FCO Think Tank presentation 1.10.09

1. we are social

2. we are a conversation agency

3. We help brands
Listen Understand
Conversation audit Interpretation & insights
Ongoing monitoring Influencer segmentation
Measurement Sentiment and issues analysis
Engage
Social media strategy, consulting & training
Reputation management, conversation response
Corporate blogs, community management
Advocacy and influencer campaigns

4. We are a new kind of agency

5. We believe
That engaging in honest and meaningful conversations:

6. Diverse clients

7. we are social

8. What we do for Skype

9. The voice of the brand

10. The voice of the brand

11. Starting conversations

12. Starting conversations

13. And responding to them

14. And responding to them

15. Responding
• Identify negative issues and open questions
as they arise in social media
• Log them in ticketing system, assign tags
• Perform “triage” on these issues
– determine potential negative impact of issue
– determine the best way of dealing with issue
• Left as is
• Dealt with publicly or privately by We Are Social
• Passed on to internal client team (e.g. customer service, corporate comms) to promptly
deal with publicly or privately
• Management overview and detail provided through respond dashboard
• Review monthly
– identify key triggers that cause negative issues so that they can be dealt with
• Reduce negative word of mouth and gain competitive advantage

16. Responding
Identify the most important communities and Make sense of the conversation - filter for
individuals to monitor, set up keyword alerts for items we can meaningfully respond to, remove
the wider internet spam, tag and categorise each item
Review Assess the most appropriate response (eg. leave,
monthly via respond publicly, respond privately, escalate).
management Assign responsibility via online ticketing system
dashboard for
topline
insights.
Longer term,
identify trends
to help guide
future strategy

17. Respond process
Targeted Keyword filter Contact
Communities & process Client
The
The
Wider
Wider
No
Web
Web
Yes
Can we give Can be Client
a relevant
Assign dealt with
No reply? ticket internally?
reply
End
End Yes
We Are Social
post reply
Yes
Need
End
End
followup? Update ticket
No

18. Even in times of crisis…

21. Supported by paid search

22. Within 24 hrs

23. What we do for Ford Fiesta
Influencer Campaign

24. Ford Fiesta
This is Now Social Media Campaign

25. Ford Fiesta This is Now
• Part of the over-arching Fiesta This is Now
Pan-European launch activity
• We created a pan-European social media
campaign encouraging the public to submit their
own definition of ‘now’ to the This is Now Flickr
group
• To activate it, we outreached to hundreds of
influential bloggers from across Europe

26. Starting with marketing bloggers
to get the news out

27. Then within the art, design, photography,
fashion, film and music communities

29. We used both Twitter and a
Facebook page to extend the
conversation

33. Guest blogging
• We’ve also given bloggers the opportunity
to share their vision of ‘now’ by guest
editing the blog

34. This is Now Results
• 50 guest bloggers have contributed to the blog
• 150 blog posts have been published about the
campaign, with an estimated reach of
1,050,000 people all over Europe
• 40,000 images and videos
have been submitted to the Flickr group

35. This makes it the second biggest
sponsored group on Flickr

36. Social Media & Metrics

37. COI’s present metrics

38. Do these metrics work for the
social web?

39. COI’s present metrics

40. Do these metrics measure
behaviourial change?

41. Forrester Technographics

42. Technographic metrics
• Reach of message
Spectators • Sentiment of message
• Positioning of message
• Levels of engagement
– signed-up to initiative
Critics – Have they shared, tagged or rated
content
– Have users commented on content
• Have users recommended specific action
Creators • Or created their own unique content as a
result of the campaign

43. New suggested measures…
• “These measures must be sourced using
the same industry bodies as other media
disciplines” - COI

44. “Industry Standard”
• IAB UK developing “industry standard”
• But…
– “The problem faced by companies working
with social media is that many of the
influential sites within niche communities are
not large enough to be registered with the
proposed measurement tools.”
• Will the COI’s HEI solve the problem?

45. Thanks.
For further conversation
simon.collister@wearesocial.net
www.simoncollister.com
http://twitter.com/simoncollister