Role of social media in business organizations and governance
Agsmbpt david pickstone - walk before you run
1. Walk before you run
Creating a low risk social media
engagement strategy
2. Introductions
• Name
• Your agency & role
• Experience with social media
• One thing you want to take away from the
course
• One thing you think you can bring to this course
3. Today…
• Social media 101
• An example of a government social media
strategy
• Developing your strategy
– Objectives
– Listen
– Respond
– Drive
– Measurement
9. Responding for customer service
Consumers Who Haven’t
Used Social Media for
Customer Service
General
Population
Consumers Who Have Used
Social Media for Customer
Service
Additional amount consumers are willing
to spend for excellent service
11% more 13% more 21% more
Have not completed an intended
purchase because of a poor customer
service experience in the past year
49% 55% 83%
Number of people consumers will tell
about good customer service experiences
9 people 15 people 42 people
Number of people consumers will tell
about bad customer service experiences
17 people 24 people 53 people
Source: 2012 American Express® Global Customer Service Barometer
13. Asingle person has a great reach
Source: http://www.change.org/petitions/google-please-don-t-kill-google-reader#share
14. People have multiple social graphs
Public
Professional
Network
Colleagues
Friends
Family
Connections have
context, some are
close/loose and
personal/professional
People usually have a
different service for a
different type
What do you use
Facebook for? Or
LinkedIn?
15. Social Object Theory
• People don’t just talk — they talk about something
• They don’t just share — they share something
• That something can be any object (text, audio, video,
representation of a physical object) they perceive to be
of value
• They share it with others who they believe will also
value it
16. What Is The Social Object?
Knowing the social object lets you understand how people
will share it
17. There are different types of people
The Forrester Social Technographics Ladder
Segments include consumers participating in at least one of the
indicated activities at least monthly
Creators 13% Publish Web pages
Write and maintain blogs
Upload video
Critics 19% Comment on blogs
Post ratings and reviews
Collectors 15% Use RSS to read content
Tag Web pages
Joiners 19% Use social networking sites
Spectators 33% Read blogs
Watch peer-generated video
Listen to podcasts
Inactives 52% (None of the above)
18. Get a snapshot of your consumers
http://rroom.me/socialtechnographics
This tool allows you to go into the consumer types of your audience in a
bit more detail.
19. Behavioural drivers
Why do we share?
• Because we believe it will be helpful to others. We have a
community of like-minded followers
• Because it makes us look knowledgeable, connected and up-to-date
• Because it raises our social standing by micro-social capital
• Because we are genuinely happy with the service
• Because we want to tell others that we received a good service
This works both ways, more commonly in reverse
• People feel better by ranting, even if nothing happens
• It is easier to make negative comments rather than positive
20. Statistics on social proof
• 90% of consumers online trust recommendations from people they
know; 70% trust opinions of unknown users. (Econsultancy, July
2009)
• 81% of respondents said they’d received advice from friends and
followers relating to a product purchase through a social site; 74%
of those who received such advice found it to be influential in
their decision. (Click Z, January 2010)
• Consumer reviews are trusted nearly 12 times more than
descriptions that come from manufacturers (eMarketer, February
2010)
21. The ―Cluetrain Manifesto‖
• ―Consumers‖ are no longer isolated, they converse about you and
your products in masses online
• These conversations can be positive or negative and there is
nothing you can do to prevent them
• The people will get their information about products and services
from each other, not your marketing materials
• People speak human to each other, you speak corporate to them.
