Tweeting Social Stuff October 2009


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Stuff about Twitter & Social Media for Marketing Magazine event ( October 2009 with case studies from Five by Five & from Phones 4 U.

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Tweeting Social Stuff October 2009

  1. 1. Tweeting Social Stuff 21.09.09 A presentation to : Marketing Event [email_address] @nicholasgill
  2. 2. Nicholas Gill Head of Planning Five by Five @nicholasgill @fbfdigital Graeme Ford Head of Insight Phones 4U @graemeford @phones_4U
  3. 3. Social media has disrupted the conventional marketing model
  4. 4. People are one click away from the perfect job, the ideal product, a damning video diary or the 5 star review
  5. 5. But it’s not about blindly rolling out the latest, must-have tactics Brands need to strategically navigate through social media…
  6. 6. Trends Content Explosion Fragmentation & distribution Interactivity, participation & control Source: IAB Europe Interact Congress 2009 Content Supply Chain Evolution Real time
  7. 7. Social media is powering & accelerating these trends The 60’s and 70’s were all about products and how to advertise them The 80’s and 90’s were all about brands and their balance sheet value Then it all went digital Now it’s all gone social
  8. 8. Engagement has already shifted
  9. 9. Social media is already culturally accepted Source: Forrester & The Guardian 65% of time spent in social/entertaining space
  10. 10. Where’s Twitter? Social Media Feeds/ Filters On Demand Sharing Reviewing Press TV Outdoor Gaming Destinations Mobile Connecting RSS On-demand (iPlayer, 4OD, Hulu) PVR Interactive TV Social viewing / Participation Text Bluetooth Live interaction QR codes Video ad innovation QR codes Ratings Reviews Liking Distribution Bookmarking email IM VOIP (Skype) Life-streaming (Twitter) Friending Wi-Fi MMS Surfing email Bluetooth GPS MP3 Entertainment (radio, video, music) Search Networks Life-streaming Publish (blog) Forum Widgets Meme Crowd-sourcing Virtual Worlds Live casting Console Handheld Casual Surfing TV viewing Camera, DVD, Blu-Ray MMO ARG Portals News Personalised start pages, iGoogle Brand sites
  11. 11. Tweets so far? Source:
  12. 12. 1,382% increase YoY Source: Nielsen, 2008/2009 stats
  13. 13. 7 million unique users 475,000 1 year ago
  14. 14. 7 mins average engagement
  15. 15. But it’s all celebs right?
  16. 17. Who uses it?
  17. 18. Who actually uses Twitter? Source: comScore
  18. 19. Where? Source: Social Media Library
  19. 20. Multiple tools for managing
  20. 21. Promote products & services
  21. 22. Customer Service
  22. 23. Extend event participation
  23. 24. Strategic approach? Source:
  24. 25. Simple is better ENGAGE CREATE FOLLOW
  25. 26. Social Media Strategic Framework Source: Steve Sponder @stevesponder Creative Commons: Attribution-Non Commercial-No Derivative Works 2.0 UK: Engalnd & Wales License
  26. 27. Social Media Strategic Framework: Reputation Management Listen & Engage
  27. 28. Social Media Strategic Framework: Reputation Management Listen & Engage
  28. 31. Identifies, informs and inspires <ul><li>Identify </li></ul><ul><li>Discover the volume of conversations </li></ul><ul><li>Track volume, sentiment and media-mix </li></ul><ul><li>Identify influencers </li></ul><ul><li>Benchmark against competitors </li></ul><ul><li>Understand the subject </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 </li></ul><ul><li>(e.g. brand entertainment, brand utility & co-creation) </li></ul><ul><li>Brand outposts </li></ul><ul><li>Website strategy </li></ul>
  29. 32. Do something interesting
  30. 33. Social Media out performs paid for media
  31. 34. #ChelseaCL Twitter engagement
  32. 35. Converted to advocacy Samsung Football mentions on a par with other major brand endorsements such as Nike and Adidas And way ahead of Puma Motorsport
  33. 36. Activated in blogs, communities, forums
  34. 37. High profile promotions
  35. 38. All add up to improved SEO
  36. 39. Social media response split Blogs 29% Promotions & partnerships 47% 6% 1% 1% 9% 7% forums
  37. 40. Crowdsourcing the Samsung i8910HD
  38. 41. @jasonbradbury: I’ve got a Samsung i8919HD phone to give away! FREE! I want ideas for Twitter/my blog 4 how to give it away!?
  39. 42. @jasonbradbury:.. or how about #ZombiePhone . I pick from the best #ZombiePhone images of you acting like a living dead next to your old, dead phone?
  40. 43. @sarahjane365: #ZombiePhone I think I would win since I have about ten old dead phones in my possession @madgerald: Love the #ZombiePhone idea
  41. 44. @jasonbranbury: Your ideas rock - but I like #ZombiePhone . So here come the rules of the competition!!! @jasonbradbury: #ZombiePhone . 1) Free phone to best pic of undead phone & user 2) use hashtag 3) I pick my fave 9.30am Monday 10 Aug.
  42. 47. Twitter outperforms forums (surprise) (our usual place)
  43. 48. @GHWT Twitter profile was set up in April 2009 2,077 followers as of 23rd July 2009 Organic growth no promotion Average growth per day = 60 followers 181 updates which averages at 1.2 updates per day
  44. 49. ‘ who is you favourite guitarist?’ ‘what is your favourite guitar solo?’ ‘how many of you out there played guitar hero last night?’ Engagement driven by passion points
  45. 50. Advocates Comments & Suggestions Customer service PR
  46. 51. Social media adoption
  47. 52. Social media adoption
  48. 53. [email_address] @nicholasgill Continue the conversation
  49. 54. Over to @graemeford…
