COMMUNICATION AND SPREADING COVERAGE THROUGH NEW SOCIAL

MEDIA TOOLS

A proposal for AMSA, to connect, communicate, interact and “exist” in the new social media platforms to build brand value and share good things.

E.  Koes(nger  -­‐  Oct  2010  

The  idea…  To  spread  across  the  new  social  media  the  informa,on  and  ac,vi,es  that  AMSA  generates  towards  their  stakeholders,    under  a  global  communica(on  strategy.      

The  objec(ve...  To  be  present  in  the  new  social  media  highligh(ng  products,  services,  commercial  partnerships,  news,    social  ac(vi(es,  and  cross  func(onal  efforts  between    

business  units,  to  foster  a  sense  of  community    through  viral  marke(ng  on  a  real  (me  basis,    

to  be8er  sell  and  promote  AMSA.  

Do  you  really  need    “to  be”  there?  

Just  try  not  to…..  in  fact  you  already  are!!  

Many  of  your  clients,  partners  &  compe,tors  are  already  there,  so......    

It’s time for you to join the conversation!!!

Timeline  

•  1995  –  dot  com  

•  1998  –  email  marke(ng  •  2001  –  SEO  •  2004  –  P2P  •  2005  –  New  media  •  2007  –  Social media •  2010  –  Geo-­‐loca(on  •  2012  –  …  

Source:  Elliance  

MORE  THAN  HALF  OF  THE  HUMAN  RACE  IS  UNDER  THE  AGE  OF  30,  

THEY’VE  NEVER  KNOWN  LIFE  WITHOUT  INTERNET,  SO…  

 YOU  CAN  GUESS  HOW  THEY  FEEL  ABOUT  SOCIAL  MEDIA!!!  

Social  media  it’s  not  about  sales  or  ads  only,  is  about  pursuing  rela(onships  and  fostering  communi(es  of  consumers  and  partners.  

Now  look  at  some  numbers  that  show    how  social  media  is  fu**ing  huge  

•  If   Facebook  were   a   country   it   would   be   the   third  most   populated…  only   a=er  China  and  India!  

•  500   BILLION   of   minutes   spent   on   Facebook   per   month…   last   year   was   150  billion!  

•  25  BILLION  is  the  amount  of  content  (web  links,  news  stories,  blog  posts,  notes,  photos,  etc.)  shared  each  month  on  Facebook  …  six  ,mes  more  than  last  year!  

•  500  BILLION  peer   influence   impressions  Americans  generate  per  year  via   social  media...  and  62%  of  those  impressions  come  from  Facebook!  

•  24  HOURS  of  video  uploaded  to  YouTube  every  minute…  more  than  double  last  year’s  volume!  

•  2  BILLION  videos  viewed  per  day  in  YouTube…  twice  as  many  last  year!  

•  4  BILLION  images  hosted  on  Flickr…  13  ,mes  more  that  the  US  congress  library!  

•  1  of  6  marriages  last  year  between  people  who  met  through  social  media…  that’s  more  than  twice  the  number  of  people  who  met  at  bars,  clubs,  and  other  social  events  combined!  

•  27  MILLION  of  “tweets”  per  day  on  Twijer…  that  is  8  ,mes  last  year’s  volume!  

•  95%  of  the  companies  are  using  LinkedIn  to  find  and  ajract  employees…  

•  8  HOURS  took  Bill  Gates  to  reach  100,000  Twijer  followers!  

Source:  Facebook,  Forester  Research,  YouTube,  Flickr,  Time  Magazine,  Business  wire,  Mashable,  Marketwire,  Neatorama,  AdAge,  U.S.  Census  Bureau,  Business  Insider  

Simply:  social  media  is  too  hard  to  ignore  

AMSA  should  not  be  “the  company”  who  refuses  to  adapt  to  change  and  reality,  and  loses  touch  with  hassle-­‐free  cost  effec(ve  networking  in  order  to    build  a  bejer  online  iden(ty  and  reputa(on.    

The  new  online  communi(es  are  virtually  redefining:    •  How  we  work  

•  How  we  collaborate  

•  How  we  share  •  How  we  connect  

•  How  we  communicate  

•  How  we  learn,  discover,  influence,  complaint,  celebrate…  

In  three  words,  the  new  social  media  is  redefining  ….  HOW WE LIVE!

Facebook  use/traffic     Twijer  use/traffic    

Source:  Chi(ka  data  analy(cs  survey  

Source:  Social  Media  Marke(ng  Industry  Report  2009,  M.  Stelzner  

Most  popular  social  media  tools  for  marketers  Basic  benefits  of  popular  social  media  tools    

Source:  Flowtown      

You  Tube/traffic    

¿How  social  media  works  for  business?  

Source:  Elliance  

The  first  thing  to  do,  is  to  integrate  social  media  in  the  

global  communicaNons  strategy  of  the  company      

Key Questions:

•  What  needs  are  you  trying  to                  fulfill?  

•  Is  the  company  adaptable  and    flexible  towards  social  media?    

