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Social Seminar 230310 Final As2


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Here are the presentations from our Social Seminar on 23.03.10

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Social Seminar 230310 Final As2

  1. 2. Welcome
  2. 3. 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>
  3. 4. Definitions of Social – What is out there?
  4. 5. 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>
  5. 6. 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>
  6. 7. Socialnomics – Is Social Media a Fad
  7. 8. 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>
  8. 9. <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>
  9. 10. <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>
  10. 11. <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>
  11. 12. <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>
  12. 13. <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>
  13. 14. Social Media Use
  14. 15. The Nielsen Company Feb 2010
  15. 16. The Importance of Facebook
  16. 17. Facebook Brand Pages
  17. 18. Calvin Klein NY Fashion Week
  18. 19. Louis Vuitton Landing Page
  19. 20. LV Wall & Fashion Show Pages
  20. 21. Burberry Landing Page
  21. 22. Art of the Trench
  22. 23. Brand Information Page
  23. 24. Embed Lookbook
  24. 25. Nine West Lookbook
  25. 26. Shop the Lookbook
  26. 27. Kenneth Cole Gift Shop
  27. 28. Product Details
  28. 29. Threadless
  29. 30. What’s Next for Social Media?
  30. 31. Marc Jacobs NY Fashion Week
  31. 32. Why Social Media?
  32. 33. 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>
  33. 34. 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>
  34. 35. 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)
  35. 36. 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%
  36. 37. New communication models Engagement Model Exposure Model
  37. 38. Why is Social Media effective? Passive Active It can upgrade consumer behaviour from passive into active engagement
  38. 39. 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
  39. 40. 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/
  40. 41. 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>
  41. 42. <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>
  42. 43. So what are brands doing in social media…
  43. 44. Marks & Spencer (o ver 108,000 fans)- <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)-
  44. 45. H&M (over 1,600,000 fans)- <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 – 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>
  45. 46. Compare the Meerkat (over 690,000 fans)- <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>
  46. 47. Cobra (over 63,000 fans)- <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:// / </li></ul><ul><li>More community produced content e.g. rating the curry houses etc </li></ul>
  47. 48. ASOS: <ul><li>ASOS Life - http:// / </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:// </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>
  48. 49. <ul><li>TWITTER </li></ul><ul><li>http:// </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:// / </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:// / </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:// / </li></ul><ul><li>In the past run a competition for best street style / linked back to Facebook. </li></ul>ASOS:
  49. 50. Applications <ul><li>Yes they can be cool........ </li></ul><ul><li>http:// =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>
  50. 51. 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>
  51. 52. 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
  52. 53. Community management to make it happen
  53. 54. 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>
  54. 55. 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>
  55. 56. Audience approach
  56. 57. The bigger picture <ul><li>Your online properties </li></ul><ul><li>website </li></ul><ul><li>communities </li></ul><ul><li>database </li></ul><ul><li>content </li></ul><ul><li>Other websites and </li></ul><ul><li>social networks </li></ul><ul><li>blogs </li></ul><ul><li>Facebook etc </li></ul><ul><li>email </li></ul><ul><li>Influencers </li></ul><ul><li>bloggers </li></ul><ul><li>social influencers </li></ul><ul><li>opinion leaders </li></ul>
  57. 58. 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>
  58. 59. 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>
  59. 60. 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
  60. 61. To increase brand reach Brand lovers Potential Customers Friends of Potential Customers
  61. 62. 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>
  62. 63. Each time users interact, 5% of their friends will see the action Bought media Earned media Owned media Brand
  63. 64. 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>
  64. 65. 2 dedicated ad positions Homepage Ad Ad Space Unit
  65. 66. 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
  66. 67. 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.
  67. 68. Social Media – The Future
  68. 69. Social Commerce
  69. 70. 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>
  70. 71. First some audience participation Confidential and Proprietary. © 2008 Bazaarvoice, Inc.
