social media - when & how to use it for business

Hannah Smith@hannah_bo_banna

Social MediaWhen & How to use it for Business

Digital Females – August 2012 Hannah Smith @hannah_bo_bannaDistilled.net

Hannah SmithSEO Consultant – Distilledhannah.smith@distilled.net@hannah_bo_banna

SEOmoz Associate & SEOChick.

Speaker at MozCon; SearchLove; Think Visibility.

No longer has red hair.

what is

social media for?

2005-2007 I was the Marketing Manager for

Coral Telephone Betting

I was

obsessed with increasing brand loyalty

we measured brand loyalty via

net promoter score

what has this got to do with

social media?

we’re getting there

promise!

back to

net promoter score

net promoter

what?

a metric created by

Fred Reichheld, Bain & company

ask just

one question...

how

likely

is it that you would recommend Coral to a friend or colleague?

Customers respond on a 0-to-10 point rating scale.

What are the scores George Doors?

• Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.

• Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.

• Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

What are the scores George Doors?NPS = % promoters - % detractors

10% of customers are promoters minus50% of customers who are detractors= NPS score -40%

What are the scores George Doors?• NPS can be as low as −100 (everybody is a detractor) or as high as +100

(everybody is a promoter). • An NPS that is positive (higher than zero) is felt to be good• NPS of +50 is excellent.

Companies are encouraged to follow this question with an open-ended request for elaboration, soliciting the reasons for a customer's rating of that company or product. These reasons can then be provided to front-line employees and management teams for follow-up action

so NPS is a way to measure

advocacy

the implication being...

advocacyis the best predictor

of loyalty

back at Coral HQ

everyone agrees NPS is the metric…

trouble was I had

no idea how to increase NPS

Received Marketing Wisdom Said• I should find my most loyal customers• Engage with them• Enable them to spread my messages

but no one managed to figure out how the

f*ck

to do that in a scalable or meaningful way in 2005

So I did this stuff instead…

• Welcome Packs for new customers• Segmented our customer-base & created benefits according to betting habits• Modelled attrition & created direct mail campaigns to ‘reactivate’ customers • Made huge changes to our call centre & how we operated• Press Advertising• Direct Mail• Sponsorship• Email• SMS odds• PR

NPS

improved (a bit) & customer attrition decreased

But I continued to puzzle over how marketers might…

• Find their most loyal customers• Engage with them• Enable them to spread their messages

Fast forward to

2012

it’s a lot

easiernow…

Coral on Twitter…

What’s changed?• Social’s allowed Coral to move fast• Social’s allowed Coral to engage with their

customers• Social’s allowed Coral an easy way of allowing

their advocates to spread their messages

Remember what I was puzzling over?

• Find your most loyal customers• Engage with them• Enable them to spread your messages

now we have a

scalable

and

meaningful way to do this

SPEAKER NAME - EDIT FOOTER

What’s Social Media good for?

‘Good’ uses of Social Media...

• Get people talking about you – Brand awareness / engagement / PR / advocacy

• Shift consumer opinion– Reposition your brand

• Customer Service

SPEAKER NAME - EDIT FOOTER

Get people talking about you…

The Campaign• TV ad spots• Compare the Meerkat website• YouTube• Twitter & Facebook

Results• 500k Facebook fans

• 25k Twitter followers

Results• 80% increase in quotes

• CPA reduced by 73%

• Brand awareness increased from 20% to 59%

• All their competitors put their creative out to tender

The Campaign• YouTube ad (cost $4,500)

Results• 5.9m views on YouTube

Results• 12,000 people purchased within 2 days of

launch

• It’s rumoured that this was also part of their VC pitch – yielded $1m investment

The Campaign• An advocacy campaign– The more you tweet, the cheaper you can eat.

• 6 levels of discount from ‘50p off’ to a completely ‘free’ (based on numbers of tweets)

Results• 18,000+ #tweetandeat tweets

• Trending topic 4hrs after launch

• 40,000 people downloaded a coupon

Results• Veg Pot brand awareness increased by 11%

• Pre campaign 16% of their audience was buying; post campaign this increased to 31%

SPEAKER NAME - EDIT FOOTER

Shifting consumer opinion…

The Campaign• TV ad spots (built the initial audience)• 205 30 second YouTube videos talking directly

to key influencers & fans alike• Twitter & Facebook• Perhaps the first real-time social campaign of

it’s size

Results• 100m views on YouTube

• 80k Twitter followers in 2 days

• 740k Facebook fans

Results• Repositioned a dying brand

• Sales doubled

SPEAKER NAME - EDIT FOOTER

Customer service…

KLM – Customer Service

• KLM announce a new direct service from Amsterdam to Miami

KLM – Customer Service

• Dutch DJ Seid van Riel & Producer Wilco Jung tweeted KLM asking them to move their inaugural flight forward a week so that they could attend a music festival in Miami.

KLM – Customer Service

Dance Party on a Plane

• KLM brought forward the inaugural flight by one week

AND

• They broke a Guinness World Record for the ‘highest’ dance party

SPEAKER NAME - EDIT FOOTER

Where does it all go wrong?

everybody else is doing it,

why

can’t we?

SPEAKER NAME - EDIT FOOTER

1) Poor Creative / Product / Service

Gio Compario• Poor Gio never hit the same engagement (or

even follower levels of his meerkat adversary)• It’s gone so badly their only option to drive

engagement now is to think of creative ways to kill him off

• Even that doesn’t appear to working that well

Why the Failure?• A great TV ad doesn’t necessarily translate

into a social campaign• Irritating works on TV• But not necessarily on social media

SPEAKER NAME - EDIT FOOTER

2) Inappropirate Metrics / KPIs

‘Good’ uses of Social Media...

• Get people talking about you – Brand awareness / engagement / PR / advocacy

• Shift consumer opinion– Reposition your brand

• Customer Service

‘Good’ Metrics & KPIsPurpose: Get people talking about you / Shift consumer opinionMetrics:

– Brand awareness / Brand perception• measure before & after• branded traffic

– Engagement / Advocacy• Fans / Followers (kinda weak)• Interaction - Retweets / @Mentions / Posts / Comments (much better)

– PR value • use traditional PR ‘cost of advertising space’ model

• Also measure conversions - pre & post campaign but don’t expect them to be 100% directly attributable

‘Good’ Metrics & KPIsPurpose: Customer ServiceUse traditional customer service metrics:

– Queries answered via social media– Drop in calls? Xbox use this formula

Unique customers engaged with Xbox on Twitter x % people who say they would have called instead of tweeting x average cost per call = $$ saved in call centre costs.

SPEAKER NAME - EDIT FOOTER

Takeaways

Takeaways• You’ll need a good content (or Customer Care)

strategy • Remember what social is for – engagement– it doesn’t exist for you, it exists for the communities

already there• Make sure your metrics / KPIs are appropriate &

achievable

& don’t forget the

fun

hannah.smith@distilled.net@hannah_bo_banna

questions?

Want to Learn More?SearchLove Conference - 29th & 30th October 2012£100 Discount for Digital Females AttendeesEnter DIGIFEMSLLON2012VIPhttp://dis.tl/DFConference

DistilledU Sign up before midnight tomorrow to take advantage of our $20 per month Beta ratehttp://dis.tl/DFDistilledU

Image CreditsBack in time - http://news.softpedia.com/newsImage/Would-You-Really-Like-To-Go-Back-In-Time-4.jpg/Social Media - http://www.flickr.com/photos/kexino/6336663225/sizes/z/in/photostream/