helping brands make perfect sense of social media, from IAB UK’s social media council

By Dhiren Shingadia, Market Sentinel

Back in July I quickly punched together a blog post about earned media planning. My thoughts were originally inspired by Daniel Goodall, from Nokia, and I wanted to put together some sort of framework which outlined the key areas, or considerations, that a planner may need to take into account.

The nice chaps at MediaPro found my post quite interesting, so they asked me to expand on my thoughts at the MediaPro conference that recently passed. The entire event focused on the “the future of integrated communications” so there were some very useful seminars about content, moderation and community management.

I definitely recommend  popping down next year.

My deck can be found below:

By Shona Ghosh, RMM

What’s the best way to supercharge a brand online?

Social media, naturally. At least, that’s what RMM and Skive had to convince a panel of digital ‘dragons’ to think at IAB’s Engage 2010 – against pitchers for in-game advertising, target marketing and performance marketing.  You can see the presentation from Tom Ollerton and Iain MacMillan in full below.

They argued word-of-mouth is key when it comes to consumers making decisions about what to buy. I bought my Canon Ixus entirely on the basis of six recommendations from friends on Facebook and it seems I’m not alone – Nielson stats show that 90% of consumers trust recommendations from people they know. Advocacy from friends is evidently a persuasive message.

But unlike clickthroughs, advocacy can be difficult for a brand to manufacture or monitor directly – or is it? Social media, at its heart, is public breeding ground for opinion. These are the platforms which encourage sharing, recommending, the exchange of information, and chatting – and that will revolve around brands and products as much as anything else.

Social media lets brands find, enter and facilitate these conversations to fuel advocacy and answer complaints. A prime example is Dell creating a community for its users, encouraging customers to turn potential complaints into ideas for improvement. Having implemented 425 of their users’ ideas, the company claims to have seen a 30% decrease in negative commentary online.

Our message was simple, but won over the dragons and IAB voters -social media supercharges your brand because, for marketers, it is the best way to drive advocacy.

By Alison Readings, Renegade Media

The second half of the day saw us treated to several more supercharged and uplifting speakers. I particularly liked the presentation by Bruce Daisley from YouTube who discussed the way the brain works and the impact this has when creating video content for a brand.

It was very interesting to see how creating emotional content, which appeals to the right side of the brain works better than purely factual content typically associated with the left hand side.

I can sympathise with this as when I see a video online that I like I automatically share it, be it by posting a link to my Facebook page, Twitter or even posting a blog entry about it. This is exactly the purpose of video content and as video is most likely to bring a brand’s page to the top of the Google search results, you’re bound to see it. Read more…

By Alison Readings, Renegade Media

The afternoon keynote saw a feisty talk from Roisin Donnelly, corporate marketing director and head of marketing Proctor and Gamble, who last spoke at the IAB Engage in 2007, and today themed her speech around “the consumer is boss”.

“The focus of every brand should be the consumer”, she said. Sounds simple I thought, but the more she went into detail about the deep and extensive relationships Proctor & Gamble builds with their consumers the more I thought about brands I have encountered which aren’t as forward thinking. Read more…

By Alison Readings, Renegade Media

As the day progresses our speakers have made some pertinant points that have really supercharged my mind. Carol Bartz, CEO of Yahoo! talked to us about creative display advertising and its importance. Whilst listening to the case studies of successful and creative campaigns that Yahoo! has run, it struck me that creative display advertising is  actually ‘social’advertising.

Each of the campaigns Carol discussed, including those for Shell and Nestle each had an element of social networking. Making the most of the creative canvas online Carol says, is about linking with people’s emotions.

Empowering people, no matter how they’re connected to engage with the information and ultimately to share it, via social media or to coin another term ‘social recommendation optimisation’. This rings true with the point Aleks Krotoski made that 43% of hits on CNN was through social networks Facebook etc. If people feel emotionally attached enough, they will engage with and share the information they want. I definitely agree, I do it often enough. Read more…

By Alison Readings, Renegade Media

Today, we welcome a host of speakers to the Mermaid Exhibition and Conference Centre in Blackfriars for Engage 2010 who will share their thoughts on 2010’s theme, “Supercharge Your Brand online”.

Once CEO Guy Philipson had powered down his jet pack he welcomed opening speaker, researcher and journalist, Dr Aleks Krotoski.  Aleks shared herscientific view of the social space versus what the web was originally built for, starting with telling us we are all breaking it by using social media. Of course what she means is that the web’s pioneers started it because we are all lazy and we needed a lazy form of communication. However, the more content we produce she believes, the more we break it. Read more…

Yesterday saw our final session on the IAB’s rising voice in social media course. The installment was rounded up with presentations from Nick Stringer, director of regulatory affairs at the IAB and , senior marketing manager at Skive. Nick took the delegates through why it’s important to be ‘safe’ in social media, covering the all important ASA remit extension that comes into place in Spring 2011. Tom Ollerton, senior marketing manager at Skive spoke about his opinions on whats next for social media with some great examples.
See below to view both presentations in full…

The IAB’s Rising Voice in social media penultimate session took place last week. The 4th session was led by Ciaran Norris, Mindshare, Tony Effik, Publicis Modem and Phil Guest, Habbo. The presenters took the delegates through the ins and outs of paid for social media with some great case studies from the likes as Walkers and Skittles. The final session and graduation has now been moved to 24th August at 4pm at the IAB.

See below to view Ciarán Norris, head of social media at Mindshare presentation

See below to view Phil Guest, Executive Vice President Global Ad Sales at Sulake presentation

Another month, another ‘Rising Voice in Social Media’ session, this time based around the concept of earned social media.

, commercial director at Unruly Media, took us through how to use viral to drive word of mouth citing case study examples from Durex, Nike and The Sun. Catch the presentation below.

, Managing Director of Diffusion provided insights on reputation management, how the PR industry has been turned on its head due to social media, and how to successfully protect your brand online whilst remaining approachable. Daljit’s slides are available below.

Reputation Management

, managing director of We are Social spoke on social media and customer service, including the trials and tribulations that come with using social media as a customer service channel with some great examples of how to do it right.

At our first session for our Rising Voice in social media programme from RMM took the delegates through the 6 types of social media. Matt used a colourful party planner analogy with case studies and tips to do this.

Watch the below to see the full presentation…