The document discusses strategies for making the most of social media. It provides tips on listening to audiences, enabling communities, spreading content, and measuring effectiveness. Examples are given of both best practices like Reckitt Benckiser's social media case study and potential pitfalls like companies buying questionable palm oil. The overall message is that social media requires active engagement with customers at all stages from listening to sharing to analytics.
2. making the most of social media
Spending money wisely
• Do you have a clear definition of your target audience?
• Have you developed a hierarchy of targeting importance,
based on your objectives and research learning?
• Have you used pre-testing to understand the likely
variations in creative response so that executions can be
placed accordingly?
• Are you comprehensively monitoring performance of your
targeting to understand cost effectiveness?
• Are you feeding learnings back into future planning and
buying decisions?
Source: Admap, December 2009 “Reduce Wastage by Using Behavioural Targeting in Context”,
Duncan Southgate and Sue Elms, Milward Brown
Thursday, 11 November 2010
3. making the most of social media
Multiplatform marketing
• Use traditional media to place your brand in front
of people before the decision becomes a priority
• Be present and relevant when research begins online
• Provide channels for response, interaction and
dialogue
• Send a consistent, persuasive message all the way
to the point of decision
Source: “In a Multiplatform World, Brands Must Be Present, Relevant”
http://www.centernetworks.com/multiplatform-branding
Thursday, 11 November 2010
4. making the most of social media
e Origin of the Social Web
• Recommendations for you...
• Customers Who Bought
is Item Also Bought...
• Customers Who Viewed
is Item Also Viewed...
• Your Recent History...
• Items by Category, Subject
• Customer Reviews
• Wish List
Thursday, 11 November 2010
5. making the most of social media
e Origin of the Social Web
• Recommendations for you...
• Customers Who Bought
is Item Also Bought...
• Customers Who Viewed
is Item Also Viewed...
• Your Recent History...
• Items by Category, Subject
• Customer Reviews
• Wish List
Thursday, 11 November 2010
6. making the most of social media
e Origin of the Social Web
• Recommendations for you...
• Customers Who Bought
is Item Also Bought...
• Customers Who Viewed
is Item Also Viewed...
• Your Recent History...
• Items by Category, Subject
• Customer Reviews
• Wish List
Thursday, 11 November 2010
7. making the most of social media
Why social media?
• 96% of Millennials have joined a social network
• Facebook tops Google for weekly traffic in the
U.S.
• 50% of mobile internet traffic in the UK is for
Facebook
• Generation X and Y consider email passé
Source: Socialnomics “Social Media Revolution 2” youtube.com
Thursday, 11 November 2010
8. making the most of social media
Why social media?
• Social Media has overtaken pornography as the #1
activity on the Web
• 80% of companies use Social Media for recruitment
• 95% are using LinkedIn
• 25% of search results for the World’s Top 20 largest
brands are links to user-generated content
• ere are over 200 million blogs
• 34% of bloggers post opinions about products and
brands
Source: Socialnomics “Social Media Revolution 2” youtube.com
Thursday, 11 November 2010
9. making the most of social media
Why social media?
Thursday, 11 November 2010
10. making the most of social media
Why social media?
Thursday, 11 November 2010
11. making the most of social media
Why social media?
Thursday, 11 November 2010
12. making the most of social media
e social web
• Puts the small things that make a relationship
back in your life
• e web becomes as effortlessly social as
chatting with your family or roommates at
home is today
• People that care about you will be able to just
tune into the parts that matter to them
Source: “e social web: All about the small stuff”, e Official Google Blog
http://googleblog.blogspot.com
Thursday, 11 November 2010
13. making the most of social media
Social gaming
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14. making the most of social media
SoMe on Mobile
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15. making the most of social media
Corporate Websites
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16. making the most of social media
Corporate Websites
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17. making the most of social media
Corporate Websites
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18. making the most of social media
Corporate Websites
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19. making the most of social media
Corporate Websites
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20. making the most of social media
Corporate Websites
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21. making the most of social media
Corporate Websites
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22. making the most of social media
Corporate Websites
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23. making the most of social media
Launching a strategy
• Listen
• Have an objective
• Enable the community
• Spread the news
• Measure
• Ask them back
Thursday, 11 November 2010
24. making the most of social media
Listen
• Understand the issues and opportunities
• Get involved in the conversation
• Identify and work with allies to reach a wider
public
• Measurements:
• Monitoring change in sentiment
• Monitoring change in opinion of influencers
Source: Market Sentinel
http://www.marketsentinel.com
Thursday, 11 November 2010
25. making the most of social media
Listen
Source: “Help us write the Job Description - Sr Manager, Emerging Media Marketing
http://www.barryjudge.com
Thursday, 11 November 2010
26. making the most of social media
Getting it wrong
• Buying ‘questionable Palm oil”
from a firm accused of clearing
rainforest land without permits.
• Unilever and Kraft severed ties.
• Nestle’s efforts were deemed to
be “too slow” by Greenpeace.
(http://vimeo.com/10236827)
Thursday, 11 November 2010
27. making the most of social media
Getting it wrong
• Buying ‘questionable Palm oil”
from a firm accused of clearing
rainforest land without permits.
• Unilever and Kraft severed ties.
• Nestle’s efforts were deemed to
be “too slow” by Greenpeace.
(http://vimeo.com/10236827)
Thursday, 11 November 2010
28. making the most of social media
Getting it wrong
• Buying ‘questionable Palm oil”
from a firm accused of clearing
rainforest land without permits.
• Unilever and Kraft severed ties.
• Nestle’s efforts were deemed to
be “too slow” by Greenpeace.
(http://vimeo.com/10236827)
Thursday, 11 November 2010
29. making the most of social media
Getting it wrong
• Buying ‘questionable Palm oil”
from a firm accused of clearing
rainforest land without permits.
• Unilever and Kraft severed ties.
• Nestle’s efforts were deemed to
be “too slow” by Greenpeace.
(http://vimeo.com/10236827)
Thursday, 11 November 2010
30. making the most of social media
Getting it wrong
• Buying ‘questionable Palm oil”
from a firm accused of clearing
rainforest land without permits.
• Unilever and Kraft severed ties.
• Nestle’s efforts were deemed to
be “too slow” by Greenpeace.
(http://vimeo.com/10236827)
Thursday, 11 November 2010
31. making the most of social media
Getting it wrong
• Buying ‘questionable Palm oil”
from a firm accused of clearing
rainforest land without permits.
• Unilever and Kraft severed ties.
• Nestle’s efforts were deemed to
be “too slow” by Greenpeace.
(http://vimeo.com/10236827)
Thursday, 11 November 2010
32. making the most of social media
Getting it wrong
• Buying ‘questionable Palm oil”
from a firm accused of clearing
rainforest land without permits.
• Unilever and Kraft severed ties.
• Nestle’s efforts were deemed to
be “too slow” by Greenpeace.
(http://vimeo.com/10236827)
Thursday, 11 November 2010
33. making the most of social media
Getting it wrong
• Buying ‘questionable Palm oil”
from a firm accused of clearing
rainforest land without permits.
• Unilever and Kraft severed ties.
• Nestle’s efforts were deemed to
be “too slow” by Greenpeace.
(http://vimeo.com/10236827)
Thursday, 11 November 2010
34. making the most of social media
case study
Thursday, 11 November 2010
35. making the most of social media
Listen
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36. making the most of social media
Listen
Thursday, 11 November 2010
37. making the most of social media
Listen
Thursday, 11 November 2010
38. making the most of social media
Listen
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39. making the most of social media
Listen
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40. making the most of social media
Invite them in
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
http://www.reckittbenckiser.jobs (no longer live)
Thursday, 11 November 2010
41. making the most of social media
Facebook Fan Page
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
http://www.facebook.com/reckittbenckiser
Thursday, 11 November 2010
42. making the most of social media
Branded Company Blog
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
http://myrbopportunity.com
Thursday, 11 November 2010
43. making the most of social media
Twitter Feed
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
http://www.twitter.com/discoverrb
Thursday, 11 November 2010
44. making the most of social media
YouTube Channel
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
http://www.youtube.com/user/RBworldwide
Thursday, 11 November 2010
45. making the most of social media
LinkedIn Group
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
Thursday, 11 November 2010
46. making the most of social media
Spread the news
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
Thursday, 11 November 2010
47. making the most of social media
Content Strategy
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
Thursday, 11 November 2010
48. making the most of social media
Content Strategy
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
Thursday, 11 November 2010
49. making the most of social media
Content Strategy
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
Thursday, 11 November 2010
50. making the most of social media
Content Strategy
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
Thursday, 11 November 2010
51. making the most of social media
Content Strategy
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
Thursday, 11 November 2010
52. making the most of social media
Content Strategy
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
Thursday, 11 November 2010
53. making the most of social media
Analysis and Optimisation
ings you can analyse:
Creative messages
Advertising format and size
Level of interaction
Media
Time of day
Type of interaction
Thursday, 11 November 2010
54. making the most of social media
Results
• 55 videos submitted to Decision-Making challenge
• Fan Page up to 3,804 (14 May 2010)
• 400 page views per day average
• 41% of male fans and 37% of female fans are within
target audience
• Awareness increased in UK (16%) and India (23%)
• Visits to RB Careers site in all target markets was up 110%
(no significant movement in non-target countries)
• 73% increase in applications in Brazil
• Winners of ‘Best Use of Social Networking’ at 2010
RAD Awards (www.radawards.com)
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
Thursday, 11 November 2010
55. making the most of social media
Invite them back
Thursday, 11 November 2010
56. making the most of social media
Invite them back
Thursday, 11 November 2010
57. making the most of social media
Invite them back
Thursday, 11 November 2010
58. making the most of social media
Invite them back
Thursday, 11 November 2010
59. making the most of social media
Invite them back
Thursday, 11 November 2010
60. making the most of social media
Invite them back
Thursday, 11 November 2010
61. making the most of social media
Invite them back
Thursday, 11 November 2010
62. making the most of social media
Invite them back
Thursday, 11 November 2010
63. making the most of social media
Invite them back
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64. making the most of social media
Invite them back
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65. making the most of social media
Results
• 21,800 fans/likes on Facebook
• 161,000 monthly active users
• 798 out of 89,000 games on Facebook
• 365 mentions online
• 60% of players are in our target audience
Note: is case study is an example of Best Practice, it was not produced by Blackbridge Communications
Thursday, 11 November 2010
66. making the most of social media
Questions?
Drew Spencer
e: drew@blackbridge.co.uk
t: +44 (0) 207 608 0668
tw: @kayperbeats
www.blackbridge.co.uk
Thursday, 11 November 2010