Digital Influence. Social Media Workshop

8/8/2019 Digital Influence. Social Media Workshop

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360 º Digital Influence | Vietnam

Social Media Workshop



We engage influencers and grassroots consumers to spread word of mouth about the brands and issues they care about.

We use an integrated approach to social media marketing to scale anew form of ―earned media:‖ word of mouth - the most trusted source forpurchase decision and opinion

We are a global network of social media marketing andcommunications experts. We deliver strategy, measureable programs,and enterprise change for clients who need a disciplined approach to

applying social media to their business.



Vietnam

Population89 M

24 M

Source: VNNIC 2010,World Bank 2009Image: http://www.flickr.com/photos/skyshanghai/1148175074/

InternetUser

27.89%

Increasingnumber of internetusers inVietnam



Internet Usage Penetration of Vietnam’s Population2003-2010

Source: VNNIC 2010

0%

5%

10%

15%

20%

25%

30%

2003 2004 2005 2006 2007 2008 2009 2010

% of total population



• There are currently an estimated110 million mobile subscribers

in Vietnam.

• Vietnam currently has a mobilesubscription penetration rate of120% .

• Mobile internet user growth ratelead the top nine countries insouth east Asia.

• Mobile page views grew at arate of 1,316.4% in 2009.

Source: ADMA Digital Marketing Year Book 2010



Basic Strategy for Social Media & Word of Mouth

Conversation Maps

Live Listening Posts

Crisis Monitoring

Influencer Maps

Engagement Plans

Visibility Plans

Community Design & Management

Blogger & Influencer Engagement Programs

Co-creation Program Design & Management

Live Community Events

Video Content: Viral, Episodic, Channels

Social Network Activation

Search Reputation Management

Digital Media Relations



ASKING

LISTENING

VS



Social Media Strategy and Planning

Conversation Map: A comprehensive survey of whatand where people are discussing specific brands andrelated topics online. This tells us where we can engagewith people authentically.

Influencer Map: A focused survey identifying the mostimportant influencers across all social media to understandwhich individuals and affinity groups may help us.

Engagement Plan: A concrete and executable strategyfor getting influencers to drive both action and opinion.

Digital Influence Strategy: We create rapid yet comprehensive social media

strategies to drive online word of mouth and community engagement in measureable,scalable and lasting ways.

Each Digital Influence Strategy includes 3 deliverables



Product 1

Product 2

Product 3

What are they talking about?



Using Social Media StrategicallyInfluencer Audit



Using Social Media StrategicallyEngagement Plan

By creating the right conversation criteria, we can use technology to collect and sort all of the relevant conversations across blogs, forums, Twitter, social networks and review sites.Our strategists apply insight and recommended action to every report

•

Influencer/Blogger Outreach & Engagement : From Blogger weekends to events tobrand experiences, we specialize in identify and engaging the most important newinfluencers across social media

• Content Creation and Distribution : From making brand content – video, images, text as ―share - worthy‖ and portable as possible to inviting consumers and customers to createbrand relevant content, we ensure all content has a positive impact on search results

• Social Media-Scale : From content-driven advertising to social network applications andgrassroots action, we add scale and reach to the operations and impact of word of mouthprograms online and off.



I m p a c t

Months

1 2 3 4 5 6 7 8

Buzz Spike vs Social Media Strategy



What We Do>



We created a training program for all DuPont marketing,communication and product leaders designed to buildcapacity within the organization across the globe• 22 on-demand video modules• How-to applied to B2B Marketing

We established an enterprise-level social media strategyfor FORD. Our programs drive brand and productpreference via social media-based word of mouth andchange how the company communicates with customersand influencers• Social media training• Enterprise-level Listening Post• Integrated Measurement model

Enterprise Social Media Services>



Digital Influence Program Strategy>

To accelerate Vtech‘s business growth in the US viastrong bonds with parents and their influencers, wecreated a full Digital Influence Strategy fromlistening all the way to engagement. Weresearched, built and managed relationships withover 150 influencers, providing ongoingopportunities to review products, executegiveaways and participate in programs with VTech.

