Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

THERE’S NO

SMOKE

WITHOUT

FIRE

Giles Moffatt

Tiffany St James

2012 CLIENT DAY

Thursday 27 October

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

The oldest social medium – 30,000BC

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

This half

works

This half

doesn’t

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

The oldest social medium – 30,000BC

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

There’s nothing new about Social Media

Aggression

Altruism

Apology

Community

Deception

Dominance

Gain advantage

King-making

Passing the blame

Posturing

Power plays

Social Grooming

Status

Social Cohesion

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Pillars of Influence

1. Reciprocity – returning a “favour”

2. Commitment and Consistency – honouring a previous agreement

3. Social Proof – do what other people are doing

4. Authority – do what the person with the highest title/rank, the fanciest

car, or the nicest clothes says

5. Liking – follow the advice/instructions of people you like or are attracted

to

6. Scarcity – perceived scarcity generates demand

http://www.youtube.com/watch?v=ZQzsQkMFgHE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

We are not bamboozled

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Trust in communications

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck

A dramatic shift in trust

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Misadventures

in social media

Getting it wrong

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

I didn’t know you liked that?

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

You don’t have to be liked to be good….

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

What is there to like?

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Sometimes small is more likeable…

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Of course it helps if you have a cause

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Some things just shouldn’t be liked

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Some things never will be liked

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Some things are surprisingly well liked

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

In different ways…

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

And some will always just want to be liked

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

There is some good news for Gordon though

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Not living the brand

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

News jacking

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Engagement

Less than 1% of fans of the 200 biggest brands on Facebook are engaged

Facebook fan bases and actual engagement aren't the same thing.

Average engagement for the Top 10 brands with largest fan bases was 0.36%

Highest engagement: alcohol, cars, cosmetics and electronics

Lowest : confectionery, FMCG, retailers, software, social platforms and apps

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

No smoke

without fire

The power of the creative

idea, amplified

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

35 people working 12 hours a day for its three day duration

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

35 people working 12 hours a day for its three day duration

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

35 people working 12 hours a day for its three day duration

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

35 people working 12 hours a day for its three day duration

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

35 people working 12 hours a day for its three day duration

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

35 people working 12 hours a day for its three day duration

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Successful multi-social campaign

35 people working 12 hours a day for its three day duration

Heinz Get Well Soup Campaign:

Direct Sales

Heinz Get Well Soup Results

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

The Volkswagen Fox

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Brand Engagement

1. A new social shopping experience for fans.

2. Buying a Fiorelli bag is no light decision and the brand have considered this through introducing an app which allows you to superimpose a photo of your bag of choice onto your profile photo and get your friends’ comments before you decide to buy.

3. In this way they’ve encouraged real interaction around their brand are considering their customer’s actual purchasing journey

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Marmite:

Product Testing

1. Marmite last year claimed they were the first FMCG brand to use the sampling ad units available in Facebook.

2. They used this ad format to allow people to register for a free sample of Marmite’s new savoury bar.

3. Clever use of Facebook ads is often overlooked and used well they can bring a campaign to life and allow you to reach new audiences in new ways.

4. Source: Simply Zesty

Social media frame

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

We will take it for granted that you…

1. Know your business

2. Set measurable objectives

3. Know the target audience

4. Know the audience preferred channel

5. Have some ideas around social media platform demographics

6. Have the twinkling creative idea

= to make you implementation planning solid

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE @TiffanyStJames

Moore’s law and open innovation: new tools will develop and evolve. Continuous optimisation

Essentials

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Research and social data build

1. Build a database with social profiling of

2. Sort Twitter Followers by social influence

3. Search client Twitter Followers bios

4. Identify keywords for SEO and social use

5. Use Facebook insights to understand fans

6. Research for social influencers on your topic

7. Identify key social media platform usage

8. Specify monitoring and analysis tools

9. Build social data centre newsroom

10. Bring tools and analytics into one web-enabled viewing and engagement platform

11. Set up key monitoring and alert platforms

12. Set up key response and engagement tools

13. Define pre- during & post event amplification processes

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Amplification set-up

• Make digital assets for social seeding e.g. photos, interviews, opinion, atmosphere, quotes, infographics, research

• Build library (including editorial) and implementation plan of digital assets for dissemination

• Set up social platforms and have access to existing client ones for direct engagement, create social media tags

• Select and brief social media amplification teams, base camp newsroom (including on-location teams if applicable)

• Crisis-comms process for spam-bot newsjacking and trolls, set tpm [tweets per minute] bar of spam

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Campaign roll out

• Additionally, disseminate digital assets e.g.

SEOd press releases, digital content package, previews, video interviews

• Proactive blogger outreach

• Proactive social influencer outreach

• Proactive support of Celebrity endorsement if applicable

• Amplification of engagement

• Reward audience social engagement

• Continually reward engaged advocates

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

Post-campaign analytics and insight

1. Social media metrics : Wordle, volume, mentions, sentiment, share of voice

2. Increase from baseline in fans, followers, mentions, blogposts

3. Facebook insights

4. Product interest

5. Digital asset engagement

6. Campaign engagement

7. Visits, traffic, genus

8. Insight: Key client value

9. Brand engagement relationship driven from campaign

10. Customer online journey via tracking URLS

11. Propensity to purchase: relationship between campaign and product sales, sign ups, downloads

12. Useful data and insight on socially engaged audience demographics

13. Database of social profiles and engaged influencers

Your metrics will be

defined by your

campaign objectives.

Experience growth for yourself THERE’S NO SUCH THING AS AVERAGE

RIVER OF LIGHT VIDEO

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