We can associate the transformation of marketing and the change in mindset to social media to that of the current transformation in financial sector from mass acquisition of customers to being more selective of those who can repay and forming closer relationships with existing customers. Not about spamming 1000 and hoping to get 100. It’s about talking to the right 10 people who engage with 100, and reach 1000s.
The audit is delivered as an analytics report, an analysis report and a road-map. From there it’s up to the brand to decide whether it wants to monitor, listen or engage. After that, actions taken by the brand in the social media environment can be measured and assessed on an ongoing basis with monthly (or more frequent) reporting and analysis which will generate insights, objectives and actions. Our team consists of a data planner, a digital planner and a social media strategist who will provide guidance and expert knowledge throughout the process
2.7million UK users
Lawtonware Social Media Seminar 30.09.09
What’s today all about? <ul><li>Social Media 101 </li></ul><ul><li>Listening to the conversation </li></ul><ul><li>Social media advertising opportunities </li></ul><ul><li>Developing an HR social media strategy </li></ul>
Bought something on eBay? Left seller feedback? Left a product review on Amazon? Got a Facebook account? Got a Facebook Group for your work? Got a Linked In Profile? Recruited someone using Linked In? Got a Twitter account? Recruited someone using Twitter? Download music from iTunes? Listen to Spotify? Got a blog or posted comment on a blog?
Social media has disrupted the conventional marketing model
The next generation of recruiters must not only be aware of social media but also have a profound knowledge of how to maximise value from them
People are one click away from the perfect job, the ideal product, a damning video diary or the 5 star review
Access to, and control over, this information results in different behaviour and attitudes
Brands need to adopt different mindsets, approaches and strategies to meet their commercial objectives In order to help brands adapt to this change we have developed a Social Media Strategic Framework Which we believe will enable brands to strategically navigate through, as opposed to just blindly rolling out the latest, must-have tactics
First, some scary/exciting* numbers Image: Universal McCann Wave 4, Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ * Delete as appropriate
13 hours amount of video uploaded to YouTube every minute
133,000,000 number of blogs indexed by Technorati since 2002
900,000 average number of blog posts in a 24 hour period
4,000,000,000 Tweets so far… and counting Source: http://popacular.com/gigatweet//
100,000,000 users who log on to Facebook at least once each day (that’s 50% of total FB users)
700,000,000 number of photos added to Facebook monthly It’s the world’s biggest photo repository
30,100,000 Linked In users 11m unique users (Sep 08) 319% growth since 2007 Source: http://www.scribd.com/doc/11481779/Social-Media-2008-Statistics
1,500,000,000 Apps downloaded for iPhone Average user downloads 10 apps per month
3,000 Average advertising exposure per day Source: Advertising: It's Everywhere, Media Awareness Network
£17.5bn total UK advertising spend Digital 19.2% (£3.3bn) (only £50m in 2001) TV 21.9% Source: Global ad spend trend, Zenith Optimedia March 2009, IAB 2008
Print -10% TV -7% Digital +5% (Social media +20%) Source: Global ad spend trend, Zenith Optimedia March 2009, IAB Europe Interact 2009 Digital is now an average 15% of VS&M budget player
<ul><li>The 60’s and 70’s were all about products and how to advertise them </li></ul><ul><li>The 80’s and 90’s were all about brands and their balance sheet value </li></ul><ul><li>Then it all went digital </li></ul><ul><li>Now it’s all gone social </li></ul>
Good news and not so good news <ul><li>The good news is that it’s still about BRANDS so your investment was worth it! </li></ul><ul><li>Brand value needs managing to stay relevant and deliver performance </li></ul><ul><li>The not so good news is that now everyone has a hand in the brand with the potential to build perceptions that affect performance - good or bad </li></ul><ul><li>Brands 2.0 are ‘social brands’ which have to deliver on their proposition at every touch-point. </li></ul>
Employer branding is not immune Source: Peer Group attraction recruitment interview assessment on-boarding retention engagement advocacy Management Existing Employees Potential Employees Corporate Background Competitors for Talent Economic Climate 3 rd Party Suppliers Leavers & Candidates Customers & Shareholders Employer Brand Definition
Especially when you consider… 80% of UK employees are not engaged in their current job 75% of employees expect to find & apply for their next job online Source: CIPD
<ul><li>“ Social network job-boards have sliced some advertising by up to 90%. </li></ul><ul><li>Where some candidates previously required £10k of media placement spend they are now being generated for only hundreds!” </li></ul>Impact: Advertising alone does not work. People are increasingly looking online for their next job. Source: James Caan, ‘Social Media in Recruitment Conference’ 2009.
<ul><li>Web 2.0 site or Star Wars character? </li></ul>
Social Media Strategy As organisations start to understand the far reaching implications of social media they quickly appreciate the need to define a social media strategy that mutually supports other strategies within the organisation.
Influencer Networks Influencers will play different roles within different market-sectors, so the key here is to understand how to identify them, the role they play and how to engage with them.
