Uploaded byJames Ainsworth
The latest developments in Social Media
The document discusses the latest developments in social media and highlights SDL's role as a leader in global information management. It provides insights on social media trends, engagement strategies, and data-driven decision-making, emphasizing the importance of integrating social media within business operations. Additionally, it outlines practical recommendations for leveraging social media to enhance customer interaction and brand growth.
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The latest developments in Social Media
- 1. The latest developments in Social Media James Ainsworth Social Media Manager – Social Intelligence Division SDL Proprietary and Confidential
- 2. SDL Recognized Leaderin Global Information Management • Publicly traded company with $400m annual • Award-winning and profitable company, with long- revenues term financial stability • Over 2,700 employees in 70 offices across • 1,500+ enterprise customers and partners 38 countries • SDL is celebrating its 20th anniversary in 2012 • World-leading innovative technology 2
- 3. 41 of the50 Top Global Brands *Source: Interbrand, 2011
- 4. SDL‟s Vision SDL believes everyone should be able to engage with the information they require in the way they want 4
- 5. Our Mission • Weenable global businesses to engage with their customers • In the language, the media and at the moment they choose • We help businesses manage their brands and drive global revenues • Providing enterprise-ready innovative solutions for managing the end-to-end customer experience
- 6. A bit aboutme…before the good stuff
- 7. The latest developmentsin Social Media
- 8. Social Media Headlines Overall growth in social media has slowed Mccann Wave Report Price promotion 92% chance of getting Retweeted in This month, two of the (21.5%) is the the first hour after posting RWW biggest online most common players, Amazon and tactic used by In 2011, LinkedIn generated a visitor-to-lead eBay, added Pinterest retailers to boost conversion rate of 2.60%, on average four buttons to their product engagement on times higher than Twitter (0.67%) and seven pages Campaign Facebook times higher than Facebook (0.39%) HubSpot Only 1.3% of StickyEyes 57% of UK 20% - the “average ‘fans’ actually SMEs have 67% of fans expect exclusive conversion rate” some engage with the used social offers; 22% of brands deliver retailers are seeing thanks brands they media on this to the new Facebook ‘like’. Hiscox CMO Council CMO Council Timeline.SMI Most comments to company wall posts on Facebook will also happen within the first hour or two. RWW
- 9. MYTH BUSTING SocialMedia Monitoring is not just responding to Twitter moaners
- 11. 50+ Billion storedconversations and results 60+ languages 20+ Automated sentiment analysis Dashboards Alerts Storyboards Custom Sources
- 12. Social media data andwhat it enables Rather than "data driven decisions", advocate human decisions supported by the use of good tools to provide us with data-derived insights. http://www.flickr.com/photos/puuikibeach/
- 13. Yesterday’s news Today’s news Timing is everything.
- 14. Social media answers the questions you never thought of. Don’t have time to run surveys and questionnaires
- 15. Social media data shows you the whole conversation. Join the dots.
- 16. The more the merrier. Savings
- 17.
