Overview of social media data and continued evolution, plus an introduction to Forrester's POST approach, social media metrics, and the dangers of using engagement and fans a business measurement.
2. The world is full of
bad assumptions
Social media doesn’t
Social media doesn’t
drive purchase
drive purchase
behavior.
behavior.
Social media impact
Social media impact
customers and not
customers and not
prospects.
prospects.
3. 16 percent have changed
their views about a
political issue after
discussing it or reading
posts about it on the sites.
Source: Pew Internet, Politics on Social Networks,
9/2012
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7. The world is full of
bad assumptions
Social Media is aagood
Social Media is good
marketing channel.
marketing channel.
Consumers welcome
Consumers welcome
brands in social media
brands in social media
11. 51% of consumers expect that a
“like” will result in marketing
communications from brands...
But 40% do not believe it should
result in marketing
communications.
Source: Exact Target, Subscribers, Fans & Followers Study, 2011
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12. How soon after you contact a
brand, product or company
on social media do you
expect a response?
Sources: American Express Global Customer Service Barometer 2012, Edison Research
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17. Media Consumption in 18-to-24 year olds
50% decline in web-based email in
just the past two years
1 hour and 45 minutes less
television in Q2 2012 from year prior
45 minutes more online video
viewing in Q2 2012 from year prior
19. How to do social
media right
Source: StockMonkeys.com
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20. P People
Assess your customers’ social activities
O Objectives
Decide what you want to accomplish
S
Strategy
Plan for how relationships with
customers will change
T Technology & Tactics
Decide which social technologies to use
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21.
22. P People
Assess your customers’ social activities
•Where are they sharing?
O
•What are their behaviors?
•What are their expectations of brands in
social media?
•What regulations must be considered
S in relation to your audience?
•What is their existing relationship to
the brand?
T
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23. Social Technographics Ladder
Creators
Forrester’s Social
Critics
Technographics
classifies people
according to how Collectors
they use social
technologies. Joiners
Spectators
Inactives
24. Publish a blog
Creators make social Creators
Publish your own Web pages
Upload video you created
content go. They write Upload audio/music you created
Write articles or stories and post them
blogs or upload video,
music, or text.
Groups include people participating in at least
one of the activities monthly.
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25. Publish a blog
Publish your own Web pages
Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Critics respond to Post ratings/reviews of products/services
content from others. Critics
Comment on someone else’s blog
Contribute to online forums
They post reviews, Contribute to/edit articles in a wiki
comment on blogs,
participate in forums, and
edit wiki articles.
Groups include people participating in at least
one of the activities monthly.
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26. Publish a blog
Publish your own Web pages
Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Critics
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Joiners connect in social Maintain profile on a social networking site
networks like MySpace Joiners
Visit social networking sites
and Facebook
Groups include people participating in at least
one of the activities monthly.
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27. Publish a blog
Publish your own Web pages
Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Critics
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Joiners
Visit social networking sites
Spectators consumer Read blogs
social content including Spectators
Watch video from other users
Listen to podcasts
blogs, user-generated Read online forums
Read customer ratings/reviews
video, podcasts, forums,
or reviews
Groups include people participating in at least
one of the activities monthly.
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28. Publish a blog
Publish your own Web pages
Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Critics
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Joiners
Visit social networking sites
Read blogs
Watch video from other users
Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews
Inactives neither create
nor consumer social Inactives None of the above
content of any kind
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29. Publish a blog
Publish your own Web pages
Conversationalists Creators Upload video you created
Upload audio/music you created
update status on a social Write articles or stories and post them
networking site or post to Post ratings/reviews of products/services
Twitter at least weekly Critics
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Joiners
Visit social networking sites
Read blogs
Watch video from other users
Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews
Inactives None of the above
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33. It is Vital to
Understand the
Social Behaviors
of Your Audience
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34. P
O Objectives
Decide what you want to accomplish
•What is the problem you wish to solve?
•What is benefit you wish to deliver?
S •How will you measure success?
