The latest developments in Social Media

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A presentation I gave at the Bristol and Bath Marketing Network event in May 2012. The audience was a mix of small businesses looking for social media lead generation tips and larger companies and agencies looking to see what the latest trends and opportunites are with social data.

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  • Context and opportunity
  • Social Media data is highly scalable with access to high volumes of data and a global dataset.
  • Retaining a core? Usage typically tails off but improvement and settled in-game revenue streams often take off. Doing less with more.
  • Right tool for the right jobBy listening in the right areas and for the right keywords we get opportunites that are at their most relevant to engage
  • The latest developments in Social Media

    1. 1. The latest developments in Social MediaJames AinsworthSocial Media Manager – Social Intelligence Division SDL Proprietary and Confidential
    2. 2. SDL Recognized Leader in Global Information Management• Publicly traded company with $400m annual • Award-winning and profitable company, with long- revenues term financial stability• Over 2,700 employees in 70 offices across • 1,500+ enterprise customers and partners 38 countries • SDL is celebrating its 20th anniversary in 2012• World-leading innovative technology2
    3. 3. 41 of the 50 Top Global Brands*Source: Interbrand, 2011
    4. 4. SDL‟s Vision SDL believes everyone should be able to engage with the information they require in the way they want4
    5. 5. Our Mission• We enable global businesses to engage with their customers • In the language, the media and at the moment they choose• We help businesses manage their brands and drive global revenues • Providing enterprise-ready innovative solutions for managing the end-to-end customer experience
    6. 6. A bit about me…before thegood stuff
    7. 7. The latest developments in SocialMedia
    8. 8. Social Media Headlines Overall growth in social media has slowed Mccann Wave ReportPrice promotion 92% chance of getting Retweeted in This month, two of the(21.5%) is the the first hour after posting RWW biggest onlinemost common players, Amazon andtactic used by In 2011, LinkedIn generated a visitor-to-lead eBay, added Pinterestretailers to boost conversion rate of 2.60%, on average four buttons to their productengagement on times higher than Twitter (0.67%) and seven pages CampaignFacebook times higher than Facebook (0.39%) HubSpot Only 1.3% ofStickyEyes 57% of UK 20% - the “average ‘fans’ actually SMEs have67% of fans expect exclusive conversion rate” some engage with the used socialoffers; 22% of brands deliver retailers are seeing thanks brands they mediaon this to the new Facebook ‘like’. Hiscox CMO CouncilCMO Council Timeline.SMIMost comments to company wall posts on Facebook will also happen within the first hour or two. RWW
    9. 9. MYTHBUSTING Social Media Monitoring is not just responding toTwitter moaners
    10. 10. 50+ Billion stored conversations and results 60+ languages 20+ Automated sentiment analysis Dashboards Alerts Storyboards Custom Sources
    11. 11. Social media dataand what it enables Rather than "data driven decisions", advocate human decisions supported by the use of good tools to provide us with data-derived insights. http://www.flickr.com/photos/puuikibeach/
    12. 12. Yesterday’s news Today’s news Timing iseverything.
    13. 13. Social media answers the questions you never thought of.Don’t have time to run surveys and questionnaires
    14. 14. Social media data shows you the whole conversation.Join the dots.
    15. 15. The more the merrier.Savings
    16. 16. Anticipate.It’s the future.
