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we are social
we are a conversation agency
We help brands


    Listen                                   Understand
    Conversation audit                       Inte...
We are a new kind of agency
We believe

That engaging in honest and meaningful conversations:
Diverse clients
we are social
What we do for Skype
The voice of the brand
The voice of the brand
Starting conversations
Starting conversations
And responding to them
And responding to them
Responding
•   Identify negative issues and open questions
    as they arise in social media
•   Log them in ticketing sys...
Responding
Identify the most important communities and         Make sense of the conversation - filter for
individuals to ...
Respond process
  Targeted                 Keyword filter                                   Contact
Communities           ...
Even in times of crisis…
Supported by paid search
Within 24 hrs
What we do for Ford Fiesta


     Influencer Campaign
Ford Fiesta
This is Now Social Media Campaign
Ford Fiesta This is Now

• Part of the over-arching Fiesta This is Now
  Pan-European launch activity

• We created a pan-...
Starting with marketing bloggers
       to get the news out
Then within the art, design, photography,
  fashion, film and music communities
We used both Twitter and a
Facebook page to extend the
       conversation
Guest blogging

• We’ve also given bloggers the opportunity
  to share their vision of ‘now’ by guest
  editing the blog
This is Now Results

• 50 guest bloggers have contributed to the blog

• 150 blog posts have been published about the
  ca...
This makes it the second biggest
   sponsored group on Flickr
Social Media & Metrics
COI’s present metrics
Do these metrics work for the
        social web?
COI’s present metrics
Do these metrics measure
  behaviourial change?
Forrester Technographics
Technographic metrics

               • Reach of message
  Spectators   • Sentiment of message
               • Positionin...
New suggested measures…

• “These measures must be sourced using
  the same industry bodies as other media
  disciplines” ...
“Industry Standard”

• IAB UK developing “industry standard”
• But…
  – “The problem faced by companies working
    with s...
Thanks.


     For further conversation
 simon.collister@wearesocial.net
     www.simoncollister.com
http://twitter.com/si...
FCO Think Tank 1.10.09
FCO Think Tank 1.10.09
FCO Think Tank 1.10.09
FCO Think Tank 1.10.09
FCO Think Tank 1.10.09
FCO Think Tank 1.10.09
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FCO Think Tank 1.10.09

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FCO Think Tank presentation 1.10.09

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FCO Think Tank 1.10.09

  1. 1. we are social
  2. 2. we are a conversation agency
  3. 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. 4. We are a new kind of agency
  5. 5. We believe That engaging in honest and meaningful conversations:
  6. 6. Diverse clients
  7. 7. we are social
  8. 8. What we do for Skype
  9. 9. The voice of the brand
  10. 10. The voice of the brand
  11. 11. Starting conversations
  12. 12. Starting conversations
  13. 13. And responding to them
  14. 14. And responding to them
  15. 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. 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. 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. 18. Even in times of crisis…
  19. 19. Supported by paid search
  20. 20. Within 24 hrs
  21. 21. What we do for Ford Fiesta Influencer Campaign
  22. 22. Ford Fiesta This is Now Social Media Campaign
  23. 23. 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
  24. 24. Starting with marketing bloggers to get the news out
  25. 25. Then within the art, design, photography, fashion, film and music communities
  26. 26. We used both Twitter and a Facebook page to extend the conversation
  27. 27. Guest blogging • We’ve also given bloggers the opportunity to share their vision of ‘now’ by guest editing the blog
  28. 28. 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
  29. 29. This makes it the second biggest sponsored group on Flickr
  30. 30. Social Media & Metrics
  31. 31. COI’s present metrics
  32. 32. Do these metrics work for the social web?
  33. 33. COI’s present metrics
  34. 34. Do these metrics measure behaviourial change?
  35. 35. Forrester Technographics
  36. 36. 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
  37. 37. New suggested measures… • “These measures must be sourced using the same industry bodies as other media disciplines” - COI
  38. 38. “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?
  39. 39. Thanks. For further conversation simon.collister@wearesocial.net www.simoncollister.com http://twitter.com/simoncollister

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