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Social Media - eh what now
Social media has transformed how people consume and share information. It allows many-to-many conversations rather than one-way broadcasts. Big brands use social media to target customers, create buzz, learn from customers, and align online strategy. Why brands should use social media is to multiply reach, align strategy with one online channel, generate more traffic, humanize the brand, and increase awareness. Effective social media strategies involve monitoring conversations, responding rapidly, designing campaigns to encourage sharing, and leading consumers toward long-term changes. Measuring social media impact requires coordinating data, tools, technology, and talent across functions.
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Social Media - eh what now
- 1. Social Media – EhWhat’s Happening Now!! Conor Byrne CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
- 3. 80% of our online activity didn’t exist 5 years ago
- 4. “Social Media isthe democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers” Brian Solis, principal at Altimeter Group, a research-based advisory firm.
- 5. State of Play CRM& Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
- 6. “Can we, justfor a moment, Your Honour, ignore the FACTS!”
- 8. The total numberof Facebook users in Ireland is reaching 2,110,600
- 10. • Apx 200,000accounts • 30% of Irish Twitter Users check their accounts daily (IPSOS-MRBI)
- 11. Total LinkedIn Users: 613,906 Penetration of population: 13.28% Penetration of online pop.: 20.18%
- 12. • Google+ breaks100 million users (1st Feb) • Est: Google+ will reach about 400 million users by the end of 2012. Oct. 13, 40 Million 100 million 800 million ‘signed up’ ‘Active’ ‘Active’
- 14. • Over 10.4million registered users • 9 million monthly Facebook- connected users • 2 million daily Facebook users,
- 18. Why use socialmedia? CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
- 19. Why are bigbrands using social media? Target Creating customers buzz Learn from customers McKinsey Report, 2012
- 21. Why should youuse Social Media? Multiplies your reach Aligns strategy Generates with one online more traffic channel Helps you Humanises the connect brand emotionally Increases awareness
- 22. Loyalty Earn Create nobody Deliver on money Members can take the brand doing Not away from promise things that Customers you dont exist Helge Tenno
- 24. NGOS MOST TRUSTEDINSTITUTION GLOBALLY Trust (Edelman Baramoter)
- 25. What is SocialMedia? CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
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- 29. What Social Mediais not! CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
- 30. 10,000 new Likes 2,000new followers
- 31. 10,000 new Likes 2,000new followers
- 32. BMW has 9.5million fans Renault ZE has less than15,000 fans. The brand with the highest engagement rate overall on Facebook is Renault ZE
- 33. BMW has 9.5million fans Renault ZE has less than15,000 fans. The brand with the highest engagement rate overall on Facebook is Renault ZE
- 35. Marketing’s primary goalis to reach consumers at the moments, or touch points, that influence their purchasing behavior. • McKinsey Report, 2012
- 36. Influence the consumer CRM& Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
- 39. Monitor Knowing what’s said online about your products and services—should be a default social-media function, taking place constantly. You can glean insights from an effective monitoring program that informs everything from product design to marketing and provides advance warning of potentially negative publicity. McKinsey Report, 2012
- 40. Respond Pinpointing conversations (negative and positive) and responding at a personal level is a key part of social-media engagement. No response can be quick enough By responding rapidly, transparently, and honestly, companies can positively influence consumer sentiment and behaviour. McKinsey Report, 2012
- 41. Amplify “Amplification” involves designingyour marketing activities to have an inherently social motivator that spurs broader engagement and sharing. This approach means more than merely reaching the end of planning a marketing campaign and then thinking that “we should do something social” It means that the core concepts for campaigns must invite customers into an experience that they can choose to extend by joining a conversation It means offering experiences that customers will feel great about sharing, because they gain a badge of honor by publicizing content that piques the Interest of others.
- 42. Lead Lead consumers towardlong-term behavioral changes. In the early stages of the consumer decision journey, this may involve boosting brand awareness by driving Web traffic to content about existing products and services. Marketers also can use social media to generate Buzz through product launches, In addition, when consumers are ready to buy, companies can promote time-sensitive targeted deals and offers through social media to generate traffic and sales.
