social media week london recap

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Social Media Week London 13-17 February 2012

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Page 1: Social Media Week London Recap

Social Media Week London13-17 February 2012

Page 2: Social Media Week London Recap

London makes the most noise during SMW

2http://www.brandwatch.com/2012/02/how-our-social-media-week-data-viz-works/

Page 3: Social Media Week London Recap

Valentine’s day diverts conversation

Day 1 http://blog.ketchum.com/monitoring-social-media-week/; Day 2 http://blog.ketchum.com/social-media-week-infographic/

Page 4: Social Media Week London Recap

Can Twitter change the world?

Day 3 http://blog.ketchum.com/can-twitter-change-the-world-day-3-of-social-media-week-london/

Page 5: Social Media Week London Recap

Is a live hangout what it takes to sell Google+?

Day 4 http://blog.ketchum.com/social-media-week-infographic-2/

Page 6: Social Media Week London Recap

Early birds – the 8am trend continues

Day 5 http://blog.ketchum.com/social-media-week-london-day-5-influence-sharing-like-minds-and-sore-heads/

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Games for Brands

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• To build a good game, you must understand human motivation:

• Status

• Social contact

• Power

• Independence

• Honour

• Idealism

• Curiosity

• It's grounded in psychology and expressing personal identity and an affiliation or belonging. 

• People enjoy games that provide a mechanism for value

• Difficulty (mastery)

• Levels (achievement)

• Rewards (points, recognition)

• Many people who play branded games do it for competition, curiosity, free things (something for nothing, freebies to keep playing), instant gratification, and loyalty

• Rewards and victory come in the form of

• Physical merchandise

• Achievement (complete challenge)

• currency (play money could have real world value)

• customization (personalize experience and expression/identity)

• communal collaboration

• Gifting

• social points (tokens like thumbs up/down)

• virtual goods 

http://socialmediaweek.org/event/?event_id=1165

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Branded Game Examples

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Page 9: Social Media Week London Recap

Gamification vs Games

Gamification is taking an existing process or system and augmenting it so people are motivated to take part – VW did when modifying the speed cameras system into a lottery.

Page 10: Social Media Week London Recap

Augmented Reality, Mobile Apps & Mobile Payment

Mobile is with us at the point of inspiration and

sharing should be central to mobile strategy.

http://socialmediaweek.org/event/?event_id=1254

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• The Two Screen Experience– Integration between television and tablet/smart

phone – People focus on one screen at a time, that’s why

calls-to-action are at the end of content– The second screen should provide ‘additionality’

• Smartphones more popular during the commute, tablets are more popular later in the evening and during weekends

• Content is like water – it takes the shape of whichever platform it is in.– Planning processes need to stop treating Mobile as

a separate channel– The platform (e.g ‘mobile’, TV) is just a shell in

which the content sits.• If you want someone’s data, tell them why you want

it and what they’ll get in return.

Page 12: Social Media Week London Recap

Google+ at SMWLDN

90 million+ G+ users

5 billion uses of +1 button

1 in 5 minutes spent online is social

79% of males and 84% of females on Social Networks are active

45% of Social Network usage comes from mobile devices

64% of people access a Social Network at work via their mobile phone

24% check for customer reviews on products

57% talk to friends more online than in real life

People are 300% more likely to purchase based on a recommendation from a friend

Google has 1 billion people connecting with its products

80% of G+ users interact with it on a weekly basishttp://socialmediaweek.org/event/?event_id=2399

Page 13: Social Media Week London Recap

Robin Dunbar on why the Internet won’t get you any more friends at Google + SWMLDN

• The internet promised us an enlargement of our social world; however, the number of people we actually communicate with regularly, and share emotional relationships with is limited.

– The modal number is 120-130

• We may many people in our lists of friends on Facebook, but we only talk to 150 max. (The social group size for Humans is 150 = Dunbar’s Number)

• The largest number of people who can actively engage in one conversation without any of the others becoming inactive is 4

• The social brain hypothesis: The bigger your social group size, the bigger your brain becomes.

