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Social Media Action Plan for Staying Relevant in Today's Changing Media Landscape

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Ian Farmer
Ian Farmer

Social media has changed the media landscape by shifting power to consumers and allowing people to have a voice. It connects people through social networks and conversations. Why does social media matter? Consumer recommendations are highly credible forms of advertising and social media conversations influence offline behavior. Brands must listen to social media to understand conversations, engage with consumers, and influence discussions to make it easy for people to recommend products. Bullseye provides services to help with social media listening, engagement, influence, and developing an action plan.

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Social Media - today’s agenda What is Social Media? Why does it matter? Social media action plan
Media has changed “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch, Wired July 2006.
Driven by …
Consumers have a voice
So what is Social Media? “Open conversations that encourage participation and connect people” Ian Farmer BULLSEYE
Social Networks 2.2 million 1 in 5 118000 7000
Biggest country in the world - MySpace
Blogosphere m 23000
Wikis – collaborative 4m Podcasts – niche / time shifting
Youtube Videos m Bandwidth: 2007 YouTube = 2000 Internet 1.2 million consumer generated videos in 2007 26.5 million corresponding comments 22 billion views, up 70% (source: Accustream iMedia Research) 26,500
And other content communities
More and more of us use it
It helps you express yourself
Review stuff, weigh up pro’s and cons
Share things easily
Social networks link us together
And through the wisdom of crowds
Allows us to discover new stuff
Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan
We now know the truth 76% don’t believe that companies tell the truth in advertisements Source: Yankelowich
Consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool” (global Nielsen survey of 26,486 Internet users in 47 markets)
Who do we believe?
People like ourselves My friends Their friends Shared interest
Social media conversations are recorded
And influence “offline” behaviour
Of those who use used or buy bought your product / service
For Good
And Not so good
Social media impacts your brands reputation 34% post opinions about products and brands on their blog 36% think more positively about companies that have blogs Source: Universal McCann Power to the people - Social Media Tracker Wave 3
So that’s why it matters !
Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan
Try and control this? Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006
Ignore it ? ... But this just eliminates you from the conversation
Bullseye’s Social Media action plan What is Social Media? Listen Why does it matter? Social media action plan Engage Influence
How to listen to social media?
Search • E.g. Technorati.com
Alerts • E.g. www.google.com/alerts
Speed Feed reading
Blog Trends
Charting Live consumer sentiment
Listen ”The Development of a process to understand the conversations, and action the insights” Ian Farmer BULLSEYE
FORUMS Real time feedback : Grad recruitment exposed !
Research your employees ?
Company reviews
Recorded Experiences
Opinions in real time
Finding consumer insights
Product feedback
The new Focus group?
Social Media Audit report
Monitoring solution
Bullseye Social Media services Listen Research : opinions in real time Risk Awareness Insights Social Media Audit Permission to Engage Social Media Monitoring Strategy Monitoring development Insights reporting Training We monitor social media because it provides unsolicited and unbiased consumer opinions about our products and brands in real time. If a brand, messaging or product problem is identified by bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments help us understand early on if something is working particularly well.” Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.
Bullseye’s Social Media Action Plan Listen Engage Influence
It’s PR Jim, but not as we know it!
Cicero’s 9 rules from “On Duties” in 44BC 1. Speak clearly 2. Speak easily, but not too much, give others their turn 3. Do not interrupt 4. Be courteous 5. Deal seriously with serious matters, gracefully with lighter ones 6. Never criticize people behind their backs 7. Stick to subjects of general interests 8. Do not talk about yourself 9. Never lose your temper
Example – UK civil service http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency.
“PARTICIPATION PARTICIPATION PARTICIPATION is the new LOCATION LOCATION LOCATION” Ian Farmer BULLSEYE
Social Media engagement policy? or
GM’s FASTLANE blog quot;These people have a great deal of influence, not just on what we read, but on the cars their friends and family purchase.“ Bob Lutz, the vice chairman of General Motors,
Government Engagement www.openaustralia.org
Identify where else to engage?
2752 Topics powered by 13188 people with help from 15 employees
Add value to the engagement • Post comments • Create & edit wikis • Join groups
Inviting engagement & integration
Engagement integration - Over 9000 ideas engaged
Crisis Response training
For when the Rats take over !!
Bullseye’s Social Media services Engage • Feedback: discussion channels • Increase Customer Service • Exhibit Leadership : Sharing POVs • Innovation: Source of Ideas • Growth: reduced cycles times • Self awareness • Opportunity to Influence Social Media policy development Corporate / brand blogs Identify & track engagement Engagement integration advice Crisis response training
Bullseye’s Social Media Action Plan Listen Engage Influence
Social Media press releases http://ford.digitalsnippets.com
Create some structure
Identifying key influencers
Hosting reviews – demonstrates transparency
Involve them & embrace them • P&G's Pampers - 15 top quot;mommy bloggersquot; to the company's headquarters • GM’s Fastlane - Members become contributors (GM Insiders).
FNBO recruits evangelists http://www.pyfchallenge.com/winning_videos
Results in lots of ongoing +ve chatter
1000 entries, 5.5 million votes
FOX8 Gossip Girl • 1300 advocates • Viral word-of-mouth proliferation Recruited 154,000 or %10 of audience
Make it easy for people to tell others
Establish conversational metrics
Influence “Measuring the results of how you effect social media, then using that insight to stimulate conversations that make it easier for people to recommend and sample your products” Ian Farmer BULLSEYE
Bullseye’s Social Media services Influence • Expand touchpoints • Measurement of campaigns • Risk mgmnt “Ask the audience” • Build loyalty & Identify Evangelists • Collaboration opportunities • Word of mouse! Influence Identification Loyalty & evangelist programs Campaign metrics Word of Mouth Marketing Internet is twice as influence of TV and 8 times that of Print (source: Digital Influence Index study Fleishman-Hillard)
Bullseye’s Social Media action plan What is Social Media? Listen Why does it matter? Social media action plan Engage Influence
More information Ian Farmer Ian.farmer@bullseye.com.au +61 2 8923 5028 www.twitter.com/ifarmer Bullseye blog: http://www.bullseye.com.au Ian’s blog : http://frontiering.com.au
Social Media Action Plan for Staying Relevant in Today's Changing Media Landscape

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