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Iabc Roi To Soi 6.09 Iabc Roi To Soi 6.09 Presentation Transcript

  • IABC San FranciscoFrom ROI to SOI:Measuring the Real-Time Success of Social Media Campaigns
    June 8, 2009
  • Who We Are
    Mom Central Consulting, the leading marketing and consulting agency to Moms, works with over 200 national brands to reach, influence, and activate Moms.
    We run social media campaigns to activate and engage the Mom community both online and offline.
    Our vision test: will this make the world better for busy Moms and their kids?
  • How do you create and measure powerful engagement in a digital world?
  • Managing Your Reputation at the
    Speed of Social Media
    Word of mouth spreads like wildfire in today’s video-fueled, instantly blogged, and hyper-networked world.
    Today, search engines and YouTube have more to do with managing your organization’s reputation than traditional media: from "putting good will in the bank" to responding to crisis
    Google = the new corporate home page
  • Return on Investment
    (ROI)
    Sphere of Influence
    (SOI)
    The Shifting Conversation
    The media world has grown more diffuse as social networks proliferate
  • Groundswell = social trend in which people connect with and draw power from each other rather than institutions and corporations
    Paradigm shift where customers want to have a voice and engage in a dialog with companies
    Customers dictate the relationship they desire
    Social links have become channels
    Consumer as “newsmaster”
    Customers producing more User Generated Content
    Shared brand ownership
  • Why Get Involved?
  • The Roadmap to Joining the Conversation
  • The Art of being an Exceptional Conversationalist
    TRANSPARENCY
    AUTHENTICITY
  • Social Media Platforms One Year Ago
    Social Media Tracker Wave 3, Universal McCann, March 2008
  • Social Media Platforms 6 Months Ago
    The Conversation Prism, Brian Solis, August 2008
  • Social Media Platforms Today
    The Conversation Prism II, Brian Solis, March 2009
  • The Twitterverse, Brian Solis & Jesse Thomas, May 2009
  • Social Media Considerations
    56% of social media users feel a stronger connection with
    companies when they can interact with them
    Entering the social media space allows you to:
    • Reach your consumers in the forums and spaces they hang out
    • Gain invaluable and candid
    • Reinforce brand enthusiasts and respond to brand detractors
    • Engage in higher messaging about your company’s values
    2008 Cone Business in Social Media Study
  • How this impacts you as communicator
    58% CCO’s now report to the CEO (up from 48% last year)
    Most frequently added communications responsibility = social networking and blogging
    Need for crisis management due to social media has risen 45%
    Social media = fastest growing communications resource, even in B-to-B
    The Rising COO, Spencer Stuart, Weber Shandwick with KRC Research May 2009
  • Social Media Considerations
    Embracing social media means:
    • Preparing a social media strategy for both proactive social media initiatives as well as responding to social media crises
    • Being transparent and open
    • Developing tactics that allow for quick and multi-platform responsiveness
    • Being flexible to meet new mediums’ challenges and enter onto new platforms as they gain popularity
  • Choosing the Right Voice(s) and Managing the Process
    Whether speaking as the brand, and executive or as the CCO,
    choosing the right people and the right voice means answering the
    following questions:
    • Who will be the designated “social media” person/persons?
    • Suddenly more than CCO
    • What restrictions will there be on what can be shared?
    • Will their voice and perspective resonate with target audience?
    • How much time will be devoted to blogging, tweeting etc.?
  • SOI = Online Activation for Offline Behavior
    Online Platforms
    Offline Activation
    Engagement
    Jackie Riter- Nelson
    to "Ringling Bros. and Barnum & Bailey® for New York / New Jersey Families"
    from the album "ZIng Zang Zoom ... so far"
  • Popular Social Media Platforms by the Numbers
    As of December 2008, 11% of online American adults said they used a service like Twitter or another service that allowed them to share updates about themselves or to see the updates of others
    http://thefuturebuzz.com/
  • Sphere of Influence: Natalie Lewis
    2,733 members
    How does Natalie Lewis reach moms?
    Primary blog: Red Sox Mommy
    Technororati Authority: 141
    Alexa rank: 175,142
    Secondary blog: Bye Bye Fat Mom! 3,337 Visitors since 2/08
  • Sphere of Influence: Stacy DeBroff
  • It Starts with a Tweet
    Twitter provides a platform for quick, easy, and concise contact. Those who use twitter best, know how to use it to establish presence and also to connect directly with other brands, professionals and consumers.