Page 14: Social Media Week London Recap

Social Environment Structure

• Ego = 1

• Best Friends = 5

• Close Friends = 15

• “People I talk to” = 50

• “People I know” = 150

• Casual Acquaintances = 500

• “Faces I can put a name to” = 1500

Page 15: Social Media Week London Recap

Males vs. Females

Sharing activity is what maintains social relationships between males

Sharing conversation is what maintains social relationships between females

Romantic Relationships

• People not in relationships have 5 best friends

• People in relationships have 4 best friends

– Romantic partners rarely come from the group of 5 best friends, so people generally sacrifice a close social relationship in order to pursue a romantic one.

Page 16: Social Media Week London Recap

Decision making

All decisions can be mapped on the following matrix:

Well Informed

Poorly Informed

CopyingIndependent

e.g. following a recommendation from a reliable source

e.g. making a decision based on

independent research/sampling

e.g. guessing

e.g. making a decision based on the assumption that ‘everybody does it’

Page 17: Social Media Week London Recap

Managing an international social media presence without causing brand confusion

Key learnings

• BRANDS today are asked to feel, think and speak. To do this you need to know who you are!

• If you manage a global twitter page don’t focus on items like the weather or local activities

• When pushing out to a new market- you don’t only need to know about the country you ideally need someone there. Social media is a great tool to gauge public opinions.

• Your crisis management plan cannot be the same for each country

• Reward your loyal followers – through the good times too.

17http://socialmediaweek.org/event/?event_id=1253

Page 18: Social Media Week London Recap

CHALLENGES

• Reiss-Kate Middleton situation

• WHO AM I messaging needs to be at a local market level

• Different social media tools work with different industries (Tumblr – Reiss)

• Tap into user experience- mobile phones

• We have built an expectation “make everything easy” you need to follow this also

• Things may look pretty but are they accessible for all?

• Think experience not social

• Monitoring tools “sick” “bad” “wicked” “blood”

• Regulation, seasonality- from travel, gambling, financial verticals have to be taken into account

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Page 19: Social Media Week London Recap

Me! Me! Me! The Battle for Attention:Yorkshire Tea Case StudyYorkshire Tea – became active in Social

Media because they had lots of stories, but nowhere to tell them

• Didn’t have the budget to tell the stories in the detail they wanted on TV.

• “Tea is the Social Fabric of Britain”

Insight driven campaign

• INSIGHT: It’s hard to get a good cup of tea when you’re on holiday

• CAMPAIGN: ‘Tea Van’ tour of America, using Social Media to find Brits in need of a cup of tea.

• OUTPUT: Video Content, Twitter & Facebook Conversations

http://socialmediaweek.org/event/?event_id=2027

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What Yorkshire Tea learned

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Facebook Content Tips:

•Video sharing - up to 30 seconds is best

•People prefer simple chat to crafted messages

•Vote based competitions are bad: people don’t trust them and don’t believe they’ll win

•App/page creation software saves time & money

Page 21: Social Media Week London Recap

Integrating Social Media into the Marketing Mix

• Social Media is about more than just Facebook and Twitter. Smaller platforms such as Tumblr, Pinterest & Instagram can help you engage with a more ‘niche’ audience.

• Strong, creative ideas can be replicated (and reinforced) across multiple platforms – this is one of the greatest positives of an integrated campaign.

• Timescale – incredibly important. Social Media campaigns have to be given time to build up momentum and consumer engagement in order to maximise visibility.

• Longevity – There needs to be groundwork in place to ensure that these campaigns maintain longevity and deliver medium to long term return on investment. This is why building brand loyalty and engagement online is so key.

• Case Study: Jay Z & Bing: Decoded

Every page of Jay Z’s autobiography was displayed in a real world location that in some way spoke to the content on that page. So, while some pages were

splashed on billboards, others turned up in less expected locations--like the bottom of the pool at Miami’s Delano Hotel, on pool tables, in the lining of suits. The campaign centred around a  Bing Maps-enabled scavenger hunt; which allowed the audience to uncover clues as to the location of each page.

