Maitland Waters Social Media @ SOHO house_london_june_6_2011

Maitland Waters – Symbio Agency LtdDigital Strategy Director

Web: http://www.symbioagency.com | Tel: +44(0)782 594 2204

Soho House London – June 6th, 2011

Presentation Overview

Introduction and experience Relationship Networks (RN/B-Webs/SM) Return on Investment Business Challenges (Development / SEO / WebMD) Solutions: Facebook Examples / Case Studies Facebook Tactics Conclusion and Contacts

Maitland Waters Introduction

Symbio Agency / What do I do? I’m the “Jerry Maquire of Social Media” I work for you.

EMEA Social Media Lead / International Digital Director – Accenture Interactive Developed and managed one of the first web departments with AT&T (1995) Founding member of content and commerce product group at iXL Experienced in partnering with traditional agencies M+C Saatchi, Saatchi + Saatchi,

AIM Proximity, Sweeney Vesty Deployed rich media modules for Lord of the Rings, America’s Cup and Discovery

Channel for 2x Webby Award winning site: newzealand.com First radio podcast in NZ 2005. First yahoo widget and Microsoft gadget in NZ.

Previous Clients Discovery Channel Avon Tourism New Zealand Toyota New Zealand ABC TV Carlson Wagonlit Travel Chase Manhattan Bank SonyPlaystation Chrysler Microsoft WebMD Holiday Inn Maytag AutoTrader.com Universal Music Group Newscorp NHS.uk British Telecom

Maitland Experience

Why are we here?

“Knowledge speaks, but wisdom listens”. - Jimi Hendrix

1. Share Knowledge

2. Interact

3. Network

4. Take Action

A: Attention

I: Interest

D: Decision

A: ACTION

We Live in a Connected World

Social Media Revolution (early days!)

http://youtu.be/x0EnhXn5boM

Social Networking and Relationships

Value Chains

(Linear Commerce)

Relationship Networks

(Collaborative Commerce)

Business (1990) E – Business (2009)

Don Tapscott on B-webs (social networks)

B-webs are the mechanism for the accumulation of digital capital, the knowledge- and relationship-based currency of the new economy. Digital capital includes 3 elements: human (people), relationship (customers and suppliers), and structural (e-business models).”

-Don Tapscott - “Digital Capital” May 2000

You can build relationship capital not through mass-produced, one-way communication, but through a dynamic, two-way communication in which customers become partners in innovation. Structural capital is built not by proprietary business processes and systems, but through the creation of radical new business models.

-Don Tapscott - “Digital Capital” May 2000

Don Tapscott on Digital Capital

Relationship– The condition or fact of being related; connection or association. – A particular type of connection existing between people related to or

having dealings with each other.

Network– an intricately connected system of things or people; "a network of

spies" or "a web of intrigue" [syn: web] : – an interconnected or intersecting configuration or system of

– v : communicate with and within a group; "You have to network if you want to get a good job"

Relationship Network - a.k.a• Social Network • Business Community• Business Web or B-Web (Don Tapscott)• EBC – E- business community

Your network of business, friends and service.

Some RN goals:• Facilitate collaborative business and connecting• Ensure your brand or business is participating. Not lurking! • Make the entire network stronger and more effective• Enable ICT (information, communication and technology) across the network

(All ships rise with the tide)• Exploit free social utilities• Encourage digital capital flow across the relationship network

Business is about relationships. • Consumers, members, owners, suppliers, distributors, partners etc.• Collaboration, teamwork, partnership, cooperation.• Service, trust, loyalty, satisfaction.

Networks are powerful • Leverage the network effect • Allow for 2 way exchange of data• More nodes = Increasing returns (not diminishing). Fax machine example.

– The value of the entire network increases with addition of each node

• High tech – high touch• Group buying power (auction-mobs) • Economies of scale

Metcalf’s Law: the usefulness of a network is proportional to the square of the number of people it connects, because that is the number of possible directions of communication.

(Fax Machine Example: As more people got Faxes, your Fax becomes more valuable and the cost of the hardware goes down)

How Can Social Media Benefit My Business?

Hear direct feedback from your audience and listen to their ideas Identify where to allocate budget Build online communities Increase brand loyalty Learn more about REAL consumer behaviour. Stop telling them…

seduce them. Build relationships with customers through 1:1 communications Defines the best tactics for driving traffic to your website Monitoring your brand and business. Cheaper and more effective than polling. Finding and connecting with niche audiences Increased brand awareness Customer and member relationship development (after sales)

The greatest challenge for any organisation is resource allocation. Where to invest to achieve the greatest return.

Often Social Media is given to the junior person in an organization. We saw this in 1999 with the .com website. (Webmaster)

I would argue that the Social voice (individual or collective) of a brand or organization is one of the most important roles in the company.

Where as in the past, a world dominated by broadcast media, your role was to serve the mass public. Now the public expect you to serve their niche. Internet = Option D (ALL OF THE ABOVE)

With so many sophisticated networks and social channels it is now possible to target all of your markets and demographics.

The Biggest Problem in Digital, Web, Social

We invest people Time IP Technology Resources Training Knowledge Capital

But we only expect CASH in return. This is a fundamentally flawed thinking

Customer Service is the most overlooked use of Social Media (People like Brands on Facebook for more than coupons!)

Keep building your web. And develop as many social destinations as possible. Then re-invest in the ones which are working

Need more ROI?

Static• Brochure Site • Simple Presence• One-way communication

Metrics

• Who is visiting?• What are visitors doing?• Improved site metrics

Dynamic

•Web Apps •Dynamic Content • Interactivity• Personalization• Tracking• Improved Performance•Blog •Forums

E-Business Networks

•CMSs• Distributed Authoring• Workflow• Multi-lingual support•Patient control•User choice • Brands are processes and experiences•Consumer is king•PR•Recruiting

RelationshipNetworks

360 Degree DigitalStrategySocial Media

Savvy consumers

Mobile DevicesI-phone appsBlackberry appsWidgetsGadgetsBrand MonitoringRecommendationsCrowd sourcing

E-Business Continuum

Distribution Options

Desktop Options– Mac – Vista – Windows XP/2000– Linux

Web Browser Based – IE– Firefox / Mozilla– Google Chrome– Safari– Opera

Browser Add On’s – Plug ins (can be intrusive

and slow your browser)

Mobile devices – Open source– Closed / Secure

Blackberry

iPhone Nokia N95

Google G1

IE FireFox Safari OperaGoogle Chrome

(2009)Development and Distribution

NHS Choices Widget Development process includes 5 phases:

Define Dream Design Develop Deliver

Understand the business goals of the campaign.

Rough sketches, blue sky ideas and creative thinking.

Mock upsWire framesUser Experience

Refine and tighten designs.

Content

Design interfaceRe-skin ableWhite Label version.

Build and implement creative and technology

Adapt for multi –platforms, devices and browsers

Delivery of digital assets.

Launch.

Review and measurement.

Phase I Phase II Phase III Phase IV Phase V

360° Digital Strategy and Distribution: Anytime, Anywhere, Any Device =

“Build once, deploy to many”

Establish Balanced Marketing Mix

Print, Direct Mail Email / CRM Events Web / Online Mobile Social Media

BTPodShow.com (2008)

SEO (Search Engine Optimization

PPC (Pay per click) PPA (Pay per acquisition) Email marketing campaigns

to millions

DIY is a bad idea. 10 years ago, it was ok to have under-construction. because no one could find your micro site or web address anyways.

What we have learned to date

.com Microsites Mobiles Apps / widgets / gadgets Social media

Next Media!

The 3 Dimensional Digital Space

Interactive

passive

InternetBroadcast

BMWFilms.com

The Matrix MovieThe Matrix Game Symbio

Web TVTV

Matrix DVD

Newspaper

Billboard

Cellphone IM

Magazine

Hi Fidelity

Low Fidelity

Free Social Networks. It’s just the beginning.

Doing Nothing is the worst strategy

1) The internet is an organism. 2) It can be used through all stages of business. 3) The sooner you start, the sooner you have been doing it!

Anytime, anywhere, for everyone!

Insight: “Empty your mind, be formless, shapeless - like water. Now you put water into a cup, it becomes the cup, you put water into a bottle, it becomes the bottle, you put it in a teapot, it becomes the teapot. Now water can flow or it can crash. Be water, my friend.” – Bruce Lee

Facebook Today – Changes hourly

How big is Facebook? Facebook = 750 million? The World’s best CMS The best reporting (Social graph) It’s easy to use.

The iPhone Phenomena (everyone's heard of it even if they don’t own one.)

DIY? Don’t do it! Steep learning curve. Microsoft word most people use 1% of functionality.

I’m on facebook most days and notice a new feature, function or application. You could spend weeks diving into Facebook Live, Facebook Credits, groups, pages, questions, video, comments, likes, send button etc.

Under Construction is DEAD!

Domain Name Registration Websites take time to build. Maintain. Content Management System Promote, SEO, market Web trends / Google Analytics?

Even the simplest FB presence is effective

The Sky is NOT the Limit.

Big ideas take the same amount of energy as small ideas.

Go Big. Start NOW

Beyond facebook.com (off domain)

Single Sign On

Off domain explosion

2 billion in 2 days

Digital World Real Estate

Back to the REAL WORLD

Physical World Real Estate

A brand has made it when?

Wrong font, missing letters in black and white and people still know what they meant.

The REAL “real world”

Still don’t believe me? Turn on your TV. TVC’s are no directing people to Facebook

Hardware has a FB Button

Insights and the Social Graph

Dashboards using the FB API

WebMD in 1998 (iXL) - History

Logo development Website design Website build Editable doctor pages

Background– Inefficient & inconsistent delivery of

information– Growing and evolving markets– Poorly integrated & managed

communication services – Increasing use of internet based services– Rapidly evolving business model

WebMD - Portal for the Healthcare Industry

Opportunities– Aggregate information from multiple providers

– Create a community by building relationships among Patients and Healthcare Professionals

– Increase service and support to all channels

– Open platform • partner with new technologies• partnership/distribution model

Solution Highlights– Built entire company around a non-existent technology

staff– Integrated multiple technology & information vendors

coherently (including Siteman, iLearn, CFN)– Prototype aided acquisition $40+ MM investment capital– Idea Validated (HBOC)

Case Studies - WebMD (IA)

Background of Problem– Create a differentiating “Portal-Site” for the healthcare

community– First image/impression: well thought out, complete, wide

and deep– About continually improving the offering, full service

integration

Case Studies - WebMD (IA)

Opportunities

– An “internet-only” company, the interface and logo is the packaged brand

– Use of metaphor as an organizational model for navigation

– Seamless interface integration and flexibility with multiple content sources and applications

WebMD in 1998 (iXL)

User Interface Content Applications Network Server

Twitter ID

Facebook ID

Visa CardHotel Room CardOyster cardPhoneComputerWebtopFlash MemoryPersonal ID

V- card

PDA – Palm, Pocket PCMobile phoneATM Machines

Display DeviceIn RoomIn HotelIn StoreIn CaféIn MuseumKioskE-Citizen (Twittourist.com)

PhotosTweetsFacebookUpdatesMaps Shopping and promotion NewsReviewsRecommendationsSurveys

E-ConciergeRestaurant OrderingAuctionTravel Planning toolsShopping and Services Surveys and PollsMaps and DirectionsFlight informationTravel AlertsE-bookingsReservationsLast minute dealsProcurementGroup buying

Wifi 802.11GPSMobile GSMBlue toothGPRS3G4GBroadbandKiosk

MetricsHistoryBehaviourUser DatabaseTransaction EngineInfo ProvisionContent ManagementVirtual AnalysisUserPromotionAttractionActivityIntelligenceAnticipation

CentralizedDistributed

Technology Challenges (solved)

Program Benefits

Member Provider Commercial

Advice

Discounts

Instant identification

Rewards / Redemption

Secure, seamless transactions

Personalized services

Build “customer capital”

Receive anticipation of needs

Self knowledge

Access

Build brand loyalty and identification

Tracking delivers metrics

Enables superior customer service

Maps customer behavior

Can reward customer loyalty

Increased sales and tourist spread across UK

Strengthens relationships with tourism operatiors (Museums, Hotels, Restaurants, Attractions, etc)

Ability to anticipate client needs

Customer

Saves money on services/discounts

Receives related offers and discounts

Redemption of awards

Provider

Revenue from sign up fees

Receives increased customer volume

Repeat customers

“The more you spend the more you save”

WebMD today

WebMD Facebook

Examples in Excellence

Want to know if it works? Look at who is #WINNING

Digital Real Estate

Red Bull

http://www.socialmediaexaminer.com/top-10-facebook-pages/

http://youtu.be/Zd5pFwmYabI

Facebook Branding and sophistication

Branded Entertainment

BMWFilms, McDonalds, Isles of White (BT) Tourism Queensland: www.islandreefjob.com The Best Job in the

http://www.trekyourself.com/?mId=29865272.2

http://youtu.be/BUUz16sjaYA

Some Tools you can use today

There are countless web based, sms, mobile and real world tools available to start now. There are new ones every second. There is no way to keep up. Pick one. Try it. Then try again. Then try again. And again. Then try again.

If you don’t. Someone else will.

What can happen if you don’t ACT NOW

http://www.facebook.com/group.php?gid=86165781040

Facebook campaign brings back Dry Blackthorn

http://www.morningadvertiser.co.uk/news.ma/article/86215

http://www.guardian.co.uk/uk/2009/apr/03/blackthorn-cider

Take a Chance

Dip your toe into the water. In as many fountains as you CAN!

Very few will respond. So you need to put out as many “lines” as possible and see what comes back.

Get started now. Not tomorrow.

