There's no smoke without fire. The Power of a creative idea and good social engagement. Presented at Kantar World Panel on 27 September 2012 by Tiffany St James and Giles Moffatt of Marmaduke Grimwig

1. THERE’S NO
SMOKE
WITHOUT
FIRE
Giles Moffatt
Tiffany St James
2012 CLIENT DAY
Thursday 27 October
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

2. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

3. The oldest social medium – 30,000BC
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

4. This half
doesn’t
This half
works
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

5. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

6. The oldest social medium – 30,000BC
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

7. There’s nothing new about Social Media
Aggression King-making
Altruism Passing the blame
Apology Posturing
Community Power plays
Deception Social Grooming
Dominance Status
Gain advantage Social Cohesion
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

8. Pillars of Influence
1. Reciprocity – returning a “favour”
2. Commitment and Consistency – honouring a previous agreement
3. Social Proof – do what other people are doing
4. Authority – do what the person with the highest title/rank, the fanciest
car, or the nicest clothes says
5. Liking – follow the advice/instructions of people you like or are attracted
to
6. Scarcity – perceived scarcity generates demand
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

10. We are not bamboozled
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

11. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

12. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

13. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

14. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

15. Trust in communications
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

16. A dramatic shift in trust
Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

17. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

18. Misadventures
in social media
Getting it wrong
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

19. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

20. I didn’t know you liked that?
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

21. You don’t have to be liked to be good….
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

22. What is there to like?
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

23. Sometimes small is more likeable…
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

24. Of course it helps if you have a cause
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

25. Some things just shouldn’t be liked
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

26. Some things never will be liked
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

27. Some things are surprisingly well liked
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

28. In different ways…
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

29. And some will always just want to be liked
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

30. There is some good news for Gordon though
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

31. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

32. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

33. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

34. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

35. Not living the brand
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

36. News jacking
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

37. Engagement
Less than 1% of fans of the 200 biggest brands on Facebook are engaged
Facebook fan bases and actual engagement aren't the same thing.
Average engagement for the Top 10 brands with largest fan bases was 0.36%
Highest engagement: alcohol, cars, cosmetics and electronics
Lowest : confectionery, FMCG, retailers, software, social platforms and apps
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

38. No smoke
without fire
The power of the creative
idea, amplified
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

39. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

40. 35 people working 12 hours a day for its
three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

41. 35 people working 12 hours a day for its
three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

42. 35 people working 12 hours a day for its
three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

43. 35 people working 12 hours a day for its
three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

44. 35 people working 12 hours a day for its
three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

45. 35 people working 12 hours a day for its
three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

46. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

47. Successful multi-social campaign
35 people working 12 hours a day for its
three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

48. Heinz Get Well Soup Campaign:
Direct Sales

49. Heinz Get Well Soup Results

50. The Volkswagen Fox
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

51. Brand Engagement
1. A new social shopping
experience for fans.
2. Buying a Fiorelli bag is no
light decision and the brand
have considered this through
introducing an app which
allows you to superimpose a
photo of your bag of choice
onto your profile photo and
get your friends’ comments
before you decide to buy.
3. In this way they’ve
encouraged real interaction
around their brand are
considering their customer’s
actual purchasing journey
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

52. Marmite:
Product Testing
1. Marmite last year claimed they
were the first FMCG brand to use
the sampling ad units available in
Facebook.
2. They used this ad format to allow
people to register for a free sample
of Marmite’s new savoury bar.
3. Clever use of Facebook ads is
often overlooked and used well
they can bring a campaign to life
and allow you to reach new
audiences in new ways.
4. Source: Simply Zesty
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

53. Social media frame

54. We will take it for granted that you…
1. Know your business
2. Set measurable objectives
3. Know the target audience
4. Know the audience preferred channel
5. Have some ideas around social media platform demographics
6. Have the twinkling creative idea
= to make you implementation planning solid
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

55. Essentials
Moore’s law and open innovation: new tools will develop
Experience growth for and evolve. Continuous optimisation
yourself
@TiffanyStJames
THERE’S NO SUCH THING AS AVERAGE

56. Research and social data build
1. Build a database with social profiling of
2. Sort Twitter Followers by social influence
3. Search client Twitter Followers bios
4. Identify keywords for SEO and social use
5. Use Facebook insights to understand fans
6. Research for social influencers on your topic
7. Identify key social media platform usage
8. Specify monitoring and analysis tools
9. Build social data centre newsroom
10. Bring tools and analytics into one web-
enabled viewing and engagement platform
11. Set up key monitoring and alert platforms
12. Set up key response and engagement tools
13. Define pre- during & post event
amplification processes
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

57. Amplification set-up
• Make digital assets for social seeding e.g.
photos, interviews, opinion, atmosphere,
quotes, infographics, research
• Build library (including editorial) and
implementation plan of digital assets for
dissemination
• Set up social platforms and have access to
existing client ones for direct engagement,
create social media tags
• Select and brief social media amplification
teams, base camp newsroom (including on-
location teams if applicable)
• Crisis-comms process for spam-bot
newsjacking and trolls, set tpm [tweets per
minute] bar of spam
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

58. Campaign roll out
• Additionally, disseminate digital assets e.g.
SEOd press releases, digital content
package, previews, video interviews
• Proactive blogger outreach
• Proactive social influencer outreach
• Proactive support of Celebrity
endorsement if applicable
• Amplification of engagement
• Reward audience social engagement
• Continually reward engaged advocates
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

59. Post-campaign analytics and insight
1. Social media metrics : Wordle, volume, mentions,
sentiment, share of voice
2. Increase from baseline in fans, followers,
mentions, blogposts
3. Facebook insights
4. Product interest
5. Digital asset engagement
6. Campaign engagement
7. Visits, traffic, genus
8. Insight: Key client value
9. Brand engagement relationship driven from
campaign
10. Customer online journey via tracking URLS
11. Propensity to purchase: relationship between
Your metrics will be campaign and product sales, sign ups, downloads
defined by your 12. Useful data and insight on socially engaged
audience demographics
campaign objectives. 13. Database of social profiles and engaged influencers
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

60. RIVER OF LIGHT VIDEO
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Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE