1. Harnessing the power of
Social Media
5 March 2010
Drew Spencer
Chief Strategy Officer
Euro RSCG Riley
Monday, 8 March 2010

2. Some facts
★ Facebook 300M
★ Flickr 32M
★ Twitter 44M
★ Qzone 200M
★ Flixster 63M
★ LinkedIn 50M
Monday, 8 March 2010

3. More facts
★ 10 billion ‘Tweets’ posted to Twitter
★ 150 million log into Facebook each day
★ 60 million unique visitors per month
★ 13 hours of video uploaded to YouTube every minute
Monday, 8 March 2010

4. Origin of the ‘Social Web’
Amazon.com
★ Purchases influenced
by previous activity
★ Reviews provided by
peers
★ Recommendations
based on your interests
Monday, 8 March 2010

5. Origin of the ‘Social Web’
Amazon.com
★ Purchases influenced
by previous activity
★ Reviews provided by
peers
★ Recommendations
based on your interests
Monday, 8 March 2010

6. Origin of the ‘Social Web’
Amazon.com
★ Purchases influenced
by previous activity
★ Reviews provided by
peers
★ Recommendations
based on your interests
Monday, 8 March 2010

7. Social Media
The Social Web
★ Puts the small things that
make a relationship back
in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about you
(and that you allow) will
be able to just tune into
the parts that interest
them
Source: The official Google blog
Monday, 8 March 2010

8. Social Media
The Social Web
★ Puts the small things that
make a relationship back
in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about you
(and that you allow) will
be able to just tune into
the parts that interest
them
Source: The official Google blog
Monday, 8 March 2010

9. Social Media
The Social Web
★ Puts the small things that
make a relationship back
in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about you
(and that you allow) will
be able to just tune into
the parts that interest
them
Source: The official Google blog
Monday, 8 March 2010

10. Social Media
The Social Web
★ Puts the small things that
make a relationship back
in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about you
(and that you allow) will
be able to just tune into
the parts that interest
them
Source: The official Google blog
Monday, 8 March 2010

11. Social Media
The Social Web
★ Puts the small things that
make a relationship back
in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about you
(and that you allow) will
be able to just tune into
the parts that interest
them
Source: The official Google blog
Monday, 8 March 2010

12. Social Media
The Social Web
★ Puts the small things that
make a relationship back
in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about you
(and that you allow) will
be able to just tune into
the parts that interest
them
Source: The official Google blog
Monday, 8 March 2010

13. Social Media
The Social Web
★ Puts the small things that
make a relationship back
in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about you
(and that you allow) will
be able to just tune into
the parts that interest
them
Source: The official Google blog
Monday, 8 March 2010

14. Social Media
The Social Web
★ Puts the small things that
make a relationship back
in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about you
(and that you allow) will
be able to just tune into
the parts that interest
them
Source: The official Google blog
Monday, 8 March 2010

15. Social Gaming
The Social Web
★ Puts the small things
that make a relationship
back in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about
you (and that you allow)
will be able to just tune
into the parts that
interest them
Source: The official Google blog
Monday, 8 March 2010

16. Social Gaming
The Social Web
★ Puts the small things
that make a relationship
back in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about
you (and that you allow)
will be able to just tune
into the parts that
interest them
Source: The official Google blog
Monday, 8 March 2010

17. Social Gaming
The Social Web
★ Puts the small things
that make a relationship
back in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about
you (and that you allow)
will be able to just tune
into the parts that
interest them
Source: The official Google blog
Monday, 8 March 2010

18. Social Gaming
The Social Web
★ Puts the small things
that make a relationship
back in your life
★ The Web becomes as
effortlessly social as
chatting with your family
or roommates at home is
today
★ People that care about
you (and that you allow)
will be able to just tune
into the parts that
interest them
Source: The official Google blog
Monday, 8 March 2010

19. Where do
you begin?
Monday, 8 March 2010

20. Listen
Monday, 8 March 2010

21. Listen: Buzz Monitoring
★ Influence analysis
★ Buzz monitoring
★ Topics: Positive & Negative
★ Sentiment tracking
★ Volume
★ Location
★ Recommendations for action
Source: Market Sentinel
Monday, 8 March 2010

