Conversations in Social Media
An approach to creating a architecture for a brand's social media conversations. Created by Influx and Argus Insights.
RTRANSFORMING BRANDSA BSSP COMPANYPresented by: Influx and Argus InsightsConversations in soCial media| influxinsights.com 2teChnology has overwhelmed marketing| influxinsights.com 3engagement is being driven by Companies that provide Consumers with Control and utilityThe marketplace focus is shifting to social platforms, applications and new technology offerings, creating increasing fragmentation of mindshare for brands.New gatekeepers to brand interactions are emerging.| influxinsights.com 4Consumers spending time with soCial platforms not brandsConsumers determine where theyll spend their time based on what provides them with the most perceived value.Its a massive challenge to traditional marketing philosophies.Here are the average minutes per visitor for the leading social networks in December 2011:Facebook.comTumblr.comPinterest.comTwitter.comLinkedIn.comMySpace.comGoogle+0 125 250 375 500513152580151423http://www.internetretailer.com/| influxinsights.com 5relevanCe is getting harder and harder to maintainTo capture attention and remain relevant, brands must shift how they think and provide more utility and invite the consumer to take more control over their brand.Brands that fail to acknowledge this new role with the consumer will struggle to remain relevant.| influxinsights.com 6the reality is: this is the new normalConsumers are only increasing their reliance on technology and the new communication styles it helps to create. The way that consumers choose to interact has forever changed.| influxinsights.com 7but we still dont have our arms wrapped around the impaCtMany brands feel ill prepared to develop strategic social media marketing programs. According to a study conducted by the Harvard Business Review, only 12 percent of companies surveyed indicated that they were effective users of social media, and just 7 percent said they were able to integrate social media into their marketing activities. The Power of Like, comScoreTo better understand the future implications, we wanted to better understand the behaviors of consumers and brands TODAY.| influxinsights.com 8 How brands are using social media today How consumers use social media to engage brands How brands can connect more meaningfully to consumers through social mediaso we wanted to find out more about| influxinsights.com 9we started looking and listening12 brandsover 2.4 million data pointsin 45 daystwitter, facebook, youtube, webford, mini, bud light, pbr, wendys, subway, ameritrade, Charles schwab, kraft, heinz, apple, nokia, Coke, pepsi, tide, Clorox, axe, old spicedeep dive 6 brands| influxinsights.com 10Comprehensively collect the reactions, ideas and emotions of the market. Quickly seek to answer important questions about the market: who, how, what?Formulate ideas on why the market is responding this way.Address and engage the needs of the bulk of the users while recognizing and revealing needs from extreme users.Understand the extendability of the brand into social media.we sought out argus insights to help usobserve:understand:interpret:engage the market:gauge soCial Capital:| influxinsights.com 11Its clear that many brands are flocking to social media to engage consumers. By 2016, advertisers will spend $77 billion on interactive marketing as much as they do on television today. Shar Van Boskirk, Forrester AnalystBut they arent doing so with a clear understanding of their social capital (awareness, status, perception, equity) and brand voice and how and where it will allow them to engage with consumers today.what we found together| influxinsights.com 12it is Clear we are entering an age of Conversation Many brands havent defined: The role they play in conversation The type of conversation they want to have The extendability of social capital and brand voice The rule sets for having engaging conversationsConversation rolesBeing played by brands today| influxinsights.com 14the speCtrum of Conversation roleshigh Consumer engagementmedium Consumer engagementlow Consumer engagementThe Cult of Personality The Intentional Planner The WallflowerThe Entertainer The Firecracker The EgoistThe ZeitgeistThe ConnectorThe Counselor| influxinsights.com 15| influxinsights.com 16| influxinsights.com 17| influxinsights.com 18| influxinsights.com 19| influxinsights.com 20 Brands must understand their role in conversations with consumers and how to be clear on the story they tell Consumers must receive expected value to continue engaging in conversations Brands need to establish a clear strategy for the type of conversation they wish to initiate Conversations must be built on social capital and fit within brand voice to build relationships with consumerswhat does this mean for brands?