Contacts to Act NOW

Maitland Waters

Email: maitland@symbioagency.com

Web: http://www.77agency.com 77Agency: p.jackson@77agency.com

Facebook: http://www.facebook.com/maitland.waters LinkedIn http://uk.linkedin.com/in/maitlandwaters

Twitter: http://www.twitter.com/maitlandwaters

THANK YOU

Next Steps!

Facebook Tactics

77Agency Facebook as a marketing tool

Peter Jacksonp.jackson@77agency.com

Facebook has firmly established itself as a key digital marketing and branding channel

Overview

The two main problems we see brands facing:

Building fans Leveraging value

Facebook Tactics

A fan page with a low volume of fans is potentially brand damaging and means it is harder to leverage any value directly out of Facebook users

Building Fans

Offline awarenessMake sure the Facebook Logo and your Fanpage URL is present on all your offline media (Print, TV, Radio, Street media, Email signatures, business cards…..)

Use Facebook’s tools….such as the local businesses stickers:

Building Fans

Online

-OnsiteEnsure a link to your Fanpage is present throughout your website and other online media

-Facebook Advertising (based on CPC pricing) Develop a targeted Facebook “Like” advertising campaign for your page

Building Fans

Fan Building Specific PromotionsDevelop a range of digital and offline promotions attracting new fans to your page…

Building Fans

Outsourcing Fan BuildingConsider outsourcing your fan building activities to a specialised provider

Pay only per fans acquired (cost per like basis)

Build a fan base quickly (i.e. 30,000 in one week?)

Choose a service provider with Facebook credentials

Choose a service provider who invests in FB ad serving technology

Building Fans

Building Fans Checklist:

1.Offline promotion2.Online promotion3.Facebook Fan Building Advertising Campaign4.Fan Building Focused Promotions

Building Fans

A Fanpage with a high volume of fans is useless unless the fan base is leveraged for value

Leveraging Value

Direct Promotional ToolDevelop a 6 month calendar of promotional messages in line with your brands overall marketing strategy

Leveraging Value – Fan Page

Customer Service Tool

Quickly and publically answer as many customer queries as you can

Promote your fans to help resolve other customer’s issues

Leveraging Value – Fan Page

Branding ToolDefine strong brand language and interaction guidelines for the admins of your page

Leveraging Value - Fanpage

Facebook applications are one of the best data collection tools on the internet. Using applications you can collect/access:

Name Hometown Facebook places

Gender Gender interest Users friend list

Profile Location Current location Access to users wall

Email address Favourite quotes Pages user has liked

Username Religion Users posted links

Account status URL of their website Photos users tagged

Users blurb Work history Favourite TV shows

Educational history Profile URL Users own posts

Create a series of applications inline with your promotional calendar and with the aim of collecting valuable fan data

Leveraging Value - Applications

Use Facebook Advertising as you would Google PPC. Develop highly targeted campaigns to drives sales and as a branding tool. (following results from 77Agency Pathé cinema campaign)

To drive traffic and sales from PPC advertising

As a branding tool

“Total impressions served across 4 facebook ads campaigns over 6

Months of activity: 98.9 Million”

Leveraging Value - Advertising

Facebook offer wide variety of Facebook ads to fulfil different objectives:Use Facebook engagement ads for branded viral advertising campaigns inline with your promotional calendarConnection Ad

Event Ad

Comment Ad

Polling Ad

Gifting Ad

Sampling Ad

Leveraging Value - Advertising

Facebook offers a variety of free tools for brands to socialise your websiteIntegrate Facebook connect on your website. Use Open Graph to allow users to like products and content throughout your website

Leveraging Value- Facebook Connect

Leveraging Value Checklist:

1.Develop a strong fanpage with on-going promotional 2.Create applications strategically to collect important user data 3.Use Facebook PPC Advertising to drive traffic and sales 4.Integrate Facebook Connect on your site

Leveraging Value - Fanpage

Facebook Clustering and Open Graph

1. We drive targeted users to an media object

2. The user clicks “Like”

3. The user receives your content feed on their wall

4. The users clicks through to your website

New Tactics

Facebook Offline Liking Technology

New Tactics

The Universe of Facebook Technology and Service Providers

•Application developers•Facebook Advertising Platforms•Managed Facebook Advertising•Fan building services•Application user acquisition services•Offline Facebook integration

The Offering

That’s it….

if you need any more information about how to get the best out of Facebook let us know.

Peter Jacksonp.jackson@77agency.com

Act NOW

Maitland Waters Social Media @ SOHO house_london_june_6_2011

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Transcript of Maitland Waters Social Media @ SOHO house_london_june_6_2011

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