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An approach to creating a architecture for a brand's social media conversations. Created by Influx and Argus Insights.
Citation preview
R
TRANSFORMING BRANDSA BSSP COMPANY
Presented by: Influx and Argus Insights
Conversations in soCial media
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teChnology has overwhelmed marketing
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engagement is being driven by Companies that provide Consumers with Control and utility
The marketplace focus is shifting to social platforms, applications and new technology offerings, creating increasing fragmentation of mindshare for brands.
New gatekeepers to brand interactions are emerging.
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Consumers spending time with soCial platforms not brands
Consumers determine where they’ll spend their time based on what provides them with the most perceived value.
It’s a massive challenge to traditional marketing philosophies.
Here are the average minutes per visitor for the leading social networks in December 2011:
Facebook.comTumblr.com
Pinterest.comTwitter.comLinkedIn.comMySpace.com
Google+
0 125 250 375 500
5
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http://www.internetretailer.com/
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relevanCe is getting harder and harder to maintain
To capture attention and remain relevant, brands must shift how they think and provide more utility and invite the consumer to take more control over their brand.
Brands that fail to acknowledge this new role with the consumer will struggle to remain relevant.
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the reality is: this is the new normal
Consumers are only increasing their reliance on technology and the new communication styles it helps to create. The way that consumers choose to interact has forever changed.
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but we still don’t have our arms wrapped around the impaCt
Many brands feel ill prepared to develop strategic social media marketing programs.
“ According to a study conducted by the Harvard Business Review, only 12 percent of companies surveyed indicated that they were effective users of social media, and just 7 percent said they were able to integrate social media into their marketing activities.” —“ The Power of Like,” comScore
To better understand the future implications, we wanted to better understand the behaviors of consumers and brands TODAY.
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¬ How brands are using social media today
¬ How consumers use social media to engage brands
¬ How brands can connect more meaningfully to consumers through social media
so we wanted to find out more about…
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we started looking and listening
12 brandsover 2.4 million data points
in 45 days
twitter, facebook, youtube, web
ford, mini, bud light, pbr, wendy’s, subway, ameritrade, Charles schwab, kraft, heinz,
apple, nokia, Coke, pepsi, tide, Clorox, axe, old spice
deep dive 6 brands
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Comprehensively collect the reactions, ideas and emotions of the market.
Quickly seek to answer important questions about the market: who, how, what?
Formulate ideas on why the market is responding this way.
Address and engage the needs of the bulk of the users while recognizing and revealing needs from “extreme users.”
Understand the extendability of the brand into social media.
we sought out argus insights to help us…
observe:
understand:
interpret:
engage the market:
gauge soCial Capital:
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It’s clear that many brands are flocking to social media to engage consumers.
“ By 2016, advertisers will spend $77 billion on interactive marketing— as much as they do on television today.” —Shar Van Boskirk, Forrester Analyst
But they aren’t doing so with a clear understanding of their social capital (awareness, status, perception, equity) and brand voice and how and where it will allow them to engage with consumers today.
what we found together
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it is Clear we are entering an age of Conversation
Many brands haven’t defined:
¬ The role they play in conversation
¬ The type of conversation they want to have
¬ The extendability of social capital and brand voice
¬ The rule sets for having engaging conversations
Conversation rolesBeing played by brands today
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the speCtrum of Conversation roles
high Consumer engagement
medium Consumer engagement
low Consumer engagement
The Cult of Personality The Intentional Planner The Wallflower
The Entertainer The Firecracker The Egoist
The Zeitgeist
The Connector
The Counselor
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¬ Brands must understand their role in conversations with consumers and how to
be clear on the story they tell
¬ Consumers must receive expected value to continue engaging in conversations
¬ Brands need to establish a clear strategy for the type of conversation they wish
to initiate
¬ Conversations must be built on social capital and fit within brand voice to build
relationships with consumers
what does this mean for brands?
