Audience and Consumer Engagement: using social media and content as a marketing tool

Wednesday 6th April 2011

Confidential

What We Will Cover Today

Understanding audience and consumer engagement in a social media world    

• Content and value creation

• Social media and social enterprise: opportunities for engagement

• Outtakes: Some practical steps in designing your social media and content strategy

About Me

• Product strategist and business development manager at Television New Zealand Digital Media.

• Commercial and content strategist, TVNZ Ondemand, Australasia’s first Web Television service launched in March 2007.

• Managing Partner at Northward Digital video content and strategy house.

• Digital content and communications consultant at Poets and Plumbers and Think International.

Audiences and Consumers

Changing Consumers Expectations

• +90 percent of social network users access content due to the recommendations of friends in their online social network.

The Diffusion Group (TDG), 2010.

• 1 in 3 people come to a brand via a recommendation.

Deloitte/22squared, 2010.

• Companies that blog on average get 55% more website visitors than those that do not.

Hubspot, 2010.

• Internet users spend 3x more time on blogs and social networks than on email.

Nielsen, 2010.

Consumer Engagement = Providing Value

Image source: http://headrush.typepad.com/photos/uncategorized/schoolboy_1.jpg

YESTERDAY TODAY

The Changing Consumer/Advertiser Relationship

Consumer Decision-making

Nielsen Global Online Consumer Survey, 2010.

• 51% of Facebook fans are more likely to buy the brands they fan.CMB & Imoderate, 2010

• 79% of Twitter followers are more likely to recommend the brands they follow.CMB & Imoderate, 2010

Image by Digital Surgeons.

Audiences and Consumers Check List

Consumers and Audiences have a greater level of personal choice and control

Consumer and Audience attention now has to be won rather than brought.

Brands and advertisers must contribute real value to the consumer in order to succeed in Social Media.

This represents a direct dialogue between consumer and brand

The new goal of social engagement is to nurture and support advocacy.

The opportunities and benefits of entering into a value-based relationship with customers cover multiple areas of a brand’s business

Content and Value Creation

Social Media and Content Saturation

• 30+ Billion pieces of content are shared on Facebook each month.

• 35+ hours of video is uploaded to YouTube each minute.

• Twitter’s active users generate 90+ Million tweets per day.

• The challenge for brands and marketers:

Cutting through the noise to engage a relevant audience.

Image by Design Damage.

Content Creation and Story-telling

• Finding your authentic stories.

• Creating value for audiences.

• Connecting with customers

• Stimulating audience content creation.

• Fostering sharing.

• Building engagement.

• Guiding consumer outcomes.

• Recognizing and rewarding customers and advocates.

Two Degrees Food: http://twodegreesfood.com

Social Media and Content Distribution: Fish where the Fish Are

“Taking content to consumers on social media sites has emerged as an

answer to the problem of finding or aggregating the perfect audience.”

Laurie Sullivan, 2010.

Social Media Communities and Content

• Engaging with influencers.

• Creating lasting communities of advocates.

• Expanding reach.

• Stimulating sharing.

• Developing and testing content/ Crowd-sourcing.

• Driving traffic to your content/site.

• Building brand advocacy.

• Tools for automation.

Social Content Check List

Define your goals and how they will be measured.

Consider your audience and the content value proposition.

Find your stories: Ensure that they are genuine and authentic.

Encourage engagement: foster participation, interaction and sharing.

Create content to be usable and shareable across multiple channels.

Where possible, recognize and reward customers and advocates to increase the ‘feel good’ factor of being a social enterprise customer

Ensure an ongoing, sustainable dialogue.

Social Media and Social Enterprise

How are Social Enterprises using Social Media?

O2 and RBS SE100 Index, 2011.

• UK Social Enterprises projection: 15% increase to the profit line from using Social media in daily operations.

• This is an average increase of £213,000 per company.

• 67% stated that they are using Social Media on daily basis.

• 85% of users promote their products or services using social media.

• 41% of users network using social media.

• 38% develop ideas with other businesses using social media.

RED: World AID's Day

• RED works with global brands to make RED™-branded products

• 50% of their gross profits to the Global Fund

• $160M+ raised for Global Aids Fund.

• YouTube: 5M+ total views

• Twitter: 1M+ followers

• Facebook: 1M+ fans

RED: http://www.joinred.com/

Realities and Opportunities

Inbound Marketing

Outbound Marketing

Inbound Marketing costs 62% less per lead

than traditional than outbound marketing.

Hubspot, 2011

Social Media for Social Enterprise Checklist

Plan for achieving your goals. What would be your ideal outcome?

There are great opportunities for Social Enterprise using Social Media, including:

Reaching customers and audience directly and building direct relationships with these customers

Marketing products and services directly

Building brand awareness and advocacy

Collaborating and crowd-sourcing ideas from customers

Networking and collaborating with other companies

Building an organic movement around your brand that will make it easier to engage with Commercial partners for CSR programs

Outtakes:

Can  you  add  value?

Evaluate  the  purpose

Respond  in  kind  &  share

Thank  the  person

Unhappy  Customer?

DedicatedComplainer?

Comedian  Want-­‐to-­‐Be?

Nega%vePosi%ve

Yes No

Do  you  want  to  respond?

No  Response

No

Yes

Take  reasonable  ac%on  to  fix  issue  and  let  customer  

know  ac%on  taken

Are  the  facts  correct?

Gently  correct  the  facts

No

No

No

Yes

Are  the  facts  correct?

Does  customer  need/deserve  more  info?

Yes

Explain  what  is  being  done  to  correct  the  issue.

Yes

Is  the  problem  being  fixed?

Yes

Let  post  stand  and  monitor.

No

Yes

NoYes

Yes

Assess  the  message

Based on the USAF Blog Triage.

Community Interaction and Crisis Management

Measuring and Optimizing

• Analytics and Optimization:– Goal-oriented. – Quantitative + Qualitative.– Distribution metrics.– Informed decision-making.

• Track business outcomes e.g. Sales lift measurement or database signups.

• Robust, actionable and auditable.

• Tools:– Social Mention.– Lithium.– Etc.

Social Media Strategy Checklist

Set objectives and target audience

Engage existing communities and influencers

Identify your social platforms

Develop a content plan

Develop a marketing plan/determine its fit with other media

Establish metrics, tools and methods for calculating ROI

Create a set of guidelines for company social media practices

Ensure that you resource and staff appropriately

Experiment and ‘Fail Fast’

“There is only one thing in the world worse than being talked

about, and that is not being talked about.”

Oscar Wilde

Remember…

Thank YouThomas Webster

thomas@northwardcph.com

www.northwarddigital.com@NorthwardCPH