21http://socialmediaweek.org/event/?event_id=1747

Page 22: Social Media Week London Recap

Case Study: Jay Z & Bing: Decoded

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Page 23: Social Media Week London Recap

Social Media for Events

Practical advice for getting started:

Set up a twitter name

Promote a hashtag for the event

Remind people of the hashtag

Create visual content (publish presentations, photos)

Ask people to help  you spread the buzz

 

Social Media creates:

- Anticipation

- Documentation

- Legacy

Take-aways

Make it engaging and valuable

Describe the experience – start at the end and work backwards

Events are a focal point. Investing in people – accentuated with social media

10 really relevant people are more important than 10,000 randoms

Social media is a conversation – a 2 way thing, talking and listening

23http://socialmediaweek.org/event/?event_id=1133

Page 24: Social Media Week London Recap

Social Media, the Olympics & BBC – Preparing for London 2012

Key points

•Celebrities can use twitter to show the public they are much more well-rounded individuals. “Hey look, we eat breakfast too!”

•Being approached to endorse products on Twitter is quite common for athletes.

•Related to this is the fact that some companies who are good at listening frequently pick up when a celebrity says something positive about their brand (such as - I like coffee X) and offer samples/freebies as a thank you. The athletes love this.

•The biggest risk to athletes reputations through social media comes not from things they would post themselves but through family members or relatives/friends who aren’t very good at social media tweeting things that are a little too personal.

http://socialmediaweek.org/event/?event_id=2136

Page 25: Social Media Week London Recap

Family Circles

• Increasingly important to target all members of the family via social media, not just ‘mums’.

• Collaborative decisions are being made – not just ‘mum’ or ‘dad’.

• Dads are key decision makers too but often ignored online; need to be targeted in the same way mums are.

• Children and teenagers have most influence within the household and dictate much of the family spend. This is because they are becoming more consumer-savvy and parents encourage this.

• Children know more about internet than some parents and are looked to as ‘experts’ for new technology, i.e. mobile phone purchases, computer purchases .

• Older children (pre-teen) have a higher social media consumption than very young children and their online behaviour differs from age group to age group.

25http://socialmediaweek.org/event/?event_id=1956

Page 26: Social Media Week London Recap

Family Circles

• Women of the household are the ‘gatekeepers’. They don't want to be sold to, they want to be listened to and have opportunity to react (i.e. on communities such as Mumsnet)

• Secret to success when engaging with parenting communities:

• Don’t patronise

• Listen, ask and don't tell

• Be honest and transparent, engaging and don't stereotype

• Women on ‘mum’ communities have other interests too, they are wives, friends, colleagues

• Test the water. Brands should ask communities what they want to see from them before preaching to them, i.e. McDonald’s approached Mumsnet with its revised, healthy eating approach. The community has previously said no to working with them, but in light of what the brand had to say, they reconsidered.

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Page 27: Social Media Week London Recap

Using LinkedIn to drive community, collaboration and sales • LinkedIn is the best way to reach C-suite/senior management level executive. They

log on to LinkedIn more than any other business website (chart via LinkedIn)

27http://socialmediaweek.org/event/?event_id=2146

Page 28: Social Media Week London Recap

Using LinkedIn to drive community, collaboration and sales• 3 pillars of LinkedIn

• Identity – professionals manage their identities to connect, find others and be found

• Insights – Learn how to do your job better (LinkedIn Today/top news)

• Everywhere – making LinkedIn an accessible tool in all regions of the world

• LinkedIn Marketing Ecosystem• Create – Company pages, groups, platforms• Attract – Display LinkedIn ads, social ads, partner messages, followers/members• Engage – Poll/content ads, groups, company status updates, 1-to-1 conversations• Amplify – Network update status, share, comment, discuss, vote

•Be sure to nurture your community – set-up the community for the long-term and be sure to listen, respond, engage and activate

•Measurement is crucial – always set objectives in the beginning for why you are setting up community and measure against those

• LinkedIn data• Qualitative research + analysis• Customer support data• Sales funnel data

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Page 29: Social Media Week London Recap

From Social Data to Social Insight

• Aggregation and metrics do not equal insights

• If you can take an action as a result of what you’ve learned, that’s an insight. If it’s not actionable, it isn’t

• Great insight drives great strategy drives great campaigns drives great ROI

• Automated sentiment is inaccurate and unreliable

– “Marginally better than the toss of a coin”

– To get context you need manual sentiment analysis

• The venue effect – how the media channel affects the nature of the content posted.

– E.g. Microblogs are more expressive than forum posts(?)

• A search term must be a question.

– Like all research questions it must be objective

• Beware of face value – look at opinion on a subject across all media types.

