Post on 28-Jan-2015
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Tweeting Social Stuff21.09.09 A presentation to:
Marketing Event
nick.gill@fivebyfivedigital.com@nicholasgill
Nicholas GillHead of Planning
Five by Five
slideshare.net/bluurb
@nicholasgill
@fbfdigital
Graeme FordHead of Insight
Phones 4U
@graemeford
@phones_4U
Social media has disrupted the conventional marketing model
People are one click away from the perfect job, the ideal product, a damning video diary or the 5 star review
But it’s not about blindly rolling out the latest, must-have tactics
Brands need to strategically navigate through social media…
Trends
ContentExplosion
Fragmentation &distribution
Interactivity,participation &
control
Source: IAB Europe Interact Congress 2009
Content SupplyChain Evolution
Real time
Social media is powering & accelerating these trends
The 60’s and 70’s were all about products and how to advertise them
The 80’s and 90’s were all about brands and their balance sheet value
Then it all went digital
Now it’s all gone social
Engagement has already shifted
Social media is already culturally accepted
Source: Forrester & The Guardian
65% of time spent in social/entertaining space
Social Media
Feeds/Filters
On Demand
SharingReviewing
Press
TV
Outdoor
Gaming
DestinationsMobile
Connecting
RSS
On-demand (iPlayer, 4OD,
Hulu)
PVR
Interactive TV
Social viewing / Participation
TextBluetooth
Live interaction
QR codes
Video ad innovation
QR codes
Ratings
Reviews Liking
Distribution
Bookmarkingemail IM
VOIP (Skype)
Life-streaming (Twitter)
FriendingWi-Fi
MMS
Surfing
Bluetooth
GPS
MP3
Entertainment (radio, video,
music)Search
Networks
Life-streamingPublish (blog)
Forum
Widgets
Meme
Crowd-sourcing
Virtual WorldsLive casting
Console
HandheldCasual
SurfingTV viewing
Camera, DVD, Blu-Ray
MMO
ARG
PortalsNews
Personalised start pages,
iGoogle
Brand sites
Where’s Twitter?
Tweets so far?
Source: http://popacular.com/gigatweet//
1,382% increase YoY
Source: Nielsen, 2008/2009 stats
7 million unique users
475,000 1 year ago
7 mins average engagement
But it’s all celebs right?
Who uses it?
Who actually uses Twitter?
Source: comScore
Where?
Source: Social Media Library
Multiple tools for managing
Promote products & services
Customer Service
Extend event participation
Strategic approach?
Source: Applicant.com
Simple is better
ENGAGECREATEFOLLOW
Social Media Strategic Framework
Source: Steve Sponder @stevesponder blog.stevesponder.comCreative Commons: Attribution-Non Commercial-No Derivative Works 2.0 UK: Engalnd & Wales License
Social Media Strategic Framework:Reputation Management \ Listen & Engage
Social Media Strategic Framework:Reputation Management \ Listen & Engage
Identifies, informs and inspires
Identify
Discover the volume of conversations
Track volume, sentiment and media-mix
Identify influencers
Benchmark against competitors
Understand the subject
Listen to what they’re saying
Provide a platform to engage
Inspires & inform
Business strategy Marketing strategy HR communications strategyNew product developmentDigital strategy Social media strategy Social currency(e.g. brand entertainment, brand utility & co-
creation)
Brand outpostsWebsite strategy
Do something interesting
Social Media out performs paid for media
#ChelseaCL Twitter engagement
Converted to advocacy
Samsung Football mentions on a par with other major brand endorsements
such as Nike and Adidas
And way ahead of Puma Motorsport
Activated in blogs, communities, forums
High profile promotions
All add up to improved SEO
Blogs29%
Promotions &partnerships
47%
6%
1%
1%
9%
7%
forums
Social media response split
Crowdsourcing the Samsung i8910HD
@jasonbradbury: I’ve got a Samsung i8919HD phone to give away! FREE! I want ideas for Twitter/my blog 4 how to give it away!?
@jasonbradbury:.. or how about #ZombiePhone. I pick from the best #ZombiePhone images of you acting like a living dead next to your old, dead phone?
@sarahjane365: #ZombiePhone I think I would win since I have about ten old dead phones in my possession
@madgerald: Love the #ZombiePhone idea
@jasonbranbury: Your ideas rock - but I like #ZombiePhone. So here come the rules of the competition!!!
@jasonbradbury: #ZombiePhone. 1) Free phone to best pic of undead phone & user 2) use hashtag 3) I pick my fave 9.30am Monday 10 Aug.
