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“So what is
SOCIAL MARKETING?”
ONE ANSWER...
“A social structure powered by the growth of
broadband penetration, as well as more robust,
easier to use dynamic web technologies which
puts creative and communications power in
the hands of communities, not institutions.”




       PAID                  OWNED                   EARNED
       A catalyst of       A bespoke or co-opted    A transparent space for
   original content and   platform for longer and   conversation, advocacy
    audience exposure.     deeper relationships.      and word of mouth.
A SIMPLER ANSWER




   “It’s real people having
  real conversations about
   real objects and ideas.”
A CONTROVERSIAL ANSWER?

It’s the difference between




o Read only and slow
o What some organisations are doing
                                      o Read/write, responsive and fast
                                      o What real people are doing
a digression




        “What are
       some organisations

        doing?”
a digression




The Marketing Web: social media as one of many channels
in a satellite orbit where its role is one of driving traffic to a series of
concentric stages of organisational focused content/technologies. Real
people and communities are on the outside.
a digression

Organisation focus and the Social
Marketing Maturity Lifecycle.
                45%
                          Devices

                40%


                35%     Objectives

                         Research
                30%
                                                                                                   Actions
                          Actions
                                                                                                   Objectives
                25%
                                                                                                   Research

                20%

                                                                                                   Devices
                15%
                             Phase I: Trial             Phase II: Transition          Phase III: Strategic
           Research                 32%                         45%                           23%
           Objectives               35%                         39%                           26%
           Actions                  28%                         43%                           29%
           Devices                  43%                         41%                           16%
           Average                  33%                         40%                           23%
                                       Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
a digression




               Source: RubyPseudo
“But what are
real people
doing?”
They are infinitely linked by strong &
weak, obvious & unexpected connections.




                    Their networks route around
                     censorship, gaps or blocks.
                    “People’s lives don’t revolve around your
                            brand, they revolve around life.”
                                                    Mike Arauz
Source: SharedEgg
WHICH WILL
 OFTEN BE
DIFFERENT
TO YOURS.
                desire paths.
They have their own
Friendship & Engagement

Redefined.
Can we challenge 150?
Pre-digital society: Closer, less diverse discussion networks, more geographically clustered?
                          >150                                      <150 (Dunbar’s number)                            >150

Number of Relationships




                                           Geographical proximity                            Geographical proximity




                  Digitally-enabled society: More diverse discussion networks, more geographically spread?
                          >150                                      <150 (Dunbar’s number)                            >150




                                                                                                                             Sources: Pew Internet And American Life Project,
Number of Relationships




                                           Geographical proximity                            Geographical proximity
187
Average number
of friends in UK.

                    Source: Facebook, March 2010
Potentially
       Trust in “sources of information about a company”
 60                       Friends/Peers


 50


 40


 30


 20


 10


  0
         US                 UK/Fr/Ger             BRIC
                                                 Source: Edelman Trust Barometer
“So if people are having
digitally enabled
conversations & relationships,
how are the doing it?”
How are the
conversations
powered?




                Source: Conversation Prism by Brian Sollis & JESS3
Now
these
tools are
mainstream.




              Source: Universal McCann Social Media Tracker Wave 4, March 2009
Moms with teens said the internet...




                                                                       Source: BIGresearch and Resource Interactive, August 2009
Helped me save money through          Helped me become a smarter
access to easier price comparisons,   shopper; product reviews and
coupons, and deal alerts.             ratings, blogs and product
                                      information has helped me make
                                      more informed purchases..
19%
    users no w say
             er ser
                    t
                    vi
                       of internet r
                             e
                     hey us are
                              h
                               Twitte
                      ce to s s,
                                e
                                                                            27
                                                                            pe
                                                                              .3
                                                                              r day
                                                                                    w
                                                                                              a nnual
                                                                                      ith an weets
                                                                                          llion t
                                                                                                     n
                                                                                               millio un
                                                                                                       r
                                                                                                        tweets



    or an oth           emselv hers.                                             of 10 b
                                                                                        i
               bout th bout ot                                              rate
     upd ates a dates a
     or to see up



                                                                                      40
                                                                                                                   ok
                                                                                                            Facebo
                                                                                                     illion          a
                                                                                                   m        a y from
                                                                                                    t es a d ience.
                                                                                             s upda lus aud

                            800
                             statu
                                           t
                                               millio

                                   s upda nd IM U
                                                   o
                                                     n
                                                    nth by
                                            es a m sers
                                                                                       statu
                                                                                       350 m
                                                                                              illion-
                                                                                                     p


                                                                                                                                  ults
                                                                                                                            ine ad d
                                     M a il A                                                                    ges of
                                                                                                                        onl        se
                             Yahoo                                                                             A
                                                                                                               18 -24
                                                                                                                      who   have u
                                                                                                                                ated
                                                                                                2%                     r or upd
                                                                                    +65                         Twitte online
                                                                                                                        s
                                                                                                     4%         a statu
                                                                                   55 – 64
                                                                                                          5%
                                                                                    45 – 54                         10%
                                                                                                                                         20%
                                                                                     35 – 44
                                                                                                                                     19%
                                                                                      25 – 34

                                                                                       18 –24


Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom
A new hierachy of needs?


                                                       Geeking             Tinkering
                                                         out               Creating




                                                      Messing              Self-actualisation
                                                       about               Self-expression




                                                      Hanging              Communicating
                                                      around               Consuming content




Source: Living and Learning with New Media
Summary of Findings from the Digital Youth Project November 2008
University of Southern California and University of California, Berkeley
How active are people?


