Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group

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Social Media & The Electronics Industry presented at AECOC Madrid, Spain
Jamie Burke: CEO 90:10 Group

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  • Anne Helmond, May 2009
  • Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group

    1. 1. Social Media: Threats & Opportunities<br />Europe’s Social Media Partner<br />
    2. 2. We believe in Open Business<br /><ul><li>At the heart of everything we do is Open Business
    3. 3. We believe in business open to it’s stakeholders.
    4. 4. By product and service development, to marketing and customer care, the consumer becomes more deeply engaged.
    5. 5. They become involved in the decisions that matter to them
    6. 6. They care more about the outcomes
    7. 7. They become more loyal
    8. 8. You, Your products and marketing are more likely to become more successful
    9. 9. Social media means there are thousands of live consumer conversations to discover, explore and connect with
    10. 10. Social technologies offer the ability to collaborative in a scalable and more cost efficient way than ever before</li></li></ul><li>Introduction to Social Media<br />
    11. 11. Time Spent with Media<br />
    12. 12. Top reasons to go online:<br />#1 Social Media<br />#2 Porn<br />#3 News<br />#4 Research<br />#5 Buy Stuff<br />AKA People<br />
    13. 13. Top Online Destinations in Spain<br />Google Espana Search Engine<br />Facebook Social Network<br />Youtube Video Sharing<br />Google.com Search Engine<br />Windows Live Search Engine<br />Blogger.com Blogging Platform<br />Yahoo! Search Engine<br />Marca.com Sports Online News<br />Wikipedia Wiki<br />Tuenti Social Network<br />
    14. 14. Google Social Results<br />
    15. 15.
    16. 16. ‘Everything has an open comment box’<br />
    17. 17. ‘Everything is sharable’<br />
    18. 18. All media is becoming socialised<br />
    19. 19. Socially Connected: 24 hours a day<br />
    20. 20. Before users were locally<br />Niche opinions were harder to find<br />
    21. 21. Now: Globally Connected<br />
    22. 22. With opinions<br />Connected to <br />no matter how niche<br />
    23. 23. Some are more passionate than others<br />
    24. 24. Leroy Stick, pretending to be BP's global press office, mocked their handling of the New Orleans oil spill<br /><ul><li>Raised $10,000 for a non-profit conservation group, Gulf of Restoration Network
    25. 25. Started May 19 within 1 month has 165k+ followers and countless mainstream coverage</li></li></ul><li>By contrast:<br />
    26. 26. 'I started @BPGlobalPR, because the oil spill had been going on for almost a month and all BP had to offer were bullshit PR statements. No solutions, no urgency, no sincerity, no nothing. '<br />‘Treat communication seriously. <br />Treat engagement seriously. <br />Treat your consumer seriously.’<br />Ruby Psuedo<br />
    27. 27. Sony<br />In 2007 Sony PlayStation fans couldn’t play their friends on the Internet<br />They created the "PS3“ song in protest. <br />5.8 million views, 34,000 comments "favorited“ 21,000 times<br />Contributed to sales of the PlayStation 3, were well behind Microsoft's Xbox and Nintendo's Wii. <br />
    28. 28. Ring of Death fault<br />58,766 Comments<br />
    29. 29. Consumer Power<br />
    30. 30. Not like Dotcom Bubble<br />This has become a cultural shift not a technological one<br />People can now connect to one another in real-time, globally for little to no cost<br />They can publish, host and share their content with no controls<br />They are not going to revert back to a world where they did not have this power<br />They will pursue a cultural push for the socialisation of all their media<br />
    31. 31. In Social Media.. now Media- Peers own attention<br />The best way to ‘target’ me is through my peers<br />90% trust friends recommendation over everything else (Nielsen)<br />71% of sales come from as a result of it<br />
    32. 32. In Electronics its REALLY important<br />
    33. 33. <ul><li>2/3rds of global consumers seek online product reviews & recommendations from social media when making a purchase decision.