– Context is King

– Social Media opinion does not equal Public opinionhttp://socialmediaweek.org/event/?event_id=1766

Page 30: Social Media Week London Recap

The Future of Brand Communication

• Individuals are brands in their own right

• Treat your employees like customers and vice versa

• Edelman trust index – trust is going down in CEOs but up in regular employees

• Democratisation of media needs to move inside the organisation

• Authenticity is compromised by stringent guidelines

• Brand guidelines = brand police?

• You cannot communicate if you don’t have a point of view.

– A point of view is automatically a differentiator and is automatically global

• Segmentation should be Attitudinal NOT Demographic

30http://socialmediaweek.org/event/?event_id=1128

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The Future of Brand Communication

• A brand is the sum of its conversations. Conversations are a result of advocacy

– How do we manage advocates?

• Employees can be advocates

– Companies have to re-think their relationship with their staff

• How much do you tell them?

• Empower and encourage employees

• Keep it as simple as possible

• Put digitally knowledgeable people in every department

• Must be future-proof – leave room to manoeuvre

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Page 32: Social Media Week London Recap

The path to a social intranet

• Societal change is driving business change. Technology is driving this societal change. This is expressing itself in business through the emergence of things like flexible and remote working practices.

• “The best solution to social knowledge management used to be a coffee machine.” This line during the talk drove home the point that internal knowledge sharing within businesses is not a new phenomenon. We used to do it around the water cooler – these days its benefits can be felt through the use of intranets.

• Building an intranet successfully really means building an engaged base of intranet users within your company. This means you need a community building strategy as well as someone to lead it – a community manager.

• The process Raona recommend for community building follows the 2009 Forrester POST methodology.

• People: Firstly you identify who your employees are. Are they Joiners? Lurkers? Use the Forrester ladder to identify them and use this knowledge to help you set your objectives.

• Objectives: Set objectives for each group of people to accomplish. What do you want your lurkers to be doing in 6 months time? What will your creators be doing?

• Strategy: You will need to define what you want success to look like – what is your end goal? Once you have an idea of what this looks like work out ways to make it happen. Likely this will involve increasing engagement and moving members from one group (lurkers) into another (creators) so be sure to factor this in to your planning.

• Technology: Pick the right technology for your company – not all platforms are the same.

http://socialmediaweek.org/event/?event_id=1604

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Making Social Part of your DNA

• On social media, authenticity is the most important thing – and some brands are operating on the assumption that if that they can fake that authenticity, they’ve got it made. Brand interaction on media interactions that is perceived – or revealed – to be inauthentic will lead to reputational damage.

• Most brand structures operate on the premise that control is exerted from the top and from the centre – produce a brand book and enforce those rules. Social media doesn’t work this way.

– The digital natives that are most naturally (and authentically) able to traverse the emerging social media landscape are invariably (but not inevitably) younger and operating at the more junior levels of an organisation. The emergence of these people as SoMe brand champions turns traditional corporate hierarchies on its head.

– As SoMe matures as a brand channel, the biggest obstacles will be re-engineering traditional corporate control structures to devolve power and support empowerment throughout the organisation.

33http://socialmediaweek.org/event/?event_id=1121

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It's not enough to say “I'm hearing you/I've listened." Brands have to respond.3 rules from @jobsworth

• Understand your customer is social and is online and wants to engage.

• Empower employees to engage with customers. Give them the right tools.

• Allow customers to speak to each other. They do anyway – the question is whether companies want to join that conversation.

There's no point talking about a social DNA if organizations don't accept and understand that customers have a social profile that is part of their DNA. As brand and reputation consultants, we have to remind ourselves to help our clients 'listen' to the conversations before recommending campaigns to improve 'share of voice' in them.

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Contributors

Aimee Bateas – Account Coordinator, Corporate

Alastair Sibley – Community Strategist

Cat Jennings – Practice Director, Brand

Charlotte Brophy – Account Manager, Brand

Hena Husain – Account Executive, Brand

Iain Halpin – Consulting Director, Corporate

Kate Matlock – Digital Strategist

Lauren Lepke-Brown – Account Coordinator, Corporate

Melissa Wolfe – Digital Strategist/Social Media Analyst

Rafi Mendelsohn – Account Manager, Corporate

Tom Cornish – Jr Digital Strategist

Zoe Brown – Account Coordinator, Corporate/Events

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