This document discusses how brands are using social media to engage with consumers. It analyzed data from 12 brands on social media platforms over 45 days. Key findings include: - Consumers spend most of their time on social networks like Facebook rather than directly engaging with brands. - Brands need to provide more utility and control to consumers in order to remain relevant and capture attention on social media. - Brands are flocking to social media to engage consumers but often lack a clear strategy for the type of conversation they want to have. - A framework is proposed to help brands better plan conversations by understanding their social capital and role in conversations. The framework involves promotion, propaganda, and participation type conversations.

1. Conversations
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in social media
Presented by: Influx and Argus Insights
TRANSFORMING BRANDS
A BSSP COMPANY

2. Technology has overwhelmed marketing
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3. Engagement is being driven by companies that
provide consumers with control and utility
The marketplace focus is shifting
to social platforms, applications
and new technology offerings,
creating increasing fragmentation
of mindshare for brands.
New gatekeepers to brand
interactions are emerging.
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4. Consumers spending time with social
platforms not brands
Consumers determine where they’ll spend their time based on what provides them
with the most perceived value.
It’s a massive challenge to traditional marketing philosophies.
Here are the average minutes per visitor for the leading social networks in December 2011:
Facebook.com 423
Tumblr.com 151
Pinterest.com 80
Twitter.com 25
LinkedIn.com 15
MySpace.com 13
Google+ 5
0 125 250 375 500
http://www.internetretailer.com/
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5. Relevance is getting harder and harder
to maintain
To capture attention and remain relevant, brands must shift how they think and
provide more utility and invite the consumer to take more control over their brand.
Brands that fail to acknowledge this new role with the consumer will struggle
to remain relevant.
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6. The Reality is: This is The New Normal
Consumers are only increasing their reliance on technology
and the new communication styles it helps to create. The
way that consumers choose to interact has forever changed.
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7. But we still don’t have our arms wrapped
around the impact
Many brands feel ill prepared to develop strategic social media marketing
programs.
“ ccording to a study conducted by the Harvard Business Review,
A
only 12 percent of companies surveyed indicated that they were
effective users of social media, and just 7 percent said they were
able to integrate social media into their marketing activities.”
—“ The Power of Like,” comScore
To better understand the future implications, we wanted to better understand the
behaviors of consumers and brands TODAY.
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8. So we wanted to find out more about…
¬¬ How brands are using social media today
¬¬ How consumers use social media to engage brands
¬¬ How brands can connect more meaningfully to consumers
through social media
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9. we started looking and listening
12 brands
Over 2.4 million data points
In 45 days
Twitter, Facebook, YouTube, Web
Ford, MINI, Bud Light, PBR, Wendy’s, Subway,
Ameritrade, Charles Schwab, Kraft, Heinz,
Apple, Nokia, Coke, Pepsi, Tide,
Clorox, Axe, Old Spice
Deep Dive 6
brands
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10. We Sought Out Argus Insights To Help Us…
Comprehensively collect the reactions, ideas and emotions
Observe: of the market.
Quickly seek to answer important questions about the market:
Understand: who, how, what?
Interpret: Formulate ideas on why the market is responding this way.
Address and engage the needs of the bulk of the users while
Engage the market: recognizing and revealing needs from “extreme users.”
Gauge Social Capital: Understand the extendability of the brand into social media.
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11. What we found together
It’s clear that many brands are flocking to social media to engage consumers.
“ y 2016, advertisers will spend $77 billion on interactive marketing—
B
as much as they do on television today.”
—Shar Van Boskirk, Forrester Analyst
But they aren’t doing so with a clear understanding of their social capital
(awareness, status, perception, equity) and brand voice and how and where it
will allow them to engage with consumers today.
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12. It is clear we are entering an Age
of Conversation
Many brands haven’t defined:
¬¬ The role they play in conversation
¬¬ The type of conversation they want to have
¬¬ The extendability of social capital and brand voice
¬¬ The rule sets for having engaging conversations
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13. Conversation Roles
Being played by brands today

14. The Spectrum of Conversation Roles
High Consumer Medium Consumer Low Consumer
Engagement Engagement Engagement
The Cult of Personality The Intentional Planner The Wallflower
The Entertainer The Firecracker The Egoist
The Connector
The Zeitgeist
The Counselor
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20. What does this mean for brands?
¬¬ Brands must understand their role in conversations with consumers and how to
be clear on the story they tell
¬¬ Consumers must receive expected value to continue engaging in conversations
¬¬ Brands need to establish a clear strategy for the type of conversation they wish
to initiate
¬¬ Conversations must be built on social capital and fit within brand voice to build
relationships with consumers
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21. A framework to help brands be more effective at planning conversations
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22. Promotion