    17. 17. Powered byThe social media story behind anew and intriguing product
    18. 18. Top Platforms Love it or Hate it? Twitter users Twitter Positive 29% Forums Indifferent 86% Media Negative 13% # of influencers Top Twitter Authors 35 @psykouk @annecupcake Positive advocates @dressjunkie3 are based in Ireland
    19. 19. Top Platform Demographics Twitter Forum Users Male: 75% Forums Female: 20% Media Unspecified: 5% Top CategoriesLove it or Hate it? Social Positive 20.1% College LifeIndifferent 61.6% Health Negative 18.3%
    20. 20. Top Domains Top Themes Boards.ie Boards.ie WeightwatchersMoney Saving Expert Cakes TES Community Nutella Love it or Hate it? Top Authors Positive 12.9% Killer Wench Indifferent 58.1% Seomra Mushie Negative 29% Pembily
    21. 21. Target your offers with the Forums where your advocatesWhat next? are doing great things for you Look at the comments relating Host product development to “fat”, “health” “exercise” and session with influencers to tailor messaging in targetdesign new offshoot products publications where dietary content needs to be considered Establish a User Forum where Run Campus or Instore tasting recipes are created and sessions to marry up online uploaded with photo content and offline
    22. 22. Draw Something A rumoured $210 million deal sees OMGPOP join the Zynga family. 30 million downloads and 1 billion drawings in the first 6 weeks. 15,000+ social mentions a day in the week of acquisition. Draw Something – a story of growthPictures by colleague and Draw Something user: 23TangoManWedge
    23. 23. DrawSomething But what does the social data tell us about its users? Using SDL SM2 we can explore the social data that tells the story behind Draw Something‟s phenomenal growth and Powered by how people use it24
    24. 24. Who talks about playing Draw Something? Who talks about playing Draw Something? • Cafemom.com • Babycenter.com Community • Reddit • Gaia Online 25
    25. 25. Drawsome! Is a game considered mainstream when its vocabulary works its way into everyday conversation? February to March 2003% Increase in uses of the word Drawsome when discussing the game 26
    26. 26. Problems?Looking at what players sayabout Draw Something canhelp you identify user issuesand obstacles5631 mentions of the “Can‟t goover Turn 99” bug1114 mentions of the App“crashing”
    27. 27. In-game monetisation40% of „freemium‟ game players end upspending moneyMales age 13-34 are more likely thanfemales to simply stop playing altogetherIn-app purchases typically take placewithin a month of starting to play.Source: NPD groupIn-game purchases totalled $970 million lastyear and predicted that that could grow to$5.6 billion by 2015Source: IHS
    28. 28. Peakmentions as Has the bubble burst?DrawSomethingachieves Resurgence„viral‟ status of social mentions as Zynga deal is confirmed Mentions dropping, nove lty of game wears off. Development required
    29. 29. The common mistake brands make….. Desired Customer Business behaviors Commitment success /perceptions Give customers They’ll think & do The business will what they the things you want meet its goals ask for… them to do…30
    30. 30. What actually happens…. Customer Commitment Give customers what they ask for… Desired behaviors /perceptions Undesired Business success behaviors/ perceptions 60-80% don’t do what you want them to do…31
    31. 31. Ensuring a fair exchange Desired Business Customer behaviors goals commitment /perceptions32
    32. 32. Driving measurement from your business goalsYour ideal customer is one who….. Shops Shares Advocates
    33. 33. Driving measurement from your business goals PCS: Product commitment score • Informs your value proposition CRS: Customer relevance score • Drives content & engagement strategy BCS: Brand commitment score • Drives brand strategy
    34. 34. Deriving meaningful scores using social data• Each index is derived from scoring conversations based on their value into the commitment journey we’re trying to understand35
    35. 35. The components of each scoreCommitment score is a composite of:1. Where in the journey the conversation sits2. The level of influence of the conversation3. Weighted sentiment of the conversation
    36. 36. The deliverables…..1) An executive scorecard that can be cascaded throughout the business
    37. 37. The deliverables…..2) Experience scores showing the specificparts of the customer journey impactingcommitment
    38. 38. The deliverables…..3) Customer journey segmentation to drive prioritization & targeted action
    39. 39. Big and Small Business –Lead Generation http://www.flickr.com/photos/eogez/
    40. 40. What is the business need for social media? • To be loud and proud – We do some pretty awesome stuff, let’s tell people about it • To sell – We have some of that pretty awesome stuff I spoke about to sell • To support valuable customers – They already know of our pretty awesome stuff but do we know what they do with it? Do they need help with handling the pretty awesome stuff?41
    41. 41. 10 ways to win every week 1. Follow 3 new people on Twitter 2. Connect with someone on LinkedIn from one of your interest groups 3. Tweet a link to an SDL Social Intelligence resource 4. Answer a question on LinkedIn/Quora 5. Tweet about something that interests you professionally 6. Join a new group on LinkedIn 7. Share an interesting article in the SDL Social Division Hangout on Facebook 8. Read a blog and leave a comment 9. Tell James about something online that you think he should pay more attention to. 10. Repeat one of the above • BONUS: Write a 500 word blog post for SDL Blog42
    42. 42. …the business valueSocial media should be used to affect a change in an aspect or multiple areas of your business
    43. 43. …plug in to multiple aspects of your business Do not allow social media to be run in isolation to the rest of your business…plug it in where relevant and use theresulting data to measure the heartbeat of your activity.
