dma masterclass 09 feb connecting element

Social Cases The Power Of Social Media

Andrew Rastallandrew@connectingelement.co.uk

Contents

• Change is the norm• Defining social media• Building a community• Feeding the monster• Squaring the circle• A Social Study• What about when it goes wrong?

Change Is The Norm

• Google products• 4 Bn Mobile Video Devices• Facebook et-al• TiVo• Sky Plus• Hard Drive Recorders• BBC iPlayer

Change Is The Norm

• Broadcast is shrinking• Narrowcast is growing exponentially

Millions get 6 so 10,000 read & 500 act

Thousands get 40 so 100,000 read and

20,000 act

Defining Social Media

Defining Social Media

Defining Social Media

Defining Social Media

• Websites

• Online news

• Email

• Social networking

• Review sites

• Seeding sites

• SMS … Blogs … Guest care dep’t

Defining Social Media

• Any media where communities gather

Building a Community

• Trust & Honesty• Compelling content

Feeding The Monster

• Appropriate messages• Appropriate timing• Appropriate tone• Modulate the conversation

Offer / Value / Amenity

One Product = One Team

Brand Team

Operating Team Guest Care Team

Marketing Team

One Product = One Team

A Social Study

• In January 2009 Toby’s Community Was 30,000 email respondents.

• In January 2010 Toby’s Community has topped 90,000 Facebook Fans and 120,000 email respondents

A Social Study

A Social Study

• The Cost To Contact Each Fan Was Under 30 pence each

A Social Study

• How did we do that then?

Website Toby Carvery - £5 Carvery & Ice Cream Sundae

Voucher/Code or Walk in Voucher

  Expires: 31/01/10

Money Saving Expert Seeded on Site

vouchercodes.co.uk Seeded on Site

moneysupermarket.com Seeded on Site

Studentbeans.com Email sent 09/01/10

saveyourbeans.com Email sent 09/01/10

Myvouchercodes.co.uk Shown on site

myretailcodes.co.uk Shown on site

offers.co.uk Seeded on Site

magicfreebiesuk.co.uk Seeded on site

feedmedeals.co.uk Seeded on Site

Voucher-Finder.co.uk Email sent 09/01/10

restaurantvouchers.co.uk Seeded on Site

voucherseeker.co.uk Seeded on Site

discountvouchers.co.uk Unable to seed

Bview.co.uk Seeded on Site

couponsnapshot.co.uk Seeded on site

freestuff.co.uk Seeded on Site

e4s.co.uk (employment 4 students) email sent 01/02

Results

• Record L4L sales growth• Record community subscription• Record levels of engagement

WARNING

You Must Not Screw With The Community

www.thisfluidworld.com

What Should They Have Done?

Invoke the Crisis Plan?

What Should They Have Done?

NO!

What Should They Have Done?

1. Built Some Relationships

2. Built Some Trust

3. Built Some Advocates

What Should They Have Done?

Build a Community