Twitter outperforms forums (surprise) (our usual place)
@GHWT Twitter profile was set up in April 2009
2,077 followers as of 23rd July 2009
Organic growth no promotion
Average growth per day = 60 followers
181 updates which averages at 1.2 updates per day
‘who is you favourite guitarist?’‘what is your favourite guitar solo?’‘how many of you out there played guitar hero last night?’
Engagement driven by passion points
Advocates
Comments & Suggestions
Customer service PR
Social media adoption
Social media adoption
nick.gill@fivebyfivedigital.com@nicholasgill
bluurb.wordpress.comlinkedin.com/in/nicholasgillfacebook.com/nicholas.gill
slideshare.net/bluurb
Continue the conversation
Over to @graemeford…
Social MediaGraeme Ford | Head of Insight | Phones 4u
About Phones 4u
• Who are we?
• What do we sell?
• What are our retail channels?
• Who are our key customers?
• What is our advertising strategy?
• When did we start using social media?
Why Social Media?
Our main objectives were to:
• Become more approachable
• Gain insight into digital lifestyles
• Establish communication on a one-to-one basis
• Reduce share of negative voice online
• Increase word of mouth recommendations of exclusive products
• Increase brand awareness of advertising campaigns
• Rival our competitors for share of voice online in the mobile industry
• Reduce multiple voices
• Solve customer complaints / questions
• Educate mobile users on products and services
Strategy
• The uBar is a unique insight platform established to provide two-way dialogue between ourselves and the customer (www.theubar.co.uk)
• Users can participate in various research topics, and also interact socially with each other, while also being able to speak to us directly about what they think of the industry
• Through the uBar, we conduct monthly omnibus surveys to capture the changing needs of our consumers to ensure we deliver their needs and have future insight into the market
• The uBar will also act as a platform for testing the
latest products and services
uBar
• Good demographic spread covering the majority of our key segments in the 13 to 29 year old market
• Large amount of Phones 4u groups already on the network
• Key platform for launching face-to-face social events
• Great place to share new product exclusives
• Users can upload their own pictures and videos to the site
• Conduct research via polls
• Utilisation of Facebook adverts to drive traffic
• Build third party applications
Popular People ‘Yes No’ Campaign
Facebook ‘Yes No’ Campaign
Facebook ‘Yes No’ Campaign
Facebook ‘Yes No’ Campaign
Hop Farm Festival: July 4th-5th 2009
• Partnered with our media agency
• Ticket giveaway exclusively through Facebook
• Seeded on top festival forum sites
• Facebook targeted adverts
• Share content back on site
Facebook Events
N-Dubz VIP Party: September 17th 2009
• Partnered with Blackberry and Kiss FM
• Tickets only available exclusively through Phones 4u
• Facebook targeted adverts
• Competition promoted in-store to drive traffic
• Share content back on site
The Brand Awareness Model
• Used for PR announcements
• Resolving customer complaints
• Promoting exclusive events
• Talking to customers about lifestyle trends
The Ecommerce Model
• Selling excess stock / limited stock
• Promoting exclusive online deals
• Promoting new sections on our website
• Handset reviews
• Special Contract offers
YouTube
• Increase brand awareness
• Summer ‘Popular People’ campaign launched on YouTube
• Recently launched our new ‘Box Wars’ campaign for Christmas
• Allows users to comment on new campaigns
• Find out who seeds our video
• Uploaded all our advertising history
• Linking to other users videos
• Running competitions
Blogs
• Google Alerts and Meltwater used to track brand mentions in Blogs
• Identify key blogs and bloggers
• Once identified, we make contact to see how we can help each other
• Release exclusive content to bloggers
• Blogger nights out in London and Manchester
• Build relationships with young up and coming bloggers for online exposure
Linked-In
• Build your company profile
• Befriend social media professionals
• Get Involved in social media discussions
• Got a question? Ask the experts
• Got an answer? Help others
• Find social media conferences
• Start your own business groups
• Social media job listings
Resources
Book:Twitter Means Business by Julio Ojeda-Zapata
• Introduction to Twitter for businesses
• Company case studies
Online Source: Mashable.com
• Social media news
• Twitter and Facebook guidebooks
Presentations: Slideshare.net
• Search, upload and share PowerPoint presentations
• View webinars
Contact Details
Email: graeme.ford@phones4u.co.uk
uBar: www.theubar.co.uk
Facebook: www.facebook.com/graemeford
Linked-In: www.linkedin.com/graemeford
Twitter: www.twitter.com/graemeford
Graeme Ford
Head of Insight | Phones 4u