vocanic - social by design (intro 2014)
DESCRIPTION
'Vocanic - Social by Design' introduces Vocanic's unique approach to managing and fully integrating Social Media in companies and brands with regards to their strategic and operational goals.TRANSCRIPT
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Social media and beyond.Managing your brands
in the social media landscape.
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WHO WE ARE
Vöcanic is the largest full service Social Media marketing firm in the region.
Strategy | Technology | Engagement Management | Community Management | Social Media Analytics | Facebook Media Buying
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OLDER THAN FACEBOOK
14 Jan 2005
VÖCANIC launches
26 Sep 2006
Facebook officially launches
21 Mar 2006
Twitter is born
14 Mar 2010
VÖCANIC KL opens
14 Feb 2005
YouTube is born
03 Aug 2011
VÖCANIC BK opens
to date
close to 11 million fans
06 Oct 2010
Instagram is born
28 Mar 2010
Pinterest is born
21 Jun 2011
VÖCANIC JK opens
We were social before social media got big.
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WE ENGAGE PEOPLE
To date, we manage our clients’ communities totaling
11 million active fans on a daily basis.
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WE BELIEVE
The Power of Personal Recommendation is valued as the most trusted source of information before making a purchase decision.
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OUR TASK
the 10% of brand advo-cates who influence the buying decision of the other 90%
FIND
ENGAGE
DEVELOP
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WE PASSED THE STRESS TEST
Many times…We manage web, mobile and multi-million social media communitites across the region for leading brands in Telco, IT, Automotive, Food & Beverage, Consumer Goods, Retail, Banking and Tourism just to name a few.
Challenge us!
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A TRUSTED PARTNER
All brands of Unilever in Indonesia are using our technology for social media management & analysis!
More than
63 million Indonesians follow these brands!
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OUR CONSULTATIVE APPROACH
Social Media (Readiness) audit and consultation SOCIAL BY DESIGN STRATEGY Strategy based on client’s strategic
and operational goals
*seamless integration of social data with customer CRM data
Campaign development and media plan based on brand goals
Design, mechanics, development, launch, maintenancePROGRAM MANAGEMENT
TECHNOGOLY & PLATFORMSVSocialTM - Enterprise-scale social
conversations management platformV.O.CTM, GroundswellTM, IDXTM,
SSSOTM, Planned Crisis, Loyalty, CRM*
Pro-active & re-active community management, O>F>R
Planned Crisis Management, Analytics & ReportingENGAGEMENT MANAGEMENT
INSIGHTS & ANALYTICS Social Community Analysis (social graph, sentiment…) Campaign analytics, SLA tracking,
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OUR PROPRIETARY PLATFORMS
VSOCIAL MISSION CONTROL SSSO
Enterprise-grade social media conversation management platform, enabling us to capture and save personal (social) data of people connecting with your social media channels, web- & micro sites, WIFI hotspots etc.
Social media based monitoring tool allowing us to track geo-coded conversations (posts and tweets) and plot them on a map in order to evaluate social con-versations and to identi-fy potential network issues.
Single Social Sign On technology layer across all of your digital assets, platforms and channels facilitating personal identification of users and fan acquisition via visiting any of your web based channels.
GROUNDSWELL
Algorithm-based key influencer identification system utilized as basis for influencer-driven campaigns (i.e. ampli-fication of promotions with the help of suppor-tive key influencers).
IDX
IDX (or: IdeaXchange) allows us to crowd-source opinions and suggestions in text, picture and video format among your brand’s audience.
REFERRAL TRACKING
Our referral tracking engine allows us to run Facebook campaigns with specific incentives for participants who can successfully recruit new members and users.
SOCIAL CS
Social Customer Service channels allowing users to raise their issues and questions to your brand through social media (Twitter, Facebook…). We make sure every customer is heard and replied to.
