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Social Media:
How to do it right

Augie Ray
@augieray
ExperienceTheBlog.com
The world is full of
       bad assumptions

Social media doesn’t
 Social media doesn’t
  drive purchase
   drive purchase
     behavior.
       behavior.
                        Social media impact
                         Social media impact
                         customers and not
                          customers and not
                             prospects.
                              prospects.
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




@augieray                                               3
Source: Market Force 2012
       @augieray            4
Source: M Booth and Beyond, 12.2011
            @augieray                 5
Social Media is
Influencing the
Attitudes &
Purchases
        @augieray   6
The world is full of
        bad assumptions


Social Media is aagood
 Social Media is good
  marketing channel.
  marketing channel.

                      Consumers welcome
                       Consumers welcome
                     brands in social media
                      brands in social media
@augieray   8
@augieray   9
@augieray   10
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

                                 @augieray                               11
How soon after you contact a
                                                                    brand, product or company
                                                                    on social media do you
                                                                    expect a response?




Sources: American Express Global Customer Service Barometer 2012, Edison Research
                                                        @augieray                                  12
Brands Are
Welcome on
Consumers’ Terms

       @augieray   13
The world is full of
      bad assumptions


Facebook growth
 Facebook growth
    is stalling
     is stalling


                   Social media is mature.
                    Social media is mature.
Change in total time
spent on social media
in the U.S.
from 2011
to 2012   ▲37%
 121 billion minutes =
 230,060 years




                         @augieray   15
@augieray   16
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
Social Media
is Still
Evolving
        @augieray   18
How to do social
  media right




                      Source: StockMonkeys.com


          @augieray                      19
P   People
    Assess your customers’ social activities



O   Objectives
    Decide what you want to accomplish



S
     Strategy
     Plan for how relationships with
     customers will change


T     Technology & Tactics
      Decide which social technologies to use


                    @augieray                   20
Social Media: How to do it right
P   People
    Assess your customers’ social activities
    •Where are they sharing?


O
    •What are their behaviors?
    •What are their expectations of brands in
    social media?
    •What regulations must be considered

S   in relation to your audience?
    •What is their existing relationship to
    the brand?


T
                   @augieray                    22
Social Technographics Ladder
                        Creators



  Forrester’s Social
                         Critics
  Technographics
  classifies people
  according to how     Collectors


  they use social
  technologies.         Joiners




                       Spectators




                       Inactives
Publish a blog

Creators make social       Creators
                                        Publish your own Web pages
                                        Upload video you created
content go. They write                  Upload audio/music you created
                                        Write articles or stories and post them
blogs or upload video,
music, or text.




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

                         @augieray                                                24
Publish a blog
                                             Publish your own Web pages
                                Creators     Upload video you created
                                             Upload audio/music you created
                                             Write articles or stories and post them

Critics respond to                          Post ratings/reviews of products/services
content from others.            Critics
                                            Comment on someone else’s blog
                                            Contribute to online forums
They post reviews,                          Contribute to/edit articles in a wiki

comment on blogs,
participate in forums, and
edit wiki articles.




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

                             @augieray                                                  25
Publish a blog
                                             Publish your own Web pages
                               Creators      Upload video you created
                                             Upload audio/music you created
                                             Write articles or stories and post them

                                            Post ratings/reviews of products/services
                                            Comment on someone else’s blog
                                Critics
                                            Contribute to online forums
                                            Contribute to/edit articles in a wiki


                                             Use RSS feeds
                              Collectors     Add “tags” to Web pages or photos
                                             “Vote” for Web sites online


Joiners connect in social                   Maintain profile on a social networking site
networks like MySpace          Joiners
                                            Visit social networking sites

and Facebook




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

                            @augieray                                                      26
Publish a blog
                                            Publish your own Web pages
                              Creators      Upload video you created
                                            Upload audio/music you created
                                            Write articles or stories and post them

                                           Post ratings/reviews of products/services
                                           Comment on someone else’s blog
                               Critics
                                           Contribute to online forums
                                           Contribute to/edit articles in a wiki


                                            Use RSS feeds
                             Collectors     Add “tags” to Web pages or photos
                                            “Vote” for Web sites online



                                           Maintain profile on a social networking site
                              Joiners
                                           Visit social networking sites


Spectators consumer                        Read blogs

social content including     Spectators
                                           Watch video from other users
                                           Listen to podcasts
blogs, user-generated                      Read online forums
                                           Read customer ratings/reviews
video, podcasts, forums,
or reviews
                                          Groups include people participating in at least
                                          one of the activities monthly.

                           @augieray                                                      27
Publish a blog
                                          Publish your own Web pages
                              Creators    Upload video you created
                                          Upload audio/music you created
                                          Write articles or stories and post them

                                          Post ratings/reviews of products/services
                                          Comment on someone else’s blog
                               Critics
                                          Contribute to online forums
                                          Contribute to/edit articles in a wiki


                                          Use RSS feeds
                             Collectors   Add “tags” to Web pages or photos
                                          “Vote” for Web sites online



                                          Maintain profile on a social networking site
                              Joiners
                                          Visit social networking sites


                                          Read blogs
                                          Watch video from other users
                             Spectators   Listen to podcasts
                                          Read online forums
                                          Read customer ratings/reviews

Inactives neither create
nor consumer social          Inactives    None of the above

content of any kind

                           @augieray                                                     28
Publish a blog
                                            Publish your own Web pages
Conversationalists              Creators    Upload video you created
                                            Upload audio/music you created
update status on a social                   Write articles or stories and post them

networking site or post to                  Post ratings/reviews of products/services
Twitter at least weekly          Critics
                                            Comment on someone else’s blog
                                            Contribute to online forums
                                            Contribute to/edit articles in a wiki


                                            Use RSS feeds
                               Collectors   Add “tags” to Web pages or photos
                                            “Vote” for Web sites online



                                            Maintain profile on a social networking site
                                Joiners
                                            Visit social networking sites


                                            Read blogs
                                            Watch video from other users
                               Spectators   Listen to podcasts
                                            Read online forums
                                            Read customer ratings/reviews



                               Inactives    None of the above




                             @augieray                                                     29
Differences Geographically
Differences in B2B by Role
Differences by gender and age




http://empowered.forrester.com/tool_consumer.html
It is Vital to
Understand the
Social Behaviors
of Your Audience
        @augieray   33
P
O   Objectives
    Decide what you want to accomplish
    •What is the problem you wish to solve?
    •What is benefit you wish to deliver?

S   •How will you measure success?




T
                   @augieray                  34
Start with Business Objectives…

 Learn
    Ascertain consumer behaviors, needs or opinions about brand or product,
 Manage reputation
   Enhance reputation; correct erroneous information; decrease specific
   negative brand sentiment; build trust; increase positive ratings; monitor for
   reputation, product and security crises
 Provide support
    Decrease call volumes, furnish service in channel of choice, educate
 Enhance marketing and sales
   Increase 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 models
   Crowdsource 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 analyze
  social 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 to
  manage 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 cut
  support costs and enhance
  self service



Plan: Enhance and promote
  existing 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 channel
  has 20,000 followers
 Wanted to leverage videos
  to 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.
Objective Five: New Products: Barclaycard

 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%.
Define Metrics Before Strategies
                          More Directly Financial

          Financial:                       Risk Mitigation:
          •Sales                           •Decrease cost of future
          •Leads                           reputation crises
          •Costs saved
          •Share of wallet
          •Decreased return rates
          •Media mix modeling
Short                                                                 Long
Term                                                                  Term
          Digital:                         Brand:
          •Clicks                          •Awareness
          •SEO                             •Consideration
          •Traffic                         •Intent
          •Fans                            •NPS/Advocacy
          •Engagements
          •RTs
                           Less Directly Financial
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!