  • Building Communities of Passion
  • Social Media that Fuels Brand Awareness/Loyalty/Engagement
    • Blog Tours: Articulate, passionate bloggers build brand awareness and rank high in Google and other search engines.
    • Twitter & Micro-blogging: Enables influencers to grab attention of other influencers.
    • Facebook Fan Pages: Create a presence for a brand or product on Facebook and drive consumers to “friend” the page.
    • Viral Outreaches: Spark conversations about “best of” products and services.
    • Social Media Presence: Create a social media presence for a brand by setting up a corporate blog and on sites such as Facebook and Twitter.
    • Social Media Bookmarking: Doubles traffic to bookmarked sites or posts.
    • Social Media Positioning: Preserves your name and brand on social media websites to prevent others from hijacking them (Eight National brands hijacked via social media in 2008).
  • Programs to Build Ambassadors
    • Influencers: Engage experts and community leaders to validate products or services. Influencers also lend expert content and media exposure.
    • Geo-targeting: Finds, activates and engages Influencers, online and offline, within specific local communities.
    • Online Communities: Create vibrant and authentic conversations with consumers. Grow consumer participation in terms of passion, content and amount of activity.
  • Building a Brand Brigade
    Objective
    To reenergize brand, increase brand awareness and drive ticket sales for Ringling Bros. and Barnum & Bailey Circus (RBBB) and Disney on Ice (DOI) events.
     
    Tactics
    MCC hand-selected local market Mom Influencers and built Feld Family Activator brand ambassador programs in 22 markets.
    Over the course of 14 months, these FFAs will promote show content, show dates and MOM coupon code (used for purchases on Ticketmaster.com) via online and offline word-of-mouth activities.
    Additionally, Mom Central began a social media listening campaign to better understand sentiment around the brand.  
    Results
    The program reached the breakeven mark after just 4 months, as the Mom Central Consulting program sold over 25,000 tickets within 9 markets in that time.
    70% of the ticket sales driven by Mom Central were from consumers who had never made a prior purchase for a Disney or Ringling show.
    Online positive sentiment for Ringling Brothers and Barnum and Bailey circus has increased from 8% to 63%.  
  • Frigidaire Test Drive
    Program Kick Off Summary
    May, 2009
  • Frigidaire Test Drive Program
    (let’s let our target do the talking)
    Objective…
    Build excitement and buzz for the new appliances as they hit floors at retail and generate chatter about the NEW Frigidaire.
    How it works…
    • 40 uber-influencer spokesmoms are the first to try the New Frigidaire – mom bloggers become ambassadors for the brand and have their friends asking for the New Frigidaire.
    • Moms divided into teams based on their passion (laundry lovers; freshness fanatics; connoisseurs of clean; baking betties)
    • Bloggers are seeded with monthly tips/product information to enrich content and frequency of their posts
  • “I’m a Frigidaire Test Drive Mom!”
  • Test Drive Moms are Raving About the NEW Frigidaire…
    “When it comes to appliances I use in my home, reliability and reputation matter - which is why I count on Frigidaire, an appliance brand that has been trusted by families for generations.”
    “These high-performance products by Frigidaire are not only easy-to-use, but have incredible time-saving features to give us moms more free time away from the kitchen and laundry room. I am drooling over the six-minute PowerPlus™ preheat time on their ovens…
    “And! They’re even standing by their word and confidence by offering the “More-Me Time” Guarantee! How cool is that!?”
  • “I’m breaking up with my old appliances!”
    “The new Affinity Laundry collection includes the Fits-More™ Dryer that will allow me to dry the whole family’s clothes at once.”
  • “Frigidaire SIMPLIFIES the MOM world.”
    CLICK TO PLAY!
  • “Buckle up, my pretties—I’m going to take you along on my Frigidaire adventure!”
    CLICK TO PLAY!
  • Frigidaire Test Drive Program
    (more fun than a mini van!)
    • More than 40 blog posts to date before the moms even receive their appliances!
    • Test Drive Moms have posted videos on YouTube, friended Frigidaire on Facebook and announced their excitement on their Facebook walls and on Twitter (#FrigidaireTeam)
    • Already, moms have be interviewed about their experience as a Test Drive Mom on BlogTalkRadio, on WUSA newsin Washington, D.C. and on the “Moms Love Shopping” Podcast
    • Many more results to come!
