managing the online social consumer: a guide to social media marketing for marketers
DESCRIPTION
The modern consumer seeks a flawless online experience as well as consistent high quality brand engagement. The consumer of today wields the power of social media that can establish or destroy a brand. Becoming social has become mandatory now rather than being just a marketing experiment. The presentation studies the emerging behavioral traits of an online social consumer and suggests practical tips for online marketers, CEOs and project managers to ace the new social trend.TRANSCRIPT
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Presented by:Anand Varadarajan
dandDhanya Menon
August 07, 2010
3/28/2012 Iam Social, Are You? 1Disclaimer: All case studies included in this presentation were cited for informational purposes during the conference. Brand and image logics/logo belong to the respective brands.
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From Then to Now…From Then to Now…
Iam Social, Are You? 2
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Scenes From The Real WorldScenes From The Real World
3Iam Social, Are You?
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Any customer can have a car painted any colour that he wants so long as it is black.Remark about the Model T in 1909 published in Henry Ford’s autobiography My Life and Work
3/28/2012 4
Remark about the Model T in 1909, published in Henry Ford s autobiography My Life and Work (1922) Chapter IV, [p. 71‐72]
Iam Social, Are You?
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Era Of Customization Starts With Barbie!! (Post P h )Purchase)
5Iam Social, Are You?
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Dell As a Growth Machine- Custom Built C t (P h )Computers (Pre-purchase)
Dell.com website in October 1997in October 1997
6Iam Social, Are You?
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Reva Color It (Pre Purchase)Reva Color It (Pre Purchase)
7Iam Social, Are You?
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Personalized FoodPersonalized Food
8Iam Social, Are You?
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Enter The Social Borderless WorldEnter The Social Borderless World
h ‘S i l’ i th t t…where ‘Social’ is the strategy
9Iam Social, Are You?
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Nike Running (Nike + Program)g ( g )
• Sensors in shoes linked to runner’s portable media players.• Runner’s upload data and track their progress online
10Iam Social, Are You?
Runner s upload data and track their progress online• Nike gets critical user analytics
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Cirque de Soleilq
• Facebook offers exclusive content such as backstage photos and videos, interaction with performers and show updates
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• Widget lists shows in the town based on the fan’s mood (>100,000 fans)Iam Social, Are You?
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Fedex Print OnlineFedex Print Online
• Anytime anywhere ordering of prints
12Iam Social, Are You?
Anytime, anywhere ordering of prints• Integrated with online document managers such as Google DocsTM
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BharatMatrimony.com - The Power of Ch iChoice
13Iam Social, Are You?
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Mail Chimp - DIY e-mail CampaignsMail Chimp DIY e mail Campaigns
14Iam Social, Are You?
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Social Engagement As Core StrategySocial Engagement As Core Strategy
• Listen and engage with consumers• Build communities• Build communities• Aggregate and distribute content across the
social web• Provide a comprehensive digital consumer
experience
15Iam Social, Are You?
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Executive Dilemma In Empowering CCustomers
• Should we share plans with customers and make them a• Should we share plans with customers and make them a part of our extended team?
• Can we face the consequences of not responding?• Can we integrate enterprise systems with public forums?• Can we let go of the 'command and control' form of
communication?communication?• Can we be open to scrutiny by customers?
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Social Media Cannot Be IgnoredSocial Media Cannot Be Ignored
G th i F b k U Growth in Twitter UsageGrowth in Facebook Usage Growth in Twitter Usage
Growth in LinkedIn Usage
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g
Iam Social, Are You?Source: Google Insights
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Positive Brand AdvocacyPositive Brand Advocacy
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Negative Brand AdvocacyNegative Brand Advocacy
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Patient AdvocacyPatient Advocacy
Positive patient advocacy for the new smoking cessation drug
Online discussion boards serve as anOnline discussion boards serve as anempowering tool for patients
Patients ask informed questions and take control of their health & treatment
Iam Social, Are You? 20
take control of their health & treatment
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A Tectonic Shift From The Past
Social Media'Word of mouth' spread throughWord of mouth spread through
social networks
Consumer Generated Brand AssociationAdvertising
Advertising based on consumer perception
Brand AssociationAttributes associated with the brand by consumers
King ConsumerConsumer BuzzAttention grabbing properties
Online Communities
g g p pof the brand & cascading
impact it can generateBrand Advocacy
'W d f th' d ti
Micro community sites; Rating & review sites;
Consumer & media blogs
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'Word of mouth' recommendation of the product or service
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ConsumerSocial MediaConsumer
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Deciding On The ‘Social’ AgendaDeciding On The Social Agenda
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Listen To Customers- Share My IdeaListen To Customers Share My Idea
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Engage- Share My StoryEngage Share My Story
