Engaging with Consumers: Leveraging social media by A Havercroft - MediaCom,

Engaging with consumers: social media Through the consumer’s eyes

Resonating with the industry by A Havercroft - MediaCom, Engaging with consumers: social media

But some times when marketers say “social media”… by A Havercroft - MediaCom, Engaging with consumers: social media

Take a few steps back… by A Havercroft - MediaCom, Engaging with consumers: social media

Three key things to get the best out of social media… by A Havercroft - MediaCom, Engaging with consumers: social media PREPARE: Find, Listen, AnalyseDO SOMETHING: ReactHOW DID IT GO?: Evaluate

Preparation is key by A Havercroft - MediaCom, Engaging with consumers: social media

Understand the conversation by A Havercroft - MediaCom, Engaging with consumers: social media Questioner Age / Identity Life stage Product priorities & values Respondents Identity Experience Opinion Brand preferences Source: Yahoo Answers Conversation Dynamic Beginner driver  Questions Experienced driver  Answers Conversation Dynamic Beginner driver  Questions Experienced driver  Answers

Understand the conversation by A Havercroft - MediaCom, Engaging with consumers: social media Community Identity Experience Opinion Recommended strategies Conversation Dynamic Question/Topic ignite discussion Peers share experiences Conversation Dynamic Question/Topic ignite discussion Peers share experiences Source: WSJ.com

Types of influencers Source: by A Havercroft - MediaCom, Engaging with consumers: social media

Influencers & influential spaces come in all shapes and sizes by A Havercroft - MediaCom, Engaging with consumers: social media

Organise data in a meaningful way by A Havercroft - MediaCom, Engaging with consumers: social media Sources: Onalytica, Cymfony, Visible Technologies, Nielsens BuzzMetrics

The challenge is to make the data actionable… Social Media Listening Insights PR ATL Digital Channel Planning Research Business Insights by A Havercroft - MediaCom, Engaging with consumers: social media

What does that mean? by A Havercroft - MediaCom, Engaging with consumers: social media PR Identified chat around Mini 9 launch Seeded info / corrections when required Source: Radian 6

What does that mean? by A Havercroft - MediaCom, Engaging with consumers: social media ATL Identified key competitive edge Seeded info / corrections when required Sources: Radian 6, Notebookreview.com

What does that mean? by A Havercroft - MediaCom, Engaging with consumers: social media Business Insights Identified weak features Feedback to product development team Sources: Radian 6, Notebookreview.com, blog.laptopmag.com

So now what?... Do something! by A Havercroft - MediaCom, Engaging with consumers: social media

Preparing to respond Topic What topics are we getting involved with? Point of View What’s the brand’s standpoint? Tone of Voice What tone should we take? Social Media Response Toolbox by A Havercroft - MediaCom, Engaging with consumers: social media

Engagement: It’s not about… by A Havercroft - MediaCom, Engaging with consumers: social media Ignoring the context & audience Too focused on quantity of interactions and not quality Forgetting the brand personality Sources: BrandRepublic, Twitter

Engagement: Is more about… by A Havercroft - MediaCom, Engaging with consumers: social media Relevance & Respect Transparency Dialogue Personalised conversations with influential individuals Quality & Exclusive content Long-term relationship

Above all, best practice is now legislation in some markets… “…material connections (sometimes payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed.” by A Havercroft - MediaCom, Engaging with consumers: social media

Traditional online can also amplify engagement… by A Havercroft - MediaCom, Engaging with consumers: social media

Tools can also be used to measure by A Havercroft - MediaCom, Engaging with consumers: social media Sources: Onalytica, Cymfony, TruCast, Omniture

To sum up…  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. by A Havercroft - MediaCom, Engaging with consumers: social media

by A Havercroft - MediaCom, Engaging with consumers: social media

Thank you Anny Havercroft Associate Director - MediaCom International Phone: