Digital & Social Media Strategies Series: Social Media & Consumer Advocacy

Social Media & Consumer Advocacy: How social media is changing the way consumer’s engage with brands.

January 2013 Michelle Sawyer Office of Marketing & Communications

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How does Consumer Advocacy work with Social Media?

•  The New Word of Mouth Advertising •  The Impact on Brand Reputation •  The Good, The Bad and The Worrying

Social Media is giving consumer’s a more powerful voice than ever before…

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Social Networks (Word of Mouth)

Global

Journalist who

follows Blogger

Blogger who

follows Person A’s

Friend Person A’s Friend

Person A

Audience

Social Media has made ‘letters of complaint’ easier to make public…

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Social Media Posts

Blog & Website Articles

Local, National &

Global News Stories

Very few brands have been able to turn a bad review into a positive (like this)…

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Yarra Trams • An incident on a Yarra Tram prompted a Melbourne blogger to write a complaint email.

• “Biffo? No. From tram ride trauma to joyful exchange”, article published on May 2nd, 2012 by The Age

As the saying goes, “the bigger they are”…

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GASP • After being told by a shop assistant that GASP’s clothes were ‘too exclusive’ for her, the customer wrote an email of complaint and posted their response on Facebook

• “Customer complaint email and response by GASP clothing goes viral”, article published Sep 29th, 2011 by The Herald Sun

Coles •  Coles posted a tweet asking their followers to finish a sentence reading, “In my house it’s a crime not to buy…”

• “Coles Twitter campaign leads to storm of comments”, article published on March 7th, 2012 by News.com.au

Qantas • In a time of bad public sentiment, Qantas began a Twitter campaign focusing on their luxury service with the hastag, #qantasluxury

• “A Qanats luxury – not having to face flak”, article published on Nov 23rd, 2011 by The Age

Previously untouchable media personalities are also under fire…

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Kyle Sanidlands • In response to sexist comments against a female listener, four women began the ‘Sack Vile Kyle’ campaign, which ran across Facebook, Twitter and Blogspot

• “Sack Vile Kyle campaign drives sponsors away”, article published Jan 20th, 2012 by SMH.com.au

Alan Jones • The ‘Sack Alan Jones’ campaign on Facebook started after Jones stated in a speech at a Young Liberals event that Prime Minister Julia Gilard’s father “died of shame”.

• “Organisers declare victory and end Alan Jones advertising boycott”, article published Dec 12th, 2012 by Mumbrella

Brands are no longer infallible entities, they are tangible (and breakable) beings…

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Change.org •  “The World’s Petition Platform” •  Started in 2007, it is a website dedicated to starting petitions, growing from 6 million users in 2011 to 20 million users in 2012 •  Responsible for advertising boycott campaign on Kyle Sandiands’ radio program (slide 7)

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How can Monash combine Social Media into current relationship marketing?

•  Facebook, Twitter & LinkedIn •  Consumer Marketing Techniques •  Social Applications (APIs) •  Measurement & Feedback

Did you know the average time spent on Facebook by a user is 7.5 hours…

Comments, Likes & Shares

Wall Posts & Recommendations

Facebook Messages

Tabs & Applications (APIs)

Groups (Forums)

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Twitter has over 17 billion unique account users…

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Retweets & Favourites

@Tagging

Direct Messaging

Lists

LinkedIn helps over 200 million users, in over 200 countries network…

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•  Likes, Comments & Shares •  Recommendations •  Groups (Forums)

Consumers don’t always use social media channels the way business would like…

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Brand Reputation

Management

General Enquiries

Customer Complaints

Technical Problems

Sales Enquiries

General Information

Sales Enquiries

Product News/

Updates

Brand Reputation

Product News/Stories

Customer Complaints

APIs (also known as widgets) help spread positive consumer advocacy…

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Word of Mouth

Advertising

Share Widgets

Like and Follow

Widgets Comment Widgets

CRM lists and campaigns are actually strengthened by Social Media…

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CRM Lists

Google Forms

Facebook Tab APIs

Twitter Lists

Social Media management tools track, assign and manage customer interactions…

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Community Management Tools can: • Assign posts • Set up Alerts on New User Posts • Create management teams • Track complaints and complaint resolution • Aid risk mitigation of channels and content • Create and view lists for monitoring • Create reports and view analytic data