PLANNED CRISIS TOOL
A tool/platform speci-fically designed to anti-cipate planned crisis (e.g. price increase, product change…)
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MULTI AWARD WINNING AGENCY
2013 - Customer Loyalty and Engagement Awards - StarHub - Best use of Brand Advocacy
2013 - Marketing Excellence Awards - StarHub (Customer Loyalty)
2013 - Marketing Excellence Awards - WingTai/I.T. Labels
2013 & 2013 Agency of the Year – South East Asia
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SIMPLE QUESTIONS – ONE CHALLENGE
PREPAID
Are you managing your communities effectively and in an efficient manner?
Are you gathering actionable insights from your audience?
Are you sure you are utilizingsocial media optimally?
?
?
??
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HOW DO YOU MANAGE YOUR COMMUNITIES?
For businesses, community management is too complex to manage with native tools:
• Several Facebook pages • Several Twitter accounts• Security risks• Issue tracking• Audit trail • Drafting posts• Authorizing posts • High volume of posts• Threaded conversations• Several social media managers
(internally and often in different agencies)• Negative comments on official SM profiles• Customer Service escalation (ticketing)• Sentiment tracking • Quality control
…and the list goes on!
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GUESS LESS – KNOW MORE
For marketers, the new opportunity is actionable customer insights:
• What is the conversation your audience is having with your brand?
• What topics are they talking about & how do they feel?
• Who are your community members?– What are their interests?– Who do they influence?– Where are they?
LOSE YOUR BLINDFOLD!
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WHAT IS SOCIAL CUSTOMER SERVICE?
Drive better relationships with your social customers – transform them into loyal brand advocates.
Customer service then…
…Customer service now
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Your call center has customer service goals. So should your social customer service channels!
• Time to respond• Open / closed conversations• Number of conversations moved to private messaging• Customer satisfaction• Service level• Sentiment
71% of respondents who have had a positive experience with social care are likely to recommend the brand.
WHAT IS SOCIAL CUSTOMER SERVICE?
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WHY CUSTOMER SERVICE THROUGH FB?
• Drive complaints off the Brand Timeline to a branded Facebook support application
• Get your fans’ Facebook Profile data on submit• Involve the community in helping to answer
questions by making queries • App is accessible via mobile (!) too• Fully integrated with VSocial• Process queries through VSocial Community
Manager (or escalate if required)
StarHub SMRT
AQUA
AXIS
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ARE YOU SOCIALLY RESPONSIVE?
Your response rate should be 100%
Bear in mind: your customer’s friends may see his complaint…
…act fast! You don’t want this to go viral!
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ARE YOU SOCIALLY RESPONSIVE?
Time to reply expected by your customers…
More than half of all customers using social customer service expect a reply within one hour.
We help you to meet this challenge!
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ARE YOU SOCIALLY RESPONSIVE?
There’s room for improvement
Brands across all industries only manage to respond to a part of all customer queries and complaints in social media.
Be better! Be faster! Impress!
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INTRODUCING VSOCIAL
integrate
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You can only measure what you know!
VSocial is the basis for highly efficient and effective management of social media communities and campaigns,
and facilitates the collectionand storage of social fan data.
A little bit of Alice…
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THE BASIS
You can only measure what you know!
VSocial is the basis for highly efficient and effective management of social media communities and
campaigns and facilitates the collectionand storage of social fan data.
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a
log-in ID
query/reply
Social Media (CS) conversation management platform
• All conversations/queries of - all FB pages - all Twitter account - other SM - email & contact forms - CS applications• Conversation audit trail - status - conversation ID - threaded conversations - time stamp (SLA tracking)• Draft/schedule/post• CS escalation/ticketing• Conversation tagging• Sentiment tracking• Utmost security
Nestlé BMs
Nestlé CS
log-in ID
query/reply
esca
latio
n/tic
ket
sing
le s
ocia
l sig
n-on
CRM Loyalty
Social
Vocanic designers and copywriters
Vocanic SocialResponse Center
content creation
post/reply
query
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WHAT IS VSOCIAL?
• manages conversations at enterprise scale between a brand’s audience & internal stakeholders.
• includes customer care agents & community managers (internal and external)
Some of the benefits include...