Learn to speak human (again) or become irrelevant, fast
• It is not just your marketing department who is providing the voice
and eyes and ears to your organisation, it is everyone who works
for you. Let them interact with people
22. Exercise
Pickonepointfromthepreviousslide:
– one that your organisation is really
strong in, or
– one that your organisation is neglecting
Writedown:
– How you are doing really well in this area, or
– What you could do (concrete steps) to improve
23. How can it be useful for government?
• Using social media gives people the impression they are:
– Being heard
– Important
Especially if they feel they are interacting with a real person
• It can help put across a personality for the agency/politician, and
encourage more than your typical audience to interact
– @MarsCuriosity
– @sweden
24. Using Twitter for Q&Asessions
Some politicians use Twitter well as a Q&A tool. They give out a set
time they will be answering questions, and encourage people to tweet
in advance (so they can be moderated)
25. An example of a
government social
media strategy
Department of Justice (Victoria)
27. Takeaways – for an agency
• Email and SMS are social media as well
• Social Media use has to be safe (in terms
of message)
• Remember to use common sense
• Respect confidentiality and privacy
• Be clear and transparent
28. Takeaways – for an employee
• Every employee is affected
• The lines between professional and
personal are blurring
• Everything is public
• Be sure who you represent (themselves,
and the agency indirectly)
• Posting on behalf of an agency requires
approval
29. Creative commons
The Department of Justice
have licensed this policy under
Creative Commons.
• You are free to copy it
• You are free to amend it
• (as long as you give them credit)
• (and share it in the same way)
35. I - Intent
Without clearly defined objectives
we have no criteria on which to
evaluate success
What KPIs can we measure?
The IAB recommend no social
media activity should take place
without intent
36. Examples of intent
Start by focusing on a single strategic objective
Base it on your business strategy
Examples:
• Break into university students market
• Get customers to renew their subscriptions
• Increase turnover of lagging product line A
• Change perception of company from dull to innovative
• Make market aware of new product B
• Reduce the cost of a contact centre
39. Awareness
People didn’t know
• About your organisation
• What you do
• There is a service that does X
And now they
should do
40. Appreciation
People had the wrong idea
• They thought service X was for A,
when it’s really for B
• They never realised all the
services you offer
And now they should
know better
41. Action
People take real-
world action
supporting your intent
They:
Give you their email address with permission to
contact them again
Self-serve online rather than contact your call-
centre
Like your Facebook page
Forward your email to others
42. Advocacy
People are so:
Happy with your service
Intrigued by your clever campaign
Convinced that this service would be
great for Auntie Joan
That they:
Forward the blog post by email
Share the image on their Facebook
page
Show the video to others
Tell their family at the barbecue
44. Example 1 – Shift perception
We’re a well known brand who have just revamped our
main product line, making it much easier to use. Our intent
is to shift people’s perception. We want the whole market to
see us as the innovators and market-leaders that we are.
awareness
appreciation
action
advocacy
45. Example 2 –Anew service
We have this new service that’s so useful and self-
explanatory that when people hear about it, they’ll be likely
to want it use it. Our intent is to get lots of people engaging
with it.
awareness
appreciation
action
advocacy
46. Example 3 – Encourage website use
We want people to realise that our website contains a
wealth of information they can use to solve their problems
themselves. Our intent is to steer more people online and
away from our contact centre.
awareness
appreciation
action
advocacy
47. Progression of 4A’s
In general, as a
company, product or service
progresses in maturity and
market awareness, the bulge
of the 4 A’s tends to move to
the right.
awareness
appreciation
action advocacy
―Nobody knows we exist‖
awareness
appreciation
action
advocacy
―They know we exist, but need to learn more‖
awareness
appreciation
action
advocacy
―They know all there is to know, now use it!‖
49. B - benchmark
Without comparative
benchmarking, most metrics are
meaningless
Can we see if the campaign is
working, and how to we change
planning in the future?
50. Absolutes mean nothing
• Are 700 new leads a good thing?
• Have we done well if we’ve received 5,000 downloads?
• If 23% of the population know about the service is that
enough?
51. What to benchmark against
• One social media platform against another
• Our campaign against the competition’s
• Our efforts against the industry’s
• Social media results against other marketing channels
• This period against the previous period
58. An example
We recently conducted social media
research for a financial services client.
Where do you think we found conversations
about financial planning for retirement?
(Examples on the next slide)
61. What are they talking about?
• Their bad experiences?
• Their good experiences?
• If they solved their problem
But also what words are they using?
