Stand Out Social Marketing - eTraining 2013
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  • Different from monitoring vendors; we are moitoring for customer acquisitionScorecards bubble up specific customer; kindsB2B and B2C examples – talk about customers we have (FOX, MLB, EMC, FSC, etc) and how they areUpdate the pictures in the back
  • Market leadership slide

Stand Out Social Marketing - eTraining 2013 Stand Out Social Marketing - eTraining 2013 Presentation Transcript

  • MONETIZING SOCIAL MARKETING Mike Lewis Author of ‘Stand Out Social Marketing’ CMO @Peoplefluent BoD @SocialText Twitter: @bostonmike mike@standoutsocialmarketing.com© 2013 Stand Out Social Marketing
  • Connect Questions via Twitter:ABOUT ME… #StandOut @bostonmike• CMO @ Peoplefluent; BoD @SocialText• Boston native, father of 2, Entrepreneur and marketing guy• Active blogger, tweeter, and social media enthusiast• Author, Stand Out Social Marketing, McGraw-Hill, Nov 9, 2012 Blog: StandOutSocialMarketing.com Facebook: Facebook.com/standoutsocial Twitter: @bostonmike
  • Connect Questions via Twitter:BUY THE BOOK #StandOut @bostonmike http://tinyurl.com/StandOutMarketing
  • Connect Questions via Twitter:THIS IS AN INTERACTIVE SESSION #StandOut @bostonmike (1) Ask Questions (2) Tweet me (3) Visit the blog (standoutsocialmarketing.c om) and search for highlighted words in this box:© 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter:STANDOUTSOCIALMARKETING.COM #StandOut @bostonmike• Case Studies• Infographics• Strategies• Strategists• Much More!
  • Connect Questions via Twitter:TODAYS SESSION #StandOut @bostonmike • Driving ROI with Social Scoring > Targeting Campaigns to Segments & Networks > Identifying and Targeting influencers > Leveraging Customers and Advocates • Calculating Social Marketing ROI > Social ROMI vs Social ROMO > 9 Keys metrics and ROI Impact BOTTOM LINE: Understand how to Monetize Social Marketing © 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter: #StandOut @bostonmikeA personal story...
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmike ooops...wrong day!
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmikeTHE NEXTDAY...
  • Connect Questions via Twitter: #StandOut @bostonmike
  • Connect Questions via Twitter: #StandOut @bostonmikeHow’d theyknow that?
  • Connect Questions via Twitter: #StandOut @bostonmikeIt was this guy!!!
  • Connect Questions via Twitter:WHAT I THOUGHT... #StandOut @bostonmike Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.
  • Connect Questions via Twitter: #StandOut @bostonmike Wow!!!Social Marketing Automation!!!
  • Connect Questions via Twitter: #StandOut @bostonmikeWHAT ACTUALLYHAPPENED...
  • Connect Questions via Twitter: #StandOut @bostonmikeNot as exciting, but a great story none the less
  • Connect Questions via Twitter:THE 6 KEYS & WHERE DELTA STOOD OUT #StandOut @bostonmike Paying Interaction Content Attention Presence Management Measurement
  • Connect Questions via Twitter: #StandOut @bostonmike Paying Attention The Heart of your social strategy Involves Paying Attention to behaviors and individualsFocus area: Paying attention tobehavior to drive salesKey Concepts:•Social Prospecting•Social Scoring
  • Connect Questions via Twitter:FOR EXAMPLE… LETS SAY WE ARE SELLING… #StandOut @bostonmike
  • Connect Questions via Twitter:Traditionally… #StandOut @bostonmike • Broadcast messages through multiple channels • Collect Data and Demographically target • Open stores in areas of audience concentration • Drive people to online or offline purchases
  • Connect Questions via Twitter:Through Social We Would: @bill Need new shoes #StandOut @bostonmike for the office party. What to buy? • Listen for individuals who show Need shoes? We have the largest selection & 20% discount so you look a likelihood of buying great at the party http://bit.ly/45hdf • Target: month 2 in marathon training. Feeling better  Hyper-target individuals with everyday contextual offers and content Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!  Identify Contextual Influencers HUGE ski trip with the guys  Market to a widget next month! Can’t wait! enthusiast group on Facebook Looking for new ski boots? 10% of for you today http://bit.ly/jhgk  Contextual groups (or create one) UGH! I hate back to school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk
  • Connect Questions via Twitter:SOCIAL BREADCRUMBS #StandOut @bostonmike Social platforms offer deep audience insights – the social “breadcrumbs” people leave online as they take actions and post content provide ripe insight for audience segmentation and targeting
  • Connect Questions via Twitter: #StandOut @bostonmike social scoring = finding prospects & converting them toHigh potential to customers Customer & buy Influencer Partner Candidate Advocate
  • Connect Questions via Twitter:HOW DO YOU DO IT? #StandOut @bostonmike© 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter:THE BIG THREE OF MONETIZING BY PAYING ATTENTION #StandOut @bostonmike Social Prospecting Automated Social Profile Collectio Social Scoring
  • Connect Questions via Twitter:SOCIAL PROSPECTING #StandOut @bostonmike Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them. Example: Pella Windows
  • Connect Questions via Twitter:IMPLICIT VS EXPLICIT BUYING SIGNALS #StandOut @bostonmikeExample: Pella Windows Explicit Implicit “Looking to buy new windows. “Ugh… I can‟t get Anyone have this draft to stop! experience with It‟s cold in here!” Pella?” “What is the Just starting work cheapest place to on the new buy new windows?” addition! Just bought the “Looking for a new house and am recommendation getting ready to on windows…” move next week!!
  • Connect Questions via Twitter:SOCIAL PROSPECTING #StandOut @bostonmikeIdentifyprospects andcustomersacross the socialweb Example The 2012 Super Bowl Host Committee identified and assisted fans in the Indianapolis area for the big game. A team of 50 managed all interactions resulting in $3.2M in value to NFL.
  • Connect Questions via Twitter: SOCIAL PROFILE COLLECTION #StandOut @bostonmike Collected the publically available profile information on the individuals engaging in your specific conversations. Engagement on brand owned social destination Participation inPublic Posts and actions Facebookon Social Networks like: contests, Downloads, et Social Profile
  • SOCIAL PROFILE = PAINTING A PICTURE OF YOUR Connect Questions via Twitter:PROSPECT #StandOut @bostonmike • Are they talking about topics we care about? > Location, time, who they are talking to, who are they talking about, what is their influence? • Are they engaging with our content? Social Profile > Do they know about us, sentiment, frequency, date, time, what content did they react to • Did they participate in our Contest and Apps > Did we get permission to see more profile data? > Did they share their participation with their friends
  • Connect Questions via Twitter:CAPTURE PROFILE DETAILS #StandOut @bostonmikeGain an intimateview of theindividuals thatmake up your Traditional: 7 fields collected vs. Social: 100+ fields collectedaudience Social Profile Studied at Harvard (2006) and Virginia (1999) Amplified Reach: 23,402,725 Influence Themes: Venture Capital, Investing, Entrepreneurship Other: Fans of 80’s comedies, Political satire televisionExample Politics Democrat Married, Mom The American Cancer Interests: TaskRabbit, Kat Von D, Twix, colorTHEORY, GameChanger, Society collects detailed Charleston - TravelTell, BillShrink, Drync, Daily Grommet, Elizabeth Tina Fey, Viximo, Mozes, Clothia, Haute Hanger, Obey Giant, Boston profile information on all Ballet, Independent Film Festival Boston, Currensee.com, Spring interactions across the Paddocks, LLC, Stratus Prep, Mars Bars, Awareness, SimpliSafe, Barack Obama, Women 2.0, ALS/Lou Gehrig’s Disease, Independent social web. To date they Film Festivals, Boston World Partnerships, Style.ly Tweets: Dec 14: #MIT100K accelerator kickoff...theyre describing a have collected over 1M+ design charette, hackathon type design help for teams. Great idea. and use data to identify Facebook Posts and Comments: Dec 4: Cassius. 10 years old yesterday/today, depending on when you count. Took a nice romp donors and volunteers. around the southend this morning. Still got it.
  • Connect Questions via Twitter:THINK OF TRADITIONAL MARKETING #StandOut @bostonmike
  • Connect Questions via Twitter:THINK OF TRADITIONAL MARKETING #StandOut @bostonmike Social Prospecting
  • Connect Questions via Twitter:THINK OF TRADITIONAL MARKETING #StandOut @bostonmike Social Prospecting Engage
  • Connect Questions via Twitter:THINK OF TRADITIONAL MARKETING #StandOut @bostonmike Social Prospecting Engage Campaigns
  • Connect Questions via Twitter:SOCIAL SCORING #StandOut @bostonmikeDevelop a scoring criteria that is dynamic and identifies individuals basedon actions over time.
