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Social media for Businesses
1. copyright Ox Design Web Services 2012
SOCIAL MEDIA BEST PRACTICES
How social media help brands
Thanos Dimitriou, Ox Design Web Services
26 May 2012, Panteion University of Athens
2. THE MENU
Social Media landscape
Stats and facts
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How they help
Best Practices
Examples
Case Studies
Conclusion
3. SOCIAL MEDIA – THE STORY SO FAR
1978 - Computerized BBS - informative
1993 - Geocities
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1997 - AOL IM, Geocities 1m websites, Google
1999 - Friends reunited in UK, .com bubble bursts
2000 - Friendster
2002 - MySpace
2003 - LinkedIn, Facebook
2005-2006 - Youtube, MySpace sold, Facebook declines
multiple offers >1b$, Twitter
2007 - iPhone
2010 - Buzz, iPad, Pinterest
2011 - Google +
4. SOCIAL MEDIA – THE MAJOR PLAYERS
Facebook
Twitter
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Google+
Youtube
LinkedIn
Pinterest
5. SOCIAL MEDIA – THE MAJOR PLAYERS
Facebook
845m active users
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1 in 5 pageviews are in Facebook
250m photos daily
2.7b likes a day
IPO valuation ~75-100b$
6. FACEBOOK – LEADER OF THE PACK
No serious company, small or large, has second
thoughts on investing in their FB presence.
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New jobs – social media experts, social media
marketing, social media brand executives – main
task to promote the company’s image in FB.
Develop for Facebook
Market for Facebook
Ad campaigns for Facebook
7. FACEBOOK – INTERESTING TRIVIA
Regarding engagement, FMCG comes last. First is
automotive and alcohol drinks.
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Greater engagement in the whole of FB currently:
Renault ZE with only 15k Friends…
Coca Cola – More Friends than any other Brand
8. SOCIAL MEDIA – THE MAJOR PLAYERS
Twitter
465m active users
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175m tweets daily
11 accounts created every second
People re-tweet interesting content
Lady Gaga – 23.5m followers
9. SOCIAL MEDIA – THE MAJOR PLAYERS
Google +
170m users
Not impressive usage..3,3 m/user, 0.22% referrals (down from
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0.24%)
64% male, mainly students and SW developers
Characterized as Social Ghost Town on 15/5/2012
Android most followed brand Google+ page 750k followers
10. SOCIAL MEDIA – THE MAJOR PLAYERS
Youtube
48 hrs uploaded every minute = 8 years every day
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3b views daily
800m unique users / year
Average session: 15 minutes
Most subscribers: Ray William Johnson 5.5m
11. SOCIAL MEDIA – THE MAJOR PLAYERS
LinkedIn
135m users
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1m new users every 12 days
74% have a degree, 65% 35y+, 69% make 60k$+
76% have no kids 0-17
12. SOCIAL MEDIA – THE MAJOR PLAYERS
Pinterest
10.4m users
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Fastest growing social media, 429% up in 3 months
(9/11, 12/11), 145% up since start of 12
80% of users are female (25-34 biggest chunk)
98m/month worldwide
Top US interests: Crafts, Gifts, Hobbies/Leisure, Interior
Design, Fashion Designers/Collections
Top Global interest: Food. Most followed: The perfect
palette 255k
13. SOCIAL MEDIA – HOW THEY HELP
Valuable data and feedback
Communication with the customer base
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Spot trends
Opportunities
Monitor – Analyze – Collaborate – Integrate
14. SOCIAL MEDIA – HOW THEY HELP
Visibility and ease of reach
Faster and cheaper networking
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Common interests – better market segmentation
Better insight and valuable info for next steps
Tap the wisdom of the crowd
15. SOCIAL MEDIA – HOW THEY HELP
Social media marketing is easy to set up
..but needs consistency
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..and proactive thinking
Offers exciting and unique ways to get your
message across
..but you need to be informed
..and HONEST
If all is well, nothing compares to the ROI social
media can give back.
16. WHAT WORKS BEST ?
What makes a successful social media presence?
Is there a unique recipe?
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How is a crisis handled in social media?
How to serve customers better through social
media?
Opportunities/Threats?
17. WHAT WORKS BEST ?
Amazing Visuals – Big Budget in creative and design. FB
Timeline is about story-telling, and social media story telling
means great visuals.
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Strong sense of community – communities based on hobbies
or passions like cars, are dynamic with loyal followers.
Monitoring – Specialized teams are monitoring the buzz
around the brand throuhout all social media and reacts
accordingly where needed.
Different Posts types and mediums – Combination of content
that takes visitor behind the scenes, giving a feeling of
exclusivity. Limited offers for FB Friends.
18. NO UNIQUE RECIPE – LISTEN AND ADJUST
Understand your audience – Coca Cola and a small local
bakery do not have the same audience and cannot post
similar things. Offer value through your posts and presence to
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your audience.
Quality over Quantity.
Timing – find out when your posts are more effective and stick
to that – target more effectively.
A post lives for 3 hours – if feedback and reaction is not the
one expected, start thinking of your next post..
Meaningful content – A news agency makes sense to post 20-
30 times a day. This does not apply to everyone!
19. CRISIS? WHAT CRISIS?
Employee policy on social media usage
Address all available channels, defend your brand
Quick response is crucial but don’t panic
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Don’t feed the trolls – there are weird people out there
Epic fail #McDStories
“I once worked at McDonalds. I have never eaten there since.
