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The Social MediaRevolution

Dr Jim Hamillwww.energise2-0.comwww.twitter.com/drjimhamill

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Agenda

• The Social Media Revolution

• Social Media in Action – Examples

• Key Things to Remember about Social Media

• Social Media Listening System

• ‘Getting There’ – Social Media Planning Pays

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What is Social Media?

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Web 2.0/Social Media

Web 2.0 Applications

Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristics

Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal

Business Impact

MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –

Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.

engage and co-createIT/Software/ApplicationsOperations, Internal Processes and

HRM

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How important has it become?

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Social Media Revolution

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Video Questions

Opportunities and Threats of Social Media for Malta/Gozo

Tourism and Hospitality?

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Social Media: The State of Play

Where are you with social media?

What progress has been made?

Where are you going?

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What road are we on?

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Social Media in Action

Quick Examples

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In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand

A quick ‘personal experience’

Dubai Hotel

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From the web site

• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.

• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.

• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…

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The Customer Experience of the Brand

Tripadvisor

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From Tripadvisor

• It's getting old, the rooms are unappealing and it will never be more than a business hotel

• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.

• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel

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Responding to Tripadvisor

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Response Policy

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Response Policy

• Monitor what is being said, where….• Thank them for taking the time to leave a review• Highlight any positive aspects first• Emphasis your customer centricity• Atypical experience• Apologize (if it’s a legitimate complaint)• Your action on their feedback. How you address it• Provide an offline channel for continuing the conversation. Ask

them to call or e-mail

• Send strong positive message to readers…..

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Will It Blend? - iPad

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5.7 Million Views

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United Breaks Guitars

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10.2 Million Views

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Crowdsourced NPD

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266,555 on Facebook

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1.6 Million Twitter Followers

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www.skittles.com

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www.chelseafc.com

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The Roger Smith Hotel New York - the World’s most social media savvy hotel?

http://econsultancy.com/blog/4586-q-a-the-marketing-duo-behind-new-york-s-social-media-hotel-3

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Roger Smith Hotel

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The Italian Man Who Went to Malta

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Key Things to Rememberabout Social Media

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1. It’s a Revolution

A fundamental and revolutionary changein online behaviour, expectations and the online customer experience. The end of the ‘read only’ Internet

Content generated by the network for the network

We are no longer passive consumers of content/brand messages

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2. It’s Social

A conversationnot a broadcast platform

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It’s Social

Marketing as a conversation; two-way dialogue

Conversations are already taking place on the cloudrelevant to your brand – how well are you listening?

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Be Social

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3. Power Shift

Social media empowers customers, empowers the network

We no longer control the brand The brand becomes the customer

experience of the brand – experiences that are widely

shared online

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Customer Experience and WOM

How well are we using SM to enhance the customer experience, especially at ‘key moments of truth’?

How strong is our SM WOM?

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4. Declining Effectiveness

Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more?

We are no longer passive sheep waiting to be ‘driven’ to web sites

If you treat us like sheep, we will tell youto ‘flock off’

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Advertising – Customer Breakup

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5. The End of Business as Usual

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The End of Business as Usual

‘Winners’ will be those organisations who fully utilise the

interactive power of Web 2.0 technology for engaging with and energising customer and

network relationships

How strong is the quality of our online network?

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The End of Business as Usual

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The End of Business as Usual

• Rise of the social consumer• Fundamentally different from traditional consumers• Emphasis is on the shared experiences of those they trust on

social networks rather than corporate driven brand messages• Expect brands to respond to their socialized questions• This will require businesses to rethink their traditional

approach to sales, service, marketing and customer relationship management

• ‘Being Social’ will become the new key to consumer connection and success

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New Performance Measures Required

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Performance Measurement

Involvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Insight – customer insight Impact – business impact

Social Media Monitoring Tools –Audit, Assess, Impact

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The ‘6Is’ Approach

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Avoid the Road to Nowhere

‘Social Media Planning Pays’

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Potential Business Benefits of Social Media

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Business Benefits

• Market Knowledge

• Customer Insight and Understanding

• Customer Interaction

• Enhanced Customer Experience

• Business Intelligence

• Reputation Management

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Business Benefits

• Improved Sales and Marketing

• Identify and network with high value, high growth prospects

• Product Development and R&D e.g. engage and co-create

• Internal cost savings

• Improved Operations and Internal Processes

• Increased ROI

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Potential Business Benefits

5 main areas:

• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps)

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Social Media Listening

http://energise2-0.com/2012/01/20/the-importance-of-social-media-listening/

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Social Media Listening

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Listen

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Who is talking about Malta & Gozo, where online and what are

they saying abut you?

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Topsy - Malta

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Topsy - Gozo

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Social Mention - Malta

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Social Mention - Gozo

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Google Reader

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Social Media Planning Pays

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Social Media Development Cycle

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SM Development Cycle

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Five Key Areas

• External Analysis: Evaluate Your Social Media Landscape

• Internal Audit: Evaluate Your ‘Readiness to Engage’• Develop Your Social Media Strategy and Action Plans

for ‘Getting There’• Evaluate Your Social Media Performance and ROI• Organization, People and Resource Issues

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Social Media Strategy and Action Plans

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Use a Simplified Balanced Scorecard

• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation

• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders

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Social Media Balanced Scorecard

• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation

• The steps involved can be captured in a Social Media Strategy Map

• Five key questions to address……

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Social Media Balanced Scorecard

• What is the overall social media vision for your organization?

• What are the key objectives and targets to be achieved?

• Who are your customers?

• Key Actions and Initiatives

• Organisation, Resource and People Issues

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Social Media Strategy Map

Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective

Strategic Objectives KPIs / Targets

KPIs / Targets KPIs / Targets

KPIs / Targets

Customer Group 1

Customer Group 2

Customer Group 3

Customer Group 4

2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions

Organisation People Resource

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Key Questions to Address

• What is the overall social media vision for your organisation?• What are the key objectives and targets to be achieved from

social media? Are these fully aligned with and supportive of your overall business goals and objectives?

• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?

• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?

• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?

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Key Questions to Address

• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?

• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?

• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What

balance has been agreed between internal and external roles and responsibilities?

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Key Questions to Address

• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in

place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?

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www.energise2-0.com

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‘Be Customer Led’

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Be Customer Led

• Who are our customers, community, tribe?

• Where do they hang out in social media?

• How can we best engage with and energise them?

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www.mashable.com

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Performance Measurement

To ensure that your Social Media activities deliver high ROI, it is important to monitor, measure and evaluate your social media performance on an on-going basis. Key questions to address:

•What social media performance measures and KPIs should be used – both in terms of the overall ‘buzz’ created and measures for individual channels?

•What tools/software will be used to assist performance measurement?

•What reports will be produced, for who and how frequently?

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Performance Measurement

Should be undertaken at three main levels:

•Individual social media channels

•Overall ‘buzz’

•Business Impact

Using the 6Is approach

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Organization, Resource and People Issues

• Organization, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below:

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Organization, Resource and People Issues

• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’ Is the right organisational and decision-making structure in place?

• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities?• Do you have agreed Social Media Policies and Guidelines in

place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?

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In Summary……..’Social Media Planning Pays’

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Bob Dylan

Come gather 'round peopleWherever you roam

And don’t criticiseWhat you can't understand

Your sons and your daughtersAre beyond your command

Your old road isRapidly agin‘

Then you better start swimmin’Or you'll sink like a stone

For the times they are a-changin’

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Thank You