Leveraging the Social Media Paradox. Phil Shaw, Ipsos

Transcription

1 Leveraging the Social Media Paradox Phil Shaw, Ipsos

2 How can brands realise the potential of social media and consumer participation?

3 The IPA has found that participation-led campaigns are good at market share defence but little else 3 Participation led Where the goal is to create a common dialogue, co-creation experience or conversation between brand and audience. Advertising-led Brand idea-led No integration Meta-analysis of 254 IPA campaign case studies over past 7 years * Very large business effects (indexed vs. all campaigns)

4 Compared to other types, those based around participation-led campaigns under-perform except on share defence = avg* Market share defence 126 Profit gain 85 Market share gain Reduction of price sensitivity Customer retention/loyalty 66 Sales gain 50 Customer acquisition 38 Meta-analysis of 254 IPA campaign case studies over past 7 years * Very large business effects (indexed vs. all campaigns)

5 ...the more a campaign demands of its audience, the more effective it is at preaching to the converted, and the less effective it is at acquisition. 5

6 why? participation and interaction with marketing initiatives is greatest among those who are closest to the brand 6 - Patricia McDonald, Executive Planning Director, Isobar

7 which gives us a social media paradox 7 The people LEAST likely to engage deeply......are the MOST important for growth. - Martin Wiegel, Head of Planning, W+K, Amsterdam

8 so how do we leverage the social media paradox?

9 turn fans into evangelists 9 Our consumers will talk about our brand in a more powerful way than we can. - Joseph Tripodi, Chief Marketing & Commercial Officer, The Coca-Cola Company

10 and encourage re-transmission 10...to amplify your messages

11 ,000 fans organised across social media Iggy Pop stage invasion Oct 2007 Wispa fans starred in (re)launch TV ad and quotes from Facebook used as poster copy Re-launched Oct m bars sold in first 3 months

12 How?

13 Leveraging the social media paradox Play to the strengths of each platform Deliver content people want to engage with Be relevant & add value

14 1. 1 leverage the strengths of each platform 14 they re not the same...

15 Motivations for using Facebook are around sharing enjoyment with friends & others around you 15 top 5 motivations: Share experiences Feel connected to what happens around you Strengthen bonds with close family & friends Have fun with others Enjoy yourself Source Ipsos ASI Social Media U&A Survey July 2012

16 Twitter is more about discovery and connection with like-minded people 16 top 5 motivations: Discover new things and ideas Feel connected to what happens around you Share experiences Connect with like minded people Enjoy yourself Source Ipsos ASI Social Media U&A Survey July 2012

17 Linkedin is similar to Twitter but with greater motivation for recognition and control 17 top 5 motivations: Build relationships Connect with like minded people Organise my connections Demonstrate my expertise Discover new things and ideas Source Ipsos ASI Social Media U&A Survey July 2012

18 YouTube is about entertainment, discovery and relaxation 18 top 5 motivations: Enjoy yourself Discover new things and ideas Have a lot of fun Have a relaxing time Escape from your daily responsibilities Source Ipsos ASI Social Media U&A Survey July 2012

19 Implication: to reflect the motivations of different platforms, brands should... bring friends together facilitate discovery and share information between like-minded people bring together experts and help them help each other entertain & inform

20 2. 2 deliver what people want to engage with 20 why do you connect with brands on? Connect with other brand fans / customers Promos, discounts, vouchers 60% 40% Take part in competitions I love their campaigns 20% 0% Get news on the brand Specific event experience (e.g. chat with expert) For service or support Have a professional interest in the brand To show I m a fan / loyal customer Source Ipsos ASI Social Media U&A Survey July 2012

21 and when people do participate, respond quickly! 21 % who expect response from brand within 1 hour by channel: 41% 32% 32% 20% brand website Source Ipsos ASI Social Media U&A Survey July 2012

22 we expect more from brands on social media 22 % who expect response from brand within 24 hours by channel: 85% 81% 77% 71% brand website Source Ipsos ASI Social Media U&A Survey July 2012

23 3. 3 be relevant 23 Create relevance, not awareness. People are not buying bullshit anymore, you have to add value to their lives. - Amir Kassaei, Chief Commercial Officer DDB Worldwide

24 24 45% of people on Facebook (who have liked a brand) have unliked a brand

25 Don t be boring, irrelevant, repetitive or too frequent why did you unlike or unfollow? 25 content was boring posts too frequent content not relevant content was repetitive only liked for one time offer 26% 28% 30% 31% 35% Source Ipsos ASI Social Media U&A Survey July 2012

26 believe in fooeey*! 26 *Funny Useful Heart-warming Interesting

27 once you ve generated participation... talk about it! 27 Don t underestimate the power of paid for media to invite, document and publicise people s participation to a wider audience. - Martin Wiegel, Head of Planning, W+K, Amsterdam

28 Do us a flavour Make the nation love Walkers again 28 Stage 1: Nominate flavours TV & radio announce Social media spread the word 1.2m entries Stage 2: Public vote TV to announce candidates Online and mobile ads encourage participation 1.5m votes, 6% increase in equity, 14% increase YoY sales

29 Leveraging the social media paradox Play to the strengths of each platform Deliver content people want to engage with Be relevant & add value Use other media to publicise participation

30 turn the paradox to your advantage 30 Favour those with influencing power and all else equal Identify influentials online and derive advocacy. - Pete Blackshaw, Global Head of Digital &Social Media, Nestlé

31 Phil THANK YOU