A presentation I gave at the Bristol and Bath Marketing Network event in May 2012. The audience was a mix of small businesses looking for social media lead generation tips and larger companies and agencies looking to see what the latest trends and opportunites are with social data.

1. The latest developments
in Social Media
James Ainsworth
Social Media Manager – Social Intelligence Division
SDL Proprietary and Confidential

2. SDL Recognized Leader in Global Information Management
• Publicly traded company with $400m annual • Award-winning and profitable company, with long-
revenues term financial stability
• Over 2,700 employees in 70 offices across • 1,500+ enterprise customers and partners
38 countries • SDL is celebrating its 20th anniversary in 2012
• World-leading innovative technology
2

3. 41 of the 50 Top Global Brands
*Source: Interbrand, 2011

4. SDL‟s Vision
SDL believes everyone should be able to engage with the
information they require in the way they want
4

5. Our Mission
• We enable global businesses to engage with their customers
• In the language, the media and at the moment they choose
• We help businesses manage their brands and drive global revenues
• Providing enterprise-ready innovative solutions for managing the end-to-end
customer experience

6. A bit about me…before the
good stuff

7. The latest developments in Social
Media

8. Social Media Headlines
Overall growth in social media has slowed Mccann Wave Report
Price promotion
92% chance of getting Retweeted in This month, two of the
(21.5%) is the
the first hour after posting RWW biggest online
most common
players, Amazon and
tactic used by In 2011, LinkedIn generated a visitor-to-lead eBay, added Pinterest
retailers to boost conversion rate of 2.60%, on average four buttons to their product
engagement on times higher than Twitter (0.67%) and seven
pages Campaign
Facebook times higher than Facebook (0.39%)
HubSpot
Only 1.3% of
StickyEyes
57% of UK
20% - the “average ‘fans’ actually
SMEs have
67% of fans expect exclusive conversion rate” some engage with the
used social
offers; 22% of brands deliver retailers are seeing thanks brands they
media
on this to the new Facebook ‘like’. Hiscox
CMO Council
CMO Council
Timeline.SMI
Most comments to company wall posts on Facebook will also happen within the first hour or two. RWW

9. MYTH
BUSTING
Social Media
Monitoring is
not just
responding to
Twitter moaners

11. 50+ Billion stored conversations and results
60+ languages
20+ Automated sentiment analysis
Dashboards
Alerts
Storyboards
Custom Sources

12. Social media data
and what it enables
Rather than "data driven
decisions", advocate
human decisions
supported by the use of
good tools to provide us
with data-derived
insights.
http://www.flickr.com/photos/puuikibeach/

13. Yesterday’s
news
Today’s
news
Timing
is
everything.

14. Social media
answers the questions
you never thought of.
Don’t have time to run
surveys and
questionnaires

15. Social media data
shows you the whole
conversation.
Join the dots.

16. The more the
merrier.
Savings

17. Anticipate.
It’s the future.

18. Powered by
The social media story behind a
new and intriguing product

19. Top Platforms
Love it or Hate it?
Twitter users
Twitter
Positive 29%
Forums
Indifferent 86%
Media
Negative 13%
# of influencers Top Twitter Authors
35 @psykouk
@annecupcake
Positive advocates
@dressjunkie
3 are based in Ireland

20. Top Platform Demographics
Twitter Forum Users Male: 75%
Forums
Female: 20%
Media
Unspecified: 5%
Top Categories
Love it or Hate it?
Social
Positive 20.1%
College Life
Indifferent 61.6%
Health
Negative 18.3%

21. Top Domains Top Themes
Boards.ie Boards.ie Weightwatchers
Money Saving Expert
Cakes
TES Community
Nutella
Love it or Hate it? Top Authors
Positive 12.9% Killer Wench
Indifferent 58.1% Seomra Mushie
Negative 29% Pembily

22. Target your offers with the
Forums where your advocates
What next? are doing great things for you
Look at the comments relating
Host product development to “fat”, “health” “exercise” and
session with influencers to tailor messaging in target
design new offshoot products publications where dietary
content needs to be considered
Establish a User Forum where Run Campus or Instore tasting
recipes are created and sessions to marry up online
uploaded with photo content and offline

