2. We do a little bit of everything in Social CRM, but our work focuses on 4 main areas.

3. We serve global and regional clients, including some of the ones listed above.

4. 2010 was an interesting year full of disasters, entertainers and new product launches.

5. The Chilean miners, the Haitian earthquake, the BP oil spill, Bieber Fever, The World Cup were all in the top 10
trending topics in Facebook status updates. It was the year the iPhone 4 and the iPad were launched, which
were also top trending status updates. But most used phrase in all of Facebook in 2010 was…

6. … a 3 letter acronym http://www.facebook.com/blog.php?post=466369142130

7. HMU stand for “Hit Me Up” , The term encapsulates the current state of multi-channel communications that is common among many
people in the world. It’s used instead of, call me, text me, email me or Facebook me. Hit Me Up implies… “contact me in the most
appropriate way for you at the time. It’s a call for contextual communication.

8. PEOPLE COMMUNICATE USING THE
MOST APPROPRIATE METHOD AVAILABLE
Skype is ideal for connecting with people overseas, under-the-table texting is common in
meeting rooms, a whisper is still the best form of private communication in public setting. The
most appropriate way to communicate will vary by time of day, topic and personal preference.

9. RECEPTIVE
+
RESPONSIVE
HMU means marketers need to understand when people are most receptive as well as
responsive People are more receptive during certain parts of the day. It’s easier for them to
passively take in information, then it is to participate. Responsive times tend to increase
during global events. Before and after work are also good examples.

10. According to Vitrue, Monday-Wednesday communications result in better click-through-rates.
The reasons may vary. Marketers must learn now only how to engage consumers, but also
when to engage them. A little bit of measurement and trail-and-error go a long way.

11. HUMAN
INTERACTION
In a complex world of virtualized communication,
the best forms are still based on basic human
interaction. The technology may change, but people
remain the same.

12. HUMAN
INTERACTION
The infrastructure of a networked society doesn’t change the reasons why we
communicate. The best marketing is the kind that doesn’t feel like it.

13. The infrastructure supports massive movements. People gather around ideas in these types of
networks. Entertainers like Lady Gaga and Justin Bieber are part of a new generation of people who
were lifted fast into global fame like none before them. It’s every marketers dream to use the existing
infrastructure to it’s full potential, but unfortunately, those types of lightning strikes are rare.

14. UNDERSTANDING
THE LANDSCAPE
CREATING THINGS
TO PUT INTO IT
Marketers will have a better chance of “Hitting Up Consumers” if they focus on two
things. 1. understanding the landscape. How people behave and the environment in
which they behave in. 2. Creating things to stimulate that environment.

15. Let’s pause for second. It’s easy to get lost in the theoretical, so let’s get practical. Ffocus on simple human
behaviour and your’ll be on the right track. Another point the makes social an easier concept to grasp, is that it
rarely works well alone. Think of it as a paired concept. Like Social CRM, Social + Email, Social + Tracking. You
always need to pair it with something to get the most out of it. Don’t use social by itself.

16. CONTEXT
CONVERSATION
CONTENT
Managing multi-channel relationships involves listening and consumer insights in order to get an understanding of
how you consumers are using digital technology. Creating content and real world experiences that align with the
audience insight and digital consumption. And lastly, managing the conversation and directing the desired behaviour.

17. CONTEXT STARTS WITH LISTENING
YOUR BRAND YOUR AUDIENCE
Unique
COMMON Travel
Premium
GROUND Discovery Find your
Find your Sophisticated
Art audience
brand’s Refined
Environment
salient Exclusive (ideas, passion
activities & Global Issues
points. What Story
presence) Finances
points that
Values relate to
are your
superlatives your brand
Managing multi-channel relationships starts with listening. Listening internally to match your brand’s most salient
points that align with your audience’s passion points. There’s a sweet spot where you both can co-exist. Brand
activities, Content, and key words should align with the common ground between brand and audience.

18. CONTEXT STARTS WITH LISTENING
Example: Zacapa is a premium rum (£50-100 per bottle) that’s comfortable in spaces normally occupied by wine and
whiskey connoisseurs. We listened and found that our product could behave like a cognac. Listening also revealed that the
influential affluent males could help us spread the word. So, we reached out to key opinion and bloggers leaders in travel,
wine, whiskey and other circles and developed a program that rewards discovery of the brand in unexpected places.

19. HMU also forces us to look at content and develop strategies that make use of all available content, while giving it
context that consumers will react to. Planning good content requires a solid foundation including ways of sourcing
content, governance, strategy and a method of evaluation.
All brand User Content Relevant
and From 3rd Party
agency
Co-Created Generated Curated
Content Content Partners Content
content Content
Sourcing Governance Strategy Evaluation
CONTENT WORKS BEST
WITH THE RIGHT CONTEXT
CONTENT

20. Example: For Baileys, we listened an noticed that contextual posts about the weather or the Royal Wedding were
popular with our audience. We increased topical content to include “taggable” images for St. Patrick’s Day and ended
up growing the group by over 35K in week without a media spend. The group was one of the first alcohol brands to
surpass 1M Fans. We continue to use contextual activity to engage our audience throughout the year.
CONTENT WITH THE RIGHT
TIMING WORKS BEST
CONTENT

21. We also try to optimize content to align with Facebook’s Edgerank algorithm in order to be relevant and increase the
likelihood that we are relevant to our audience.
Affinity: Content Weight: Time:
How often you and
How old the
your friends Types of content are published
interact on the weighted based on content is
platform the past interactions
of that type of
content
CONTENT WORKS BEST
WITH THE RIGHT CONTEXT
CONTENT

22. With Content it’s important to treat all communication across channels as different parts of the same
conversation. A central idea that works across platforms is needed In order for social CRM to be
effective. Remember to appeal to the human need for interaction and try appeal to the senses if you
want your conversation to move through the web.
CONVERSATION

23. CONVERSATION
We measure conversations using tools like bit.ly, hashtags and social monitoring tools. When we map the data against activity, find
that solid email campaign can drive more traffic to Facebook or a web site than a TV advert with a weak call to action. Competitions
also work well. The most effective campaigns today connect communications dots. They use conversations to direct traffic to the
desired results. It’s as easy as connecting the dots, but often infrastructure issues prevents seamless integration.

24. CONVERSATION
It takes a lot of effort maintain mass conversations. A good way to expedite the process is to recruit influencers. It’s always a
good idea to build relationships with key influencers in your category. Finding them may take some time, but owning these
relationships is vital to spreading messages across vast networks. Different influencers require different forms of compensation,
some don’t require any. It’s a good idea to keep a fund for unique requests.

25. IN SUMMARY…

26. Social is a paired concept. Don’t
use it on its own.

27. KEEP IT
SIMPLE:
FOCUS ON
HUMAN
INTERACTION

28. CONTEXT
CONVERSATION
CONTENT

29. Luis Carranza, Head of Social Media
Chemistry Communications Group
luis.carranza@chemistrygroup.co.uk THANK
YOU
Direct Line: +44 (0)20 7751 3506
@adcentered
www.adcentered.com
adcentered@yahoo.com
FOR YOUR
TIME