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Social media and beyond.
Managing your brands
in the social media landscape.
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
OLDER THAN FACEBOOK
14 Feb 2005

YouTube is born

14 Jan 2005

VÖCANIC launches
21 Mar 2006

26 Sep 2006

Facebook officially launches
28 Mar 2010

Pinterest is born
21 Jun 2011

VÖCANIC JK opens

Twitter is born
14 Mar 2010

VÖCANIC KL opens

06 Oct 2010

Instagram is born
03 Aug 2011

VÖCANIC BK opens
to date

close to 11 million fans

We were social before social media got big.
WE ENGAGE PEOPLE

To date, we manage our clients‟ communities totaling

11 million
active fans on a daily basis.
WE BELIEVE

The Power of Personal Recommendation
is valued as the most trusted source of
information before making a purchase
decision.
OUR TASK

the 10% of brand advocates who influence the
ENGAGE
buying decision of the
DEVELOP other 90%
FIND
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!
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!
OUR CONSULTATIVE APPROACH

SOCIAL BY DESIGN STRATEGY

Social Media (Readiness)
audit and consultation

Strategy based on client’s strategic
and operational goals

TECHNOGOLY & PLATFORMS

VSocialTM - Enterprise-scale social
conversations management platform

V.O.CTM, GroundswellTM, IDXTM,
SSSOTM, Planned Crisis, Loyalty, CRM*

PROGRAM MANAGEMENT

Campaign development and media
plan based on brand goals

Design, mechanics, development,
launch, maintenance

ENGAGEMENT MANAGEMENT

Pro-active & re-active community
management, O>F>R

Planned Crisis Management,
Analytics & Reporting

INSIGHTS & ANALYTICS

Social Community Analysis (social
graph, sentiment…)

Campaign analytics, SLA tracking,

*seamless integration of social data with customer CRM data
OUR PROPRIETARY PLATFORMS
VSOCIAL

MISSION CONTROL

SSSO

SOCIAL CS

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 conversations 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.

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.

GROUNDSWELL

IDX

REFERRAL TRACKING

PLANNED CRISIS TOOL

Our referral tracking
engine allows us to run
Facebook campaigns
with specific incentives
for participants who
can successfully recruit
new members and
users.

A tool/platform specifically designed to anticipate planned crisis
(e.g. price increase,
product change…)

Algorithm-based key
influencer identification
system utilized as basis
for influencer-driven
campaigns (i.e. amplification of promotions
with the help of supportive key influencers).

IDX (or: IdeaXchange)
allows us to crowdsource opinions and
suggestions in text,
picture and video
format among your
brand‟s audience.
MULTI AWARD WINNING AGENCY
Who we are…
We are an award-winning Social
Media Marketing Agency and we
were here before the hype started.

We  believe  that  an  individual’s  
positive recommendation of a brand
to their friends is the best form of
endorsement for that brand.

2013 & 2013
Agency of the
Year – South East
Asia

We blend our knowledge of Social
Media with our Passion for Brand
Advocacy resulting in a relevant,
remarkable & measurable customer
engagement.

2013 - Marketing Excellence
Awards - StarHub (Customer
Loyalty)

2013 - Customer
Loyalty and
Engagement
Awards - StarHub
- Best use of
Brand Advocacy

2013 - Marketing Excellence
Awards - WingTai/I.T. Labels
SIMPLE QUESTIONS – ONE CHALLENGE

Are you managing your communities
effectively and in an efficient manner?
Are you gathering actionable insights
from your audience?
Are you sure you are utilizing
social media optimally?

?

?

PREPAID

?

?
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!
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!
WHAT IS SOCIAL CUSTOMER SERVICE?
Drive better relationships with your
social customers – transform them
into loyal brand advocates.

Customer service then…

…Customer service now
WHAT IS SOCIAL CUSTOMER SERVICE?
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.
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

AXIS

AQUA

SMRT
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!
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!
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!
INTRODUCING VSOCIAL
A little bit of Alice…

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 collection
and storage of social fan data.
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 collection
and storage of social fan data.
Nestlé BMs

query
post/reply

• 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 CS

Social

CRM

Loyalty

query/reply

query/reply

single social sign-on

Vocanic Social
Response Center

content
creation

escalation/ticket

Vocanic designers
and copywriters

a

Social Media (CS) conversation
management platform

log-in ID

log-in ID
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)
POWERFUL

Community Management
•
•
•
•
•
•
•
•
•
•

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

Stay in control!
SMART

Conversation
Management
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.

