Womfire Social Media Marketing Bootcamp

279
-1

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
279
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Womfire Social Media Marketing Bootcamp

  1. 1. Social Media Marketing Seminar Atlanta, Georgia March 10, 2010
  2. 2. Who We Are ▶  Social Media Marketing Consultancy ▶  Focused  on  driving  business  growth  in  the  new  landscape   ▶  Based in Cleveland ▶  Offices  in  Atlanta,  Tampa,  Detroit     ▶  Deep brand and agency expertise ▶  Sherwin-­‐Williams,  Red  Lobster,  OfficeMax,  Applebee’s,  Moen   ▶  PolyOne,  Timken,  TRW,  GE,  Hitachi,  GE,  General  Dynamics   ▶  Campbell-­‐Ewald,  Y&R,  JWT,  Bates,  Lintas     2
  3. 3. Who We Are The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. 3
  4. 4. What You Will See ▶  Case Studies ▶  Dutch  Boy   ▶  PraO  &  Lambert   ▶  Krylon   ▶  Some new WOMfire engagements ▶  Chili’s  Grill  &  Bar  >  Casual  dining  intenders  >  New  menu  introducSon   ▶  Hitachi  Medical  >  IntervenSonal  Radiologists/Surgeons  >  Ultrasound   ▶  Moen  Wholesale  >  Plumbing  contractors  >  IO  Digital  Shower  Spa   ▶  Conco  Paint  >  PainSng/remodeling  contractors  >  Project  sharing   ▶  Paul  Blumberg  Realtors  >  Home  sellers  >  Staging  Sps     ▶  Germ  Guardian  >  UV  Humidifiers/SaniSzers  >  Ecommerce   4  
  5. 5. Social Media Bootcamp – Key Takeaways ▶  Customers are now in control of brands ▶  Information currency is essential to success ▶  Interactivity creates engagement ▶  There is value ... beyond the click ▶  You do not have to sell ... to sell 5
  6. 6. Contents ▶  Why Social Media ▶  The Social Media Environment ▶  How It Works ▶  Case Studies ▶  Getting Started 6
  7. 7. Why Social Media ▶  Brands and agencies no longer control the message ... ... Customers do ▶  Brands being shaped online through millions of conversations ▶  346 million blog readers worldwide ... 94 million U.S. ▶  Twitter +1200% / Facebook +195% / Linked in +312% ▶  67% use social media vs. 65% use email Sources: Nielsen, emarketer, Forrester, Technorati, Mashable, JP Morgan, TNS, PQ Media 7
  8. 8. Why Social Media ▶  70% of bloggers discuss products / brands in their conversations 8
  9. 9. Why Social Media ▶  Social Media the most trusted form of advertising (A.C. Nielsen 2009) ▶  Consumer opinions posted online - 70% ▶  TV 62% / Newspaper 61% / Magazines 59% ▶  Where buyers are now making decisions (Forrester 2009) ▶  63% of consumers consult the Internet before making purchases ▶  91% of B2B decision-makers participate in social media ▶  Yet, brands rank low in social media influence ▶  80% of users say brands are not effectively communicating to them ▶  There is a huge opportunity to impact purchase decisions … right now 9  
  10. 10. Essential Strategy For Marketing Today
  11. 11. What We Have Learned ▶  What it is not about ... ▶  Control  and  commercialism   ▶  Media  buy   ▶  Public  RelaSons  /  Selling  /  Telling     ▶  One  big  campaign   ▶  What is working ... ▶  InteracSvity   ▶  AcSve  parScipaSon   ▶  Genuine  informaSon  currency  ...  Transparency   ▶  TargeSng  …  Finding  the  right  venues  where  your  brand  fits   ▶  Tinder  ...  A  thousand  liOle  fires   11
  12. 12. Social Media Deliverables ▶  Campaign ▶  Impressions  –  Total  campaign  reach   ▶  Outreach  –  The  number  of  specific  groups/sites  contacted   ▶  ConversaSon  buzz  –  The  number  of  brand  conversaSons  on  the  Internet   ▶  Percent  change  blog  menSons  –  Year  over  year  brand  menSons  in  blogs   ▶  Percent  change  searches  –  Year  over  year  searches  in  Google   ▶  Followers  –  Number  of  site  followers  on  TwiOer,  Facebook,  etc.   ▶  Pre  &  post  purchase  intent  /  awareness  /  message  recall   12
  13. 13. Social Media Deliverables ▶  Information currency destination site ▶  Site  traffic  –  Number  of  unique  visitors  and  visits  to  desSnaSon  site   ▶  Page  views  –  Number  of  pages  viewed   ▶  Engagement  duraSon  –  Time  spent  on  site   ▶  Key  response  interacSons  –  The  number  of  responses  for  criScal   interacSons  leading  to  a  sale,  on  the  site   ▶  Opt-­‐ins   ▶  Qualified  leads   ▶  Sales   13
