Social Media workshop for A&N Media

AN MediaSocial Media workshop

Today’s workshop

• Introduction to social media for engagement

• Understanding our audience

• Support, reputation management and engagement

• Communities and networks

• Innovation through crowdsourcing

• 4 principles for social media engagement

Richard Sedley

Director Customer Engagement

cScape Group

Course Director for Social Media,

Chartered Institute of Marketing

Five principles to embrace

when using social media

Principle one

See story at http://bit.ly/IKPiC



• When you are in a good mood

• When your world view no longer makes sense

• When you can take action immediately

• When you feel indebted because of a favour

• Immediately after you have made a mistake

• Immediately after you have denied a request

Persuasion windows open…

Stanford University, Persuasive Technology Lab, 2003

Introduction to

social media

The problem

with Social

Media Marketing

YOU

ME

ORGANISATION

/ COMPANY

Virtual World

case study

Increasing distraction Increased expectation New authority modelsNew communities

Key challenges we face

Increasing distraction Increased expectation New authority modelsNew communities

Simplicity and

persuasion

Insights and

personalisation

Openness and

authenticity

Partnerships and

involvement

Engagement through Social Media

Key challenges we face

The growth of social media

• Average UK visitor spends 5.8 hours per month on

social media

• 23% of all European internet users visit a social

networking site at least once a month

• 80% of those that read reviews are directly influenced

by them

– i.e. the reviews had either confirmed their initial

choice or changed their mind

• 78% of web users trust recommendations from other

consumers more than adverts

Sources: Econsultancy Internet Statistics Compendium; Hitwise blog

The growth of social media

Planned marketing spend

48%

48%

27%

18%

16%

13%

12%

8%

6%

6%

4%

20%

14%

33%

22%

43%

20%

52%

57%

83%

43%

60%

Social network marketing

Emailing to house lists

Paid search on Google, Yahoo! Etc.

Telemarketing

Online display advertising

Mobile marketing

Direct mail

Event marketing

Radio / TV ads

Emailing to rented lists

Print advertisingMarketing Sherpa: Marketing

and the Economy, Sept ’08

Sony

HP

Microsoft

Visa

MercedesHeinz

<6 channels >6 channels

Social media engagement levels

Mavens

Wallflowers

Butterflies

Selectives

Sources: Engagement bd Report, July 2009

Social media engagement corrolates

to financial performance


Social media engagement by industry


Objectives

• Listening

use social media for research and to understand.

• Talking

use social media to spread messages about your

company and products.

• Energising

find your most enthusiastic customers/employees and

supercharge communication and innovation.

• Supporting

set up tools to help customers/employees support each

other.

• Embracing

integrate customers/employees into the way your

business works.

10 minute exercise

How do you want your relationship with your

audience to change?

Which of the following best suits your objectives, your capability and

your customers’ needs?

• listening, talking, energising, supporting, embracing

Split into groups and discuss.

Present one technique each back to the group



Principle two

Form Whitepaper

Whitepaper Form

A B

Conversion rate = 84% Conversion rate = 72%

44%completion accuracy

91%completion accuracy

Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

Reciprocity

The power

of reciprocity

• 734 followers

• Zero updates

• No profile

• No picture

• Half a name

Understanding our

audience

• Creators

• Critics

• Collectors

• Joiners

• Spectators

• Inactives

Social technographics ladder

Source: Groundswell

• Creators– Publish a blog

– Publish own Web pages

– Upload video created

– Upload audio/music created

– Write articles or stories

• Critics

• Collectors

• Joiners

• Spectators

• Inactives


• Creators

• Critics– Post ratings/reviews

– Comment on someone else’s blog

– Contribute to online forums

– Contribute to/edit articles on a wiki

• Collectors

• Joiners

• Spectators

• Inactives


• Creators

• Critics

• Collectors– Use RSS feeds

– Add tags to web pages or photos

– ‘Vote’ for website online

• Joiners

• Spectators

• Inactives


• Creators

• Critics

• Collectors

• Joiners– Maintain profile on social

networking site

– Visit social networking sites

• Spectators

• Inactives


• Creators

• Critics

• Collectors

• Joiners

• Spectators– Read blogs

– Watch video from other users

– Listen to podcasts

– Read online forums

– Read customer ratings/reviews

• Inactives


• Creators

• Critics

• Collectors

• Joiners

• Spectators

• Inactives- None of these activities


Social technographics profile

Customer segment 1

Customer segment 2


of B2B technology decision-makers

http://blogs.forrester.com/photos/uncategorized/2009/02/22/b2b_social_participation_2.gif


