#Engage2013: The Highlights

[View the story “#Engage2013” on Storify]

Like Cycle, Jeremy Waite

Jeremy Waite from Adobe shows off his ‘Like-Cycle’

#Engage2013

This all-day event not only included top speakers from companies such as Twitter, Nestlé, KLM, SAB Miller, Adobe, it also promised to be a real learning experience for attendees. It did not disappoint.

Storified by · Wed, Apr 24 2013 09:16:14

Twitter is the shortest distance between you and what interests you #engage2013
This year there were many hot topics including the shift from desktop to mobile marketing, the power of local content marketing and social customer care, metrics that matter. Have a look through this Storify link to see the highlights and insights of the day.
You need to understand why your customers are behaving the way they do #Engage2013 pic.twitter.com/lC2Nz7oZ4yBAHIA
@socialbakers Twitter conversations are 4X effective as non-Twitter ads. Our gaming research from #engage2013 twitter.twimg.com/ukgamingQ213Bruce Daisley
What is a social brand? – Headstream’s 3 principles: Win-win relationships, Active listening, Appropriate behavior #engage2013
Be sure to check out helpful insights from our #Engage2013 speakers here: bit.ly/17UjYjB pic.twitter.com/Ug8VIZRiodSocialbakers
Social Personality Discovery. Are you an explorer, sage, humorist or creator? #Engage2013
What do Starbucks measure on social media? @jeremywaite from #engage2013 pic.twitter.com/VzoJVNNkJ8
Momentum Factor
Social media marketing = “turning your customers into advertising”, not “talking to customers in social channels” #engage2013
Mat Morrison
Paid Media, Owned Media and Earned Media

Paid Media, Owned Media and Earned Media

#Twitter is #PR medium rather than advertising medium. But boundaries between PR & Advertising are quite blur. @BruceDaisley #Engage2013
Social is the only area of business where you don’t need to outspend your competitors #Engage2013 #thebizlinks
Catherine Jones
Businesses open themselves to ‘Twitter Tax’ when opening accounts. It’s best feedback businesses can get. @AndrewGrill #engage2013
The #Engage2013 panel debating Earned, Paid, Owned Media. @jowyang’s report is a must-read: slideshare.net/Altimeter/the-… pic.twitter.com/o0BW7fqVSY
Paul Papadimitriou
My phone has more computing power than all of @NASA had in 1969. NASA sent man into space. I sent birds into pigs. #engage2013
“Social media needs to get out of the marketing suite” @andrewgrill (pictured right, @jangles on left) #engage2013 pic.twitter.com/hCCaqInKYc
Rachel Miller
Starbucks' Simple Social Strategy

Starbucks’ Simple Social Strategy

LIKE > “Social media is not a platform anymore, it’s integrated into our organisation” says @kundreu from @KLM #engage2013
Social media is a reflection of real life. Content needs to be timely relevant add value to conversation #engage2013
H-ART
.@papadimitriou, founder of Digital Intelligence: “Companies are social animals & are hardwired to be engaged” #Engage2013
Brands spend 3-5% of budget on social media. Most successful spend between 12-15% #Engage2013 @jeremywaite
Jay Perkins
Social ROI = Revenue gained – investment/investment x 100 @jeremywaite #engage2013
So glad that at #engage2013 we are starting to address the need to become a #socialbusiness and that demands real culture/org change
Andrew Grill
“Science is like sex: it has practical uses, but it’s not why we do it.” #Engage2013
SW4
The shelf life of a tweet is between 6-7 minutes @jeremywaite #engage2013
Leigh Gower
“Service is sales. Be cool to hang out with. Don’t push. Create stuff worth sharing.” Lionel Laselle #engage2013
Like-cycle by @jeremywaite at @AdobeSocial. #Engage2013 pic.twitter.com/pkZjffZbfL
Tim Grimes
66% of all brand engagement on Twitter is mobile. #Engage2013
This is why organisations should be more concerned about their engagement rate than number of likes: #engage2013 pic.twitter.com/h3MN1uCoSu
Lydia Bartlett
Positive tweets about a product/brand can influence purchase decision. It’s easy. #Engage2013
“@Shusmo: “50% of people use #SocialMedia to waste time” @JeremyWaite @Adobe @spcialbakers #Engage2013 @zainjo pic.twitter.com/KoUT2BQ2FG”
@iMarketMENA
RT @MomentumFactor: % of fans that may not see your content in 3 months time #engage2013 pic.twitter.com/xmyI2MpJLz
Impossible = I’m Possible. #engage2013
@SocialBakers Thanks for making me and @Adobe the most mentioned / cheered talk of the day. Was fun #Engage2013 pic.twitter.com/8NQiqBefrf
It was amazing day and a truly worthwhile experience. Many thanks to everyone who spoke and everyone I met.

