Engaging with Consumers: Leveraging social media by A
Havercroft - MediaCom, 21.05.2010
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Engaging with consumers: social media Through the consumers
eyes http://www.youtube.com/watch?v=J5TI3gzx3JA
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Resonating with the industry by A Havercroft - MediaCom,
21.05.2010 Engaging with consumers: social media
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But some times when marketers say social media by A Havercroft
- MediaCom, 21.05.2010 Engaging with consumers: social media
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Take a few steps back by A Havercroft - MediaCom, 21.05.2010
Engaging with consumers: social media
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Three key things to get the best out of social media by A
Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social
media PREPARE: Find, Listen, AnalyseDO SOMETHING: ReactHOW DID IT
GO?: Evaluate
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Preparation is key by A Havercroft - MediaCom, 21.05.2010
Engaging with consumers: social media
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Understand the conversation by A Havercroft - MediaCom,
21.05.2010 Engaging with consumers: social media Questioner Age /
Identity Life stage Product priorities & values Respondents
Identity Experience Opinion Brand preferences Source: Yahoo Answers
Conversation Dynamic Beginner driver Questions Experienced driver
Answers Conversation Dynamic Beginner driver Questions Experienced
driver Answers
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Understand the conversation by A Havercroft - MediaCom,
21.05.2010 Engaging with consumers: social media Community Identity
Experience Opinion Recommended strategies Conversation Dynamic
Question/Topic ignite discussion Peers share experiences
Conversation Dynamic Question/Topic ignite discussion Peers share
experiences Source: WSJ.com
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Types of influencers Source:
http://www.forrester.com/rb/Research/tapping_entire_online_peer_influence_pyramid/q/id/56537/t/2http://www.forrester.com/rb/Research/tapping_entire_online_peer_influence_pyramid/q/id/56537/t/2
by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers:
social media
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Influencers & influential spaces come in all shapes and
sizes by A Havercroft - MediaCom, 21.05.2010 Engaging with
consumers: social media
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Organise data in a meaningful way by A Havercroft - MediaCom,
21.05.2010 Engaging with consumers: social media Sources:
Onalytica, Cymfony, Visible Technologies, Nielsens BuzzMetrics
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The challenge is to make the data actionable Social Media
Listening Insights PR ATL Digital Channel Planning Research
Business Insights by A Havercroft - MediaCom, 21.05.2010 Engaging
with consumers: social media
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What does that mean? by A Havercroft - MediaCom, 21.05.2010
Engaging with consumers: social media PR Identified chat around
Mini 9 launch Seeded info / corrections when required Source:
Radian 6
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What does that mean? by A Havercroft - MediaCom, 21.05.2010
Engaging with consumers: social media ATL Identified key
competitive edge Seeded info / corrections when required Sources:
Radian 6, Notebookreview.com
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What does that mean? by A Havercroft - MediaCom, 21.05.2010
Engaging with consumers: social media Business Insights Identified
weak features Feedback to product development team Sources: Radian
6, Notebookreview.com, blog.laptopmag.com
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So now what?... Do something! by A Havercroft - MediaCom,
21.05.2010 Engaging with consumers: social media
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Preparing to respond Topic What topics are we getting involved
with? Point of View Whats the brands standpoint? Tone of Voice What
tone should we take? Social Media Response Toolbox by A Havercroft
- MediaCom, 21.05.2010 Engaging with consumers: social media
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Engagement: Its not about by A Havercroft - MediaCom,
21.05.2010 Engaging with consumers: social media Ignoring the
context & audience Too focused on quantity of interactions and
not quality Forgetting the brand personality Sources:
BrandRepublic, Twitter
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Engagement: Is more about by A Havercroft - MediaCom,
21.05.2010 Engaging with consumers: social media Relevance &
Respect Transparency Dialogue Personalised conversations with
influential individuals Quality & Exclusive content Long-term
relationship
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Above all, best practice is now legislation in some markets
http://www.ftc.gov/opa/2009/10/endortest.shtm material connections
(sometimes payments or free products) between advertisers and
endorsers connections that consumers would not expect must be
disclosed. by A Havercroft - MediaCom, 21.05.2010 Engaging with
consumers: social media
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Traditional online can also amplify engagement by A Havercroft
- MediaCom, 21.05.2010 Engaging with consumers: social media
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Tools can also be used to measure by A Havercroft - MediaCom,
21.05.2010 Engaging with consumers: social media Sources:
Onalytica, Cymfony, TruCast, Omniture
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To sum up Turn social media data into insights and take action
Ensure rules of engagement are clearly laid out Engagement can take
shape in a number of ways but always keep in mind context, content,
consistency and contingency. by A Havercroft - MediaCom, 21.05.2010
Engaging with consumers: social media
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by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers:
social media
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Thank you Anny Havercroft Associate Director - MediaCom
International Email:
[email protected]@mediacom.com Phone:
0207 158 5389