Social Strategies that Work - TeComm 2015
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The rapid growth in social media is beginning to have a significant impact on consumers’ purchase behavior. Engaging consumers through social media is no longer optional.
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Social Strategies that Work - TeComm 2015
- 1. SOCIAL STRATEGIES THAT WORK IULIAN PADURARIU @julianpad Simplicity MARKS Iulian Padurariu
- 7. 0 30 60 90 Telephone Televison Cellphones iPod Facebook Years to reach 150 mil users Simplicity MARKS Iulian Padurariu
- 8. 0 30 60 90 Telephone Televison Cellphones iPod Facebook Years to reach 150 mil users 89 Simplicity MARKS Iulian Padurariu
- 9. 0 30 60 90 Telephone Televison Cellphones iPod Facebook Years to reach 150 mil users 38 89 Simplicity MARKS Iulian Padurariu
- 10. 0 30 60 90 Telephone Televison Cellphones iPod Facebook Years to reach 150 mil users 14 38 89 Simplicity MARKS Iulian Padurariu
- 11. 0 30 60 90 Telephone Televison Cellphones iPod Facebook Years to reach 150 mil users 7 14 38 89 Simplicity MARKS Iulian Padurariu
- 12. 0 30 60 90 Telephone Televison Cellphones iPod Facebook Years to reach 150 mil users 57 14 38 89 Simplicity MARKS Iulian Padurariu
- 13. • The rapid growth in social media is beginning to have a significant impact on consumers’ purchase behavior. • In a comScore survey, almost 28% of consumers reported that social media had some influence over their holiday purchase decisions in late 2009 Simplicity MARKS Iulian Padurariu
- 14. DIGITAL vs. SOCIAL Simplicity MARKS Iulian Padurariu
- 26. Engaging consumers through social media is no longer optional Simplicity MARKS Iulian Padurariu
- 27. • Reluctance of executives to allocate significant resources to social media stems from their lack of understanding of how social media works and how they can harness its power for their brands. Simplicity MARKS Iulian Padurariu
- 28. • The organic nature of social media presents challenges to organizations accustomed to the more easily controlled realm of advertising. Simplicity MARKS Iulian Padurariu
- 29. • Managers who are getting accustomed to tangible metrics of search advertising feel more comfortable when they can measure results in terms of click- through rate or cost per click. Simplicity MARKS Iulian Padurariu
- 30. IPOTEZA DE BAZĂ Simplicity MARKS Iulian Padurariu
- 31. SOCIAL IPOTEZA DE BAZĂ Simplicity MARKS Iulian Padurariu
- 32. UNLEARN THE PAST SOCIAL IPOTEZA DE BAZĂ “ Simplicity MARKS Iulian Padurariu
- 33. UNLEARN THE PAST SOCIAL IPOTEZA DE BAZĂ TEHNICI TOTAL NOI “ Simplicity MARKS Iulian Padurariu
- 34. “OLD SCHOOL Planning Control Secretizare IPOTEZA DE BAZĂ Simplicity MARKS Iulian Padurariu
- 35. “OLD SCHOOL Planning Control Secretizare Experimentare Autonomie Transparenţță “NEWSCHOOL IPOTEZA DE BAZĂ Simplicity MARKS Iulian Padurariu
- 36. • Amazon drives purchases through customer recommendations and reviews. • Barack Obama raised two thirds of his campaign funding online • Old Spice used YouTube and Twitter to create a buzz around its brand. • Detroit Three (GM, Ford, and Chrysler) launched digital campaigns to lobby for federal aid. Simplicity MARKS Iulian Padurariu
- 45. Harvard Business Review Noiembrie 2011 Social Strategies that Work Puţțină teorie / SURSA Simplicity MARKS Iulian Padurariu
- 48. Why Some Brands Are Reluctant to Use Social Media Simplicity MARKS Iulian Padurariu
- 49. Cost and time • Companies fear that social media may require too many creative staff and too much time Simplicity MARKS Iulian Padurariu
- 50. Knowledge risk • Senior managers are less familiar with new media, so they avoid it. Simplicity MARKS Iulian Padurariu
- 51. Incentive structure • Advertising firms with traditional media expertise have strong incentives to maintain the current fee structure. Simplicity MARKS Iulian Padurariu
- 52. Measurement • Gross rating points and click - through rates are more comfortable measures than page views or engagement. Simplicity MARKS Iulian Padurariu
- 53. Loss of control • Marketers are accustomed to taking a top-down approach to brand positioning and fear losing control of their brands. Simplicity MARKS Iulian Padurariu
