5. 70% Of people trust opinions of
others shared online
4x More likely to buy from a brand they have Liked on Facebook
84%
Users who have liked a brand
are active on Facebook daily
Nielsen, Facebook, iModerate
6. 60%
Of consumers learn about brands
through social networking sites.
58%
Of users have liked a brand on Facebook
60% Of people actively recommend
a brand they have Liked on Facebook
10. POSTCOR METHODOLOGY
P People
How the audience behaves online, what they are ready for
O Objectives
What are your goals? Listening for insights? Energising for sales?
S Strategy
How do you want the relationship to change?
T Technology
What social media applications are best suited to your audience
C Content
What content do you have? What can you easily create?
O Operations
Who will run the social channels? How will you respond and join in?
R Rules
What rules and regulation do you need to follow?
11. PEOPLE SOCIAL TECHNOGRAPHICS BEHAVIOUR
Social Technographics
A way to classify peopleâs behaviour and
participation in social media
14. SOCIALLY CENTRIC APPROACH
TRIAL PURCHASE
ONLINE OFFLINE
ACTION ACTION
SOCIAL
PROPERTIES
SOCIAL
ACTION
OFFLINE ONLINE
ACTION ACTION
FOOTFALL PROMOTION
15. 1 STRATEGIES: MARKETING
Old Spice Guy
Socially centric TV campaign with tailored
video responses to questions in social channels
6M views of responses
30M online views of TVC
16. 1 STRATEGIES: MARKETING
Hotel Indigo Neighbourhood Stories
Multi-channel campaign creating advocacy via
sharing of stories about local neighbourhoods,
aspirational travel and art & design.
43,000 advocate community
10M+ monthly reach
20,000 conversations
4:1 ROI forecast
17. 1 STRATEGIES: MARKETING
Clarks Stand Tall
A socially centric story telling campaign where
people shared what makes them âStand Tallâ.
Promotion via blogger engagement, twitter, paid
media, email and online news sites
51,000 participants
16,000 votes
4:1 ROI
18. 2 STRATEGIES: SALES
KitKat Chunky Champion
A fully integrated campaign across Facebook, TV, press ads, PR
and online video
600,000 participants
10% increase in sales
19. 2 STRATEGIES: SALES
Durex Play O: Things that make you go O
A celebration of the things that give you knee trembling excitement
based on story sharing on Facebook with community engagement,
blogger relations, online media and experiential activities.
7.2M reached
35% increase in sales
20. 3 STRATEGIES: CUSTOMER SERVICE
McAfee Mavens
Peer to peer customer support network, where
Fans solve customer service problems for other
fans
7% operating cost reduction
21. 3 STRATEGIES: CUSTOMER SERVICE
Dell Rockstars
Customer support community rewarding participants for
helping others, submitting ideas and suggestions
16,000 ideas contributed
90,000 tips, comments and suggestions
$1M saved
22. 4 STRATEGIES: INSIGHTS
Mini USA
Listened to conversations in social channels, which revealed
owners talked about being part of a community, not
performance, economy, spec.
ïŹ WOM Marketing campaign focused on existing owners
24. CONTENT
AUDIT Audit existing content, create new content.
SPOT Use free and paid for tools to spot social media
OPPORTUNITIES conversations that you want to join
Develop content into conversations triggers.
CONVERSATION
TRIGGERS Use via social media channels.
25. OPERATIONS
LISTEN Track what people are saying, where they are talking
Should you get involved?
ASSESS
What is your organisationâs policy?
