Social Media
By: Aleem Visram
The Power of SMM
http://www.youtube.com/watch?v=ZQzsQkMFgHE
• Consumers create 256 billion impressions on one
another (individual msg vs. mass marketing) by
talking about products or services each year
• Blogs and discussion forums generate 1.64 billion
posts, 50% of ppl online are regular blog readers
That’s 0.5 trillion impressions in the US alone, or
8 impressions everyday on every person online!
Social Media Top 10 1. Establish your social media objectives
2. Identify the target audience and what matters to them
3. Use netnography to listen to what the target audience is saying
about you
4. Identify key influencers and the social consumer
5. Stimulate Word of Mouth (WOM)
6. Determine the appropriate social media vehicles to use to build a
community of advocates
7. Be funny, creative or different to spread your message
8. Encourage participation with interaction and providing rewards or
recognition
9. Monitor, respond and react as a consumer, not as a business
10. Measure the effectiveness of your social media
1. Social Media Objectives 1. Brand Awareness
– E.g. Starbucks Campaign: mentioned in tweet every 8
seconds
– E.g. Naked Pizza: 68% of sales from Twitter followers, 85%
motivated by tweets
– K-Tec Blendz: over 100 million views
http://www.youtube.com/watch?v=qg1ckCkm8YI
2. Brand Engagement
– SW Airlines: “Nuts About SW” 25% more blog posts, 40% +
page views and time spent increased 26%
– Target Circle of Moms: 20K page views in 6 weeks
3. Word of Mouth (Advocacy)
– Burger King “Whopper Sacrifice”= 234K FB friends
‘unfriended’ in 1 week plus extensive media coverage
http://www.youtube.com/watch?v=o0D_MYc6m0o
2. Understand the consumer
1. Understand consumer motivations
for use
2. Understand consumer behaviours
(e.g. likes and dislikes)
3. Understand investment by
consumers when engaging with
brands
4. Focus on long-term brand loyalty,
relationships and advocacy
6
Definition of Research Questions, Topics and/or Trends to Investigate
Community Identification and Selection
Community Participant-Observation (Engagement, Immersion) and Data Collection (Ensure Ethical Procedures)
Data Analysis and Iterative Interpretation of Findings
Report Research Findings and Theoretical Implications, OR Strategy (STP) & Tactical Implications
3. Use netnography to understand what
the consumer is saying about your
brand
STEP
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STEP
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STEP
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4. Identify the key influencers
4. Build a relationship with the consumer
5. Simulate Word of Mouth
I dentify mass influencer
D eliver groundswell customer service
E mpower customers with information
A mplify your fans
– Offer spreadable content
– Offer relevant information
– Monitor influencers and respond quickly
5. How do you simulate WOM? 1. Proof of Friendship: understanding role in
consumer’s life, attitude and action reflects you are
one of them or have their best interest at heart
2. Anticipate consumer attitude
3. Gift pack the sales message- genuine, exciting,
entertaining, insightful or humorous, undersell
4. Establish audience kinship: match product and appeal
to the customer you are targeting- personalize targeted
messaging
5. Initiate exclusive group
6. Be a friend of man- interest in the community at large-
small, but thoughtful acts of friendship
7. Convey personal experience
Example: Ford Fiesta Movement
• Contest to give away 100 Ford Fiestas to the
contestants with videos with the most views:
http://www.youtube.com/watch?v=70wEQO12Yfw
• over 4,000 applied with over 7 million views
• 700,000 saw pictures posted
• 4 million saw tweets
• 100,000 signed up to get more info
• 4,000 signed up to buy a Fiesta
• The movement continues with Fiesta teams and
events: www.fiestamovement2.com
6. Choose the right social media
vehicles to engage consumers
7. Be creative, funny or different
to spread your message
Toyota Sienna`s `Swagger wagon`: http://www.youtube.com/watch?v=ql-
N3F1FhW4&feature=relmfu
Old Spice Man: http://www.youtube.com/watch?v=owGykVbfgUE
Dove`s Pro Age: http://www.youtube.com/watch?v=vilUhBhNnQc
8. Encourage participation by providing
interaction, rewards and recognition
8. Encourage participation by providing
interaction, rewards and recognition
Richard Branson’s blog provides opportunities to interact with
him on an ongoing basis through varied social media
9. Monitor, respond and react as
a consumer
10. Measure social media
effectiveness
• Volume
• Sentiment (Valence)
• Emotion
• Topic/issue
• Source
• Author (Influencer)
• Virality
10. 100 ways to measure
social media
Social marketing can have
branding equivalents Brand Metric Social Equivalent
Reach/Awareness Impressions
Video Views
Consideration Engagement
Installations
Polls
Community members
Contest entries
Time Spent
Favorability Pass-along/ Share/ Forward
“like”/ “favorite”
Positive blog coverage, comments
Content creators
Purchase Sales
Loyalty Referral
Social Media Top 10 1. Establish your social media objectives
2. Identify the target audience and what matters to them
3. Use netnography to listen to what the target audience is saying
about you
4. Identify key influencers and the social consumer
5. Stimulate Word of Mouth (WOM)
6. Determine the appropriate social media vehicles to use to build a
community of advocates
7. Be funny, creative or different to spread your message
8. Encourage participation and feedback using rewards or recognition
9. Monitor, respond and react as a consumer, not as a business
10. Measure the effectiveness of your social media using tools (Google
analytics, Hoot Suite, Tweet deck, etc.)
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