Social Media Strategy presentation at the Web 3.0 Conference in Sydney. The workshop presentation was prepared for marketing and social media executives in the B2B and B2C space. The three-hour session covered social media tools, social media best practise (including case studies), listening and monitoring, digital eminence and risk mitigation.

1. Web 3.0 Conference
Social Media Strategy Workshop
Roger Christie
Senior Digital Strategist, Social@Ogilvy
@RogerChristie
© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

2. Global Team
550+ Social Specialists
(over 4,000 Digital Specialists)
35 Countries Worldwide
Awarded The 2011 Global
SABRE for Outstanding
Global Digital/Social
Consultancy
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

3. Social@Ogilvy engages influencers and grassroots consumers to
spread word of mouth about the brands and issues they care about.
We use an integrated approach to social media marketing to scale a
new form of “earned media:” word of mouth - the most trusted source for
purchase decision and opinion
We are part of a global network of social media marketing and
communications experts. We deliver strategy, measureable programs,
and enterprise change for clients who need a disciplined approach to
applying social media to their business.
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

4. Name 1 thing
You’d like to learn about
creating a social media
strategy
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

5. Agenda
Tools
Great
Cases
Building
Blocks
Risk
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

6. Why should we care
about social media?

7. The way we
communicate has
changed…
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

8. The Tools:
A quick survey of the
landscape

9. Number of Australians That Visit
13 million Facebook Each Month
11 million Number of Australians on
Facebook
Time Spent on Facebook Each
7 hours Week
SOURCE: Google Adplanner, May 2012.
© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

10. 1.8 million Aussies Visit Twitter Each Month
2.5 million Number of Australians on Twitter
SOURCE: Nielsen Australia (March 2010), comScore
© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

11. 362,500 Aussies visit Google Plus Each
Month
2.2 million Number of Australians on Google
Plus
SOURCE: Social Media News
© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

12. The amount of time the average
8 hours Australian spent watching YouTube
videos every month in 2011
Number of YouTube videos
503 million Australians watched in 2011
SOURCE: Nielsen Australia (March 2010), comScore, PRNewsWire
© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

13. 2.2 million Australians Use LinkedIn Each
Month (up 200,000 from 2010)
25.45 The average number of pages viewed
by an Australian user every month
SOURCE: Social Media News
© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

14. Unique Australian Visitors every
1.2 million month
18-34 Majority of Users are Female
College graduates , Aged 18-32
SOURCE: Quantcast
© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

15. 350,000 Aussies on Instagram
25,000 Number of global downloads on
launch date
SOURCE: Foursquare, June 2010.
© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

16. 560,000 Number of Australians on Pinterest
160,000 Unique Australian Visitors per month
SOURCE: Social Media News, May 2012.
© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

17. 250,000 Accessed Web via Mobile Phone
50% Visit Facebook via Mobile Phone
SOURCE: Nielsen Australia (August 2010)
© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

18. © Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

19. DISCUSSION POINT:
Tools
1.What tools is your organisation using?
2.What is working?
3.What have you tried that has NOT
worked (no judging!) and why?
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20. What makes great social
media?

21. Influence to Word of
Mouth
Almost every
act an influencer
can take online How can we spark
via social media ‘word of mouth’
results in some around brands
form of ‘word AND drive action?
of mouth’
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

22. 7 Drivers of Word of Mouth
01. Do we have a good story?
02. Can people SHOW their involvement in a visible way?
03. Do we offer something new to talk about?
04. Do we let our supporters be creative?
05. Do we invite people to participate?
06. Do we offer them some value?
07. Do we remind people to spread the word?
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

23. Case Study:
Share a Coke
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

24. Case Study:
Curators of Sweden
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

25. Case Study:
AMEX Small Business
Saturday
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

26. Case Study:
Nike+ Fuel Band
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

27. Case Study:
Steal Banksy
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

28. Case Study:
Intel Museum of Me
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

29. Case Study: The Most
Popular Song
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

30. Case Study:
Ford Motor Company
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

31. WORK SESSION:
What Makes Great Social – choose one example
1. Work in teams
2. Discussion points:
– What was the STORY – was it a good one?
– Were people able to SHOW their involvement?
– What was NEW about the campaign?
– Was there RISK involved – if so how?
– What could they have done BETTER?
3. Report back
31

