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The biggest challenge people face with social media - is making sense of it. I've tried to by looking at hundreds of different examples of how people have used it and developed a framework that may help. It takes social media and breaks it down into 4 key ways people are using it. Take a look and let me know if you think it makes sense.
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The 4 levels of social media strategyPatrick D’souza , patrickau1@yahoo.com.au
http://pat-brandbuildingandadvertising.blogspot.com/
Walmart has had a social media strategy in place since 2005
NY Times March 2006
http://pat-brandbuildingandadvertising.blogspot.com/
This would hardly seem to be the case given what’s being published about the brand online
http://pat-brandbuildingandadvertising.blogspot.com/
This would hardly seem to be the case given what’s being published about the brand online
http://pat-brandbuildingandadvertising.blogspot.com/
This would hardly seem to be the case given what’s being published about the brand online
http://pat-brandbuildingandadvertising.blogspot.com/
This would hardly seem to be the case given what’s being published about the brand online
http://pat-brandbuildingandadvertising.blogspot.com/
Walmart is getting hammered in social media
http://pat-brandbuildingandadvertising.blogspot.com/
Because it hasn’t yet figured out how to use it like so many other big companies
http://pat-brandbuildingandadvertising.blogspot.com/
It’s understandable – the discipline has grown exponentially – and can be complicated
http://pat-brandbuildingandadvertising.blogspot.com/
In 2009, I set out with a simple objective - to make sense of social media
http://pat-brandbuildingandadvertising.blogspot.com/
What I discovered?
There are 4 key levels at which companies are using social media
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
Ford Motors: open, honest, transparent Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
Scott Monty: Head of Social Media FordCorporate Level
Brand Level
Product Level
Service Level
“we share with thepublic anything on our intranet that is not commercially sensitive.”
April 2009
http://pat-brandbuildingandadvertising.blogspot.com/
The company, an open bookCorporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
Ford.digitalsnippets.com Corporate Level
Brand Level
Product Level
Service Level
You won’t win the war by writing about yourself. But by getting other people to do so.
http://pat-brandbuildingandadvertising.blogspot.com/
The results of openness, honesty, transparencyCorporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
Zappos: “selling corporate culture before shoes” Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
No opportunity to communicate culture lost Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
HR Policy – a management case study - designed to make people talk
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
CEO fan following on Twitter: 1,673,423 Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
Zappos - A clear strategy: get customers to connect the dots
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
Social media at a corporate level: importance
People today buy more than brands They buy the culture and values they represent Values inconsistent with norms will be rejected Social media - a platform to communicate corporate values – strengthen brand related ones
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
The opportunity for social media at this level
Vitalise/ re-vitalise brands – infuse fresh energy in them Drive engagement Understand sentiment and momentum
http://pat-brandbuildingandadvertising.blogspot.com/
Does anyone know what happened to the Guinness Book of World Records?
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Gillette uART: making shaving funCorporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
The Pope: using Facebook to understand momentum and sentiment
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
10 months after launch, Pope fans: 85,000.
Corporate Level
Brand Level
Product Level
Service Level
Farmville Fans: 73,744,778
It is having no trouble finding out
http://pat-brandbuildingandadvertising.blogspot.com/
Corporate Level
Brand Level
Product Level
Service Level
The Pope has also understood consumer sentiment towards the Church
1. The response to the organisation’s stance on abortion
2. The use (or non use) of contraceptives – a policy which continues to drive sickness and poverty in many third world nations
http://pat-brandbuildingandadvertising.blogspot.com/
Sony Australia: connecting real worlds with virtual ones
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
The opportunity for social media at this level
Drive deeper awareness & knowledge of products – particularly their usage Create new options in a collaborative manner
http://pat-brandbuildingandadvertising.blogspot.com/
Volvo XC60 – you know the product now learn about how it was conceived
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
FOXTEL Australia – a customer who knows is a customer who grows
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
Google - beta keeps expectations low but involvement with brands high
Corporate Level
Brand Level
Product Level
Service Level
Half of all Google products are in beta.http://royal.pingdom.com/2008/09/24/why-is-almost-half-of-google-in-beta/
http://pat-brandbuildingandadvertising.blogspot.com/
Corporate Level
Brand Level
Product Level
Service Level
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2007 – an angry 75 year old goes hammer and tongs at Comcast
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Her act spawned a wave of support online
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In 2008, director of digital care Frank Elliason decides to act
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He takes 8 people and sets up Comcast Cares Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
2009 – signs that this focus on service using Twitter is starting to work
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
ComCast isn’t the only company using social media as a service mechanism
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
The 3 great things about Twitter as a service mechanism
Its ability to humanise a brandIts ability to ‘amplify’ serviceIt’s ability to force service standards to lift given the public (indiscreet) nature of commentsIt’s ability to influence the culture of an organisation creating a powerful domino effect in the process
http://pat-brandbuildingandadvertising.blogspot.com/
Ground we’ve covered so far
Corporate Level
Brand Level
Product Level
Service Level
http://pat-brandbuildingandadvertising.blogspot.com/
What I was also asked to speak about – measuring and evaluating the effectiveness of social media strategy
http://pat-brandbuildingandadvertising.blogspot.com/
Evaluation measures
Strategic
Tactical
• Long term • Focus – change in perception of brand/behaviour towards it over time • Walmart in this category of challenge
• Short term • Campaign/issue based • Company retrenchments, Notes issue banks
http://pat-brandbuildingandadvertising.blogspot.com/
Many social media monitoring tools provide necessary data
BrandtologyRadian6Nielsen BuzzmetricsOthers
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The problem with social media monitoring
It’s over riding focus so far has been on the tool The fancy dashboards and options it gives marketers
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It’s not the tool, it’s what you do with it that counts
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And what you should do is develop solutions that are holistic, with a focus that’s both internal and external
Inte
rnal
Exte
rnal
HR Billings/finance Design Production Sales Marketing Customer Service
Blogs Microblogs Forums Social networking sites Messenger services
http://pat-brandbuildingandadvertising.blogspot.com/
Some reasons why
Vista’s issues – product related Presence on Facebook or Twitter serves no purpose The product design team not the social media agency will provide the solution
http://pat-brandbuildingandadvertising.blogspot.com/
Some reasons why
Walmart has focused on social media strategy It should have focused on the real issues facing its business – low wages, poor work environment, negative community impact Unless Walmart addresses these issues the impact of its social media strategy will be nought
http://pat-brandbuildingandadvertising.blogspot.com/
Some reasons why
Dave Carroll had a hig when he wrote a song about United Airlines called ‘United breaks guitars’The companies issues – staff empowerment (or the lack of), business process – the decision to outsource – not a social media approach
http://pat-brandbuildingandadvertising.blogspot.com/
The learning: focus on the Internal and External
Inte
rnal
Exte
rnal
HR Billings/finance Design Production Sales Marketing Customer Service
Blogs Microblogs Forums Social networking sites Messenger services
http://pat-brandbuildingandadvertising.blogspot.com/
Today’s presentation – the key points
1. Social media strategy can be developed at 4 key levels: Corporate, Brand, Product and Service
2. The strategy can operate at either one or all levels – depending on your brand’s situation
3. Monitoring effectiveness is important – however don’t be too caught with fancy dashboards and tools – they can distract
4. Keep the focus as much internal as external to achieve success
http://pat-brandbuildingandadvertising.blogspot.com/
Thank you
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