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Social Media Friend or Foe?

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What is Social Media? “ Social Media is like teenage sex! Everyone's talking about it, everyone seems to be doing it ...how come I'm not getting any? ”

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Defining Social Media...? <ul><li>“ Social Media is content created by people using highly accessible and scalable publishing technologies..” </li></ul><ul><li>“ It's how I keep in contact with my mates...” </li></ul><ul><li>“ It's where I rant and rave...” </li></ul><ul><li>“ It's where I can ask questions and get honest answers...” </li></ul><ul><li>“ It's the creation and exchange of User Generated Content (UGC) in the form of a conversation or dialogue facilitated by internet applications” </li></ul><ul><ul><ul><li>It's a conversation! </li></ul></ul></ul>

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Social Media

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How much UGC is out there? <ul><li>30% of search results for the World’s Top 20 largest brands are links to user generated content </li></ul><ul><li>38% of bloggers post brand or product reviews. </li></ul><ul><li>77% of all active internet users regularly read blogs </li></ul><ul><li>70% of buyers use user recommendations before purchase decisions </li></ul><ul><ul><ul><ul><li>LOTS! </li></ul></ul></ul></ul>

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How much UGC is out there? <ul><li>“If you're not talking about your brand and your products... </li></ul><ul><li>… the chances are someone else is!” </li></ul><ul><li>Define or be defined! </li></ul>

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When is Social Media a risk? <ul><li>Social Media is a risk when it is - </li></ul><ul><ul><li>Relevant to your business or your marketplace </li></ul></ul><ul><ul><li>Affecting your business </li></ul></ul><ul><ul><ul><li>By reputation </li></ul></ul></ul><ul><ul><ul><li>By the bottom line </li></ul></ul></ul><ul><ul><ul><li>By working practices </li></ul></ul></ul><ul><ul><li>Not accepted by your company as a major contributing marketing factor </li></ul></ul>

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Bottom Line... <ul><li>“ ... socially engaged companies are more financially successful...” </li></ul><ul><li>Wetpaint/Altimeter Group 2009 </li></ul>

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How to deal with Social Media? <ul><li>In business, events happen around us without our consent or control. </li></ul><ul><li>As a company, we must evaluate and make decisions from the fallout of the events that will affect our business and the company in general. </li></ul><ul><li>Dealing with Social Media is exactly the same... </li></ul><ul><li>… consider, evaluate and respond! </li></ul>

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Quick Analogy <ul><li>You miss a train? </li></ul><ul><li>What are the consequences? </li></ul><ul><li>Depends on where you were going? </li></ul><ul><ul><li>Meeting your mates </li></ul></ul><ul><ul><li>Meeting your wife </li></ul></ul><ul><ul><li>Catching a plane for luxury holiday </li></ul></ul>… consider, evaluate and respond!

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Can it really have an impact?

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Silence is not Golden!

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Silence is not golden... <ul><li>Movieum London </li></ul>

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Silence is not golden...

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Tiger's Response

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Silence... <ul><li>If your brand is built on a image then alteration of that image is permanent online </li></ul><ul><ul><li>Silence allows rumour, gossip and speculation to fill the gap </li></ul></ul><ul><li>A brand may be able to sustain minor damages but one major incident is powerful </li></ul><ul><li>The conversation is happening, you cannot stop it or control it </li></ul><ul><ul><li>Engagement </li></ul></ul>

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So can I be Silent? <ul><li>Yes, but deciding not to act is different from not doing anything! </li></ul>

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Getting it wrong Rather than having an open conversation with the public, Nestle responded with sarcasm and arrogance There needs to be a clear policy and training on how to deal with social media channels Don’t insult your customers!

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<ul><li>Vodafone’s Response: </li></ul><ul><li>‘ breach of the rules by staff in our building, dealing with that internally. We’re very sorry’ </li></ul><ul><li>What Vodafone did wrong: </li></ul><ul><li>loose control over the corporate account </li></ul>Keeping an eye on security…

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<ul><li>What Vodafone did right: </li></ul><ul><li>quick response </li></ul><ul><li>responded within the original community </li></ul><ul><li>didn’t hide </li></ul>Vodafone Response

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Post apology, Twitter followers have steadily increased What happened next?

