social media - when & how to use it for business
DESCRIPTION
Social Media - When & How to use it for Business. Hannah Smith, Digital Females, London. 21st August 2012.TRANSCRIPT
Hannah Smith@hannah_bo_banna
Social MediaWhen & How to use it for Business
Digital Females – August 2012 Hannah Smith @hannah_bo_bannaDistilled.net
Hannah SmithSEO Consultant – [email protected]@hannah_bo_banna
SEOmoz Associate & SEOChick.
Speaker at MozCon; SearchLove; Think Visibility.
No longer has red hair.
what is
social media for?
2005-2007 I was the Marketing Manager for
Coral Telephone Betting
I was
obsessed with increasing brand loyalty
we measured brand loyalty via
net promoter score
what has this got to do with
social media?
we’re getting there
promise!
back to
net promoter score
net promoter
what?
a metric created by
Fred Reichheld, Bain & company
ask just
one question...
how
likely
is it that you would recommend Coral to a friend or colleague?
Customers respond on a 0-to-10 point rating scale.
What are the scores George Doors?
• Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
• Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
• Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
What are the scores George Doors?NPS = % promoters - % detractors
10% of customers are promoters minus50% of customers who are detractors= NPS score -40%
What are the scores George Doors?• NPS can be as low as −100 (everybody is a detractor) or as high as +100
(everybody is a promoter). • An NPS that is positive (higher than zero) is felt to be good• NPS of +50 is excellent.
Companies are encouraged to follow this question with an open-ended request for elaboration, soliciting the reasons for a customer's rating of that company or product. These reasons can then be provided to front-line employees and management teams for follow-up action
so NPS is a way to measure
advocacy
the implication being...
advocacyis the best predictor
of loyalty
back at Coral HQ
everyone agrees NPS is the metric…
trouble was I had
no idea how to increase NPS
Received Marketing Wisdom Said• I should find my most loyal customers• Engage with them• Enable them to spread my messages
but no one managed to figure out how the
f*ck
to do that in a scalable or meaningful way in 2005
So I did this stuff instead…
• Welcome Packs for new customers• Segmented our customer-base & created benefits according to betting habits• Modelled attrition & created direct mail campaigns to ‘reactivate’ customers • Made huge changes to our call centre & how we operated• Press Advertising• Direct Mail• Sponsorship• Email• SMS odds• PR
NPS
improved (a bit) & customer attrition decreased
But I continued to puzzle over how marketers might…
• Find their most loyal customers• Engage with them• Enable them to spread their messages
Fast forward to
2012
it’s a lot
easiernow…
Coral on Twitter…
What’s changed?• Social’s allowed Coral to move fast• Social’s allowed Coral to engage with their
customers• Social’s allowed Coral an easy way of allowing
their advocates to spread their messages
Remember what I was puzzling over?
• Find your most loyal customers• Engage with them• Enable them to spread your messages
now we have a
scalable
and
meaningful way to do this
SPEAKER NAME - EDIT FOOTER
What’s Social Media good for?
‘Good’ uses of Social Media...
• Get people talking about you – Brand awareness / engagement / PR / advocacy
• Shift consumer opinion– Reposition your brand
• Customer Service
SPEAKER NAME - EDIT FOOTER
Get people talking about you…
The Campaign• TV ad spots• Compare the Meerkat website• YouTube• Twitter & Facebook
Results• 500k Facebook fans
• 25k Twitter followers
Results• 80% increase in quotes
• CPA reduced by 73%
• Brand awareness increased from 20% to 59%
• All their competitors put their creative out to tender
The Campaign• YouTube ad (cost $4,500)
Results• 5.9m views on YouTube
Results• 12,000 people purchased within 2 days of
launch
• It’s rumoured that this was also part of their VC pitch – yielded $1m investment
The Campaign• An advocacy campaign– The more you tweet, the cheaper you can eat.
• 6 levels of discount from ‘50p off’ to a completely ‘free’ (based on numbers of tweets)
Results• 18,000+ #tweetandeat tweets
• Trending topic 4hrs after launch
• 40,000 people downloaded a coupon
Results• Veg Pot brand awareness increased by 11%
• Pre campaign 16% of their audience was buying; post campaign this increased to 31%
SPEAKER NAME - EDIT FOOTER
Shifting consumer opinion…
The Campaign• TV ad spots (built the initial audience)• 205 30 second YouTube videos talking directly
to key influencers & fans alike• Twitter & Facebook• Perhaps the first real-time social campaign of
it’s size
Results• 100m views on YouTube
• 80k Twitter followers in 2 days
• 740k Facebook fans
Results• Repositioned a dying brand
• Sales doubled
SPEAKER NAME - EDIT FOOTER
Customer service…
KLM – Customer Service
• KLM announce a new direct service from Amsterdam to Miami
KLM – Customer Service
• Dutch DJ Seid van Riel & Producer Wilco Jung tweeted KLM asking them to move their inaugural flight forward a week so that they could attend a music festival in Miami.
KLM – Customer Service
Dance Party on a Plane
• KLM brought forward the inaugural flight by one week
AND
• They broke a Guinness World Record for the ‘highest’ dance party
SPEAKER NAME - EDIT FOOTER
Where does it all go wrong?
everybody else is doing it,
why
can’t we?
SPEAKER NAME - EDIT FOOTER
1) Poor Creative / Product / Service
Gio Compario• Poor Gio never hit the same engagement (or
even follower levels of his meerkat adversary)• It’s gone so badly their only option to drive
engagement now is to think of creative ways to kill him off
• Even that doesn’t appear to working that well
Why the Failure?• A great TV ad doesn’t necessarily translate
into a social campaign• Irritating works on TV• But not necessarily on social media
SPEAKER NAME - EDIT FOOTER
2) Inappropirate Metrics / KPIs
‘Good’ uses of Social Media...
• Get people talking about you – Brand awareness / engagement / PR / advocacy
• Shift consumer opinion– Reposition your brand
• Customer Service
‘Good’ Metrics & KPIsPurpose: Get people talking about you / Shift consumer opinionMetrics:
– Brand awareness / Brand perception• measure before & after• branded traffic
– Engagement / Advocacy• Fans / Followers (kinda weak)• Interaction - Retweets / @Mentions / Posts / Comments (much better)
– PR value • use traditional PR ‘cost of advertising space’ model
• Also measure conversions - pre & post campaign but don’t expect them to be 100% directly attributable
‘Good’ Metrics & KPIsPurpose: Customer ServiceUse traditional customer service metrics:
– Queries answered via social media– Drop in calls? Xbox use this formula
Unique customers engaged with Xbox on Twitter x % people who say they would have called instead of tweeting x average cost per call = $$ saved in call centre costs.
SPEAKER NAME - EDIT FOOTER
Takeaways
Takeaways• You’ll need a good content (or Customer Care)
strategy • Remember what social is for – engagement– it doesn’t exist for you, it exists for the communities
already there• Make sure your metrics / KPIs are appropriate &
achievable
& don’t forget the
fun
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Image CreditsBack in time - http://news.softpedia.com/newsImage/Would-You-Really-Like-To-Go-Back-In-Time-4.jpg/Social Media - http://www.flickr.com/photos/kexino/6336663225/sizes/z/in/photostream/