That is phenomenal growth by any standards with over 70% outside the US 50% of active users log on to Facebook each day More than 55 million status updates posted each day More than 700,000 local businesses have active Pages on Facebook Pages have created more than 5.3 billion fans
Total at the end of 2009 was 350 million members worldwide, 23 million of those in the UK Is your Mum on Facebook?? Mine isn’t yet but I know lots who are. The 35+ demographic now represents more than 30% of the entire user base, that is over 5 million in the UK alone Interestingly we could see this change even more as the kids look for the next big thing More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week More than 2.5 billion photos uploaded to the site each month More than 3.5 million events created each month
Recent Study looked at around 19 million Twitter accounts Only 26% of Twitter users had 10 followers or more by December 2009, Only 40% were following 10 people or more (in fact, a majority of Twitter users, 51%, were following less than five people). 34% of Twitter users hadn’t tweeted even once, 73% of Twitter’s users tweeted less than 10 times. Nearly all of the tweets are coming from about ¼ of the userbase. Power users dominate.
24 hrs of video uploaded every minute YouTube is about more than virals from a brand point of view Google uses it to index video content Set up a brand channel and feed it into your FB page or blog Live broadcast is the new direction Your company blog should sit a the centre of your Social Media content strategy
This is a topic which will be covered in much greater detail later by one of our guest speakers
Twitter and FB can already be used to push products direct to fans and followers Its just a question of getting the balance right
Caveat only surveyed 1000 customers to online electronics store 28 percent of iPhone owners check or update Twitter before they get out of bed in the morning. And 26 percent check or tweet before they turn on their TV. That leads to the 23 percent who rely on Twitter for their morning news. According to online advertising network Chitika , Twitter users mostly consume news, MySpace users want games and entertainment, Facebookers are into both news and community Digg’s audience have mixed interests.
the global average time spent per person on social networking sites is now nearly 5 ½ hours per month (Feb 2010) Facebook accounting for the majority of that time. That’s up more than two hours from last year. What is just as interesting was how I found this report Sitting in a pub waiting for my girlfriend Checked my Facebook on my mobile saw a post from Mashable Thought this might be useful for the presentation…. And here we are
There is no doubt that based an the previous facts & figures facebook is the most important Social network at the moment With the introduction of brand pages many brands have really started to push in this area We have already established how many people are interacting on FB so their first impression of you brand is cruicial
A brand page doesn’t have to look like every other FB page This is fairly typical of a brand page on FB wall, info, links tabs etc. While there is nothing wrong with this it could be so much better
More of a Microsite than FB page This is classed as an app rather than a page and was used to collect fans while they were working ion the new FB page
Following a similar approach in this case this is the welcome page when you arrive at LV on FB
Recent microsite that Burberry used to promote their dedication to trench coats this was an interacive video which linked to the microsite
The page still contains familiar FB style info pages but keep them detailed and to the point with prominent links to all web properties
Use your assets if you have created beautiful lookbooks for websites or microsites embed them into the FB pages Remember the same best practice rules still apply Keep important info above the fold Link through to products further information Strong call to action etc So far we haven’t really talked about how social media in this case FB can generate revenue….
How about taking the lookbook one step further and allow users to shop from it direct from FB
This obviously opens up a whole realm of social shopping possibilities Although worth noting at present most applications send users to the website to complete the payment section
Another nice example designed by Pod1 NY as a Christmas gift finder
Threadless makes good use of FB functionality allowing you to comment and post to your profile
A little food for thought So-called “lo-so” networks or ‘location based’ social networks enable any business with a physical location to not only communicate with customers online, but actually get more of them to walk in the door — and that’s exciting Its all about building your network and interacting with them while making sure all your different social media applications are working together Add to this the proliferation of smart phones and hand held devices and this area id set for rapid growth
Foursquare is a web and mobile application that allows registered users to connect with friends and update their location. Points are awarded for &quot;checking in&quot; at venues. Users can also choose to have their Twitter and/or their Facebook accounts up dated when they check in Marc Jacobs and Foursquare created the “Fashion Victim” badge, which allowed Fashion Week attendees (and others) to “check-in” at any Marc by Marc Jacobs stores in New York and around the country to unlock the badge. Four people who unlocked the badge in New York were randomly chosen to receive tickets to the Marc Jacobs show. The partnership provided both Marc Jacobs & Foursquare with extra exposure Its easy to see how this can be adapted for any kind of discount or promo opportunity If a user has checked-in to a venue more than anyone else, on separate days, and they have a profile photo, they will be crowned &quot;Mayor&quot; of that venue
The audience is evolving……in other words, twitter is not just for for thirtysomethings and facebook is not just for teens. Double digit rise in 18-24yr olds using twitter A kind of closing of that generational gap as it relates to technology, Young and old alike are joining and the same networks and socialising in the same spaces
Audience Age % Reach of Internet Audience 15-24 86% 25-34 89% 35-44 79% 45-54 77% 55+ 67% If Facebook was a country it would be the third biggest in the World Facebook in the UK has 23m+ monthly reach and a 12m+ daily reach
-How many of you have read and been influenced by customer reviews before making a purchase? -How many of you have not made a purchase decision because the product you were considering didn’t have any supporting reviews? -How many of you have left a site because it didn’t have reviews to find them elsewhere? -If the reviews contradict the product description, how many of you would trust the reviews rather than the product description?