23. Draw Something
A rumoured $210 million deal
sees OMGPOP join the Zynga
family.
30 million downloads and
1 billion drawings in the first 6
weeks.
15,000+ social mentions a day
in the week of acquisition.
Draw Something – a story
of growth
Pictures by colleague and Draw Something user: 23
TangoManWedge

24. DrawSomething
But what does the social
data tell us about its
users?
Using SDL SM2 we can
explore the social data
that tells the story behind
Draw Something‟s
phenomenal growth and
Powered by how people use it
24

25. Who talks about playing Draw Something?
Who talks about playing
Draw Something?
• Cafemom.com
• Babycenter.com
Community
• Reddit
• Gaia Online
25

26. Drawsome!
Is a game considered
mainstream when its
vocabulary works its way
into everyday
conversation?
February to March 2003%
Increase in uses of the
word Drawsome when
discussing the game
26

27. Problems?
Looking at what players say
about Draw Something can
help you identify user issues
and obstacles
5631 mentions of the “Can‟t go
over Turn 99” bug
1114 mentions of the App
“crashing”

28. In-game monetisation
40% of „freemium‟ game players end up
spending money
Males age 13-34 are more likely than
females to simply stop playing altogether
In-app purchases typically take place
within a month of starting to play.
Source: NPD group
In-game purchases totalled $970 million last
year and predicted that that could grow to
$5.6 billion by 2015
Source: IHS

29. Peak
mentions as
Has the bubble burst?
Draw
Something
achieves Resurgence
„viral‟ status of social
mentions as
Zynga deal is
confirmed
Mentions
dropping, nove
lty of game
wears off.
Development
required

30. The common mistake brands make…..
Desired
Customer Business
behaviors
Commitment success
/perceptions
Give customers They’ll think & do The business will
what they the things you want meet its goals
ask for… them to do…
30

31. What actually happens….
Customer
Commitment
Give customers what
they ask for…
Desired
behaviors
/perceptions
Undesired
Business
success
behaviors/
perceptions
60-80% don’t do what you
want them to do…
31

32. Ensuring a fair exchange
Desired
Business Customer
behaviors
goals commitment
/perceptions
32

33. Driving measurement from your business
goals
Your ideal customer is one who…..
Shops Shares Advocates

34. Driving measurement from your business goals
PCS: Product commitment score
• Informs your value proposition
CRS: Customer relevance score
• Drives content & engagement strategy
BCS: Brand commitment score
• Drives brand strategy

35. Deriving meaningful scores using social data
• Each index is derived from scoring conversations based on their
value into the commitment journey we’re trying to
understand
35

36. The components of each score
Commitment score is a composite of:
1. Where in the journey the conversation sits
2. The level of influence of the conversation
3. Weighted sentiment of the conversation

37. The deliverables…..
1) An executive scorecard that can be cascaded throughout the business

38. The deliverables…..
2) Experience scores showing the specific
parts of the customer journey impacting
commitment

39. The deliverables…..
3) Customer journey segmentation to drive prioritization & targeted action

40. Big and Small Business –
Lead Generation
http://www.flickr.com/photos/eogez/

41. What is the business need for social media?
• To be loud and proud
– We do some pretty awesome stuff, let’s tell
people about it
• To sell
– We have some of that pretty awesome stuff
I spoke about to sell
• To support valuable customers
– They already know of our pretty awesome
stuff but do we know what they do with it?
Do they need help with handling the pretty
awesome stuff?
41

42. 10 ways to win every week
1. Follow 3 new people on Twitter
2. Connect with someone on LinkedIn from one of
your interest groups
3. Tweet a link to an SDL Social Intelligence
resource
4. Answer a question on LinkedIn/Quora
5. Tweet about something that interests you
professionally
6. Join a new group on LinkedIn
7. Share an interesting article in the SDL Social
Division Hangout on Facebook
8. Read a blog and leave a comment
9. Tell James about something online that you
think he should pay more attention to.
10. Repeat one of the above
• BONUS: Write a 500 word blog post for SDL
Blog
42

43. …the business value
Social media should be used to affect a change in an aspect or
multiple areas of your business

44. …plug in to multiple
aspects of your
business
Do not allow social media to
be run in isolation to the rest
of your business…plug it in
where relevant and use the
resulting data to measure the
heartbeat of your activity.