  • How “Motrin Moms” illuminates trends within Social Media
  • “Motrin Moms” Social Media Timeline
    9/30: Online Baby-wearing ad is posted on Motrin.com
  • As Facebook evolves it has become the go-to network for brands to engage and communicate with their customers. During the Motrin Moms incident, Moms angry with the Motrin aggregated on Facebook. However, because the pages were created toward the end of the most virulent protests, there was limited discussion in the comments/wall post area and the last posts (in January) were not Motrin related at all.
    Moms were able to:
    Organize large groups of detractors
    Call other Moms to action
    Vent their frustration
    Key Challenges for Motrin:
    Showcase Brand Affinity
    Respond effectively to calls for boycott
    Post apology on boycott page
    Improve reputation and brand perception
    Brand Awareness: Take advantage of a robust, vibrant,
    existing community
    ROI of Facebook: Number of Friends
    SOI of Facebook: Engage strategically on platform where Moms already convene
    Facebook
  • Mom Blogs
    While Twitter spread the Motrin Mom conversation among influencers, it was Mom Bloggers who initiated the firestorm and Social Media bloggers who continue to use it as a case study, highlighting the dangers of having no social media plan. Bloggers exert a lot of sway over consumer opinion and having your own brand blog lets you leverage this:
    Moms were able to:
    Position themselves as thought leaders
    Engage other Moms in conversation and build relationships
    Give feedback
    Key Challenges:
    Handle crisis quickly and transparently
    Directly engage with Moms on their own platform
    Put human voices to the brand
    Give customer service and feedback in a positive way
    Differentiate themselves from other brands
    ROI of Blogging: Number of unique viewers, page view and reach
    SOI of Blogging: Access to engaged, dedicated community
  • Twitter
    “Motrin Moms” showed the power of Twitter, a small but vocal group of detractors could spread conversation quickly and through large networks of influencers within social media and to traditional mainstream media.
    Moms able to:
    Create a two-way conversations and call other
    Moms to action
    Spread information and access to blogs
    Connect with Moms (and Dads) – and join the conversation
    Key challenges:
    Show that they were actively listening
    Create a two-way conversations
    Post apology in the medium with the most influential Moms
    Improve Reputation: Be there to “listen” and “react” when people knock your brand
    ROI of Twitter: Number of Followers/Number Following/Number of Tweets
    SOI of Twitter: Immediate connection with large group of influentials
  • How optimized your response to a
    social media crisis?
    Clear social media response protocol in place: agreed on by C-suite and legal teams
    Ability to respond in the mediums where key conversation take place:
    People media-trained to speak in social media including blog comments, Facebook and Twitter, as well as understand all legal and regulatory reporting protocols in doing
    Brand managers with already existing Twitter and Facebook presence and connections, able to take advantage of the robust, vibrant, existing Motrin-focused individuals and communities on these platforms
    Engage in two-way conversations, gathering feedback and insights from impassioned influencers- such as a core group of Mom bloggers
    Proactively improve brand perception by empowering credible internal brand manager voices: rather than silence being held against the brand as a sign of indifference or arrogance
  • In Summary: Quick Best Practices Crisis Management
    Who needs to team up in both crisis response and strategy development, and ultimately be of one mind?
    • CEO
    • Legal
    • Communications
    Empower your most credible voices
    Respond in the medium of your critics
    Answer your most influential brand detractors directly
    Don’t hide: authenticity and transparency are the golden rules of brand engagement in social media
  • Social Media Listening
    Social media = greatest research tool ever created.
    Most honest, unfiltered feedback you can get from a massive audience.
  • Why Listening Matters
    1) Listening
    Ongoing listening provides you with a baseline issues management measurement tool to track specific online discussions taking place on Twitter, blogs, social networking pages, forums etc. – which provides a more accurate understanding on when and how discussions turn begin to morph into a crisis.
    2) So What?
    Listening tools allow a crisis management team to see spikes in online discussions – and address them – potentially before they hit the social media crisis tipping point or move into the mainstream news media.
    Social media listening becomes, in effect, an early warning system for crisis management and allows brands to tackle issues proactively, rather than reactively.
    3) Now What?
    Social media listening provides the tools for a crisis management team to hit the ground running to address the issue at hand – no more parallel path research on issues, players, and controversies. In addition, insight into potential crisis issues allows teams to develop crisis response materials in advance, e.g., statements, draft releases, Q&As, etc.