Change to pie charts
Contextual Social Media Enhances participation Grows knowledge and Passion Provides UGC in a way that is relevant to intent Get the most participation out of your entire community
We often refer to the concept of social commerce. Simply put, it is all about creating customer interactions that maximize business results. There are numerous social technologies that you can invest in and a number of business metrics that you can influence; the key is figuring out where to start. The technologies shown in orange have been proven to drive the associated metrics you see in green and do so in a significant way. All of these technologies are valuable; it's just a question of the size of impact. You’ll also notice that social networks, one of the most discussed items today, is orange but on the outskirts. When you combine social networks with social commerce technologies, you start to see this move in. If you just view it as a standalone solution it ends up being on the far left side of the circle. <THIS IS A GOOD PLACE TO HAVE A DIALOGUE WITH A PROSPECT ABOUT THEIR CURRENT PLANS>
Reviews are consistently shown to drive sales. In this case study you can see the overall increase in conversion after adding reviews is 25%. You’ll also note that products that have a higher volume of reviews see an even greater increase in conversion. On top of that products that are rated a 4.3 or higher show the highest increase. The goal for anyone deploying reviews should be to plan appropriately to expose the review content throughout the site and make sure you are planning ways to drive participation (something we are an expert at).
Often reviews are used earlier in the sales process to help filter out the noise and quickly find the best product for a certain set of needs. By enabling consumers to sort by top-rated products, Golfsmith measured a 175% increase in conversion for customers using that functionality versus all other choices. In addition, they found that these customers ultimately spent more. They also found that this behavior carried over through other mediums such as email – they saw that top-rated emails drove 42% higher revenue compared to emails not highlighting top rated products.
Not only will reviews help drive sales but they will also lead to more profitable customers. Products that have reviews on PETCO show a 20% reduction in return rates. For products with higher volumes that reduction almost doubles going to 45%. The takeaway is that you can reduce your return costs and at the same time create a more satisfied and more loyal customer.
One of the unique benefits of Ask & Answer is that it creates a knowledge base of information that the entire community can benefit from. Canadian Tire saw this effect. For products that had at least one question and answer they saw a 28% drop in pre-sales customers service calls . This number went up to 81% for products with 3 or more questions and answers. This shows not only that consumers prefer the self-service model but also that the answers have a long-standing benefit helping future shoppers buy as well.
Results have been fantastic. Customers who upgraded to microsite have seen 142% increase in search traffic. <2% overlap in brand searches: We don’t compete with branded searches – there’s less than 2% of overlap between “reviews” searches versus product searches. Looks at keywords used to find SearchVoice pages versus our client sites (brand sites). SearchVoice is 100% complementary with what our clients are doing to drive search to their sites. Also, the audience we bring usually has longer search threads, and are more likely to buy. Basically, we provide a new audience and this audience is more likely to buy. 97% more revenue than natural traffic: People who come to our landing pages convert more often and spend more, versus people who just find a site via natural search (to a product page).
One of the first ways to tap into customer passions is through brand association stories . For New Balance it wasn’t about the shoes it was about “Tales from the Road”. New Balance is associated with running, with marathons, triathlons – and people that participate in those activities are passionate about them. We all probably know someone that has done a triathlon – they love to share those experiences. The goals they set, beating them, coming up short, whatever the case – it becomes a part of who they are. That is the power of Brand Association stories. You have an opportunity to engage people, within your community and those that may have never heard of you, in an authentic way that will capture someone’s attention and likely pull them into the sales process.
