social media presentation - scottish food and drink (dubai - all 3 parts)

‘Creating the Buzz’

Web 2.0/ Social Media for the Food and Drink Industry

Dr. Jim Hamill and Alan Stevenson

[email protected]

[email protected]

April, 2010

Agenda

1. Web 2.0/Social Media Overview (JH)

2. Social Media Monitoring (AS)

3. ‘Getting There’ (JH)

4. Questions

Session One - Overview

What is it?

Implications for my business?

How big is it?

Things to remember about SM

Examples

Quick Examples

Non-F&DF&D

In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand

A quick ‘personal experience’

Dubai Hotel

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…

The Customer Experience of the Brand

Tripadvisor

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.

Fashion brands v the new ‘kid on the block’

Food and Drink Examples

Big Brands/Small Brands

Wispa Gold

Starbucks

Coca-Cola

Pepsi CoMountain Dew

Cafe Gandolfi

What Is It?

An over hyped ‘buzz’ word or an opportunity for ‘creating a buzz’ about your brand?

It’s a fundamental, revolutionary change in online behaviour, expectations and the customer experience

Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries

Major opportunities, but also threats, for your organisation

Web 2.0/Social Media

Applications

Social Network Sites

Social Content

Social Bookmarks

Blogs

Wikis

Virtual Realities

RSS Feeds

Podcasts

Social Applications

Twitter

Mash Ups

Mobile Web; Internet Telephony

Characteristics

Communities and Networks

Interactivity

Social Element

Openness

Peering

Hosted Services

Global

Sharing

Empowerment

Mass Collaboration

The Internet as the platform

Impact

Business Intelligence

Customer Interaction

Sales & Marketing

Customer Experience

Customer Insight

Processes and HRM

Mindset

Product Development

Reputation Management

Rich Internet Applications

IT Infrastructure

Business/Marketing 2.0Web 2.0 Applications

Open sourceOnline Applications/ Web ServicesSocial 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

www.mashable.com

Three Simple Questions

Who are our customers?

Where do they hang out in social media?

How can we best engage with and energise them?

Business Impact/Opportunities

Business Impact

Knowledge and Insight

Engagement / Reputation Manag.

Enhanced Customer Experience

Sales and Marketing

Operations/ Internal Processes

Business Impact Social Media Application

Knowledge and Insight

Engagement / Reputation

Manag.

Enhanced Customer

Experience

Sales and Marketing

Operations/ Internal

Processes

Feeds & Alerts

Review and Recommendations Sites

Publishing

Microblogging

Social and Professional Networking

Multimedia Sharing

Rich Internet Applications

Social Bookmarking

Mobile & Internet Telephony

OpenSource & Hosted Apps

Things to Rememberabout Social Media

The Essence of Social Media

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?

Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)


Pull v push– Consumers/users decide what information they wish to access

New ‘mindsets’ are required– Marketing as a conversation with your customers, a conversation

with your 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


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

Performance Measures - The ‘4Is’

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

Social Media Monitoring Tools –Audit, Assess, Impact

Business Impact

The need for new business/marketing models

– Traditional approach:• Product development – Differentiate – Market and Promote

- Sell

– New model based on: • Communities, networks, openness, peering, sharing,

collaboration, customer empowerment, ‘think and act’ globally

• Engage and energise• ‘Create the Buzz’

How Big Is It?

How Big Is It?

Time spent on social network sites is growing 3 times faster than the Net itself

Social media messages have replaced e-mail as the dominant form of e-communications

If facebook was a country – it would be the 4th most populated in the world

93% of social media users think that companies should be actively engaged

How Big Is It?

13 hours

– Amount of video uploaded on youtube every minute

412.3 years

– Time to view all youtube videos

100,000,000

– Number of youtube videos viewed every day

13,000,000

– Number of articles on wikipedia

3,600.000,000

– Number of images on flickr

How Big Is It? 1382%

– Monthly growth of twitter

3,000,000– Average number of tweets per day

1,000,000,000– Amount of content shared on F/book every week

5,000,000– Number of active Barrack Obama supporters across 15 social

networks

14,200,000– Views of the ‘Yes We Can’ video on youtube

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’

Thank You

Creating the Buzz

Impact, Performance and Social Media Monitoring

Alan [email protected]

April, 2010

Impact:(Does It Produce End Results?)

