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Latest updates in social media

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  1. 1. SDL Proprietary and Confidential The latest developments in Social Media James Ainsworth Social Media Manager – Social Intelligence Division
  2. 2. 41 of the 50 Top Global Brands *Source: Interbrand, 2011
  3. 3. A bit about me…before the good stuff
  4. 4. The latest developments in Social Media
  5. 5. Social Media Headlines Overall growth in social media has slowed MccannWave Report This month, two of the biggest online players, Amazon and eBay, added Pinterest buttons to their product pages Campaign Price promotion (21.5%) is the most common tactic used by retailers to boost engagement on Facebook StickyEyes 92% chance of getting Retweeted in the first hour after posting RWW In 2011, LinkedIn generated a visitor-to-lead conversion rate of 2.60%, on average four times higher than Twitter (0.67%) and seven times higher than Facebook (0.39%) HubSpot 20% - the “average conversion rate” some retailers are seeing thanks to the new Facebook Timeline.SMI 67% of fans expect exclusive offers; 22% of brands deliver on this CMO Council 57% of UK SMEs have used social media Hiscox Only 1.3% of ‘fans’ actually engage with the brands they ‘like’. CMO Council Most comments to company wall posts on Facebook will also happen within the first hour or two. RWW
  6. 6. MYTH BUSTING Social Media Monitoring is not just responding to Twitter moaners
  7. 7. 50+ Billion stored conversations and results 60+ languages 20+ Automated sentiment analysis Dashboards Alerts Storyboards Custom Sources
  8. 8. Social media data and what it enables Rather than "data driven decisions", advocate human decisions supported by the use of good tools to provide us with data-derived insights. http://www.flickr.com/photos/puuikibeach/
  9. 9. Yesterday’s news Today’s news Timing is everything.
  10. 10. Social media answers the questions you never thought of. Don’t have time to run surveys and questionnaires
  11. 11. Social media data shows you the whole conversation. Join the dots.
  12. 12. The more the merrier. Savings
  13. 13. It’s the future. Anticipate.
  14. 14. The social media story behind a new and intriguing product Powered by
  15. 15. # of influencers 35 Positive advocates 3 are based in Ireland Twitter users Love it or Hate it? Positive 29% Indifferent 86% Negative 13% Top Twitter Authors @psykouk @annecupcake @dressjunkie Top Platforms Twitter Forums Media
  16. 16. Top Platform Demographics Male: 75% Female: 20% Unspecified: 5% Twitter Forums Media Forum Users Top Categories Social College Life Health Love it or Hate it? Positive 20.1% Indifferent 61.6% Negative 18.3%
  17. 17. Top Domains Top Themes Weightwatchers Cakes Nutella Boards.ie Money Saving Expert TES Community Boards.ie Top Authors Killer Wench Seomra Mushie Pembily Love it or Hate it? Positive 12.9% Indifferent 58.1% Negative 29%
  18. 18. Target your offers with the Forums where your advocates are doing great things for you Look at the comments relating to “fat”, “health” “exercise” and tailor messaging in target publications where dietary content needs to be considered Run Campus or Instore tasting sessions to marry up online and offline What next? Host product development session with influencers to design new offshoot products Establish a User Forum where recipes are created and uploaded with photo content
  19. 19. Draw Something A rumoured $210 million deal sees OMGPOP join the Zynga family. 30 million downloads and 1 billion drawings in the first 6 weeks. 15,000+ social mentions a day in the week of acquisition. Draw Something – a story of growth Pictures by colleague and Draw Something user: 20 TangoManWedge
  20. 20. DrawSomething 21 But what does the social data tell us about its users? Using SDL SM2 we can explore the social data that tells the story behind Draw Something’s phenomenal growth and how people use it Powered by
  21. 21. 22 Who talks about playing Draw Something? Who talks about playing Draw Something? • Cafemom.com • Babycenter.com Community • Reddit • Gaia Online
  22. 22. 23 Drawsome! Is a game considered mainstream when its vocabulary works its way into everyday conversation? February to March 2003% Increase in uses of the word Drawsome when discussing the game
  23. 23. Problems? Looking at what players say about Draw Something can help you identify user issues and obstacles 5631 mentions of the “Can’t go over Turn 99” bug 1114 mentions of the App “crashing”
  24. 24. In-game monetisation 40% of ‘freemium’ game players end up spending money Males age 13-34 are more likely than females to simply stop playing altogether In-app purchases typically take place within a month of starting to play. Source: NPD group In-game purchases totalled $970 million last year and predicted that that could grow to $5.6 billion by 2015 Source: IHS
  25. 25. Peak mentions as Draw Something achieves ‘viral’ status Has the bubble burst? Resurgence of social mentions as Zynga deal is confirmed Mentions dropping, novelty of game wears off. Development required
  26. 26. The common mistake brands make….. Business success Desired behaviors /perceptions Customer Commitment 27 Give customers what they ask for… They’ll think & do the things you want them to do… The business will meet its goals
  27. 27. What actually happens…. Business success  Desired behaviors /perceptions Customer Commitment 28 Give customers what they ask for… 60-80% don’t do what you want them to do…  Undesired behaviors/ perceptions
  28. 28. Ensuring a fair exchange Customer commitment Desired behaviors /perceptions Business goals 29
  29. 29. Driving measurement from your business goals Your ideal customer is one who….. Shops Shares Advocates
  30. 30. Driving measurement from your business goals PCS: Product commitment score • Informs your value proposition CRS: Customer relevance score • Drives content & engagement strategy BCS: Brand commitment score • Drives brand strategy
  31. 31. Deriving meaningful scores using social data • Each index is derived from scoring conversations based on their value into the commitment journey we’re trying to understand 32
  32. 32. The components of each score Commitment score is a composite of: 1. Where in the journey the conversation sits 2. The level of influence of the conversation 3. Weighted sentiment of the conversation
  33. 33. The deliverables….. 1) An executive scorecard that can be cascaded throughout the business
  34. 34. The deliverables….. 2) Experience scores showing the specific parts of the customer journey impacting commitment
  35. 35. The deliverables….. 3) Customer journey segmentation to drive prioritization & targeted action
  36. 36. Big and Small Business – Lead Generation http://www.flickr.com/photos/eogez/
  37. 37. What is the business need for social media? • To be loud and proud – We do some pretty awesome stuff, let’s tell people about it • To sell – We have some of that pretty awesome stuff I spoke about to sell • To support valuable customers – They already know of our pretty awesome stuff but do we know what they do with it? Do they need help with handling the pretty awesome stuff? 38
  38. 38. 10 ways to win every week 1. Follow 3 new people on Twitter 2. Connect with someone on LinkedIn from one of your interest groups 3. Tweet a link to an SDL Social Intelligence resource 4. Answer a question on LinkedIn/Quora 5. Tweet about something that interests you professionally 6. Join a new group on LinkedIn 7. Share an interesting article in the SDL Social Division Hangout on Facebook 8. Read a blog and leave a comment 9. Tell James about something online that you think he should pay more attention to. 10. Repeat one of the above • BONUS: Write a 500 word blog post for SDL Blog 39
  39. 39. So what? …the business value Social media should be used to affect a change in an aspect or multiple areas of your business
  40. 40. So what? …plug in to multiple aspects of your business Do not allow social media to be run in isolation to the rest of your business…plug it in where relevant and use the resulting data to measure the heartbeat of your activity.
