(plus a few digressions)

“So what isSOCIAL MARKETING?”

“A social structure powered by the growth of broadband penetration, as well as more robust, easier to use dynamic web technologies which puts creative and communications power in the hands of communities, not institutions.”

ONE ANSWER...

PAIDA catalyst of

original content and audience exposure.

OWNEDA bespoke or co-opted

platform for longer and deeper relationships.

EARNEDA transparent space for conversation, advocacy

and word of mouth.

“It’s real people having real conversations about real objects and ideas.”

A SIMPLER ANSWER

A CONTROVERSIAL ANSWER?

It’s the difference between

o Read only and slow o What some organisations are doing

o Read/write, responsive and fasto What real people are doing

“What aresome organisations

doing?”

a digression

The Marketing Web: social media as one of many channels in a satellite orbit where its role is one of driving traffic to a series of concentric stages of organisational focused content/technologies. Real people and communities are on the outside.

a digression

Phase I: Trial Phase II: Transition Phase III: Strategic

Research 32% 45% 23%

Objectives 35% 39% 26%

Actions 28% 43% 29%

Devices 43% 41% 16%

Average 33% 40% 23%

Research

Research

Objectives

ObjectivesActions

Actions

Devices

Devices15%

20%

25%

30%

35%

40%

45%

Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

Organisation focus and the Social Marketing Maturity Lifecycle.

a digression

Source: RubyPseudo

a digression

“But what are

real people doing?”

They are infinitely linked by strong & weak, obvious & unexpected connections.

Their networks route aroundcensorship, gaps or blocks.

“People’s lives don’t revolve around your brand, they revolve around life.”

Mike ArauzSource: SharedEgg

They have their own desire paths.

WH

ICH

WIL

L

OF

TE

N B

E

DIF

FE

RE

NT

T

O Y

OU

RS

.

Friendship & Engagement

Redefined.

Can we challenge 150?

Geographical proximityGeographical proximity

Geographical proximityGeographical proximity

<150 (Dunbar’s number)

Num

ber o

f Rel

atio

nshi

psNu

mbe

r of R

elat

ions

hips

<150 (Dunbar’s number)

>150 >150

>150 >150

Pre-digital society: Closer, less diverse discussion networks, more geographically clustered?

Digitally-enabled society: More diverse discussion networks, more geographically spread?

Sources: Pew Internet And Am

erican Life Project,

187Average number of friends in UK.

Source: Facebook, March 2010

Potentially

0

10

20

30

40

50

60

US UK/Fr/Ger BRIC

Source: Edelman Trust Barometer

Trust in “sources of information about a company”Friends/Peers

“So if people are havingdigitally enabledconversations & relationships,how are the doing it?”

How are the conversations powered?

Source: Conversation Prism by Brian Sollis & JESS3

Nowthesetools aremainstream.

Source: Universal McCann Social Media Tracker Wave 4, March 2009

Moms with teens said the internet...

Helped me save money through access to easier price comparisons, coupons, and deal alerts.

Helped me become a smarter shopper; product reviews and ratings, blogs and product information has helped me make more informed purchases..

Source: BIGresearch and Resource Interactive, August 2009

19% of internet

users now say they use Twitter

or another service to share

updates about themselves,

or to see updates about others.

27.3 million tweets

per day with an annual run

rate of 10 billion tweets

40 million Facebook

status updates a day from a

350 million-plus audience.

800 million

status updates a month by

Yahoo Mail And IM Users

Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom

Ages of online adults

18-24 who have used

Twitter or updated

a status online

18–24

25–34

35–44

45–54

55–64

+65

19%

20%10%

5%

4%

2%

Geeking out

TinkeringCreating

Messing about

Self-actualisationSelf-expression

Hanging around

CommunicatingConsuming content

Source: Living and Learning with New MediaSummary of Findings from the Digital Youth Project November 2008University of Southern California and University of California, Berkeley

A new hierachy of needs?