Every new comment, post or tweet is
marked as „NEW‟. Once the community
manager is working on it, status changes
to „OPEN‟ automatically.
INTELLIGENT

Do our fans prefer Ari Lasso
or Rihanna; Tehbotol or Pepsi?
•
•
•
•
•

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!

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…)
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.
INFORMATIVE

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.

Always up to date with Vsocial:
• Social Media Channel Performance
• Campaign Performance
• Community Management Statistics
• Agent Performance (SLA)
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)
THE TRANSPARENT CUSTOMER
name, age, gender
phone number
education
email address

work
friends
referrals
events he has
attended

purchases
family members
favorite music, food,
celebrity, movies…
demographic data

post address
cost of acquisition
KNOW THESE … AND MANY MORE DETAILS

influencer level
competitors he likes
sentiment / mood
time spent with
your brand
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)
BE CUSTOMER CENTRIC
Brand website

Brand campaign

BRAND A

ONE CAMPAIGN MODE
content based on user profile

BRAND B

CAMP.

WIN

Consumer A

PRIZE BASED ON
USER PROFILE

BRAND C

SOCIAL
PROFILE
Brand website

Brand campaign

BRAND B

LIKES

ONE CAMPAIGN MODE
content based on user profile

BRAND E
Consumer B
BRAND K

CAMP.

WIN

PRIZE BASED ON
USER PROFILE

CRM

LOYALTY
WHAT OUR CLIENTS SAY

EMAIL TO VOCANIC,
25 SEP 2013

NOTE:
Community management
done by Vocanic + use of
VSocial
VSOCIAL IN DETAIL

Find a VSocial introduction video here:
http://www.youtube.com/watch?v=l3L9RZQsE4k
VSOCIAL DASHBOARD

The dashboard provides a bird‟s view
perspective of all fans and followers in
the VSocial database.
FAN INSIGHTS (1)

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 (2)
FAN INSIGHTS (3)

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…”
CAMPAIGN INSIGHTS

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.
COMMUNITY MANAGER INSIGHTS (1)

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 (2)

VSocial can also report on the individual performance of community managers within a certain period of time.
USER INSIGHTS (1)

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 (2)

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 (3)

The table view allows
you to drill deeper and
see this specific user‟s
interests.
COMMUNITY MANAGER SCREEN (1)
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 (2)

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 (3)

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 (4)
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.

Every new comment, post or tweet is marked
as „NEW‟. Once the community manager is
working on it, status changes to „OPEN‟
automatically.
COMMUNITY MANAGER EMAIL ALERT

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.
PLATFORM SEARCH

All conversations in the history
database can be
searched/filtered by certain
tags/categories/users and
free text.
CONVERSATION ASSIGNMENTS

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.
DRAFTING CONVERSATIONS

In the Drafts section the community
manager can see all conversations
that are drafted but not yet
published in the various channels.
SCHEDULING CONVERSATIONS

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.
COMMUNITY REPORTS

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.
ANALYTICS WITH VSOCIAL
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!
MISSION CONTROL
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!
59
StarHub
Social Hub
by Vocanic
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!

62
INFLUENCER AND ADVOCACY MANAGEMENT
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.
64
WHO DO WE REALLY WANT TO TARGET?

The influencers other brands want
Top tier of influencers within each
category with the widest reach

Reach

The influencers we want
•
•
•

Active on social platforms
Have above average reach
Eager to be engaged by
brands

Influencer

65
WHO ARE THEY BY DEFINITION?
INFLUENCER

ADVOCATE

Useful for

Creating buzz, drive
awareness

Drive action

Typical profile

Blogger, expert, celebrity

Highly satisfied customer

Mostly know

Little details about your
product and brand

Many details about your
product and brand

Defined by

Size of audience

How likely they are to
recommend your brand

Motivation

Grow audience

Help friends

Advocacy &
Loyalty

Short-term

Long-lasting

Genuine
passion

maybe

yes

Incentives
needed?

Typically yes: product trials…

Typically no

AFFILIATE (FAN)

Combines the upsides of
influencers and advocates,
especially great reach
combined with genuine
passion.
HOW DO WE TREAT THEM?

