We‘re not in Wonderland anymore, Alice
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Transcript of We‘re not in Wonderland anymore, Alice
We‘re not in Wonderland anymore, Alice
Rick MansSocial Media Evangelist / Strategist
Social Media is A Set of Communication and Collaboration Technologies Adopted by People in their Daily Lives
Social networks: Social structures of individuals who are bound together by common values, visions, ideas, friendships or interests
Time Spent (hours per week), US
Social communities are attracting a significant part of consumer time spent online
Base: 230,000 US Internet Users and 30,000 sites
Search
Videos/Movies
Member Communities
0
5
10
15
20
25
2003 2004 2005 2006 2007 2008 2009
Social Media is:
Human interaction in a virtual world
"Would you tell me, please, which way I ought to go from here?""That depends a good deal on where you want to get to," said the Cat."I don’t much care where--" said Alice."Then it doesn’t matter which way you go," said the Cat."--so long as I get SOMEWHERE," Alice added as an explanation."Oh, you’re sure to do that," said the Cat, "if you only walk long enough.“
http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
Social Media Goals
SMILE Activities
Supporting
Meshing
Interacting
Listening
• Help customers and let customers help themselves and others• Ensure there is a platform for them where they can find you, the brand,
and other customers
• Integrate customer feedback and input in your product cycles• Create a place where customers can provide input on your product and
where they can see the result.
• Start solving real world problems• Create an environment that promotes and enables co creation• Use a platform in which you can interact with your customers
• Doing web care is a good way to get to know what is said about your products
• Give customers a platform on which they can share their thoughts.
Evangelizing• Provide customers a home base with tools so they can promote you / your
products• Create easy promotion kits that can be reused over and over again.
Supporting: B2B community Flametree (ABN AMRO BANK) SMILE
Meshing: Crowdsourcing your business
“People-powered” mobile operator (O2 UK)
Activities like support/marketing/recruiting crowd sourced to “creators” and “contributors”
SMILE
Interaction: Instant Messaging saves money (internally at IBM)
Number of unique users per day 260,000Number of times IM used per day instead of phone 4Number of minutes per call 2.5Phone rate $0.015Average savings per day $39,000Average savings per month(20 business days per month)
$780,000
Average savings per year $9,360,000
IM is used as both a phone and email substitute. In addition to avoiding phone usage charges, organizations may also expect a decrease in the amount of email traffic and storage (and the costs associated with those).
SMILE
Listening: ComcastSMILE
Evangelizing: DisneySMILE
YOU SHOULD HAVE STARTED 6 MONTHS AGO
If you want to have success with social media right now
EVERYTHING YOU DO SHOULD AT LEAST CREATE THE BEGINNING OF A RELATIONSHIP
When you are in social media
"But I don't want to go among mad people," Alice remarked."Oh, you can't help that," said the Cat: "we're all mad here. I'm mad. You're mad.""How do you know I'm mad?" said Alice."You must be," said the Cat, "or you wouldn't have come here.“
http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
People trust people
Teens don't hate advertising, but they rely more on friends. More
than twice as many teens as adults — 38% versus 17% — say
advertising helps them decide what to buy. That may sound
encouraging, but marketers must also take into account that, at the
same time, nearly twice as many teens as adults (47% versus 25%)
rely on recommendations from friends and family. They are
also far more likely to spread the word about products they like
(67% versus 39%) Blending advertising with social marketing is
absolutely critical for marketers targeting this segment.
You need your employees to scale
EMPLOYEE ENGAGEMENT 1/3
Command and control is not really the solution to make things scalable
Guidelines
A collection of guidelines is available on http://socialmediagovernance.com/policies.php
EMPLOYEE ENGAGEMENT 2/3
Process (DELL and US Air Force)
EMPLOYEE ENGAGEMENT 3/3
"You've got no right to grow here," said the Dormouse."Don't talk nonsense," said Alice more boldly: "you know you're growing too.""Yes, but I grow at a reasonable pace," said the Dormouse: "not in that ridiculous fashion."
http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
Top 5 Social Networking Websites Based on Unique Visitors, 2005-2010
MSN Groups
Classmates
AOL Hometown
Windows Live
MySpace
MySpace
Classmates
AOL Hometown
Windows Live
MySpace
Classmates
2005 2007 2009
1
2
3
4
5
MySpace
Classmates
2010?
The World is Not Only About Facebook
But then, shall I never get any older than I am now? That'll be a comfort, one way -- never to be an old woman -- but then -- always to have lessons to learn!
http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
Average age distribution across social network sites
PLATFORM SELECTION 1/3
What are people doing online
PLATFORM SELECTION 2/3
Age distribution on social network sites
PLATFORM SELECTION 3/3
Farm with your friends
EXAMPLES 1/5
Build your platform on a platform
EXAMPLES 2/5
Ford
100 Fiestas37% of Generation Y25% marketing spend on social mediaNo Government loan
EXAMPLES 3/5
At first, the publisher didn’t see the need in publishing this book
EXAMPLES 4/5
Being girl
Procter & Gamble's Being Girl community is an online community targeted at young girls. P&G was able to use this community to market feminine hygiene products in a subtle way to an audience that doesn't want to talk about them. What's very interesting to note is that P&G found community building to be four times more effective than traditional advertising.
EXAMPLES 5/5
"Take some more tea," the March Hare said to Alice, very earnestly."I've had nothing yet,“ Alice replied in an offended tone: "so I can't take more.""You mean you can't take less," said the Hatter: "it's very easy to take more than nothing.”
http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
Illustrative Metrics
Insights
Type of Metrics
Benefits
Reach Efficiency Consumer Cross Channel
Type Simple, reach-driven Behavior and cost-driven
Attidunial and longer term
Multi- and cross media influences
Perception and engagement
Emergent
Number of hits
Number of unique visitors
Number of subscribers
Ad impressions
Number of referral
Number of comments
Time spent on website
Cost per click
Cost per action
Satisfaction with brand
Willingness to recommend
Frequency of visit
Purchase intend
Awareness
Return on marketing investment
Marketing mix modeling ROI
Customer lifetime value
Sentiment on blogs, forums
Consumer attitude
Word of mouth
Level of interaction
Number of people exposed to the social media activity
Very basic insight into actions driven by marketing
Effectiveness of spend on direct action
How consumers’ opinions are influenced by marketing
Sales/ awareness driven by specific channel investment
Influence of channels on each other and together
Longer term, more all-round view of consumer
Benchmarking
Maximizing message coverage
Cost comparisons with other online tools / channels
Improving efficiency of online spend
Improving the factors affecting loyalty
Improving segmentation
Optimizing spend across channels
Reflects real brand feeling
Suitable for multiple objectives
Metrics aren’t standalones
Alice laughed. “There's no use trying,” she said “one can't believe impossible things.”“I daresay you haven't had much practice,” said the Queen. “When I was your age, I always did it for half-an-hour a day. Why, sometimes I've believed as many as six impossible things before breakfast.”
http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
Rick MansSocial Media Evangelist / StrategistPapendorpseweg 100 UtrechtThe NetherlandsPhone: +31 6 51 21 01 44E-Mail: [email protected]: http://twitter.com/rickmansLinkedIn: http://nl.linkedin.com/in/rickmans