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Rise Above the Noise: Get Your Brand To Stand Out On The Social Web
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Rise Above the Noise: Get Your Brand To Stand Out On The Social Web

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It’s the only way to address customers in a more scalable, agile and tangible business ecosystem. Ask yourself the following questions: Do you stand out from the mocking mob? Are you audible in a …

It’s the only way to address customers in a more scalable, agile and tangible business ecosystem. Ask yourself the following questions: Do you stand out from the mocking mob? Are you audible in a roaring crowd? Is your selling point unique in the common place?

In this webinar, Mike Lewis, an International Speaker and Author of “Stand-out Social Marketing” discussed:

• Shape your personal brand online
• Capitalize different Social Media platforms to grow your business
• Learn best practices to maintain social profiles

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  • 1. Rise Above the Noise: Get Your Brand To Stand Out © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL • Option 0.2 On The Social Web Hashtag: #SocialMedia
  • 2. Today's Session • Driving ROI with Social Scoring – Targeting Campaigns to Segments & Networks – Identifying and Targeting influencers – Leveraging Customers and Advocates • Calculating Social Marketing ROI – Social ROMI vs Social ROMO – 9 Keys metrics and ROI Impact BOTTOM LINE: BOTTOM LINE: Understand how to Monetize Social Marketing Understand how to Monetize Social Marketing © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 3. A personal story... © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 4. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 5. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 6. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 7. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 8. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 9. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL ooops... wrong day!
  • 10. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 11. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 12. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 13. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 14. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 15. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 16. THE NEXT DAY... © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 17. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 18. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL How’d they know that?
  • 19. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL It was this guy!!!
  • 20. What I thought... Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 21. Wow!!! Social Marketing Automation!!! © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 22. WHAT ACTUALLY HAPPENED... © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 23. Not as exciting, but a great story none the less © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 24. So, what’s it all about? © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 25. The way we communicate has evolved © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 26. Social Media represents the largest shift in communications in human history © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 27. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 28. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Printing Press 1400’s Telegraph/Telephone 1800’s Recordable Media Late 1800’s TV 1900’s
  • 29. 1) Many-to-many pattern 2) A channel for all types of media 3) Your audience is now the content producer 4) Audience is savvy and moved from broadcast to dialog © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 30. Why are marketers soooo excited about it? © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 31. Let’s take a step back... © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 32. How we have been trained to market? © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 33. 1: Develop a campaign © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 34. 2: Identify Sources © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 35. 3: Develop Compelling Content & Offers © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 36. 4: Broadcast!! © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 37. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL and wait...
  • 38. Social Media is new and unique for marketers © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 39. For businesses, marketing through Social Media is about: • Data that is driven by • Dialog and • Contextual Content within a • Community © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 40. For example… let's say we are selling… © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 41. Traditionally… • Broadcast messages through multiple channels • Collect Data and Demographically target • Open stores in areas of audience concentration • Drive people to online or offline purchases © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 42. Through Social We Would: • Listen for individuals who show a likelihood of buying • Target:  Hyper-target individuals with contextual offers and content  Identify Contextual Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day! Looking for new ski boots? 10% of for you today http://bit.ly/jhgk © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Influencers  Market to a widget enthusiast group on Facebook  Contextual groups (or create one) @bill Need new shoes for the office party. What to buy? month 2 in marathon training. Feeling better everyday HUGE ski trip with the guys next month! Can’t wait! UGH! I hate back to school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk
  • 43. Real life examples The Louisville Real Estate IBM Generates Millions by Listening for Leads © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Agent 30% conversion rate on leads sourced via Twitter TriNet Listens for ‘events’ and sells software Roger Smith Hotel attracts guests
  • 44. Fundamental Difference VS © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 45. What’s at the core? © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 46. Market Intelligence © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 47. Social Breadcrumbs Social platforms offer deep audience insights – the social “breadcrumbs” people leave online as they take actions and post content provide ripe insight for audience segmentation and targeting © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 48. social scoring = finding prospects & converting them to © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL High potential to buy Influencer Partner Candidate Customer & Advocate customers
  • 49. The 6 Keys & Where Delta Stood Out © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Paying Attention Interaction Content Presence Management Measurement
  • 50. How do you do it? © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 51. The big three of Monetizing social marketing Social Prospecting Automated Social Profile Collection Social Scoring © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 52. SOCIAL PROSPECTING Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them. Example: Pella Windows © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 53. IMPLICIT VS EXPLICIT BUYING SIGNALS Example: Pella Windows Explicit Implicit “Looking to buy new windows. Anyone have experience with Pella?” “Ugh… I can’t get this draft to stop! It’s cold in here!” “What is the cheapest place to buy new windows?” Just starting work on the new addition! “Looking for a recommendation on windows…” Just bought the new house and am getting ready to move next week!! © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 54. SOCIAL PROSPECTING © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL The 2012 Super Bowl Host Committee identified and assisted fans in the Indianapolis area for the big game. A team of 50 managed all interactions resulting in $3.2M in value to NFL. Example Identify prospects and customers across the social web
  • 55. SOCIAL PROFILE COLLECTION Collected the publically available profile information on the individuals engaging in your specific conversations. Collected the publically available profile information on the individuals engaging in your specific conversations. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Public Posts and actions on Social Networks like: Engagement on brand owned social destination Participation in Facebook contests, Downloads, et Social Profile
  • 56. SOCIAL PROFILE = PAINTING A PICTURE OF YOUR PROSPECT • Are they talking about topics we care about? – Location, time, who they are talking to, who are they talking about, what is their influence? • Are they engaging with our content? – Do they know about us, sentiment, frequency, date, time, what content did they react to • Did they participate in our Contest and Apps – Did we get permission to see more © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL profile data? – Did they share their participation with their friends Social Profile
  • 57. collected vs. Social: 100+ fields Traditional: 7 fields Social Profile Studied at Harvard (2006) and Virginia (1999) Amplified Reach: 23,402,725 Influence Themes: Venture Capital, Investing, Entrepreneurship Other: Fans of 80’s comedies, Political satire television Politics Democrat Married, Mom Interests: TaskRabbit, Kat Von D, Twix, colorTHEORY, GameChanger, Charleston - TravelTell, BillShrink, Drync, Daily Grommet, Elizabeth 'Tina' Fey, Viximo, Mozes, Clothia, Haute Hanger, Obey Giant, Boston Ballet, Independent Film Festival Boston, Currensee.com, Spring Paddocks, LLC, Stratus Prep, Mars Bars, Awareness, SimpliSafe, Barack Obama, Women 2.0, ALS/Lou Gehrig’s Disease, Independent Film Festivals, Boston World Partnerships, Style.ly Tweets: Dec 14: #MIT100K accelerator kickoff...they're describing a design charette, 'hackathon' type design help for teams. Great idea. Facebook Posts and Comments: Dec 4: Cassius. 10 years old yesterday/today, depending on when you count. Took a nice romp around the southend this morning. Still got it. Gain an intimate view of the individuals that make up your audience © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL collected CAPTURE PROFILE DETAILS The American Cancer Society collects detailed profile information on all interactions across the social web. To date they have collected over 1M+ and use data to identify donors and volunteers. Example
  • 58. SOCIAL scoring Develop a scoring criteria that is dynamic and identifies individuals based on actions over time. Develop a scoring criteria that is dynamic and identifies individuals based on actions over time. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 59. Define a path to purchase TRACKING BEFORE DIRECT ENGAGEMENT © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 60. Build a behavioral score Model © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 61. Transforming the social web into your marketing database MONITOR ENGAGE Engage with Prospects PUBLISH Publish to Multiple Social Destinations © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Prospect for conversations ACQUIRE PROFILES ABOVE THE FUNNEL SCORE AND TARGET with OFFERS CONVERT Hub Difference Publishing & Engagement: Industry leading content publishing & engagement to social channels with deep user permissioning & workflow functionality Social Prospecting: Monitor the social web for prospects and immediately capture profile data Social Scoring: Easily create and apply your own weighting algorithm to the profile database instantaneously ranking prospects based on your criteria Social Books: Analyze and optimize social programs and easily distribute reports and dashboards Social Offers: Serve up personalized, specific offers based on social scores Integration: Close the social marketing loop with seamless integration with leading CRM, Marketing Automation, BI and web analytics tools