- 43. The Sort ofStrategy Slides! CRM & Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
- 46. It’s essential forbrands to understand why and where different groups of consumers participate in this new world. Understand this and brands can create campaigns, messages and communities that consumers want to be part of, spreading the message far and wide much more effectively Source: Wave5 Report, 2010
- 47. Understand how thenew consumer consumes 2. seeking brands they share a common purpose with 3. collaborating in the 1. consuming on demand – I creation process see therefore I buy 4. bypassing mass brands in 11. demanding instant favour of niche, local & peer customer service buying & selling in a 5. looking for more 10. looking for social socially personalistion & relationships connected customisation world 6. increasingly influenced by 9. prioritising value over “people like me” money – rent, borrow, barter vs. buy 8. seamless buying from 7. drawn to interactive & culturally diverse touchpoints engaging experiences David Hayes, Cybercom
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- 50. Develop a ContentStrategy Determine what Post this Determine how your audience valuable content often they would would deem at times that are like to hear from valuable valuable to them you Know your voice Be Authentic
- 51. Set KPI’s Conversation Rate Amplification Rate # audience comments / Applause Rate # sharing of post you content / Conversion Rate # likes etc / post Post Do we get economic value from the network? How many assisted or last click conversions? Patrik Svensson
- 52. Focus on thePlatform that’s right for you
- 53. Optimize your site andall other on and offline marketing to include links and references to social media sites
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- 56. Measure Yesit is possible to measure. But you need to plan…..
- 57. Measure Yes it ispossible to measure. But you need to plan….. “we can measure the impact of social media well beyond straight volume and consumer-sentiment metrics; in fact, we can precisely determine the buzz surrounding a product or brand and then calculate how social media drives purchasing behavior. To do companies must coordinate data, tools, technology, and talent across multiple functions.” McKinsey, 2012
- 58. Set KPI’s Conversation Rate Amplification Rate # audience comments / Applause Rate # sharing of post you content / Conversion Rate # likes etc / post Post Do we get economic value from the network? How many assisted or last click conversions? Patrik Svensson
- 59. Some Practical...... CRM &Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
- 68. By the endof 2012 77% of consumers in Ireland will have a smartphone
- 69. Ignore Mobile At Your Peril
- 70. Two Quick Examples CRM& Loyalty Meeting Friday 21st January 2012 Meeting: 3rd of April 2012
- 74. It Started asan idea
- 75. Social Networking Ledto Social Connections that spread the message across these social networks 100’s of Paul Dervan readers on his blog Steve Social Grace App Lisa Damien Mulley Troughton influencer Developer Smith Nick Twitter 10,000 euro McGiveny Lessons
- 76. Where next –get iphones into families hands A win at the Blog Awards led to a new website story picked up by Gerry Ryan and Ireland AM Twitter picked up on it It was blogged about Actively approached journalists (with links made through Social Media)
- 77. Set it FREE Tocelebrate World Autism Day 2011 the app was sold for free for 3 days. Through active social PR by 2.30pm it was trending. Lisa meticulously clicked and thanked every RT! Critical mass was achieved as Australia woke up and America started work - the American Group 'Autism Speaks' retweeted and by morning the RTs were in the Thousands The blogs and facebook took on their own momentum.
- 78. Then Disaster Struck– well sort of Apple approved an update that had been in review for 2 weeks....it tripped the listing back to full price.!! This required a huge PR campaign on blogs, Facebook and Twitter to tell people this was an error and not to click until Apple set the app for Free again (and they gave it free for another day)
- 79. Now what • About 15,500 app downloads • The app costs €20/$25 Lisa says ”being sustainable was as crucial as having social impact. If you cannot make a living then you cannot "do what you do" and you have to go and get another job. I'm doing what I love, I am good at it”
- 80. “Social Media connectedme to the world in a way that a stay at home special needs mum could never be. It gave me a new skill set and it turned me into an agent for social change, an entrepreneur and CEO of my own destiny.”
- 81. Remember CRM & LoyaltyMeeting Friday 21st January 2012 Meeting: 3rd of April 2012
- 82. Our social networksare hyper targeted at the most important people in the world……
- 83. Ourselves, our familiesand our friends
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- 85. • Develop relationships • Watch for editorial opportunities • Be simple and open • Interlink all your networks • Be useful • Be informative
- 86. • Be interesting •Interact with people as much as you can (give feedback, engage into discussions, compliment them) • Listen before you act • Facilitate conversation, don’t dominate • Actively converse
- 88. The internet facilitatesand supports civic engagement, it: raises awareness educates those interested & can mobilise groups by “enhancing the flow of information across diverse members of the community” (Kavanaugh et al., 2005, p.129).
- 89. Relationships are thekey currency Social media is a great way to build and maintain good relationships. http://maynak.name
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- 91. It Pays Off Therelationship is apparent and significant: “socially engaged companies are more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence.” Altimiter ENGAGEMENTdb study
- 92. Some Resources socialmediaexaminer.com mashable.com krishnade.com socialmediatoday.com simplyzesty.com @FacebookGeek
- 93.