of B2B technology decision-makers

• 91% of these technology decision-makers were Spectators

Sony could count on the fact that their buyers were reading blogs,

watching user generated video, and participating in other social

media. Note that 69% of them said they were using this technology for

business purposes.

• Only 5% are non-participants (Inactives)

• 55% of these decision-makers were in social networks (Joiners)

• 43% are creating media (blogs, uploading videos or articles, etc.)

• 58% are Critics, reacting to content they see in social formats

10 minute exercise

How could we go about capturing the social

technographic profile of our audience

segments?



Principle three

Experiment: Milgrim, Bikman and Birkowitz

Social proof

Social

proof

Tools

delicious

Customer Support Insights/montoring Marketing

?

Collaboration

Support,

reputation management

and engagement

Buzz monitoring

Buzz monitoring

Conversation monitoring

Joining the

conversation

ASSESSMENT

EVALUATE

RESPOND

BLOG RESPONSE CONSIDERATIONS

BLOG POSTING

Blog post discovered. +ve?

Y N

N

N

N

NY

N

Y Y

Y

Y

Y

Y

TROLLS

Is site dedicated to bashing others?

RAGER

Is posting a rant, rage, joke?

MISGUIDED

Are there errors in posting?

UNHAPPY CUSTOMER

Is post result or –ve experience of us?

FINAL EVALUTION

Base response on circumstance, influence

& stakeholder prominence. Responding?

SHARE SUCCESS

Proactively share story and your

mission with blog

CONCURRENCE

Factual, well cited post. May agree

or not but post is not negative.

Can you let post stand or provide

+ve review?

Do you want to respond?

LET POST

STAND

No response

MONITOR ONLY

Avoid responding to

specific posts.

Monitor site

FIX FACTS

Provide facts directly on

comment board

RESTORATION

Rectify situation, respond

& act on reasonable soln.

TRANSPARENCY

Disclose you are

Barclays

SOURCING

Cite sources inc. links,

video, images

TIMELINESS

Take time to create

good response

TONE

Use tone that reflects

individual & Barclays

INFLUENCE

Focus on most

influential blogs

Based on US Air Force blog assessment schema

Joining the conversation

Twitter ecosystem

Brand protection?



Principle four

Copyright: Steve Double - www.double-whammy.com

Storytelling

See story at http://bit.ly/V3S2o

• PASSION to make your customers care

• a HERO to drive the action

• an ANTAGONIST to challenge the hero

• a moment of AWARENESS where the hero realises how to

overcome his or her obstacles

• TRANSFORMATION wherein the hero accomplishes his

or her desired goals

Elements of a good story

Source: Elements of Persuasion

Customer Engagement

through communities

and networks

Types of community

Virtual communities

• establishing connections on electronic networks among people with

common needs

• so that they can engage in shared discussions

• that persist and accumulate over time

• leading to complex webs of personal relationships and an increasing

sense of identification with the overall community

Social networks

• focus on identity creation and connection with friends, but lack the

same degree of shared discussions and shared identity as VCs

Electronic markets

• primary focus on transactions rather than relationships

Content aggregation sites

• display and access interesting content but limited focus on shared

discussions and shared relationshipsSource: Edge Perspectives with John Hagel

Gaming communities

Learning communities

Self-help communities

Professional communities

Commerce communities

Active members Passive members

Variations in member participation

Typical landscape

Lurkers

Learners

Lieutenants

Leaders

Leavers

LibellersLobbyists

Loners

Vive la différence

Virtual World

case study

comScore World Metrix

Germany: Social Media usage Total Internet audience 32,920

Spain: Social Media usage Total Internet audience 17,893

comScore World Metrix

Google

5

• Weak ties are more powerful than strong ties

• Information more likely to be diffused through weaker

ties

• Weak ties provide opportunities

• Strong ties breed local cohesion

• Most people get jobs through weak ties

• Absent ties (nodding ties) - lack emotional intensity,

time, intimacy and reciprocity

• When you look at your Facebook or Linkedin profile ask

yourself ‘Which of my ties are Strong, Weak and

Absent?’

