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Contents
Executive summary.............................................................................................................VII
About the author................................................................................................................IX
Acknowledgements.............................................................................................................XI
Chapter 1: What is social media?........................................................................................ 1
The multiple definitions of social media................................................................................... 1
Sharing and collaborating...................................................................................................... 1
Characteristics of social media............................................................................................... 2
Social media applications....................................................................................................... 3
Who uses social media?......................................................................................................... 3
The impact of social media.................................................................................................... 4
Chapter 2: The consumer in control.................................................................................... 7
The empowered consumer...................................................................................................... 7
The internet effect.................................................................................................................. 8
Consumers take control......................................................................................................... 9
Growing expectations to connect and engage.......................................................................... 9
Chapter 3: Culture Its impact on social media use.......................................................... 13
The cultural impacts of social media on your business............................................................ 13
Global social media activities............................................................................................... 13
Social media in Europe........................................................................................................ 14
Social media in Latin America............................................................................................... 14
Social media in Asia Pacific.................................................................................................. 14
Why do different cultures use social media differently?............................................................ 15
Culture in a business context................................................................................................ 16
Are social networks for a good cause?.................................................................................. 17
What are communities doing?.............................................................................................. 17
Chapter 4: Social media marketing best practice............................................................... 21
The pillars of social media marketing.................................................................................... 21
Listening is key to successful marketing.................................................................................. 22
Best practice case studies So who can we learn from?......................................................... 23
Tiger Beer........................................................................................................................... 23
III
Contents
JetBlue Airways.................................................................................................................... 24
Old Spice............................................................................................................................ 25
Kraft Foods.......................................................................................................................... 26
TM Lewin............................................................................................................................ 26
Chapter 5: Managing social media for marketing.............................................................. 29
Are marketing and PR responsible?....................................................................................... 29
Does social media fall under customer service?..................................................................... 31
Does it matter who is in charge?........................................................................................... 31
Developing the right team.................................................................................................... 32
Chapter 6: Data What does it tell us?............................................................................. 35
Identifying valuable data...................................................................................................... 35
Its not what you say, its how you say it................................................................................. 35
The marketing imperative..................................................................................................... 37
The reputation imperative..................................................................................................... 38
The customer service imperative............................................................................................ 38
The sales imperative............................................................................................................. 38
The product development imperative..................................................................................... 38
The workforce imperative..................................................................................................... 38
Internal sources must be interconnected................................................................................ 39
Use objective methodologies................................................................................................ 41
Produce outputs that are action-oriented............................................................................... 41
Chapter 7: The strategic imperative................................................................................... 43
Proving the importance of social media................................................................................. 43
Developing the strategic role................................................................................................ 44
The link between social media and financial performance....................................................... 44
Customer retention and acquisition....................................................................................... 44
Product development............................................................................................................ 45
Talent.................................................................................................................................. 45
Reputation........................................................................................................................... 45
Building the strategic roadmap............................................................................................. 46
Chapter 8: Measuring success........................................................................................... 49
The benefits of measuring both quantity and quality............................................................... 49
The downfall of treating all data as equal.............................................................................. 50
Viewing data sources in isolation.......................................................................................... 50
Steps to measuring success................................................................................................... 51
Set clear objectives.............................................................................................................. 51
Linking it back to business success........................................................................................ 51
IV
Executive summary
Social media is the latest marketing buzz
phrase. Everyone is talking about it and
many of us are using it both personally and
more than ever, professionally. But what does
it mean? How do you launch a social media
campaign that will benefit your business? Its
evident that while social media is climbling
up the agenda, many of us struggle to
get to grips with what seems a very fluid
phenomenon and to position social media
as a strategic marketing tool. Decision
makers want answers to the following
key questions:
Is it a passing phase or will it have
significant lasting cultural impact?
How do I stop people talking badly
about my brand, products and services?
How do I manage our reputation online?
What can I learn from all of this data I
am receiving?
How do I change the way our marketing
team operates?
Where should social media sit in
my business?
There are of course many, many more. And
in some quarters, the sheer pace of change
has prompted some to question the validity
of doing anything at all. For some, it is a
case of the emperors new clothes.
This report addresses these questions
and presents social media in a new strategic
light. We look at its roots, its manifestations
and when well-managed, the vital role it can
play in your organisation.
VII
Executive summary
Dominos Pizza;
Nestl;
Kraft Foods;
TM Lewin;
Old Spice;
British Petroleum (BP);
JetBlue Airways; and
Tiger Beer.
VIII
IX
Acknowledgements
It would have not been possible to write this publication about such uncharted territory without
the support of some trusted guides. I would like to thank Benn Achilleas of Neoco, Amanda Davie
of Reform and Jeremy Swinfen-Green of Amberlight Partners, for their professional perspectives and
insights. To Alfie and Samson for keeping me focused, thank you.
Certain material contained in this report is copyright of the Internet Advertising Bureau (IAB) and
is reproduced with permission.
XI