Welcome to the world of digital reality. Brands can run but they cannot hide. So what do you do? These are practical actionable steps for you to be accountable on social media. Let your actions speak for you and others will naturally talk about it.
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Social Media: Friend or Foe?
1. THE LOVE HATE RELATIONSHIP BETWEEN SOCIAL AND MEDIA. PRESENTED BY DENTSU UTAMA, MAY 2010. Dos and don’ts to keep the relationship alive, healthy and thriving.
2. Why are we here today? >> We’ve been in the communication business for more than 100 years, seen through a few industry revolutions but none such as the social media phenomenon
3. Why are we here today? >> We’ve been in the communication business for more than 100 years, seen through a few industry revolutions but none such as the social media phenomenon >> Dentsu Utama is Malaysian born and bred, 5 years old with a whole 2 years dedicated to integrated digital campaigns and social media marketing
4. Why are we here today? >> We’ve been in the communication business for more than 100 years, seen through a few industry revolutions but none such as the social media phenomenon >> Dentsu Utama is Malaysian born and bred, 5 years old with a whole 2 years dedicated to integrated digital campaigns and social media marketing >> We’ve seen internal and external challenges in not just maintaining our client’s social sites but keeping it upbeat
5. Why are we here today? >> We’ve been in the communication business for more than 100 years, seen through a few industry revolutions but none such as the social media phenomenon >> Dentsu Utama is Malaysian born and bred, 5 years old with a whole 2 years dedicated to integrated digital campaigns and social media marketing >> We’ve seen internal and external challenges in not just maintaining our client’s social sites but keeping it upbeat >> Our digital integration isn’t just about taking the idea online and offline, but also understanding the client’s culture – what can be taken online/offline and what cannot
6. Why are we here today? >> We’ve been in the communication business for more than 100 years, seen through a few industry revolutions but none such as the social media phenomenon >> Dentsu Utama is Malaysian born and bred, 5 years old with a whole 2 years dedicated to integrated digital campaigns and social media marketing >> We’ve seen internal and external challenges in not just maintaining our client’s social sites but keeping it upbeat >> Our digital integration isn’t just about taking the idea online and offline, but also understanding the client’s culture – what can be taken online/offline and what cannot >> For two whole years, we have been strong 2.0 advocates albeit below the radar
8. The ‘WEB’ – where it all begins Aims to organize the world’s information The No.1 search page in the world based on an algorithm which ranks pages according to importance by virtue of quality links
9. The ‘COMMUNITY’ – where it all connects Aims to provide a social utility that connects people with friends, family and others who work, study and live around them The No.1 digital mapping of people’s real-world social connections. Search is based on verbatim from own social circle and Facebook population
12. Number of users >> 6 387 060 Number of male users >> 3 252 720 Number of female users >> 2 961 960 Penetration >> 23.66 % Online penetration >> 37.79 % Average CPC >> $ 0.08 Average CPM >> $ 0.03 Estimated number of users >> 910,000 (as of Feb 2010)
13. Our effort in making brands more social. Some challenges: How do you draw the line between an approachable brand and a brand that’s overly friendly? Where do you draw the line between what the brand wants to say and what the community wants to share? What is the difference between a branded social community and social CRM? When do you ignore a bad comment and when do you call for a risk management strategy? When do we change from testing water to launching a measureable social media marketing strategy? What is the meaning of integration and what does social media really mean?
15. Individuals. Groups. Professionals. Businesses. Corporations. NGOs. Government. *Source: Facebakers >> In short, it’s just about anyone who’s looking to connect with someone else.
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17. Before you embark on social media, you need to know these important things. >> Growth is highly organic and community driven, you don’t get to drive all the time . >> One hour you’re hot and next hour you’re not. >> Transparency-on-demand. >> People can be really mean. And we mean, really mean. >> The ‘Always-on’ expectation.
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19. Social media done right will become immeasurable to your investment when the brand becomes truly part of a constructive community. >> Real-time prompted and unprompted feedback and research. >> Helps business owners to identify the exact problem in the value chain. >> Build highly meaningful relationships, people will talk about what you told them for free . SOCIAL MEDIA >> A virtual database at absolutely no cost in keeping it fresh. >> An idea hub for projects especially where it involves your customers. >> You can share a lot about your brand which could be a hefty investment running on traditional campaigns.
