Download - Are you Social Media ready?
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Presented by Jon Keefe16th Sept 2009
Corporate Social Media Marketing
Are you ready yet?
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Why social media?
• Last December (2008), Dell claimed $1 million in sales that the company could directly attribute to their use of Twitter.
• Yesterday June 12th 2009, Dell said that the total value of sales attributable to their presence on Twitter – both refurbished equipment as well as new systems – has now exceeded $3 million.
Reported by Neville Hobson
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Social media vitals
• Participation and Engagement– Conversation and dialogue online– Posting and Commenting– Feedback and voting– Broadcasting and Sharing– Applications and Platforms
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Corporate vs personal motivesPersonal social media
• Customer Service• Promotional Messages• Community• Shareholder Value• Transparency• Brand Rules
Corporate social media
• Sharing information• Reconnecting with
friends• Watching others• Status management• Etiquette
Fuel Individual Social Ego
Deliver business goals
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Where to start
Listening Measuring Engaging
Three phases of an end to end program:• Listening: Discovering real-time, relevant, impactful conversations• Measuring: Monitoring, analyzing and tracking those conversations• Engaging: Active dialog with customers and tracking/ tagging comments for
further use
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“Today’s buzz should be part of your content and
metadata...err”
“Whatever your customers are talking
about, they are searching for online”
which means that
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Today!Yikes!
Holy Cr*p!Wooaah!OMG!
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THE REAL TIME SOCIAL WEB
Are you social media ready?
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The Real-time (social) web• In May 2009, Marshall Kirkpatrick of
RWW identified three forms of value from the Real-Time Web: – Ambiance– Automation– Emergence.
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The Real-time social web
– Ambiance – exposing related and simultaneous events
– Automation - Beyond RSS, beyond Robin Good’s newsmastering so truly semantic
– Emergence – Trending topics, keywords or phrases
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The Real-time social web
• Larry Page proclaimed that Google had to do a better job of being real-time.
• In June, Facebook announced "up-to-the-minute" search results . – A new search interface allowing users to
search for content from people, organizations, and other public figures as soon as they share it on Facebook.
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The Real-time social web
• In April, FriendFeed focused much more on real-time updates. – New advanced filters, made it a lot
easier for users to create streams based on keywords, groups, sets of friends and more.
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The Real-time social web
• In August Delicious was re-born as a real-time news tracker.
• All blogs on the WordPress.com platform and any WordPress.org blogs that opt-in will now make instant updates available to any RSS readers subscribed to a new feature called RSSCloud.
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REAL TIME SOCIAL WEB TRENDS
Are you social media ready?
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4 trends in social media
(There’s probably more than four, but you’ve gotta start
somewhere!)
• The Power of Crowds
• Social Influence Marketing
• The Transmission Effect
• All media is social media Source BBAMV
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Trend 1: The Power of Crowds• Social Media has made it possible for large groups
of widely dispersed people to express ideas, vote for an outcome, or simply give something a rating
• This collective intelligence has been coined ‘the power of crowds’, and the process of harnessing it (crowdsourcing) is on the rise
• Effective ‘crowdsourcing’ is where there is a collaboration between the crowd and the authority which is mutually beneficial to both parties– It can create products / services we want
Source BBAMV
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Walkers polled consumers to create the next big flavour
Over 1.7 million did us a flavour…
Over 1 million votes…
Power of Crowds
Source BBAMV
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Trend 2: Social Influence Marketing (SIM)
• SIM is marketing to the network of peers that may surround and be connected to an influencer a key topic
• It matters more than ever as consumers are losing faith in large institutions, and instead are turning to each other for advice – Peer influence
• We’re starting to see that loose ties (like your friendsters on Facebook) are equally as valuable as your strong ties (close friends)
• Different influencers will matter at different stages of the marketing funnel
– i.e. MoneySavingExpert influencers are likely to affect your consideration, whereas friends and family at point of purchase
Source BBAMV
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Ford found 100 digital influencers to receive a free Fiesta a year in advance
Influencers share their experiences in online communities
Conversations serve as a CRM tool for to make pre-launch tweaks
Source BBAMV
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Trend 3: The Transmission Effect
• The transmission effect is essentially the vast speed with which conversations and content spread everywhere like rapid fire
– beyond the reach of editorial controls, sites or institutions
• Twitter in particular has influenced the format for breaking news
– which is transmitted peer to peer almost instantaneously
• Brands must keep pace with consumers with a presence at every stage of the conversation
• With this in mind, brands should be developing their content for multiple platforms
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EA games used the transmission effect to their advantage by responding quickly
It’s not a glitch. He’s just that good.
