, willhave a Google bot crawling around making sense out of What the Internet doesall those company acronyms at the same time.•The bot will get information, summarise it and make •Digitisation of so many functionsassumptions all on its own for all the world to see.•Finally this clever capability is creating new facts. offers considerable benefits for the organisation. •Social Media empowers people, reduces cost and enhances capability to serve all stakeholders. •Ensuring the C suite understands and is on-board is vital. •Changes how we work as the Google Social Graph shows, is another in a line of big changes.
StrategicallySMART Objectives •First, think of the corporate culture. •Know your objectives •Corporate objectives •brand objectives •In an interconnected world, who are the stakeholders? •Ethics and standards, the law and your position – companies that don’t get found out.
Where does Facebook, LinkedIn, Google+,Pinterest, YouTube and Apps fit here? Simple steps •Business objectives •Remembering that: •Internet and social media in not a communications channel – it comprises cultural eco-systems •The consumer has very good intelligence •Be very honest about objectives. •To optimise profitable sales using apropriate including social media in the 2013 financial year. •eMarketing objectives •Who is your target , where do they hang out, what do they do, what engages them, How to monitor and measure? What is success? •What are the platforms, which are the channels, how well do they perform, what is standard, what is original, what is creative, how to monitor and measure? What is success? •Strategy •The mix of on and offline interactions, platforms and channels. Timescales. Brand protection. •The consumer value proposition (what do they get). How to find your brand (advertising, SEO, Social Media). Why should consumers invest time and effort. When. •Plan B – issues planning capability (AND budget) •Measurement and ROI requirements •Implement with tactical tools •Right platforms and channels, proper resourcing, effective monitoring and measuring. •No excuses •Sometimes in this new world, we get it wrong. Learn and move on.
Some issues you will meet on the way•In-house or outsource?•T’s and C’s – don’t get banned fromFacebook!•Internal systems, briefing and internalsocial media management (and don’t forgetcompany email!)•Time shifted news and views. Some peoplefind out about what you are doing early andothers discover your campaign monthsafter its all over.•All this is global. Expect to have peopleengage from Mars and Venus.•There will be stress points (e.g. Productdelivery times).•Be sure to have effective and easycommunications channels in place for yourconsumer community (Twitter is one, butyou may want to use others).
What we know.• Useful techniques •Online B2C and B2B sales are growing very fast. •The online economy is growing very fast •Estonia is very advanced in its• Updates about the internet use of the internet, social media and marketing and mobile technologies. •By 2015 over 22% of all sales in Estonia will be online. •If your organisation is not already involved, it is time to catch up.
But the time for experimentation is What we knowbeginning – keep an open mind •The time for experimentation is past •Online marketing has to be structured and integrated •Like most management activity there is a need for professionalism to guard against mistakes and recover from mishaps •Social media is not a channel for communication it is a series of social eco-systems. •There is a real need for planning, management, monitoring and reporting.