As with all of our solutions its not just the customer that benefits from this information. In the case of The Land of Nod they took customer feedback on a particular table that was pointed out as being “too soft”, worked with suppliers to improve it, then sent free replacements to everyone who reviewed the product. This not only created a customer for life, it also created such a unique experience that those customers are now spreading word of the story helping to bring new customers to The Land of Nod. And it also helped The Land of Nod create a better table for future customers.
Content is King, but Context is Queen If you can’t find the content, it is useless Social tools helping goal-oriented conversations Customers providing valuable content that is relevant to your products and services and will help other visitors to your site
Tweeting is a great way to create another point of brand engagement with your customers. There are two basic rules for a winning Twitter strategy: post interesting content and post it often. For many companies, this can create a content shortage. How will you know what is most interesting to customers and how will you have enough of it to create a daily stream of tweets? UGC answers both problems. You already know what customers are talking about and you’ve captured their real-time opinions, knowledge and experiences. Now you just need a structured way to share it. TweetConnect amplifies the power of on-site UGC by syndicating it to your corporate Twitter account, based on the criteria you specify. You can set what gets tweeted depending on # of stars, product SKU, and product categories. The link in the tweet takes you directly back to the product page (for R&R and A&A) or campaign page (for Stories), so customers are just a link away from your purchase path. TweetConnect can benefit both your customers and your internal stakeholders. Some clients create private twitter accounts for their different departments to share the voice of the customer. For example, some post low reviews to the product development department so they can address product defects. Some clients tweet high reviews to the merchandising department so they know what to feature online and in-store. It can be a great tool to operationalize UGC in and around your business.
Agenda <ul><li>2pm - Welcome </li></ul><ul><li>2:15 - 2.30 Mark Blenkinsop (Pod1) </li></ul><ul><ul><li>Introduction: Definitions of social – what is out there </li></ul></ul><ul><li>2.30 – 2.50 Anthony Lukum – Consultant </li></ul><ul><ul><li>Why social media? </li></ul></ul><ul><li>2.50 - 3.10 Hakan Thyr - Bazaar Voice </li></ul><ul><li>Social commerce </li></ul><ul><li>3.15 - 3.45 Break for coffees / drinks in the bar </li></ul><ul><li>3.50 – 4.10 Fergal O’Mullane - 10CMS </li></ul><ul><ul><li>Tools to deliver Content </li></ul></ul><ul><li>4.10 – 4.30 Emma Griffin- Meltwater </li></ul><ul><ul><li>Monitoring Social and Accountability </li></ul></ul><ul><li>4.30 – 5.00 Q and A </li></ul><ul><li>5pm – Drinks at the Bar </li></ul>
About Me… <ul><li>Mark Blenkinsop, Senior Search Marketing Manager, Pod1 </li></ul><ul><li>As the job titles suggests Mark is responsible for all things relating to Search Marketing within the agency with a particular focus on SEO and Social Media. He joined Pod1 in April 2006 with a view to integrating SEO into the agency’s’ offering and the result nearly 4 years later is a healthy client list and an expanding department. An avid interest in digital marketing with a decidedly ecommerce bias has definitely been a plus. </li></ul>
What is Social Media? <ul><li>Social Media can best be described as </li></ul><ul><li>“ Word of mouth on steroids” </li></ul><ul><li>(E-consultancy) </li></ul>
Let’s look at the stats <ul><li>Years to reach 50 million users </li></ul><ul><li>TV 13 years </li></ul><ul><li>Internet 4 years </li></ul><ul><li>iPod 3 years </li></ul><ul><li>Facebook gained 100 million in 9 months </li></ul>
<ul><li>If Facebook were a country it would be the Worlds 4 th Largest! </li></ul><ul><li>The Fastest growing segment on Facebook is 55-65 year old females </li></ul><ul><li>More than 1.5 million pieces of content are shared on Facebook, links, news, videos etc…. DAILY! </li></ul>
<ul><li>Ashton Kutcher has nearly as many followers on Twitter as the population of Norway… 4.6 million </li></ul><ul><li>80% of Twitter usage is on mobile devices </li></ul>
<ul><li>YouTube is the 2 nd largest search engine with 100,000,000 videos </li></ul><ul><li>There are over 200,000,000 Blogs </li></ul><ul><li>54% of bloggers post or Tweet daily </li></ul><ul><li>34% of bloggers post opinions on products & brands </li></ul>
