Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group

Social Media: Threats & OpportunitiesEurope’s Social Media Partner

We believe in Open Business

• At the heart of everything we do is Open Business

• We believe in business open to it’s stakeholders.

• By product and service development, to marketing and customer care, the consumer becomes more deeply engaged.

• They become involved in the decisions that matter to them

• They care more about the outcomes

• They become more loyal

• You, Your products and marketing are more likely to become more successful

• Social media means there are thousands of live consumer conversations to discover, explore and connect with

• Social technologies offer the ability to collaborative in a scalable and more cost efficient way than ever before

Introduction to Social Media

Time Spent with Media

Top reasons to go online:

#1 Social Media#2 Porn#3 News#4 Research#5 Buy Stuff

AKA People

Top Online Destinations in Spain

1. Google Espana Search Engine2. Facebook Social Network3. Youtube Video Sharing4. Google.com Search Engine5. Windows Live Search Engine6. Blogger.com Blogging Platform7. Yahoo! Search Engine8. Marca.com Sports Online News9. Wikipedia Wiki10. Tuenti Social Network

Google Social Results

‘Everything has an open comment box’

‘Everything is sharable’

All media is becoming socialised

Socially Connected: 24 hours a day

Before users were locally

Niche opinions were harder to find

Now: Globally Connected

With opinions

Connected to

no matter how niche

Some are more passionate than others

Leroy Stick, pretending to be BP's global press office, mocked their handling of the New Orleans oil spill

•Raised $10,000 for a non-profit conservation group, Gulf of Restoration Network•Started May 19 within 1 month has 165k+ followers and countless mainstream coverage

By contrast:

'I started @BPGlobalPR, because the oil spill had been going on for almost a month and all BP had to offer were bullshit PR statements. No solutions, no urgency, no sincerity, no nothing. '

‘Treat communication seriously. Treat engagement seriously. Treat your consumer seriously.’

Ruby Psuedo

Sony

In 2007 Sony PlayStation fans couldn’t play their friends on the Internet

They created the "PS3“ song in protest.

5.8 million views, 34,000 comments "favorited“ 21,000 times

Contributed to sales of the PlayStation 3, were well behind Microsoft's

Xbox and Nintendo's Wii.

58,766 Comments

Ring of Death fault

Consumer Power

Not like Dotcom Bubble

• This has become a cultural shift not a technological one

• People can now connect to one another in real-time, globally for little to no cost

• They can publish, host and share their content with no controls

• They are not going to revert back to a world where they did not have this power

• They will pursue a cultural push for the socialisation of all their media

In Social Media.. now Media- Peers own attention

• The best way to ‘target’ me is through my peers

• 90% trust friends recommendation over everything else (Nielsen)

• 71% of sales come from as a result of it

In Electronics its REALLY important

• 2/3rds of global consumers seek online product reviews & recommendations from social media when making a purchase decision.

• 40% of global consumers would not buy Consumer Electronics, 22% Telecommunications Services and 19% Gaming Devices without consulting online reviews.

• 74% of the active Global Internet households visit a social networking site (May 2010).

Over the Internet AverageNielsen’s Q1 2010 Consumer Confidence Survey, Q1

Flipping the conversion funnel

• This is a threat and opportunity• If your product isn’t the best you are going to struggle• This is a good opportunity to find out why its not the best

and what would be• Directly from the consumer• By acknowledging an issue and doing better next time

people are grateful• If it is not possible, be the best at something else; customer

service, support, engagement, listening• If you can be the best at something, you can loose the

conversion funnel forever• Flip it turning consumers into marketers

Everybody wants an Apple fanThey are obsessed.

Why should you do it?

Stop. Ask why are YOU doing it?

Waste

Optimisation(Productivity)

Failed Attempts

Neutralisation(Context)

Differentiation(Core)

Spain Electronics Primary

US / UK Primary

Eventual for everybody

Learnings / Tests?

