Managing the online social consumer: A guide to social media marketing for Marketers

transcript

Presented by:Anand Varadarajan

dandDhanya Menon

August 07, 2010

3/28/2012 Iam Social, Are You? 1Disclaimer: All case studies included in this presentation were cited for informational purposes during the conference. Brand and image logics/logo belong to the respective brands.

From Then to Now…From Then to Now…

Iam Social, Are You? 2

Scenes From The Real WorldScenes From The Real World

3Iam Social, Are You?

Any customer can have a car painted any colour that he wants so long as it is black.Remark about the Model T in 1909 published in Henry Ford’s autobiography My Life and Work

3/28/2012 4

Remark about the Model T in 1909, published in Henry Ford s autobiography My Life and Work (1922) Chapter IV, [p. 71‐72]

Iam Social, Are You?

Era Of Customization Starts With Barbie!! (Post P h )Purchase)

Dell As a Growth Machine- Custom Built C t (P h )Computers (Pre-purchase)

Dell.com website in October 1997in October 1997

Reva Color It (Pre Purchase)Reva Color It (Pre Purchase)

Personalized FoodPersonalized Food

Enter The Social Borderless WorldEnter The Social Borderless World

h ‘S i l’ i th t t…where ‘Social’ is the strategy

Nike Running (Nike + Program)g ( g )

• Sensors in shoes linked to runner’s portable media players.• Runner’s upload data and track their progress online

Runner s upload data and track their progress online• Nike gets critical user analytics

Cirque de Soleilq

• Facebook offers exclusive content such as backstage photos and videos, interaction with performers and show updates

• Widget lists shows in the town based on the fan’s mood (>100,000 fans)Iam Social, Are You?

Fedex Print OnlineFedex Print Online

• Anytime anywhere ordering of prints

Anytime, anywhere ordering of prints• Integrated with online document managers such as Google DocsTM

BharatMatrimony.com - The Power of Ch iChoice

Mail Chimp - DIY e-mail CampaignsMail Chimp DIY e mail Campaigns

Social Engagement As Core StrategySocial Engagement As Core Strategy

• Listen and engage with consumers• Build communities• Build communities• Aggregate and distribute content across the

social web• Provide a comprehensive digital consumer

experience

Executive Dilemma In Empowering CCustomers

• Should we share plans with customers and make them a• Should we share plans with customers and make them a part of our extended team?

• Can we face the consequences of not responding?• Can we integrate enterprise systems with public forums?• Can we let go of the 'command and control' form of

communication?communication?• Can we be open to scrutiny by customers?

Social Media Cannot Be IgnoredSocial Media Cannot Be Ignored

G th i F b k U Growth in Twitter UsageGrowth in Facebook Usage Growth in Twitter Usage

Growth in LinkedIn Usage

Iam Social, Are You?Source: Google Insights

Positive Brand AdvocacyPositive Brand Advocacy

Negative Brand AdvocacyNegative Brand Advocacy

Patient AdvocacyPatient Advocacy

Positive patient advocacy for the new smoking cessation drug

Online discussion boards serve as anOnline discussion boards serve as anempowering tool for patients

Patients ask informed questions and take control of their health & treatment

take control of their health & treatment

A Tectonic Shift From The Past

Social Media'Word of mouth' spread throughWord of mouth spread through

social networks

Consumer Generated Brand AssociationAdvertising

Advertising based on consumer perception

Brand AssociationAttributes associated with the brand by consumers

King ConsumerConsumer BuzzAttention grabbing properties

Online Communities

g g p pof the brand & cascading

impact it can generateBrand Advocacy

'W d f th' d ti

Micro community sites; Rating & review sites;

