Learn the basics of social business from our free social business seminar FRANkademy in October 2011.
We cover the basics such as
- Why you should care about “Social”
- The new opportunity provided by integrating social media into your current business strategy
- The benefits of getting social right
- The best practices and tips for social business
- The potential and application of hero tools: – Twitter, Facebook, Google+ and blogs-
- How to engage your market better through effective use of the tools
- How to use the right metrics and tools for measuring social business success
- How the principles of social business strategy and engagement have been effectively applied (case studies)
2. Today’s Presentation
• THE IMPORTANCE OF SOCIAL BUSINESS
• THE PARADIGM SHIFT
• SOCIAL BUSINESS BEST PRACTICE
• SOCIAL BUSINESS TOOLS
• TWITTER
• FACEBOOK AND GOOGLE+
• BLOGS
• SOCIAL BUSINESS MEASUREMENT
• CASE STUDY – MARTELL HOME BUILDERS
3. DISTRIBUTION-
driven BRAND-driven
INTEGRATED
INTEGRATED
COMMUNICATION
COMMUNICATION
COMMUNICATIONS
CONSUMER/PR-driven
6. Benefits of BOE integration
http://blog.nielsen.com/nielsenwire/online_mobile/nearly-75-of-consumers-remember-an-ad-when-viewed-across-media-platforms/
7. Social Business is no longer optional
3%
22%
3%
80%
http://www.jeffbullas.com/2009/10/30/6-questions-to-ask-the-ceo-when-he-says-social-media-wont-work-for-his-company/
8. Social is growing stronger and stronger
% of brand reputation
attributed to social
http://www.webershandwick.com/resources/ws/flash/FINAL_NA_SocialBrand_ExecSummary.pdf
9. Today’s Presentation
• THE IMPORTANCE OF SOCIAL BUSINESS
• THE PARADIGM SHIFT
• SOCIAL BUSINESS BEST PRACTICE
• SOCIAL BUSINESS TOOLS
• TWITTER
• FACEBOOK AND GOOGLE+
• BLOGS
• SOCIAL BUSINESS MEASUREMENT
• CASE STUDY – MARTELL HOME BUILDERS
13. What happens in 60 seconds?
http://gizmodo.com/5813875/what-happens-in-60-seconds-on-the-internet
14. Current State of Social in Australia
Only 42% 48% have no presence in the space
of Australian
organisations are Only 16%
embracing social media of respondents feel it is
important to have a clearly
defining a social media strategy
Only 14%
consider allocating dedicated
staff and measuring social
media engagement as
important
Only 2%
find dedicating funding a
priority
Source KMPG 2011
Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
15. Benefits of getting it right
http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf
16. Today’s Presentation
• THE IMPORTANCE OF SOCIAL BUSINESS
• THE PARADIGM SHIFT
• SOCIAL BUSINESS BEST PRACTICE
• SOCIAL BUSINESS TOOLS
• TWITTER
• FACEBOOK AND GOOGLE+
• BLOGS
• SOCIAL BUSINESS MEASUREMENT
• CASE STUDY – MARTELL HOME BUILDERS
17. Social Business Best Practice
Tactics/Shop
front
Strategy
http://www.intersectionconsulting.com/blog/
18. The single biggest challenge
http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/
19. Social Business Best Practice
Inevitable Shift
CLOSED COLLABORATIVE OPEN
Silos, separate and Freely sharing information Connecting internal and
information hoarding and knowledge internally external communities for
mutual gain
22. Social Process YES
Positive Case
Positive Engage
Assess Outcome Closed
in Public
?
YES NO
YES
Forward to Positive
Monitor Is it Engage
Negative relevant Outcome
Conversations legitimate? in Private
department ?
NO NO
LISTEN, ASSESS, ENGAG
E MODEL FOR
COMMUNITY MANAGERS
Assess BY FRANk media Assess
Neutral
23.
24. Today’s Presentation
• THE IMPORTANCE OF SOCIAL BUSINESS
• THE PARADIGM SHIFT
• SOCIAL BUSINESS BEST PRACTICE
• SOCIAL BUSINESS TOOLS
• TWITTER
• FACEBOOK AND GOOGLE+
• BLOGS
• SOCIAL BUSINESS MEASUREMENT
• CASE STUDY – MARTELL HOME BUILDERS
39. What else can you do on Twitter?
Track emerging trends
and conversations
40. Twitter’s core benefits
Building relationships
customers and business partners
Sharing information
compelling news and content
Real-time insight
market intelligence, feedback
and customer service
42. Global Statistics
No. of Facebook No. of Facebook
users Pages
(active)
If Facebook were a
country… it would Average value per
be the 3rd most fan
populated in the
world
No. of Facebook No. of users who Like
things daily
apps
70% of users engage
with apps each
month
http://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
43. Facebook in Australia
FEMALE MALE
10.4m users
= 49% of the population
45% 55% = 61% of the online population
Australian Facebook use and
penetration is one of the highest in
the world
Facebook represents 1 in every 5
web pages Australians view
6.6m Australians check Facebook
daily (1/3 of the population!)