61% share of social media conversation incategory (goal was 30-45%)

23,000 Facebook Fans and over 1,500+ Twitterfollowers in 6 months

11 million unique earned social mediaimpressions (goal was 1 million)



Listening Post Development, TechnologyAssessment (top 20 English language)and Report Development> Weekly & Monthly Performance> Rapid Response> Measurement

> Pan-Europe Listening Post Developmentand Technology Assessment (top 30 multi-language providers)

> Complete Social Media Guidelines

Listening Posts>



2 Levels Driving Word of Mouth>

> Conversation Planning> Conversation Managers> Social Web Publishing

> Influencer Maps> Social IRM Database> Engagement Plans



Social Influencer Relationship Management (IRM)>

We developed the Intel Insiders - a brand ambassadorprogram and social media advisory board - to tell authenticstories about Intel and serve as a sounding board for Intel‘sonline community engagement strategies.• 266+ pieces of well-trafficked content from Insiders• Multiple events on behalf of/in conjunction with Intel• Expanded program to reach women, teens and mobile

technology enthusiasts

IBM piloted our Insider Circle platform to scale their socialmedia campaigns by efficiently delivering exclusive,shareable content and offers to key social mediainfluencers. In addition to the exclusive content and offers(from videos to downloadable texts), IBM‘s Insider Circleprovides detailed analytics on the spread of the content.



Social Grassroots: Conversation Management>



Based on Robert Cialdini‘s “Influence: Science & Practice”

What Drives Influence?>

If other people ‗like her‘ ask her totry a product, she will

Even ‗strangers with authority‘ matter to us

Exclusive opportunities (productoffers, events) drive action

Liking Authority Scarcity

If brands offer some value toinfluencers, they reciprocate People want to remain consistentwith a public commitment If other women ‗like her‘ use aproduct, she will try it

Reciprocity Consistency Social Proof

Social media is about people finding new influences and

influencers. We use the science of persuasion and trust to

help brands not just build strong, authentic relationships with

customers but deliver significant business results, as well



7 Drivers of Word of Mouth>

01. Do we have a good story?

02. Can people SHOW their involvement in a visible way?

03. Do we offer something new to talk about?

04. Do we let our supporters be creative?

05. Do we invite people to participate?

06. Do we offer them some value?

07. Do we remind people to spread the word?



01. Improving Positive Sentiment

02. Impacting Sales

03. Managing Crisis

Three Benefits for Social Media>



Daily monitoring to social media conversations allowedFord China to quickly spot a pocket of negative detractorsLesson Learned:



• A Mondeo owner in China, Netizen "simonsun 2010”,posted on a large automotive forum expressing his anger at arecent Ford 4S maintenance experience.

• He used social media to organize a protest in front ofShenzhen Chengbao Biao Yuan 4S store.

• In less than 24 hours, the post received 1,294 views and85 comments with 22 netizens saying they would join thedemonstration . Some netizens said they will bring reportersand invite local media.



• An alert was sent out calling attention to a potential crisisusing the social media post as evidence

• The manager of the 4S was notified of the social mediareporting and encouraged to reach out to the angry Netizenin an effort to demonstrate Ford responsiveness, to mitigatethe negative posts’ damage, and to avoid a potential offline

protest.

• This Netizen, like many Automotive Forum members,provided detailed information (e.g. mobile number, licenseplate, etc) in his profile page, allowing for easy contact.



• After receiving a call from the 4S, the original poster("simonsun 2010") posted an update on the AutoHomethread.

• He told readers that he received a call from Chang'an Fordregarding his complaint. He said the Chang'an Ford staffmember had a good attitude and was very helpful as they

worked to resolve his Mondeo repair complaint.

• Although Chang'an Ford did not offer to replace the entireengine as simonsun 2010 requested, they did agree toreplace a critical piece of the engine. Simonsun2010 said heaccepted the offer and canceled the demonstration in aneffort to "give Ford a chance".



Create a social social hub designed to provide

customer service throughout social media for

Malaysia's leading mobile phone provider



We doubled the number of Facebookfans in one quarter through a robustConversation Management Program

• Incentivize Tips: We encouraged people to sharetheir tips for mobile phone usage

• Social Referrals: Facebook served as a powerfulacquisition tool to get more people into theprogram. We offered incentives for people to sharewith their social graph and get friends to sign up.

