Ogilvy On: Social Networks for Business


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In association with The Wall Street Journal and GoToWebinar, Ogilvy's Asia-Pacific social media team presented this deck on how to use social networks for business.

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Ogilvy On: Social Networks for Business

  1. Audio Options: Listen to the presentation using your computer speakers or dial in on the phone using the numbers provided in the confirmation e-mail.
  2. Social Media Belts Social Media Social Media Red Social Media Black White Belt Belt Belt Understand Participate Lead
  3. Social Networking for Business Social Media A White Belt Training White Belt Understand
  4. Moderator ThomasCrampton.com | @ThomasCrampton Asia-Pacific Director Ogilvy 360°Digital Influence
  5. #net4biz
  6. What city are you joining us from?
  7. Speakers Brian Giesen | @bdgiesen John Stauffer | @johnstauffer Regional Director, Sydney Regional Director, Hong Kong Ogilvy 360°Digital Influence Ogilvy 360°Digital Influence
  8. Global Network Stats Behavior Text Social Nets Business in Asia Impact
  9. Social Networking Around the Globe
  10. Time Spent on Social Networks Has Doubled. Text 5 Million Mobile Users Worldwide in 2010
  11. Text Globally. In one year.
  12. 58% of online users globally have created a social network profile 500+ million on Facebook alone SOURCE: Universal McCann Social Media Tracker and Facebook, and checkfaceook.com
  13. Web users spend on average five and half hours every month on social networking sites.
  14. Active unique users of social networks are also up nearly 30% globally, rising from 244.2 million to 314.5 million collectively. http://www.flickr.com/photos/ stickathing/1943486952/
  15. Globally, brands will spend 3.3 billion dollars (USD) in social network advertising. In 2011, non-US advertisers will outspend the United States. Facebook’s Chief Operating Officer, Sheryl Sandberg, says top global brands have increased spending by a factor of 10 this year alone. “Facebook Advertisers Boost Spending,” BusinessWeek, Aug 4, 2010.
  16. Global Network Stats Behavior Text Social Networks Business in Asia Impact
  17. Does This Matter in Asia? Does This Matter in Asia?
  18. In Asia, 456 million web users are currently using some form of social media, just under a third of the world's online population.
  19. Dominant Networks Across Asia
  20. In Japan, three major networks rule: Mixi, Gree and Mobage Town.
  21. 50 million registered users 2,500 updates per second SOURCE: Sina.inc 2009 annual report, Research Microblogging trend during world cup
  22. But, What About China?
  23. Global Network Stats Behavior Text Social Nets Business in Asia Impact
  24. Facebook SFF4 Report, Exact Target. 2009
  25. Poll Why do you “Friend” brands 32
  26. To receive discounts & promotions Deal Seekers To get a "freebie” Passives To stay informed about a company To get updates on future products To learn more about the company Fanatics For education about company topics To interact (e.g. share ideas, provide feedback) To get access to exclusive content Someone recommended it to me Badgers To show my support for the company to others
  27. To receive discounts & promotions Deal Seekers To get a "freebie” Passives To stay informed about a company To get updates on future products tor To learn more about the company rac Fanatics For education about company topics To interact (e.g. share ideas, provide feedback) Det To get access to exclusive content Someone recommended it to me Badgers To show my support for the company to others
  28. Passives For the vast majority of brand pages, passive are the most common brand fans. These fans are unlikely to participate on discussion threads or share branded content for a variety of reasons: Infrequent users: half of Facebook users don’t log into the network everyday. Online and annoyed: ask fans that have recently left a brand community why they “un-friended” a page and the number one reason…too many irrelevant updates.
  29. Passives Boring or intrusive brands risk a common behavior among passives… HOUSEKEEPING.
  30. Passives Tips for Engaging… Look at historical spikes in fan count to isolate periods when Passives joined the page. Identify the sort of engagement that occurred at that time (e.g. contest, new product launch) and revisit that content to re- engage.
  31. Fanatics These brand enthusiasts epitomize what it means to be a “Fan.” They talk about the brand outside of Facebook and are likely owners of products and services related to a community.
  32. Fanatics There are more than you may think: 49% of Facebook users would “certainly” recommend a brand to a friend, that same groups is responsible for as much as 75% of reposts. http://farm4.static.flickr.com/3539/3285881286_4cc77a78c9.jpg?v=0