http://www.checkfacebook.com/
http://thesocialskinny.com/australians_and_the_internet/
http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif
44. Get ready for the new Facebook
1. Ticker
displays
likes and
comments
2. Timeline
displays
activities
45. What this means for marketers (1)
The pressure is on for marketers to come up with
compelling content and integrate themselves further into
users’ lives
E.g. brands with boring or irrelevant updates will have lower visibility in the
content
news feed
integration
47. How Open Graph Brand Apps work
People can take People can add social
Open Graph apps to their Timelines
actions within the
app. E.g. I cooked it
Your App
News Feed Ticker User’s Timeline
48. What this means for marketers (2)
It’s not all about chasing “Likes” anymore -marketers need to plan for
engagement and getting people to take social actions
enabled by the brand to earn their place in the News Feed
Brands can’t rely on Page traffic through driving Likes
E.g. New public metric: “People Talking About This” shows how compelling a brand
engage
Page is
social actions
49. New Facebook Engagement Metric
“Talking about this”
Likes, comments, photo
upload, video upload, RSVP
to event, answer to poll…in
the last 7 days
50. Industry Benchmarks
Industry Company Engagement Rate
Consumer Products Harris Scarfe 20.7%
Retail Typo 6.9%
B2B SAP 3.7%
Group Buying Groupon 3.8%
Furniture Domayne 3.0%
51. Harris Scarfe
Content:
• Current events e.g. Spring Racing
• Customer Service
Engagement
20.7%
64. Blogs are highly influential
78%
93%
87% Haveconsidered a
Have made a brand/
learn of a new
purchase of a
brand/product/service
product/service a
product/service as blog
as a result of reading a
via blog advertising
result of reading a blog
Nuffnang Australia Survey 2011, 594 respondents
68. Today’s Presentation
• THE IMPORTANCE OF SOCIAL BUSINESS
• THE PARADIGM SHIFT
• SOCIAL BUSINESS BEST PRACTICE
• SOCIAL BUSINESS TOOLS
• TWITTER
• FACEBOOK AND GOOGLE+
• BLOGS
• SOCIAL BUSINESS MEASUREMENT
• CASE STUDY – MARTELL HOME BUILDERS
79. Top 5 key take outs:
SOCIAL IS NOT GOING AWAY- IT IS BECOMING MORE AND MORE
IMPORTANT
INTEGRATION IS IMPORTANT AND SOCIAL BUSINESS HAS A KNOCK ON
EFFECT
A SOUND STRATEGY AND RESOURCES ARE KEY
IT IS NOT ABOUT THE TOOLS BUT HOW YOU USE THEM
WHEN MEASURING SUCCESS (ROI) CONSISTENCY IS KEY
80. Today’s Presentation
• THE IMPORTANCE OF SOCIAL BUSINESS
• THE PARADIGM SHIFT
• SOCIAL BUSINESS BEST PRACTICE
• SOCIAL BUSINESS TOOLS
• TWITTER
• FACEBOOK AND GOOGLE+
• BLOGS
• SOCIAL BUSINESS MEASUREMENT
• CASE STUDY – MARTELL HOME BUILDERS
84. Social Tools
WEBSITE AND BLOG CONTENT TAILORED TO
HOMEBUYER’S
DAILY TIPS AND TRICKS + DIALOGUE
EVENTS, CHARITY PROJECTS, NEWS
SHOWCASE HOMES AND INTERNAL
CULTURE AT MARTELL
85. Results
IN 2007 MARTELL SOLD 16 HOUSES
IN 2010 THE COMPANY SOLD 200!
THAT’S AN INCREASE OF 1250%
87. PLEASE LET US KNOW IF YOU
WOULD LIKE A NO
OBLIGATION REPORT ON
YOUR BRAND’S SOCIAL
FOOTPRINT
THANK YOU!
Editor's Notes
Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
Most companies are stuck in silos. However, social business is a dynamic eco- system of solutions and ideas that thrives on collaboration.
You must be able to deliver the right message, at the right time, through the right channel. Therefore, if your organization resolves to become a social enterprise, you must also make some strategic organizational and structural changes that will allow you to integrate disparate data sources across every channel, departments and country. You need to established ways to communicate across departments, monitor social conversations efficiently, and quickly distribute insight to the right parts of the company.
