Social Media

Marketing -

What’s up?

WELCOME TO THE LATEST INSTALLMENT FROM HAVAS DIGITAL COVERING BEST PRACTICE IN SOCIAL MEDIA MARKETING

previously

In our last installment titled “Is social media more hype than hope?” it was argued that social media across APAC is currently more hype than hope when it comes to its impact on the path to purchase. Research showed that brand experiences (eg. brands website) still play a key component within the path to purchase

impact of touchpoints on path to purchase

previously

Research showed that social media did drive advocacy but not as high as people have argued. We believe that this is because brands in APAC are still not using social to its full potential.

social media: hype or hope?

To truly drive advocacy brands need to drive brand love and loyalty. This will lead consumers to connect and share their brand experiences and hence drive advocacy. This is achieved by seeing social media as less of an advocacy channel and more part of an experiential/holistic ecosystem.

When is social

media more

hope then

hype?

abstract The hope lies in making your brand experiences more social. Brands have taken a frenetic approach to social media but have not been thinking things through. If social media is to continue to form a part of brands’ marketing and business plans, then we need to move away from seeing it solely as the place for fun and quirky campaigns that ultimately have little lasting value. Instead, we need to now take a measured approach, having fully understood (or at least begun to understand) what it can and can’t do.

how can social media help drive brand love and loyalty?

Before Diving into best practice it is important to understand the

growing shift from a linear path to purchase to a connected world

Understanding sharing means understanding the new path to purchase. It is not a linear process where people become aware, purchase, and then share. In todays connected world, fueled by social media, users are constantly sharing their experience with the brand, delivering awareness, consideration, and interaction.

Source:  Building  Brands  For  The  Connected  World  A  Social  Business  Blueprint  by  Facebook  based  on  a  commissioned  study  by  Forrester  Consul=ng  February  2012  

Awareness

Consideration

Purchase

Preference

The Analog World

Loyalty

ConnectedWorld

ConnectedWorld

The Connected World

Social Media Is Influential At Each Phase Of The Connected World

Source:  Building  Brands  For  The  Connected  World  A  Social  Business  Blueprint  by  Facebook  based  on  a  commissioned  study  by  Forrester  Consul=ng  February  2012  

ConnectedWorld

ConnectedWorld

Learn:

Consumers generated more than

500 billion impressions about

products and services through

social media in 2011.*

Investigate:

57% of US online adults use

ratings and reviews to inform their

decisions about online purchases.**

Interact:

65% of consumers connect with

brands on a social networking site for

games, contests, and promotions.**

Purchase:

51% of consumers are more likely

to buy a product or brand after

liking them on Facebook.***

making the brand experience social

1.

Users in apac are seeking out social brand experiences

Singapore APAC Avg Global Avg

Listen to comments on forums/social networks 53% 49% 46%

Creating a website, allowing you to interact with the brand/company directly 39% 43% 40%

Create applications/online services 34% 32% 30%

Creating videos online featuring the brand 26% 29% 25%

Contacting me if I mention the brand on a micro blog 23% 26% 22%

Talking to bloggers directly about relevant products and services 19% 28% 23%

Creating blogs to talk about the company and product 20% 28% 22%

Creating groups in social networks 23% 26% 21%

Becoming your friend in a social network 23% 29% 22%

Using micro blog/social network pages to provide customer support/service 19% 28% 21%

Creating a brand community where I can meet new people 18% 28% 21%

Sponsoring music downloads 17% 22% 18%

Source:  Global  Web  Index  

build brands around people

•  Experiences are better when business are built around people

•  The social web is not a set of features to add to your existing website. Social behavior is a constant which underlies all stages of the path to purchase and should be placed in the center of the development process

Source:  Grouped  –  How  small  group  of  friends  are  the  key  to  influence  on  the  social  web,  Paul  Adams  

KLM Meet and Seat

KLM is a great example of how to place people at the center of your brand. Their Meet and Seat application allows people to check in for flights online via their social media profiles and see if they have any friends on the flight, and where they are sitting. Additionally it lets you find out about interesting people who will be on your flight based on their social media profiles.

the rise of social crm

When faced with a problem or question concerning a product, connected customers will either first express dissatisfaction to their friends in a social channel and/or proceed to search for or ask peers and companies for help in online communities or social networks. Traditional customers will seek out information and connected customers expect resolution to find them.

Users in APAC looking for CRM solutions within social media is on the rise

Source:  Global  Web  Index  

platform

2.

content

content is still king

Instead of being platform driven be content driven. Social media sites are platforms that let users share experiences, content, allow for personalization, and connect with like-minded people. The content is the driver – not the platform. Use your brand story to create engaging content and drive conversations.

coke content 2020

Creative excellence has always been at the heart of Coke’s advertising . In today’s world dominated by the social web the focus is on content. Content for Coke is now the “Matter” and “Substance” of Brand Engagement. They identified that consumers create more stories and ideas than they do so the goal is to spark conversations and then participate to those conversations 365 days of the year.

bridging the perception gap With

Consumers

Brands need to understand why consumers are reaching out via social media to connect with them to ensure they are driving long term engagement

Source:  hKp://2012.pivotcon.com/research/  

social media Data & analysis

3.

focusing on data will help deliver a positive brand experience

•  Social media offers a wealth of data for brands to capitalize on to deliver rich, more targeted brand experiences to its consumers

•  Current trend towards merging social platforms with internal CRM databases means brands can build greater detailed profiles of their consumers

•  Monitoring conversations across social media allows to track what consumers are saying about the brand but also allows for brands to keep up to date on industry trends

social logins allow to leverage a user’s social silhouette to tailor their online experience

advocacy brand love &

Loyalty

summary

Social media engagement

drives brand loyalty

Source:  Syncapse:  THE  VALUE  OF  A  FACEBOOK  FAN:  AN  EMPIRICAL  REVIEW  JUNE  2010      

$YHUDJH������$YHUDJH������$YHUDJH������

������

������

������

������

������

������

������

������

������

������

������

������

������

������

������

������

������

������

������

������

1RNLD

%ODFN%HUU\

0RWRUROD

6HFUHW

*LOOHWWH

$[H

'RYH

9LFWRULD¶V�6HFUHW

$GLGDV

1LNH

&RFD�&ROD

2UHR

6NLWWOHV

1XWHOOD

5HG�EXOO

3ULQJOHV

3OD\VWDWLRQ

;ER[

6WDUEXFNV

0F'RQDOG¶V

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

�����

'LIIHUHQFH1RQ�)DQV)DQV%UDQG�/R\DOW\��&RQWLQXHG�3URGXFW�8VDJH

summary

•  Social media should be seen less as a pure channel to drive advocacy but as part of an experiential/holistic ecosystem.

•  Focus should be on delivering a positive brand experience across all touch points. This will then drive advocacy through social media

•  Getting it right –  invest in providing a social brand experience, meaningful

brand content, social crm, and data/analytical tools –  understand that the path to purchase is not linear but

instead a connected process with social media playing a part throughout

–  rewarding your most loyal customers will further help to drive advocacy

THANK YOU!

Gaetano

Squillante

@gaetano08

Digital Strategy APAC

Havas Digital