I Spy social media clients

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socialising your brandsocialising your brand

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what are the traits of a social brand?

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constant interaction

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transparency, authenticity and modesty

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recognise problems and respond

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take consumer ideas seriously

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innovative websites

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inspire customer loyalty

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what can go wrong?

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someone may say something stupid

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a backlash could occur

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a PR disaster

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how can we avoid this?

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accept the situation

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be honest, transparent and modest

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imagine your brand as a person

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put out an honest apology

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create a staff social media policy

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the rules of social media

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rule #1 – interacting not broadcasting

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rule #2 – customer service = marketing

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rule #3 – backlashes happen for a reason

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rule #4 – communication evolves

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rule #5 – value comes in many forms

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creating a strategy

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how do we create a strategy?

■ Brand monitoring / auditing phase

■ Workshops / brand Inductions / stakeholder meetings

■ Set clear objectives and measurements – “I want social media”, “Generate

Buzz” isn’t good enough

■ Decide on processes and logistics and manage them

■ Review your objectives, processes and strategy regularly with the aid of

analytics, brand monitoring and team meetings

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how do we measure success?

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direct traffic and conversions

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sentiment

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universal search positioning

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consumer loyalty

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consumer loyalty■ A loyal customer will purchase your products over and over again

■ They will buy beyond traditional purchases, across product lines

■ They will refer your companies products to friends

■ They will become immune to the pull of the competition

■ They will give your company the benefit of the doubt when things go wrong

– and stick up for you when there is a backlash

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business intelligence

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how do we measure success?

■ Direct traffic & conversions in web analytics

■ Buzz & sentiment online

■ Universal search positioning

■ Consumer loyalty

■ Business intelligence

■ What is your picture of success?

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waterstone’s case study

■ Establishing Waterstone’s across social media

■ Going from 0 Twitter followers to 11,000+

■ Going from 0 Facebook fans to 6,383 fans

■ Being seen as a leader in using Twitter effectively

■ Twinterview with Ant and Dec (and other famous authors) - 500 new

followers on the day, huge buzz online

■ Picture This Flickr competition - 648 photos uploaded, 186 group members,

30 discussion topics, 734 comments (saved Waterstone’s money!)30 discussion topics, 734 comments (saved Waterstone’s money!)

■ Golden ticket competition with ten fantastic prizes

■ Tweet up in Piccadilly store

■ Driving referral traffic and converting into sales

■ April 2009 to January 2010: 62,000 visits from social media

questions?

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