by A Havercroft - MediaCom, 21.05.2010
Engaging with
Consumers:
Leveraging social media
Through the consumer’s eyes
http://www.youtube.com/watch?v=J5TI3gzx3JA
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Resonating with the industry
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
But some times when marketers
say “social media”…
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Take a few steps back…
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Three key things to get the
best out of social media…
PREPARE: Find, Listen, Analyse
DO SOMETHING: React
HOW DID IT GO?: Evaluate
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Preparation is key
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Understand the conversation
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Questioner
 Age / Identity
 Life stage
 Product priorities
& values
Respondents
 Identity
 Experience
 Opinion
 Brand preferences
Conversation Dynamic
Beginner driver  Questions
Experienced driver  Answers
Source: Yahoo Answers
Understand the conversation
Community
 Identity
 Experience
 Opinion
 Recommended strategies
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Conversation Dynamic
Question/Topic ignite discussion
Peers share experiences
Source: WSJ.com
Types of influencers
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Source: http://www.forrester.com/rb/Research/tapping_entire_online_peer_influence_pyramid/q/id/56537/t/2
Influencers & influential spaces
come in all shapes and sizes
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Organise data in a meaningful
way
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Sources: Onalytica, Cymfony, Visible Technologies, Nielsens BuzzMetrics
The challenge is to make the
data actionable…
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Social Media Listening Insights
PR
ATL
Digital
Business Insights
Channel
Planning
Research
What does that mean?
PR
Identified
chat around
Mini 9 launch
Source: Radian 6
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Seeded info /
corrections
when required
What does that mean?
ATL
Identified key
competitive
edge
Sources: Radian 6, Notebookreview.com
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Seeded info /
corrections
when required
What does that mean?
Business
Insights
Identified
weak
features
Sources: Radian 6, Notebookreview.com, blog.laptopmag.com
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Feedback to
product
development
team
So now what?...
Do something!
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Preparing to respond
Topic
Point of
View
Tone of
Voice
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
What topics are we getting
involved with?
What’s the brand’s standpoint?
What tone should we take?
Social Media Response Toolbox
Engagement: It’s not about…
Ignoring the context & audience
Too focused on quantity of
interactions and not quality
Forgetting the brand personality
Sources: BrandRepublic, Twitter
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Engagement: Is more about…
 Relevance & Respect
 Transparency
 Dialogue
 Personalised conversations with
influential individuals
 Quality & Exclusive content
 Long-term relationship
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Above all, best practice is now
legislation in some markets…
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
“…material connections (sometimes payments or free
products) between advertisers and endorsers – connections
that consumers would not expect – must be disclosed.”
http://www.ftc.gov/opa/2009/10/endortest.shtm
Traditional online can also
amplify engagement…
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Tools can also be used to
measure
Sources: Onalytica, Cymfony, TruCast, Omniture
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
To sum up…
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
 Turn social media data into insights and take action
 Ensure rules of engagement are clearly laid out
 Engagement can take shape in a number of ways but…
…always keep in mind context,
content, consistency and contingency.
Engaging with consumers: social media
by A Havercroft - MediaCom, 21.05.2010
Thank you
Anny Havercroft
Associate Director - MediaCom International
Email: Anny.Havercroft@mediacom.com
Phone: 0207 158 5389