The Enterprising use of Social Media

Tiffany St James

4Talent, Channel 4

Global Entrepreneurs Week 2011

#4TGEW11

Hello!

Tiffany St James on most social channels

@TiffanyStJamestiffany@stimulationltd.co.uk

Coming up…

• How individuals, small businesses, government, charities and causes are now using social media to create, connect, share and engage with their audiences.   

Individuals

www.milliondollarhomepage.com

Kyle

Charities, voluntary and third sector

Social for good

http://www.goodtwo.com/

Crowdsourcing for good

Ushahidi – how it works

Ushahidi - Haiti

CausesPower to the peopleSolidarity

Power to the lobby

Dutch Transplantation Foundation

Chromorama Oyster card Data

Point #2

Gamification of data to change behaviour (or at least route!)

Showing solidarity - #IAmSpartucus

Showing solidarity - #welovebaskers

The Great Schlep

Medium and small businesses

Low budget, effective marketing

http://www.kickstarter.com/

http://www.shopkick.com/

http://twitter.com/tweetalondoncab

Blendtec – quintupled sales

Here’s what Blendtec do online

CEO Tom Dickson and the R&D team

had a practice of testing wooden

boards to test product toughness

• Retail sales up 700%• 5.8million channel views• 142.3million upload views• YouTube 330,000 subscribers• The Today Show, The Wall Street Journal

Rewired State

Radioshack

Local businesses

Big businesses

Campaigns

Brands

Who is doing it well?

Ben and Jerry’s

Copenhagen Wheel

MIT SENSEable Cities

Best Job In The World!!!

Ford Fiesta

• 100 Ford Fiesta agents

• 6.5 million YouTube views

• 3.4 million impressions on Twitter

• 670,000 Flickr photos uploaded

• 50,000 requests for info from non-ford owners

• Sold 10,000 units in first 6 days of release

• Fraction of the cost of national advertising campaign

• Next: Reimagining the way The FF get advertised

Aviva - The Big Picture

Make heroes of your customersEnable mass market play w supersize rewards

Heineken Facebook Music Matcher

Using your “fans” data, to add value to themCampaign hooks: sharing a necessity for competition entry

Vodafone TweetFields

Identify Influencers, Monitor Trends

& Curate Information

Chatroulette

• The element of surprise: Chatroulette

Pepsi Refresh Project

• What is the project all about?

Old spice continual campaign optimisation

Smirnoff Sensations (RFID)

VW Fox – #foxatplanetaterraInteractive Treasure Hunt – Twitter Zoom

Mercedes Benz Tweet Race

Interaction betweendigital & real world

30,000 active participants

in a Twitter fuelled

RACE

Keeping Keeley

T MobileSimple Ideas are easily spread

70 million

Youtube views

Hyundai - Projection Mapping

What can we learn from all of this?

The tipping point framework works

Consider how you can….

• Identify, empower and enable your advocates

• 90 – 9 – 1

Social Rank - Klout

Social Rank – Peer Index

Social Media MUST address

business objectives

Human ResourcesBusiness Intelligence

Public RelationsCustomer Service

Direct Sales

Set an objective

Listening

Audience insight, understanding views

Buzz generation

Stimulating discussion, encouraging sharing

Discussion & Response

Driving take-up, asking for feedback

Co-production

Working with a community to produce a resource

Source: Helpfultechnology.com

Ensure you have good social content:

• Friendly voice and tone

• Consistent language across channels

• Helpful and timely

• Meaningful

• Relevant

• Entertaining

• ..... Would you want to pass it on?

Have a digital code of conduct

• Be credible

• Be consistent

• Be transparent

• Be relevant

• Be an ambassador for

your organisation

Have a social media policy

• Purpose

• Principles

• Statement of ethics

• Context for organisation

• Tools and services

• Professional and personal use

Television

Microsite Blog

Social Media

Documentaries

Print

Digital

Experiential

Connect your digital and social presences

Source: Euro RSCG London

Measures of success - KPIs

Outputs

How many visits, referrals, subscribers, loyalty, web analytics, bounce rates

Outtakes

Message and experience for user satisfaction, measuring change of attitude

Outcomes

Action - what do you want the user to do?Source: UK Govt COI Interactive services

Key activities for you & your clients

• Listen, monitor and gain insight on what is being said• Build an interested community• Manage reputation• Promote initiatives and campaigns• Engage with influencers• Idea creation• Market testing• Product testing• e CRM – full service customer relations

Thank you!

Tiffany St James on most social channels

Let’s keep talking…. @TiffanyStJames

Slides on http://slideshare.net/tiffanystjamestiffany@stimulationltd.co.uk

With kind thanks to..• Colleen Carrington• http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-

tipping-point-framework-4539106

• Social Lens• http://www.socialens.com/wp-content/uploads/2009/04/20090127_case_blendtec11.pdf

• Global Web Index Oct 2010 - Trust has changed

• Carringtom Quantcast data May 2010 - Social networks how people spend time

• Forrester and Gartner research various

• Steph Gray: Helpful Technology