Social media opening key channels for customers to talk to you

22

People don’t trust company blogs!

• Not only do blogs rank below newspapers and portals, they rank below

wikis, direct mail, company email, and message board

posts.

• Only 16% of online consumers who read

corporate blogs say they trust them.

• If you’re a corporate blogger or somebody who advises companies, you

need to take this into account.

3

Who do people now trust on search online – It is CHANGING before our eyes: now major bloggers, customer reviews, sales site comments

10/04/23

4

World online adult population 1 billion (1,000,000,000+)

UK online population 41 million – Home 63%– Work 38%– Other 20%

UK - Grown up spend over an hour per day on average– For information 68%,

– For communicating 51%, – For purchasing 50%,– For the family 50%,

– Not so grown up 15-24 year olds – Entertainment 70%

– In touch with friends 60%; – Communicating with others 54%

Our behaviour has changed forever - look at what we are doing in the UK

55

• We are all in the process of taking the web and social media to our

hearts and reshaping it to meet our needs

• You did all this before – the only new thing is that you are now doing it

automatically via the Internet

• We are all in the process of taking the web and social media to our

hearts and reshaping it to meet our needs

• You did all this before – the only new thing is that you are now doing it

automatically via the Internet

•Source: TNS

We are all innovators now| Not just the Internet Generation

6

•Source: TNS social media survey 2008

The whole world is doing exactly what we are doing too

7

•Source: TNS social media survey 2008

YOUR customers are leading the revolution

8

Social media is not a channel to

reach consumers, it is a channel

they will use to reach you

99

And there are many channels in many formats

1010

All about finding the right mix of approach

•Source: McKinsey, 2007

1111

Social Media is a Cocktail Party – who do we want to meet

•Source: Web ink Now, David Meerman Scott / “Social Media is a Cocktail Party”, Jim Tobin

• Imagine the web as a city:• Corporate – storefronts on main street

• Ebay – garage sale• Amazon – popular bookstore

• Mainstream media – Newspapers• Forums/Boards – Pubs and Salons

• Social Networking are like Cocktail Parties:• How to get to know people?

• What to talk about?• Why to join or leave?

• Networking: Quantity or Quality

• Twitter is like hotel lobby chats

1212

Social Media Users | Who are they?

CreatorsPublish a blog/own websitesUpload original audio/video contentCompose articles or stories and post them

Critics Post ratings and/or reviews Comment on editorial news and/or blogs Contribute to forums and/or wikis

Spectators Read blogs, forums, ratings and/or reviews Watch videos and/or listen to podcasts

1313

Social Media – Where to start?

•Learn & •Observe

• Use search engines• Register for sites• Play! (blog, video, • networks, photos)

• Use search engines• Register for sites• Play! (blog, video, • networks, photos)

• Technorati• Delicio.us

• Digg• Google

• Technorati• Delicio.us

• Digg• Google

•Listen•actively

• Identify key sites &• Contributors

• (get an RSS reader)

• Identify key sites &• Contributors

• (get an RSS reader)

• Youtube, Twitter,• Facebook, LinkedIn, MySpace

• Flickr, Blogs

• Youtube, Twitter,• Facebook, LinkedIn, MySpace

• Flickr, Blogs

•Contribute•Start commenting &

•sharing

•Start commenting &•sharing

• Mainly:• Commenting on blogs,

• discussions

• Mainly:• Commenting on blogs,

• discussions

•Actively•Engage

•Produce and push•your own content

•Produce and push•your own content

• Small: Slideshare• Big: Twitter account

• Small: Slideshare• Big: Twitter account

WHO – can talk? WHAT – to talk about? WHERE – to talk? WHEN – realistic schedule?

1414

Protect AVG Online Reputation: Start Listening Now

• It's not only what other people think of you that matters. It's what they can

find out about you on the Web that can affect your reputation, and

ultimately the opportunity to get a job or promotion, get investors, or get

more business.

• Source: Deon Binneman - Reputation Management Speaker, Consultant and Trainer, REPUCOMM, deonbin@icon.co.za

•Step 1: Google your Company or Business name

•Step 2 : Search & Monitor the Web

•Step 3 : Defend Your Reputation

1510/04/23

If we don’t listen our reputation is shaped for us by our users

Source: forum-orange.com

1610/04/23

…and by the experts

1710/04/23

Impacting AVG business daily…

Source: Mobistar/ Alain Gluckman

Depending on who is

spreading the word…

5 customers out of 100 perhaps

Likely to influence

many thousands

directly and indirectly

Social Leader

Individual

1810/04/23

Customers are empowered

1910/04/23

AVG users are empowered by the new technologies

Customer Base

Read and

write media

all one click away

Information hyper fluide

2020

Let’s listen to them: Simple Tools for Monitoring

2110/04/23

So let’s open new doors

22

Match schedule to company messaging but make it ’two-way’ not one

10/04/23

2310/04/23

The company should be transforming itself with the help of its customers

R&D Marketing Blog.com

E-influencer Program

1 2 3

Find themBring them

onside

Listen and observe what users are saying about products and

services

Act on it – feed to R&D and

maybe find a ‘winner’

Listen to user groups, developers

would-be entrepreneur individuals –

Encourage active

involvement

2410/04/23

Build an E-influencer Program

Intimate relation with non-institutional people

Two-way interactions

Adaptation of communication tools to this specific audience

2510/04/23

First consequence is an increase of audience in quality and quantity

Blog.Com

Traditional one-way communicative scheme

MarketingR&D Blog.Com

R&D Marketing

Co-creation communicative model

2610/04/23

Second consequence is the acceleration of community building

The one-percent rule – Guardian Unlimited Technology

1% content creator – Core community members

10% reviewers– Community animator

89% free riders– Passive consumers

Early stage interaction impact

•encourage active involvement

27

Involve all – tricks and techniques

Opinion Voting Polls on important technical issues Competitions Encourage tech community – ‘find the fix,’ ‘best tips’ – reward

interaction Encourage innovation – ‘tech boot camp’ for ‘best ideas’ Best of/Worst of Lists – seed Virals – ideas, encouragement Widgets that users could share Seed stories in other discussion sites Build on the existing characters running now in Data

Snatchers campaign Get users to make their own ‘data snatchers’ videos

10/04/23

28

Content that is ‘right’ for a stakeholder group

10/04/23

Thought Leadership

Business Consumer

Making the news

In all formats and

about all topics – Russian

data snatchers

2910/04/2310/04/23

And cutting edge marketing techniques?

3010/04/23

An increasing number of marketing strategies are leveraging this « natural » activity

Street marketing:Product demo

Guerilla marketing

Network parties

meetings

Customer evangelism

Sample distribution

& live survey

Seeding & influencial marketing

Viral marketing

sweepstake

Viral advertising

video, branding

Undercover marketing

Viral games

Viral marketing e-mailing

Blog marketingSocial

software

Lever: creativity

Lever: targeting

offline online

Source: culture buzz

3110/04/23

The magic recipe: Objective x timing x type of campaign

Product

lifecycle

Level of targeting (% of potential users)

Portal / service

launch date

Customer evangelism / PR 2.0

Seeding &

influencial

marketing

Viral marketing

sweepstake

Viral advertising

video, games

Undercover marketing

Blog marketin

g

1%

10%

SEM - Affiliation

SEO

Community management : Social networks, competitions

3210/04/2310/04/23

Let’s join and foster new communities

3310/04/23

The company should be integrating and nurtering new networks

R&D

Marketing

Blog.Com.1

social networks’ presence

3

2

Switch on the user ‘communities’

bring their expertise onside

Hear what is being said about us and rivals and act upon it

3410/04/2310/04/23

Last contribution…

3535

Recap

Stakeholders need to be taken serious

(They expect to be engaged with as and when they demand it)

Opinions are all important, even the bad ones

(Technology-enabled word of mouth is immediate, simple, transparent, non-hierarchical, personal)

Receptive companies will be “good” companies

(Careful listening and transparent reactions will be rewarded)

Tools enable you to comprehend your place in “the 2.0”

(With over 80 million blogs and endless other CGM sources, investing in qualified aid is a smart move)

3636

Social Media strategy

In order to engage: Monitor the discussion Where is the discussion? What is being said about you and your market? Learn from your competitors!

Set up guidelines of interactionAvoid leaks, but don’t censure your staff. React quick but not hasty.

Show genuine interest, be part of it. Your presence in social media must be based on real interest and understanding.

Take initiative WITH social media users Let customers take part in some decision making processes. Client ideas and intelligence can become an extra (almost) free resource if leveraged in the right way

3710/04/23

Thank you!

Contact for more info:

Steve Virgin

Media Focus UK

www.virginonmedia.wordpress.com

Steve@mediafocusuk.com