                                                       Geeking             Creators
                                                         out               Critics




                                                      Messing              Collectors
                                                       about               Joiners




                                                      Hanging              Spectators
                                                      around               Inactives




Source: Living and Learning with New Media
Summary of Findings from the Digital Youth Project November 2008
University of Southern California and University of California, Berkeley
How active are people?
And increasingly mobile...
 91% of mobile phone users go online to socialise
compared to only 79% of traditional desktop users.




                                                     Source: Ruder Finn's Mobile Intent Index
                           f
                 sw itch of ing
       do n’t you do someth
“Why           and
        creen         ?”
your s ing instead
       or
 less b
Mobile Internet Outpaces Desktop Internet Adoption




                                                                                                                        Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009; Neilsen Global Mobile – Strategies for Growth
                       iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch
                                                           ~57MM
                      60          Mobile Internet                      Desktop Internet
                                 iPhone + iTouch                           Netscape*

                      50             Launched 6/07                      Launched 12/94
   Subscribers (MM)




                      40

                                                           ~25MM                                     Mobile Internet

                      30                                                                          NTT docomo i-mode
                                                                                                      Launched 6/99

                      20
                                                           ~11MM

                                                                                                     Desktop Internet
                      10
                                                                                                          AOL*
                                                           ~7MM                                  v 2.0 Launched 9/94

                           Q1   Q3        Q5         Q7       Q9     Q11      Q13      Q15     Q17       Q19
                                                          Quarters Since Launch
                                iPhone + iTouch           NTT docomo i-mode         AOL       Netscape



187%        increase in                                   18.3 million                       65 million people
mobile social network                                     unique mobile social               use Facebook on a
audience for YTD July ‘09.                                network users.                     mobile device.
a digression

               of organisations
               ban social network
               access at work.
“The majority of the real-time search boom will be
in its convergence with another rapidly growing
industry, mobile computing.

[Offering people] real-time recommendations
based on your current location using an
application that aggregates information from
real-time searches as well as social sites like
Yelp and Urban Spoon...... local advertisements
and “limited time” discounts on your mobile.”*




       Social Periphery
                                               *Rob Diana
Social Periphery &
    Mobile Social Networks
             Local networks of                                                                                                  Global Services
                                                                        Mobile & mixed media
            sensors and devices                                                                                                and Communities
                                                                         applications/tools
                                                                                                       Content &
                                                   Context &                                       relationships
                                                   Location as filter                             as intelligence

                                   GPS, location                                                                     Social                                     Communities
 RFID &                             & bespoke                                                                       networks                                      & forums
NearField                            sensors



                                                                                                                                       Blogs, UGC
              Barcodes, QR codes
                                                                                                                                      & niche sites
                 and markers

                                                                                      Dynamic communication
                                                                                      based on action and relevance
                                                                                      (Ambient awareness/Social Peripheral Vision)




                                                                          Brands as the filter
                               Physical objects                                                                     On is off/Off is on
                                                                           and the enabler.
                                 in intelligent                                                                      as physical and
                                                                         Ideas must be “good
                                environments                                                                        digital worlds fuse
                                                                           enough to share”


                                    Helping us plan for now and what’s next.
                                                                                                                                  by David J. Carr davidjcarr.wordpress.com
                                                                                                                                  Based on Nokia’s Mobile Gateway & Jyri Engestrom
“So how should we approach
Social Marketing,
Listening & Understanding?”
Social          Social
  program         program
development     integration
   (strategy)     (operations)




  Social      Social
 program     program
management measurement
  (execution)     (analysis)
Social program management (execution)
can be in the form of a campaign.
        Listen                              Understand                                                                 Engage                                               Measure, React & Respond

Listen to what the target   Segment target into          Create a relevant      Engage via tribes’
 is doing in the real web    tribes, give them            and interesting    preferred platforms with
     and social arena        something to join             Social Object        multiple interfaces




                                                                                                 Send




                                                                                                                                                                                  Track results and
                                  Tribe 1                 Tools, widgets        Social networks                                                                                optimise, monitor and
                                                             & apps             & personalised                           Social                                                  triage for react and
                                                                                 content pages                          networks                                               respond conversations
                                                                                                                                                      Use paid for media
                                                                                                                                                        to additionally
                                                                                                                                                     stimulate and spread


                                                                                                           Enable,
                                                                                                         encourage
                                                                                                        and optimise                   Communities
                                                                                          Send           for sharing                     & forums
                                  Tribe 2                Videos & content                                                                               Online ads, IM
                                                                                                                                                        & promo links
                                                                                Mobile and video
                                                                                 sharing sites



                                                                                                                        Blogs, UGC
                                                                                                                       & niche sites




                                  Tribe 3                 Ideas & assets        Websites & email




  As long as it is “good enough to share”.
100 social “agents” who reviewed
Ford’s new Fiesta through Twitter,
blogs, video, and events
4.3 million YouTube views
500,000+ Flickr views
3 million+ Twitter impression
50,000 interested potential customers,
97% don’t own a Ford currently.
But is even better when used to develop
           sustainable relationships.
                         Traditional Campaigns       Social Program Management Based on Earning Sustainable Relationships
Audience




           Time                                     Time


            “We will abide by our “Fans First” approach: Listening, Respecting and
            Celebrating them and THEIR manifestations of THEIR brand. The majority of
            our efforts will be spent enabling them to comment, upload, create, and
            consume THEIR own consumer-generated brand-related content while thirty
            percent will be spent on strategically targeted messaging supporting regional
            business objectives...Being a Fan, Friend or Follower does not mean that
            they opted in to have advertising blasted at them.”              Michael Donnelly
                                                                                   Coca-Cola Group Director,
                                                                             Worldwide Interactive Marketing
So each activity will have a cumulative effect
on brand engagement and success metrics.
                                                             Interpretation/pattern recognition
          Brand & Conversation audit                             Tribe development

    React/Respond conversations                                       Influencer analysis

                     Listen                                          Understand
  Monitoring & measurement                                                 Audience segmentation

                                           Social                           Social object identification


                                           CRM?

