Creator Influencer Strategy Master Class - Corinne Rose Guirgis
Neli Kools At World Congress
1. With offices in Mumbai & Los
Angeles, BuzzMeter is a true, nextgeneration digital marketing agency
possessing the experience and
unique creativity to conceive and
launch campaigns that measurably
exceed goals..
THE ART OF SOCIAL MEDIA :
WHAT BUSINESS NEEDS TO KNOW
Presented by:
Neli Kools, Director
2. THE ART OF SOCIAL MEDIA : WHAT BUSINESS
NEEDS TO KNOW
2.
SOCIAL MEDIA AS A REPUTATION TOOL
3.
HOW TO CREATE SUCCESSFUL CAMPAIGNS :
6 THINGS TO REMEMBER
4.
INTERESTING CASE STUDIES
3. WHERE DOES YOUR TARGET
AUDIENCE EXISTS ?
DO YOU KNOW WHAT YOUR
AUDIENCE WANTS TO HEAR ?
THE NEED OF IN- DEPTH DATA
METRICS AND ANALYTICS FOR
BETTER ENGAGEMENT.
4. IS YOUR SOCIAL MEDIA
SPENT EFFECTIVE ?
“ IN 2014
METRICS, ANALYSIS, MARKET
RESEARCH AND DEEPER
STUDIES, WILL UNCOVER
RICHER, MORE TANGIBLE
5. OUR PROCESS
1. DEFINE GOALS
2. SET PARAMETERS
3. SET THE BENCHMARKS AGAINST
WHICH TO COMPARE YOUR
RESULTS;
4. CHOOSE THE BEST METRICS TO
MEASURE YOUR SUCCESS,
5. DATA COLLECTION TOOL;
6. FINALLY ANALYSE YOUR DATA.
6. THE QUEST TO QUANTIFY
SOCIAL MEDIA IS COMPLEX
BUT NOT UNSOLVABLE.
“ CURRENTLY REPRESENTS 5.5%
OF MARKETING BUDGETS AND IS
EXPECTED TO RISE TO 8.7% BY
2016.”
- WE WILL SEE AN INCREASED
EFFORT TO BE DATA-INFORMED
NOT DATA-DRIVEN
7. “ In order to adapt to, and lead,
in the digital world it requires
doing things differently. “
GRADUALLY, SOCIAL
MEDIA HAS EMERGED AN
EFFECTIVE WAY OF
PRODUCING LEADS.
- KEY IDEA IS INFORM &
ENGAGE !
10. 684,478 PIECES OF
CONTENT ARE
SHARED ON
FACEBOOK
“the only thing more difficult than attempting to
calculate how many that is per day, is to deliver your
content in a positive and flawless manner to
maximize your social reputation.”
11. ONLINE REPUTATION: CLENT
HANDLING vs REPUTATION CRISIS
ONE SMALL STAIN OF NEGATIVE INFORMATION
ABOUT YOUR COMPANY, IS ENOUGH TO CREATE
DAMAGE
SOCIAL MANTRA – HEAR WHAT THE CUSTOMER
HAS TO SAY
IF THERE IS A COMPLAINT RESPOND.
IF ITS TAKING TIME LET THEM KNOW YOUR TEAM
IS FINDING THE SOLUTION
WITH A FEW WELL-CHOSEN WORDS, EVEN THE
MOST PRICKLY CUSTOMER CAN BECOME YOUR
BIGGEST FAN.
12. BUSINESSES USING SOCIAL MEDIA AS A
CUSTOMER SERVICE
AMERICAN AIRLINES:
HAS A TEAM OF
- 9 MEMBER TEAM HANDLES SOCIAL MEDIA CUSTOMER
SERVICE
- 6 MEMBER TEAM WORK ON SOCIAL ENGAGEMENT
- 24/7 SCHEDULE TO ASSIST CUSTOMERS
- NEW EMPLOYEE HIRED TO ASSIST CUSTOMERS VIA
TWITTER IS TRAINED IN HOW TO RESPOND
“SOCIAL CUSTOMER SERVICE TEAM MONITORS OUR
SOCIAL COMMUNITIES 24 HOURS A DAY, 7 DAYS A WEEK,
FOR INCOMING MENTIONS. WHEN WE SEE A COMPLAINT,
OUR GOAL IS TO RESPOND WITHIN 10 MINUTES AND BE
EMPATHETIC IN ASKING FOR DETAILS”
13. CITI BANK:
SIMILAR WAY CITI BANK IS ALSO USING SOCIAL MEDIA TO CATER THE CLIENTS
ONLINE. FOR SECURITY PURPOSES THEY LET THE CUSTOMERS POST THE
CRITICAL INFORMATION THROUGH DIRECT MESSAGES OR EMAIL. GOT A
COMPLAINT, TWEET @ASKCITI
23. UPCOMING TREND:
VINE: Twitter
INSTAGRAM: Facebook
This is something that marketers and brands will undoubtedly
be drawn to when designing user content campaigns.
24. UPCOMING TREND: CHALLENGES
•Businesses need to decide whether they really think
that’s an important, or even appropriate environment for
them to appear in.
•Limited time format – worth a serious investment in
time, money & manpower
•Branded videos might get lost in a pool of personal
videos - ‘Sunday on the beach or my first rollercoster ride’
•Advertising in Instagram videos
25. CASE STUDY 1:
Research showed that while men are usually involved in the
purchase and labour of painting, they’re not overly enthused by the
planning process. To help remedy this CIL, a Canadian paint
company, created a Facebook app and invited people to create
more ‘manly’ paint colour names. Notable examples include ‘beer
foam’; ‘razor burn’; ‘hockey puck’; and ‘pansy violet’.
Over a 45-day period and on a small budget, the campaign
generated well over $1,000,000 in earned media exposure, 100
million online impressions and most importantly, a 10% increase in
sales.
There were:
Over 15,000 paint chip names created
Over 20,000 unique users
And the average user spent 10 minutes using the app
27. CONCLUSIONS:
•It is an exciting time now in the word of social.
•Our collective grasp of once obscure and shrouded
processes are becoming illuminated, allowing marketers
to do better, more measurable work.
•Yet the ceaseless innovation within the field presents
new challenges and questions seemingly every week.
•Maintaining an understanding of the emerging trends
in social is crucial.
•
Notes de l'éditeur
…and you will undoubtedly find favor with the king.