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Engage- Design The World a CokeEngage Design The World a Coke
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Resolve Issues-@comcastcares On TwitterResolve Issues @comcastcares On Twitter
For better customer service
Alternative to jammedAlternative to jammed inbound call center
Iam Social, Are You? 27
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Brand Marketing- Corporate Blog: Gene Logic
• More than 300 LinkedIn followers
Iam Social, Are You? 28
• Highly targeted audience has improved marketing campaign effectiveness
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Social Message- Tata Tea 'Jaago Re' C iCampaign
• Encourage India's youth to participate in elections
• Redefined awakening attributes of tea
Iam Social, Are You? 29
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CSR- TOI: Lead India CampaignCSR TOI: Lead India Campaign
• Involved people from all over country• Involved people from all over country
• Made people feel good about their contribution
• Generated massive buzz and visibility
Iam Social, Are You? 30
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Establishing Brand Communication- The A “C ll M ” C iAxe “Call Me” Campaign
• Audacious and Bold
• Voices the bold expression of today's youth
• Massive buzz and offtake
Iam Social, Are You? 31
• Massive buzz and offtake
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Listen to Customers- Consumer Generated Advertising: Honda InsightHonda Insight
• Using online buzz topics to create ad
• Timing of ads with launch
• Used bloggers' comments on green BG for Eco-friendly
Iam Social, Are You? 32
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C O BecI want to:
I am a CEO.I am Social com• Perceive Competitor Strength ing ‘
• Measure company’s brand strength• Monitor Key Corporate Functions ‘S
oc
y p• Monitor Internal Metrics• Track Customer Engagement
cial’
• Track Customer Engagement• Valuation
33Iam Social, Are You?
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Perceive Competitor StrengthPerceive Competitor Strength
Technical analysis of your website relative to your competitorsTechnical analysis of your website, relative to your competitors
34Iam Social, Are You?
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Perceive Competitor Strength
Track competitor communication and evolution of its strategy over the years
Perceive Competitor Strength
gy y
35Iam Social, Are You?
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Perceive Competitor StrengthPerceive Competitor Strength
Analyze social media for chatter about your competitor’s productsy y
36Iam Social, Are You?
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Measure Company’s Brand StrengthMeasure Company s Brand Strength
Holy grail of marketing: When brand nameHoly grail of marketing: When brand name becomes synonymous with category
37Iam Social, Are You?
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Measure Company’s Brand StrengthMeasure Company s Brand Strength
632,600 1 558 678
15682
fans 1,558,678 fans
• ‘Social’ tools for better and quicker brand dominance
• Higher popularity linked to brand advocacy
fans
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g p p y y
• Customer centric product development (Dell laptops)Iam Social, Are You?
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Monitor Internal MetricsMonitor Internal Metrics
• Establish realistic objectivess ab s ea s c objec es• Identify key people inside the organization responsible
for social media strategy• Maintain a clear reporting structure• Create written policies for social media management• Determine platforms for responding to social media
communicationF h i i t l it i ti ith h• Form cohesive internal units communicating with each other using collaborative editing tools. E.g. ScrewTurn Wiki (http://www screwturn eu/ )
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Wiki (http://www.screwturn.eu/ )
Iam Social, Are You?
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Dell Case StudyDell Case Study
• Dell Forum for peer to peer communication (1 5• Dell Forum for peer to peer communication (1.5 m members, 5K-10K posts/ wk, 15000 accepted solutions and topics include support, pre-purchase & enthusiasts)
• Dell Blog (www.direct2dell.com): timely and direct communication; includes guest influencers
th• @DellOutlet 80th most popular Twitter account: To share news and offers
• www ideastorm com to encourage ideas• www.ideastorm.com to encourage ideas, feedback and innovation (12000 community-generated
ideas; 400 implemented by Dell)
Iam Social, Are You? 40
ideas; 400 implemented by Dell)
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Choose Your Preferred Customer E t T lEngagement Tool
• Identify the social media tools being used by your customersused by your customers
• Estimate when and how to engage with tyour customers
• Establish the frequency of your engagement with your customers
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Coca- Cola’s Successful Engagement St t O F b kStrategy: On Facebook
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Apple Goes The Forum WayApple Goes The Forum Way
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Axe Finds Its Consumers On TVAxe Finds Its Consumers On TV
44Iam Social, Are You?
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Threadless Uses Twitter For Apparel Design U d tUpdates
45Iam Social, Are You?
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Business ValuationBusiness Valuation
• Important parameters for valuation are Monthly traffic, visitor value, Ad revenue, sales revenue and monthly incomerevenue and monthly income multiplier (no. multiplied with monthly income for the site)
• Number of email addresses and domain names, brand value and monthly traffic value
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I want to: C O B
ec• View company dashboards
I am a CEO.I am Social com
View company dashboards• Overview of major projects
E fl fProjects ing ‘
• Ensure a proper flow of information between d t t d
‘Soc
departments and geographically dispersed t
cial’
teams
47Iam Social, Are You?
