Identifying Insights

From Your Social

Media Campaign

Moderator:Moderator:

Oliver Gertz

Managing Director EMEA

MediaCom Interaction

Photo: Evelyn Huang, MediaCom Beijing

4500 employees. 116 Offices.

89 countries. 1 team.

We have the world’s largest

integrated interactive team

0 200 400 600 800 1000 1200

1.041

966

866

808

762

704

618

MediaCom

Mindshare

OMD

Starcom MediaVest

MEC

Carat

ZenithOptimedia 618

467

252

217

ZenithOptimedia

UM

Initiative

PHD

Source: RECMA Sept 14th 2010, 35 countries

3

We hold two global

Agency of the Year titles

How do we approach

Social Media?Social Media?

5Photo: Neng Su, MediaCom Beijing

Everyday new opportunities

in Social media

6

People always been social

Around the Fire

7

People have always been social

At the kitchen table

8

Now some kitchen table

discussion move online

9

It is not a new world.

It is not new behaviour.

It is not new needs and desires.

There are just some more channels There are just some more channels

to understand, engage and reach people.

10

Content is connecting people

with brands – across all media

Boughtmedia

Ownedmedia

Earnedmedia

Content

1111

media media

Distribute

Content & Distribution

Listen Engage

Search

PR

Social

Media

Owned

Earned

Distribute

�

Consumer

Earned

Listen

�

Content Engagement

strategy

Engage

�

Mobile

Event

Dealer

Targeting

Gaming

Bought

Owned

12

InsightsConsumer

Insights

Bought

Owned strategy

1.Big Idea2.Reason to Engage

3.Brand Benefit

Social media monitoring

tools are evolving fast

13

Big campaign ideas have to

go beyond 30’ story telling

■ Does the idea get stronger by telling it

across all channels?

Interaction

across all channels?

■ Does the campaign invite people to

interact and react?

14

T-Mobile

enables sharing your life

Communication idea made interactive

“Life’s for sharing” Create moments worth sharing

15

Coca Cola

unites football fans

Communication idea made interactive

Find people, who are the

complete opposite

but

united in their love

of football.

Football unties

cook and chicken

cactus and balloon

Adulterer and husband16

Distribute to all channels,

not limiting it to the T-Mobile.co.uk

Live Event

Viral Seeding4,524,518 plays

17

We can reach high numbers:

P&G Pantene China

“Be a Pantene girl” – upload your picture and story

� 10 Million participants

� Top of mind +31%

� Word of Mouth + 55%

� Sales + 12%

18

How can we measure

success in Social success in Social

Media?

19

Not every answer is helpful

20

We have to be pragmatic

How many people? How intensive?

� Facebook fans

� Blog posts

� Game participants

� Youtube-views

� Website visitors

� Type of engagement

� Length of Engagement

� Quality of Engagement

� Website visitors

� ...

How might this influence business success?

21

Measuring bought, owned and

earned impressions is fairly easy

Every £ spend on Paid media drives 3 £ of Earned media

Bought Owned Earned

22

Econometric Modelling can

measure the sales impact

Social TVC 2Social Campaign

TVC 1

TVC 2

■ Identify sales impact of

different media

channels and

campaigns

■ Social Media

Campaigns have

ROI

Data Source. MediaCom Economiser

Campaigns have

generated higher ROI

than TV on this FMCG

product

23

Engaging fans is the

key to ROI

Fan

Engaged Fan

Fan Advocate

■ Just having a high

number of fans is not

driving the highest ROI

■ Engagement also

drives sales and ROI

Fan

ROI

Data Source. MediaCom Economiser

24

Theree is a direct correlation

between engagement and sales

1 in 5

1 in 20

1 in 7 game plays

1 in 5 Inter-

actions■ In the given research, 1

in 20 fans bought a

pack of the product

■ Those who played one

of the games converted

1 in 71 in 20 fans

ROI

Data Source. MediaCom Economiser

1 in 7

■ 1of 5 who promoted the

product bought the

product

25

On the panel today

Michael WillekeDirector Marketing Communications Director Marketing Communications

Coca Cola Germany

Lisa ManeHead of Corporate Internet and Social Media, COI Interactive Services

Kerry Bridge

26

Kerry BridgeGlobal Digital Media Communications Manager Public Sector, DELL

Sabine KostevcHead of Corporate Internet & Social Media,Roche

27

Social media insightsiStrategy, London, 5 October 2010iStrategy, London, 5 October 2010

Big challengesBig challenges

Smaller budgets

Source: Saatchi & Saatchi

Source: Saatchi & Saatchi

From communications to conversations.

People are interested in people

People are interested in stories

HPV virtual surgery room

People want a safe environment

People want to make a difference

Thank-you.

lisa.mane@coi.gsi.gov.uk

Case study - Dell’s evolving use Case study - Dell’s evolving use

of Twitter

@KerryatDell

#iStrategy, October 2010#iStrategy, October 2010

Dell on Twitter in 2007 = Wild West of

exploration and learning

42

Dell on Twitter Today = more formalized strategy and structure

Inform Sell Engage Support

43

Expand on what works

Human

element

44

Having conversations -

asking and answering

questions

Cross-promotion

I need to drive

demand for

my products

Getting started -What are you trying

to achieve?

I want my

customers to

know I’m there

for them

I have

information that

can help

45

for themcan help

customers and

prospects

Sell

Over time three ways we use twitter

emerge…

Engage

Provide news

46

Provide news

and information

By listening to your customers you can define any needs you are missing…

Listening What’s the

status of my How do I find Listening

helped us

identify gaps

and find better

ways of

meeting

customer

expectations.

status of my

order?

I don’t think my

computer is

How do I find

drivers for my

system?

47

expectations.computer is

working right.

Who can help?

Support - @DellCares

Objectives:

• Proactively engage • Proactively engage

customers

• Customer retention

Highlights:

• Early days – soft launched in May 2010

• Team supports customers on Twitter

• Supported over 1,800 customers:

48cc Dell

• Supported over 1,800 customers:• ~5% who come to @DellCares• ~95% who we discover and outreach to proactively

http://twitter.com/dellcares

49 www.dell.com/twitter

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