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Social Media workshop for A&N Media


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Presentation used as basis for Social Media discussions at A&N Media (Daily Mail, Mail on Sunday, Loot, Metro +++)

Published in: Business, Technology

Social Media workshop for A&N Media

  1. 1. AN Media Social Media workshop
  2. 2. Today’s workshop • Introduction to social media for engagement • Understanding our audience • Support, reputation management and engagement • Communities and networks • Innovation through crowdsourcing • 4 principles for social media engagement
  3. 3. Richard Sedley Director Customer Engagement cScape Group Course Director for Social Media, Chartered Institute of Marketing
  4. 4. Five principles to embrace when using social media Principle one
  5. 5. See story at
  6. 6. See story at
  7. 7. See story at
  8. 8. Persuasion windows open… • When you are in a good mood • When your world view no longer makes sense • When you can take action immediately • When you feel indebted because of a favour • Immediately after you have made a mistake • Immediately after you have denied a request Stanford University, Persuasive Technology Lab, 2003
  9. 9. Introduction to social media
  10. 10. The problem with Social ORGANISATION Media Marketing / COMPANY ME YOU
  11. 11. Virtual World case study
  12. 12. Key challenges we face Increasing distraction Increased expectation New communities New authority models
  13. 13. Key challenges we face Increasing distraction Increased expectation New communities New authority models Simplicity and Insights and Partnerships and Openness and persuasion personalisation involvement authenticity Engagement through Social Media
  14. 14. The growth of social media • Average UK visitor spends 5.8 hours per month on social media • 23% of all European internet users visit a social networking site at least once a month • 80% of those that read reviews are directly influenced by them – i.e. the reviews had either confirmed their initial choice or changed their mind • 78% of web users trust recommendations from other consumers more than adverts Sources: Econsultancy Internet Statistics Compendium; Hitwise blog
  15. 15. The growth of social media
  16. 16. Planned marketing spend Social network marketing 20% 48% Emailing to house lists 14% 48% Paid search on Google, Yahoo! Etc. 33% 27% Telemarketing 22% 18% Online display advertising 43% 16% Mobile marketing 20% 13% Direct mail 52% 12% Event marketing 57% 8% Radio / TV ads 83% 6% Emailing to rented lists 43% 6% Marketing Sherpa: Marketing Print advertising 60% 4% and the Economy, Sept ’08
  17. 17. Social media engagement levels <6 channels >6 channels Mavens Microsoft Sony Selectives HP Visa Butterflies Mercedes Heinz Wallflowers Sources: Engagement bd Report, July 2009
  18. 18. Social media engagement corrolates to financial performance Sources: Engagement bd Report, July 2009
  19. 19. Social media engagement by industry Sources: Engagement bd Report, July 2009
  20. 20. Objectives • Listening use social media for research and to understand. • Talking use social media to spread messages about your company and products. • Energising find your most enthusiastic customers/employees and supercharge communication and innovation. • Supporting set up tools to help customers/employees support each other. • Embracing integrate customers/employees into the way your business works.
