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PLANNING AND EVALUATINGSOCIAL MEDIA STRATEGIES
THE WAY TO COMMUNICATE WITH PEOPLE HAS CHANGED
Engagement
Conversations
Two-way
No more drawbridge communications
Real time ‘improvised’ communications
70%
Of people trust opinions ofothers shared online
Nielsen, Facebook, iModerate
4xMore likely to buy from a brand they have Liked on Facebook
Users who have liked a brand are active on
Facebook daily
84%
Of consumers learn about brandsthrough social networking sites.
60%
Of users have liked a brand on Facebook
58%60
%Of people actively recommenda brand they have Liked on Facebook
PEOPLE.....
Talk with peopleDon’t tell
Don’t Shout
List
en a
nd r
espo
nd
Op
en U
p
Give people something to TALK about
BRANDS NOW…
PLANNING STRATEGIESPOSTCOR METHODOLOGY
P
O
S
T
C
O
R
PeopleHow the audience behaves online, what they are ready for
ObjectivesWhat are your goals? Listening for insights? Energising for sales?
StrategyHow do you want the relationship to change?
TechnologyWhat social media applications are best suited to your audience
ContentWhat content do you have? What can you easily create?
OperationsWho will run the social channels? How will you respond and join in?
RulesWhat rules and regulation do you need to follow?
POSTCOR METHODOLOGY
Social Technographics
A way to classify people’s behaviour and participation in social media
PEOPLE SOCIAL TECHNOGRAPHICS BEHAVIOUR
POSTCORObjectives & Strategies
TYPES OF OBJECTIVES
1 Marketing: awareness, brand health, brand affinity, sentiment, propensity to recommend
Sales: leads, conversions, traffic 2
Customer Service: complaints, calls3
Insights: reasons for buying, NPD 4
SOCIALLY CENTRIC APPROACH
SOCIAL
ACTION
SOCIAL PROPERTIES
ONLINE ACTION
ONLINE ACTION
OFFLINE ACTION
OFFLINE ACTION
PURCHASE
FOOTFALL
TRIAL
PROMOTION
STRATEGIES: MARKETING
Old Spice Guy
Socially centric TV campaign with tailoredvideo responses to questions in social channels
6M views of responses
30M online views of TVC
1
STRATEGIES: MARKETING
Hotel Indigo Neighbourhood Stories
Multi-channel campaign creating advocacy via sharing of stories about local neighbourhoods, aspirational travel and art & design.
43,000 advocate community
10M+ monthly reach
20,000 conversations
4:1 ROI forecast
1
STRATEGIES: MARKETING
Clarks Stand Tall
A socially centric story telling campaign where people shared what makes them ‘Stand Tall’.
Promotion via blogger engagement, twitter, paid media, email and online news sites
51,000 participants
16,000 votes
4:1 ROI
1
STRATEGIES: SALES
KitKat Chunky Champion
A fully integrated campaign across Facebook, TV, press ads, PR and online video
600,000 participants
10% increase in sales
2
STRATEGIES: SALES
Durex Play O: Things that make you go O
A celebration of the things that give you knee trembling excitement based on story sharing on Facebook with community engagement, blogger relations, online media and experiential activities.
7.2M reached
35% increase in sales
2
STRATEGIES: CUSTOMER SERVICE
McAfee Mavens
Peer to peer customer support network, where Fans solve customer service problems for other fans
7% operating cost reduction
3
STRATEGIES: CUSTOMER SERVICE
Dell Rockstars
Customer support community rewarding participants for helping others, submitting ideas and suggestions
16,000 ideas contributed
90,000 tips, comments and suggestions
$1M saved
3
STRATEGIES: INSIGHTS
Mini USA
Listened to conversations in social channels, which revealed owners talked about being part of a community, not performance, economy, spec.
WOM Marketing campaign focused on existing owners
4
POSTCORContent
Operations
Regulations
CONTENT
AUDIT Audit existing content, create new content.