Aberdeen Research Group – study of the social media practices of 250 organisations– ‘Best in class’ (50)– ‘Industry average (125)– ‘Laggards’ (75)

‘Best in class’ outperformed others in many key areas– Customer satisfaction– Actionable insights delivered– Reduced time to market– Customer insight

Source: Weber, 2009

Impact

Impact: Top 10 Brands

The Top =10 Brands Using Web 2.0 / Social Media

•Multi-channel presence •Facebook: 6.7m fans from 200k•Twitter: 854k followers•Starbucks Idea: 80,000 ideas generated

•Multi-channel presence •Facebook: 6.7m fans from 200k•Twitter: 854k followers•Starbucks Idea: 80,000 ideas generated

Food & Beverage

Engagementdb Position (07/2009)

Brand / Channel

Facebook Fans

Twitter Followers

YouTube Views

All Flickr Items

1 Starbucks 6,968,557 854,679 4,842,120 295,89912 Pepsi 682,385 25,052 4,394,308 111,32630 Nescafe 591,030 507 521 8,00642 KFC 1,287,899 13,440 0 Channel 65,47744 Pizza Hut 1,277,363 28,861 11,893 30,52051 Coca-Cola 5,416,183 751 4,617,080 188,01455 Nestle 100,600 1,087 6,111 55,36260 Budweiser 287,423 0 Channel 0 Channel 45,45177 McDonalds 2,170,439 24,639 649,799 305,94378 Heinz 76,237 0 Channel 0 Channel 54,718

•World’s leader in natural and organic foods, with more than 270 stores in North America and the United Kingdom.•Multi-channel presence •Facebook: 245k fans•Twitter: 1.75m followers•YouTube views: 910k

•World’s leader in natural and organic foods, with more than 270 stores in North America and the United Kingdom.•Multi-channel presence •Facebook: 245k fans•Twitter: 1.75m followers•YouTube views: 910k

•VitaminWater - a glaceu global company•Made Facebook their homepage•Facebook: 1.3m fans

•VitaminWater - a glaceu global company•Made Facebook their homepage•Facebook: 1.3m fans

Performance Measurement(Progress + End Results)

Web 1.0 KPIsWebsites link progress and end results– Site visits– Unique visits– Geographical spread of visits– Length of time spent on the site– Navigation through the site– Most/least popular pages– Number and quality of site enquiries– e-mail registrations– e-commerce sales– User feedback on the site– Links

Web 1.0 vs. Web 2.0– Has Google Analytics simplified our view of the world?

– Can we really be ‘driven’ to websites and influenced to take action

– Do we return to the same sources for…x,y,z or meander like migratory animals

– Increasingly, we think associatively and collaboratively

– We already think and act differently because of Social Media / Web2.0

– Do we need to think differently as businesses to achieve business success?

Take into account important

Social Media Behaviour

Techno-graphics

Source: The Altimeter Group

Techno-graphics

Source: Forrester Research, Inc

Behaviour-graphics

Source: Brian Solis

We New A New Set of Measures

The 4i’s

Web 2.0 KPIs

Network quality, relationship strength, ability to leverage

Web 2.0 ‘winners’ fully utilise the interactive power of 2.0 technology for building strong ‘1-to-1’ customer and network relationships

Those who fully leverage Web 2.0 for ‘Identifying, Acquiring, Retaining and Growing ‘Quality’ Customers

Requires a new ‘mindset’ and new approaches to business strategy , online marketing and performance measurement

The 4i’s

– Involvement – network/community numbers/quality, youtube and flickr views, 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