20. What is risk management, when do you need one and how do you deploy one? Addressing the most pressing issue of social media: When bad news travels, boy does it travel… People like to talk about bad news. So the 4,999 don’t write a letter to say how great the show was, but the person who complains – bad news – will take the trouble to write a letter. So all you hear about is that one and people think that’s representative of the public. Harith Iskandar on the state of believability in Malaysia
21. Feb 2010 – Sticky accelerators and hybrid anti-lock brake defects cause Toyota to recall more than 9 million cars worldwide. Panic began to spread faster than ever because this was also the age of social media. Frustrations were fired up, disappointments were vented. One misery continues to feed on another. What did Toyota do on social media to contain the fire?
22. STEP 1: BUILD A TRUSTWORTHY AND CREDIBLE PERSONA, GIVE THE CRISIS A FACE. >> Go to YouTube
23. STEP 2: CREATE AN OPEN SPACE FOR TRANSPARENT DIALOGUE, NEVER HIDE.
24. >> While Jim Lentz was on Digg, his team was on Facebook (TOYOTA USA) identifying themselves and attending to concerns
25. STEP 3: DIRECT THE PUBLIC BACK TO OFFICIAL SITES OWNED BY THE BRAND.
27. SOCIAL MEDIA WAS ONLY A CHANNEL. THE POINT OF MANAGING CRISIS HINGES ON THE PORTION OF THIS LETTER.
28. And keep saying and saying and saying and saying it until it’s done. Say what you are doing internally, what you are doing externally, what your involved counterparts are doing and especially when addressing a personal enquiry, say when.
29. It’s still debatable if it’s a good idea to get a third party to speak for you. Even if you claim they are not paid to say ‘good things’. (Yeah right!)
30. >> However, there was a third party site which claimed to be independent from Toyota. Its Facebook title was Toyota Recall and was linked to a ‘consumer’ site called Toyota Recall. This sites were owned by Pasch Consulting Group whose client was ‘Toyota’.
31. Here’s a thought for you to ponder: Is it better for you to address bad news at your site directly? OR Is it better for you to isolate the frustration and ridicule elsewhere?
33. Deploying a crisis management plan. >> SPEED >> TRANSPARENCY >> DIALOGUE >> ADVANCED DATA >> Monitor all CG media, respond team taskforce, a streamlined approach, >> Identification, what actions are being taken, what will happen next and how long it will take >> Be human, acknowledge concerns and express eagerness in rectification >> Find out exactly who is using what to be able to craft specific digital messages
34. STRATEGIC PLANNER COMMUNITY MANAGER ANALYTICS MANAGER HEAD OF PR/ CUSTOMER SERVICE HEAD OF MARKETING HEAD OF R&D CRISIS TASK FORCE CRISIS POLICY FOR STREAMLINED APPROACH + WHAT NOW, WHAT NEXT, WHEN MONITOR
35. >> Utilize social media for cost efficiency in enhancing marketing plans >> Take criticism positively and use it as a beacon for perfection >> Rethink and innovate because on social media, even manufacturers will become part of the ‘service’ industry >> Using ‘crisis’ as an opportunity to show the true mettle of the brand A dose of optimism goes a long way.
36. Can you control a community? And more importantly, should you? No and Yes
37. N Because your community owns half of it. O Be mindful of what they want to share versus the intention of the community. Without your fans and followers, you won’t have a community. Let’s talk about my package Let’s talk about your horrible service Telco X Brand X fan Let’s talk about my product Let’s talk about cars Auto Y Brand Y fan
38. YES Because you own the other half of the share. T&Cs are important: You state your turf, what you will tolerate and what you won’t. You can control what happens at the other half of the equation. strategy Having a control also means flexibility.
39. IMPROVISE Content Delivery Activations Promotions “ If you meet and like someone and hope for reciprocation, wouldn’t you want to talk about something he or she is interested in?” strategy Having a control also means flexibility.
