dma masterclass 09 feb connecting element
DESCRIPTION
DMA Social Media Masterclass presentation from Andrew Rastall, Connecting Element, 9 FebruaryTRANSCRIPT
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Contents
• Change is the norm• Defining social media• Building a community• Feeding the monster• Squaring the circle• A Social Study• What about when it goes wrong?
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Change Is The Norm
• Google products• 4 Bn Mobile Video Devices• Facebook et-al• TiVo• Sky Plus• Hard Drive Recorders• BBC iPlayer
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Change Is The Norm
• Broadcast is shrinking• Narrowcast is growing exponentially
Millions get 6 so 10,000 read & 500 act
Thousands get 40 so 100,000 read and
20,000 act
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Defining Social Media
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Defining Social Media
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Defining Social Media
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Defining Social Media
• Websites
• Online news
• Social networking
• Review sites
• Seeding sites
• SMS … Blogs … Guest care dep’t
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Defining Social Media
• Any media where communities gather
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Building a Community
• Trust & Honesty• Compelling content
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Feeding The Monster
• Appropriate messages• Appropriate timing• Appropriate tone• Modulate the conversation
Offer / Value / Amenity
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One Product = One Team
Brand Team
Operating Team Guest Care Team
Marketing Team
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One Product = One Team
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A Social Study
• In January 2009 Toby’s Community Was 30,000 email respondents.
• In January 2010 Toby’s Community has topped 90,000 Facebook Fans and 120,000 email respondents
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A Social Study
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A Social Study
• The Cost To Contact Each Fan Was Under 30 pence each
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A Social Study
• How did we do that then?
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Website Toby Carvery - £5 Carvery & Ice Cream Sundae
Voucher/Code or Walk in Voucher
Expires: 31/01/10
Money Saving Expert Seeded on Site
vouchercodes.co.uk Seeded on Site
moneysupermarket.com Seeded on Site
Studentbeans.com Email sent 09/01/10
saveyourbeans.com Email sent 09/01/10
Myvouchercodes.co.uk Shown on site
myretailcodes.co.uk Shown on site
offers.co.uk Seeded on Site
magicfreebiesuk.co.uk Seeded on site
feedmedeals.co.uk Seeded on Site
Voucher-Finder.co.uk Email sent 09/01/10
restaurantvouchers.co.uk Seeded on Site
voucherseeker.co.uk Seeded on Site
discountvouchers.co.uk Unable to seed
Bview.co.uk Seeded on Site
couponsnapshot.co.uk Seeded on site
freestuff.co.uk Seeded on Site
e4s.co.uk (employment 4 students) email sent 01/02
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Results
• Record L4L sales growth• Record community subscription• Record levels of engagement
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WARNING
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You Must Not Screw With The Community
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www.thisfluidworld.com
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What Should They Have Done?
Invoke the Crisis Plan?
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What Should They Have Done?
NO!
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What Should They Have Done?
1. Built Some Relationships
2. Built Some Trust
3. Built Some Advocates
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What Should They Have Done?
Build a Community
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