NRMA social media program reaches 4.6M interactions
•Transferir como PPSX, PDF•
0 gostou•399 visualizações
A presentation by Steven Bradley - Digital Communications Manager at NRMA, Sydney Australia for the 2011 Customer and Loyalty Show.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (11)
Semelhante a NRMA social media program reaches 4.6M interactions
Semelhante a NRMA social media program reaches 4.6M interactions (20)
Último
Último (20)
NRMA social media program reaches 4.6M interactions
- 1. NRMA social media program 2010 / 2011
- 2. Agenda Social science NRMA’s objectives Clouds Case studies Year 1 Outcomes What’s next Social media program 2011
- 3. First … A social media program covers Technology or media that allows people to have a two way conversation Human behavioural campaigns that evoke an emotion [biochemical (internal) or environmental (external)] The problem “who talks to whom about what, and with what effect” Paul Lazarsfield 1940 (American sociologist). Social media program 2011
- 4. The science of social networks Small Worlds 1960’s: Milgram and Travers “small world” experiment 300“letter chains” to reach 64 targets Led to “six degrees” phrase 6 Degrees – web edition 18 Targets around the world, 24,163 chains, 166 countries, 400 targets Social scientists reviewed Patterns of ties (J. A. Barnes) groups such as tribes, families and social categories. Other notable works by social scientists such as S.D. Berkowitz, Stephen Borgatti, Ronald Burt, Kathleen Carley, Martin Everett, Katherine Faust, Linton Freeman, Mark Granovetter, David Knoke, David Krackhardt, Peter Marsden, Nicholas Mullins, AnatolRapoport, Stanley Wasserman, Barry Wellman, Douglas R. White, Duncan Watts and Harrison White Social media program 2011
- 5. Example nodes and networks Social media program 2011
- 6. Example nodes and networks Social media program 2011 NRMA Motoring and Services Tatts Group NRMA Group School Friends RACV / RAC NRMA Travel IAG Advertising Agencies Overseas Network Virgin MySpace
- 10. Nodes of Facebook MySpace Wife’s School Friends Randoms Virgin NRMA Thailand School Friends Burma School Friends Knox School Friends NSW Lotteries
- 11. Weak and strong ties
- 12. NRMA’s view 2010 / 2011
- 13. The point NRMA’s issues to solve Lack of voice and brand chatter Lack of reach in social networks Product offering awareness Membership more then just roadside assistance (issue derived from frequency to use the core product) Declining apparent relevance of roadside assistance Relevance to under 40’s (brand your parents and grand parents used) Mixed product messaging; Safer Driving School, MotorServe, Car Loans, Batteries, Partnerships … etc Not an exactly Red Bull Social media program 2011
- 14. The clouds Social media program 2011 Visual Clouds> click
- 15. The doing – Year one platforms Social media program 2011 Wordpress - Blog Wikipedia - Brand and personalities Youtube - Car reviews, entertainment and brand Flickr - Car photos Digg - Motoring and Travel Slideshare - Presentations Google Places - Product, brand, ratings and reviews Facebook Places - Check in and comments FourSquare - Check in and tips Linkedin - Brand Facebook - Membership, car reviews, motoring advice and travel Twitter - Motoring, Membership, car adive and customer service
- 16. Case Studies 2010 / 2011
- 18. 14,000 + fans (started 2010)
- 19. 700,000 + post views
- 20. Music concerts, movie premiers, giveaways NRMA youth snap shot
- 21. NRMA youth snap shot
- 22. Lacta personal brand - Greece
- 23. Mercedes-Benz Tweet Race - Germany
- 24. PowerAde live Football tweets – South America
- 25. Koktebel Brandy Glass Piano - Ukraine
- 26. Playboy Viral Bunnies at home > content warning!
- 27. The result – 4.6 million interactions Social Media Reach Score 2010/11 Period: Year One The NRMA group has a number of social media programs covering Facebook, Twitter, YouTube, Flickr and the Motoring Blog. The NRMA Social Media footprint is defined by reach = Facebook post views (FPV) + Facebook tab views (FTV) + Twitter reach (TR) + Youtube video views (YVV) + Flickr photo views (FPV) + Blog visits (BV). Facebook fan growth July 2010 June 2011
- 28. Example of the loop
- 29. Social campaigns are built this way Our Seven Social Campaign Concepts Check List Searchability (unique content and concept but with search volume) Shareability (HC-I and user interface requirements) Cool (you would associate yourself with it) Network effect (appeals to strong and weak ties) Emotive (got to leave you feeling happy, angry or sad) Able to conduct modelling of information diffusion in implicit networks (adoption) Influence maximisation (countermeasure to information overload theory)
- 30. Further reading