Social media and beyond.Managing your brands

in the social media landscape.

WHO WE ARE

Vöcanic is the largest full service Social Media marketing firm in the region.

Strategy | Technology | Engagement Management | Community Management | Social Media Analytics | Facebook Media Buying

OLDER THAN FACEBOOK

14 Jan 2005

VÖCANIC launches

26 Sep 2006

Facebook officially launches

21 Mar 2006

Twitter is born

14 Mar 2010

VÖCANIC KL opens

14 Feb 2005

YouTube is born

03 Aug 2011

VÖCANIC BK opens

to date

close to 11 million fans

06 Oct 2010

Instagram is born

28 Mar 2010

Pinterest is born

21 Jun 2011

VÖCANIC JK opens

We were social before social media got big.

WE ENGAGE PEOPLE

To date, we manage our clients’ communities totaling

11 million active fans on a daily basis.

WE BELIEVE

The Power of Personal Recommendation is valued as the most trusted source of information before making a purchase decision.

OUR TASK

the 10% of brand advo-cates who influence the buying decision of the other 90%

FIND

ENGAGE

DEVELOP

WE PASSED THE STRESS TEST

Many times…We manage web, mobile and multi-million social media communitites across the region for leading brands in Telco, IT, Automotive, Food & Beverage, Consumer Goods, Retail, Banking and Tourism just to name a few.

Challenge us!

A TRUSTED PARTNER

All brands of Unilever in Indonesia are using our technology for social media management & analysis!

More than

63 million Indonesians follow these brands!

OUR CONSULTATIVE APPROACH

Social Media (Readiness) audit and consultation SOCIAL BY DESIGN STRATEGY Strategy based on client’s strategic

and operational goals

*seamless integration of social data with customer CRM data

Campaign development and media plan based on brand goals

Design, mechanics, development, launch, maintenancePROGRAM MANAGEMENT

TECHNOGOLY & PLATFORMSVSocialTM - Enterprise-scale social

conversations management platformV.O.CTM, GroundswellTM, IDXTM,

SSSOTM, Planned Crisis, Loyalty, CRM*

Pro-active & re-active community management, O>F>R

Planned Crisis Management, Analytics & ReportingENGAGEMENT MANAGEMENT

INSIGHTS & ANALYTICS Social Community Analysis (social graph, sentiment…) Campaign analytics, SLA tracking,

OUR PROPRIETARY PLATFORMS

VSOCIAL MISSION CONTROL SSSO

Enterprise-grade social media conversation management platform, enabling us to capture and save personal (social) data of people connecting with your social media channels, web- & micro sites, WIFI hotspots etc.

Social media based monitoring tool allowing us to track geo-coded conversations (posts and tweets) and plot them on a map in order to evaluate social con-versations and to identi-fy potential network issues.

Single Social Sign On technology layer across all of your digital assets, platforms and channels facilitating personal identification of users and fan acquisition via visiting any of your web based channels.

GROUNDSWELL

Algorithm-based key influencer identification system utilized as basis for influencer-driven campaigns (i.e. ampli-fication of promotions with the help of suppor-tive key influencers).

IDX

IDX (or: IdeaXchange) allows us to crowd-source opinions and suggestions in text, picture and video format among your brand’s audience.

REFERRAL TRACKING

Our referral tracking engine allows us to run Facebook campaigns with specific incentives for participants who can successfully recruit new members and users.

SOCIAL CS

Social Customer Service channels allowing users to raise their issues and questions to your brand through social media (Twitter, Facebook…). We make sure every customer is heard and replied to.

PLANNED CRISIS TOOL

A tool/platform speci-fically designed to anti-cipate planned crisis (e.g. price increase, product change…)

MULTI AWARD WINNING AGENCY

2013 - Customer Loyalty and Engagement Awards - StarHub - Best use of Brand Advocacy

2013 - Marketing Excellence Awards - StarHub (Customer Loyalty)

2013 - Marketing Excellence Awards - WingTai/I.T. Labels

2013 & 2013 Agency of the Year – South East Asia

SIMPLE QUESTIONS – ONE CHALLENGE

PREPAID

Are you managing your communities effectively and in an efficient manner?