  71. 72. Once Upon a Time…
  72. 73. Marketing messages don’t resonate with consumers 90% of customers say companies don’t meet their needs. Source: Forrester 2010 Customer Experience Rankings, Study: &quot;Tech Decision Maker,&quot; Hill & Knowlton, January 2009, Yankelovich, Global Marketing Effectiveness Report 2007 Customer Centricity Advertising 65% of advertising has NO EFFECT on consumers. Consumer Trust 75% of people don’t believe that companies tell the truth. Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  73. 74. 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>
  74. 75. Create more active brand advocates MORE KNOWLEDGE AND MORE PASSION INCREASE PARTICIPATION AND ENGAGEMENT Majority of Users benefit from expertise and enthusiasm Read reviews, opinions, stories and answers Enthusiasts participate in the community Comment on stories, rate content, share with friends More people are enabled to share expertise Answer questions, share stories, write reviews EVERY CUSTOMER BENEFITS MORE ENTHUSIASTS MORE EXPERTS Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  75. 76. Customer interactions must drive results Confidential and Proprietary. © 2010 Bazaarvoice, Inc. Ratings & Reviews Customer Stories Questions & Answers Social Networks Blogs Forums Wikis Closed Communities Brand Monitoring Photo Sharing Video Sharing Sales Returns Site traffic Service Costs Engagement Awareness Loyalty Satisfaction
  76. 77. Increased conversion rate Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  77. 78. Reviews constantly drive sales across clients <ul><li>More reviews equals more sales (before and after) </li></ul><ul><ul><li>Overall there was a25.2% increase in conversion </li></ul></ul><ul><ul><li>Products with at least 4 reviews saw a 30.7% increase in conversion </li></ul></ul><ul><ul><li>Products with a rating of at least 4.3 saw a 33.1% increase in conversion </li></ul></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc. Source: &quot;Even if there is no alternative, reviews drive conversion,&quot; Bazaarvoice case study August 2007
  78. 79. Ratings & Reviews Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  79. 80. Higher Average Order Value
  80. 81. Remove the paradox of choice for customers <ul><li>Browsers shopping by top-rated vs. all other choices: </li></ul><ul><ul><li>176% higher conversion </li></ul></ul><ul><ul><li>36% higher AOV </li></ul></ul><ul><ul><li>Customers will pay up to twice as much for a 5-star product as for a 4-star product </li></ul></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc. Source: Bazaarvoice case study, September 2007
  81. 82. Lower Return Rates
  82. 83. Reviews lead to more satisfied customers <ul><li>Community opinions lead to better purchase decisions </li></ul><ul><ul><li>20% lower return rates for products with reviews </li></ul></ul><ul><ul><li>45% lower return rates for products with 25+ reviews </li></ul></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc. Source: Bazaarvoice case study
  83. 84. Let your customers answer eachothers questions Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  84. 85. Answers create a ripple effect of value Decrease in pre-sale product calls Source: Bazaarvoice case study, April 2008 Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  85. 86. Optimize Search with Customer Content
  86. 87. Right technology, right place for the right goal Bazaarvoice case study based on nine retailers’ data, April 2009; “Boosting Natural Search Traffic using Ratings and Reviews,” Bazaarvoice white paper, July 2007 Confidential and Proprietary. © 2010 Bazaarvoice, Inc. Awareness SV Microsite Research SV Landing Pages Purchase SV Inline “ Top Rated Cameras” “ Sony CyberShot Reviews” Buy Sony T900 142% increase in search traffic <2% overlap in brand searches 97% more revenue than natural traffic SearchVoice Platform
  87. 88. But wait, that’s not all... Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  88. 89. Broaden awareness through brand association stories <ul><li>Reach beyond your existing community and customers </li></ul><ul><ul><li>Tap into passions and emotions of experiences you support </li></ul></ul><ul><ul><li>Capture an audience beyond your direct customers </li></ul></ul><ul><ul><li>Pull customers into sales process base on the experiences not the products </li></ul></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  89. 90. Reviews drive organizational decisions as well <ul><li>Drive change across the organization with your customers’ help </li></ul><ul><ul><li>Popular and pricey table was commented as being “too soft” </li></ul></ul><ul><ul><li>The Land of Nod modified the table and sent free replacements to reviewers </li></ul></ul><ul><ul><li>Built stronger customer relationships and created a word-of-mouth event </li></ul></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc. Source: Bazaarvoice case study