#McDStories”
“#McDStories Take a McDonalds fry, let it sit for 6 months. It will not
deteriorate or spoil like a normal potato. It will remain how it was”
McDonalds replied to most, started new campaign
#LittleThings
20. BETTER CUSTOMER CARE
Immediate interaction – show customers they are
important
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Happy social contacts let their circles know they are
happy – turn a bad experience to a good one
Immense cross selling opportunities – follow up on
issues
Metrics:
Average time to respond
Complaints down? Praises up?
Less phone calls to operating customer care dpt?
21. OPPORTUNITIES
You have the attention of people who follow the
brand’s social presence
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Segmentation is already done for you in Fb..all you
need to do is talk the talk and walk the walk
Every follower’s interaction projects the brand to all
their peers – unlimited exposure opportunities
Brand can be a part of the user’s leisure time –
really great for positive sentiments towards the
brand!
22. THREATS
Mistakes are amplified and spread faster than good
news (Dominos 10% stock drop)
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Bad competition tactics
No consistency projects neglected image
Everyone has a say, brand becomes more
vulnerable
Dishonesty backfires hard
What to do:
Employee policy on social media usage
Address all available channels
Quick response is crucial
23. EXAMPLES #1
ΒΜW has the most popular FB Page in automotive
sector. Asks people to share experiences.
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https://www.facebook.com/BMW
24. EXAMPLES #1
Innovative contests – BMW 0 to Desir3 – Youtube
video 5.9sec for 328i model
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All flavors of posts – Photos, Videos, Links – variety
is key.
25. EXAMPLES #3
Lancome has a high engagement rate in FMCG
sector.
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https://www.facebook.com/pages/Lanc%C3%B4me
-Make-up-Blog/317547085104
26. EXAMPLES #3
Lancome has a specialized Blog with every day
easy to do tips – friends try out and share
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experiences.
27. EXAMPLES #4
Friskies has a high daily engagement rate.
https://www.facebook.com/Friskies
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28. EXAMPLES #4
Friskies maintains interest with MANY photos of
cute cats. This seems to work for Frieskies, while
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any other brand doing something similar would be
ridiculed..!
29. EXAMPLES #5
Old Spice Youtube campaign, one of the most
successful ever!.
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http://www.youtube.com/user/OldSpice
30. EXAMPLES #5
On day 1 the campaign received almost 6 million views
(that’s more than Obama’s victory speech)
On day 2 old spice had 8 of the 11 most popular videos online
On day 3 the campaign had reached over 20 million views
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After the first week old spice had over 40 million views
The old spice twitter following increased 2700% (probably off a lowish base)
Facebook fan interaction was up 800%
Oldspice.com website traffic was up 300%
The old spice YouTube channel became the all time most viewed channel
(amazing)
The campaign has generated 1.4 billion impressions since launching the ads 6
months ago
The campaign increased sales by 27% over 6 months since launching (year on
year)
In the last 3 months sales were up 55%
And in the last month sales were up 107% from the social responses campaign
work
Old spice is now the #1 body wash brand for men.
31. EXAMPLES #6
Etsy marketplace decided to have fun with Twitter..
https://twitter.com/#!/etsy
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32. EXAMPLES #6
Alert followers to particularly creative products from Etsy
sellers
Share valuable tips & tricks
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Provide information about upcoming events and promotions
on the site.
Share information from individual Etsy sellers (via “retweets”),
Monitor and respond to Etsy-related questions and concerns
that users express via Twitter
Garner feedback and ideas instantaneously, effectively
creating focus groups from the @Etsy followers.
Discover users’ favorite Etsy items, design blogs, and projects
Tool for impromptu surveys and feedback
Etsy has also realized that great content on Twitter has the
opportunity to reach new users who were previously unaware
of Etsy’s website
33. CASE STUDIES
What are they doing right?
What could they do to improve?
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How would you handle it?
http://www.facebook.com/redbull
http://www.facebook.com/lifo.mag
http://pinterest.com/renttherunway/
http://pinterest.com/sonyelectronics/
34. CASE STUDIES
Red Bull
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Pros
Loads of different content, good variety and mix
Fun applications
Interactive posts (asking questions, provoking
participation)
Good frequency (1-2 daily max) and good content
Cons
-None- It’s perfect
35. CASE STUDIES
LiFo
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Pros
Good content pointing at their website’s articles
Good frequency for a news portal (25-30 posts daily)
Cons
No big variety of postings
Could participate and ask questions, in order to
provoke talks and interaction
36. CASE STUDIES
Rent The Runway
Pros
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Good mix of items including other sources
Clever grouping of boards
Good number of pins per board (15-40) so that each board
is a complete “story”
Cons
They could do better descriptions
Better balance between own and curated content –
remember it is a social site, not your e-shop, you are adding
value and try to be a good friend, not a good salesman!
37. CASE STUDIES
Rent The Runway
Pros
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Not just products, but how products play role in people’s lives
Great aesthetics of pins – vital for all social media especially for
pinterest
Referrals to own site
Responding and talking to people
Cons
Figure out their stuff (they try things all the time – which is good,
though)
Not yet a promotional tool like twitter. Stay friendly for the time, on
Pinterest
38. CONLUDING
Social Media can offer huge benefits
..they need to be taken seriously.
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Plan
Program
Set benchmarks
Set measurable targets
Execution is only tip of the iceberg