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The following presentation was created for Monash University to demonstrate how social media could aid in current CRM strategy and enhance the university's current CRM offerings for students - current and prospective.
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Social Media & Consumer Advocacy: How social media is changing the way consumer’s engage with brands.
January 2013 Michelle Sawyer Office of Marketing & Communications
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How does Consumer Advocacy work with Social Media?
• The New Word of Mouth Advertising • The Impact on Brand Reputation • The Good, The Bad and The Worrying
Social Media is giving consumer’s a more powerful voice than ever before…
28th February 2011 Presentation title 3
Social Networks (Word of Mouth)
Global
Journalist who
follows Blogger
Blogger who
follows Person A’s
Friend Person A’s Friend
Person A
Audience
Social Media has made ‘letters of complaint’ easier to make public…
28th February 2011 Presentation title 4
Social Media Posts
Blog & Website Articles
Local, National &
Global News Stories
Very few brands have been able to turn a bad review into a positive (like this)…
28th February 2011 Presentation title 5
Yarra Trams • An incident on a Yarra Tram prompted a Melbourne blogger to write a complaint email.
• “Biffo? No. From tram ride trauma to joyful exchange”, article published on May 2nd, 2012 by The Age
As the saying goes, “the bigger they are”…
28th February 2011 Presentation title 6
GASP • After being told by a shop assistant that GASP’s clothes were ‘too exclusive’ for her, the customer wrote an email of complaint and posted their response on Facebook
• “Customer complaint email and response by GASP clothing goes viral”, article published Sep 29th, 2011 by The Herald Sun
Coles • Coles posted a tweet asking their followers to finish a sentence reading, “In my house it’s a crime not to buy…”
• “Coles Twitter campaign leads to storm of comments”, article published on March 7th, 2012 by News.com.au
Qantas • In a time of bad public sentiment, Qantas began a Twitter campaign focusing on their luxury service with the hastag, #qantasluxury
• “A Qanats luxury – not having to face flak”, article published on Nov 23rd, 2011 by The Age
Previously untouchable media personalities are also under fire…
28th February 2011 Presentation title 7
Kyle Sanidlands • In response to sexist comments against a female listener, four women began the ‘Sack Vile Kyle’ campaign, which ran across Facebook, Twitter and Blogspot
• “Sack Vile Kyle campaign drives sponsors away”, article published Jan 20th, 2012 by SMH.com.au
Alan Jones • The ‘Sack Alan Jones’ campaign on Facebook started after Jones stated in a speech at a Young Liberals event that Prime Minister Julia Gilard’s father “died of shame”.
• “Organisers declare victory and end Alan Jones advertising boycott”, article published Dec 12th, 2012 by Mumbrella
Brands are no longer infallible entities, they are tangible (and breakable) beings…
28th February 2011 Presentation title 8
Change.org • “The World’s Petition Platform” • Started in 2007, it is a website dedicated to starting petitions, growing from 6 million users in 2011 to 20 million users in 2012 • Responsible for advertising boycott campaign on Kyle Sandiands’ radio program (slide 7)
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How can Monash combine Social Media into current relationship marketing?
• Facebook, Twitter & LinkedIn • Consumer Marketing Techniques • Social Applications (APIs) • Measurement & Feedback
Did you know the average time spent on Facebook by a user is 7.5 hours…
Comments, Likes & Shares
Wall Posts & Recommendations
Facebook Messages
Tabs & Applications (APIs)
Groups (Forums)
28th February 2011 Presentation title 10
Twitter has over 17 billion unique account users…
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Retweets & Favourites
@Tagging
Direct Messaging
Lists
LinkedIn helps over 200 million users, in over 200 countries network…
28th February 2011 Presentation title 12
• Likes, Comments & Shares • Recommendations • Groups (Forums)
Consumers don’t always use social media channels the way business would like…
28th February 2011 Presentation title 13
Brand Reputation
Management
General Enquiries
Customer Complaints
Technical Problems
Sales Enquiries
General Information
Sales Enquiries
Product News/
Updates
Brand Reputation
Product News/Stories
Customer Complaints
APIs (also known as widgets) help spread positive consumer advocacy…
28th February 2011 Presentation title 14
Word of Mouth
Advertising
Share Widgets
Like and Follow
Widgets Comment Widgets
CRM lists and campaigns are actually strengthened by Social Media…
28th February 2011 Presentation title 15
CRM Lists
Google Forms
Facebook Tab APIs
Twitter Lists
Social Media management tools track, assign and manage customer interactions…
28th February 2011 Presentation title 16
Community Management Tools can: • Assign posts • Set up Alerts on New User Posts • Create management teams • Track complaints and complaint resolution • Aid risk mitigation of channels and content • Create and view lists for monitoring • Create reports and view analytic data