Community management & moderation                                      Online reputation management

             Social media newsrooms                                  Customer support
                                            Engage
               Conversational campaigns                        Advocacy & Influencer outreach/Online PR

                                       Applications, brand utility
                                        & platform development
“What are the
tools & techniques?”
Paid & Free
Listening Tools.
“What are people saying, who are they
and where are they saying it & why?”
UNDERSTANDING & SEGMENTATION MAPPING.




                                               Audience1


                                       Lorem ipsum




Attitudes are more important
than demographics.
Audience Attitudes          Brand Attitudes
– Community relationships   – Positioning and messaging
– Interests and attitudes   – Life fit and cultural outlook
– Psychological outlook     – Brand audience technographics
Listening & Understanding can be used to identify
partners & traditional media opportunities,
or fuel open dialogue
campaigns,
& gain insight into people’s
shared experiences and emotions.
Both GOOD & BAD.
a digression




                                          mme  nting
                             ’re ev en co     ke it
                   ause they       her y ou li
               Bec      site whet        not.
               on  your      bled it) or
                   have ena
                (&
Listening & Understanding
GENERATES INSIGHTS
          Consumer
            Brand
           Culture
          Behaviour
        Communication



to drive engagement.
“So how should we approach
Engagement?”
Only after Listening & Understanding
can we decide the depth of engagement.

             Community.




                              DIFFICULTY
               Utility.




               Media.
And only then should we
                   choose our platforms wisely.
VISIBILITY



                        Peak of Inflated Expectations




                                                                      Plateau of Productivity




                                                        Slope of Enlightenment




                                     Trough of Disillusionment



         Technology Trigger

                                                                                                                       TIME
      Innovators    Early Adopters                 Early Majority        Late Majority          Laggards


                                                                                                       Source: Gartner’s Hype Cycle
Because just as
         Creativity



         Social Media
Why do people really use social networks?

                           Flirt
                                                                          Teens
                                                                          Adults
Promote yourself or your work


  Make new business contacts


 Organise an event for a cause


             Make new friends




                                                                                        Sources: Pew Internet And American Life Project, Tara Hunt
      Make plans with friends


                   Stay in touch
 But w
 conne hat about
      cting                        0   10   20   30   40   50   60   70   80   90 100
 brand      with

               s?
a digression
                          Gurus sold a future of people
                      worshipping brands by “friending”
                      them and having “conversations”.




 15,740
 Social
        m
“ninja edia exper                                          out
      s” & “        ts, “gu                        what ab
            super                         OK, but ing with
Twitte            stars” rus”,
                                              nds?
      r (+3.5             on              connect
             x sinc
                   e May
                          !)              bra
Phew, there it is.
Have you ever followed
 a brand on Twitter?
                       Yes
                      25.50%     Have you ever “friended” a brand
                                    on Facebook or MySpace?


                                                                Yes
                                                               40.10%


 No
74.50%                            No
                                 59.90%




                                                                         Sources: Razorfish Feed ‘09, GigaTweet, Penn State, Performics
5
a
     m illion
              br
          Twitte er mo
  day on tions p
         en
                       e
                       m
                        ntions
                 and m illion
                 r, 150 nth.
                                          48%  a
                                          who s ter did
                                                       a
                                                            of thos

                                                w a br researc
                                                               n
                                                         nd me h on
                                                                   e
                                                                tioned

br and m                                   n Twi
                                                 t
                                          o          .
                                          that brand
What is the primary reason
              you follow a brand on Twitter?

                 I am a current customer                  23.5%


               Exclusive deals or offers                                43.5%


Other people I know are fans of the brand      6.3%


      Interesting or entertaining content                 22.7%
                                                                              What is the primary reason
                                                                                you “friend” a brand?
       Service, support, or product news      3.5%

                                                                       I am a current customer                            32.9%
                                   Other    0.4%

                                                                     Exclusive deals or offers                                36.9%


                                                      Other people I know are fans of the brand      6.2%


                                                            Interesting or entertaining content             18.2%


                                                             Service, support, or product news       5.0%


                                                                                         Other    0.7%




But why? Offers. So what can we do?
                                                                                                                    Source: Razorfish Feed ‘09
Grounding an engagement approach.




                          BRAND




    THEIR
Time sensitive offers
designed for life-streams.
o Integrated into real-time experience with a sense of NOW.
o Urgency because traditional marketing campaigns
(like TV progs) now can be filtered and time shifted
(and even forgotten as our content collection piles up).

NB: Facebook have changed the rules...again.
But value needs to be long-term
or we create “a community of jaded fans who
are only interested in the next coupon”.




                                                               Peak of interest
                                                              with a sharp fall.


Time sensi
     sensitive offers
d
designed for life-streams?
?
         fo
o Integrated into real-time experience with a sense of NOW.
                  real-time
                        i

o Urgency because traditional marketing campaigns
                  traditional
(like TV progs) now can be filtered and time shifted
                      n be
(and even forgotten as our content collection piles up).
                       our
NB: Facebook have changed the rules...again.
                          the rules...again.
                           he
includes help with making purchase decisions
and rediscovering lost skills so you don’t have
to pay someone else to do it.
Mutual long-term value exchange should underpin
social relationships and brand engagement.
                                                             Interpretation/pattern recognition
          Brand & Conversation audit                             Tribe development

    React/Respond conversations                                       Influencer analysis

                     Listen                                          Understand
  Monitoring & measurement                                                 Audience segmentation

                                           Social                           Social object identification


                                           CRM

Community management & moderation                                      Online reputation management

             Social media newsrooms                                  Customer support
                                            Engage
               Conversational campaigns                        Advocacy & Influencer outreach/Online PR

                                       Applications, brand utility
                                        & platform development
Q:Where is the true business
value located in social CRM?                                              Media driven
                                                                          contact peaks
                                                       Media driven
                                                       contact peaks
    Sales volume




                                      Media driven
                                      contact peaks                  Social
                   Media driven
                                                                   cushioned
                   contact peaks                  Social            troughs
                                                cushioned
                                Social                                                    Traditional RM
                                                 troughs                                  plus social activity.
                              cushioned                                                   (social CRM)
                               troughs

                                                                                          Traditional
                                                                                          RM campaign
                                                                                          content push.




