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Keynote presentation given at C21 Social Media Forum at BAFTA, June 22, 2009.
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Social media:
Making it work for brands
Ann Longley, Digital Strategy Director, 22 June 2009
Topics for todayD
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Digital age dynamicsD
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Social media is making a big impact
Dynamics
“Twitter will change the way we Live”, Time Magazine, 2009
but what do we mean by social media?
Social media is a very broad term.
It refers to all those online activities,
tools, platforms and practices that allow
users to collaborate, create and share
thoughts, knowledge, opinions and
content.
It is both what people do online, and the
environments in which they do it.
As in the „real‟ world, the social web has
its own culture and norms although
these may vary from place to place.It is
an evolving landscape in a continuous
state of flux.
Dynamics
MEC Guide to Social Media
and what does it mean for our customers?
Better
Informed
More in
control
More
fragmented
More
expressive
Better
connected
Change image
Dynamics
Social media is dominated by UGC
Create
Share
Remix
Dynamics
which brands can‟t control…
Creating new challenges for brands
Threats Opportunities
Dynamics
Problems…? Everyone knows about it
Dynamics
No such thing as local news
Dynamics
Others can undermine your messages
Organising protests has never been easier
Dynamics
News not all bad
Dynamics
Many brands have fans online
Dynamics
Smart brands cultivate their fanbase
Smart fans influence brands
Dynamics
Brands can avert problems by listening
And invite their customers to help them
Dynamics
What makes a good social media strategy? D
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MySpace page with application
1.267M friends
Facebook page with application
5.5M fans
32k active app users
291k followers
YouTube
100m+ video views
164k subscribers
Obama Everywhere: election-winning
Case
studies
T-mobile: creating a groundswell
Case
studies
Skins: energising its fanbase
Case
studies
DELL: listening and rewarding
Case
studies
Keys to success
Empowered consumers want to interact with brands
1. Better informed
2. Better networked
3. Better connected
} markets as conversations
Clients uncertain about the best way to spend their digital budgets as well as
how to operate in this new marketing environment.
Empowered consumers want to interact with brands
1. Content
2. Communities
3. Conversations
} = conversion
Social entertainment: A visionCase
studies
Topics for todayD
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Source: Comscore Europe, Jan 2009
79, 294M 12, 055M
31, 175M 132, 607M
The numbers can’t be ignored
MEC
Approach
YouTube is scaling to the size of a TV
Channel
29
Source: Nielsen October 2008, BARB
0.52.9
12.9
0.3 0.4 0.
8
1.72.9 3.9
4.16.4 6.8
7.7
11.2
20.5 20.9
26.5
35.6
41.9
44.3Monthly
Unique
Users
Online
TV
16 -34
Men
Rest of
Adults
Adults (16+) monthly unique users
MEC
Approach
Advertising facing a backlash
MEC
Approach
Advertising is fighting back
New social ad formats are
emerging
Social media integration on
and off domain
MEC
Approach
Marketing has changed
Old New
EyeballsEyeballs
Recommendations
from friends
Peer
reviews
Buyers
Buyers
User-generated
content
Contributors
Competitive
alternatives
The traditional marketing funnel
Complexity lies at the centre of the marketing funnel
MEC
Approach
Earned media is now the most influential
Source: COMPOSE 2008
Paid Owned Earned
MEC
Approach
What matters now is Whuffie
MEC
Approach
In a post scarcity economy, social capital rules.
Reputation 2.0
REPUTATION
Strength of network/ fanbase
Responsive-ness
Product and service
innovation
Leadership
MEC
Approach
Social media is here to stay
Brands hiring in-house community managers:
Source: http://www.web-strategist.com/blog/2008/06/20/list-of-social-computing-strategists-and-community-managers-for-large-corporations-2008/
MEC
Approach
New world calls for a new approach
Strategy
Plan
Act
Evaluate
Listen
MEC
Approach
helping brands become more
customer centric
Gain audience insight
Engage with content and experiences
Promote and Respond
MEC
Approach
The benefits of paying attention
Manage risks Improve service
Identify new ambassadors
Here are just a few:
Evaluate campaigns
MEC
Approach
New metrics for the
conversational marketplace
InfluenceShare of influence
Share of buzz
SEO ranking
EngagementViews/downloads
Fans or friends
Participation
ReferralSend to friends
Posts/ embedding on own pages
Social bookmarking
Problems solved
IntimacyLoyalty
Repeat visits
Length of time spent
Comments
MEC
Approach
Summing it all up
Benefits
outweigh risks
Don’t let it pass
you by
Become talked
about
Think beyond
advertising
Thank you!
Contact me:
www.twitter.com/AnnMargaret