- 18. Powered by The socialmedia story behind a new and intriguing product
- 19. Top Platforms Love it or Hate it? Twitter users Twitter Positive 29% Forums Indifferent 86% Media Negative 13% # of influencers Top Twitter Authors 35 @psykouk @annecupcake Positive advocates @dressjunkie 3 are based in Ireland
- 20. Top Platform Demographics Twitter Forum Users Male: 75% Forums Female: 20% Media Unspecified: 5% Top Categories Love it or Hate it? Social Positive 20.1% College Life Indifferent 61.6% Health Negative 18.3%
- 21. Top Domains Top Themes Boards.ie Boards.ie Weightwatchers Money Saving Expert Cakes TES Community Nutella Love it or Hate it? Top Authors Positive 12.9% Killer Wench Indifferent 58.1% Seomra Mushie Negative 29% Pembily
- 22. Target your offerswith the Forums where your advocates What next? are doing great things for you Look at the comments relating Host product development to “fat”, “health” “exercise” and session with influencers to tailor messaging in target design new offshoot products publications where dietary content needs to be considered Establish a User Forum where Run Campus or Instore tasting recipes are created and sessions to marry up online uploaded with photo content and offline
- 23. Draw Something A rumoured $210 million deal sees OMGPOP join the Zynga family. 30 million downloads and 1 billion drawings in the first 6 weeks. 15,000+ social mentions a day in the week of acquisition. Draw Something – a story of growth Pictures by colleague and Draw Something user: 23 TangoManWedge
- 24. DrawSomething But what does the social data tell us about its users? Using SDL SM2 we can explore the social data that tells the story behind Draw Something‟s phenomenal growth and Powered by how people use it 24
- 25. Who talks aboutplaying Draw Something? Who talks about playing Draw Something? • Cafemom.com • Babycenter.com Community • Reddit • Gaia Online 25
- 26. Drawsome! Is a game considered mainstream when its vocabulary works its way into everyday conversation? February to March 2003% Increase in uses of the word Drawsome when discussing the game 26
- 27. Problems? Looking at whatplayers say about Draw Something can help you identify user issues and obstacles 5631 mentions of the “Can‟t go over Turn 99” bug 1114 mentions of the App “crashing”
- 28. In-game monetisation 40% of„freemium‟ game players end up spending money Males age 13-34 are more likely than females to simply stop playing altogether In-app purchases typically take place within a month of starting to play. Source: NPD group In-game purchases totalled $970 million last year and predicted that that could grow to $5.6 billion by 2015 Source: IHS
- 29. Peak mentions as Has the bubble burst? Draw Something achieves Resurgence „viral‟ status of social mentions as Zynga deal is confirmed Mentions dropping, nove lty of game wears off. Development required
- 30. The common mistakebrands make….. Desired Customer Business behaviors Commitment success /perceptions Give customers They’ll think & do The business will what they the things you want meet its goals ask for… them to do… 30
- 31. What actually happens…. Customer Commitment Give customers what they ask for… Desired behaviors /perceptions Undesired Business success behaviors/ perceptions 60-80% don’t do what you want them to do… 31
- 32. Ensuring a fairexchange Desired Business Customer behaviors goals commitment /perceptions 32
- 33. Driving measurement fromyour business goals Your ideal customer is one who….. Shops Shares Advocates
- 34. Driving measurement fromyour business goals PCS: Product commitment score • Informs your value proposition CRS: Customer relevance score • Drives content & engagement strategy BCS: Brand commitment score • Drives brand strategy
- 35. Deriving meaningful scoresusing social data • Each index is derived from scoring conversations based on their value into the commitment journey we’re trying to understand 35
- 36. The components ofeach score Commitment score is a composite of: 1. Where in the journey the conversation sits 2. The level of influence of the conversation 3. Weighted sentiment of the conversation
- 37. The deliverables….. 1) Anexecutive scorecard that can be cascaded throughout the business
- 38. The deliverables….. 2) Experiencescores showing the specific parts of the customer journey impacting commitment
- 39. The deliverables….. 3) Customerjourney segmentation to drive prioritization & targeted action
- 40. Big and SmallBusiness – Lead Generation http://www.flickr.com/photos/eogez/
- 41. What is thebusiness need for social media? • To be loud and proud – We do some pretty awesome stuff, let’s tell people about it • To sell – We have some of that pretty awesome stuff I spoke about to sell • To support valuable customers – They already know of our pretty awesome stuff but do we know what they do with it? Do they need help with handling the pretty awesome stuff? 41
- 42. 10 ways towin every week 1. Follow 3 new people on Twitter 2. Connect with someone on LinkedIn from one of your interest groups 3. Tweet a link to an SDL Social Intelligence resource 4. Answer a question on LinkedIn/Quora 5. Tweet about something that interests you professionally 6. Join a new group on LinkedIn 7. Share an interesting article in the SDL Social Division Hangout on Facebook 8. Read a blog and leave a comment 9. Tell James about something online that you think he should pay more attention to. 10. Repeat one of the above • BONUS: Write a 500 word blog post for SDL Blog 42
- 43. …the business value Socialmedia should be used to affect a change in an aspect or multiple areas of your business
- 44. …plug in tomultiple aspects of your business Do not allow social media to be run in isolation to the rest of your business…plug it in where relevant and use the resulting data to measure the heartbeat of your activity.