                         Q1                Q2                 Q3                 Q4

Traditional RM peaks in engagement happen in accordance with planned
activities; which are each measured for individual success. Social CRM aims
to extend the impact of activity and create an uplift in sales throughout the
year with increased conversation frequency, relevance and value exchange.

A: In reducing depths of the troughs.
Traffic driving initiatives, paid media & distributed content/functionality
  RM Acquisition                                                                                                                   Social Spread, Sharing and stimulus



                                                                                                                                                     Send

                                                                                                  Google

                                                                                                                                                                                                      Twitter and real-time
     TV advertising,           On Pack and OOBE                         MGM                Search optimisation,                               V.O.D & YouTube                Online ads, Facebook                               Blogger outreach ,       Tools, widgets
                                                                                                                                                                                                        search presence
       Press & PR               Calls to Action                         e-mail            and bought keywords                                 channel content                     ads & links                                   distributed content         & apps




                                                                                                                                                                                                                                          Targeting and
                                                                                                                                                                                                                                          conversation
                                                                                                                                                                                                                                          monitoring




                                                                                                                                                                                                                               Listen, engage,
                                                                        Content &                                                                                                                                             participate, seed
     Core Web Presence                                                  traffic flow                                     Share


                                                                                                                                                                                Content &
                                                                                                                                                                                traffic flow

                                                                                                                                                                                                           Social                                       Communities
                                                                                                                                                                                                          networks                                        & forums




                                                                                                                                                                       il e
                                                      Send




                                                                                                                                                                                                                                                                              s
                                                                                                                                                                      M ob




                                                                                                                                                                                                                                                                          tio n
          RM home                           Registration form




                                                                                                                                                                                                                                                                         rsa
                                                                                                                                                                   b&
                                                                 io n




                                                                                                                                                                                                                                                                         ve
                                                                                                                                                                 Hu
                                                             at




                                                                                                                                                                                                                                 Blogs, UGC




                                                                                                                                                                                                                                                                    on
                                                             nt




                                                                                                                                                            it y
                                                                                                                                                                                                                                                                    ac
                                                             e                                                                                                                                                                  & niche sites
     Direct RM Comms        Segmentation
                                                      eg
                                                         m                                                                                                  un                                                                                               ed
                                                                                                                                                                                                                                                                i
                                                 &S                                                                                              o   mm                                                                                                 lm
                         R M Pr o   g ra m m
                                             e                                                             Co r
                                                                                                                  e S o c i a l P l at fo r   mC                                                                                             S o ci a

OWNED MEDIA                                                                            (Co-opted) OWNED MEDIA                                                                                       EARNED MEDIA
A hub for acquisition, data segmentation                                               Core social platform (now Facebook) and                                                                      +90% of pages have fewer than 10 links
and core RM pushes. The hub provides                                                   mobile utility functions as the real-time                                                                    pointing to them – making them almost
brand control and stronger conversion                                                  thread that holds the wider digital                                                                          unfindable – actively syndicating/curating
and retention than co-opted social                                                     presence together. Messaging, news, brand                                                                    content and distributing it through the
platforms on their own. It also provides a                                             interactions, entertainment, and offers are                                                                  social graphs of our most influential
permanent technology home for                                                          delivered and filtered based on consumers’                                                                   advocates increases visibility, spread and
eCommerce, contests or customer service.                                               social graphs and location context.                                                                          has a 2-4% higher conversion rate.
Pushing
               engagement
               activity

HORIZONTALLY
eCOMMERCE?
Enable our commercial
relationships in the context
of their real relationships.
The e-commerce opportunity?
                                                              Real-time
                                                              insight.




“a clothing retailer could identify a spike in positive chat about a
celebrity that is wearing one of their apparel items, and could immediately
feature that piece of clothing on their homepage and launch campaigns
to a targeted audience interested in that celebrity and lifestyle. This allows
the retailer to immediately maximize the new revenue opportunity, and
deliver more engaging, relevant content to its customer base.”
Extend                       o Visible staff involvement in problem resolution.
                            o Reacting and responding to questions and
commercial relationships to issues quickly and transparently, #twelpforce:
community-enabled 13,000 queries in the first two months.
supportive relationships. o Engaging in real human conversations.
a digression




                  “Please hide/remove the
                 customer-service number.”

And yet        “Our requirement is the reduce
                  calls to the call-centre.”
               “We want people to self-serve.”
NDLER TO RESPOND
                 D HA                 IN
                E                        AP
              AM                           PR
                           CEO
             N




                                                                   OP
     TO




                                                                     RI
     N
                                  EC
                              CORR T DEPA




                                                                       AT
                                                                Tech
   IG
             HR                                                Support
                           TO




                                                                         EM
ASS
                         E               RT
                        T




                                                                           EDIU
                                                       M
                    U
                  RO




                                                        EN
                                                          T




                                                                               M
                                                                                       0800 000 000
                                                                     Customer
 Marketing
                                                                      Service
                                     @Corp
                                                                                      someone@someone.com




                                                                                   DM @Someone
                          Inquiry/           Immediate/
                        monitoring           auto response &
                                             then hand-over
                                             aknowledgement




                                                         Empowered
                                @Someone
                                                         decision-making,
                                                         training & investment.
Over a month
                     later the SERP
                     results for
                     “Vodafone &
                     Twitter” are
                     dominated by
                     the news story,
                     not product
                     information.