  50. 55. Social Media Graeme Ford | Head of Insight | Phones 4u
  51. 56. About Phones 4u <ul><li>Who are we? </li></ul><ul><li>What do we sell? </li></ul><ul><li>What are our retail channels? </li></ul><ul><li>Who are our key customers? </li></ul><ul><li>What is our advertising strategy? </li></ul><ul><li>When did we start using social media? </li></ul>
  52. 57. Why Social Media? <ul><li>Our main objectives were to: </li></ul><ul><li>Become more approachable </li></ul><ul><li>Gain insight into digital lifestyles </li></ul><ul><li>Establish communication on a one-to-one basis </li></ul><ul><li>Reduce share of negative voice online </li></ul><ul><li>Increase word of mouth recommendations of exclusive products </li></ul><ul><li>Increase brand awareness of advertising campaigns </li></ul><ul><li>Rival our competitors for share of voice online in the mobile industry </li></ul><ul><li>Reduce multiple voices </li></ul><ul><li>Solve customer complaints / questions </li></ul><ul><li>Educate mobile users on products and services </li></ul>
  53. 58. Strategy
  54. 59. uBar <ul><li>The uBar is a unique insight platform established to provide two-way dialogue between ourselves and the customer ( ) </li></ul><ul><li>Users can participate in various research topics, and also interact socially with each other, while also being able to speak to us directly about what they think of the industry </li></ul><ul><li>Through the uBar, we conduct monthly omnibus surveys to capture the changing needs of our consumers to ensure we deliver their needs and have future insight into the market </li></ul><ul><li>The uBar will also act as a platform for testing the latest products and services </li></ul>
  55. 60. Facebook <ul><li>Good demographic spread covering the majority of our key segments in the 13 to 29 year old market </li></ul><ul><li>Large amount of Phones 4u groups already on the network </li></ul><ul><li>Key platform for launching face-to-face social events </li></ul><ul><li>Great place to share new product exclusives </li></ul><ul><li>Users can upload their own pictures and videos to the site </li></ul><ul><li>Conduct research via polls </li></ul><ul><li>Utilisation of Facebook adverts to drive traffic </li></ul><ul><li>Build third party applications </li></ul>
  56. 61. Popular People ‘Yes No’ Campaign
  57. 62. Facebook ‘Yes No’ Campaign
  58. 63. Facebook ‘Yes No’ Campaign
  59. 64. Facebook ‘Yes No’ Campaign
  60. 65. Facebook Events <ul><li>Hop Farm Festival: July 4 th -5 th 2009 </li></ul><ul><li>Partnered with our media agency </li></ul><ul><li>Ticket giveaway exclusively through Facebook </li></ul><ul><li>Seeded on top festival forum sites </li></ul><ul><li>Facebook targeted adverts </li></ul><ul><li>Share content back on site </li></ul><ul><li>N-Dubz VIP Party: September 17 th 2009 </li></ul><ul><li>Partnered with Blackberry and Kiss FM </li></ul><ul><li>Tickets only available exclusively through Phones 4u </li></ul><ul><li>Facebook targeted adverts </li></ul><ul><li>Competition promoted in-store to drive traffic </li></ul><ul><li>Share content back on site </li></ul>
  61. 66. Twitter <ul><li>The Brand Awareness Model </li></ul><ul><li>Used for PR announcements </li></ul><ul><li>Resolving customer complaints </li></ul><ul><li>Promoting exclusive events </li></ul><ul><li>Talking to customers about lifestyle trends </li></ul><ul><li>The Ecommerce Model </li></ul><ul><li>Selling excess stock / limited stock </li></ul><ul><li>Promoting exclusive online deals </li></ul><ul><li>Promoting new sections on our website </li></ul><ul><li>Handset reviews </li></ul><ul><li>Special Contract offers </li></ul>
  62. 67. YouTube <ul><li>Increase brand awareness </li></ul><ul><li>Summer ‘Popular People’ campaign launched on YouTube </li></ul><ul><li>Recently launched our new ‘Box Wars’ campaign for Christmas </li></ul><ul><li>Allows users to comment on new campaigns </li></ul><ul><li>Find out who seeds our video </li></ul><ul><li>Uploaded all our advertising history </li></ul><ul><li>Linking to other users videos </li></ul><ul><li>Running competitions </li></ul>
  63. 68. Blogs <ul><li>Google Alerts and Meltwater used to track brand mentions in Blogs </li></ul><ul><li>Identify key blogs and bloggers </li></ul><ul><li>Once identified, we make contact to see how we can help each other </li></ul><ul><li>Release exclusive content to bloggers </li></ul><ul><li>Blogger nights out in London and Manchester </li></ul><ul><li>Build relationships with young up and coming bloggers for online exposure </li></ul>
  64. 69. Linked-In <ul><li>Build your company profile </li></ul><ul><li>Befriend social media professionals </li></ul><ul><li>Get Involved in social media discussions </li></ul><ul><li>Got a question? Ask the experts </li></ul><ul><li>Got an answer? Help others </li></ul><ul><li>Find social media conferences </li></ul><ul><li>Start your own business groups </li></ul><ul><li>Social media job listings </li></ul>
  65. 70. Resources <ul><li>Book:Twitter Means Business by Julio Ojeda-Zapata </li></ul><ul><li>Introduction to Twitter for businesses </li></ul><ul><li>Company case studies </li></ul><ul><li>Online Source: </li></ul><ul><li>Social media news </li></ul><ul><li>Twitter and Facebook guidebooks </li></ul><ul><li>Presentations: </li></ul><ul><li>Search, upload and share PowerPoint presentations </li></ul><ul><li>View webinars </li></ul>
  66. 71. Contact Details Email: uBar: Facebook: Linked-In: Twitter: Graeme Ford Head of Insight | Phones 4u