Unlock your greatest asset: the ability to think

Thinking is good. In fact, thinking is ruddy good. People don’t do enough of it.

According to the Daily Mail (clearly taken with a pinch of salt), British people spend NINE HOURS a day staring at screens and spend more time online than any other nation in the world.

That works out to be 30 years of our lives. 30!

These screens include computers, mobiles, televisions and tablets. Not only this, but increasingly more people are watching television with a second screen.

Technology has transformed the way we do things. It makes processes quicker, it is always convenient, and it doesn’t answer back when asked a question – unless you have that pesky git, Siri.

Jobs, including mine, heavily depend on the use of screens, second screens and mobiles and it appears the rate of creativity is increasing, and innovation has never been so thriving.

After having a day’s workshop with the brilliant business coach Nicholas Bate, he simply said ‘think more’.

It’s crazy, right? We ‘think’ all day solving problems, replying to emails, having meetings, deciding what lunch to eat, etc.

With so many technologies available to us, all of which we can consume in a different way, we don’t have to think as much.

Bate claimed that walking regularly to think will help with problem solving, productivity and building a better mood to really excel.

Following his advice, I stopped catching the bus and walked to work instead.

It takes roughly 35 minutes and that’s a whole lot of thinking. I made the conscious decision not to get my phone out, not listen to music, but to simply think.

You know what? He’s right.

By thinking without distraction – par the ducks quacking along the river – I have managed to solve problems quicker, thought of ways to deal with difficult colleagues and customers, and came up with some really cool ideas.

At lunchtime, I head to the gym and treat myself to a listen of music, but stay well clear of screens.

Not only it’s been good for your heart and lungs, but it’s remarkably good for your brain, too.

So I urge you, and challenge you, to spend 15 minutes a day to ‘do nothing’. Get out of the office, walk to the shops, take a stroll around the block and think.

Leave all technology behind and when you come back, you will be better, refreshed, thoughtful and have put some of those problems into perspective.

Working in PR and community management, where there’s so much pressure for response times, replying to emails and calling clients, spending a few minutes to ‘do nothing’ will help more than you could ever imagine.

Not only I feel I’ve improved the standard of work, I come back refreshed and more assertive, with not only work but with building better employee relationships too.

Working long and hard causes the body to seek refuge in reptilian or fight/flight behaviour as its suspects the worst.

All well and good but our greatest asset is then lost: our human ability to think and make thoughtful, clear choices. Take regular, real (no technology) breaks and get fresh air.

Work smart and unlock your greatest asset: the ability to think.

Let me know how you get on, especially as we’re approaching the summer. Hopefully.

@StevenWoodgate

#LegoDBParty was a blast!

After the hectic rainfall and a week after Blue Monday, I was delighted to be invited to Digital Blonde’s one year anniversary party. It was an evening of celebration and Lego fun. The franchise celebrated its 55th year of existence that day, too, so you can guess the theme.

Some brilliant fun was had and it was a pleasure to meet so many nice and wonderful people.

Until next time, cheers!

SWLDB

@StevenWoodgate and @Ehsan sharing some social media tips

SWLDB2

@StevenWoodgate and @CloudNineRec (Steve Ward) tweeting away

SWLDB3

Discovering the true meaning of social influence with @Kred CEO @AndrewGrill

Discussion and Analysis: A better Social Media policy is needed in Sport – Part 6

 
We are now on part 6 of this seven-part series about why the sporting industry needs a better and a tougher social media policy to handle its star employees. The others in the series are listed below. 

Discussion and Analysis

After collecting the primary data to provide the basis of this research, an in-depth look into how the sportspeople researched in the content analysis are categorised into ‘tweeters’, ‘twits’ and ‘twats’ to provide the context for the need of social media policy. Sport corporate communicators can identify which sportspeople have the biggest influence and impact on reputation. Using the formula to analysis each tweet, corporate communicators can categorise each post from the individual who has used social media. The graphic below shows the sportspeople who were analysed, and based on their score, they were placed in one of the three categories. However it is worth pointing out that the ‘Twit’ category is still of massive concern to corporate communicators, despite these sportspeople using social media well, they still have posts that will be seen as negative to corporate reputation.

