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Social Cases<br />The Power Of Social Media<br />Andrew Rastall<br />andrew@connectingelement.co.uk<br />
Contents<br />Change is the norm<br />Defining social media<br />Building a community<br />Feeding the monster<br />Squari...
Change Is The Norm<br />Google products<br />4 Bn Mobile Video Devices<br />Facebook et-al<br />TiVo<br />Sky Plus<br />Ha...
Change Is The Norm<br />Broadcast is shrinking<br />Narrowcast is growing exponentially<br />Millions get 6 so 10,000 read...
Defining Social Media<br />
Defining Social Media<br />
Defining Social Media<br />
Defining Social Media<br /><ul><li>Websites
Online news
Email
Social networking
Review sites
Seeding sites
SMS … Blogs … Guest care dep’t</li></li></ul><li>Defining Social Media<br /><ul><li>Any media where communities gather</li...
Feeding The Monster<br />Appropriate messages<br />Appropriate timing<br />Appropriate tone<br />Modulate the conversation...
One Product = One Team<br />Brand Team<br />Operating Team<br />Guest Care Team<br />Marketing Team<br />
One Product = One Team<br />
A Social Study<br />In January 2009 Toby’s Community Was 30,000 email respondents.<br />In January 2010 Toby’s Community h...
A Social Study<br />
A Social Study<br />The Cost To Contact Each Fan Was Under 30 pence each<br />
A Social Study<br />How did we do that then?<br />
Results<br />Record L4L sales growth<br />Record community subscription<br />Record levels of engagement<br />
WARNING<br />
You Must Not Screw With The Community<br />
www.thisfluidworld.com<br />
What Should They Have Done?<br />Invoke the Crisis Plan?<br />
What Should They Have Done?<br />NO!<br />
What Should They Have Done?<br />Built Some Relationships<br />Built Some Trust<br />Built Some Advocates<br />
What Should They Have Done?<br />Build a Community<br />
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DMA Masterclass  09 Feb  Connecting Element Slide 1 DMA Masterclass  09 Feb  Connecting Element Slide 2 DMA Masterclass  09 Feb  Connecting Element Slide 3 DMA Masterclass  09 Feb  Connecting Element Slide 4 DMA Masterclass  09 Feb  Connecting Element Slide 5 DMA Masterclass  09 Feb  Connecting Element Slide 6 DMA Masterclass  09 Feb  Connecting Element Slide 7 DMA Masterclass  09 Feb  Connecting Element Slide 8 DMA Masterclass  09 Feb  Connecting Element Slide 9 DMA Masterclass  09 Feb  Connecting Element Slide 10 DMA Masterclass  09 Feb  Connecting Element Slide 11 DMA Masterclass  09 Feb  Connecting Element Slide 12 DMA Masterclass  09 Feb  Connecting Element Slide 13 DMA Masterclass  09 Feb  Connecting Element Slide 14 DMA Masterclass  09 Feb  Connecting Element Slide 15 DMA Masterclass  09 Feb  Connecting Element Slide 16 DMA Masterclass  09 Feb  Connecting Element Slide 17 DMA Masterclass  09 Feb  Connecting Element Slide 18 DMA Masterclass  09 Feb  Connecting Element Slide 19 DMA Masterclass  09 Feb  Connecting Element Slide 20 DMA Masterclass  09 Feb  Connecting Element Slide 21 DMA Masterclass  09 Feb  Connecting Element Slide 22 DMA Masterclass  09 Feb  Connecting Element Slide 23 DMA Masterclass  09 Feb  Connecting Element Slide 24 DMA Masterclass  09 Feb  Connecting Element Slide 25 DMA Masterclass  09 Feb  Connecting Element Slide 26 DMA Masterclass  09 Feb  Connecting Element Slide 27 DMA Masterclass  09 Feb  Connecting Element Slide 28 DMA Masterclass  09 Feb  Connecting Element Slide 29 DMA Masterclass  09 Feb  Connecting Element Slide 30 DMA Masterclass  09 Feb  Connecting Element Slide 31 DMA Masterclass  09 Feb  Connecting Element Slide 32 DMA Masterclass  09 Feb  Connecting Element Slide 33 DMA Masterclass  09 Feb  Connecting Element Slide 34 DMA Masterclass  09 Feb  Connecting Element Slide 35 DMA Masterclass  09 Feb  Connecting Element Slide 36 DMA Masterclass  09 Feb  Connecting Element Slide 37 DMA Masterclass  09 Feb  Connecting Element Slide 38 DMA Masterclass  09 Feb  Connecting Element Slide 39 DMA Masterclass  09 Feb  Connecting Element Slide 40 DMA Masterclass  09 Feb  Connecting Element Slide 41 DMA Masterclass  09 Feb  Connecting Element Slide 42 DMA Masterclass  09 Feb  Connecting Element Slide 43 DMA Masterclass  09 Feb  Connecting Element Slide 44 DMA Masterclass  09 Feb  Connecting Element Slide 45 DMA Masterclass  09 Feb  Connecting Element Slide 46 DMA Masterclass  09 Feb  Connecting Element Slide 47 DMA Masterclass  09 Feb  Connecting Element Slide 48 DMA Masterclass  09 Feb  Connecting Element Slide 49 DMA Masterclass  09 Feb  Connecting Element Slide 50 DMA Masterclass  09 Feb  Connecting Element Slide 51 DMA Masterclass  09 Feb  Connecting Element Slide 52 DMA Masterclass  09 Feb  Connecting Element Slide 53 DMA Masterclass  09 Feb  Connecting Element Slide 54 DMA Masterclass  09 Feb  Connecting Element Slide 55 DMA Masterclass  09 Feb  Connecting Element Slide 56 DMA Masterclass  09 Feb  Connecting Element Slide 57 DMA Masterclass  09 Feb  Connecting Element Slide 58 DMA Masterclass  09 Feb  Connecting Element Slide 59 DMA Masterclass  09 Feb  Connecting Element Slide 60 DMA Masterclass  09 Feb  Connecting Element Slide 61
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DMA Masterclass 09 Feb Connecting Element