• The service
• The agency
• Jargon / Colloquialisms
64. What keywords to listen for
Kangaroo
Route, Quantas, Jetsar
…
Travel, flying, holiday, o
verseas, arrival
australia…
Alan Joyce, John
Borghetti…
Virgin
Australia, Etihad, K
risflyer, Star
Alliance…
Qantas, Jetstar, Q
antaslink…
Brand terms
Competitors
People
Market terms
Jargon / Mis-spellings
65. What not to listen for
• Outbound travel
• Layover
• Multi-sector
• Flag carrier
Professionals may use these terms, but will
your audience?
71. Exclude irrelevance
A social media search
for ―Amp‖ regarding
superannuation will
include a lot of
irrelevant
results, especially on
Twitter.
72. Add related terms
In listening to the conversation, what other terms are being
brought up.
Again:
• Brand terms
• Competitiors
• People
• Market terms
• Jargon / Mis-spellings
74. How to find influencers
Think about where your audience is, and what terms they
are using – and search for these
• Facebook
• Twitter
• Forums
• (etc)
Social monitoring tools like Radian6 can help
75. Brand ambassadors
There are hundreds of
discussion boards on
Facebook for Lacoste.
Unofficially Mitchell is a brand
ambassador, can we use
leverage his enthusiasm?
100. Give them pride in what they do
―this talent was
ready, willing and able to
help out. Because the
system was designed to
tie each response to an
individual employee, each
Twelpforce rep could feel
a personal sense of pride
in their participation.‖
– John Bernier, Social
Media at Best Buy
102. And watch out for ―Tweetdecking‖
"Maybe you can go dive in a swimming pool
full of my money to make you feel better," said
one concerned Tweeter in response.
"You're a bank. You made a $1.6 billion first-
quarter profit. Cheer up," said another.
"Same, if only I had made a billion this
quarter," was another response.
Others found comfort in the bank's new-found
humanity.
"Finally! A bank that feels existential pain," said
one Tweeter.
At 4.26pm, the Tweet was pulled from the
site, but not before thousands saw it
105. Responding risks
In addition to the risks of responding in the incorrect
manner (such as swearing) or disclosing confidential
information, there are extra risks:
• Being boring
• Being spammy
• Permanence
• Astroturfing
• Being all too human
106. Being boring or spammy
The content became too repetitive or boring over time 52%
My Tweet stream was becoming too crowded with marketing posts and
I needed to get rid of some of them
41%
The company posted too frequently 27%
I only ―followed‖ the company for an offer 27%
They didn’t offer enough deals 21%
Their Tweets were too promotional 20%
The Tweets were too chit-chatty with no real value 15%
The content wasn’t relevant to me from the start 15%
I prefer to seek out information rather than have companies push it to
me
15%
My circumstances have changed 12%
107. Permanence
―You can’t take something off the Internet…. That’s like trying to take pee
out of a swimming pool‖
– Joe Rogan’s character on the US show ―Newsradio‖
108. Permanence
Social media interactions may feel transient, but they are
permanent. Assume everything is stored and retrievable at
any time in the future
You can delete it, but people will have taken screenshots
And deleting the offending tweet will usually take those
screenshots viral
112. How do you avoid this?
If you empower your staff to speak on behalf of the
organisation, how do you avoid blunders and potentially
damaging situations?
You set up Social Media Guidelines for all staff to follow.
114. Exercise
What do you think the key
elements of your social media
policy / guidelines should be?
115. Policy: Use of social media
• Using corporate accountsOfficial
• Using personal accounts
• Writing about topics related to the
organisation
Professional
• Using personal accounts
• Writing about topics unrelated to the
organisation
Personal
116. Tone of language
• Content from any channel must not be:
offensive, obscene, defamatory, threatening, harassing,
bullying, discriminatory, hateful, racist, sexist, infringing
copyright, constituting a contempt of court, breaching a
Court suppression order, or is otherwise unlawful
• It must adhere to the Terms of Use of the social media
platform
http://www.justice.vic.gov.au/home/about+us/our+value
s+and+behaviours/social+media+policy/
117. Official accounts
Agree the following:
• Who is authorised to post/tweet
• The tone of language to be used
• What content can and can’t be disclosed
• What social media channels are being used
• For support requests:
– A target response time (which is clearly displayed on
your social media channels)
– What you will and won’t respond to
• Ownership of your policy
118. Professional / Personal accounts
Agree the following:
• That they are responsible for the content they publish
• That they only disclose publicly available information
• That they are still identifiable as a member of that
agency/department
– Even if they don’t explicitly say it
• That they must not give the impression they are a
representative of the agency/department
• Reasonable/unreasonable personal use
– When they can use it in work hours
– If they can retweet content from the official account
119. But what about a disclaimer?
―Views expressed are my own‖ isn’t good enough
• Even if I didn’t mention that I work for Reading
Room, Facebook or LinkedIn could tell you that
• People are de-sensitised to this warning
• It won’t protect you from getting fired if you go against
the guidelines
131. What is content strategy?
―Content strategy plans for the creation, publication, and
governance of content‖
Kristina Halvorson, Brain Traffic
132. What is your content mission?
• ―Help Engineers answer the most challenging industrial
solder questions‖
• ―Equip CIOs with the market knowledge they need to
support their decision-making‖
• ―Give visitors the opportunity to learn all they want to
know about our region before they come and visit‖
134. Finding content ideas
• Customer questions / problems
• Common issues from forums, blogs, tweets (Listen!)
• Ask your staff
• Upcoming campaigns
• Refer back to your original listening keywords
• Identify broader themes – they yield a lot of related
content
135. What is your content mission?
• ―Help Engineers answer the most challenging industrial
solder questions‖
– Ecological implications of industrial soldering
• ―Equip CIOs with the market knowledge they need to
support their decision-making‖
– The convergence of CIO, CTO and CMO
• ―Give visitors the opportunity to learn all they want to
know about our region before they come and visit‖
– Travelling with Children
137. Use an editorial calendar
Theme Persona Headline Channel Date Author
And base the publishing dates around upcoming
campaigns or when people are most likely to engage
141. Social posting flow chart
Is it in your core
competency?
Does it require
some explanation?
Is it an original
thought?
Is it something you
want feedback on?
Does it have to do
with people in your
network?
Is it happening right
now?
Does anyone care?
Blog it
Facebook
it
Tweet it
Source: Zach Olsen, By Data Be Driven
NOYES
NOYES
NO
NO
YES
YES
NO
YES
YES
YES
NO
NO
144. Facebook Open Graph
Integrate Facebook functionality into your site / blog / e-
commerce application. Which would you expect to get
more clicks?
OR
146. Is your website ready?
Most of your social traffic will go to your website. Is it
prepared?
• CMS
• Creative freedom
• Content authorship and workflow
• Analytics / tracking
• Hosting
• Usability, clarity of navigation
• Mobile enabled
149. Viral hits are possible, but…
You will need to have accompanying media spend
150. Viral considerations
Source http://www.viraladnetwork.net
• Conversational hooks. Is it:
– Funny, Surprising, Unicorns, Epic, Topical, Remix, Culturall
y referential, Celebrities, Cute, Cats, NSFW, Super Geek?
• Community factors
– Is it for a niche community?
• Is it backed up with a media campaign?
• Is it for a major brand?
• Is it timely? Is it related to a disaster or government work in
real time?