32. Building blocks of a strategy:
Listening & Eminence

33. Why listen?
1. Social media platforms facilitate real time dialogue
between real people.
2. Smart businesses around the world are employing
“active listening” as a way to keep their finger on the
pulse of this conversation, and harness consumer
insights.
3. Listening to social media discussions is the first step to
any social media campaign – it can inform everything
from communications strategies, to product
development.
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34. The ‘Hump Day’
Phenomenon – Coke
Wednesday
Wednesday
Wednesday Wednesday
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35. Social listening can…
 Provide marcom insight
 Identify influencers and key stakeholders
 Product and service insight
 Rapid response
 Assist with digital crisis management
 Track campaign success
 Identify new business opportunities
 Optimise paid media / search
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36. Integrated Social
Planning Framework
Listen Plan Activate Amplify Manage
Engagement
Advertising
Influencer
Social & Management
Search Insight
Content Content
Activation Social Experience Syndication
Measurement Performance
Benchmarks Community Measurement
Management
Digital Media
Relations Optimization
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

37. Part of the Planning
Process
1 1 1
2 1 1 5
0 1 3 4 5
1 1 1 1
Social 1 1
Objectives Listen Plan Amplify Manage
Experience
Business Ambition Primary Research Insights Tactics Integration Measurement
The client’s business Primary research is Insights combine our research with our social The Social Social media Conversation Impact
ambition is the conducted through a media experience and our understanding of Experience is your programs are most is 360 DI’s
reason we have the Listening Post or the client to produce a new or previously big, creative, tactical successful when they measurement
brief. It’s the manual research. unknown idea. idea. are integrated with approach.
overarching business other campaign
challenge that the It provides an An insight is NOT a research finding! A Synthesize your initiatives like A measurement plan
desired campaign unfiltered look at research finding is “what it is” and an insight is objectives, research, advertising, digital is mandatory for
will fulfill. raw conversation “what it means” to our client and the brief. insights and strategy and PR. every program and
happening in social You can’t Google an insight, or find it in into a DO Brief should be done in
In Fusion, this is the media. Radian6. before your Scale collaboration with
center of the brainstorm to kick clients, tying back to
Business Ambition Our insights can feed into a Fusion off creativity Social programs the Business
Star Secondary Communications Blue Print don’t “go viral” – ambition and
Research The Social they need an Communication
Experience must amplification plan to Goals
Communication Secondary research deliver explicitly add scale. For
Client
Goals is analyzed data against the example, Facebook Client
Checkpoint
organized into a Communication Goal. media buys, events Checkpoint
The communication report by a or CRM tie ins.
goal is the renowned third party Strategy Client
Client
measurable like Forrester or Checkpoint
Checkpoint
assignment given to eMarketer. A strategy is not WHAT you’re going to do—it’s Optimization
social media or HOW you’re going to do it. A well developed
communications. When examined strategy is a filter for all tactical ideas. Determining a
specifically for an regular reporting
This is the key audience or trend it Strategies are borne from research and cycle with the client
objective against provides an insights—the dots should connect. helps to demonstrate
which our program actionable insight efficacy of our work
must deliver. based on social A social strategy should explicitly leverage and create an
behavior and cultural influencers, social grassroots communities opportunity to
trends. and/or content. present strategic
improvements to the
campaign.
Client
Checkpoint
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38. Step 1: Listening Brief
38

