4levelsofsocialmediapatrickdsouza 100206034519-phpapp02

The 4 levels of social media strategyPatrick D’souza , [email protected]

http://pat-brandbuildingandadvertising.blogspot.com/

Walmart has had a social media strategy in place since 2005

NY Times March 2006


This would hardly seem to be the case given what’s being published about the brand online








Walmart is getting hammered in social media


Because it hasn’t yet figured out how to use it like so many other big companies


It’s understandable – the discipline has grown exponentially – and can be complicated


In 2009, I set out with a simple objective - to make sense of social media


What I discovered?

There are 4 key levels at which companies are using social media

Corporate Level

Brand Level

Product Level

Service Level


Corporate Level

Brand Level

Product Level

Service Level


Ford Motors: open, honest, transparent Corporate Level

Brand Level

Product Level

Service Level


Scott Monty: Head of Social Media FordCorporate Level

Brand Level

Product Level

Service Level

“we share with thepublic anything on our intranet that is not commercially sensitive.”

April 2009


The company, an open bookCorporate Level

Brand Level

Product Level

Service Level


Ford.digitalsnippets.com Corporate Level

Brand Level

Product Level

Service Level

You won’t win the war by writing about yourself. But by getting other people to do so.


The results of openness, honesty, transparencyCorporate Level

Brand Level

Product Level

Service Level


Zappos: “selling corporate culture before shoes” Corporate Level

Brand Level

Product Level

Service Level


No opportunity to communicate culture lost Corporate Level

Brand Level

Product Level

Service Level


HR Policy – a management case study - designed to make people talk

Corporate Level

Brand Level

Product Level

Service Level


CEO fan following on Twitter: 1,673,423 Corporate Level

Brand Level

Product Level

Service Level


Zappos - A clear strategy: get customers to connect the dots

Corporate Level

Brand Level

Product Level

Service Level


Social media at a corporate level: importance

People today buy more than brands They buy the culture and values they represent Values inconsistent with norms will be rejected Social media - a platform to communicate corporate values – strengthen brand related ones

Corporate Level

Brand Level

Product Level

Service Level


Corporate Level

Brand Level

Product Level

Service Level


The opportunity for social media at this level

Vitalise/ re-vitalise brands – infuse fresh energy in them Drive engagement Understand sentiment and momentum


Does anyone know what happened to the Guinness Book of World Records?


Gillette uART: making shaving funCorporate Level

Brand Level

Product Level

Service Level


The Pope: using Facebook to understand momentum and sentiment

Corporate Level

Brand Level

Product Level

Service Level


10 months after launch, Pope fans: 85,000.

Corporate Level

Brand Level

Product Level

Service Level

Farmville Fans: 73,744,778

It is having no trouble finding out


Corporate Level

Brand Level

Product Level

Service Level

The Pope has also understood consumer sentiment towards the Church

1. The response to the organisation’s stance on abortion

2. The use (or non use) of contraceptives – a policy which continues to drive sickness and poverty in many third world nations


Sony Australia: connecting real worlds with virtual ones

Corporate Level

Brand Level

Product Level

Service Level


Corporate Level

Brand Level

Product Level

Service Level


The opportunity for social media at this level

Drive deeper awareness & knowledge of products – particularly their usage Create new options in a collaborative manner


Volvo XC60 – you know the product now learn about how it was conceived

Corporate Level

Brand Level

Product Level

Service Level


FOXTEL Australia – a customer who knows is a customer who grows

Corporate Level

Brand Level

Product Level

Service Level


Google - beta keeps expectations low but involvement with brands high

Corporate Level

Brand Level

Product Level

Service Level

Half of all Google products are in beta.http://royal.pingdom.com/2008/09/24/why-is-almost-half-of-google-in-beta/


Corporate Level

Brand Level

Product Level

Service Level


2007 – an angry 75 year old goes hammer and tongs at Comcast


Her act spawned a wave of support online


In 2008, director of digital care Frank Elliason decides to act


He takes 8 people and sets up Comcast Cares Corporate Level

Brand Level

Product Level

Service Level


2009 – signs that this focus on service using Twitter is starting to work

Corporate Level

Brand Level

Product Level

Service Level


ComCast isn’t the only company using social media as a service mechanism

Corporate Level

Brand Level

Product Level

Service Level


The 3 great things about Twitter as a service mechanism

Its ability to humanise a brandIts ability to ‘amplify’ serviceIt’s ability to force service standards to lift given the public (indiscreet) nature of commentsIt’s ability to influence the culture of an organisation creating a powerful domino effect in the process


Ground we’ve covered so far

Corporate Level

Brand Level

Product Level

Service Level


What I was also asked to speak about – measuring and evaluating the effectiveness of social media strategy


Evaluation measures

Strategic

Tactical

• Long term • Focus – change in perception of brand/behaviour towards it over time • Walmart in this category of challenge

• Short term • Campaign/issue based • Company retrenchments, Notes issue banks


Many social media monitoring tools provide necessary data

BrandtologyRadian6Nielsen BuzzmetricsOthers


The problem with social media monitoring

It’s over riding focus so far has been on the tool The fancy dashboards and options it gives marketers


It’s not the tool, it’s what you do with it that counts


And what you should do is develop solutions that are holistic, with a focus that’s both internal and external

Inte

rnal

Exte

rnal

HR Billings/finance Design Production Sales Marketing Customer Service

Blogs Microblogs Forums Social networking sites Messenger services


Some reasons why

Vista’s issues – product related Presence on Facebook or Twitter serves no purpose The product design team not the social media agency will provide the solution


Some reasons why

Walmart has focused on social media strategy It should have focused on the real issues facing its business – low wages, poor work environment, negative community impact Unless Walmart addresses these issues the impact of its social media strategy will be nought


Some reasons why

Dave Carroll had a hig when he wrote a song about United Airlines called ‘United breaks guitars’The companies issues – staff empowerment (or the lack of), business process – the decision to outsource – not a social media approach


The learning: focus on the Internal and External

Inte

rnal

Exte

rnal

HR Billings/finance Design Production Sales Marketing Customer Service

Blogs Microblogs Forums Social networking sites Messenger services


Today’s presentation – the key points

1. Social media strategy can be developed at 4 key levels: Corporate, Brand, Product and Service

2. The strategy can operate at either one or all levels – depending on your brand’s situation

3. Monitoring effectiveness is important – however don’t be too caught with fancy dashboards and tools – they can distract

4. Keep the focus as much internal as external to achieve success


Thank you

4levelsofsocialmediapatrickdsouza 100206034519-phpapp02

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