E.on UK. Social Media, the Client’s (Dark) Side
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Guy Esnouf, Head of Public Relations and Public Affairs, UK presented the client's view to social media at the Brand Republic Forum 2011. Shared by Guy via WAA. We're not an E.ON supplier, we just enjoyed the presentation.
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E.on UK. Social Media, the Client’s (Dark) Side
- 1. Social media – the client’s (dark) side Better, faster, social-er
- 2. The client/agency roadtrip– the Gartner hype cycle 18 July 2011 , E.ON, Page Where are we?
- 3. Looking for that perfect match 18 July 2011 , E.ON, Page Picture by Match.com CLASSIFIED ADS ENERGY COMPANY WLTM social media savvy agency for help forming long term relationships with customers and stakeholders. Has fairly GSOH, is willing to try new things but scares easily. No time wasters please.
- 4. Clients - wishing and fearing 18 July 2011 , E.ON, Page Not what people like us do! Our agency can ‘do social’ for us Do we need to change everything? Lots of lovely metrics in our reports Where’s the ROI? The magic bullet! Picture: wikipedia.org
- 5. Agencies – cooler than you 18 July 2011 , E.ON, Page We love social, why don’t you? This client fits nicely in our portfolio We can win awards! There’s a HUGE budget Social should drive the client’s business decisions Let’s distribute everything via Twitter Look at the lovely numbers! Picture: gamespot.com
- 8. The client/agency roadtrip– the Gartner hype cycle 18 July 2011 , E.ON, Page ?
- 9. It’s not all about Twitter and Facebook 18 July 2011 , E.ON, Page
- 10. Monitoring and metrics 18 July 2011 , E.ON, Page Bring on the noise!
- 11. What we’ve learnt about social 18 July 2011 , E.ON, Page
- 12. Getting social with stakeholders is easier than customers 18 July 2011 , E.ON, Page
- 13. Join conversations 18 July 2011 , E.ON, Page
- 15. Boldy go – strategy by learning 18 July 2011 , E.ON, Page Picture: futurama.wikia.com
- 16. Randomness is ok 18 July 2011 , E.ON, Page
- 17. Spontaneity takes careful planning 18 July 2011 , E.ON, Page
- 19. Socialise with E.ON 18 July 2011 , E.ON, Page /talkingenergy @talkingenergy @eonenergyfit /eonenergyfit
- 21. 18 July 2011 , E.ON, Page
Editor's Notes
- Picture from Flickr.com
- Client and agency go on a road trip – is there a way to not over-inflate expectations or stay too long in the disillusionment?
- Finding the perfect social agency match takes time and patience. Client and agency both want a long term partnership – like any relationship it’s all about communicating honestly and setting expectations.
- Everyone doesn’t necessarily see things in the same way at the start of a relationship Clients can seem schizophrenic in their approach to social
- Agencies don’t always have the big picture of their client’s businesses. Social isn’t going to be the most important business driver to a client just getting started. Creativity is great, but the client wants practical ways to make an impact – it’s not all about awards.
- Diff internal teams – reach understanding at diff times
- Where are we, really?
- Agencies love a specialism and want to cover the basics – but Facebook and Twitter aren’t necessarily the right platforms for everyone. The social web is much bigger than this. Agencies need a reality check.
- Metrics are great – but the reports start with too much information! Too many numbers to make any sense. Sponsorship noise gets in the way of valuable content and sentiment – like with npower! Monitoring needs a human touch too, don’t reply on the stats you’re getting to tell the whole story.
- It’s easier to get social with your stakeholders and talk about issues they’re interested in. Once you start in social, customer service quickly starts to become the loudest noise.
- It’s better to join in than start your own
- There comes a point when you need to stop talking and start doing – if you’re open and honest about your forays into social people will help you out.
- Social media channels are used by people, not robots. Quirky content reminds people that a human being is behind the tweet/Facebook update.
- Lines to take, media assets etc prepared beforehand make being spontaneous look easy.