Ogilvy On: Social Networks for Business

Audio Options: Listen to the presentation using your computer speakers or dial in on the phone using the numbers provided in the confirmation e-mail.

Social Media Belts

Social Media Black Belt

Social Media White Belt

Understand

Social Media Red Belt

LeadParticipate

Social Networking for Business

A White Belt TrainingSocial Media White Belt

Understand

ThomasCrampton.com | @ThomasCramptonAsia-Pacific Director Ogilvy 360°Digital Influence

Moderator

#net4biz#SNS4biz

What city are you joining us

from?

Brian Giesen | @bdgiesenRegional Director, SydneyOgilvy 360°Digital Influence

Speakers

John Stauffer | @johnstaufferRegional Director, Hong KongOgilvy 360°Digital Influence

Text

Global Stats

Social Nets in Asia

Network Behavior

Business Impact

Social Networking Around the Globe

5 Million Mobile Users Worldwide in 2010

Text

Time Spent on Social Networks Has

Doubled.

Text

Globally. In one year.

SOURCE: Universal McCann Social Media Tracker and Facebook, and checkfaceook.com

58% of online users globally have created a social network profile

500+ million on Facebook alone

Web users spend on average five and

half hours every month on social networking sites.

Active unique users of social networks are also up nearly 30% globally, rising from 244.2 million to 314.5 million collectively.

http://www.flickr.com/photos/stickathing/1943486952/

Globally, brands will spend 3.3 billion dollars (USD) in social network advertising.

In 2011, non-US advertisers will outspend the United States.

Facebook’s Chief Operating Officer, Sheryl Sandberg, says top global brands have increased spending by a factor of 10 this year alone.“Facebook Advertisers Boost Spending,” BusinessWeek, Aug 4, 2010.

Text

Global Stats

Social Networks in Asia

Network Behavior

Business Impact

Does This Matter in Asia?

Does This Matter in Asia?

In Asia, 456 million web users are currently using some form of social media, just under a third of the world's online population.

Dominant Networks Across Asia

In Japan, three major networks rule: Mixi, Gree and Mobage Town.

registered users

2,500 updates per second

SOURCE: Sina.inc 2009 annual report, Research Microblogging trend during world cup

50 million

But, What About China?

Text

Global Stats

Social Nets in Asia

Network Behavior

Business Impact

Facebook SFF4 Report, Exact Target. 2009

Why do you “Friend” brands

32

Poll

To receive discounts & promotions

To show my support for the company to others

To get a "freebie”

To stay informed about a companyTo get updates on future products

To get access to exclusive content

Someone recommended it to me

To learn more about the companyFor education about company topics

To interact (e.g. share ideas, provide feedback)

Passives

Fanatics

Badgers

Deal Seekers

To receive discounts & promotions

To show my support for the company to others

To get a "freebie”

To stay informed about a companyTo get updates on future products

To get access to exclusive content

Someone recommended it to me

To learn more about the companyFor education about company topics

To interact (e.g. share ideas, provide feedback)

Passives

Fanatics

Badgers

Deal Seekers

Detr

acto

r

PassivesFor the vast majority of brand pages, passive are the most common brand fans.

These fans are unlikely to participate on discussion threads or share branded content for a variety of reasons:

Infrequent users: half of Facebook users don’t log into the network everyday.

Online and annoyed: ask fans that have recently left a brand community why they “un-friended” a page and the number one reason…too many irrelevant updates.

PassivesBoring or intrusive brands risk a common behavior among passives…

HOUSEKEEPING.

Passives

Tips for Engaging…

Look at historical spikes in fan count to isolate periods when Passives joined the page. Identify the sort of engagement that occurred at that time (e.g. contest, new product launch) and revisit that content to re-engage.

FanaticsThese brand enthusiasts epitomize what it means to be a “Fan.” They talk about the brand outside of Facebook and are likely owners of products and services related to a community.

FanaticsThere are more than you may think: 49% of Facebook users would “certainly” recommend a brand to a friend, that same groups is responsible for as much as 75% of reposts.

http://farm4.static.flickr.com/3539/3285881286_4cc77a78c9.jpg?v=0

FanaticsTips for Engaging…

Fanatics are the most likely to vote in polls so use Facebook’s Poll feature to test our new products and get insight from your most passionate fans.

Rely on Fanatics to help shoulder the responsibility of responding and policing the community.

These fans are on the hunt for promotional campaigns on the social web.

