1. Social Media –
Eh What’s Happening Now!!
Conor Byrne
CRM & Loyalty Meeting
Friday 21st January 2012
Meeting: 3rd of April 2012

3. 80% of our online
activity didn’t exist 5 years ago

4. “Social Media is the democratization of
information, transforming people from
content readers into publishers. It is the shift
from a broadcast mechanism, one-to-many,
to a many-to-many model, rooted in
conversations between authors, people, and
peers”
Brian Solis, principal at Altimeter Group, a research-based advisory firm.

5. State of Play
CRM & Loyalty Meeting
Friday 21st January 2012
Meeting: 3rd of April 2012

6. “Can we, just for a moment,
Your Honour, ignore the
FACTS!”

8. The total number of Facebook users in Ireland is
reaching 2,110,600

10. • Apx 200,000 accounts
• 30% of Irish Twitter Users check their
accounts daily (IPSOS-MRBI)

11. Total LinkedIn Users: 613,906
Penetration of
population: 13.28%
Penetration of online
pop.: 20.18%

12. • Google+ breaks 100 million users (1st Feb)
• Est: Google+ will reach about 400 million users by the
end of 2012.
Oct. 13, 40 Million 100 million 800 million
‘signed up’ ‘Active’ ‘Active’

14. • Over 10.4 million registered users
• 9 million monthly Facebook-
connected users
• 2 million daily Facebook users,

18. Why use social media?
CRM & Loyalty Meeting
Friday 21st January 2012
Meeting: 3rd of April 2012

19. Why are big brands using social media?
Target Creating
customers buzz
Learn from
customers
McKinsey Report, 2012

21. Why should you use Social Media?
Multiplies your
reach
Aligns strategy
Generates
with one online
more traffic
channel
Helps you
Humanises the
connect
brand
emotionally
Increases
awareness

22. Loyalty Earn
Create
nobody Deliver on money
Members
can take the brand doing
Not
away from promise things that
Customers
you dont exist
Helge Tenno

24. NGOS MOST TRUSTED INSTITUTION GLOBALLY
Trust (Edelman Baramoter)

25. What is Social Media?
CRM & Loyalty Meeting
Friday 21st January 2012
Meeting: 3rd of April 2012

27. Helge Tenno

28. Patrick McConville, iCan

29. What Social Media is not!
CRM & Loyalty Meeting
Friday 21st January 2012
Meeting: 3rd of April 2012

30. 10,000 new Likes
2,000 new followers

31. 10,000 new Likes
2,000 new followers

32. BMW has 9.5 million
fans
Renault ZE has less
than15,000 fans.
The brand with the
highest engagement
rate overall on
Facebook is Renault
ZE

33. BMW has 9.5 million
fans
Renault ZE has less
than15,000 fans.
The brand with the
highest engagement
rate overall on
Facebook is Renault
ZE

35. Marketing’s primary goal is to reach
consumers at the moments, or
touch points, that influence their
purchasing behavior.
• McKinsey Report, 2012

36. Influence the consumer
CRM & Loyalty Meeting
Friday 21st January 2012
Meeting: 3rd of April 2012

39. Monitor
Knowing what’s said online about your
products and services—should be a
default social-media function, taking
place constantly.
You can glean insights from an
effective monitoring program that
informs everything from product design
to marketing and provides advance
warning of potentially negative
publicity.
McKinsey Report, 2012

40. Respond
Pinpointing conversations (negative and
positive) and responding at a personal
level is a key part of social-media
engagement.
No response can be quick enough
By responding rapidly, transparently, and
honestly, companies can positively
influence consumer sentiment and
behaviour.
McKinsey Report, 2012

41. Amplify
“Amplification” involves designing your
marketing activities to have an inherently
social motivator that spurs broader
engagement and sharing.
This approach means more than merely
reaching the end of planning a marketing
campaign and then thinking that “we
should do something social”
It means that the core concepts for campaigns must invite customers into an
experience that they can choose to extend by joining a conversation
It means offering experiences that customers will feel great about sharing,
because they gain a badge of honor by publicizing content that piques the
Interest of others.

42. Lead
Lead consumers toward long-term behavioral
changes.
In the early stages of the consumer decision
journey, this may involve boosting brand awareness
by driving Web traffic to content about existing
products and services.
Marketers also can use social media to generate
Buzz through product launches,
In addition, when consumers are ready to buy,
companies can promote time-sensitive targeted
deals and offers through social media to
generate traffic and sales.