| influxinsights.com 21a framework to help brands be more effeCtive at planning Conversationspromotion| influxinsights.com 23Conversation-type frameworkpromotionBrand drives relationshipbrandMarket Share Typically coupons or sales designed to drive an immediate purchase decision Timed, focused effort to capture consumer engagement Best served in context when consumer wants to consumeConsumersImmediate Need Fulfillment Looking for a deal Seeking immediate service or need resolution Easy to engage; requires minimal investment| influxinsights.com 24| influxinsights.com 25Wendys holiday campaign, #fishfriday, targeted for the Fridays during Lent season, resonated well over Twitter. 0 10 20 30 40 50 60 70 80 90 100 4- 5- 6- 7- 8- 9- 10-11-12-13-14-15-16-17-18-19-20-21-22-23-24-25-26-27-Fish Friday Retweets Fish Fridays #FishFriday wendys suCCessfully ConneCted Conversation on #fishfridayConsumers start discussion of Wendys fish sandwichFish Friday RetweetsFish FridayWendys creates #fishfriday fish face campaign in response#FishFridayBeginning of Lent| influxinsights.com 26| influxinsights.com 270% 0% 0% 1% 1% 1% 1% 1% 2% 2/4/12 0:00 2/6/12 0:00 2/8/12 0:00 2/10/12 2/12/12 2/14/12 2/16/12 2/18/12 2/20/12 2/22/12 2/24/12 2/26/12 The use of Februany came primarily from consumers that had seen and resonated with the campaign through other channels, typically traditional media This campaign received a lot of traffic and was effective for Subway in driving customers to their franchisees for a mealsubways februany had people talking about sandwiChes in februaryFebruany Promotion TweetsFebruany Subway Tweetspropaganda| influxinsights.com 29Conversation-type frameworkpropagandaBrand & consumer share drivingbrandMindshare Fight to be top of mind with awareness/consideration Traditional domain of marketing and advertising Novelty and stickiness win over alignment to experienceConsumersExperiencing the Brand Assessing if brand reflects their core values Engaging in conversation; creating dialogue Judging consistency of brand experience Experience value must outweigh other mindshare competitors| influxinsights.com 30| influxinsights.com 31The echos of Old Spice Man were felt on Valentines Day when a hyperbole tweet of epic proportions was sent from the Old Spice account. They received hundreds of retweets, greater than any single message sent by a brand during the study period. old spiCe brought baCk old spiCe man for valentines day hyperbole0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb 24-Feb 25-Feb 26-Feb 27-Feb 28-Feb 29-Feb 1-Mar 2-Mar 3-Mar 4-Mar 5-Mar Percentage of Mentions by topic (line graph) Terry Crews Old Spice Man V-Day Terry CrewsOld Spice Man V-Day| influxinsights.com 32 Within a group of Frosty lovers are customers that relish dipping their hot fries into cold Frostys The Frosty Loves Fries campaign was built on this nichewendys frosty loves fries Campaign effeCtive for niChepartiCipation| influxinsights.com 34Conversation-type frameworkpartiCipationConsumer drives relationshipbrandTime Share Brand handing control to consumers by asking them to co-create an experience Campaigns split between fun activity and brand engagementConsumersExpressing Their Relationships Looking to create their own experiences Actively owning brand association, evangelizing to others| influxinsights.com 35| influxinsights.com 360% 10% 20% 30% 40% 50% 60% 4-Feb5-Feb6-Feb7-Feb8-Feb9-Feb10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb 24-Feb 25-Feb 26-Feb 27-Feb Percentage of specific topic mentions (line graph) Voice of Love Campaign Using Mac and Cheese Hash The campaign allowed participants to share their entries with their networks and if they were chosen, the missive went out again over Twitter, Facebook and YouTube.kraft Capitalized on ted williamsVoice of Love CampaignUsing Mac and Cheese Hash Post-campaign traffic drops to less than prior average Very little post-campaign traffic for VoiceOfLove Event-based campaigns fade with memory of the event | influxinsights.com 37Wendys posts about sample designs on their Facebook wall evolved into conversations among consumers amplified by celebrity engagement.wendys t-shirt Campaign used Celebrities to drive partiCipation| influxinsights.com 38a new Conversation arChiteCtureunderstand social capital and identify the role you can play in the conversationdefine the type of conversation Creates a framework for composing the storyapply the rule sets to how the conversation is crafted| influxinsights.com 39| influxinsights.com 40We can helpare you happy with your Current Conversations?RTRANSFORMING BRANDSA BSSP COMPANYRTRANSFORMING BRANDSA BSSP COMPANYthank you