151. Successful social campaigns
• Make social a core part of the campaign mechanic, not
an afterthought
• Are genuine and honest
• Reward social behaviour, not punish it
• Give people a reason to want to share and collaborate
• Take into account external factors and perceptions, such
as the conversational factors
152. Campaign timing is important
#qantasluxury is having the power to ground
twitter if the hashtag turns ugly
#qantasluxury somewhere in Qantas HQ a
middle aged manager is yelling at a Gen Y
social media "expert" to make it stop
#qantasluxury Safe planes, pity you've
crashed the brand into the ground from
30,000 feet
#qantasluxury is having Qantas PJs & 1st
class amenity kit when you need to sleep in
an airport because the CEO threw a tanty
#qantasluxury Quick note to corporate
Australia: when you're in the middle of
crushing your workforce, don't start a twitter
promotion
153. How can you protect against this?
• Moderate well
• Don’t announce it in advance to stop hashtag gaming
• Plan the campaign to go out at the right time
• Check for sentiment using
sentiment140.com around a brand
• Or temporal sentiment
Source http://rawkes.com/articles/finding-patterns-in-twitter-sentiment
158. Real-world metrics
• Sales
– Number of sales
– Sales by product line
– Revenue per sale
• Contact centre requests
• Visits to the venue
• Number of product returns
• Revenue per customer
• Résumés received
• Number of new qualified
leads
• Time required to service
customer
• Number of new product
ideas from customers
• Support tickets lodged
• Cost per lead
159. Online behavioural metrics
• Depth of engagement
• Pages per visit
• Dwell time per visit
• Ratio of comments to visits
• Average comments per post
• Social reach
• Retweets
• Shares
• Mentions
• Conversion
• Newsletter sign-ups
• White paper downloads
• Online configurator use
• Online purchases
• Member sign-ups
• Profile completions
• (Facebook Likes)
• (Twitter follows)
160. Measurable social v dark social
Source: The Atlantic
Dark social is via sources we can’t obviously track, such as
email or instant messaging
(It can be possible, but it takes work)
161. Attitudinal metrics
• Brand perception surveys
• Net Promoter Score
• Service satisfaction surveys
• Customer-led feedback
• Ratio of positive to negative reviews
• Social monitoring sentiment analysis
170. Are we ready for social media?
• Do have clear goals?
• Do we have a policy in place?
• Do have senior management buy-in?
• Do have the human resources to commit?
• Do produce enough quality content?
• Do know which sites our audiences use?
• Is our website is ready for the social media traffic?
• Do know how to react?
171. International Digital
Communications Consultancy
200+ staff in Melbourne, Sydney,
Canberra, Brisbane, Singapore,
Hong Kong, London, Manchester
• Online strategy
• User research
• Website design & build
• Social media consulting
• Mobile app development
172. Get in touch
David Pickstone
Digital Strategist
david.pickstone@readingroom.com
02 6229 9400
Hinweis der Redaktion
The concept of Social media has only reached critical mass in the last few years.It truly is amazing. The fact that we are here today discussing its very existence and the impact it has on our lives and our organisations. It’s revolutionised the way we communicate, the way we make decisions, its given rise to whole new industries such as social gaming, its forever changed shopping, mainstream media, philanthropy, publishing, marketing, brand management, PR, mainstream media, and many more industries.Just 10 years ago, social media was still a niche activity. It wasn’t that long ago.
Connections are not free from context. Some are close, others loose, some personal and others professionalThere are different services for different types of connections (LinkedIn, Facebook)Everyone has their own policy who they choose to connect withQUESTION TO GROUP: What is your LinkedIn and your facebook policy? - if someone mentions “only people I have met personally”, contrast it with those who use it to grow their network, e.g. LION