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a framework to help brands be more effeCtive at planning Conversations
promotion
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Conversation-type framework
promotion
Brand drives relationship
brandMarket Share
• Typically coupons or sales designed to drive an
immediate purchase decision
• Timed, focused effort to capture consumer
engagement
• Best served in context when consumer wants
to consume
ConsumersImmediate Need Fulfillment
• Looking for a deal
• Seeking immediate service or need resolution
• Easy to engage; requires minimal investment
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Wendy’s holiday campaign, #fishfriday, targeted for the Fridays during Lent season, resonated well over Twitter.
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Fish Friday Retweets Fish Fridays
#FishFriday
wendy’s suCCessfully ConneCted Conversation on #fishfriday
Consumers start discussion of Wendy’s fish sandwich
Fish Friday Retweets
Fish Friday
Wendy’s creates #fishfriday fish face campaign in response
#FishFriday
Beginning of Lent
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0%
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0%
1%
1%
1%
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2/4/12
0:00
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¬ The use of Februany came primarily
from consumers that had seen
and resonated with the campaign
through other channels, typically
traditional media
¬ This campaign received a lot of
traffic and was effective for Subway
in driving customers to their
franchisees for a meal
subway’s “februany” had people talking about sandwiChes in february
Februany Promotion Tweets
Febr
uany
Sub
way
Tw
eets
propaganda
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Conversation-type framework
propaganda
Brand & consumer share driving
brandMindshare
• Fight to be top of mind with awareness/consideration
• Traditional domain of marketing and advertising
• Novelty and stickiness win over alignment to experience
ConsumersExperiencing the Brand
• Assessing if brand reflects their core values
• Engaging in conversation; creating dialogue
• Judging consistency of brand experience
• Experience value must outweigh other mindshare
competitors
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The echos of Old Spice Man were felt on Valentine’s Day when a hyperbole tweet of epic proportions was sent from the Old Spice account.
They received hundreds of retweets, greater than any single message sent by a brand during the study period.
old spiCe brought baCk old spiCe man for valentine’s day hyperbole
0.0%
5.0%
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35.0%
6-Fe
b
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Perc
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ge o
f Men
tions
by
topi
c
(line
gra
ph)
Terry Crews
Old Spice Man V-Day
Terry Crews
Old Spice Man V-Day
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¬ Within a group of Frosty lovers are
customers that relish dipping their
hot fries into cold Frostys
¬ The Frosty Loves Fries campaign
was built on this niche
wendy’s frosty loves fries Campaign effeCtive for niChe
partiCipation
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Conversation-type framework
partiCipation
Consumer drives relationship
brandTime Share
• Brand handing control to consumers by asking
them to co-create an experience
• Campaigns split between fun activity and brand
engagement
ConsumersExpressing Their Relationships
• Looking to create their own experiences
• Actively owning brand association, evangelizing
to others
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0%
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4-Feb
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eb
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Perc
enta
ge o
f spe
cific
topi
c m
entio
ns
(line
gra
ph)
Voice of Love Campaign
Using Mac and Cheese Hash
The campaign allowed participants to share their entries with their networks and if they were chosen, the missive went out again over Twitter, Facebook and YouTube.
kraft Capitalized on ted williams
Voice of Love Campaign
Using Mac and Cheese Hash
∆ Post-campaign traffic drops to less than prior average
∆ Very little post-campaign traffic for VoiceOfLove
∆ Event-based campaigns fade with memory of the event
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Wendy’s posts about sample designs on their Facebook wall evolved into conversations among consumers —amplified by celebrity engagement.
wendy’s t-shirt Campaign used Celebrities to drive partiCipation
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a new Conversation arChiteCture
understand social capital and identify the role you can play in the conversation
define the type of conversation • Creates a framework for
composing the story
apply the rule sets to how the conversation is crafted
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We can help…
are you happy with your Current Conversations?
R
TRANSFORMING BRANDSA BSSP COMPANY
R
TRANSFORMING BRANDSA BSSP COMPANY
thank you