Building Social Brand Platforms for Today's World

Building Social Brand Platforms
for Today’s World
MRM Worldwide 1

Marc Kremer

Waseda Marketing Forum
Feb 10, 2011

Copyright © 2010 MRM Worldwide Inc. All rights reserved.

Social Media has exploded
onto the scene…
2

but what’s in it for companies?


Actually that question is best
answered by asking:
where are PEOPLE spending their
time, and what are they doing?
3

because it’s people who are in the
driving seat…

it’s people who are calling the shots!


4


“The revolution of the youth of the Internet.”
Wael Ghonim

5


6


A manual for Egyptian protesters circulated via “email” and
“Twitter”, The Atlantic, January 27, 2010.

9

Consumer generated “brand” media

9


Globally, more people, more of the time, are using
social media than email.

10


Japan is more addicted to twitter than the US
NOW:
% Twitter Reach Japan v.s. U.S. 16%
16
Twitter.com- Japan
14
Twitter.com- US 12.3
12

10
11

8
10.2
8.2

6

4

2 0.6

0
09.Mar 09.Apr 09.May 09.Jun 09.Jul 09.Aug 09.Sep 09.Oct 09.Nov 09.Dec 10.Jan 10.Feb 10.Mar

Copyright © 2010 MRM Worldwide Inc. All rights reserved. Data Source: Net View from Nielsen NetRatings March 2010

Critical mass in Japan

Blogs
16.9 M Blogs in Japan

Facebook
5.3M visitors
12

YouTube
twitter 37M visitors
13.2M visitors

Mixi
13.2M visitors

Data: Ministry of Internal Affairs and Communications

2011 is the year of Facebook!

13


Facebook added 248 million users last year

14


In Japan, 161,000 new Facebook users added 1
week after “The Social Network” opened

15


Social media is in our pockets, all the time

16


Social media is a way of life
Post
Retweet
Tag
Mail

Share

17

Have a
Access Interact
need

Learn Twitter Read
Research Facebook Comment
Tell Mixi Rate
Connect Youtube Follow
Blog Play
Others

1
Copyright © 2010 MRM Worldwide Inc. All rights reserved. 7

People are ready to participate with brands
30.2% thinks they can
Internet users
get new information on SNS

46.8 %
users think positive of companies
that have micro blogs or blogs.

People want to talk to brands, and are
willing for them to earn their loyalty
users think that corporate communities
36.2% in SNS is good as they can interact with
the brand and participate on changes to
the products or services 40.4% join branded
users want to
communities on SNS
18
*2009 Internet Whitepaper – Gov’t of Japan MRM Worldwide Inc. All rights reserved.
Copyright © 2010

So to recap:

-Social media is where people are gathering in
high numbers, and where they’re spending
most of their time online.
19

-Social media is a way of life.

-People are willingly interacting with brands in
social media.


Now let’s come back to our original
question…
20

What’s in it for companies?


The Three Big Business Goals

•Real time listening and
conversation, leading to
long-term, sustained
revenue and ROI Increase
•Innovation Revenue
•Brand building

21

Improve
Reduce
Customer
Costs
Satisfaction
•Customer Service •Customer Service
•Social CRM •Intelligence
•Innovation •Innovation
•Social CRM/community

Source: Social Media Metrics, Jim Sterne

CMOs are becoming focused on business results

Source: eMarketer.com, Feb 8, 2011

Clearly there’s a lot in it for
companies.
23

The question then is: what
should they do, and how should
they do it?


The pillars of a social media platform

1. Intelligence – 24/7 focus group

2. Real time listening and conversation – social media platform

3. Innovation – crowd sourced R&D
24

4. Customer Service – the call center of the future

5. Social CRM – from one-to-one to one-to-many, to many-to-
many


1. Intelligence

25


Intelligence™

MRM Intelligence™ is a consolidated search & social
media tool-suite for uncovering consumer
intelligence on motivations & needs, based on
actual behavior.

