SDL Proprietary and ConfidentialSDL Proprietary and Confidential
The latest developments in Social Media
James Ainsworth Social Media Manager – Social Intelligence Division
41 of the 50 Top Global Brands
*Source: Interbrand, 2011
A bit about me…before the good stuff
The latest developments in Social Media
Social Media HeadlinesOverall growth in social media has slowed Mccann Wave
Report
This month, two of the biggest online players, Amazon and eBay, added Pinterest buttons to their product pages Campaign
Price promotion (21.5%) is the most common tactic used by retailers to boost engagement on FacebookStickyEyes
20% - the “average conversion rate” some retailers are seeing thanks to the new Facebook Timeline.SMI
Most comments to company wall posts on Facebook will also happen within the first hour or two. RWW
92% chance of getting Retweeted in the first hour after posting RWW
67% of fans expect exclusive offers; 22% of brands deliver on thisCMO Council
57% of UK SMEs have used social mediaHiscox
In 2011, LinkedIn generated a visitor-to-lead conversion rate of 2.60%, on average four times higher than Twitter (0.67%) and seven times higher than Facebook (0.39%)HubSpot
Only 1.3% of ‘fans’ actually engage with the brands they ‘like’. CMO Council
Social Media Monitoring is
not just responding to Twitter moaners
MYTH BUSTING
Social Media
Monitoring is…
..well, it
depends.
“What social media is, is not
how many people follow you
or how many people 'Like'
you but to what extent it
shows you the underlying
data about their behaviour”
Mike Walsh
50+ Billion stored conversations and results
60+ languages20+ Automated sentiment analysis
Dashboards Alerts
Storyboards Custom Sources
Rather than "data driven decisions", advocate human
decisions supported by the use of good tools to provide us with
data-derived insights.
Social media data and what it enables
http://www.flickr.com/photos/puuikibeach/
Yesterday’snews
Today’snews
Timing is
everything.
Social media answers the questions
you never thought of.
Don’t have time to run surveys and questionnaires
Social media data shows you
the whole conversation.
Join the dots.
The more the merrier.
Savings
It’s the future.
Anticipate.
The social media story behind a new and intriguing product
Powered by
# of influencers
35
Positive advocates
3 are based in Ireland
Twitter users
Top Twitter Authors
@psykouk
@annecupcake
@dressjunkie
Love it or Hate it?
Positive 29%
Indifferent 86%
Negative 13%
Top Platforms
Forums
Media
Top Platform Demographics
Male: 75%
Female: 20%
Unspecified: 5%
Forums
Media
Forum Users
Top Categories
Social
College Life
Health
Love it or Hate it?
Positive 20.1%
Indifferent 61.6%
Negative 18.3%
Top Domains Top Themes
Weightwatchers
Cakes
Nutella
Boards.ie
Money Saving Expert
TES Community
Boards.ie
Top Authors
Killer Wench
Seomra Mushie
Pembily
Love it or Hate it?
Positive 12.9%
Indifferent 58.1%
Negative 29%
Target your offers with the Forums where your advocates are doing great things for you
Look at the comments relating to “fat”, “health” “exercise” and
tailor messaging in target publications where dietary
content needs to be considered
Run Campus or Instore tasting sessions to marry up online and
offline
Establish a User Forum where recipes are created and uploaded
with photo content
Host product development session with influencers to design
new offshoot products
What next?
Draw Something
A rumoured $210 million deal sees OMGPOP join the Zynga family.
30 million downloads and 1 billion drawings in the first 6 weeks.
15,000+ social mentions a day in the week of acquisition.
20Pictures by colleague and Draw Something user:TangoManWedge
Draw Something – a story of growth
21
DrawSomething
But what does the social data tell us about its users?
Using SDL SM2 we can explore the social data that tells the story behind Draw Something’s phenomenal growth and how people use it
Powered by
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Who talks about playing Draw Something?
• Cafemom.com• Babycenter.com
Community• Reddit• Gaia Online
Who talks about playing Draw Something?
23
Drawsome!
Is a game considered mainstream when its vocabulary works its way into everyday conversation?
February to March 2003% Increase in uses of the word Drawsome when discussing the game
Problems?
Looking at what players say about Draw Something can help you identify user issues and obstacles
5631 mentions of the “Can’t go over Turn 99” bug
1114 mentions of the App “crashing”
In-game monetisation
40% of ‘freemium’ game players end up spending money
Males age 13-34 are more likely than females to simply stop playing altogether
In-app purchases typically take place within a month of starting to play.Source: NPD group
In-game purchases totalled $970 million last year and predicted that that could grow to $5.6 billion by 2015Source: IHS
Peak mentions as Draw Something achieves ‘viral’ status
Resurgence of social mentions as Zynga deal is confirmed Mentions
dropping, novelty of game wears off. Development required
Has the bubble burst?
Business success
Desired behaviors
/perceptions
Customer Commitment
The common mistake brands make…..
27
Give customers what they ask for…
They’ll think & do the things you want them to do…
The business will meet its goals
Business success
Desired behaviors
/perceptions
Customer Commitment
What actually happens….
28
60-80% don’t do what you want them to do…
Give customers what they ask for…
Undesired behaviors/
perceptions
Customer commitment
Desired behaviors
/perceptions
Business goals
Ensuring a fair exchange
29
Driving measurement from your business goals
Shops Shares Advocates
Your ideal customer is one who…..
