Social Media in Context
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Chas Sweeting
11 September 2012
Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012
Hello
• Second telecommunications company in the UAE. 47% market share, over 5 million customers within 5 years (launched 2007).
• A complex market for social media.
• One of the first UAE companies to adopt social media:
• @dutweets (Oct 2009)
• www.fb.com/du (Feb 2010)
• www.youtube.com/theduchannel (2010)
• Foursquare (2010)
• www.linkedin.com/company/du (2011)
• Instagram & Google+ (2012) … and more coming
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Our story
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This is perhaps a familiar story …
Customer care
Marketing
Exec management
Tools
Agency
… and now you need more people & budget
We’re lucky to have a great brand (team)
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• Vision: “To enhance your life, anytime, anywhere”
• Our values: Confident, Friendly, Honest, Surprising
• Mission: “We want to delight our customers, be the employer of choice for the best talent, create optimal value for our shareholders through business excellence and innovation, and proudly contribute to the transformation of our community.”
Identity guidelines ensure consistent communication
6
You can spend a lot of money on tooling…
• Listening & monitoring tools
• Community management platforms
• Helpdesk
• App engines
• Content & follower analytics
• Competitor analysis
• Content recommendation engine
• Ad optimization
• Analytics
• Internal (enterprise) social media
Note: we do NOT use all of the above. Sample logos for demonstrative purposes.
Our 3 levers for Facebook
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Content
Ads
Apps
We’ve been fortunate with content
Events & sponsorships CSR Marketing Add life to life
People - what we look for in our agency
1. Trust and expertise. Understand the local market.
2. Content creation capabilities - Great copywriters - Image & video production - Event coverage
3. Technology tooling, especially VoC.
4. Discipline & delivery
5. Ability to launch campaigns. Creative execution
So, we’ve been doing some cool stuff and it’s been relatively easy to fund social media so far ... But it’s going to get more difficult to justify investments.
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We’ve got a gazillion fans.
We just got retweeted by Mr Big
Influencer
Our hashtag was the trending topic for a
day
Our page score is higher than our
competitor’s
Our sentiment analysis is 8%
positive, 3% negative & 89% neutral
We’ve got more combined fans & followers than X
We’re ranked # in some guy’s list of top companies in social
media
Because this won’t cut it much longer …
What is social media really delivering?
Organization mission
Organization goals
Departmental goals
Social media goals
SM tactics
SM metrics Source: Angie Schottmuller, 2012
Start here
Not here
Social media strategy funnel
At the outset, it was perhaps better to “just do it”. At some stage, you will need to plan better .
For example, for customer care ...
Business goal Digital goal Digital KPI
Improve customer satisfaction
Resolve issues online in a timely manner, turning customers into evangelists. Website user experience
Average response time Average resolution time # issues resolved Goal completion NPS
Looking at digital marketing in particular
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Business goals translating to digital KPIs
Business goal Digital goal Digital KPI
Use digital channels for more efficient marketing
Consideration Conversion Performance
# interactions # leads # sales Website conversion rate eCPC eCPL (cost per lead) eCPA
But do not get bogged down in numbers - select the few metrics which mean the most to you. Do NOT set yourself up for failure (e.g. online sales)
Digital
Social is just one part of the puzzle…
ATL
BTL incl. retail
PR
Events
Digital
Search
Social
Display
Website UX
Video
Affiliates
Traditional CPM buys
Sponsorships
Mobile
RTB Networks Incl. GDN
Sometimes social has an impact in launches…
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0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
يوليو 28 يوليو 27 يوليو 26 يوليو 25 يوليو 24 يوليو 23 يوليو 22 يوليو 21 يوليو 20 يوليو 19 يوليو 18 يوليو 17 يوليو 16
Paid Media & Referrals Social Paid Search Organic Search Direct
And other times much less so …
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0
2,000
4,000
6,000
8,000
10,000
12,000
Paid Media & Referrals Social Paid Search Organic Search Direct
Conversions may result from multiple interactions
E-mail Display Paid search Social Purchase
online
… and multi-channel gets even more complicated
Paid search Print
(magazine) Website
Online Display
Purchase at store
So how are you attributing value?
0% 0% 0% 100%
Last touch
100% 0% 0% 0%
First touch
25% 25% 25% 25%
Linear / equal
50% 0% 0% 50%
Other
Because that will instruct where you should be putting your money ...
2010 2012 2011
Display
Search
Social
Display
Search
Social
Display
Search
Social
?
2013
A final word on where we’re putting our money
Search
Social
Display
Website UX
Video
Affiliates
Traditional CPM buys
Sponsorships
Mobile
RTB Networks Incl. GDN
Wrapping up..
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• It’s not rocket-science. It is a lot of work though. You need to be disciplined.
• There’s a time to be agile (’just do it’) and a time to plan. Understanding how social & digital KPIs deliver on business strategy help you prove value.
• Keep social media within the context of other marketing channels, attribute value & re-invest accordingly.
Good luck
Questions?
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Thank you!
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