CONVERSATION
TRIGGERS
Develop content into conversations triggers.Use via social media channels.
SPOT OPPORTUNITIES
Use free and paid for tools to spot social media conversations that you want to join
OPERATIONS
LISTENTrack what people are saying, where they are talking
INTERACT Talk ‘with’ people, not ‘at’
ASSESSShould you get involved?What is your organisation’s policy?
REGULATIONS
External:
Consumer Protection Act
CAP Code Extension
Industry specific e.g. FSA
Internal: corporate policy
1
2
EVALUATING SOCIAL MEDIA
THE BIG QUESTION
What is the value of a fan?
THE ANSWER IS
$72Source: PSFK 2011
OR IT COULD BE
$136.38Source: Syncapse 2011
OR IT COULD EVEN BE
$218Source: Best Buy 2012
ACCORDING TO FACEBOOK
4times more valuablethan a non Fan
ACCORDING TO RESEARCH
5.3times more valuablethan a non Fan
Source: Forrester Research April 2012
ACCORDING TO BULMERS’ RESEARCH
£3.82/ weekSource: Bulmers Cider & TNS July 2012
ACCORDING TO MY RESEARCH
£33.54/monthSource: McCann Manchester Oct 2012
ACCORDING TO HUBSPOTVALUE OF A LIKE CALCULATOR
$2,227Source: Hubspot Decemeber 2012
TRADITIONAL MEASUREMENT METHODS
ACTIVITYTVC, poster, release, placement
OUTPUTReach & freq, views, click thrus,
OUTCOMESales, traffic, opinion change, brand health
ACTIVITYPosts, tweets, uploads
OUTPUTInteractions, fan numbers, reach, click thru
OUTCOMESales, insight, brand health, sentiment
Translated into social campaigns
Durex Orgasm gel
PR
Social Media
Social Media & Online
Media
WORKING OUT CAUSE & EFFECT: 1. TIME SERIES ANALYSIS
Aug Jan
4,000
1,500
900
600
SA
LES [
‘00
0] TV
WORKING OUT CAUSE & EFFECT 2. ECONOMETRIC MODELLING
WORKING OUT CAUSE & EFFECT: CHANNEL EFFECTIVENESS 2. ECONOMETRIC MODELLING
MILLIONS
PR
SALES
Door Drops
Instore Leaflets
Outdoor
TV
POS
WORKING OUT CAUSE & EFFECT: 3. CHANNEL ATTRIBUTION
CAT
Ranks channel by its ability to deliver against an objective
Social is just like any other channel and
the same measurement criteria apply
Listening Tools
Addictomatic
Find out where you are now
FREE: TAKING A SNAPSHOT
FREE: TRACK BY CHANNEL
Key word tracking in blogsTechnorati, google blog search, serph, icerocket, blogpulse
Tracking in forumsBoard reader, board tracker
Tracking in twitterTweetdeck, tweetscan, twittersearch, twitter beep, twittority, tweetdeck, hootsuite
FREE: CREATE DASHBOARD
iGOOGLE DASHBOARD: LAMBRINI
TIPS:Volume pricingAutomated sentiment vs manualAuthorityUseabilityDashboards
LEVEL 1Radian 6AndiamoM-Buzz
LEVEL 2Sentiment MetricsSysomosBrand WatchSM2
PAID ANALYSIS
Alan Carr
LAMBRINI CONVERSATIONS
SUMMARY
PLANNING STRATEGIESListen
Transparent Human
Honest Authentic
GIVE PEOPLE SOMETHING TO TALK ABOUT
RespondEngage in dialogue
TO THINK ABOUT
Are you set up to use social media for customer service or marketing or insights?
What marketing initiatives could you use through social channels?
Are your customers prone to forming a community? Sharing content? What do you have that they might want to share?
Can you use social media to be useful to people? Or entertaining? Or inspire people?
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