Social Media – Oportunities with the Mainstream Media

15TH ABC MEDIA WORKSHOP Presentation by Mr Jason Lo

Transcript

2. LINSANITY!     Twi$er  ‘@JLin’  got  a   men3on  of  245,000  /mes   and  more  than  2.5million   men/ons  of  his  full  name   Traffic  to  NYKicks.com  has  spiked   550%  since  Jeremy  Lin’s  hype   7,000  Facebook  page   Subscribers  in  12  hours!   140,000  newly  added   followers  in  6  weeks.     40,000  followers  alone  aJer   Kobe  matchup  
3. Brand  &  Social  Media  
4. Finding  Value  in  Social  Media     *  Source:  Forester  Research  &  AC  Nielson    
5. Social  Media  Scorecard:  Measurement   Engagement  Metrics   • RSS  Feed     • Campaign  management   • Installs  and  downloads   • Friends   • Views   • Bloggers/Comments   • Widgets   Core  Social  Media  Metrics   • Ac3vity/Volume   • Sen3ment/Tonality   • Mavens  and  Authority   • Influencer  ranked  volume/ sen3ment   • M-­‐o-­‐M  trending   • Themes   Corporate  Marke3ng  Metrics   • Sales  (online)   • Customer  sa3sfac3on/intent  to   purchase   • Brand  insights  (recall)   • Downloads  (eg.wallpaper)   • Acquisi3ons  (new  cust)   • Search  sta3s3cs     • Una$ributed  Sales   SOCIAL MEDIA SCORECARD (KPI) Web  Metrics   • Microsite  visits   • Time  spent  on  site   • Inbound  links  (URL/Blogs)   • Search  visibility     • Visitors     • Traffics  
6. Engaging  with  Social  Media   Pepsi  Refresh  Campaign   • Pepsi  shiJed  50%  of  its   tradi3onal  media  to  social  media.     • Its  about  building  deeper   rela3onships  and  deeper   dialogue  with  its  customer   • Using  Facebook,  Twi$er,  live   Ustream  video  and  an  iPhone   applica3on.   The  Results:   • 80  million  votes  registered;     • 60,000  followers  on  Twi$er;     • 4  million  “likes”  on  Facebook.     My  Starbucks  Idea   • Adding  engaging  elements  into  exis3ng  website   • U3lizing  crowdsourcing  while  handling  consumer  feedback  be$er   • Top  ideas  from  customers  will  be  highlighted  and  reviewed     • To  further  expand  on  this  idea,  a  blog  ‘Ideas  in  Ac3on’  is  established   to  update  customers  about  the        changes   Lessons:   • Ac3ng  on  the  informa3on  and   doing  it  publicly  is  key     Whopper  Sacrifice   • BK  built  an  engaging/intriguing  app  on  FB     • Sacrifice  10  friends  on  FB  and  get  a  Whopper  for  Free   • App  went  viral  and  garnered  20,000  par3cipants  which  sacrificed   200,000  friends.     Lessons:   • Ac3ng  on  the  informa3on  and   doing  it  publicly  is  key     Coke  Social  Media  Model   • 4R’s  –  Review,  responding,  redirec3ng,  recording   • Es3mated  at  15,000  product  men3ons  daily     • Track  the  ‘buzz’  surrounding  its  brand  to  provide  insights  to   popular  sen3ments  to  generate  ideas   • Engage  and  allow  its  consumer  to  generate  their  own  content.  IE   its  Facebook  fanpage  was  created  by  its  own  consumer  
7. Credibility  From  Different  Segments     70%   47%   50%   53%   64%   43%   43%   34%   Academic/Expect   Technical  Expert   Financial/industry     analyst   CEO   NGO  representa3ve   A  person     like  yourself   Government  Official   Regular     Employee   Academic/Expect   Technical  Expert   Financial/industry     analyst   CEO   NGO  representa3ve   A  person     like  yourself   Government     Official   Regular     Employee   68%   50%   50%   65%   66%   38%   46%   29%   +22   +16   -­‐  12   -­‐  14   * Source from Edelman – Trust Barometer 2011   2012  
8. Trusted  Media  Sources   29% 32% 22% 26% 8% 14% 13% 16% +10%   +18%   +75%   +23%   NEWS     ONLINE   SOCIAL  MEDIA   CORPORATE   * Source from Edelman – Trust Barometer
9. Tradi/onal  Vs  Social  Media  Campaigns   *  Source  from  iStrategy  
10. Being  a  Social  Enterprise  
11. Integra/ng  Social  Media  into  the  Corporate  Culture     Blogs:     • Increasing  the  number  of  blogs  will  increase  the  number   of  connec3ons.   • Leveraging  on  employees  to  write  about  their   contribu3on  and  corporate  dedica3ons   Key  Learnings:     • CEO  that  twits  adds  personality  and  a  recipe  for  social   success     • Ingraining  social  media  into  culture  of  a  corpora3on   making  consumer  interac3on  personal   • Tracking  and  seeing  who’s  men3oning  you   • Improves  quality  of  customer  service  and  brand  loyalty   • Keeps  a  culture  of  transparency  and  honesty  with  the   consumer  
12. Now  Everyone  can  Float!   THANK YOU