Geeking out

CreatorsCritics

Messing about

CollectorsJoiners

Hanging around

SpectatorsInactives

Source: Living and Learning with New MediaSummary of Findings from the Digital Youth Project November 2008University of Southern California and University of California, Berkeley

How active are people?

How active are people?

“Why don’t you switch off

your screen and do something

less boring instead?”

And increasingly mobile...91% of mobile phone users go online to socialise

compared to only 79% of traditional desktop users.

Source: Ruder Finn's Mobile Intent Index

Mobile Internet Outpaces Desktop Internet Adoption iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch

AOL*

NTT docomo i-mode

iPhone + iTouch Netscape*

10

20

30

40

50

60

Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19

Quarters Since Launch

Su

bsc

ribe

rs (

MM

)

iPhone + iTouch NTT docomo i-mode AOL Netscape

Desktop Internet

v 2.0 Launched 9/94

Mobile Internet

Launched 6/99

Mobile Internet

Launched 6/07

~57MM

~25MM

~7MM

Desktop Internet

Launched 12/94

~11MM

18.3 million unique mobile social network users.

65 million people use Facebook on a mobile device.

187% increase in mobile social network audience for YTD July ‘09.

Source: Mary M

eeker, Morgan Stanley, “Econom

y + Internet Trends”, October 2009; Neilsen Global M

obile – Strategies for Growth

of organisations ban social network access at work.

a digression

“The majority of the real-time search boom will be in its convergence with another rapidly growing industry, mobile computing.

[Offering people] real-time recommendations based on your current location using an application that aggregates information from real-time searches as well as social sites like Yelp and Urban Spoon...... local advertisements and “limited time” discounts on your mobile.”*

Social Periphery*Rob Diana

Physical objects in intelligent

environments

Brands as the filter and the enabler.

Ideas must be “good enough to share”

On is off/Off is onas physical and

digital worlds fuse

Social networks

Blogs, UGC & niche sites

Global Services and Communities

Communities & forumsRFID &

NearField

Barcodes, QR codes and markers

Local networks of sensors and devices

GPS, location & bespoke

sensors

Dynamic communication based on action and relevance (Ambient awareness/Social Peripheral Vision)

Mobile & mixed media applications/tools

Social Periphery & Mobile Social Networks

Context & Location as filter

Content & relationships

as intelligence

by David J. Carr davidjcarr.wordpress.comBased on Nokia’s Mobile Gateway & Jyri Engestrom

Helping us plan for now and what’s next.

“So how should we approach

Social Marketing,Listening & Understanding?”

Social program

development (strategy)

Social program

integration(operations)

Social program

management(execution)

Social program

measurement(analysis)

Send

Send

Blogs, UGC & niche sites

Enable, encourage

and optimise for sharing

Communities & forums

Social networks

Social networks & personalised content pages

Mobile and video sharing sites

Websites & email

Tools, widgets& apps

Videos & content

Ideas & assets

Tribe 1

Tribe 2

Tribe 3

Online ads, IM & promo links

Listen Understand Engage Measure, React & Respond

Use paid for media to additionally

stimulate and spread

Track results and optimise, monitor and

triage for react and respond conversations

Engage via tribes’ preferred platforms with

multiple interfaces

Create a relevant and interesting

Social Object

Segment target into tribes, give them something to join

Listen to what the target is doing in the real web

and social arena

Social program management (execution)

can be in the form of a campaign.

As long as it is “good enough to share”.

100 social “agents” who reviewedFord’s new Fiesta through Twitter, blogs, video, and events

4.3 million YouTube views 500,000+ Flickr views3 million+ Twitter impression50,000 interested potential customers, 97% don’t own a Ford currently.

But is even better when used to develop sustainable relationships.

“We will abide by our “Fans First” approach: Listening, Respecting and Celebrating them and THEIR manifestations of THEIR brand. The majority of our efforts will be spent enabling them to comment, upload, create, and consume THEIR own consumer-generated brand-related content while thirty percent will be spent on strategically targeted messaging supporting regional business objectives...Being a Fan, Friend or Follower does not mean that they opted in to have advertising blasted at them.” Michael Donnelly

Coca-Cola Group Director, Worldwide Interactive Marketing

Au

die

nce

Time Time

Traditional Campaigns Social Program Management Based on Earning Sustainable Relationships

So each activity will have a cumulative effect on brand engagement and success metrics.

