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launch campaigns that measurably
exceed goals..

THE ART OF SOCIAL MEDIA :
WHAT BUSINESS NEEDS TO KNOW
Presented by:
Neli Kools, Director
THE ART OF SOCIAL MEDIA : WHAT BUSINESS
NEEDS TO KNOW

2.

SOCIAL MEDIA AS A REPUTATION TOOL

3.

HOW TO CREATE SUCCESSFUL CAMPAIGNS :
6 THINGS TO REMEMBER

4.

INTERESTING CASE STUDIES
WHERE DOES YOUR TARGET
AUDIENCE EXISTS ?
DO YOU KNOW WHAT YOUR
AUDIENCE WANTS TO HEAR ?
THE NEED OF IN- DEPTH DATA
METRICS AND ANALYTICS FOR
BETTER ENGAGEMENT.
IS YOUR SOCIAL MEDIA
SPENT EFFECTIVE ?
“ IN 2014
METRICS, ANALYSIS, MARKET
RESEARCH AND DEEPER
STUDIES, WILL UNCOVER
RICHER, MORE TANGIBLE
OUR PROCESS
1. DEFINE GOALS
2. SET PARAMETERS
3. SET THE BENCHMARKS AGAINST
WHICH TO COMPARE YOUR
RESULTS;
4. CHOOSE THE BEST METRICS TO
MEASURE YOUR SUCCESS,
5. DATA COLLECTION TOOL;
6. FINALLY ANALYSE YOUR DATA.
THE QUEST TO QUANTIFY
SOCIAL MEDIA IS COMPLEX
BUT NOT UNSOLVABLE.
“ CURRENTLY REPRESENTS 5.5%
OF MARKETING BUDGETS AND IS
EXPECTED TO RISE TO 8.7% BY
2016.”

- WE WILL SEE AN INCREASED
EFFORT TO BE DATA-INFORMED
NOT DATA-DRIVEN
“ In order to adapt to, and lead,
in the digital world it requires
doing things differently. “
GRADUALLY, SOCIAL
MEDIA HAS EMERGED AN
EFFECTIVE WAY OF
PRODUCING LEADS.
- KEY IDEA IS INFORM &
ENGAGE !
- TOTAL LEADS
GENERATED : 95
-HOT LEADS: 35

GOAL: BRAND
BUILDING, ENGAGEMENT
, INCREASE SALES
SOCIAL MEDIA
AS A
REPUTATION TOOL
684,478 PIECES OF
CONTENT ARE
SHARED ON
FACEBOOK
“the only thing more difficult than attempting to
calculate how many that is per day, is to deliver your
content in a positive and flawless manner to
maximize your social reputation.”
ONLINE REPUTATION: CLENT
HANDLING vs REPUTATION CRISIS
ONE SMALL STAIN OF NEGATIVE INFORMATION
ABOUT YOUR COMPANY, IS ENOUGH TO CREATE
DAMAGE

 SOCIAL MANTRA – HEAR WHAT THE CUSTOMER
HAS TO SAY
 IF THERE IS A COMPLAINT RESPOND.

 IF ITS TAKING TIME LET THEM KNOW YOUR TEAM
IS FINDING THE SOLUTION
 WITH A FEW WELL-CHOSEN WORDS, EVEN THE
MOST PRICKLY CUSTOMER CAN BECOME YOUR
BIGGEST FAN.
BUSINESSES USING SOCIAL MEDIA AS A
CUSTOMER SERVICE
AMERICAN AIRLINES:
HAS A TEAM OF
- 9 MEMBER TEAM HANDLES SOCIAL MEDIA CUSTOMER
SERVICE
- 6 MEMBER TEAM WORK ON SOCIAL ENGAGEMENT
- 24/7 SCHEDULE TO ASSIST CUSTOMERS
- NEW EMPLOYEE HIRED TO ASSIST CUSTOMERS VIA
TWITTER IS TRAINED IN HOW TO RESPOND
“SOCIAL CUSTOMER SERVICE TEAM MONITORS OUR
SOCIAL COMMUNITIES 24 HOURS A DAY, 7 DAYS A WEEK,
FOR INCOMING MENTIONS. WHEN WE SEE A COMPLAINT,
OUR GOAL IS TO RESPOND WITHIN 10 MINUTES AND BE
EMPATHETIC IN ASKING FOR DETAILS”
CITI BANK:
SIMILAR WAY CITI BANK IS ALSO USING SOCIAL MEDIA TO CATER THE CLIENTS
ONLINE. FOR SECURITY PURPOSES THEY LET THE CUSTOMERS POST THE
CRITICAL INFORMATION THROUGH DIRECT MESSAGES OR EMAIL. GOT A
COMPLAINT, TWEET @ASKCITI
6 STEPS
5 STEPS
1

