4levelsofsocialmediapatrickdsouza 100206034519-phpapp02
DESCRIPTION
The biggest challenge people face with social media - is making sense of it. I've tried to by looking at hundreds of different examples of how people have used it and developed a framework that may help. It takes social media and breaks it down into 4 key ways people are using it. Take a look and let me know if you think it makes sense.TRANSCRIPT
![Page 1: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/1.jpg)
The 4 levels of social media strategyPatrick D’souza , [email protected]
![Page 2: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/2.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Walmart has had a social media strategy in place since 2005
NY Times March 2006
![Page 3: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/3.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
This would hardly seem to be the case given what’s being published about the brand online
![Page 4: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/4.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
This would hardly seem to be the case given what’s being published about the brand online
![Page 5: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/5.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
This would hardly seem to be the case given what’s being published about the brand online
![Page 6: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/6.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
This would hardly seem to be the case given what’s being published about the brand online
![Page 7: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/7.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Walmart is getting hammered in social media
![Page 8: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/8.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Because it hasn’t yet figured out how to use it like so many other big companies
![Page 9: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/9.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
It’s understandable – the discipline has grown exponentially – and can be complicated
![Page 10: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/10.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
In 2009, I set out with a simple objective - to make sense of social media
![Page 11: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/11.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
What I discovered?
There are 4 key levels at which companies are using social media
Corporate Level
Brand Level
Product Level
Service Level
![Page 12: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/12.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Corporate Level
Brand Level
Product Level
Service Level
![Page 13: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/13.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Ford Motors: open, honest, transparent Corporate Level
Brand Level
Product Level
Service Level
![Page 14: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/14.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Scott Monty: Head of Social Media FordCorporate Level
Brand Level
Product Level
Service Level
“we share with thepublic anything on our intranet that is not commercially sensitive.”
April 2009
![Page 15: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/15.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
The company, an open bookCorporate Level
Brand Level
Product Level
Service Level
![Page 16: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/16.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Ford.digitalsnippets.com Corporate Level
Brand Level
Product Level
Service Level
You won’t win the war by writing about yourself. But by getting other people to do so.
![Page 17: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/17.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
The results of openness, honesty, transparencyCorporate Level
Brand Level
Product Level
Service Level
![Page 18: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/18.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Zappos: “selling corporate culture before shoes” Corporate Level
Brand Level
Product Level
Service Level
![Page 19: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/19.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
No opportunity to communicate culture lost Corporate Level
Brand Level
Product Level
Service Level
![Page 20: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/20.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
HR Policy – a management case study - designed to make people talk
Corporate Level
Brand Level
Product Level
Service Level
![Page 21: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/21.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
CEO fan following on Twitter: 1,673,423 Corporate Level
Brand Level
Product Level
Service Level
![Page 22: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/22.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Zappos - A clear strategy: get customers to connect the dots
Corporate Level
Brand Level
Product Level
Service Level
![Page 23: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/23.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Social media at a corporate level: importance
People today buy more than brands They buy the culture and values they represent Values inconsistent with norms will be rejected Social media - a platform to communicate corporate values – strengthen brand related ones
Corporate Level
Brand Level
Product Level
Service Level
![Page 24: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/24.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Corporate Level
Brand Level
Product Level
Service Level
![Page 25: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/25.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
The opportunity for social media at this level
Vitalise/ re-vitalise brands – infuse fresh energy in them Drive engagement Understand sentiment and momentum
![Page 26: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/26.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Does anyone know what happened to the Guinness Book of World Records?
![Page 27: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/27.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Gillette uART: making shaving funCorporate Level
Brand Level
Product Level
Service Level
![Page 28: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/28.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
The Pope: using Facebook to understand momentum and sentiment
Corporate Level
Brand Level
Product Level
Service Level
![Page 29: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/29.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
10 months after launch, Pope fans: 85,000.
Corporate Level
Brand Level
Product Level
Service Level
Farmville Fans: 73,744,778
It is having no trouble finding out
![Page 30: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/30.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Corporate Level
Brand Level
Product Level
Service Level
The Pope has also understood consumer sentiment towards the Church
1. The response to the organisation’s stance on abortion
2. The use (or non use) of contraceptives – a policy which continues to drive sickness and poverty in many third world nations
![Page 31: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/31.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Sony Australia: connecting real worlds with virtual ones
Corporate Level
Brand Level
Product Level
Service Level
![Page 32: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/32.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Corporate Level
Brand Level
Product Level
Service Level
![Page 33: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/33.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
The opportunity for social media at this level
Drive deeper awareness & knowledge of products – particularly their usage Create new options in a collaborative manner
![Page 34: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/34.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Volvo XC60 – you know the product now learn about how it was conceived
Corporate Level
Brand Level
Product Level
Service Level
![Page 35: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/35.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
FOXTEL Australia – a customer who knows is a customer who grows
Corporate Level
Brand Level
Product Level
Service Level
![Page 36: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/36.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Google - beta keeps expectations low but involvement with brands high
Corporate Level
Brand Level
Product Level
Service Level
Half of all Google products are in beta.http://royal.pingdom.com/2008/09/24/why-is-almost-half-of-google-in-beta/
![Page 37: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/37.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Corporate Level
Brand Level
Product Level
Service Level
![Page 38: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/38.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
2007 – an angry 75 year old goes hammer and tongs at Comcast
![Page 39: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/39.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Her act spawned a wave of support online
![Page 40: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/40.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
In 2008, director of digital care Frank Elliason decides to act
![Page 41: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/41.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
He takes 8 people and sets up Comcast Cares Corporate Level
Brand Level
Product Level
Service Level
![Page 42: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/42.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
2009 – signs that this focus on service using Twitter is starting to work
Corporate Level
Brand Level
Product Level
Service Level
![Page 43: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/43.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
ComCast isn’t the only company using social media as a service mechanism
Corporate Level
Brand Level
Product Level
Service Level
![Page 44: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/44.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
The 3 great things about Twitter as a service mechanism
Its ability to humanise a brandIts ability to ‘amplify’ serviceIt’s ability to force service standards to lift given the public (indiscreet) nature of commentsIt’s ability to influence the culture of an organisation creating a powerful domino effect in the process
![Page 45: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/45.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Ground we’ve covered so far
Corporate Level
Brand Level
Product Level
Service Level
![Page 46: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/46.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
What I was also asked to speak about – measuring and evaluating the effectiveness of social media strategy
![Page 47: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/47.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Evaluation measures
Strategic
Tactical
• Long term • Focus – change in perception of brand/behaviour towards it over time • Walmart in this category of challenge
• Short term • Campaign/issue based • Company retrenchments, Notes issue banks
![Page 48: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/48.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Many social media monitoring tools provide necessary data
BrandtologyRadian6Nielsen BuzzmetricsOthers
![Page 49: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/49.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
The problem with social media monitoring
It’s over riding focus so far has been on the tool The fancy dashboards and options it gives marketers
![Page 50: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/50.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
It’s not the tool, it’s what you do with it that counts
![Page 51: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/51.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
And what you should do is develop solutions that are holistic, with a focus that’s both internal and external
Inte
rnal
Exte
rnal
HR Billings/finance Design Production Sales Marketing Customer Service
Blogs Microblogs Forums Social networking sites Messenger services
![Page 52: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/52.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Some reasons why
Vista’s issues – product related Presence on Facebook or Twitter serves no purpose The product design team not the social media agency will provide the solution
![Page 53: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/53.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Some reasons why
Walmart has focused on social media strategy It should have focused on the real issues facing its business – low wages, poor work environment, negative community impact Unless Walmart addresses these issues the impact of its social media strategy will be nought
![Page 54: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/54.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Some reasons why
Dave Carroll had a hig when he wrote a song about United Airlines called ‘United breaks guitars’The companies issues – staff empowerment (or the lack of), business process – the decision to outsource – not a social media approach
![Page 55: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/55.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
The learning: focus on the Internal and External
Inte
rnal
Exte
rnal
HR Billings/finance Design Production Sales Marketing Customer Service
Blogs Microblogs Forums Social networking sites Messenger services
![Page 56: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/56.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Today’s presentation – the key points
1. Social media strategy can be developed at 4 key levels: Corporate, Brand, Product and Service
2. The strategy can operate at either one or all levels – depending on your brand’s situation
3. Monitoring effectiveness is important – however don’t be too caught with fancy dashboards and tools – they can distract
4. Keep the focus as much internal as external to achieve success
![Page 57: 4levelsofsocialmediapatrickdsouza 100206034519-phpapp02](https://reader036.vdocuments.site/reader036/viewer/2022081519/559046981a28ab41208b45ac/html5/thumbnails/57.jpg)
http://pat-brandbuildingandadvertising.blogspot.com/
Thank you