Social Media

Social Media –

Eh What’s Happening Now!!

Conor Byrne

CRM & Loyalty Meeting

Friday 21st January 2012

Meeting: 3rd of April 2012

80% of our online

activity didn’t exist 5 years ago

“Social Media is the democratization of

information, transforming people from

content readers into publishers. It is the shift

from a broadcast mechanism, one-to-many,

to a many-to-many model, rooted in

conversations between authors, people, and

peers” Brian Solis, principal at Altimeter Group, a research-based advisory firm.

State of Play




“Can we, just for a moment,

Your Honour, ignore the

FACTS!”

The total number of Facebook users in Ireland is

reaching 2,110,600

• Apx 200,000 accounts

• 30% of Irish Twitter Users check their

accounts daily (IPSOS-MRBI)

Total LinkedIn Users: 613,906 Penetration of

population: 13.28%

Penetration of online

pop.: 20.18%

100 million ‘Active’

800 million ‘Active’

Oct. 13, 40 Million ‘signed up’

• Google+ breaks 100 million users (1st Feb)

• Est: Google+ will reach about 400 million users by the

end of 2012.

• Over 10.4 million registered users

• 9 million monthly Facebook-

connected users

• 2 million daily Facebook users,

Why use social media?




Why are big brands using social media?

McKinsey Report, 2012

Creating buzz

Learn from customers

Target customers

Why should you use Social Media?

Multiplies your reach

Generates more traffic

Helps you connect

emotionally

Increases awareness

Humanises the brand

Aligns strategy with one online

channel

Helge Tenno

Create Members

Not Customers

Loyalty nobody can take

away from you

Deliver on the brand promise

Earn money doing

things that dont exist

NGOS MOST TRUSTED INSTITUTION GLOBALLY

Trust (Edelman Baramoter)

What is Social Media?




Helge Tenno

Patrick McConville, iCan

What Social Media is not!




10,000 new Likes

2,000 new followers

10,000 new Likes

2,000 new followers

BMW has 9.5 million

fans

Renault ZE has less

than15,000 fans.

The brand with the

highest engagement

rate overall on

Facebook is Renault

ZE

BMW has 9.5 million

fans

Renault ZE has less

than15,000 fans.

The brand with the

highest engagement

rate overall on

Facebook is Renault

ZE

Marketing’s primary goal is to reach

consumers at the moments, or

touch points, that influence their

purchasing behavior.

• McKinsey Report, 2012

Influence the consumer




Monitor

Knowing what’s said online about your

products and services—should be a

default social-media function, taking

place constantly.

You can glean insights from an

effective monitoring program that

informs everything from product design

to marketing and provides advance

warning of potentially negative

publicity.


Respond

Pinpointing conversations (negative and

positive) and responding at a personal

level is a key part of social-media

engagement.

No response can be quick enough

By responding rapidly, transparently, and

honestly, companies can positively

influence consumer sentiment and

behaviour.


Amplify

“Amplification” involves designing your

marketing activities to have an inherently

social motivator that spurs broader

engagement and sharing.

This approach means more than merely

reaching the end of planning a marketing

campaign and then thinking that “we

should do something social”

It means that the core concepts for campaigns must invite customers into an

experience that they can choose to extend by joining a conversation

It means offering experiences that customers will feel great about sharing,

because they gain a badge of honor by publicizing content that piques the

Interest of others.

Lead

Lead consumers toward long-term behavioral

changes.

In the early stages of the consumer decision

journey, this may involve boosting brand awareness

by driving Web traffic to content about existing

products and services.

Marketers also can use social media to generate

Buzz through product launches,

In addition, when consumers are ready to buy,

companies can promote time-sensitive targeted

deals and offers through social media to

generate traffic and sales.

The Sort of Strategy Slides!




It’s essential for brands to understand why

and where different groups of consumers

participate in this new world.

Understand this and brands can create

campaigns, messages and communities

that consumers want to be part of,

spreading the message far and wide much

more effectively

Source: Wave5 Report, 2010

Understand how the new consumer consumes

buying &

selling in a

socially

connected

world

1. consuming on demand – I

see therefore I buy

3. collaborating in the

creation process

8. seamless buying from

diverse touchpoints

6. increasingly influenced by

“people like me”

2. seeking brands they share a

common purpose with

7. drawn to interactive & culturally

engaging experiences

4. bypassing mass brands in

favour of niche, local & peer

5. looking for more

personalistion &

customisation

10. looking for social

relationships

11. demanding instant

customer service

9. prioritising value over

money – rent, borrow, barter

vs. buy

David Hayes, Cybercom

Social Technographs Ladder

Develop a Content Strategy

Determine what your audience would deem

valuable

Post this valuable content at times that are valuable to them

Determine how often they would like to hear from

you

Know your voice Be Authentic

Set KPI’s

Patrik Svensson

Conversation Rate

# audience comments / post

Amplification Rate

# sharing of you content / post

Applause Rate

# likes etc / Post

Conversion Rate

Do we get economic value from the network?

How many assisted or last click conversions?

Focus on the Platform that’s right for you

Optimize your site

and all other on

and offline marketing

to include links and

references to social

media sites

Execute

Measure

Yes it is possible to

measure.

But you need to

plan…..

Measure

Yes it is possible to measure. But you need to plan…..

“we can measure the impact of social media well

beyond straight volume and consumer-sentiment

metrics; in fact, we can precisely determine the

buzz surrounding a product or brand and then

calculate how social media drives purchasing

behavior. To do companies must coordinate data,

tools, technology, and talent across multiple

functions.” McKinsey, 2012

Set KPI’s

Patrik Svensson

Conversation Rate

# audience comments / post

Amplification Rate

# sharing of you content / post

Applause Rate

# likes etc / Post

Conversion Rate

Do we get economic value from the network?

How many assisted or last click conversions?

Some Practical......




By the end of

2012

77% of

consumers in

Ireland will

have a

smartphone

Ignore

Mobile

At

Your

Peril

Two Quick Examples




It Started as an idea

Social Networking Led to Social Connections that spread the message

across these social networks

Lisa

Paul Dervan 100’s of

readers on his blog

Damien Mulley Social

influencer

Steve Troughton

Smith

Grace App Developer

Nick McGiveny

Twitter Lessons

10,000 euro

Where next – get iphones into families hands

A win at the Blog Awards led to a new website

story picked up by Gerry Ryan and Ireland AM

Twitter picked up on it

It was blogged about

Actively approached journalists (with links made through Social Media)

Set it FREE

To celebrate World Autism Day 2011 the app was sold for free for 3 days.

Through active social PR by 2.30pm it was trending. Lisa meticulously clicked

and thanked every RT!

Critical mass was achieved as Australia woke up and America started work - the

American Group 'Autism Speaks' retweeted and by morning the RTs were in the

Thousands

The blogs and facebook took on their own momentum.

Then Disaster Struck – well sort of

Apple approved an update that had been in review for 2 weeks....it tripped the

listing back to full price.!!

This required a huge PR campaign on blogs, Facebook and Twitter to tell people

this was an error and not to click until Apple set the app for Free again (and they

gave it free for another day)

Now what

• About 15,500 app downloads

• The app costs €20/$25

Lisa says

”being sustainable was as crucial as having social

impact. If you cannot make a living then you cannot

"do what you do" and you have to go and get

another job. I'm doing what I love, I am good at it”

“Social Media connected me to the world in a

way that a stay at home special needs mum

could never be. It gave me a new skill set and

it turned me into an agent for social change,

an entrepreneur and CEO of my own

destiny.”

Remember




Our social networks are hyper

targeted at the most

important people in the

world……

Ourselves, our families and our friends

Helge Tenno

• Develop relationships

• Watch for editorial opportunities

• Be simple and open

• Interlink all your networks

• Be useful

• Be informative

• Be interesting

• Interact with people as much as

you can (give feedback, engage into

discussions, compliment them)

• Listen before you act

• Facilitate conversation, don’t

dominate

• Actively converse

The internet facilitates and

supports civic engagement, it:

raises awareness

educates those interested

&

can mobilise groups by

“enhancing the flow of information across

diverse members of the community” (Kavanaugh et al., 2005, p.129).

Relationships are the key currency

Social media is a great way to build and maintain good relationships.

http://maynak.name

IT’S ABOUT

BEING

HUMAN LISTENING

UNDERSTANDING

CONNECTING

David Hayes, Cybercom

It Pays Off

The relationship is apparent and significant:

“socially engaged companies are more financially successful.

So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement,

not merely having a presence.”

Altimiter ENGAGEMENTdb study

socialmediaexaminer.com

mashable.com

krishnade.com

socialmediatoday.com

simplyzesty.com

@FacebookGeek

Some Resources

Thank You

www.conorbyrne.wordpress.com

@conorbyrne

Social Media - eh what now

Technology

post post

crm amp

5 millionfansrenault

thehighest

mckinsey report

click conversions

social