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Social Cases<br />The Power Of Social Media<br />Andrew Rastall<br />andrew@connectingelement.co.uk<br />
Contents<br />Change is the norm<br />Defining social media<br />Building a community<br />Feeding the monster<br />Squari...
Change Is The Norm<br />Google products<br />4 Bn Mobile Video Devices<br />Facebook et-al<br />TiVo<br />Sky Plus<br />Ha...
Change Is The Norm<br />Broadcast is shrinking<br />Narrowcast is growing exponentially<br />Millions get 6 so 10,000 read...
Defining Social Media<br />
Defining Social Media<br />
Defining Social Media<br />
Defining Social Media<br /><ul><li>Websites
Online news
Email
Social networking
Review sites
Seeding sites
SMS … Blogs … Guest care dep’t</li></li></ul><li>Defining Social Media<br /><ul><li>Any media where communities gather</li...
Feeding The Monster<br />Appropriate messages<br />Appropriate timing<br />Appropriate tone<br />Modulate the conversation...
One Product = One Team<br />Brand Team<br />Operating Team<br />Guest Care Team<br />Marketing Team<br />
One Product = One Team<br />
A Social Study<br />In January 2009 Toby’s Community Was 30,000 email respondents.<br />In January 2010 Toby’s Community h...
A Social Study<br />
A Social Study<br />The Cost To Contact Each Fan Was Under 30 pence each<br />
A Social Study<br />How did we do that then?<br />
Results<br />Record L4L sales growth<br />Record community subscription<br />Record levels of engagement<br />
WARNING<br />
You Must Not Screw With The Community<br />
www.thisfluidworld.com<br />
What Should They Have Done?<br />Invoke the Crisis Plan?<br />
What Should They Have Done?<br />NO!<br />
What Should They Have Done?<br />Built Some Relationships<br />Built Some Trust<br />Built Some Advocates<br />
What Should They Have Done?<br />Build a Community<br />
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DMA Masterclass 09 Feb Connecting Element

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DMA Social Media Masterclass presentation from Andrew Rastall, Connecting Element, 9 February

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DMA Masterclass 09 Feb Connecting Element

  1. 1. Social Cases<br />The Power Of Social Media<br />Andrew Rastall<br />andrew@connectingelement.co.uk<br />
  2. 2. Contents<br />Change is the norm<br />Defining social media<br />Building a community<br />Feeding the monster<br />Squaring the circle<br />A Social Study<br />What about when it goes wrong?<br />
  3. 3. Change Is The Norm<br />Google products<br />4 Bn Mobile Video Devices<br />Facebook et-al<br />TiVo<br />Sky Plus<br />Hard Drive Recorders<br />BBC iPlayer<br />
  4. 4. Change Is The Norm<br />Broadcast is shrinking<br />Narrowcast is growing exponentially<br />Millions get 6 so 10,000 read & 500 act<br />Thousands get 40 so 100,000 read and <br /> 20,000 act<br />
  5. 5. Defining Social Media<br />
  6. 6. Defining Social Media<br />
  7. 7. Defining Social Media<br />
  8. 8. Defining Social Media<br /><ul><li>Websites
  9. 9. Online news
  10. 10. Email
  11. 11. Social networking
  12. 12. Review sites
  13. 13. Seeding sites
  14. 14. SMS … Blogs … Guest care dep’t</li></li></ul><li>Defining Social Media<br /><ul><li>Any media where communities gather</li></li></ul><li>Building a Community<br />Trust & Honesty<br />Compelling content<br />
  15. 15. Feeding The Monster<br />Appropriate messages<br />Appropriate timing<br />Appropriate tone<br />Modulate the conversation<br />Offer / Value / Amenity<br />
  16. 16. One Product = One Team<br />Brand Team<br />Operating Team<br />Guest Care Team<br />Marketing Team<br />
  17. 17. One Product = One Team<br />
  18. 18. A Social Study<br />In January 2009 Toby’s Community Was 30,000 email respondents.<br />In January 2010 Toby’s Community has topped 90,000 Facebook Fans and 120,000 email respondents<br />
  19. 19. A Social Study<br />
  20. 20. A Social Study<br />The Cost To Contact Each Fan Was Under 30 pence each<br />
  21. 21. A Social Study<br />How did we do that then?<br />
  22. 22.
  23. 23.
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36. Results<br />Record L4L sales growth<br />Record community subscription<br />Record levels of engagement<br />
  37. 37. WARNING<br />
  38. 38. You Must Not Screw With The Community<br />
  39. 39. www.thisfluidworld.com<br />
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48.
  49. 49.
  50. 50.
  51. 51.
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57.
  58. 58. What Should They Have Done?<br />Invoke the Crisis Plan?<br />
  59. 59. What Should They Have Done?<br />NO!<br />
  60. 60. What Should They Have Done?<br />Built Some Relationships<br />Built Some Trust<br />Built Some Advocates<br />
  61. 61. What Should They Have Done?<br />Build a Community<br />

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