Social Media Behaviour and how to harness it - my presentation to the WMG conference in London, November 2011 (Nick Burcher, ZenithOptimedia.)

1. Social behaviour - and
how to harness it
Nick Burcher
18th November 2011

2. The changing nature of the web
90’s browsing 00’s searching 10’s sharing
Graphics credit - Facebook

3. Jeff Bezos 2007
‘anytime you make something simpler and lower friction, you
get more of it... we humans co-evolve with our tools. We
change our tools, and then our tools change us.’

4. “96% of online retailers who offered
customer ratings and reviews said it
was effective for improving online
conversion rates”
Forrester stat quoted by Don Tapscott in ‘Grown up digital’

5. 68%
Of consumers who posted a complaint or negative review on
a social networking site after a negative holiday shopping
experience were contacted by the retailer
Following that contact;
34% deleted their original negative review
33% turned around and posted a positive review
18% became a loyal customer and bought more
Source: RightNow Retail Consumer Report

6. Facebook is now a customer service venue...

8. Social buttons drive sharing and aid visibility

9. Integrations are making sharing easier

10. Social sharing can fuel sales
“Over the past 12 weeks, one share on Facebook equals $2.52...”

11. Moving to an era of collaborative consumption?

12. Why are people sharing?
Social Currency

13. VIDEO: Save The Galvao birds - http://youtu.be/bdTadK9p14A

14. A recurring fixture on Twitter’s Trending topics

16. The rich get richer
People follow other people, people
talk about things because everyone
else is talking about them...

17. ...but not always
‘not all people who accept a recommendation by making a purchase
also decide to give recommendations’ (even with incentives on offer)

18. We need to understand the models - SIR model vs
Threshold model
vs
Viruses don’t discriminate – you have In a threshold model choice is involved –
no choice, you come into contact with you choose to receive, choose to pass on
it, catch it and pass it on and multiple exposure is often needed

19. Lots of small chains rather than a few large ones
‘although Twitter is in many respects a special case, our observation that large
cascades are rare is likely to apply in other contexts as well... our conclusion that word-
of-mouth information spreads via many small cascades, mostly triggered by ordinary
individuals, is also likely to apply generally.’

20. The challenge is in getting noticed!

21. We need to get to critical mass to prompt further sharing
and discussion
O2 used Sponsored Tweets and a Promoted Trend to highlight Priority
Tickets and a forthcoming Kasabian gig

22. Facebook offer a range of Paid solutions that can be used
to create and push Owned and Earned attention at scale

23. Place lots of bets - Frito Lay Facebook Page launch
(Apr 2011)
$3.99 coupons for 24,000 fans
Test kitchen set up in Times Square to show new products
being made
Live cooking demonstrations by top chefs streamed to the
Facebook Page
Sweepstake to win the Electrolux appliances used in the test
kitchen
Farmville players given the chance to harvest sponsored in-
game crops for the chance to earn exclusive virtual goods
1.5m Likes in 24 hours!

25. Ongoing measurement and optimisation improves results
Graphics credit – Twitter Business