Social Media - Influencing Online Communities

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  • People are increasingly using the web to get the information they need from each other, ratherthan from businesses.
  • This highlights just how much social Media is giving consumers a voice – causing brands to take responsibility!
  • The power of user generated comments is unprecedented. This isn’t just true for restaurants. Its true for every business. And it’s outside of your control as a brand as to where its seen and who sees it. Especially with partnerships between social networks and search.
  • We're also seeing a much bigger shift in how people spend their time online.People are spending much more time interacting with other people, and much less timeconsuming content from websites. This shift is not about any one particular social network. It'sabout people connecting to each other online.
  • The emergence of social sharing platforms such as FourSquare that promote social sharing and user generated recommendations are examples of how social influence is involving. The launch of Twitter Places alsoallows you to tweet your locations to a specific place or point of interest. To have influence in these channels brands need to build up trust through consumer recommendations. Once you have trust you can expand into unlimited places
  • This is another example of how the game and rules of engagement continue to change. I was watching TV last night and noticed a new “chat on” feature. Check out my comment “coops”.
  • The questions is how far can you push trust in social channels? Would you trust Google Medical in BETA mode? Google already have a banking license...would you bank with them? Would you fly with them? Would you trust them to build your house or cater your parties?
  • But how do you cut through the clutter and find the influencers relevant for your brand. People are “liking it” “digging it” “Googling it” “Yahooing it” or “Tweeting it”. Words we hadn’t even heard of 10 years now represent things we couldn’t live without. And for brands and marketers this is more important than ever. It changes the traditional approach we took to targeting and influencing our consumers. Now they target us...anywhere, anytime. The question is how do you uncover influencers and insight through all the clutter and noise?
  • We will now look at the steps to setting up social media monitoring to uncover influencers
  • The first step to uncovering influencers is to stop and listen. But its not just about listening. Having an alert service that pulls through a feed of results is good but its difficult to really to anything with it. You need to be able to analyse the data in order to draw proper insight.
  • Monitoring tools such as Alterian SM2 make listening and the process of uncovering insight and drawing analysis much more automated than DIY tools.
  • Edit results, view full details, mark as spam...and importantly view the popularity of the contributor
  • This is your chance to identify potential brand influencers and monitor them ongoing...what is driving the sentiment of this result? As we can see from this author he is Australian based
  • Click down into the analysis even further to review the users bio, see there blog and find out their popularity ranking.
  • Use the workflow interface to assign results to team members to follow up. Great for following up on customer service enquiries.
  • Then you need to prepare for engagement with your audience in the Social Media space. Identify influencers, manage issues before they go viral etc.
  • Once you know who your influencers are you can engage beyond social media
  • ROE= Return on Engagement which is the social currency for ROI
  • Social Media - Influencing Online Communities

    1. 1. SOCIAL MEDIA<br />Influencing online communities<br />Claire Cooper, Account Director, Bullseye<br />
    2. 2. “To listen well is as powerful a means of communication and influence as to talk well.” John Marshall<br />
    3. 3. THE RULES OF ENGAGEMENT<br />Source: @padday<br />
    4. 4. 90% of consumers trust peer recommendations (Nielsen Global Online Consumer Survey July 2009)<br />
    5. 5. Source: @padday<br />
    6. 6. Source: @padday<br />
    7. 7.
    8. 8.
    9. 9. Airways<br />Medical<br />The Building Company<br />
    10. 10. Tweet<br />Just Google it<br />You just unlocked the “swarm” badge<br />Like<br />Bookmarklet<br />I digg you<br />Yahoo<br />You are now the major of The Australian Museum<br />Just checked in to Times Square<br />Original image from www.isteconnects.org<br />
    11. 11. Use an analytical engine to filter the noise.<br />
    12. 12. #1 SET UP A LISTENING POST<br />
    13. 13. #2 draw insight from the data<br />Our monitoring tool Alterian SM2 provides visibility into social media: <br /><ul><li>Who's talking: gender, age and location
    14. 14. What they're saying: sentiment analysis, and discussion clustering
    15. 15. How popular are they: ranking
    16. 16. Where they're talking: blogs, social networks, microblogs...all of social media</li></li></ul><li>#3 view and analyse results<br />
    17. 17. Analyse the result in detail<br />
    18. 18. SO WHO IS S_DOG?<br />
    19. 19. Monitor s_dog ongoing and assign workflows to team members<br />
    20. 20. ONCE You've highlighted your influencers you can engage<br />I love comments<br />or<br />
    21. 21. Engage beyond social media<br />BRANCH<br />CALL CENTER<br /><ul><li>Customers exposed to brands on SM and 2.8x more likely to search for that brand
    22. 22. Websites with a blog get 55% more traffic than standard
    23. 23. Create real life social media by integrating with live events
    24. 24. Use social media for marketing research</li></ul>DIRECT MAIL<br />MEDIA<br />TV<br />GAMING<br />multi –<br />CHANNEL<br />MOBILE<br />CUSTOMERS<br />EMAIL<br />SEARCH<br />WEBSITES<br />SOCIAL MEDIA<br />
    25. 25. TIPS FOR INTEGRATING SOCIAL CAMPAIGNS INTO MARKETING PLANS<br />Social Media doesn’t work alone<br />Don’t think of Social Media as a tactic<br />Think of it as an ingredient<br />Strategy first. Social ingredients next. Then develop new social programmes<br />Track your “ROE” using social media monitoring.<br />
    26. 26. RE-USING THIS Presentation? The fine print... <br /><ul><li>Parts of this presentation not under copyright or licensed to others (as indicated) have been made available under the Creative Commons Licence 2.5
    27. 27. Put simply, this means:
    28. 28. you are free to share, copy and distribute this work
    29. 29. you can remix and adapt this work
    30. 30. Under the following conditions
    31. 31. you must attribute the work to the author:Claire Cooper
    32. 32. you must share alike – so if you alter or build upon this work you have to keep these same conditions</li></li></ul><li>

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