Præsentation af Thomas Webster fra Northward Digital holdt for Socialøkonomisk Netværk d. 6 April 2011. Social media for social enterprises.. Thomas Webster, Managing Partner at Northward Digital & Digital Content and Communications Strategist at Poets and Plumbers. @NorthwardCPH www.northwarddigital.com

1. Audience and Consumer Engagement:
using social media and content as a marketing tool
Confidential
Wednesday 6th April 2011

2. What We Will Cover Today
Understanding audience and consumer
engagement in a social media world
• Content and value creation
• Social media and social enterprise: opportunities for
engagement
• Outtakes: Some practical steps in designing your
social media and content strategy

3. About Me
• Product strategist and business development
manager at Television New Zealand Digital
Media.
• Commercial and content strategist, TVNZ
Ondemand, Australasia’s first Web Television
service launched in March 2007.
• Managing Partner at Northward Digital video
content and strategy house.
• Digital content and communications
consultant at Poets and Plumbers and Think
International.

4. Audiences and Consumers

5. Changing Consumers Expectations
• +90 percent of social network users access
content due to the recommendations of
friends in their online social network.
The Diffusion Group (TDG), 2010.
• 1 in 3 people come to a brand via a
recommendation.
Deloitte/22squared, 2010.
• Companies that blog on average get 55%
more website visitors than those that do not.
Hubspot, 2010.
• Internet users spend 3x more time on blogs
and social networks than on email.
Nielsen, 2010.

6. Consumer Engagement = Providing Value
Image source: http://headrush.typepad.com/photos/uncategorized/schoolboy_1.jpg

7. The Changing Consumer/Advertiser Relationship
YESTERDAY TODAY

8. Consumer Decision-making
Nielsen Global Online Consumer Survey, 2010.

9. • 51% of Facebook fans are more likely to • 79% of Twitter followers are more likely to
buy the brands they fan. recommend the brands they follow.
CMB & Imoderate, 2010 CMB & Imoderate, 2010
Image by Digital Surgeons.

10. Audiences and Consumers Check List
 Consumers and Audiences have a greater level of personal choice and
control
 Consumer and Audience attention now has to be won rather than
brought.
 Brands and advertisers must contribute real value to the consumer in
order to succeed in Social Media.
 This represents a direct dialogue between consumer and brand
 The new goal of social engagement is to nurture and support
advocacy.
 The opportunities and benefits of entering into a value-based
relationship with customers cover multiple areas of a brand’s business

11. Content and Value Creation

12. Social Media and Content Saturation
• 30+ Billion pieces of content are
shared on Facebook each month.
• 35+ hours of video is uploaded to
YouTube each minute.
• Twitter’s active users generate 90+
Million tweets per day.
• The challenge for brands and
marketers:
Cutting through the noise to
engage a relevant audience.
Image by Design Damage.

13. Content Creation and Story-telling
• Finding your authentic stories.
• Creating value for audiences.
• Connecting with customers
• Stimulating audience content
creation.
• Fostering sharing.
• Building engagement.
• Guiding consumer outcomes.
• Recognizing and rewarding
customers and advocates.
Two Degrees Food: http://twodegreesfood.com

14. Social Media and Content Distribution:
Fish where the Fish Are
“Taking content to consumers on social
media sites has emerged as an
answer to the problem of finding or
aggregating the perfect audience.”
Laurie Sullivan, 2010.

15. Social Media Communities and Content
• Engaging with influencers.
• Creating lasting communities of
advocates.
• Expanding reach.
• Stimulating sharing.
• Developing and testing content/
Crowd-sourcing.
• Driving traffic to your content/site.
• Building brand advocacy.
• Tools for automation.

16. Social Content Check List
 Define your goals and how they will be measured.
 Consider your audience and the content value proposition.
 Find your stories: Ensure that they are genuine and authentic.
 Encourage engagement: foster participation, interaction and sharing.
 Create content to be usable and shareable across multiple channels.
 Where possible, recognize and reward customers and advocates to
increase the ‘feel good’ factor of being a social enterprise customer
 Ensure an ongoing, sustainable dialogue.

17. Social Media and Social Enterprise

18. How are Social Enterprises using Social Media?
• UK Social Enterprises projection: 15%
increase to the profit line from using
Social media in daily operations.
• This is an average increase of
£213,000 per company.
• 67% stated that they are using Social
Media on daily basis.
• 85% of users promote their products
or services using social media.
• 41% of users network using social
media.
• 38% develop ideas with other
businesses using social media.
O2 and RBS SE100 Index, 2011.

19. RED: World AID's Day
• RED works with global
brands to make RED™-
branded products
• 50% of their gross profits to
the Global Fund
• $160M+ raised for Global
Aids Fund.
• YouTube: 5M+ total views
• Twitter: 1M+ followers
• Facebook: 1M+ fans
RED: http://www.joinred.com/

20. Realities and Opportunities
Outbound Marketing
Inbound Marketing
costs 62% less per lead
than traditional than
outbound marketing.
Hubspot, 2011
Inbound Marketing

21. Social Media for Social Enterprise Checklist
 Plan for achieving your goals. What would be your ideal outcome?
 There are great opportunities for Social Enterprise using Social Media,
including:
 Reaching customers and audience directly and building direct relationships
with these customers
 Marketing products and services directly
 Building brand awareness and advocacy
 Collaborating and crowd-sourcing ideas from customers
 Networking and collaborating with other companies
 Building an organic movement around your brand that will make it easier to
engage with Commercial partners for CSR programs

22. Outtakes:

23. Community Interaction and Crisis Management
Take
reasonable
ac%on
to
fix
issue
and
let
customer
know
ac%on
taken
Posi%ve Nega%ve
Yes Yes
No Assess
the
Do
you
want
to
Evaluate
the
Does
customer
need/
respond? message purpose deserve
more
info?
Yes Unhappy
Yes Are
the
facts
No
No
Response Gently
correct
the
facts
Customer? correct?
No
Yes Can
you
add
No Dedicated Yes Are
the
facts
No
value? Complainer? correct?
No Yes
Respond
in
kind
Thank
the
Comedian
Is
the
problem
Yes Explain
what
is
being
&
share person Want-­‐to-­‐Be? being
fixed? done
to
correct
the
issue.
No
Yes
Let
post
stand
and
monitor.
Based on the USAF Blog Triage.

24. Measuring and Optimizing
• Analytics and Optimization:
– Goal-oriented.
– Quantitative + Qualitative.
– Distribution metrics.
– Informed decision-making.
• Track business outcomes e.g.
Sales lift measurement or
database signups.
• Robust, actionable and
auditable.
• Tools:
– Social Mention.
– Lithium.
– Etc.

25. Social Media Strategy Checklist
 Set objectives and target audience
 Engage existing communities and influencers
 Identify your social platforms
 Develop a content plan
 Develop a marketing plan/determine its fit with other media
 Establish metrics, tools and methods for calculating ROI
 Create a set of guidelines for company social media practices
 Ensure that you resource and staff appropriately
 Experiment and ‘Fail Fast’

26. Remember…
“There is only one thing in the
world worse than being talked
about, and that is not being
talked about.”
Oscar Wilde

27. Thank You
Thomas Webster
thomas@northwardcph.com
www.northwarddigital.com
@NorthwardCPH