Understanding the world of social media

Istanbul 12 December 2012

The story of a failing social media strategy

?

The story of a failing social media strategy

Objective = maximising reach and engagement

The story of a failing social media strategy

The story of a failing social media strategy

The story of a failing social media strategy

How does this translate into a business benefit?

What is the link between your Facebook activity and the metrics?

Why?

The story of a failing social media strategy

How does this translate into a business benefit?

? ?

“The great thing about Facebook is that it tells me what people think of my latest TV ad”

The World of the Audience

The World of the Individual

Brands need to understand that there are now two worlds

You have to understand and respect the fact that the cultures

and practices within these worlds are different

THE GREAT THING ABOUT ADVERTISING IS THAT NOBODY TAKES IT PERSONALLY

Understanding the World of the Audience

Information (message)

Distribution (medium)

Marketing = the art of reduction

Creative Director

Web designer

A 30 second, one-to-many mass message

Marketing and communication was a channel and message

problem

What is the social media revolution?

Separation

Information Means of

distribution

The World of Channel and Message

“525 permutations of information source, forms of media or

technology platform”

Social media: it’s not a channel and message

problem

• Saying something supportive • Saying something critical • Asking a question (for which your

organisation is the answer) • Indicating a willingness to help you

The World of Channel and Message

The World of Behaviour Identification and Response

What is the role of traditional media?

Problem: social media does not have scale (engine) built into it

Social media is really an infrastructure or set of tools

Objective = maximising reach and engagement

Solve the problem by adding scale to a social media presence

“If these were response rates to a DM campaign – I would fire the agency”

The digital dilemma

Consumers / customers can operate seamlessly in both worlds

Understanding the world of the individual

What brands think consumers want

Engagement

What brands think consumers want

“If I am engaged with my consumers, that must mean they really love me”

Brand Consumer

An example of engagement

There are two types of Engagement

The engagement brands want to have with their consumers

The engagement consumers want to have with brands (but

were unable to have BSM)

Brand ‘engagement’

Superficial

Manipulative

‘Loyalty’

‘Passion’

‘Respect’

‘Love’

But… it works!

Huge gap with consumers definition of these terms

At best it can give you warm and fuzzy moment before you get on with your life

And when you come to make a purchase decision, the faint afterglow of that moment may just be enough

There is a new game in town

• A game where people do take it personally

• Emotional stakes are hugely higher

• What is the role for a brand – can you even play at this table?

There is a game you can play

Listening to your consumers and answering the

****** question

Brand Consumer

Brand ‘Engagement’ Consumers’ Engagement

“@eurostar Train stuck at bxl midi for last hour. What’s happening?”

“@eurostar Will now miss my train home. Can you help me?

“@RichardStacy #eurostarnews problem with power transmission around Lille. http://bit.ly/0216YL for latest info

The four engagement spaces

CONVERSATION

CONTENT

COMMUNITY

Saying something supportive

Saying something critical

Asking a question for which your brand is the answer

Willing to help you do it better

What is the ROI?

Value of individuals

Value of the contact

Value of contact

100

100 x 1,000 = 100,000

100,000 x 365 = 36.5million

IBM ‘Listening for leads’

Creating The Expectation of Listening

Value of some individuals

Introducing the Super Fan

KachWachi has saved Logitech $100,000 in call deflection costs

The rules for Super Fans They are not ‘Ambassadors’ because they are not representative

They are not ‘Evangelists’ because the communities they want to be a part of comprise people who are also like them

Their value is not in spreading information, it is in helping you manage your business • Customer service • Google endorsement

The rules for Super Fans

They are not volunteers, you identify them via their behaviour

Your role is to create an environment within which their interest can be activated

One final reason

An ad is an

answer to a

question that

no-one ever

asked

This is not what your consumers want

Brand Consumer

This is what your consumers want

Brand Consumer

1. They want you to be listening 2. They want you to answer their questions

One final word

Just because it works doesn’t mean it is working

The UK’s 3rd most engaging post in November 2012

The UK’s 2rd most engaging post in November 2012

The UK’s most engaging post in November 2012

Competitions

Competitions = most effective way of using Facebook

Does not mean that the most effective way of using Facebook = competitions

One final word

“Just because it is easy to measure doesn’t mean that it is important”

There is another way to listen

There is another way

Gary Kovacs: CEO Mozilla

Big Data

Gold?

Fools Gold?

The World of Channel and Message

The World of Behaviour Identification and Response

So – what should we do?

The old space: output = piece of communication

The new space: output = form of behaviour

Things

Processes

Traditional communications and

marketing

Output = forms of behaviour

Social communications and

marketing

Output = pieces of communication

Strategy

Strategy = business process management

Implications

• Never base your strategy on the tools

• People (not platforms or technologies) are the key asset

• You don’t have to speak to everyone at the same time – you can (must) prioritise

• Activity has to be decentralised across the business

You can’t have a tool strategy

Facebook

Twitter

Implications: people are the key asset

Listening Conversing Generating information

Specialist High volume

Corporate DJ

What is the role for agencies?

Never outsource your voice

Implications: prioritisation

• You don’t have to speak to everyone

• You can afford to be very specific about

– Audience

– Subject You must start with an

objective, linked to a

specific business issue

Implications: decentralisation

Communications becomes a

training,facilitation or

editorial function

(not a production

function)

What does a strategy look like?

Operation Plan

Content

Response

People Plan

Objectives

Infrastructure Plan

Channel and message identification challenge

Behaviour identification and response challenge

Ability to reach the whole target group with generic

information

Ability to respond to specific situations or

requirements

Address overall brand image and reputation

Solved via production of communications outputs

Linked to specific operational issues

Solved via the design and implementation of business processes

Have clearly identifiable metrics (usually linked to measurable shifts in behaviours)

Example: Vodafone • Vodafone identified a long-

term need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees)

• Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs

Example: Vodafone • Process – train existing

employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs

• Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million

You can’t have single, overarching social media objectives

Supporting a traditional campaign

It can help you steer a campaign, rather than power a campaign

Social media is your campaign dashboard

What does a strategy look like?

Operation Plan

Content

Response

People Plan

Objectives

Infrastructure Plan

Conversation space

Monitoring Social News Hub

Content & Response Process

Hosted or supported

communities

A brief look at infrastructure

Conversation space

Monitoring

A brief look at infrastructure

It all begins with listening

Can’t be done via black box

Conversation space

Monitoring

A brief look at infrastructure

Content & Response Process

What is our content strategy?

Content is not necessarily something you can plan in advance

Content is better understood as a process

Conversation space

Monitoring Social News Hub

Content & Response Process

A brief look at infrastructure

Conversation space

Monitoring Social News Hub

Content & Response Process

Hosted or supported

communities

A brief look at infrastructure

How to use Facebook

What the organisation wants to say

What the consumer / citizens wants to say

How to use Twitter

#whatever

X

What does a strategy look like?

Operation Plan

Content

Response

People Plan

Objectives

Infrastructure Plan

People plan

105

Who are the people that will need to be involved? • Relevant experts • The corporate DJ • Supervisors /

moderators

What will their roles and functions be? • Monitoring • Conversation

response • Content creation

What activation and support processes are required? • Training / motivation • Technical support • Creative guidance

Operation Plan

• Objectives • Activities • Completion

metrics

Phase one Phase two Phase three

• Objectives • Activities • Completion

metrics

• Objectives • Activities • Completion

metrics

The World of the Audience

The World of the Individual

Channels & Messages

Behaviours &Response