Insights from former Head of Social Media at SDL (formerly Alterian) about how social media is being used by large and small companies today

1. SDL Proprietary and Confidential
The latest developments in Social
Media
James Ainsworth
Social Media Manager – Social Intelligence Division

2. 41 of the 50 Top Global Brands
*Source: Interbrand, 2011

3. A bit about me…before the good
stuff

4. The latest developments in Social Media

5. Social Media Headlines
Overall growth in social media has slowed MccannWave Report
This month, two of the
biggest online players,
Amazon and eBay,
added Pinterest buttons
to their product pages
Campaign
Price promotion
(21.5%) is the
most common
tactic used by
retailers to
boost
engagement on
Facebook
StickyEyes
92% chance of getting Retweeted
in the first hour after posting RWW
In 2011, LinkedIn generated a visitor-to-lead
conversion rate of 2.60%, on average
four times higher than Twitter (0.67%) and
seven times higher than Facebook (0.39%)
HubSpot
20% - the “average
conversion rate” some
retailers are seeing
thanks to the new
Facebook Timeline.SMI
67% of fans expect exclusive
offers; 22% of brands
deliver on this
CMO Council
57% of UK
SMEs have
used social
media
Hiscox
Only 1.3% of
‘fans’ actually
engage with the
brands they
‘like’.
CMO Council
Most comments to company wall posts on Facebook will also happen within the first hour or two. RWW

6. MYTH
BUSTING
Social Media
Monitoring is not
just responding to
Twitter moaners

8. 50+ Billion stored conversations and results
60+ languages
20+ Automated sentiment analysis
Dashboards
Alerts
Storyboards
Custom Sources

9. Social media data and
what it enables
Rather than "data driven
decisions", advocate human
decisions supported by the use
of good tools to provide us
with data-derived insights.
http://www.flickr.com/photos/puuikibeach/

10. Yesterday’s
news
Today’s
news
Timing
is
everything.

11. Social media
answers the questions
you never thought of.
Don’t have time to run surveys and
questionnaires

12. Social media data shows
you the whole
conversation.
Join the dots.

13. The more the merrier.
Savings

14. It’s the future.
Anticipate.

15. The social media story behind a new and
intriguing product
Powered by

16. # of influencers
35
Positive advocates
3 are based in Ireland
Twitter users
Love it or Hate it?
Positive 29%
Indifferent 86%
Negative 13%
Top Twitter Authors
@psykouk
@annecupcake
@dressjunkie
Top Platforms
Twitter
Forums
Media

17. Top Platform Demographics
Male: 75%
Female: 20%
Unspecified: 5%
Twitter
Forums
Media
Forum Users
Top Categories
Social
College Life
Health
Love it or Hate it?
Positive 20.1%
Indifferent 61.6%
Negative 18.3%

18. Top Domains Top Themes
Weightwatchers
Cakes
Nutella
Boards.ie
Money Saving Expert
TES Community
Boards.ie
Top Authors
Killer Wench
Seomra Mushie
Pembily
Love it or Hate it?
Positive 12.9%
Indifferent 58.1%
Negative 29%

19. Target your offers with the
Forums where your advocates
are doing great things for you
Look at the comments relating
to “fat”, “health” “exercise” and
tailor messaging in target
publications where dietary
content needs to be considered
Run Campus or Instore tasting
sessions to marry up online
and offline
What next?
Host product development
session with influencers to
design new offshoot products
Establish a User Forum where
recipes are created and
uploaded with photo content

20. Draw Something
A rumoured $210 million
deal sees OMGPOP join the
Zynga family.
30 million downloads and
1 billion drawings in the first
6 weeks.
15,000+ social mentions a
day in the week of
acquisition.
Draw Something – a
story of growth
Pictures by colleague and Draw Something user: 20
TangoManWedge

21. DrawSomething
21
But what does the
social data tell us about
its users?
Using SDL SM2 we can
explore the social data
that tells the story
behind Draw
Something’s
phenomenal growth
and how people use it
Powered by

