how social media is changing the world - prepared for soas, university of london
DESCRIPTION
Delivered to Masters in International Marketing at SOAS, University of London, March 8, 2013.TRANSCRIPT
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How Social Media is Changing the World
Delivered on March 8, 2013#SOAS #Marketing @girisham1
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What’s the one thing you want to get out of today?
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THE GOOD THE BAD &
THE UGLY
EXAMPLES1.MICROSOFT2.AVANADE3.SEARS4.O25.SINGAPORE CHANGI AIRPORT
RANDOM ADVENTURES OF BRANDON GENERATOR
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RESULTS
•120,000 viewings in four weeks
•2.2 million page views
•20m twitter reach and positive mentions by Simon Pegg, Jonathan Ross and Stephen Spielberg
•4,000 submissions of prose and artwork, and 150 pieces of branded media acclaim.
http://www.brandongenerator.com
http://econsultancy.com/uk/nma-archive/58601-behind-the-scenes-microsoft-brandon-generator
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Lessons learnt
•Remarkable content creates relevance
•Consumers respond to brands that engage in co-creation
•Target influencers to create a snowball effect
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#AskAvanade
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RESULTS
•1086 views of 35 videos (over two days)
•32,976 reached via 116 tweets
•25 sales leads
http://www.b2bmarketing.net/knowledgebank/social-media-marketing/case-studies/case-study-askavanade-avanade-waggener-edstrom
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Lessons Learnt
•Be agile
•Take risks with ROI focussed outcomes
•Engage with customers on their turf
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Sears Black Friday Campaign #SocialMediaFail
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Calming a TwitStorm – O2 #SocialMediaWin
http://www.wired.co.uk/news/archive/2012-07/17/o2-outage-social-media-masterclass
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Calming a TwitStorm – O2 #SocialMediaWin
Being direct
•Customer (@gay_platform): "@O2 We're still waiting for that apology.. or maybe they texted me and I can't see the message because my phone DIDN'T WORK"
•O2 response: "@gay_platform Firstly, here are our deepest apologies. Network should be back up and running for you. How's your service?"
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Calming a TwitStorm – O2 #SocialMediaWin
Personalisation
Customer (@24vend_Ltd): "@O2 had to travel to Italy to get signal -- desperate times!!!"
O2 response: "You can come back now. We're back in business :)"
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Calming a TwitStorm – O2 #SocialMediaWin
Firefighting
Customer (@MrJeb): "Oi! O2! Because of you I missed a call from my dear old mum. For that I think I owe you a pint. Ta! :)"
O2 response: "Um... you're welcome, we think. But if your mum asks, we'll totally deny this tweet"
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Calming a TwitStorm – O2 #SocialMediaWin
Rising above it
Customer (@grahamcummings7): "@O2 F**K You! Suck d**k in hell"
O2 response: " Maybe later, got tweets to send"
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Calming a TwitStorm – O2 #SocialMediaWin
Being gracious
Customer (@Beckyyyy123): "Whoever is tweeting for @O2 deserves some sort of giant cake"
O2 response: "If it's a giant, Jaffa Cake, I'm in"
Customer (@Beckyyyy123): "@O2 your wish is my command"
O2 response: "Awesomes! Sorry about the kamikaze comma in the last tweet. Finger s are numb."
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Calming a TwitStorm – O2 #SocialMediaWin
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Lessons Learnt
•Crisis planning begins with proactively building a reputation
•Just because you’re ignoring social media doesn’t mean social media is ignoring you
•In a crisis? Be human in your response
http://waggeneredstrom.com/blog/2012/12/11/in-a-social-media-crisis-forget-the-rule-book-focus-on-the-people/
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HOW WE GOT HERE?
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Marketing to tribes and the power of movements
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TELEVISION & THE ONSET OF MASS MARKETING
Buy Ads
Get More Distribution
Sell more products
Make more profit
The TV – Industrial Complex
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The Power Shift: From Sellers to Buyers
The Web Search Customer reviews & User Generated Content
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Scarcity & Abundance: The Trade-Off
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From campaigns to conversations
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Top tips for a career in marketing
Read 1 international newspaper/site every day
Have a point of view on the future of something
Travel and try and live at least a year of your life away from your home country before attempting to move for a job