Are you gathering actionable insights from your audience?

Are you sure you are utilizingsocial media optimally?

?

?

??

HOW DO YOU MANAGE YOUR COMMUNITIES?

For businesses, community management is too complex to manage with native tools:

• Several Facebook pages • Several Twitter accounts• Security risks• Issue tracking• Audit trail • Drafting posts• Authorizing posts • High volume of posts• Threaded conversations• Several social media managers

(internally and often in different agencies)• Negative comments on official SM profiles• Customer Service escalation (ticketing)• Sentiment tracking • Quality control

…and the list goes on!

GUESS LESS – KNOW MORE

For marketers, the new opportunity is actionable customer insights:

• What is the conversation your audience is having with your brand?

• What topics are they talking about & how do they feel?

• Who are your community members?– What are their interests?– Who do they influence?– Where are they?

LOSE YOUR BLINDFOLD!

WHAT IS SOCIAL CUSTOMER SERVICE?

Drive better relationships with your social customers – transform them into loyal brand advocates.

Customer service then…

…Customer service now

Your call center has customer service goals. So should your social customer service channels!

• Time to respond• Open / closed conversations• Number of conversations moved to private messaging• Customer satisfaction• Service level• Sentiment

71% of respondents who have had a positive experience with social care are likely to recommend the brand.

WHAT IS SOCIAL CUSTOMER SERVICE?

WHY CUSTOMER SERVICE THROUGH FB?

• Drive complaints off the Brand Timeline to a branded Facebook support application

• Get your fans’ Facebook Profile data on submit• Involve the community in helping to answer

questions by making queries • App is accessible via mobile (!) too• Fully integrated with VSocial• Process queries through VSocial Community

Manager (or escalate if required)

StarHub SMRT

AQUA

AXIS

ARE YOU SOCIALLY RESPONSIVE?

Your response rate should be 100%

Bear in mind: your customer’s friends may see his complaint…

…act fast! You don’t want this to go viral!

ARE YOU SOCIALLY RESPONSIVE?

Time to reply expected by your customers…

More than half of all customers using social customer service expect a reply within one hour.

We help you to meet this challenge!

ARE YOU SOCIALLY RESPONSIVE?

There’s room for improvement

Brands across all industries only manage to respond to a part of all customer queries and complaints in social media.

Be better! Be faster! Impress!

INTRODUCING VSOCIAL

integrate

You can only measure what you know!

VSocial is the basis for highly efficient and effective management of social media communities and campaigns,

and facilitates the collectionand storage of social fan data.

A little bit of Alice…

THE BASIS

You can only measure what you know!

VSocial is the basis for highly efficient and effective management of social media communities and

campaigns and facilitates the collectionand storage of social fan data.

a

log-in ID

query/reply

Social Media (CS) conversation management platform

• All conversations/queries of - all FB pages - all Twitter account - other SM - email & contact forms - CS applications• Conversation audit trail - status - conversation ID - threaded conversations - time stamp (SLA tracking)• Draft/schedule/post• CS escalation/ticketing• Conversation tagging• Sentiment tracking• Utmost security

Nestlé BMs

Nestlé CS

log-in ID

query/reply

esca

latio

n/tic

ket

sing

le s

ocia

l sig

n-on

CRM Loyalty

Social

Vocanic designers and copywriters

Vocanic SocialResponse Center

content creation

post/reply

query

WHAT IS VSOCIAL?

• manages conversations at enterprise scale between a brand’s audience & internal stakeholders.

• includes customer care agents & community managers (internal and external)

Some of the benefits include...

