social media effectiveness - ceox conf - seoul dec 2015

Social Media Effectiveness

& Brands

Joseph Sursock Digital e-commerce and Marketing

Principal Advisor

16th Dec 2015

SCLF Conference – Seoul Korea Joseph Sursock © 2015 Private & Confidential

• Grows business revenues

• Increases brand presence

• Entices return customers

• Build loyalty

• Increases search engine optimization

• Find advocates and amplifiers

• Share your message

• Have fun

• …

Routes

to

Social Media

Effectiveness

Why we are here


Global Reach

Social network : 3.9 Bil

Messenger : 3.5 Bil

KakaoTalk


Assets & Formats

Effectiveness for B2C :

NewsLetters 66%

In-person Events 63%

Illustrations/Photos 59%

Social Media Content (other than blogs) 58%

Blogs 54%

Videos 54%

Articles on your website 49%

Mobile apps 46%

Webinars/webcasts 45%

…….


Ogilvy research 2014

These are functional segments

‘processes’

Social Media in South Korea

SCLF Conference – Seoul Korea Joseph Sursock © 2015 Private & ConfidentialOgilvy research

2014

These Behavioral Segments

‘profiles’

Talkers Joiners

AccumulatorsProducers

Social Media Worldwide


• Set Goals

• How to sequence progress

• Driving conversations

• Add value & Stay relevant

• Stay regular

• Provide reasons for interactions

• Use advocates

• Analysis and Testing

• Summary and Tips

Routes

to

Social Media

Effectiveness

This afternoon


A little about me Joseph Sursock

- Working with a large Digital Global agency (7yrs)

- Background in many data fields (CRM, Data – Intelligence Based, AML, Industry Verticals, Digital Marketing)

- 8 yrs Consultancy and 14yrs BD & Mktg

- Expertise across EMEA and other regions


“I want to increase online traffic by

15% by offering promotion codes

via Twitter”

“I want to get on-going

relationships with 20 former

clients next month via LinkedIn.”

Set Goals


Set Goals

Advocacy

Action

Awareness


Example – Top 5 Facebook Pages by

Amplification Rate

(# of Shares/ Post Reach)

Conversation Rate

(# of Comments/Post Reach)

Applause Rate

(# of Content Likes/Post

Reach)

HQ Country Home page B2C France Japan Home Page

Jobs US B2C Nederland B2C LatAm

SonicWall B2C Home Page B2C Home Page

Jobs Asia B2C Deutschland India Home Page

B2B Home Page B2C UK HQ Country Home Page

0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40%

Photo

Status Update

Share

Video

Link

Question

Applause Rate Conversation Rate Amplification Rate

Post Type wise engagement

Set Goals Facebook Post Analysis


• Set Goals




• Stay regular


• Use advocates



Routes

to

Social Media

Effectiveness

This afternoon


Where to start ?


Brand

Multiple uncontrolled

conversations

Consumers

are researching,

self-learning and

preselecting

Consumers

Marketing & Social Funnel


Consumers

Can now decide

if they want to

hear

Your message, and

how they want

to hear it


People Emotions Value+

At the end of the day …. just conversations


Choose 1 (or 2) platform to focus on initially to

develop a deep engagement level. There is no

use being on everything when starting off – with

limited time and resources. Get a few right and

pick your battles.

Consider how that channels operates, does your

service/product align with:

- those users

- those communities

- and those marketing tools

Start small Focus


Luxury

Doubt

Positivity

Hope

Emotional language - your offering


Start small Focus

Persado 2015

Emotional Spectrum (marketing context)


o The channel(s) your customers use the most is the

platform you want to start with

o The users of those channels that best fit your offering’s

profile

o The channels+users that best fit the (desired) consuming

profile

What makes them so valuable to your brand ?

Market research is absolute key


• Ask open ended questions

• Ask for feedback on a new product/service

• Ask opinions on industry news

• Get people talking about things that matter to them

Start conversations


Pricing Analytics

Vis

ito

rS

essio

n

Quantitative Qualitative

Sco

pe o

f

So

cia

l M

ed

ia

Type of Data

Voice ofCustomer

CustomerExperience

Analysis

Web Analytics

Integrated view of the visitor

Track exchanges

1. 2.3.

listening


There is little use having social media if you

are not going to tell people you have it !

From the start, important to add links to

social channels in you emails signature and

website, cross linking channels and adding

links to your business cards and

promotional material!

Encourage Conversations Talking


Find people that are relevant to you to

follow. Gradually building that base over

time. You will soon find people whose

updates and posts you really enjoy

reading, is relevant for your purpose.

