We‘re not in Wonderland anymore, Alice

We‘re not in Wonderland anymore, Alice

Rick MansSocial Media Evangelist / Strategist

Social Media is A Set of Communication and Collaboration Technologies Adopted by People in their Daily Lives

Social networks: Social structures of individuals who are bound together by common values, visions, ideas, friendships or interests

Time Spent (hours per week), US

Social communities are attracting a significant part of consumer time spent online

Base: 230,000 US Internet Users and 30,000 sites

Search

E-mail

Videos/Movies

Member Communities

0

5

10

15

20

25

2003 2004 2005 2006 2007 2008 2009

Social Media is:

Human interaction in a virtual world

"Would you tell me, please, which way I ought to go from here?""That depends a good deal on where you want to get to," said the Cat."I don’t much care where--" said Alice."Then it doesn’t matter which way you go," said the Cat."--so long as I get SOMEWHERE," Alice added as an explanation."Oh, you’re sure to do that," said the Cat, "if you only walk long enough.“

http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

Social Media Goals

SMILE Activities

Supporting

Meshing

Interacting

Listening

• Help customers and let customers help themselves and others• Ensure there is a platform for them where they can find you, the brand,

and other customers

• Integrate customer feedback and input in your product cycles• Create a place where customers can provide input on your product and

where they can see the result.

• Start solving real world problems• Create an environment that promotes and enables co creation• Use a platform in which you can interact with your customers

• Doing web care is a good way to get to know what is said about your products

• Give customers a platform on which they can share their thoughts.

Evangelizing• Provide customers a home base with tools so they can promote you / your

products• Create easy promotion kits that can be reused over and over again.

Supporting: B2B community Flametree (ABN AMRO BANK) SMILE

Meshing: Crowdsourcing your business

“People-powered” mobile operator (O2 UK)

Activities like support/marketing/recruiting crowd sourced to “creators” and “contributors”

SMILE

Interaction: Instant Messaging saves money (internally at IBM)

Number of unique users per day 260,000Number of times IM used per day instead of phone 4Number of minutes per call 2.5Phone rate $0.015Average savings per day $39,000Average savings per month(20 business days per month)

$780,000

Average savings per year $9,360,000

IM is used as both a phone and email substitute. In addition to avoiding phone usage charges, organizations may also expect a decrease in the amount of email traffic and storage (and the costs associated with those).

SMILE

Listening: ComcastSMILE

Evangelizing: DisneySMILE

YOU SHOULD HAVE STARTED 6 MONTHS AGO

If you want to have success with social media right now

EVERYTHING YOU DO SHOULD AT LEAST CREATE THE BEGINNING OF A RELATIONSHIP

When you are in social media

"But I don't want to go among mad people," Alice remarked."Oh, you can't help that," said the Cat: "we're all mad here. I'm mad. You're mad.""How do you know I'm mad?" said Alice."You must be," said the Cat, "or you wouldn't have come here.“


People trust people

Teens don't hate advertising, but they rely more on friends. More

than twice as many teens as adults — 38% versus 17% — say

advertising helps them decide what to buy. That may sound

encouraging, but marketers must also take into account that, at the

same time, nearly twice as many teens as adults (47% versus 25%)

rely on recommendations from friends and family. They are

also far more likely to spread the word about products they like

(67% versus 39%) Blending advertising with social marketing is

absolutely critical for marketers targeting this segment.

You need your employees to scale

EMPLOYEE ENGAGEMENT 1/3

Command and control is not really the solution to make things scalable

Guidelines

A collection of guidelines is available on http://socialmediagovernance.com/policies.php


Process (DELL and US Air Force)


"You've got no right to grow here," said the Dormouse."Don't talk nonsense," said Alice more boldly: "you know you're growing too.""Yes, but I grow at a reasonable pace," said the Dormouse: "not in that ridiculous fashion."


Top 5 Social Networking Websites Based on Unique Visitors, 2005-2010

MSN Groups

Classmates

AOL Hometown

Windows Live

MySpace

MySpace

Facebook

Classmates

AOL Hometown

Windows Live

Facebook

MySpace

Twitter

Linkedin

Classmates

2005 2007 2009

1

2

3

4

5

Facebook

Twitter

MySpace

Classmates

LinkedIn

2010?

The World is Not Only About Facebook

But then, shall I never get any older than I am now? That'll be a comfort, one way -- never to be an old woman -- but then -- always to have lessons to learn!


Average age distribution across social network sites

PLATFORM SELECTION 1/3

What are people doing online


Age distribution on social network sites


Farm with your friends

EXAMPLES 1/5

Build your platform on a platform

EXAMPLES 2/5

Ford

100 Fiestas37% of Generation Y25% marketing spend on social mediaNo Government loan

EXAMPLES 3/5

At first, the publisher didn’t see the need in publishing this book

EXAMPLES 4/5

Being girl

Procter & Gamble's Being Girl community is an online community targeted at young girls. P&G was able to use this community to market feminine hygiene products in a subtle way to an audience that doesn't want to talk about them. What's very interesting to note is that P&G found community building to be four times more effective than traditional advertising.

EXAMPLES 5/5

"Take some more tea," the March Hare said to Alice, very earnestly."I've had nothing yet,“ Alice replied in an offended tone: "so I can't take more.""You mean you can't take less," said the Hatter: "it's very easy to take more than nothing.”


Illustrative Metrics

Insights

Type of Metrics

Benefits

Reach Efficiency Consumer Cross Channel

Type Simple, reach-driven Behavior and cost-driven

Attidunial and longer term

Multi- and cross media influences

Perception and engagement

Emergent

Number of hits

Number of unique visitors

Number of subscribers

Ad impressions

Number of referral

Number of comments

Time spent on website

Cost per click

Cost per action

Satisfaction with brand

Willingness to recommend

Frequency of visit

Purchase intend

Awareness

Return on marketing investment

Marketing mix modeling ROI

Customer lifetime value

Sentiment on blogs, forums

Consumer attitude

Word of mouth

Level of interaction

Number of people exposed to the social media activity

Very basic insight into actions driven by marketing

Effectiveness of spend on direct action

How consumers’ opinions are influenced by marketing

Sales/ awareness driven by specific channel investment

Influence of channels on each other and together

Longer term, more all-round view of consumer

Benchmarking

Maximizing message coverage

Cost comparisons with other online tools / channels

Improving efficiency of online spend

Improving the factors affecting loyalty

Improving segmentation

Optimizing spend across channels

Reflects real brand feeling

Suitable for multiple objectives

Metrics aren’t standalones

Alice laughed. “There's no use trying,” she said “one can't believe impossible things.”“I daresay you haven't had much practice,” said the Queen. “When I was your age, I always did it for half-an-hour a day. Why, sometimes I've believed as many as six impossible things before breakfast.”


Rick MansSocial Media Evangelist / StrategistPapendorpseweg 100 UtrechtThe NetherlandsPhone: +31 6 51 21 01 44E-Mail: [email protected]: http://twitter.com/rickmansLinkedIn: http://nl.linkedin.com/in/rickmans

We‘re not in Wonderland anymore, Alice

Technology

Transcript of We‘re not in Wonderland anymore, Alice