social media presentation - scottish food and drink (dubai - all 3 parts)
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‘Creating the Buzz’
Web 2.0/ Social Media for the Food and Drink Industry
Dr. Jim Hamill and Alan Stevenson
jim.hamill@ukonline.co.uk
ast3v3nson@googlemail.com
April, 2010
Agenda
1. Web 2.0/Social Media Overview (JH)
2. Social Media Monitoring (AS)
3. ‘Getting There’ (JH)
4. Questions
Session One - Overview
What is it?
Implications for my business?
How big is it?
Things to remember about SM
Examples
Quick Examples
Non-F&DF&D
In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand
A quick ‘personal experience’
Dubai Hotel
From the web site
• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.
• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…
The Customer Experience of the Brand
Tripadvisor
From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be more than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.
Fashion brands v the new ‘kid on the block’
Food and Drink Examples
Big Brands/Small Brands
Wispa Gold
Starbucks
Coca-Cola
Pepsi CoMountain Dew
Cafe Gandolfi
What Is It?
An over hyped ‘buzz’ word or an opportunity for ‘creating a buzz’ about your brand?
It’s a fundamental, revolutionary change in online behaviour, expectations and the customer experience
Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries
Major opportunities, but also threats, for your organisation
Web 2.0/Social Media
Applications
Social Network Sites
Social Content
Social Bookmarks
Blogs
Wikis
Virtual Realities
RSS Feeds
Podcasts
Social Applications
Mash Ups
Mobile Web; Internet Telephony
Characteristics
Communities and Networks
Interactivity
Social Element
Openness
Peering
Hosted Services
Global
Sharing
Empowerment
Mass Collaboration
The Internet as the platform
Impact
Business Intelligence
Customer Interaction
Sales & Marketing
Customer Experience
Customer Insight
Processes and HRM
Mindset
Product Development
Reputation Management
Rich Internet Applications
IT Infrastructure
Business/Marketing 2.0Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter
Characteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Impact – Wikibusiness
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
www.mashable.com
Three Simple Questions
Who are our customers?
Where do they hang out in social media?
How can we best engage with and energise them?
Business Impact/Opportunities
Business Impact
Knowledge and Insight
Engagement / Reputation Manag.
Enhanced Customer Experience
Sales and Marketing
Operations/ Internal Processes
Business Impact Social Media Application
Knowledge and Insight
Engagement / Reputation
Manag.
Enhanced Customer
Experience
Sales and Marketing
Operations/ Internal
Processes
Feeds & Alerts
Review and Recommendations Sites
Publishing
Microblogging
Social and Professional Networking
Multimedia Sharing
Rich Internet Applications
Social Bookmarking
Mobile & Internet Telephony
OpenSource & Hosted Apps
Things to Rememberabout Social Media
The Essence of Social Media
It’s social– A key feature is online democracy – with content being provided
by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
Power shift– Social media empowers customers, empowers the network.
Recognizing this shift is the cornerstone of future success
Declining effectiveness of traditional approaches – Does anyone listen to sales/brand messages anymore?
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
The Essence of Social Media
Pull v push– Consumers/users decide what information they wish to access
New ‘mindsets’ are required– Marketing as a conversation with your customers, a conversation
with your network – dialogue not broadcasting– But this is something that most of us are not very good at doing– We prefer ‘telling’ people
SM ‘winners’ and ‘losers’– ‘Winners’ will be those organisations who fully utilise the interactive
power of Web 2.0 technology for engaging with and energising customer and network relationships
The Essence of Social Media
New performance measures– Requires new performance measures
• Quality of your network
• Relationship strength
• Ability to leverage
Social media monitoring tools Redefines the concept of a web site
The need for new business/marketing models
Performance Measures - The ‘4Is’
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Social Media Monitoring Tools –Audit, Assess, Impact
Business Impact
The need for new business/marketing models
– Traditional approach:• Product development – Differentiate – Market and Promote
- Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
• Engage and energise• ‘Create the Buzz’
How Big Is It?
How Big Is It?
Time spent on social network sites is growing 3 times faster than the Net itself
Social media messages have replaced e-mail as the dominant form of e-communications
If facebook was a country – it would be the 4th most populated in the world
93% of social media users think that companies should be actively engaged
How Big Is It?