Brand Outposts Don’t just set-up a Twitter account because everyone’s doing it. Take a step back and think about how your outposts will support your social media strategy, who will run your outposts and where the content will come from?
Reputation Management Arguably, real-time eavesdropping on what people are saying about your brand is one of the most immediate benefits of social media marketing. Although, conversely engaging in a negative conversation could escalate in a full blown crisis so again a clear separate strategy is required here.
Social Media Strategic Framework: Reputation Management Listen & Engage
Social Media Strategic Framework: Reputation Management Listen & Engage
Identifies, informs and inspires <ul><li>Identify </li></ul><ul><li>Discover the volume of conversations around the brand </li></ul><ul><li>Track volume, indicative-sentiment and media-mix over time </li></ul><ul><li>Identify social networks and key influencers </li></ul><ul><li>Benchmark against competitors </li></ul><ul><li>Understand the subject of the conversations </li></ul><ul><li>Listen to what they’re saying </li></ul><ul><li>Provide a platform to engage </li></ul><ul><li>Inspires & inform </li></ul><ul><li>Business strategy </li></ul><ul><li>Marketing strategy </li></ul><ul><li>HR communications strategy </li></ul><ul><li>New product development </li></ul><ul><li>Digital strategy </li></ul><ul><li>Social media strategy </li></ul><ul><li>Social currency – e.g. brand entertainment, brand utility & co-creation </li></ul><ul><li>Brand outposts - blogs & social network profiles & activity </li></ul><ul><li>Website strategy </li></ul>
As an example, we found this for Brighton & Hove City Council…
More than a third of people in Brighton have not had a day off sick in the past 12 months. A report out this month by healthcare company Simplyhealth also suggests that almost half of workers in Brighton are so scared of losing their jobs in the recession they work through any illness they may have. Brighton and Hove Primary Care Trust has recently launched a scheme with Brighton and Hove City Council to try to help reduce the number of sick days taken by staff. Seven council fat cats are now being paid salaries in excess of 100,000 a year. The number of top earners at Brighton and Hove City Council more than doubled in a year, new statistics have revealed. In the same period the amount of the council budget being taken up by the wages of those earning £50,000 or more rose by at least £1.65million as many were awarded pay rises. In the middle of a recession, with local people and businesses struggling, Brighton and Hove City Council is currently advertising for a social media officer with a salary of £24,000 to £28,000. Brighton and Hove City Council has defended its plans to appoint a social media officer as part of a strategy of engaging more closely with residents. The seaside city - where 50 per cent of residents are online - is believed to be one of the first councils to create a role specifically targeted at social media.
Brighton and Hove City Council thinks so, and have begun using Web 2.0 applications and channels such as Twitter, YouTube, SharePoint and wikis through its internal intranet, in the hope that they will benefit staff. BBC South Today did a very critical piece about the social media officer job at Brighton & Hove Council http:// icanhaz.com/socialme ... John Barradell confirmed as new Chief Executive of Brighton & Hove City Council: John Barradell has been confirm.. http://bit.ly/6AVOw Binmen pay protest outside Brighton and Hove City Council HQ: Dozens of Brighton and Hove rubbish trucks jammed .. http:// bit.ly/sAfAt Brighton and Hove City Council draft secret plan to sack 821 workers http:// tinyurl.com/nmltzw Brighton & Hove City Council is trialling social media platforms for internal communications. This will be interesting # yamm
What do you do with that? Positive / Negative Engage / Leave alone HR / Marketing / PR / Customer Services ?
Conversation, Engagement, Community Brands with something interesting, useful and/or relevant to say should be aiming to start conversations, using branded content as social currency. A distribution strategy will then ensure that engaging content has the best opportunity to kick-start a conversation.
Why you need a Social Media Strategy… The strategic intent should be for organisations to be an authentic part of the social media community and appropriate conversations. Along the way there will be immediate, tangible results although like branding, social media is about the long-haul It’s about systemically and consistently building the reputation of the brand where the pay-back is ultimately brand equity.
Highly targeted Set your daily budget £££ Pay for clicks or impressions
Recruitment advertising platform? <ul><li>18m UK users </li></ul><ul><li>25 mins per day </li></ul><ul><li>2 visits per day </li></ul><ul><li>50% return daily </li></ul>Source: Comscore Sept 2008 & Facebook Internal Data, Oct 2008
Highly targeted “ Facebook ad generated 5,952 clicks to the O2 landing page and 74 started applications. 19 of these people went on to complete their application.” I want to reach people in the United Kingdom who work at Virgin, British Airways, BMI, Emirates Airlines, or Gulf Air. Reach = 2,820 Country City or Town Age Gender Interests Activities Music Books TV Shows Education School College Relationship Workplace Page Group Languages
Your homework (You didn’t think this was free did you?) <ul><li>Create a LinkedIn profile </li></ul><ul><li>Connect with me </li></ul><ul><li>Join the LawtonWare group </li></ul><ul><li>Tell us what you thought of today </li></ul><ul><li>Download the presentation material </li></ul>
Let’s continue the conversation @lawtonware lawtonware.co.uk