8. 45% of search results for the world's top 20 largest brands are now linked to user generated content. (Nielsen Ratings 08/2010).6 www.theonlinecircle.com
9. ROI in Social Media An effective Social Media Marketing Balanced Scorecard considers metrics from four different perspectives: Financial: Has your revenue or profit increased or costs decreased? Brand: Have your consumer’s attitudes about your brand and/or affinity improved? Risk Management: Are youbetter prepared to note and respond to attacks or problems that affect reputation? Digital: Have you enhanced your owned and earned digital assets? 7 www.theonlinecircle.com
13. Social Media I often get asked, “What are the rules for Social Media?” My answer, “There is no definite governance. The rules are being created now, by leaders, by the fearless, by the innovative.” Lucio Ribeiro 11 www.theonlinecircle.com
14. These are the Objectives we should focus on. 12 www.theonlinecircle.com
18. Case – Toy Story The Campaign: Pixar and Disney let out a barrage of videos, tie-ins, and ads to promote Toy Story 3. Aside from traditional banner ads and billboards, Disney created viral videos including fake, vintage-style ads featuring the new characters, an iPhone app, and a Facebook Page complete with a built-in ticket-buying app. What Worked: The video successfully played on the nostalgia of their entire demographic. Kids appreciated the fake toy commercials while their parents reminisced about their own childhood toys; a sentiment entirely in line with the Toy Story brand. The Facebook app was connected to news streams you could share when you bought tickets to the movie on Facebook. 16 www.theonlinecircle.com
19. The key, when it comes to social media, is to understand how consumers use technology and adapt it to their social lives. It’s a cross between behavioural psychology and technographics, and is definitely rooted in the principles of user experience and ethnographic research. 17 www.theonlinecircle.com
20. For a brand to be successful in Social Media, it needs to re-think its marketing dependencies around cross functional digital expertise in the six areas: 18
21. 1 Behaviourally focused account planning. - Having a clear understanding of consumers is vital to creating the right solutions and communications. - The account planning function must be focused on user behaviours — not just attitudes, mindsets and platforms— to be able to deliver strong social solutions. 18-Apr-11 19 www.theonlinecircle.com
22. 2 Content strategy and creation. - There is no social without content. But the skills needed in social content go well beyond copywriting.They require creating interactive, personal conversations and an ongoing tracking activities records.- We need people who have the time and expertise to respond directly to the target and learn/build I.P. along the time. 20 18-Apr-11 www.theonlinecircle.com
23. 3 User experience strategy driven by customer insight. - User experience design is about understanding consumer needs, desires and actions, and creating design strategies that make those experiences better, deeper and more useful. - We need experts who understand and value the principles behind this. 18-Apr-11 21 www.theonlinecircle.com
24. 4 Technological expertise. - Social has created new technology platforms like Facebook and Twitter each of them with their own “rules”. - To get the most out of them, we need to appreciate the long-term viability of solutions and evolve and adapt the technology along the way. 18-Apr-11 22 www.theonlinecircle.com
25. 5 Interactive media design. - Media expertise in Social goes beyond finding the right place to put an ad. - Media people need to determine how consumers are behaving in different platforms and create the right environments for them. 18-Apr-11 23 www.theonlinecircle.com
26. 6 Real-time data analytics. - There are two elements of social data: (1) the chatter itself, and (2) the behaviours that occur as a result of social activity. - The biggest challenge is not collecting data — it’s uncovering the insights that come from the data and acting upon them. 18-Apr-11 24 www.theonlinecircle.com
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28. Barriers to Social Media Excellence 26 18-Apr-11 www.theonlinecircle.com
30. More Social Media Mistakes Inexperienced representatives Fragmentation Cloning strategies for different platforms Stale or simplistic content Mistaking personal Social Media use with business expertise Little or no Brand Monitoring Little or no Competitor Monitoring 28 18-Apr-11 www.theonlinecircle.com
31. 29 Recovery Cost estimated to be $10M 1. Inexperienced Representatives
38. Defining your Digital strategy Create a solar system of owned media. Owned media is a channel you control. There is fully-owned media (like your website) and partially-owned media (like Facebook, Twitter or YouTube). Owned media creates brand portability. Now you can extend your brand's presence beyond your web site so that it exists in many places across the web - specifically through social media sites and unique communities. 18-Apr-11 www.theonlinecircle.com