• Audit conversation from Facebook, Twitter, Google+ and more• Consistency of response from community management teams• Security to limit risk of having your social platforms corrupted or mis-posts from
occurring • A fail safe to ensure no customer interaction is missed or left hanging• Ongoing social data collection (every time your fans interact with your digital touch
points)• Consistent analytics and reporting (communities, fans, campaigns, agents)
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POWERFUL
• Manage Social Conversations from multiple sources in one screen
• Threaded Conversations• Ticketing, review queues (escalation)• Multiple-agent workflow built in• Scheduled posts & drafting• Post Categorization by Tagging• Sentiment tagging• Post Status indication• Full-text search & tag search• Audit Functionality for compliance
Community Management
Stay in control!
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Every new comment, post or tweet is marked as ‘NEW’. Once the community manager is working on it, status changes to ‘OPEN’ automatically.
The right-side edit pane shows the unique conversation ID and allows the community manager to write an internal comment, change the status of the conversation, assign/escalate the conversation to another agent, tag the conversation with sentiment and custom tags (e.g. product category, issue…) and to delete the post from the social media Point Of Presence (e.g. in case of Spam).
At the bottom the conversation log shows all interactions with this conversation.
SMART
Conversation Management
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INTELLIGENT
• Segment your fans by interests• See which of your competitors they
like• Segment your fans by demographics• See who has the biggest influence
among your fans• See all data your fans leave on FB
…and many more insights!
Know your fans better than they know themselves!
Do our fans prefer Ari Lassoor Rihanna; Tehbotol or Pepsi?
Fans Insights allows you to set filters and to analyze your fan base at unprecedented levels of details.
The standard dashboard provides:Gender count, Age distribution, FB Country (location), Referral distribution, Shares distribution, Facebook page likes, Facebook page categories (what topics / categories do people like, e.g. Music, Food/Beverage, IT, TV Shows…)
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HELPFUL
Check before you respond!
• Look up the user before you respond. Is this user an influencer?
• Combine social graph and campaign data on users for future marketing needs
User Insights allows you to analyze a user in every conceivable detail (accessible through the user profile on social media).
Every track the user left on Facebook (since the start of using VSocial), it’ll be in here.
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The Reports section provides access to pre-generated reports and allows commu-nity managers to generate individual reports.
Furthermore, customized (weekly, monthly) reports appear in the main report menu.
INFORMATIVE
Always up to date with Vsocial:• Social Media Channel Performance• Campaign Performance• Community Management Statistics• Agent Performance (SLA)
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PUT IT THIS WAY
Think of Facebook as a CRM database… …there is nothing more up to date!
(and people grow & verify it every day)
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THE TRANSPARENT CUSTOMER
email address
name, age, gender
favorite music, food,celebrity, movies…
demographic data
post address
friends
referrals
influencer level
competitors he likes
sentiment / mood
cost of acquisitiontime spent with your brand
education
work
phone number
family members
events he has attended
purchases
KNOW THESE … AND MANY MORE DETAILS
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NOW IMAGINE…
…you could use all this data to optimize your marketing communication & customer service!
Isn’t this what we’ve been long dreaming of?
(it’s not a dream anymore)
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BE CUSTOMER CENTRIC
LIKES LOYALTYSOCIALPROFILE CRM
Brand website
BRAND A
BRAND B CAMP.
BRAND C
Brand campaign
ONE CAMPAIGN MODE
PRIZE BASED ON USER PROFILE
Brand website
BRAND B
BRAND E CAMP.
BRAND K
Brand campaign
ONE CAMPAIGN MODE
WINPRIZE BASED ON
USER PROFILE
content based on user profile
content based on user profile
WINConsumer A
Consumer B
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EMAIL TO VOCANIC, 25 SEP 2013
NOTE: Community management done by Vocanic + use of VSocial
WHAT OUR CLIENTS SAY
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VSOCIAL IN DETAIL
Find a VSocial introduction video here:http://www.youtube.com/watch?v=l3L9RZQsE4k
dive deeper
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The dashboard provides a bird’s view perspective of all fans and followers in the VSocial database.
