going beyond social media

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

5 RULES: BEYOND SOCIAL MEDIA


IT’S A BUSY WORLD IN THERERULE 1: THINK TIMELINE

! Facebook releases x1 great new feature

each week

! We continue to have x24 hours in our day -

our attention span is not upgraded weekly

BUILD IT AND THEY PROBABLY WON’T COME


Every brand in the world competes

amongst the lunchtime / 9pm ‘Facebook

slot’ against other brands, interests,

mums, sisters, colleagues, friends and

LOL cats (and dogs)...


DON’T MAKE OUT ON FIRST DATESRULE 2: R*E*S*P*E*C*T


Go

Care?Do they Can People Give a SH*T

Problem statement:

Paul AdamsGlobal Head of Brand DesignFacebook


Note: watch 9.30 to 11.40...

@Beyond, @RogerWarner

https://www.facebook.com/video/video.php?v=853197114010

https://www.facebook.com/video/video.php?v=853197114010


The Big Launch?!?


IT’S ALL ABOUT THEM / PUT PEOPLE IN PRODUCTRULE 3: IT’S NOT ABOUT YOU


MarketNeeds

Brand Communications

versus

Start Here:

Their agenda...Your agenda...


Social graph Interest graph

Different networks, different Goals:


shareWhy people

?


sharingOF

THE

Quantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingIn !ve years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future?

These are all important questions, and using data as a guide, the answers become within reach.


FUTURE SHARING ACTIVITIESFUTURE SHARING ACTIVITIES

O!ine social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones.

43%43% 30%30% 28%28% 27%27%

PERSONAL MILESTONES

TICKET PURCHASES

TRAVEL PLANS CHARITABLE DONATIONS

WHAT WILL PEOPLE SHARE IN THE FUTURE?WHAT WILL PEOPLE SHARE IN THE FUTURE?

The percentages above re!ect the proportion of people who indicated their preference to share these activities.


Make People

Look Great! Think: KUDOS, Social Capital

Create: Missions!

Mrs Entertainer,Head of Being Funny

Mr Smart,VP of Being Really Useful

Ms Generous,Director of Helpfulness

The first person to share that must-see meme: usually a video or a picture

The first person to share that amazing gizmo for calculating mortgages or the lead article from The Economist (or the infographic amongst colleagues)

The first person to share that promo for money off something really useful; likes to posts lists of good things to do; plus motivational Facebook stuff.


EMPATHYIs it in line with my personal values?

PERSONAL VALUEWill this enhance mypersonal brand/network?

ADVOCACYIs it good enoughto share with friends?

ATTENTIONCan I be botheredto view/participate?

Making Missions OPPORTUNITY COSTWhat’s the personal ROI? Is it easy / hard?


DATA BEATS OPINION. INSIGHT CREATES CHAMPS.RULE 4: PLAN IT


consumers research & share experiences during whole purchasing journey

CUSTOMER JOURNEY

BRAND PENETRATION

AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY

Visibility Evaluationattributes Choice Experience Recommendation

& loyalty

MEASUREMENT

BRAND STRATEGY/ messages

Pre-purchase

How is your brand positioning penetrating

the market?

What does consumer perception of your brand

look like?

What are the barriers and triggers for action?

What are the consumer likes and dislikes and

what words do they use?

What are the consumer likes and dislikes and

what words do they use?

Relative volume of each of the positioning

statements and pillars- - - - - - - - - - - - - - - - - -Share of voice against

competition

Attributes and topics within positioning and

pillars are most frequently discussed

- - - - - - - - - - - - - - - - - -Level of agreement with

positioning- - - - - - - - - - - - - - - - - -

Sentiment towards attributes

Frequency of statements of intent

- - - - - - - - - - - - - - - - - -Frequency of inhibitors

mentioned

Top likes and dislikes- - - - - - - - - - - - - - - - - -Frequency of emotive

words used- - - - - - - - - - - - - - - - - -

Verbatims

Frequency of recommendations

- - - - - - - - - - - - - - - - - -Share of voice against

competition

Post-purchase

insight & Strategy

visibility in search


LOW vs high involvement products

Research/Time intensive; specialized knowledge

Impulse buys; social

vsHIGH

LESS FREQUENTLY PURCHASED

MORE COMPLEX

EXPENSIVE IN NATURE

REQUIRING MORE TIME AND EFFORT IN THE RESEARCH PHASE

LOWBOUGHT MORE FREQUENTLY

LESS COSTLY

USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT

AND EFFORT

vs


1000

1000.5

1001

1001.5

1002

Baby Products

Music

Cookware

Beauty P

roducts

Automotives

Electro

nics

Fashion

Restauran

tsTools

Travel

Kitchen Applian

ces

Personal F

inance

Facebook Influence

Facebook’s Influence on purchases“To what extent did Facebook influence your view on the product you were shopping for?”


actions taken after online interaction

31%

uk43%usa uk20%

usa20%

3%

uk4%usa

uk9%usa9%OPEN

usa26%

PROMPTED TO PURCHASE

PROMPTED TO RECOMMEND

CHANGED IMPRESSION

ENCOURAGEDTO VISIT

uk3%3%

ENCOURAGEDTO CONTACT

usa

6%

usa8%uk

INCREASEDAWARENESS

15% uk

TAKE NO ACTION


IT’S ALL ABOUT ROCK STAR CONTENTRULE 5: RULE OF RULES


Go

UNDERSTAND?And Do I Really Know

A social brand

Like Them?...Or, Do I Just


HELP Them to Like you and engage with You

Use Social. Create Missions. Build Preference...


High AttentionBig Content

Low Attention Small Content

versus

User Case Profiling:

‘LEAN FORWARD’Your Core Social play!Goal: the SHARE!!

‘LEAN BACK’Your Core Social play!Goal: the SHARE!!


From the ArchivesIncluding:Case

StudiesFacebook

YouTubeGuinness

Barclays TomTom


ABOUT BEYONDSEE MORE AT WWW.BYND.COM

http://www.bynd.com

http://www.bynd.com


full time staff100now

london, lewes, new york, san francisco, mumbai

+

5 officesthrough parent group NEXT FIFTEENglobal reach

ANNUAL TURNOVER£7.5M

goal

support

visit us



client list @Beyond, @RogerWarner


we create digital experiences people want to share.

...We do this Differently.

Moneyballfor social Brands

now


THANK YOUtimefor your


(MORE AT WWW.BYND.COM)

http://www.bynd.com

http://www.bynd.com

going beyond social media

Business