  14. 14. Why Social Media – Key Takeaways ▶  Customers are now in control of brands ... Through millions of conversations taking place online everyday ▶  Brands can effectively direct the message by influencing the influencers ▶  Focus on genuine info currency … and targeting ▶  There are many deliverables that can be measured ▶  There is a huge opportunity to influence purchase decisions right now 14
  15. 15. The Social Media Universe
  16. 16. Many Attempts To Organize the Universe!!@#$# 16  
  17. 17. Key Platforms ... Right Now ▶  Blogosphere ▶  22+  million  bloggers  ...  100+  million  readers  in  U.S  ...  Educated,  affluent,  25-­‐64   17
  18. 18. Key Platforms ... Right Now ▶  Social sites 18
  19. 19. Key Platforms ... Right Now ▶  Social Bookmarking sites 19
  20. 20. Key Platforms ... Right Now ▶  Mobile Apps 20
  21. 21. Current Media Buying/PR Model ▶  Designed to create presence in the digital space > One way, not interactive ▶  TradiSonal  media  approach  applied  to  the  digital  space   ▶  Linear  model  that  uses  social  sites  as  media  outlets  for  messaging   ▶  AOempts  to  gain  awareness  and  gathers  followers  (followers  mean  liOle  with  no  conversion)   ▶  Misses  the  power  of  social  media  with  minimal  blogger  engagement   21  
  22. 22. A Different Approach … Currency Centric Model ▶  Designed to provide information and/or monetary currency that consumers are searching for in their decision making process … starts with a microsite that leads to purchase 22  
  23. 23. WOMfire Currency Centric Model ▶  Constantly driving traffic to currency microsite ▶  Gains engagement with meaningful information to in-market buyers ▶  Cross-broadcasts message constantly using blogs, social, bookmarking, and content sites ▶  Broadcasts informational messages in the form of sampling / promotions / news 23  
  24. 24. Social Media – Key Takeaways ▶  Infinite universe ... A thousand points of light ▶  No one has it defined well at this point ▶  Continues to expand and change ▶  Several usable platform opportunities exist today ▶  Currency Centric Model is key 24
  25. 25. How It Works 25  
  26. 26. How It Works 26
  27. 27. Comprehensive Process for Conversion •  Find conversation areas on the web Target Discovery •  Assess value to brand •  Select social targets to contact •  Develop info currency Content Discovery •  Find info currency already on web •  Select messages to broadcast •  Set-up brand accounts on sites Vehicle Development •  Twitter, Facebook, Linked in, Etc. •  Digg, Delicious, etc. •  Outreach to targets Social Broadcasting •  Sampling / Promotional / News •  Target will then outreach to their audiences •  Build audience continually by cross linking Cross Broadcasting content between platforms •  From blogs to sites to bookmarking sites •  Conversations continue on their own Continual Broadcasting spreading virally ... geometrically Measurement •  Continuously measure social deliverables 27
  28. 28. My House Stinks 28  
  29. 29. Dutch Boy Refresh >My House Stinks ▶  Objective ▶  Drive awareness, purchase intent and sales for Refresh paint ▶  Strategy ▶  Target painting and decorating enthusiasts ▶  Create conversations around both product benefits and promotions ▶  Promote the product – Dutch Boy Refresh paint ▶  Promote the contest – My House Stinks ▶  Locate influencers via social media to conduct product testing, post reviews and share their thoughts 29
  30. 30. Micro Site 30  
  31. 31. Micro Site 31  
  32. 32. Blogs 32
  33. 33. Blogs 33
  34. 34. Blogs 34
  35. 35. Twitter 35
  36. 36. Dutch Boy Refresh Paint ▶  Results ▶  Thousands of blog posts, comments, videos, and more across the web ▶  Generated over 3 million impressions with positive quality ▶  Dutch Boy sales positive vs. 2008 plus excellent retailer sell-in  25,000      20,000      15,000      10,000      5,000      -­‐         April   May   June   July   August   September   Unique  Visitors   7,241     6,933     6,118     2,583     2,274     2,930     Total  Visitors   8,100     7,694     6,483     2,820     2,621     3,496     Total  Page  Views   21,608     24,999     18,309     7,924     9,058     10,893     36