• Maxis 10: Crated a Facebook driven productreview program aimed at passionate brand fans onFacebook

• Amplify With WOM Program: We built anambassador program of called the ―Biggest Fan‖ who shared their real experiences related to theworld cup

• Promote With Social Advertising: The finalpiece of the puzzle was developing a smartintegrated social advertising program to driveinterest and participation.

• URL: http://www.facebook.com/maxis

Facebook for Customer SupportA Social Support Hub

http://www.facebook.com/maxis

http://www.facebook.com/maxis



Growth on Facebook and engagement numbers skyrocketed in just 2 months after launching the program – and we surpassedall of our annual KPIs by the end of third month•

Reach:– Built a network of over 80,000 fans on Facebook ,

growing from the client‘s original base of just 4000 fans• Engagement:

– The program generated over 450 unique blog postswith a neutral or positivity sentiment of over 98%across all the posts

– Each Maxis post averages 30 and 10 comments– Over 300 applicants to the Biggest Fan program

• Action:

– Trained all Maxis customer support staff to use theFacebook content management tools to provide aroundthe clock support for new and existing customers.



6.5 Million USD in Sales through Twitter



360 º Digital Influence | Vietnam

Social Media Playbook

Top Four To Do‘s for Success inSocial Media2010



01. Collaboration Across Silos

02. Get Beyond Campaign Thinking

03. Measurement & Budgeting

04. Implementing Change

Top Four Do‘s for Social Media>



1. Collaboration Across Silos Before undertaking the successful Open Forum program,American Express knew it needed to break down thesilos separating marketing and communications withcustomer care.

In a first step to becoming a more social business, AMEXconnected digital marketing with customer care bylaunching twitter.com/askamex, a real life full functionTwitter Help Desk. This was critical in order to earncredibility in social media before launching a majorinitiatives.

IF AMEX skipped Step #1 and launched a social mediaprogram they would not have collapsed under the weightof increased questions with no vehicle to providesupport.




2. Get Beyond Campaign Thinking Short term campaign focused plans often leave acollection of abandoned social media properties (e.g.Facebook Pages, Youtube channels) etc. The pressurefor quick results in social is tremendous.

Brands constituently ranked as being the most ―social‖ have organized their business mindset to get beyondshort term thinking and planning. Consumers think interms of a relationship with a brand not with acampaign.

The evolved social business knows that is takes five toten months to show meaning business impact in socialmedia.

Skip #2 and you risk breaking the social networkcontract with consumers when the latest campaign is

switched ―off.‖




3. Measurement & Budgeting Social brands know that when you move beyondcampaigns, and begin to involve teams outside of Marketing, it‘s time to to get beyond campaign metrics:those models cannot account for sustainable socialmedia programs.

There is no social media industry standard like the GrossRating Point (GRP) for social media. Brands that wait for

the magic metric will get left behind.

Instead, rely on long term impact value such as NetPromoter Score and longitudinal shifts in share of voice,these models move beyond impressions and track whorecommends your product and how to reach them.




New Measurement Model

Reach

Preference

Action

Awareness

Evaluation

Engagement

Loyalty

Conversion

}}}



Conversation Impact™

Measure Engagement > Action

Reach

Unique Monthly Visits –owned and earned media

Time on site, # / % change

Volume of onlineconversation

Message pull-through

Preference

Sentiment index of onlineconversation (% positive - %

negative), # / pts change

Share of positive voice incategory

Relative net promoter score(NPS) in category

Action

Sales

Registration

WOM network action

Blog/Twitter-based action

Conversation Impact™ Social Media Measurement Model

S i l M di T d Th t M tt



Social Media Trends That Matter

1) Search vs Social

2) Mobile vs Desktop

3) Deeper Specialists

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Social vs Search



Social vs Search

Why Does This Matter?Consumers more likely to encounter contentvia news feeds rather than search



What Does This Mean?Brand content shrinks to bit sized updates, notHTML based websites.



Friends

+

BrandContent

Mobile vs Desktop



Mobile vs Desktop



What Does This Mean?More location-based applications.

$96 millionin 2009

$512Million in

2012

S i l M di 360 T 2009



Social Media 360 Team: 2009

S i l M di 360 T 2011



Social Media 360 Team: 2011

Digital Influence. Social Media Workshop

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