connecting brands to people
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Presentation by: Work that talks.
And Building Stronger Relationships
Reputation Management • AMA 5.27
Connecting Brands to People
Friday, May 28, 2010
Presentation by: Work that talks.
Why should you care?- Cause it’s bigger than just you.
500MMOn Facebook
100MMOn Twitter
YouTube2nd largest search engine
270MM+US Mobile Subscribers
Friday, May 28, 2010
Presentation by: Work that talks.
Why should you care?
Customer Service.Relationships. Insights.Advocacy.
Awareness
- Cause it’s bigger than just you.
500MMOn Facebook
100MMOn Twitter
YouTube2nd largest search engine
270MM+US Mobile Subscribers
Friday, May 28, 2010
Presentation by: Work that talks.
That said, today your first interaction will most likely happen online.
“Your first interaction with a customer is a priceless opportunity” Source: CEO of Loews Hotels
93% of consumers want to engage with brands via social media. Source: 2008 Cone Study
Friday, May 28, 2010
Presentation by: Work that talks.
70 percent of retailers are on Facebook or MySpace, and more than half are on Twitter.
“It’s like fishing where the fish are. Social media is where our consumers are at the moment... Our strategy is to be everywhere our consumers are, but as a member of the community.”
- Forrester. Dec. 2009
"You'll see other retailers do videos about selling products. For us, social media is about extending our lifestyle to a broader audience. We're not so driven by the need to
monetize it." - Shilo Jones, marketing director at Evo
Quotes From The Industry
Friday, May 28, 2010
Presentation by: Work that talks.
ROI RedefinedConsider reputation an important metric of success when investing time, money and resources into social media.Return on Investment or...
Return on Influence.Return on Interaction.
Social Media Is PR (People & Relationships)
Friday, May 28, 2010
Presentation by: Work that talks.
Campaign
Social Media Is PR (People & Relationships)
Friday, May 28, 2010
Presentation by: Work that talks.
Campaign
Social Media Is PR (People & Relationships)
Friday, May 28, 2010
Presentation by: Work that talks.
Commitment
Social Media Is PR (People & Relationships)
Friday, May 28, 2010
Presentation by: Work that talks.
Commitment
Social Media Is PR (People & Relationships)
✓
Friday, May 28, 2010
Presentation by: Work that talks.
The Cost of Being There...‣ Development of a social media strategy (where, why + how)
‣ Set guidelines for engagement (do’s, don’ts. who does what, when and how often)
‣ Concept + develop fresh content for status updates (posts, photos, videos...)
‣ Concept + develop applications that deliver/maximize (shared) branded exposure
‣ Reputation brand management/moderation + reporting
Friday, May 28, 2010
Presentation by: Work that talks.
The Cost of Being There...‣ Development of a social media strategy (where, why + how)
‣ Set guidelines for engagement (do’s, don’ts. who does what, when and how often)
‣ Concept + develop fresh content for status updates (posts, photos, videos...)
‣ Concept + develop applications that deliver/maximize (shared) branded exposure
‣ Reputation brand management/moderation + reporting
You have to have someone running that page, reading comments, responding to questions and making sure you're promoting the growth of that group.
Friday, May 28, 2010
Presentation by: Work that talks.
Change.
Technology Has Simplified Relationships
Friday, May 28, 2010
Presentation by: Work that talks.
Dead-end digital
Engaging digital actions are an important. But what’s more important is to enable consumers to effortlessly share, adapt and evolve our messages AND measure the impact of the influence it creates.
Microsites
Videos
Applications
Games
Friday, May 28, 2010
Presentation by: Work that talks.
Social NetworksBroadcast Yourself
Reviews/Opinions
Mobile Everything
Audio. Video. Photo’s...
Communities. Relationships.
Connect. Involve. Entertain.
Love. Hate. Rate. Advocate
OnlineOff-lineInternal External (PR)
Friday, May 28, 2010
Presentation by: Work that talks.
Our Goal:
Quantify the true impact of digital and social actions by moving beyond immediate impact to include return on influence.
http://www.businessweek.com/magazine/content/09_22/b4133032573293.htm
Friday, May 28, 2010
Presentation by: Work that talks.
Posted a video online (e.g. Facebook, Youtube) about this brand
Visited this brands’ website or microsite
Watched commercials or videos made by this brand on Youtube
Downloaded a phone application from this specific brand
Read a blog sponsored by this brand Played a web or browser game
sponsored by this brand
Made a charitable donation directed through this brand’s site
Participated in an augmented reality experience sponsored by this brand
Become a fan of this brand on Facebook
Joined a Facebook group focused on this specific brand
Followed this brand on Twitter
Posted reviews about this brand Provided feedback on this brand’s website
Voted on a product decision by this brand (e.g. flavor, design, name)
Joined an online panel or research survey for this specific brand
O!ered product ideas to this brand in an open forum (e.g. mystarbuckideas.com)
Posted a Facebook status referencing this specific brand
Sent a customized message sponsored by this brand to a family member or friend
Wrote about this brand in a personal blog
Posted pictures online (e.g. Flickr, Picasa, Facebook) that focused on this specific brand
Posted a Tweet or RT about this specific brand
Customized or designed a product for this specific brand
22We studied
digital actions and their effect on consumers.
Friday, May 28, 2010
Presentation by: Work that talks.