Over 3 million views on YouTube. Source BBAMV
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Trend 4: All media is social media• When people have the
ability to share and converse in real time, everything becomes social
• Consider tweeting / blogging a poster, you can make it a point for conversation, and the poster becomes a social object
All together now – every media is social media
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SOCIAL WEB STRATEGYAre you social media ready?
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Social media strategy planning
• Change Management
• Outreach rules• Resource
• KPIs• Sentiment• Reporting
• Social Media Landscape• Big ideas
• Tools
• Key topics• Influencer
analysis• Buzz
Benchmark Engagement Plan
Engagement Process
Metrics
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25
Listen to the important conversations
Source: Flickr- Daystar297
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Social media state of mind
Implementing and managing social media campaigns requires a certain
culture
• Locate and gather social media champions within your
company
• Give customers a platform to engage with you
• Be good at listening to customers
• Accept criticism and respond openly
• Involve customers in your business
• Develop a shallow approvals workflow via easy to follow
rules
• Develop rapid delivery processes
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Tone Persona Phraseology
Brand guidelines for content authors
Brand is not just visual
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Creating the rules of engagement
• Moderation of forums and guest comments• Blogpost style and content
– Conversational– Signposting links
• Commenting– Conversational– Signposting links
• Tagging in line with social media trends• Keyword strategy in line with SEO/SEM strategy• Link strategy• Legals
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Social media campaign example
Message Focus
Social Bookmarks
Media Sharing
Destination social sites
Web site
Own Blog/forum
Blogs/community sites
Links LinksAffil. Forums
Microblogging
Publishing
Key contacts /users
Media Sharing
Destination social sites
Bookmarking
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Social media Skills and ResourceImplementing and managing social media campaigns requires
access to • Online optimised copywriting
– Blog posting and commenting– Forum engagement– Tweets
• Moderation– Forums and 3rd party blog comments
• Image and media management– Cropping etc– Video editing
• Analytics– Buzz monitoring– Influencer analysis
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Social media managementAn average Engagement Plan on a weekly basis might
include:-• Research and writing blog posts – 7 hours• Commenting and posting on target influencers blogs and forums –
3.5 hours• Direct contact with Influencers - 1 hour• Forum moderation – 5 hours• Facebook Group management – 1 hour• Twitter management, managing & seeking followers and tweeting
– 2 hours• Managing social bookmark profiles e.g. delicious – 2hours• Slideshare account management – 2 hours• You Tube Channel management – 3 hours
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When am I ready?
• Defined your goals and metrics for success• Tuned in to ongoing relevant online dialogue• You know your influencers profiles• Identified communities with which to engage• Have a set of messages to deliver
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When am I ready?
• Internal technology hurdles are overcome• Built delivery mechanisms• Have access to skills and resource• Defined rules for outreach and engagement• Put in place analysis mechanisms
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The “So What” of social media?
• The average amount of time per day that UK people spend on Twitter.com has more than trebled from less than 10 minutes a year ago to half an hour now. [Source: Hitwise, January 2009]
• In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008]
• By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009]
• The amount of UK web traffic retailers receive from social networks increased by 153% in the first nine months of 2007. [Source: Hitwise, via Econsultancy blog, Oct 2007]
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Thank you, any questions?