fco think tank 1.10.09

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FCO Think Tank presentation 1.10.09

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  • 1. we are social

2. we are a conversation agency 3. We help brands Listen Understand Conversation audit Interpretation & insights Ongoing monitoring Influencer segmentation MeasurementSentiment and issues analysisEngageSocial media strategy, consulting & trainingReputation management, conversation responseCorporate blogs, community managementAdvocacy and influencer campaigns 4. We are a new kind of agency 5. We believeThat engaging in honest and meaningful conversations: 6. Diverse clients 7. we are social 8. What we do for Skype 9. The voice of the brand 10. The voice of the brand 11. Starting conversations 12. Starting conversations 13. And responding to them 14. And responding to them 15. Responding Identify negative issues and open questions as they arise in social media Log them in ticketing system, assign tags Perform triage on these issues determine potential negative impact of issue determine the best way of dealing with issue Left as is Dealt with publicly or privately by We Are Social Passed on to internal client team (e.g. customer service, corporate comms) to promptly deal with publicly or privately Management overview and detail provided through respond dashboard Review monthly identify key triggers that cause negative issues so that they can be dealt with Reduce negative word of mouth and gain competitive advantage 16. Responding Identify the most important communities and Make sense of the conversation - filter for individuals to monitor, set up keyword alerts for items we can meaningfully respond to, remove the wider internetspam, tag and categorise each item ReviewAssess the most appropriate response (eg. leave, monthly via respond publicly, respond privately, escalate). managementAssign responsibility via online ticketing system dashboard for topline insights. Longer term, identify trends to help guide future strategy 17. Respond process Targeted Keyword filter Contact Communities& process Client TheThe Wider WiderNo Web Web YesCan we give Can be Client a relevant Assigndealt with Noreply?ticket internally? replyEnd End YesWe Are Social post replyYesNeed End Endfollowup? Update ticket No 18. Even in times of crisis 19. Supported by paid search 20. Within 24 hrs 21. What we do for Ford FiestaInfluencer Campaign 22. Ford Fiesta This is Now Social Media Campaign 23. Ford Fiesta This is Now Part of the over-arching Fiesta This is Now Pan-European launch activity We created a pan-European social media campaign encouraging the public to submit their own definition of now to the This is Now Flickr group To activate it, we outreached to hundreds of influential bloggers from across Europe 24. Starting with marketing bloggersto get the news out 25. Then within the art, design, photography, fashion, film and music communities 26. We used both Twitter and a Facebook page to extend theconversation 27. Guest blogging Weve also given bloggers the opportunity to share their vision of now by guest editing the blog 28. This is Now Results 50 guest bloggers have contributed to the blog 150 blog posts have been published about the campaign, with an estimated reach of 1,050,000 people all over Europe 40,000 images and videos have been submitted to the Flickr group 29. This makes it the second biggestsponsored group on Flickr 30. Social Media & Metrics 31. COIs present metrics 32. Do these metrics work for the social web? 33. COIs present metrics 34. Do these metrics measure behaviourial change? 35. Forrester Technographics 36. Technographic metrics Reach of message Spectators Sentiment of message Positioning of message Levels of engagement signed-up to initiative Critics Have they shared, tagged or rated content Have users commented on content Have users recommended specific action Creators Or created their own unique content as aresult of the campaign 37. New suggested measures These measures must be sourced using the same industry bodies as other media disciplines - COI 38. Industry Standard IAB UK developing industry standard But The problem faced by companies working with social media is that many of the influential sites within niche communities are not large enough to be registered with the proposed measurement tools. Will the COIs HEI solve the problem? 39. Thanks.For further conversationsimon.collister@wearesocial.netwww.simoncollister.com http://twitter.com/simoncollister