Demand Generation 2.0: Social Media Marketing

A Little about us… More importantly… Let’s hear from you

What you will learn today The Social Media “ Magic Bullet ” A way to “cheat” the system - Buying placements on Digg, Adding views to YouTube, etc… You should “ bet your future ” only on social media A definitive guide to social strategy and implementation

The Social Media “ Magic Bullet ”

A way to “cheat” the system - Buying placements on Digg, Adding views to YouTube, etc…

You should “ bet your future ” only on social media

A definitive guide to social strategy and implementation

What you will learn today

What you will REALLY learn… True definition of social media marketing What working, what’s not working & why? New metrics and what to track The importance of testing 4 ways to get started in Social Media

True definition of social media marketing

What working, what’s not working & why?

New metrics and what to track

The importance of testing

4 ways to get started in Social Media

What is social media? Social Media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. (Wikipedia, 2008)

Social Media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. (Wikipedia, 2008)

Social Media Marketing This includes marketing vehicles like Facebook Apps, videos, podcasts, webinars, and blogs as well as marketing channels including social networking, bookmarketing and community sites (like LinkedIn, Facebook, YouTube, StumbleUpon, Digg and Flickr), blogs and wikis

This includes marketing vehicles like Facebook Apps, videos, podcasts, webinars, and blogs as well as marketing channels including social networking, bookmarketing and community sites (like LinkedIn, Facebook, YouTube, StumbleUpon, Digg and Flickr), blogs and wikis

Companies are generally anti-social

They like controlling the conversations “ One-Way” Dialogs have worked for them They define where, when and how customers interact with them So… why change??? Companies are generally anti-social

They like controlling the conversations

“ One-Way” Dialogs have worked for them

They define where, when and how customers interact with them

Introducing: Generation You Audience has changed We are creating We are publishing We are selecting Don’t want to listen to advertisers - Interruptive marketing is going away. The audience is in control… they are linked, listening and informing

Audience has changed

We are creating

We are publishing

We are selecting

Don’t want to listen to advertisers - Interruptive marketing is going away.

The audience is in control… they are linked, listening and informing

How we make decisions

Source: Forrester Research The Traditional Marketing Funnel

Source: Forrester Research The Social Marketing Funnel

Social Media Growth Spending on social media alone will grow to $15 billion by 2012 as marketers understand how to use and measure this channel. Forrester Research, “ US Interactive Marketing Forecast, 2007 To 2012 ”

Social Media Chaos

Interactive vs Tradition Channels http://www.impaqt.com/downloads/US_Interactive_Marketing_Forecast.pdf Effectiveness of emerging technologies are on the rise. Marketers are looking for ways to leverage these technologies

Marketing: Not Keeping up with Customer Demand http://www.ogilvy.com/forrester/The%20Forrester%20Wave_Interactive%20Marketing%20Agencies,%20Q4%202007.pdf Even with an understood increase in effectiveness of social media, Consumers are adopting, but marketers are not keeping pace.

“ Companies adopt social media as a marketing tool but are struggling to find effective metrics” Paul Gillin, author of The New Influencers report issued by the Society for New Communications Research (SNCR), Social Media Pain – Measuring Success

“ Companies adopt social media as a marketing tool but are struggling to find effective metrics”

Paul Gillin, author of The New Influencers

report issued by the Society for New Communications Research (SNCR),

Sample Social Media Marketing LOST Magazine LOST Wiki Interactive Website iTunes Blog Hundreds of fan sites and blogs Alternate Reality Game Novel MOBisodes Message Boards

Social Media Case Study - Consumer The Challenge Early stage start-up Limited marketing budget = need for viral programs Generate 50K+ online registrations for college fair Elusive youth audience resistant to traditional ads The Solution: Launch multiple social components – YouTube, Facebook, Twitter, Blogs, iTunes) Secure external consultants & costs of $100K+ The Results Positive results videos submitted resulting in over 5000 views and 10 YouTube Awards Over 1000+blog “hits” but difficult to measure impact and influence Heavy dependence on external resources No easy way to track success or failure No easy way to sources of traction

