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?

Facebook

Disney uses Facebook to navigate fans

29

Social customer care

Vine explosion

The real time channel

Twitter TV

Twitter

Delta Assist leads the way with social customer care

Lowes Fix at Six combines utility & entertainment

32

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

LinkedIn

Coca Cola markets itself via thought leadership

38

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

42

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