39. Defining your Digital strategy 2) Earned media is a result of brand behavior. "Earned media" is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However the term has evolved into the transparent and permanent word-of-mouth that is being created through social media. You need to learn how to listen and respond to both the good (positive organic) and bad (spurned) as well as consider when to try and stimulate earned media through word-of-mouth marketing.. 18-Apr-11 www.theonlinecircle.com
40. Defining your Digital strategy 3) Immediacy and Scale Paid Media has its role, being a seed strategy, being a catalyst or acting for acquisition for your other medias. 18-Apr-11 www.theonlinecircle.com
41. Do youhave any plannedorongoingOwned Online Presence? 39 18-Apr-11 www.theonlinecircle.com
46. Framing a Social Media Budget Consider: Overall objectives and campaign timeframe Where Social Media fits in meeting your objectives compared to other media. Overall marketing budget Current Social Media assets and recent experiences Internal resources; capabilities and availabilities The simplest analogy may be to liken a Social Media budget to a PR budget more than an advertising or promotions budget. 18-Apr-11 44 www.theonlinecircle.com
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48. Three Home Truths. For any major brand interested in being a Social Media Leader there are three home truths: 1. Social Media is complex – and becoming more so. 2. User Generated Content means there is a thin line between opportunity and risk in Social Media. 3. Leaders need to be brave and to think outside the square. 18-Apr-11 46 www.theonlinecircle.com
49. A Social Media Briefing. A Social Media briefing is like any other: Brand Objectives 2. Budget 3. Measures of success 18-Apr-11 47 www.theonlinecircle.com
Hinweis der Redaktion
Implementing Social Media Strategy takes time
Implementing Social Media Strategy takes time
Implementing Social Media Strategy takes time
Implementing Social Media Strategy takes time
Implementing Social Media Strategy takes time
Fresh and original content on a regular basis. Without it, your fans and followers may wonder where you’ve disappeared to and venture off to graze in greener pastures. There’s no backlash on a personal level and not much risks Awhile back some hackers cracked into Amazon.com and caused all books written by gay, lesbian, bisexual and transgender (GLBT) authors to disappear. Needless to say, many people were infuriated and they took to social media platforms like Facebook and Twitter to voice their frustration and upset. This included creating a hashtag on Twitter that was used to funnel the disgust directed toward Amazon. Because Amazon hadn’t reacted quickly enough people believed that they deliberately removed GLBT materials from their site. Lesson learned – make sure to monitor what’s being said about your brand and company routinely.Cloning Strategies - Each social media site has a unique following. Getting to know and understand who the audience is and what they like is what will help you shape your social media strategy.Inexperienced Representatives - One of the more recent social media firestorms occurred between Nestle and Greenpeace in early 2010 on their Facebook Pages. Supporters of Greenpeace staged a protest against Nestle for using palm Oil. Unfortunately, Nestle’s social media team demonstrated a lack of tact, maturity and professionalism by posting glib and sarcastic remarks. The defensive exchange spun out of control.
Fresh and original content on a regular basis. Without it, your fans and followers may wonder where you’ve disappeared to and venture off to graze in greener pastures. There’s no backlash on a personal level and not much risks Awhile back some hackers cracked into Amazon.com and caused all books written by gay, lesbian, bisexual and transgender (GLBT) authors to disappear. Needless to say, many people were infuriated and they took to social media platforms like Facebook and Twitter to voice their frustration and upset. This included creating a hashtag on Twitter that was used to funnel the disgust directed toward Amazon. Because Amazon hadn’t reacted quickly enough people believed that they deliberately removed GLBT materials from their site. Lesson learned – make sure to monitor what’s being said about your brand and company routinely.Cloning Strategies - Each social media site has a unique following. Getting to know and understand who the audience is and what they like is what will help you shape your social media strategy.Inexperienced Representatives - One of the more recent social media firestorms occurred between Nestle and Greenpeace in early 2010 on their Facebook Pages. Supporters of Greenpeace staged a protest against Nestle for using palm Oil. Unfortunately, Nestle’s social media team demonstrated a lack of tact, maturity and professionalism by posting glib and sarcastic remarks. The defensive exchange spun out of control.
