2. Today’s workshop
• Introduction to social media for engagement
• Understanding our audience
• Support, reputation management and engagement
• Communities and networks
• Innovation through crowdsourcing
• 4 principles for social media engagement
9. Persuasion windows open…
• When you are in a good mood
• When your world view no longer makes sense
• When you can take action immediately
• When you feel indebted because of a favour
• Immediately after you have made a mistake
• Immediately after you have denied a request
Stanford University, Persuasive Technology Lab, 2003
14. Key challenges we face
Increasing distraction Increased expectation New communities New authority models
15. Key challenges we face
Increasing distraction Increased expectation New communities New authority models
Simplicity and Insights and Partnerships and Openness and
persuasion personalisation involvement authenticity
Engagement through Social Media
16. The growth of social media
• Average UK visitor spends 5.8 hours per month on
social media
• 23% of all European internet users visit a social
networking site at least once a month
• 80% of those that read reviews are directly influenced
by them
– i.e. the reviews had either confirmed their initial
choice or changed their mind
• 78% of web users trust recommendations from other
consumers more than adverts
Sources: Econsultancy Internet Statistics Compendium; Hitwise blog
18. Planned marketing spend
Social network marketing 20% 48%
Emailing to house lists 14% 48%
Paid search on Google, Yahoo! Etc. 33% 27%
Telemarketing 22% 18%
Online display advertising 43% 16%
Mobile marketing 20% 13%
Direct mail 52% 12%
Event marketing 57% 8%
Radio / TV ads 83% 6%
Emailing to rented lists 43% 6%
Marketing Sherpa: Marketing
Print advertising 60% 4% and the Economy, Sept ’08
19. Social media engagement levels
<6 channels >6 channels
Mavens
Microsoft
Sony
Selectives
HP
Visa Butterflies
Mercedes
Heinz
Wallflowers
Sources: Engagement bd Report, July 2009
20. Social media engagement corrolates
to financial performance
Sources: Engagement bd Report, July 2009
22. Objectives
• Listening
use social media for research and to understand.
• Talking
use social media to spread messages about your
company and products.
• Energising
find your most enthusiastic customers/employees and
supercharge communication and innovation.
• Supporting
set up tools to help customers/employees support each
other.
• Embracing
integrate customers/employees into the way your
business works.
23. 10 minute exercise
How do you want your relationship with your
audience to change?
Which of the following best suits your objectives, your capability and
your customers’ needs?
• listening, talking, energising, supporting, embracing
Split into groups and discuss.
Present one technique each back to the group
29. Social technographics ladder
• Creators
– Publish a blog
– Publish own Web pages
– Upload video created
– Upload audio/music created
– Write articles or stories
• Critics
• Collectors
• Joiners
• Spectators
• Inactives
30. Social technographics ladder
• Creators
• Critics
– Post ratings/reviews
– Comment on someone else’s blog
– Contribute to online forums
– Contribute to/edit articles on a wiki
• Collectors
• Joiners
• Spectators
• Inactives
31. Social technographics ladder
• Creators
• Critics
• Collectors
– Use RSS feeds
– Add tags to web pages or photos
– ‘Vote’ for website online
• Joiners
• Spectators
• Inactives
32. Social technographics ladder
• Creators
• Critics
• Collectors
• Joiners
– Maintain profile on social
networking site
– Visit social networking sites
• Spectators
• Inactives
33. Social technographics ladder
• Creators
• Critics
• Collectors
• Joiners
• Spectators
– Read blogs
– Watch video from other users
– Listen to podcasts
– Read online forums
– Read customer ratings/reviews
• Inactives
34. Social technographics ladder
• Creators
• Critics
• Collectors
• Joiners
• Spectators
• Inactives
- None of these activities
37. Social technographics profile
of B2B technology decision-makers
• 91% of these technology decision-makers were Spectators
Sony could count on the fact that their buyers were reading blogs,
watching user generated video, and participating in other social
media. Note that 69% of them said they were using this technology for
business purposes.
• Only 5% are non-participants (Inactives)
• 55% of these decision-makers were in social networks (Joiners)
• 43% are creating media (blogs, uploading videos or articles, etc.)
• 58% are Critics, reacting to content they see in social formats
38. 10 minute exercise
How could we go about capturing the social
technographic profile of our audience
segments?
49. ASSESSMENT
BLOG POSTING
Blog post discovered. +ve?
Y N
EVALUATE
TROLLS
Is site dedicated to bashing others? MONITOR ONLY
CONCURRENCE Avoid responding to
N Y specific posts.
Factual, well cited post. May agree
or not but post is not negative. RAGER Monitor site
Can you let post stand or provide Is posting a rant, rage, joke?