SELECT RIGHT
SOCIAL MEDIA
CHANNELS

CONSIDERING:
BRAND IMAGE | THE PRODUCT| ITS
VALUE
2

WHO IS

WHO YOU ARE
CREATE ORIGINAL &
POSITIVE CONTENT

3

CONTENT
IS

KING !
4

SPREAD
ANDENGAGE
5

ROI
THE MICRO VIDEO
APP
- Vine vs Instagram
UPCOMING TREND:

VINE: Twitter

INSTAGRAM: Facebook

This is something that marketers and brands will undoubtedly
be drawn to when designing user content campaigns.
UPCOMING TREND: CHALLENGES
•Businesses need to decide whether they really think
that’s an important, or even appropriate environment for
them to appear in.
•Limited time format – worth a serious investment in
time, money & manpower
•Branded videos might get lost in a pool of personal
videos - ‘Sunday on the beach or my first rollercoster ride’
•Advertising in Instagram videos
CASE STUDY 1:
Research showed that while men are usually involved in the
purchase and labour of painting, they’re not overly enthused by the
planning process. To help remedy this CIL, a Canadian paint
company, created a Facebook app and invited people to create
more ‘manly’ paint colour names. Notable examples include ‘beer
foam’; ‘razor burn’; ‘hockey puck’; and ‘pansy violet’.
Over a 45-day period and on a small budget, the campaign
generated well over $1,000,000 in earned media exposure, 100
million online impressions and most importantly, a 10% increase in
sales.
There were:
Over 15,000 paint chip names created
Over 20,000 unique users
And the average user spent 10 minutes using the app
CASE STUDIES 1: Video
CONCLUSIONS:

•It is an exciting time now in the word of social.
•Our collective grasp of once obscure and shrouded
processes are becoming illuminated, allowing marketers
to do better, more measurable work.
•Yet the ceaseless innovation within the field presents
new challenges and questions seemingly every week.
•Maintaining an understanding of the emerging trends
in social is crucial.
•

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Neli Kools At World Congress

