Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager). Contact: gina.bowes@gmail.com Sources & images sourced where possible.

1. The Social Media
Strategy…..there is one right??
Gina Bowes
Digital Communications Manager
Glanbia
@ginabo

5. • Smartphone penetration in Ireland is currently at 37%, with
strong adoption among males (45%) compared with females (29%)
• Most popular among 25 to 34-year-olds, where the penetration
level is 53%.
• Downloads 4.8 apps per month and social networking apps are
the most used.
• The average Irish person spends 18 hours and 7 minutes online
each month
• 84.2% of all Irish Internet users used social networks in December
2010. This is up 8.1% on December 2009 (Source: Comscore)
• 77% of all Irish internet users use Facebook. After connecting to
brands on Facebook 51% people were more likely to buy and 60%
more likely to recommend.
• 245,000 people over the age of 15 have a Twitter account. That’s
7% of the total Irish population.
• In August 2010 4% of the entire Irish population were using
LinkedIn. (Source: Ipsos MRBI) The current figures for LinkedIn
show close to half a million Irish accounts.

16. Social strategies will only succeed if they are
part of the overall company strategy and
weaved throughout the business units and job
functions.
The entire company must understand the Social
Media objectives and what the end goal is…...

18. We want to build stronger relationships between
our consumers and our brands, listen and engage in
the online conversations, gather insights & create
positive customer experiences by enhancing our
use of social media.
Glanbia
www.glanbia.com

19. Understand customer behaviour,
industry trends & employee feedback.
Have clearly defined objectives.
Build robust framework to deliver
objectives.
Integrate digital with wider
marketing mix.
Measure it.

25. 10 reasons…
1. The Compliment 2. The Complaint 3. The Express Need 4. The Competitor 5. The Crowd
Service
Info
Help
Social media compliments Catching something early People make known what By watching your industry and Topics will often pop up online
are the online equivalent means getting a chance to they are doing and often relevant keywords, you will be that draw huge crowds. There is
of references or respond and demonstrate ask the general public for the first to know when a new a lot to be learned from these
testimonials, and they your problem solving abilities advice when they are about competitor appears on the discussions, especially when
deserve attention & also to turn the complaint to make a purchase. scene or when their name is they have the potential to affect
around. mentioned. your brand.
6. The Influencer 7. The ROI 8. The Crisis 9. The Audit 10. The Thread
An influencer’s audience There are a number of ways Discussions happening in By analysing social media, you
Following discussions using
helps spread opinions on a to measure engagement & social media can serve as an can score a brand’s overall
associated keywords can
brand faster, positive & ROI. early warning system. user sentiment, understand
help bridge the thread
negative. Knowing who which competitors rank closest
across all types of social
these influencers are & in buzz or online mentions,
media, connecting the
understanding their uncover brand advocates, &
conversation for easy
opinions of your brands can rank which social media
analysis.
help you connect with them channels contain the most
active discussion.

26. Examples of listening tools:
There are a multitude of listening tools and monitoring services. The business
requirements and core objectives should shape the selection. I have taken
just two of the many services to show the data these tools can gather. There is
a cost to the business so it’s important to understand objectives prior to
implementation to ensure maximum ROI.
O’Leary Analytics Yomego Lithium
Results show the online Results show how the entire Results show how a big brand
mentions and associations brand can be assessed like eircom can be categorised
with Oxegen ’11. This is an digitally across the web. into sub brands using
example of how specific keyword search.
campaigns can be monitored.

27. 1.
Key Words used
online about
Oxegen ‘11
Source:
www.olearyanalytics.co
m

28. Source:
www.yomego.com

29. Source:
www.lithium.com

30. • Google analytics, Facebook insights, Tweet stats, You Tube report, PPC reports, 3rd Party vendors
Free & Paid
Tools
• Keyword pre-work (rubbish in = rubbish out)
• Continuous keyword assessment/tweaking
• Competitor comparison / analysis
• Consumer insights analysis & feedback process
Search
• Specific consumer associations
Process
• Tracking by campaign
• Retrospective analysis
• TOV
• Scheduled
Response • Alert set up
Process • Out of hours SLA’s
• Know what platforms you have ‘right to reply’ assess new/growing platforms for extended presence
• Question reports / results.
Parameters

31. is dead
Long live

39. ビジネスが理解す
る言語で測定し、
話しなさい

40. KPI’s
Awareness Appreciation
Without clearly Reach/Share of Voice Sentiment
defined objectives Search Ranking Customer Sat
# Tags # Page views/Posts
we have no criteria # Unique Visits Operational
# Community Members
on which to evaluate
Budget
success. Resources
Action
Roadmap Advocacy
# Sale/Retention
NPS
#Call Deflection
# Referrals
# Registrations
# Super Users
# Competition Entries

42. Operational Customer Content & Channel/Digital
Excellence Engagement Campaigns Selection
- Policies/Guidelines - Listening tools • Consumer content - Quality not
curation quantity
- Governance
- Customer recognition
- Training & & rewards - Co-ordinated & - Key Word Search
Development consistent schedule & SEO
- Insights & feedback
- Tone of Voice
- Campaign management - Industry Trend
- Resourcing & - Focus analysis
agencies groups/Influencers - Review stimulation,
generation & effect - Mobile Apps
- Internal comms
- Online journey
- Dashboards

43. Governance

44. Structure
Social Media Legal Marketing &
HRleadership develops & signs off
Cross functional senior Insights
Strategy & Policy
company wide strategy & policy for digital/social media.
development IT Finance Corporate
Social Media Brand Customer Insights
Cross-functional mid-managers develop the plans &
Managers Care
Program Planning &
tactics for digital/social media.
Tactics Agencies Sales
Social Media
Cross-functional social Customer execute the plans &
Brand media reps Agencies
Operations & Care interactions.
Managers for social media
tactics
interactions

45. Crisis management
Definition: Set of procedures applied in handling, containment and resolution of an
emergency in planned and coordinated steps.
Emergency can be defined here as an online conversation/comment/post/thread that has a
detrimental impact on the brand/company or an offline situation that has the potential to
spread online impacting the brand/company.
Monitoring
tool/Referral/Alert
Feedback to org &
Response team/Rep
document issue
SLA
Assign coordinator
Assess situation
to manage end to
(criteria checklist)
end communication.
Notify crisis team
(email/mobile)

46. Understand where digital fits as part
of integrated marketing mix
Digital
Sponsorship
OOH Radio
TV Press/Magazines
PR

48. Source:
BBDO

51. Contact:
Georgina Bowes
@ginabo