The Power of Social Intelligence

The power of Social Intelligence

Gravity Thinking, 185 Park Street, London SE1 9DY T 0207 654 7693 E [email protected] W gravitythinking.com

F http://facebook.com/gravitymarketing T http://twitter.com/gravitythinking L http://linkedin.com/company/gravitythinking

How we think

“We don’t have a choice in whether we do social media the question is how well we do it.”

Erik Qualman, Author Socialnomics

Our way of working

Insight Ideas

Impact Implementation

A traditional disciplined approach applied to the new world of marketing

Insight

We leverage the largest research group in the world

An intelligent approach to social media

Social Intelligence Reports &

Uses

Our Approach to Social Marketing

Social Marketing in

Action

Listening Platforms & Processes

What are you looking to get out of today?

Influencer Outreach

An Exclusive Offer

Community and Network Management

Applied Learning and Benchmarking

Measurement Infrastructures

Data Analysis and Evaluation

Asset and Content Development

Community Management

Influencer Outreach

Specific Campaign Development

Ongoing Social Platforms

Tactics and Opportunities

Our approach to Social Marketing

Enterprise Listening Platforms

Research Methodologies

Strategy and Planning

Insight Ideas Impact Implementation

Underpinned by our IP and proven ways of working

Insight Ideas Implementation Impact

7

Listening Platforms and Processes

EFFORT

COST

HIGH

LOW HIGH LOW

End-to-End

Enterprise

Free/ Near-Free

BUSINESS APPLICATIONS

VALU

E

  Informs •  Measures •  Executes

  Informs   Measures •  Executes

  Informs   Measures   Executes

Enterprise tools provide a complete and relevant data set which is consolidated and normalized

What do we want to say?

Who do we say it to?

Where do we say it?

Keywords Analysis

Reporting

Strategy

Listening Platforms and Processes

A powerful way to listen, understand, plan and most importantly act

Evaluation

Activity Campaigns & Platforms

Influencer Outreach

Network Management

Benchmarking

Infrastructures

Analysis

Brand Associations

Competitors Brands

Category Themes

Keywords

Networks & Communities

Blogs & Forums

Websites & Microsites1

Analysis

Centres of Influence

Share of Voice

Themes & Sentiment

Reporting

Strategy Activity

Evaluation

Social Intelligence Reports and Usage

A detailed ANALYSIS of the conversations

Volume

Sentiment

Influence

Socio-demographics

Platforms

Domains

Clusters

Themes


A detailed VIEW of the conversations

Reviews

Ratings

Conversations

Debates

Complaints

Statements

Video

Pictures

TACTICS STRATEGY

Campaign Planning Search

Consumer Insight

Product Innovation

A multitude of opportunities driving both tactical and strategic activity

Media Buying

Brand Positioning

Market Insight

Network / Commun-

ity

Content

Viral

Outreach

Social Platforms

Campaign

Govern-ance


5 simple steps to a considered community and network management activation plan


2 1 4 5 3

Content Audit and Collation

Creation of an Activity Calendar

Master Content Plan

Creation

Implement Master

Content Plan

Ongoing Management

of Plan

Meet with people within the organisation to review content and focus on areas of interest


Brand

ConceptStores

Other content

Dealers

Bikes

Events

Athletes

Development of a content plan aids interaction


JAN MAR MAY JUL SEPT NOV DEC

Big Idea

EVENTS

Tab Apps BIG PROMOTION ONGOING PROMOTION

QUIZ 1 QUIZ 2 QUIZ 3 QUIZ 4 QUIZ 5 QUIZ 6 QUIZ 7

Stream apps ONGOING TAB EXPERIENCES

POLL 1 POLL 2 POLL 3 POLL 4 POLL 5 POLL 6 POLL 7

Text posts

Sponsored stories

TOUR DE FRANCE


EARNED

BOUGHT

OWNED

Facebook New Recruits New Recruits

Drives ‘Likes’ to create critical mass

Create engage-

ment and sharing

We utilise the unique attributes of each platform to match your specific goals

Influencer Outreach

Blogs and Wikis

Social Networks and Communities

Forums and Social Bookmarking

Twitter and Podcasts

Understanding social platforms leads to more effective and efficient activity

Influencer Outreach

Message Boards

Blogs Networks Micro Blogs

•  Best for amplification of blog content / pay it back

•  Works for “right now” CTA

•  Highest post rate %

•  Messaging may be shared via status updates and email

•  Works well for direct response Call To Action (CTA)

