Social media can include any digital communication channel that allows people to interact with other people

Social media can include any digital communication channel that allows people to interact with other people

Its not about brands, Its about people sharing

1800 entries compared to Kodaks competition of 28,000 entries Over 7000 groups involving Panasonic on flickr

Online social network users are 3 times more likely to trust their peer’s opinions over advertising when making purchase decisions. (JupiterResearch, 2007) 2006 was the first time “a person like me” was trusted more than any other source of info on a company – higher than a doctor or academic (Edelman Trust Barometer)

Starbucks V2V – 20,000 members, 2000 events, a catalyst for conversation and connection inspiring people to contribute to a cause greater than themselves

Love you or hate you? Defensive of offensive?expert debate – McDonalds Positive -> engage advocates – Lynx 1 in 7 posts negative?

The most innovative example of how to engage with advocates and critics. Content is focused in three main areas: Ask a question – every question submitted is answered as fully as possible Quality scouts – effectively independent auditors chosen from ordinary members of the public to review different aspects of McDonalds business practices McDonald’s expert response to negative press articles

Love you or hate you? Defensive of offensive?expert debate – McDonalds Positive -> engage advocates – Lynx 1 in 7 posts negative?

Whilst advertisers appear obsessed with entertaining this audience, we should look to explore the full spectrum of value opportunities

every $100k spent drove 26k people to become more likely to buy based on exposure to sponsored page PLUS – many passed brand to friends, resulting in thousands of pages featuring branded graphics, 18000 additional people whose likelihood to buy had increased PLUS – 4 million exposed to brand on those member’s pages

Others: Lowering customer service costs

You’re all used to defining a brand proposition but the rules have changed Not what you produce What you produce together What value does the brand introduce in the social space What is our role in creating interaction What are we doing to compel active engagement with our What do we want the consumer to think, feel and do as a result Every brand has a clearly defined proposition, mission and goals. However, these no longer apply once you leave the brand space you own. In creating an effective social strategy, it is essential to create and adhere to a clearly defined social proposition: What value does the brand introduce to the social space What is our role in creating interaction What are we doing to compel active engagement with our brand What do we want the consumer to think, feel and do as a result Examples

“a squad of 42 employees spend their workdays engaging with the communities on Facebook, Twitter and other social media” The proportion of blog posts that were negative in nature fell from 49% to 22%.

“What does Green mean to you?” Over 7300 Graffitis created from Jan. 16th-Jan 23rd around the theme of “What Does Green Mean to You”Over 1,000,000 votes were logged from Jan. 26th-Jan.31st for the artwork. (Here are the Top 150 based on votes)

An example of this collective-design approach in action is Dell's popular new Latitude laptop. Dell engineers granted the wishes of IdeaStorm users by adding keyboards that light up in the dark, a fast connection technology called eSATA, longer battery life, and a rainbow of color choices. Over 7000 ideas have so far been submitted via IdeaStorm

Within the first year of launch: The proportion of blog posts that were negative in nature fell from 49% to 22%. Direct2Dell attracted more than 5 million unique views per month Over 7000 ideas have been submitted via IdeaStorm Studio Dell received more than 200,000 views per month (Fortune) “I’d rather have that conversation in my living room than in somebody else’s” Michael Dell Regained top spot of the customer satisfaction index from HP Online negative sentiment dropped from 48% in 2006 to 23% in 2008 “They’ve been downgraded from evil to bumbling” Consumerist blog (Fortune)

Rise of the trust of people like me A brand ‘promoter’ is worth over 60% more than an average customer due to extra spend AND their influence on other people’s spend

Others: Lowering customer service costs

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Introductions

So, why are we here?

What is social media all about?

What are they doing?

How do we develop a social media strategy?

Brand Brand potential

Encourage consumers to share their passions Identify the influencers, extend your experts Support platforms to encourage customers to share Create connections between customers to reinforce their choice and commitment

Sentiment

Onsite amends

Social Media Monitoring

Simple tools are a good start

Sentiment

Classic persona Ryan Critchley, age 43, university-educated chartered accountant. Leading a successful and rapidly growing business which provides battery technology to consumer electronics businesses Currently based in Durham, where business was originally a spin-off from the University. Considering a number of critical business challenges: Need to access to highly educated workforce Need to expand into new offices to take advantage of international opportunities Unaware of options Fully aware of options No experience Extensive experience Technology Novice Technology Expert Need Things Simple Understand Complex Info Guide Me I Know What I Want Content Functionality Solo Community

DISCOVERY Learning or self-development FAME Notoriety or competition EXPRESSION Creativity or identity SOCIAL Connecting, reinforcing tribes or belonging ESCAPISM Entertainment ALTRUISM Helping others or involvement with the brand 1,000 people 16 motivations 6 core value opportunities THE STUDY

60% enjoy feeling they can input into companies 70% discover other people’s point of view 31% want to be seen to be doing well by others

Him … and men think differently to women Her

The tools to express who I am A platform to perform and be heard Opportunity to channel latent creative talent Social Media’s heaviest consumers and contributors Exposure to opinions of people like me 18-24 Year Olds Let me compete Completing the picture for…

Expression and social

Involve me in the brand decision Allow me to help others make the right choice 35-44 Year Olds Keen spectators in Social Media Help me learn and develop Completing the picture for…

Discovery and altruism

55-64 Year Olds Think… The growth Social Media audience Completing the picture for…

What do you know about your customer needs and behaviours in social spaces?

A problem shared is an opportunity to grow

Social media objectives can support multiple business objectives Product Development Customer Service Recruitment Research Loyalty Awareness Sales Consideration

Listen to understand the scale of the threat

Driving effectiveness –many and often Time Campaign 1 Campaign 3 Campaign 2 Traditionally, activity is built to give campaigns the maximum impact in a short period of time Time 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Social Momentum Social media

Social Momentum Social media

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Infiniti Share our passion and belief in Infiniti by challenging car enthusiasts across Europe

Stimulate fun and irreverent debate around the mating game

Insert lynx example

Develop your own social proposition!

Share Create Inspire Stimulate Discuss Explore Play Challenge Celebrate Learn Involve Develop a Social Proposition

Social Media is Relationship Marketing

Effort Potential Reward

Listen - Join the conversation

Onsite amends

Seen a mention of PayPal Is it influential? A well written, informed post. Responses include – Provide a thank you/positive response in social space Provide a link from PayPal talk Do you want to respond?? Ensure post adds value, refer to considerations Let post stand – no response Troll Site/author clearly baiting in expectation of getting a response Is it positive? Is it positive? Rager Site/author venting anger, ranting, joking or satirising Misguided Are the facts wrong? Has the author misunderstood an aspect of PayPal? Unhappy Is the mention a legitimate response to a bad experience Monitor only Avoid responding, keep an eye on conversation Other Evaluate on a case-by-case basis Fix the Facts Respond with factual information in relevant social space Escalate Direct author to relevant support function within PayPal OR Alert relevant support function within PayPal Transparency Ensure you identify as PayPal representative and contributor to PayPal Talks Tone Keep even, friendly tone Additional help Is there a person/ department at PayPal who may be able to offer more assistance? Influence Focus on most influential posts Sourcing Back up facts with links and sources Time Take time to respond accurately (and temperately)

Shape - Stimulate the discussion

Challenge - Pose the question

Own - Host the conversation

Define success and our path to it

Know your PLUS column…What value can social media bring to your wider business? Product Development Customer Service Recruitment Research Loyalty Awareness Sales Consideration

How to start…. Start by listening Think about your strategy and proposition Brainstorm some ideas Ensure basic assets are accurate and widely distributed Define social scorecard Get going!