Conversations in Social Media

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An approach to creating a architecture for a brand's social media conversations. Created by Influx and Argus Insights.

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RTRANSFORMING 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 theyll spend their time based on what provides them with the most perceived value.

Its 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.com

LinkedIn.comMySpace.com

Google+

0 125 250 375 500

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423

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 dont 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, wendys, 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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Its 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 arent 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 havent 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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Wendys holiday campaign, #fishfriday, targeted for the Fridays during Lent season, resonated well over Twitter.

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Fish Friday Retweets Fish Fridays

#FishFriday

wendys suCCessfully ConneCted Conversation on #fishfriday

Consumers start discussion of Wendys fish sandwich

Fish Friday Retweets

Fish Friday

Wendys creates #fishfriday fish face campaign in response

#FishFriday

Beginning of Lent

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0%

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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

subways 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 Valentines 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 valentines day hyperbole

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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

wendys 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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20%

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4-Feb

5-Feb

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eb

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Perc

enta

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cific

topi

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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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Wendys posts about sample designs on their Facebook wall evolved into conversations among consumers amplified by celebrity engagement.

wendys 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

RTRANSFORMING BRANDSA BSSP COMPANY

thank you

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