Classic networking theory

1. Express identity

Most people join Facebook groups to express who they are, where they are from, or what they like. By joining a group we get a label for our profile page. A group membership identifies a part of us. The list of groups shows our many facets

Facebook groups & fan pages

Source: BJ Fogg

1. Express identity

2. Show solidarity

Many people join a Facebook group to show support for a cause (or sometimes a person). In the groups the cause isn’t discussed. Generally we are happy just to see the numbers increase


1. Express identity

2. Show solidarity

3. Make fun of ourselves

A significant number of groups seem designed to poke fun at ourselves. They often have crazy titles, and by joining them we amuse our friends. Joining a group is like sharing a joke.


FT student

application

Mars

Profile

= Audience numbers

Facebook

Profile

+ Company

= Audience numbers

Facebook

Social Technographics ladder

Facebook

Facebook

MySpace

vs.

Facebook

User

engagement

10 minute exercise

Decide on a theme/subject to create

a Facebook group around.[or design a Facebook application]

Why would people join? What will you get out of it? What role will

you play as the creator?

For example: Amazon might set up

a ‘I read a book a month’ group

Setting up your

own social

network

www.customer-engagement-network.com

ning.com

bwinfrastructure.ning.com

ning.com

www.jivesoftware.com

www.telligent.com

Community Server

Integrating social with your own site

User blogs

Innovation

through

crowdsourcing

mystarbucksidea.force.com

de

llid

ea

sto

rm.c

om

LEGO

www.suggestionbox.com

www.getsatisfaction.com

userv

oic

e.c

om



Principle five

68%

32%

Value is relative

See story at http://bit.ly/vxOKN

Value is relative

84%

16%

0%

Measuring

effectiveness

1. Attention

• The amount of traffic to your content for a given period of time.

2. Participation

• The extent to which users engage with your content in a

channel. Blog comments, Facebook wall posts, YouTube ratings,

or widget interactions.

3. Authority

• Inbound links to your content

Trackbacks, inbound link, widget usage...

4. Influence

• The size of the user base subscribed to your content.

Feed or email subscribers; followers on Twitter; or fans on FB…

X Sentiment

Measurement framework

• The complaint

• The compliment

• The problem

• The question or inquiry

• The campaign impact

http://blog.freshnetworks.com/2009/05/the-top-10-conversations-to-listen-for-in-social-media/

• The crisis

• The competitor

• The crowd

• The influencer

• The point of need

10 conversations to listen to

in Social Media

Metrics

• Page views, visitors, time blah, blah, blah...

• % profile complete

• No. of friends invited

• % of accepted friends requests

• No. of groups joined

• No. of pages favourited

• Qualitative feedback

Five effective marketing

techniques for Social Media

1. Timing

– Persuasion Windows should be used but more importantly created

2. Reciprocity

– People respond to each other in kind – returning benefits for benefits

3. Social proof

– Customers are more likely to do something if others are doing it

4. Storytelling

– Shaping customer experiences through cause & effect lessons

5. Relativity

– Value is understood through relative positioning (Decoying)

Thanks for participating

cScape CEU services:

Metrics and measurement

Community planning

Social media audit

Persuasion audit

Buzz/PR monitoring

Engagement mapping

Contact details

• Richard Sedley: [email protected]

• Theresa Clifford: [email protected]

• cScape website: www.cscape.com

cScape CEU

• Blog: customer-engagement.net

• Network: customer-engagement-network.com

• Snips: sedley.tumblr.com

• Twitter: twitter.com/richardsedley

• Linkedin: linkedin.com/in/richardsedley

Business

Social Media workshop for A&N Media