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Policy “ As with blogging within Reuters News, you should make sure that if you have hard news content that it is broken first via the wire. Don't scoop the wire. ” What they got right: Encouraging use of social media and setting out a set of guidelines is a good first step. What they got wrong: Highlighting the dangers and not seeing the opportunities that social media offer – as above.

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Be transparent, genuine and consistent &quot;Wal-Marting Across America,&quot; “ Wal-Mart's Social Media Marketing Transgressions” Wal-mart Today… Target vs. Wal-Mart: the back to school battle vs.

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Spot the opportunity “ Furniture Causes FedEx Fits” Rather than encourage the designer and use this is a quirky promotional exercise, they alienated the public with legal action against the site owner

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Don’t try to cheat...

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…it’ll haunt you for ages...

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Conversation...

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Conversation... “ Unfortunately we are unable to respond to your inquiry because Motrin does not participate with non-traditional media outlets, This practice, is in place to allow us to focus on publications that reach our core consumers.”

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Conversation <ul><li>“ Apple does not repair or replace dead iPod batteries and that it was policy of the company to recommend you purchase a new iPod when the battery fails.” </li></ul>

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Lessons Learned <ul><li>Don’t insult your audience </li></ul><ul><li>Keep control of security </li></ul><ul><li>Have a policy, but don’t stifle the conversation </li></ul><ul><li>Be transparent </li></ul><ul><li>Don’t cheat </li></ul><ul><li>Empower your fans and create brand evangelists </li></ul><ul><li>LISTEN, EVALUATE and RESPOND! </li></ul>

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Getting it right

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When it comes to communication, try to find the right balance between contribution and invasion

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Think globally, act globally...

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The Results

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<ul><li>in less than 7 months, the fan site attracted over 3 .3 million fans, since then, the site has attracted 5,387,764 fans </li></ul><ul><li>Coke has given the creators full support rather than pull the page </li></ul><ul><li>support your brand evangelists </li></ul>Engagement…

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Obama vs McCain <ul><li>Older </li></ul><ul><li>Experienced </li></ul><ul><li>Not in touch with modern media </li></ul><ul><li>Young </li></ul><ul><li>Not Experienced </li></ul><ul><li>Knows modern media </li></ul>

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Barack Obama <ul><li>Knew that social/new media was an untapped area in an election </li></ul><ul><li>Realised that he could use people power online to gain advantage over political veteran McCain </li></ul><ul><li>Had a consistent message and played to his strengths </li></ul><ul><li>Set his benchmark </li></ul><ul><ul><li>Get elected! </li></ul></ul>

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New Media Use

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Bottom Line Results

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New Media Results Votes <ul><li>2,000,000 new voters online </li></ul>

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Success Benchmark

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Engagement... <ul><li>Online conversation is the same a offline conversation: </li></ul><ul><ul><li>Listen... </li></ul></ul><ul><ul><li>Stay on topic... </li></ul></ul><ul><ul><li>Let them who you are.. </li></ul></ul><ul><ul><li>Be honest... </li></ul></ul><ul><ul><li>Think before you speak... </li></ul></ul>

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Measure

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Why measure? <ul><li>What's out there? </li></ul><ul><li>What can I change? </li></ul><ul><li>What difference did that make? </li></ul><ul><li>What's my ROI for this work? </li></ul><ul><li>What's the trend? </li></ul>

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Utopia?

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Reality?

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Reality!

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Reality?