Things happen in
real-time but can
stick around for a
long time.
Practice true customer-centric behaviour,
integrated into all business processes, not
a silo or a channel, horizontal not vertical...

  8 Signs of Customer-centric Behaviour
   • You send customers to          • Your customers are doing things
   other websites.                  with your product you never
                                    dreamed and are posting videos.
   • You measure how many people
   refer their friends to you as    • Active influencers are adding you as
   success (Net Promoter Score).    friends on social networks.

   • When budgets get tightened,    • You work with your competitors
   you tighten operational costs.   towards better customer
                                    experiences for all.
   • Your only customer service
   policy is to do right by         • You know you compete for your
   the customer.                    customers’ attention with everyone.




                                                                             Source: Tara Hunt
...and throughout the entire consumer
 decision-making process where different
 types of influencers will play different roles.
                             Increase in number of brands/solutions
                               being considered. Attention paid to
                               advertising, WOM & online research
                                 with information gathering key




Start with a shortlist
of brands/solutions


                                      Active & Passive Loyalty
                                 Active Loyalty fuels advocacy but
                                   Passive is a larger audience
 On-going
 exposure
                                                                              Closure & the
                                                                               moment of
                                                                                decision




                            Consumer builds expectations based on
                         experience to inform their next decision journey
                                                                            Source: McKinsey
Delivered through owned or co-opted platforms

for collaboration?
Collaborative Platforms...
 ...thrive when “reputation (of participants) is a
 critical component of the service mechanism.
 The reputation of participants will derive from
 the quantity (how much, how often) and quality
 (how useful) of their contributions.
 Accreditation (of content) is provided by
 experts and by the community. Recent,
 relevant content regarded highly by
 participants with a good reputation
 becomes the most visible.”
                                        Made by Many
Be an advocate of   people
                         , so they become advocates of   you
                                                           .
Sample Program Management Activity.

 KICK-OFF WORKSHOP
  o Initial kick-off meeting with Client, internal stakeholders and selected
  digital partners to help build the approach.
  o Identify key audiences – both brand and product.
  o Collation of ideas, thoughts and expertise .



 LISTEN PHASE
  o Establish relevant brand terms and competitor information to analyse
  Brand share of voice, sentiment and conversation arenas.
  o Using SM2, Radian6 and additional free tools identify existing
  conversations themes around client, competitors and partner activity,
  key opportunities and media targets.
  o Additional desk based research.
Sample Program Management Activity.
 UNDERSTAND PHASE
  o Analyse Listening phase findings, reports and audits.
  o From conversations identified in previous phase, establish what
  influencers and audiences are talking about, run positive/negative
  assessments, collect consumer/competitor generated content etc.
  o Develop Tribe segmentation model (using brand and audience attitude
  information). Who are they? What are they doing? How can we reach
  them? Identify Influencer personas and potential outreach targets.
  o Workshop/Presentation of strategy, activity plan proposal and M&E.

 ENGAGE PHASE
  o Development of engagement briefs, timing plans and budgets to
  support brand objectives and drive intent.
  o Activation of approved ideas and/or collaborative platforms using a
  staggered approach (in order of brand, product and/ or tribe priorities)
  Test, Learn, Share, SCALE & REPEAT.
  o Work with selected partners to create content/build relationships,
  implement seeding approach and any paid for media.

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Social Marketing, Listening and Engagement