22. 22
Who talks about playing Draw Something?
Who talks about
playing Draw
Something?
• Cafemom.com
• Babycenter.com
Community
• Reddit
• Gaia Online

23. 23
Drawsome!
Is a game considered
mainstream when its
vocabulary works its
way into everyday
conversation?
February to March 2003%
Increase in uses of the
word Drawsome when
discussing the game

24. Problems?
Looking at what players say
about Draw Something can
help you identify user issues
and obstacles
5631 mentions of the “Can’t
go over Turn 99” bug
1114 mentions of the App
“crashing”

25. In-game monetisation
40% of ‘freemium’ game players end
up spending money
Males age 13-34 are more likely than
females to simply stop playing
altogether
In-app purchases typically take place
within a month of starting to play.
Source: NPD group
In-game purchases totalled $970 million
last year and predicted that that could
grow to $5.6 billion by 2015
Source: IHS

26. Peak
mentions as
Draw
Something
achieves
‘viral’
status
Has the bubble burst?
Resurgence
of social
mentions as
Zynga deal
is confirmed
Mentions
dropping,
novelty of
game wears
off.
Development
required

27. The common mistake brands make…..
Business
success
Desired
behaviors
/perceptions
Customer
Commitment
27
Give customers what
they
ask for…
They’ll think & do the
things you want them to
do…
The business will meet
its goals

28. What actually happens….
Business
success

Desired
behaviors
/perceptions
Customer
Commitment
28
Give customers what they
ask for…
60-80% don’t do what you want
them to do…

Undesired
behaviors/
perceptions

29. Ensuring a fair exchange
Customer
commitment
Desired
behaviors
/perceptions
Business
goals
29

30. Driving measurement from your business goals
Your ideal customer is one who…..
Shops Shares Advocates

31. Driving measurement from your business goals
PCS: Product commitment score
• Informs your value proposition
CRS: Customer relevance score
• Drives content & engagement strategy
BCS: Brand commitment score
• Drives brand strategy

32. Deriving meaningful scores using social data
• Each index is derived from scoring conversations based on their value into
the commitment journey we’re trying to understand
32

33. The components of each score
Commitment score is a composite of:
1. Where in the journey the conversation sits
2. The level of influence of the conversation
3. Weighted sentiment of the conversation

34. The deliverables…..
1) An executive scorecard that can be cascaded throughout the business

35. The deliverables…..
2) Experience scores showing the specific parts of
the customer journey impacting commitment

36. The deliverables…..
3) Customer journey segmentation to drive prioritization & targeted action

37. Big and Small Business – Lead Generation
http://www.flickr.com/photos/eogez/

38. What is the business need for social media?
• To be loud and proud
– We do some pretty awesome stuff, let’s
tell people about it
• To sell
– We have some of that pretty awesome
stuff I spoke about to sell
• To support valuable customers
– They already know of our pretty
awesome stuff but do we know what
they do with it? Do they need help with
handling the pretty awesome stuff?
38

39. 10 ways to win every week
1. Follow 3 new people on Twitter
2. Connect with someone on LinkedIn from
one of your interest groups
3. Tweet a link to an SDL Social Intelligence
resource
4. Answer a question on LinkedIn/Quora
5. Tweet about something that interests you
professionally
6. Join a new group on LinkedIn
7. Share an interesting article in the SDL
Social Division Hangout on Facebook
8. Read a blog and leave a comment
9. Tell James about something online that
you think he should pay more attention to.
10. Repeat one of the above
• BONUS: Write a 500 word blog post for
SDL Blog
39

40. So what?
…the business value
Social media should be used to affect a change in an
aspect or multiple areas of your business

41. So what?
…plug in to
multiple aspects
of your business
Do not allow social media to
be run in isolation to the rest
of your business…plug it in
where relevant and use the
resulting data to measure
the heartbeat of your
activity.