  21. 21. 10 minute exercise How do you want your relationship with your audience to change? Which of the following best suits your objectives, your capability and your customers’ needs? • listening, talking, energising, supporting, embracing Split into groups and discuss. Present one technique each back to the group
  22. 22. Five principles to embrace when using social media Principle two
  23. 23. Reciprocity A B Form Whitepaper Whitepaper Form Conversion rate = 84% Conversion rate = 72% 44% 91% completion accuracy completion accuracy Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
  24. 24. The power of reciprocity • 734 followers • Zero updates • No profile • No picture • Half a name
  25. 25. Understanding our audience
  26. 26. Social technographics ladder • Creators • Critics • Collectors • Joiners • Spectators • Inactives Source: Groundswell
  27. 27. Social technographics ladder • Creators – Publish a blog – Publish own Web pages – Upload video created – Upload audio/music created – Write articles or stories • Critics • Collectors • Joiners • Spectators • Inactives
  28. 28. Social technographics ladder • Creators • Critics – Post ratings/reviews – Comment on someone else’s blog – Contribute to online forums – Contribute to/edit articles on a wiki • Collectors • Joiners • Spectators • Inactives
  29. 29. Social technographics ladder • Creators • Critics • Collectors – Use RSS feeds – Add tags to web pages or photos – ‘Vote’ for website online • Joiners • Spectators • Inactives
  30. 30. Social technographics ladder • Creators • Critics • Collectors • Joiners – Maintain profile on social networking site – Visit social networking sites • Spectators • Inactives
  31. 31. Social technographics ladder • Creators • Critics • Collectors • Joiners • Spectators – Read blogs – Watch video from other users – Listen to podcasts – Read online forums – Read customer ratings/reviews • Inactives
  32. 32. Social technographics ladder • Creators • Critics • Collectors • Joiners • Spectators • Inactives - None of these activities
  33. 33. Social technographics profile Customer segment 1 Customer segment 2
  34. 34. Social technographics profile of B2B technology decision-makers
  35. 35. Social technographics profile of B2B technology decision-makers • 91% of these technology decision-makers were Spectators Sony could count on the fact that their buyers were reading blogs, watching user generated video, and participating in other social media. Note that 69% of them said they were using this technology for business purposes. • Only 5% are non-participants (Inactives) • 55% of these decision-makers were in social networks (Joiners) • 43% are creating media (blogs, uploading videos or articles, etc.) • 58% are Critics, reacting to content they see in social formats
  36. 36. 10 minute exercise How could we go about capturing the social technographic profile of our audience segments?
  37. 37. Five principles to embrace when using social media Principle three
  38. 38. Social proof Experiment: Milgrim, Bikman and Birkowitz
  39. 39. Social proof
  40. 40. Tools
  41. 41. delicious ? Customer Support Insights/montoring Marketing Collaboration
  42. 42. Support, reputation management and engagement
  43. 43. Buzz monitoring
  44. 44. Buzz monitoring
  45. 45. Conversation monitoring
  46. 46. Joining the conversation
  47. 47. ASSESSMENT BLOG POSTING Blog post discovered. +ve? Y N EVALUATE TROLLS Is site dedicated to bashing others? MONITOR ONLY CONCURRENCE Avoid responding to N Y specific posts. Factual, well cited post. May agree or not but post is not negative. RAGER Monitor site Can you let post stand or provide Is posting a rant, rage, joke? +ve review? N Do you want to respond? FIX FACTS MISGUIDED Provide facts directly on Are there errors in posting? Y comment board N LET POST STAND N UNHAPPY CUSTOMER RESTORATION No response Is post result or –ve experience of us? Y Rectify situation, respond Y & act on reasonable soln. RESPOND N SHARE SUCCESS FINAL EVALUTION Proactively share story and your Base response on circumstance, influence Y mission with blog & stakeholder prominence. Responding? Y Y BLOG RESPONSE CONSIDERATIONS TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE Disclose you are Cite sources inc. links, Take time to create Use tone that reflects Focus on most Barclays video, images good response individual & Barclays influential blogs Based on US Air Force blog assessment schema
  48. 48. Joining the conversation
  49. 49. Twitter ecosystem
  50. 50. Brand protection?
  51. 51. Five principles to embrace when using social media Principle four
  52. 52. Storytelling See story at Copyright: Steve Double -
  53. 53. Elements of a good story • PASSION to make your customers care • a HERO to drive the action • an ANTAGONIST to challenge the hero • a moment of AWARENESS where the hero realises how to overcome his or her obstacles • TRANSFORMATION wherein the hero accomplishes his or her desired goals Source: Elements of Persuasion
  54. 54. Customer Engagement through communities and networks
  55. 55. Types of community Virtual communities • establishing connections on electronic networks among people with common needs • so that they can engage in shared discussions • that persist and accumulate over time • leading to complex webs of personal relationships and an increasing sense of identification with the overall community Social networks • focus on identity creation and connection with friends, but lack the same degree of shared discussions and shared identity as VCs Electronic markets • primary focus on transactions rather than relationships Content aggregation sites • display and access interesting content but limited focus on shared discussions and shared relationships Source: Edge Perspectives with John Hagel
  56. 56. Variations in member participation Gaming communities Learning communities Self-help communities Professional communities Commerce communities Active members Passive members
  57. 57. Typical landscape Leaders Leavers Lieutenants Lobbyists Libellers Loners Learners Lurkers
  58. 58. Vive la différence Virtual World case study
  59. 59. Germany: Social Media usage Total Internet audience 32,920 comScore World Metrix
  60. 60. Spain: Social Media usage Total Internet audience 17,893 comScore World Metrix
  61. 61. Google 5
  62. 62. Classic networking theory • Weak ties are more powerful than strong ties • Information more likely to be diffused through weaker ties • Weak ties provide opportunities • Strong ties breed local cohesion • Most people get jobs through weak ties • Absent ties (nodding ties) - lack emotional intensity, time, intimacy and reciprocity • When you look at your Facebook or Linkedin profile ask yourself ‘Which of my ties are Strong, Weak and Absent?’
