Date post: | 20-Jan-2015 |
Category: |
Technology |
Upload: | tiffany-st-james |
View: | 662 times |
Download: | 4 times |
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
THERE’S NO
SMOKE
WITHOUT
FIRE
Giles Moffatt
Tiffany St James
2012 CLIENT DAY
Thursday 27 October
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
There’s nothing new about Social Media
Aggression
Altruism
Apology
Community
Deception
Dominance
Gain advantage
King-making
Passing the blame
Posturing
Power plays
Social Grooming
Status
Social Cohesion
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Pillars of Influence
1. Reciprocity – returning a “favour”
2. Commitment and Consistency – honouring a previous agreement
3. Social Proof – do what other people are doing
4. Authority – do what the person with the highest title/rank, the fanciest
car, or the nicest clothes says
5. Liking – follow the advice/instructions of people you like or are attracted
to
6. Scarcity – perceived scarcity generates demand
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck
A dramatic shift in trust
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Misadventures
in social media
Getting it wrong
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
You don’t have to be liked to be good….
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Of course it helps if you have a cause
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Some things are surprisingly well liked
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
And some will always just want to be liked
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
There is some good news for Gordon though
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Engagement
Less than 1% of fans of the 200 biggest brands on Facebook are engaged
Facebook fan bases and actual engagement aren't the same thing.
Average engagement for the Top 10 brands with largest fan bases was 0.36%
Highest engagement: alcohol, cars, cosmetics and electronics
Lowest : confectionery, FMCG, retailers, software, social platforms and apps
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
No smoke
without fire
The power of the creative
idea, amplified
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
35 people working 12 hours a day for its three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
35 people working 12 hours a day for its three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
35 people working 12 hours a day for its three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
35 people working 12 hours a day for its three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
35 people working 12 hours a day for its three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
35 people working 12 hours a day for its three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Successful multi-social campaign
35 people working 12 hours a day for its three day duration
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
The Volkswagen Fox
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Brand Engagement
1. A new social shopping experience for fans.
2. Buying a Fiorelli bag is no light decision and the brand have considered this through introducing an app which allows you to superimpose a photo of your bag of choice onto your profile photo and get your friends’ comments before you decide to buy.
3. In this way they’ve encouraged real interaction around their brand are considering their customer’s actual purchasing journey
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Marmite:
Product Testing
1. Marmite last year claimed they were the first FMCG brand to use the sampling ad units available in Facebook.
2. They used this ad format to allow people to register for a free sample of Marmite’s new savoury bar.
3. Clever use of Facebook ads is often overlooked and used well they can bring a campaign to life and allow you to reach new audiences in new ways.
4. Source: Simply Zesty
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
We will take it for granted that you…
1. Know your business
2. Set measurable objectives
3. Know the target audience
4. Know the audience preferred channel
5. Have some ideas around social media platform demographics
6. Have the twinkling creative idea
= to make you implementation planning solid
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE @TiffanyStJames
Moore’s law and open innovation: new tools will develop and evolve. Continuous optimisation
Essentials
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Research and social data build
1. Build a database with social profiling of
2. Sort Twitter Followers by social influence
3. Search client Twitter Followers bios
4. Identify keywords for SEO and social use
5. Use Facebook insights to understand fans
6. Research for social influencers on your topic
7. Identify key social media platform usage
8. Specify monitoring and analysis tools
9. Build social data centre newsroom
10. Bring tools and analytics into one web-enabled viewing and engagement platform
11. Set up key monitoring and alert platforms
12. Set up key response and engagement tools
13. Define pre- during & post event amplification processes
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Amplification set-up
• Make digital assets for social seeding e.g. photos, interviews, opinion, atmosphere, quotes, infographics, research
• Build library (including editorial) and implementation plan of digital assets for dissemination
• Set up social platforms and have access to existing client ones for direct engagement, create social media tags
• Select and brief social media amplification teams, base camp newsroom (including on-location teams if applicable)
• Crisis-comms process for spam-bot newsjacking and trolls, set tpm [tweets per minute] bar of spam
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Campaign roll out
• Additionally, disseminate digital assets e.g.
SEOd press releases, digital content package, previews, video interviews
• Proactive blogger outreach
• Proactive social influencer outreach
• Proactive support of Celebrity endorsement if applicable
• Amplification of engagement
• Reward audience social engagement
• Continually reward engaged advocates
Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE
Post-campaign analytics and insight
1. Social media metrics : Wordle, volume, mentions, sentiment, share of voice
2. Increase from baseline in fans, followers, mentions, blogposts
3. Facebook insights
4. Product interest
5. Digital asset engagement
6. Campaign engagement
7. Visits, traffic, genus
8. Insight: Key client value
9. Brand engagement relationship driven from campaign
10. Customer online journey via tracking URLS
11. Propensity to purchase: relationship between campaign and product sales, sign ups, downloads
12. Useful data and insight on socially engaged audience demographics
13. Database of social profiles and engaged influencers
Your metrics will be
defined by your
campaign objectives.