INTERACT Talk âwithâ people, not âatâ
26. REGULATIONS
1 External:
ïŹ Consumer Protection Act
ïŹ CAP Code Extension
ïŹ Industry specific e.g. FSA
2 Internal: corporate policy
37. TRADITIONAL MEASUREMENT METHODS
ACTIVITY ACTIVITY
TVC, poster, release, Posts, tweets, uploads
placement
Translated into
social campaigns
OUTPUT OUTPUT
Interactions, fan
Reach & freq, views,
numbers, reach, click
click thrus, thru
OUTCOME OUTCOME
Sales, traffic, opinion Sales, insight, brand
change, brand health health, sentiment
38. WORKING OUT CAUSE & EFFECT:
1. TIME SERIES ANALYSIS
4,000 Durex Orgasm gel
1,500 TV
SALES [â000]
Social Media
900 & Online
Social Media Media
PR
600
Aug Jan
40. WORKING OUT CAUSE & EFFECT: CHANNEL EFFECTIVENESS
2. ECONOMETRIC MODELLING
MILLIONS
PR
POS
Door Drops
Twitter
Instore Leaflets
Facebook
Outdoor
TV
SALES
41. WORKING OUT CAUSE & EFFECT:
3. CHANNEL ATTRIBUTION
CAT
Ranks channel by its ability to
deliver against an objective
42. Social is just like any other channel and
the same measurement criteria apply
44. FREE: TAKING A SNAPSHOT
Addictomatic
Find out where you are now
45. FREE: TRACK BY CHANNEL
Key word tracking in blogs
Technorati, google blog search, serph, icerocket, blogpulse
Tracking in forums
Board reader, board tracker
Tracking in twitter
Tweetdeck, tweetscan, twittersearch, twitter beep, twittority, tweetdeck, hootsuite
51. PLANNING STRATEGIES
Listen
Engage in dialogue Respond
Transparent Human
Honest Authentic
GIVE PEOPLE SOMETHING TO TALK ABOUT
52. TO THINK ABOUT
1 Are you set up to use social media for customer service or marketing or insights?
2 What marketing initiatives could you use through social channels?
Are your customers prone to forming a community? Sharing content? What do you
3 have that they might want to share?
4 Can you use social media to be useful to people? Or entertaining? Or inspire people?
Hinweis der Redaktion
70% of consumers trust opinions posted online
In summary
Also had sales objective as it increased sales by 2000%
Each Hotel Indigo is inspired by the local neighbourhood, in which the individual hotel is located. The social media strategy is to create âstories worth sharingâ based on each hotelâs individual neighbourhood story.With compelling content about the hotelsâ unique character, art, design and off the beaten track attractions, we attract, engage and reward members of the community.Savvy Individualists: cosmopolitan, cultured 25-35 year old
Based on insight that new shoes gave women confidenceEncourge people to share their stories on what made them stand tall, what and where they had been in the world that made them happy and what shoes they were wearing.
Four new flavours 637,657 votesDuring the one month of the campaign Kit Kat UK was actually the fourth fastest growing page on Facebook in the worldIntegrated across Facebook, TV, press ads and online video
Problems solved publicly so less calls to call centreThe more thanks and kudos they receivethe more they can put towards productdiscount or free product.24,000 dell employees trained in social media
Could have made huge mistake in doing classic automotive marketing : luxury or performance,
CPA: cant impersonate, deceive, create fake opinions / ground swellCAP: responsible for all things on channel you can edit e.gFacebok postChannel rules e. Wiki canât edit your entry
Based on research into how much more FB fans spend [Social Trac] than non Facebok fans
Based on how active the fan is, how much they recommend, loyalty to brandBased on a model that looks at buying probability, propensity to recommend,
Based on FB fans spend $368 v Non FB consumers spend $150 each yearSo lifetime of a customer could be as much as $4300 over 20 years
Based on FB analysis 2012
Used logistical regressionBest buy, walmart, Coke and BlackberryFB fans more likely to buyWalmart FB double the odds of buying at Walmart than non FB fansCan apply to your customers Therefore, argue â get more fans and sales will increaseâŠ.
Interview Facebook and non facebook fans who drank cider on consumption habitsModel showed FB fans drank more of the brand than non FB fans = 38%
Basket size comparison of FB fans v non FB fans
Model takes into account conversions, value of conversations, size of fans.Based on large hotel chain
5000 consumers, 50 market expertsSelect objective and budget e.g awareness, loyalty, trial, transaction, recommendation tool shows what channel will best meet that objective for the budgetgives estimated effectiveness measure.