  • 1. s) on si es gr di w fe a s lu (p
  • 2. “So what is SOCIAL MARKETING?”
  • 3. ONE ANSWER... “A social structure powered by the growth of broadband penetration, as well as more robust, easier to use dynamic web technologies which puts creative and communications power in the hands of communities, not institutions.” PAID OWNED EARNED A catalyst of A bespoke or co-opted A transparent space for original content and platform for longer and conversation, advocacy audience exposure. deeper relationships. and word of mouth.
  • 4. A SIMPLER ANSWER “It’s real people having real conversations about real objects and ideas.”
  • 5. A CONTROVERSIAL ANSWER? It’s the difference between o Read only and slow o What some organisations are doing o Read/write, responsive and fast o What real people are doing
  • 6. a digression “What are some organisations doing?”
  • 7. a digression The Marketing Web: social media as one of many channels in a satellite orbit where its role is one of driving traffic to a series of concentric stages of organisational focused content/technologies. Real people and communities are on the outside.
  • 8. a digression Organisation focus and the Social Marketing Maturity Lifecycle. 45% Devices 40% 35% Objectives Research 30% Actions Actions Objectives 25% Research 20% Devices 15% Phase I: Trial Phase II: Transition Phase III: Strategic Research 32% 45% 23% Objectives 35% 39% 26% Actions 28% 43% 29% Devices 43% 41% 16% Average 33% 40% 23% Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
  • 9. a digression Source: RubyPseudo
  • 10. “But what are real people doing?”
  • 11. They are infinitely linked by strong & weak, obvious & unexpected connections. Their networks route around censorship, gaps or blocks. “People’s lives don’t revolve around your brand, they revolve around life.” Mike Arauz Source: SharedEgg
  • 12.
  • 13. WHICH WILL OFTEN BE DIFFERENT TO YOURS. desire paths. They have their own
  • 16. Pre-digital society: Closer, less diverse discussion networks, more geographically clustered? >150 <150 (Dunbar’s number) >150 Number of Relationships Geographical proximity Geographical proximity Digitally-enabled society: More diverse discussion networks, more geographically spread? >150 <150 (Dunbar’s number) >150 Sources: Pew Internet And American Life Project, Number of Relationships Geographical proximity Geographical proximity
  • 17. 187 Average number of friends in UK. Source: Facebook, March 2010
  • 18.
  • 19. Potentially Trust in “sources of information about a company” 60 Friends/Peers 50 40 30 20 10 0 US UK/Fr/Ger BRIC Source: Edelman Trust Barometer
  • 20. “So if people are having digitally enabled conversations & relationships, how are the doing it?”
  • 21. How are the conversations powered? Source: Conversation Prism by Brian Sollis & JESS3
  • 22. Now these tools are mainstream. Source: Universal McCann Social Media Tracker Wave 4, March 2009
  • 23. Moms with teens said the internet... Source: BIGresearch and Resource Interactive, August 2009 Helped me save money through Helped me become a smarter access to easier price comparisons, shopper; product reviews and coupons, and deal alerts. ratings, blogs and product information has helped me make more informed purchases..
  • 24. 19% users no w say er ser t vi of internet r e hey us are h Twitte ce to s s, e 27 pe .3 r day w a nnual ith an weets llion t n millio un r tweets or an oth emselv hers. of 10 b i bout th bout ot rate upd ates a dates a or to see up 40 ok Facebo illion a m a y from t es a d ience. s upda lus aud 800 statu t millio s upda nd IM U o n nth by es a m sers statu 350 m illion- p ults ine ad d M a il A ges of onl se Yahoo A 18 -24 who have u ated 2% r or upd +65 Twitte online s 4% a statu 55 – 64 5% 45 – 54 10% 20% 35 – 44 19% 25 – 34 18 –24 Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom
  • 25. A new hierachy of needs? Geeking Tinkering out Creating Messing Self-actualisation about Self-expression Hanging Communicating around Consuming content Source: Living and Learning with New Media Summary of Findings from the Digital Youth Project November 2008 University of Southern California and University of California, Berkeley
  • 26. How active are people? Geeking Creators out Critics Messing Collectors about Joiners Hanging Spectators around Inactives Source: Living and Learning with New Media Summary of Findings from the Digital Youth Project November 2008 University of Southern California and University of California, Berkeley
  • 27. How active are people?
  • 28. And increasingly mobile... 91% of mobile phone users go online to socialise compared to only 79% of traditional desktop users. Source: Ruder Finn's Mobile Intent Index f sw itch of ing do n’t you do someth “Why and creen ?” your s ing instead or less b
  • 29. Mobile Internet Outpaces Desktop Internet Adoption Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009; Neilsen Global Mobile – Strategies for Growth iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch ~57MM 60 Mobile Internet Desktop Internet iPhone + iTouch Netscape* 50 Launched 6/07 Launched 12/94 Subscribers (MM) 40 ~25MM Mobile Internet 30 NTT docomo i-mode Launched 6/99 20 ~11MM Desktop Internet 10 AOL* ~7MM v 2.0 Launched 9/94 Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch iPhone + iTouch NTT docomo i-mode AOL Netscape 187% increase in 18.3 million 65 million people mobile social network unique mobile social use Facebook on a audience for YTD July ‘09. network users. mobile device.
  • 30. a digression of organisations ban social network access at work.
  • 31. “The majority of the real-time search boom will be in its convergence with another rapidly growing industry, mobile computing. [Offering people] real-time recommendations based on your current location using an application that aggregates information from real-time searches as well as social sites like Yelp and Urban Spoon...... local advertisements and “limited time” discounts on your mobile.”* Social Periphery *Rob Diana
  • 32. Social Periphery & Mobile Social Networks Local networks of Global Services Mobile & mixed media sensors and devices and Communities applications/tools Content & Context & relationships Location as filter as intelligence GPS, location Social Communities RFID & & bespoke networks & forums NearField sensors Blogs, UGC Barcodes, QR codes & niche sites and markers Dynamic communication based on action and relevance (Ambient awareness/Social Peripheral Vision) Brands as the filter Physical objects On is off/Off is on and the enabler. in intelligent as physical and Ideas must be “good environments digital worlds fuse enough to share” Helping us plan for now and what’s next. by David J. Carr davidjcarr.wordpress.com Based on Nokia’s Mobile Gateway & Jyri Engestrom
  • 33. “So how should we approach Social Marketing, Listening & Understanding?”
  • 34. Social Social program program development integration (strategy) (operations) Social Social program program management measurement (execution) (analysis)
