Engage Influencers: The Social Challenge


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Presented by Michael Gorman of Acxiom at DMA 2009 in conjunction with Alterian’s thought leadership forum.

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Engage Influencers: The Social Challenge

  1. 1. Engaging Influencers, The Social Challenge
  2. 2. 75% of US online adults participate in social media every month! Source: North American and European B2B Social Technographics Online Survey, Q4 2008 // Forrester Research, Inc. 2
  3. 3. $3 Billion Dollars Projected 2012 Market for Social Media Marketing 3
  4. 4. What’s the Newest Thing in Internet Advertising? It s It’s You! 4
  5. 5. Trust the source? Recommendations from People I Know 90% Consumer Opinions Posted Online 70% Brand Websites 70% Editorial Content 70% Television 61% Emails I Signed Up For 54% Search Engine Ads 41% Banners 33% 5
  6. 6. Social Conversations Inform Purchase Decisions Social Networks Video uploads Blogs Ratings & Reviews 6
  7. 7. Social media sites reach large numbers of internet users each month, and represent a large share of total internet usage Monthly Usage of Leading Social Media Sites in the US 15% of comScore, July 2009 US Internet Unique Monthly Visitors, Millions Visitors Minutes of Use, Billions Usage YouTube 98.1 21.9 Facebook 87.7 15.8 mySpace 68.5 16.5 Flickr 24.7 0.2 Twitter 21.2 05 0.5 LinkedIn 8.0 0.1 Plaxo 2.0 0.02 Note: Total internet users for July were approximately 195 million, total minutes of use were 350 billion
  8. 8. Integrated social media marketing – The Gap 8
  9. 9. Four steps to social media marketing success Get Give Connect Sh Show up 9
  10. 10. Step one: Commit to be present in social media “80 percent of success is showing up” p g p 10
  11. 11. Dunkin’ Donuts has a million Facebook fans 11
  12. 12. ‘Life is Good’ focuses on events and virtual gifts 12
  13. 13. Step Two: Connect • Find your Advocates • Sell your Value Proposition • Incent Adoption p • Leverage Relationships in other channels • Different Site, Different Tactics – Facebook fan pages – Twitter feeds – Linked-In events and groups g p 13
  14. 14. ScotTrade is incenting people to join on Twitter
  15. 15. This spring, Target let it’s Facebook fans vote on allocating $3 million in charitable giving 15
  16. 16. Step Three: Give: To best promote engagement, social media content must: engagement • Be Timely • Promote Personal Expression p • Be Portable • Be Meaningful Make it easy to act! 16
  17. 17. Starbucks solicits input from customers 17
  18. 18. Automotive: Ford Fiesta • 100 young trendsetters will test drive and “live” with a Fiesta for six months, y g , traveling as “agents” on special “missions,” who will then relate their experiences through a variety of social media sites. • The missions are designed to take the agents to new places all while driving the th new European Ford Fiesta and providing f db k t F d on th product E F d Fi t d idi feedback to Ford the d t • The agents applied online, posting short videos on YouTube explaining why they would be the best representative agents for the Fiesta. Many are automotive enthusiasts; all are extremely comfortable sharing their opinions online. 18
  19. 19. Give: Estee Lauder Social Photo Campaign • Estee Lauder recently launched a social media make-over promotion. • At Bloomingdales in New York, Estee offered a free makeover and professional-quality p p q y profile picture for your social network. • Photo’s included re-touching and nice E t /Bl i Estee /Bloomingdale l i d l logo’s ’ in background. 19
  20. 20. Step Four: Get Transform Social Engagement into Value • Promotions • Sampling p g • Buzz • Product Research • Customer Service 20
  21. 21. Dell Outlet has sold millions via Twitter 21
  22. 22. Baja Fresh drives restaurant visits via Facebook 22
  23. 23. Professional Social Network Opportunity • Job changes offers an opportunity to promote IRAs and 401K rollovers for  an investment management company. • Social Communities are in part driven by people wanting to help others. • A 401K rollover webinar that identified highly social can share with their A 401K rollover webinar that identified highly social can share with their  LinkedIn network. 1 Select a sub-set of 2 Design email campaign Company’s Webinar Event is customers who are around 401K webinar event 3 posted to event section LinkedIn members that can be posted to LinkedIn Copy example: Many people today need information regarding 401Ks. Share this 401K webinar with your LinkedIn network and help others…. 23
  24. 24. Del Monte created a new product with help from dog owners Del Monte recruited 300 owners who believe dogs are people too! too!. – They learned dogs love Bacon and eggs for breakfast, and... , – ...Dog owners worry about nutrition and would buy treats with vitamins – So they launched – Snausage Breakfast Bites , bacon’n’eggs-flavored snacks with amino acids and fish oil
  25. 25. Customer Service and Social • Twitter and blog monitoring Many companies are monitoring social media, (Twitter, blogs, or social networking sites) for mentions sites), of their company name, when necessary they will respond to customer service issues. • Comcast - Internet outage for 36 hours is finally fixed because of a complaint on Twitter. J.Morgan Marketing blog post J Morgan • Dell Computers has several customer service people on Twitter who find complaints and address them. them 25
  26. 26. Making money in social media is easy! Just... • Show up • Connect • Give • Get 26
  27. 27. Tools that can help • Listening to the Collective Conversation about your Brand • Mapping Social Relationships • Targeting y g g your Communications • Measuring Response 27
  28. 28. Acxiom’s Social Influencer Solution Imagine that you cou d identify soc a y ac e influencers a d e gage ag e a could de y socially active ue ce s and engage those influencers to stimulate positive buzz, behavior and conversations. Wide Netters Selectively Social Your Brand Social Placeholders Getting Started Acxiom provides marketers with a unique, data-driven and measured approach to data driven social media marketing, allowing them to identify, recruit and activate social customers and prospects within online communities. 28
  29. 29. Social Influencer at a Glance 1. Benchmark customer and brand  2. Converse with people to catalyze  p p y 3. Measure and report direct  social activity brand participation via social  response to messaging as well as  channels changes in social activity Acxiom Conversation Stimulation & Client Data Data collected: • Memberships • User • Friendships Generated • Conversations Content Social Influencer Dataset 29
  30. 30. Insight: Social Network Distribution 30
  31. 31. Segments file by degree of Insight: Social Segmentation social activity 8.0 ks Average Network 7.0 6.0 Social Placeholders Wide N tt Wid Netters 5.0 4.0 Getting Started 3.0 Selectively 2.0 Social 1.0 10 - (40.0) (20.0) - 20.0 40.0 60.0 80.0 100.0 120.0 140.0 160.0 180.0 ( ) (1.0) Average Friends Undeclared (2.0) 31
  32. 32. Yes we can... • Commit to create social media content that promotes connection and participation by customers with our brands • Establish lightweight connections with customers who are ‘fans’ • Deliver value to connected customers as people, beyond just selling and delivering our products and services • Encourage our customers to show their advocacy • Drive real value from our social media campaigns – leads, p g , site and store visits, purchases, referrals • Measure it and prove it 32