45. Big Business Small Business
In-house use or Agency Free Tools
Across Departments Single Use
Specialist Use/ Insights/ sCRM Broadcast/Customer Service
SDL SM2 Hootsuite
Radian6 Tweetdeck
Meltwater Buzz Social Mention
Synthesio Google Alerts
Annual cost from £12,000 Free

46. Where should I look for
Twitter opportunities to comment?
What do they look like?
LinkedIn
Answers
LinkedIn
Groups
46

47. LinkedIn - Answers
3 1
2
4

48. Want to do Twitter
better?
Search strings on Twitter clients:
“cupcakes” AND “Bristol” OR “Bath”
“business card” AND “need” bristol
geocode:51.4709507,-2.6039525,25km
http://www.flickr.com/photos/psyberartist
“XboxSupport” -accidtnly
“From:CocaCola”

49. • Follow your customers on Instagram if
Give your they are there.
• Hold a contest/giveaway and using
platform a #hashtag on Instagram
purpose… • Print Instagram photos from your
customers and put them on your store or
your website.
There's currently no distinction between people
• If your fans are sharing your photos and brands on Pinterest. You'll get more traction if
online, share their photos with your you approach the site more as a person, less as a
followers. brand.
• Snap photos of your customers/team Name your pin boards after your business
members and post them on Instagram. type, products, and services. For instance, if you
sell sportswear and equipment, create pin boards
• Make your Instagram personal too, not for such topics as Gym wear, Sports shoes or best
Create Happy Hour check-ins just about your business. yoga mats.
during off-peak or free-time to
boost activity beyond current • Use hashtags. SEO tip: Post pictures on your own site or blog
spikes. first, then pin those pictures on Pinterest.
Advertise that you‟re a When setting up your Pinterest account, add
Foursquare merchant. descriptive, keyword-rich text to your "About"
description.
Host events dedicated to social
media users to encourage Include your location as well
simultaneous check-
in, Tweets, and Facebook Be careful when auto-posting to
check-ins Facebook/LinkedIn or other

50. • Follow your customers on Instagram if
Give your they are there.
• Hold a contest/giveaway and using
platform a #hashtag on Instagram
purpose… • Print Instagram photos from your
customers and put them on your store or
your website.
There's currently no distinction between people
…all these opportunities to engage sharingan audience
• If your fans are with your photos generate data…
and brands on Pinterest. You'll get more traction if
online, share their photos with your you approach the site more as a person, less as a
followers. brand.
…pair with your better judgement on how to gain tangible benefits…
• Snap photos of your customers/team Name your pin boards after your business
members and post them on Instagram. type, products, and services. For instance, if you
…by delivering highly targeted and relevant communications… pin boards
sell sportswear and equipment, create
• Make your Instagram personal too, not for such topics as Gym wear, Sports shoes or best
just…at the right time, via the
about your business. right medium to evolve
yoga mats.
Create Happy Hour check-ins
during off-peak or free-time to
• Use hashtags! its important SEO tip: Post pictures on your own site or blog
boost activity beyond current
your story…
first, then pin those pictures on Pinterest.
spikes.
When setting up your Pinterest account, add
Advertise that you‟re a
descriptive, keyword-rich text to your "About"
Foursquare merchant.
description.
Host events dedicated to social
Include your location as well
media users to encourage
simultaneous check-
Be careful when auto-posting to Facebook/LinkedIn
in, Tweets, and Facebook check-
or other

51. Thanks for listening and do you have any Questions?
• How do I
contact
you?
Email:
jainsworth@sdl.com
Twitter:
@SDLjames