26

Buzz: Number of Posts | Share of Voice
Advocates: Influencers Triggered Discussions
Context: Topics | Sentiment

Monitoring & Insights


Social Media Insights
Generate Insights & Next Steps based on Social Media Monitoring, leading into Activities
Evaluation and Optimization

27


Buzz Measurement
How Marketing Activities & Social Media Buzz are related

TVCM
TVCM

Promo Launch
Winter Campaign
Blog Posts

News Alerts Mixi

YouTube

Facebook

Twitter

Oct. 15th Nov. 1st Nov. 15th

Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product
evaluation

Promotion
New Product
(Tweet)
(Tweet)
Visitors Blog Promotion Bought
12,000 (Tweet) 300
11,000 270 29
10,000
240
9,000
210
8,000
7,000 180
6,000 150
5,000 120
4,000 29
90
3,000
60
2,000
1,000 30
- -

Visitors Buyers Blog Posting


2. Real Time Listening & Conversation
A social media platform that provides long term real time
listening, conversation, measurement, reporting and
optimizing.

30

Real Time
Listening and Conversation


The Traditional Marketing Communications Approach

Fighting the battle of acquiring and losing customers – ROI is unsustainable

31
ROI

Campaign Campaign Campaign Campaign Campaign Campaign

campaign campaign campaign campaign campaign campaign
content content content content content content


Sustaining ROI through content & community
While campaigns and content change over time, the social media platform
acts as a flexible structure and process. By filling in the gaps between
campaigns buzz is sustained and brand loyalists are retained. At the same
time, the overall return increases as more people join the community.

Campaign Growth curve
Campaign with growing
Campaign community
Campaign
Campaign sustained 32
Campaign sustained
ROI

sustained
sustained
sustained

campaign campaign campaign campaign campaign campaign
content content content content content content

Social media platform
2011 2012


“If you are going to engage, you have to have a plan
and make sure that resources are available. Because
you can’t gracefully exit — once you’re in, you’re in.
The days of walking away from a campaign are over
— once we engage, we have to commit to it.” 33

Denise Morrissey
Online Community Manager, Toyota


The Consumer Decision Journey

34

Source: HBR, “Branding in the Digital Age: You’re Spending Your
Money in All the Wrong Places”, by David C. Edelman


MUJI
Muji uses social media much more
like international brands – as a
long-term, interactive platform that
builds customer engagement,
community, customer service and 35

brand preference.
This approach has already shown
concrete financial results.


MUJI x Twitter x Facebook

36

 # of Followers : 124,789  # of Fans : 14,020
 Posts : 5,638 since 2009/10/29  Contents: Wall, Global Muji introduction,
 Sales, new products, twitter campaign information column, Campaign, Muji Books, Event, Photos


Muji’s approach to social media
1. Answering Questions
Oh, This is nice. What size
is this when I fold this?
Did not find the size on
this page. RT@muji_net:
LED Mobile Light

@Username The size
is width 3.5 x Depth
14.6 x Height 3.3
37

2. Claim Responding 3. Responding to “Thank you”
Have finished the Cake
Every time Muji web house! Also made sledge
renewal, I need to sign with surplus dough.
up. That’s ridiculous. Will
never register it.

We apologize for the
inconvenience due to the
system change. We will Thank you for your tweet
try our best for the and image. Very great
improvement. cake house! And the
sledge is cute too!


Muji Twitter demonstrates financial results
Globe which allows using Touch Panel <Sales after tweeting from the Average>
365%

254% 275% 263%

For iPhone users... Part2.
Everytime we want to make our
fingers warmful. “Globe for Touch
Panel” 1,980 YEN

38

Digital Photo frame 270%
300%

220% 210%

Well, we were reputed for our “Digital
photo frame”. From this month, selling
it again.
7,900 YEN

The 1.5 times to 3 times Sales were recorded after tweeting


Managing a Social Media Platform in real time
• A process of interacting across social media channels in a
systematic and effective way.

• A set of documented rules and guidelines which must be followed
to maintain consistency and quality of the brand.
39
• Staffed by a dedicated team that handles strategy, planning,
listening, conversation, reporting and project management.

• A set of KPIs that act as a guide for how to measure success and
optimize where needed.


The Team in Action
My wife likes xyz
brand. What can I
get for her
birthday?
Get her an
Hi! Checkout ABC DeluxeFacial
Facial Cream. Moisturizer. The best
http://abc/def for winter XYZ special kit will
be back! Can I
Great suggestion! reserve a kit?
Thanks for using XYZ.
Here is coupon for
you!

