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Engaging with Consumers: Leveraging social media by A Havercroft - MediaCom, 21.05.2010

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Engaging with consumers: social media Through the consumers eyes http://www.youtube.com/watch?v=J5TI3gzx3JA

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Resonating with the industry by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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But some times when marketers say social media by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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Take a few steps back by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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Three key things to get the best out of social media by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media PREPARE: Find, Listen, AnalyseDO SOMETHING: ReactHOW DID IT GO?: Evaluate

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Preparation is key by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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Understand the conversation by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media Questioner Age / Identity Life stage Product priorities & values Respondents Identity Experience Opinion Brand preferences Source: Yahoo Answers Conversation Dynamic Beginner driver Questions Experienced driver Answers Conversation Dynamic Beginner driver Questions Experienced driver Answers

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Understand the conversation by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media Community Identity Experience Opinion Recommended strategies Conversation Dynamic Question/Topic ignite discussion Peers share experiences Conversation Dynamic Question/Topic ignite discussion Peers share experiences Source: WSJ.com

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Types of influencers Source: http://www.forrester.com/rb/Research/tapping_entire_online_peer_influence_pyramid/q/id/56537/t/2http://www.forrester.com/rb/Research/tapping_entire_online_peer_influence_pyramid/q/id/56537/t/2 by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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Influencers & influential spaces come in all shapes and sizes by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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Organise data in a meaningful way by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media Sources: Onalytica, Cymfony, Visible Technologies, Nielsens BuzzMetrics

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The challenge is to make the data actionable Social Media Listening Insights PR ATL Digital Channel Planning Research Business Insights by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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What does that mean? by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media PR Identified chat around Mini 9 launch Seeded info / corrections when required Source: Radian 6

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What does that mean? by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media ATL Identified key competitive edge Seeded info / corrections when required Sources: Radian 6, Notebookreview.com

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What does that mean? by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media Business Insights Identified weak features Feedback to product development team Sources: Radian 6, Notebookreview.com, blog.laptopmag.com

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So now what?... Do something! by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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Preparing to respond Topic What topics are we getting involved with? Point of View Whats the brands standpoint? Tone of Voice What tone should we take? Social Media Response Toolbox by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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Engagement: Its not about by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media Ignoring the context & audience Too focused on quantity of interactions and not quality Forgetting the brand personality Sources: BrandRepublic, Twitter

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Engagement: Is more about by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media Relevance & Respect Transparency Dialogue Personalised conversations with influential individuals Quality & Exclusive content Long-term relationship

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Above all, best practice is now legislation in some markets http://www.ftc.gov/opa/2009/10/endortest.shtm material connections (sometimes payments or free products) between advertisers and endorsers connections that consumers would not expect must be disclosed. by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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Traditional online can also amplify engagement by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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Tools can also be used to measure by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media Sources: Onalytica, Cymfony, TruCast, Omniture

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To sum up Turn social media data into insights and take action Ensure rules of engagement are clearly laid out Engagement can take shape in a number of ways but always keep in mind context, content, consistency and contingency. by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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by A Havercroft - MediaCom, 21.05.2010 Engaging with consumers: social media

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Thank you Anny Havercroft Associate Director - MediaCom International Email: Anny.Havercroft@mediacom.comAnny.Havercroft@mediacom.com Phone: 0207 158 5389