enterprising use of social media 2011
Post on 19-Sep-2014
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Delighted to speak for Channel 4 for the second year running on the Enterprising Use of Social Media for Global Entrepreneurs Week.Here is my slide deck.TRANSCRIPT
The Enterprising use of Social Media
Tiffany St James
4Talent, Channel 4
Global Entrepreneurs Week 2011
#4TGEW11
Coming up…
• How individuals, small businesses, government, charities and causes are now using social media to create, connect, share and engage with their audiences.
Individuals
www.milliondollarhomepage.com
Kyle
Charities, voluntary and third sector
Social for good
http://www.goodtwo.com/
Crowdsourcing for good
Ushahidi – how it works
Ushahidi - Haiti
CausesPower to the peopleSolidarity
Power to the lobby
Dutch Transplantation Foundation
Chromorama Oyster card Data
Point #2
Gamification of data to change behaviour (or at least route!)
Showing solidarity - #IAmSpartucus
Showing solidarity - #welovebaskers
The Great Schlep
Medium and small businesses
Low budget, effective marketing
http://www.kickstarter.com/
http://www.shopkick.com/
http://twitter.com/tweetalondoncab
Blendtec – quintupled sales
Here’s what Blendtec do online
CEO Tom Dickson and the R&D team
had a practice of testing wooden
boards to test product toughness
• Retail sales up 700%• 5.8million channel views• 142.3million upload views• YouTube 330,000 subscribers• The Today Show, The Wall Street Journal
Rewired State
Radioshack
Local businesses
Big businesses
Campaigns
Brands
Who is doing it well?
Ben and Jerry’s
Copenhagen Wheel
MIT SENSEable Cities
Best Job In The World!!!
Ford Fiesta
• 100 Ford Fiesta agents
• 6.5 million YouTube views
• 3.4 million impressions on Twitter
• 670,000 Flickr photos uploaded
• 50,000 requests for info from non-ford owners
• Sold 10,000 units in first 6 days of release
• Fraction of the cost of national advertising campaign
• Next: Reimagining the way The FF get advertised
Aviva - The Big Picture
Make heroes of your customersEnable mass market play w supersize rewards
Heineken Facebook Music Matcher
Using your “fans” data, to add value to themCampaign hooks: sharing a necessity for competition entry
Vodafone TweetFields
Identify Influencers, Monitor Trends
& Curate Information
Chatroulette
• The element of surprise: Chatroulette
Pepsi Refresh Project
• What is the project all about?
Old spice continual campaign optimisation
Smirnoff Sensations (RFID)
VW Fox – #foxatplanetaterraInteractive Treasure Hunt – Twitter Zoom
Mercedes Benz Tweet Race
Interaction betweendigital & real world
30,000 active participants
in a Twitter fuelled
RACE
Keeping Keeley
T MobileSimple Ideas are easily spread
70 million
Youtube views
Hyundai - Projection Mapping
What can we learn from all of this?
The tipping point framework works
Consider how you can….
• Identify, empower and enable your advocates
• 90 – 9 – 1
Social Rank - Klout
Social Rank – Peer Index
Social Media MUST address
business objectives
Human ResourcesBusiness Intelligence
Public RelationsCustomer Service
Direct Sales
Set an objective
Listening
Audience insight, understanding views
Buzz generation
Stimulating discussion, encouraging sharing
Discussion & Response
Driving take-up, asking for feedback
Co-production
Working with a community to produce a resource
Source: Helpfultechnology.com
Ensure you have good social content:
• Friendly voice and tone
• Consistent language across channels
• Helpful and timely
• Meaningful
• Relevant
• Entertaining
• ..... Would you want to pass it on?
Have a digital code of conduct
• Be credible
• Be consistent
• Be transparent
• Be relevant
• Be an ambassador for
your organisation
Have a social media policy
• Purpose
• Principles
• Statement of ethics
• Context for organisation
• Tools and services
• Professional and personal use
Television
Microsite Blog
Social Media
Documentaries
Digital
Experiential
Connect your digital and social presences
Source: Euro RSCG London
Measures of success - KPIs
Outputs
How many visits, referrals, subscribers, loyalty, web analytics, bounce rates
Outtakes
Message and experience for user satisfaction, measuring change of attitude
Outcomes
Action - what do you want the user to do?Source: UK Govt COI Interactive services
Key activities for you & your clients
• Listen, monitor and gain insight on what is being said• Build an interested community• Manage reputation• Promote initiatives and campaigns• Engage with influencers• Idea creation• Market testing• Product testing• e CRM – full service customer relations
Thank you!
Tiffany St James on most social channels
Let’s keep talking…. @TiffanyStJames
Slides on http://slideshare.net/[email protected]
With kind thanks to..• Colleen Carrington• http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-
tipping-point-framework-4539106
• Social Lens• http://www.socialens.com/wp-content/uploads/2009/04/20090127_case_blendtec11.pdf
• Global Web Index Oct 2010 - Trust has changed
• Carringtom Quantcast data May 2010 - Social networks how people spend time
• Forrester and Gartner research various
• Steph Gray: Helpful Technology