T
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35. Start with Business Objectives…
Learn
Ascertain consumer behaviors, needs or opinions about brand or product,
Manage reputation
Enhance reputation; correct erroneous information; decrease specific
negative brand sentiment; build trust; increase positive ratings; monitor for
reputation, product and security crises
Provide support
Decrease call volumes, furnish service in channel of choice, educate
Enhance marketing and sales
Increase share of voice, create more demand, improve awareness and
consideration, sell in social channels, listen for selling opportunities, empower
advocates and employees
Develop new products and business models
Crowdsource to develop and test ideas, new shareable economy
concepts, gather and use “big data”
36. Objective One: Learn: Doritos Locos Taco
Taco Bell used NetBase to analyze
social media data
Learned 80 to 90% of Taco Bell-related
conversations taking place on Twitter
Learned most significant driver of
negative conversations was limited
quantities of product.
Plan: Developed marketing plan for “tweet off” with prize being exclusive
advance access to product
Outcome: Net sentiment for entire brand rose 20%; 200M Dorito Locos
Tacos sold, most successful product launch to date
37. Objective Two: Manage Rep: Total SA
Energy giant Total SA
monitors social media to
manage reputation.
In March, it faced a potentially
lethal industrial accident: a
gas leak in its Elgin gas field.
Plan: Monitor for questions
and misinformation, responding in real time.
Outcome: Estimates are the company decreased by 20% potentially
damaging articles or discussions online. CEO praises handling, saying
incident was handled 'responsibly and transparently, demonstrating the
priority placed on safety and the environment.'"
38. Objective Three: Provide Support: Skype
Skype wanted to cut
support costs and enhance
self service
Plan: Enhance and promote
existing support community;
offer it in eight languages;
launch #SkypeTalks live
events with questions streamed communities and Twitter
Outcome: First contact resolution at 70% for 10 million users/month; 10%
reduction in traditional support costs; Community members are 30%
more likely to use long-term subscriptions
39. Objective Four: Marketing/Sales: Cisco
Cisco’s YouTube channel
has 20,000 followers
Wanted to leverage videos
to increase inbound traffic,
leads and sales
Plan: Leverage the free
annotations available with
YouTube Brand channels to link to the next step in the customer
journey.
Outcome: In the first 60 days, the calls to actions received 3,660 clicks.
Cisco now adding clickable calls to action for all of new videos.
40. Objective Five: New Products: Barclaycard
Desired to test how social
media might enhance the
launch of a new credit card
Plan: Launch the world's first
community-designed credit card.
Barclaycard is transparent about
financial performance and engages cardmember community to build a
better credit card experience.
Outcome: More than 50 crowdsourced customer ideas and suggestions
implemented; Barclaycard’s cardmember community has helped drive
customer retention up 25% versus typical programs, and decreased
customer complaints by 50%.
41. Define Metrics Before Strategies
More Directly Financial
Financial: Risk Mitigation:
•Sales •Decrease cost of future
•Leads reputation crises
•Costs saved
•Share of wallet
•Decreased return rates
•Media mix modeling
Short Long
Term Term
Digital: Brand:
•Clicks •Awareness
•SEO •Consideration
•Traffic •Intent
•Fans •NPS/Advocacy
•Engagements
•RTs
Less Directly Financial
42. Examples of Financial Metrics
In December 2009, Dell announced it had measured through trackable
links $6.5m in revenue from its @DellOutlet Twitter handle.
Petco.com found that products with reviews have return rates that are
20% lower than those without reviews — and the return rate is 45%
lower for products with more than 25 reviews — saving on shipping,
restocking, and customer service costs.
One financial services firm used Media Mix Optimization to discover
social media contributed 1.3% of its insurance, 1.5% of its credit cards
and 3.1% of its bank products volume.
43. Examples of Brand Metrics
Secret implemented “Let Her Jump,” a petition to allow female ski
jumping in the Winter Olympics. The brand used a combination of
online surveys of Facebook users and Nielsen Brand Lift surveys to
discover that the belief that Secret deodorant works better than other
deodorants increased 8 points and purchase intent jumped 11%.