  90. 91. Social Shopping & Merchandising
  91. 92. Contextually relevant community <ul><li>Solutions embedded throughout the normal user experience </li></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  92. 93. Drive product discovery & validate decisions Social Recommendations Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  93. 94. Enable consumers to connect with peers <ul><li>ActiveProfiles </li></ul><ul><ul><li>Leverage your influences to generate critical mass of content for product launches </li></ul></ul><ul><ul><li>Give experts and employees an identity </li></ul></ul><ul><ul><li>Unleash your most vocal customers </li></ul></ul><ul><ul><li>Turn influencers into celebrities </li></ul></ul><ul><ul><li>Provide engaging material for casual contributors </li></ul></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  94. 95. Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  95. 96. Tap into social networks Confidential and Proprietary. © 2010 Bazaarvoice, Inc. Users to publish to their social networks Enhance your fan page with community content “ One-half of respondents said they considered information shared on their networks when making a decision.” – eMarketer October 2009
  96. 97. TweetConnect™ amplifies the power of your UGC <ul><ul><li>Reach more customers with another point of brand engagement </li></ul></ul><ul><ul><li>UGC is interesting, timely and plentiful </li></ul></ul><ul><ul><li>Automatically tweet UGC to your corporate twitter account </li></ul></ul><ul><ul><li>Sophisticated filters put you in control of what is tweeted including stories, 5-star reviews, unanswered questions, etc. </li></ul></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc. 5 star review on: Floral Cascade Bright Flowers The colors were wonderful
  97. 98. <ul><li>Start a conversation with us </li></ul><ul><li>[email_address] </li></ul><ul><li>@hakanthyr </li></ul>Confidential and Proprietary. © 2008 Bazaarvoice, Inc.
  98. 99. Tools to deliver content
  99. 100. 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>
  100. 101. 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>
  101. 102. The Power of Social Media
  102. 103. 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..!
  103. 104. 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>
  104. 105. Cross Channel Interaction
  106. 107. Retailer Social Media Content Today <ul><ul><li>Marketing Orientated </li></ul></ul><ul><ul><li>Promotion Driven </li></ul></ul><ul><ul><li>Customer Services/Feedback </li></ul></ul><ul><ul><li>Customer Loyalty </li></ul></ul>
  107. 108. Wholefoods
  108. 109. Burberry
  110. 111. Emerging Retailer Content <ul><ul><li>Sales and Conversion </li></ul></ul><ul><ul><li>User Experience </li></ul></ul><ul><ul><li>Multi-channel retailing </li></ul></ul>
  111. 112. Reebok – Transactional Content
  112. 113. FCUK – User Generated Content
  113. 114. 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>
  114. 115. 10CMS
  115. 116. 10CMS Clients Include
  116. 119. 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
  117. 120. Monitoring Social and Accountability
  118. 121. 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>
  119. 122. <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>
  120. 125. <ul><li>Customer Support/Relations </li></ul><ul><li>Marketing – Measure effectiveness of Campaigns </li></ul><ul><li>Human Resources </li></ul><ul><li>Consumer Insight </li></ul><ul><li>Future Strategy </li></ul><ul><li>Crisis Management </li></ul><ul><li>Branding </li></ul><ul><li>Public Relations </li></ul>
  121. 126. <ul><li>Immediate Consumer Feedback </li></ul><ul><ul><li>Campaigns </li></ul></ul><ul><ul><li>Product Launches </li></ul></ul><ul><li>Tangible Feedback </li></ul><ul><li>The New Focus Group/Survey! </li></ul><ul><li>Strategic Direction </li></ul><ul><li>Fire Fighting – Crisis Control </li></ul>
  122. 127. Dominos Pizza
  123. 128. 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
  124. 129. 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>
  125. 130. <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>
  126. 138. <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>
  127. 139. <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>
  128. 140. <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>
  129. 141. Questions?
  130. 142. DRINKS! at the bar…