social media: how to do it right
DESCRIPTION
Overview of social media data and continued evolution, plus an introduction to Forrester's POST approach, social media metrics, and the dangers of using engagement and fans a business measurement.TRANSCRIPT
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Social Media:How to do it right
Augie Ray
@augieray
ExperienceTheBlog.com
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The world is full of bad assumptions
Social media doesn’t drive purchase
behavior.
Social media doesn’t drive purchase
behavior.
Social media impact customers and not
prospects.
Social media impact customers and not
prospects.
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@augieray 3
16 percent have changed their views about a political issue after discussing it or reading posts about it on the sites.
Source: Pew Internet, Politics on Social Networks, 9/2012
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@augieray 4
Source: Market Force 2012
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@augieray 5
Source: M Booth and Beyond, 12.2011
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@augieray 6
Social Media isInfluencing theAttitudes & Purchases
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The world is full of bad assumptions
Social Media is a good marketing channel.
Social Media is a good marketing channel.
Consumers welcome brands in social media
Consumers welcome brands in social media
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@augieray 8
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@augieray 9
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@augieray 10
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@augieray 11
51% of consumers expect that a “like” will result in marketing
communications from brands...
But 40% do not believe it should result in marketing communications.
Source: Exact Target, Subscribers, Fans & Followers Study, 2011
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@augieray 12
Sources: American Express Global Customer Service Barometer 2012, Edison Research
How soon after you contact a brand, product or company on social media do you expect a response?
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@augieray 13
Brands Are Welcome on Consumers’ Terms
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The world is full of bad assumptions
Facebook growth is stalling
Facebook growth is stalling
Social media is mature.Social media is mature.
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@augieray 15
121 billion minutes =
230,060 years
Change in total time spent on social media in the U.S. from 2011to 2012 ▲37%
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@augieray 16
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Media Consumption in 18-to-24 year olds
50% decline in web-based email in just the past two years
1 hour and 45 minutes less television in Q2 2012 from year prior
45 minutes more online video viewing in Q2 2012 from year prior
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@augieray 18
Social Media is Still Evolving
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@augieray 19
Source: StockMonkeys.com
How to do social media right
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@augieray 20
POST
People Assess your customers’ social activities
Objectives Decide what you want to accomplish
Strategy Plan for how relationships with customers will change
Technology & Tactics Decide which social technologies to use
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@augieray 22
People Assess your customers’ social activities•Where are they sharing?•What are their behaviors? •What are their expectations of brands in social media?•What regulations must be considered in relation to your audience?•What is their existing relationship to the brand?
POST
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Social Technographics Ladder
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Forrester’s Social Technographics classifies people according to how they use social technologies.
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@augieray 24
Creators
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Creators make social content go. They write blogs or upload video, music, or text.
Groups include people participating in at least one of the activities monthly.
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Creators
Critics
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.
Groups include people participating in at least one of the activities monthly.
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@augieray 26
Creators
Critics
Collectors
Joiners
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Joiners connect in social networks like MySpace and Facebook
Groups include people participating in at least one of the activities monthly.
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@augieray 27
Creators
Critics
Collectors
Joiners
Spectators
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews
Groups include people participating in at least one of the activities monthly.
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@augieray 28
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
Inactives neither create nor consumer social content of any kind
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@augieray 29
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
Conversationalists update status on a social networking site or post to Twitter at least weekly
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Differences Geographically
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Differences in B2B by Role
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Differences by gender and age
http://empowered.forrester.com/tool_consumer.html
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@augieray 33
It is Vital to Understand the Social Behaviors of Your Audience
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Objectives Decide what you want to accomplish•What is the problem you wish to solve?•What is benefit you wish to deliver?•How will you measure success?
POST
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Start with Business Objectives…
LearnAscertain consumer behaviors, needs or opinions about brand or product,
Manage reputationEnhance reputation; correct erroneous information; decrease specific negative brand sentiment; build trust; increase positive ratings; monitor for reputation, product and security crises
Provide supportDecrease call volumes, furnish service in channel of choice, educate
Enhance marketing and salesIncrease share of voice, create more demand, improve awareness and consideration, sell in social channels, listen for selling opportunities, empower advocates and employees
Develop new products and business modelsCrowdsource to develop and test ideas, new shareable economy concepts, gather and use “big data”
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Objective One: Learn: Doritos Locos Taco
Taco Bell used NetBase to analyzesocial media data
Learned 80 to 90% of Taco Bell-related conversations taking place on Twitter
Learned most significant driver of negative conversations was limited quantities of product.
Plan: Developed marketing plan for “tweet off” with prize being exclusive advance access to product
Outcome: Net sentiment for entire brand rose 20%; 200M Dorito Locos Tacos sold, most successful product launch to date
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Objective Two: Manage Rep: Total SA
Energy giant Total SA monitors social media tomanage reputation.
In March, it faced a potentially lethal industrial accident: a gas leak in its Elgin gas field.
Plan: Monitor for questions and misinformation, responding in real time.
Outcome: Estimates are the company decreased by 20% potentially damaging articles or discussions online. CEO praises handling, saying incident was handled 'responsibly and transparently, demonstrating the priority placed on safety and the environment.'"