  63. 63. Facebook groups & fan pages 1. Express identity Most people join Facebook groups to express who they are, where they are from, or what they like. By joining a group we get a label for our profile page. A group membership identifies a part of us. The list of groups shows our many facets Source: BJ Fogg
  64. 64. Facebook groups & fan pages 1. Express identity 2. Show solidarity Many people join a Facebook group to show support for a cause (or sometimes a person). In the groups the cause isn’t discussed. Generally we are happy just to see the numbers increase
  65. 65. Facebook groups & fan pages 1. Express identity 2. Show solidarity 3. Make fun of ourselves A significant number of groups seem designed to poke fun at ourselves. They often have crazy titles, and by joining them we amuse our friends. Joining a group is like sharing a joke.
  66. 66. FT student application
  67. 67. Mars
  68. 68. Facebook Profile = Audience numbers
  69. 69. Facebook Profile + Company = Audience numbers
  70. 70. Facebook Social Technographics ladder
  71. 71. Facebook
  72. 72. MySpace vs. Facebook User engagement
  73. 73. 10 minute exercise Decide on a theme/subject to create a Facebook group around. [or design a Facebook application] Why would people join? What will you get out of it? What role will you play as the creator? For example: Amazon might set up a ‘I read a book a month’ group
  74. 74. Setting up your own social network
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  76. 76.
  77. 77.
  78. 78. Community Server
  79. 79. Integrating social with your own site
  80. 80. User blogs
  81. 81. Innovation through crowdsourcing
  82. 82.
  83. 83.
  84. 84. LEGO
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  87. 87.
  88. 88. Five principles to embrace when using social media Principle five
  89. 89. Value is relative 68% See story at 32%
  90. 90. Value is relative 16% 0% 84%
  91. 91. Measuring effectiveness
  92. 92. Measurement framework 1. Attention • The amount of traffic to your content for a given period of time. 2. Participation • The extent to which users engage with your content in a channel. Blog comments, Facebook wall posts, YouTube ratings, or widget interactions. 3. Authority • Inbound links to your content Trackbacks, inbound link, widget usage... 4. Influence • The size of the user base subscribed to your content. Feed or email subscribers; followers on Twitter; or fans on FB… X Sentiment
  93. 93. 10 conversations to listen to in Social Media • The complaint • The crisis • The compliment • The competitor • The problem • The crowd • The question or inquiry • The influencer • The campaign impact • The point of need
  94. 94. Metrics • Page views, visitors, time blah, blah, blah... • % profile complete • No. of friends invited • % of accepted friends requests • No. of groups joined • No. of pages favourited • Qualitative feedback
  95. 95. Five effective marketing techniques for Social Media 1. Timing – Persuasion Windows should be used but more importantly created 2. Reciprocity – People respond to each other in kind – returning benefits for benefits 3. Social proof – Customers are more likely to do something if others are doing it 4. Storytelling – Shaping customer experiences through cause & effect lessons 5. Relativity – Value is understood through relative positioning (Decoying)
  96. 96. Thanks for participating cScape CEU services:  Metrics and measurement  Community planning  Social media audit  Persuasion audit  Buzz/PR monitoring  Engagement mapping
  97. 97. Contact details • Richard Sedley: • Theresa Clifford: • cScape website: cScape CEU • Blog: • Network: • Snips: • Twitter: • Linkedin: