MII

PAUL DERVAN

Social Media Marketing

Overview > why? > what? > how? > personal experience

Chapter 1: Why? Chapter 2: What? Chapter 3: How?


• No customer engagement

• No comments

• No blogs

• No video content

• No integrated social media

• Cluttered

• No evidence of the brand

• No emotion

O2 Ireland, July 2010

Think big O2IrelandRugby O2 Treats Music Help/SupportIdeas room

Blogs

O2 Insiders1% of manyemployees on twitter

O2.ie homepage updated content daily

Video Content

O2 forum & communityO2 Ireland, Oct 2010


Confidential

CHAPTER 1: WHY?

Your customers all using social

media

New consumer behaviours

Easy, cheap and fast to implement



media



Be where yourcustomers are



media




77% will tell their friends if a brand makes untrue claims in their advertising


71% will continue to do business with the company if it corrects a mistake quickly and honestly


When they email a company, 80% expect an answer back quickly


(1) Internet is like breathing

(2) Expect speedy responses

(3) Scrutinize you and your company

(4) Trust friends – not authorities

(5) Insist on integrity

(6) Ready to forgive

(7) Like to have fun

(8) Like to customise things

(9) Expect to enjoy their work

Source: Tan Tapscott ‘Grown up digital’



media



Be relevantto them



media




CHAPTER 2: WHAT?


1. Market research (listening)

2. Marketing communications (talking)

3. Customer product / service experience

4. Product innovation (collaboration)

5. Decrease costs

Business needs






5. Decrease costs


Why listen / collaborate?


So are these genuinely searching for ideas, digging for insights or

trying to engage people?

They are different things. Be clear before you start.






5. Decrease costs


Buildingsocial media

channels

Create content

Reach, Salience Engage, entertain (or appeal to some emotion)

1 2

Seven problems with current website

1. Much too busy. For example, the homepage is a

mesh of ads and messages all shouting for your attention. Suffers from lack of priority and indecision

2. Difficult to buy – We lose too many people that

visit the shop. Current site makes it difficult for us to nudge them along the way.

3. Poor navigation – There are over 2,000 pages.

And hard to find things.

4. Poor brand experience – Our other

brand comms are confident, stylish with a very O2 tone of voice. This is missing. We don’t get the most from our brand assets – Rugby and The O2.

5. Not personal enough - We’re missing

opportunities that social media (web 2.0) can help customers participate with us. These include youtube, comments, facebook and twitter integration, blogs, phone reviews etc.

6. Not enough focus on service – We want customers to visit o2.ie instead of calling care, but this does not come through in current site.

7. Too slow – The current site is not set up for quick

changes. The result is frustrated stakeholders and inability to move or respond quickly.

Confidential


http://www.o2online.ie/o2/rugby/

Needed to be ableto integrate social media to execute our brand strategy of providing unique experiences

http://www.o2online.ie/o2/rugby/


Not new to try and have a brand’s advertising becomes part of people’s live around events / situations.


Why engage people?

If we engage with people, will they like the brand more? Or is it those that already like

us more likely to engage with us?


http://www.youtube.com/watch?v=lqT_dPApj9U

I think it is (still) about creating brand impressions

http://www.youtube.com/watch?v=lqT_dPApj9U




3. Customer product (& service) experience


5. Decrease costs

http://www.youtube.com/o2gurutv?user=o2gurutv&hl=en&gl=US

http://www.youtube.com/o2gurutv?user=o2gurutv&hl=en&gl=US

http://link.brightcove.com/services/player/bcpid506929340001?bckey=AQ~~,AAAACnIJEfE~,frj1NKRtzVkypwdWA8uls1R2cWl2hIr4&bctid=703751508001




CHAPTER 3: HOW?


Focus. Focus. Focus.

We ruthlessly focus on just three areas: Sales, Service and the brand.

And little else.


Simplify

We plan to slim down from 2,000 pages. Aspiring to get to just 99 pages or less.

The site will focus on three areas and not be a dumping group for everything in o2.


Speed

We’re building the new design in a way that allow us to make changes daily so we can respond quickly and keep site fresh and relevant.


Mix of stunning and personal

Our insight work shows that customers are attracted to brands that are personal and open. They want to interact and participate.

Our mantra for the site is ‘be interesting’ linking where possible to ‘together is better’.


Platforms. Policy. People


Platforms

The reason we couldn’t embed youtube, facebook, twitter, blogs or comment was not because the team

didn’t know about this stuff or how to do it.

Our technology wouldn’t allow for it.


.

• CMS that needed six months training for developers

• Couldn’t outsource development

• Developers didn’t know it

• It wasn’t open.

Platforms


.

• Cannot ask employees to execute social media and then give them a hard time about being on facebook

• Needed to change our internet policy so focus is on trust (and penalty) not fear of something going wrong.

Policies


.

• Upskill and change / tweak roles

• Trained 70 people on twitter over 3 weeks

• Risk and crisis workshop

• Accept a level of risk and warn people upfront that mistakes will be made

• Brand team lead but understand that social media does not conform to previous org structures (message out - marketing, response back - customer service)

People


NOTE: PERSONAL EXPERIENCE


• Don’t wait for perfect strategy. Learn from mistakes.

• Start small.

• “Fewer better” - I think we are doing too much.

• The tools are cheap / free. The cost is your time.

• Don’t chase quantity as main goal e.g. 20k likes.

• Decide whether you want to engage customers or not. You might not want to.

• Know what you’re business need you’re aiming to achieve.

• Match tools with you business needs & customer levels of enthusiasm for and comfort with digital.

• It is easy to measure interactions – difficult to measure value

• 2012 - focus more on people using internet on phones, not computers

+13%- 6%

O2 Sentiment

41%

27%

19%

13%

O2

Vodafone

Eircom

Meteor

Share of voice

Topics strata over time

O2 DublinDublin

phone

Vodafonephones

iPhone

concert

1111th

person

free texts

month

broadbandcustomers

iPhone 4

arena

Kylieprepay

happyNokia

Meteor internet

Justin Bieber

YouTube video

http [links]

Eircom

Kylie

Thank you.

MII

Business

Transcript of MII