VSOCIAL DASHBOARD
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Fans Insights allows you to set filters and to analyze your fan base.
The standard charts provided are:Gender count, Age distribution, FB Country (location), Referral distribution, Shares distribution, Facebook page likes (what other pages do people like), Facebook page categories (what topics / categories do people like, e.g. Music, Food/Beverage, IT, TV Shows…)
FAN INSIGHTS (1)
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FAN INSIGHTS (2)
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The data of every chart can be viewed in a table/list view and be further drilled down.
Customized reports can be further detailed, e.g. for a localized campaign:
“What music band does the majority of our fans in [city] like…”
FAN INSIGHTS (3)
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Campaign insights let you track the performance of every campaign separately. The table view provides further details and allows do download and extract the according data for further manipulation and analysis.
CAMPAIGN INSIGHTS
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Conversation Statistics are useful to track and survey the performance of the community managers.
It can be viewed as aggregated data set or at the level of individual Points Of Presence (social media channels), within a certain period of time (to be set on the far left).
Number of replies within certain duration.
COMMUNITY MANAGER INSIGHTS (1)
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VSocial can also report on the individual performance of community managers within a certain period of time.
COMMUNITY MANAGER INSIGHTS (2)
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User Insights allows you to search for any and every user (fan) who is in the VSocial database.
Once found, VSocial provides a full summary of the social profile of the user.
USER INSIGHTS (1)
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User Insights allows you to analyze a user in every conceivable detail (accessible through the user profile on social media).
Whichever track the user left on Facebook (since the start of using VSocial), it’ll be in here.
USER INSIGHTS (2)
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The table view allows you to drill deeper and see this specific user’s interests.
USER INSIGHTS (3)
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Community managers can be assigned to all or only specific Points Of Presence (FB page, FB app, Twitter channel…).
The main window shows all conversations including their conversation threads in real-time. Every conversation gets an ID and a timestamp, so it can always be traced and tracked back.
You can reply right from this screen into FB, TW and soon YT and Instagram.
Posts can be scheduled or posted immediately, incl. photos, videos, links etc. – just like on the social media platforms.
Statuses indicate the stage in which a conversation is, and notifications on the top avoid that no drafts, assigned posts and scheduled posts are ever missed.
COMMUNITY MANAGER SCREEN (1)
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In the left-hand pane the community manager has several filter options:
• Filter by conversation status (new, open, …)• Choose the specific Point Of Presence he would like to look at (FB page, PB app…)• Filter by tags (that have been assigned to conversation)• Filter by popular tags (tag cloud)
COMMUNITY MANAGER SCREEN (2)
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Write (or draft) a post or tweet, add photos, videos or a link and choose to post it immediately or schedule it for a later point in time for all social media channels (Points Of Presence) you have access to.
COMMUNITY MANAGER SCREEN (3)
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Every new comment, post or tweet is marked as ‘NEW’. Once the community manager is working on it, status changes to ‘OPEN’ automatically.
The right-side edit pane shows the unique conversation ID and allows the community manager to write an internal comment, change the status of the conversation, assign/escalate the conversation to another community manager, tag the conversation with sentiment and custom tags (e.g. product category…) and to delete the post from the social media Point Of Presence (e.g. in case of Spam).
At the bottom the conversation log shows all interactions with this conversation.
COMMUNITY MANAGER SCREEN (4)
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A notification will be sent to the community manager who is assigned a conversation for further handling.
The link in the email leads to the assigned/escalated conversation in VSocial.
COMMUNITY MANAGER EMAIL ALERT
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All conversations in the history database can be searched/filtered by certain tags/categories/users and free text.
PLATFORM SEARCH
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In the Assignments tab the community manager can view all conversations (filtered by Point Of Presence) that were assigned / escalated to him by another colleague or outside community managers.
CONVERSATION ASSIGNMENTS
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In the Drafts section the community manager can see all conversations that are drafted but not yet published in the various channels.
DRAFTING CONVERSATIONS
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The Scheduled Posts section shows the community manager an overview of all scheduled contents in the various social media channels (Points Of Presence). The posts can be edited and rescheduled here too.