Most organisations Are failing

Success & ROI*

-Cheaper routes to market-You’re investing in owned media-Allows for relationship over attention marketing-Improves customer satisfaction-Develops loyalty and advocacy-Direct and free feedback

•WOMWorld gives independent journalists / bloggers access product announcements, key staff and review equipment for loan.•This dramatically increases buzz. 73,000 Google links, 23,000 blogs link•They openly ask for feedback both good and bad which gets reported into Managers

Back in 200549% of Dell related blog posts were negative

By 2007 led by founder..Only 22% of blogs were negativeDirect2Dell was getting 5 million Monthly Unique UsersRanked in top 700 blogs. One of top Corporate blogs.

10,000 ideas submitted400 implementedEach one gets voted on attracting buzz

By 2010

Combined 3 million +followersOver 30 accounts-Customer service-Pr-sales

Dell sells $3million through Twitter.$1 million in the past 6 months.

• Best Buy realise the best way to win in social media is by empowering your employees... By being PEOPLE• They are encouraged to tweet, blog and show expertise• They are also encouraged to be themselves (safely)• Customers can engage directly with local employees and ask questions• Social Media has become; PR, Customer Service, CRM and Sales

The ROI on spend

in social media is

saving time &

money in doing

what you usually do

better. Accept..

What does is:Opening Your Business>

6 Step Plan• Over the last 7 years of providing

social consultancy we have developed a tried and tested a ‘6 Step Plan’ to success with social media

• Because we understand things don’t change over night each step provides results that allow you to justify moving on to the next

• Every business operates in different ways and so our plan allows for flexibility

How?

1. Listening:Conversation Audit

• We perform an assessment of all online conversations related to your business.

• This is usually your brand and product terms but can also include topics of conversation you wish to be part of.

• All conversation topics and sentiment are scored by a skilled person (not automated), who is an experienced social media analyst in your local country.

• We can carry these out in multiple languages and each analyst is supported by a local strategist relative to your business area (Marketing, PR, Customer Service, or New Product Development).

2. Strategic Planning• Once we understand the

landscape, issues and opportunities highlighted by the audit..

• We assess your internal and external (agency) resource capabilities and write a reviewable plan as how to maximise focus and commercial opportunity.

• This plan will be direct actions for all internal and external parties to take with clear KPI’s and measures.

• We will highlight networks of individuals for your to engage with exact proposals as how to do so.

• This will require a Converged approach

Social Media Audit

Data Audit Operations Audit Asset Audit

Website Audit

Content Audit

Social Profiles Audit

Crisis Management Audit

Sales / Acquisitions Audit

Customer Services Audit

Advocate Engagement Audit

Data Archive Audit

Data Gap Analysis

Data ROI Audit

Data Source Analysis

Data Reporting Standardisation Improved Data ROI Improved Data Flow Improved Customer Insights Improved Market Insights

Engagement Guidelines Escalation protocol Improved Customer SatisfactionMore efficient response management Departmental and supplier alignment

Unified / Converged Presence Improved User Experience Improved Platform Effectiveness Reduced post campaign waste Greater ROI on Media Spend

Official Communities Audit

3. Social Setup• We set you up in the

relevant environments and ensure they are integrated into your existing online presence (websites).

• This could be Twitter, a blog, Facebook Fan Page but only if the audit shows that you need to be there.

• If you are already setup we assess user experience and see where flow can be improved.

• We ensure you are operationally setup

4.Training• We provide practical hands-

on training relative to your knowledge gaps and leave you with skills not paper documents.

• Training is carried out by established bloggers, key-note speakers and world renown social media specialists.

• This person will continue to be available by email and phone post training days to ensure you don’t get stuck when left alone.

5. Ongoing Listening• We provide ongoing listening fed directly

into your departments on a daily basis this can include PR, customer service, sales and marketing.

• This is done through a password protected dashboard which shows you the 10 most urgent conversations as scored by your analyst along with strategic recommendations

• A dedicated account manager is available to speak through these at your convenience.

• You can mark a conversation to be handled by another member of your team or another department each setup with their own personal dashboard.

• Reports can be generated and downloaded from the dashboard for any time frame into highly visual charts and graphs directly.

• We will also present back monthly reports to you in person with a strategist and analyst.

6. EngageWe support you throughout the

Community Engagement Process helping you:

• Be a person

• Think of yourself as a community member

• Look to how you can contribute a value to that community

• Ideally a value that can be shared