39. Step 2: Determine
Conversation Criteria
Concept Conversation Criteria
Nestlé Infant Nutrition Nestlé +infant oatmeal Gerber + cereal
Nestlé baby Gerber + graduates
Gerber + yogurt Nestlé + infant cereal
Gerber + formula Nestlé newborn
Gerber + newborn Gerber Good Start
Nestlé infant Gerber + infant
Nestlé + infant nutrition Nestlé + Good Start
Gerber + oatmeal Gerber + baby food
Gerber + 1st foods Gerber + 2nd foods
Gerber goodstart Gerber + baby
Nestlé goodstart Nestlé + baby formula
Nestlé + baby food Gerber + jarred food
Nestlé formula Gerber + jars
Gerber + cereals Nestlé + infant formula
NOT weekly ad
NOT weekly ads
Similac Similac
NOT weekly ad
Enfamil Enfamil
NOT weekly ad
Earth’s Best Earth’s Best + cereals Earths Best + teething
Earth’s Best + jarred foods Earths Best + baby food
Earth’s Best + 1st foods Earths Best + oatmeal
Earth’s Best + teething Earths Best + formula
Earth’s Best + baby food Earths Best + 2nd foods
Earth’s Best + oatmeal Earths Best + 3rd foods
Earth’s Best + formula Earths Best + jars
Earth’s Best + 2nd foods NOT sesame street
Earth’s Best + 3rd foods NOT mommy bars
Earth’s Best + jars NOT frozen
Earths Best + cereals NOT weekly ad
Earths Best + jarred foods NOT best tots
Earths Best + 1st foods
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40. Step 3: Choose
Technology
Listening “Powered By”…
•Radian6: This is our fastest , keyword-driven platform that collects social Web
mentions across multiple global markets. Ideal for benchmarking measurement,
informing strategy and rapid response to consumer generated media
•Crimson Hexagon: Our CH-based platform is great for following and reporting
sentiment and opinion. It is one of the few platforms on the market that can
provide superior automated opinion reporting. Ideal for benchmarking
measurement and informing strategy
•Visible Technologies: A more comprehensive solution to enterprise-level cgm
monitoring and response, our VT-based solution is great for operationalizing
large organizations to engage with bloggers on a daily basis. Ideal for informing
strategy and rapid response to consumer generated media at a large scale
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41. Example – Radian6
41

42. Free alternatives
BLOG & MICROBLOGGING SEARCH ENGINES
Tool URL
TECHNORATI Search http://s.technorati.com
TECHNORATI Advanced http://www.technorati.com/search?advanced
GOOGLE BLOGS http://blogsearch.google.com
SOCIAL MENTION http://www.socialmention.com/
WHOSTALKIN http://www.whostalkin.com
TWEET CLOUD http://tweetscan.com/
TWITTER GRADER http://twitter.grader.com/
TWEETERHOLIC http://twitterholic.com/
TRENDPEDIA http://www.trendpedia.com/
BLOG PULSE http://www.blogpulse.com
ICEROCKET http://www.icerocket.com/index
BLOGSCOPE http://www.blogscope.net
BUZZ CHARTING
Tool URL
BLOGPULSE TRENDS http://blogpulse.com/trend
OMGILI CHARTS http://buzz.omgili.com/graphs.html
SIDELINE http://sideline.yahoo.com/
MULTIMEDIA SEARCH
Tool URL
YOUTUBE http://www.youtube.com
METACAFE http://www.metacafe.com
FLICKR http://flickr.com/search/advanced
VIRAL VIDEO CHART http://www.viralvideochart.com
TRUVEO http://www.truveo.com
BLINKX http://www.blinkx.com
PICSEARCH http://www.picsearch.com
VTAP http://www.vtap.com
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43. Free alternatives
FORUMS & MESSAGE BOARDS
Tool URL
BOARD READER http://www.boardreader.com
BOARD TRACKER http://www.boardtracker.com
OMGILI http://www.omgili.com
GOOGLE GROUPS http://groups.google.com
YAHOO! GROUPS http://groups.yahoo.com
INBOUND LINKS
Tool URL
TECHNORATI http://www.technorati.com
GOOGLE ADVANCED http://www.google.com/advanced_search?hl=en
KARTOO http://www.kartoo.com/flash04.php3
SOCIAL METER http://www.socialmeter.com
WEB SITE TRAFFIC
Tool URL
COMPETE http://www.compete.com
QUANTCAST http://www.quantcast.com
ALEXA http://www.alexa.com
BLOGFLUX PAGE RANK http://pr.blogflux.com/index2.php
SEARCH DATA
Tool URL
GOOGLE TRENDS http://trends.google.com
WORDTRACKER http://freekeywords.wordtracker.com
YAHOO KEYWORD TOOL http://inventory.overture.com
FACEBOOK LEXICON http://www.facebook.com/lexicon/
GOOGLE KEYWD TOOL https://adwords.google.com/select/KeywordToolExternal
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44. How to cut through
the noise
• Research
– Online
– Across the business
– With your agency/ies
• Test
• Monitor
• Refine
• Ensure you determine the outcomes you want to achieve through
listening
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45. WORK SESSION:
How to identify insights
1. Look at the following examples
2. When reviewing, determine whether these statements
are insights which will help drive future strategy and
action
3. Answer ‘Yes’ or ‘No’
4. Discuss results
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46. Insight Quiz
There is little online conversation about specialized General Aviation
services such as Medivac rescue, and aerial fire fighting when compared
with private and corporate jet travel. There exists an opportunity to
spotlight these vital parts of communities and the industry as working
for the “greater good.”
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