We Need

Social Media Monitoring Tools


Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights

Three stage process– Aggregate what is being said

– Natural language analysis – understand the data

– Deliver actionable insights

We have identified more than 100 Companies in this space

What they offer

Search and relevance filters

Further categorisation and tagging

Assign Events to the Social Graph

A variety of channels: web, news, blog, twitter

Mention Volume, Importance and Demographics

Analyse sentiment or tone

Analyse date parameters

Updates as they happen

Some Tools Are Free but

Relatively Unsophisticated

Google Alerts

Social Mention

Trackur

Others Are Expensive but

Highly Sophisticated

Social Radar

Radian6

Social Media Monitoring“Scotland’s Larder”

Key Words

Scottish Whisky Malt or Blended Scottish + Whiskey Scottish + Whisky Scotch + Whisky

Key Terms Sentiment Subjects

"Scottish Brewery""Real Ale" AND Scotland"Scottish Salmon""Aberdeen Angus""Scottish Beef""Arbroath Smokie""Scottish Cheese""Cheese from Scotland""Scottish Whisky""Scottish Whiskey""Single Malt""Scottish Food and Drink""Food and Drink Scotland""Scotland of Food and Drink"

"Scottish Food and Drink"SalmonWhiskey"Real Ale"Cheese"Arbroath Smokie"

All Mentions

7,513 Mentions

Mentions x Media Type

Language

Trends x Media Type

A B

C D

Social Media Monitoring

Notable Others

iPhone Apps

Comparing SatNav iPhone Apps – TomTom gets most buzz

iPhone Apps

Sentiment is similar by brand, Co Pilot more negative

iPhone Apps

Further analysis indicates issues and points for action e.g. Problem mentioned in more posts for Co-Pilot

Nestle and Palm Oil

United Breaks Guitars


Dave Carroll posted his video on July 6th


Web Chatter on United Airlines after the launch of the video United Breaks Guitars


Changing Our View of The Web

Social Media Monitoring: Benefits

They provide the following organisational benefits: – Market Knowledge and Intelligence. Where your customers, partners,

competitors and staff are hanging out online. – Customer Insight and Understanding. What your customers and their

influencers are saying about you or your competitors. – Identify and network with high value, high growth prospects.

Identifying key posts and follow-up actions. – Interaction with Key Influencers. Identify influential sources for

incorporation into a wider strategic response. – Reputation Management. Timely identification of potential reputation

issues. – Improved Sales and Marketing. New prospects, customer and market

opportunities. – Improved Performance Monitoring. Support a 4Is approach.

What they don’t offer…

Calculate Return on Investment. An exciting area.

Take effective action for you

Often limited / Inaccurate sentiment analysis

Interpretation

An answer to further manual processing and manipulation

Questions

Thank You

Session 3‘Getting There’

Next Steps

Get Involved– Google Alerts, Linkedin, Social Media Monitoring

Learn more

Develop a strategy

Implement

Monitor

Social Media Development Cycle

SM Development Cycle

Ten Key Steps Evaluate your Social Media Landscape

– Applications, impact, customers, conversations, features and characteristics

Agree your Generic Social Media Strategy– Channels and depth of engagement

Key Performance Indicators– Measuring success

Internal Social Media Audit– Progress benchmarking

Readiness to Engage– Are you ready to engage?

Ten Key Steps Social Media Strategy Development

– Vision, strategy, objectives, targets, customers, key initiatives and actions

Channel Action Plans– “Getting there”

Organisation, Resource and People Issues– The key pillars of social media success

Implementation– Professional project management for social media success

Monitor and Measure– On-going performance measurement

SM Strategy Development

Strategic objectives Targets Key performance indicators (KPIs) Customer segments The key social media actions and initiatives required for

‘getting there’ Organisational, people and resource issues

Ensure that your social media strategy is fully aligned with andsupportive of your overall strategic goals and objectives with

clear targets and ROI criteria

Social Media Strategy Map

Brief statement of your overall 2.0/Social Media Vision and Mission

Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective

Strategic Objectives KPIs / Targets

KPIs / Targets KPIs / Targets

KPIs / Targets

Customer Group 1

Customer Group 2

Customer Group 3

Customer Group 4

2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions




Organisation People Resource

Continue the discussion at

www.web2-0cpd.com

www.web2-0cpd.com

Thank You