- 54. Trade-off between Control and Engagement Simplicity MARKS Iulian Padurariu
- 55. Questions to Consider • Are you prepared to hear negative feedback about your brand? • Are you willing to change your brand based on feedback from consumers? • Are you prepared to be authentic and open? • Will brand advocates appear online and stimulate positive conversation? Simplicity MARKS Iulian Padurariu
- 56. There are three things to consider Simplicity MARKS Iulian Padurariu
- 57. Lack of control over your brand • Brands aren’t simply brands anymore. They are the center of a maelstrom of social and political dialogue made possible by digital media • Brands are now becoming conversations . . . [and] of course, the conversation is no longer one-way or 30 seconds • Unilever ex-CMO Simon Clift Simplicity MARKS Iulian Padurariu
- 58. Symptom of a deeper problem • If the fear of negative feedback stems from a lack of confidence in the product or service, there is a bigger underlying problem that has been surfaced through the social media discussion. Commitment to learning from negative comments can relieve the lack of confidence in one’s products or services. Simplicity MARKS Iulian Padurariu
- 59. A sandbox where consumers can play • Obama’s campaign in effect defined the sandbox in which it allowed people to play and be creative. People embellished on this theme, but the main message remained the same. • start with a purpose Simplicity MARKS Iulian Padurariu
- 60. Market Research Surveys or focus groups conducted infrequently with limited customers Continuous, detailed feedback from customers using online communities Simplicity MARKS Iulian Padurariu
- 61. New Product Development New products created by R&D with limited feedback from customers Customers contributing new product ideas to brand team on regular basis Simplicity MARKS Iulian Padurariu
- 62. Customer Interactions One-way marketing from the company Customers expect brands to listen and engage with them on a regular basis Simplicity MARKS Iulian Padurariu
- 63. Brand Positioning Brand positioning created with agency and dictated to consumers Brand positioning created and shared with most engaged, loyal customers Simplicity MARKS Iulian Padurariu
- 64. Targeting TV ad created for the masses, some minimal targeting via program selection Digital campaigns reach consumers in an entirely personalized manner Simplicity MARKS Iulian Padurariu
- 65. “Creative” Campaign created with agency and executed over six-month plan Campaign constantly evaluated and evolved based on real-time data Simplicity MARKS Iulian Padurariu
- 66. Social media allows marketers to deepen interactions with customers Simplicity MARKS Iulian Padurariu
- 67. American Express pioneering Social Strategy since 2007 Simplicity MARKS Iulian Padurariu
- 68. Open Forum • 2007 OPEN Forum began as a way for American Express to disseminate content from the company’s live conferences, which brought together small- business owners to discuss shared issues. • 2008 OPEN Forum had added a blog, in partnership with the blog network Federated Media, to help small-business owners survive the new economic realities in the aftermath of the stock market crash of 2008 Simplicity MARKS Iulian Padurariu
- 69. 2008 Twitter • Rather than simply jumping in, the company undertook an eight-month pilot study to “listen” to all public social-media conversations about its brand. • “With any negative comments, there obviously was an opportunity to turn those into positives. With the neutral, we had a big opportunity to turn those people into advocates. And with the positives, we had the opportunity to amplify.” Simplicity MARKS Iulian Padurariu
- 70. 2008 Twitter • AMEX opted to announce the sale of tickets exclusively via Twitter, bypassing conventional marketing like a website announcement or an e-mail newsletter. The tickets were priced lower than those for a typical concert, and the proceeds were designated for charity; all 1,000 seats were sold within three hours of the first tweet. Simplicity MARKS Iulian Padurariu