    44. 44. Big Business Small BusinessIn-house use or Agency Free ToolsAcross Departments Single UseSpecialist Use/ Insights/ sCRM Broadcast/Customer ServiceSDL SM2 HootsuiteRadian6 TweetdeckMeltwater Buzz Social MentionSynthesio Google AlertsAnnual cost from £12,000 Free
    45. 45. Where should I look for Twitter opportunities to comment? What do they look like? LinkedIn Answers LinkedIn Groups46
    46. 46. LinkedIn - Answers 3 1 24
    47. 47. Want to do Twitter better?Search strings on Twitter clients: “cupcakes” AND “Bristol” OR “Bath” “business card” AND “need” bristol geocode:51.4709507,-2.6039525,25km http://www.flickr.com/photos/psyberartist “XboxSupport” -accidtnly “From:CocaCola”
    48. 48. • Follow your customers on Instagram if Give your they are there. • Hold a contest/giveaway and using platform a #hashtag on Instagram purpose… • Print Instagram photos from your customers and put them on your store or your website. Theres currently no distinction between people • If your fans are sharing your photos and brands on Pinterest. Youll get more traction if online, share their photos with your you approach the site more as a person, less as a followers. brand. • Snap photos of your customers/team Name your pin boards after your business members and post them on Instagram. type, products, and services. For instance, if you sell sportswear and equipment, create pin boards • Make your Instagram personal too, not for such topics as Gym wear, Sports shoes or bestCreate Happy Hour check-ins just about your business. yoga mats.during off-peak or free-time toboost activity beyond current • Use hashtags. SEO tip: Post pictures on your own site or blogspikes. first, then pin those pictures on Pinterest.Advertise that you‟re a When setting up your Pinterest account, addFoursquare merchant. descriptive, keyword-rich text to your "About" description.Host events dedicated to socialmedia users to encourage Include your location as wellsimultaneous check-in, Tweets, and Facebook Be careful when auto-posting tocheck-ins Facebook/LinkedIn or other
    49. 49. • Follow your customers on Instagram if Give your they are there. • Hold a contest/giveaway and using platform a #hashtag on Instagram purpose… • Print Instagram photos from your customers and put them on your store or your website. Theres currently no distinction between people …all these opportunities to engage sharingan audience • If your fans are with your photos generate data… and brands on Pinterest. Youll get more traction if online, share their photos with your you approach the site more as a person, less as a followers. brand. …pair with your better judgement on how to gain tangible benefits… • Snap photos of your customers/team Name your pin boards after your business members and post them on Instagram. type, products, and services. For instance, if you …by delivering highly targeted and relevant communications… pin boards sell sportswear and equipment, create • Make your Instagram personal too, not for such topics as Gym wear, Sports shoes or best just…at the right time, via the about your business. right medium to evolve yoga mats.Create Happy Hour check-insduring off-peak or free-time to • Use hashtags! its important SEO tip: Post pictures on your own site or blogboost activity beyond current your story… first, then pin those pictures on Pinterest.spikes. When setting up your Pinterest account, addAdvertise that you‟re a descriptive, keyword-rich text to your "About"Foursquare merchant. description.Host events dedicated to social Include your location as wellmedia users to encouragesimultaneous check- Be careful when auto-posting to Facebook/LinkedInin, Tweets, and Facebook check- or other
    50. 50. Thanks for listening and do you have any Questions? • How do I contact you? Email: jainsworth@sdl.com Twitter: @SDLjames

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