47. Insight Quiz
SAP software is seen as a leader in conversations surrounding
business software and human capital, as bloggers often talk
about the brand in a positive light.
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

48. Insight Quiz
While there is a high degree of interest in finding credible information
and support online among caregivers, there is little awareness of
Medicare within message boards – the #1 area online for discussion
about caregiving.
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

49. What is eminence?
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

50. Digital eminence – how
people source information
• Building a profile for both you and your business online
• Importance of search in today’s consumer journey
• ‘Third-party’ endorsement – credibility
• If you’re not online, your customers and competitors are = missed
opportunity
• Be part of the conversation
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

51. Have you ever
googled yourself?
• Customers…
• Referrers…
• Journalists…
• Partners…
• Detractors…
• Search is the new
homepage
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52. How eminence works
1. Conduct listening activities to determine opportunities
2. Plan initial steps into social media:
1. Platforms (Twitter, LinkedIn, blogging)
2. Individuals (senior executives, ‘SMEs’)
3. Support / Management
3. Look for opportunities to integrate with existing comms activities
1. PR
2. Events
3. Stakeholder engagement
4. Advertising campaigns
4. Educate and build profile
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

53. Five key questions
1. Which parts of your business are most suited for social media?
2. Where are the opportunities?
1. Gaps in market
2. Competitor activity
3. Who in your organisation would be suitable for eminence training?
4. What resources do you have available to support the program?
5. How will eminence tie in with other marketing activities?
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

54. Risk management

55. Preparing for a crisis
“Some of the shareholders had picked up from social media that it was being reported
that a Qantas aircraft had crashed in Indonesia.” – Alan Joyce, CEO
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56. Crises move fast
online
Hour 18 Hour 24
Hour 12
Hour 6
Editorial
Sharing
Micromedia
0 Hour
CRISIS Mainstream
HITS
Search
Blogs
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57. Risk mitigation –
prevention vs cure
• Businesses are concerned with risk
implications of being active online
• Important to do due diligence:
– Regular training and education for staff
– Guidelines and parameters for use
– Issues response plan and responsibilities
– Ongoing listening to track potential
issues
• Having your head in the sand won’t
avoid a crisis – ask five key questions
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

58. Do you have a
digital crisis plan?
58

59. Are you training your
staff?
59

60. What happens when you
google the C-suite?
60

61. Are you listening?
61

62. Do you have a social
media policy?
62

63. Example – LG recall
26,000 Fridges & DVDs
Recalled
63

64. Example – LG recall
64

65. Social Media Policy –
SENSIS
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© Roger Christie | Senior Strategist, Social@Ogilvy | @RogerChristie

66. WORK SESSION:
Developing a social media policy
1. Consider the SENSIS example and previous materials
2. List five key things you would include in your social
media policy and detail why
3. Discuss results with the group
66

67. Thank You
Roger Christie
Senior Digital Strategist – Social@Ogilvy
roger.christie@ogilvy.com.au
@rogerchristie
+61 2 8437 5337