I presented this session at 4As Transformation 2014. It focuses on the 5 key truths in social media marketing today and includes best practices that advertising agency professionals can integrate into their work immediately, as well as provides a look to areas to watch in the future. Relevant links from the presentation: BA Mums video - http://www.youtube.com/watch?v=WPcfJuk1t8s Lexus Instagram video - http://www.youtube.com/watch?v=DgmQV7hGQXM WOMMA Influencer Handbook - http://www.womma.org/resources/online-resources

1. Social Media - Transforming Brand Marketing
Gemma Craven
@gemsie

2. 5
Key
Truths

4. The customer we are
targeting has changed
forever

5. There has been a huge shift in how we receive information

6. Consumers today put up a shield against marketing noise

7. And understand how they are influenced & their value exchanges
Follows brands on
social channels to
get discounts,
vouchers and to
enter relevant
promotions
Shops online for
herself for
convenience
10x more likely to
talk about
negative customer
experience in
social spaces
Asks friends and
family with similar
experience to her
when it comes to
family’s health
Searches for
advice online from
influencers, media
sources and in
parenting and
health forums

8. To engage them we must be relevant and timely

9. Shannon Radecki
Social Demographic
Checklist
Age: 42
Income: $53k
Homepage: People.com
Common Platforms:
Overview
“I love Facebook to keep in touch with
my friends – I value their opinions on
things. I am always on my phone,
mostly texting my kids to see what
they are up to!
I do love to eat, and cook - use the
Internet for a lot of ideas. I also enjoy
following celebrities and gossip on
Twitter.
I follow brands for discounts and
coupons only.”
Online Behaviors
Tips for engagement: Shannon is a spectator and a joiner in social channels – she will not create content
proactively, but will consume information served up to her, and potentially comment. Entertainment is an
important consideration for her when she is connecting with brands. Her friends are a key driver of activity for
her – if they like or do something, she is much more likely to do so.
• Enjoys traveling and taking cruises
(Princess Cruises, Royal
Caribbean and Carnival) also
travels to tourist destinations in
Florida such as Busch Gardens
and SeaWorld
• Dines at restaurants like
Applebee’s, uses discount
coupons
• Shops at Bed Bath & Beyond,
Publix, PetSmart and TJ Maxx
• Consumes lifestyle magazines like
Ladies’ Home Journal, Woman’s
Day, Good Housekeeping and
Southern Living
• Watches daytime TV shows such
as Good Morning America, The
Rachael Ray Show, Today Show
and Dr. Phil
BEST PRACTICE: Social Customer Persona

10. 2

11. Social media can deliver
enormous value to clients

12. • Demonstrating openness and responsiveness (McDonalds)
• Delivering more relevant content (IKEA)
• Driving third-party advocacy with surprise and delight (KLM)
• Activating loyalists (Mini)
• Delivering useful & relevant added value (Hilton)
• Social customer care that builds loyalty (Delta)
• Shorting time to market (Quirky)
• Reducing cost in development (Starbucks)
• Testing product ideas earlier (Old Navy)
• Enabling employees to advocate (Mastercard)
• Training the workforce (UPS)
• Improving employee performance (IBM)
• Enticing customers to buy more at the right time (Target)
• A data first approach to engagement (Intel)
• Weaving social into wider CRM efforts (IBM)
Social media helps unlock value from the customer relationship

13. 13
Responsive
Committed
Trustworthy
Open
The social brand today must commit to new principles

14. 14
The disrupted
agency – slide to
build
The social agency has found new collaborative ways of working

15. Formalized
Organize For
Scale.
Set governance for
social. Create
discipline and
process. Strategic
business goals.
Engagement
Dialog Deepens
Relationships.
Drive consideration
to purchase. Provide
direct support.
Internal employee
engagement.
Planning
Listen and Learn.
Understand how
customers use
social channels.
Prioritize places
where social can
have the most
impact.
Presence
Stake Our
Claim.
Amplifying
existing
marketing
efforts.
Encourage
sharing.
Strategic
Become A Social
Business.
Scale across
business units.
Phase 2 Phase 3 Phase 4 Phase 5Phase 1
0
100
Value
And the social enterprise continues to evolve
Source: Altimeter Group

