Social Media & The Electronics Industry presented at AECOC Madrid, Spain Jamie Burke: CEO 90:10 Group

1. Social Media: Threats & Opportunities Europe’s Social Media Partner

3. We believe in business open to it’s stakeholders.

4. By product and service development, to marketing and customer care, the consumer becomes more deeply engaged.

5. They become involved in the decisions that matter to them

6. They care more about the outcomes

7. They become more loyal

8. You, Your products and marketing are more likely to become more successful

9. Social media means there are thousands of live consumer conversations to discover, explore and connect with

11. Time Spent with Media

12. Top reasons to go online: #1 Social Media #2 Porn #3 News #4 Research #5 Buy Stuff AKA People

13. Top Online Destinations in Spain Google Espana Search Engine Facebook Social Network Youtube Video Sharing Google.com Search Engine Windows Live Search Engine Blogger.com Blogging Platform Yahoo! Search Engine Marca.com Sports Online News Wikipedia Wiki Tuenti Social Network

14. Google Social Results

16. ‘Everything has an open comment box’

17. ‘Everything is sharable’

18. All media is becoming socialised

19. Socially Connected: 24 hours a day

20. Before users were locally Niche opinions were harder to find

21. Now: Globally Connected

22. With opinions Connected to no matter how niche

23. Some are more passionate than others

26. 'I started @BPGlobalPR, because the oil spill had been going on for almost a month and all BP had to offer were bullshit PR statements. No solutions, no urgency, no sincerity, no nothing. ' ‘Treat communication seriously. Treat engagement seriously. Treat your consumer seriously.’ Ruby Psuedo

27. Sony In 2007 Sony PlayStation fans couldn’t play their friends on the Internet They created the "PS3“ song in protest. 5.8 million views, 34,000 comments "favorited“ 21,000 times Contributed to sales of the PlayStation 3, were well behind Microsoft's Xbox and Nintendo's Wii.

28. Ring of Death fault 58,766 Comments

29. Consumer Power

30. Not like Dotcom Bubble This has become a cultural shift not a technological one People can now connect to one another in real-time, globally for little to no cost They can publish, host and share their content with no controls They are not going to revert back to a world where they did not have this power They will pursue a cultural push for the socialisation of all their media

31. In Social Media.. now Media- Peers own attention The best way to ‘target’ me is through my peers 90% trust friends recommendation over everything else (Nielsen) 71% of sales come from as a result of it

32. In Electronics its REALLY important

34. 40% of global consumers would not buy Consumer Electronics, 22% Telecommunications Services and 19% Gaming Devices without consulting online reviews.

37. If your product isn’t the best you are going to struggle

38. This is a good opportunity to find out why its not the best and what would be

39. Directly from the consumer

40. By acknowledging an issue and doing better next time people are grateful

41. If it is not possible, be the best at something else; customer service, support, engagement, listening

42. If you can be the best at something, you can loose the conversion funnel forever

44. Why should you do it?

46. Stop. Ask why are YOU doing it? US / UK Primary Neutralisation (Context) Spain Electronics Primary Eventual for everybody Optimisation (Productivity) Differentiation (Core) Failed Attempts Waste Learnings / Tests? Most organisations Are failing

47. Success & ROI* -Cheaper routes to market-You’re investing in owned media-Allows for relationship over attention marketing-Improves customer satisfaction-Develops loyalty and advocacy-Direct and free feedback

49. This dramatically increases buzz. 73,000 Google links, 23,000 blogs link

51. By 2007 led by founder.. Only 22% of blogs were negative Direct2Dell was getting 5 million Monthly Unique Users Ranked in top 700 blogs. One of top Corporate blogs.

52. By 2010 10,000 ideas submitted 400 implemented Each one gets voted on attracting buzz

53. Combined 3 million + followers Over 30 accounts -Customer service -Pr -sales

55. Dell sells $3million through Twitter.$1 million in the past 6 months.

57. They are encouraged to tweet, blog and show expertise

58. They are also encouraged to be themselves (safely)

59. Customers can engage directly with local employees and ask questions

61. Advertising.. est. 0.07% Average CTR = #FAIL A tip for you is buying ads in social media doesn’t work

62. What does is:Opening Your Business>

64. Because we understand things don’t change over night each step provides results that allow you to justify moving on to the next

65. Every business operates in different ways and so our plan allows for flexibility ‘90:10 helped us start from a position of knowing nothing about this space to within 6mths launching Pan European initiatives and beginning the setup of a new social media department of which I am now head.’ Laura Price - Head of Social - Honda Europe

66. How?

67. Engage Find Conversations Train Staff Setup Presence Define Strategy Audit Landscape 6 Steps to Social Success

69. This is usually your brand and product terms but can also include topics of conversation you wish to be part of.

70. All conversation topics and sentiment are scored by a skilled person (not automated), who is an experienced social media analyst in your local country.

88. We assess your internal and external (agency) resource capabilities and write a reviewable plan as how to maximise focus and commercial opportunity.

89. This plan will be direct actions for all internal and external parties to take with clear KPI’s and measures.

90. We will highlight networks of individuals for your to engage with exact proposals as how to do so.

92. Improved Data ROI

93. Improved Data Flow

94. Improved Customer Insights

95. Improved Market Insights

96. Engagement Guidelines

97. Escalation protocol

98. Improved Customer Satisfaction

99. More efficient response management

100. Departmental and supplier alignment

101. Unified / Converged Presence

102. Improved User Experience

103. Improved Platform Effectiveness

104. Reduced post campaign waste

108. This could be Twitter, a blog, Facebook Fan Page but only if the audit shows that you need to be there.

109. If you are already setup we assess user experience and see where flow can be improved.

111. Training is carried out by established bloggers, key-note speakers and world renown social media specialists.

114. Think of yourself as a community member

115. Look to how you can contribute a value to that community

116. Ideally a value that can be shared