Brand & Conversation audit

Interpretation/pattern recognition

Tribe development

Influencer analysis

Audience segmentation

Social object identification

Online reputation management

Customer support

Community management & moderation

Applications, brand utility & platform development

Social media newsrooms

Advocacy & Influencer outreach/Online PRConversational campaigns

React/Respond conversations

Monitoring & measurement

Listen

SocialCRM?

Understand

Engage

“What are the tools & techniques?”

Paid & FreeListening Tools.“What are people saying, who are they and where are they saying it & why?”

Audience1

Audience Attitudes– Community relationships– Interests and attitudes– Psychological outlook

Brand Attitudes– Positioning and messaging– Life fit and cultural outlook– Brand audience technographics

UNDERSTANDING & SEGMENTATION MAPPING.

Attitudes are more important than demographics.

Lorem ipsum

Listening & Understanding can be used to identifypartners & traditional media opportunities,

or fuel op

en d

ialo

gu

e

cam

paig

ns,

& gain insight into people’s shared experiences and emotions.

Both GOOD & BAD.

Because they’re even commenting

on your site whether you like it

(& have enabled it) or not.

a digression

Listening & Understanding GENERATES INSIGHTS

to drive engagement.

ConsumerBrand

CultureBehaviour

Communication

“So how should we approach

Engagement?”

Only after Listening & Understanding can we decide the depth of engagement.

DIF

FIC

ULT

YCommunity.

Utility.

Media.

VISIBILITY

TIME

Peak of Inflated Expectations

Plateau of Productivity

Slope of Enlightenment

Trough of Disillusionment

Technology Trigger

Innovators Early Adopters Early Majority Late Majority Laggards

Source: Gartner’s Hype Cycle

And only then should wechoose our platforms wisely.

Creativity

Because just as

Social Media

0 10 20 30

Stay in touch

Make plans with friends

Make new friends

Organise an event for a cause

Make new business contacts

Promote yourself or your work

Flirt

40 50 60 70 80 90 100

Teens

Adults

Why do people really use social networks?

But what about connecting with brands?

Sources: Pew Internet And Am

erican Life Project, Tara Hunt

Gurus sold a future of people worshipping brands by “friending” them and having “conversations”.

OK, but what about

connecting with

brands?

a digression

15,740 Social media experts, “gurus”,

“ninjas” & “superstars” on Twitter (+3.5x since May!)

Phew, there it is.

Yes 25.50%

No 74.50%

Have you ever followed a brand on Twitter?

Yes 40.10%

No 59.90%

Have you ever “friended” a brand on Facebook or MySpace?

Sources: Razorfish Feed ‘09, GigaTweet, Penn State, Perform

ics

5 million brand mentions

a day on Twitter, 150 million

brand mentions per month. 48% of those

who saw a brand mentioned

on Twitter did research on

that brand.

But why? Offers. So what can we do?Source: Razorfish Feed ‘09

23.5%

43.5%

6.3%

22.7%

3.5%

0.4%

I am a current customer

Exclusive deals or offers

Other people I know are fans of the brand

Interesting or entertaining content

Other

Service, support, or product news

What is the primary reason you follow a brand on Twitter?

32.9%

36.9%

6.2%

18.2%

5.0%

0.7%

What is the primary reason you “friend” a brand?

I am a current customer

Exclusive deals or offers

Other people I know are fans of the brand

Interesting or entertaining content

Other

Service, support, or product news

THEIR

BRAND

Grounding an engagement approach.

Time sensitive offers designed for life-streams. o Integrated into real-time experience with a sense of NOW.

o Urgency because traditional marketing campaigns (like TV progs) now can be filtered and time shifted (and even forgotten as our content collection piles up).

NB: Facebook have changed the rules...again.

