We Are Social Presents: Sharing Is Caring

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This deck sets out We Are Social's robust introduction to Strategic Social Media Marketing for senior executives. If you'd like more information, or if you'd like us to present it to your teams, please contact us via sayhello@wearesocial.sg

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We Are Social Presents: Sharing Is Caring

  1. SHARING IS CARINGWHY TALK IS CHEAP, BUT CONVERSATIONS HAVE VALUE we are social • JANUARY 2013
  2. 2
  3. LONDON MUNICHNEW YORK PARIS MILAN SINGAPORE SÃO PAULO SYDNEY 3
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  5. </SALES PITCH> 5
  6. TODAYTHE BUSINESS CASE FOR SOCIAL BEST-IN-CLASS CASE STUDIES THE ‘10 COMMENDMENTS’THE FUTURE OF SOCIAL MEDIA WHAT YOU CAN DO NEXT 6
  7. JUST WHAT ARE‘SOCIAL MEDIA’? 7
  8. THE CONCEPT OF SOCIAL MEDIA IS NOTHING NEW,AND HAS EXISTED SINCE THE DAYS OF CAVE PAINTINGS 8
  9. HOWEVER, THE INTERNET MAKES SOCIALMEDIA POSSIBLE AT A WHOLE NEW SCALE 9
  10. “SOCIAL MEDIA ARE INTERNET-POWERED PLATFORMS THAT MAKE IT EASY FOR INDIVIDUALS, GROUPS OF PEOPLE, AND “ ORGANISATIONS TO CONVERSE ANDINTERACT WITH ONE ANOTHER IN A WIDE VARIETY OF SOCIAL ACTIVITIES. 10
  11. WHY ARE SOCIALMEDIA RELEVANTTO MARKETING? 11
  12. SOCIAL MEDIA DELIVER ALL THE RIGHT METRICSREACH: 1.6 BILLION USERS WORLDWIDE; 820 MILLION IN ASIA FREQUENCY: 58% OF FACEBOOK USERS SIGN IN EVERY DAY AFFINITY: 10 MILLION YEARS SPENT ON FACEBOOK IN 2012 EFFICIENCY: DON’T NEED TO PAY FOR EVERY PLACEMENTCONVERSION: 30% OF BURBERRY’S ONLINE SALES VIA SOCIAL 12
  13. THIS DECK ISN’T ABOUT NUMBERS, BUT YOU’LL FINDOVER 1,000 PAGES OF RESEARCH BY CLICKING HERE 13
  14. IDEAWHAT AND WHY?! HOW, WHERE, AND WHEN?! 14
  15. WHO’S SETTINGTHE STANDARD? 15
  16. SOCIAL MEDIA ACTIVITIES THAT AREBUILDING BRANDS’ BOTTOM LINE RESULTS 16
  17. INNOCENT DRINKS USES FACEBOOK TO CLEARLYDEFINE ITS BRAND IDENTITY AND POSITIONING 17
  18. 18
  19. USING A BROAD RANGE OF CONTENT TOMAINTAIN TOP OF MIND BRAND AWARENESS 19
  20. BURBERRY USES SOCIAL MEDIA TO CREATE ABROAD, CONTINUOUSLY UPDATED ‘LOOK-BOOK’ 20
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  23. 30% 23
  24. DRIVING AFFINITY AND ENGAGEMENT BYMAKING CONVERSATIONS MORE PERSONAL 24
  25. AMERICAN EXPRESS USES SOLOMO TODRIVE REVENUE OPPORTUNITIES AND CSR 25
  26. 26
  27. LINK YOUR AMEX CARD TO YOUR FOURSQUAREACCOUNT, AND ‘CHECK IN’ TO GET SPECIAL DISCOUNTS 27
  28. THE DISCOUNTS ARE PAID BY AMEX, GIVING SMALL RETAILERS A REASON TO START ACCEPTING AMEX 28
  29. IT CONTRIBUTES SO MUCH TO LOCAL COMMUNITIESTHAT EVEN THE US PRESIDENT ENDORSES THE ACTIVITY 29
  30. HARNESSES SOLOMO-POWERED CSR INITIATIVESTO DRIVE WIDESPREAD BRAND CONVERSATIONS 30
  31. THIS IS A!ACTIVITY! 31
  32. JOINED FORCES WITH BRAND ENTHUSIASTS IN SOCIAL MEDIA TO DEVELOP AND LAUNCH A NEW VARIANT 32
  33. LUXURIOUS THEMED EVENT! BLINDFOLDED TASTINGS! VARIANT TESTING!BRAND TEAM ENGAGEMENT! BRAND IMMERSION! AMPLIFICATION CONTENT! 33
  34. RESEARCH & FEEDBACK! MEMBERSHIP COMPETITIONS! CONTENT FOR BLOGS! UGC ‘TASTINGS’! BLOG-WORTHY PACKS ! ‘GOLDEN TICKET’! 34
  35. HARNESSES CORE BRAND EVANGELISTS TO SHARE THEBRAND’S STORY, AND ENGAGE OTHERS ON ITS BEHALF 35
  36. THIS IS A!ACTIVITY! 36
  37. HELPED PEOPLE CREATE A PERSONALISED ‘GET WELL’CAN OF SOUP AND SEND IT TO AN ILL FRIEND’S DOOR 37
  38. THE ENTIRE PROCESS – INCLUDING PAYMENT – TOOK PLACE IN A BESPOKE FACEBOOK APPLICATION 38
  39. THE ACTIVITY CREATED SO MUCH CONVERSATION THAT HEINZ CHOSE TO RUN IT A SECOND TIME 39
  40. DELIVERS SOCIAL UTILITY FOR INDIVIDUALS ANDBRAND ACTIVITY THAT’S WORTH TALKING ABOUT 40
  41. HARNESSING EXISTING BEHAVIOUR TOSTRENGTHEN AFFINITY AND INSPIRE INTERACTION 41
  42. 42
  43. ENCOURAGE PEOPLE TO ‘PLAY WITH THEIR FOOD’ AND SHARE THEIR CONTENT TO BUILD AFFINITY 43
  44. BEST BUY’S ‘TWELPFORCE’ DELIVERSVALUABLE CUSTOMER SERVICE VIA TWITTER 44
  45. THOUSANDS OF BEST BUY STAFFERS ARE EMPOWERED TO RESPOND TO CUSTOMER QUERIES VIA TWITTER 45
  46. REDUCING THE COST OF CUSTOMER SERVICE BYINCENTIVISING EVERY TEAM MEMBER TO PARTICIPATE 46
  47. 47
  48. OVER TO YOU: WHAT ISAPPLE’S SOCIAL STRATEGY? 48
  49. EITHER APPLE EMPLOYEES ARE QUITE UNLUCKY, OR‘LOST & FOUND’ PHONES ARE PART OF THEIR STRATEGY 49
  50. INSPIRING CONVERSATIONS BY GETTINGOTHER PEOPLE TO FUEL THE EXCITEMENT 50
  51. LEARNINGS 51
  52. ONE RING TO RULE THEM ALL… 52
  53. ALWAYS START BY SETTING OBJECTIVES THAT ENSURE SOCIAL MEDIA ACTIVITIES DELIVER BUSINESS VALUE 53
  54. WHEN IN SOCIAL,BEHAVE SOCIALLY 54
  55. REMEMBER THAT IT’SNOT JUST ABOUT YOU 55
  56. YOUR TASK IS TO CREATE BRANDS WORTH TALKINGABOUT, NOT JUST TO GET PEOPLE TO TALK TO YOU 56
  57. BUT REMEMBER THAT SOCIAL MEDIA ARE NOT A‘SILVER BULLET’ THAT CAN ACHIEVE THIS ON THEIR OWN 57
  58. SOCIAL MEDIA ARE JUST ONE MORE – ALBEIT VERYPOWERFUL – ADDITION TO THE MARKETING TOOLKIT SAW ICON C/O JOHN BRÜGGEMANN, THE NOUN PROJECT 58