    34. 34. 40% of global consumers would not buy Consumer Electronics, 22% Telecommunications Services and 19% Gaming Devices without consulting online reviews.
    35. 35. 74% of the active Global Internet households visit a social networking site (May 2010). </li></li></ul><li>Over the Internet Average<br />Nielsen’s Q1 2010 Consumer Confidence Survey, Q1<br />
    36. 36. Flipping the conversion funnel<br /><ul><li>This is a threat and opportunity
    37. 37. If your product isn’t the best you are going to struggle
    38. 38. This is a good opportunity to find out why its not the best and what would be
    39. 39. Directly from the consumer
    40. 40. By acknowledging an issue and doing better next time people are grateful
    41. 41. If it is not possible, be the best at something else; customer service, support, engagement, listening
    42. 42. If you can be the best at something, you can loose the conversion funnel forever
    43. 43. Flip it turning consumers into marketers</li></li></ul><li>Everybody wants an Apple fan<br />They are obsessed.<br />
    44. 44. Why should you do it?<br />
    45. 45.
    46. 46. Stop. Ask why are YOU doing it?<br />US / UK Primary<br />Neutralisation<br />(Context)<br />Spain Electronics <br />Primary<br />Eventual for everybody<br />Optimisation<br />(Productivity)<br />Differentiation<br />(Core)<br />Failed <br />Attempts<br />Waste<br />Learnings / Tests?<br />Most organisations <br />Are failing<br />
    47. 47. Success & ROI*<br />-Cheaper routes to market-You’re investing in owned media-Allows for relationship over attention marketing-Improves customer satisfaction-Develops loyalty and advocacy-Direct and free feedback <br />
    48. 48. <ul><li>WOMWorld gives independent journalists / bloggers access product announcements, key staff and review equipment for loan.
    49. 49. This dramatically increases buzz. 73,000 Google links, 23,000 blogs link
    50. 50. They openly ask for feedback both good and bad which gets reported into Managers</li></li></ul><li>Back in 2005<br />49% of Dell related blog posts were negative<br />
    51. 51. By 2007 led by founder..<br />Only 22% of blogs were negative<br />Direct2Dell was getting 5 million Monthly Unique Users<br />Ranked in top 700 blogs. One of top Corporate blogs.<br />
    52. 52. By 2010<br />10,000 ideas submitted<br />400 implemented<br />Each one gets voted on attracting buzz<br />
    53. 53. Combined 3 million +<br />followers<br />Over 30 accounts<br />-Customer service<br />-Pr<br />-sales<br />
    54. 54.
    55. 55. Dell sells $3million through Twitter.$1 million in the past 6 months.<br />
    56. 56. <ul><li> Best Buy realise the best way to win in social media is by empowering your employees... By being PEOPLE
    57. 57. They are encouraged to tweet, blog and show expertise
    58. 58. They are also encouraged to be themselves (safely)
    59. 59. Customers can engage directly with local employees and ask questions
    60. 60. Social Media has become; PR, Customer Service, CRM and Sales</li></li></ul><li>The ROI on spend in social media is saving time & money in doing what you usually do better. Accept..<br />
    61. 61. Advertising..<br />est. 0.07% Average CTR = #FAIL<br />A tip for you is buying ads in social media doesn’t work<br />
    62. 62. What does is:Opening Your Business><br />
    63. 63. 6 Step Plan<br /><ul><li>Over the last 7 years of providing social consultancy we have developed a tried and tested a ‘6 Step Plan’ to success with social media
    64. 64. Because we understand things don’t change over night each step provides results that allow you to justify moving on to the next
    65. 65. Every business operates in different ways and so our plan allows for flexibility </li></ul>‘90:10 helped us start from a position of knowing nothing about this space to within 6mths launching Pan European initiatives and beginning the setup of a new social media department of which I am now head.’ <br />Laura Price - Head of Social - Honda Europe<br />
    66. 66. How?<br />
    67. 67. Engage<br />Find Conversations<br />Train Staff<br />Setup Presence<br />Define Strategy<br />Audit Landscape<br />6 Steps to Social Success<br />
    68. 68. 1. Listening:<br /> Conversation Audit<br /><ul><li>We perform an assessment of all online conversations related to your business.
