Marketing Elements Handouts 29july09

Beyond Twitter: International perspectives and trends in social media

(cc) Anne Bartlett-Bragg, Headshift, July 2009

Thanks for joining us the other day! This presentation has probably raised more questions for you than we were able to address during the session! If you’d like to discuss your ideas further or develop a social media strategy - please contact either Anne - at Headshift, or Cecelia at Marketing Elements! Looking forward to seeing you online! Anne Bartlett-Bragg Cecelia Haddad Managing Director Director Headshift Australasia Marketing Elements 0418 852 581 (02) 9360 3600 [email protected] [email protected]

Headshift is Europe's leading enterprise social computing consultancy - and now in Australasia! We have over 7 years' experience in designing, implementing and growing next generation social software solutions.

www.headshift.com/projects

Impact...

They’re tweeting about your product on Twitter. They’re chatting about you on Facebook. They’re searching for you on Google. [ Impact ] Razorfish: The Razorfish Social Influence Marketing Report: Fluent (2009) http://fluent.razorfish.com/publication/?m=6540&l=1

Impact...

The old marketing funnel is dead. The top down communication channel has changed - forever.

[ Impact ] McKinsey Quarterly: The Consumer Decision Journey (2009) http://www.mckinseyquarterly.com/Public_Sector/Management/The_consumer_decision_journey_2373

These new tools support many forms of participation

★ connects

people

★

they rate & review & share

★

tag & re-organise

★

use alerts & subscribe to feeds

http://www.flickr.com/photos/victoriapeckham/164175205/

Universal McCann: When did we start trusting strangers? (2008) http://www.universalmccann.com/

[ Impact ]

Impact...

Recommendations from personal acquaintances online are the most trusted forms of advertising. 90% of consumers trust recommendations from people they know 70% trusted opinions online Based on 25,000 internet consumers form 50 countries Nielsen Wire (7th July 2009) [ Impact ] Nielsen Wire: Global Advertising - Consumers Trust Real Friends and Virtual Strangers the Most http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/

4,298,046 views 4,298,046 views

When the customer just can’t get themselves heard - where do they go? To YouTube !! Read more about the United Airlines story here: “Smashed guitar YouTube song - United is listening now!” http://travel.latimes.com/daily-deal-blog/index.php/smashed-guitar-youtu-4850/ The link to the YouTube song: United Breaks Guitars: http://www.youtube.com/watch?v=5YGc4zOqozo The response on YouTube: http://www.youtube.com/watch?v=T_X-Qoh__mw

Trends...

Marketing strategies: In need of a new act?

[ Trends ] McKinsey Quarterly: The Consumer Decision Journey (2009) http://www.mckinseyquarterly.com/Public_Sector/Management/The_consumer_decision_journey_2373

Trends...

Self-organising communities: Niche - passionate - taking action

Trends: 1) Self-organising communities Groups of passionate people are using the easily accessible web-based platforms to create niche communities. Many of these are intended to assist people to take action. A great example is: Do the Green Thing http://www.dothegreenthing.co.uk Originally intended for a UK audience - now has a global following. It uses quirky messages in a variety of rich media formats to informally educate and provide people with everyday actions that can make a difference. There are multiple places where members can take action - including Facebook - all actions focusing on spreading the word!

2) Niche social networks MetroTwin is a niche social network created by British Airways to address an identified need (through market research) to provide a network of shared travel experiences between frequent business travellers between London & New York. The site allows business travellers to share their tips and favourite places - the key is the shared experiences with others “just like me”. The results provide a rich resource of preferences to the British Airways - and the travellers enjoy the tips!

Trends...

[ Trends ]

3) People Power For the people, by the people - one of the early claims of user-generated content - and now we see examples of how users are creating and sharing their experiences in ways we would not have imagined 10 years ago! One & Other http://www.oneandother.co.uk A project by Anthony Gormely - to create living art / scultpure on the 4th plinth in Trafalgar Square. For 100 days, 24 hours a day (from 6 Juy - 14 October, 2009) people will have 1 hour of fame to stand (or sit, or whatever) on the plinth. The event is being recorded and streamed live onto a website that also carries blog post stories from the participants, voting by the public on their favourite plinther for the day. The site is being constantly refined as the public requests new functionality. Apart from the visitors in Trafalgar Square, around 300,00 people visit the website every day! Some visitors do literally nothing... others are using the time and space to draw attention to a cause or raise awareness for their own artworks. A truly eclectic, but addictive project! Be warned - once you start watching.. you may not be able to stop! Nova100 http://www.nova100.ilsole24ore.com/ The idea behind Nòva100 is simple: find 100 interesting people, and leave them completely free to write what they want on their blogs. Then generate a site to aggregate and present their work, offering a new way to publish content.

Trends... the Twitter effect

[ Trends ]

The Twitter Effect... No presentation on social media these days could avoid discussing the Twitter phenomenon! (We’ve prepared a separate handout for your reference - more about the “how to”s ) The 3 examples shown here focus on the impact (negative) that Twitter can have and the influence associated with it. However, there are also some great examples of businesses that use Twitter successfully - Dell Computers is just one of the exemplars. Bruno: http://www.theage.com.au/digital-life/digital-life-news/twitter-effect-costs-bruno-millions-20090720-dpze.html From the article (20th July 2009): Audiences are voicing snap judgments on movies faster and to more people than ever before on Twitter, and their ability to create a box office hit or a flop is forcing major studios to revamp marketing campaigns. The “word of mouth” effect is being amplified by the speed of distribution of platforms like Twitter and having an almost immediate effect on the box office statistics - instead of taking a few days for reviews to be published, cinema goers are tweeting their opinions within minutes - impacted attendance within a day! A challenge for movie marketers - that’s for sure! Starbucks: http://bloggasm.com/anti-starbucks-filmmakers-hijack-the-coffee-companys-own-twitter-marketing-campaign Habitat: http://www.madebymany.co.uk/whoever-did-this-should-be-shot-001409

Trends...

Brands must socialise with customers. Brands must develop a credible social voice.

Social Media Today: The Coming Change in Social Media Business Applications (2009) http://socialmediatoday.com/SMC/99991

Listen: Build a radar...

Towards a new relationship with market intelligence

• • • •

Build a radar Monitor and aggregate conversations Discover emerging trends Divert a crisis - protect your brand [ Listen ]

Refer to separate document on Winangali - Headshift’s social radar platform.

Listen: Build a radar...

[ Listen ]

Don’t just dive in!

Think about what you want to achieve... http://www.flickr.com/photos/lucias_clay/2207148004/

[ Engage ]

Engagement Participation

Objectives Interaction

Time

What do you need to think about? http://www.flickr.com/photos/jmsmytaste/90648278/

[ Engage ]

Tips for Implementation

1. Immerse yourself 2. Participate to understand 3. Start small and stay focused 4. Identify your business objectives 5. Define your strategy 6. Choose your tools carefully

http://www.flickr.com/photos/villes/696080093

[ Engage ]

Our tips for Implementation:

The key point is understanding the nature of the interactions that are occurring in the social online spaces and how these may influence or impact your brand, product or service. 1. Immerse yourself Do you have a Twitter account? Do you read blogs? Joining the conversation is a great way to begin - which leads to our next tip: 2. Participate to understand Even if you are not actively contributing or creating content - listening or watching how the conversations are being shaped in your area of interest will provide you with important data to further inform your strategies. 3. Start small and stay focused Try to avoid the scatter gun approach - trying to do everything at once is not only time consuming - but it’s also likely to fail. Consider a small pilot project with clear objectives - then you can evaluate how to move forward. 4. Identify your business objectives The lessons learned from the previous steps can now be collated and analysed to identify clear business objectives. 5. Define your strategy With these objectives in mind, a strategic approach will again ensure you are not randomly allocating resources, providing a pathway to achieve your business objectives. 6. Choose your tools carefully Now it’s time to select the tools or platforms - and NOT before! It is too easy to be seduced by shiny objects - with clear objectives and defined strategies you can avoid this trap.

Questions Q: What would STOP you from implementing social media? Q: What would be the value to your brand? Q: How do I manage all the comments?

[email protected] Questions: Consider the following questions and how they may influence or inform your next steps towards implementing a social media strategy into your current marketing mix? Q: What would STOP you from implementing social media? Frequent responses to this question include: • The IT department won’t allow us to use any social media applications. This response is best handled by an open discussion with the IT department and other organisational key stakeholders. In some instances, we have been asked to prepare reports outlining the nature of the applications and impact to the business’ key IT infrastructure. Alternatively, we frequently recommend that the social media platform is hosted externally, on secure servers, but not integrated into the main business infrastructure. • We don’t know where to start! Our recommendation to this response is always - start small! In particular, start by listening - learn from what is revealed through the social radar approach. Once you understand where the conversations are occurring, you can then make informed decisions about how to engage or participate. • We don’t have any budget allocated for social media strategies Even 5 - 10 % of your overall marketing budget spent on social media activities can reap returns in areas you have not previously considered! Q: What would be the value to your brand? • Direct engagement with customers - direct feedback. Authentic conversations occurring about your product or service can reveal a depth of information you did not previously have access to. • Insights to inform further product development • Ability to ask for feedback on new initiatives • Extend your customer reach Q; How do I manage all the comments? • This is a genuine concern for many businesses. It really depends upon the initiative you have selected in your strategy. For example - if you started with a listening platform - we would expect someone to spend up to 5 hours a week (over 7 days), reviewing and monitoring the platform. If you had implemented a community with an expected high level of customer engagement, you could expect to have someone spend 25% of a full time role as a community manager. • Alternatively, you outsource these roles - both Headshift and Marketing Elements can provide the services of experienced social media moderators who are experienced and understand the nature of these platforms.