  59. DOING IT RIGHT 59
  60. 10THE!‘COMMENDMENTS’ 60
  61. #01START WITH PEOPLE, NOT TECHNOLOGY 61
  62. > SOCIAL MEDIA IS A HUMANDISCIPLINE, NOT A DIGITAL ONE 62
  63. IT’S EASY TO GET CAUGHT UP IN PLATFORM HYPE,BUT TECHNOLOGY IS ONLY EVER A MEANS TO AN END 63
  64. 64
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  67. BUILD YOUR STRATEGY AROUND PEOPLE’S PASSIONS AND MOTIVATIONS, NOT A PLATFORM’S FEATURES 67
  68. #02BUILD CONVERSATIONS, NOT CAMPAIGNS 68
  69. BROADCAST COMMS WORK MUCH LIKE PICK-UP LINES:THEY’RE A GREAT WAY TO CAPTURE INITIAL ATTENTION 69
  70. HOWEVER, IT’S DIFFICULT TO BUILD A MEANINGFUL RELATIONSHIP BASED ON PICK-UP LINES ALONE 70
  71. THE SECRET TO AN ENDURING RELATIONSHIPLIES IN REGULAR, EVERYDAY CONVERSATIONS 71
  72. #03 USE CONTENT AS AMEANS, NOT AS AN END 72
  73. “ CONTENT IS NOT KING. IF I SENT YOU TO A DESERT ISLAND AND GAVE YOU THE CHOICE OF TAKING YOUR FRIENDS OR YOUR MOVIES, YOUD CHOOSE YOUR FRIENDS - IF YOU CHOSE THE MOVIES, WED CALL YOU A SOCIOPATH. CONVERSATION IS KING. CONTENT IS JUST SOMETHING TO TALK ABOUT. “ CORY DOCTOROW 73
  74. GETTING PEOPLE TO CONSUME YOUR CONTENT IS JUSTA START; THE REAL VALUE LIES IN WHAT HAPPENS NEXT 74
  75. MAKE COMMSTHAT ARE WORTH TALKING ABOUT 75
  76. #04ADD VALUE TO THE AUDIENCE’S LIFE 76
  77. SOCIAL ACTIVITIES MUST ADD VALUE TO THE AUDIENCE BEFORE THEY CAN ADD VALUE TO YOUR BRAND 77
  78. (! DISCUSSIONS ABOUT PRODUCTS AREN’T ALWAYS THE HIGHEST VALUE CONVERSATIONS )! 78
  79. MAKING THINGS PEOPLE WANT VS!MAKING PEOPLE WANT THINGS 79
  80. MAKING THINGSmarketing PEOPLE WANT VS! MAKING PEOPLE sales WANT THINGS 80
  81. SHARE ABOUTTHINGS PEOPLE CARE ABOUT 81
  82. 82
  83. + = “UPLOAD YOUR PHOTO AND TELL US WHY YOULOVE OUR BRAND, AND YOU COULD WIN AN IPAD!” 83
  84. #EPICFAIL 84
  85. WHEN WAS THE LAST TIME YOUMADE FRIENDS WITH SOMEONEBY ASKING THEM TO TELL YOUWHAT THEY LIKE ABOUT YOU? 85
  86. INSECURITY ISN’T ATTRACTIVE IN A BRAND 86
  87. ‘ROMANCE’ YOUR AUDIENCE INSTEAD 87
  88. > >PASSIONS BRANDS PRODUCTS 88
  89. #05LISTENING IS THE NEW SHOUTING 89
  90. “YOU CAN’T LEARN ANYTHING WITHYOUR MOUTH OPEN “ EARL NIGHTINGALE 90
  91. THE VALUE IN A CONVERSATIONLIES WHOLLY IN THE LISTENING 91
  92. PEOPLE SHARE A VAST WEALTH OF INFORMATION ABOUTTHE THINGS THEY CARE ABOUT THROUGH SOCIAL MEDIA 92
  93. THESE HONEST, SPONTANEOUS INSIGHTS ARE OFTEN ASVALUABLE (OR MORE SO) THAN TRADITIONAL RESEARCH 93