SCHEDULING CONVERSATIONS
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The Reports section provides access to pre-generated reports and allows community managers to generate individual reports.
Furthermore, customized (weekly, monthly) reports appear in the main report menu.
COMMUNITY REPORTS
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You can generate comprehensive reports, e.g.:
– Growth/performance of community in all channels• Facebook, Twitter, etc.
– Engagement rates, likes, total reach, virality– Campaign performance (timeline, engagement…)– Sentiment analysis– Category analysis (what are people talking about)– Content analysis (successful/impactful vs. less well-received content– SLA analysis (how do community managers perform)
…and plenty more. Just let us know what you need!
ANALYTICS WITH VSOCIAL
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MISSION CONTROL
identify
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WHAT IS MISSION CONTROL?
Mission Control allows you to identify potential issues and real-time marketing opportunities by tracking conversations in the social media space. The system feeds the Mission Control screens with data retrieved from conversations (either on your own platforms or via #hashtags) and location data.
Geo-coded conversations are plotted on a map, which allows the Customer Service team to pro-actively investigate areas where many conversations happen within a short period of time.
StarHub Customer Care could identify four network issues within the first month of usage,
before the internal technical team got aware of them!
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StarHub Social Hub by Vocanic
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CUSTOMIZATION
Mission Control can be customized in terms of design and data visualization according to the customer’s
requirements and preferences.
Let us know what you need!
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INFLUENCER AND ADVOCACY MANAGEMENT
differentiate
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WHAT’S THE POINT?
Traditionally, brands increase media spend to increase reach and impact on the market. This is called push-marketing.
We believe that the power of personal recommendation is stronger than any billboard. Therefore, we identify influencers and brand advocates in your communities and utilize them to
spread and amplify your marketing messages.
Simply put – it’s people talking to people. It creates more and long-term trust.
And more conversations around your
brand.
Without spending the extra ‘media’ dollar.
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Reach
Influencer
The influencers other brands want
Top tier of influencers within each category with the widest reach
The influencers we want • Active on social platforms • Have above average reach• Eager to be engaged by
brands
WHO DO WE REALLY WANT TO TARGET?
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WHO ARE THEY BY DEFINITION?
INFLUENCER ADVOCATE AFFILIATE (FAN)
Useful for
Typical profile
Defined by
Motivation
Advocacy & Loyalty
Genuine passion
Incentives needed?
Creating buzz, drive awareness
Drive action
Blogger, expert, celebrity Highly satisfied customer
Size of audienceHow likely they are to
recommend your brand
Grow audience Help friends
Short-term Long-lasting
maybe yes
Typically yes: product trials… Typically no
Combines the upsides of influencers and advocates,
especially great reach combined with genuine
passion.
Mostly knowLittle details about your
product and brandMany details about your
product and brand
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HOW DO WE TREAT THEM?
Back rising stars instead of paying for advocacy!
OFFER THEM PRIORITY, EXCLUSIVITY, RECOGNITION
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THINK ABOUT THE VALUE EXCHANGE
Free StuffGreat storiesNot to be dictated to- brands to listen- brands to engage
Free TimeNetworksOpinionsInsights
ProductAccessPlatformsAudience
SalesTimeNetworksOpinionsInsights
THEY WANT
WE HAVEWE WANT
THEY HAVE
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HOW DOES THIS WORK IN PRACTICE?
IDENTIFY INFLUENCERSRECRUITMENT
SOCIAL TASKS SEGMENTED COMMUNITIES
1 2
3 4
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CREATE RECRUITMENT POINTS
FACEBOOK CS APPTWITTER
Set recruitment points against
where people are already engaging
with you or talking about you.