  • Your Viral Footprint: How to Begin Listening
    To understand your current consumer conversations online your brand should first evaluate their viral footprint™ -- listening to who is talking about your brand, what they are saying, and where the discussion on taking place. After listening to the brand’s consumers online, contextualization identifies nuanced sentiment, the sphere of influence and detractors of the brand.
    • Who is talking about you, and who pays attention to them?
    • What do they say? Individually and collectively, what do they talk about?
    • Where do the conversations happen? In blogs? Communities or social networks? Product reviews?
    • How do they talk about you? What's the tone of the conversation?
    • Why are they talking? What motivates them?
  • Social Media Listening – National Entertainment Company
  • Executive Summary
    Establishing a Viral Footprint for Our Client: Over the past two months, our MCC team first honed listening outposts, relying on ten top measurement tools along with an overlay analysis of blogs, message boards, public forums, and other social media platforms, to deliver both data and key insights into trends, markets, and consumers needs and behavior.
    Initially, Negative News Dominated Online Conversation:
    • Legal difficulties dominated most of the online conversation around our client, and attracted considerable volumes of impassioned, largely negative coverage. This significantly shaped how consumers perceived the client’s brand within the social media landscape.
    Tone Shifted Dramatically Once Mom Central Campaigns Launched:
    • Prior to the launch of Mom Central Consulting’s viral outreach, blog tour, and live events for the client, overall tone of coverage for the client ran only 8% positive.
    • With the launch of the word of mouth campaign, positive tone for our client increased to 65%. This social media campaign attracted much more favorable coverage than general coverage on brand.
    • In addition to blogs, Moms receive positive messaging about the brand through Twitter and forums, reinforcing the brand’s social media strategic vision and highlighting patterns of intense levels of engagement.
    Mom Central Consulting© 2009
  • 47
    Mapping the Conversation
    Moms connect personally with this brand, most stating they remember it from their youth. Conversations involving this brand occurred primarily on these social media platforms: Twitter, Forums, and Blogs. The biggest challenge facing our client: to increase the visibility of their brand enthusiasts, join their ongoing conversations, and carefully watch the brand detractors.
  • Conversational Analysis Over Time
    MC Blog Tour Outreach Sent to MC Community
    SM Coverage Includes Mostly Personal Stories
    MC Outreach
    hits peak
    Traffic to client website
    begins to increase
    Highest Reach of client website in 30 days
    Highest Coverage of Negative Issues
    2/23/09
    3/2/09
    2/6/09
    2/13/09
    Jan ‘09
    2/19/09
    2/19/09
    Feb ‘09
    2/12/09
    2/24/09
    2/17/09
    MC Viral Outreach Sent to MC Community
    Highest proportion of positive coverage
    Legal issues sway online conversation
    Positive coverage appears in Social Media Space
    Facebook Pages Launch
    Conversations around our client’s brand initially focused predominately on swirling legal issues, but then shifted dramatically once MCC began our social media strategy with a blog tour and viral campaign. With the shift in dialogue, the conversational tone changed from disparaging to positive, as indicated by the red and green events (neutral events depicted in grey).
  • Activity Analysis
    Total Reach by Social Media Type
    297,610
    Our activity analysis shows the total number of unique commentators, critics, and those who took some type of action online. In reality, these numbers are dramatically higher, as these numbers do not take into account so-called “spectators” or “lurkers” who read online content but do not comment themselves.
    34,244
    32,622
    10,483
    1,543
    For this client, the vast majority of conversation in January and February occurred on Twitter (79%). This suggests it would be valuable to engage in a stronger brand presence on Twitter, along with a Twitter-specific campaign to reach the most active discussion for the brand. Moreover, Twitter should remain a key technology in their overall Social Media Strategy, in particular as a platform for quickly and easily disseminating messaging to Moms and their families.
    Mom Central Consulting© 2009
  • Key Closing Thoughts
    • It’s not about the number of the impressions, but the impression current and future consumers have of you
    • Brand relationships today are formed by a continuous stream of conversations that over time create trust
    • It’s all about creating and igniting brand enthusiasts
    • Moving success metrics from reach to relationships
    • With pure scale out and impact in, relationship marketing and achieving this through social media platforms has emerged as the new paradigm.
  • Stacy DeBroff, Founder & CEO
    MOM CENTRAL CONSULTING
    77 Chapel Street
    Newton, MA 02458
    www.MomCentralConsulting.com
    617.244.3002
    stacy@momcentral.com
    Twitter: @MomCentral