dma masterclass 09 feb connecting element

61
Social Cases The Power Of Social Media Andrew Rastall [email protected]

Upload: david-patrick

Post on 23-Jun-2015

640 views

Category:

Technology


2 download

DESCRIPTION

DMA Social Media Masterclass presentation from Andrew Rastall, Connecting Element, 9 February

TRANSCRIPT

Page 1: DMA Masterclass  09 Feb  Connecting Element

Social Cases The Power Of Social Media

Andrew [email protected]

Page 2: DMA Masterclass  09 Feb  Connecting Element

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?

Page 3: DMA Masterclass  09 Feb  Connecting Element

Change Is The Norm

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

Page 4: DMA Masterclass  09 Feb  Connecting Element

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

Page 5: DMA Masterclass  09 Feb  Connecting Element

Defining Social Media

Page 6: DMA Masterclass  09 Feb  Connecting Element

Defining Social Media

Page 7: DMA Masterclass  09 Feb  Connecting Element

Defining Social Media

Page 8: DMA Masterclass  09 Feb  Connecting Element

Defining Social Media

• Websites

• Online news

• Email

• Social networking

• Review sites

• Seeding sites

• SMS … Blogs … Guest care dep’t

Page 9: DMA Masterclass  09 Feb  Connecting Element

Defining Social Media

• Any media where communities gather

Page 10: DMA Masterclass  09 Feb  Connecting Element

Building a Community

• Trust & Honesty• Compelling content

Page 11: DMA Masterclass  09 Feb  Connecting Element

Feeding The Monster

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

Offer / Value / Amenity

Page 12: DMA Masterclass  09 Feb  Connecting Element

One Product = One Team

Brand Team

Operating Team Guest Care Team

Marketing Team

Page 13: DMA Masterclass  09 Feb  Connecting Element

One Product = One Team

Page 14: DMA Masterclass  09 Feb  Connecting Element

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

Page 15: DMA Masterclass  09 Feb  Connecting Element

A Social Study

Page 16: DMA Masterclass  09 Feb  Connecting Element

A Social Study

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

Page 17: DMA Masterclass  09 Feb  Connecting Element

A Social Study

• How did we do that then?

Page 18: DMA Masterclass  09 Feb  Connecting Element
Page 19: DMA Masterclass  09 Feb  Connecting Element
Page 20: DMA Masterclass  09 Feb  Connecting Element
Page 21: DMA Masterclass  09 Feb  Connecting Element
Page 22: DMA Masterclass  09 Feb  Connecting Element
Page 23: DMA Masterclass  09 Feb  Connecting Element
Page 24: DMA Masterclass  09 Feb  Connecting Element
Page 25: DMA Masterclass  09 Feb  Connecting Element
Page 26: DMA Masterclass  09 Feb  Connecting Element
Page 27: DMA Masterclass  09 Feb  Connecting Element
Page 28: DMA Masterclass  09 Feb  Connecting Element

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

Page 29: DMA Masterclass  09 Feb  Connecting Element
Page 30: DMA Masterclass  09 Feb  Connecting Element
Page 31: DMA Masterclass  09 Feb  Connecting Element
Page 32: DMA Masterclass  09 Feb  Connecting Element

Results

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

Page 33: DMA Masterclass  09 Feb  Connecting Element

WARNING

Page 34: DMA Masterclass  09 Feb  Connecting Element

You Must Not Screw With The Community

Page 35: DMA Masterclass  09 Feb  Connecting Element

www.thisfluidworld.com

Page 36: DMA Masterclass  09 Feb  Connecting Element
Page 37: DMA Masterclass  09 Feb  Connecting Element
Page 38: DMA Masterclass  09 Feb  Connecting Element
Page 39: DMA Masterclass  09 Feb  Connecting Element
Page 40: DMA Masterclass  09 Feb  Connecting Element
Page 42: DMA Masterclass  09 Feb  Connecting Element
Page 43: DMA Masterclass  09 Feb  Connecting Element
Page 44: DMA Masterclass  09 Feb  Connecting Element
Page 45: DMA Masterclass  09 Feb  Connecting Element
Page 46: DMA Masterclass  09 Feb  Connecting Element
Page 47: DMA Masterclass  09 Feb  Connecting Element
Page 48: DMA Masterclass  09 Feb  Connecting Element
Page 49: DMA Masterclass  09 Feb  Connecting Element
Page 50: DMA Masterclass  09 Feb  Connecting Element
Page 51: DMA Masterclass  09 Feb  Connecting Element
Page 52: DMA Masterclass  09 Feb  Connecting Element
Page 53: DMA Masterclass  09 Feb  Connecting Element
Page 54: DMA Masterclass  09 Feb  Connecting Element

What Should They Have Done?

Invoke the Crisis Plan?

Page 55: DMA Masterclass  09 Feb  Connecting Element

What Should They Have Done?

NO!

Page 56: DMA Masterclass  09 Feb  Connecting Element

What Should They Have Done?

1. Built Some Relationships

2. Built Some Trust

3. Built Some Advocates

Page 57: DMA Masterclass  09 Feb  Connecting Element

What Should They Have Done?

Build a Community

Page 58: DMA Masterclass  09 Feb  Connecting Element
Page 59: DMA Masterclass  09 Feb  Connecting Element
Page 60: DMA Masterclass  09 Feb  Connecting Element