Social media isn’t a box to be ticked or a department to be manned or even a campaign to be launched. It’s about thinking differently about marketing, customer service, the entire company. It’s about realizing that consumers are running the biggest recommendation service in the world and that, as has been tiresomely often repeated, they define the brand (no, this is not new; yes, this is becoming more obvious and important by the day). All thinking about product, customers and communications, needs to take this into account — it cannot sit in a silo.
Ning = platform for creating social websites
http://www.iconshock.com/halloween-social-icons/
Stats from Comscore and blog.twitter.com
Provides exclusive content for Twitter followers, giving people an incentive to follow the brand.
Jetblue also provides the customer support employee’s name currently on duty.
Replying to customers’ tweets and retweeting what they have said about your brand makes them feel special & gives your brand a human side that people want to bond with
Twitter offers a new channel and outlet for your brand’s personality and humanityTweeting ‘sharable’ content can spread retweets by your followers to help you gain more followers and awareness.Use hashtags to show personality and also create/ join conversations
Use Twitter searches for trends, hashtags, most shared links and join the conversation – this gives your brand greater awareness and shows that you aren’t just about the hardsell but about talking with people as well
http://thenextweb.com/twitter/2011/08/18/twitter-users-are-more-likely-to-impact-your-brand-than-any-other-social-network/ Twitter users are more likely to impact your brand than other social networks because most users have their own personal agenda to gain an audience and want to influence others. Those active daily on Twitter are more likely to make blog posts, comment on blogs, write product reviews, and post videos online – what it means is that what happens on Twitter doesn’t stay on Twitter. Discussions that begin on the platform are more likely to appear elsewhere
Average value of a fan calculated from asking how much fans of a particular brand spent in a year compared to non-fans - $136 value varies depending on how active a given fan isThe economics of the ecosystem (Facebook) slidehttp://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
Profile pages to be replaced with Timelines – realtime stream that chronicles all the events, pictures, posts, activities and so on that has happened to you since you joined Facebook, all the way to your birth (which you can fill in with your own baby photo!). The most recent parts of the Timeline show all or most of your recent activity, but if you scroll down to say 2007, the Timeline shows the highlights of your year. You can also curate your own Timeline, choosing what to show and hide – allowing you to really shape your online profile. The Timeline will no longer show actions such as Liking a brand page. Instead such stories will be shown in the Ticker, a fast-moving set of updates of every action your friends do. Faceboook has made no mention of changes to Pages in the F8 keynote in September, but he has told businesses to “rethink your industries”. If Timeline concepts are extended to Facebook Pages, it will allow businesses to tell the story of the business right from the start, highlight social interactions with fans, and curate the Timeline to showcase the most meaningful milestones e.g. product launches, events.
The tools CHANGE – and old tactics may not work. But new opportunities will keep presenting themselves and being social means taking advantage of them.
ANYTHING can become a social action app – e.g. I cooked, I read, I watched, I ran .. The opportunities are endless. The new social apps also accommodate more granular detail with brand mentions, such as Nike+ allowing for, “John ran 5 miles with Nike+” instead of “John ran.” The potential for a continuous stream of branded social content is exponentially increasing.Soon, Facebook will be allowing advertisers to target Facebook users based on these interactions – e.g. you can target ads for a Coldplay concert to people who have clicked “Listened to Coldplay” through the Open Graph.
Likes are still going to be useful as Facebook ads are more effective with a larger fan base.The tools CHANGE – and old tactics may not work. But new opportunities will keep presenting themselves and being social means taking advantage of them.
Facebook is following suit however with Facebook
Introduced in March, the +1 sharing button debuted with little incentive for web surfers to click on it. If you +1-ed a story on a website that embedded the button, your profile picture would display next to the URL when a friend of yours ran a search with results that included that URL.Google will study the clicks on +1 buttons as a signal that influences the ranking and appearance of websites in search results,The purpose of any ranking signal is to improve overall search quality. For +1's and other social ranking signals, as with any new ranking signal, we'll be starting carefully and learning how those signals are related to quality
What tool suits your business and your objectives?