Some social networks have stalled and even collapsed because they thought that mapping the social graph was enoughPeople come in, sign up and connect with everyone they know. But then what?Social objects in real life:Example A. You and your friend, Joe like to go bowling every Tuesday. The bowling is the Social Object. Example B. You and your friend, Lee are huge Star Wars fans. Even though you never plan to do so, you two tend to geek out about Darth Vader and X-Wing fighters every time you meet. Star Wars is the Social Object. Example C. You’ve popped into your local bar for a drink after work. At the bar there’s some random dude, sending a text on this neat-looking cellphone you’ve never seen before. So you go up to him and ask him about the phone. The random dude just LOVES his new phone, so has no trouble with telling a stranger about his new phone for hours on end. Next thing you know, you two are hitting it off and you offer to buy him a beer. You spend the rest of the next hour geeking out about the new phone, till it’s time for you to leave and go dine with your wife. The cellphone was the social object. Example D. You’re a horny young guy at a party, in search of a mate. You see a hot young woman across the room. You go up and introduce yourself. You do not start the conversation by saying, “Here’s a list of all the girls I’ve gone to bed with, and some recent bank statements showing you how much money I make. Would you like to go to bed with me?” No, something more subtle happens. Basically, like all single men with an agenda, you ramble on like a yutz for ten minutes, making small talk. Until she mentions the name of her favorite author, Saul Bellow. Halleluiah! As it turns out, Saul Bellow happens to be YOUR FAVORITE AUTHOR as well [No, seriously. He really is. You’re not making it up just to look good.]. Next thing you know, you two are totally enveloped in this deep and meaningful conversation about Saul Bellow. “Seize The Day”, “Herzog”, “Him With His Foot In His Mouth” and “Humbolt’s Gift”, eat your heart out. And as you two share a late-night cab back to her place, you’re thinking about how Saul Bellow is the Social Object here. Example E. You’re an attractive young woman, married to a very successful Hedge Fund Manager in New York’s Upper East Side. Because your husband does so well, you don’t actually have to hold down a job for a living. But you still earned a Cum Laude from Dartmouth, so you need to keep your brain occupied. So you and your other Hedge Fund Wife friends get together and organise this very swish Charity Ball at the Ritz Carleton. You’ve guessed it; the Charity Ball is the Social Object. Example F. After a year of personal trauma, you decide that yes, indeed, Jesus Christ is your Personal Saviour. You’ve already joined a Bible reading class and started attending church every Sunday. Next thing you know, you’ve made a lot of new friends in your new congregation. Suddenly you are awash with a whole new pile of Social Objects. Jesus, Church, The Bible, the Church Picnics, the choir rehearsals, the Christmas fund drive, the cookies and coffee after the 11 o’clock service, yes, all of them are Social Objects for you and new friends to share. Example G. You’ve been married for less than a year, and already your first child is born. In the last year, you and your spouse have acquired three beautiful new Social Objects: The marriage, the firstborn, and your own new family. It’s what life’s all about.
Ask participants to identify the social object on these websites. Some are obvious and everyone will guess them, others not soYouTube: VideoMapMyRun: RunFacebook: Wall Post, Link, Video, Photo, “Page”IMDb: Movie, Person (actor, cast, crew), CharacterAmazon: Book, ProducteBay: Seller, (Item) [everyone will say item, but they are transient (exist for only a few days). What people comment on, share and interact with are sellers/buyers]TripAdvisor: HotelFoursquare: Venue Brand New: A rebrandLinkedIn: Person [e.g. recommendations]Important take-away: most of the time the social object is NOT a fellow user. It’s what we talk about, interact with, share with each other.Identifying what the social object of a site is is very importantThe question may arise what the difference is between traditional social networking sites like YouTube and Facebook on one side and commerce-centric sites like Amazon and eBay. The answer is that the distinction is increasingly blurry. SocMed sites are finding ways to monetise and commerce sites are becoming places to hang out.