43. The Sort of Strategy Slides!
CRM & Loyalty Meeting
Friday 21st January 2012
Meeting: 3rd of April 2012

46. It’s essential for brands to understand why
and where different groups of consumers
participate in this new world.
Understand this and brands can create
campaigns, messages and communities
that consumers want to be part of,
spreading the message far and wide much
more effectively
Source: Wave5 Report, 2010

47. Understand how the new consumer consumes
2. seeking brands they share a
common purpose with
3. collaborating in the
1. consuming on demand – I creation process
see therefore I buy
4. bypassing mass brands in
11. demanding instant favour of niche, local & peer
customer service
buying &
selling in a
5. looking for more
10. looking for social socially
personalistion &
relationships connected
customisation
world
6. increasingly influenced by
9. prioritising value over “people like me”
money – rent, borrow, barter
vs. buy
8. seamless buying from 7. drawn to interactive & culturally
diverse touchpoints engaging experiences
David Hayes, Cybercom

48. Social Technographs Ladder

50. Develop a Content Strategy
Determine what Post this Determine how
your audience valuable content often they would
would deem at times that are like to hear from
valuable valuable to them you
Know your voice Be Authentic

51. Set KPI’s
Conversation Rate
Amplification Rate
# audience
comments / Applause Rate
# sharing of
post you content / Conversion Rate
# likes etc /
post Post Do we get
economic value
from the
network?
How many
assisted or last
click
conversions?
Patrik Svensson

52. Focus on the Platform that’s right for you

53. Optimize your site
and all other on
and offline marketing
to include links and
references to social
media sites

54. Execute

56. Measure
Yes it is possible to
measure.
But you need to
plan…..

57. Measure
Yes it is possible to measure. But you need to plan…..
“we can measure the impact of social media well
beyond straight volume and consumer-sentiment
metrics; in fact, we can precisely determine the
buzz surrounding a product or brand and then
calculate how social media drives purchasing
behavior. To do companies must coordinate data,
tools, technology, and talent across multiple
functions.”
McKinsey, 2012

58. Set KPI’s
Conversation Rate
Amplification Rate
# audience
comments / Applause Rate
# sharing of
post you content / Conversion Rate
# likes etc /
post Post Do we get
economic value
from the
network?
How many
assisted or last
click
conversions?
Patrik Svensson

59. Some Practical......
CRM & Loyalty Meeting
Friday 21st January 2012
Meeting: 3rd of April 2012

68. By the end of
2012
77% of
consumers in
Ireland will
have a
smartphone

69. Ignore
Mobile
At
Your
Peril

70. Two Quick Examples
CRM & Loyalty Meeting
Friday 21st January 2012
Meeting: 3rd of April 2012

74. It Started as an idea

75. Social Networking Led to Social Connections that spread the message
across these social networks
100’s of
Paul Dervan readers on his
blog
Steve
Social Grace App
Lisa Damien Mulley Troughton
influencer Developer
Smith
Nick Twitter
10,000 euro
McGiveny Lessons

76. Where next – get iphones into families hands
A win at the Blog Awards led to a new
website
story picked up by Gerry Ryan and Ireland
AM
Twitter picked up on it
It was blogged about
Actively approached journalists (with links
made through Social Media)

77. Set it FREE
To celebrate World Autism Day 2011 the app was sold for free for 3 days.
Through active social PR by 2.30pm it was trending. Lisa meticulously clicked
and thanked every RT!
Critical mass was achieved as Australia woke up and America started work - the
American Group 'Autism Speaks' retweeted and by morning the RTs were in the
Thousands
The blogs and facebook took on their own momentum.

78. Then Disaster Struck – well sort of
Apple approved an update that had been in review for 2 weeks....it tripped the
listing back to full price.!!
This required a huge PR campaign on blogs, Facebook and Twitter to tell people
this was an error and not to click until Apple set the app for Free again (and they
gave it free for another day)

79. Now what
• About 15,500 app downloads
• The app costs €20/$25
Lisa says
”being sustainable was as crucial as having social
impact. If you cannot make a living then you cannot
"do what you do" and you have to go and get
another job. I'm doing what I love, I am good at it”

80. “Social Media connected me to the world in a
way that a stay at home special needs mum
could never be. It gave me a new skill set and
it turned me into an agent for social change,
an entrepreneur and CEO of my own
destiny.”

81. Remember
CRM & Loyalty Meeting
Friday 21st January 2012
Meeting: 3rd of April 2012

82. Our social networks are hyper
targeted at the most
important people in the
world……

83. Ourselves, our families and our friends

84. Helge Tenno

85. • Develop relationships
• Watch for editorial opportunities
• Be simple and open
• Interlink all your networks
• Be useful
• Be informative

86. • Be interesting
• Interact with people as much as
you can (give feedback, engage into
discussions, compliment them)
• Listen before you act
• Facilitate conversation, don’t
dominate
• Actively converse

88. The internet facilitates and
supports civic engagement, it:
 raises awareness
educates those interested
&
can mobilise groups by
“enhancing the flow of information across
diverse members of the community”
(Kavanaugh et al., 2005, p.129).

89. Relationships are the key currency
Social media is a great way to build
and maintain good relationships.
http://maynak.name

90. IT’S ABOUT
BEING
HUMAN
LISTENING
UNDERSTANDING
CONNECTING
David Hayes, Cybercom

91. It Pays Off
The relationship is apparent and significant:
“socially engaged companies are more
financially successful.
So now we know it pays to be social, but
it is important to note that by “social,”
we’re talking about deep engagement,
not merely having a presence.”
Altimiter ENGAGEMENTdb study

92. Some Resources
socialmediaexaminer.com
mashable.com
krishnade.com
socialmediatoday.com
simplyzesty.com
@FacebookGeek

93. Thank You
www.conorbyrne.wordpress.com
@conorbyrne