How Social Media Is Changing The World - Prepared for SOAS, University of London

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How Social Media is Changing the World

Delivered on March 8, 2013#SOAS #Marketing @girisham1

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What’s the one thing you want to get out of today?

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THE GOOD THE BAD &

THE UGLY

EXAMPLES1.MICROSOFT2.AVANADE3.SEARS4.O25.SINGAPORE CHANGI AIRPORT

RANDOM ADVENTURES OF BRANDON GENERATOR

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RESULTS

•120,000 viewings in four weeks

•2.2 million page views

•20m twitter reach and positive mentions by Simon Pegg, Jonathan Ross and Stephen Spielberg

•4,000 submissions of prose and artwork, and 150 pieces of branded media acclaim.

http://www.brandongenerator.com

http://econsultancy.com/uk/nma-archive/58601-behind-the-scenes-microsoft-brandon-generator

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Lessons learnt

•Remarkable content creates relevance

•Consumers respond to brands that engage in co-creation

•Target influencers to create a snowball effect

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#AskAvanade

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RESULTS

•1086 views of 35 videos (over two days)

•32,976 reached via 116 tweets

•25 sales leads

http://www.b2bmarketing.net/knowledgebank/social-media-marketing/case-studies/case-study-askavanade-avanade-waggener-edstrom

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Lessons Learnt

•Be agile

•Take risks with ROI focussed outcomes

•Engage with customers on their turf

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Sears Black Friday Campaign #SocialMediaFail

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Calming a TwitStorm – O2 #SocialMediaWin

http://www.wired.co.uk/news/archive/2012-07/17/o2-outage-social-media-masterclass

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Calming a TwitStorm – O2 #SocialMediaWin

Being direct

•Customer (@gay_platform): "@O2 We're still waiting for that apology.. or maybe they texted me and I can't see the message because my phone DIDN'T WORK"

•O2 response: "@gay_platform Firstly, here are our deepest apologies. Network should be back up and running for you. How's your service?"

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Calming a TwitStorm – O2 #SocialMediaWin

Personalisation

Customer (@24vend_Ltd): "@O2 had to travel to Italy to get signal -- desperate times!!!"

O2 response: "You can come back now. We're back in business :)"

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Calming a TwitStorm – O2 #SocialMediaWin

Firefighting

Customer (@MrJeb): "Oi! O2! Because of you I missed a call from my dear old mum. For that I think I owe you a pint. Ta! :)"

O2 response: "Um... you're welcome, we think. But if your mum asks, we'll totally deny this tweet"

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Calming a TwitStorm – O2 #SocialMediaWin

Rising above it

Customer (@grahamcummings7): "@O2 F**K You! Suck d**k in hell"

O2 response: " Maybe later, got tweets to send"

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Calming a TwitStorm – O2 #SocialMediaWin

Being gracious

Customer (@Beckyyyy123): "Whoever is tweeting for @O2 deserves some sort of giant cake"

O2 response: "If it's a giant, Jaffa Cake, I'm in"

Customer (@Beckyyyy123): "@O2 your wish is my command"

O2 response: "Awesomes! Sorry about the kamikaze comma in the last tweet. Finger s are numb."

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Calming a TwitStorm – O2 #SocialMediaWin

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Lessons Learnt

•Crisis planning begins with proactively building a reputation

•Just because you’re ignoring social media doesn’t mean social media is ignoring you

•In a crisis? Be human in your response

http://waggeneredstrom.com/blog/2012/12/11/in-a-social-media-crisis-forget-the-rule-book-focus-on-the-people/

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HOW WE GOT HERE?

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Marketing to tribes and the power of movements

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TELEVISION & THE ONSET OF MASS MARKETING

Buy Ads

Get More Distribution

Sell more products

Make more profit

The TV – Industrial Complex

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The Power Shift: From Sellers to Buyers

The Web Search Customer reviews & User Generated Content

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Scarcity & Abundance: The Trade-Off

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From campaigns to conversations

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Why You Should Care?

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The Social Media Revolution

http://youtu.be/qS8sV1yaNrg

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Top tips for a career in marketing

 Read 1 international newspaper/site every day

Have a point of view on the future of something

Travel and try and live at least a year of your life away from your home country before attempting to move for a job

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Q&A?

GIRISH BALACHANDRAN@GIRISHAM1WWW.GIRISH.BALACHANDRAN.BLOGSPOT.CO.UK