Consumer & media blogs

'Word of mouth' recommendation of the product or service

ConsumerSocial MediaConsumer

Deciding On The ‘Social’ AgendaDeciding On The Social Agenda

Listen To Customers- Share My IdeaListen To Customers Share My Idea

Engage- Share My StoryEngage Share My Story

Engage- Design The World a CokeEngage Design The World a Coke

Resolve Issues-@comcastcares On TwitterResolve Issues @comcastcares On Twitter

For better customer service

Alternative to jammedAlternative to jammed inbound call center

Brand Marketing- Corporate Blog: Gene Logic

• More than 300 LinkedIn followers

• Highly targeted audience has improved marketing campaign effectiveness

Social Message- Tata Tea 'Jaago Re' C iCampaign

• Encourage India's youth to participate in elections

• Redefined awakening attributes of tea

CSR- TOI: Lead India CampaignCSR TOI: Lead India Campaign

• Involved people from all over country• Involved people from all over country

• Made people feel good about their contribution

• Generated massive buzz and visibility

Establishing Brand Communication- The A “C ll M ” C iAxe “Call Me” Campaign

• Audacious and Bold

• Voices the bold expression of today's youth

• Massive buzz and offtake

Listen to Customers- Consumer Generated Advertising: Honda InsightHonda Insight

• Using online buzz topics to create ad

• Timing of ads with launch

• Used bloggers' comments on green BG for Eco-friendly

C O BecI want to:

I am a CEO.I am Social com• Perceive Competitor Strength ing ‘

• Measure company’s brand strength• Monitor Key Corporate Functions ‘S

y p• Monitor Internal Metrics• Track Customer Engagement

cial’

• Track Customer Engagement• Valuation

Perceive Competitor StrengthPerceive Competitor Strength

Technical analysis of your website relative to your competitorsTechnical analysis of your website, relative to your competitors

Perceive Competitor Strength

Track competitor communication and evolution of its strategy over the years

Perceive Competitor Strength

Perceive Competitor StrengthPerceive Competitor Strength

Analyze social media for chatter about your competitor’s productsy y

Measure Company’s Brand StrengthMeasure Company s Brand Strength

Holy grail of marketing: When brand nameHoly grail of marketing: When brand name becomes synonymous with category

Measure Company’s Brand StrengthMeasure Company s Brand Strength

632,600 1 558 678

fans 1,558,678 fans

• ‘Social’ tools for better and quicker brand dominance

• Higher popularity linked to brand advocacy

g p p y y

• Customer centric product development (Dell laptops)Iam Social, Are You?

Monitor Internal MetricsMonitor Internal Metrics

• Establish realistic objectivess ab s ea s c objec es• Identify key people inside the organization responsible

for social media strategy• Maintain a clear reporting structure• Create written policies for social media management• Determine platforms for responding to social media

communicationF h i i t l it i ti ith h• Form cohesive internal units communicating with each other using collaborative editing tools. E.g. ScrewTurn Wiki (http://www screwturn eu/ )

Wiki (http://www.screwturn.eu/ )

Dell Case StudyDell Case Study

• Dell Forum for peer to peer communication (1 5• Dell Forum for peer to peer communication (1.5 m members, 5K-10K posts/ wk, 15000 accepted solutions and topics include support, pre-purchase & enthusiasts)

• Dell Blog (www.direct2dell.com): timely and direct communication; includes guest influencers

th• @DellOutlet 80th most popular Twitter account: To share news and offers

• www ideastorm com to encourage ideas• www.ideastorm.com to encourage ideas, feedback and innovation (12000 community-generated

ideas; 400 implemented by Dell)

Choose Your Preferred Customer E t T lEngagement Tool

• Identify the social media tools being used by your customersused by your customers

• Estimate when and how to engage with tyour customers

• Establish the frequency of your engagement with your customers

Coca- Cola’s Successful Engagement St t O F b kStrategy: On Facebook

Apple Goes The Forum WayApple Goes The Forum Way

Axe Finds Its Consumers On TVAxe Finds Its Consumers On TV

Threadless Uses Twitter For Apparel Design U d tUpdates

Business ValuationBusiness Valuation

• Important parameters for valuation are Monthly traffic, visitor value, Ad revenue, sales revenue and monthly incomerevenue and monthly income multiplier (no. multiplied with monthly income for the site)

• Number of email addresses and domain names, brand value and monthly traffic value

I want to: C O B

ec• View company dashboards

I am a CEO.I am Social com

View company dashboards• Overview of major projects

E fl fProjects ing ‘

• Ensure a proper flow of information between d t t d

‘Soc

departments and geographically dispersed t

cial’

