PLANNING AND EVALUATINGSOCIAL MEDIA STRATEGIES

THE WAY TO COMMUNICATE WITH PEOPLE HAS CHANGED

Engagement

Conversations

Two-way

No more drawbridge communications

Real time ‘improvised’ communications

70%

Of people trust opinions ofothers shared online

Nielsen, Facebook, iModerate

4xMore likely to buy from a brand they have Liked on Facebook

Users who have liked a brand are active on

Facebook daily

84%

Of consumers learn about brandsthrough social networking sites.

60%

Of users have liked a brand on Facebook

58%60

%Of people actively recommenda brand they have Liked on Facebook

PEOPLE.....

Talk with peopleDon’t tell

Don’t Shout

List

en a

nd r

espo

nd

Op

en U

p

Give people something to TALK about

BRANDS NOW…

PLANNING STRATEGIESPOSTCOR METHODOLOGY

P

O

S

T

C

O

R

PeopleHow the audience behaves online, what they are ready for

ObjectivesWhat are your goals? Listening for insights? Energising for sales?

StrategyHow do you want the relationship to change?

TechnologyWhat social media applications are best suited to your audience

ContentWhat content do you have? What can you easily create?

OperationsWho will run the social channels? How will you respond and join in?

RulesWhat rules and regulation do you need to follow?

POSTCOR METHODOLOGY

Social Technographics

A way to classify people’s behaviour and participation in social media

PEOPLE SOCIAL TECHNOGRAPHICS BEHAVIOUR

POSTCORObjectives & Strategies

TYPES OF OBJECTIVES

1 Marketing: awareness, brand health, brand affinity, sentiment, propensity to recommend

Sales: leads, conversions, traffic 2

Customer Service: complaints, calls3

Insights: reasons for buying, NPD 4

SOCIALLY CENTRIC APPROACH

SOCIAL

ACTION

SOCIAL PROPERTIES

ONLINE ACTION

ONLINE ACTION

OFFLINE ACTION

OFFLINE ACTION

PURCHASE

FOOTFALL

TRIAL

PROMOTION

STRATEGIES: MARKETING

Old Spice Guy

Socially centric TV campaign with tailoredvideo responses to questions in social channels

6M views of responses

30M online views of TVC

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STRATEGIES: MARKETING

Hotel Indigo Neighbourhood Stories

Multi-channel campaign creating advocacy via sharing of stories about local neighbourhoods, aspirational travel and art & design.

43,000 advocate community

10M+ monthly reach

20,000 conversations

4:1 ROI forecast

1

STRATEGIES: MARKETING

Clarks Stand Tall

A socially centric story telling campaign where people shared what makes them ‘Stand Tall’.

Promotion via blogger engagement, twitter, paid media, email and online news sites

51,000 participants

16,000 votes

4:1 ROI

1

STRATEGIES: SALES

KitKat Chunky Champion

A fully integrated campaign across Facebook, TV, press ads, PR and online video

600,000 participants

10% increase in sales

2

STRATEGIES: SALES

Durex Play O: Things that make you go O

A celebration of the things that give you knee trembling excitement based on story sharing on Facebook with community engagement, blogger relations, online media and experiential activities.

7.2M reached

35% increase in sales

2

STRATEGIES: CUSTOMER SERVICE

McAfee Mavens

Peer to peer customer support network, where Fans solve customer service problems for other fans

7% operating cost reduction

3

STRATEGIES: CUSTOMER SERVICE

Dell Rockstars

Customer support community rewarding participants for helping others, submitting ideas and suggestions

16,000 ideas contributed

90,000 tips, comments and suggestions

$1M saved

3

STRATEGIES: INSIGHTS

Mini USA

Listened to conversations in social channels, which revealed owners talked about being part of a community, not performance, economy, spec.

WOM Marketing campaign focused on existing owners

4

POSTCORContent

Operations

Regulations

CONTENT

AUDIT Audit existing content, create new content.

