Harnessing the Power of Social Media

Harnessing the Power of Social Media
Harnessing the power of Social Media 5 March 2010 Drew Spencer Chief Strategy Officer Euro RSCG Riley Monday, 8 March 2010
Some facts ★ Facebook 300M ★ Flickr 32M ★ Twitter 44M ★ Qzone 200M ★ Flixster 63M ★ LinkedIn 50M Monday, 8 March 2010
More facts ★ 10 billion ‘Tweets’ posted to Twitter ★ 150 million log into Facebook each day ★ 60 million unique visitors per month ★ 13 hours of video uploaded to YouTube every minute Monday, 8 March 2010
Origin of the ‘Social Web’ Amazon.com ★ Purchases influenced by previous activity ★ Reviews provided by peers ★ Recommendations based on your interests Monday, 8 March 2010
Social Media The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
Social Gaming The Social Web ★ Puts the small things that make a relationship back in your life ★ The Web becomes as effortlessly social as chatting with your family or roommates at home is today ★ People that care about you (and that you allow) will be able to just tune into the parts that interest them Source: The official Google blog Monday, 8 March 2010
Where do you begin? Monday, 8 March 2010
Listen Monday, 8 March 2010
Listen: Buzz Monitoring ★ Influence analysis ★ Buzz monitoring ★ Topics: Positive & Negative ★ Sentiment tracking ★ Volume ★ Location ★ Recommendations for action Source: Market Sentinel Monday, 8 March 2010
Listen: Buzz Monitoring ★ Benchmark: ★ Who is talking, what are they saying? ★ Who are the influencers; how do they exert authority? ★ Who are the connectors? ★ What does the market think about us? Source: Market Sentinel Monday, 8 March 2010
Buzz Monitoring Source: Market Sentinel Monday, 8 March 2010
Listen: Buzz Monitoring ★ Understand the issues and opportunities ★ Get involved in the conversation ★ Identify and work with allies to reach a wider public ★ Measurements: ★ Monitoring change in sentiment ★ Monitoring change in opinion of influencers Source: Market Sentinel Monday, 8 March 2010
Findable Relevant Engaging Monday, 8 March 2010
Engagement Monday, 8 March 2010
Enable the community Monday, 8 March 2010
Invite them in PCAD ★ Encouraging people to access their creativity ★ Demonstrate that PCAD supports creative success through its community Monday, 8 March 2010
Invite them back Marketing website included a gallery of ideas and a community providing feedback Monday, 8 March 2010
Have an objective Monday, 8 March 2010
Case Study: Reckitt Benckiser Monday, 8 March 2010
Background RB is a world leader in FMCG household, health and personal care FTSE 30 company that has doubled net revenues and quadrupled market cap since 2000 Began investment into their corporate brand, with a focus on attracting top talent to the organisation which included proposition development, a new careers website and an advertising toolkit that HR departments use to maintain consistency Monitored buzz around RB’s brand and the topic “Great Place to Work” Monday, 8 March 2010
Brand footprint Monday, 8 March 2010
Proposition Our passion for delivery, competitiveness and results mean you can achieve more here Monday, 8 March 2010
Ad toolkit e t onighes e’re e h s in n tio title Loca Job ry - Sala W th or of vest . in ediace. met the pa S ran ds erb ow ent rP ou vestm cial ng n oti dia in ﬁna ur 17 n rom me and s. O ositi o tp of ce tha vels an ork . 2 p stay ve tw o r lie igh le rform men or N us to co ve be pe est .1 We ugh h elp ’ll dis ing et inv e No ’ll h ark ur u ou ard thro es m nd o th yo d y rew v old nd An hly dri ess. A nds h us a stry. ig role c u h suc erbra . Jo in ind nd the w e ur ga ing nd Po wid of o xcitin sell ills a rld p e ph k ion wo e to ing, gra es ass at th a nd p ara of th y, p your em ort etail s erg in s a d er. sh en est r.job ert rief d ] the l inv ise care [Ins ed ave we’l enck g b quir uh d ivin re at yo d an ittb d g ence eck an us th cee ww.r eri suc w ex p ow n to Sh o to itio ,g mb apply da an re. To futu Monday, 8 March 2010
Careers website Monday, 8 March 2010
Focussed interactions Monday, 8 March 2010
Focussed interactions Monday, 8 March 2010
Focussed interaction Monday, 8 March 2010
Objectives Increase unprompted awareness levels of RB among target audience in US, UK, India, Russia and Brazil Be perceived as one of the top 6 FMCG (household, health and personal care) companies by target audience in key markets Ensure the distinctive features of RB’s corporate brand are clearly associated with RB more than its competitors Monday, 8 March 2010
Target audience University graduates and FMCG early careers professionals (1-3 years’ experience) Family and friends (who play a large role in influencing career decisions amongst our target audience) Monday, 8 March 2010
Online advertising Engagement ads ★ Deliver a rich brand experience using sight, sound and motion ★ Ability to spread virally ★ Highly trackable platform Monday, 8 March 2010
Online advertising MPUs ★ Most successful format from previous campaigns ★ Invite instant opportunity to interact and promote core messages Monday, 8 March 2010
Influence analysis Anonymous review site ★ Findable in search engines ★ Indication of sentiment about brand ★ Provides platform for dialogue Monday, 8 March 2010
Honesty and integrity Monday, 8 March 2010
Consumer competition User-generated content ★ Create awareness and familiarity ★ Demonstrate the innovative aspects of the brand Monday, 8 March 2010
Think newsroom Monday, 8 March 2010
Facebook page Monday, 8 March 2010
Facebook content strategy Monday, 8 March 2010
Media coverage Monday, 8 March 2010
Media coverage Monday, 8 March 2010
Measure Monday, 8 March 2010
Campaign success 55 videos submitted to the Decision-Making Challenge Facebook fan page: 1,949 fans (as of 1 Feb ’10) UK, US, India and Brazil (combined 1,072 fans) 400 page views per day average (highest day was 4,049 on the day the Decision-making challenge launched) 41% of male fans and 37% of female fans are within our target audience Increased awareness: UK (+16%), India (+23%) Visits to RB careers site in US/UK/India/Brazil/Germany – a KPI – showed a total 110% increase versus no significant movement in those countries not participating. 73% increase in applications in Brazil UK Recruitment Advertising Award: ‘Best Use of Social Networking’ www.radawards.com Monday, 8 March 2010
Ask them back Monday, 8 March 2010
Ongoing activity Monday, 8 March 2010
Developing a plan ★ Listen ★ Engage & Nurture ★ Experiential / Word of Mouth ★ Track ★ Amplify Monday, 8 March 2010
Determining ROI ★ Brand Engagement ★ Influence by segment ★ Participants ★ Talkers ★ Observers ★ Conversions Monday, 8 March 2010
Stay focussed Monday, 8 March 2010
Questions? Monday, 8 March 2010

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