Social Media - When & How to use it for Business. Hannah Smith, Digital Females, London. 21st August 2012.

1. Social Media
When & How to use it for Business
Hannah Smith
Digital Females – August 2012 Hannah Smith @hannah_bo_banna
@hannah_bo_bannaDistilled.net

2. Hannah Smith
SEO Consultant – Distilled
hannah.smith@distilled.net
@hannah_bo_banna
SEOmoz Associate & SEOChick.
Speaker at MozCon; SearchLove;
Think Visibility.
No longer has red hair.

3. what is
social media
for?

5. 2005-2007
I was the Marketing Manager for
Coral Telephone Betting

6. I was
obsessed
with increasing brand loyalty

7. we measured brand loyalty via
net promoter
score

8. what has this got to do with
social
media?

9. we’re getting there
promise!

10. back to
net promoter
score

11. net promoter
what?

12. a
metric created by
Fred Reichheld,
Bain & company

13. ask just
one question...

14. how
likely
is it that you would recommend Coral to a friend or
colleague?
Customers respond on a 0-to-10 point rating scale.

15. What are the scores George Doors?
• Promoters (score 9-10) are loyal enthusiasts who will keep buying
and refer others, fueling growth.
• Passives (score 7-8) are satisfied but unenthusiastic customers who
are vulnerable to competitive offerings.
• Detractors (score 0-6) are unhappy customers who can damage
your brand and impede growth through negative word-of-mouth.

16. What are the scores George Doors?
NPS = % promoters - % detractors
10% of customers are promoters
minus
50% of customers who are detractors
= NPS score -40%

17. What are the scores George Doors?
• NPS can be as low as −100 (everybody is a detractor) or as high as +100
(everybody is a promoter).
• An NPS that is positive (higher than zero) is felt to be good
• NPS of +50 is excellent.
Companies are encouraged to follow this question with an open-ended
request for elaboration, soliciting the reasons for a customer's rating of that
company or product. These reasons can then be provided to front-line
employees and management teams for follow-up action

18. so NPS is a way to measure
advocacy

19. the implication being...
advocacy
is the best predictor
of loyalty

20. back at Coral HQ
everyone
agrees NPS is the metric…

21. trouble was I had
no idea
how to increase NPS

22. Received Marketing Wisdom Said
• I should find my most loyal customers
• Engage with them
• Enable them to spread my messages

23. but no one
managed to figure out how the
f*ck
to do that in a scalable or meaningful way in 2005

24. So I did this stuff instead…
• Welcome Packs for new customers
• Segmented our customer-base & created benefits according to betting habits
• Modelled attrition & created direct mail campaigns to ‘reactivate’ customers
• Made huge changes to our call centre & how we operated
• Press Advertising
• Direct Mail
• Sponsorship
• Email
• SMS odds
• PR

25. NPS
improved
(a bit) & customer attrition decreased

26. But I continued to puzzle over how
marketers might…
• Find their most loyal customers
• Engage with them
• Enable them to spread their messages

27. Fast forward to
2012

28. it’s a lot
easier
now…

30. Coral
on Twitter…

35. What’s changed?
• Social’s allowed Coral to move fast
• Social’s allowed Coral to engage with their
customers
• Social’s allowed Coral an easy way of allowing
their advocates to spread their messages

36. Remember what I was puzzling over?
• Find your most loyal customers
• Engage with them
• Enable them to spread your messages

38. now we have a
scalable
and
meaningful
way to do this

39. SPEAKER NAME - EDIT FOOTER
What’s Social Media
good for?

40. ‘Good’ uses of Social Media...
• Get people talking about you
– Brand awareness / engagement / PR / advocacy
• Shift consumer opinion
– Reposition your brand
• Customer Service

41. SPEAKER NAME - EDIT FOOTER
Get people talking
about you…

43. The Campaign
• TV ad spots
• Compare the Meerkat website
• YouTube
• Twitter & Facebook

44. Results
• 500k Facebook fans
• 25k Twitter followers

45. Results
• 80% increase in quotes
• CPA reduced by 73%
• Brand awareness increased from 20% to 59%
• All their competitors put their creative out to tender

47. The Campaign
• YouTube ad (cost $4,500)

48. Results
• 5.9m views on YouTube

49. Results
• 12,000 people purchased within 2 days of
launch
• It’s rumoured that this was also part of their
VC pitch – yielded $1m investment

