Wednesday,April 26 2017
News
5 simple ways we can maximise the business value of social across the customer journey / Social Media Week Talk, 22.09.14
Social@Ogilvy & The National Gallery are partnering for Social Media Week London to give a series of morning seminars.
This morning Rob Blackie (Head of Social at OgilvyOne) shared 5 simple ways we can maximise the business value of social across the customer journey:
1. Ambassador Reach
Most of the paid budget used in social is spent targeting fans. The problem with “fans” is that:
– they often joined community for wrong reason
– there is no distinction between active and inactive ones
– real fans and non fans are weighted equally
– no real way of separating out fake fans
– organic reach equaling next to 0 means paid is now mandatory (reference of Marshall Manson’s paper on Facebook 0)
Ambassadors are those who are considered true brand advocates.
Typically only 20% of a brand’s Facebook fans are real ambassadors, and often consumers who advocate for brands in social don’t actually follow them.
By targeting only ambassadors, results show you can expect between 2-5 times more interactions than if fans alone are targeted.
2. Social Filtering
Using social data to provide improved experiences i.e. consumer interests and behaviours. Trip Advisor do this particularly well by providing:
– mass social proof through reviews, rating & guides
– personalised social proof showing you how many of your friends have planned trips using Trip Advisor
– personalised and localised advice on what to visit based on specific locations your friends have been to (e.g. Plaza Mayor in Madrid).
Another example is Shopycat – a company who helps you choose gifts for friends and family based on the interests they have shared on Facebook.
3. Social Selling
Pioneers in this space are WeChat in China (currently 355 million active users).
To celebrate the Chinese new year, people traditionally give red envelopes containing money to loved ones for good luck.
This year, WeChat updated their platform to allow users to send virtual envelopes instead.
The result: 5 million saved payment details during the 1st 2 days of the new Year sending 200 million envelopes.
Consequently, social selling is an area which is about to shift dramatically. Most platforms are enabling this somehow in the West, and social selling will most likely become mainstream in the next few years.
Think about incorporating these in your social campaigns:
– Twitter lead gen cards (James Whatley, Head of Social at O&M will give a free masterclass on Twitter cards on Thursday AM)
– Twitter buy button
– Facebook buy button
– Save for later options
– Mobile + social app integration
– Amazon apps
– eBay apps
– Grocery apps
– Apple Pay
4. Social Care
Following up with customer complaints/queries in social is an obvious win, however very few brands do this well.
Google Think did some work on how people buy cars. Shockingly, only 1/4 customers who contacted a dealership in social received a response.
Here is an example of how not to do it:
A user tweeted a picture complaining about how poorly a package had been delivered.
@TNTUKCare retweeted the complaint to the responsible department, meaning the image of said squished parcel still appears on their own media section (and has been there since March).
5. The Jimi Hendrix
Apparently it was Jimi who said: “Great minds borrow, genius steals”
This is particularly true in the case of social data.
Here are 2 simple ways we can access social data in the public domain:
– sharedcount.com – shows how many times a link has been shared
– bit.ly – any links shortened using them will provide public access to the information behind them, unless they are set up as private.
e.g. http://asos.to/Y14km3 – the data is available by adding a ‘+’ to the end of the link = http://asos.to/Y14km3+
P.S. If you control a bit.ly account then you can easily fix this:
Go to ‘Settings’
Choose ‘Privacy & communication’
Choose ‘private’
Also – do not miss tomorrow morning’s panel discussion “Stories Without Words… Don’t just be seen, be remembered” with Leo Ryan (Head of Social, Ogilvy Group UK) and guests Martin Stabe (Head of Interactive News, Financial Times), Lee Boskin (CEO of Global Street Art) & Dr Susan Foister (Deputy Director, The National Gallery)
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  • ABOUT US

    Ogilvy Public Relations drives influence at scale to effect change.

    We believe that to deliver commercial value and demonstrable change, we need to drive influence at an ever increasing scale. That means we encourage bigger, simple thinking to drive better results, by fostering a culture of permissive creativity, aggressive curiosity and smart collaboration.

    Ogilvy Public Relations/London is PRCA Large Consultancy of the Year 2013 + 2014

    Ogilvy Public Relations is the Holmes Report 2014 EAME Agency of the Year

    Ogilvy Public Relations is No1 in the Holmes Report 2013 + 2014 Global Creative Index

    OgilvyPR_Logos

     

    FOLLOW US: @OgilvyPRLondon

    INSTAGRAM US AT: OgilvyPRLondon

    VINE US AT: Ogilvy PR London

     

  • WHAT WE DO

    Our core offerings include:

    • BRAND MARKETING
    • MEDIA RELATIONS
    • SOCIAL MEDIA
    • B2B COMMUNICATIONS
    • INFLUENCER RELATIONS
    • CORPORATE REPUTATION
    • STRATEGY+ PLANNING
    • CONTENT CREATION
  • CONTACT US

    OGILVY PR LONDON
    Sea Containers, 18 Upper Ground, London, SE1 9RQ
    T: +44 (0) 20 3193 3000
    E: info@ogilvyprlondon.com

    For all new business enquiries, please contact:
    E: A.burns@ogilvy.com
    T: +44 (0) 7973673074

  • DIRECTIONS

    By Bike: 
    Dock your Bike at Milroy Walk, a 3 minute walk from Sea Containers
    By Tube:
    The nearest tube is Southwark (Jubilee Line), an 8 minute walk from Sea Containers. Alternatively Waterloo (Jubilee, Northern, Bakerloo & Waterloo & City) is 15 minutes walk.
    By Car:
    There is limited car parking near Sea Containers, if you wish to arrive by car please let us know.
    By Bus:
    There are many bus routes that operate around Sea Containers. We advise either using Google Maps or Transport For London’s journey planner to find the best route from your start point to our office.
    By Plane:
    London City Airport is only 40 minutes away via the Jubilee line and DLR (change at Poplar). Other major airports within one hour from Canary Whard are Heathrow and Gatwick.

    WORK FOR US

    Been tempted by what you’ve seen and want to be part of one of our world-class practices? To find out more on current opportunities please click here or send your CV and covering letter to Sara.Walpole@ogilvy.com