• Audit conversation from Facebook, Twitter, Google+ and more• Consistency of response from community management teams• Security to limit risk of having your social platforms corrupted or mis-posts from

occurring • A fail safe to ensure no customer interaction is missed or left hanging• Ongoing social data collection (every time your fans interact with your digital touch

points)• Consistent analytics and reporting (communities, fans, campaigns, agents)

POWERFUL

• Manage Social Conversations from multiple sources in one screen

• Threaded Conversations• Ticketing, review queues (escalation)• Multiple-agent workflow built in• Scheduled posts & drafting• Post Categorization by Tagging• Sentiment tagging• Post Status indication• Full-text search & tag search• Audit Functionality for compliance

Community Management

Stay in control!

Every new comment, post or tweet is marked as ‘NEW’. Once the community manager is working on it, status changes to ‘OPEN’ automatically.

The right-side edit pane shows the unique conversation ID and allows the community manager to write an internal comment, change the status of the conversation, assign/escalate the conversation to another agent, tag the conversation with sentiment and custom tags (e.g. product category, issue…) and to delete the post from the social media Point Of Presence (e.g. in case of Spam).

At the bottom the conversation log shows all interactions with this conversation.

SMART

Conversation Management

INTELLIGENT

• Segment your fans by interests• See which of your competitors they

like• Segment your fans by demographics• See who has the biggest influence

among your fans• See all data your fans leave on FB

…and many more insights!

Know your fans better than they know themselves!

Do our fans prefer Ari Lassoor Rihanna; Tehbotol or Pepsi?

Fans Insights allows you to set filters and to analyze your fan base at unprecedented levels of details.

The standard dashboard provides:Gender count, Age distribution, FB Country (location), Referral distribution, Shares distribution, Facebook page likes, Facebook page categories (what topics / categories do people like, e.g. Music, Food/Beverage, IT, TV Shows…)

HELPFUL

Check before you respond!

• Look up the user before you respond. Is this user an influencer?

• Combine social graph and campaign data on users for future marketing needs

User Insights allows you to analyze a user in every conceivable detail (accessible through the user profile on social media).

Every track the user left on Facebook (since the start of using VSocial), it’ll be in here.

The Reports section provides access to pre-generated reports and allows commu-nity managers to generate individual reports.

Furthermore, customized (weekly, monthly) reports appear in the main report menu.

INFORMATIVE

Always up to date with Vsocial:• Social Media Channel Performance• Campaign Performance• Community Management Statistics• Agent Performance (SLA)

PUT IT THIS WAY

Think of Facebook as a CRM database… …there is nothing more up to date!

(and people grow & verify it every day)

THE TRANSPARENT CUSTOMER

email address

name, age, gender

favorite music, food,celebrity, movies…

demographic data

post address

friends

referrals

influencer level

competitors he likes

sentiment / mood

cost of acquisitiontime spent with your brand

education

work

phone number

family members

events he has attended

purchases

KNOW THESE … AND MANY MORE DETAILS

NOW IMAGINE…

…you could use all this data to optimize your marketing communication & customer service!

Isn’t this what we’ve been long dreaming of?

(it’s not a dream anymore)

BE CUSTOMER CENTRIC

LIKES LOYALTYSOCIALPROFILE CRM

Brand website

BRAND A

BRAND B CAMP.

BRAND C

Brand campaign

ONE CAMPAIGN MODE

PRIZE BASED ON USER PROFILE

Brand website

BRAND B

BRAND E CAMP.

BRAND K

Brand campaign

ONE CAMPAIGN MODE

WINPRIZE BASED ON

USER PROFILE

content based on user profile

content based on user profile

WINConsumer A

Consumer B

EMAIL TO VOCANIC, 25 SEP 2013

NOTE: Community management done by Vocanic + use of VSocial

WHAT OUR CLIENTS SAY

VSOCIAL IN DETAIL

Find a VSocial introduction video here:http://www.youtube.com/watch?v=l3L9RZQsE4k

dive deeper

The dashboard provides a bird’s view perspective of all fans and followers in the VSocial database.

VSOCIAL DASHBOARD

Fans Insights allows you to set filters and to analyze your fan base.