<ul><li>25% of Search results for the world’s top 20 largest brands link to UGC </li></ul><ul><li>User Generated Content </li></ul><ul><li>78% of consumers trust peer recommendations </li></ul><ul><li>Only 14% trust advertisements </li></ul>
<ul><li>In the near future we will no longer search for products & services </li></ul><ul><li>they will find us via Social Media </li></ul>
About Me… <ul><li>Anthony Lukom, Director, 33 Seconds </li></ul><ul><li>Anthony is currently heading 33 Seconds, a media consultancy business which specialises in Social Media. Clients include ATC Management (who work with artists such as Radiohead, Kate Nash) and BD, a creative agency, where they act as Social Media Strategists (clients include Mars, Coke, Nintendo and Cineworld) </li></ul><ul><li>Previously he was MD for MySpace UK for two and half years as well as European Head of Business Development. Before that he was at AOL Europe for over 7 years as Head of European Business Development, Head of Search and ran a company wide product innovation project based on Kim and Mauborgne’s Blue Ocean Strategy. </li></ul>
Social Media is BIG <ul><li>If Facebook was a country it would be the 3 rd largest in the world (Comscore) </li></ul><ul><li>People spend more time on Facebook than on Google, Amazon, Wikipedia, Yahoo and You Tube combined (Nielsen) </li></ul><ul><li>Mobile traffic on Facebook and Twitter is growing in triple digits (Comscore) </li></ul><ul><li>In the US, Facebook finally overtook Google for weekly hits (Hitwize) </li></ul>
Daily reach vs traditional media in the UK 9.2m Viewers Christmas Ep (BARB Dec 2009) 23m Active Users - 11m daily reach (25 min session time/day) 2.9m daily readers (ABC Nov 2009) 12.4m Semi-Final (BARB Dec 2009) 1.3m viewers (BARB Oct 2009) 1.8m Breakfast Show (RAJAR Q3 2009) 250,000 monthly circulation (ABC Nov 2009) 783,000 UK circulation (ABC Dec 2009)
And it’s for everyone… SOURCE: Pew Internet Nov 09 / Comscore May 09 Age % Reach of Internet Audience 15-24 86% 25-34 89% 35-44 79% 45-54 77% 55+ 67%
New communication models Engagement Model Exposure Model
Why is Social Media effective? Passive Active It can upgrade consumer behaviour from passive into active engagement
Turning fans in to advocates Fan Advocate Who are you What do you think How could it be better Who have you told Tell us what you like Would your friends like this Would like to be part of our team
A Network Strategy SOCIAL SUCCESS SOCIAL SPARK SOCIAL MOMENTUM SOCIAL STEPS Why Social Media / Strategy – v - tactics / Post campaign vision An idea(s) that will propel conversation within the social space Ensuring there is mass sharing of the idea across social touch points Gaining tangible results out of more anecdotal statistics 1/ 2/ 3/ 4/
So in summary… <ul><li>Go to where the audience is, don’t always ask them to seek you out </li></ul><ul><li>By engaging them in conversation you have better opportunity to convert to brand loyal/advocates than by just broadcasting at them </li></ul><ul><li>Social advocates send the message for you – recommendation is the most powerful marketing tool </li></ul><ul><li>By “friending” them you can ask your “friends” questions (data mine) </li></ul><ul><li>Test and learn – social sparks may come from the brand, the community or most likely both </li></ul>
<ul><li>“ We don’t think anybody has really cracked this one, and certainly not us. We thought it was as important to start engaging in social media because this is where the conversation is now happening (and it would with or without us). </li></ul><ul><li>For us, the true strength of social media is engagement so we also look at which discussions, posts, videos and events get the most comments and the level of detail of those posts. What we also need to do is quantify the value of the insight we receive about our products, services and brand through social media.” </li></ul><ul><li>Sienne Veit, Business Development Manager, Marks and Spencer </li></ul>
Marks & Spencer (o ver 108,000 fans)- www.facebook.com/marksandspencer <ul><li>What they do well: </li></ul><ul><li>Community Management – daily responses to user questions and comments in a consistent tone – great customer relations channel </li></ul><ul><li>User experience – easy to find offers, features, competitions, videos, etc linking in most cases to their site </li></ul><ul><li>Targeting your audience – regular offers to specific community members – similarly linking to their site </li></ul><ul><li>Videos – product led but not too invasive. </li></ul><ul><li>What they do less well: </li></ul><ul><li>Interactive features– Apart from the very active wall there are few interactive elements on the page – no polls, calls for fan photos/videos, competitions etc – very much a brand talking to the community not facilitating the communities discussion – no lifestyle engagement </li></ul><ul><li>A lot of content links to the main site – they don’t try to integrate and use to engage the community in discussion </li></ul><ul><li>Main learning: For what is essentially a fashion and lifestyle brand they make little attempt to engage their users in product led interactive features – less about M & S and more about fashion, lifestyle, food etc </li></ul>Marks & Spencer (o ver 108,000 fans)- www.facebook.com/marksandspencer