•   Are  you  ready  for  instant    exposure  and  permanent    feedback?  

•  Why  do  you  want  or  need  a  virtual    community?  

•  What  internal  resources  will  you    support  it  with?  

•  Who  will  par(cipate?  

InfoGraph designed by Hold. www.WeAreHold.com

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Cloud computing inc. mobile

Project and time tracking software

Collaborative work tools and knowledge sharing e.g. wikis, internal social networks, crowdsourcing platforms

Virtual working technologies

Recruitment and business contact networks

Digital profiles

Promotional tools like corporate blogs, microblogging and networks (which attract and retain talent)

Influence dashboards

Realtime monitoring solutions

Online sentiment analysis

Automated moderation software

Analytics and reporting tools

Competitor insight tools

Virtual service tools

Realtime monitoring solutions

Wikis/crowdsourcing platforms

Online survey/ad platforms

Social networks and brand communities

Analytics tools

Collaborative problem-solving platforms e.g. message boards

Monitoring Tools

Communities

Virtual worlds/Metaverses

Real-time analytics

Enhanced comms tools like webcasts, social networks, blogs

Collaborative work tools and platforms

Polls/Surveys

Open source technologies

Widgets and Apps

Data analytics, reporting and visualization

Micro-financing platforms

Online monitoring tools

Crowdsourcing e.g bespoke social networks, discussion boards, email feedback generators, idea submission and ranking platforms, wikis

Research/surveys/Q&A tech

Virtual goods & services

More accurate pricing and/or better profit margins

Higher staff retention

Lower CPA of new hires

Decrease travel costs

Reduce recruitment time

Reduction in staff turnover

Reduce staff costs

Higher positivity (+ vs. competitor)

Acquring customers away from competitors

More up-to-date info, more often

Reduce spend on independent reports

SEO metrics like google ranking, keyword performance, organic search traffic, mitigating negative commentary

Faster resolution turn around

Increase in repeat customer/customer retention

Increase in customer satisfaction

Reduction in negative sentiment

Reduction in Op Ex

Reduction in paid media spend

Increase and/or more targeted reach

Returning customers

Volume of WOM

Sales data: acquire, repeat/increase purchase, reduce return, cross sell, friend-get-friend

Engagement metrics

Measuring effectiveness of campaigns: Reach, Engagement, Positive Sentiment, Negative Sentiment

Additional revenue generated

Reduction in refunds/returns

Reduction/elimination crisis spend inc. PR, product recall

Increase/maintain share price

Increase Profit

Reduce Cost of Business

Greater visibility across the business with data and feedback

Improved flexibility of business

Raise profile of company and individuals

Meet sustainability objectives

Win awards

Increase longevity of business/growth

Decrease time to market

Streamline product/services range to reduce costs

Sales increase

Reduce market research and user group testing spend

Increase market share

Reduction in staff turnover

Reduce staff costs

Benefits Benefits

Benefits Benefits

Benefits Benefits

Social Tech Social Tech

Social Tech Social Tech

Social Tech Social Tech

Metrics Metrics

Metrics Metrics

Metrics Metrics

v 1.0Shannon Boudjema @shannonboudjemaPaul Armstrong @munkyfonkey www.SoTechNow.comDarika Ahrens @darika

Related Roles/Departments: HR, IT, Ops, Snr ManagementThe Operational benefits of using Social Tech mainly relate to saving money vs. making money for the business. Social technologies often have a very direct effect on productivity (e.g. the use of collaborative work tools) as well as traditional IT management (e.g. shift to cloud computing, reduce data duplication). There are also a wealth of benefits with regards to human resource from recruitment (eliminating recruiters, global talent pool thanks to remote working technologies, reducing likelihood of wrong hires and promoting the company as a great place to work) to retention by giving employees greater work satisfaction and aiding skills development. All of these areas can have a measurable effect on the bottom line.

Related Roles/Departments: R&D, Product/Brand Management, Sales, Innovation, Director & Board levelThere are a multitide of social technologies available to those guiding the strategic direction of business from insights to innovation. There are numerous stakeholder benefits from management & employees, to shareholders as well the potential for brand awareness and business growth - today and in the future.

Related Roles/Departments: R&D, Product/Brand Management, Sales, Innovation, Director & Board levelSitting squarely in business development is the potential for social technologies to not only reduce research/trial time and decrease time to market but increase revenue and market share by using indepth customer insight and even collaborative working to streamline and create products which customers will buy. Crowdsourcing and innovation is increasingly being used by forward-thinking businesses.

Related Roles/Departments: Marketing, Customer Service, Brand Manager, Director & Board level, Shareholders

By far one of the most valuble parts of a business is the brand; growing and maintaining a reputation. Social technologies provide both solutions (via online monitoring capabilities) AND challenges (like scalability and ownership), which are worth evaluating to protect and increase the value of the brand.

Related Roles/Departments: Customer Service, Sales, R&D, Brand/Product Manager, Marketing

If the old adage - It’s cheaper to keep a customer than find a new one is true, then social technologies can deliver increased revenue as well as a reduction in cost to provide the levels of service customers expect - while driving and maintaining customer satisfaction.