•  Content must be compelling and create a story

•  Best SEO •  Permission-based

commenting

•  Highest bar to posting

•  Large and engaged reach

•  Must engage as part of an ongoing strategy

•  Unless the content is perfectly appropriate

Highly targeted influencer outreach lists

Influencer Outreach

We have access to tens of thousands of sites in our outreach management database, organized by platforms, tags and previous campaigns

Using our social media listening tools we dynamically search for current relevant conversations on key themes, products, competitors and more.

Propietary Database

Dynamic Site Selection

Social Marketing in Action

The dental health innovators

Having observed their biggest competitor Oral B achieve high levels of engagement within social media Philips wanted to understand

what the opportunity was for themselves

Creating a buzzzzzz

1.  Dental health is mentioned frequently and is highly discussed – Oral B are the predominant player

2.  Three key areas came through strongly in terms of volume and levels of engagement - beauty, gadgets and dental professionals

3.  Product reviews from trusted sources are highly influential within the purchase process

4.  Mid tail centres of influence gain significant cut through and give high levels of reach

How can we use these insights to launch Diamond Clean and Air Floss?

Campaign in progress however sign up to free trials is already oversubscribed

Let influencers play

Get beauty and gadget bloggers to trial, review and get a buzz going about the innovative Diamond Clean and Air Floss

1.  Product Trials for 80 top beauty and gadget bloggers - free product and incentives to review

2.  Content Creation – development of a website destination with dynamic content (video, research…) and linking directly to blogger reviews

3.  Outreach to 250 mid level beauty and gadget bloggers including reviews from their peers, content and incentives to blog

The original coffee machine manufacturer

Having recently bought the Gaggia brand Philips wanted to understand what the state of play was within the category

Connecting with coffee lovers

1.  Generally the category of coffee is mentioned frequently and is highly discussed – Gaggia constitute a small % of conversations

2.  Technical ability to choose and use a machine are predominant conversations

3.  Clear segments materialise from ‘Aficionado’s’ who are highly skilled to ‘Newbies’ who struggle to make the perfect cup

4.  Top to mid tail centres of influence gain significant cut through and give high levels of reach

How do we connect with segments with such diverse needs?

Campaign in progress however 9 in-depth responses to initial outreach (30% response rate)

By coffee lovers for coffee lovers

Two online tools developed by ‘Aficionado's’ for ‘Newbies’; how to select a machine and how to make the perfect cup

Initial Outreach to 30 ‘Aficionado’s’ requesting input in to a coffee lovers application

App Creation using feedback directly from outreach

Beta Launch to original 30 ‘Aficionado’s’ as well as seeding for launch

Launch – outreach to a further 100 centres of influence – top to mid tail

Best in class online tutoring

With a modest budget and an innovative online product we recommended social media as an opportunity to launch the brand

Launching a new product via social media

1.  Supplementary learning and tutoring are well discussed and extremely emotive subjects – struggling and exam based

2.  Traditional home tutoring is fraught with issues – annoying teachers, limited local resources, cost…

3.  Resources to supplement schooling and / or tutoring and learning from home are deemed valuable and shared

4.  Message boards and forums lead the volume of discussion with free trials and recommendations playing a key role

How do we create engagement and give parents confidence in the product?

