Time Series Foundation Models - current state and future directions
Lithium Likes to Loves Tour Sydney
1. Building a Brand Nation
October 12, 2011
Vice President, Asia Pacific
Lithium
greg@lithium.com
@gregtjoy
We’re Tweeting! Join
the conversation at #L2LTour
11. Building a Brand Nation
October 12, 2011
Vice President, Asia Pacific
Lithium
greg@lithium.com
@gregtjoy
We’re Tweeting! Join
the conversation at #L2LTour
12. Building a Brand Nation
October 12, 2011
Director, Social Media
Reprise Media
@midas007
We’re Tweeting! Join
the conversation at #L2LTour
13. Your search for results is over
From Likes to Love!
Midu Chandra – Director Social Media
14
15. We are a global network specialising in Search & Social
OSLO
STOCKHOLM
AMSTERDAM
COPENHAGEN
LONDON
WARSAW
TORONTO BRUSSELS
BOSTON FRANKFURT
SAN FRANCISCO PARIS
MADRID MILAN
NEW YORK BEIJING
LOS ANGELES ATLANTA
DELHI HONG KONG
MUMBAI
BANGALORE KUALA LAMPUR
SINGAPORE
SAO PAULO
SANTIAGO
SYDNEY
16. We work with…
FMCG TECH & ENTERTAIN TRAVEL GOVERNMENT
RETAIL FINANCE OTHER AUTO
17
17. Brands can join in
Listening Analysing Social Day to Day
Build your plan & Brand & Campaign
unprompted to Media and Community
Measure the ROI Amplification i,e,
what customers providing Engagement &
of Social Media content creation
are saying marketing development
insights
Social Identification & Social Community
Measurement
18
19. SM integration in the Marketing Mix
Brand & MarComms activity
We believe “Constant Beta
Brand & facilitates improvements in
Strategic Marketing the creation of products,
services and comms that lead
to better conversion ,
Sales & Tactical retention and
Community
Marketing brand love.”
Retention
20
20. Social Media – a hot topic
why?
Because of really, REALLY BIG numbers
21
22. Australian social media usage
13 hours
The amount of video uploaded on YouTube every minute.
5,000,000,000
The number of minutes spent on Facebook each day.
11,000,000
Is the number of Australians actively using social media.
5,000,000
The average number of tweets on twitter each day.
23
23. Social Media – trust trumps all
trust between peers drives 38x
the results of standard advertising
clickthrough rate for the average banner advert
forrester 0.09%
clickthrough rate for average friends facebook
wall post
vitrue
6.49%
24
28. Mobile & Social Media
At the recent Yahoo Connect Forum survey results came in showing that
consumers are multitasking while watching television programs. 80% engage
with their mobile device while watching TV.
- 34% engage with content not related to what they are watching
- 26% visit a Web site related to a commercial
- 25% use a search engine to look up information related to a commercial
- 25% view content related to the program they are watching.
Connection and content are the main drivers of multitasking.
29
29. but note that social media is NOT just…
facebook
youtube
twitter
web applications
forum monitoring
media selection
comment seeding
instant messaging
crisis management
30
30. Australia’s Relationship with Social Media
We understand Social Media is a mainstream medium
Most business are creating a footprint
Marketers are focused on Branded Content
PR professionals are focused on Brand Reputation
Digital Teams are focused on Customer Service
31 “The challenge is how do we take all these aspects and relate them back
32. What can social do?
• Drive top of mind awareness
• Identify influencers and brand advocates
• Provide Audience understanding & Marketing Insights
• Build brand love & engagement (i.e. consideration)
• Generate sales
2010 Awareness survey of 300+ brands engaged in social media
33
33. Social Ecosystem – Social CRM
Forums
Properties Wider web
Affiliate
Social
Media
CRM-
Forum/
Mobile Ideas
sharing Other
Events
Website Sponsorship
Website
Integration
Social CRM
PR Blog
Blogs
Customer
Service and
Support
Content Moderation & Monitoring
Listening and Feedback Engine
Reputation Management
Home Base Outposts Passports
Priority: 1, Time Budget: ~50% Priority: 2, Time Budget: ~40% Priority: 3, Time Budget: ~10%
34. Creating the SM Funnel
• Brand
• Share of Social Conversations = Social Brand
• Mentions/ All Relevant Conversations
• Customer Service
• Items resolved via the community directly
& indirectly
• Sales/Leads
• Place Social Leads into your traditional CRM funnel
35
35. Based on business
objectives & your Social CRM
you can report back
on what social media is
delivering in terms of:
Community Health Index
& Brand Health Index
•Brand - Social Reach
•Customer service (i.e. call deflection)
•Lead gen and sales
36
37. Marry Me Microsoft
One man, one week, one wedding, once PC
Direct Enagement
• The social media assets were built in 10 days
• Over 400 directly engaged couples entering the promotion in 4 days!
• Shortlisted one lucky couple: Mike and Jenny
Online Engagement & Amplification
• We have had over 5,000 votes on our 3 couples over a week
• We have more than doubled the Windows Australian Facebook fan base!
• We generated over 100,00 organic impressions within Facebook in just 5 days
• TV morning shows, news programs and radio stations have been crossing to the
live site daily and there’s huge amounts of social media buzz – 3:1 Reach
• A X% increase in Sales Volume of Windows product during campaign
“This is a great example of best practice, integrated marketing – cross-product, cross-
discipline, cross-division, cross-media! Simply beautiful consumer story-telling that is
capturing the imagination of literally hundreds of thousands of Australians.”