13 hours
– Amount of video uploaded on youtube every minute
412.3 years
– Time to view all youtube videos
100,000,000
– Number of youtube videos viewed every day
13,000,000
– Number of articles on wikipedia
3,600.000,000
– Number of images on flickr
How Big Is It? 1382%
– Monthly growth of twitter
3,000,000– Average number of tweets per day
1,000,000,000– Amount of content shared on F/book every week
5,000,000– Number of active Barrack Obama supporters across 15 social
networks
14,200,000– Views of the ‘Yes We Can’ video on youtube
Bob Dylan
Come gather 'round peopleWherever you roamAnd don’t criticise
What you can't understandYour sons and your daughters
Are beyond your commandYour old road is
Rapidly agin‘Then you better start swimmin’
Or you'll sink like a stoneFor the times they are a-changin’
Thank You
Creating the Buzz
Impact, Performance and Social Media Monitoring
Alan Stevensonast3v3nson@gmail.com
April, 2010
Impact:(Does It Produce End Results?)
Aberdeen Research Group – study of the social media practices of 250 organisations– ‘Best in class’ (50)– ‘Industry average (125)– ‘Laggards’ (75)
‘Best in class’ outperformed others in many key areas– Customer satisfaction– Actionable insights delivered– Reduced time to market– Customer insight
Source: Weber, 2009
Impact
Impact: Top 10 Brands
The Top =10 Brands Using Web 2.0 / Social Media
•Multi-channel presence •Facebook: 6.7m fans from 200k•Twitter: 854k followers•Starbucks Idea: 80,000 ideas generated
•Multi-channel presence •Facebook: 6.7m fans from 200k•Twitter: 854k followers•Starbucks Idea: 80,000 ideas generated
Food & Beverage
Engagementdb Position (07/2009)
Brand / Channel
Facebook Fans
Twitter Followers
YouTube Views
All Flickr Items
1 Starbucks 6,968,557 854,679 4,842,120 295,89912 Pepsi 682,385 25,052 4,394,308 111,32630 Nescafe 591,030 507 521 8,00642 KFC 1,287,899 13,440 0 Channel 65,47744 Pizza Hut 1,277,363 28,861 11,893 30,52051 Coca-Cola 5,416,183 751 4,617,080 188,01455 Nestle 100,600 1,087 6,111 55,36260 Budweiser 287,423 0 Channel 0 Channel 45,45177 McDonalds 2,170,439 24,639 649,799 305,94378 Heinz 76,237 0 Channel 0 Channel 54,718
•World’s leader in natural and organic foods, with more than 270 stores in North America and the United Kingdom.•Multi-channel presence •Facebook: 245k fans•Twitter: 1.75m followers•YouTube views: 910k
•World’s leader in natural and organic foods, with more than 270 stores in North America and the United Kingdom.•Multi-channel presence •Facebook: 245k fans•Twitter: 1.75m followers•YouTube views: 910k
•VitaminWater - a glaceu global company•Made Facebook their homepage•Facebook: 1.3m fans
•VitaminWater - a glaceu global company•Made Facebook their homepage•Facebook: 1.3m fans
Performance Measurement(Progress + End Results)
Web 1.0 KPIsWebsites link progress and end results– Site visits– Unique visits– Geographical spread of visits– Length of time spent on the site– Navigation through the site– Most/least popular pages– Number and quality of site enquiries– e-mail registrations– e-commerce sales– User feedback on the site– Links
Web 1.0 vs. Web 2.0– Has Google Analytics simplified our view of the world?
– Can we really be ‘driven’ to websites and influenced to take action
– Do we return to the same sources for…x,y,z or meander like migratory animals
– Increasingly, we think associatively and collaboratively
– We already think and act differently because of Social Media / Web2.0
– Do we need to think differently as businesses to achieve business success?
