A Testability Transformation for Transforming Loop-Assigned Flags
Social Media: Transforming Brand Marketing (4As Transformation Conference 2014)
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Transcript of Social Media: Transforming Brand Marketing (4As Transformation Conference 2014)
Social Media - Transforming Brand MarketingGemma Craven
@gemsie
5 Key Truths
The customer we are targeting has changed forever
There has been a huge shift in how we receive information
Consumers today put up a shield against marketing noise
And understand how they are influenced & their value exchanges
Follows brands on social channels to get discounts, vouchers and to enter relevant promotions
Shops online for herself for convenience
10x more likely to talk about negative customer experience in social spaces
Asks friends and family with similar experience to her when it comes to family’s health
Searches for advice online from influencers, media sources and in parenting and health forums
To engage them we must be relevant and timely
Shannon Radecki
Social Demographic ChecklistAge: 42 Income: $53kHomepage: People.comCommon Platforms:
Overview
“I love Facebook to keep in touch with my friends – I value their opinions on things. I am always on my phone, mostly texting my kids to see what they are up to!
I do love to eat, and cook - use the Internet for a lot of ideas. I also enjoy following celebrities and gossip on Twitter. I follow brands for discounts and coupons only.”
Online Behaviors
Tips for engagement: Shannon is a spectator and a joiner in social channels – she will not create content proactively, but will consume information served up to her, and potentially comment. Entertainment is an important consideration for her when she is connecting with brands. Her friends are a key driver of activity for her – if they like or do something, she is much more likely to do so.
• Enjoys traveling and taking cruises (Princess Cruises, Royal Caribbean and Carnival) also travels to tourist destinations in Florida such as Busch Gardens and SeaWorld
• Dines at restaurants like Applebee’s, uses discount coupons
• Shops at Bed Bath & Beyond, Publix, PetSmart and TJ Maxx
• Consumes lifestyle magazines like Ladies’ Home Journal, Woman’s Day, Good Housekeeping and Southern Living
• Watches daytime TV shows such as Good Morning America, The Rachael Ray Show, Today Show and Dr. Phil
BEST PRACTICE: Social Customer Persona
2
Social media can deliver enormous value to clients
• Demonstrating openness and responsiveness (McDonalds)• Delivering more relevant content (IKEA)• Driving third-party advocacy with surprise and delight (KLM)
• Activating loyalists (Mini) • Delivering useful & relevant added value (Hilton)• Social customer care that builds loyalty (Delta)
• Shorting time to market (Quirky)• Reducing cost in development (Starbucks)• Testing product ideas earlier (Old Navy)
• Enabling employees to advocate (Mastercard)• Training the workforce (UPS)• Improving employee performance (IBM)
• Enticing customers to buy more at the right time (Target) • A data first approach to engagement (Intel)• Weaving social into wider CRM efforts (IBM)
Social media helps unlock value from the customer relationship
13
Responsive
Committed
Trustworthy
Open
The social brand today must commit to new principles
14
The disrupted agency – slide to build
The social agency has found new collaborative ways of working
FormalizedOrganize For Scale. Set governance for social. Create discipline and process. Strategic business goals.
Engagement Dialog Deepens Relationships. Drive consideration to purchase. Provide direct support. Internal employee engagement.
Planning Listen and Learn. Understand how customers use social channels. Prioritize places where social can have the most impact.
Presence Stake Our Claim.Amplifying existing marketing efforts. Encourage sharing.
StrategicBecome A Social Business.Scale across business units.
Phase 2 Phase 3 Phase 4 Phase 5Phase 1
0
100
Value
And the social enterprise continues to evolve
Source: Altimeter Group
3
It must be integrated into the overall planning process
Create LearnDrive
KnowListenDefine
Business ambition
Social Brand Print
Social Advertising Customer Engagement
Content Syndication
Event ActivationDigital Media Relations
PerformanceMeasurement
Optimization
Social Experience
Community Management
Influencer Management
Content Activation
Social Insight
Search & Behavior Insight
Integrate social media into the planning process
CreateWhat could I be doing?
LearnHow will I know if it’s working?
DriveHow do I drive scale and impact?
KnowHow is my brand performing in social media now?
ListenWhat are people saying and doing in social media related to my business?
DefineWhat is the business challenge we must solve?
1Business ambition
2Customer experience
3architecture
4solution
5effectiveness
BEST PRACTICE: Social planning framework
4
Without measurement social media is useless
How we will win
Objectives
INFUSEour content and products where
people are naturally spending their lives, creating a synergy between
their passions, cultural moments
and the brand
PARTICIPATE real time in large
scale conversations and own cultural “moments” with
relevant content and engagement around
events
FOSTER growth & loyalty
among the community with relevant content that they care
about to deepen their engagement with the brand &
amplify their story
Drive advocacy and loyalty
• Reach • Perception and
Intent• Engagement • Sentiment• Actions
• Reach• Perception and Intent• Preference
ENTICE ambassadors, influencers and advocates with
experiences and content that will
inspire and empower them to share their
stories on an ongoing basis at scale
Metrics
Advocacy
Attribution, Optimization, ReportingAttribution, Optimization, Reporting
• Sentiment• Actions • Engagement
Analytics roadmap measures social across customer touch points
KP
Is
Video Views
Tab Impressions
Number of Wall Posts
Number of New Fans/Likes
Reach and Positioning ActionPreference
Impressions Conversions to Leads/SalesSentiment
Survey-based Brand Positioning Survey-based ConsumptionSurvey-based Brand Preference
Likes Per Post
Media Uploads (videos, photos)
Link Click-throughs
Link Shares
Dia
gn
ost
ic M
etr
ics
BEST PRACTICE: Measuring reach, preference & action
Sample dashboard
24BEST PRACTICE: Measurement Dashboard
5
It is an ever evolving medium
Mobile first – WhatsApp
Paid is King
Real time with Trending
Who is my audience?
Disney uses Facebook to navigate fans
29
Social customer care
Vine explosion
The real time channel
Twitter TV
Delta Assist leads the way with social customer care
Lowes Fix at Six combines utility & entertainment
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Tumblr
Brand partnerships
Test bed for creative work
Mobile in-stream ads
IBMBlr reimagines innovation
Google social spine
Creative Sandbox
Power of YouTube
Help Outs + Hang Outs
YouTube and Google+
BA Mums tugs at the heart strings with video
Publisher-like approach
Influencer program
Publishing platform
Sponsored updates
Coca Cola markets itself via thought leadership
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Instagram = location
Pinterest + retail
Instagram wins for brands
Pinterest rich pins
Pinterest and Instagram
Maersk uses Instagram to tell its brand story
Lexus Instagrammers reshoot the traditional TV spot
Pantone inspires, tells its brand story & uses beautiful curation
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Growth of Line
Reverse Innovation
Mobile-first web Rapid change
Redefining the word ‘influence’
Source: WOMMA Influencer handbook
BEST PRACTICE: Real Time Newsroom
Brand storytelling rather than brand messaging
Use second screen targeting to deliver real value
1.2 million tweetsSeen by 7.5 million Twitter users
The future of wearables and contextual marketing
Thank you
Gemma CravenExecutive DirectorSocial Customer Engagement OgilvyOne
Let’s connect:Twitter: @gemsieLinkedIn: linkedin.com/gemsiecraven