  94. #06SPREAD THE LOVE 94
  95. IT’S VERY UNLIKELY THAT PEOPLE WILL FINDYOUR SOCIAL MEDIA ACTIVITIES BY ACCIDENT 95
  96. GAINING INITIAL MOMENTUM IS JUST ASIMPORTANT AS DRIVING SOCIAL SHARING 96
  97. ADVERTISING CAN HELP, BUT PARTNERINGWITH INFLUENCERS IS OFTEN MORE EFFECTIVE 97
  98. #07ALWAYS BEPREPARED 98
  99. “YOU CAN’T PLEASEALL OF THE PEOPLE ALL OF THE TIME “ A MISQUOTE OF ABRAHAM LINCOLN 99
  100. ALL BRANDS NEED TO DEAL WITH SURPRISES AT SOMEPOINT, SO IT’S BEST TO PREPARE FOR THEM IN ADVANCE 100
  101. AAA! AN ALERT, ASSESS, ACT PLAN CAN HELP YOURTEAM TO MITIGATE RISKS AND SEIZE OPPORTUNITIES 101
  102. #08 MEASUREYOUR PROGRESS 102
  103. SOCIAL MEDIA IS A BUSINESS INVESTMENT, SO IFYOU CAN’T PROVE ITS ROI, YOU SHOULDN’T DO IT 103
  104. BUT ROI ISN’T JUST ABOUT SALES; IDENTIFY SOCIALMEDIA’S SPECIFIC CONTRIBUTION, AND MEASURE THAT 104
  105. THE 3 THINGS YOU NEED TO DETERMINEKPIs! 1 2 WHAT METRICS WHERE, WHEN AND HOW THE TARGETS FORYOU’LL MEASURE YOU’LL MEASURE THEM EACH MEASURE 105
  106. #09 OPTIMISEAS YOU GO 106
  107. ONE OF THE GREATEST CHALLENGES IN BROADCASTMEDIA IS THAT IT’S HARD TO FIX A BROKEN ACTIVITY 107
  108. SOCIAL MEDIA ALLOW US TO STOP, START, OR MODIFYACTIVITY IN REAL-TIME BASED ON AUDIENCE RESPONSE 108
  109. ADOPTING A LIVE ‘TEST-AND-LEARN’ APPROACH ALLOWSUS TO OPTIMISE AT ANY POINT IN THE COMMS PROCESS 109
  110. #10 BE IN IT FORTHE LONG TERM 110
  111. “ YOU CAN’T HURRY LOVE, NO, YOU JUST HAVE TO WAIT; LOVE DON’T COME EASY,IT’S A GAME OF GIVE AND TAKE “ THE SUPREMES (1966) 111
  112. DEEP, MEANINGFUL RELATIONSHIPS TAKE TIME TOBUILD, AND WE NEED TO GO AT THE AUDIENCE’S PACE 112
  113. IT’S SIGNIFICANTLY MORE DIFFICULT TO ACHIEVESUCCESS IF YOU ‘DIP’ IN AND OUT OF SOCIAL MEDIA 113
  114. t yle ad cial cast-s suit so broad esn’t o fligh ting d IT’S SIGNIFICANTLY MORE DIFFICULT TO ACHIEVESUCCESS IF YOU ‘DIP’ IN AND OUT OF SOCIAL MEDIA 114
  115. TO GET THE MOST OUT OF SOCIAL MEDIA, YOU NEEDTO MAKE A LONG-TERM COMMITMENT AND INVESTMENT 115
  116. INVEST IN SOCIAL ACTIVITIES THROUGHOUT THE YEAR TO ENSURE CONSISTENT ENGAGEMENT 116
  117. 1.  FOCUS ON PEOPLE, NOT TECHNOLOGY2.  BUILD CONVERSATIONS, NOT CAMPAIGNS3.  USE CONTENT AS A MEANS, NOT AS AN END4.  ADD VALUE TO THE AUDIENCE’S LIFE5.  LISTENING IS THE NEW SHOUTING6.  SPREAD THE LOVE7.  ALWAYS BE PREPARED8.  MEASURE YOUR PROGRESS9.  OPTIMISE AS YOU GO10.  BE IN IT FOR THE LONG TERM 117