H&M (over 1,600,000 fans)- www.facebook.com/hm <ul><li>What they do well: </li></ul><ul><li>Encourage community advocates – fashion bloggers start the discussion on new collections and the community runs with it. </li></ul><ul><li>Partnership Competition with lookbook.nu – tapping into the credibility of an established web-brand to boost community engagement. </li></ul><ul><li>What they do less well: </li></ul><ul><li>Daily community engagement – if you are not visiting a corporate website you want to be entertained </li></ul><ul><ul><li>it’s not all about information on the social web it’s also about people connecting in communities around interests and passion centres. </li></ul></ul><ul><ul><li>stimulate and facilitate community discussion on fashion and encourage community to contribute through pictures and videos </li></ul></ul><ul><li>Limited community created content on Facebook </li></ul>
Compare the Meerkat (over 690,000 fans)- www.facebook.com/Comparethemeerkat <ul><li>What they do well </li></ul><ul><li>Make Alexander a character with regular updates </li></ul><ul><ul><li>Not a lot else! </li></ul></ul><ul><li>What they do less well: </li></ul><ul><li>No real integration of what the character is advertising – even to the extent of some basic information – the other extreme from not being an advert or extension of your site </li></ul>
Cobra (over 63,000 fans)- www.facebook.com/welovecurry <ul><li>What they do well: </li></ul><ul><li>Page name – recognition that a heavily branded page will put off a vast majority of the potential community members. </li></ul><ul><li>Topical and anecdotal status updates </li></ul><ul><li>Celebrity involvement – directing traffic to celebrity content led by product. “Check out Chris Moyles and chums enjoying a curry and a Cobra in this clip!” </li></ul><ul><li>Polls – regular low user investment activity, open ended, provocative questions. </li></ul><ul><li>Driving Offsite Traffic – competitions and features are a good way to drive traffic to your website if that’s a KPI. </li></ul><ul><li>Integrating social media – by integrating the community feed into your .com there’s a clear route back into the community. </li></ul><ul><li>Community competitions to encourage engagement – Naan that Tune! </li></ul><ul><li>Additional features and functionality for the community e.g. receipes and local curry finder </li></ul><ul><li>What they do less well: </li></ul><ul><li>Use of other networks – they’ve developed a Twitter application which drives no traffic to a Twitter presence and doesn’t seem to have any relationship to Twitter activity whatsoever. http:// twindaloo.cobrabeer.com / </li></ul><ul><li>More community produced content e.g. rating the curry houses etc </li></ul>
ASOS: <ul><li>ASOS Life - http:// community.asos.com / </li></ul><ul><li>What is it? </li></ul><ul><li>ASOS’s website community. A hub area for ASOS and fashion fans to communicate between each other and ASOS. </li></ul><ul><li>Users can set up their own blogs on the site as well as forums where users can start their own threads or a group section to set up groups. </li></ul><ul><li>More importantly, users here can suggest ideas to the ASOS team and get their ideas ranked by other users </li></ul><ul><li>Facebook - http:// www.facebook.com/ASOSOfficial </li></ul><ul><li>Doing all the right things…. </li></ul><ul><li>~220k friends </li></ul><ul><li>ASOS suggest fashion styles with links to ASOS content which are topical too </li></ul><ul><ul><li>What to wear to summer festivals </li></ul></ul><ul><ul><li>Beauty through the Looking Glass at the time of Alice in Wonderland </li></ul></ul><ul><li>Special Offers for Facebook Fans – Style Rhiana and win tickets to her tour </li></ul><ul><li>Working with Fashion bloggers like Facehunter </li></ul><ul><li>But probably need to do more of the same and encourage more interaction between the community </li></ul>