  • 62. Social scoring in action “Any recommendations +5 points Joined Facebook +5 points page “looking to buy something…” +10 points for product?” © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL +10 points Visited page Prospective buyer
  • 63. Hyper-targeted marketing campaigns © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 64. Scoring summary • People may fall into multiple lists and categories – This may result in multiple scores. For example: Name Email Influence Score (Category 1) Buyer Score © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Influence Score (Category 1) Sal Giliberto Sal.giliberto@ 46 19 53 Dave Carter DC@ 83 10 61 Steve Tremblay Steve@ 22 53 7 Brian Zanghi brian@ 38 25 83 Melissa Leffler ML@ 14 73 22
  • 65. Scoring actions Present list of XXX leads to sales team by region © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Identify top influencers and offer a badge
  • 66. Benefits of social scoring • The social web is becomes your marketing database – Identify buyers, prospects and leads – Tier your prospect list and database based on your rules – Target very specific groups and/or individuals for conversion • Define influence on your terms! – Define influence as it pertains to your company • Understand the customers you have and uncover the ones © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL you don't
  • 67. SAMPLE CAMPAIGNS © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 68. Foiled Cupcakes 94% of sales come through © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 69. Capture Leads & Social Profiles Score Leads and Target with Offers © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Example > • Jeep Example… Monitor the social web for buying intent Monitor conversations occurring across the social web that indicate a buying intent. Jeep looks for implicit & Explicit data; life events Capture and tag the profiles of individuals engaging in the conversations Pull all related profiles, store and route to dealers Score leads based on conversation, engagement and profile and target with marketing offers. Score based on demographic and profile data. Convert Social Leads to Revenue $ Tracked detailed conversion metrics at the content and profile level
  • 70. Influencer Campaign> Ford Fiesta • Ford gives 100 Social Influencers Euro Version of the Fiesta • Asked to track Missions via video and upload • 6.5 Million views of Missions result in 10,000+ Cars in first 6 days © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 71. THE WIZARDING WORLD OF HARRY POTTER 7 = 350M © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 72. MEASURING ROI © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 73. SOCIAL ROMI vs SOCIAL ROMO SOCIAL ROMI SOCIAL ROMO Return on Marketing Investment Return on Marketing Objective © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Overall social marketing contributions to the business over time (usually year-over-year) Specific social marketing contributions to customer engagement and sales (usually campaign based and short term)
  • 74. SOCIAL ROMI vs SOCIAL ROMO SOCIAL ROMI SOCIAL ROMO Return on Marketing Investment Return on Marketing Objective Add All Marketing Expenditures Determine Contribution to Results © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Calculate ROMI Calculate Lead Gen Effectiveness Determine Contribution to Results
  • 75. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Takeaway's 1. Pay Attention 2. Interact & Engage 3. Know your audience, intimately 4. Follow the big 3 of Monetizing Social 5. Optimize & Improve with Social ROMI & Social ROMO
  • 76. About the Presenter • CEO @ AwarenessHub; Marketing Faculty @ Clark University • Boston native, father of 2, Entrepreneur © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL and 'marketing guy' • Active blogger, tweeter, and social media enthusiast • Author, Stand Out Social Marketing, McGraw-Hill, January 2013 Blog: StandOutSocialMarketing.com Facebook: Facebook.com/standoutsocial Twitter: @bostonmike
  • 77. About Regalix  An award-winning Global Co - Innovation company that leverages technology and marketing to help companies grow.  Forefront of Innovation o Digital Marketing Services o Technology Enabled Services o Regalix Labs  Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team  Fortune 500 and Venture Backed Customers (B2B and B2C)  Global Operations: HQ in Silicon Valley, 2 Offices  Industry Recognition © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
  • 78. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Mike Lewis Author of ‘Stand Out Social Marketing’ @bostonmike mike@standoutsocialmarketing.com
  • 79. Get in Touch  If you have any questions about this webinar please feel free to get in touch with us at marketing@regalix-inc.com  For more information on Regalix visit: www.regalix.com  For more information on Mike Lewis visit: www.standoutsocialmarketing.com © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL