social media insights
TRANSCRIPT
Paul Fennemore - Sitecore
Web 2.0 (Social Media Networks)The science and strategies
‘It's a fusion of sociology and
technology, transforming
monologues (one to many) into
dialogues (many to many) and is the
democratisation of information,
transforming people from content
readers into publishers’.’Source: Wikipedia’
Web 2.o
R •Real-time
I •Interactive
M •Multimedia
M •Monitorable
E •Everyone
R •Reach
More than justanother channel
5
Evolution Creating Revolution
Web 4.0 2020 -30 Intelligent Agents
Web 3.0 2010 -20 Semantic WebOS
Web 2.0 2000 - 10 Social Web
Web 1.0 1990 -2000 HTML - Search
PC Era 1980 - 1900 Windows, MacOS
Sem
an
tics o
f In
form
ati
on
C
on
necti
on
s
Semantics of Social Connections
Transfer of Brand
Ownershipto
Consumer and the
Web Transfer
of Brand
Ownership
to the Consum
er
Source: Adapted from Dave Chaffey
What is driving folk – the science!
The Science
Web 2.0: What are we doing?
NOT
BEI
NG S
OLD
TOO!
Web 2.0 – It’s usesMarketing (not just advertising)
Communications
Customer service management
Innovation
Research and development
Crowdsourcing
Crowdfunding
Virtual money - Bitcoin
Prosumer
Civic services
Employee collaboration
Supply chain collaboration
Recruitment
12
Are brands getting it right?
The past was about one to many and shouting the loudest
14
15
Broadcasting
•Static demographics
•Presumed characteristics
•Travelled
•Mobile
•Collaborative
•Informed
•Influenced
•Visible
Consumers /buyers are more:
Engagement•Dynamic……..
– Anywhere– Anytime– Real-time– Any device– Interactive
•Actual behaviour
Transitioning to
Your customers have flown the nest!
17
Digitaltouch-points
Physicaltouch-points
The challenge
AWARENESS CONSIDERATION ACTION SERVICE LOYALTY
TVRadioPrint
Outdoor
PR Wordof mouth
Direct mail Store Call center Call center IVR Promotionon invoice
Online AdsViralemail
Digitalbillboards Search
Landingpage Blog
3rd Partysites Website Mobile IM/Chat Blog Email Newsletter
Customer 3Customer 2Customer 1
Decisions Are Not Made in Straight Lines
Random customer journeys provoke random act of marketing!
18
So how?
FundraisersVolunteers
Donors
Lobbying & Awareness
CauseRelated
Marketing
Benefactors
Trusts
Corporate communications has been democratised
It’s about the humanisation of
business!
ENGAGEMENT
‘Communities of Interest’
Charities as an example
20
Tanya Burr
Age:24
Beauty + baking
Subscribers: 2m
Marcus ButlerAge:22
Video DiarySubscribers
: 2.3m
Alfie DeyersAge:20
PointlessBlog
Games & ChallengesSubscribers
2m
Zoe SuggsAge:24Zoella
Shopping Videos
Subscribers 4.6m
Felix Kjellberg
Age:24Video game
blog
Subscribers 26m
1-9-90 Principle: Influencing the influencers
http://www.youtube.com/americanexpressopen
2.5 million page views per month
200,000 Twitter Followers
341,000 Facebook Likes
“Virtual Trading
Post of Knowledge.
Not an Advertising Platform”
Unified
Promote, find, connect
Attract
Enrol
Student
Graduation
Alumni
Content
Conversation
Community
Collaboration
Social Networking
Student Life Cycle
26
28
What are the organisations doing to do this well?
29
Social Media Strategic Framework
Leaders
hip
Strate
gy/goals
Inte
grate
d
Govern
ance
Reso
urces
Comm
unities
Content
SocialC
RM
SocialA
dopti
on
30
Fundamental Do’s & Don’ts
31
31
Big Don'ts •Launch and leave
•Overt promotions in social spaces
•Sporadic campaigns
•Short term tactics
•Not only for acquisition
•Link: Juicing, Baiting, Dropping
•Corporate/official tone of voice
•Twitinterns
•Direct asks
•Official/corporate tone of voice
•Over moderate
Big Do’s•Strategy
•Resource
•Listen
•Engage - personalisation
•Enduring social capital
•Earned loyalty
•Educational
•Economical
•Entertaining
•Emotional
•Integrated fundraising
•User generated content
Business/Marketing
1. What are your business objectives, what are you hoping to achieve?e.g. retention, growth, geographical coverage, cost base, productivity,competitive advantage, brand image/awareness, search rankings, staffing, new sources of
revenue .
2. How do these strategies support and tie into your overall business objectives?
3. How will your strategies integrate with and support other initiatives?
4. How will you measure your performance/, KPI’s?
5. What are the risks and how do you mitigate them?
6. How are you going to coach all your employees?
Platforms/Communities
7. What forms of social networks and media can you exploit and why?
8. What communities/networks are your target audiences already hanging out in?
Questions to consider
Audience Engagement
1. Who are your target audiences and how do you categorise them?
2. How do you get to be where your readers are?
3. How are you going to build online communities, followers, fans, subscribers etc?
4. What role/s do you want visitors and communities to play?
Operations
5. Where does it sit in the organisation/who owns it?
6. What resources (people, skills, funding) do you need?
7. What is your content strategy?
8. What technologies do you need?
9. What controls (and culture) will work best for your business and how will you operate them? e.g. employee participation.
10. How can we use social enterprise collaboration systems?
Questions to consider
34
Exercise
Social media campaign
• What: product/service• Who: the target audience, the
persona• Where: the social platform/s• Message: main message,
theme, tone and ‘Call to Action’• Media: Text, video, webTV,
picture, infographic, • How much: goals
36
36
Beyond Web 2.o