  41. 41. Big Business Small Business SDL SM2 Radian6 Meltwater Buzz Synthesio Free Tools Single Use Broadcast/Customer Service In-house use or Agency Across Departments Specialist Use/ Insights/ sCRM Hootsuite Tweetdeck Social Mention Google Alerts Annual cost from £12,000 Free
  42. 42. LinkedIn Answers Where should I look for opportunities to comment? What do they look like? LinkedIn Groups 43 Twitter
  43. 43. LinkedIn - Answers 4 3 1 2
  44. 44. Search strings on Twitter clients: “cupcakes” AND “Bristol” OR “Bath” “business card” AND “need” bristol geocode:51.4709507,-2.6039525,25km “XboxSupport” -accidtnly “From:CocaCola” http://www.flickr.com/photos/psyberartist Want to do Twitter better?
  45. 45. • Follow your customers on Instagram if they are there. • Hold a contest/giveaway and using #hashtag on Instagram • Print Instagram photos from your customers and put them on your store or your website. • If your fans are sharing your photos online, share their photos with your followers. • Snap photos of your customers/team members and post them on Instagram. • Make your Instagram personal too, not just about your business. • Use hashtags. Create Happy Hour check-ins during off-peak or free-time to boost activity beyond current spikes. Advertise that you’re a Foursquare merchant. Host events dedicated to social media users to encourage simultaneous check-in, Tweets, and Facebook check-ins There's currently no distinction between people and brands on Pinterest. You'll get more traction if you approach the site more as a person, less as a brand. Name your pin boards after your business type, products, and services. For instance, if you sell sportswear and equipment, create pin boards for such topics as Gym wear, Sports shoes or best yoga mats. SEO tip: Post pictures on your own site or blog first, then pin those pictures on Pinterest. When setting up your Pinterest account, add descriptive, keyword-rich text to your "About" description. Include your location as well Be careful when auto-posting to Facebook/LinkedIn or other Give your platform a purpose…
  46. 46. • Follow your customers on Instagram if they are there. • Hold a contest/giveaway and using #hashtag on Instagram • Print Instagram photos from your customers and put them on your store or your website. • If your fans are sharing your photos online, share their photos with your followers. • Snap photos of your customers/team members and post them on Instagram. • Make your Instagram personal too, not just about your business. • Use hashtags! its important Create Happy Hour check-ins during off-peak or free-time to boost activity beyond current spikes. Advertise that you’re a Foursquare merchant. Host events dedicated to social media users to encourage simultaneous check-in, Tweets, and Facebook check-ins There's currently no distinction between people and brands on Pinterest. You'll get more traction if you approach the site more as a person, less as a brand. Name your pin boards after your business type, products, and services. For instance, if you sell sportswear and equipment, create pin boards for such topics as Gym wear, Sports shoes or best yoga mats. SEO tip: Post pictures on your own site or blog first, then pin those pictures on Pinterest. When setting up your Pinterest account, add descriptive, keyword-rich text to your "About" description. Include your location as well Be careful when auto-posting to Facebook/LinkedIn or other Give your platform a purpose… …all these opportunities to engage with an audience generate data… …pair with your better judgement on how to gain tangible benefits… …by delivering highly targeted and relevant communications… …at the right time, via the right medium to evolve your story…
  47. 47. Thanks for listening and do you have any Questions? • How do I contact you? Email: jainsworth@sdl.com Twitter: @SDLjames
  48. 48. SDL Recognized Leader in Global Information Management • Publicly traded company with $400m annual 49 revenues • Over 2,700 employees in 70 offices across 38 countries • World-leading innovative technology • Award-winning and profitable company, with long-term financial stability • 1,500+ enterprise customers and partners • SDL is celebrating its 20th anniversary in 2012
  49. 49. SDL’s Vision SDL believes everyone should be able to engage with the information they require in the way they want 50
  50. 50. Our Mission • We enable global businesses to engage with their customers • In the language, the media and at the moment they choose • We help businesses manage their brands and drive global revenues • Providing enterprise-ready innovative solutions for managing the end-to-end customer experience

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