Social media how to do it right

Social Media:How to do it right

Augie Ray

@augieray

ExperienceTheBlog.com

The world is full of bad assumptions

Social media doesn’t drive purchase

behavior.

Social media doesn’t drive purchase

behavior.

Social media impact customers and not

prospects.

Social media impact customers and not

prospects.

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16 percent have changed their views about a political issue after discussing it or reading posts about it on the sites.

Source: Pew Internet, Politics on Social Networks, 9/2012

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Source: Market Force 2012

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Source: M Booth and Beyond, 12.2011

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Social Media isInfluencing theAttitudes & Purchases


Social Media is a good marketing channel.

Social Media is a good marketing channel.

Consumers welcome brands in social media

Consumers welcome brands in social media

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51% of consumers expect that a “like” will result in marketing

communications from brands...

But 40% do not believe it should result in marketing communications.

Source: Exact Target, Subscribers, Fans & Followers Study, 2011

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Sources: American Express Global Customer Service Barometer 2012, Edison Research

How soon after you contact a brand, product or company on social media do you expect a response?

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Brands Are Welcome on Consumers’ Terms


Facebook growth is stalling

Facebook growth is stalling

Social media is mature.Social media is mature.

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121 billion minutes =

230,060 years

Change in total time spent on social media in the U.S. from 2011to 2012 ▲37%

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Media Consumption in 18-to-24 year olds

50% decline in web-based email in just the past two years

1 hour and 45 minutes less television in Q2 2012 from year prior

45 minutes more online video viewing in Q2 2012 from year prior

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Social Media is Still Evolving

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Source: StockMonkeys.com

How to do social media right

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People Assess your customers’ social activities

Objectives Decide what you want to accomplish

Strategy Plan for how relationships with customers will change

Technology & Tactics Decide which social technologies to use

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People Assess your customers’ social activities•Where are they sharing?•What are their behaviors? •What are their expectations of brands in social media?•What regulations must be considered in relation to your audience?•What is their existing relationship to the brand?

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Social Technographics LadderCreators

Critics

Collectors

Joiners

Spectators

Inactives

Forrester’s Social Technographics classifies people according to how they use social technologies.

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Creators

Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them

Creators make social content go. They write blogs or upload video, music, or text.

Groups include people participating in at least one of the activities monthly.

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Creators

Critics


Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki

Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.


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Creators

Critics

Collectors

Joiners



Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online

Maintain profile on a social networking siteVisit social networking sites

Joiners connect in social networks like MySpace and Facebook


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Creators

Critics

Collectors

Joiners

Spectators





Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews

Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews


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Creators

Critics

Collectors

Joiners

Spectators

Inactives






None of the above

Inactives neither create nor consumer social content of any kind

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Creators

Critics

Collectors

Joiners

Spectators

Inactives






None of the above

Conversationalists update status on a social networking site or post to Twitter at least weekly

Differences Geographically

Differences in B2B by Role

Differences by gender and age

http://empowered.forrester.com/tool_consumer.html

http://empowered.forrester.com/tool_consumer.html

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It is Vital to Understand the Social Behaviors of Your Audience

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Objectives Decide what you want to accomplish•What is the problem you wish to solve?•What is benefit you wish to deliver?•How will you measure success?

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Start with Business Objectives…

LearnAscertain consumer behaviors, needs or opinions about brand or product,

Manage reputationEnhance reputation; correct erroneous information; decrease specific negative brand sentiment; build trust; increase positive ratings; monitor for reputation, product and security crises

Provide supportDecrease call volumes, furnish service in channel of choice, educate

Enhance marketing and salesIncrease share of voice, create more demand, improve awareness and consideration, sell in social channels, listen for selling opportunities, empower advocates and employees

Develop new products and business modelsCrowdsource to develop and test ideas, new shareable economy concepts, gather and use “big data”

Objective One: Learn: Doritos Locos Taco

Taco Bell used NetBase to analyzesocial media data

Learned 80 to 90% of Taco Bell-related conversations taking place on Twitter

Learned most significant driver of negative conversations was limited quantities of product.

Plan: Developed marketing plan for “tweet off” with prize being exclusive advance access to product

Outcome: Net sentiment for entire brand rose 20%; 200M Dorito Locos Tacos sold, most successful product launch to date

Objective Two: Manage Rep: Total SA

Energy giant Total SA monitors social media tomanage reputation.

In March, it faced a potentially lethal industrial accident: a gas leak in its Elgin gas field.

Plan: Monitor for questions and misinformation, responding in real time.

Outcome: Estimates are the company decreased by 20% potentially damaging articles or discussions online. CEO praises handling, saying incident was handled 'responsibly and transparently, demonstrating the priority placed on safety and the environment.'"

Objective Three: Provide Support: Skype

Skype wanted to cutsupport costs and enhanceself service

Plan: Enhance and promoteexisting support community; offer it in eight languages; launch #SkypeTalks live events with questions streamed communities and Twitter

Outcome: First contact resolution at 70% for 10 million users/month; 10% reduction in traditional support costs; Community members are 30% more likely to use long-term subscriptions

Objective Four: Marketing/Sales: Cisco

Cisco’s YouTube channelhas 20,000 followers

Wanted to leverage videosto increase inbound traffic,leads and sales

Plan: Leverage the free annotations available with YouTube Brand channels to link to the next step in the customer journey.

Outcome: In the first 60 days, the calls to actions received 3,660 clicks. Cisco now adding clickable calls to action for all of new videos.

Desired to test how social media might enhance the launch of a new credit card

Plan: Launch the world's first community-designed credit card. Barclaycard is transparent about financial performance and engages cardmember community to build a better credit card experience.

Outcome: More than 50 crowdsourced customer ideas and suggestions implemented; Barclaycard’s cardmember community has helped drive customer retention up 25% versus typical programs, and decreased customer complaints by 50%.

Objective Five: New Products: Barclaycard

Define Metrics Before StrategiesMore Directly Financial

Less Directly Financial

ShortTerm

LongTerm

Financial:•Sales•Leads•Costs saved•Share of wallet•Decreased return rates•Media mix modeling

Digital:•Clicks•SEO•Traffic•Fans•Engagements•RTs

Risk Mitigation:•Decrease cost of futurereputation crises

Brand:•Awareness•Consideration•Intent•NPS/Advocacy

Examples of Financial Metrics

In December 2009, Dell announced it had measured through trackable links $6.5m in revenue from its @DellOutlet Twitter handle.

Petco.com found that products with reviews have return rates that are 20% lower than those without reviews — and the return rate is 45% lower for products with more than 25 reviews — saving on shipping, restocking, and customer service costs.

One financial services firm used Media Mix Optimization to discover social media contributed 1.3% of its insurance, 1.5% of its credit cards and 3.1% of its bank products volume.

Examples of Brand Metrics

Secret implemented “Let Her Jump,” a petition to allow female ski jumping in the Winter Olympics. The brand used a combination of online surveys of Facebook users and Nielsen Brand Lift surveys to discover that the belief that Secret deodorant works better than other deodorants increased 8 points and purchase intent jumped 11%.

Bank of America used its private online community of high school students, the Student Pulse, to learn about high school students' relationship with their finances. Insights garnered from community helped BAC to increase unaided brand awareness 30%, brand favorability 40% and brand consideration 13%.

The Risk Mitigation Calculation

Examples of Digital Metrics

Dell’s Trade Secrets campaign launched to support Vostro V180 laptop sales to SMB market. Identified a list of 150+ influencers in the US and UK and distributed laptops, asking for feedback and recommendation through Twitter chats, giveaways and offline events. Exceeded goals for Facebook posts by 547%; tweets by 8235%; blog posts by 113%, and total digital impressions by 250%.

To build awareness of its telecommunications offerings for brand and enterprise IT, CenturyLink identified blogs and communities where tech decision makers participate and launched participation. Increased brand impressions by 50% and clickthroughs from social channels by 60% in one quarter.

Look! A Fan Surge!

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11/19159,577

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10/20 10/23 10/26 10/29 11/1 11/4 11/7 11/10 11/13 11/16 11/19

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150,000

140,000

130,000

120,000

110,000

100,000

90,000

80,000

70,000

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High Value Fans Low Value FansHigh Value Fans Low Value Fans

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Sources are Not Created Equal

Earn Pay EarnEarn Pay Earn

• Product & Service Experience• What you stand for• How you conduct business

• Product & Service Experience• What you stand for• How you conduct business

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Look! Lots of Engagement!

Total Insurance Conversation Volume by Brand

Percentage of Social Media Conversations by Topic

Progressive’s Fan “Success”?

4,501,045 likes 52,530 talking about this

Progressive’s Fan “Success”?

4,501,045 likes 52,530 talking about this

Where’s the affinity for brand?

Success is more than mere Engagement

∑ Ue We De = Success

Fans to the power of Affinity

Weight for this edge

Time decay factor for edge

FansA *Brand vector

* b

Affinity between user & edge creator

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Fans and Engagement are not Business Metrics

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Strategy Plan for how relationships with customers will change:•How will you alter perception and behavior?•How will you acquire resources & skills needed?•Where in organization will responsibilities fall?•What are the risks and how will they be mitigated?

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Technology Decide which social technologies to use•What technology will be used?•Homegrown or procured?•SAAS or on premise?

TacticsDefine tactics•Standard Operating Procedures•Escalation rules•Moderation standards•Content approval processes

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Thank You

Augie Ray@augieray

http://ExperieceTheBlog.com

http://experiecetheblog.com/

Documents

Social media how to do it right