Cathy Jamieson
Head of Corporate Communications-Microsoft Australia
39. Building a Brand Nation
October 12, 2011
Director, Social Media
Reprise Media
@midas007
We’re Tweeting! Join
the conversation at #L2LTour
40. Building a Brand Nation
October 12, 2011
Online Community Manager
MYOB
@MYOBteam
We’re Tweeting! Join
the conversation at #L2LTour
41. Enabling Connected Businesses
- Through peer-to-peer support communities
Presented by Su Amaranayaka – Online Community Manager
October 2011
42
42. MYOB is the leading provider of business management
solutions in AU & NZ
MYOB delivers software and services that simplify
accounting, payroll, tax, client management, websites, and
much more, for all type and sizes of businesses.
MYOB employs over 800 professionals and has helped over 1
million business owners and their accountants to focus on
what they love
43
44. Business in AU & NZ
Passionate about my business
and being my own boss
Strength in professional/trade
skills, drive and agility
Weakness in specialist skills
Finance – 70+% use ext. accountant
IT – Usually consumer level skills
45
45. Business in AU & NZ
Total ~2.5 million businesses
96% < 20 employees
~60% have no employees
(1) abs.gov.au and NZ stats
46
68. Building a Brand Nation
October 12, 2011
Chief Community Officer
Lithium
@cothrel
We’re Tweeting! Join
the conversation at #L2LTour
Notas do Editor
We’re here to tell you that it’s okay
And it’schanged a lot.Silicon Valley
In a brand nation, your customers are part of what you do – deeply involved.
Production – Create branded social profiles & custom applications to engage consumers online.Community Management – Provide resources to manage the LEGO brand social profiles. Social media buying – Support social profiles with specialised social media advertising.4. Advocacy & Blogging Programs – WOM activity at a personal or commercial level to generate buzz and drive traffic to social profiles. 5. Consumer Insights & Social Listening – Explore consumer behaviour and gain insights into product and service.
Development of a social media funnel and CRM
Speaker notes: In the past 20 years MYOB has helped over 1 million business owners to focus on what they love. They went into business because they had a passion for something – that’s usually not figuring out how to most efficiently use technology to keep their accounts and other business records up to date. At MYOB we see that as our our job.
Speaker notes: These businesses succeed due to the passion of their owners and their pursuit of their craft/trade/profession – which is where they excel. They are challenged in the specialist areas of ‘Finance’ and ‘IT’ and aren’t large enough to justify hiring specialists. They do work closely with their external accountant but tend to call on them 2-3 times/year for sorting out their tax and some of the bigger picture items. For the rest of the year they’ve got to figure out the complexities of doing business themselves.
Speaker notes: The vast majority of businesses are quite small. The business owner wears many hats and has to be a generalist. Customer facing work consumes most of the daylight hours, so it’s often left until late evenings to tackle the admin. It can be a challenge for owners of smaller businesses to fit their administration work in with the traditional ‘office hours’ of banks and others. If they’ve got questions on how to tackle a business challenge they can’t just have a ‘watercooler’ conversation with a colleague, as happens in larger businesses. They are in many ways isolated and can lack a ready community to tap into.
At MYOB – we have a vision. And it is to make business life easier by enabling connected businesses. Our suite of products and services free small businesses owners from being tied to their computers ball and chain to effectively run their businesses by providing access software and data at any time, anywhere and on multiple platforms including iPad and iphone applications.Community forums are central to the delivery of connected business as it is tool to enable connectivity– providing those small business owners that ‘water cooler’ experience where they can discuss their business issues in a safe environment and be provided with supported. Online communities are invaluable to time poor, task heavy people – because it enables them to get support in their terms from people who are in a similar situation as themselves.This is especially crucial since MYOB can’t possibly know everything... so encouraging a community generates synergies and greater learning and sharing. Other small business owner may have better domain knowledge about specific business pain points.
So – when we launched our public facing forum in June 2010 – we’d had a MYOB partners only forum for many years before – indeed I think we may have one of Lithium’s first customers here in Australia – we had some key metrics we needed to achieve on. And at MYOB we are very focused on measurement as what get’s measured – get’s managed.Our objected were:1. To build a thriving community – not just one that has many visits, but also one that has plenty of posts, loads of discussion and page views.2. Provide 24 x 7: Support MYOB is not able to offer live 24x7 live service, but with the online community forum gives us 24x7 capability. We have partners and clients connecting online 24 x 7.3. Build a robust data based of product knowledge - We know that 90% of users who visit a Community forum do not post or interact actively online – only 9% post occasionally and 1% become active participants. It is important that we build effective support for those lurkers by having a robust database of searchable product knowledge. 4. Clients love to use self service – so better for them... they get what they need and that means that when folks want to contact us directly... we have more time and flexibility to really chat and connect etc. MYOB gets fewer calls... so that means we can really focus our resources into better quality interactions for our clients etc...
And we have been quite success full:We have in excess of 35,000 Uvs a monthOver 400 posts per weekNearly 200 registrations per week Over 45,000 page impressions a week And the deflection of calls into our forum of between 6% - 10%
In August, we conducted a usability evaluation of our forum to understand how we could deliver a better customer experience for our forum users. We’ve identified some key areas of improvement including:Enabling customers to post their question straight from the home pageRe-assuring users that responses are from joe blow – but rather MYOB partners who have extensive experience on our productIncreasing the awareness of the existence of the Community Forum – we need to increase it’s promotion and drive home the value of the serviceDeliver 15% call deflection from the call centre by the end of Dec 2011
# total interactions on our platform.
What and How
Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff
Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff
Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff