Social Media Strategy - Social@Ogilvy Workshop at Web 3.0 Conference

Web 3.0 ConferenceSocial Media Strategy WorkshopRoger ChristieSenior Digital Strategist, Social@Ogilvy@RogerChristie

© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

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550+ Social Specialists(over 4,000 Digital Specialists)

35 Countries Worldwide

Awarded The 2011 Global SABRE for Outstanding Global Digital/Social Consultancy

Global Team


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Social@Ogilvy engages 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 a new form of “earned media:” word of mouth - the most trusted source for purchase decision and opinion

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


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Name 1 thingYou’d like to learn aboutcreating a social mediastrategy


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AgendaTools

Great Cases

Building Blocks

Risk


Why should we care about social media?

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The way we communicate has changed…


The Tools:

A quick survey of the landscape

7 hours Time Spent on Facebook Each Week

SOURCE: Google Adplanner, May 2012.

11 million Number of Australians on Facebook

13 million Number of Australians That Visit Facebook Each Month


1.8 million2.5 million Number of Australians on Twitter

SOURCE: Nielsen Australia (March 2010), comScore

Aussies Visit Twitter Each Month


2.2 million

362,500 Aussies visit Google Plus Each Month

SOURCE: Social Media News

Number of Australians on Google Plus


8 hours503 million Number of YouTube videos

Australians watched in 2011

SOURCE: Nielsen Australia (March 2010), comScore, PRNewsWire

The amount of time the average Australian spent watching YouTube videos every month in 2011


2.2 million25.45 The average number of pages viewed

by an Australian user every month

SOURCE: Social Media News

Australians Use LinkedIn Each Month (up 200,000 from 2010)


1.2 million Unique Australian Visitors every month

18-34 Majority of Users are Female College graduates , Aged 18-32

SOURCE: Quantcast© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

350,00025,000 Number of global downloads on

launch date

SOURCE: Foursquare, June 2010.

Aussies on Instagram


560,000160,000 Unique Australian Visitors per month

SOURCE: Social Media News, May 2012.

Number of Australians on Pinterest


250,000Visit Facebook via Mobile Phone

SOURCE: Nielsen Australia (August 2010)

Accessed Web via Mobile Phone

50%© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

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DISCUSSION POINT: Tools

1.What tools is your organisation using?

2.What is working?

3.What have you tried that has NOT worked (no judging!) and why?

What makes great social media?

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Almost every act an influencer can take online via social media results in some form of ‘word of mouth’

How can we spark ‘word of mouth’ around brands AND drive action?

Influence to Word of Mouth


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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?


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Case Study: Share a Coke


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Case Study: Curators of Sweden


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Case Study: AMEX Small Business Saturday


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Case Study:Nike+ Fuel Band


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Case Study:Steal Banksy


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Case Study:Intel Museum of Me


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Case Study: The Most Popular Song


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Case Study: Ford Motor Company


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WORK SESSION: What Makes Great Social – choose one example

1.Work in teams

2.Discussion points: – What was the STORY – was it a good one?– Were people able to SHOW their involvement?– What was NEW about the campaign?– Was there RISK involved – if so how?– What could they have done BETTER?

3.Report back

Building blocks of a strategy: Listening & Eminence

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Why listen?

1.Social media platforms facilitate real time dialogue between real people.

2.Smart businesses around the world are employing “active listening” as a way to keep their finger on the pulse of this conversation, and harness consumer insights.

3.Listening to social media discussions is the first step to any social media campaign – it can inform everything from communications strategies, to product development.

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Wednesday

Wednesday

Wednesday

Wednesday

The ‘Hump Day’ Phenomenon – Coke

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Social listening can…

Provide marcom insight

Identify influencers and key stakeholders

Product and service insight

Rapid response

Assist with digital crisis management

Track campaign success

Identify new business opportunities

Optimise paid media / search

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Integrated Social Planning Framework

Listen Plan Activate Amplify Manage

Social &Search Insight

MeasurementBenchmarks

EngagementAdvertising

ContentSyndication

Digital MediaRelations

PerformanceMeasurement

Optimization

Social Experience

InfluencerManagement

CommunityManagement

ContentActivation


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Part of the Planning Process

Objectives

Client Checkpoint

Client Checkpoint

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Business Ambition

The client’s business ambition is the reason we have the brief. It’s the overarching business challenge that the desired campaign will fulfill.

In Fusion, this is the center of the Business Ambition Star

Communication Goals

The communication goal is the measurable assignment given to social media or communications.

This is the key objective against which our program must deliver.

Listen

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Primary Research

Primary research is conducted through a Listening Post or manual research.

It provides an unfiltered look at raw conversation happening in social media.

Secondary Research

Secondary research is analyzed data organized into a report by a renowned third party like Forrester or eMarketer.

When examined specifically for an audience or trend it provides an actionable insight based on social behavior and cultural trends.

Plan

Insights

Insights combine our research with our social media experience and our understanding of the client to produce a new or previously unknown idea.

An insight is NOT a research finding! A research finding is “what it is” and an insight is “what it means” to our client and the brief. You can’t Google an insight, or find it in Radian6.

Our insights can feed into a Fusion Communications Blue Print

Strategy

A strategy is not WHAT you’re going to do—it’s HOW you’re going to do it. A well developed strategy is a filter for all tactical ideas.

Strategies are borne from research and insights—the dots should connect.

A social strategy should explicitly leverage influencers, social grassroots communities and/or content.

Client Checkpoint

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Social Experience

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Tactics

The Social Experience is your big, creative, tactical idea.

Synthesize your objectives, research, insights and strategy into a DO Brief before your brainstorm to kick off creativity

The Social Experience must deliver explicitly against the Communication Goal.

Amplify

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Integration

Social media programs are most successful when they are integrated with other campaign initiatives like advertising, digital and PR.

Scale

Social programs don’t “go viral” –they need an amplification plan to add scale. For example, Facebook media buys, events or CRM tie ins.

Manage

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Measurement

Conversation Impact is 360 DI’s measurement approach.

A measurement plan is mandatory for every program and should be done in collaboration with clients, tying back to the Business ambition and Communication Goals

Optimization

Determining a regular reporting cycle with the client helps to demonstrate efficacy of our work and create an opportunity to present strategic improvements to the campaign.

Client Checkpoint

Client Checkpoint

Client Checkpoint

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Step 1: Listening Brief

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Step 2: Determine Conversation Criteria

Concept Conversation Criteria

Nestlé Infant Nutrition Nestlé +infant oatmealNestlé babyGerber + yogurtGerber + formulaGerber + newbornNestlé infantNestlé + infant nutritionGerber + oatmealGerber + 1st foodsGerber goodstartNestlé goodstartNestlé + baby foodNestlé formulaGerber + cereals

Gerber + cerealGerber + graduatesNestlé + infant cerealNestlé newbornGerber Good StartGerber + infantNestlé + Good StartGerber + baby foodGerber + 2nd foodsGerber + babyNestlé + baby formulaGerber + jarred foodGerber + jarsNestlé + infant formulaNOT weekly adNOT weekly ads

Similac SimilacNOT weekly ad

Enfamil EnfamilNOT weekly ad

Earth’s Best Earth’s Best + cerealsEarth’s Best + jarred foodsEarth’s Best + 1st foodsEarth’s Best + teethingEarth’s Best + baby foodEarth’s Best + oatmealEarth’s Best + formulaEarth’s Best + 2nd foodsEarth’s Best + 3rd foodsEarth’s Best + jarsEarths Best + cerealsEarths Best + jarred foodsEarths Best + 1st foods

Earths Best + teethingEarths Best + baby foodEarths Best + oatmealEarths Best + formulaEarths Best + 2nd foodsEarths Best + 3rd foodsEarths Best + jarsNOT sesame streetNOT mommy barsNOT frozenNOT weekly adNOT best tots

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Step 3: Choose Technology

Listening “Powered By”…•Radian6: This is our fastest , keyword-driven platform that collects social Web mentions across multiple global markets. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media

•Crimson Hexagon: Our CH-based platform is great for following and reporting sentiment and opinion. It is one of the few platforms on the market that can provide superior automated opinion reporting. Ideal for benchmarking measurement and informing strategy

•Visible Technologies: A more comprehensive solution to enterprise-level cgmmonitoring and response, our VT-based solution is great for operationalizing large organizations to engage with bloggers on a daily basis. Ideal for informing strategy and rapid response to consumer generated media at a large scale

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Example – Radian6

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Free alternativesBLOG & MICROBLOGGING SEARCH ENGINESTool URL TECHNORATI Search http://s.technorati.com TECHNORATI Advanced http://www.technorati.com/search?advanced GOOGLE BLOGS http://blogsearch.google.com

SOCIAL MENTION http://www.socialmention.com/

WHOSTALKIN http://www.whostalkin.comTWEET CLOUD http://tweetscan.com/ TWITTER GRADER http://twitter.grader.com/TWEETERHOLIC http://twitterholic.com/TRENDPEDIA http://www.trendpedia.com/ BLOG PULSE http://www.blogpulse.com ICEROCKET http://www.icerocket.com/index BLOGSCOPE http://www.blogscope.net BUZZ CHARTING Tool URL BLOGPULSE TRENDS http://blogpulse.com/trend OMGILI CHARTS http://buzz.omgili.com/graphs.html SIDELINE http://sideline.yahoo.com/MULTIMEDIA SEARCH Tool URL YOUTUBE http://www.youtube.com METACAFE http://www.metacafe.com FLICKR http://flickr.com/search/advanced VIRAL VIDEO CHART http://www.viralvideochart.com TRUVEO http://www.truveo.com BLINKX http://www.blinkx.com PICSEARCH http://www.picsearch.com VTAP http://www.vtap.com

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Free alternatives

FORUMS & MESSAGE BOARDS Tool URL BOARD READER http://www.boardreader.com BOARD TRACKER http://www.boardtracker.com OMGILI http://www.omgili.com GOOGLE GROUPS http://groups.google.com YAHOO! GROUPS http://groups.yahoo.com INBOUND LINKS Tool URL TECHNORATI http://www.technorati.com GOOGLE ADVANCED http://www.google.com/advanced_search?hl=en KARTOO http://www.kartoo.com/flash04.php3 SOCIAL METER http://www.socialmeter.com WEB SITE TRAFFIC Tool URL COMPETE http://www.compete.com QUANTCAST http://www.quantcast.com ALEXA http://www.alexa.com BLOGFLUX PAGE RANK http://pr.blogflux.com/index2.php SEARCH DATA Tool URL GOOGLE TRENDS http://trends.google.com WORDTRACKER http://freekeywords.wordtracker.com YAHOO KEYWORD TOOL http://inventory.overture.com FACEBOOK LEXICON http://www.facebook.com/lexicon/ GOOGLE KEYWD TOOL https://adwords.google.com/select/KeywordToolExternal

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• Research– Online– Across the business– With your agency/ies

• Test• Monitor• Refine

• Ensure you determine the outcomes you want to achieve through listening

How to cut through the noise

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WORK SESSION: How to identify insights

1.Look at the following examples

2.When reviewing, determine whether these statements are insights which will help drive future strategy and action

3.Answer ‘Yes’ or ‘No’

4.Discuss results

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Insight Quiz

There is little online conversation about specialized General Aviation services such as Medivac rescue, and aerial fire fighting when compared with private and corporate jet travel. There exists an opportunity to spotlight these vital parts of communities and the industry as working for the “greater good.”


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Insight Quiz

SAP software is seen as a leader in conversations surrounding business software and human capital, as bloggers often talk about the brand in a positive light.


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Insight Quiz

While there is a high degree of interest in finding credible information and support online among caregivers, there is little awareness of Medicare within message boards – the #1 area online for discussion about caregiving.


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What is eminence?


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• Building a profile for both you and your business online• Importance of search in today’s consumer journey• ‘Third-party’ endorsement – credibility

• If you’re not online, your customers and competitors are = missed opportunity

• Be part of the conversation

Digital eminence – how people source information


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Have you ever googled yourself?

• Customers…• Referrers…• Journalists…• Partners…• Detractors…

• Search is the new homepage

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1. Conduct listening activities to determine opportunities

2. Plan initial steps into social media:1. Platforms (Twitter, LinkedIn, blogging)2. Individuals (senior executives, ‘SMEs’)3. Support / Management

3. Look for opportunities to integrate with existing comms activities1. PR2. Events3. Stakeholder engagement4. Advertising campaigns

4. Educate and build profile

How eminence works


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1. Which parts of your business are most suited for social media?

2. Where are the opportunities?1. Gaps in market2. Competitor activity

3. Who in your organisation would be suitable for eminence training?

4. What resources do you have available to support the program?

5. How will eminence tie in with other marketing activities?

Five key questions


Risk management

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Preparing for a crisis

“Some of the shareholders had picked up from social media that it was being reported that a Qantas aircraft had crashed in Indonesia.” – Alan Joyce, CEO

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Sharing

CRISISHITS

Mainstream

0 Hour

Hour 6

Hour 12Hour 18

Blogs

Hour 24

Search

EditorialMicromedia

Crises move fast online

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• Businesses are concerned with risk implications of being active online

• Important to do due diligence:– Regular training and education for staff– Guidelines and parameters for use– Issues response plan and responsibilities– Ongoing listening to track potential

issues

• Having your head in the sand won’t avoid a crisis – ask five key questions

Risk mitigation –prevention vs cure


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Do you have a digital crisis plan?

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Are you training your staff?

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What happens when you google the C-suite?

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Are you listening?

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Do you have a social media policy?

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Example – LG recall

26,000 Fridges & DVDsRecalled

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Example – LG recall

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Social Media Policy –SENSIS


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WORK SESSION: Developing a social media policy

1.Consider the SENSIS example and previous materials

2.List five key things you would include in your social media policy and detail why

3.Discuss results with the group

Roger ChristieSenior Digital Strategist – [email protected]@ogilvy.com.au@rogerchristie+61 2 8437 5337

Thank You

Social Media Strategy - Social@Ogilvy Workshop at Web 3.0 Conference

Technology

Transcript of Social Media Strategy - Social@Ogilvy Workshop at Web 3.0 Conference