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Getting started with social media
Social Media describes the online tools that people use to share opinions, experiences, and perspectives with each other.
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is!” (Scott Cook)
Changes
Monitoring & Measuring Social Media-Agent Wildfire 2009
Media landscape is changing… New channels are taking a relevant role…
Old vs New Source: Meerman Scott
Source: Brian Solis
Take your chance!
Opportunities Build ongoing relationships  Gain brand advocates by social recommendations Increase brand awareness  Crisis and reputation management Enhance findability Traffic to website Reach top influencers and create viral buzz effects Showcase & promote product Extreme targeting Enhance customer service Build credibility
Focus is on earned media “spending”: 81% of the brand executives surveyed expected an increase in digital projects
Advertisement Source: Flowtown, 2010
Consumers in control
Social media changes how consumers buy  Traditional  purchase  funnel thinking  does not accurately  capture the way consumer  buy products McKinsey’s* 2009 research shows online influences purchase and loyalty considerably Trigger Source: The Consumer Decision Journey; McKinsey Quarterly 2009
How many social media users turn to social media when making purchase decisions? Source: Flowtown, 2010
76% ...of consumers don’t believe that companies tell the truth in advertisements -Yankelowich FUTURELAB
Social media turns around conversation & interaction… Build friendship relations! 40% 15% People considers social media as a space to express themselves- air their talent People becomes fan of a brand because of the exciting & attractive profile 49% 25% People searches interactivity- something to do with the brand People forbid advertising of brands they consider non-honest 64% 22% 40% People need to feel that a brand is trustworthy and honest to WOM it People that are friends of a brand, spend more money with it People that are friends of a brand remember it when buying un the street Source: adtofriends study
Making a plan
Where to start?
The Big 5
What are consumers saying about our brand, products and competitors? Collaborate and co-create: use your customer‘s ideas and insights Embracing Listening Talking  Supporting Presence on relevant platforms, ongoing communication & relevant, engaging content Social Media Strategy Include customer service and  encourage peer-to-peer help Energizing Buzz, buzz, buzz. Target and engage with key influencer and customers. Source: Groundswell, Forrester
Being human!
Time to change Participate – it’s a conversation, not a monologue. Don’t be shy. Even if you are not the originator of the posts you can still participate and provide context! Lose the idea of control and think about what adds value for customers and prospects.
Listen and interact Key to success: EMPATHY I’m not just listening to you, I hear you. I see and feel what you’re saying.
Be relevant or they don‘t find you.
Fragmented media landscape & real-time provision leads to … INFORMATION OVERLOAD Thus, people search what is relevant for them and listen what their peers recommend
Be relevant
When things go wrong…
Crisis Management  ,[object Object]
Address issues or emotions in your responses
Show empathy
Give credence to the other party’s feelings and perceptions.

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Social Media Starter Kit

  • 1. Getting started with social media
  • 2. Social Media describes the online tools that people use to share opinions, experiences, and perspectives with each other.
  • 3. “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is!” (Scott Cook)
  • 5. Monitoring & Measuring Social Media-Agent Wildfire 2009
  • 6. Media landscape is changing… New channels are taking a relevant role…
  • 7. Old vs New Source: Meerman Scott
  • 10. Opportunities Build ongoing relationships Gain brand advocates by social recommendations Increase brand awareness Crisis and reputation management Enhance findability Traffic to website Reach top influencers and create viral buzz effects Showcase & promote product Extreme targeting Enhance customer service Build credibility
  • 11. Focus is on earned media “spending”: 81% of the brand executives surveyed expected an increase in digital projects
  • 14. Social media changes how consumers buy Traditional purchase funnel thinking does not accurately capture the way consumer buy products McKinsey’s* 2009 research shows online influences purchase and loyalty considerably Trigger Source: The Consumer Decision Journey; McKinsey Quarterly 2009
  • 15. How many social media users turn to social media when making purchase decisions? Source: Flowtown, 2010
  • 16. 76% ...of consumers don’t believe that companies tell the truth in advertisements -Yankelowich FUTURELAB
  • 17. Social media turns around conversation & interaction… Build friendship relations! 40% 15% People considers social media as a space to express themselves- air their talent People becomes fan of a brand because of the exciting & attractive profile 49% 25% People searches interactivity- something to do with the brand People forbid advertising of brands they consider non-honest 64% 22% 40% People need to feel that a brand is trustworthy and honest to WOM it People that are friends of a brand, spend more money with it People that are friends of a brand remember it when buying un the street Source: adtofriends study
  • 21. What are consumers saying about our brand, products and competitors? Collaborate and co-create: use your customer‘s ideas and insights Embracing Listening Talking Supporting Presence on relevant platforms, ongoing communication & relevant, engaging content Social Media Strategy Include customer service and encourage peer-to-peer help Energizing Buzz, buzz, buzz. Target and engage with key influencer and customers. Source: Groundswell, Forrester
  • 23. Time to change Participate – it’s a conversation, not a monologue. Don’t be shy. Even if you are not the originator of the posts you can still participate and provide context! Lose the idea of control and think about what adds value for customers and prospects.
  • 24. Listen and interact Key to success: EMPATHY I’m not just listening to you, I hear you. I see and feel what you’re saying.
  • 25. Be relevant or they don‘t find you.
  • 26. Fragmented media landscape & real-time provision leads to … INFORMATION OVERLOAD Thus, people search what is relevant for them and listen what their peers recommend
  • 28. When things go wrong…
  • 29.
  • 30. Address issues or emotions in your responses
  • 32. Give credence to the other party’s feelings and perceptions.
  • 33. If something is wrong and you have a solution, go for it.
  • 34. Sometimes nothing is wrong but your customer might perceive that it is wrong. Don’t dismiss their concerns. Provide context and information.
  • 35. Take every exchange seriously. Do your best. That is all anyone can ask for.
  • 36.
  • 37. “We don’t have achoice on whether we DO social media …the question is how well we DO it.” Eric Qualman, Socialnomics
  • 38. Any Questions?Thank you! Twitter: @JanineWegner Facebook: facebook.com/janine.wegner LinkedIn: linkedin.com/in/janinewegner

Editor's Notes

  1. Customer driven marketing: Based upon 2008/2009 Research by Mc Kinsey on almost 20,000 consumers across five industries and three continents shows that proliferation social media, resulted into an Increasingly well informed consumer. Contrary to the funnel thinking, the number of brands under consideration during the active evaluation phase expand rather than narrow. For instance in the skin care business 1.8 brands on average are added in the active consideration phase. So, decision making is not so much a linear funnel but more a circular journey. Marketeers needs to find new ways to get their brands included in the initial consideration set, social media allows for doing so (f.i. social search)Tap into the in store/pre purchase impulse: f.i Mobile enabled barcode scanner to get price and (social network) reviews (f.i Shop Savvy iPhone app) Post purchase phase is a trail period determining consumer loyalty and likelihood for buying again. This is the period to get brand promoters to feed reviews, rating and buzz. Work actively on social CRM. Manage word of mouth towards