Platforum conference slides

1. Social media, digital consumers and platforms Elaine Doherty – UK Innovation

2. Digital is changing everything Work Leisure Travel Shopping Love Social The world as I write this will be very different from the world as you read this!

3. No. 3 What is Social Media & Is Social Media a fad......... Footer appears here Social media uses Internet and web-based technologies to transform broadcast media monologues into social media dialogues We don’t have a choice on whether we DO social media, the question is how WELL we do it. Erik Qualman May 2010 http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=related Blank: http://www.youtube.com/watch?v=gwaX40EnUdM&NR=1

4. Drivers Cloud services: Cloud services delivering capacity on demand on a pay-per-use basis. Mobile: Devices with sophisticated browsers and broadband services enabling us to share multimedia content. Power to the people: Anti establishment/corporate and political spin Sense of belonging: Globalisation, lack of community, smaller families, reduced religious beliefs Internet access: The adoption of internet services and broadband within homes, businesses and schools. Web 2.0: Describes almost any site, service or technology that promotes sharing, collaboration and customization. No. 4

5. hello….we’re already here! 44 38 Largest growing segments on facebook over 45’s No. 5

6. Drivers: consumer behaviour (UK) ‘Smartphone’ ‘Useful’ ‘Usability’ ‘Value’ UK government & OFCOM media literacy study

7. Resulting in...........convergence culture Convergence Culture Participation Culture Spectator Culture Passive Reception Involvement in a production ecosystem Being connected to larger world

8. Convergence culture “the relationship between three concepts -- media convergence, participatory culture, and collective intelligence.“ “Convergence is more than just a technological shift. Convergence alters the relationship between existing technologies, industries, markets, genres and audiences… Keep this in mind: convergence refers to a process, not an endpoint” Henry Jenkins Convergence Culture - MIT

9. Social Media as a channel

11. Understanding how, where to engage with consumers especially the digital consumer

12. How to influence consumers’

13. Lack of aggregated BI/CI (MI/CIS), today batch, not real time and data not insight and foresight

14. Lacking ability to deliver consumer - personal, relevant and timely ‘engagement’ in the channel of their choice.

15. Lack of real-time business decision making

16. Consumers’ increasing influence over your brand

17. Dramatically changing consumer behaviourConsumer recommendations good and bad (**90% trust friend recommendations) Web Mobile product search, purchases Location sensitive promotions and recommendations Some of the challenges ** Nielsen : 90% friends, 70% consumer posted recommendation (25K consumers 50 countries - 2009)

18. How can social media help 1 5 TrustBuild trust through engagement and education Promote product and services More targeted promotion based upon an individual’s needs. 2 6 Build brandThrough consistent, multichannel customer engagement. Engage customers where they live social media wise, create brand advocates. More effective marketing campaignssentiment monitoring tools can track both social and traditional PR and marketing campaigns can be monitored. Drive web traffic. Stem negative publicity. Market research. Competitive intelligence 3 Discussion, not only informationGetting involved in discussions is more effective than offering solely branded content. 7 InnovateSocial media discussions spark ideasfor innovative new products/services. Engage customers and consumers in new product/service design 4 Improve customer serviceengage disgruntled customers near real time No. 11

19. Social Media ROI Footer appears here The most engaged brands on social media experienced revenue growth in 2009 of 18%, whilst the least engaged brands experienced losses of 6% over the same period. BusinessWeek top 100 brands – June 2010

20. No. 13 First National Bank of Omaha (FNBO) and First Direct Footer appears here FNBO an online-only bank, encouraged customers to utilize the ease of transferring balances online to maximize the interest they earn on the money in their bank accounts via an innovative social media marketing campaign called the pay yourself first challenge. The campaign helped customers develop a personalised saving plan FNBO utilized a number of different social media outlets, including YouTube, Facebook, Twitter, MySpace, iTunes and blogging to get the word out.

23. American Express - Open forum

24. Dedicated to helping small business owners succeed over 1m members

25. Promotion & Awareness:

26. Cree – LED manufacturer utilising social media to promote benefits of LED technology

27. Awareness and traffic

28. SmartBrief – email newsletter publisher implemented social strategy within 6 months their site traffic increased by 25% .

29. Lead generation:

31. Key questions to ask yourself.......... Do we have a social media strategy..................? Social media is a key channel for any consumer facing business, it is also a key communication channel thus a comprehensive strategy and implementation plan should be put in place to reap the rewards Do we have a social media policy for employees? This is a priority and should be standard part of every company's employment agreement. The policy outlines what is acceptable behaviour when employees engage in social media, particularly when their social media profiles link back to the company or when they are talking about their work. Are we using sentiment analysis / listening Listening is important for many reasons, but most of all it helps you identify if and when a rumour or issue about your business takes off online. Are we training our people? Staff training is one of the most important ways to build understanding of social media. Whether it's inviting in a blogger or social media marketer to speak at a lunchtime session, or developing an official program Do we have a digital crisis plan? If your company is confronted with a crisis, you don't want to be fiddling around trying to find the username for Facebook, Twitter , how quickly could we update the Web site? Or figuring out who's in charge Who is going to be commenting on the company's behalf? What shows up when you Google the names of your C-levels? Google is the first stop for most people when they go online, so what appears in the top 10 results is as important as what's displayed on your company's homepage. No. 17

32. Strategy Framework

33. High level engagement model – it is iterative! Engage in social media by usingall channels Prior to engagement: Development of a social media strategy including, sentiment analysis & comprehensive engagement plan Proactively introduce content via a number of channels or introduce additional brand or products 4 engage 3 Point to interesting content Incorporate in marketing grow Maturity level Follow social media debates, track relevant channels, people, topics 2 share 1 Monitor & follow t Social media study@BI Always be monitoring and measuring

34. Example Social media high level roadmap

36. Decreased costs – maximise marketing effectiveness; reduce cost of supporting customer complaints/enquiries; reduce cost of customer acquisition & retention

37. A better customer experience – creates loyalty & a more interactive relationship to create “engaged” customers; differentiates brand

38. Better product design – highlights new products, markets & campaigns; gives you faster access to key customer data; turn feedback & complaints into actionable insight;

39. Supports brand values – creates an optimal & consistent customer experience; manages negative publicity “The most engaged brands on social media experienced revenue growth in 2009 of 18%, whilst the least engaged brands experienced losses of 6% over the same period.” Source: BusinessWeek top 100 brands July 2010

40. Thank you Elaine Doherty Principal Business Consultant UK Innovation, Logica +44 789 4604032 elaine.doherty@logica.com Ally Fower Head of Wealth Management UK Finance, Logica +44 7595 966002 allison.fower@logica.com http://uk.linkedin.com/in/elainedoherty dohertye

41. Back up Back Up No. 23

42. Social Media Monitoring – sentiment monitoring and analysis Our approach = a powerful search engine + high quality human processing Over 200m differing sources Social Networks Twitter Blogs VideoPortals Forums Consumer Portals Search Engine Qualification and Validation Monitoring and Selection Web-based platform

43. … local operations … throughout Europe … with global reach Logica – European player with strong local operations and global reach Logica worldwide36 countries Employees39,000 Revenue [€]4.5 billion Logica provides business consulting, systems integration and outsourcing to clients around the world Creating value for clients by successfully integrating people, business and technology Committed to long term collaboration, applying insight to create innovative answers to clients’ business needs