Going Beyond Social Media

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Five rules for better Social Media (in five minutes).

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Going Beyond Social Media

  1. 1. 5 RULES: BEYOND SOCIAL MEDIA© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  2. 2. RULE 1: THINK TIMELINEIT’S A BUSY WORLD IN THERE© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  3. 3. ! Facebook releases x1 great new feature each week ! We continue to have x24 hours in our day - our attention span is not upgraded weeklyBUILD IT AND THEY PROBABLY WON’T COME
  4. 4. Every brand in the world competesamongst the lunchtime / 9pm ‘Facebookslot’ against other brands, interests,mums, sisters, colleagues, friends andLOL cats (and dogs)...© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  5. 5. RULE 2: R*E*S*P*E*C*TDON’T MAKE OUT ON FIRST DATES© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  6. 6. Problem statement: Can People Give a SH*T Do they Care? Paul Adams Go Global Head of Brand Design Facebook© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  7. 7. @Beyond, @RogerWarner Note: watch 9.30 to 11.40...© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  8. 8. The Big Launch?!?© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  9. 9. RULE 3: IT’S NOT ABOUT YOUIT’S ALL ABOUT THEM / PUT PEOPLE IN PRODUCT© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  10. 10. Start Here: Brand Communications Your agenda... us Their agenda... rs ve Market Needs© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  11. 11. Different networks, different Goals: Social graph Interest graph© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  12. 12. Why people share ?© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  13. 13. Quantifying Future Trends in Online Sharing THE In five years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future? OF sharing These are all important questions, and using data as a guide, the answers become within reach.© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  14. 14. FUTURE SHARING ACTIVITIES Offline social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones. WHAT WILL PEOPLE SHARE IN THE FUTURE? 43% 30% 28% 27% PERSONAL TRAVEL PLANS TICKET CHARITABLE MILESTONES PURCHASES DONATIONS The percentages above reflect the proportion of people who indicated their© Copyright 2012 Beyond. All rights reserved. Private and Confidential preference to share these activities.
  15. 15. Make PeopleLook Great! Think: KUDOS, Social Capital Create: Missions! Ms Generous, Mr Smart, Director of Helpfulness Mrs Entertainer, VP of Being Really Useful Head of Being Funny The first person to share that The first person to share that amazing gizmo for calculating promo for money off something The first person to share that mortgages or the lead article really useful; likes to posts lists must-see meme: usually a from The Economist (or the of good things to do; plus video or a picture infographic amongst motivational Facebook stuff. colleagues)© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  16. 16. Making Missions OPPORTUNITY COST What’s the personal ROI? Is it easy / hard? ATTENTION EMPATHY Can I be bothered ADVOCACY Is it in line with to view/participate? Is it good enough my personal values? to share with friends? PERSONAL VALUE Will this enhance my personal brand/network?© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  17. 17. RULE 4: PLAN ITDATA BEATS OPINION. INSIGHT CREATES CHAMPS.© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  18. 18. consumers research & share experiences during whole purchasing journey Pre-purchase Post-purchaseCUSTOMER AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACYJOURNEYBRAND Visibility Evaluation attributes Choice Experience Recommendation & loyaltyPENETRATION BRAND STRATEGY/ messagesMEASUREMENT Relative volume of each of the positioning statements and pillars Attributes and topics within positioning and pillars are most Frequency of statements Top likes and dislikes ------------------ Frequency of frequently discussed of intent recommendations ------------------ ------------------ Frequency of emotive ------------------ words used ------------------ Share of voice against Level of agreement with Share of voice against positioning Frequency of inhibitors ------------------ competition Verbatims competition ------------------ mentioned visibility in search Sentiment towards attributesinsight & How is your brand What does consumer What are the consumer What are the consumer What are the barriers and positioning penetrating perception of your brand likes and dislikes and likes and dislikes and triggers for action? look like? what words do they use? what words do they use?Strategy the market? © Copyright 2012 Beyond. All rights reserved. Private and Confidential
  19. 19. LOW vs high involvement products Research/Time intensive; specialized knowledge HIGH LOW vs LESS FREQUENTLY PURCHASED BOUGHT MORE FREQUENTLY MORE COMPLEX LESS COSTLY EXPENSIVE IN NATURE USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT REQUIRING MORE TIME AND AND EFFORT EFFORT IN THE RESEARCH PHASE Impulse buys; social© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  20. 20. Facebook’s Influence on purchases “To what extent did Facebook influence your view on the product you were shopping for?” 1002 1001.5 1001 1000.5 1000 uc ts usi c are uc ts tiv es nic s hio n an ts oo ls vel ces an ce d M k w d mo ctr o Fas r T Tra lian in Pro oo Pro tau p al F ab y C uty uto Ele Re s Ap n B ea A ch en rso B Ki t Pe Facebook Influence© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  21. 21. actions taken after online interaction PROMPTED TO PURCHASE 43% uk 20% PROMPTED 31% usa TO RECOMMEND uk 20% usa CHANGED IMPRESSION 4% uk 3% usa INCREASED AWARENESS 8% usa 6% uk 9% ENCOURAGED TO VISIT uk OPEN 9% usa TAKE NO 26% usa ACTION 15% uk ENCOURAGED TO CONTACT 3% uk 3% usa© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  22. 22. RULE 5: RULE OF RULESIT’S ALL ABOUT ROCK STAR CONTENT© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  23. 23. A social brand Do I Really Know And UNDERSTAND? Go ...Or, Do I Just© Copyright 2012 Beyond. All rights reserved. Private and Confidential Like Them?
  24. 24. HELP Them to Like you and engage with You Use Social. Create Missions. Build Preference...© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  25. 25. User Case Profiling: High Attention Big Content ‘LEAN FORWARD’ ‘LEAN BACK’ us rs Your Core Social play! Your Core Social play! ve Goal: the SHARE!! Goal: the SHARE!! Low Attention Small Content© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  26. 26. From the Archives Case Including: Guinness YouTubeStudies Facebook Barclays TomTom© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  27. 27. ABOUT BEYONDSEE MORE AT WWW.BYND.COM© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  28. 28. 100 + @Beyond, @RogerWarner now full time staff support global reach through parent group NEXT FIFTEEN goal visit us 5 offices £7.5M ANNUAL TURNOVER london, lewes, new york, san francisco, mumbai© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  29. 29. client list @Beyond, @RogerWarner© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  30. 30. now Moneyball for social Brands we create digital experiences people want to share. ...We do this Differently.© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  31. 31. THANK YOU for your time(MORE AT WWW.BYND.COM)© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner

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