social media action plan (2010 update)
DESCRIPTION
Social Media - What is it? Why does it matter? 3 step action plan (Listen, Engage, Influence)TRANSCRIPT
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Social Media and KM
What is Social Media?
Why does it matter?
Social Media Action Plan
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Media has changed - 2006
“To find something comparable, you have to go back 500 years
to the printing press, the birth of mass media … Technology is
shifting power away from the editors, the publishers, the
establishment, the media elite. Now it’s the people who are
taking control” Rupert Murdoch, Wired July 2006.
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Consumers have a voice
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billion
•Internet population Nov : 2010
Source: http://www.internetworldstats.com/stats.htm
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So what is Social Media?
“Open conversations that
encourage participation
and connect people”
Ian Farmer
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Social Networks – Facebook
9.7 million (Nov 2010)
57% of Online Pop.
500 million users global
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Wikis – collaborative
Podcasts – niche / time shifting
17m
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Youtube
billion views/day
24 hours uploaded every min 46 years of Youtube consumed on Facebook every day
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150 million users
800 tweets / sec
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And other content communities
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More and more of us use it
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It helps you express yourself
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Review stuff, weigh up pro’s and cons
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Research company / clients
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Research – interview questions
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Share things easily
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billion
•Content Shared each month
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And through the wisdom of crowds
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Allows us to discover new stuff
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Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan
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We now know the truth
76% don’t believe
that companies tell
the truth in
advertisements
Source: Yankelowich
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Consumer recommendations are
the most credible form of
advertising among 78% of the
study’s respondents.
Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”
(global Nielsen survey of 26,486 Internet users in 47 markets)
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Who do we believe?
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People like ourselves
My friends
Their friends
Shared interest
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Social media conversations are recorded
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And influence “offline” behaviour
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Of those who use used or buy bought
your product / service
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For Good
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And Not so good
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Social media impacts your brands reputation
34% post opinions about products and
brands on their blog
36% think more positively about companies
that have blogs
Source: Universal McCann Power to the people - Social Media Tracker Wave 3
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So that’s why it matters !
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Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan
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Consumers are beginning in a very real sense to own our brands and
participate in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
Try and control this?
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Ignore it ?
... But this just eliminates you from the conversation
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Social Media action plan
What is Social Media?
Why does it matter?
Social media action plan
Listen
Engage
Influence
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How to listen to social media?
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Search
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Knowledge - Social Bookmarking
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Opinions in real time
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Speed Feed reading
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Blog Trends
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FORUMS
Real time feedback : Grad recruitment exposed !
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Recorded Experiences
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Reactions to current issues
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Listen
”The Development of a process
to understand the conversations,
and action the insights”
Ian Farmer
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LISTEN : Social Media services
Listen Research : opinions in real time
Risk Awareness
Insights
Permission to Engage
We monitor social media because it provides unsolicited and unbiased consumer opinions about
our products and brands in real time. If a brand, messaging or product problem is identified by
bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments
help us understand early on if something is working particularly well.” Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.
Social Media Audit
Social Media Monitoring Strategy
Monitoring development
Insights reporting
Training
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Social Media Audit report
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Social Media Action Plan
Listen
Engage
Influence
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It’s PR Jim, but not as we know it!
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Cicero’s 9 rules from “On Duties” in 44BC
1. Speak clearly
2. Speak easily, but not too much, give others their turn
3. Do not interrupt
4. Be courteous
5. Deal seriously with serious matters, gracefully with lighter ones
6. Never criticize people behind their backs
7. Stick to subjects of general interests
8. Do not talk about yourself
9. Never lose your temper
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Example – UK civil service
http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp
Be credible Be accurate, fair, thorough and transparent.
Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and
professional at all times.
Be responsive When you gain insight, share it where appropriate.
Be integrated Wherever possible, align online participation with other offline
communications.
Be a civil servant Remember that you are an ambassador for your organisation. Wherever
possible, disclose your position as a representative of your department or
agency.
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Social Media engagement policy?
or
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Identify where else to engage?
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You Tube presence
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BRITA Facebook
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Engagement integration
Involve your audience >10K ideas US $1mill rev
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Social Media press releases
http://rm.guinness.com.au/smpr-250?noac=true
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Social learning
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Crisis Response training
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For when the Rats take over !!
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“PARTICIPATION PARTICIPATION PARTICIPATION
is the new LOCATION LOCATION LOCATION”
Ian Farmer
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Social Media services
Engage
• Feedback: discussion channels
• Increase Customer Service
• Exhibit Leadership : Sharing POVs
• Innovation: Source of Ideas
• Growth: reduced cycles times
• Self awareness
• Opportunity to Influence
Policy
Engagement integration
Corporate / brand blogs
Identify & track engagement
Social Media Presence (YouTube, Facebook, Wikipedia)
Social Media Press Release
Crisis response training
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Social Media Action Plan
Listen
Engage
Influence
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1000 entries, 5.5 million votes
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Recruit and reward evangelists
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Influence via cause marketing
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Bushfire widget
• Developed in 2 days
• 90K views
• 1:722 viral ration
• 25% interacted
• 5,504 donations
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Make it easy for people to tell others
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Establish conversational metrics
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Influence
“Measuring the results of how you effect
social media, then using that insight to
stimulate conversations, making it easier
for people to recommend and sample
your products”
Ian Farmer
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Social Media services
Influence
• Expand touchpoints
• Measurement of campaigns
• Risk mgmnt “Ask the audience”
• Build loyalty & Identify Evangelists
• Collaboration opportunities
• Word of mouse! Influence Identification
Loyalty & evangelist programs
Campaign metrics
Word of Mouth Marketing
Internet is twice as influence of TV and 8 times that of Print (source: Digital Influence Index study Fleishman-Hillard)
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Social Media action plan
What is Social Media?
Why does it matter?
Social media action plan
Listen
Engage
Influence
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Social Media – continuous learning
• Don’t FAIL to LEARN
• DO FAIL to LEARN
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More information Ian Farmer
+61 417 460 518
www.twitter.com/ifarmer
www.linkedin.com/in/ifarmer
Ian’s blog : http://frontiering.com.au