Social Media Effectiveness - CEOX Conf - Seoul Dec 2015

Social Media
Effectiveness
& Brands
Joseph Sursock
Digital e-commerce and Marketing
Principal Advisor
16th Dec 2015

SCLF Conference – Seoul Korea Joseph Sursock © 2015 Private & Confidential
• Grows business revenues
• Increases brand presence
• Entices return customers
• Build loyalty
• Increases search engine optimization
• Find advocates and amplifiers
• Share your message
• Have fun
• …
Routes
to
Social Media
Effectiveness
Why we are here

Global
Reach
Social network : 3.9 Bil
Messenger : 3.5 Bil
KakaoTalk

Assets & Formats
Effectiveness for B2C :
NewsLetters 66%
In-person Events 63%
Illustrations/Photos 59%
Social Media Content (other than blogs) 58%
Blogs 54%
Videos 54%
Articles on your website 49%
Mobile apps 46%
Webinars/webcasts 45%
…….

Ogilvy research
2014
These are functional segments
‘processes’
Social Media in
South Korea

SCLF Conference – Seoul Korea Joseph Sursock © 2015 Private & ConfidentialOgilvy research
2014
These Behavioral Segments
‘profiles’
TalkersJoiners
AccumulatorsProducers
Social Media Worldwide

• Set Goals
• How to sequence progress
• Driving conversations
• Add value & Stay relevant
• Stay regular
• Provide reasons for interactions
• Use advocates
• Analysis and Testing
• Summary and Tips
Routes
to
Social Media
Effectiveness
This afternoon

A little about me Joseph Sursock
- Working with a large Digital Global agency (7yrs)
- Background in many data fields (CRM, Data – Intelligence
Based, AML, Industry Verticals, Digital Marketing)
- 8 yrs Consultancy and 14yrs BD & Mktg
- Expertise across EMEA and other regions

“I want to increase online traffic by
15% by offering promotion codes
via Twitter”
“I want to get on-going
relationships with 20 former
clients next month via LinkedIn.”
Set Goals

Set Goals
Advocacy
Action
Awareness

Example – Top 5 Facebook Pages by
Amplification Rate
(# of Shares/ Post Reach)
Conversation Rate
(# of Comments/Post Reach)
Applause Rate
(# of Content Likes/Post
Reach)
HQ Country Home page B2C France Japan Home Page
Jobs US B2C Nederland B2C LatAm
SonicWall B2C Home Page B2C Home Page
Jobs Asia B2C Deutschland India Home Page
B2B Home Page B2C UK HQ Country Home Page
0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40%
Photo
Status Update
Share
Video
Link
Question
Applause Rate Conversation Rate Amplification Rate
Post Type wise engagement
Set Goals Facebook Post Analysis

Where to start ?

Brand
Multiple uncontrolled
conversations
Consumers
are researching,
self-learning and
preselecting
Consumers
Marketing & Social Funnel

Consumers
Can now decide
if they want to
hear
Your message, and
how they want
to hear it

People Emotions Value+
At the end of the day …. just conversations

Choose 1 (or 2) platform to focus on initially to
develop a deep engagement level. There is no
use being on everything when starting off – with
limited time and resources. Get a few right and
pick your battles.
Consider how that channels operates, does your
service/product align with:
- those users
- those communities
- and those marketing tools
Start small Focus

Luxury
Doubt
Positivity
Hope
Emotional language - your offering

Start small Focus
Persado 2015
Emotional Spectrum
(marketing context)

o The channel(s) your customers use the most is the
platform you want to start with
o The users of those channels that best fit your offering’s
profile
o The channels+users that best fit the (desired) consuming
profile
What makes them so valuable to your brand ?
Market research is absolute key

• Ask open ended questions
• Ask for feedback on a new product/service
• Ask opinions on industry news
• Get people talking about things that matter to them
Start conversations

Pricing Analytics
VisitorSession
Quantitative Qualitative
Scopeof
SocialMedia
Type of Data
Voice of
Customer
Customer
Experience
Analysis
Web
Analytics
Integrated view of the visitor
Track exchanges
1. 2.3.
listening

There is little use having social media if you
are not going to tell people you have it !
From the start, important to add links to
social channels in you emails signature and
website, cross linking channels and adding
links to your business cards and
promotional material!
Encourage Conversations Talking

Find people that are relevant to you to
follow. Gradually building that base over
time. You will soon find people whose
updates and posts you really enjoy
reading, is relevant for your purpose.
Keep sharing and commenting on their
articles, … will notice you and respond…
and begin to follow you.
Following for Amplification Talking