  • 1. With offices in Mumbai & Los Angeles, BuzzMeter is a true, nextgeneration digital marketing agency possessing the experience and unique creativity to conceive and launch campaigns that measurably exceed goals.. THE ART OF SOCIAL MEDIA : WHAT BUSINESS NEEDS TO KNOW Presented by: Neli Kools, Director
  • 2. THE ART OF SOCIAL MEDIA : WHAT BUSINESS NEEDS TO KNOW 2. SOCIAL MEDIA AS A REPUTATION TOOL 3. HOW TO CREATE SUCCESSFUL CAMPAIGNS : 6 THINGS TO REMEMBER 4. INTERESTING CASE STUDIES
  • 3. WHERE DOES YOUR TARGET AUDIENCE EXISTS ? DO YOU KNOW WHAT YOUR AUDIENCE WANTS TO HEAR ? THE NEED OF IN- DEPTH DATA METRICS AND ANALYTICS FOR BETTER ENGAGEMENT.
  • 4. IS YOUR SOCIAL MEDIA SPENT EFFECTIVE ? “ IN 2014 METRICS, ANALYSIS, MARKET RESEARCH AND DEEPER STUDIES, WILL UNCOVER RICHER, MORE TANGIBLE
  • 5. OUR PROCESS 1. DEFINE GOALS 2. SET PARAMETERS 3. SET THE BENCHMARKS AGAINST WHICH TO COMPARE YOUR RESULTS; 4. CHOOSE THE BEST METRICS TO MEASURE YOUR SUCCESS, 5. DATA COLLECTION TOOL; 6. FINALLY ANALYSE YOUR DATA.
  • 6. THE QUEST TO QUANTIFY SOCIAL MEDIA IS COMPLEX BUT NOT UNSOLVABLE. “ CURRENTLY REPRESENTS 5.5% OF MARKETING BUDGETS AND IS EXPECTED TO RISE TO 8.7% BY 2016.” - WE WILL SEE AN INCREASED EFFORT TO BE DATA-INFORMED NOT DATA-DRIVEN
  • 7. “ In order to adapt to, and lead, in the digital world it requires doing things differently. “ GRADUALLY, SOCIAL MEDIA HAS EMERGED AN EFFECTIVE WAY OF PRODUCING LEADS. - KEY IDEA IS INFORM & ENGAGE !
  • 8. - TOTAL LEADS GENERATED : 95 -HOT LEADS: 35 GOAL: BRAND BUILDING, ENGAGEMENT , INCREASE SALES
  • 10. 684,478 PIECES OF CONTENT ARE SHARED ON FACEBOOK “the only thing more difficult than attempting to calculate how many that is per day, is to deliver your content in a positive and flawless manner to maximize your social reputation.”
  • 11. ONLINE REPUTATION: CLENT HANDLING vs REPUTATION CRISIS ONE SMALL STAIN OF NEGATIVE INFORMATION ABOUT YOUR COMPANY, IS ENOUGH TO CREATE DAMAGE  SOCIAL MANTRA – HEAR WHAT THE CUSTOMER HAS TO SAY  IF THERE IS A COMPLAINT RESPOND.  IF ITS TAKING TIME LET THEM KNOW YOUR TEAM IS FINDING THE SOLUTION  WITH A FEW WELL-CHOSEN WORDS, EVEN THE MOST PRICKLY CUSTOMER CAN BECOME YOUR BIGGEST FAN.
  • 12. BUSINESSES USING SOCIAL MEDIA AS A CUSTOMER SERVICE AMERICAN AIRLINES: HAS A TEAM OF - 9 MEMBER TEAM HANDLES SOCIAL MEDIA CUSTOMER SERVICE - 6 MEMBER TEAM WORK ON SOCIAL ENGAGEMENT - 24/7 SCHEDULE TO ASSIST CUSTOMERS - NEW EMPLOYEE HIRED TO ASSIST CUSTOMERS VIA TWITTER IS TRAINED IN HOW TO RESPOND “SOCIAL CUSTOMER SERVICE TEAM MONITORS OUR SOCIAL COMMUNITIES 24 HOURS A DAY, 7 DAYS A WEEK, FOR INCOMING MENTIONS. WHEN WE SEE A COMPLAINT, OUR GOAL IS TO RESPOND WITHIN 10 MINUTES AND BE EMPATHETIC IN ASKING FOR DETAILS”
  • 13. CITI BANK: SIMILAR WAY CITI BANK IS ALSO USING SOCIAL MEDIA TO CATER THE CLIENTS ONLINE. FOR SECURITY PURPOSES THEY LET THE CUSTOMERS POST THE CRITICAL INFORMATION THROUGH DIRECT MESSAGES OR EMAIL. GOT A COMPLAINT, TWEET @ASKCITI
  • 18. CREATE ORIGINAL & POSITIVE CONTENT 3 CONTENT IS KING !
  • 20.
  • 21. 5 ROI
  • 22. THE MICRO VIDEO APP - Vine vs Instagram
  • 23. UPCOMING TREND: VINE: Twitter INSTAGRAM: Facebook This is something that marketers and brands will undoubtedly be drawn to when designing user content campaigns.
  • 24. UPCOMING TREND: CHALLENGES •Businesses need to decide whether they really think that’s an important, or even appropriate environment for them to appear in. •Limited time format – worth a serious investment in time, money & manpower •Branded videos might get lost in a pool of personal videos - ‘Sunday on the beach or my first rollercoster ride’ •Advertising in Instagram videos
  • 25. CASE STUDY 1: Research showed that while men are usually involved in the purchase and labour of painting, they’re not overly enthused by the planning process. To help remedy this CIL, a Canadian paint company, created a Facebook app and invited people to create more ‘manly’ paint colour names. Notable examples include ‘beer foam’; ‘razor burn’; ‘hockey puck’; and ‘pansy violet’. Over a 45-day period and on a small budget, the campaign generated well over $1,000,000 in earned media exposure, 100 million online impressions and most importantly, a 10% increase in sales. There were: Over 15,000 paint chip names created Over 20,000 unique users And the average user spent 10 minutes using the app
  • 27. CONCLUSIONS: •It is an exciting time now in the word of social. •Our collective grasp of once obscure and shrouded processes are becoming illuminated, allowing marketers to do better, more measurable work. •Yet the ceaseless innovation within the field presents new challenges and questions seemingly every week. •Maintaining an understanding of the emerging trends in social is crucial. •

Notas do Editor

  1. …and you will undoubtedly find favor with the king.