Share project calendars and stay tuned to th l t tthe latest

Projects go well when people talk to each other discuss issues openly

Projects go well when people talk to each other, discuss issues openly and communicate clearly

View dashboards of projects and activitiesView dashboards of projects and activities

Real time collaboration ensures faster tiresponse time

Overview of projects and milestonesOverview of projects and milestones

Schedule periodic meetingsSchedule periodic meetings

I want to socially engage people for:

• Public Relations

I’m a Marketer.I am Social

Bec• Public Relations

• Running campaigns• Getting people to know me

g p p• Getting people to listen to me• Market understanding

B d t M t/ B t t i

ing ‘

• Budget Management/ Bootstrapping• Targeted conversations• Knowing & engaging prospects as well

‘Soc

Knowing & engaging prospects as well as customers

cial’

Public RelationsPublic Relations

• Used for Customer Communication

• Faster responseIam Social, Are You?

Run CampaignsRun Campaigns

L t’ PlLet’s Play Makeover- Estee Lauder

Lauder

Run CampaignsRun Campaigns

Create your own donut and share it online!

Getting People To Know MeGetting People To Know Me

Getting People To Listen To MeGetting People To Listen To Me

Tools to obtain customer feedbackTools to obtain customer feedback

Getting People To Listen To MeGetting People To Listen To Me

Make them listen to you… with some excellent free tools for podcast, li id t d li t di !online video, screencasts and live event recordings!

Understanding The MarketUnderstanding The Market

Consumer BrandConsumer Brand Perception Using Social Media

Source: Nielsen

Source: Nielsen Buzzmetrics

Budget ManagementBudget Management

Case Study- Econsultancy Digital Marketers UnitedKey questionsKey questions

• How exactly should we be using Twitter?• Could Twitter drive significant traffic?• Could Twitter drive significant traffic?• How to measure its value (quantitative and

qualitative)?

Is the effort commercially viable?

| 61Iam Social, Are You?

Budget Management- Case StudyBudget Management Case Study

A few tips on getting followers• Actively encouraged users to follow through signatures, site footers, email footers, business cards

A few tips on getting followers

business cards

• Actively tracked and responded to people who talked about themtalked about them

• Personal and company Twitter accounts

T itt B d ‘T t Thi ’• Twitter Buzz and ‘Tweet This’ button on each blog post

• Live Twitter Feed on h

homepage

Analysis of online traffic trends- using Google Analyticsy g g y

Analysis of sources of traffic: Social Media Vs SEOy

Source-wise conversion rate analysisy

Case Study- Average Value/Visit By Digital Marketing Ch lChannel

Affiliate

Social Media

Paid Search

Iam Social, Are You? | 66

Paid Search

Targeted ConversationsTargeted Conversations

• Create customer groups based on their buying motivatormotivator

• Track all of them using TweetDeck

Knowing And Engaging Prospects/ CCustomers

Introduction to Foursquare: Business potential of location-based services, separate apps for iPhone, Blackberry, Android & othersp pp , y,

Knowing And Engaging Prospects/ CCustomers

Highly informativeHighly informative, engages techies and showcases internal talent

I want to: B

ec• Keep in touch with all project

I’m a Marketer.I am Social com

Keep in touch with all project members

• Stay updated with project Projects ing ‘

• Stay updated with project activities and milestonesK t k f il t d

‘Soc

• Keep track of milestones and delays cial’• Work on projects real time

Keep In Touch With All Stakeholders In a P j tProject

Organize Project Activities And TasksOrganize Project Activities And Tasks

Share And Upload DocumentsShare And Upload Documents

Organize And View Various Project Related A ti itiActivities

Collaborate On The Project With St k h ldStakeholders

Track And Analyze Project ActivitiesTrack And Analyze Project Activities

Th nagihe ‘S ng P

Socia P

rojeal’ W ects

Zoho ProjectsZoho Projects

BasecampBasecamp

Central DesktopCentral Desktop

HuddleHuddle

Whodoes 2.0Whodoes 2.0

Project HQProject HQ

ComindworkComindwork

Projectmanager.comProjectmanager.com

Thank you!