Social is too often seen as ‘what do we put on our Facebook page?’ But the oldest marketing finding in the book is that word of mouth, from our friends, family and peers, is incredibly important in influencing which brands we notice, buy, are loyal to and recommend. So there is a huge, but often neglected, opportunity to use Social strategically, across customer journeys. So what can you do to use Social strategically, and what are the neglected tactics for getting returns from Social? OgilvyOne have been scouring the world for the most practical ways to drive sales, loyalty, advocacy and collaboration, whether you are a car brand, charity or soap powder. From the cars sold through Facebook to the logistics company that accidentally shows its customers what a bad job it is doing, Rob Blackie will show you five neglected ways to keep your CMO happy, and some common pitfalls.

1. Five ways to drive Social Value
across the customer journey September 2014

2. Why does Social matter?
• 55% higher ad recall
• 27% higher purchasing

3. What roles can Social play at different stages of the customer journey?
Awareness Consideration Purchase Loyalty Advocacy
Ambassador reach Social care
Social filtering
Social Selling
The Jimi Hendrix

4. Ambassador reach

5. What’s the problem with Fans?
• Did they join for the wrong reason?
• Are they inactive or have they never
been active?
• Binary (Fans vs Non Fans)
• Fake Fans.
• Facebook Zero.

6. Who are your ambassadors?
• Ambassador = Do anything that
advocates for you – Comments, Likes,
Shares
• 22% of Fans are Ambassadors
• 55% of Ambassadors are Fans

7. How much difference does this make?
• 2 – 5 times as many interactions as if
Fans alone are targeted
Fans Ambassadors

8. Social filtering

9. How to do this
• Use Social data to provide improved
experiences:
• Interests
• Behaviours

10. Tripadvisor
• Mass Social proof through reviews,
ratings & guides

11. Tripadvisor
• Personalised Social proof through
seeing which friends have been.

12. Tripadvisor
• Personalised + Localised advice on
which attractions to visit.

13. Social selling

14. WeChat
• 5,000,000 users of WeChat’s service in
first 2 days of 2014 Chinese New Year
• 20,000,000 envelopes sent

15. And here…
• Twitter lead gen cards
• Twitter buy button
• Facebook buy button
• Save for later
• Mobile app – Social app integration
• Amazon apps
• eBay apps
• Grocery apps
• Apple Pay

16. Social care

17. Proactive, not reactive
• Not just customer services

18. Spotting opportunities…

19. And not doing this…

20. “Great
minds
borrow,
genius
steals”

21. Social data theft

22. The most useful + in London
3,460,000 733,000

23. The most useful + in London

24. The most useful + in London

25. The most useful + in London

26. The most useful + in London

27. The most useful + in London

28. What roles can Social play at different stages of the customer journey?
Awareness Consideration Purchase Loyalty Advocacy
Ambassador reach Social care
Social filtering
Social Selling
The Jimi Hendrix

29. Questions?