SMiB09 Charlie Osmond


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Social Media Let's Get Practical
Charlie Osmond (FreshNetworks) - Simple, straightforward advice on how to make social media work for your business.

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  • Engagement. Stronger relationship
  • Public online sources – provide great opportunities. But insufficient on their own. Should do both. Listen and learn, find out what’s important BUT Not all consumers will respond – missing 90% Scared of opening a can of worms on certain topics – so can’t always guider discussions. RISK Competitors also see – fine for current products, not so for future ones So what’s the solution? We want to listen and engage in open manner Greater depth of insight than focus groups More control than myspace And yet maintain the positive WOM benefits of the social web
  • And that’s why online communities. Data Control Sustained
  • So this is what we have created.
  • SMiB09 Charlie Osmond

    1. 1. SMiB – 23 rd October 2009 Social media - getting practical
    2. 2. FreshNetworks <ul><li>Social Media Agency, focussed on building and managing online communities. </li></ul><ul><li>We provide software and services that help companies achieve results with social media. </li></ul><ul><li>Lead members of e-mint , The association for European Online Community Managers </li></ul><ul><li>Top 5 UK Marketing Blog (AdAge) </li></ul>
    3. 3. 2. Where do online communities fit in? 3. Examples 1. My social media intro 4. Practical steps
    4. 4. What is social media? Image: McCann Online tools that help people interact, collaborate and share content
    5. 5. The opportunities Advocacy Insight Innovation Increased sales Transparency Support
    6. 6. If you are trying to persuade people to do something, you should use their language David Ogilvy “ ”
    7. 7. Listen and learn i tink it woz out of order, wah danni said woz nt needed to be said at dat time… wah eva she may tink of him, she sud of kept it 2 herself. She jus knwz dat he iz one of da best in da whole of da x factor. n knwz he will be hard 2 beat. i felt bad 4 danyl yesterdai, n i hpe he wins… he iz gr8 n evryone luvs him… x x x Sandy “ ”
    8. 8. Public networks are good, but… Opportunities Limitations Track what consumers are discussing Can be difficult to enter a dialogue Find views on recently launched products Can’t test new ideas pre-launch Learn what active users think Contributors may not reflect target group Access a broad audience Tough to measure or quantify insights
    9. 9. Using social media for research Source: McCann Listen Discuss Engage
    10. 10. Monitor. But don’t let monitoring be your master
    11. 11. Buzz or sustained?
    12. 12. Buzz or sustained?
    13. 13. How should we use Twitter? @Joe @Joe (BT) @BT_Joe @BT Company Individual
    14. 14. listening correcting taking action informing we’re human educating offers
    15. 15. 2. Where do online communities fit in? 3. Examples 1. My social media intro 4. Practical steps
    16. 16. Social Networks vs. Online Communities <ul><ul><li>Social Networks: </li></ul></ul><ul><ul><li>“ It’s about me” </li></ul></ul><ul><ul><li>Online Communities: </li></ul></ul><ul><ul><li>It’s about us” </li></ul></ul>
    17. 17. Hub and spoke Community Hub
    18. 18. 2. Where do online communities fit in? 3. Examples 1. My social media intro 4. Practical steps
    19. 19. LV= research community <ul><li>The challenge </li></ul><ul><li>Faster, cheaper qual and quant research </li></ul><ul><li>Engage a larger number of customers </li></ul><ul><li>Be seen as innovators in the sector </li></ul><ul><li>The solution </li></ul><ul><li>A research community of 6,000 members </li></ul><ul><li>3-5 separate qual or quant activities/mnth </li></ul><ul><li>Both closed and open community activities </li></ul><ul><li>Results </li></ul><ul><li>Now the main source of customer insight </li></ul><ul><li>Becoming seen as the direct route to customers. </li></ul>
    20. 20. Office Depot – Innovation community <ul><li>The challenge: </li></ul><ul><li>To develop an ongoing pipeline of new product and service ideas </li></ul><ul><li>The solution </li></ul><ul><li>A simple customer engagement programme built around an online community </li></ul><ul><li>Focussed on harvesting new ideas from Office Depot customers. </li></ul><ul><li>The results </li></ul><ul><li>Within six weeks of launch the site had: </li></ul><ul><li>8,000 unique visitors creating </li></ul><ul><li>100 new ideas </li></ul><ul><li>2 ideas already implemented </li></ul>
    21. 21. Background <ul><li>Perfectil is a beauty supplement for skin, hair and nails </li></ul><ul><li>Target customer .. </li></ul><ul><li>Want to develop stronger relationships </li></ul><ul><li>Too hard to create a sustained conversations based on one product? </li></ul>
    22. 22. Talkperfection <ul><li>Conversations about beauty </li></ul><ul><li>Members can be friends, but this </li></ul><ul><li>is a community not a network </li></ul><ul><li>Product and marketing insights </li></ul><ul><li>PR stimulus </li></ul><ul><li>Already 1/3 rd of traffic </li></ul>
    23. 23. 2. Where do online communities fit in? 3. Examples 1. My social media intro 4. Practical steps
    24. 24. To build and manage a community… Community & Research management Software implementation Planning for engagement Listening to conversations Analysis and reporting
    25. 25. Listening <ul><li>Social Media Monitoring </li></ul><ul><li>Social Media Audit </li></ul>Reporting Tech Cmy Mge Planning Listening
    26. 26. Community/engagement planning Research & Analysis Workshops Objectives, KPIs and alignment Persona development Engagement strategy 1 Launch strategy 2 3 4 <ul><li>Inputs from you </li></ul><ul><li>Business objectives and priorities </li></ul><ul><li>Existing customer segmentation/profiling </li></ul><ul><li>Search strategy and data </li></ul><ul><li>Online conversation tracking data </li></ul><ul><li>Current website traffic data </li></ul><ul><li>Questions answered </li></ul><ul><li>What are our objectives and how is this positioned? </li></ul><ul><li>How do we measure success? </li></ul><ul><li>How will we create sustainable engagement? </li></ul><ul><li>What are our risks and how do we mitigate them? </li></ul><ul><li>How will we connect to other networks </li></ul><ul><li>What resources will we need? </li></ul>Analysis of data, current segmentation and online conversations Reporting Tech Cmy Mge Planning Listening
    27. 27. A Community Platform <ul><li>140+ social modules </li></ul><ul><li>Software-as-a-Service </li></ul><ul><li>Community Manager toolset </li></ul><ul><li>Research tools </li></ul>Tech Cmy Mge Planning Listening Reporting
    28. 28. Community Management
    29. 29. Measuring results
    30. 30. <ul><li>FreshNetworks: A social media agency, focussed on building and managing </li></ul><ul><li>online communities </li></ul><ul><li>Charlie Osmond </li></ul><ul><li>020 7692 4351 </li></ul><ul><li>@ cosmond </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>Lets get social