+ve review? N
Do you want to respond? FIX FACTS
MISGUIDED Provide facts directly on
Are there errors in posting? Y comment board
N
LET POST
STAND N UNHAPPY CUSTOMER RESTORATION
No response Is post result or –ve experience of us? Y Rectify situation, respond
Y & act on reasonable soln.
RESPOND N
SHARE SUCCESS FINAL EVALUTION
Proactively share story and your Base response on circumstance, influence Y
mission with blog & stakeholder prominence. Responding?
Y Y
BLOG RESPONSE CONSIDERATIONS
TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE
Disclose you are Cite sources inc. links, Take time to create Use tone that reflects Focus on most
Barclays video, images good response individual & Barclays influential blogs
Based on US Air Force blog assessment schema
54. Storytelling
See story at http://bit.ly/V3S2o
Copyright: Steve Double - www.double-whammy.com
55. Elements of a good story
• PASSION to make your customers care
• a HERO to drive the action
• an ANTAGONIST to challenge the hero
• a moment of AWARENESS where the hero realises how to
overcome his or her obstacles
• TRANSFORMATION wherein the hero accomplishes his
or her desired goals
Source: Elements of Persuasion
57. Types of community
Virtual communities
• establishing connections on electronic networks among people with
common needs
• so that they can engage in shared discussions
• that persist and accumulate over time
• leading to complex webs of personal relationships and an increasing
sense of identification with the overall community
Social networks
• focus on identity creation and connection with friends, but lack the
same degree of shared discussions and shared identity as VCs
Electronic markets
• primary focus on transactions rather than relationships
Content aggregation sites
• display and access interesting content but limited focus on shared
discussions and shared relationships
Source: Edge Perspectives with John Hagel
58. Variations in member participation
Gaming communities
Learning communities
Self-help communities
Professional communities
Commerce communities
Active members Passive members
66. Classic networking theory
• Weak ties are more powerful than strong ties
• Information more likely to be diffused through weaker
ties
• Weak ties provide opportunities
• Strong ties breed local cohesion
• Most people get jobs through weak ties
• Absent ties (nodding ties) - lack emotional intensity,
time, intimacy and reciprocity
• When you look at your Facebook or Linkedin profile ask
yourself ‘Which of my ties are Strong, Weak and
Absent?’
67. Facebook groups & fan pages
1. Express identity
Most people join Facebook groups to
express who they are, where they are from,
or what they like.
By joining a group we get a label for our
profile page. A group membership identifies
a part of us. The list of groups shows our
many facets
Source: BJ Fogg
68. Facebook groups & fan pages
1. Express identity
2. Show solidarity
Many people join a Facebook group to show
support for a cause (or sometimes a person).
In the groups the cause isn’t discussed.
Generally we are happy just to see the
numbers increase
69. Facebook groups & fan pages
1. Express identity
2. Show solidarity
3. Make fun of ourselves
A significant number of groups seem
designed to poke fun at ourselves. They
often have crazy titles, and by joining them
we amuse our friends. Joining a group is like
sharing a joke.
77. 10 minute exercise
Decide on a theme/subject to create
a Facebook group around.
[or design a Facebook application]
Why would people join? What will you get out of it? What role will
you play as the creator?
For example: Amazon might set up
a ‘I read a book a month’ group
98. Measurement framework
1. Attention
• The amount of traffic to your content for a given period of time.
2. Participation
• The extent to which users engage with your content in a
channel. Blog comments, Facebook wall posts, YouTube ratings,
or widget interactions.
3. Authority
• Inbound links to your content
Trackbacks, inbound link, widget usage...
4. Influence
• The size of the user base subscribed to your content.
Feed or email subscribers; followers on Twitter; or fans on FB…
X Sentiment
99. 10 conversations to listen to
in Social Media
• The complaint • The crisis
• The compliment • The competitor
• The problem • The crowd
• The question or inquiry • The influencer
• The campaign impact • The point of need
http://blog.freshnetworks.com/2009/05/the-top-10-conversations-to-listen-for-in-social-media/
100. Metrics
• Page views, visitors, time blah, blah, blah...
• % profile complete
• No. of friends invited
• % of accepted friends requests
• No. of groups joined
• No. of pages favourited
• Qualitative feedback
101.
102. Five effective marketing
techniques for Social Media
1. Timing
– Persuasion Windows should be used but more importantly created
2. Reciprocity
– People respond to each other in kind – returning benefits for benefits
3. Social proof
– Customers are more likely to do something if others are doing it
4. Storytelling
– Shaping customer experiences through cause & effect lessons
5. Relativity
– Value is understood through relative positioning (Decoying)
103. Thanks for participating
cScape CEU services:
Metrics and measurement
Community planning
Social media audit
Persuasion audit
Buzz/PR monitoring
Engagement mapping