Time sensitive offers designed for life-streams? ?

o Integrated into real-time experience with a sense of NOW.

o Urgency because traditional marketing campaigns (like TV progs) now can be filtered and time shifted (and even forgotten as our content collection piles up).

NB: Facebook have changed the rules...again.

Time sensidesigned fo?ddo Integrated into real-ti

o Urgency because trad(like TV progs) now can(and even forgotten as o

NB: Facebook have changed th

But value needs to be long-term or we create “a community of jaded fans who are only interested in the next coupon”.

iimmmmmmmmmmmmmmmee experience with a sense of NOW.

iitttttttiiiiiiiooonal marketing campaigns n bbbbbbbbbbbbeee filtered and time shifted oouuuuuuuuuuuurrrrr content collection piles up).

heee rrrrrrrrrruuuuuuuuuulllllllllleeeeeeeessssssss.........aaaaaaaagggggggggaaaaaaaaiiiiiiiiiinnnnnnn...

Peak of interest with a sharp fall.

includes help with making purchase decisions and rediscovering lost skills so you don’t have to pay someone else to do it.

Mutual long-term value exchange should underpin social relationships and brand engagement.

Brand & Conversation audit

Interpretation/pattern recognition

Tribe development

Influencer analysis

Audience segmentation

Social object identification

Online reputation management

Customer support

Community management & moderation

Applications, brand utility & platform development

Social media newsrooms

Advocacy & Influencer outreach/Online PRConversational campaigns

React/Respond conversations

Monitoring & measurement

Listen

SocialCRM

Understand

Engage

Q:Where is the true business value located in social CRM?

A: In reducing depths of the troughs.

Traditional RM peaks in engagement happen in accordance with planned activities; which are each measured for individual success. Social CRM aims to extend the impact of activity and create an uplift in sales throughout the year with increased conversation frequency, relevance and value exchange.

Traditional RM campaigncontent push.

Media driven contact peaks

Media driven contact peaksMedia driven

contact peaksMedia driven contact peaks

Sal

es v

olu

me

Q1 Q2 Q3 Q4

Traditional RM plus social activity. (social CRM)

Social cushioned troughsSocial

cushioned troughsSocial

cushioned troughs

Traffic driving initiatives, paid media & distributed content/functionality

RM Acquisition Social Spread, Sharing and stimulus

(Co-opted) OWNED MEDIACore social platform (now Facebook) and mobile utility functions as the real-time thread that holds the wider digital presence together. Messaging, news, brand interactions, entertainment, and offers are delivered and filtered based on consumers’ social graphs and location context.

EARNED MEDIA+90% of pages have fewer than 10 links pointing to them – making them almost unfindable – actively syndicating/curating content and distributing it through the social graphs of our most influential advocates increases visibility, spread and has a 2-4% higher conversion rate.

OWNED MEDIAA hub for acquisition, data segmentation and core RM pushes. The hub provides brand control and stronger conversion and retention than co-opted social platforms on their own. It also provides a permanent technology home for eCommerce, contests or customer service.

Core Social Platform Community H

ub & M

obile

Online ads, Facebook ads & links

Search optimisation, and bought keywords

Google

Social media convers

atio

ns

Social networks

Blogs, UGC & niche sites

Listen, engage, participate, seed

Communities & forums

Targeting and conversation monitoring

Content & traffic flow

Content & traffic flow

Blogger outreach , distributed content

Send

V.O.D & YouTube channel content

Twitter and real-time search presence

Share

RM Programme & Segmentatio

n

Core Web Presence

Registration formRM home

Send

TV advertising, Press & PR

On Pack and OOBE Calls to Action

MGMe-mail

Tools, widgets& apps

Direct RM Comms Segmentation

HORIZONTALLY

Pu

shin

g

engagem

ent

act

ivit

y

Enable our commercial relationships in the context of their real relationships.

eCOMMERCE?

“a clothing retailer could identify a spike in positive chat about a celebrity that is wearing one of their apparel items, and could immediately feature that piece of clothing on their homepage and launch campaigns to a targeted audience interested in that celebrity and lifestyle. This allows the retailer to immediately maximize the new revenue opportunity, and deliver more engaging, relevant content to its customer base.”

