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Tune In To keep your brand afloat.


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How Brands should embrace social media. A presentation made during the Dec 2010 Forum on Crime and Legal Issues.

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Tune In To keep your brand afloat.

  1. 1. Tune in to Keep your Afloat <br />Dr. SukuSinnappan<br />
  2. 2. Digital Revolution<br />Digital revolution has changed how customers choose engage with brands<br />Convergence of technology and fluidity of content has dramatically changed the nature of how information is produced, consumed and shared.<br />web 2.0 + open source + reducing cost of technology = increased customer autonomy <br />
  3. 3. Brands are owned by customers<br />What is brandimage<br />Impressionin the consumers' mind of a brand's total personality<br />Formed by tangible, imaginary qualities and shortcomings. <br />Brand image is developed over time through with consistency and is authenticated through the consumers' direct experience!<br />Experience energises a brand<br /> (2010)<br />
  4. 4. E2=experienceengineering<br />Source:<br />
  5. 5. Contact points<br />Non interactive vs interactive . <br />Interactive Contact points can influence customers more than non-interactive. <br />
  6. 6. Losing the grip<br />Websites are losing grip as the sole digital voice about a brand or service. <br />Customer feedback and involvement are multimodal, diverse and noisy<br />40% or9 mil Australians communicate via social networks (Nielsen)<br />Source:<br />
  7. 7. Need to Tune in and reach your customer in their own space<br />Source:<br />
  8. 8. When you tune in – you beat the clutter and find your space<br />before<br />after<br />Source:<br />
  9. 9. Most popular social media websites<br />Source:<br />
  10. 10. Fastest growing social media activity 2008 to 2009<br />source<br />Source:<br />
  11. 11. Source:<br />
  12. 12. Source:<br />
  13. 13. The Web 2.0 Compilation<br />Source:<br />
  14. 14. Confusion. The way… the which social media way? <br />
  15. 15. The right tunning<br />Trends are changing – freemium, crowdsourcing, produsage, convergence, customer engagement (hits are no longer valid – Colgate Palmolive) <br />Companies who ‘understand’ have done well <br />Monty Phyton (using YouTube sharing clips)<br />LEGO (Adult Fans of Lego - AFOL)<br />Renault (WindRoadster) 12 sec strip (Viral user participation)<br />Old Spice (Viral Ad)<br />etc<br />
  16. 16. Web 2.0 effect is hard to be calculated.But understood well by the younger audience<br />
  17. 17. What needs to be done (1/3)<br />Create a context <br />Objectives must be specific, measurable and realistic and directly correlate to your organization’s goals <br />Effective measurement is not based on a single metric, but rather in a combination of metrics.<br />Setting hypothesis is vital. For instance, “increase in blog subscribers over 3 months will correlate with an increase in store visits”<br />
  18. 18. What needs to be done (2/3)<br />Form your goals based on these hypotheses, and measure against them to see if you’re on the right track.<br />Measurement has to be taken seriously taken into account.” If you don’t measure anything else, you’re going to struggle to measure social media” (Radian, 2010).<br />Have both qualitative and quantitative measurements (different angles of the goals)<br />
  19. 19. What needs to be done (3/3)<br />Quantitative data<br />Data based and good for analysis<br />Qualitative data<br />Derive goals i.e. “3 out of 10 people echo that our products are cheap” – 30% approval<br />ROI metrics<br />Cost justification. Link up with goals i.e. “link up with the goals and hypothesis”<br />
  20. 20. Case study on Telstra & mates (1/8)<br />Telco industry is new to Twitter – Telstra, Optus, Vodafone and Virgin Mobile<br />Telecommunication industry is a service orientated industry – reliant on healthy brand image, crowdsourcing and customer reviews<br />Case study looked at 3 issues<br />Twitter profile<br />Customer feedback<br />Demonstration of dissatisfaction <br />
  21. 21. Case study on Telstra & mates (1/5)<br />@Telstra: 15,727 Tweets; 2,511 Following; 6,442 Followers; 298 Listed<br />Managed by a few operators – scott, yoshi, carly, dylan and justin. <br />Personalised service makes customers to connect to the person servicing them.<br />Customers appreciate customer service on Twitter but not over the phone<br />Issues and dissatisfaction – helstra, telstraishell and plenty of customer complaints including sites for abusing telstra. <br />
  22. 22. Case study on Telstra & mates (2/5)<br />@Vodafone_AU: 2,509 Tweets; 846 Following; 6,418 Followers; 216 Listed<br />Managed by 2 operators - ^t and ^Z<br />Customers don’t appreciate customer service over the phone<br />Issues and demonstration of dissatisfaction – none to be seen except for being unhappy with service<br />
  23. 23. Case study on Telstra & mates (3/5)<br />@Optus:18,626 Tweets; 1,327 Following; 7,512 Followers; 241 Listed<br />Managed by few operators – dave, andy, holly, robbie, scott and julz<br />Customers don’t appreciate customer service over the phone<br />Issues and demonstration of dissatisfaction – badoptus and plenty of customer complaints<br />
  24. 24. Case study on Telstra & mates (4/5)<br />@MembersLounge: 2,105 Tweets; 2,230 Following; 2,125 Followers; 75 Listed<br />Managed by operator – not disclosed.<br />Customers don’t appreciate customer service over the phone<br />Issues and demonstration of dissatisfaction – @VirginMobSucks - plenty of comments of unsatisfrtion<br />
  25. 25. Case study on Telstra & mates (5/5)<br />Conclusion<br />Twitter can be used to sense customers’ position<br />Telstra is worse performing! This is followed by Optus, Virgin mobile and Vodafone.<br />The telco industry as a whole needs to address issues surrounding their customer service i.e. on the phone <br />Personalised service is important and increases customer retention.<br />Customer voice is transparent and can be addressed<br />
  26. 26. Questions<br />f2for the below?<br />LinkedIn:<br />Skype: drstudy<br />Twitter:<br />