42. Big Business Small Business
SDL SM2
Radian6
Meltwater Buzz
Synthesio
Free Tools
Single Use
Broadcast/Customer Service
In-house use or Agency
Across Departments
Specialist Use/ Insights/ sCRM
Hootsuite
Tweetdeck
Social Mention
Google Alerts
Annual cost from £12,000 Free

43. LinkedIn
Answers
Where should I look for
opportunities to
comment? What do they
look like?
LinkedIn
Groups
43
Twitter

44. LinkedIn -
Answers
4
3 1
2

45. Search strings on Twitter clients:
“cupcakes” AND “Bristol” OR “Bath”
“business card” AND “need” bristol
geocode:51.4709507,-2.6039525,25km
“XboxSupport” -accidtnly
“From:CocaCola”
http://www.flickr.com/photos/psyberartist
Want to do Twitter better?

46. • Follow your customers on Instagram if
they are there.
• Hold a contest/giveaway and using
#hashtag on Instagram
• Print Instagram photos from your
customers and put them on your store
or your website.
• If your fans are sharing your photos
online, share their photos with your
followers.
• Snap photos of your customers/team
members and post them on Instagram.
• Make your Instagram personal too, not
just about your business.
• Use hashtags.
Create Happy Hour check-ins
during off-peak or free-time
to boost activity
beyond current spikes.
Advertise that you’re a
Foursquare merchant.
Host events dedicated to
social media users to
encourage simultaneous
check-in, Tweets, and
Facebook check-ins
There's currently no distinction between
people and brands on Pinterest. You'll get
more traction if you approach the site more as
a person, less as a brand.
Name your pin boards after your business
type, products, and services. For instance, if
you sell sportswear and equipment, create pin
boards for such topics as Gym wear, Sports
shoes or best yoga mats.
SEO tip: Post pictures on your own site or
blog first, then pin those pictures on Pinterest.
When setting up your Pinterest account, add
descriptive, keyword-rich text to your "About"
description.
Include your location as well
Be careful when auto-posting to
Facebook/LinkedIn or other
Give your
platform a
purpose…

47. • Follow your customers on Instagram if
they are there.
• Hold a contest/giveaway and using
#hashtag on Instagram
• Print Instagram photos from your
customers and put them on your store
or your website.
• If your fans are sharing your photos
online, share their photos with your
followers.
• Snap photos of your customers/team
members and post them on Instagram.
• Make your Instagram personal too, not
just about your business.
• Use hashtags! its important
Create Happy Hour check-ins
during off-peak or free-time
to boost activity beyond
current spikes.
Advertise that you’re a
Foursquare merchant.
Host events dedicated to
social media users to
encourage simultaneous
check-in, Tweets, and
Facebook check-ins
There's currently no distinction between
people and brands on Pinterest. You'll get more
traction if you approach the site more as a
person, less as a brand.
Name your pin boards after your business
type, products, and services. For instance, if
you sell sportswear and equipment, create pin
boards for such topics as Gym wear, Sports
shoes or best yoga mats.
SEO tip: Post pictures on your own site or blog
first, then pin those pictures on Pinterest.
When setting up your Pinterest account, add
descriptive, keyword-rich text to your "About"
description.
Include your location as well
Be careful when auto-posting to
Facebook/LinkedIn or other
Give your
platform a
purpose…
…all these opportunities to engage with an audience generate data…
…pair with your better judgement on how to gain tangible benefits…
…by delivering highly targeted and relevant communications…
…at the right time, via the right medium to evolve
your story…

48. Thanks for listening and do you have any Questions?
• How do I
contact
you?
Email:
jainsworth@sdl.com
Twitter:
@SDLjames

49. SDL Recognized Leader in Global Information Management
• Publicly traded company with $400m annual
49
revenues
• Over 2,700 employees in 70 offices across
38 countries
• World-leading innovative technology
• Award-winning and profitable company, with
long-term financial stability
• 1,500+ enterprise customers and partners
• SDL is celebrating its 20th anniversary in 2012

50. SDL’s Vision
SDL believes everyone should be able to engage with the information they
require in the way they want
50

51. Our Mission
• We enable global businesses to engage with their customers
• In the language, the media and at the moment they choose
• We help businesses manage their brands and drive global revenues
• Providing enterprise-ready innovative solutions for managing the end-to-end customer experience