Bank of America used its private online community of high school
students, the Student Pulse, to learn about high school students'
relationship with their finances. Insights garnered from community
helped BAC to increase unaided brand awareness 30%, brand
favorability 40% and brand consideration 13%.
45. Examples of Digital Metrics
Dell’s Trade Secrets campaign launched to support Vostro V180
laptop sales to SMB market. Identified a list of 150+ influencers in the
US and UK and distributed laptops, asking for feedback and
recommendation through Twitter chats, giveaways and offline events.
Exceeded goals for Facebook posts by 547%; tweets by 8235%; blog
posts by 113%, and total digital impressions by 250%.
To build awareness of its telecommunications offerings for brand and
enterprise IT, CenturyLink identified blogs and communities where
tech decision makers participate and launched participation.
Increased brand impressions by 50% and clickthroughs from social
channels by 60% in one quarter.
46. Look! A Fan Surge!
170,000
Bank Transfer Day
160,000
150,000
140,000
11/19
130,000 159,577
120,000
110,000
100,000
10/22
90,000
66,353
80,000
70,000
10/20 10/23 10/26 10/29 11/1 11/4 11/7 11/10 11/13 11/16 11/19
47. +$
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48. Sources are Not Created Equal
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Earn
Earn Pay
Pay Earn
Earn
• Product & Service Experience • Product & Service Experience
• What you stand for • What you stand for
• How you conduct business • How you conduct business
49. Look! Lots of Engagement!
Total Insurance Conversation Percentage of Social Media
Volume by Brand Conversations by Topic
53. b = Success
Success is more than mere
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55. P Strategy
Plan for how relationships with
O customers will change:
•How will you alter perception and
behavior?
S
•How will you acquire resources & skills
needed?
•Where in organization will
responsibilities fall?
T •What are the risks and how will they be
mitigated?
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56. P Technology
Decide which social technologies to use
O •What technology will be used?
•Homegrown or procured?
•SAAS or on premise?
S Tactics
Define tactics
•Standard Operating Procedures
T •Escalation rules
•Moderation standards
•Content approval processes
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57. Thank You
Augie Ray
@augieray
http://ExperieceTheBlog.com
Hinweis der Redaktion
So obviously this must be fertile territory for brands, right!
Only one form of corporate advertising is trusted more than it is distrusted—your web site. Even the emails people sign up for are equally trusted and distrusted.
People trust information from people they know. Three of top four trusted channels are peer-to-peer. Interestingly, so are the bottom five . This demonstrates the importance of getting people talking to the people they know—friends, peers, & family. Doesn’t mean you toss out channels at bottom, but they’re better for awareness than consideration.
We’re as appealing as textbooks.
One of the keys that so many brands miss is that the key is to get people talking to people, not simply use social media to broadcast messages to people.
Where is this growth coming from if not from PC visitors?
Smartphone adoption more than doubled in just two years, and as mobile adoption grows, so does social media usage.
In Q2, 18-24-year-olds may have watched less TV on a weekly basis, but they still watched about 22 and a half hours. How much time did they spend watching video on the internet or on a mobile phone, combined? About 1 hour and 45 minutes. Still, there’s no avoiding the rise of online viewing. That 1 hour and 45 minutes represents significant relative growth from about 1 hour a year earlier.
This is interesting, but it is not enough. We must dig deeper into our own audience.
One of the keys that so many brands miss is that the key is to get people talking to people, not simply use social media to broadcast messages to people.
Earn (left): Product & service experience; brand; your mission; what you stand for; how you conduct business Improve the experience, engage, accelerate, create awareness and WOM, build programs Earn (right): Product & service experience; design; brand; your mission; what you stand for Improve the experience, engage, accelerate, create awareness and WOM, build programs
JD Power Study Brand #2 has many times more conversations about using, choosing and recommending. Brand #2 and #3 have almost identical engagement, yet Brand #2 has twice as much discussion about not using, dropping and not wanting.
Comedian Matt Fisher
Comedian Matt Fisher
Comedian Matt Fisher
Comedian Matt Fisher
One of the keys that so many brands miss is that the key is to get people talking to people, not simply use social media to broadcast messages to people.