Post on 10-May-2015
description
Content Generation & Curation: It’s not what you say, it’s how it’s said and by whom.
January 2013 Office of Marketing & Communications
2
How does Consumer Advocacy work with Social Media?
• The New Word of Mouth Advertising • The Impact on Brand Reputation • The Power of Each Social Platform
Social Media is giving consumer’s a more powerful voice than ever before…
28th February 2011 Presentation title 3
Social Networks (Word of Mouth)
Global
Journalist who
follows Blogger
Blogger who
follows Person A’s
Friend Person A’s Friend
Person A
Audience
Social Media has made ‘letters of complaint’ easier to make public…
28th February 2011 Presentation title 4
Social Media Posts
Blog & Website Articles
Local, National &
Global News Stories
Consumers don’t always use social media channels the way business would like…
28th February 2011 Presentation title 5
Brand Reputation
Management
General Enquiries
Customer Complaints
Technical Problems
Sales Enquiries
General Information
Sales Enquiries
Product News/
Updates
Brand Reputation
Product News/Stories
Customer Complaints
Did you know the average time spent on Facebook by a user is 7.5 hours…
28th February 2011 Presentation title 6
Comments, Likes & Shares
Wall Posts & Recommendations
Facebook Messages
Tabs & Applications (APIs)
Groups (Forums)
Twitter has over 1.7 billion unique account users…
28th February 2011 Presentation title 7
Retweets & Favourites
@Tagging
Direct Messaging
Lists
LinkedIn helps over 200 million users, in over 200 countries network…
28th February 2011 Presentation title 8
• Likes, Comments & Shares • Recommendations • Groups (Forums)
9
Which Content Generates Great Consumer Advocacy?
• Production Value • Rich Media • User Generated Content • Application Program Interface (API) • Content Field of Dreams
How much you spend on production could impact the value of it’s “engagabilty”…
28th February 2011 Presentation title 10
• Metro Trains commissioned Melbourne pop/folk band, Cat Empire, to write “Dumb Ways To Die”
• Video currently has over 37,350,000 views • Interactive Flash site, with drop down YouTube video and iTunes download links
Rich Media forces a user to interact with the object…
28th February 2011 Presentation title 11
Click, Play & Watch Content Channels
YouTube Vimeo
Google Hangouts Flickr
Visual.ly
Click, Play & Listen Content Channels
Soundcloud iTunesU
Scroll Through & Read Content
Channels Scribd ISSUU
Slideshare
A user reward by great content will more likely reciprocate with a social share…
28th February 2011 Presentation title 12
Launch poster created by DC
Comics
Post on DC Comic’s
Facebook Page of poster
Shared user generated content holds greater authenticity with other users…
28th February 2011 Presentation title 13
User Generated
Content
Videos
Images
Comments (Recommendations)
APIs (also known as widgets) help spread and measure consumer advocacy…
28th February 2011 Presentation title 14
Word of Mouth
Advertising
Share Widgets
Like and Follow
Widgets Comment Widgets
In order to curate the content, you first need to build a base to host it…
28th February 2011 Presentation title 15
User Content Facilitator Tools
Competitions, Forums, Applications (APIs),
Online Forms
Content Hosting Platforms
Websites, Blogs, Facebook Tabs & other
Social Channels
16
How can you measure Consumer Advocacy from Social Media?
• Social Media for CRM • Social Management Tools • Analytics
CRM lists and campaigns are actually strengthened by Social Media…
28th February 2011 Presentation title 17
CRM Lists
Google Forms
Facebook Tab APIs
Twitter Lists
Social Media management tools track, assign and manage customer interactions…
28th February 2011 Presentation title 18
Community Management Tools can: • Assign posts • Set up Alerts on New User Posts • Create management teams • Track complaints and complaint resolution • Aid risk mitigation of channels and content • Create and view lists for monitoring • Create reports and view analytic data
Social Media platforms, like Facebook, also provide their own user insights…
28th February 2011 Presentation title 19
Google Analytics
Facebook Insights
YouTube Analytics
LinkedIn Insights