  • 35. Social program management (execution) can be in the form of a campaign. Listen Understand Engage Measure, React & Respond Listen to what the target Segment target into Create a relevant Engage via tribes’ is doing in the real web tribes, give them and interesting preferred platforms with and social arena something to join Social Object multiple interfaces Send Track results and Tribe 1 Tools, widgets Social networks optimise, monitor and & apps & personalised Social triage for react and content pages networks respond conversations Use paid for media to additionally stimulate and spread Enable, encourage and optimise Communities Send for sharing & forums Tribe 2 Videos & content Online ads, IM & promo links Mobile and video sharing sites Blogs, UGC & niche sites Tribe 3 Ideas & assets Websites & email As long as it is “good enough to share”.
  • 36. 100 social “agents” who reviewed Ford’s new Fiesta through Twitter, blogs, video, and events 4.3 million YouTube views 500,000+ Flickr views 3 million+ Twitter impression 50,000 interested potential customers, 97% don’t own a Ford currently.
  • 37. But is even better when used to develop sustainable relationships. Traditional Campaigns Social Program Management Based on Earning Sustainable Relationships Audience Time Time “We will abide by our “Fans First” approach: Listening, Respecting and Celebrating them and THEIR manifestations of THEIR brand. The majority of our efforts will be spent enabling them to comment, upload, create, and consume THEIR own consumer-generated brand-related content while thirty percent will be spent on strategically targeted messaging supporting regional business objectives...Being a Fan, Friend or Follower does not mean that they opted in to have advertising blasted at them.” Michael Donnelly Coca-Cola Group Director, Worldwide Interactive Marketing
  • 38. So each activity will have a cumulative effect on brand engagement and success metrics. Interpretation/pattern recognition Brand & Conversation audit Tribe development React/Respond conversations Influencer analysis Listen Understand Monitoring & measurement Audience segmentation Social Social object identification CRM? Community management & moderation Online reputation management Social media newsrooms Customer support Engage Conversational campaigns Advocacy & Influencer outreach/Online PR Applications, brand utility & platform development
  • 39. “What are the tools & techniques?”
  • 40. Paid & Free Listening Tools. “What are people saying, who are they and where are they saying it & why?”
  • 41. UNDERSTANDING & SEGMENTATION MAPPING. Audience1 Lorem ipsum Attitudes are more important than demographics. Audience Attitudes Brand Attitudes – Community relationships – Positioning and messaging – Interests and attitudes – Life fit and cultural outlook – Psychological outlook – Brand audience technographics
  • 42. Listening & Understanding can be used to identify partners & traditional media opportunities,
  • 43. or fuel open dialogue campaigns,
  • 44. & gain insight into people’s shared experiences and emotions. Both GOOD & BAD.
  • 45. a digression mme nting ’re ev en co ke it ause they her y ou li Bec site whet not. on your bled it) or have ena (&
  • 46. Listening & Understanding GENERATES INSIGHTS Consumer Brand Culture Behaviour Communication to drive engagement.
  • 47. “So how should we approach Engagement?”
  • 48. Only after Listening & Understanding can we decide the depth of engagement. Community. DIFFICULTY Utility. Media.
  • 49. And only then should we choose our platforms wisely. VISIBILITY Peak of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger TIME Innovators Early Adopters Early Majority Late Majority Laggards Source: Gartner’s Hype Cycle
  • 50. Because just as Creativity Social Media
  • 51.
  • 52. Why do people really use social networks? Flirt Teens Adults Promote yourself or your work Make new business contacts Organise an event for a cause Make new friends Sources: Pew Internet And American Life Project, Tara Hunt Make plans with friends Stay in touch But w conne hat about cting 0 10 20 30 40 50 60 70 80 90 100 brand with s?
  • 53. a digression Gurus sold a future of people worshipping brands by “friending” them and having “conversations”. 15,740 Social m “ninja edia exper out s” & “ ts, “gu what ab super OK, but ing with Twitte stars” rus”, nds? r (+3.5 on connect x sinc e May !) bra
  • 54. Phew, there it is. Have you ever followed a brand on Twitter? Yes 25.50% Have you ever “friended” a brand on Facebook or MySpace? Yes 40.10% No 74.50% No 59.90% Sources: Razorfish Feed ‘09, GigaTweet, Penn State, Performics 5 a m illion br Twitte er mo day on tions p en e m ntions and m illion r, 150 nth. 48% a who s ter did a of thos w a br researc n nd me h on e tioned br and m n Twi t o . that brand
  • 55. What is the primary reason you follow a brand on Twitter? I am a current customer 23.5% Exclusive deals or offers 43.5% Other people I know are fans of the brand 6.3% Interesting or entertaining content 22.7% What is the primary reason you “friend” a brand? Service, support, or product news 3.5% I am a current customer 32.9% Other 0.4% Exclusive deals or offers 36.9% Other people I know are fans of the brand 6.2% Interesting or entertaining content 18.2% Service, support, or product news 5.0% Other 0.7% But why? Offers. So what can we do? Source: Razorfish Feed ‘09
  • 56. Grounding an engagement approach. BRAND THEIR
  • 57.
  • 58.
  • 59. Time sensitive offers designed for life-streams. o Integrated into real-time experience with a sense of NOW. o Urgency because traditional marketing campaigns (like TV progs) now can be filtered and time shifted (and even forgotten as our content collection piles up). NB: Facebook have changed the rules...again.
  • 60. But value needs to be long-term or we create “a community of jaded fans who are only interested in the next coupon”. Peak of interest with a sharp fall. Time sensi sensitive offers d designed for life-streams? ? fo o Integrated into real-time experience with a sense of NOW. real-time i o Urgency because traditional marketing campaigns traditional (like TV progs) now can be filtered and time shifted n be (and even forgotten as our content collection piles up). our NB: Facebook have changed the rules...again. the rules...again. he
  • 61. includes help with making purchase decisions and rediscovering lost skills so you don’t have to pay someone else to do it.
  • 62. Mutual long-term value exchange should underpin social relationships and brand engagement. Interpretation/pattern recognition Brand & Conversation audit Tribe development React/Respond conversations Influencer analysis Listen Understand Monitoring & measurement Audience segmentation Social Social object identification CRM Community management & moderation Online reputation management Social media newsrooms Customer support Engage Conversational campaigns Advocacy & Influencer outreach/Online PR Applications, brand utility & platform development
  • 63. Q:Where is the true business value located in social CRM? Media driven contact peaks Media driven contact peaks Sales volume Media driven contact peaks Social Media driven cushioned contact peaks Social troughs cushioned Social Traditional RM troughs plus social activity. cushioned (social CRM) troughs Traditional RM campaign content push. Q1 Q2 Q3 Q4 Traditional RM peaks in engagement happen in accordance with planned activities; which are each measured for individual success. Social CRM aims to extend the impact of activity and create an uplift in sales throughout the year with increased conversation frequency, relevance and value exchange. A: In reducing depths of the troughs.