CONVERSATION

TRIGGERS

Develop content into conversations triggers.Use via social media channels.

SPOT OPPORTUNITIES

Use free and paid for tools to spot social media conversations that you want to join

OPERATIONS

LISTENTrack what people are saying, where they are talking

INTERACT Talk ‘with’ people, not ‘at’

ASSESSShould you get involved?What is your organisation’s policy?

REGULATIONS

External:

Consumer Protection Act

CAP Code Extension

Industry specific e.g. FSA

Internal: corporate policy

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EVALUATING SOCIAL MEDIA

THE BIG QUESTION

What is the value of a fan?

THE ANSWER IS

$72Source: PSFK 2011

OR IT COULD BE

$136.38Source: Syncapse 2011

OR IT COULD EVEN BE

$218Source: Best Buy 2012

ACCORDING TO FACEBOOK

4times more valuablethan a non Fan

ACCORDING TO RESEARCH

5.3times more valuablethan a non Fan

Source: Forrester Research April 2012

ACCORDING TO BULMERS’ RESEARCH

£3.82/ weekSource: Bulmers Cider & TNS July 2012

ACCORDING TO MY RESEARCH

£33.54/monthSource: McCann Manchester Oct 2012

ACCORDING TO HUBSPOTVALUE OF A LIKE CALCULATOR

$2,227Source: Hubspot Decemeber 2012

TRADITIONAL MEASUREMENT METHODS

ACTIVITYTVC, poster, release, placement

OUTPUTReach & freq, views, click thrus,

OUTCOMESales, traffic, opinion change, brand health

ACTIVITYPosts, tweets, uploads

OUTPUTInteractions, fan numbers, reach, click thru

OUTCOMESales, insight, brand health, sentiment

Translated into social campaigns

Durex Orgasm gel

PR

Social Media

Social Media & Online

Media

WORKING OUT CAUSE & EFFECT: 1. TIME SERIES ANALYSIS

Aug Jan

4,000

1,500

900

600

SA

LES [

‘00

0] TV

WORKING OUT CAUSE & EFFECT 2. ECONOMETRIC MODELLING

WORKING OUT CAUSE & EFFECT: CHANNEL EFFECTIVENESS 2. ECONOMETRIC MODELLING

MILLIONS

PR

SALES

Door Drops

Twitter

Instore Leaflets

Facebook

Outdoor

TV

POS

WORKING OUT CAUSE & EFFECT: 3. CHANNEL ATTRIBUTION

CAT

Ranks channel by its ability to deliver against an objective

Social is just like any other channel and

the same measurement criteria apply

Listening Tools

Addictomatic

Find out where you are now

FREE: TAKING A SNAPSHOT

FREE: TRACK BY CHANNEL

Key word tracking in blogsTechnorati, google blog search, serph, icerocket, blogpulse

Tracking in forumsBoard reader, board tracker

Tracking in twitterTweetdeck, tweetscan, twittersearch, twitter beep, twittority, tweetdeck, hootsuite

FREE: CREATE DASHBOARD

iGOOGLE DASHBOARD: LAMBRINI

TIPS:Volume pricingAutomated sentiment vs manualAuthorityUseabilityDashboards

LEVEL 1Radian 6AndiamoM-Buzz

LEVEL 2Sentiment MetricsSysomosBrand WatchSM2

PAID ANALYSIS

Alan Carr

LAMBRINI CONVERSATIONS

SUMMARY

PLANNING STRATEGIESListen

Transparent Human

Honest Authentic

GIVE PEOPLE SOMETHING TO TALK ABOUT

RespondEngage in dialogue

TO THINK ABOUT

Are you set up to use social media for customer service or marketing or insights?

What marketing initiatives could you use through social channels?

Are your customers prone to forming a community? Sharing content? What do you have that they might want to share?

Can you use social media to be useful to people? Or entertaining? Or inspire people?

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