1. Social Media
When & How to use it for Business
Hannah Smith
Digital Females – August 2012 Hannah Smith @hannah_bo_banna
@hannah_bo_bannaDistilled.net
2. Hannah Smith
SEO Consultant – Distilled
hannah.smith@distilled.net
@hannah_bo_banna
SEOmoz Associate & SEOChick.
Speaker at MozCon; SearchLove;
Think Visibility.
No longer has red hair.
14. how
likely
is it that you would recommend Coral to a friend or
colleague?
Customers respond on a 0-to-10 point rating scale.
15. What are the scores George Doors?
• Promoters (score 9-10) are loyal enthusiasts who will keep buying
and refer others, fueling growth.
• Passives (score 7-8) are satisfied but unenthusiastic customers who
are vulnerable to competitive offerings.
• Detractors (score 0-6) are unhappy customers who can damage
your brand and impede growth through negative word-of-mouth.
16. What are the scores George Doors?
NPS = % promoters - % detractors
10% of customers are promoters
minus
50% of customers who are detractors
= NPS score -40%
17. What are the scores George Doors?
• NPS can be as low as −100 (everybody is a detractor) or as high as +100
(everybody is a promoter).
• An NPS that is positive (higher than zero) is felt to be good
• NPS of +50 is excellent.
Companies are encouraged to follow this question with an open-ended
request for elaboration, soliciting the reasons for a customer's rating of that
company or product. These reasons can then be provided to front-line
employees and management teams for follow-up action
22. Received Marketing Wisdom Said
• I should find my most loyal customers
• Engage with them
• Enable them to spread my messages
23. but no one
managed to figure out how the
f*ck
to do that in a scalable or meaningful way in 2005
24. So I did this stuff instead…
• Welcome Packs for new customers
• Segmented our customer-base & created benefits according to betting habits
• Modelled attrition & created direct mail campaigns to ‘reactivate’ customers
• Made huge changes to our call centre & how we operated
• Press Advertising
• Direct Mail
• Sponsorship
• Email
• SMS odds
• PR
25. NPS
improved
(a bit) & customer attrition decreased
26. But I continued to puzzle over how
marketers might…
• Find their most loyal customers
• Engage with them
• Enable them to spread their messages
35. What’s changed?
• Social’s allowed Coral to move fast
• Social’s allowed Coral to engage with their
customers
• Social’s allowed Coral an easy way of allowing
their advocates to spread their messages
36. Remember what I was puzzling over?
• Find your most loyal customers
• Engage with them
• Enable them to spread your messages
37.
38. now we have a
scalable
and
meaningful
way to do this
39. SPEAKER NAME - EDIT FOOTER
What’s Social Media
good for?
40. ‘Good’ uses of Social Media...
• Get people talking about you
– Brand awareness / engagement / PR / advocacy
• Shift consumer opinion
– Reposition your brand
• Customer Service
41. SPEAKER NAME - EDIT FOOTER
Get people talking
about you…
42.
43. The Campaign
• TV ad spots
• Compare the Meerkat website
• YouTube
• Twitter & Facebook
45. Results
• 80% increase in quotes
• CPA reduced by 73%
• Brand awareness increased from 20% to 59%
• All their competitors put their creative out to tender
49. Results
• 12,000 people purchased within 2 days of
launch
• It’s rumoured that this was also part of their
VC pitch – yielded $1m investment
50.
51. The Campaign
• An advocacy campaign
– The more you tweet, the cheaper you can eat.
• 6 levels of discount from ‘50p off’ to a
completely ‘free’ (based on numbers of
tweets)
56. The Campaign
• TV ad spots (built the initial audience)
• 205 30 second YouTube videos talking directly
to key influencers & fans alike
• Twitter & Facebook
• Perhaps the first real-time social campaign of
it’s size
57. Results
• 100m views on YouTube
• 80k Twitter followers in 2 days
• 740k Facebook fans
61. KLM – Customer Service
• KLM announce a new direct service from Amsterdam to
Miami
62. KLM – Customer Service
• Dutch DJ Seid van Riel & Producer Wilco Jung tweeted KLM
asking them to move their inaugural flight forward a week so
that they could attend a music festival in Miami.
64. Dance Party on a Plane
• KLM brought forward the inaugural flight by one week
AND
• They broke a Guinness World Record for the ‘highest’ dance
party
67. SPEAKER NAME - EDIT FOOTER
1) Poor Creative /
Product / Service
68.
69. Gio Compario
• Poor Gio never hit the same engagement (or
even follower levels of his meerkat adversary)
• It’s gone so badly their only option to drive
engagement now is to think of creative ways
to kill him off
• Even that doesn’t appear to working that well
70. Why the Failure?
• A great TV ad doesn’t necessarily translate
into a social campaign
• Irritating works on TV
• But not necessarily on social media
72. ‘Good’ uses of Social Media...
• Get people talking about you
– Brand awareness / engagement / PR / advocacy
• Shift consumer opinion
– Reposition your brand
• Customer Service
73. ‘Good’ Metrics & KPIs
Purpose: Get people talking about you / Shift consumer opinion
Metrics:
– Brand awareness / Brand perception
• measure before & after
• branded traffic
– Engagement / Advocacy
• Fans / Followers (kinda weak)
• Interaction - Retweets / @Mentions / Posts / Comments (much better)
– PR value
• use traditional PR ‘cost of advertising space’ model
• Also measure conversions - pre & post campaign but don’t expect them to be 100%
directly attributable
74. ‘Good’ Metrics & KPIs
Purpose: Customer Service
Use traditional customer service metrics:
– Queries answered via social media
– Drop in calls? Xbox use this formula
Unique customers engaged with Xbox on Twitter
x
% people who say they would have called instead of tweeting
x
average cost per call
= $$ saved in call centre costs.
76. Takeaways
• You’ll need a good content (or Customer Care)
strategy
• Remember what social is for – engagement
– it doesn’t exist for you, it exists for the communities
already there
• Make sure your metrics / KPIs are appropriate &
achievable
79. Want to Learn More?
SearchLove Conference - 29th & 30th October 2012
£100 Discount for Digital Females Attendees
Enter DIGIFEMSLLON2012VIP
http://dis.tl/DFConference
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Sign up before midnight tomorrow to take advantage of our $20 per month
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80. Image Credits
Back in time - http://news.softpedia.com/newsImage/Would-You-Really-Like-To-Go-Back-In-Time-4.jpg/
Social Media - http://www.flickr.com/photos/kexino/6336663225/sizes/z/in/photostream/
Editor's Notes
Compare the Meerkat (2009 to date)Spoof online tomfoolery grows up and gets integrated – TV, press, radio, search and social – simples? Nuh uh. But it set the bar high.This is akin to the money.co.uk story – it’s clearly not true right? But unlike the money.co.uk story it doesn’t cause contraversy as no one feels manipulated by it.However – I’m pretty sure I’m not the only one getting bored now... It’s kind of a one joke campaign. Where do they go from here?
“Don't smell like sunsets and baby powder. Smell like jet fighters and punching.”2010 to date...Another integrated campaign – with amazing creative and copywriting. This arguably even more creative than Compare the Meerkat. Plus they went hell for leather creating specific videos for key influencers.This not only got links but managed to entirely reposition this product.