Figure 1: Tweeters, Twits and Twats Model

Whilst using the graphic to identify those who are influential, corporate communicators can go on identify strategic business objectives to target inappropriate social media use. This research, as well as the formula used before can be used to justify the awareness, knowledge, interest and support of using and implement a tougher social media policy. Knowledge and research is key and with these measurements, corporate communicators will be able to set clear, achievable business objectives to tackle social media abuse.

Tweeters 

The first of these categories, Tweeters, consists of those that use social media, at all times appropriately and in line with corporate standards, knowing full well their messages can be used to attract attention and be created as stories. Not only will a good ‘Tweeter’ do this, he or she will identify the number of times they have tweeted, how good they are at re-tweeting other people’s messages and the number of times their post were re-tweeted by other people reflects positively on corporate reputation.

A good Tweet is like a good book or a good film – different people have different tastes. Nevertheless, most people consider ‘Saving Private Ryan’ superior to ‘Saturday Night Fever’. Most people find that the experience of reading ‘Great Expectations’ enriches them more than ‘First Among Equals’. In the same way, there is an emerging consensus about what makes a good Tweet, and, more importantly, a good Tweeter.

This was completed by detailed content analysis that was evident in the secondary research. It appeared that many sportspersons, overall, are using it appropriately. They are engaging with fans, using posts to promote the organisation and in the meantime providing some personality to make their social media accounts interesting.  Characters like Michael Owen, Jenson Button and Stuart Broad all show great traits at being good ‘tweeters’. All of them engage openly with their audiences, inform followers of deep insight in their lives and will always speak favorably of the team they represent.

These accounts appear more corporate and acceptable than others. Some social media users are accustomed to all sorts of corporate speak, but they know using the corporate tongue can be severely off putting. These use social media to share information, ask questions of followers, offer personal thoughts and insights into their sport, and, most importantly, appear to have a conciseness.

This tends to mean that these sportspeople become influential with their followers, because their tweets are interesting. Each tweets offers reason and something for their audience to engage in. Even tweeting in a ‘work’ capacity, they are communicating to the world at large. The ultimate goal maybe to become more popular after a relatively short career span sport gives you, or they may be targeting stakeholders, fans, supporters, possible employers, sponsors, or more influential individuals. Michael Owen, for instance, often engages with fellow footballers and journalists to provide context and make his tweets interesting. He understands, more than most sportspeople, that Twitter is ultimately about engaging and broadcasting.

If sportspeople are engaging with stakeholders on a regular basis, it is up to corporate communicators to ensure messages surrounding the organisation remain professional to prevent any possible individual and corporate conflict. At the very least, sportspeople will be educated on how to make the most twitter and engagement. A policy will certainly come in handy for those who do not understand Twitter and use it simply to ‘banter’. These people will be known as ‘twits’. To really prove this point, you would need to ask followers and supporters whether they respected the club better because of what i.e. Michael Owen tweeted. This would be a great area for some further research.

 Twits

On a greater scale ‘Twits’ do not use social media inappropriately, but bordering on it. At best neutral, their tweets are not aimed at enhancing the corporate reputation of their clubs. These accounts do not use Twitter to provide great insight into their lives, nor do they use it to engage their followers. It appears, from the content analysis that they use Twitter as either a form of broadcasting, to banter with mates/colleagues or to spit out what they are feeling as individuals, irrespective of what effect it has on the club or their teammates these can either enhance or damage reputation or corporate image.

Most commonly with the rugby players in this content analysis, the majority of their tweets are aimed at colleagues or fellow rugby players to ‘banter’. They cannot be so naïve as to think that the public is not listening, but even if they are, corporate communicators would still want to nullify the majority of these tweets as they can be used as the basis of news stories and speculation. Thankfully, rugby is not as popular as other mainstream sports so the size of the audience may not be as detrimental, but it can hugely influential even in a smaller community of fans. Despite that sounding like a good comprise, with not too many picking up on their tweets, it means that these ‘Twits” are not using social media to its full potential and not in tune with corporate reputation. This will ultimately cause conflict between the individual and the organisation, especially if there is no procedure or guidelines put in place to prevent harmless tweets become harmful.

