"Creating the Buzz" - Discover Inverclyde - Sessions 1 and 3

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Creating the BuzzSocial Media for

Sustained Business Growth

Dr. Jim Hamill [email protected]

Alan [email protected]

August, 2010

mailto:[email protected]

mailto:[email protected]

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Agenda

1. Web 2.0/Social Media Overview (JH)

2. Social Media Monitoring/ Performance Measurement (AS)

3. ‘Getting There’ (JH)

4. Questions

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Session One - Overview

• What is it?

• Implications for my business?

• How big is it?

• Things to remember about SM

• Examples

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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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Will It Blend?

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Will It Blend?

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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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9 Million Views

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26,817 Comments

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Fashion brands v the new ‘kid on the block’

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Buy Our Stuff

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Customer Engagement

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Threadless on Facebook

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141,332 'likers'

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1.5 Million Twitter Followers

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Social media redefines the concept of a web site

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www.skittles.com

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Site Builds Community

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676 Purple Tweets Per Minute

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8.9 Million Facebook Friends

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Engagement

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Engagement

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Number 10 Built Using Wordpress

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Embeds Content from SM Channels

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Embeds Youtube

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Embeds Twitter

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Links to Facebook

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Energise 2.0 Built on Wordpress

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Social Bookmarking

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CMS and Stats

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CMS and Stats

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CMS and Stats

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Cafe Gandolfi

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Brand Engagement

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Customer Interaction/Intimacy

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1,300 Plus Involved

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The Winner

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Interaction

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Performance Insights

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Extend to Twitter

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Extend to Twitter

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The New Gandolfi Blog

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So what is social media?

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What Is It?

• An over hyped ‘buzz’ word or an opportunity for ‘creating a buzz’ about your brand?

• It’s a fundamental, revolutionary change in online behaviour, expectations and the customer experience

• Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries

• Major opportunities, but also threats, for your organisation

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Web 2.0/Social Media

An Overview

»Applications»Features and Characteristics» Implications

Business 2.0Web 2.0 Applications

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

Characteristics

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

Impact – Wikibusiness

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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www.mashable.com

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Three Simple Questions

• Who are our customers?

• Where do they hang out in social media?

• How can we best engage with and energise them?

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Business Impact/Opportunities

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Business Impact

• Knowledge and Insight

• Engagement / Reputation Management

• Enhanced Customer Experience

• Sales and Marketing

• Operations/ Internal Processes

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Things to Rememberabout Social Media

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The Essence of Social Media

• It’s social– A key feature is online democracy – with content being provided

by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet

• Power shift– Social media empowers customers, empowers the network.

Recognizing this shift is the cornerstone of future success

• Declining effectiveness of traditional approaches – Does anyone listen to sales/brand messages anymore?

ENERGISE2-0.COMSource: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

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• Pull v push– Consumers/users decide what information they wish to access

• New ‘mindsets’ are required– Marketing as a conversation with your customers, a conversation

with your network – dialogue not broadcasting– But this is something that most of us are not very good at doing– We prefer ‘telling’ people

• SM ‘winners’ and ‘losers’– ‘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

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• New performance measures– Requires new performance measures

• Quality of your network• Relationship strength• Ability to leverage

• Social media monitoring tools • Redefines the concept of a web site

• The need for new business/marketing models

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Performance Measures - The ‘4Is’

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

Social Media Monitoring Tools –Audit, Assess, Impact

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Business Impact

• The need for new business/marketing models

– Traditional approach:• Product development – Differentiate – Market and Promote -

Sell

– New model based on: • Communities, networks, openness, peering, sharing,

collaboration, customer empowerment, ‘think and act’ globally

• Engage and energise• ‘Create the Buzz’

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How Big Is It?

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How Big Is It?

• Time spent on social network sites is growing 3 times faster than the Net itself

• Social media messages have replaced e-mail as the dominant form of e-communications

• If facebook was a country – it would be the 4th most populated in the world

• 93% of social media users think that companies should be actively engaged

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How Big Is It?

• 13 hours– Amount of video uploaded on youtube every minute

• 412.3 years– Time to view all youtube videos

• 100,000,000– Number of youtube videos viewed every day

• 13,000,000– Number of articles on wikipedia

• 3,600.000,000– Number of images on flickr

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How Big Is It?

• 1382%– Monthly growth of twitter

• 3,000,000– Average number of tweets per day

• 1,000,000,000– Amount of content shared on F/book every week

• 5,000,000– Number of active Barrack Obama supporters across 15 social

networks• 14,200,000

– Views of the ‘Yes We Can’ video on youtube

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Bob Dylan

Come gather 'round peopleWherever you roamAnd don’t criticise

What you can't understandYour sons and your daughters

Are beyond your commandYour old road is

Rapidly agin‘Then you better start swimmin’

Or you'll sink like a stoneFor the times they are a-changin’

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Thank You

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Session 3‘Getting There’

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Next Steps

• Get Involved– Google Alerts, Linkedin, Social Media Monitoring

• Learn more• Develop a strategy• Implement• Monitor

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Social Media Development Cycle

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SM Development Cycle

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Ten Key Steps

• Evaluate your Social Media Landscape– Applications, impact, customers, conversations, features and

characteristics • Agree your Generic Social Media Strategy

– Channels and depth of engagement• Key Performance Indicators

– Measuring success• Internal Social Media Audit

– Progress benchmarking• Readiness to Engage

– Are you ready to engage?

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Ten Key Steps

• Social Media Strategy Development– Vision, strategy, objectives, targets, customers, key initiatives

and actions• Channel Action Plans

– “Getting there”• Organisation, Resource and People Issues

– The key pillars of social media success• Implementation

– Professional project management for social media success• Monitor and Measure

– On-going performance measurement

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SM Strategy Development

Strategic objectives Targets Key performance indicators (KPIs) Customer segments The key social media actions and initiatives required for ‘getting

there’ Organisational, people and resource issues

Ensure that your social media strategy is fully aligned with andsupportive of your overall strategic goals and objectives with

clear targets and ROI criteria

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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




Organisation People Resource

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Continue the discussion at

www.web2-0cpd.comwww.tourism2-0.co.ukwww.energise2-0.com

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www.web2-0cpd.com

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www.tourism2-0.co.uk

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Thank You