Dimensions and Approach to Social Media
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It is about People and not consumers in Social Media. Need to belong and be significant is why people use SM
Transcript of Dimensions and Approach to Social Media
2/21/2012 [email protected]
The most popular technologies of the last decade – Facebook, SMS, BBM, Twitter, Mobile – each tool helps people do what we have been doing since the 50s.
Old behaviors, new technologies
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When it’s about “people”, relationships are built on mutual trust, interest and benefit.
2/21/2012 [email protected]
Nobody wants to be alone…
We fear the “one” and crave the “many” – this is our human nature
2/21/2012 [email protected]
2/21/2012 [email protected]
People are more demanding, more discerning and more connected and the behavior is information based enabled by technology.
2/21/2012 [email protected]
Increasingly brands are focusing on context as relationships are valued and limited by nature
Content is only as good as the Context
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Three dimensions of Social Media
Brand to People People to Brand People to People
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Brand to People
Creating dialogue, conversation and building connection with brand and relating the brand with lives and goals of people
2/21/2012 [email protected]
2/21/2012 [email protected]
Identifying and engaging with top influencers as well as to respond to key drivers of customer satisfaction to enhance experience
Ford Fiesta moments Coca-Cola
Nissan – My Versa Road Trip
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Create a community around a brand, while building a great reputation for responsiveness.
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The Mhbuddy from Malaysia Airlines people to see if their Facebook friends are on the same flight and even change their seats so that they can sit with each other where possible.
Not only book flights via the Facebook app, but can also check in for flights and check their flight status using it. Delta Facebook Ticket Counter app can help customers print out boarding passes.
2/21/2012 [email protected]
2/21/2012 [email protected]
American Express open forum website - Place for small business owners to help grow their business. As small business grow, their need for credit, loans and other financial products also grow.
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The 2011 weather disruptions and ash clouds
The use of social media allowed Airlines in providing consumers with instant updates literally as they were happening.
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2/21/2012 [email protected]
People to Brand
What people want is to have brands reach out to them and solve problems
Interactive and in Control They are talking to each other
There is a vast –self answering
community on social networks
People want their voice and opinion to be heard
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Client
WebsiteContent
Links and traf f icSocial Media Assets
Empower Brand Advocacy
Mainstream websites
This satisfies the need these
sites have for content and the
need the brand has for publicity
Personal Blogs
Forums /Message Boards
Brand Feedback
News, Events, Customer
Service, and SupportBe where people
communicate
2/21/2012 [email protected]
2/21/2012 [email protected]
Review the latest “buzz” surrounding Coca- Cola
Respond to this opinion on the internet, Coke has “subject matter experts”,
tasked in subject matters.
Recording involves producing information with relevance and common
interest for placement ranging from blog posts to short viral videos
Redirecting is to bring information and content to consumers via
connections from Google and Facebook to MyCokeRewards building “link love”.
Coca-Cola social media strategy
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2/21/2012 [email protected]
Process
Using customer insights gleaned from social media to drive
product development
Disseminating customer insights gleaned from social media to key
decision makers
Detecting early threats to the brand ( early warning systems)
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Organization
Dedicated resources devoted to social media monitoring
Dedicated resources devoted to online community management
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Knowledge
Centralized repository for consumer generated content
and insights
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Technology
Social Online community Platforms
Social Media monitoring tools
Customer Data Repository
Digital dashboards/ Performance reporting tools
Customer Data Analytic software
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Identify relevant networks Listen to conversation Participate in conversations by delivering relevant content
Build Relationship with Prospect Identify and Develop Evangelists
Create Trust and Increase TOM
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How will your brand help me belong? How will your brand help me be significant?