23. conversation-type framework
Brand drives relationship
BRAND PROMOTION
Market Share
• ypically coupons or sales designed to drive an
T
immediate purchase decision
• imed, focused effort to capture consumer
T
engagement
• est served in context when consumer wants
B
to consume
Consumers
Immediate Need Fulfillment
• Looking for a deal
• Seeking immediate service or need resolution
• Easy to engage; requires minimal investment
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25. Wendy’s Successfully Connected
Conversation on #fishfriday
Wendy’s holiday campaign, #fishfriday, targeted for the
Fridays during Lent season, resonated well over Twitter.
Consumers start discussion of
Wendy’s fish sandwich
100
Fish Friday Retweets
Fish Friday
90 Retweets
Fish Friday
Fish Fridays
80
70 #FishFriday
#FishFriday
60
50
40
30 Beginning of Lent
Wendy’s creates #fishfriday fish
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face campaign in response
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27. Subway’s “Februany” Had People Talking
About Sandwiches in February
¬¬ The use of Februany came primarily
from consumers that had seen
and resonated with the campaign 2%
Februany Promotion Tweets
through other channels, typically
Februany Subway Tweets
1%
traditional media 1%
1%
¬¬ This campaign received a lot of 1%
traffic and was effective for Subway 1%
0%
in driving customers to their
0%
franchisees for a meal 0%
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28. Propaganda

29. conversation-type framework
Brand consumer share driving
BRAND Propaganda
Mindshare
• ight to be top of mind with awareness/consideration
F
• Traditional domain of marketing and advertising
• ovelty and stickiness win over alignment to experience
N
Consumers
Experiencing the Brand
• Assessing if brand reflects their core values
• Engaging in conversation; creating dialogue
• Judging consistency of brand experience
• xperience value must outweigh other mindshare
E
competitors
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31. Old Spice Brought Back Old Spice Man for
Valentine’s Day Hyperbole
The echos of Old Spice Man were felt on Valentine’s Day when a hyperbole tweet of
epic proportions was sent from the Old Spice account.
They received hundreds of retweets, greater than any single message sent by a
brand during the study period.
35.0%
Percentage of Mentions by topic
30.0% Terry Crews
Terry Crews
25.0% Old Spice Man V-Day
Old Spice Man V-Day
(line graph)
20.0%
15.0%
10.0%
5.0%
0.0%
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
26-Feb
27-Feb
28-Feb
29-Feb
1-Mar
2-Mar
3-Mar
4-Mar
5-Mar
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32. Wendy’s Frosty Loves Fries campaign
effective for niche
¬¬ Within a group of Frosty lovers are
customers that relish dipping their
hot fries into cold Frostys
¬¬ The Frosty Loves Fries campaign
was built on this niche
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33. Participation

34. conversation-type framework
Consumer drives relationship
BRAND PARTICIPATION
Time Share
• rand handing control to consumers by asking
B
them to co-create an experience
• ampaigns split between fun activity and brand
C
engagement
Consumers
Expressing Their Relationships
• Looking to create their own experiences
• ctively owning brand association, evangelizing
A
to others
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36. Kraft capitalized on Ted Williams
The campaign allowed participants to share their entries
with their networks and if they were chosen, the missive
went out again over Twitter, Facebook and YouTube.
60%
Percentage of specific topic mentions
50% ∆∆ Post-campaign traffic drops
to less than prior average
40%
(line graph)
∆∆ Very little post-campaign
30%
traffic for VoiceOfLove
Voice of of Love Campaign
Voice Love Campaign
20%
Using Mac andand Cheese Hash
Using Mac Cheese Hash
∆∆ Event-based campaigns fade
10% with memory of the event
0%
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37. Wendy’s t-shirt campaign used
celebrities to drive participation
Wendy’s posts about sample
designs on their Facebook wall
evolved into conversations among
consumers­ amplified by celebrity
—
engagement.
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38. A new Conversation Architecture
Understand social Define the type of Apply the rule sets
capital and identify the conversation to how the conversation
role you can play in the • Creates a framework for is crafted
conversation composing the story
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40. Are you happy with your current conversations?
We can help…
R
TRANSFORMING BRANDS
A BSSP COMPANY
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41. R
Thank You
TRANSFORMING BRANDS
A BSSP COMPANY