  118. WHAT’S NEXTFOR SOCIAL? 118
  119. 01 SIMULTANEOUS SOCIALTRANSMEDIA EXPERIENCES 119
  120. ‘SECOND SCREEN’ IS JUST THE BEGINNING OFA TRANSMEDIA SOCIAL MEDIA PHENOMENON 120
  121. SOCIAL CONTENT EXPERIENCES WILL COME TOLIFE ACROSS MULTIPLE DEVICES AT THE SAME TIME 121
  122. 02 MEDIA PLANNING VSENGAGEMENT PLANNING 122
  123. Z! Z! Z! Z!THE MODEL OF BUYING SPACE AND INTERRUPTING PEOPLE ACROSS MULTIPLE CHANNELS IS BROKEN 123
  124. COMMS PLANNING WILL EVOLVE TO BUILDING THINGSTHAT PEOPLE CAN SHARE ACROSS MULTIPLE CHANNELS 124
  125. 03MOBILE LIFE VSMOBILE PHONE 125
  126. THE CONNECTED DEVICES IN OUR POCKETSARE ALREADY OUR ‘MOST IMPORTANT’ MEDIUM 126
  127. 70%OF CHINESE PEOPLE SAY THEY “CAN’TLIVE WITHOUT” THEIR MOBILE PHONE 127
  128. STRATEGIES COME TO LIFE ON MOBILEDEVICES, OR DON’T COME TO LIFE AT ALL 128
  129. 04COMMUNITIESVS PLATFORMS 129
  130. THE NETWORK EFFECT: PEOPLE GO WHERETHEIR FRIENDS ARE AND WHERE THE ACTION IS 130
  131. BRANDS FOCUS ON NURTURING COMMUNITIESINSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES 131
  132. 05CORPORATE SOCIAL PROACTIVITY 132
  133. PEOPLE EXPECT BRANDS TO DOMORE TO GIVE MORE BACK TO SOCIETY 133
  134. BRANDS EMBRACE COMMUNITY SERVICE, MAKING ITA CENTRAL PART OF THEIR SOCIAL CONTENT OFFERING 134
  135. BRINGING ITALL TO LIFE 135
  136. 8STEPS TOSTRATEGIC SUCCESS 136
  137. STEP 1: DEFINE YOURBUSINESS OBJECTIVES 137
  138. STEP 2: MONITOR AND INTERPRETYOUR AUDIENCE’S CONVERSATIONS 138
  139. STEP 3: UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS 139
  140. STEP 4: IDENTIFY HOW YOUR BRAND CANADD VALUE TO YOUR AUDIENCE’S WORLD 140
  141. STEP 5: SELECTYOUR PLATFORMS 141
  142. STEP 6: STRATEGISEYOUR CONTENT APPROACH 142
  143. STEP 7: TESTAND LEARN 143
  144. STEP 8: RINSE AND REPEAT 144
  145. 8 1: SET YOUR OBJECTIVES 2: MONITOR CONVERSATIONS 3: UNDERSTAND MOTIVATIONS 4: IDENTIFY HOW TO ADD VALUE 5: SELECT YOUR PLATFORMS 6: STRATEGISE YOUR APPROACH 7: TEST AND LEARN 8: RINSE AND REPEAT 145
  146. NEXT STEPS 146
  147. DIGITAL RESEARCH & STATS WORKSHOPS GUIDES & HANDBOOKS INTERACTIVE ‘DEEP-DIVES’
  148. FIND OUT MORE AT WEARESOCIAL.SG 148
  149. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’STOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  150. WE ARE SOCIAL @WEARESOCIALSG +65 9146 5356SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG

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