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An introduction to my social media work.
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Introduction to Social mediaDuncan Pringle
Intro – Duncan Pringle- A History of Social Media
June 2005BUZZ and CONNECTED Marketing
Brand Advocacy – Net Promoter Score Fred Reicheld ‘The Ultimate Question’ How likely are you to recommend this company/product/brand to a friend?
Social Media Social Media Connecting, Collaborating, Consuming, Sharing and Creating‘Groundswell’ Charlene Li and Josh BernoffWinning in a world transformed by Social Technologies
My Clients
Social Media Map
Reporting
Engage the Community Brand/Product Awareness
Increase Profile
BUZZ
ApplicationsSocial Media creative
SALES
Facilitate Conversation
OutreachCampaign Hub
Advocate Generation
Research and Development
SamplingReview/WOM
Long Term Consumer Relationships
Conversation monitoring/listening
Events
Where do your customers fit in?
Social Media – The Brand Advocacy CycleThe Five Steps
1.Listening
2. Strategic Plan3.Engagement Creation
4. Active Engagement5. Evaluation
Ongoing dialogue
Questions for You1. How do you think Social media can affect your marketing?
2. Where do we want to go?
3. What’s our long-term plan?
4. How can we involve the consumer in developing the product, service, message, initiative or movement?
5. What are the barriers to the behavior we want to influence? The benefits?
6. What is our consumers’ current environment? Can we change it and how?
7. What problem can we help you solve?
8. How can we add fun into the mix?
9. What is success ?
Social Media isn’t whether you master the technology or whether you annoy or delight your
customers.It’s whether you’re accomplishing a useful
business goal and how you measure that success and prove it was worth it.
Nivea Goodbye Cellulite – Case Studyo The brief – Launch a new brand with NO other
media activity
o Activity – To source fans of Nivea through outreach. o Create a community of trialists for the new product o Build a central blog hub for community
conversation and feedback.
o Results – generated conversations in every postcode in the country.
o 7,000 advocates signed up for activity over 3 months
o 80% of the yearly sales target reached in 8 Weeks
Social Media Activity – Next steps Nivea - Demonstrating Growth of Activity with continued dialogue.Goodbye Cellullite was first burst of activity, Q10 the fourth. Advocates contactedall the way through.
Nivea Hubs
LEGO DUPLO Case Study won internal award for innovation 2009
o The brief – generate awareness and interest in the new products.o Activity – 200 samples available for trialists.o DBM created a central conversational hub to facilitate dialogue from the community.o Parenting sites were contacted through outreach to allow their readers to participate.o Target – to generate 2,500 LEGO DUPLO advocates to drive community conversation and Word of Mouth around the new products.o Results – 80,000 parents mostly mums signed up and joined the conversation.o Trialing generated 99% positive feedback.o Sales increased year on year by 45% with no other media activity.
Lego Hub
13th April (week 16)
9th March (week 11)
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2009
Sum of CS VAL
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Year
REFERRING SITES (Blog Roll) Start Vs Current
% of total visits
LEGO DUPLO Consumer sales £ 2009 Vs 2008
Referring parenting sites become the highest drivers of traffic to the
blog roll with 90% of all visits
Two weeks after campaign launch on 9th March consumer sales start their
upwards growth
This graph represents a 64% year on year increase in sales.
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20082009
LEGO DUPLO Consumer sales £ 2009 Vs 2008
Sales activity continued the year on year increase trend even after the activity.
Little ASOS Case Study
o The brief – generate awareness and interest in the new section and clothing. With an aim to build a community of mums and advocates to increase brand recommendation and Word of Mouth.o Activity – DBM created a central conversational hub to raise awareness of the new section and facilitate dialogue from the community.o Parenting sites were contacted through outreach to allow their readers to participate. £300 of vouchers were available for 10 winners one from each site participating. A fashion show involving their children was part of the fun.o Target – to generate 2,500 - 5,000 advocates to drive community conversation and Word of Mouth around the new section.o Results – 203 entries to competition, 8,058 advocates captured, parents mostly mums. 17,000 votes cast. 725 Comments on the blog generating page one link in naturalsearch. 15,000 unique users to the hub.
Little ASOS Hubs
Tresemme 24hourbody Case Studyo The brief – build awareness and interest in the new
products whilst improving NPS score
o Activity – 200 samples available for trialists.
o DBM created a central conversational hub to facilitate dialogue from the community.
o Health / Beauty / Celebrity sites contacted through outreach to allow their readers to participate. o Results – Feedback collected from partnering sites which was fed back to Tresemme. o NPS Score improved from 5.4 to 8.9
o Activity reached over 1m potential users. Number of Brand Advocates now stand at over 5,000
Elizabeth Arden Case Studyo Drive awareness and trial of the new Ceramide Mascara by targeting key
opinion formers to participate. o Connect with key influential bloggers with the aim of generating
advertorial feature on blogs - including a call to action link for readers to receive 1 of 5,000 free samples.
o Encourage consumer approval, conversation, trialling and purchasing.o Build WOM activity amongst blog readers to develop increased interest in
the Ceramide Mascara within relevant communities across the blogosphere.
o Positive buzz was created via the campaign with glowing reviews from bloggers and consumers.
o Over 30,000 sample requests were received in the first two weeks of the launch.
o Due to the overwhelming response the campaign deadline was brought forward by two weeks.
Adidas Hub
Microsoft Business Hub
Torqueastra Hub