170,000




                                                    Bank Transfer Day
160,000

150,000

140,000
                                                                                            11/19
130,000                                                                                    159,577
120,000

110,000

100,000
                     10/22
 90,000
                    66,353
 80,000

 70,000



          10/20   10/23    10/26   10/29   11/1   11/4              11/7   11/10   11/13     11/16   11/19
+$
                       Advoc
                             at e
                       Loyal
                             custom
                       Active           er
                               shopp
                       Blogg           er
                             er/Jou
                                     rnalist
                       Occas
                              ional C
                                        ustom
                        Prosp                 er




     High Value Fans
                              ect




     High Value Fans
                       Emplo
                               y ee
                       Vendo
                              r
                       Freeb
                             ie see
                                     ker
                       Swee
                             pstake
                                      r
                       Conte
                             st Hou
                                      nd
                        Comp
                              etitor
                       Disgru
                               ntled c
                                        ustom
                        Detrac
                                t or          er
                       Activis
                               t
     Low Value Fans
     Low Value Fans
                                                   All Fans are Not Created Equal




-$
Sources are Not Created Equal




                         er
                         er




                   ustom
                   ustom
                rnalist
                   er




                ker


                 nd
                  er




          ntled c
         ional C
        custom




                 r
          shopp




        st Hou
        pstake
        ie see
        er/Jou




         etitor
          y ee




           t or
         ect
        at e




          t
   Detrac
         r




  Disgru


  Activis
  Emplo




   Comp
  Vendo
   Prosp
  Occas
  Active




  Conte
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  Advoc




  Swee
  Blogg
  Loyal




        Earn
        Earn                     Pay
                                 Pay              Earn
                                                  Earn
• Product & Service Experience         • Product & Service Experience
• What you stand for                   • What you stand for
• How you conduct business             • How you conduct business
Look! Lots of Engagement!


Total Insurance Conversation   Percentage of Social Media
       Volume by Brand           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?
b = Success
Success is more than mere




                                                               o   r
                                                            ct                                   e
                                                          ve                                dg
                                                  d                                    re
                                               an                                 fo
                                            Br                       or
                                                                   ct
                                                                 fa
      Engagement




                                                         y                                                       r
                                                       ca                            g   e                    to
                                                     de                           ed                       ea
                                                                                                         cr
                                  *




                                                 e                        i   s                      e
                                             m                         th                       g
                                           Ti                    or                          ed
                                                            tf                  &
                                  e




                                                     gh                      er
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                                                   ei                      us
                                              W                     n
                                                                 ee
                                  e



                                                            tw
                                                          be
                                                   ity
                                             fin
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                                           Af
                                                                                         n     ity
                                                                                     ffi
                                                                                   fA

                             FansA *
                                                                              o
                                                                           er
                                                                       w
                                                                 po
                                                             e
                                                          th
                                                     to
                                             ns
                                           Fa
Fans and
Engagement are
not Business
Metrics
       @augieray   54
P   Strategy
    Plan for how relationships with

O   customers will change:
    •How will you alter perception and
    behavior?


S
    •How will you acquire resources & skills
    needed?
    •Where in organization will
    responsibilities fall?

T   •What are the risks and how will they be
    mitigated?


                  @augieray                    55
P   Technology
    Decide which social technologies to use

O   •What technology will be used?
    •Homegrown or procured?
    •SAAS or on premise?


S   Tactics
    Define tactics
    •Standard Operating Procedures

T   •Escalation rules
    •Moderation standards
    •Content approval processes

                 @augieray                    56
Thank You


          Augie Ray
          @augieray
http://ExperieceTheBlog.com

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Social Media: How to do it right