Providing peer reviews and recommendations

Beta usage commenced September with the main campaign due to launch in January 2012 – strong initial reviews

Product trials offered within key centres of influence along with the development of the 5 MyTutor little stars – seeing is believing

Recruitment of 5 children who’s progress we’ll follow through a 10 week programme – publish child’s, tutors and parents feedback via diaries and video content

Blogger Outreach to 150 centres of influence identified within the intelligence phase – tech and education

Community Engagement within Mumsnet driving awareness and conversion to trial (free trials for some)

Network Advertising tightly targeting core audiences on Facebook

Social Search – using keyword analysis and content development to drive paid and earned search results

The worlds leading oral beauty brand

The beauty category is highly active in both digital and social media and Imedeen wanted to get a piece of the action

Connecting beauty with a healthy lifestyle

1.  The beauty category and more specifically skin aging and wrinkles are highly discussed and emotive subjects

2.  Big brands inside and outside the oral skincare category are involved and dominate conversations

3.  Lifestyle and health are well discussed however beauty brands are not present

4.  Conversations permeate all aspects of the digital and social space – blogs, microblogs, websites and networks

5.  New products, product reviews, facts and figures, help and advice all feature heavily within beauty and lifestyle conversations

How do we engage users with the brand in a competitive category?

A virtual lifestyle skin assessment

9,125 women have used the tool and received a free lifestyle skin assessment with associated product recommendation

A focus on how lifestyle impacts your skin health (aging, wrinkles, beauty) with the a focus on the development of a Lifestyle Skin Assessment tool with a personalised online consultation

Blogger Outreach to 100 centres of influence identified within the intelligence phase – beauty and health focus

Network Engagement via Facebook group access to tool with share functionality

Social PR to general on and offline media companies and website destinations including launch events

Call to action through all media as part of 2010 international Diagnostics campaigns - TTL

The UK’s leading sports nutrition brand

Maximuscle realised that there were issues with their products perception within social media however needed to understand the

extent of the issue and what they could do about it

Addressing efficacy in the social space

1.  Sports nutrition is a well discussed category with highly engaged consumer groups – body building, vanity and sports

2.  Maximuscle was part of the conversation however for the wrong reasons – price, effectiveness and taste were issues

3.  Centres of influence focused within specialist message boards and forums – not generalist destinations

4.  Users seek advice and recommendations from peers and trusted sources – skepticism about brands involvement within this space

How do we overcome negative issues and drive positive recommendations?

Tackle the issues head on

Over 4,000 users registered for the challenge with 25% buying a months supply directly (200% ROI)

Development of a 30 day challenge with a money back guarantee at its heart. Administered via an online destination including tracking tools, meal planners and training guides.

Blogger Outreach to 50 centres of influence with selected centres invited to an exclusive event

Social Influencer activity using advocates with high social influence to engage and sway sentiment within key forums and message boards

Online Advertising targeted based on social intelligence influencer list

Network Management – promotion of and access to the challenge via Facebook group

Call to action with all other media including email, direct mail, advertising, PR…

The world’s leading bike brand

Specialized dominate the road and mountain bike sector however wanted to understand how they could achieve the same position in

the commuter bike market

Extending market leadership

1.  The commuting category is extremely well discussed with the perils, the kit and the routes featuring heavily along with hints at tips

2.  Conversations and content tend to be led by hardcore specialists individuals and destinations – the fixie and brompton crews

3.  Website forums and message boards dictate conversations with brands playing a limited role in the dialogue

4.  Specialized feature in some conversations however mainly for their Road and MTB products not their Commuting bikes

How do we get the commuting range of bikes on the radar?

Act like the category leader

Over 10,000 unique visitors to the website in the first 3 months with 72% of traffic coming from partner destinations

Development of an online destination that positions the brand as the leader within the commuting by bike market and specifically targets new bike commuters

A dynamic destination with practical and useful content including how to videos, hints and tips, bike selection advice…

Partnership activity with key companies such as Sustrans and CTC providing content, endorsement and promotional opportunities

Network Management utilising the existing Facebook group to promote, spread the word and create a dialogue

New content planned for 2012 including message boards and richer editorial content

The eco urban bike brand

Already established in the US Globe bikes wanted to understand how that they could take launch and establish the brand in the UK

Selling outside of the usual channels

How can we tap into and infiltrate the niche communities and conversations in order to get Globe on the map?