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Share project calendars and stay tuned to th l t tthe latest
Projects go well when people talk to each other discuss issues openly
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Projects go well when people talk to each other, discuss issues openly and communicate clearly
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View dashboards of projects and activitiesView dashboards of projects and activities
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Real time collaboration ensures faster tiresponse time
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Overview of projects and milestonesOverview of projects and milestones
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Schedule periodic meetingsSchedule periodic meetings
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I want to socially engage people for:
• Public Relations
I’m a Marketer.I am Social
Bec• Public Relations
• Running campaigns• Getting people to know me
com
g p p• Getting people to listen to me• Market understanding
B d t M t/ B t t i
ing ‘
• Budget Management/ Bootstrapping• Targeted conversations• Knowing & engaging prospects as well
‘Soc
Knowing & engaging prospects as well as customers
cial’
53Iam Social, Are You?
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Public RelationsPublic Relations
• Used for Customer Communication
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• Faster responseIam Social, Are You?
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Run CampaignsRun Campaigns
L t’ PlLet’s Play Makeover- Estee Lauder
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Lauder
Iam Social, Are You?
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Run CampaignsRun Campaigns
Create your own donut and share it online!
56Iam Social, Are You?
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Getting People To Know MeGetting People To Know Me
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Getting People To Listen To MeGetting People To Listen To Me
Tools to obtain customer feedbackTools to obtain customer feedback
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Getting People To Listen To MeGetting People To Listen To Me
Make them listen to you… with some excellent free tools for podcast, li id t d li t di !online video, screencasts and live event recordings!
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Understanding The MarketUnderstanding The Market
Consumer BrandConsumer Brand Perception Using Social Media
Source: Nielsen
60Iam Social, Are You?
Source: Nielsen Buzzmetrics
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Budget ManagementBudget Management
Case Study- Econsultancy Digital Marketers UnitedKey questionsKey questions
• How exactly should we be using Twitter?• Could Twitter drive significant traffic?• Could Twitter drive significant traffic?• How to measure its value (quantitative and
qualitative)?
Is the effort commercially viable?
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Budget Management- Case StudyBudget Management Case Study
A few tips on getting followers• Actively encouraged users to follow through signatures, site footers, email footers, business cards
A few tips on getting followers
business cards
• Actively tracked and responded to people who talked about themtalked about them
• Personal and company Twitter accounts
T itt B d ‘T t Thi ’• Twitter Buzz and ‘Tweet This’ button on each blog post
• Live Twitter Feed on h
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homepage
Iam Social, Are You?
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Budget Management- Case StudyBudget Management Case Study
Analysis of online traffic trends- using Google Analyticsy g g y
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Budget Management- Case StudyBudget Management Case Study
Analysis of sources of traffic: Social Media Vs SEOy
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Budget Management- Case StudyBudget Management Case Study
Source-wise conversion rate analysisy
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Case Study- Average Value/Visit By Digital Marketing Ch lChannel
SEO
Affiliate
Links
Social Media
Paid Search
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Paid Search
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Targeted ConversationsTargeted Conversations
• Create customer groups based on their buying motivatormotivator
• Track all of them using TweetDeck
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Knowing And Engaging Prospects/ CCustomers
Introduction to Foursquare: Business potential of location-based services, separate apps for iPhone, Blackberry, Android & othersp pp , y,
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Knowing And Engaging Prospects/ CCustomers
Highly informativeHighly informative, engages techies and showcases internal talent
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I want to: B
ec• Keep in touch with all project
I’m a Marketer.I am Social com
Keep in touch with all project members
• Stay updated with project Projects ing ‘
• Stay updated with project activities and milestonesK t k f il t d
‘Soc
• Keep track of milestones and delays cial’• Work on projects real time
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Keep In Touch With All Stakeholders In a P j tProject
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Organize Project Activities And TasksOrganize Project Activities And Tasks
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Share And Upload DocumentsShare And Upload Documents
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Organize And View Various Project Related A ti itiActivities
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Collaborate On The Project With St k h ldStakeholders
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Track And Analyze Project ActivitiesTrack And Analyze Project Activities
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Man
Th nagihe ‘S ng P
Socia P
rojeal’ W ects
Way
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Zoho ProjectsZoho Projects
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BasecampBasecamp
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Central DesktopCentral Desktop
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HuddleHuddle
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Whodoes 2.0Whodoes 2.0
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Project HQProject HQ
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ComindworkComindwork
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Projectmanager.comProjectmanager.com
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Thank you!
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