ALLWEB.MKNovember 2014

DEFINING SOCIAL MEDIA

Social is not a single web site or posting.

It is a collection of natural human behaviors enabled through easy-to-use digital tools and powered by basic motivations of self-expression, sharing, and connecting with others

Behaviors + Tools + Motivations

WHY DO PEOPLE SHARE?• We are wired

to share and be social

• New tools are simply a new way to express a la Maslow

BENEFITS FOR BUSINESS

• Marketing: reach increasingly fragmented audiences

• Communication: enhanced speed and accuracy

• Insights: learning directly from customers

• Customer Service: solving issues in real-time

PICTURES RULE

THUMB SCROLLING

MOBILE BEHAVIOR

THE THUMB SCROLL• How do you make them stop and

pay attention?

• Convergence of mobile with pictures & video

• Seen across Facebook, Twitter, Instagram, G+, LinkedIn and other social platforms

• Will continue to be a key challenge/opportunity in paid/earned media

SOCIAL CUSTOMER SERVICE

MEET EVAN

MOMS ON TWITTER

SOCIAL TEAM JUMPS INTO ACTION

YOU TWEETED. WE LISTENED.

WOLVERINE SAVES THE DAY

SMILES ALL AROUND

BE HELPFUL AND USEFUL

It’s not about being “disruptive,” it’s about being helpful.

REALITY CHECK

Nobody cares about brand posts or strategy

Friends, real people and good stories count

Brands that are helpful and useful can break through

TAPPING SMALL NETWORKS

ALS ICE BUCKET CHALLENGE

• Small idea turned into a global phenomenon

• Estimates that more than 12 million videos and social comments were posted

• Approximately $9.57 raised for each post

ALS ICE BUCKET CHALLENGE

• Small idea turned into a global phenomenon

• Estimates that more than 12 million videos and social comments were posted

• Approximately $9.57 raised for each post

source: http://www.discoveryresearchgroup.com/cases/bid/103821/Social-Media-Research-Metrics-on-the-ALS-Ice-Bucket-Challenge

WHY IT WORKED

• Highly personal

• Networked through friends

• Celebrity support

• Compelling content

• Charitable hook

UNTAPPD

DEALING WITH A CRISIS

‹#›

You Don’t Have to Respond to Everything

MEANINGFUL METRICS

GAP IN USE & VALUE OF DATA

• Organic reach is dying

• Paid media is rising but struggles with authenticity and effectiveness

• ROI of Likes and Followers are decent attempts but not connected to meaningful business outcomes

MORE METRICS, MORE PROBLEMS

© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

No Standard for Metrics

› 95 Forrester Groundswell Awards entries cited 64 different metrics.

Source: Forrester Groundswell Awards 2013 entries

MAKING METRICS COUNT

+ =

• From this:

MAKING SOCIAL METRICS MEAN BUSINESS

• To this:

MAKING SOCIAL METRICS MEAN BUSINESS

MAKING SOCIAL METRICS MEAN BUSINESS

• Quality:Was the order right?

• ServiceWere the staff friendly?

• ConvenienceHow fast was of the drive-through

• ValueIs the price right?

Building Awareness Driving Trial

EXAMPLES OF METRICS

Thank You!

Rick Wion

@Rdublife

rickwion@gmail.com

GAMIFICATION

Using social and competitive elements to find fun in even the most mundane activities

RUN KEEPER