Keep sharing and commenting on their

articles, … will notice you and respond…

and begin to follow you.

Following for Amplification Talking


While it is critical to participate in the conversation, it is

nearly impossible to be everywhere that the

conversation is happening. New groups, new

networks, new connections are forming all the time.

By giving them (through your community) good

information, to talk about and honestly and

transparently caring about them as customers and

clients, they will actively talk about their experiences

with your brand! amplifying your message!

Offer and add value


• Regularly and generously engage with your followers

• Contribute valuable documents, videos, and pictures. Share, repost, retweet…

• Become the industry authority on your subject

• Reward your highly engaged users – consider them for a gift of value. Make it personal and personalized

Offer and add value


Offer and add value P

ers

ad

o 2

01

5


Say you want to sell a weight loss

program.

You could add value through:

• How to articles

• Interviews

• Webinars

• Video tutorials

• Industry reports

Add value


Music

Sport

Movies

Comedy

TV Shows

News and Politics

Gaming

Health, Fitness and exercise

Personal or home videos

Food, cooking and recipes

Travel and tourism

Education and schooling

How to / DIY

Beauty and Fashion

Automotive and Vehicles

Technology, electronics,

gadgets

other

Be Relevant

Online Videos Types

- South Korea


Allocate time for social media (about 15-120 minutes per day is enough)

The challenge is to engage with the audience and hitting the right chords

with them, in order to spread the about your offering in the way that best

reflects your message

Stay regular


Great uses for Social Media for:

• Contests

• Prizes

• Giveaways

• Coupons

To drive conversations >> engagements >> followers >> hungry audience!

Give ReasonsMake it

For them


• 50% of customers expect

businesses to provide customer

support on Facebook but only

23% do!

• With some training, in addition to

customer service, employees can

also contribute/respond to posts

Use Advocates

Say you had

• 5 employees , 200 followers each

• 1 post about your company/week

• collective reach of 1,000 people! +++


• Set Goals




• Stay regular


• Use advocates



Routes

to

Social Media

Effectiveness

Agenda


Require:

some

dedicated

review

and

remedy

Pareto chart providing snapshot of negative feedback volumes by category

0

10

20

30

40

50

60

70

80

90

100

0

200

400

600

800

1000

1200

1400

Cu

mu

lati

ve

%

Vo

lum

e (

in n

os

)

Weeks yy

Volume (in nos) Cumulative percent

Regular Analysis and testing


0

10

20

30

40

50

60

70

80

90

100

0

200

400

600

800

1000

1200

1400

Cu

mu

lati

ve

%

Vo

lum

e (

in n

os

)

Weeks xx

Volume (in nos) Cumulative percent

Pareto chart providing snapshot of positive feedback volumes by category

Regular Analysis and testing

Require:

some

dedicated

review

and

multiply


• Research & Focus

• People & Emotions

• Value Add+

• Track, Analyse and optimize

• Stay Proactive and Responsive

• Write a Social Media Business Plan

Summary Tips and Advice


Companies

are confused

and

brands are

confusing

Source: http://www.engagementdb.com

√√

××

Channel Targeting and Research

http://www.engagementdb.com/


Channel Targeting and Research

Tip: create accounts on all platforms anyway, so

you can claim your names and (possibly) write in

the bio that you are not using this channel at the

moment. When you grow you can come back to

these channels.

Choose 1 to 3 platforms to focus on initially

to develop a deep engagement level.


— Money — Facilities — Convenience/Proximity — Time

Most Popular –

locations, cities,

time…

Communications - Relevance and Emotions

Company

THEMES !

COMMUNITIES ! Good places to look are “ blog channels “, Google+ , etc..

SCLF Conference – Seoul Korea Joseph Sursock © 2015 Private & Confidential 40

Monitor Social Networks

Social networks are important as you manage your customers. You should monitor and

watch them for trends and feedback.

Offer a Community

There are different types of communities that you can run for your customers. In some

cases you may run a business community on a social networking site such as Facebook —

though one challenge this represents is data management. Data, as you'll quickly learn, is

paramount to understanding your customers and their behaviours

Customer Intelligence

Customers will populate data about themselves, the products they use, and their

successes and frustrations. Once customer analytics become integrated with a CRM

system, you can gain substantial intelligence about your customers

and finally.... Manage you Social CRM

Manage your Customers

Thank You

Joseph Sursock Digital e-commerce and Marketing

Principal Advisor

“gomabseubnida”

uk.linkedin.com/in/josephsursock

or

[email protected]

social media effectiveness - ceox conf - seoul dec 2015

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