Take into account important
Social Media Behaviour
Techno-graphics
Source: The Altimeter Group
Techno-graphics
Source: Forrester Research, Inc
Behaviour-graphics
Source: Brian Solis
We New A New Set of Measures
The 4i’s
Web 2.0 KPIs
Network quality, relationship strength, ability to leverage
Web 2.0 ‘winners’ fully utilise the interactive power of 2.0 technology for building strong ‘1-to-1’ customer and network relationships
Those who fully leverage Web 2.0 for ‘Identifying, Acquiring, Retaining and Growing ‘Quality’ Customers
Requires a new ‘mindset’ and new approaches to business strategy , online marketing and performance measurement
The 4i’s
– Involvement – network/community numbers/quality, youtube and flickr views, time spent, frequency, geography
– Interaction – actions they take – read, post, comment, reviews, recommendations
– Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
– Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
We Need
Social Media Monitoring Tools
Social Media Monitoring Tools
Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights
Three stage process– Aggregate what is being said
– Natural language analysis – understand the data
– Deliver actionable insights
We have identified more than 100 Companies in this space
Social Media Monitoring Tools
What they offer
Search and relevance filters
Further categorisation and tagging
Assign Events to the Social Graph
A variety of channels: web, news, blog, twitter
Mention Volume, Importance and Demographics
Analyse sentiment or tone
Analyse date parameters
Updates as they happen
Some Tools Are Free but
Relatively Unsophisticated
Google Alerts
Social Mention
Trackur
Others Are Expensive but
Highly Sophisticated
Social Radar
Radian6
Social Media Monitoring“Scotland’s Larder”
Key Words
Scottish Whisky Malt or Blended Scottish + Whiskey Scottish + Whisky Scotch + Whisky
Key Terms Sentiment Subjects
"Scottish Brewery""Real Ale" AND Scotland"Scottish Salmon""Aberdeen Angus""Scottish Beef""Arbroath Smokie""Scottish Cheese""Cheese from Scotland""Scottish Whisky""Scottish Whiskey""Single Malt""Scottish Food and Drink""Food and Drink Scotland""Scotland of Food and Drink"
"Scottish Food and Drink"SalmonWhiskey"Real Ale"Cheese"Arbroath Smokie"
All Mentions
7,513 Mentions
Mentions x Media Type
Language
Trends x Media Type
A B
C D
Social Media Monitoring
Notable Others
iPhone Apps
Comparing SatNav iPhone Apps – TomTom gets most buzz
iPhone Apps
Sentiment is similar by brand, Co Pilot more negative
iPhone Apps
Further analysis indicates issues and points for action e.g. Problem mentioned in more posts for Co-Pilot
Nestle and Palm Oil
Nestle and Palm Oil
Nestle and Palm Oil
Nestle and Palm Oil
United Breaks Guitars
United Breaks Guitars
Dave Carroll posted his video on July 6th
United Breaks Guitars
Web Chatter on United Airlines after the launch of the video United Breaks Guitars
Social Media Monitoring Tools
Changing Our View of The Web
Social Media Monitoring: Benefits
They provide the following organisational benefits: – Market Knowledge and Intelligence. Where your customers, partners,
competitors and staff are hanging out online. – Customer Insight and Understanding. What your customers and their
influencers are saying about you or your competitors. – Identify and network with high value, high growth prospects.
Identifying key posts and follow-up actions. – Interaction with Key Influencers. Identify influential sources for
incorporation into a wider strategic response. – Reputation Management. Timely identification of potential reputation
issues. – Improved Sales and Marketing. New prospects, customer and market
opportunities. – Improved Performance Monitoring. Support a 4Is approach.
What they don’t offer…
Calculate Return on Investment. An exciting area.
Take effective action for you
Often limited / Inaccurate sentiment analysis
Interpretation
An answer to further manual processing and manipulation
Questions
Thank You
Session 3‘Getting There’
Next Steps
Get Involved– Google Alerts, Linkedin, Social Media Monitoring
Learn more
Develop a strategy
Implement
Monitor
Social Media Development Cycle
SM Development Cycle
Ten Key Steps Evaluate your Social Media Landscape
– Applications, impact, customers, conversations, features and characteristics
Agree your Generic Social Media Strategy– Channels and depth of engagement
Key Performance Indicators– Measuring success
Internal Social Media Audit– Progress benchmarking
Readiness to Engage– Are you ready to engage?
Ten Key Steps Social Media Strategy Development
– Vision, strategy, objectives, targets, customers, key initiatives and actions
Channel Action Plans– “Getting there”
Organisation, Resource and People Issues– The key pillars of social media success
Implementation– Professional project management for social media success
Monitor and Measure– On-going performance measurement
SM Strategy Development
Strategic objectives Targets Key performance indicators (KPIs) Customer segments The key social media actions and initiatives required for
‘getting there’ Organisational, people and resource issues
Ensure that your social media strategy is fully aligned with andsupportive of your overall strategic goals and objectives with
clear targets and ROI criteria
Social Media Strategy Map
Brief statement of your overall 2.0/Social Media Vision and Mission
Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective
Strategic Objectives KPIs / Targets
KPIs / Targets KPIs / Targets
KPIs / Targets
Customer Group 1
Customer Group 2
Customer Group 3
Customer Group 4
2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions
Organisation People Resource
Continue the discussion at
www.web2-0cpd.com
www.web2-0cpd.com
Thank You
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