  33. Fanatics Tips for Engaging… Fanatics are the most likely to vote in polls so use Facebook’s Poll feature to test our new products and get insight from your most passionate fans. Rely on Fanatics to help shoulder the responsibility of responding and policing the community.
  34. http://www.flickr.com/ photos/lbphotos/ These fans are on the hunt for promotional campaigns on the social web. 40% of all Facebook Fans say the number one reason they’ve joined a page is to receive deals or promotions.
  35. Dealer Seekers Tips for Engaging… Strike a balance by creating a regular schedule for deal & pricing related updates so this audience segment can plan to tune in at certain times. Consider using polls to crowd-source pricing information. Warning: balance the needs of this group with those of the Passives who may leave the community if there are too many promotional updates.
  36. Social Badgers These fans follow brands as a method of personal branding, called social-badging. This is most prevalent on Facebook - almost 40% of fans join primarily to publicly display brand affiliations to friends. Perhaps to appear more intellectual, off-beat, in-the-know, etc. The number drops to 23% on Twitter, where follows are less prominent on a profile Sources: Marketing Profs, “Facebook Users Like Brands for Discounts, Social Badging,” September 2010
  37. Social Badgers Forbes Brooks Brothers Goldman Sachs This is an entire identity right here in the Brand Pages
  38. Social Badgers Tips for Engaging… Social Badgers are the fans most in tune to the brand personality, values and ideals. Ensure the info page provides a good description of what the brand stands for. Warning: Swings in brand positioning from one campaign to another risk losing the inherent value in “social badging” Opportunity: Virality: exposure and access to friends
  39. Detractors come in many forms. Brand fans upset and reacting to a bad brand experience. Brand loiters who stick around long enough to post negative comments for the sake of getting a reaction. Either way, they will be heard. And sometimes, joined.
  40. Detractors Tips for Engaging… • Develop community management strategy before engaging • Rely on professional community managers, not junior level staffers. • Plan for detractors and develop respond protocol in advance
  41. Poll Are you a...
  42. Global Network Stats Behavior Text Social Nets Business in Asia Impact
  43. This social network behavior has serious implications for brands beyond the networks.
  44. Social Network Filtering Search Engines Return Social Media Content - no longer brand websites only 51
  45. Social Network Filtering 52
  46. Content Finds Us 53
  47. Content Finds Us 54 http://www.hitwise.com/uk/
  48. If web traffic is a guide, I’m more likely to encounter Than here: brand content here: Friend Ford Friend 55
  49. Social Networking Is Not A Fad It’s a fundamental shift in the way we behave and communicate. 56
  50. As a result of the growth, brands have shifted from influencer only programs to social “grassroots” models: Influential Bloggers Social Grassroots 57
  51. 1 Plan 2 Manage 3 Equip 4 Optimize Move beyond fan count Use a “Conversation Assign Conversation As the community grows, metrics and asses positive Calendar” to plan social Managers to respond to social networks need a tool to sentiment, engagement network engagement across fans and execute against assign tasks, track analytics levels, and time spent with campaigns the Conversation Calendar and asses the ROI branded content
  52. Conversation Management Core Elements 59
  53. Research Resources: 1. Mashable Facebook Resource:  http://mashable.com/category/facebook/ 2. Neilsen - Social Media Usage Dominates Asia-Pacific:  http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usage/ 3. Allfacebook.com Resource:  http://www.allfacebook.com/ 4. TechCrunch Facebook Resource: http://techcrunch.com/tag/facebook/ 5. McKinsey Quarterly - Unlocking the Elusive Potential of Social Networks: http:// www.mckinseyquarterly.com/Unlocking_the_elusive_potential_of_social_networks_2623 6. Asia Digital Map - Social Network Users in China:  http://www.asiadigitalmap.com/2010/11/china_social_network_users_infographic/ 7. InsideFacebook.com http://www.insidefacebook.com/ 8. Pew Research Center http://pewresearch.org/pubs 9. Hitwise Data Center: http://www.hitwise.com/us/resources/data-center
  54. Any Questions? ?
  55. CONTACT “ One company that goes with this online-initiated flow is Ogilvy Public Relations. ” Thomas Crampton Asia-Pacific Director | 360° Digital Influence Ogilvy Hong Kong p +852 6397 1662 e thomas.crampton@ogilvy.com t @thomascrampton Brian Giesen Regional Director | 360° Digital Influence “ 25 China Experts you should follow on Twitter… Thomas Crampton ” Ogilvy Sydney p +61 2 8281 3853 e brian.giesen@ogilvy.com.au t @bdgiesen John Stauffer Regional Strategy Director | 360° Digital Influence Ogilvy Hong Kong p +852 9661 0998 “ Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” e john.stauffer t @johnstauffer For case studies... www.asiadigitalmap.com asiadigitalmap.com