Social Strategies that Work - TeComm 2015

SOCIAL STRATEGIES THAT WORK

IULIAN PADURARIU @julianpad

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Iulian Padurariu

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Telephone Televison Cellphones iPod Facebook

Years to reach 150 mil users

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• The rapid growth in social media is beginning to have a significant impact on consumers’ purchase behavior.

• In a comScore survey, almost 28% of consumers reported that social media had some influence over their holiday purchase decisions in late 2009

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DIGITAL vs. SOCIAL

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ERA INDUSTRIALĂ

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ERA INFORMAŢȚIONALĂ

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ERA CONECTIVITĂŢȚII

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2 Facts

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Engaging consumers through social media is no

longer optional

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• Reluctance of executives to allocate significant resources to social media stems from their lack of understanding of how social media works and how they can harness its power for their brands.

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• The organic nature of social media presents challenges to organizations accustomed to the more easily controlled realm of advertising.

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• Managers who are getting accustomed to tangible metrics of search advertising feel more comfortable when they can measure results in terms of click-through rate or cost per click.

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IPOTEZA DE BAZĂ

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SOCIAL

IPOTEZA DE BAZĂ

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UNLEARN THE PAST

SOCIAL

IPOTEZA DE BAZĂ

“

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UNLEARN THE PAST

SOCIAL

IPOTEZA DE BAZĂ

TEHNICITOTAL NOI

“

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“OLD SCHOOL

Planning

Control

Secretizare

IPOTEZA DE BAZĂ

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“OLD SCHOOL

Planning

Control

Secretizare

Experimentare

Autonomie

Transparenţță

“NEW SCHOOL

IPOTEZA DE BAZĂ

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• Amazon drives purchases through customer recommendations and reviews.

• Barack Obama raised two thirds of his campaign funding online

• Old Spice used YouTube and Twitter to create a buzz around its brand.

• Detroit Three (GM, Ford, and Chrysler) launched digital campaigns to lobby for federal aid.

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TRANSFORMAREA

O MARE PROVOCARE

ESTE

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DIGITAL

SOCIAL

VS.

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DIGITAL

SOCIAL

VS.

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DIGITAL

SOCIAL

VS.

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DIGITAL

SOCIAL

VS.

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DIGITAL

SOCIAL

VS.

Entertainer

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DIGITAL

SOCIAL

VS.

Entertainer

Platform

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Harvard Business Review Noiembrie 2011 Social Strategies that Work

Puţțină teorie / SURSA

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https://hbr.org/2011/11/social-strategies-that-work/ar/1












































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Why Some Brands Are Reluctant to Use Social

Media

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Cost and time

• Companies fear that social media may require too many creative staff and too much time

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Knowledge risk

• Senior managers are less familiar with new media, so they avoid it.

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Incentive structure

• Advertising firms with traditional media expertise have strong incentives to maintain the current fee structure.

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Measurement

• Gross rating points and click - through rates are more comfortable measures than page views or engagement.

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Loss of control

• Marketers are accustomed to taking a top-down approach to brand positioning and fear losing control of their brands.

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Trade-off between Control and Engagement

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Questions to Consider• Are you prepared to hear negative feedback about your

brand?

• Are you willing to change your brand based on feedback from consumers?

• Are you prepared to be authentic and open?

• Will brand advocates appear online and stimulate positive conversation?

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There are three things to consider

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Lack of control over your brand

• Brands aren’t simply brands anymore. They are the center of a maelstrom of social and political dialogue made possible by digital media

• Brands are now becoming conversations . . . [and] of course, the conversation is no longer one-way or 30 seconds

• Unilever ex-CMO Simon Clift

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Symptom of a deeper problem

• If the fear of negative feedback stems from a lack of confidence in the product or service, there is a bigger underlying problem that has been surfaced through the social media discussion. Commitment to learning from negative comments can relieve the lack of confidence in one’s products or services.

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A sandbox where consumers can play

• Obama’s campaign in effect defined the sandbox in which it allowed people to play and be creative. People embellished on this theme, but the main message remained the same.

• start with a purpose

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Market Research

Surveys or focus groups conducted infrequently with

limited customers

Continuous, detailed feedback from customers using online

communities

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New Product Development

New products created by R&D with limited feedback from

customers

Customers contributing new product ideas to brand team

on regular basis

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Customer Interactions

One-way marketing from the company

Customers expect brands to listen and engage with them

on a regular basis

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Brand Positioning

Brand positioning created with agency and dictated to

consumers

Brand positioning created and shared with most engaged,

loyal customers

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Targeting

TV ad created for the masses, some minimal targeting via

program selection

Digital campaigns reach consumers in an entirely

personalized manner

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“Creative”

Campaign created with agency and executed over

six-month plan

Campaign constantly evaluated and evolved based

on real-time data

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Social media allows marketers to deepen

interactions with customers

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American Express pioneering

Social Strategy since 2007

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Open Forum• 2007

OPEN Forum began as a way for American Express to disseminate content from the company’s live conferences, which brought together small- business owners to discuss shared issues.

• 2008OPEN Forum had added a blog, in partnership with the blog network Federated Media, to help small-business owners survive the new economic realities in the aftermath of the stock market crash of 2008

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2008 Twitter• Rather than simply jumping in, the company undertook

an eight-month pilot study to “listen” to all public social-media conversations about its brand.

• “With any negative comments, there obviously was an opportunity to turn those into positives. With the neutral, we had a big opportunity to turn those people into advocates. And with the positives, we had the opportunity to amplify.”

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2008 Twitter

• AMEX opted to announce the sale of tickets exclusively via Twitter, bypassing conventional marketing like a website announcement or an e-mail newsletter. The tickets were priced lower than those for a typical concert, and the proceeds were designated for charity; all 1,000 seats were sold within three hours of the first tweet.

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Thank you

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Social Media

Social Strategies that Work - TeComm 2015