1.  The UK bike market is dominated by big brands and retailers selling mainstream bikes – road, mountain, commuter…

2.  Niche communities exist around specific genres of cycling – single speeds, utility, personalised, traditional, vintage…

3.  Niche communities tend to exist and stretch outside of core cycling related destinations – design, homewares, travel…

4.  Mid scale blogs and websites tend to get high levels of engagement

Leverage partners to create a dialogue

Building strong relationships with a small but potent niche audience – they share and spread the word A database with over 5,000 urbanites on it

Development of a partnership marketing strategy where the Globe brand could benefit from the association with the partner and target niche audiences (all run via a Facebook hub)

Who’s Jack promotion – underground fremium magazine targeting 22-35 year old urbanites who are trend setters – into alternative film and music

Boutique retail promotions – urban outfitters, lavender rooms, top shop and pop stores – on and offline store presence

Facebook promotions – UGC competitions and promotions and ongoing management of members. Proactive targeting niche interest groups.

The Worlds leading spirits brands

William Grant wanted to better understand how their 5 core brands were perceived within social media in order to inform strategic

commitment to social media for 2012

Global multi-brand listening

1.  Brands such as Balvenie and Hendrick’s were found to be ‘winning’ in the category with a differentiating positioning, good awareness and brand engagement

2.  Glenfiddich and Grant’s found to be floating with no real core appeal to consumers and a lack of understanding of the brand

3.  Sailor Jerry Rum was associated more with the man, tattoos, music and clothing than the rum itself

How can the brands leverage these insights on a global scale?

Global multi-brand listening

All 5 brands now have a global social media strategy and plan along with processes and governance

All insights were present and discussed with each of the global brand teams and were fed into the global brand planning process with a view to defining specific social media strategies and plans

Victoriana positioning was retained and developed for Hendrick’s – more engaging and entertaining content

Core focus on Single Malt drinkers was established for Balvenie – more proactive in sharing existing activity

Follow up work undertaken for Sailor Jerry to understand different conversations involving the man, the music, tattoos, clothing and the rum – recommended riding the coat tails

Campaigns such as “One Day” for Glenfiddich and “True Tales” for Grant’s were created on the recommendation to ally the brand to an audience insight – communicate within social spaces

The World’s leading stationery company

ACCO Brands are the unsung leaders within the stationery category and they wanted to better understand how they could ustilse social

media within the B2B sector

Social Media within the B2B Category

1.  Review focused on Rexel brand the competition and general areas of shredding, office equipment and data security

2.  Product and brand related conversations were understandably low and very promotionally driven with some negativity

3.  Shredders were not referred to by brand and product features were key to selection but in general seen as a distress purchase

4.  A hot spot of strong interest and high levels of conversation was identified around data protection and identity theft

How could we leverage identity theft in order to sell more shredders?

Social Media within the B2B Category

1.  EMEA online campaign focusing on product features to address negatives – noise, reliability, time, and hassle

2.  Shredder selector created to help efficient selection

3.  Own identity theft – advice, help, support to include:

•  Blog started by Rexel focused on issues surrounding identity theft

•  Blogger outreach to blogs targeted at business owners

•  Target SME’s sharing info and providing collateral as reminder for protecting company identity.

Global campaign tool kit distributed to resellers with campaign activity kicking off Q4 2011 – resellers positive and allocating

more resources to marketing

Development of specific global campaigns focusing on the core issue of identity theft and creating a dialogue with consumers around the subject

The UK’s leading Exam Board

AQA wanted to understand how social media might help them protect their core market share and grow in other areas

Defend and grow market share

.