Back rising stars instead of paying for advocacy!

OFFER THEM PRIORITY, EXCLUSIVITY, RECOGNITION
THINK ABOUT THE VALUE EXCHANGE
THEY WANT
Free Stuff
Great stories
Not to be dictated to
- brands to listen
- brands to engage

THEY HAVE
Free Time
Networks
Opinions
Insights

WE WANT

WE HAVE

Sales
Time
Networks
Opinions
Insights

Product
Access
Platforms
Audience
HOW DOES THIS WORK IN PRACTICE?

1

RECRUITMENT

3

SOCIAL TASKS

2

IDENTIFY INFLUENCERS

4

SEGMENTED COMMUNITIES
CREATE RECRUITMENT POINTS
FACEBOOK

WEB & MOBILE

TWITTER

TARGETED INVITATION

CS APP

Set recruitment
points against
where people are
already engaging
with you or talking
about you.
DATA COLLECTION & MATCHING
SOCIAL GRAPH
NAME
AGE
GENDER
EMAIL
LIKES

FRIEND COUNT
ENGAGEMENT
MENTIONS
LOCATION

Identified Influencers

RECRUITMENT DATA
MOBILE NUMBER
TELCO
CURRENT TELCO PLAN
OTHER REQUESTED DATA

Identified Advocates

CUSTOMER DATA
NPS SCORE
ARPU
RELEVANT BILLING DATA

Affiliates
UTILIZE VSOCIAL

Central unfied
database to
collect and
screen
particpant data
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
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.
ASSESSMENT
SCREENING &
MONITORING
INFLUENCER

(high social score)

ADVOCATE

(high NPS, >avg. social score)

AFFILIATE (FAN)

(long-term ifluencers, advocates)

RECRUITMENT

Inner Circle
Content Collaboration
Ambassadors

Crowdsourcing,
Self Help Community

Regular campaigns
Sales campaigns
Loyalty program
AN INFLUENCER
MERVYN LEOW

1,151 Friends & 33 Liked Fashion Pages
https://www.facebook.com/mervynleow

15,131 Tweets, 265 Following & 303 Followers
https://twitter.com/LeowMervyn

AN ADVOCATE
ZHONGZHI 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 AFFILIATE
300 Friends & 6 Liked Fashion Pages
https://www.facebook.com/DJalife/

151 Tweets, 137 Following & 60 Followers
https://twitter.com/EBE_2

Participated in 3 x brand contests this year
EXCLUSIVE REGULAR ACTIVITIES
Need to be defined by the client and their marketing calendar.

1. TASK

2. MANAGE

THIS WEEKS ASSIGNMENT
Try on clothes from head to
toe that are found in i.t
Labels Singapore and take
a photo!

3. MONITOR

4. REWARD
THIS WEEKS REWARD
Generate the most
conversation and receive
2 x tickets to BKK fashion
week
SOLVING ISSUES WITH CROWD SOURCING

Brand identifies Topics

Problem solving
influencers get rewarded

Brand Shares Topics with
Influencer Group

Influencer Group
discusses and highlights
concerns and feedback

Issues get resolved

Brands takes key points
into consideration and
action
SOLVING ISSUES WITH CROWD SOURCING
Enters URL

User

VOC Survey (mobile)

5 brand advocates
will be chosen

VSocial Plugin,
identifies
Influencers

Sign in via Facebook
Connect

4 Weekly Tasks,
sharing their tasks in
the Facebook Group

Completes Survey

8 Weekly Tasks,
sharing their tasks in
the Facebook Group

Influencers
shortlisted/ chosen

Creates a private
Facebook Group
with the 50
advocates

Activation

How to identify
influencers and
advocates.
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
RESOURCE CONSIDERATIONS
Below are the skill sets required for year one. Who provides these
skill sets is to be discussed
Influencer Management
and Engagement

Team Management
and Coordination

Social Analytics

Content Creation
and Engagement

Project Management
and
Technology Delivery
SUMMARY
Web
assets

ANALYTICS

SOCIAL SCORE

NET PROMOTER SCORE

SENTIMENT

COMM. MGT

SOCIAL MEDIA
CAMPAIGNS

Identify influencers, advocates
and affiliates. Optimize marketing
communication throughout all
disciplines.
Let’s talk.
Florian (Flo) Jungbauer  flo@vocanic.com  0811-9445441

