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Tweeting Social Stuff October 2009
The document presents a marketing event focused on the impact of social media on traditional marketing models, emphasizing the need for brands to strategically navigate its challenges and opportunities. It outlines various social media tactics like reputation management, engagement, and customer interaction, while also detailing the success of specific campaigns and tools used for customer outreach. Additionally, it highlights statistical insights into social media usage and effectiveness, particularly in the context of audience engagement and brand advocacy.
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Tweeting Social Stuff October 2009
- 1. Tweeting Social Stuff21.09.09 A presentation to : Marketing Event [email_address] @nicholasgill
- 2. Nicholas Gill Headof Planning Five by Five slideshare.net/bluurb @nicholasgill @fbfdigital Graeme Ford Head of Insight Phones 4U @graemeford @phones_4U
- 3. Social media has disrupted the conventional marketing model
- 4. People are oneclick away from the perfect job, the ideal product, a damning video diary or the 5 star review
- 5. But it’s notabout blindly rolling out the latest, must-have tactics Brands need to strategically navigate through social media…
- 6. Trends Content ExplosionFragmentation & distribution Interactivity, participation & control Source: IAB Europe Interact Congress 2009 Content Supply Chain Evolution Real time
- 7. Social media ispowering & accelerating these trends The 60’s and 70’s were all about products and how to advertise them The 80’s and 90’s were all about brands and their balance sheet value Then it all went digital Now it’s all gone social
- 8. Engagement has alreadyshifted
- 9. Social media isalready culturally accepted Source: Forrester & The Guardian 65% of time spent in social/entertaining space
- 10. Where’s Twitter? SocialMedia Feeds/ Filters On Demand Sharing Reviewing Press TV Outdoor Gaming Destinations Mobile Connecting RSS On-demand (iPlayer, 4OD, Hulu) PVR Interactive TV Social viewing / Participation Text Bluetooth Live interaction QR codes Video ad innovation QR codes Ratings Reviews Liking Distribution Bookmarking email IM VOIP (Skype) Life-streaming (Twitter) Friending Wi-Fi MMS Surfing email Bluetooth GPS MP3 Entertainment (radio, video, music) Search Networks Life-streaming Publish (blog) Forum Widgets Meme Crowd-sourcing Virtual Worlds Live casting Console Handheld Casual Surfing TV viewing Camera, DVD, Blu-Ray MMO ARG Portals News Personalised start pages, iGoogle Brand sites
- 11. Tweets so far?Source: http://popacular.com/gigatweet//
- 12. 1,382% increase YoYSource: Nielsen, 2008/2009 stats
- 13. 7 million uniqueusers 475,000 1 year ago
- 14. 7 mins averageengagement
- 15. But it’s allcelebs right?
- 16.
- 17.
- 18. Who actually usesTwitter? Source: comScore
- 19. Where? Source: Social Media Library
- 20. Multiple tools formanaging
- 21. Promote products &services
- 22.
- 23.
- 24. Strategic approach? Source: Applicant.com
- 25. Simple is betterENGAGE CREATE FOLLOW
- 26. Social Media StrategicFramework Source: Steve Sponder @stevesponder blog.stevesponder.com Creative Commons: Attribution-Non Commercial-No Derivative Works 2.0 UK: Engalnd & Wales License
- 27. Social Media StrategicFramework: Reputation Management \ Listen & Engage
- 28. Social Media StrategicFramework: Reputation Management \ Listen & Engage
- 29.
- 30.
- 31. Identifies, informs andinspires Identify Discover the volume of conversations Track volume, sentiment and media-mix Identify influencers Benchmark against competitors Understand the subject Listen to what they’re saying Provide a platform to engage Inspires & inform Business strategy Marketing strategy HR communications strategy New product development Digital strategy Social media strategy Social currency (e.g. brand entertainment, brand utility & co-creation) Brand outposts Website strategy
- 32.
- 33. Social Media outperforms paid for media
- 34.
- 35. Converted to advocacySamsung Football mentions on a par with other major brand endorsements such as Nike and Adidas And way ahead of Puma Motorsport
- 36. Activated in blogs,communities, forums
- 37.
- 38. All add upto improved SEO
- 39. Social media responsesplit Blogs 29% Promotions & partnerships 47% 6% 1% 1% 9% 7% forums
- 40. Crowdsourcing the Samsungi8910HD
- 41. @jasonbradbury: I’ve gota Samsung i8919HD phone to give away! FREE! I want ideas for Twitter/my blog 4 how to give it away!?
- 42. @jasonbradbury:.. or howabout #ZombiePhone . I pick from the best #ZombiePhone images of you acting like a living dead next to your old, dead phone?
