'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.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
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
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.
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
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
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