1.  Understand opportunity for Social Influencer Marketing as part of the GCSE Science campaign

2.  95% of conversations on TES

3.  Teachers looking for support, trying to keep up with constant changes and challenge of dumb down vs concern for students

4.  Approx 9-18 month lead time between indicating desire to move boards and actually moving

How could we utilise these findings in order to build relationships with existing and nurture relationships with new customers?

Baby steps. Ongoing meetings with departments to help transition to social organisation

Start monitoring. Gain "product insights into what teachers think (coursework, syllabi, marking) and be active and respond accordingly

Strategic alliance with TES to develop mutually beneficial activity and move from commercial to strategic relationship

Use the portal as a voice. Ensure the Science Lab is used as a hub to share the reams of content available and publish updates, changes and new info

Act as market leader. Implement team to position AQA as market leader and conduct altruistic info. exchange to help teachers navigate system

Build capability and relationships with influencers

AQA have been monitoring for 6 months and have responded to an average of 20 posts per week – in a place where they were

previously silent

A focused programme of activities to get AQA fit for social media throughout the organisation. As well as building strategic partnership with key partner (TES)

Leading innovation in baby feeding systems

Philips Avent were in a price war with main competitor Tommee Tippee and wanted to see how they could gain some competitive

advantage within digital and social media

Building empathy with consumers

1.  Brands are focused very much on practical product related elements

2.  Hugely emotive subject with a lot of heartache, sadness, anxiety and pain with (some) joy and lots of extreme opinions

3.  Disparity between brands positive and clinical language and mothers more down to earth with emotional language

4.  Recommendation is key in the sector with lots of sharing and looking for stories, advice, hints and tips

5.  Frustration at product not working, breaking, leaking etc. and large associated cost and hassle

How could Avent create an empathy with the consumer and use this as a basis for an ongoing dialogue?

Building empathy with consumers

1.  Website - a non threatening, agenda-free place for mums to openly discuss concerns and issues and proffer advice to others – away from the NCT

2.  Expert advice and help delivered in a understanding, caring and non judgemental manner – limited focus on the Avent brand and products

3.  Blogger outreach to 200 ‘mummy bloggers’ to provide reviews, advice and vicarious blogging – driving to the community to participate

Average weekly site traffic is 3,860 with page views at 25,144 Over 10k forum entries to date

Development of a safe haven for mums to discuss openly their experiences and concerns with regards to feeding their babies

Leading the male grooming trend

Philips are a market leader within male grooming and wanted to better understand how the could tap into the ‘Manscaping’

trend online

Tapping into the conversation

1.  Split between traditional beard grooming and focus on ‘manscaping’

2.  Lack of knowledge about grooming and shaving with people looking for help and advice on how to groom and shave properly

3.  Debate around shaven/stubble or beard and ‘manscape’ vs not with partners joining the debate

4.  Satisfaction and pride associated with results - exhibitionism

5.  High degree of power of influencers in this space from grooming focused sites to more general style sites referencing different ‘looks’

How could Philips use these insights in order to get involved in the ‘manscaping’ debate?

Riding a consumer trend

Campaign go live today

Development of ‘The Manscaping Challenge’ including style, grooming, clothing, music… engaging and involving people in an entertaining experience and dialogue

Development of microsite to support the ‘The Manscape’s Changing’ –including shaving school

Competition encouraging group involvement and sharing for datacapture

Integration with Facebook “Express yourself” grooming page

Entire comms budget devoted to influencer outreach to style leaders

Outreach to style bloggers to find 4-5 bloggers to write an ongoing blog for the site

Get in touch

Gravity Thinking, 185 Park Street, London SE1 9DY T 0207 654 7693 E [email protected] W gravitythinking.com

F http://facebook.com/gravitymarketing T http://twitter.com/gravitythinking L http://linkedin.com/company/gravitythinking

Andrew Roberts Managing Partner 07775 612 853 [email protected]

Stephen Firth Managing Partner

07880 735 974 [email protected]

The Power of Social Intelligence

Marketing

Transcript of The Power of Social Intelligence