Many of these sportspeople tend to ‘blow their own trumpet’. These are a few that happen to be in desired professions of many, but those who use twitter bordering on inappropriately will ‘re-tweet’ praise about themselves, and will use self-promotion to promote external business ventures and friends’ Twitter accounts. A few sportspeople, like Graeme Swann and James Haskell use Twitter almost exclusively for ‘bantering’ purpose or purely making it about their thoughts and actions. They may think this is good tweeting; however, these sportspeople can come across as egotistical and self-serving. They may have many followers, but it may be because of their performances on the pitch rather than their ability to communicate. Corporate communicators will need to teach and encourage these ‘egos’ to use social media appropriately. These accounts, with a little and guidance, can be used to great benefit by both the individual and the organisation and with a social media policy being used as a guidance, conflicts will be avoided. However, some social media accounts go far beyond this and use social media very inappropriately. These are known as ‘Twats’; i.e., those who use social media in a manner that is destructive of corporate reputation.

Twats 

The English colloquial term ‘Twat’ speaks volumes about some individuals that use social media inappropriately, resulting in heavy reputation damage of the organisation and to the individual as well. With football being global and the players’ appealing across a broad spectrum of social media users, their posts are constantly analysed for any possible slip. Footballers Rio Ferdinand and Joey Barton are two excellent examples.  Both are footballers of certain stature and both tend to constantly be in trouble with the governing bodies or their club about their social media use. Even though that are not in the ‘Twat’ category, they are both heavy social media users and when they publish a negative tweet, it has an incredible response.

Ferdinand, for instance, with over 3m followers, has been found guilty of improper conduct and was subsequently fined £45,000 by The FA for comments on Twitter (source: www.bbc.com, August 12 2012). An independent Regulatory Commission found the Manchester United defender had brought the game in disrepute after referencing to colour of skin in a tweet. Ferdinand denied he was being racist after responding to a tweet describing his England colleague Ashley Cole as a “choc ice”. As Ferdinand’s content analysis will show, this brought out a surge of reaction and the footballer subsequently tried to defend himself and deleted the tweet. The damage had been done. Manchester United’s hands-off approach (They are the only club not to operate a club Twitter account) showed Ferdinand by himself against his followers. Plenty of news stories were created, and it made back pages in the media. This act of foolishness gave Ferdinand’s reputation as big hit, and because his name is associated with Manchester United, it received bad publicity too.

Rio Ferdinand’s tweet: “I hear you fella! Choc ice is classic. Hahahahahaha!!”

 

He later deleted the tweet and claimed on Twitter that it was slang for someone being “fake”, but the FA charged him with making improper comments that included a reference to ethnic origin and/or colour and/or race. In the aftermath, he soon defended the use Twitter claiming:

I treat it as fun. I don’t take it too seriously to be honest.”

Referring back to the research, Ferdinand’s comment above suggests everything why a social media policy is needed in sport. Treating a major communication tool as “fun” shows no clear consideration for corporate reputation and the impact of his organisation. His manager, Sir Alex Ferguson, adds on the Ferdinand’s fine: “Twitter, I don’t understand. I don’t understand why you’d bother.” Clearly, he was upset with the fine and how one of his leading employees managed to get into trouble. This blatant lack of understanding needs urgent addressing and it is up to corporate communicators to take the initiative and lay out set guidelines for all employees to follow.

More frustrating for corporate communicators, Ferdinand, who has over three millions followers, all with a considered interest in the football and the club he represents, does not take social media “too seriously” and this is one sportsman that is clearly visible to the wider public. Not only his inappropriate use of social media will land him in trouble, as already previously stated, his club will have plenty of negative publicity being associated with him. Images of the footballer in the organisation’s colors will be on every leading news website and every back page of the written press. While the use of sanctions, fines and public rebukes are a way of restraining misuse of social media; it would have been far more effective to avoid the problem in the first place.

Let me know what you think? @StevenWoodgate

Please read and share the others in this series: 

Sport and corporate reputation is a tough mix: Part 1

Corporate communicators need to control their employees: Part 2

Sportstars do not understand corporate reputation: Part 3

Why do fans follow sportstars on social media: Part 4

The Social Media battle between Corporate Communicators, Journalists & Sportstars: Part 5