audience insight & communication RICHMOND LONDON Virginia England

1. audience insight & communication RICHMOND LONDON Virginia England www.fbkeurope.co.uk

2. Customer Communication: The Social Revolution28th November 2012Danny Masting – Managing Director, FBK Europe Ltddanny@feedbackagency.com

3. Introducing Feedback • Founded in 2009 • Built to serve large brands and organisations • Offices in London, UK and Richmond, USA • Specialising in Digital and Social Media • Focused on Audience Research and Communication

4. What we do • Deep-dive listening to audiences, behaviors, channels • Identify business opportunities, best practices, influencers, archetypes • Compare online activities of competitors, peers • Formulate digital strategies and integrated campaigns • Implement or train to implement as needed

5. Our Perspective

6. Social Media Terminology • New Media = Digital Media = Social Media = Emerging Media = THE INTERNET
(it’s everywhere, and soon we’ll stop labeling it) • Social Media is about more than Facebook, YouTube, LinkedIn and Twitter It includes: Forums, communities, message boards, review sites; picture boards; online hangouts, check-ins, comparison sites, podcasts, wikis, RSS, blogging…..

8. Changing Behaviours • Social Media accounts for 14 minutes of every hour online and this is increasing • Av visit time is 20min 12sec • People spend more time on Social Media than they spend consuming entertainment • It complements and fits around other activities they do, it doesn’t replace existing behaviours • Trends are replicated across generations, lifestages, geographies, demographics

9. What this means for your businesses

10. Accelerated Decision Process • Audiences live in both digital & non-digital spaces concurrently • Growing culture of validation • First consumers discover you • Next they research you • Then they compare you to competitors • Finally they have the potential to become an advocate • A cycle that these days can take seconds! • Consider role of website & conventional communication • Review where influence resides and which communities are important • The more advocates you create, the more they provide content (endorsement, reinforcement) to be found by others in the research phase

11. Social Media Changing Purchase Behaviour Conventional Communications Shopping Purchase Advocacy Developing Role of Advocacy Activate Research

12. 3 big principles

13. #1 You don’t have to be everywhere… ...but you can bet your consumers are at least looking, and probably talking somewhere

14. #2 If you don’t answer… …someone else will - they are seeking answers anywhere they can get them

15. #3 Listen Understanding your audience and their behavior is crucial to using your time, money and assets wisely

16. How do I make it work for my business?

17. Engaging Communities • Social Media now means there are specialist communities for anything and everything • Given the choice people will always chose a community they know, respect, trust over a generalist community or a brand/organisation • Characteristics of online communities requires • Adopting suitable tone/language • Sharing content (not selling messages) with influencers • Contributing to an ongoing dialogue

18. Sharing Platforms Broadcast 1BN active users Sharing portal – ‘sticky’ Intimate/personal (8am / Sat) Advertising opportunities 100m users Creative image sharing tools/platform Simple way to create UGC Used on mobile devices out of home Emerging SM for image sharing Boards for places to visit popular Ideal for visual impact (37% of businesses) High engagement 200+ million users / 33BN tweets Useful for promotions Reach beyond friends Streamlined / simple (+52% w/e) 72 hrs footage uploaded per min 3BN views per day 50% of uploads are rated/shared Authentic & advertising opp’s Leading check-in platform Supports recommendations & promotions Geolocation - audiences can find you (62%) Extend to partners

19. Maximising Impact of Events • Tourism marketing frequently showcases events • Social Media is prefect to reach audiences pre & post event extending engagement • Analyse decision process for choosing trips / events • Understand role of online communities • Identify opinion leaders and content they most value • Define strategy for natives v’s visitors • Create messaging plan (tone/platforms/scheduling) and share • Develop strategies for brand content & user generated content • Manage interactions / partner contributions

20. 100% New Zealand – 100% Middle Earth 4.4 M Evangelists

21. How do locals talk about it? How do they expect it to come to life? Who was talking about it online? How does it differ by country/culture? Which communities talk about it? When do these discussions feature? How do conversations around merchandising contribute? What content do they most get excited about? How do ‘gamers’ react? Which sites are authorities? How do they view partnerships? How does celebrity contribute? How do they react to natural environment?

22. 10x Social Media Considerations • Don’t assume people in different geographies will behave the same • Sharing behaviours across generations vary • Be thoughtful about timing/scheduling content • Prioritise quality over quantity (Note: Not all content is equal) • Apply the same discipline to SM as you would to any other comm’s • Avoid replicating brochure / advertising, integrate SM into the comm’s plan • Watch what competitors are doing/saying • Enroll staff in SM tactics • Reward advocates/opinion leaders/evangelists • Be ready to change strategies – it is a fluid space

23. Thank You

24. audience insight & communication Twitter.com/feedbackagency Facebook.com/feedbackfb UK : +44-207-125-0085 USA: +1-804-893-3437