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If you want to understand... <ul><ul><li>What is the conversation about your company, brand and products </li></ul></ul><ul><ul><ul><ul><li>and is it a risk or opportunity? </li></ul></ul></ul></ul><ul><ul><li>What and where are my competitors? </li></ul></ul><ul><ul><ul><ul><li>can I get an edge? </li></ul></ul></ul></ul><ul><ul><li>Why and how do we respond? </li></ul></ul><ul><ul><ul><ul><li>are people getting all they need to do their jobs </li></ul></ul></ul></ul><ul><ul><li>What effect your efforts are having </li></ul></ul><ul><ul><ul><ul><li>is this helping my business objectives? </li></ul></ul></ul></ul><ul><ul><li>What's new? </li></ul></ul>

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Consider <ul><li>Is there a need? </li></ul><ul><li>Is there a will? </li></ul><ul><li>Is there a budget? </li></ul><ul><li>In house or out source? </li></ul>

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Joining In the conversation

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Joining the conversation <ul><li>In house or outsource? </li></ul><ul><li>Strategy </li></ul><ul><li>Planning </li></ul><ul><li>Set up </li></ul><ul><li>Execution </li></ul>

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Ok, I’m convinced… <ul><li>…but how do I sell it internally? </li></ul>

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Making a case (some common arguments) <ul><li>We can’t measure ROI </li></ul><ul><li>We don’t have the resources </li></ul><ul><li>We can’t control the message </li></ul><ul><li>What’s the hurry, let’s wait for it to mature </li></ul><ul><li>We don’t need it </li></ul><ul><li>Don’t just look at the direct financial return, look at the brand recognition, cost savings and sales opportunities </li></ul><ul><li>It does require resources, but look at what you want to accomplish through thought leadership, increased awareness and free competitive research. </li></ul><ul><li>It actually give you more control but knowing what customers are saying </li></ul><ul><li>Your competitors aren’t going to stand still </li></ul><ul><li>It gives your company a voice and shows your potential customers that you’re willing to listen and engage. </li></ul>

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<ul><li>We tried it - it didn’t work </li></ul><ul><li>We’ll stick to what we know works </li></ul><ul><li>Social media doesn’t fit with the brand </li></ul><ul><li>What good can it do? </li></ul><ul><li>Management doesn’t want it </li></ul><ul><li>For how long and did you have a clear strategy in place? </li></ul><ul><li>Fear of the unknown is common, but think of the missed opportunities for lead generation and think of the brands out there that have already had success through social media </li></ul><ul><li>Social media doesn’t discriminate, think about PR, marketing, CRM, business development and how social media can enhance your activities. </li></ul><ul><li>Lets see…increase traffic, raise brand awareness, SEO, cost savings, etc…etc… </li></ul><ul><li>Think about your core company values and objectives and align the potential benefits of social media against your company KPIs </li></ul>Making a case (some common arguments)

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The most important element Skill Experience Budget Resource Will Expertise Time

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Policy: Some points to consider <ul><li>Define what social media means </li></ul><ul><li>Who owns it? </li></ul><ul><li>Where do you stand? </li></ul><ul><li>Crisis Plan </li></ul><ul><li>Privacy and confidentiality </li></ul><ul><li>Response guidelines </li></ul><ul><li>Who’s responsibility? </li></ul><ul><li>Training </li></ul><ul><li>No fly zones </li></ul>

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Where is it all heading?

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Where’s it all heading?

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Use of mobile and social media <ul><li>32% of mobile internet users access social networks via mobile </li></ul><ul><li>The UK currently has 120% mobile penetration </li></ul><ul><li>The average user logs into social networks 3 times per day as opposed to 1.5 time for non-mobile users. </li></ul><ul><li>Source: InSites Consulting Survey (2,800 respondents), Jan 2010, MMA Statistics </li></ul>

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What do I do now? <ul><li>Decide what you want to get out of it </li></ul><ul><li>Create a policy </li></ul><ul><li>Determine resource </li></ul><ul><li>Set KPIs </li></ul><ul><li>Monitoring: What’s there already? </li></ul><ul><li>Create a strategy (pick your channels, empower staff, engage) </li></ul><ul><li>Follow the rules (transparency, trust, engagement, etiquette) </li></ul><ul><li>LISTEN, EVALUATE and RESPOND! </li></ul>

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And finally… Remember, through collaboration with individuals in a social environment, brands can do great things…

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Q & A