While it is critical to participate in the conversation, it is
nearly impossible to be everywhere that the
conversation is happening. New groups, new
networks, new connections are forming all the time.
By giving them (through your community) good
information, to talk about and honestly and
transparently caring about them as customers and
clients, they will actively talk about their experiences
with your brand! amplifying your message!
Offer and add value

• Regularly and generously engage with your
followers
• Contribute valuable documents, videos, and
pictures. Share, repost, retweet…
• Become the industry authority on your subject
• Reward your highly engaged users – consider
them for a gift of value. Make it personal and
personalized
Offer and add value

Offer and add value
Persado2015

Say you want to sell a weight loss
program.
You could add value through:
• How to articles
• Interviews
• Webinars
• Video tutorials
• Industry reports
Add value

Music
Sport
Movies
Comedy
TV Shows
News and Politics
Gaming
Health, Fitness and exercise
Personal or home videos
Food, cooking and recipes
Travel and tourism
Education and schooling
How to / DIY
Beauty and Fashion
Automotive and Vehicles
Technology, electronics,
gadgets
other
Be Relevant
Online Videos Types
- South Korea

Allocate time for social media (about 15-120 minutes per day is enough)
The challenge is to engage with the audience and hitting the right chords
with them, in order to spread the about your offering in the way that best
reflects your message
Stay regular

Great uses for Social Media for:
• Contests
• Prizes
• Giveaways
• Coupons
To drive conversations >> engagements >> followers >> hungry audience!
Give Reasons
Make it
For them

• 50% of customers expect
businesses to provide customer
support on Facebook but only
23% do!
• With some training, in addition to
customer service, employees can
also contribute/respond to posts
Use Advocates
Say you had
• 5 employees , 200 followers each
• 1 post about your company/week
• collective reach of 1,000 people! +++

• Set Goals
• How to sequence progress
• Driving conversations
• Add value & Stay relevant
• Stay regular
• Provide reasons for interactions
• Use advocates
• Analysis and Testing
• Summary and Tips
Routes
to
Social Media
Effectiveness
Agenda

Require:
some
dedicated
review
and
remedy
 Pareto chart providing snapshot of negative feedback volumes by category
0
10
20
30
40
50
60
70
80
90
100
0
200
400
600
800
1000
1200
1400
Cumulative%
Volume(innos)
Weeks yy
Volume (in nos) Cumulative percent
Regular Analysis and testing

0
10
20
30
40
50
60
70
80
90
100
0
200
400
600
800
1000
1200
1400
Cumulative%
Volume(innos)
Weeks xx
Volume (in nos) Cumulative percent
 Pareto chart providing snapshot of positive feedback volumes by category
Regular Analysis and testing
Require:
some
dedicated
review
and
multiply

• Research & Focus
• People & Emotions
• Value Add+
• Track, Analyse and optimize
• Stay Proactive and Responsive
• Write a Social Media Business Plan 
Summary Tips and Advice

Companies
are confused
and
brands are
confusing
Source: http://www.engagementdb.com
√√
××
Channel Targeting and Research

Channel Targeting and Research
Tip: create accounts on all platforms anyway, so
you can claim your names and (possibly) write in
the bio that you are not using this channel at the
moment. When you grow you can come back to
these channels.
Choose 1 to 3 platforms to focus on initially
to develop a deep engagement level.

— Money — Facilities — Convenience/Proximity — Time
Most Popular –
locations, cities,
time…
Communications - Relevance and Emotions
Company
THEMES !
COMMUNITIES ! Good places to look are “ blog channels “, Google+ , etc..

SCLF Conference – Seoul Korea Joseph Sursock © 2015 Private & Confidential 40
Monitor Social Networks
Social networks are important as you manage your customers. You should monitor and
watch them for trends and feedback.
Offer a Community
There are different types of communities that you can run for your customers. In some
cases you may run a business community on a social networking site such as Facebook —
though one challenge this represents is data management. Data, as you'll quickly learn, is
paramount to understanding your customers and their behaviours
Customer Intelligence
Customers will populate data about themselves, the products they use, and their
successes and frustrations. Once customer analytics become integrated with a CRM
system, you can gain substantial intelligence about your customers
and finally.... Manage you Social CRM
Manage your Customers

Thank You
Joseph Sursock
Digital e-commerce and Marketing
Principal Advisor
“gomabseubnida”
uk.linkedin.com/in/josephsursock
or
joseph@sursock.org

Social Media Effectiveness - CEOX Conf - Seoul Dec 2015

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