  37. 37. My Green Palette 37  
  38. 38. Pratt & Lambert > My Green Palette ▶  Objective ▶  Drive awareness, purchase intent and sales for Pratt & Lambert paint ▶  Raise image of Pratt & Lambert as a ‘green’ paint ▶  Strategy ▶  Target architects ▶  Primarily those specifying ‘green’ paint in projects ▶  Provide them with an opportunity to ▶  Showcase their green work ▶  See others green work ▶  Keep abreast of the latest green trends ▶  All in one easy, visual place 38
  39. 39. Micro Site 39
  40. 40. Micro Site 40
  41. 41. Micro Site 41
  42. 42. Blogs 42
  43. 43. Blogs 43
  44. 44. Blogs 44  
  45. 45. Flickr 45
  46. 46. Delicious 46
  47. 47. Facebook 47
  48. 48. Twitter 48
  49. 49. Twitter 49
  50. 50. Twitter Twitter Counter 50
  51. 51. Buzz Monitoring – Pratt & Lambert 51
  52. 52. Results ▶  Raised purchase intent +42% ▶  Raised awareness & green image +20% ▶  Thousands of blog posts, comments plus 1600+ architects on Twitter ▶  Generated over 1.5 million impressions with high positive quality Site Traffic 35,000 30,000 25,000 20,000 15,000 10,000 5,000 - Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Total Visitors 4,781 3,656 3407 4,203 2,671 4,452 5,037 Total Page Views 18,933 14,531 13,898 17,850 13,724 31,390 11,114 52
  53. 53. My Green Palette – Key Takeaways ▶  You do not have to sell ... to sell ▶  Provide information currency in the manner that the target desires ... and they will come ▶  Social activity will continue to take place ... long after the active campaign stops 53
  54. 54. Save Our Saturdays 54  
  55. 55. Krylon Spray Stain > Save Our Saturdays ▶  Objective ▶  Drive awareness, purchase intent and sales for the introduction of Krylon Spray Stain ▶  Strategy ▶  Target Sports Enthusiasts, DIY/Handymen and Woodworkers ▶  Create conversations around both product benefits and promotions ▶  Locate influencers via social media to conduct product testing, post reviews and share their thoughts 55  
  56. 56. Micro Site 56  
  57. 57. Micro Site 57  
  58. 58. Blogs 58  
  59. 59. Blogs 59  
  60. 60. Blogs 60  
  61. 61. Blogs 61  
  62. 62. You Tube 62  
  63. 63. Delicious – Social Bookmarking & Sharing 63  
  64. 64. Twitter 64  
  65. 65. Conversations 65  
  66. 66. Buzz Monitoring - Krylon Spray Stain 66  
  67. 67. Results ▶  Increased purchase intent +16% ... +74% with 3-4 exposures ▶  Millions of blog posts, conversations, videos, and more across the web … and it continues on ▶  Generated 3.7+ million impressions with high positive quality ▶  Krylon sales positive vs. 2008 … plus excellent retailer sell-in 15,000   13,000   11,000   9,000   7,000   5,000   3,000   April   May   June   July   August   September   Total  Visitors   6,708   5,825   8,039   3,792   4,014   4,014   Total  Page  Views   10,097   11,366   15,123   7,451   7,929   7,929   67  
  68. 68. Save Our Saturdays – Key Takeaways ▶  Bloggers are always seeking new and interesting product news for their readers ▶  Online purchase intent research proves that there is value ... way beyond the click 68
  69. 69. Social Media Bootcamp – Key Takeaways ▶  Customers are now in control of brands ▶  Information currency is essential to success ▶  Interactivity creates engagement ▶  There is value ... beyond the click ▶  You do not have to sell ... to sell 69
  70. 70. Getting Started – Key Steps ▶  Decide on a product ▶  Select a specific target audience to engage ▶  Decide on one or more outreach strategies ▶  News  /  PromoSonal  /  Sampling   ▶  Develop genuine, objective information / monetary currency ▶  Develop destination page or microsite ▶  Measure and optimize continually 70
  71. 71. Thank You Howard Zoss President 216.328.6301 hzoss@womfire.com Peter DeMichele Media Director 216.328.6309 pdemichele@womfire.com Gaynell Power-O’Neil Account Director 678-777-5360 gpower-oneil@womfire.com 71
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×