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Leveraging the Social Media Paradox Phil Shaw, Ipsos ASI @phshaw

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Leveraging the Social Media Paradox Phil Shaw, Ipsos ASI @phshaw

How can brands realise the potential of social media and

consumer participation?

Presenter
Presentation Notes
I think every brand recognises the potential in social media. The challenge is how to use it in the best way. Hopefully this morning will give some food for thought on how to achieve this.

3

The IPA has found that “participation-led campaigns are good at market share defence but little else”

* Very large business effects (indexed vs. all campaigns)

Participation led Where the goal is to create a common dialogue, co-creation experience or ‘conversation’ between brand and audience.

Advertising-led

Brand idea-led

No integration

Meta-analysis of 254 IPA campaign case studies over past 7 years

Presenter
Presentation Notes
So participation campaigns are those that are social in nature. Compared to other campaigns where the participation element is absent or incidental.

4

Compared to other types, those based around participation-led campaigns under-perform – except on share defence

Meta-analysis of 254 IPA campaign case studies over past 7 years

126

85

75

72

66

50

38

100 = avg*

Market share defence

Profit gain

Market share gain

Reduction of price sensitivity

Customer retention/loyalty

Sales gain

Customer acquisition

* Very large business effects (indexed vs. all campaigns)

Presenter
Presentation Notes
100 = average (very large business effects vs. all campaigns)

5

“...the more a campaign demands of its audience, the more effective it is at preaching to the converted, and the less effective it is at acquisition.”

Presenter
Presentation Notes
The IPA hypothesised that this was because....

6 why? participation and interaction with marketing initiatives is greatest among those who are closest to the brand

http://planninginhighheels.com/2011/02/08/planning-for-participation/

- Patricia McDonald, Executive Planning Director, Isobar

Presenter
Presentation Notes
This view is shared by Patricia McDonald..... ....and intuitively makes sense – we know with TV and other media that those closest to a brand are more likely to notice and engage

7 which gives us a social media paradox

The people LEAST likely to engage deeply...

...are the MOST important for growth.

- Martin Wiegel, Head of Planning, W+K, Amsterdam

Presenter
Presentation Notes
...at least in terms of growing your customer base and frequency or repeat purchase among non/lighter users

so how do we leverage the social media paradox?

9

“Our consumers will talk about our brand in a more powerful way than we can.”

- Joseph Tripodi, Chief Marketing & Commercial Officer, The Coca-Cola Company

turn fans into evangelists

10 and encourage re-transmission

...to amplify your messages

Presenter
Presentation Notes
So that your fans spread your content and WOM across their social networks and the wider web.

11

1984-2003

14,000 fans organised across social media

Iggy Pop stage invasion Oct 2007

Wispa fans starred in (re)launch TV ad and quotes from Facebook used as poster copy

Re-launched Oct 2008 - 36m bars sold in first 3 months

Presenter
Presentation Notes
The movement to bring back Wispa shows just how powerful fans can be...

How?

Presenter
Presentation Notes
So how can brands harness and benefit from the enthusiasm of their fans?

Leveraging the social media paradox...

Play to the strengths of each platform

Deliver content people want to engage with

Be relevant & add value 3

2

1

Presenter
Presentation Notes
3 simple tactics

14 1. leverage the strengths of each platform

they’re not the same...

1

Presenter
Presentation Notes
People have different motivations and expectations...which means applying the same approach across all platforms isn’t the best approach.

15

Share experiences

Feel connected to what happens around you

Strengthen bonds with close family & friends

Have fun with others

Enjoy yourself

top 5 motivations:

Motivations for using Facebook are around sharing enjoyment with friends & others around you

Source – Ipsos ASI – Social Media U&A Survey July 2012

Presenter
Presentation Notes
ASI Digital conducted some online research among 600 people in the UK and for Facebook we found that.... ....primary motivations for using Facebook were connecting with friends and family and those close to you.

16

Enjoy yourself

Feel connected to what happens around you

Share experiences

Discover new things and ideas

Connect with like minded people

Twitter is more about discovery and connection with like-minded people

top 5 motivations:

Source – Ipsos ASI – Social Media U&A Survey July 2012

Presenter
Presentation Notes
Twitter included these elements but was more oriented towards discovery and connection with like-minded people than friends.