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Vocanic - Social by Design (Intro 2014)

  • 1. Social media and beyond. Managing your brands in the social media landscape.
  • 2. 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
  • 3. OLDER THAN FACEBOOK 14 Feb 2005 YouTube is born 14 Jan 2005 VÖCANIC launches 21 Mar 2006 26 Sep 2006 Facebook officially launches 28 Mar 2010 Pinterest is born 21 Jun 2011 VÖCANIC JK opens Twitter is born 14 Mar 2010 VÖCANIC KL opens 06 Oct 2010 Instagram is born 03 Aug 2011 VÖCANIC BK opens to date close to 11 million fans We were social before social media got big.
  • 4. WE ENGAGE PEOPLE To date, we manage our clients‟ communities totaling 11 million active fans on a daily basis.
  • 5. WE BELIEVE The Power of Personal Recommendation is valued as the most trusted source of information before making a purchase decision.
  • 6. OUR TASK the 10% of brand advocates who influence the ENGAGE buying decision of the DEVELOP other 90% FIND
  • 7. 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!
  • 8. 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!
  • 9. OUR CONSULTATIVE APPROACH SOCIAL BY DESIGN STRATEGY Social Media (Readiness) audit and consultation Strategy based on client’s strategic and operational goals TECHNOGOLY & PLATFORMS VSocialTM - Enterprise-scale social conversations management platform V.O.CTM, GroundswellTM, IDXTM, SSSOTM, Planned Crisis, Loyalty, CRM* PROGRAM MANAGEMENT Campaign development and media plan based on brand goals Design, mechanics, development, launch, maintenance ENGAGEMENT MANAGEMENT Pro-active & re-active community management, O>F>R Planned Crisis Management, Analytics & Reporting INSIGHTS & ANALYTICS Social Community Analysis (social graph, sentiment…) Campaign analytics, SLA tracking, *seamless integration of social data with customer CRM data
  • 10. OUR PROPRIETARY PLATFORMS VSOCIAL MISSION CONTROL SSSO SOCIAL CS 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 conversations 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. 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. GROUNDSWELL IDX REFERRAL TRACKING PLANNED CRISIS TOOL Our referral tracking engine allows us to run Facebook campaigns with specific incentives for participants who can successfully recruit new members and users. A tool/platform specifically designed to anticipate planned crisis (e.g. price increase, product change…) Algorithm-based key influencer identification system utilized as basis for influencer-driven campaigns (i.e. amplification of promotions with the help of supportive key influencers). IDX (or: IdeaXchange) allows us to crowdsource opinions and suggestions in text, picture and video format among your brand‟s audience.
  • 11. MULTI AWARD WINNING AGENCY Who we are… We are an award-winning Social Media Marketing Agency and we were here before the hype started. We  believe  that  an  individual’s   positive recommendation of a brand to their friends is the best form of endorsement for that brand. 2013 & 2013 Agency of the Year – South East Asia We blend our knowledge of Social Media with our Passion for Brand Advocacy resulting in a relevant, remarkable & measurable customer engagement. 2013 - Marketing Excellence Awards - StarHub (Customer Loyalty) 2013 - Customer Loyalty and Engagement Awards - StarHub - Best use of Brand Advocacy 2013 - Marketing Excellence Awards - WingTai/I.T. Labels
  • 12. SIMPLE QUESTIONS – ONE CHALLENGE Are you managing your communities effectively and in an efficient manner? Are you gathering actionable insights from your audience? Are you sure you are utilizing social media optimally? ? ? PREPAID ? ?
  • 13. 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!
  • 14. 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!
  • 15. WHAT IS SOCIAL CUSTOMER SERVICE? Drive better relationships with your social customers – transform them into loyal brand advocates. Customer service then… …Customer service now
  • 16. WHAT IS SOCIAL CUSTOMER SERVICE? 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.
  • 17. 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 AXIS AQUA SMRT
  • 18. 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!
  • 19. 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!
  • 20. 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!
  • 22. A little bit of Alice… 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 collection and storage of social fan data.
  • 23. 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 collection and storage of social fan data.
