SM not for the marketing team but for the whole businessEg. ORM data into product development, store management etc
More than you thinkSociologists, anthropolists, people watching
How do you measure them… What should their KPI’s be?
Seventeen surveysSelling extra advertising based on new insightsCreating valuable partnerships (eg. MXIT/Nutrogena)
Surf logo at SeventeenGAP logo disasterWhy were people upset? It’s OUR brand – how dare you change it without consulting us
American car manufacturers – farmers ripping out seatsCo-designing products is scary – but it’s the way the world is moving…
Getting influencers and fans to market for youFashion bloggers Show Film First
Twitter knows the queues are long in your stores before you doExample: FNB selling World Cup Soccer tickets.They thought it was clever to get people into their branchesCouldn’t’ deal with the volume + systems fell overTwitter went crazy – as it does!FNB scanned Twitter to see which branches were getting the most complaints and implemented fun solutions – eg. Coke and donuts in the queue
Customers don’t have time to decode your complex organisation and productsSM allows you to ask questions of a brand in plain english – and hopefully get a plain english answer!Eg. Get SatisfactionEncourages more than complaintsMe too button – answer many problems at onceThe answers are always indexed and searchable – community can vote NB pieces of information to the top of the pileAllows customers to help each other!
Influencers vs Advocates vs Detractors
FutureWorld. Social Media Team Outputs
The Social Imperative<br />Social Media Team Outputs<br />The Social Media MasterClass 2011<br />
Embedding social media in your organisation is about being brave…<br />Copyright 2011 All Rights Reserved<br />
You need a teamThey must be good with dataThey must be plugged into all parts of the companyLike you have an FD, now you need an SMD.<br />Copyright 2011 All Rights Reserved<br />
And now you have the memo!<br />Copyright 2011 All Rights Reserved<br />
www.futureworld.co.za<br />Andy Hadfield<br />@andyhadfield<br />email@example.com<br />www.andyhadfield.com<br />Images, sources and quotes credited in slides/slide notes where appropriate. All content Copyright FutureWorld, Andy Hadfield. All Rights Reserved.<br />