Follow link on image to the Forrester tool
Some social networks have stalled and even collapsed because they thought that mapping the social graph was enoughPeople come in, sign up and connect with everyone they know. But then what?Social objects in real life:Example A. You and your friend, Joe like to go bowling every Tuesday. The bowling is the Social Object. Example B. You and your friend, Lee are huge Star Wars fans. Even though you never plan to do so, you two tend to geek out about Darth Vader and X-Wing fighters every time you meet. Star Wars is the Social Object. Example C. You’ve popped into your local bar for a drink after work. At the bar there’s some random dude, sending a text on this neat-looking cellphone you’ve never seen before. So you go up to him and ask him about the phone. The random dude just LOVES his new phone, so has no trouble with telling a stranger about his new phone for hours on end. Next thing you know, you two are hitting it off and you offer to buy him a beer. You spend the rest of the next hour geeking out about the new phone, till it’s time for you to leave and go dine with your wife. The cellphone was the social object. Example D. You’re a horny young guy at a party, in search of a mate. You see a hot young woman across the room. You go up and introduce yourself. You do not start the conversation by saying, “Here’s a list of all the girls I’ve gone to bed with, and some recent bank statements showing you how much money I make. Would you like to go to bed with me?” No, something more subtle happens. Basically, like all single men with an agenda, you ramble on like a yutz for ten minutes, making small talk. Until she mentions the name of her favorite author, Saul Bellow. Halleluiah! As it turns out, Saul Bellow happens to be YOUR FAVORITE AUTHOR as well [No, seriously. He really is. You’re not making it up just to look good.]. Next thing you know, you two are totally enveloped in this deep and meaningful conversation about Saul Bellow. “Seize The Day”, “Herzog”, “Him With His Foot In His Mouth” and “Humbolt’s Gift”, eat your heart out. And as you two share a late-night cab back to her place, you’re thinking about how Saul Bellow is the Social Object here. Example E. You’re an attractive young woman, married to a very successful Hedge Fund Manager in New York’s Upper East Side. Because your husband does so well, you don’t actually have to hold down a job for a living. But you still earned a Cum Laude from Dartmouth, so you need to keep your brain occupied. So you and your other Hedge Fund Wife friends get together and organise this very swish Charity Ball at the Ritz Carleton. You’ve guessed it; the Charity Ball is the Social Object. Example F. After a year of personal trauma, you decide that yes, indeed, Jesus Christ is your Personal Saviour. You’ve already joined a Bible reading class and started attending church every Sunday. Next thing you know, you’ve made a lot of new friends in your new congregation. Suddenly you are awash with a whole new pile of Social Objects. Jesus, Church, The Bible, the Church Picnics, the choir rehearsals, the Christmas fund drive, the cookies and coffee after the 11 o’clock service, yes, all of them are Social Objects for you and new friends to share. Example G. You’ve been married for less than a year, and already your first child is born. In the last year, you and your spouse have acquired three beautiful new Social Objects: The marriage, the firstborn, and your own new family. It’s what life’s all about.
IAB UK Social Media Council launches framework for social media measurement.Digital trade body partners with TMW and council members to bring greater clarity and consistency for marketers within the social media space.The Internet Advertising Bureau’s Social Media Council (IAB SMC) has launched a framework to bring greater clarity and consistency to social media measurement in the UK. The framework, created in partnership with digital and direct marketing agency Tullo Marshall Warren (TMW) and members of the IAB SMC, has been designed to help advertisers and agencies better digest the complexities of social media measurement.The simple framework, using the letters I, A and B as a point of reference, provides brands with an overview of the process required to effectively measure the success of their social media activity. Available for download below, it has been designed to be flexible enough to be applied across a broad spectrum of social media platforms, and give practitioners the freedom to use their own experience and expertise to choose the most appropriate KPIs for their activity.
We recently conducted social media research for a financial services client.Where do you reckon we found conversations about financial planning for retirement?((click through sites – getting progressively unpredictable))Why do you think this is?Because people don’t get together with strangers on finance forums to discuss their finances. They get together with fellow rollerskaters on rollerskate forums and talk about rollerskating – and everything else in life.
BrandsCompetitorsPeopleTopicsMisspellings
Another company monitoring their competitors jumped in
Another company monitoring their competitors jumped in
Another company monitoring their competitors jumped in
There are hundreds of discussion boards on Facebook dealing with Lacoste.In this one, people compare how many Lacoste products they own.Mitchell (the bottom post) has over 100 Lacoste shirts, polos, shoes, sweaters, hoodies and so on. To know about him is essential. Shall we make him a brand ambassador? In officially he already is one. How can we leverage his enthusiasm for our brand?
In this one, lady*b complains about the quality of the product. Do you respond? How? Where?Direct message vs publicly in this forum?[the answer to look for here is to engage her directly in the public forum. Demonstrates the brand gets it and is open and honest. Allows others to see conversation much later]
Base dates when people are most likely to engage
25m views (more than population of Australia)BUT: Massive accompanying media spend (Old Spice did a Super Bowl ad)You need to get to critical mass using seeding and, yes, probably money.
