Social Media Presentation by RyanMacMillan

Using social media toimprove customerdialogue and generateleads

Marketing challenges

Competitive difference

We can help

A definition

All of the activities, platforms andpractices that enable users tocreate and share knowledge,opinions and content.

Social media universe

Social media universe

Social media universe

Social media universe

Social media universe

Social media universe

Social media universe

1.6 million blog postsare written every dayby over 180 millionbloggers worldwide

57% of active onlineusers have joined asocial network andcreated a network ofvirtual ‘friends’

There are over 110MFacebook users

75% of companiessurveyed said theywere planning tomaintain or increaseinvestments in Web 2.0technologies

81% of companiesstated that in fiveyears, they’d bespending as much onconversationalmarketing astraditional marketing

New ways to engageaudiences

Consumers have replaced trust in advertising with trust in individuals - in particular friends, family and colleagues. Turning to communities and away from mass media, consumers will increasingly ignore messages, insist on involvement and resonance and prefer peers’ endorsements.

Forrester Research, The Connected Agency 2008

The challenge

To get involved in these consumerexchanges

And to understand how to makethese exchanges work in yourfavour

People, place, points

Marketing that is not only morerelevant and more targeted, but alsomore welcome

Social media advantage

1. High lead conversion rates

2. Protects brand reputation & improves brand sentiment

3. Builds SEO

4. Cost effective

Social media advantage

9 Wayssocial media can help

Customer Retention

1. Facilitating customer dialogue

2. Engaging with customers

3. Creating advocates

1. Customer dialogue

Bank of America:Small Business Network

2. Customer engagement

American Express:OPEN Forum

3. Creating advocates

myBarackObama.com

Customer Acquisition

4. As part of an integrated campaign

5. Social media direct marketing

6. Blogger relations

7. Blog & community commenting

4. Integratedcampaign activity

Sony BRAVIA

7m engaged users

35k downloads

19k inbound links

No.1 SERP for ‘advert’ for 2 years

£0.01 cost per engagement

5. Direct marketingin social media

HR Block

6. Blogger Relations

BreakthroughManagement Group

7. Commenting

B Sky B

Research & response

8. Product development

9. Crisis management & prevention

8. Product development

BBC Masher

9. Crisis management& prevention

UK Higher EducationInstitution

3 steps tohappy customers

1. Listen

Can I put off repayments

I need to sell my house

What are the new small business

packages?

My Danske Bank manager has changed

I need to find out my balance

on the move

What’s happening in

Iceland?

Why are the mortgage rates

going up?

Why is my branch

opening hours changing?

I can’t access my online account

I need to find a Danske Bank

contact number

Why has this form changed?

I like the new website

How can I spend less

money?

I’m thinking about changing

my portfolio

I need to think about my pension

I’m always on hold at the call

centre

2. Join the conversation

Talking point

3. Keep talking…

End

Iain MacMillanRyan*MacMillan

[email protected]+44 7956 997 803