Real-timeinsight.

The e-commerce opportunity?

Extendcommercial relationships to community-enabled supportive relationships.

o Visible staff involvement in problem resolution.

o Reacting and responding to questions and issues quickly and transparently, #twelpforce: 13,000 queries in the first two months.

o Engaging in real human conversations.

“Please hide/remove the customer-service number.”

“Our requirement is the reduce calls to the call-centre.”

“We want people to self-serve.”

a digression

And yet

@Corp

@Someone

DM @Someone

someone@someone.com

0800 000 000

Immediate/auto response & then hand-over aknowledgement

Inquiry/monitoring

TechSupportHR

CEO

Marketing Customer Service

ROUTE TO CORRECT DEPARTM

ENT

ASS

IGN TO NAMED HANDLER TO RESPOND IN APPROPRIATE M

EDIU

M

Empowered decision-making,training & investment.

Things happen in real-time but can stick around for a long time.

Over a month later the SERP results for “Vodafone & Twitter” are dominated by the news story, not product information.

Practice true customer-centric behaviour, integrated into all business processes, not a silo or a channel, horizontal not vertical...

• You send customers to other websites.

• You measure how many peoplerefer their friends to you assuccess (Net Promoter Score).

• When budgets get tightened,you tighten operational costs.

• Your only customer servicepolicy is to do right by the customer.

• Your customers are doing thingswith your product you neverdreamed and are posting videos.

• Active influencers are adding you asfriends on social networks.

• You work with your competitorstowards better customerexperiences for all.

• You know you compete for yourcustomers’ attention with everyone.

8 Signs of Customer-centric Behaviour

Source: Tara Hunt

...and throughout the entire consumer decision-making process where different types of influencers will play different roles.

On-going exposure

Start with a shortlist of brands/solutions

Increase in number of brands/solutions being considered. Attention paid to advertising, WOM & online research

with information gathering key

Consumer builds expectations based on experience to inform their next decision journey

Active & Passive LoyaltyActive Loyalty fuels advocacy but

Passive is a larger audience

Closure & the moment of decision

Source: McKinsey

Delivered through owned or co-opted platforms

for collaboration?

...thrive when “reputation (of participants) is a critical component of the service mechanism.

The reputation of participants will derive from the quantity (how much, how often) and quality (how useful) of their contributions.

Accreditation (of content) is provided by experts and by the community. Recent, relevant content regarded highly by participants with a good reputation becomes the most visible.”

Made by Many

Collaborative Platforms...

Be an advocate of people, so they become advocates of you.

o Initial kick-off meeting with Client, internal stakeholders and selected digital partners to help build the approach.

o Identify key audiences – both brand and product.

o Collation of ideas, thoughts and expertise .

o Establish relevant brand terms and competitor information to analyse Brand share of voice, sentiment and conversation arenas.

o Using SM2, Radian6 and additional free tools identify existing conversations themes around client, competitors and partner activity, key opportunities and media targets.

o Additional desk based research.

KICK-OFF WORKSHOP

LISTEN PHASE

Sample Program Management Activity.

o Analyse Listening phase findings, reports and audits.

o From conversations identified in previous phase, establish what influencers and audiences are talking about, run positive/negative assessments, collect consumer/competitor generated content etc.

o Develop Tribe segmentation model (using brand and audience attitude information). Who are they? What are they doing? How can we reach them? Identify Influencer personas and potential outreach targets.

o Workshop/Presentation of strategy, activity plan proposal and M&E.

o Development of engagement briefs, timing plans and budgets to support brand objectives and drive intent.

o Activation of approved ideas and/or collaborative platforms using a staggered approach (in order of brand, product and/ or tribe priorities) Test, Learn, Share, SCALE & REPEAT.

o Work with selected partners to create content/build relationships, implement seeding approach and any paid for media.

UNDERSTAND PHASE

Sample Program Management Activity.

ENGAGE PHASE