40% of all Facebook Fans say the number one reason

they’ve joined a page is to receive deals or promotions.

http://www.flickr.com/photos/lbphotos/

Dealer SeekersTips for Engaging…

Strike a balance by creating a regular schedule for deal & pricing related updates so this audience segment can plan to tune in at certain times.

Consider using polls to crowd-source pricing information.

Warning: balance the needs of this group with those of the Passives who may leave the community if there are too many promotional updates.

Social Badgers

These fans follow brands as a method of personal branding, called social-badging.

This is most prevalent on Facebook - almost 40% of fans join primarily to publicly display brand affiliations to friends.

Perhaps to appear more intellectual, off-beat, in-the-know, etc.

The number drops to 23% on Twitter, where follows are less prominent on a profile

Sources: Marketing Profs, “Facebook Users Like Brands for Discounts, Social Badging,” September 2010

Social Badgers

ForbesBrooks BrothersGoldman Sachs

This is an entire identity right here in the Brand Pages

Social BadgersTips for Engaging…

Social Badgers are the fans most in tune to the brand personality, values and ideals. Ensure the info page provides a good description of what the brand stands for. Warning: Swings in brand positioning from one campaign to another risk losing the inherent value in “social badging”

Opportunity: Virality: exposure and access to friends

Detractors come in many forms. Brand fans upset and reacting to a bad brand experience. Brand loiters who stick around long enough to post negative comments for the sake of getting a reaction. Either way, they will be heard. And sometimes, joined.

Detractors

Tips for Engaging…

• Develop community management strategy before engaging

• Rely on professional community managers, not junior level staffers.

• Plan for detractors and develop respond protocol in advance

Are you a...

Poll

Text

Global Stats

Social Nets in Asia

Network Behavior

Business Impact

This social network behavior has serious implications for brands beyond the networks.

51

Social Network FilteringSearch Engines Return Social Media Content - no longer brand websites only

52

Social Network Filtering

53

Content Finds Us

54

Content Finds Us

http://www.hitwise.com/uk/

55

If web traffic is a guide, I’m more likely to encounter brand content here:

Than here:

Ford

Friend

Friend

56

It’s a fundamental shift in the way we behaveand communicate.

Social Networking Is Not A Fad

As a result of the growth, brands have shifted from influencer only programs to social “grassroots” models:

57

Influential Bloggers Social Grassroots

1Plan 2 Manage 3 Equip 4 Optimize

Assign Conversation Managers to respond to fans and execute against the Conversation Calendar

Use a “Conversation Calendar” to plan social network engagement across campaigns

As the community grows, social networks need a tool to assign tasks, track analytics and asses the ROI

Move beyond fan count metrics and asses positive sentiment, engagement levels, and time spent with branded content

59

Conversation Management

Core Elements

Research Resources:

1. Mashable Facebook Resource: http://mashable.com/category/facebook/

2. Neilsen - Social Media Usage Dominates Asia-Pacific: http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usage/

3. Allfacebook.com Resource: http://www.allfacebook.com/

4. TechCrunch Facebook Resource: http://techcrunch.com/tag/facebook/

5. McKinsey Quarterly - Unlocking the Elusive Potential of Social Networks: http://www.mckinseyquarterly.com/Unlocking_the_elusive_potential_of_social_networks_2623

6. Asia Digital Map - Social Network Users in China: http://www.asiadigitalmap.com/2010/11/china_social_network_users_infographic/

7. InsideFacebook.com http://www.insidefacebook.com/

8. Pew Research Centerhttp://pewresearch.org/pubs

9. Hitwise Data Center:http://www.hitwise.com/us/resources/data-center

?Any Questions?

”One company that goes with this online-initiated flow is

Ogilvy Public Relations.

”25 China Experts you should follow on

Twitter… Thomas Crampton

“

“

Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ”“

www.asiadigitalmap.comFor case studies...

CONTACTThomas CramptonAsia-Pacific Director | 360° Digital InfluenceOgilvy Hong Kongp +852 6397 1662e thomas.crampton@ogilvy.comt @thomascrampton

Brian GiesenRegional Director | 360° Digital InfluenceOgilvy Sydneyp +61 2 8281 3853e brian.giesen@ogilvy.com.aut @bdgiesen

John StaufferRegional Strategy Director | 360° Digital InfluenceOgilvy Hong Kongp +852 9661 0998e john.stauffert @johnstauffer

asiadigitalmap.com