1 2 31. Visited this brands’
website or microsite
2. Watched commercials or videos made by this brand on Youtube
3. Downloaded a phone application from this specific brand
4. Read a blog sponsored by this brand
5. Played a web or browser game sponsored by this brand
6. Made a charitable donation directed through this brand’s site
7. Participated in an augmented reality experience sponsored by this brand
Engage8. Posted reviews about this
brand
9. Provided feedback on this brand’s website
10. Voted on a product decision by this brand (e.g. flavor, design, name)
11. Joined a panel or research survey for this specific brand (E-Rewards does not count)
12. O!ered product ideas to this brand in an open forum (e.g. mystarbuckideas.com)
Contribute13. Become a fan of
this brand on Facebook
14. Joined a Facebook group focused on this specific brand
15. Followed this brand on Twitter
Participate16. Posted a Facebook status
referencing this specific brand
17. Sent a customized message sponsored by this brand to a family member or friend
18. Wrote about this brand in a personal blog
19. Posted pictures online (e.g. Flickr, Picasa, Facebook) that focused on this specific brand
20. Posted a Tweet or RT about this specific brand
21. Customized or designed a product for this specific brand
22. Posted a video online (e.g. Facebook, Youtube) about this brand
Create4
Organized into 4
categories
Friday, May 28, 2010
Presentation by: Work that talks.
COMPARE GROUPSRECRUIT CUSTOMERS
20+ years old | HHI $35k+M/F Split | Social Media Accounts
GROUP BY ACTIONS SURVEY ONLINE
Control group representative of brands found in test groups
BRAND XADVOCACYCONVERSATIONSNEW CUSTOMERSBRAND SPEND...
n=1,945
CREATE
n=284
PARTICIPATE
n=282
CONTRIBUTEn=281
ENGAGE
n=408
CONTROL
n=865
Survey included questions on how much they talked, recommendations, brand
spend, etc...
Recent customers of 52 brands
15 min. survey
CONTROL
ENGAGE
CONTRIBUTE
PARTICIPATE
CREATE
Compared groups to each other and made conclusions based on
significant di!erences.
Friday, May 28, 2010
Presentation by: Work that talks.
26% 47% 55% 53% 64%
1.8x more than control 2.1x more than control
Assuming a set of 100 consumers, 80 more people talking than the Engage set.
Control
Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
Engage Contribute Participate Create
% Who TalkedPercent of those who initiated conversations about the brand.
2x more than control
Assuming a set of 100 consumers, 60 more people talking than the Engage set.
2.5x more than control
Assuming a set of 100 consumers, 170 more people talking than the Engage set.
Friday, May 28, 2010
Presentation by: Work that talks.
Control
Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
Engage Contribute Participate Create
How much they talked.The number of conversations per 100 consumers.
26% talked Avg # of conversations = 4
47% talkedAvg # of conversations = 6
55% talkedAvg # of conversations = 5
53% talkedAvg # of conversations = 10
64% talkedAvg # of conversations = 9
42 conversations out of 100 consumers
110 conversations out of 100 consumers
123 conversations out of 100 consumers
260 conversations out of 100 consumers
270 conversations out of 100 consumers
100 consumers
100 consumers
Friday, May 28, 2010
Presentation by: Work that talks.
Control
Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
Engage Contribute Participate Create
How much they talked.The number of conversations per 100 consumers.
26% talked Avg # of conversations = 4
47% talkedAvg # of conversations = 6
55% talkedAvg # of conversations = 5
53% talkedAvg # of conversations = 10
64% talkedAvg # of conversations = 9
42 conversations out of 100 consumers
110 conversations out of 100 consumers
123 conversations out of 100 consumers
260 conversations out of 100 consumers
270 conversations out of 100 consumers
100 consumers
100 consumers
Social media actions generated nearly 2.5 times more conversations per 100 consumers than dead-end digital actions (engage).
Friday, May 28, 2010
Presentation by: Work that talks.
11%... 20%... 26%... 32%... 35%...
Control
Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
Engage Contribute Create
How they influenced purchasesPercent who triggered a purchase
% who talked
% who spurred a purchase
influenced a transaction26% talked
influenced a transaction47% talked
influenced a transaction55% talked
influenced a transaction 53% talked
influenced a transaction64% talked
Participate
Friday, May 28, 2010
Presentation by: Work that talks.
It’s our job to help our clients find, listen, learn and then engage with the people
that matter the most We built BWW Facebook fan base from 58k to now over 1.3MM in less
than a year. Improving their content to post ratio by over 3,000%
Southeast Toyota Distributors LLC
Friday, May 28, 2010
Presentation by: Work that talks.
Listen. Learn. Engage. Adapt.(repeat)
Our approach needs to support our ability to connect, share and engage with our target audience consistently and authentically.
Friday, May 28, 2010
Presentation by: Work that talks.
Tools Content
Listen. Learn. Engage. Adapt.Activation Insights ConnectCulture Strategy
Friday, May 28, 2010
Presentation by: Work that talks.
42% 13% 21% 07% 17%
Mthly. Posts: 5Response: 3,201Total OI: 480,150
Mthly. Posts: 3Response: 1,152Total OI: 172,800
Mthly. Posts: 4Response: 1,453Total OI: 217,950
Mthly. Posts: 2Response: 589Total OI: 88,350
Mthly. Posts: 4Response: 1,287Total OI: 193,050
Family/Kids Stuff News/Pop Culture Morning Stories Brand Msg/Growers Nutrition/Recipes
Conversation Measures
Insights: What’s Working... What’s Not!
Monthly (Organic) Conversation Value Estimated @ $13,440 (based on a $20CPM)
Friday, May 28, 2010
Presentation by: Work that talks.
Thanks!Keep Talking @iRollo
http://bit.ly/aJaErq (It’s on SlideShare.com) The True Value of Social MediaMore Social Thinking from 22
Friday, May 28, 2010