cm2 class social media overview
DESCRIPTION
Session 1 - Guest Lecture for the Customer Management 2 Class, Dept of Marketing, University of Strathclyde, April 2011TRANSCRIPT
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‘Mastering Social Media’‘Social Media Planning Pays’
Guest Workshops: University of Strathclyde
Dr. Jim Hamill [email protected]
Alan [email protected]
April, 2011
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Session 1Social Media: An Overview
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Overview
1. Social Media – An Overview; Social Media in Action
2. Key Things to Remember About Social Media
3. ‘Social Media Planning Pays’– Key steps in developing, implementing and managing a
successful Social Media Strategy
4. Support Material– www.energise2-0.com
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SM Opportunities and Progress Made
• Used effectively, social media can deliver the following business benefits:
– Market/Customer Knowledge & Insight through customer feedback and the use of social media monitoring tools
– Low cost brand awareness and reputation management– Increase sales/repeat sales– Build strong online community/ quality customer base of high
value, high growth potential customers– Engage and energise– Enhanced customer experience and loyalty– Sales/Marketing Effectiveness, Efficiency and ROI– Operational / Internal Process efficiency (open source and hosted
apps)
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SM Opportunities and Progress Made
• Interest and enthusiasm for Social Media is growing rapidly - channels are being set up
• Companies fall into three main groups in terms of progress made– Progressive Adopters – Cautious/ Experimental Adopters– Non Adopters
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SM Opportunities and Progress Made
• While some good progress is being made, there is a need for a more ‘strategic’ approach
• Clear social media vision and strategy, agreed objectives, KPIs, targets, ROI and on-going performance measurement
• More attention needs to be paid to organization, people, resource issues critical to on-going SM success
Social Media Planning Pays
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But first – a quick introduction
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Social MediaA Quick Overview
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Web 2.0/Social Media
An Overview
»Applications»Features and Characteristics»Implications
Business/Marketing 2.0Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial/ Prof Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter
Characteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Impact – Wikibusiness
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience – Rich
Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and HRM
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Social Media in Plain English
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How important has it become?
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The Social Media Revolution
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Potential Business Benefits of Social Media
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Business Benefits
• Market Knowledge
• Customer Insight and Understanding
• Customer Interaction
• Enhanced Customer Experience
• Business Intelligence
• Reputation Management
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Business Benefits
• Improved Sales and Marketing
• Identify and network with high value, high growth prospects
• Product Development and R&D e.g. engage and co-create
• Internal cost savings
• Improved Operations and Internal Processes
• Increased ROI
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Potential Business Benefits
Wide ranging:
• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and
hosted apps)
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Potential Business Benefits
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Social Media in Action
Quick Examples
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In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand
A quick ‘personal experience’
Dubai Hotel
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From the web site
• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.
• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…
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The Customer Experience of the Brand
Tripadvisor
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From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be more than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.
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11 Million Views
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United Breaks Guitars
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10.2 Million Views
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Crowdsourced NPD
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266,555 on Facebook
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1.6 Million Twitter Followers
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www.skittles.com
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Things to Rememberabout Social Media
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Key Things to Remember
• It’s social– A key feature is online democracy – with content being provided
by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
• Power shift– Social media empowers customers, empowers the network.
Recognizing this shift is the cornerstone of future success • Declining effectiveness of traditional approaches
– Does anyone listen to sales/brand messages anymore?
ENERGISE2-0.COMSource: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
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Key Things to Remember
• Pull v push– Consumers/users decide what information they wish to access
• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–
dialogue not broadcasting– But this is something that most of us are not very good at doing.
We prefer ‘telling’ people• SM ‘winners’ and ‘losers’
– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
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Key Things to Remember
• New performance measures– Requires new performance measures
• Quality of your network• Relationship strength• Ability to leverage
• Social media monitoring tools
• Redefines the concept of a web site
• The need for new business/marketing models
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Performance Measurement
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
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The ‘6Is’
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Bob Dylan
Come gather 'round peopleWherever you roamAnd don’t criticise
What you can't understandYour sons and your daughters
Are beyond your commandYour old road is
Rapidly agin‘Then you better start swimmin’
Or you'll sink like a stoneFor the times they are a-changin’
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Thank YouQuestions
Next SessionSocial Media Strategy Development