Love that song, who 40
sings it?
XYZ is getting ready for
the spring season.
Check our TVCM

I wish you had
products for cats
XYZ has the best products
for your puppy http://hij
Have you tried out our Let me know as I could
store locator? send you a sample
http://storelocator
Just checked and we
have this item on
stock

My dog has very
Where can I get the
sensitive hair, any
Limited Edition body
recommendations?
lotion


Deciding the roles for social channels

Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation 41

Customer service
Messaging
Viral
Purchase


Engagement in social media

42

Each engagement profile represents a wide range of industries, with each industry
having presence in at least two different engagement profiles.

Source: engagementDB Study


Deep Engagement

43



Deep Engagement
Larger reach

44



Deep Engagement
Larger reach

45

higher gross and net margins



Process and Tasks
The following are the list of processes that a multi-channel social media program
needs to function:
Activity Description Staff Roles

Monitoring Staff use automated tools as well as manually monitor select social networks, SM Specialist
Twitter, blogs, YouTube, and others to measure buzz, sentiment, read influencers’
posts to gauge conversations and respond in kind.

Publishing Posting text, video and photo contents to social media channels in the voice of the SM Specialist
brand. Copywriter

Moderation Engaging in community conversations with the purpose of guiding, informing and SM Specialist 46
stimulating the group.

Response In answer to user generated posts, tweets, or comments; the team responds as SM Specialist
brand representative to influence conversation and build relationships. Copywriter

Measurement Based on selected KPIs (ie. levels of buzz, followers, influence, etc.), the team Data Analyst
measures the success of social media effectiveness.

Promotion Using high trafficked channels (ie. Twitter, Facebook, Mixi), the team promotes SM Specialist
content (ie. campaign videos), promotions, product benefits, events in ways that
create a viral effect.

Maintenance On-going planning, scheduling, creative, content updates Planner
Copywriter


3. Innovation
47


A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor
② Design the label ③ Name the product

Results:
• New flavor “Connect” (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brand
• 1.4 million fans on Facebook (from less than 400K)
• Over 1 million users who feel ownership of the product
& over 1 million potential purchasers on its launch
• Over 10% of fans actively participating in the product
development
• Free PR on mainstream media
* Vitamin Water has decided to close its website and drive all traffic to its
Facebook page


4. Customer Service
51


How social media could be used for customer
service
1. Give advice and answering questions for new and existing customers
about how to choose the best product service
2. Customers can also solve each other’s problems in online discussions
reducing the amount of contact needed from the company
3. Customers bond with the brand by improving enjoyment after purchase
by answering usage questions 52


Customer service – Zappos.com case study

Build customer trust by
taking time to help
•Online shoe retailer making big use of social
media as a word of mouth engine
•Focus on making a real connection, not just
selling product but help find the right product
even if they don’t carry it
•Staff encouraged to be transparent in their
tweets, making it easy for customers to reach
out
•Empowers it’s employees, happier staff makes
happier customers

Tony Hsieh, CEO, Zappos.com


Customer service – Zappos.com case study

Zappos TV is a video channel
is about transparency

A page that shows what all their The Zappos Facebook fan page is
employees tweets used for customer service


55


5. Social CRM
56


Turning your owned site social

57


Social Sign-on

58


Community in your brand site

59
Comments and reviews
can be posted BOTH on
brand site AND into
users’ social feeds


But what comes after all that….?

SOCIAL COMMERCE!

60


Recap
61


Key take outs
• It’s about people first! What’s in it for them?

• Frame your objectives around core business goals: Increase
Revenue

Improve
Reduce
Customer
Costs
Satisfaction
• Gain intelligence first – listen and learn

• Think platform, and think long-term – not just campaign. Build a real time listening, 62

conversation, measurement, reporting and optimizing platform.

• Use the power of the network to innovate: listen, gain insight and crowd source.

• Devise a customer service strategy that leverages existing resources where possible.

• Move from closed one-to-one CRM to open one-to-many-to-many social CRM, using
open ID or social sign-on mechanism.


Thank you
63


Building Social Brand Platforms for Today's World

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