Related Roles/Departments: Customer Service, Sales, R&D, Brand/Product manager, Marketing

Customers are at the heart of every business with social technologies having wide ranging benefits on loyalty, avg spend, frequency of spend, referrals and overall customer satisfaction. In addition social technologies deliver deep insight into customer demand as well as the potential for greater customisation. For marketers, much of what they deliver should impact here but with many never measuring the results of their efforts or true ROI.

Incentive and promotional tools & communities

Paid Media like Paid Search, PPC, Display, Targeted ads,

Direct mail

Brand Owned Channels like blogs, video, image, websites, communities

Earned Media/WOM/viral marketing

Analytics & Reporting tools

Social Commerce tools

Digital and mobile apps

Social CRM software and tools

Customer profiling & tracking tools

This  infograph  helps  to  beOer  understand  the  benefits  and  correspondent  metrics                                              of  implemenNng  social  technologies  as  part  of  the  global  communica(on  strategy.    

Even  do  the  direct  social  media  ROI  is  intangible,  it’s  clearly  useful  and  necessary  to  build  brand  value  and  also  to  develop  Return  on  Engagement,  Par(cipa(on,  Involvement,  Ajen(on,  Trust…    

Design  by:  Hold  &  Soc  Tech  

Do  a  simple                      experiment  •  Search  “AMSA”  in  You  Tube,  and  you  will  go  directly  into  the  

“American  Medical  Student  Associa(on”  videos…    

•  Search  “ECOM”  in  You  Tube  and  you  will  only  see  the  “ECOM  Coffee  project”  (IFC,  Nespresso  AAA  SQCP,  Rainforest  Alliance),  and  the  J.F.  Orlich  “ECOM  Compromiso  del  Ahorro”  and  “Presentación  Quali(vity  Master”  videos…  

These  are  the  only  ECOM  &  AMSA  videos  in  You  Tube    

This kind of promotional and training videos, along with a whole different corporate videos that can show what ECOM-AMSA does for producers, should be in a

You Tube corporate channel

Why  a  You  Tube  channel?  

 Because  uploading  corporate  videos  in  one  single  global  video  platorm  will  highlight  products,  services,  partnerships  and  corporate  social  responsibility  ac(vi(es,  all  this,  in  order  to  create brand value, online reputation, and engage

stakeholders into a virtual community.  

Three  examples  of  You  Tube  corporate  channels  

IFC   FNCC  GMCR  

How  interacts  social  media?    

Through  a  simple  link  all  the  online  iden(ty  of  RA  interacts  with  

photos  (Flickr),  videos  (You  Tube  channel),  

micro  blogging  (Twijer),  and  social  

networking    (Facebook).          

Rainforest  Alliance  (example)  

Understanding  Twijer    

The  company  sends  a  tweet  to  his  clients  

Twijer  is  a  simple  tool  that  helps  connect  businesses  more  meaningfully  with  the  right  audience  at  the  right  (me.  

The  client  receive  the  informa(on  and  use  it  or  share  it  with  people  

interested  in  your  company.  

The  informa(on  is  instantly  spread  among  your  clients  

or  stakeholders,  and  everyone  following  you,  

will  know  what  you  have  to  say  at  the  moment.  

The  conversa(onal  nature  of  Twijer  as  a  focus  group,  lets  you  build relationships with customers, partners and other people important to your business.    

Beyond  transac(ons,  Twijer  shrinks  the  emo(onal  distance  between  your  company  and  your  customers.  Plus,  the platform lends itself to integration with your existing communication

channels and strategies.  In  combina(on,  those  factors  can  make  Twijer  a  cri(cal  piece  of  your  company’s  bigger  digital  footprint.  

Voilà!!  Then  you  have  a  community  of  clients  following  

your  tweets.  

Photos:  Illy  Café  

Synergy  between  Twijer,  Flickr  and  YouTube  

Inmediate  update  on  

related  ac(vity    

Links  to  show  photos  on  Flickr  

Links  to  show  videos  on  YouTube  channel  

Name,  biography,  website,  general  info  

Info  about  people  followed  by  the  company  and  people  following  the  company  

Nestlé  S.A.  (TwiOer  example)    

Many  companies  foster  a  sense  of  community  through  Facebook.    

This  viral  marke(ng  tool  allows  the  company  to  interact  with  customers  and  to  develop  a  network  

around  the  brand.    

                     Example  

Imagine  upload  all  the  photos  AMSA & ECOM could  possibly  show!!  

In just one picture wall!!

Ac(vity  +  Visibility  =  Credibility

Image  source:  Elliance  

At  the  end,  ul(mately…    

•  Sharing  Knowledge…  •  Sharing  Values…  •  Developing  Trust  and  Commitment…  •  Genera(ng  Emo(onal  Connec(on…  

To  be  con(nue…  or  not.  

…social  media  works  for:  

What does AMSA & ECOM wants to share?