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THERE’S NO                                         SMOKE                                       WITHOUT                    ...
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
The oldest social medium – 30,000BCExperience growth for yourself        THERE’S NO SUCH THING AS AVERAGE
This half                                               doesn’t   This half   worksExperience growth for yourself   THERE’...
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
The oldest social medium – 30,000BCExperience growth for yourself        THERE’S NO SUCH THING AS AVERAGE
There’s nothing new about Social MediaAggression                          King-makingAltruism                            P...
Pillars of Influence1. Reciprocity – returning a “favour”2. Commitment and Consistency – honouring a previous agreement3. ...
We are not bamboozledExperience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Trust in communicationsExperience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
A dramatic shift in trust                  Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-...
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Misadventures                                   in social media                                          Getting it wrongE...
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
I didn’t know you liked that?Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
You don’t have to be liked to be good….Experience growth for yourself            THERE’S NO SUCH THING AS AVERAGE
What is there to like?Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Sometimes small is more likeable…Experience growth for yourself      THERE’S NO SUCH THING AS AVERAGE
Of course it helps if you have a causeExperience growth for yourself           THERE’S NO SUCH THING AS AVERAGE
Some things just shouldn’t be likedExperience growth for yourself        THERE’S NO SUCH THING AS AVERAGE
Some things never will be likedExperience growth for yourself    THERE’S NO SUCH THING AS AVERAGE
Some things are surprisingly well likedExperience growth for yourself            THERE’S NO SUCH THING AS AVERAGE
In different ways…Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
And some will always just want to be likedExperience growth for yourself               THERE’S NO SUCH THING AS AVERAGE
There is some good news for Gordon thoughExperience growth for yourself              THERE’S NO SUCH THING AS AVERAGE
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Not living the brandExperience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
News jackingExperience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
EngagementLess than 1% of fans of the 200 biggest brands on Facebook are engagedFacebook fan bases and actual engagement a...
No smoke                                           without fire                                 The power of the creative ...
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
35 people working 12 hours a day for its                       three day durationExperience growth for yourself           ...
35 people working 12 hours a day for its                       three day durationExperience growth for yourself           ...
35 people working 12 hours a day for its                       three day durationExperience growth for yourself           ...
35 people working 12 hours a day for its                       three day durationExperience growth for yourself           ...
35 people working 12 hours a day for its                       three day durationExperience growth for yourself           ...
35 people working 12 hours a day for its                       three day durationExperience growth for yourself           ...
Experience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Successful multi-social campaign             35 people working 12 hours a day for its                       three day dura...
Heinz Get Well Soup Campaign:Direct Sales
Heinz Get Well Soup Results
The Volkswagen FoxExperience growth for yourself   THERE’S NO SUCH THING AS AVERAGE
Brand Engagement1. A new social shopping   experience for fans.2. Buying a Fiorelli bag is no   light decision and the bra...
Marmite:Product Testing1. Marmite last year claimed they   were the first FMCG brand to use   the sampling ad units availa...
Social media frame
We will take it for granted that you…1. Know your business2. Set measurable objectives3. Know the target audience4. Know t...
Essentials                      Moore’s law and open innovation: new tools will developExperience growth for and evolve. C...
Research and social data build                                 1.  Build a database with social profiling of              ...
Amplification set-up                                  • Make digital assets for social seeding e.g.                       ...
Campaign roll out                                 • Additionally, disseminate digital assets e.g.                         ...
Post-campaign analytics and insight                                      1.    Social media metrics : Wordle, volume, ment...
RIVER OF LIGHT VIDEO                     <iframe width="420" height="315"                     src="http://www.youtube.com/...
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Kantar World Panel

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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

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Kantar World Panel

  1. 1. THERE’S NO SMOKE WITHOUT FIRE Giles Moffatt Tiffany St James 2012 CLIENT DAY Thursday 27 OctoberExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  2. 2. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  3. 3. The oldest social medium – 30,000BCExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  4. 4. This half doesn’t This half worksExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  5. 5. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  6. 6. The oldest social medium – 30,000BCExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  7. 7. There’s nothing new about Social MediaAggression King-makingAltruism Passing the blameApology PosturingCommunity Power playsDeception Social GroomingDominance StatusGain advantage Social CohesionExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  8. 8. Pillars of Influence1. Reciprocity – returning a “favour”2. Commitment and Consistency – honouring a previous agreement3. Social Proof – do what other people are doing4. Authority – do what the person with the highest title/rank, the fanciest car, or the nicest clothes says5. Liking – follow the advice/instructions of people you like or are attracted to6. Scarcity – perceived scarcity generates demandExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  9. 9. We are not bamboozledExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  10. 10. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  11. 11. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  12. 12. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  13. 13. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  14. 14. Trust in communicationsExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  15. 15. A dramatic shift in trust Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deckExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  16. 16. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  17. 17. Misadventures in social media Getting it wrongExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  18. 18. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  19. 19. I didn’t know you liked that?Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  20. 20. You don’t have to be liked to be good….Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  21. 21. What is there to like?Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  22. 22. Sometimes small is more likeable…Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  23. 23. Of course it helps if you have a causeExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  24. 24. Some things just shouldn’t be likedExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  25. 25. Some things never will be likedExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  26. 26. Some things are surprisingly well likedExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  27. 27. In different ways…Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  28. 28. And some will always just want to be likedExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  29. 29. There is some good news for Gordon thoughExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  30. 30. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  31. 31. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  32. 32. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  33. 33. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  34. 34. Not living the brandExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  35. 35. News jackingExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  36. 36. EngagementLess than 1% of fans of the 200 biggest brands on Facebook are engagedFacebook fan bases and actual engagement arent the same thing.Average engagement for the Top 10 brands with largest fan bases was 0.36%Highest engagement: alcohol, cars, cosmetics and electronicsLowest : confectionery, FMCG, retailers, software, social platforms and appsExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  37. 37. No smoke without fire The power of the creative idea, amplifiedExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  38. 38. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  39. 39. 35 people working 12 hours a day for its three day durationExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  40. 40. 35 people working 12 hours a day for its three day durationExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  41. 41. 35 people working 12 hours a day for its three day durationExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  42. 42. 35 people working 12 hours a day for its three day durationExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  43. 43. 35 people working 12 hours a day for its three day durationExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  44. 44. 35 people working 12 hours a day for its three day durationExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  45. 45. Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  46. 46. Successful multi-social campaign 35 people working 12 hours a day for its three day durationExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  47. 47. Heinz Get Well Soup Campaign:Direct Sales
  48. 48. Heinz Get Well Soup Results
  49. 49. The Volkswagen FoxExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  50. 50. Brand Engagement1. 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 journeyExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  51. 51. Marmite:Product Testing1. 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 ZestyExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  52. 52. Social media frame
  53. 53. We will take it for granted that you…1. Know your business2. Set measurable objectives3. Know the target audience4. Know the audience preferred channel5. Have some ideas around social media platform demographics6. Have the twinkling creative idea = to make you implementation planning solidExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  54. 54. Essentials Moore’s law and open innovation: new tools will developExperience growth for and evolve. Continuous optimisation yourself @TiffanyStJames THERE’S NO SUCH THING AS AVERAGE
  55. 55. 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 processesExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  56. 56. 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
  57. 57. 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 advocatesExperience growth for yourself THERE’S NO SUCH THING AS AVERAGE
  58. 58. 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
  59. 59. RIVER OF LIGHT VIDEO <iframe width="420" height="315" src="http://www.youtube.com/embed/RpTDPT aOdVk" frameborder="0" allowfullscreen></iframe>Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

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