Latest updates in social media

SDL Proprietary and ConfidentialSDL Proprietary and Confidential

The latest developments in Social Media

James Ainsworth Social Media Manager – Social Intelligence Division

41 of the 50 Top Global Brands

*Source: Interbrand, 2011

A bit about me…before the good stuff

The latest developments in Social Media

Social Media HeadlinesOverall growth in social media has slowed Mccann Wave

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 FacebookStickyEyes

20% - the “average conversion rate” some retailers are seeing thanks to the new Facebook Timeline.SMI

Most comments to company wall posts on Facebook will also happen within the first hour or two. RWW

92% chance of getting Retweeted in the first hour after posting RWW

67% of fans expect exclusive offers; 22% of brands deliver on thisCMO Council

57% of UK SMEs have used social mediaHiscox

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

Only 1.3% of ‘fans’ actually engage with the brands they ‘like’. CMO Council

Social Media Monitoring is

not just responding to Twitter moaners

MYTH BUSTING

Social Media

Monitoring is…

..well, it

depends.

“What social media is, is not

how many people follow you

or how many people 'Like'

you but to what extent it

shows you the underlying

data about their behaviour”

Mike Walsh

50+ Billion stored conversations and results

60+ languages20+ Automated sentiment analysis

Dashboards Alerts

Storyboards Custom Sources

Rather than "data driven decisions", advocate human

decisions supported by the use of good tools to provide us with

data-derived insights.

Social media data and what it enables

http://www.flickr.com/photos/puuikibeach/

Yesterday’snews

Today’snews

Timing is

everything.

Social media answers the questions

you never thought of.

Don’t have time to run surveys and questionnaires

Social media data shows you

the whole conversation.

Join the dots.

The more the merrier.

Savings

It’s the future.

Anticipate.

The social media story behind a new and intriguing product

Powered by

# of influencers

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Positive advocates

3 are based in Ireland

Twitter users

Top Twitter Authors

@psykouk

@annecupcake

@dressjunkie

Love it or Hate it?

Positive 29%

Indifferent 86%

Negative 13%

Top Platforms

Twitter

Forums

Media

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%

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%

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

Establish a User Forum where recipes are created and uploaded

with photo content

Host product development session with influencers to design

new offshoot products

What next?

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.

20Pictures by colleague and Draw Something user:TangoManWedge

Draw Something – a story of growth

21

DrawSomething

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

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Who talks about playing Draw Something?

• Cafemom.com• Babycenter.com

Community• Reddit• Gaia Online

Who talks about playing Draw Something?

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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

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”

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 2015Source: IHS

Peak mentions as Draw Something achieves ‘viral’ status

Resurgence of social mentions as Zynga deal is confirmed Mentions

dropping, novelty of game wears off. Development required

Has the bubble burst?

Business success

Desired behaviors

/perceptions

Customer Commitment

The common mistake brands make…..

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Give customers what they ask for…

They’ll think & do the things you want them to do…

The business will meet its goals

Business success

Desired behaviors

/perceptions

Customer Commitment

What actually happens….

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60-80% don’t do what you want them to do…

Give customers what they ask for…

Undesired behaviors/

perceptions

Customer commitment

Desired behaviors

/perceptions

Business goals

Ensuring a fair exchange

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Driving measurement from your business goals

Shops Shares Advocates

Your ideal customer is one who…..

Customer Commitment

PCS: Product commitment score• Informs your value

propositionCRS: Customer relevance score• Drives content &

engagement strategyBCS: Brand commitment score• Drives brand strategy

Driving measurement from your business goals

Commit

Explore

Understand

• Each index is derived from scoring conversations based on their value into the commitment journey we’re trying to understand

Deriving meaningful scores using social data

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The commitment journey:

The components of each scoreCommitment 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

The deliverables…..1) An executive scorecard that can be cascaded throughout the business

The deliverables…..2) Experience scores showing the specific parts of the customer journey impacting commitment

The deliverables…..3) Customer journey segmentation to drive prioritization & targeted action

Big and Small Business – Lead Generation

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• 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?

What is the business need for social media?

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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

10 ways to win every week

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So what?

…the business value

Social media should be used to affect a change in an aspect or multiple areas of your business

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.

Big Business Small Business

SDL SM2Radian6 Meltwater BuzzSynthesio

Free ToolsSingle UseBroadcast/Customer Service

In-house use or AgencyAcross DepartmentsSpecialist Use/ Insights/ sCRM

HootsuiteTweetdeckSocial MentionGoogle Alerts

FreeAnnual cost from £12,000

LinkedIn Answers

LinkedIn Groups

Where should I look for opportunities to comment? What do they look like?

43

Twitter

LinkedIn - Answers

4

3 1

2

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”

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Want to do Twitter better?

• 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…

• 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…

Thanks for listening and do you have any Questions?

• How do I contact you?

Email: jainsworth@sdl.com

Twitter: @SDLjames

SDL Recognized Leader in Global Information Management

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• Publicly traded company with $400m annual 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

SDL believes everyone should be able to engage with the information they require in the way they want

SDL’s Vision

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• 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

Our Mission