    69. 69. This is usually your brand and product terms but can also include topics of conversation you wish to be part of.
    70. 70. All conversation topics and sentiment are scored by a skilled person (not automated), who is an experienced social media analyst in your local country.
    71. 71. We can carry these out in multiple languages and each analyst is supported by a local strategist relative to your business area (Marketing, PR, Customer Service, or New Product Development).</li></li></ul><li>
    72. 72.
    73. 73.
    74. 74.
    75. 75.
    76. 76.
    77. 77.
    78. 78.
    79. 79.
    80. 80.
    81. 81.
    82. 82.
    83. 83.
    84. 84.
    85. 85.
    86. 86.
    87. 87. 2. Strategic Planning<br /><ul><li>Once we understand the landscape, issues and opportunities highlighted by the audit..
    88. 88. We assess your internal and external (agency) resource capabilities and write a reviewable plan as how to maximise focus and commercial opportunity.
    89. 89. This plan will be direct actions for all internal and external parties to take with clear KPI’s and measures.
    90. 90. We will highlight networks of individuals for your to engage with exact proposals as how to do so.
    91. 91. This will require a Converged approach</li></li></ul><li>Social Media Audit<br />Data Audit<br />Operations Audit<br />Asset Audit<br />Website Audit<br />Crisis Management Audit<br />Data Archive Audit<br />Content Audit<br />Sales / Acquisitions Audit<br />Data Gap Analysis<br />Social Profiles Audit<br />Customer Services Audit<br />Data ROI Audit<br />Advocate Engagement Audit<br />Data Source Analysis<br />Official Communities Audit<br /><ul><li> Data Reporting Standardisation
    92. 92. Improved Data ROI
    93. 93. Improved Data Flow
    94. 94. Improved Customer Insights
    95. 95. Improved Market Insights
    96. 96. Engagement Guidelines
    97. 97. Escalation protocol
    98. 98. Improved Customer Satisfaction
    99. 99. More efficient response management
    100. 100. Departmental and supplier alignment
    101. 101. Unified / Converged Presence
    102. 102. Improved User Experience
    103. 103. Improved Platform Effectiveness
    104. 104. Reduced post campaign waste
    105. 105. Greater ROI on Media Spend</li></li></ul><li>
    106. 106.
    107. 107. 3. Social Setup<br /><ul><li>We set you up in the relevant environments and ensure they are integrated into your existing online presence (websites).
    108. 108. This could be Twitter, a blog, Facebook Fan Page but only if the audit shows that you need to be there.
    109. 109. If you are already setup we assess user experience and see where flow can be improved.
    110. 110. We ensure you are operationally setup </li></li></ul><li>4.Training<br /><ul><li>We provide practical hands-on training relative to your knowledge gaps and leave you with skills not paper documents.
    111. 111. Training is carried out by established bloggers, key-note speakers and world renown social media specialists.
    112. 112. This person will continue to be available by email and phone post training days to ensure you don’t get stuck when left alone.</li></li></ul><li>5. Ongoing Listening<br />We provide ongoing listening fed directly into your departments on a daily basis this can include PR, customer service, sales and marketing.<br />This is done through a password protected dashboard which shows you the 10 most urgent conversations as scored by your analyst along with strategic recommendations<br />A dedicated account manager is available to speak through these at your convenience. <br />You can mark a conversation to be handled by another member of your team or another department each setup with their own personal dashboard. <br />Reports can be generated and downloaded from the dashboard for any time frame into highly visual charts and graphs directly. <br />We will also present back monthly reports to you in person with a strategist and analyst. <br />
    113. 113. 6. Engage<br />We support you throughout the Community Engagement Process helping you:<br /><ul><li>Be a person
    114. 114. Think of yourself as a community member
    115. 115. Look to how you can contribute a value to that community
    116. 116. Ideally a value that can be shared</li>

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