- 43. @sarahjane365: #ZombiePhone I think I would win since I have about ten old dead phones in my possession @madgerald: Love the #ZombiePhone idea
- 44. @jasonbranbury: Your ideasrock - but I like #ZombiePhone . So here come the rules of the competition!!! @jasonbradbury: #ZombiePhone . 1) Free phone to best pic of undead phone & user 2) use hashtag 3) I pick my fave 9.30am Monday 10 Aug.
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- 47. Twitter outperforms forums (surprise) (our usual place)
- 48. @GHWT Twitter profilewas set up in April 2009 2,077 followers as of 23rd July 2009 Organic growth no promotion Average growth per day = 60 followers 181 updates which averages at 1.2 updates per day
- 49. ‘ who isyou favourite guitarist?’ ‘what is your favourite guitar solo?’ ‘how many of you out there played guitar hero last night?’ Engagement driven by passion points
- 50. Advocates Comments &Suggestions Customer service PR
- 51.
- 52.
- 53. [email_address] @nicholasgill bluurb.wordpress.comlinkedin.com/in/nicholasgill facebook.com/nicholas.gill slideshare.net/bluurb Continue the conversation
- 54.
- 55. Social Media GraemeFord | Head of Insight | Phones 4u
- 56. About Phones 4uWho are we? What do we sell? What are our retail channels? Who are our key customers? What is our advertising strategy? When did we start using social media?
- 57. Why Social Media?Our main objectives were to: Become more approachable Gain insight into digital lifestyles Establish communication on a one-to-one basis Reduce share of negative voice online Increase word of mouth recommendations of exclusive products Increase brand awareness of advertising campaigns Rival our competitors for share of voice online in the mobile industry Reduce multiple voices Solve customer complaints / questions Educate mobile users on products and services
- 58.
- 59. uBar The uBaris a unique insight platform established to provide two-way dialogue between ourselves and the customer ( www.theubar.co.uk ) Users can participate in various research topics, and also interact socially with each other, while also being able to speak to us directly about what they think of the industry Through the uBar, we conduct monthly omnibus surveys to capture the changing needs of our consumers to ensure we deliver their needs and have future insight into the market The uBar will also act as a platform for testing the latest products and services
- 60. Facebook Good demographicspread covering the majority of our key segments in the 13 to 29 year old market Large amount of Phones 4u groups already on the network Key platform for launching face-to-face social events Great place to share new product exclusives Users can upload their own pictures and videos to the site Conduct research via polls Utilisation of Facebook adverts to drive traffic Build third party applications
- 61. Popular People ‘YesNo’ Campaign
- 62. Facebook ‘Yes No’Campaign
- 63. Facebook ‘Yes No’Campaign
- 64. Facebook ‘Yes No’Campaign
- 65. Facebook Events HopFarm Festival: July 4 th -5 th 2009 Partnered with our media agency Ticket giveaway exclusively through Facebook Seeded on top festival forum sites Facebook targeted adverts Share content back on site N-Dubz VIP Party: September 17 th 2009 Partnered with Blackberry and Kiss FM Tickets only available exclusively through Phones 4u Facebook targeted adverts Competition promoted in-store to drive traffic Share content back on site
- 66. Twitter The BrandAwareness Model Used for PR announcements Resolving customer complaints Promoting exclusive events Talking to customers about lifestyle trends The Ecommerce Model Selling excess stock / limited stock Promoting exclusive online deals Promoting new sections on our website Handset reviews Special Contract offers
- 67. YouTube Increase brandawareness Summer ‘Popular People’ campaign launched on YouTube Recently launched our new ‘Box Wars’ campaign for Christmas Allows users to comment on new campaigns Find out who seeds our video Uploaded all our advertising history Linking to other users videos Running competitions
- 68. Blogs Google Alertsand Meltwater used to track brand mentions in Blogs Identify key blogs and bloggers Once identified, we make contact to see how we can help each other Release exclusive content to bloggers Blogger nights out in London and Manchester Build relationships with young up and coming bloggers for online exposure
- 69. Linked-In Build yourcompany profile Befriend social media professionals Get Involved in social media discussions Got a question? Ask the experts Got an answer? Help others Find social media conferences Start your own business groups Social media job listings
- 70. Resources Book:Twitter MeansBusiness by Julio Ojeda-Zapata Introduction to Twitter for businesses Company case studies Online Source: Mashable.com Social media news Twitter and Facebook guidebooks Presentations: Slideshare.net Search, upload and share PowerPoint presentations View webinars
- 71. Contact Details Email: [email protected] uBar: www.theubar.co.uk Facebook: www.facebook.com/graemeford Linked-In: www.linkedin.com/graemeford Twitter: www.twitter.com/graemeford Graeme Ford Head of Insight | Phones 4u