<ul><li>TWITTER </li></ul><ul><li>http:// twitter.com/asos </li></ul><ul><li>~30k followers </li></ul><ul><li>They have employees tweeting their thoughts – gives ASOS personality </li></ul><ul><li>Announce ASOS Events and tweats & pics from it </li></ul><ul><li>Promote competitions </li></ul><ul><li>ASOS content </li></ul><ul><li>ASOS Here to Help – use it as a customer service communication path </li></ul><ul><li>ASOS Service updates – explaining shipping issues and holidays </li></ul><ul><li>How can it be better used as a communication path at key purchase points during the day? </li></ul><ul><li>ASOS FOLLOWS FASHION </li></ul><ul><li>http:// www.asosfollowsfashion.com / </li></ul><ul><li>Twitter feeds of those it regards as the most influential fashion Tweeters. Aggregates streams, fashion tips, photos, links – everything for the “fashion-forward” trendster – from the likes of designers, photographers, journalists and brands. </li></ul><ul><li>ASOS REVIEWS </li></ul><ul><li>http:// asosreviews.com / </li></ul><ul><li>If even has an open forum for people to tweat reviews of ASOS! </li></ul><ul><li>FLICKR </li></ul><ul><li>http:// www.flickr.com/people/asosstreetstyle / </li></ul><ul><li>In the past run a competition for best street style / linked back to Facebook. </li></ul>ASOS:
Applications <ul><li>Yes they can be cool........ </li></ul><ul><li>http:// www.youtube.com/watch?v =ZnBcqV9POkY </li></ul><ul><li>But:- </li></ul><ul><ul><li>It is becoming an overcrowded market – make sure you can punch above the noise </li></ul></ul><ul><ul><li>Make sure it’s social – share with friends, ratings etc </li></ul></ul><ul><ul><li>Make sure it’s very useful – something you’ll want to use more than once </li></ul></ul>
Summary of Dos and Don’ts <ul><li>Do ensure the community is engaging, Don’t make the community just an advert </li></ul><ul><li>Do allow the community to contribute and ask them what they want – it’s theirs as much as yours, Don’t replicate a website or broadcast to them </li></ul><ul><li>Do facilitate conversation, Don’t own it </li></ul><ul><li>Do talk in their language, Don’t use the tone of a corporate brand – you’re one of them </li></ul><ul><li>Do have a longer term vision for the community, Don’t just build community for a single marketing push </li></ul><ul><li>Do have fun with them </li></ul>
Some hygiene factors for any community Polls (topical) 1 to 2 a week Community Videos, Photos, Stories Once a week/ Bi Weekly Brand Content Bi Weekly Additional Competitions TBD based on prizes available Other possibilities Fan Photo requests Up to Daily Chat Monthly Brand Focus TBD
Keys to a successful community - Management <ul><li>Spread the Word - Communicate to key interest groups </li></ul><ul><li>Content – Ensure you have content they are interested in </li></ul><ul><li>Engage – Ensure that you are engaging them in conversation and not talking at them </li></ul><ul><li>Topical – Make it as relevant to the day as possible </li></ul><ul><li>Listen & adapt – You may think you know what they want – better still ask them and adapt your community plans accordingly </li></ul><ul><li>Management – ensure you have the right person managing the community </li></ul>
Community Management guidelines <ul><li>Having a set tone for communities - agreed before launch </li></ul><ul><li>Monitoring 5 times a week at different times during the day to ensure nothing out of tone or brand is posted </li></ul><ul><li>But remember:- </li></ul><ul><ul><li>Communities often self regulate the best </li></ul></ul><ul><ul><li>Sites have their own abuse systems in place </li></ul></ul><ul><li>Fast-track process to report complaints so that Brand is seen to respond to the community quickly </li></ul><ul><li>Idea generation, see what’s working and brainstorm ideas </li></ul><ul><li>Regular reporting and meetings with Brand team to report on performance and community response </li></ul>
Key principles: your online properties <ul><li>Your own properties are the most powerful, focused and measurable component of ANY social media effort </li></ul><ul><ul><li>You control the message and the content </li></ul></ul><ul><ul><li>Your audience is already engaged </li></ul></ul><ul><ul><li>You can measure visitor behaviour </li></ul></ul><ul><li>‘ Traditional’ sites support your social efforts </li></ul><ul><ul><li>Using existing traffic – viral efforts need to start somewhere </li></ul></ul><ul><ul><li>Your existing audience is a powerful (and easily reached) research base </li></ul></ul>
Key principles: other sites <ul><li>Users spend more time on other sites </li></ul><ul><ul><li>Find and engage your visitors where they already live </li></ul></ul><ul><ul><li>Talk to them and new audiences that are new to your brand </li></ul></ul><ul><ul><li>Start simple </li></ul></ul><ul><li>Job number 1 is to find your audience </li></ul><ul><ul><li>Obvious places – Facebook, Twitter etc </li></ul></ul><ul><ul><li>Not so obvious places – special communities, blogs </li></ul></ul><ul><li>Measure what you can </li></ul><ul><ul><li>Code and make all links unique, segment social inbounds, baseline and measure community sentiment </li></ul></ul>
