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
Started May 19 within 1 month has 165k+ followers and countless mainstream coverage</li></li></ul><li>By contrast:<br />
'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 />
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 />
Ring of Death fault<br />58,766 Comments<br />
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 />
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 />
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 />
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 />
<ul><li>WOMWorld gives independent journalists / bloggers access product announcements, key staff and review equipment for loan.
This dramatically increases buzz. 73,000 Google links, 23,000 blogs link
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 />
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 />
By 2010<br />10,000 ideas submitted<br />400 implemented<br />Each one gets voted on attracting buzz<br />
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
Because we understand things don’t change over night each step provides results that allow you to justify moving on to the next
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 />
Engage<br />Find Conversations<br />Train Staff<br />Setup Presence<br />Define Strategy<br />Audit Landscape<br />6 Steps to Social Success<br />
1. Listening:<br /> Conversation Audit<br /><ul><li>We perform an assessment of all online conversations related to your business.
This is usually your brand and product terms but can also include topics of conversation you wish to be part of.
All conversation topics and sentiment are scored by a skilled person (not automated), who is an experienced social media analyst in your local country.
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>
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).
This could be Twitter, a blog, Facebook Fan Page but only if the audit shows that you need to be there.
If you are already setup we assess user experience and see where flow can be improved.
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.
Training is carried out by established bloggers, key-note speakers and world renown social media specialists.
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 />
6. Engage<br />We support you throughout the Community Engagement Process helping you:<br /><ul><li>Be a person