The Challenge

Early stage start-up

Limited marketing budget = need for viral programs

Generate 50K+ online registrations for college fair

Elusive youth audience resistant to traditional ads

The Solution:

Launch multiple social components – YouTube, Facebook, Twitter, Blogs, iTunes)

Secure external consultants & costs of $100K+

The Results

Positive results videos submitted resulting in over 5000 views and 10 YouTube Awards

Over 1000+blog “hits” but difficult to measure impact and influence

Heavy dependence on external resources

No easy way to track success or failure

No easy way to sources of traction

Great… so, what’s it all about? (1) Conversations & (2) Connections

What should I measure? The two core metrics of social media are: INFLUENCE ENGAGEMENT

The two core metrics of social media are:

How do I mine this data??

A word of caution…

Be prepared for what you will learn…

Salesforce.com – Dealing with Outages The world leader in SaaS solutions Over 1M users worldwide The Problem: January – April 2006 SFDC experiences significant outages Customers fight back on the blogosphere launching sites like Gripeforce.com (google it..) The Resolution: Trustforce.com 

The world leader in SaaS solutions

Over 1M users worldwide

The Problem:

January – April 2006 SFDC experiences significant outages

Customers fight back on the blogosphere launching sites like Gripeforce.com (google it..)

The Resolution:

Trustforce.com 

The Truth is… Online discussions are candid… and this is a HUGE OPPORTUNITY Companies can identify trends Identify Positive and Negative Influencers People are incredibly honest in conversations and on profiles Learn what customers REALLY THINK Identify new channels and outlets for messaging Learn how to message and new brand positioning

Online discussions are candid… and this is a HUGE OPPORTUNITY

Companies can identify trends

Identify Positive and Negative Influencers

People are incredibly honest in conversations and on profiles

Learn what customers REALLY THINK

Identify new channels and outlets for messaging

Learn how to message and new brand positioning

How to monitor and track Key Employees Company Name Industry Sites Company URLs Product/Service Names Track competitors Employee Activity Newsgroups ZoomInfo ID Influencers Facebook Twitter Blogs and Blog Comments

Key Employees

Company Name

Industry Sites

Company URLs

Product/Service Names

Track competitors

Employee Activity

Newsgroups

ZoomInfo

ID Influencers

Facebook

Twitter

Blogs and Blog Comments

What to use Google Analytics Feedburner Hit Tail Measure Map Technorati Microblogs: Twitter, Pownce, Jaiku Social Bookmarking: Digg, Delicious Networks: Facebook, LinkedIn, Bebo Content Channels: YouTube, Flikr

Google Analytics

Feedburner

Hit Tail

Measure Map

Technorati

Microblogs: Twitter, Pownce, Jaiku

Social Bookmarking: Digg, Delicious

Networks: Facebook, LinkedIn, Bebo

Content Channels: YouTube, Flikr

4 Steps to Implementing Social media Listen: Monitor customers, prospects, partners, competitors, employees. Go where they go and do what they do Learn: Understand objectives, identify vehicles and channels. Activate: Create pilots, test ideas. Work with all constituencies Monitor and Optimize: Aggressively implement changes based on what you hear and constantly improve

Listen: Monitor customers, prospects, partners, competitors, employees. Go where they go and do what they do

Learn: Understand objectives, identify vehicles and channels.

Activate: Create pilots, test ideas. Work with all constituencies

Monitor and Optimize: Aggressively implement changes based on what you hear and constantly improve

Contact Info: Mike Lewis [email_address] 781-308-3572 Google talk: lewismich Twitter: @bostonmike Facebook: http://profile.to/michaellewis/ LinkedIn: http://www.linkedin.com/in/lewismich