Customer Commitment
PCS: Product commitment score• Informs your value
propositionCRS: Customer relevance score• Drives content &
engagement strategyBCS: Brand commitment score• Drives brand strategy
Driving measurement from your business goals
Commit
Explore
Understand
• Each index is derived from scoring conversations based on their value into the commitment journey we’re trying to understand
Deriving meaningful scores using social data
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The commitment journey:
The components of each scoreCommitment score is a composite of:
1. Where in the journey the conversation sits
2. The level of influence of the conversation
3. Weighted sentiment of the conversation
The deliverables…..1) An executive scorecard that can be cascaded throughout the business
The deliverables…..2) Experience scores showing the specific parts of the customer journey impacting commitment
The deliverables…..3) Customer journey segmentation to drive prioritization & targeted action
Big and Small Business – Lead Generation
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• To be loud and proud
– We do some pretty awesome stuff, let’s tell people about it
• To sell
– We have some of that pretty awesome stuff I spoke about to sell
• To support valuable customers
– They already know of our pretty awesome stuff but do we know what they do with it? Do they need help with handling the pretty awesome stuff?
What is the business need for social media?
38
1. Follow 3 new people on Twitter
2. Connect with someone on LinkedIn from one of your interest groups
3. Tweet a link to an SDL Social Intelligence resource
4. Answer a question on LinkedIn/Quora
5. Tweet about something that interests you professionally
6. Join a new group on LinkedIn
7. Share an interesting article in the SDL Social Division Hangout on Facebook
8. Read a blog and leave a comment
9. Tell James about something online that you think he should pay more attention to.
10. Repeat one of the above
• BONUS: Write a 500 word blog post for SDL Blog
10 ways to win every week
39
So what?
…the business value
Social media should be used to affect a change in an aspect or multiple areas of your business
So what?
…plug in to multiple
aspects of your business
Do not allow social media to be run in isolation to the
rest of your business…plug it in where relevant and use
the resulting data to measure the heartbeat of
your activity.
Big Business Small Business
SDL SM2Radian6 Meltwater BuzzSynthesio
Free ToolsSingle UseBroadcast/Customer Service
In-house use or AgencyAcross DepartmentsSpecialist Use/ Insights/ sCRM
HootsuiteTweetdeckSocial MentionGoogle Alerts
FreeAnnual cost from £12,000
LinkedIn Answers
LinkedIn Groups
Where should I look for opportunities to comment? What do they look like?
43
LinkedIn - Answers
4
3 1
2
Search strings on Twitter clients:
“cupcakes” AND “Bristol” OR “Bath”
“business card” AND “need” bristol geocode:51.4709507,-2.6039525,25km
“XboxSupport” -accidtnly
“From:CocaCola”
http:
//w
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Want to do Twitter better?
• Follow your customers on Instagram if they are there.
• Hold a contest/giveaway and using #hashtag on Instagram
• Print Instagram photos from your customers and put them on your store or your website.
• If your fans are sharing your photos online, share their photos with your followers.
• Snap photos of your customers/team members and post them on Instagram.
• Make your Instagram personal too, not just about your business.
• Use hashtags.
Create Happy Hour check-ins during off-peak or free-time to boost activity beyond current spikes.
Advertise that you’re a Foursquare merchant.
Host events dedicated to social media users to encourage simultaneous check-in, Tweets, and Facebook check-ins
There's currently no distinction between people and brands on Pinterest. You'll get more traction if you approach the site more as a person, less as a brand.
Name your pin boards after your business type, products, and services. For instance, if you sell sportswear and equipment, create pin boards for such topics as Gym wear, Sports shoes or best yoga mats.
SEO tip: Post pictures on your own site or blog first, then pin those pictures on Pinterest.
When setting up your Pinterest account, add descriptive, keyword-rich text to your "About" description.
Include your location as well
Be careful when auto-posting to Facebook/LinkedIn or other
Give your platform a purpose…
• Follow your customers on Instagram if they are there.
• Hold a contest/giveaway and using #hashtag on Instagram
• Print Instagram photos from your customers and put them on your store or your website.
• If your fans are sharing your photos online, share their photos with your followers.
• Snap photos of your customers/team members and post them on Instagram.
• Make your Instagram personal too, not just about your business.
• Use hashtags! its important
Create Happy Hour check-ins during off-peak or free-time to boost activity beyond current spikes.
Advertise that you’re a Foursquare merchant.
Host events dedicated to social media users to encourage simultaneous check-in, Tweets, and Facebook check-ins
There's currently no distinction between people and brands on Pinterest. You'll get more traction if you approach the site more as a person, less as a brand.
Name your pin boards after your business type, products, and services. For instance, if you sell sportswear and equipment, create pin boards for such topics as Gym wear, Sports shoes or best yoga mats.
SEO tip: Post pictures on your own site or blog first, then pin those pictures on Pinterest.
When setting up your Pinterest account, add descriptive, keyword-rich text to your "About" description.
Include your location as well
Be careful when auto-posting to Facebook/LinkedIn or other
Give your platform a purpose…
…all these opportunities to engage with an audience generate data…
…pair with your better judgement on how to gain tangible benefits…
…by delivering highly targeted and relevant communications…
…at the right time, via the right medium to evolve
your story…
Thanks for listening and do you have any Questions?
• How do I contact you?
Email: [email protected]
Twitter: @SDLjames
SDL Recognized Leader in Global Information Management
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• Publicly traded company with $400m annual revenues
• Over 2,700 employees in 70 offices across 38 countries
• World-leading innovative technology
• Award-winning and profitable company, with long-term financial stability
• 1,500+ enterprise customers and partners
• SDL is celebrating its 20th anniversary in 2012
SDL believes everyone should be able to engage with the information they require in the way they want
SDL’s Vision
50
• We enable global businesses to engage with their customers• In the language, the media and at the moment they choose
• We help businesses manage their brands and drive global revenues • Providing enterprise-ready innovative solutions for
managing the end-to-end customer experience
Our Mission
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