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DMA Social Media Masterclass presentation from Andrew Rastall, Connecting Element, 9 February

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DMA Masterclass 09 Feb Connecting Element

  1. 1. Social Cases<br />The Power Of Social Media<br />Andrew Rastall<br />andrew@connectingelement.co.uk<br />
  2. 2. Contents<br />Change is the norm<br />Defining social media<br />Building a community<br />Feeding the monster<br />Squaring the circle<br />A Social Study<br />What about when it goes wrong?<br />
  3. 3. Change Is The Norm<br />Google products<br />4 Bn Mobile Video Devices<br />Facebook et-al<br />TiVo<br />Sky Plus<br />Hard Drive Recorders<br />BBC iPlayer<br />
  4. 4. Change Is The Norm<br />Broadcast is shrinking<br />Narrowcast is growing exponentially<br />Millions get 6 so 10,000 read & 500 act<br />Thousands get 40 so 100,000 read and <br /> 20,000 act<br />
  5. 5. Defining Social Media<br />
  6. 6. Defining Social Media<br />
  7. 7. Defining Social Media<br />
  8. 8. Defining Social Media<br /><ul><li>Websites
  9. 9. Online news
  10. 10. Email
  11. 11. Social networking
  12. 12. Review sites
  13. 13. Seeding sites
  14. 14. SMS … Blogs … Guest care dep’t</li></li></ul><li>Defining Social Media<br /><ul><li>Any media where communities gather</li></li></ul><li>Building a Community<br />Trust & Honesty<br />Compelling content<br />
  15. 15. Feeding The Monster<br />Appropriate messages<br />Appropriate timing<br />Appropriate tone<br />Modulate the conversation<br />Offer / Value / Amenity<br />
  16. 16. One Product = One Team<br />Brand Team<br />Operating Team<br />Guest Care Team<br />Marketing Team<br />
  17. 17. One Product = One Team<br />
  18. 18. A Social Study<br />In January 2009 Toby’s Community Was 30,000 email respondents.<br />In January 2010 Toby’s Community has topped 90,000 Facebook Fans and 120,000 email respondents<br />
  19. 19. A Social Study<br />
  20. 20. A Social Study<br />The Cost To Contact Each Fan Was Under 30 pence each<br />
  21. 21. A Social Study<br />How did we do that then?<br />
  22. 22.
  23. 23.
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36. Results<br />Record L4L sales growth<br />Record community subscription<br />Record levels of engagement<br />
  37. 37. WARNING<br />
  38. 38. You Must Not Screw With The Community<br />
  39. 39. www.thisfluidworld.com<br />
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48.
  49. 49.
  50. 50.
  51. 51.
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57.
  58. 58. What Should They Have Done?<br />Invoke the Crisis Plan?<br />
  59. 59. What Should They Have Done?<br />NO!<br />
  60. 60. What Should They Have Done?<br />Built Some Relationships<br />Built Some Trust<br />Built Some Advocates<br />
  61. 61. What Should They Have Done?<br />Build a Community<br />

DMA Social Media Masterclass presentation from Andrew Rastall, Connecting Element, 9 February

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