51. The Campaign
• An advocacy campaign
– The more you tweet, the cheaper you can eat.
• 6 levels of discount from ‘50p off’ to a
completely ‘free’ (based on numbers of
tweets)

52. Results
• 18,000+ #tweetandeat tweets
• Trending topic 4hrs after launch
• 40,000 people downloaded a coupon

53. Results
• Veg Pot brand awareness increased by 11%
• Pre campaign 16% of their audience was
buying; post campaign this increased to 31%

54. SPEAKER NAME - EDIT FOOTER
Shifting consumer
opinion…

56. The Campaign
• TV ad spots (built the initial audience)
• 205 30 second YouTube videos talking directly
to key influencers & fans alike
• Twitter & Facebook
• Perhaps the first real-time social campaign of
it’s size

57. Results
• 100m views on YouTube
• 80k Twitter followers in 2 days
• 740k Facebook fans

58. Results
• Repositioned a dying brand
• Sales doubled

59. SPEAKER NAME - EDIT FOOTER
Customer service…

61. KLM – Customer Service
• KLM announce a new direct service from Amsterdam to
Miami

62. KLM – Customer Service
• Dutch DJ Seid van Riel & Producer Wilco Jung tweeted KLM
asking them to move their inaugural flight forward a week so
that they could attend a music festival in Miami.

63. KLM – Customer Service

64. Dance Party on a Plane
• KLM brought forward the inaugural flight by one week
AND
• They broke a Guinness World Record for the ‘highest’ dance
party

65. SPEAKER NAME - EDIT FOOTER
Where does it all go
wrong?

66. everybody
else is doing it,
why we?
can’t

67. SPEAKER NAME - EDIT FOOTER
1) Poor Creative /
Product / Service

69. Gio Compario
• Poor Gio never hit the same engagement (or
even follower levels of his meerkat adversary)
• It’s gone so badly their only option to drive
engagement now is to think of creative ways
to kill him off
• Even that doesn’t appear to working that well

70. Why the Failure?
• A great TV ad doesn’t necessarily translate
into a social campaign
• Irritating works on TV
• But not necessarily on social media

71. SPEAKER NAME - EDIT FOOTER
2) Inappropirate
Metrics / KPIs

72. ‘Good’ uses of Social Media...
• Get people talking about you
– Brand awareness / engagement / PR / advocacy
• Shift consumer opinion
– Reposition your brand
• Customer Service

73. ‘Good’ Metrics & KPIs
Purpose: Get people talking about you / Shift consumer opinion
Metrics:
– Brand awareness / Brand perception
• measure before & after
• branded traffic
– Engagement / Advocacy
• Fans / Followers (kinda weak)
• Interaction - Retweets / @Mentions / Posts / Comments (much better)
– PR value
• use traditional PR ‘cost of advertising space’ model
• Also measure conversions - pre & post campaign but don’t expect them to be 100%
directly attributable

74. ‘Good’ Metrics & KPIs
Purpose: Customer Service
Use traditional customer service metrics:
– Queries answered via social media
– Drop in calls? Xbox use this formula
Unique customers engaged with Xbox on Twitter
x
% people who say they would have called instead of tweeting
x
average cost per call
= $$ saved in call centre costs.

75. SPEAKER NAME - EDIT FOOTER
Takeaways

76. Takeaways
• You’ll need a good content (or Customer Care)
strategy
• Remember what social is for – engagement
– it doesn’t exist for you, it exists for the communities
already there
• Make sure your metrics / KPIs are appropriate &
achievable

77. &
don’t forget the
fun

78. questions?
hannah.smith@distilled.net
@hannah_bo_banna

79. Want to Learn More?
SearchLove Conference - 29th & 30th October 2012
£100 Discount for Digital Females Attendees
Enter DIGIFEMSLLON2012VIP
http://dis.tl/DFConference
DistilledU
Sign up before midnight tomorrow to take advantage of our $20 per month
Beta rate
http://dis.tl/DFDistilledU

80. Image Credits
Back in time - http://news.softpedia.com/newsImage/Would-You-Really-Like-To-Go-Back-In-Time-4.jpg/
Social Media - http://www.flickr.com/photos/kexino/6336663225/sizes/z/in/photostream/