22. Listen: Buzz Monitoring
★ Benchmark:
★ Who is talking, what are they saying?
★ Who are the influencers; how do they exert
authority?
★ Who are the connectors?
★ What does the market think about us?
Source: Market Sentinel
Monday, 8 March 2010

23. Buzz Monitoring
Source: Market Sentinel
Monday, 8 March 2010

24. Buzz Monitoring
Source: Market Sentinel
Monday, 8 March 2010

25. Buzz Monitoring
Source: Market Sentinel
Monday, 8 March 2010

26. Buzz Monitoring
Source: Market Sentinel
Monday, 8 March 2010

27. Buzz Monitoring
Source: Market Sentinel
Monday, 8 March 2010

28. Buzz Monitoring
Source: Market Sentinel
Monday, 8 March 2010

29. Listen: Buzz Monitoring
★ Understand the issues and opportunities
★ Get involved in the conversation
★ Identify and work with allies to reach a wider public
★ Measurements:
★ Monitoring change in sentiment
★ Monitoring change in opinion of influencers
Source: Market Sentinel
Monday, 8 March 2010

30. Findable
Relevant
Engaging
Monday, 8 March 2010

31. Engagement
Monday, 8 March 2010

32. Engagement
Monday, 8 March 2010

33. Engagement
Monday, 8 March 2010

34. Enable the
community
Monday, 8 March 2010

35. Invite them in
PCAD
★ Encouraging people to
access their creativity
★ Demonstrate that
PCAD supports
creative success
through its community
Monday, 8 March 2010

36. Invite them in
PCAD
★ Encouraging people to
access their creativity
★ Demonstrate that
PCAD supports
creative success
through its community
Monday, 8 March 2010

37. Invite them in
PCAD
★ Encouraging people to
access their creativity
★ Demonstrate that
PCAD supports
creative success
through its community
Monday, 8 March 2010

38. Invite them back
Marketing website
included a gallery of
ideas and a community
providing feedback
Monday, 8 March 2010

39. Have an
objective
Monday, 8 March 2010

40. Case Study:
Reckitt Benckiser
Monday, 8 March 2010

41. Background
RB is a world leader in FMCG household, health and personal care
FTSE 30 company that has doubled net revenues and quadrupled
market cap since 2000
Began investment into their corporate brand, with a focus on attracting
top talent to the organisation which included proposition development,
a new careers website and an advertising toolkit that HR departments
use to maintain consistency
Monitored buzz around RB’s brand and the topic “Great Place to Work”
Monday, 8 March 2010

42. Brand footprint
Monday, 8 March 2010

43. Proposition
Our passion for delivery,
competitiveness and results mean
you can achieve more here
Monday, 8 March 2010

44. Ad toolkit
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Monday, 8 March 2010

45. Careers website
Monday, 8 March 2010

46. Careers website
Monday, 8 March 2010

47. Careers website
Monday, 8 March 2010

48. Careers website
Monday, 8 March 2010

49. Careers website
Monday, 8 March 2010

50. Focussed interactions
Monday, 8 March 2010

51. Focussed interactions
Monday, 8 March 2010

52. Focussed interaction
Monday, 8 March 2010

53. Objectives
Increase unprompted awareness levels of RB among target
audience in US, UK, India, Russia and Brazil
Be perceived as one of the top 6 FMCG (household, health
and personal care) companies by target audience in key markets
Ensure the distinctive features of RB’s corporate brand
are clearly associated with RB more than its competitors
Monday, 8 March 2010

54. Target audience
University graduates and FMCG early careers professionals
(1-3 years’ experience)
Family and friends
(who play a large role in influencing career decisions amongst
our target audience)
Monday, 8 March 2010

55. Online advertising
Engagement ads
★ Deliver a rich brand experience
using sight, sound and motion
★ Ability to spread virally
★ Highly trackable platform
Monday, 8 March 2010

