2. Today’s workshop
• Introduction to social media for engagement
• Understanding our audience
• Support, reputation management and engagement
• Communities and networks
• Innovation through crowdsourcing
• 4 principles for social media engagement
8. Key challenges we face
Increasing distraction Increased expectation New communities New authority models
9. Key challenges we face
Increasing distraction Increased expectation New communities New authority models
Simplicity and Insights and Partnerships and Openness and
persuasion personalisation involvement authenticity
Engagement through Social Media
10. Social media inside
the enterprise
Before social media: Employees outside work:
• 80% believe Intranet • 75% use Facebook
navigation needs
• 75% use Linkedin
improving
• 45% use YouTube
• 50% don’t use Intranet
on a daily basis • 35% use Wikis
• 50% find search • 3% use blogs
ineffective
Source: Watson Wyatt, April 2009
11. The growth of social media
(inside)
• 42% blogs (10% enterprise deployment)
• 47% wikis (16% enterprise deployment)
• 23% podcasts (5% enterprise deployment)
• 15% social networking (5% enterprise deployment)
• 20% content tagging (9% enterprise deployment)
• 48% discussion forums (19% enterprise deployment)
• 49% instant messaging (29% enterprise deployment)
• 47% use Sharepoint
Source: Intranet 2.0 Global Survey, April 2009
12. The growth of social media
(outside)
• Average UK visitor spends 5.8 hours per month on
social media
• 23% of all European internet users visit a social
networking site at least once a month
• 80% of those that read reviews are directly influenced
by them
– i.e. the reviews had either confirmed their initial
choice or changed their mind
• 78% of web users trust recommendations from other
consumers more than adverts
Sources: Econsultancy Internet Statistics Compendium; Hitwise blog
13. Planned marketing spend
Social network marketing 20% 48%
Emailing to house lists 14% 48%
Paid search on Google, Yahoo! Etc. 33% 27%
Telemarketing 22% 18%
Online display advertising 43% 16%
Mobile marketing 20% 13%
Direct mail 52% 12%
Event marketing 57% 8%
Radio / TV ads 83% 6%
Emailing to rented lists 43% 6%
Marketing Sherpa: Marketing
Print advertising 60% 4% and the Economy, Sept ’08
14. Social media engagement levels
<6 channels >6 channels
Mavens
Microsoft
Sony
Selectives
HP
Visa Butterflies
Mercedes
Heinz
Wallflowers
Sources: Engagement bd Report, July 2009
15. Social media engagement corrolates
to financial performance
Sources: Engagement bd Report, July 2009
17. Objectives
• Listening
use social media for research and to understand.
• Talking
use social media to spread messages about your
company and products.
• Energising
find your most enthusiastic customers/employees and
supercharge communication and innovation.
• Supporting
set up tools to help customers/employees support each
other.
• Embracing
integrate customers/employees into the way your
business works.
18. 10 minute exercise
How do you want your relationship with your
audience to change?
Which of the following best suits your objectives, your capability and
your customers’ needs?
• listening, talking, energising, supporting, embracing
Split into groups and discuss.
Present one technique each back to the group
21. Social technographics ladder
• Creators
– Publish a blog
– Publish own Web pages
– Upload video created
– Upload audio/music created
– Write articles or stories
• Critics
• Collectors
• Joiners
• Spectators
• Inactives
22. Social technographics ladder
• Creators
• Critics
– Post ratings/reviews
– Comment on someone else’s
blog
– Contribute to online forums
– Contribute to/edit articles on a
wiki
• Collectors
• Joiners
• Spectators
• Inactives
23. Social technographics ladder
• Creators
• Critics
• Collectors
– Use RSS feeds
– Add tags to web pages or
photos
– ‘Vote’ for website online
• Joiners
• Spectators
• Inactives
24. Social technographics ladder
• Creators
• Critics
• Collectors
• Joiners
– Maintain profile on social
networking site
– Visit social networking sites
• Spectators
• Inactives
25. Social technographics ladder
• Creators
• Critics
• Collectors
• Joiners
• Spectators
– Read blogs
– Watch video from other users
– Listen to podcasts
– Read online forums
– Read customer ratings/reviews
• Inactives
26. Social technographics ladder
• Creators
• Critics
• Collectors
• Joiners
• Spectators
• Inactives
- None of these activities
27. Social technographics profile
of UK demographics
Creators
70
60
50
40
Inactives Critics
30
20
25-35
10
0
35-44
45-55
55+
Spectators Collectors
Joiners
30. Social technographics profile
of B2B technology decision-makers
• 91% of these technology decision-makers were Spectators
Sony could count on the fact that their buyers were reading blogs,
watching user generated video, and participating in other social
media. Note that 69% of them said they were using this technology for
business purposes.
• Only 5% are non-participants (Inactives)
• 55% of these decision-makers were in social networks (Joiners)
• 43% are creating media (blogs, uploading videos or articles, etc.)
• 58% are Critics, reacting to content they see in social formats
31. How could we go about capturing the social
technographic profile of our audience
segments?
Internal? External?
37. Mentions of Barclays in the last 30 days
Videos
Comments
Mainstream news
Forums
MicroMedia
Forum replies
Blogs
0 100 200 300 400 500 600 700 800 900
47. 10 minute exercise
A customer publishes a copy of the letter he
has sent to J Varley explaining why he will not
be renewing his policy.
An employee saw the post and has put it up
on our internal forum.
Split into pairs and discuss.
Present how you would handle the situation back to the group
48. ASSESSMENT
BLOG POSTING
Blog post discovered. +ve?
Y N
EVALUATE
TROLLS
Is site dedicated to bashing others? MONITOR ONLY
Avoid responding to
CONCURRENCE
Factual, well cited post. May agree
N Y specific posts.
RAGER Monitor site
or not but post is not negative.
Can you let post stand or provide Is posting a rant, rage, joke?
+ve review? N
Do you want to respond? FIX FACTS
MISGUIDED Provide facts directly on
Are there errors in posting? Y comment board
N
LET POST
STAND N UNHAPPY CUSTOMER RESTORATION
No response Is post result or –ve experience of us? Y Rectify situation, respond
Y & act on reasonable soln.
RESPOND N
SHARE SUCCESS FINAL EVALUTION
Proactively share story and your Base response on circumstance, influence Y
mission with blog & stakeholder prominence. Responding?
Y Y
BLOG RESPONSE CONSIDERATIONS
TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE
Disclose you are Cite sources inc. links, Take time to create Use tone that reflects Focus on most
Barclays video, images good response individual & Barclays influential blogs
Based on US Air Force blog assessment schema
50. Types of community
Virtual communities
• establishing connections on electronic networks among people with
common needs
• so that they can engage in shared discussions
• that persist and accumulate over time
• leading to complex webs of personal relationships and an increasing
sense of identification with the overall community
Social networks
• focus on identity creation and connection with friends, but lack the
same degree of shared discussions and shared identity as VCs
Electronic markets
• primary focus on transactions rather than relationships
Content aggregation sites
• display and access interesting content but limited focus on shared
discussions and shared relationships
Source: Edge Perspectives with John Hagel
51. Variations in member participation
Gaming communities
Learning communities
Self-help communities
Professional communities
Commerce communities
Active members Passive members
83. Storytelling
Copyright: Steve Double - www.double-whammy.com
84. Elements of a good story
• PASSION to make your customers care
• a HERO to drive the action
• an ANTAGONIST to challenge the hero
• a moment of AWARENESS where the hero realises how to
overcome his or her obstacles
• TRANSFORMATION wherein the hero accomplishes his or
her desired goals