Social Media in Context

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Chas Sweeting

11 September 2012

Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012

Hello

• Second telecommunications company in the UAE. 47% market share, over 5 million customers within 5 years (launched 2007).

• A complex market for social media.

• One of the first UAE companies to adopt social media:

• @dutweets (Oct 2009)

• www.fb.com/du (Feb 2010)

• www.youtube.com/theduchannel (2010)

• Foursquare (2010)

• www.linkedin.com/company/du (2011)

• Instagram & Google+ (2012) … and more coming

2

Our story

3

This is perhaps a familiar story …

Customer care

Marketing

Exec management

Tools

Agency

… and now you need more people & budget

We’re lucky to have a great brand (team)

5

• Vision: “To enhance your life, anytime, anywhere”

• Our values: Confident, Friendly, Honest, Surprising

• Mission: “We want to delight our customers, be the employer of choice for the best talent, create optimal value for our shareholders through business excellence and innovation, and proudly contribute to the transformation of our community.”

Identity guidelines ensure consistent communication

6

You can spend a lot of money on tooling…

• Listening & monitoring tools

• Community management platforms

• Helpdesk

• App engines

• Content & follower analytics

• Competitor analysis

• Content recommendation engine

• Ad optimization

• Analytics

• Internal (enterprise) social media

Note: we do NOT use all of the above. Sample logos for demonstrative purposes.

Our 3 levers for Facebook

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Content

Ads

Apps

We’ve been fortunate with content

Events & sponsorships CSR Marketing Add life to life

People - what we look for in our agency

1. Trust and expertise. Understand the local market.

2. Content creation capabilities - Great copywriters - Image & video production - Event coverage

3. Technology tooling, especially VoC.

4. Discipline & delivery

5. Ability to launch campaigns. Creative execution

So, we’ve been doing some cool stuff and it’s been relatively easy to fund social media so far ... But it’s going to get more difficult to justify investments.

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We’ve got a gazillion fans.

We just got retweeted by Mr Big

Influencer

Our hashtag was the trending topic for a

day

Our page score is higher than our

competitor’s

Our sentiment analysis is 8%

positive, 3% negative & 89% neutral

We’ve got more combined fans & followers than X

We’re ranked # in some guy’s list of top companies in social

media

Because this won’t cut it much longer …

What is social media really delivering?

Organization mission

Organization goals

Departmental goals

Social media goals

SM tactics

SM metrics Source: Angie Schottmuller, 2012

Start here

Not here

Social media strategy funnel

At the outset, it was perhaps better to “just do it”. At some stage, you will need to plan better .

For example, for customer care ...

Business goal Digital goal Digital KPI

Improve customer satisfaction

Resolve issues online in a timely manner, turning customers into evangelists. Website user experience

Average response time Average resolution time # issues resolved Goal completion NPS

Looking at digital marketing in particular

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Business goals translating to digital KPIs

Business goal Digital goal Digital KPI

Use digital channels for more efficient marketing

Consideration Conversion Performance

# interactions # leads # sales Website conversion rate eCPC eCPL (cost per lead) eCPA

But do not get bogged down in numbers - select the few metrics which mean the most to you. Do NOT set yourself up for failure (e.g. online sales)

Digital

Social is just one part of the puzzle…

ATL

BTL incl. retail

PR

Events

Digital

Search

Social

Display

Website UX

Video

E-mail

Affiliates

Traditional CPM buys

Sponsorships

Mobile

RTB Networks Incl. GDN

Sometimes social has an impact in launches…

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0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

يوليو 28 يوليو 27 يوليو 26 يوليو 25 يوليو 24 يوليو 23 يوليو 22 يوليو 21 يوليو 20 يوليو 19 يوليو 18 يوليو 17 يوليو 16

Paid Media & Referrals Social Paid Search Organic Search Direct

And other times much less so …

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0

2,000

4,000

6,000

8,000

10,000

12,000

Paid Media & Referrals Social Paid Search Organic Search Direct

Conversions may result from multiple interactions

E-mail Display Paid search Social Purchase

online

… and multi-channel gets even more complicated

Paid search Print

(magazine) Website

Online Display

Purchase at store

So how are you attributing value?

0% 0% 0% 100%

Last touch

100% 0% 0% 0%

First touch

25% 25% 25% 25%

Linear / equal

50% 0% 0% 50%

Other

Because that will instruct where you should be putting your money ...

2010 2012 2011

Display

Search

Social

Display

Search

Social

Display

Search

Social

?

2013

A final word on where we’re putting our money

Search

Social

Display

Website UX

Video

E-mail

Affiliates

Traditional CPM buys

Sponsorships

Mobile

RTB Networks Incl. GDN

Wrapping up..

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• It’s not rocket-science. It is a lot of work though. You need to be disciplined.

• There’s a time to be agile (’just do it’) and a time to plan. Understanding how social & digital KPIs deliver on business strategy help you prove value.

• Keep social media within the context of other marketing channels, attribute value & re-invest accordingly.

Good luck

Questions?

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Thank you!

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