56. Online advertising
MPUs
★ Most successful format from
previous campaigns
★ Invite instant opportunity to
interact and promote core
messages
Monday, 8 March 2010

57. Online advertising
MPUs
★ Most successful format from
previous campaigns
★ Invite instant opportunity to
interact and promote core
messages
Monday, 8 March 2010

58. Online advertising
MPUs
★ Most successful format from
previous campaigns
★ Invite instant opportunity to
interact and promote core
messages
Monday, 8 March 2010

59. Influence analysis
Anonymous review site
★ Findable in search
engines
★ Indication of sentiment
about brand
★ Provides platform for
dialogue
Monday, 8 March 2010

60. Influence analysis
Anonymous review site
★ Findable in search
engines
★ Indication of sentiment
about brand
★ Provides platform for
dialogue
Monday, 8 March 2010

61. Influence analysis
Anonymous review site
★ Findable in search
engines
★ Indication of sentiment
about brand
★ Provides platform for
dialogue
Monday, 8 March 2010

62. Influence analysis
Anonymous review site
★ Findable in search
engines
★ Indication of sentiment
about brand
★ Provides platform for
dialogue
Monday, 8 March 2010

63. Honesty and
integrity
Monday, 8 March 2010

64. Consumer competition
User-generated content
★ Create awareness and
familiarity
★ Demonstrate the
innovative aspects of
the brand
Monday, 8 March 2010

65. Think
newsroom
Monday, 8 March 2010

66. Facebook page
Monday, 8 March 2010

67. Facebook page
Monday, 8 March 2010

68. Facebook page
Monday, 8 March 2010

69. Facebook page
Monday, 8 March 2010

70. Facebook page
Monday, 8 March 2010

71. Facebook page
Monday, 8 March 2010

72. Facebook page
Monday, 8 March 2010

73. Facebook page
Monday, 8 March 2010

74. Facebook content strategy
Monday, 8 March 2010

75. Facebook content strategy
Monday, 8 March 2010

76. Facebook content strategy
Monday, 8 March 2010

77. Facebook content strategy
Monday, 8 March 2010

78. Facebook content strategy
Monday, 8 March 2010

79. Facebook content strategy
Monday, 8 March 2010

80. Facebook content strategy
Monday, 8 March 2010

81. Facebook content strategy
Monday, 8 March 2010

82. Facebook content strategy
Monday, 8 March 2010

83. Facebook content strategy
Monday, 8 March 2010

84. Media coverage
Monday, 8 March 2010

85. Media coverage
Monday, 8 March 2010

86. Measure
Monday, 8 March 2010

87. Campaign success
55 videos submitted to the Decision-Making Challenge
Facebook fan page:
1,949 fans (as of 1 Feb ’10)
UK, US, India and Brazil (combined 1,072 fans)
400 page views per day average (highest day was 4,049 on the day the
Decision-making challenge launched)
41% of male fans and 37% of female fans are within our target audience
Increased awareness:
UK (+16%), India (+23%)
Visits to RB careers site in US/UK/India/Brazil/Germany – a KPI – showed a
total 110% increase versus no significant movement in those countries not
participating.
73% increase in applications in Brazil
UK Recruitment Advertising Award: ‘Best Use of Social Networking’
www.radawards.com
Monday, 8 March 2010

88. Ask them
back
Monday, 8 March 2010

89. Ongoing activity
Monday, 8 March 2010

90. Ongoing activity
Monday, 8 March 2010

91. Ongoing activity
Monday, 8 March 2010

92. Ongoing activity
Monday, 8 March 2010

93. Developing a plan
★ Listen
★ Engage & Nurture
★ Experiential / Word of Mouth
★ Track
★ Amplify
Monday, 8 March 2010

94. Determining ROI
★ Brand Engagement
★ Influence by segment
★ Participants
★ Talkers
★ Observers
★ Conversions
Monday, 8 March 2010

95. Stay focussed
Monday, 8 March 2010

96. Questions?
Monday, 8 March 2010