  • 24. Nestlé BMs query post/reply • 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 CS Social CRM Loyalty query/reply query/reply single social sign-on Vocanic Social Response Center content creation escalation/ticket Vocanic designers and copywriters a Social Media (CS) conversation management platform log-in ID log-in ID
  • 25. 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)
  • 26. POWERFUL Community Management • • • • • • • • • • 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 Stay in control!
  • 27. SMART Conversation Management 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. Every new comment, post or tweet is marked as „NEW‟. Once the community manager is working on it, status changes to „OPEN‟ automatically.
  • 28. INTELLIGENT Do our fans prefer Ari Lasso or Rihanna; Tehbotol or Pepsi? • • • • • 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! 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…)
  • 29. 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.
  • 30. INFORMATIVE 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. Always up to date with Vsocial: • Social Media Channel Performance • Campaign Performance • Community Management Statistics • Agent Performance (SLA)
  • 31. 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)
  • 32. THE TRANSPARENT CUSTOMER name, age, gender phone number education email address work friends referrals events he has attended purchases family members favorite music, food, celebrity, movies… demographic data post address cost of acquisition KNOW THESE … AND MANY MORE DETAILS influencer level competitors he likes sentiment / mood time spent with your brand
  • 33. 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)
  • 34. BE CUSTOMER CENTRIC Brand website Brand campaign BRAND A ONE CAMPAIGN MODE content based on user profile BRAND B CAMP. WIN Consumer A PRIZE BASED ON USER PROFILE BRAND C SOCIAL PROFILE Brand website Brand campaign BRAND B LIKES ONE CAMPAIGN MODE content based on user profile BRAND E Consumer B BRAND K CAMP. WIN PRIZE BASED ON USER PROFILE CRM LOYALTY
  • 35. WHAT OUR CLIENTS SAY EMAIL TO VOCANIC, 25 SEP 2013 NOTE: Community management done by Vocanic + use of VSocial
  • 36. VSOCIAL IN DETAIL Find a VSocial introduction video here: http://www.youtube.com/watch?v=l3L9RZQsE4k
  • 37. VSOCIAL DASHBOARD The dashboard provides a bird‟s view perspective of all fans and followers in the VSocial database.
  • 38. FAN INSIGHTS (1) 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…)
  • 40. FAN INSIGHTS (3) 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…”
  • 41. CAMPAIGN INSIGHTS 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.
  • 42. COMMUNITY MANAGER INSIGHTS (1) 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.
  • 43. COMMUNITY MANAGER INSIGHTS (2) VSocial can also report on the individual performance of community managers within a certain period of time.
  • 44. USER INSIGHTS (1) 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.
  • 45. USER INSIGHTS (2) 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.
  • 46. USER INSIGHTS (3) The table view allows you to drill deeper and see this specific user‟s interests.
  • 47. COMMUNITY MANAGER SCREEN (1) 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.
  • 48. COMMUNITY MANAGER SCREEN (2) 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)
  • 49. COMMUNITY MANAGER SCREEN (3) 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.
  • 50. COMMUNITY MANAGER SCREEN (4) 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. Every new comment, post or tweet is marked as „NEW‟. Once the community manager is working on it, status changes to „OPEN‟ automatically.
  • 51. COMMUNITY MANAGER EMAIL ALERT 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.
  • 52. PLATFORM SEARCH All conversations in the history database can be searched/filtered by certain tags/categories/users and free text.
  • 53. CONVERSATION ASSIGNMENTS 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.
  • 54. DRAFTING CONVERSATIONS In the Drafts section the community manager can see all conversations that are drafted but not yet published in the various channels.
  • 55. SCHEDULING CONVERSATIONS 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.
  • 56. COMMUNITY REPORTS 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.
  • 57. ANALYTICS WITH VSOCIAL 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!
  • 59. 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! 59
  • 60.
  • 62. 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! 62
  • 64. 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. 64