How to spread the word other than paid Advertising Brand Site Brand s community Relevant Interest Sites Interest Groups (including Facebook) Other partners? E.g. Charities Twitter Friends of Brand fans You Tube
To increase brand reach Brand lovers Potential Customers Friends of Potential Customers
Key principles: influencers <ul><li>Influencers are the mediators between your world and social sphere </li></ul><ul><ul><li>Consists of customers, partners, users, employees etc </li></ul></ul><ul><ul><li>Represents disproportionate share of the web </li></ul></ul><ul><ul><li>Play the ‘game telephone’ – amplify your message </li></ul></ul><ul><ul><li>Convince one influencer and can be worth thousands of impressions </li></ul></ul><ul><ul><li>Understand how they use technology/media, language etc </li></ul></ul><ul><ul><li>Act as special case constituent – journalist, investor etc </li></ul></ul><ul><li>Finding influencers isn’t hard – talking to them is </li></ul><ul><ul><li>Influencers can’t be engaged en-masse, they require a customised effort </li></ul></ul><ul><li>Don’t over automate and don’t over Press </li></ul><ul><ul><li>Don’t send a machine to do a man’s work </li></ul></ul><ul><ul><li>Develop ‘fluid’ contact strategy </li></ul></ul><ul><li>Measure their impact </li></ul><ul><ul><li>Develop engagement model </li></ul></ul><ul><ul><li>Monitor buzz and track the conversation </li></ul></ul><ul><ul><li>Identify position in social network </li></ul></ul>
Each time users interact, 5% of their friends will see the action Bought media Earned media Owned media Brand
Advertising on Facebook: targeting <ul><li>Facebook has standard information on users making targeting on the site very accurate </li></ul><ul><li>In most cases they have a lot more information including marital status, children, hobbies, musical tastes and film preference </li></ul><ul><li>This means we can be highly targeted by segment, film or proposition </li></ul>
2 dedicated ad positions Homepage Ad Ad Space Unit
Ad formats Standard Ads (Can be used to drive traffic to any destination) Engagement Ads (Require a Facebook Page to support them) Video homepage ad Homepage ad ASU Video homepage ad Poll Ad Virtual Gift Event Ad
First job is to recruit fans Become a fans ads <ul><li>Once the fan page is set up and ready for use Standard ads are the quickest way to increase fan numbers </li></ul><ul><li>The Ad is served to the right of people’s home page and instantly allows people to become a fan </li></ul><ul><li>The unit also allows users to invite their friends to join </li></ul>The action of becoming a fan is public and may appear within theirs or their friends news feeds.
About Me… <ul><li>Hakan Thyr, International Partnerships Director, Bazaarvoice </li></ul><ul><li>Håkan has 13 years international business development experience from the IT industry with companies ranging from high-growth start-ups to established industry leaders. He has a special passion for companies that succeed by rewriting the rules of the industry. Håkan holds an MSc in Civil Engineering from Chalmers University of Technology. </li></ul>
The Age of Authenticity <ul><li>90% of consumers surveyed noted that they trust recommendations from people they know, while 70% trusted consumer opinions posted online -Nielsen, 2009 </li></ul><ul><li>The number of user-generated content creators will reach 114.5 million in 2013, up from 82.5 million in 2008. (51.8% of US Internet users) - eMarketer, 2009 </li></ul><ul><li>70% of the digital universe will be generated by individuals by 2010. - IDC, 2009 </li></ul><ul><li>61% of people rely on user reviews for product information or research before a buying decision is made. -Razorfish, 2008 </li></ul>
About Me… <ul><li>Fergal O’Mullane, Director and Co-founder, 10CMS </li></ul><ul><li>Fergal is a director and co-founder of 10CMS and is primarily responsible for strategic business development. Fergal has worked in the digital media space since 1999 with a particular focus on retail and consumer brands and he helped form 10CMS in 2006. </li></ul>
The Power of Social Media <ul><ul><li>56% of all visitors to retailer websites follow a retailer on social networks </li></ul></ul><ul><ul><li>Visitors who ‘friend’ a retailer on social media sites are more satisfied, more committed to a brand and more likely to make future purchase from that company </li></ul></ul>
The Business Case 100,000 fans with average friends per fan of 130 gives us... a total potential reach of 13,000,000 profiles (equivalent to 13,000 CPMs at €20 = €260k per content update..!