41. MEDIA INTEGRATION is about searchability, sociability and scalability. Regardless of media. Regardless of space. Regardless of investment. INTEGRATED
43. MARKETERS WANT MORE TWO-WAY MEDIA. OR WAS IT CONSUMERS? *Source: Marketing & Media Ecosystem 2010 survey and Booz & Company analysis
44. INTEGRATION MEANS SAYING WHAT YOU WANT TO SAY, AND THEN LISTEN. >> If we don’t say anything, what is there to feedback on?
45. Traditionally: Receive message >> Info search >> Take action >> Today: Receive message >> Info search >> Take action >> >> Talk about it >> Ask about it >> Share it SPOT THE DIFFERENCE The difference is in the scale of things. Adidas Originals – 20 versus 2.8mil people >> >> Talk about it >> >> >> Ask about it >> >> >> >> Share it
46. FIVE POPULAR MYTHS WORTH DEBUNKING ON SOCIAL MEDIA. It’s the next best thing since sliced bread. 1 Social media is cheap because it’s FREE. 2 English is our first language. 3 Followers and fans will just ‘appear’ overnight. 4 All our followers and fans are advocates and loyalists. 5
47. It’s the next best thing since sliced bread. 1 No, it’s not. It’s just simple math. Social media is only an evolution of the web. 1.0 + 1.0 2.0 + 1.0 3.0 Web 1.0 – Information portal – usable directories, one way publication, stagnant, dial-up Web 2.0 – Platform – social communities, wisdom of the crowd, scalable, broadband Web 3.0 – Intelligence – contextual search (semantic web), human + artificial intelligence, mobility
48. Social media is cheap because it’s FREE. 2 Twitterer Blog writer Facebook moderator Community managers Strategic planners Content planners Customer service managers PR managers Analytics managers Creative producers Promotional Sustainable
49. Social media is cheap because it’s FREE. 2 Community managers Strategic planners Content planners Customer service managers PR managers Analytics managers Creative producers Twitterer Blog writer Facebook moderator Promotional Sustainable Standard engagement Relationship management Strategy integration Value Creation Value creation Relationship management Analytics and analysis Effectiveness study
50. Social media is cheap because it’s FREE. 2 *Source: Dentsu Utama >> Go to YouTube
51. Social media is cheap because it’s FREE. 2 *Source: Dentsu Utama Within 3 weeks since first upload of 3 videos: 60,305 unique views, 78,608 video post impressions on Facebook
52. Social media is cheap because it’s FREE. 2 *Source: Brandtology
53. Social media is cheap because it’s FREE. 2 *Source: Brandtology
55. English is our first language. 3 Choice of language depends on: >> Purpose of the community >> Geographic consideration of the community >> Cultural consideration of the community And last but not least, >> Brand personality
56. Followers and fans will just ‘appear’ overnight. 4 No, they don’t. You would promote an event. You would advertise a contest. You would have a traffic driver strategy for everything offline. Why wouldn’t you, online? Seeding Cross-promote Own social circle ‘ Bot’ fans Congratulations, but what’s next? >>
57. All our followers and fans are advocates and loyalists. 5 No, they are not. They could be. But they are also your competitors, fire starters and cynics. So best be prepared and exude confidence in providing accurate information.
58. SOCIAL MEDIA > Branded community? < Social CRM? >> The intricate decision of using the brand as the ‘face’ of the community >> Content needs to original/unique, valuable/meaningful, relevant/make sense << If it’s intended CRM, then be prepared to be straightforward, transparent and efficient
59. SOCIAL MEDIA So where do we (or you) go from here? Critical considerations before you start: Your corporate/brand portfolio Your marketing objectives Your promotional budget Your research strategy Your customer service capability
60. SOCIAL MEDIA In a giant nutshell In traditional marketing, you want consumers to buy your brand. In today’s marketing, you want consumers to vote for your brand. So that they will buy and influence hundreds and thousands of others to do so.
61. Thank you. Again, you must be tired. For more information, please email sueanne@dentsutama.com.my
Editor's Notes
This presentation is the fruit of our experience and challenges as an accountable basis for industry sharing
On the contrary, you should be looking downwards for real growth.