Facebook is a step by step process in building engagement. Many give up when they don’t see the desired result immediately such as increase in sales. But patience pays off on Facebook and after building interest, trust and engagement, traffic and sales follow easily.http://weblogs.hitwise.com/robin-goad/2011/06/1_facebook_fan_20_additional_v.html
We have heard many times that social media cannot be measured but it is quite the contrary. It is highly accountable and can be measured a lot better than traditional media. For example: A magazine will tell you that it prints 1m copies and has 500k subscribers. How do you know how many actually read the magazine though? And how do you know what articles they exactly read? If you had a blog however, you know the answers to all those questions... Image source:http://shuaism.com/2009/10/the-final-word-on-social-media-roi/
Image source: shutterstock.com. 58614856
MASSIVE RATIONAL SUPERIORITYWE HAVE THE MOSTIT JUST WORKS
BLOCK THAT METAPHORCONSUMERS TAKE A MORE ITERATIVE THAN REDUCTIVE JOURNEYTOUCHPOINTS HAVE CHANGEDTHE OLD WAY OF MARKETING IS UNSUSTAINABLE
http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011www.gapingvoid.comMove from 360 degree marketing, toward 365 days a year marketing.
Profile pages to be replaced with Timelines – realtime stream that chronicles all the events, pictures, posts, activities and so on that has happened to you since you joined Facebook, all the way to your birth (which you can fill in with your own baby photo!). The most recent parts of the Timeline show all or most of your recent activity, but if you scroll down to say 2007, the Timeline shows the highlights of your year. You can also curate your own Timeline, choosing what to show and hide – allowing you to really shape your online profile. The Timeline will no longer show actions such as Liking a brand page. Instead such stories will be shown in the Ticker, a fast-moving set of updates of every action your friends do. Faceboook has made no mention of changes to Pages in the F8 keynote in September, but he has told businesses to “rethink your industries”. If Timeline concepts are extended to Facebook Pages, it will allow businesses to tell the story of the business right from the start, highlight social interactions with fans, and curate the Timeline to showcase the most meaningful milestones e.g. product launches, events.
Profile pages to be replaced with Timelines – realtime stream that chronicles all the events, pictures, posts, activities and so on that has happened to you since you joined Facebook, all the way to your birth (which you can fill in with your own baby photo!). The most recent parts of the Timeline show all or most of your recent activity, but if you scroll down to say 2007, the Timeline shows the highlights of your year. You can also curate your own Timeline, choosing what to show and hide – allowing you to really shape your online profile. Faceboook has made no mention of changes to Pages in the F8 keynote in September, but he has told businesses to “rethink your industries”. If Timeline concepts are extended to Facebook Pages, it will allow businesses to tell the story of the business right from the start, highlight social interactions with fans, and curate the Timeline to showcase the most meaningful milestones e.g. product launches, events. The Timeline will no longer show actions such as Liking a brand page. Instead such stories will be shown in the Ticker, a fast-moving set of updates of every action your friends do.
The Open Graph was introduced in 2010 – which allowed web pages outside Facebook to be liked and connected to the social graph – you may recall that numerous websites have plugins that show you which of your Facebook friends like the page too.Facebook has recently allowed for integration of ANY arbitrary objects and actions from 3rd party apps – media organisations have gotten involved e.g. the Huffington Post Social Reader app, allowing their content to be read on Facebook, which in turn, publishes details about what content is being consumed and spreading it through the news feed & ticker. ANYTHING can become a social action app – e.g. I cooked, I read, I watched, I ran .. The opportunities are endless. Photographers can use the apps to feature photos they take, music lovers can share their playlists, and so on. Facebook has designed the Open Graph structure to enable aps to grow more quickly based on usage – the more engaging your app is, the more people will discover it on Facebook, and hence, discover your brand.
designed the Open Graph structure to enable aps to grow more quickly based on usage – the more engaging your app is, the more people will discover it on Facebook, and hence, discover your brand.
E.g. brands with boring or irrelevant updates will have lower visibility in the news feed as users have the power to hide them
Traffic to site, reactions to articles (tweets, retweets, likes, +1 etc), time spent on site, most popular content, sentiment, who mentions your brand on Facebook the most, how writes on your brand fan page the most, what are your competitors doing, etc.Often social media metrics are sales, Awareness, Lead Generation, Loyalty etc. which are takes time to build with social media but not impossible Image source: http://www.mediabistro.com/mediajobsdaily/office-gossip-aint-all-that-bad_b1671
Nuffnang Australia Survey 2011, 594 respondents
www.intersectionconsulting.com/blog
Interesting to note here that this was initially set up on Flickr, but they were kicked off for violating the terms of service. Not to get off on a tangent, but Flickr refuses to grow a spine when it comes to their non-commercial policy. They ban people who are reported by the community for being in violation of terms, but not everyone in violation of the terms. When I asked them recently how a business could use Flickr they said they couldn’t, but then the community decides so they won’t prevent you. This is a cop-out, spineless and unfair to all users. Large corporations have their entire photo catalog on Flickr and Martell’s pictures of homes in progress — not homes they are selling — gets banned? Give me a break. Grow a set Flickr. Either get rid of the term or enforce it across the board.)