http://www.northwarddigital.com
Presentation exploring audience and consumer engagement in a social media world with a particular focus on the Social Enterprise sector.
Contents:
Content and value creation
Social media and social enterprise: opportunities for engagement
Outtakes: Some practical steps in designing your social media and content strategy.
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Audience and Consumer Engagement using social media and video content as a marketing tool
1. Audience and Consumer Engagement:
using social media and content as a marketing tool
Wednesday 6th April 2011
Confidential
2. What We Will Cover Today
Understanding audience and consumer
engagement in a social media world
• Content and value creation
• Social media and social enterprise: opportunities for
engagement
• Outtakes: Some practical steps in designing your
social media and content strategy
3. About Me
• Product strategist and business development
manager at Television New Zealand Digital
Media.
• Commercial and content strategist, TVNZ
Ondemand, Australasia’s first Web Television
service launched in March 2007.
• Managing Partner at Northward Digital video
content and strategy house.
• Digital content and communications
consultant at Poets and Plumbers and Think
International.
5. Changing Consumers Expectations
• +90 percent of social network users access
content due to the recommendations of
friends in their online social network.
The Diffusion Group (TDG), 2010.
• 1 in 3 people come to a brand via a
recommendation.
Deloitte/22squared, 2010.
• Companies that blog on average get 55%
more website visitors than those that do not.
Hubspot, 2010.
• Internet users spend 3x more time on blogs
and social networks than on email.
Nielsen, 2010.
6. Consumer Engagement = Providing Value
Image source: http://headrush.typepad.com/photos/uncategorized/schoolboy_1.jpg
9. • 51% of Facebook fans are more likely to
buy the brands they fan.
CMB & Imoderate, 2010
• 79% of Twitter followers are more likely to
recommend the brands they follow.
CMB & Imoderate, 2010
Image by Digital Surgeons.
10. Audiences and Consumers Check List
Consumers and Audiences have a greater level of personal choice and
control
Consumer and Audience attention now has to be won rather than
brought.
Brands and advertisers must contribute real value to the consumer in
order to succeed in Social Media.
This represents a direct dialogue between consumer and brand
The new goal of social engagement is to nurture and support
advocacy.
The opportunities and benefits of entering into a value-based
relationship with customers cover multiple areas of a brand’s business
12. Social Media and Content Saturation
• 30+ Billion pieces of content are
shared on Facebook each month.
• 35+ hours of video is uploaded to
YouTube each minute.
• Twitter’s active users generate 90+
Million tweets per day.
• The challenge for brands and
marketers:
Cutting through the noise to
engage a relevant audience.
Image by Design Damage.
13. Content Creation and Story-telling
• Finding your authentic stories.
• Creating value for audiences.
• Connecting with customers
• Stimulating audience content
creation.
• Fostering sharing.
• Building engagement.
• Guiding consumer outcomes.
• Recognizing and rewarding
customers and advocates.
Two Degrees Food: http://twodegreesfood.com
14. Social Media Communities and Content
• Engaging with influencers.
• Creating lasting communities of
advocates.
• Expanding reach.
• Stimulating sharing.
• Developing and testing content/
Crowd-sourcing.
• Driving traffic to your content/site.
• Building brand advocacy.
• Tools for automation.
15. Social Content Check List
Define your goals and how they will be measured.
Consider your audience and the content value proposition.
Find your stories: Ensure that they are genuine and authentic.
Encourage engagement: foster participation, interaction and sharing.
Create content to be usable and shareable across multiple channels.
Where possible, recognize and reward customers and advocates to
increase the ‘feel good’ factor of being a social enterprise customer
Ensure an ongoing, sustainable dialogue.
17. How are Social Enterprises using Social Media?
O2 and RBS SE100 Index, 2011.
• UK Social Enterprises projection: 15%
increase to the profit line from using
Social media in daily operations.
• This is an average increase of
£213,000 per company.
• 67% stated that they are using Social
Media on daily basis.
• 85% of users promote their products
or services using social media.
• 41% of users network using social
media.
• 38% develop ideas with other
businesses using social media.
18. RED: World AID's Day
• RED works with global
brands to make RED™-
branded products
• 50% of their gross profits to
the Global Fund
• $160M+ raised for Global
Aids Fund.
• YouTube: 5M+ total views
• Twitter: 1M+ followers
• Facebook: 1M+ fans
RED: http://www.joinred.com/
19. Realities and Opportunities
Inbound Marketing
Outbound Marketing
Inbound Marketing
costs 62% less per lead
than traditional than
outbound marketing.
Hubspot, 2011
20. Social Media for Social Enterprise Checklist
Plan for achieving your goals. What would be your ideal outcome?
There are great opportunities for Social Enterprise using Social Media,
including:
Reaching customers and audience directly and building direct relationships
with these customers
Marketing products and services directly
Building brand awareness and advocacy
Collaborating and crowd-sourcing ideas from customers
Networking and collaborating with other companies
Building an organic movement around your brand that will make it easier to
engage with Commercial partners for CSR programs
23. Measuring and Optimizing
• Analytics and Optimization:
– Goal-oriented.
– Quantitative + Qualitative.
– Distribution metrics.
– Informed decision-making.
• Track business outcomes e.g.
Sales lift measurement or
database signups.
• Robust, actionable and
auditable.
• Tools:
– Social Mention.
– Lithium.
– Etc.
24. Social Media Strategy Checklist
Set objectives and target audience
Engage existing communities and influencers
Identify your social platforms
Develop a content plan
Develop a marketing plan/determine its fit with other media
Establish metrics, tools and methods for calculating ROI
Create a set of guidelines for company social media practices
Ensure that you resource and staff appropriately
Experiment and ‘Fail Fast’
25. “There is only one thing in the
world worse than being talked
about, and that is not being
talked about.”
Oscar Wilde
Remember…
Ray Kurtzweil: Law of Accelerating Returns:“what fit into a building 20 years ago now fits into this. What now fits into this in 10-15 years will fit into a bloodcell.Technology is accelerating but when we are thinking about social networks and social media we are talking about fundamental human psychologyIf you take nothing away from my talk today, please take this: your industry is perfectly placed to take advantage of social media, tell your stories, mobilize you customers and harness the power of advocacy.
Customers referred by loyal customers have a 37% higher retention rate.Mckinsey & Company, 2010.
Entertainment. Information.UtilityConsumers are less concerned with where content comes from.
65% of companies have acquired a customer via Facebook Hubspot, 2010.42% of companies have of companies have acquired a customer via Twitter.Hubspot, 2010.
Blurred lines between personal and work life.Wiebe mentioned the growth of video:More than 70% of internet users currently watch video online on a regular basis.Cisco forecasts that by 2013 90% of total internet traffic will be Video.
Concept: For every Two Degrees nutrition bar you buy, a nutrition pack is given to a hungry child.Building a grassroots network of brand advocates.People use different platforms for different purposes:Research has indicated that as many as 36% Twitter Brand followers use the service to search for discounts and bargains.
Extra benefits of Video across: SEOEmailMobile
Corporate Partner engagement. Corporate Social Responsibility programs:73% of Corporate Partners say engaging with nonprofits and social enterprises make their CSR investmentmore effective: provide foundation and infrastructure help engage consumersWebber Shandwick 2010Corporate Partners: American Express, Apple, Converse, Dell, Emporio Armani, Gap, Hallmark, Nike, Penguin and Starbucks.
The ideal situation for all brands is that customers are coming to you soliciting your products or services.