17

Connect with like minded people

Discover new things and ideas

Build relationships

Organise my connections Demonstrate my expertise

Linkedin is similar to Twitter but with greater motivation for recognition and control

top 5 motivations:

Source – Ipsos ASI – Social Media U&A Survey July 2012

Presenter
Presentation Notes
Motivations for using Linkedin were for building relationships but also to DEMONSTRATE EXPERTISE...to show people what you know and gain social recognition.

18

Enjoy yourself

Discover new things and ideas

Have a lot of fun

Have a relaxing time

Escape from your daily responsibilities

YouTube is about entertainment, discovery and relaxation

top 5 motivations:

Source – Ipsos ASI – Social Media U&A Survey July 2012

Presenter
Presentation Notes
YouTube as you might expect was quite different. Also about discovery but also about fun and relaxation...much more like TV.

Implication: to reflect the motivations of different platforms, brands should...

bring friends together

facilitate discovery and share information between like-minded people

bring together experts and help them help each other

entertain & inform

Presenter
Presentation Notes
So what does this mean?

20

Source – Ipsos ASI – Social Media U&A Survey July 2012

0%

20%

40%

60%

Promos, discounts, vouchers

Take part in competitions

Get news on the brand

To show I’m a fan / loyal customer

Have a professional

interest in the brand

For service or support

Specific event experience

(e.g. chat with expert)

I love their campaigns

Connect with other brand

fans / customers

why do you connect with brands on _____?

2. deliver what people want to engage with 2

Presenter
Presentation Notes
Facebook = transactional + expect something from brand + show affinity Twitter = more news and info focused + also show affinity Linkedin = service + support + expertise

21

Source – Ipsos ASI – Social Media U&A Survey July 2012

% who expect response from brand within 1 hour by channel:

41% 32%

21%

32%

@ email

20%

brand website

and when people do participate,

respond quickly!

Presenter
Presentation Notes
People expect fastest response on Twitter Social expectations much higher than “traditional” routes

22

Source – Ipsos ASI – Social Media U&A Survey July 2012

% who expect response from brand within 24 hours by channel:

85% 81%

70%

77%

@ email

71%

brand website

we expect more from brands on social media

Presenter
Presentation Notes
Brands that don’t do this may at best disappoint and at worst annoy their consumers .

23

“Create relevance, not awareness. People are not buying bullshit anymore, you have to add value to their lives.”

- Amir Kassaei, Chief Commercial Officer DDB Worldwide

3. be relevant 3

24

of people on Facebook (who have liked a brand) have

unliked a brand

45%

25

Source – Ipsos ASI – Social Media U&A Survey July 2012

35%

30%

26% 28%

content was boring posts too frequent

content not relevant content was repetitive

only liked for one time offer

31%

Don’t be boring, irrelevant, repetitive or too frequent why did you unlike or unfollow?

26 believe in fooeey*!

*Funny Heart-warming Useful Interesting

Presenter
Presentation Notes
Innocent is a great example of a brand that avoids these pitfalls. Their Facebook activity perfectly reflects their values. Policy is content that is FUHI. 1000s of hats.

27

“Don’t underestimate the power of paid for media to invite, document and publicise people’s participation to a wider audience.”

- Martin Wiegel, Head of Planning, W+K, Amsterdam

once you’ve generated participation... talk about it!

Presenter
Presentation Notes
Finally.....paid media can amplify participation to wider audiences.

28 Do us a flavour

Stage 1: Nominate flavours TV & radio announce Social media spread the word 1.2m entries

Stage 2: Public vote TV to announce candidates Online and mobile ads encourage participation 1.5m votes, 6% increase in equity, 14% increase YoY sales

Make the nation love Walkers again

Presenter
Presentation Notes
Walkers did this very well with their ‘Do us a flavour’ campaign

Leveraging the social media paradox...

Play to the strengths of each platform

Deliver content people want to engage with

Be relevant & add value

4

3

2

1

Use other media to publicise participation

Presenter
Presentation Notes
So to some up....4 ways to turn the social media paradox to your advantage....

30

“Favour those with influencing power and all else equal… Identify influentials online and derive advocacy.”

- Pete Blackshaw, Global Head of Digital &Social Media, Nestlé

turn the paradox to your advantage

Presenter
Presentation Notes
So when it comes to social, it’s worth remembering that consumers aren’t the same.... And of course it helps if you do something awesome....

Phil Shaw, @IpsosASIDigital THANK YOU