  • 1. Social Media: How to do it right Augie Ray @augieray ExperienceTheBlog.com
  • 2. The world is full of bad assumptions Social media doesn’t Social media doesn’t drive purchase drive purchase behavior. behavior. Social media impact Social media impact customers and not customers and not prospects. prospects.
  • 3. 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 @augieray 3
  • 4. Source: Market Force 2012 @augieray 4
  • 5. Source: M Booth and Beyond, 12.2011 @augieray 5
  • 6. Social Media is Influencing the Attitudes & Purchases @augieray 6
  • 7. The world is full of bad assumptions Social Media is aagood Social Media is good marketing channel. marketing channel. Consumers welcome Consumers welcome brands in social media brands in social media
  • 10. @augieray 10
  • 11. 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 @augieray 11
  • 12. How soon after you contact a brand, product or company on social media do you expect a response? Sources: American Express Global Customer Service Barometer 2012, Edison Research @augieray 12
  • 14. The world is full of bad assumptions Facebook growth Facebook growth is stalling is stalling Social media is mature. Social media is mature.
  • 15. Change in total time spent on social media in the U.S. from 2011 to 2012 ▲37% 121 billion minutes = 230,060 years @augieray 15
  • 16. @augieray 16
  • 17. 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
  • 19. How to do social media right Source: StockMonkeys.com @augieray 19
  • 20. P People Assess your customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T Technology & Tactics Decide which social technologies to use @augieray 20
  • 22. P People Assess your customers’ social activities •Where are they sharing? O •What are their behaviors? •What are their expectations of brands in social media? •What regulations must be considered S in relation to your audience? •What is their existing relationship to the brand? T @augieray 22
  • 23. Social Technographics Ladder Creators Forrester’s Social Critics Technographics classifies people according to how Collectors they use social technologies. Joiners Spectators Inactives
  • 24. Publish a blog Creators make social Creators Publish your own Web pages Upload video you created content go. They write Upload audio/music you created Write articles or stories and post them blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly. @augieray 24
  • 25. Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Critics respond to Post ratings/reviews of products/services content from others. Critics Comment on someone else’s blog Contribute to online forums They post reviews, Contribute to/edit articles in a wiki comment on blogs, participate in forums, and edit wiki articles. Groups include people participating in at least one of the activities monthly. @augieray 25
  • 26. Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Joiners connect in social Maintain profile on a social networking site networks like MySpace Joiners Visit social networking sites and Facebook Groups include people participating in at least one of the activities monthly. @augieray 26
  • 27. Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Spectators consumer Read blogs social content including Spectators Watch video from other users Listen to podcasts blogs, user-generated Read online forums Read customer ratings/reviews video, podcasts, forums, or reviews Groups include people participating in at least one of the activities monthly. @augieray 27
  • 28. Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviews Inactives neither create nor consumer social Inactives None of the above content of any kind @augieray 28
  • 29. Publish a blog Publish your own Web pages Conversationalists Creators Upload video you created Upload audio/music you created update status on a social Write articles or stories and post them networking site or post to Post ratings/reviews of products/services Twitter at least weekly Critics Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above @augieray 29
  • 32. Differences by gender and age http://empowered.forrester.com/tool_consumer.html
  • 33. It is Vital to Understand the Social Behaviors of Your Audience @augieray 33
  • 34. P O Objectives Decide what you want to accomplish •What is the problem you wish to solve? •What is benefit you wish to deliver? S •How will you measure success? T @augieray 34
  • 35. Start with Business Objectives…  Learn Ascertain consumer behaviors, needs or opinions about brand or product,  Manage reputation Enhance reputation; correct erroneous information; decrease specific negative brand sentiment; build trust; increase positive ratings; monitor for reputation, product and security crises  Provide support Decrease call volumes, furnish service in channel of choice, educate  Enhance marketing and sales Increase 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 models Crowdsource to develop and test ideas, new shareable economy concepts, gather and use “big data”
  • 36. Objective One: Learn: Doritos Locos Taco  Taco Bell used NetBase to analyze social 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
  • 37. Objective Two: Manage Rep: Total SA  Energy giant Total SA monitors social media to manage 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.'"
  • 38. Objective Three: Provide Support: Skype  Skype wanted to cut support costs and enhance self service Plan: Enhance and promote existing 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
  • 39. Objective Four: Marketing/Sales: Cisco  Cisco’s YouTube channel has 20,000 followers  Wanted to leverage videos to 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.
  • 40. Objective Five: New Products: Barclaycard  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%.
  • 41. Define Metrics Before Strategies More Directly Financial Financial: Risk Mitigation: •Sales •Decrease cost of future •Leads reputation crises •Costs saved •Share of wallet •Decreased return rates •Media mix modeling Short Long Term Term Digital: Brand: •Clicks •Awareness •SEO •Consideration •Traffic •Intent •Fans •NPS/Advocacy •Engagements •RTs Less Directly Financial
  • 42. 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.
  • 43. 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%.
  • 44. The Risk Mitigation Calculation
  • 45. 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.
  • 46. Look! A Fan Surge! 170,000 Bank Transfer Day 160,000 150,000 140,000 11/19 130,000 159,577 120,000 110,000 100,000 10/22 90,000 66,353 80,000 70,000 10/20 10/23 10/26 10/29 11/1 11/4 11/7 11/10 11/13 11/16 11/19
  • 47. +$ Advoc at e Loyal custom Active er shopp Blogg er er/Jou rnalist Occas ional C ustom Prosp er High Value Fans ect High Value Fans Emplo y ee Vendo r Freeb ie see ker Swee pstake r Conte st Hou nd Comp etitor Disgru ntled c ustom Detrac t or er Activis t Low Value Fans Low Value Fans All Fans are Not Created Equal -$
  • 48. Sources are Not Created Equal er er ustom ustom rnalist er ker nd er ntled c ional C custom r shopp st Hou pstake ie see er/Jou etitor y ee t or ect at e t Detrac r Disgru Activis Emplo Comp Vendo Prosp Occas Active Conte Freeb Advoc Swee Blogg Loyal Earn Earn Pay Pay Earn Earn • Product & Service Experience • Product & Service Experience • What you stand for • What you stand for • How you conduct business • How you conduct business
  • 49. Look! Lots of Engagement! Total Insurance Conversation Percentage of Social Media Volume by Brand Conversations by Topic
  • 50. Progressive’s Fan “Success”? 4,501,045 likes 52,530 talking about this
  • 51. Progressive’s Fan “Success”? 4,501,045 likes 52,530 talking about this
  • 53. b = Success Success is more than mere o r ct e ve dg d re an fo Br or ct fa Engagement y r ca g e to de ed ea cr * e i s e m th g Ti or ed tf & e gh er ∑UWD ei us W n ee e tw be ity fin e Af n ity ffi fA FansA * o er w po e th to ns Fa
  • 54. Fans and Engagement are not Business Metrics @augieray 54
  • 55. P Strategy Plan for how relationships with O customers will change: •How will you alter perception and behavior? S •How will you acquire resources & skills needed? •Where in organization will responsibilities fall? T •What are the risks and how will they be mitigated? @augieray 55
  • 56. P Technology Decide which social technologies to use O •What technology will be used? •Homegrown or procured? •SAAS or on premise? S Tactics Define tactics •Standard Operating Procedures T •Escalation rules •Moderation standards •Content approval processes @augieray 56
  • 57. Thank You Augie Ray @augieray http://ExperieceTheBlog.com