  • 65. WHO DO WE REALLY WANT TO TARGET? The influencers other brands want Top tier of influencers within each category with the widest reach Reach The influencers we want • • • Active on social platforms Have above average reach Eager to be engaged by brands Influencer 65
  • 66. WHO ARE THEY BY DEFINITION? INFLUENCER ADVOCATE Useful for Creating buzz, drive awareness Drive action Typical profile Blogger, expert, celebrity Highly satisfied customer Mostly know Little details about your product and brand Many details about your product and brand Defined by Size of audience How likely they are to recommend your brand Motivation Grow audience Help friends Advocacy & Loyalty Short-term Long-lasting Genuine passion maybe yes Incentives needed? Typically yes: product trials… Typically no AFFILIATE (FAN) Combines the upsides of influencers and advocates, especially great reach combined with genuine passion.
  • 67. HOW DO WE TREAT THEM? Back rising stars instead of paying for advocacy! OFFER THEM PRIORITY, EXCLUSIVITY, RECOGNITION
  • 68. THINK ABOUT THE VALUE EXCHANGE THEY WANT Free Stuff Great stories Not to be dictated to - brands to listen - brands to engage THEY HAVE Free Time Networks Opinions Insights WE WANT WE HAVE Sales Time Networks Opinions Insights Product Access Platforms Audience
  • 69. HOW DOES THIS WORK IN PRACTICE? 1 RECRUITMENT 3 SOCIAL TASKS 2 IDENTIFY INFLUENCERS 4 SEGMENTED COMMUNITIES
  • 70. CREATE RECRUITMENT POINTS FACEBOOK WEB & MOBILE TWITTER TARGETED INVITATION CS APP Set recruitment points against where people are already engaging with you or talking about you.
  • 71. DATA COLLECTION & MATCHING SOCIAL GRAPH NAME AGE GENDER EMAIL LIKES FRIEND COUNT ENGAGEMENT MENTIONS LOCATION Identified Influencers RECRUITMENT DATA MOBILE NUMBER TELCO CURRENT TELCO PLAN OTHER REQUESTED DATA Identified Advocates CUSTOMER DATA NPS SCORE ARPU RELEVANT BILLING DATA Affiliates
  • 72. UTILIZE VSOCIAL Central unfied database to collect and screen particpant data
  • 73. 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
  • 74. 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.
  • 75. ASSESSMENT SCREENING & MONITORING INFLUENCER (high social score) ADVOCATE (high NPS, >avg. social score) AFFILIATE (FAN) (long-term ifluencers, advocates) RECRUITMENT Inner Circle Content Collaboration Ambassadors Crowdsourcing, Self Help Community Regular campaigns Sales campaigns Loyalty program
  • 76. AN INFLUENCER MERVYN LEOW 1,151 Friends & 33 Liked Fashion Pages https://www.facebook.com/mervynleow 15,131 Tweets, 265 Following & 303 Followers https://twitter.com/LeowMervyn AN ADVOCATE ZHONGZHI 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 AFFILIATE 300 Friends & 6 Liked Fashion Pages https://www.facebook.com/DJalife/ 151 Tweets, 137 Following & 60 Followers https://twitter.com/EBE_2 Participated in 3 x brand contests this year
  • 77. EXCLUSIVE REGULAR ACTIVITIES Need to be defined by the client and their marketing calendar. 1. TASK 2. MANAGE THIS WEEKS ASSIGNMENT Try on clothes from head to toe that are found in i.t Labels Singapore and take a photo! 3. MONITOR 4. REWARD THIS WEEKS REWARD Generate the most conversation and receive 2 x tickets to BKK fashion week
  • 78. SOLVING ISSUES WITH CROWD SOURCING Brand identifies Topics Problem solving influencers get rewarded Brand Shares Topics with Influencer Group Influencer Group discusses and highlights concerns and feedback Issues get resolved Brands takes key points into consideration and action
  • 79. SOLVING ISSUES WITH CROWD SOURCING Enters URL User VOC Survey (mobile) 5 brand advocates will be chosen VSocial Plugin, identifies Influencers Sign in via Facebook Connect 4 Weekly Tasks, sharing their tasks in the Facebook Group Completes Survey 8 Weekly Tasks, sharing their tasks in the Facebook Group Influencers shortlisted/ chosen Creates a private Facebook Group with the 50 advocates Activation How to identify influencers and advocates.
  • 80. 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
  • 81. RESOURCE CONSIDERATIONS Below are the skill sets required for year one. Who provides these skill sets is to be discussed Influencer Management and Engagement Team Management and Coordination Social Analytics Content Creation and Engagement Project Management and Technology Delivery
  • 82. SUMMARY Web assets ANALYTICS SOCIAL SCORE NET PROMOTER SCORE SENTIMENT COMM. MGT SOCIAL MEDIA CAMPAIGNS Identify influencers, advocates and affiliates. Optimize marketing communication throughout all disciplines.
  • 83. Let’s talk. Florian (Flo) Jungbauer  flo@vocanic.com  0811-9445441

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