We propose that... <ul><li>Facebook will dominate the next decade, online, as Google did the last </li></ul><ul><li>Brand experience will be defined through and across multiple touch points, digital and physical combine </li></ul><ul><li>The eCommerce platform is giving way to the cross-channel Customer Interaction Platform </li></ul>
1-800 Flowers - Shoplets <ul><li>Delivered 41% more sales per </li></ul><ul><li>impression and a 10.5x lift in </li></ul><ul><li>interaction rates compared to </li></ul><ul><li>the banner advertisements. </li></ul>
10CMS is a complete Interactive Merchandising solution On-site Interactive Merchandising Tools Off-site Interactive Merchandising Tools User Generated Content Tools Mobile (device) Deployment Flash 10.2 will be available on: Android (Google) Symbian (Nokia) Windows Mobile In Q2 / Q3 ‘10 10CMS V2 10CMS V2.5 10CMS V3 10CMS V3.5
About Me… <ul><li>Emma Griffin, Meltwater </li></ul><ul><li>Emma was part of the initial set-up of Meltwater’s Social Media monitoring arm, MBuzz early 2009. In less than a year, MBuzz has now grown to consist of 13 offices spread from California to Hong Kong with over 50 employees and from start-up to one of the most recognised Social Media monitoring providers globally. </li></ul>
<ul><li>Social media changes the way brands and consumers interact. </li></ul><ul><li>Believing what or how a company describes their reputation doesn't count for much anymore.. </li></ul><ul><li>People wait for positive reviews, increase in members, for another group of people to agree the brand is the best. </li></ul>
Kryptonite Bike Locks “ A 50-year-old lock design was rendered useless last week when a brief post to an internet forum revealed the lock can be popped open with a cheap plastic pen” Wired Magazine 2009
YouTube Video Posted 7 Days later it hit local news 3days later it hit mainstream McDonalds <ul><li>If they had M|Buzz they could have: </li></ul><ul><li>Identified the video within hours </li></ul><ul><li>Contacted the video owner </li></ul><ul><li>Seeked legal advice </li></ul><ul><li>Proactively tidied up the mess </li></ul><ul><li>Engaged their existing Crisis Comms team </li></ul><ul><li>Actually fixed the problem </li></ul>
<ul><li>1. What do you want to listen for </li></ul><ul><ul><li>Brand </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Develop Leads </li></ul></ul><ul><ul><li>Market Research </li></ul></ul><ul><li>2. Start Listening </li></ul><ul><ul><li>Bring data together all in one place </li></ul></ul><ul><ul><li>Listen in Real time </li></ul></ul><ul><li>3. Analyse the Data </li></ul><ul><ul><li>Sentiment </li></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Share of Voice </li></ul></ul>
<ul><li>4. Get Involved in the Conversation </li></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Create Communities </li></ul></ul><ul><ul><ul><ul><li>E.g. Toyota & Nestle </li></ul></ul></ul></ul><ul><li>5. Use the Information to make better decisions and improve strategies </li></ul><ul><ul><li>Product design </li></ul></ul><ul><ul><li>Improve performance throughout organisation </li></ul></ul>
<ul><li>How can I filter the data you retrieve? What are the options? </li></ul><ul><li>How can I segment the data? </li></ul><ul><li>How can I remove things like spam, flogs/splogs, irrelevant data, etc.? </li></ul><ul><li>Do you have Sentiment analysis? How does it work? </li></ul><ul><li>How do you help find influencers? </li></ul><ul><li>Do you offer education/training resources? </li></ul>
<ul><li>What types of data and how much can be exported for additional reporting and analysis? </li></ul><ul><li>How many users do you support and what is the additional cost? </li></ul><ul><li>What are the options for assigning follow-up to co-workers or other departments? </li></ul><ul><li>How do you charge? Is it by brand, company, user, profile? ( Note: Some charge by profile, if you are an organization with multiple brands, it’s important to ask about cost.) </li></ul>