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Objective Three: Provide Support: Skype
Skype wanted to cutsupport costs and enhanceself service
Plan: Enhance and promoteexisting support community; offer it in eight languages; launch #SkypeTalks live events with questions streamed communities and Twitter
Outcome: First contact resolution at 70% for 10 million users/month; 10% reduction in traditional support costs; Community members are 30% more likely to use long-term subscriptions
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Objective Four: Marketing/Sales: Cisco
Cisco’s YouTube channelhas 20,000 followers
Wanted to leverage videosto increase inbound traffic,leads and sales
Plan: Leverage the free annotations available with YouTube Brand channels to link to the next step in the customer journey.
Outcome: In the first 60 days, the calls to actions received 3,660 clicks. Cisco now adding clickable calls to action for all of new videos.
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Desired to test how social media might enhance the launch of a new credit card
Plan: Launch the world's first community-designed credit card. Barclaycard is transparent about financial performance and engages cardmember community to build a better credit card experience.
Outcome: More than 50 crowdsourced customer ideas and suggestions implemented; Barclaycard’s cardmember community has helped drive customer retention up 25% versus typical programs, and decreased customer complaints by 50%.
Objective Five: New Products: Barclaycard
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Define Metrics Before Strategies
More Directly Financial
Less Directly Financial
ShortTerm
LongTerm
Financial:•Sales•Leads•Costs saved•Share of wallet•Decreased return rates•Media mix modeling
Digital:•Clicks•SEO•Traffic•Fans•Engagements•RTs
Risk Mitigation:•Decrease cost of futurereputation crises
Brand:•Awareness•Consideration•Intent•NPS/Advocacy
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Examples of Financial Metrics
In December 2009, Dell announced it had measured through trackable links $6.5m in revenue from its @DellOutlet Twitter handle.
Petco.com found that products with reviews have return rates that are 20% lower than those without reviews — and the return rate is 45% lower for products with more than 25 reviews — saving on shipping, restocking, and customer service costs.
One financial services firm used Media Mix Optimization to discover social media contributed 1.3% of its insurance, 1.5% of its credit cards and 3.1% of its bank products volume.
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Examples of Brand Metrics
Secret implemented “Let Her Jump,” a petition to allow female ski jumping in the Winter Olympics. The brand used a combination of online surveys of Facebook users and Nielsen Brand Lift surveys to discover that the belief that Secret deodorant works better than other deodorants increased 8 points and purchase intent jumped 11%.
Bank of America used its private online community of high school students, the Student Pulse, to learn about high school students' relationship with their finances. Insights garnered from community helped BAC to increase unaided brand awareness 30%, brand favorability 40% and brand consideration 13%.
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The Risk Mitigation Calculation
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Examples of Digital Metrics
Dell’s Trade Secrets campaign launched to support Vostro V180 laptop sales to SMB market. Identified a list of 150+ influencers in the US and UK and distributed laptops, asking for feedback and recommendation through Twitter chats, giveaways and offline events. Exceeded goals for Facebook posts by 547%; tweets by 8235%; blog posts by 113%, and total digital impressions by 250%.
To build awareness of its telecommunications offerings for brand and enterprise IT, CenturyLink identified blogs and communities where tech decision makers participate and launched participation. Increased brand impressions by 50% and clickthroughs from social channels by 60% in one quarter.
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Look! A Fan Surge!
10/2266,353
11/19159,577
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ay
10/20 10/23 10/26 10/29 11/1 11/4 11/7 11/10 11/13 11/16 11/19
170,000
160,000
150,000
140,000
130,000
120,000
110,000
100,000
90,000
80,000
70,000
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All Fans are Not Created EqualA
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High Value Fans Low Value FansHigh Value Fans Low Value Fans
+$ -$
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Sources are Not Created Equal
Earn Pay EarnEarn Pay Earn
• Product & Service Experience• What you stand for• How you conduct business
• Product & Service Experience• What you stand for• How you conduct business
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Look! Lots of Engagement!
Total Insurance Conversation Volume by Brand
Percentage of Social Media Conversations by Topic
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Progressive’s Fan “Success”?
4,501,045 likes 52,530 talking about this
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Progressive’s Fan “Success”?
4,501,045 likes 52,530 talking about this
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Where’s the affinity for brand?
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Success is more than mere Engagement
∑ Ue We De = SuccessFans to the pow
er of Affinity
Weight for this edge
Time decay factor for edge
FansA *Brand vector
* b
Affinity between user & edge creator
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@augieray 54
Fans and Engagement are not Business Metrics
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@augieray 55
Strategy Plan for how relationships with customers will change:•How will you alter perception and behavior?•How will you acquire resources & skills needed?•Where in organization will responsibilities fall?•What are the risks and how will they be mitigated?
POST
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@augieray 56
Technology Decide which social technologies to use•What technology will be used?•Homegrown or procured?•SAAS or on premise?
TacticsDefine tactics•Standard Operating Procedures•Escalation rules•Moderation standards•Content approval processes
POST
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Thank You
Augie Ray@augieray
http://ExperieceTheBlog.com