The standard charts provided are:Gender count, Age distribution, FB Country (location), Referral distribution, Shares distribution, Facebook page likes (what other pages do people like), Facebook page categories (what topics / categories do people like, e.g. Music, Food/Beverage, IT, TV Shows…)

FAN INSIGHTS (1)

FAN INSIGHTS (2)

The data of every chart can be viewed in a table/list view and be further drilled down.

Customized reports can be further detailed, e.g. for a localized campaign:

“What music band does the majority of our fans in [city] like…”

FAN INSIGHTS (3)

Campaign insights let you track the performance of every campaign separately. The table view provides further details and allows do download and extract the according data for further manipulation and analysis.

CAMPAIGN INSIGHTS

Conversation Statistics are useful to track and survey the performance of the community managers.

It can be viewed as aggregated data set or at the level of individual Points Of Presence (social media channels), within a certain period of time (to be set on the far left).

Number of replies within certain duration.

COMMUNITY MANAGER INSIGHTS (1)

VSocial can also report on the individual performance of community managers within a certain period of time.

COMMUNITY MANAGER INSIGHTS (2)

User Insights allows you to search for any and every user (fan) who is in the VSocial database.

Once found, VSocial provides a full summary of the social profile of the user.

USER INSIGHTS (1)

User Insights allows you to analyze a user in every conceivable detail (accessible through the user profile on social media).

Whichever track the user left on Facebook (since the start of using VSocial), it’ll be in here.

USER INSIGHTS (2)

The table view allows you to drill deeper and see this specific user’s interests.

USER INSIGHTS (3)

Community managers can be assigned to all or only specific Points Of Presence (FB page, FB app, Twitter channel…).

The main window shows all conversations including their conversation threads in real-time. Every conversation gets an ID and a timestamp, so it can always be traced and tracked back.

You can reply right from this screen into FB, TW and soon YT and Instagram.

Posts can be scheduled or posted immediately, incl. photos, videos, links etc. – just like on the social media platforms.

Statuses indicate the stage in which a conversation is, and notifications on the top avoid that no drafts, assigned posts and scheduled posts are ever missed.

COMMUNITY MANAGER SCREEN (1)

In the left-hand pane the community manager has several filter options:

• Filter by conversation status (new, open, …)• Choose the specific Point Of Presence he would like to look at (FB page, PB app…)• Filter by tags (that have been assigned to conversation)• Filter by popular tags (tag cloud)

COMMUNITY MANAGER SCREEN (2)

Write (or draft) a post or tweet, add photos, videos or a link and choose to post it immediately or schedule it for a later point in time for all social media channels (Points Of Presence) you have access to.

COMMUNITY MANAGER SCREEN (3)

Every new comment, post or tweet is marked as ‘NEW’. Once the community manager is working on it, status changes to ‘OPEN’ automatically.

The right-side edit pane shows the unique conversation ID and allows the community manager to write an internal comment, change the status of the conversation, assign/escalate the conversation to another community manager, tag the conversation with sentiment and custom tags (e.g. product category…) and to delete the post from the social media Point Of Presence (e.g. in case of Spam).

At the bottom the conversation log shows all interactions with this conversation.

COMMUNITY MANAGER SCREEN (4)

A notification will be sent to the community manager who is assigned a conversation for further handling.

The link in the email leads to the assigned/escalated conversation in VSocial.

COMMUNITY MANAGER EMAIL ALERT

All conversations in the history database can be searched/filtered by certain tags/categories/users and free text.

PLATFORM SEARCH

In the Assignments tab the community manager can view all conversations (filtered by Point Of Presence) that were assigned / escalated to him by another colleague or outside community managers.

CONVERSATION ASSIGNMENTS

In the Drafts section the community manager can see all conversations that are drafted but not yet published in the various channels.

DRAFTING CONVERSATIONS

The Scheduled Posts section shows the community manager an overview of all scheduled contents in the various social media channels (Points Of Presence). The posts can be edited and rescheduled here too.

