The social media boom is here. This presentation brings to the forefront events that catapulted the value of social media, plus brands that are doing it well including brands I've worked on. Social strategies and some guiding principles also provide direction in how brands should start engaging.

1. Social Media Next
Hessie Jones
Due North Communications
June 2, 2010

2. Leverage the Power
Influencer
Mass Marketing Social Marketing

3. The Benefits
For Brands, Social allows you to:
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower
o Create sustainability and long-term relationships.

4. If done properly, results
will yield brand traffic,
conversion, loyalty,
advocacy and strong
ROI

5. My Defining Moment
January 2006th

6. Haiti... Social Media
Exemplified
“Scope of disaster quickly assessed, relief efforts
coordinated in cyberspace”
“If the earthquake had struck 20 years
ago, Haiti would have been a black hole
with an anxious outside waiting for days if
not weeks to realize the scale of the
devastation and the scope of what could
be done to help the victims. And it would
have been far too late by then.”
Source: Globe and Mail, Jan, 2010

7. The Discussion

8. Haiti Conversations
Jan 11- 18 totalled 1.2 MM
At the peak
of the crisis
January12 –
17, daily
posts
averaged
over
181,000

9. Haiti: The World is Responding
in a Whole New Way
• Newsgroups are counting on Facebook and Twitter
updates to get immediate pictures of what happened. ….all this
• Salvation Army has been using Facebook and Skype despite the
fact that only
to communicate with teams on the ground. 10% of Haiti’s
• Relatives and friends and citizen reporters have been 9 Million
using new media to get stories out of the disaster zone. population
• Twitter posts appeared within seconds of the quake have access
to the
• Photos on Twitpic and Flickr appeared almost internet
instantaneously
• Messages of condolences were everywhere on the
internet

10. Haiti: The Stats
• 3% of all blog posts contain news • Facebook has posted 1500 status
about the quake or relief efforts updates per minute related to Haiti
• Twitter account for the Red Cross since the quake
gained more than 10,000 followers • Wyclef Jen, Haitian musician has been
during the crisis. using Twitter to appeal to 1.3 MM
• Friday in the US, Red Cross followers for support
tweeted more than US$8 MM raised • Special sites dedicated to news on Haiti:
by people texting HAITI to 90999 Wikepedia, Miami Herald, Huffington
• Google search for “90999” Post, CNN’s Voices from Haiti
generates more than 48,000
results

11. Building Momentum
Customer conversations
Getting from
us to them
rapidly
Getting Involved:
Online communities
Message Boards
Brand Email lists
Comments on Blogs
Industry Sites

12. How Do Brands Engage?
Go To Conversation
Listen
Interact/Communicate
Influence
Create Relationships
Foster Brand Advocacy

13. We listen….
Then become part
of the discussions

14. We listen….
Brand Brand Then become part
of the discussions

15. Find the most
vocal…
Engage with
detractors
Find the Influencers Brand
Find the most vocal…
Engage with detractors
14

16. Find the most
vocal…
Engage with
detractors
Find the Influencers Brand
Find the most vocal…
Engage with detractors
14

17. Who are the Influencers?

18. Who are the Influencers?

19. Who are the Influencers?

20. Control the
Conversation
Be pervasive… be consistent

21. Control the
Conversation
Brand
Be pervasive… be consistent

22. Build
Build advocacy
advocacy
Brand
17
Drive traffic and amplify the discussion in your favour

23. Build
Build advocacy
advocacy
Brand
17
Drive traffic and amplify the discussion in your favour

24. Case Study: Engage with Detractors
• THE Challenge:
– A revamped model of an established brand marred
by history of deceptive business practices needed
to overcome this hurdle, and convince customers it
changed before they could hope to drive to the
new model.
• Objective:
– Increase consumer awareness of the new CH
Canada while emphasizing differentiation from
Columbia House
– Shift consumer’s negative perception
The Approach: Identify negative conversations
NOW and begin to go head to head with
detractors, clarify misperceptions, eat some crow
and gain some credibility for turning around the
business model
Develop Influencer Program: Call on strong
advocates for Columbia House brand to help CH
build voice within the forums.

25. Results: The Value of Engagement
Performance
Just another vote FOR CH
• Compared to other channels: Affiliate and
Canada. I've had no problem
PPC, social media drove highest ROI at 7%
with numerous orders from
• 24-hr Free shipping offers yielded 731%
them, along with great prices,
increase over average daily orders.
occasional free shipping, and
• Total revenue from 24 Free shipping offers
bonus DVDs.
equivalent to 33% of revenue generated
for an average month.
I’m amazed at how much they try to
make everyone happy & take in their
input. They’re doing a great job at
trying to get everything right.!
while i haven’t ordered from chcanada in ….short version, I give a
quite some time, i still frequent the thread thumbs-up to CH Canada…. I
and certainly appreciate the comments and have no complaints and would
inititiave shown by the chcanada staff. easily recommend CHC. !
when is the last time you saw an amazon
or futureshop/BB rep come in and ask us
what we like? NEVER!!

26. Canada Facebook
Source: comScore 2009 Canada and Facebook (c/o Janice Diner)

27. Your Consumers are on
Facebook.You Need to be There.
source: Janice Diner

28. Guiding Principles
Facebook: The Brand’s Home Away from Home
• Allow the Fans to • Simplify
Dominate
• BR
Integrate with
•
FA
Provide User Value Properties
• Develop Opportunities AN
• Social is Online AND
NS
for User Interaction Offline
• Engage with Fans
D
• Brand Consistently
• Leverage User Content • Drive your Message
through Relevancy

29. Captain Morgan
Drive Your Message through Relevancy
Social is
Offline and
Online
Allow the Fans to Dominate

30. Mandarin Oriental
CMS Interface for Franchise
Self-Management
Leverage Brand
Assets
Leverage Brand Assets,
Aggregate Properties

31. Taco Bell Canada
Provide User Value & Allow
the Fans to Dominate
Develop Opportunities for User
Interaction
Social is Online and Offline

32. Mobile is Social

33. Geo-Location: The Right
Message at the Right Time
First editorial content integration by media outlet
First University to offer a
badge, encourage ratings,
and leave tips
First national mayor special

34. Too Many Social Networks

35. Social Technology for Efficiency

36. Social Media Is Measurable

37. Thank You
Hessie Jones
hessiej@duenorth.com