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Engaging with Consumers :

Engaging with Consumers :. Leveraging social media. Through the consumer’s eyes. http://www.youtube.com/watch?v=J5TI3gzx3JA. Resonating with the industry. But some times when marketers say “social media”…. Take a few steps back…. PREPARE : Find, Listen, Analyse.

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Engaging with Consumers :

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  1. Engaging with Consumers: Leveraging social media

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

  3. Resonating with the industry Engaging with consumers: social media

  4. But some times when marketers say “social media”… Engaging with consumers: social media

  5. Take a few steps back… Engaging with consumers: social media

  6. PREPARE: Find, Listen, Analyse Three key things to get the best out of social media… Engaging with consumers: social media • DO SOMETHING: React • HOW DID IT GO?: Evaluate

  7. Preparation is key Engaging with consumers: social media

  8. Understand the conversation Engaging with consumers: social media • Questioner • Age / Identity • Life stage • Product priorities & values Conversation Dynamic Beginner driver  Questions Experienced driver  Answers • Respondents • Identity • Experience • Opinion • Brand preferences Source: Yahoo Answers

  9. Understand the conversation Engaging with consumers: social media Conversation Dynamic Question/Topic ignite discussion Peers share experiences • Community • Identity • Experience • Opinion • Recommended strategies Source: WSJ.com

  10. Types of influencers Engaging with consumers: social media Source: http://www.forrester.com/rb/Research/tapping_entire_online_peer_influence_pyramid/q/id/56537/t/2

  11. Influencers & influential spaces come in all shapes and sizes Engaging with consumers: social media

  12. Organise data in a meaningful way Engaging with consumers: social media Sources: Onalytica, Cymfony, Visible Technologies, NielsensBuzzMetrics

  13. The challenge is to make the data actionable… Engaging with consumers: social media Social Media Listening Insights PR ATL Digital Channel Planning Research Business Insights

  14. PR Identified chat around Mini 9 launch Seeded info / corrections when required What does that mean? Engaging with consumers: social media Source: Radian 6

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

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

  17. So now what?... Do something! Engaging with consumers: social media

  18. What topics are we getting involved with? Preparing to respond Engaging with consumers: social media • Topic • What’s the brand’s standpoint? • Point of View • What tone should we take? • Tone of Voice Social Media Response Toolbox

  19. Engagement: It’s not about… 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

  20. Engagement: Is more about… Engaging with consumers: social media • Relevance & Respect • Transparency • Dialogue • Personalised conversations with influential individuals • Quality & Exclusive content • Long-term relationship

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

  22. Traditional online can also amplify engagement… Engaging with consumers: social media

  23. Tools can also be used to measure Engaging with consumers: social media Sources: Onalytica, Cymfony, TruCast, Omniture

  24. To sum up… Engaging with consumers: social media • 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.

  25. Engaging with consumers: social media

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

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