  • 64. Traffic driving initiatives, paid media & distributed content/functionality RM Acquisition Social Spread, Sharing and stimulus Send Google Twitter and real-time TV advertising, On Pack and OOBE MGM Search optimisation, V.O.D & YouTube Online ads, Facebook Blogger outreach , Tools, widgets search presence Press & PR Calls to Action e-mail and bought keywords channel content ads & links distributed content & apps Targeting and conversation monitoring Listen, engage, Content & participate, seed Core Web Presence traffic flow Share Content & traffic flow Social Communities networks & forums il e Send s M ob tio n RM home Registration form rsa b& io n ve Hu at Blogs, UGC on nt it y ac e & niche sites Direct RM Comms Segmentation eg m un ed i &S o mm lm R M Pr o g ra m m e Co r e S o c i a l P l at fo r mC S o ci a OWNED MEDIA (Co-opted) OWNED MEDIA EARNED MEDIA A hub for acquisition, data segmentation Core social platform (now Facebook) and +90% of pages have fewer than 10 links and core RM pushes. The hub provides mobile utility functions as the real-time pointing to them – making them almost brand control and stronger conversion thread that holds the wider digital unfindable – actively syndicating/curating and retention than co-opted social presence together. Messaging, news, brand content and distributing it through the platforms on their own. It also provides a interactions, entertainment, and offers are social graphs of our most influential permanent technology home for delivered and filtered based on consumers’ advocates increases visibility, spread and eCommerce, contests or customer service. social graphs and location context. has a 2-4% higher conversion rate.
  • 65. Pushing engagement activity HORIZONTALLY
  • 66. eCOMMERCE? Enable our commercial relationships in the context of their real relationships.
  • 67. The e-commerce opportunity? Real-time insight. “a clothing retailer could identify a spike in positive chat about a celebrity that is wearing one of their apparel items, and could immediately feature that piece of clothing on their homepage and launch campaigns to a targeted audience interested in that celebrity and lifestyle. This allows the retailer to immediately maximize the new revenue opportunity, and deliver more engaging, relevant content to its customer base.”
  • 68. Extend o Visible staff involvement in problem resolution. o Reacting and responding to questions and commercial relationships to issues quickly and transparently, #twelpforce: community-enabled 13,000 queries in the first two months. supportive relationships. o Engaging in real human conversations.
  • 69. a digression “Please hide/remove the customer-service number.” And yet “Our requirement is the reduce calls to the call-centre.” “We want people to self-serve.”
  • 70. NDLER TO RESPOND D HA IN E AP AM PR CEO N OP TO RI N EC CORR T DEPA AT Tech IG HR Support TO EM ASS E RT T EDIU M U RO EN T M 0800 000 000 Customer Marketing Service @Corp someone@someone.com DM @Someone Inquiry/ Immediate/ monitoring auto response & then hand-over aknowledgement Empowered @Someone decision-making, training & investment.
  • 71. Over a month later the SERP results for “Vodafone & Twitter” are dominated by the news story, not product information. Things happen in real-time but can stick around for a long time.
  • 72. Practice true customer-centric behaviour, integrated into all business processes, not a silo or a channel, horizontal not vertical... 8 Signs of Customer-centric Behaviour • You send customers to • Your customers are doing things other websites. with your product you never dreamed and are posting videos. • You measure how many people refer their friends to you as • Active influencers are adding you as success (Net Promoter Score). friends on social networks. • When budgets get tightened, • You work with your competitors you tighten operational costs. towards better customer experiences for all. • Your only customer service policy is to do right by • You know you compete for your the customer. customers’ attention with everyone. Source: Tara Hunt
  • 73. ...and throughout the entire consumer decision-making process where different types of influencers will play different roles. Increase in number of brands/solutions being considered. Attention paid to advertising, WOM & online research with information gathering key Start with a shortlist of brands/solutions Active & Passive Loyalty Active Loyalty fuels advocacy but Passive is a larger audience On-going exposure Closure & the moment of decision Consumer builds expectations based on experience to inform their next decision journey Source: McKinsey
  • 74. Delivered through owned or co-opted platforms for collaboration?
  • 75. Collaborative Platforms... ...thrive when “reputation (of participants) is a critical component of the service mechanism. The reputation of participants will derive from the quantity (how much, how often) and quality (how useful) of their contributions. Accreditation (of content) is provided by experts and by the community. Recent, relevant content regarded highly by participants with a good reputation becomes the most visible.” Made by Many
  • 76. Be an advocate of people , so they become advocates of you .
  • 77. Sample Program Management Activity. KICK-OFF WORKSHOP o Initial kick-off meeting with Client, internal stakeholders and selected digital partners to help build the approach. o Identify key audiences – both brand and product. o Collation of ideas, thoughts and expertise . LISTEN PHASE o Establish relevant brand terms and competitor information to analyse Brand share of voice, sentiment and conversation arenas. o Using SM2, Radian6 and additional free tools identify existing conversations themes around client, competitors and partner activity, key opportunities and media targets. o Additional desk based research.
  • 78. Sample Program Management Activity. UNDERSTAND PHASE o Analyse Listening phase findings, reports and audits. o From conversations identified in previous phase, establish what influencers and audiences are talking about, run positive/negative assessments, collect consumer/competitor generated content etc. o Develop Tribe segmentation model (using brand and audience attitude information). Who are they? What are they doing? How can we reach them? Identify Influencer personas and potential outreach targets. o Workshop/Presentation of strategy, activity plan proposal and M&E. ENGAGE PHASE o Development of engagement briefs, timing plans and budgets to support brand objectives and drive intent. o Activation of approved ideas and/or collaborative platforms using a staggered approach (in order of brand, product and/ or tribe priorities) Test, Learn, Share, SCALE & REPEAT. o Work with selected partners to create content/build relationships, implement seeding approach and any paid for media.