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?
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.
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).