Social Media Action Plan
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Social Media - today’s agenda What is Social Media? Why does it matter? Social media action plan
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Social Media - what is it, why it matters, and 3 step action plan (Listen, Engage, Influence)
Transcript of Social Media Action Plan
Social Media - today’s agenda
What is Social Media?
Why does it matter?
Social media action plan
Media has changed
“To find something comparable, you have to go back 500 years
to the printing press, the birth of mass media … Technology is
shifting power away from the editors, the publishers, the
establishment, the media elite. Now it’s the people who are
taking control” Rupert Murdoch, Wired July 2006.
Driven by …
Consumers have a voice
So what is Social Media?
“Open conversations that
encourage participation
and connect people”
Ian Farmer BULLSEYE
Social Networks
2.2 million
1 in 5
118000
7000
Biggest country in the world - MySpace
Blogosphere
m23000
Wikis – collaborative
Podcasts – niche / time shifting
4m
Youtube Videos
m
26,500
Bandwidth: 2007 YouTube = 2000 Internet1.2 million consumer generated videos in 2007
26.5 million corresponding comments
22 billion views, up 70% (source: Accustream iMedia Research)
And other content communities
More and more of us use it
It helps you express yourself
Review stuff, weigh up pro’s and cons
Share things easily
Social networks link us together
And through the wisdom of crowds
Allows us to discover new stuff
Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan
We now know the truth
76% don’t believe
that companies tell
the truth in
advertisements
Source: Yankelowich
Consumer recommendations are
the most credible form of
advertising among 78% of the
study’s respondents.
Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”
(global Nielsen survey of 26,486 Internet users in 47 markets)
Who do we believe?
People like ourselves
My friends
Their friends
Shared interest
Social media conversations are recorded
And influence “offline” behaviour
Of those who use used or buy bought
your product / service
For Good
And Not so good
Social media impacts your brands reputation
34% post opinions about products and
brands on their blog
36% think more positively about companies
that have blogs
Source: Universal McCann Power to the people - Social Media Tracker Wave 3
So that’s why it matters !
Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan
Consumers are beginning in a very real sense to own our brands and
participate in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
Try and control this?
Ignore it ?
... But this just eliminates you from the conversation
Bullseye’s Social Media action plan
What is Social Media?
Why does it matter?
Social media action plan
Listen
Engage
Influence
How to listen to social media?
Search
• E.g. Technorati.com
Speed Feed reading
Blog Trends
Charting Live consumer sentiment
Listen
”The Development of a process
to understand the conversations,
and action the insights”
Ian Farmer BULLSEYE
FORUMS
Real time feedback : Grad recruitment exposed !
Research your employees ?
Company reviews
Recorded Experiences
Opinions in real time
Finding consumer insights
Product feedback
Social Media Audit report
Monitoring solution
Bullseye Social Media services
ListenResearch : opinions in real time
Risk Awareness
Insights
Permission to Engage
We monitor social media because it provides unsolicited and unbiased consumer opinions about
our products and brands in real time. If a brand, messaging or product problem is identified by
bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments
help us understand early on if something is working particularly well.”
Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.
Social Media Audit
Social Media Monitoring Strategy
Monitoring development
Insights reporting
Training
Bullseye’s Social Media Action Plan
Listen
Engage
Influence
It’s PR Jim, but not as we know it!
Cicero’s 9 rules from “On Duties” in 44BC
1. Speak clearly
2. Speak easily, but not too much, give others their turn
3. Do not interrupt
4. Be courteous
5. Deal seriously with serious matters, gracefully with lighter ones
6. Never criticize people behind their backs
7. Stick to subjects of general interests
8. Do not talk about yourself
9. Never lose your temper
Example – UK civil service
http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp
Be credibleBe accurate, fair, thorough and transparent.
Be consistentEncourage constructive criticism and deliberation. Be cordial, honest and
professional at all times.
Be responsiveWhen you gain insight, share it where appropriate.
Be integratedWherever possible, align online participation with other offline
communications.
Be a civil servantRemember that you are an ambassador for your organisation. Wherever
possible, disclose your position as a representative of your department or
agency.
“PARTICIPATION PARTICIPATION PARTICIPATION
is the new LOCATION LOCATION LOCATION”
Ian Farmer BULLSEYE
Social Media engagement policy?
or
GM’s FASTLANE blog
"These people have a great deal of
influence, not just on what we read,
but on the cars their friends and family
purchase.“
Bob Lutz, the vice chairman of General Motors,
Identify where else to engage?
2752 Topics powered by
13188 people with help from
15 employees
Add value to the engagement
• Post comments
• Create & edit wikis
• Join groups
Inviting engagement & integration
Engagement integration - Over 9000 ideas engaged
Crisis Response training
For when the Rats take over !!
Bullseye’s Social Media services
Engage
• Feedback: discussion channels
• Increase Customer Service
• Exhibit Leadership : Sharing POVs
• Innovation: Source of Ideas
• Growth: reduced cycles times
• Self awareness
• Opportunity to Influence
Social Media policy development
Corporate / brand blogs
Identify & track engagement
Engagement integration advice
Crisis response training
Bullseye’s Social Media Action Plan
Listen
Engage
Influence
Social Media press releases
http://ford.digitalsnippets.com
Create some structure
Identifying key influencers
Hosting reviews – demonstrates transparency
Involve them & embrace them
• P&G's Pampers - 15 top "mommy bloggers"
to the company's headquarters
• GM’s Fastlane - Members become
contributors (GM Insiders).
FNBO recruits evangelists
http://www.pyfchallenge.com/winning_videos
Results in lots of ongoing +ve chatter
1000 entries, 5.5 million votes
FOX8 Gossip Girl
• 1300 advocates
• Viral word-of-mouth proliferation
Recruited 154,000 or %10 of
audience
Make it easy for people to tell others
Establish conversational metrics
Influence
“Measuring the results of how you effect
social media, then using that insight to
stimulate conversations that make it
easier for people to recommend and
sample your products”
Ian Farmer BULLSEYE
Bullseye’s Social Media services
Influence
• Expand touchpoints
• Measurement of campaigns
• Risk mgmnt “Ask the audience”
• Build loyalty & Identify Evangelists
• Collaboration opportunities
• Word of mouse!Influence Identification
Loyalty & evangelist programs
Campaign metrics
Word of Mouth Marketing
Internet is twice as influence of TV and 8 times that of Print
(source: Digital Influence Index study Fleishman-Hillard)
Bullseye’s Social Media action plan
What is Social Media?
Why does it matter?
Social media action plan
Listen
Engage
Influence
More information Ian Farmer
+61 2 8923 5028
www.twitter.com/ifarmer
Bullseye blog: http://www.bullseye.com.au
Ian’s blog : http://frontiering.com.au
