Social Intelligence: Using Social Media for Business Intelligence
The Power of Social Intelligence
-
Upload
gravity-thinking -
Category
Marketing
-
view
135 -
download
1
description
Transcript of 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
Social Intelligence Reports and Usage
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
Social Intelligence Reports and Usage
5 simple steps to a considered community and network management activation plan
Community and Network Management
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
Community and Network Management
Brand
ConceptStores
Other content
Dealers
Bikes
Events
Athletes
Development of a content plan aids interaction
Community and Network Management
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
Community and Network Management
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]