dma masterclass 09 feb connecting element
DESCRIPTION
DMA Social Media Masterclass presentation from Andrew Rastall, Connecting Element, 9 FebruaryTRANSCRIPT
Social Cases The Power Of Social Media
Andrew [email protected]
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
• 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