SCHEDULING CONVERSATIONS

The Reports section provides access to pre-generated reports and allows community managers to generate individual reports.

Furthermore, customized (weekly, monthly) reports appear in the main report menu.

COMMUNITY REPORTS

You can generate comprehensive reports, e.g.:

– Growth/performance of community in all channels• Facebook, Twitter, etc.

– Engagement rates, likes, total reach, virality– Campaign performance (timeline, engagement…)– Sentiment analysis– Category analysis (what are people talking about)– Content analysis (successful/impactful vs. less well-received content– SLA analysis (how do community managers perform)

…and plenty more. Just let us know what you need!

ANALYTICS WITH VSOCIAL

MISSION CONTROL

identify

59

WHAT IS MISSION CONTROL?

Mission Control allows you to identify potential issues and real-time marketing opportunities by tracking conversations in the social media space. The system feeds the Mission Control screens with data retrieved from conversations (either on your own platforms or via #hashtags) and location data.

Geo-coded conversations are plotted on a map, which allows the Customer Service team to pro-actively investigate areas where many conversations happen within a short period of time.

StarHub Customer Care could identify four network issues within the first month of usage,

before the internal technical team got aware of them!

StarHub Social Hub by Vocanic

62

CUSTOMIZATION

Mission Control can be customized in terms of design and data visualization according to the customer’s

requirements and preferences.

Let us know what you need!

INFLUENCER AND ADVOCACY MANAGEMENT

differentiate

64

WHAT’S THE POINT?

Traditionally, brands increase media spend to increase reach and impact on the market. This is called push-marketing.

We believe that the power of personal recommendation is stronger than any billboard. Therefore, we identify influencers and brand advocates in your communities and utilize them to

spread and amplify your marketing messages.

Simply put – it’s people talking to people. It creates more and long-term trust.

And more conversations around your

brand.

Without spending the extra ‘media’ dollar.

65

Reach

Influencer

The influencers other brands want

Top tier of influencers within each category with the widest reach

The influencers we want • Active on social platforms • Have above average reach• Eager to be engaged by

brands

WHO DO WE REALLY WANT TO TARGET?

WHO ARE THEY BY DEFINITION?

INFLUENCER ADVOCATE AFFILIATE (FAN)

Useful for

Typical profile

Defined by

Motivation

Advocacy & Loyalty

Genuine passion

Incentives needed?

Creating buzz, drive awareness

Drive action

Blogger, expert, celebrity Highly satisfied customer

Size of audienceHow likely they are to

recommend your brand

Grow audience Help friends

Short-term Long-lasting

maybe yes

Typically yes: product trials… Typically no

Combines the upsides of influencers and advocates,

especially great reach combined with genuine

passion.

Mostly knowLittle details about your

product and brandMany details about your

product and brand

HOW DO WE TREAT THEM?

Back rising stars instead of paying for advocacy!

OFFER THEM PRIORITY, EXCLUSIVITY, RECOGNITION

THINK ABOUT THE VALUE EXCHANGE

Free StuffGreat storiesNot to be dictated to- brands to listen- brands to engage

Free TimeNetworksOpinionsInsights

ProductAccessPlatformsAudience

SalesTimeNetworksOpinionsInsights

THEY WANT

WE HAVEWE WANT

THEY HAVE

HOW DOES THIS WORK IN PRACTICE?

IDENTIFY INFLUENCERSRECRUITMENT

SOCIAL TASKS SEGMENTED COMMUNITIES

1 2

3 4

CREATE RECRUITMENT POINTS

FACEBOOK CS APPTWITTER

Set recruitment points against

where people are already engaging

with you or talking about you.