16. 3

17. It must be integrated into the
overall planning process

18. Create LearnDrive
KnowListenDefine
Business
ambition
Social Brand
Print
Social Advertising
Customer
EngagementContent Syndication
Event Activation
Digital Media Relations
Performance
Measurement
Optimization
Social
Experienc
e
Community
Management
Influencer
Management
Content
Activation
Social Insight
Search & Behavior
Insight
Integrate social media into the planning process

19. Create
What could I be doing?
Learn
How will I know if it’s working?
Drive
How do I drive scale and
impact?
Know
How is my brand performing in
social media now?
Listen
What are people saying and
doing in social media related
to my business?
Define
What is the business
challenge we must solve?
1Business
ambition
2Customer
experience
3architecture
4solution
5effectiveness
BEST PRACTICE: Social planning framework

20. 4

21. Without measurement social
media is useless

22. How we
will win
Objectives
INFUSE
our content and
products where
people are
naturally spending
their lives, creating
a synergy between
their passions,
cultural moments
and the brand
PARTICIPATE
real time in large
scale conversations
and own cultural
“moments” with
relevant content and
engagement around
events
FOSTER
growth & loyalty
among the
community with
relevant content
that they care
about to deepen
their engagement
with the brand &
amplify their story
Drive advocacy
and loyalty
• Reach
• Perception and
Intent
• Engagement
• Sentiment
• Actions
• Reach
• Perception and Intent
• Preference
ENTICE
ambassadors,
influencers and
advocates with
experiences and
content that will
inspire and empower
them to share their
stories on an ongoing
basis at scale
Metrics
Advocacy
Attribution, Optimization, ReportingAttribution, Optimization, Reporting
• Sentiment
• Actions
• Engagement
Analytics roadmap measures social across customer touch points

23. KPIs
Video Views
Tab Impressions
Number of Wall Posts
Number of New Fans/Likes
Reach and Positioning ActionPreference
Impressions Conversions to Leads/SalesSentiment
Survey-based Brand Positioning Survey-based ConsumptionSurvey-based Brand Preference
Likes Per Post
Media Uploads
(videos, photos)
Link Click-throughs
Link Shares
DiagnosticMetrics
BEST PRACTICE: Measuring reach, preference & action
Sample dashboard

24. 24
BEST PRACTICE: Measurement Dashboard

25. 5

26. It is an ever evolving medium

27. Mobile first – WhatsApp
Paid is King
Real time with Trending
Who is my audience?
Facebook

28. Disney uses Facebook to navigate fans

29. 29
Social customer care
Vine explosion
The real time channel
Twitter TV
Twitter

30. Delta Assist leads the way with social customer care

31. Lowes Fix at Six combines utility & entertainment

32. 32
Tumblr
Brand partnerships
Test bed for creative work
Mobile in-stream ads

33. IBMBlr reimagines innovation

34. Google social spine
Creative Sandbox
Power of YouTube
Help Outs + Hang Outs
YouTube and Google+

35. BA Mums tugs at the heart strings with video

36. Publisher-like approach
Influencer program
Publishing platform
Sponsored updates
LinkedIn

37. Coca Cola markets itself via thought leadership

38. 38
Instagram = location
Pinterest + retail
Instagram wins for brands
Pinterest rich pins
Pinterest and Instagram

39. Maersk uses Instagram to tell its brand story

40. Lexus Instagrammers reshoot the traditional TV spot

41. Pantone inspires, tells its brand story & uses beautiful curation

42. 42
Growth of Line
Reverse Innovation
Mobile-first web
Rapid change

43. Redefining the word ‘influence’
Source: WOMMA Influencer handbook

44. BEST PRACTICE: Real Time Newsroom

45. Brand storytelling rather than brand messaging

46. Use second screen targeting to deliver real value
1.2 million tweets
Seen by 7.5 million
Twitter users

47. The future of wearables and contextual marketing

48. Thank you
Gemma Craven
Executive Director
Social Customer Engagement
OgilvyOne
Let’s connect:
Twitter: @gemsie
LinkedIn: linkedin.com/gemsiecraven