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Why is it exciting?
6 million + internet users in South Africa
2 million + broadband users (and climbing)
One of the world’s largest mobile infrastructures
1 in 6 Google Searches from South Africa
originate off a mobile phone.
1.4 million South Africans on FaceBook
Just how connected do you think we are? Or will be?
(Source: Arthur GoldStuck Research 2008)
So. What can WE do?
The problem: In Social Media, the base unit of
control is… the individual.
Makes segmentation tough eh?
The age old rule applies though: People will
congregate around RELEVANCE and VALUE…
And now for Twitter.
One of the arrows in the Social
Marketing quiver...
Making the wall simpler, 140 characters
at a time...
Dangerous? Nothing is sacred
anymore...
The RB ChroniclesA day in the live of @RBJacobs on Twitter
A Case Study in 140 characters
RB, The FNB guy
A long time ago (6 months) in a universe far, far
away (social networking), a person called
@RBJacobs was born.
With a singular purpose: to open a new channel
of conversation with customers about…
“How can we help
you?” Brand Promise
Sponsorships and Events
Queries, Advice and Product Info
Market Intelligence
Modus Operandi
STEP #4: When it get’s nasty – take it offline.
Remember not everyone is reasonable...
Market Intelligence
The fees debate will continue ad infinitum. Why
not have your ear to the ground?
@RBJacobs. The Stats.
Following 454 “customers”
Has 337 followers
Has had 246 “conversations”
Prefers coffee black.
Enjoys assisting customers (but not really
talking about fees).
RB – Over and Out
www.twitter.com/rbjacobs
Where’s it all going?
A website is not somme a website anymore…
It’s the front gate to your customer community –
and needs to extend far past the front page and far into cyberspace...
The 5 Rules…
Community before commerce. The community
exists for its own benefit, not yours.
Communication comes next. You're hosting the
event, but it's a cocktail party, not a lecture.
Place the community's interests above your own. The big picture is that a vibrant community will
help you, but getting to this place means sacrificing short-term interests. For example,
people should be able to freely discuss and endorse competitive products.
Source: Guy Kawasaki. Rules For Revolutionaries: The Capitalist Manifesto for Creating and
Marketing New Products and Services, Page: 141-142
The 5 Rules…
Tolerate criticism. This freedom produces two
desirable results: first, good public relations
because tolerating criticism on a company-
sponsored site is unheard of; second, free and voluminous customer feedback.
Encourage "personalities." Remember how one
of the keys to the success of MTV was veejays
with an attitude?
Source: Guy Kawasaki. Rules For Revolutionaries: The Capitalist Manifesto for Creating and
Marketing New Products and Services, Page: 141-142
Thank you for your time...
Think Big.
Pilot Small.
Talk With.
POKE ME:Web:www.andyhadfield.comEmail: [email protected]: www.twitter.com/andyhadfieldFNB: www.fnb.co.za
By name on FaceBook, LinkedIn, FriendFeed, Flickr, Google and other social meta-bits.