WEB & MOBILE TARGETED INVITATION

DATA COLLECTION & MATCHING

SOCIAL GRAPH CUSTOMER DATARECRUITMENT DATA

NAMEAGEGENDEREMAILLIKES

FRIEND COUNTENGAGEMENTMENTIONSLOCATION

MOBILE NUMBERTELCOCURRENT TELCO PLANOTHER REQUESTED DATA

NPS SCOREARPURELEVANT BILLING DATA

Identified Influencers Identified Advocates Affiliates

UTILIZE VSOCIAL

Central unfied database to collect and screen particpant data

SCORING SYSTEM

TYPE

METHOD

Invited Based on reach of their own social platforms. Enter the program via exclusive invite. Expect low take up

Influencer Based on bespoke developed social score via Vsocial data points and/or Klout score

Advocate Based on above influence score and customer score i.e. NPSe

Affiliate Based on participation in either influencer or advocate program. Aspirational program

EVALUATE SOCIAL SCORE

KLOUT IS NOT EVERYTHING!

We combine a person’s KLOUT score (i.e. online social score) with the results of surveys we developed in collaboration with leading sociologists.

This way we can can determine how ‘sociable’ a person is – online and in real life.

ASSESSMENT

INFLUENCER(high social score)

ADVOCATE(high NPS, >avg. social score)

AFFILIATE (FAN)(long-term ifluencers, advocates)

Inner CircleContent Collaboration

Ambassadors

Crowdsourcing,Self Help Community

Regular campaignsSales campaignsLoyalty program

SCREENING &MONITORING

RECRUITMENT

AN INFLUENCER

1,151 Friends & 33 Liked Fashion Pageshttps://www.facebook.com/mervynleow

15,131 Tweets, 265 Following & 303 Followers https://twitter.com/LeowMervyn

MERVYN LEOW

AN ADVOCATEZHONGZHI GOH

3,169 Tweets, 50 Following & 143 Followers https://twitter.com/zhongzhigoh

Positive Mentions 100+Helpful Tips to Friends 30+

Present in 3 x Forums

AN AFFILIATE300 Friends & 6 Liked Fashion Pageshttps://www.facebook.com/DJalife/

151 Tweets, 137 Following & 60 Followers https://twitter.com/EBE_2

Participated in 3 x brand contests this year

EXCLUSIVE REGULAR ACTIVITIES

1. TASK 2. MANAGE

3. MONITOR 4. REWARD

THIS WEEKS ASSIGNMENT

Try on clothes from head to toe that are found in i.t Labels Singapore and take a photo!

THIS WEEKS REWARD

Generate the most conversation and receive 2 x tickets to BKK fashion week

Need to be defined by the client and their marketing calendar.

SOLVING ISSUES WITH CROWD SOURCING

Brand identifies Topics Brand Shares Topics with Influencer Group

Influencer Group discusses and highlights concerns and feedback

Brands takes key points into consideration and

actionIssues get resolved

Problem solving influencers get

rewarded

SOLVING ISSUES WITH CROWD SOURCING

VOC Survey (mobile)User

Sign in via Facebook Connect

Completes Survey

Influencers shortlisted/ chosen

VSocial Plugin, identifies

Influencers

Enters URL

Creates a private Facebook Group

with the 50 advocates

8 Weekly Tasks, sharing their tasks in the Facebook Group

4 Weekly Tasks, sharing their tasks in the Facebook Group

5 brand advocates will be chosen Activation

How to identify influencers and advocates.

SET REASONABLE GOALS

Before setting goals define your business objectives then establish your social goals, for example:

- Sentiment change- Footfall- NPS imporvement- Engagement & Earned media- Trackable sales targets

RESOURCE CONSIDERATIONS

Below are the skill sets required for year one. Who provides these skill sets is to be discussed

Content Creation and Engagement

Influencer Management and Engagement

Team Management and Coordination

Social Analytics

Project Management and

Technology Delivery

SUMMARY

ANALYTICS COMM. MGT

SOCIAL SCORE NET PROMOTER SCORE SENTIMENT

Identify influencers, advocates and affiliates. Optimize marketing communication throughout all disciplines.

Web assets

SOCIAL MEDIA CAMPAIGNS

Let’s talk.Florian (Flo) Jungbauer flo@vocanic.com 0811-9445441