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Short five - ten minute strategic summary on how companies can approach new media communications and product information. As shared at 2010 Corporate Social Media Summit in London November 2010.
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Track your impact
Understanding Metrics and Measurement
18 Nov 2010Hubert Grealish, TomTom Consumer
@HubertGrealish #CSM10
2Company Confidential
Social Media’s … let’s be friends
Perspectives over info » Info’s freely available» Defining the challenge
Integration » Listen, Identify, Pro-act » Strategic approaches » Why Comm’s new
buddy is Cust Care
Tracking Impact » Explore and compare » Use your head(s) » Other learnings
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“History repeats itself… just in different media…”
Lessons
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Word of Mouse… Micro Matters...
Societal Mass Media to Niche…. ‘Millennials’ spread online WoMOver 80% of "millennial" consumers discuss brands on the web - 70% recommended goods
47% written about positive brand experiences online - 39% provided critical feedback.
71% generally made uncomplimentary sentiments regarding products known.
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Era of (even more) personal publishing Social Media are media for social interactions … A common
thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. (Wikipedia)
“ “
‘Seekers’ = Without having first sought offline help, seekers (25 to 34’s are most likely) to post a negative comment with the expectation company will contact them to resolve issue.
Did you know: 55 to 65 year olds most likely to post a negative comment
1.Media 2.Analysis 3.Strategy
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Social Media… Gold Rush? Thousands of social
networking sites and communities, touching all ages, ethnicities and markets.
Meteoric rise of Facebook and Twitter revolutionizing how we interact – importantly now with companies.
Cost effective, highly targeted and scaleable with broader more integrated on/offline campaigns.
Key to modern brand engagement.
Product issues and reviews travel faster than ever.
Social networks now more popular than search engines in the UK
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News: Facebook now No1 for Product Opinions
62% of all social media messages about products and services are posted via Facebook (Forrester Research, Q3 2010)
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Where do people talk about driving?
Driving and congestion mentioned most frequently on Twitter. Significance of Twitter and other micro-blogging services will
increase with the growth of geo-location services (eg Foursquare).
There was a different profile of conversations about brands as the smaller volume of mentions lead to a greater statistical variation.
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Congestion’s most annoying off-peak
Conversations about traffic congestion spike on off-peak times, possibly due to surprise traffic and more time to tweet.
Results by day of week
Results by time of day
People talk about travel advice services as a planning tool for their journeys. Brand talk is less predictable by day of week.
1.Media 2.Analysis 3.Strategy
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Social Media Strategy …keep it simple!
“Listen attentively to TomTom’s online communities,
Identify legitimate consumer conversation and issues,
Proactively execute relevant campaigns, increasing brand favour and sales.”
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Social ‘Iceberg’ – Bright campaigns
Three tier integrated strategy – Linking PR to Cust Care and Products
1 Pro-active campaigns» For example: Applications, petitions, competitions, updates and consumer polls
2 Consumer engagement » For example: Twitter, community manager conversations on key forums and sites
3 Product & Quality» For example: agreed process with consumer services for escalation
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1#BreakFree
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Pro-active campaigning One strategic Approach
Facebook = hub Issues and
campaigns Product info and
campaigns Proactive outreach
via Facebook official pages
Main source of online engagement
Twitter = issues Most drivers’ remarks on
Twitter… Perfect channel to
engage around issues
TomTom.com
Convert critics
Campaign hub (cross-link to TomTom.com)
3
14Company Confidential
So…
Integrate campaigns on/offline!
1 Pro-active campaigns2 Consumer engagement 3 Product & Quality
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“Build business, make money, find fun!”