WEB & MOBILE TARGETED INVITATION
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DATA COLLECTION & MATCHING
SOCIAL GRAPH CUSTOMER DATARECRUITMENT DATA
NAMEAGEGENDEREMAILLIKES
FRIEND COUNTENGAGEMENTMENTIONSLOCATION
MOBILE NUMBERTELCOCURRENT TELCO PLANOTHER REQUESTED DATA
NPS SCOREARPURELEVANT BILLING DATA
Identified Influencers Identified Advocates Affiliates
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UTILIZE VSOCIAL
Central unfied database to collect and screen particpant data
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SCORING SYSTEM
TYPE
METHOD
Invited Based on reach of their own social platforms. Enter the program via exclusive invite. Expect low take up
Influencer Based on bespoke developed social score via Vsocial data points and/or Klout score
Advocate Based on above influence score and customer score i.e. NPSe
Affiliate Based on participation in either influencer or advocate program. Aspirational program
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EVALUATE SOCIAL SCORE
KLOUT IS NOT EVERYTHING!
We combine a person’s KLOUT score (i.e. online social score) with the results of surveys we developed in collaboration with leading sociologists.
This way we can can determine how ‘sociable’ a person is – online and in real life.
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ASSESSMENT
INFLUENCER(high social score)
ADVOCATE(high NPS, >avg. social score)
AFFILIATE (FAN)(long-term ifluencers, advocates)
Inner CircleContent Collaboration
Ambassadors
Crowdsourcing,Self Help Community
Regular campaignsSales campaignsLoyalty program
SCREENING &MONITORING
RECRUITMENT
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AN INFLUENCER
1,151 Friends & 33 Liked Fashion Pageshttps://www.facebook.com/mervynleow
15,131 Tweets, 265 Following & 303 Followers https://twitter.com/LeowMervyn
MERVYN LEOW
AN ADVOCATEZHONGZHI GOH
3,169 Tweets, 50 Following & 143 Followers https://twitter.com/zhongzhigoh
Positive Mentions 100+Helpful Tips to Friends 30+
Present in 3 x Forums
AN AFFILIATE300 Friends & 6 Liked Fashion Pageshttps://www.facebook.com/DJalife/
151 Tweets, 137 Following & 60 Followers https://twitter.com/EBE_2
Participated in 3 x brand contests this year
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EXCLUSIVE REGULAR ACTIVITIES
1. TASK 2. MANAGE
3. MONITOR 4. REWARD
THIS WEEKS ASSIGNMENT
Try on clothes from head to toe that are found in i.t Labels Singapore and take a photo!
THIS WEEKS REWARD
Generate the most conversation and receive 2 x tickets to BKK fashion week
Need to be defined by the client and their marketing calendar.
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SOLVING ISSUES WITH CROWD SOURCING
Brand identifies Topics Brand Shares Topics with Influencer Group
Influencer Group discusses and highlights concerns and feedback
Brands takes key points into consideration and
actionIssues get resolved
Problem solving influencers get
rewarded
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SOLVING ISSUES WITH CROWD SOURCING
VOC Survey (mobile)User
Sign in via Facebook Connect
Completes Survey
Influencers shortlisted/ chosen
VSocial Plugin, identifies
Influencers
Enters URL
Creates a private Facebook Group
with the 50 advocates
8 Weekly Tasks, sharing their tasks in the Facebook Group
4 Weekly Tasks, sharing their tasks in the Facebook Group
5 brand advocates will be chosen Activation
How to identify influencers and advocates.
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SET REASONABLE GOALS
Before setting goals define your business objectives then establish your social goals, for example:
- Sentiment change- Footfall- NPS imporvement- Engagement & Earned media- Trackable sales targets
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RESOURCE CONSIDERATIONS
Below are the skill sets required for year one. Who provides these skill sets is to be discussed
Content Creation and Engagement
Influencer Management and Engagement
Team Management and Coordination
Social Analytics
Project Management and
Technology Delivery
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SUMMARY
ANALYTICS COMM. MGT
SOCIAL SCORE NET PROMOTER SCORE SENTIMENT
Identify influencers, advocates and affiliates. Optimize marketing communication throughout all disciplines.
Web assets
SOCIAL MEDIA CAMPAIGNS
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Let’s talk.Florian (Flo) Jungbauer [email protected] 0811-9445441