Editor's Notes

  1. So obviously this must be fertile territory for brands, right!
  2. Only one form of corporate advertising is trusted more than it is distrusted—your web site. Even the emails people sign up for are equally trusted and distrusted.
  3. People trust information from people they know. Three of top four trusted channels are peer-to-peer. Interestingly, so are the bottom five . This demonstrates the importance of getting people talking to the people they know—friends, peers, & family. Doesn’t mean you toss out channels at bottom, but they’re better for awareness than consideration.
  4. We’re as appealing as textbooks.
  5. One of the keys that so many brands miss is that the key is to get people talking to people, not simply use social media to broadcast messages to people.
  6. Where is this growth coming from if not from PC visitors?
  7. Smartphone adoption more than doubled in just two years, and as mobile adoption grows, so does social media usage.
  8. In Q2, 18-24-year-olds may have watched less TV on a weekly basis, but they still watched about 22 and a half hours. How much time did they spend watching video on the internet or on a mobile phone, combined? About 1 hour and 45 minutes. Still, there’s no avoiding the rise of online viewing. That 1 hour and 45 minutes represents significant relative growth from about 1 hour a year earlier.
  9. This is interesting, but it is not enough. We must dig deeper into our own audience.
  10. One of the keys that so many brands miss is that the key is to get people talking to people, not simply use social media to broadcast messages to people.
  11. Earn (left): Product & service experience; brand; your mission; what you stand for; how you conduct business Improve the experience, engage, accelerate, create awareness and WOM, build programs Earn (right): Product & service experience; design; brand; your mission; what you stand for Improve the experience, engage, accelerate, create awareness and WOM, build programs
  12. JD Power Study Brand #2 has many times more conversations about using, choosing and recommending. Brand #2 and #3 have almost identical engagement, yet Brand #2 has twice as much discussion about not using, dropping and not wanting.
  13. Comedian Matt Fisher
  14. Comedian Matt Fisher
  15. Comedian Matt Fisher
  16. Comedian Matt Fisher
  17. One of the keys that so many brands miss is that the key is to get people talking to people, not simply use social media to broadcast messages to people.