2) When bad news travel, oh boy do they travel – depending on the culture, so are just inciters who ride on someone else’s bad comment 3) Trust me, your customers will be highly transparent to you and will demand/pressure you to the same. 4) 5) Creating an always on culture – potentially influence the volume of resource corporations may need to look at to cater the communities online
You could potentially save a lot of research money because you can now generate more accurate hypotheses which will provide more accuracy is big scale researches Your brand could potentially achieve perfection in user-delivery and quality because the long tail of consumers are giving you qualitative feedback – it’s your choice if you want to do anything about it Creating opportunities for WOM Opt-in marketing, you don’t have to send them anything, they’re perpetually wired to your newsdesk Do a quick dipstick then you don’t have to invest on research, at the same time lower your risk of getting it wrong
Toyota US President Jim Lentz goes on You Tube soon after to address the problem
Digg emails are sent out to the public leading to the dialogue on Digg with Mr. Lentz
He is on Digg to respond to queries personally
Digg emails are sent out to the public leading to the dialogue on Digg with Mr. Lentz
Regular Twitter updates are actively posted by the team as to the latest events
Digg emails are sent out to the public leading to the dialogue on Digg with Mr. Lentz
Digg emails are sent out to the public leading to the dialogue on Digg with Mr. Lentz
Important to note that there was an existing fault with the product. Social media was only the messenger.
State your T&Cs and be very clear about it so that whatever posts that do no conform to it, will be duly removed. But you have to state it very clearly, otherwise the community may misunderstand that you are filtering bad comments
State your T&Cs and be very clear about it so that whatever posts that do no conform to it, will be duly removed. But you have to state it very clearly, otherwise the community may misunderstand that you are filtering bad comments
Information Format of sharing Types of popular events Types of rewards
Social media is just another media channel. 10 years later, it might be labeled as traditional media too Social media is a complementary channel which works on a whole new discipline, not to be treated the same as you would in traditional advertising approach The key word in this 21 st century is NOT digital. Neither is it social media, it is integration
There is a clear divide between a person’s digital and real world. And social media is the mash of the two. No wonder, Facebook is the No.1 digital mapping of people’s real-world social connections.
Video production whether it’s on YouTube or TV is the same: The myth is, it’s OK to do home videos so it should be cheap. Home video IS a intentional treatment not because of cost-cutting measure Even social media creative production needs to have the same QUALITY
Video production whether it’s on YouTube or TV is the same: The myth is, it’s OK to do home videos so it should be cheap. Home video IS a intentional treatment not because of cost-cutting measure Even social media creative production needs to have the same QUALITY
The more sophisticated your investment is, the more sophisticated your monitoring tool should be
The more sophisticated your investment is, the more sophisticated your monitoring tool should be
The more sophisticated your investment is, the more sophisticated your monitoring tool should be
Portfolio: From SKUs to CSR activities, which one can provide the best hook to the consumers Marketing objectives: Your ultimate objectives and see how social media can expedite that change and add value to your KPI Promotional budget: How much are you willing to invest? And prioritization of the strategy to fit your baseline budget? Research strategy: What is it that you want to find out about your customers? How would social media add value to that? Customer service capability: Current process and what’s lacking? And how can social media complement that process
Portfolio: From SKUs to CSR activities, which one can provide the best hook to the consumers Marketing objectives: Your ultimate objectives and see how social media can expedite that change and add value to your KPI Promotional budget: How much are you willing to invest? And prioritization of the strategy to fit your baseline budget? Research strategy: What is it that you want to find out about your customers? How would social media add value to that? Customer service capability: Current process and what’s lacking? And how can social media complement that process
Portfolio: From SKUs to CSR activities, which one can provide the best hook to the consumers Marketing objectives: Your ultimate objectives and see how social media can expedite that change and add value to your KPI Promotional budget: How much are you willing to invest? And prioritization of the strategy to fit your baseline budget? Research strategy: What is it that you want to find out about your customers? How would social media add value to that? Customer service capability: Current process and what’s lacking? And how can social media complement that process