- 45. Big Business Small Business In-house use or Agency Free Tools Across Departments Single Use Specialist Use/ Insights/ sCRM Broadcast/Customer Service SDL SM2 Hootsuite Radian6 Tweetdeck Meltwater Buzz Social Mention Synthesio Google Alerts Annual cost from £12,000 Free
- 46. Where should Ilook for Twitter opportunities to comment? What do they look like? LinkedIn Answers LinkedIn Groups 46
- 47. LinkedIn - Answers 3 1 2 4
- 48. Want to doTwitter better? Search strings on Twitter clients: “cupcakes” AND “Bristol” OR “Bath” “business card” AND “need” bristol geocode:51.4709507,-2.6039525,25km http://www.flickr.com/photos/psyberartist “XboxSupport” -accidtnly “From:CocaCola”
- 49. • Follow yourcustomers on Instagram if Give your they are there. • Hold a contest/giveaway and using platform a #hashtag on Instagram purpose… • Print Instagram photos from your customers and put them on your store or your website. There's currently no distinction between people • If your fans are sharing your photos and brands on Pinterest. You'll get more traction if online, share their photos with your you approach the site more as a person, less as a followers. brand. • Snap photos of your customers/team Name your pin boards after your business members and post them on Instagram. type, products, and services. For instance, if you sell sportswear and equipment, create pin boards • Make your Instagram personal too, not for such topics as Gym wear, Sports shoes or best Create Happy Hour check-ins just about your business. yoga mats. during off-peak or free-time to boost activity beyond current • Use hashtags. SEO tip: Post pictures on your own site or blog spikes. first, then pin those pictures on Pinterest. Advertise that you‟re a When setting up your Pinterest account, add Foursquare merchant. descriptive, keyword-rich text to your "About" description. Host events dedicated to social media users to encourage Include your location as well simultaneous check- in, Tweets, and Facebook Be careful when auto-posting to check-ins Facebook/LinkedIn or other
- 50. • Follow yourcustomers on Instagram if Give your they are there. • Hold a contest/giveaway and using platform a #hashtag on Instagram purpose… • Print Instagram photos from your customers and put them on your store or your website. There's currently no distinction between people …all these opportunities to engage sharingan audience • If your fans are with your photos generate data… and brands on Pinterest. You'll get more traction if online, share their photos with your you approach the site more as a person, less as a followers. brand. …pair with your better judgement on how to gain tangible benefits… • Snap photos of your customers/team Name your pin boards after your business members and post them on Instagram. type, products, and services. For instance, if you …by delivering highly targeted and relevant communications… pin boards sell sportswear and equipment, create • Make your Instagram personal too, not for such topics as Gym wear, Sports shoes or best just…at the right time, via the about your business. right medium to evolve yoga mats. Create Happy Hour check-ins during off-peak or free-time to • Use hashtags! its important SEO tip: Post pictures on your own site or blog boost activity beyond current your story… first, then pin those pictures on Pinterest. spikes. When setting up your Pinterest account, add Advertise that you‟re a descriptive, keyword-rich text to your "About" Foursquare merchant. description. Host events dedicated to social Include your location as well media users to encourage simultaneous check- Be careful when auto-posting to Facebook/LinkedIn in, Tweets, and Facebook check- or other
- 51. Thanks for listeningand do you have any Questions? • How do I contact you? Email: [email protected] Twitter: @SDLjames
Editor's Notes
- #9 Context and opportunity
- #17 Social Media data is highly scalable with access to high volumes of data and a global dataset.
- #30 Retaining a core? Usage typically tails off but improvement and settled in-game revenue streams often take off. Doing less with more.
- #46 Right tool for the right jobBy listening in the right areas and for the right keywords we get opportunites that are at their most relevant to engage