  • TRANSFORMING THE SOCIAL WEB INTO YOUR Connect Questions via Twitter:MARKETING DATABASE #StandOut @bostonmike PUBLISH Hub Difference Publishing & Engagement: MONITOR ENGAGE Industry leading content publishing & Publish to Multiple engagement to social channels with Social Destinations deep user permissioning & workflow Prospect for conversations Engage with Prospects functionality Social Prospecting: Monitor the social web for prospects and immediately capture profile data ACQUIRE PROFILES ABOVE THE FUNNEL Social Scoring: Easily create and apply your own weighting algorithm to the profile database instantaneously ranking prospects based on your criteria Social Books: Analyze and optimize social programs and easily distribute reports and dashbaords Social Offers: SCORE AND Serve up personalized, specific offers based on social scores TARGET with OFFERS Integration: Close the social marketing loop with seamless integration with leading CRM, Marketing Automation, BI and web analytics tools CONVERT © 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter:DEFINE A PATH TO PURCHASE #StandOut @bostonmike TRACKING BEFORE DIRECT ENGAGEMENT
  • Connect Questions via Twitter:BUILD A BEHAVIORAL SCORE MODEL #StandOut @bostonmike
  • Connect Questions via Twitter:SOCIAL SCORING IN ACTION #StandOut @bostonmike +10 points Visited page +10 points “Any recommendations for product?” +5 points Prospective Joined Facebook buyer page +5 points “looking to buy something…”
  • Connect Questions via Twitter:HYPER-TARGETED MARKETING CAMPAIGNS #StandOut @bostonmike
  • Connect Questions via Twitter:SCORING SUMMARY #StandOut @bostonmike • People may fall into multiple lists and categories > This may result in multiple scores. For example: Name Email Influence Score (Category 1) Buyer Score Influence Score (Category 1) Sal Giliberto Sal.giliberto@ 46 19 53 Dave Carter DC@ 83 10 61 Steve Tremblay Steve@ 22 53 7 Brian Zanghi brian@ 38 25 83 Melissa Leffler ML@ 14 73 22© 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter:REAL LIFE EXAMPLES #StandOut @bostonmike The Louisville Real Estate Agent IBM Generates Millions by Listening for Leads 30% conversion rate on leads sourced via Twitter TriNet Listens for „events‟ and Roger Smith Hotel attracts sells software guests
  • Connect Questions via Twitter:FOILED CUPCAKES #StandOut @bostonmike
  • Connect Questions via Twitter:SCORING ACTIONS #StandOut @bostonmike Present list of XXX leads to sales team by region Identify top influencers and offer a badge© 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter:BENEFITS OF SOCIAL SCORING #StandOut @bostonmike • The social web is becomes your marketing database > Identify buyers, prospects and leads > Tier your prospect list and database based on your rules > Target very specific groups and/or individuals for conversion • Define influence on your terms! > Define influence as it pertains to your company • Understand the customers you have and uncover the ones you dont© 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter: #StandOut @bostonmikeSAMPLECAMPAIGNS
  • Connect Questions via Twitter: EXAMPLE > #StandOut @bostonmike • Jeep Example… Monitor the social Capture Leads & Score Leads and Convert Social Leadsweb for buying intent Social Profiles Target with Offers to Revenue $ Monitor conversations Score leads based on Capture and tag theoccurring across the conversation, engage profiles of individuals social web that ment and profile and engaging in the Tracked detailed indicate a buying target with marketing conversations conversion metrics at intent. offers. the content and Pull all related profile levelJeep looks for implicit Score based on profiles, store and & Explicit data; life demographic and route to dealers events profile data. © 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter:INFLUENCER CAMPAIGN> FORD FIESTA #StandOut @bostonmike • Ford gives 100 Social Influencers Euro Version of the Fiesta • Asked to track Missions via video and upload • 6.5 Million views of Missions result in 10,000+ Cars in first 6 days© 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter:THE WIZARDING WORLD OF HARRY POTTER #StandOut @bostonmike 7 = 350M© 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter: #StandOut @bostonmikeMEASURING ROI
  • Connect Questions via Twitter:8 ROI RELATED METRICS #StandOut @bostonmike Conversions Easiest Implementation = Link Append 1. Create appended URL: http://mycompany.com/?q=LeadSource&fn=Link 2. Mask with vanity or bit/ly 3. Send through appropriate channel Reach & • Reach = SUM(Fans, Followers, Subscribers) Relevance • Reach Velocity = Social Reach growth Month-Over-Month Interactions • Interaction = SUM(shares, likes, retweets, @replies, comments, favs, etc) • Interaction Velocity = Social Reach growth Month-Over-Month See also – Author Int Rate, Content Int Rate, Theme Int Rate Activity Ratio • Activity Ratio = # of Interactions / Social Reach • Active Audience Ratio = # Active Audience Members / Social Reach© 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter:8 ROI RELATED METRICS (CONT.) #StandOut @bostonmike Content Effectiveness •Comment-to-Content Ratio •Comment-to-Profile Ratio •Content-to-Share Ratio Brand Sentiment •Audience Sentiment •Contributor Sentiment •Content Sentiment •Author Sentiment Inbound Links •Total Number •Authority Domains Influence •Influencer Score •Influential topics/areas© 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter:TAKAWAYS #StandOut @bostonmike 1. Pay Attention 2. Interact & Engage 3. Know your audience, intimately 4. Follow the big 3 of Monetizing Social 5. Optimize & Improve with Social ROMI & Social ROMO© 2012 Awareness CONFIDENTIAL
  • Connect Questions via Twitter: #StandOut @bostonmike Mike LewisAuthor of „Stand Out Social Marketing‟ CMO @Peoplefluent @bostonmike mike@standoutsocialmarketing.com