ComBlu Social Marketing
 

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  • Exposure vs engagement

ComBlu Social Marketing Presentation Transcript

  • 1. Introducing Social M a r k e t i n g. © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 2. The ComBlu Sweet Spot
    • Specializes in creating advocate-based social marketing programs and social business initiatives
      • Determine best community strategy: build, buy or rent
      • Build and optimize social platform(s)
      • Identify and activate customer evangelists and influencers
      • Engage them as a channel of influence that impacts loyalty and affinity
      • Measure impact on sales, reputation or mission
      • Generates ROI ≥ 300%
    • ComBlu has built and manages over 26 communities in 20 languages with over 10 million members
    © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 3. Potential Applications © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) Social Marketing Disciplines: Summary Brand Awareness Insights Innovation “ Customer” Experience Issue Management Engagement Advocacy Recruitment Collapse “Sales” Cycle Purchase Share H L L L M L H L L Referral Pass Along H L L L L L H L L Buzz Marketing L M L L H H H L L Grassroots/ Netroots Marketing L H H H H L H L L Conversation Insights M H M L M M H H H Social Networking M L M L H H H L L Influencer Marketing M H H H H H H H H On Domain Community Marketing H H H H H H H H H Off Domain Social Marketing
  • 4. Social Mapping LISTENING PROCESS Monitor Topics Venues Influence Sentiment ENGAGEMENT OFF DOMAIN Competition Issues Legal implications Mass Social Media Aggregation sites User-generated communities Partner properties Advocate Recruitment ENGAGEMENT ON DOMAIN Aggregate/Syndicate Conversations/Content Advocate Activation Audience Needs/Wants Content Taxonomy Advocacy Brand Positioning WOM Peer-to-peer mentoring Drive Recruitment Feedback Drive Experience & Innovation Service quality Innovation Stakeholder insights Tagging Links Tagging © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) Conversations Content WOM
  • 5. Community Personas 70% Collectors 10% Creators Participate in select activities, contribute information from outside the community Recruit others, share information, spread WOM Create content, organize community, mentor others Awareness of Brand Consideration of Brand Customer Satisfaction: Story Consumers Consideration Preference Conviction Customer Loyalty: Customer Affinity: Storytellers Brand Conversations Source: Li, Charlene, and Bernoff, Josh. Groundswell: Winning in a World Transformed by Social Technologies . Boston: Harvard Business Press, 2008. I like you I recommend you I defend you 20% Connectors 10% Creators & Critics © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 6. Social Engagement Feedback Advocacy Support Drives innovation, product quality & financials Drives marketing effectiveness Improves customer experience, reduces cost of support Three Pillars of Social Engagement © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 7.
    • Advocacy
    • Community engagement intended to influence transactional behavior
    • Increase reach
    • Drive preference
    • Reduce churn
    • Drive sales
    • Feedback
    • Feedback or comments provided by the members that are intended to have influence e.g., product or community feedback
    • Increase quality
    • Decrease time to market
    Support Content that solves problems and answers questions (customer support, how-to’s and tips)
      • Revenue influenced by community members
      • Positive brand and/or product comments
      • Desired actions taken (downloads, sign-ups, trials, product-bundling, etc.)
      • Link-backs
      • Pass-along rates
      • Return visits
      • Reduce number of bugs
      • Rapid response to product quality issues
      • Link-backs
      • Increase response time
        • Positive UGC
        • UGC Volume
    Three Most Common Metrics Per Literature Review Additional Metrics
      • Number of customer service problems solved
      • Number of technical support questions answered
      • Cost savings with tech and customer support
      • Number of views and comments (blogs, forums and content posts)
      • Volume and frequency of product feedback/R&D ideation
      • Financial value of R&D input
      • Audience growth (via referral)
      • Page views/time on page or site
      • Response times
    Health & Wellness Indicators of community vitality and sustained activity Three Most Common Metrics By Pillar and Health and Wellness : Community ROI
      • Reduce customer issues
      • Increase satisfaction and loyalty
      • Decrease bounce rates
      • Grow and sustain engagement
      • Track sentiment and conversations
    © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 8. Core Social Performance Index™ Metrics ROI/KPIs CORRELATIONS INTEGRATED SCORECARD
    • Revenue generation
    • Lead generation
    • Decrease costs
    • Collapse sales cycle
    • Brand preference
    • Decrease in churn rate
    • Increase LTV
    Aligned with Business Drivers Related to Quality of Community Experience
    • # of advocates and members
    • Volume of UGC
    • Volume of highly rated UGC
    • Points earned
    • Participation levels in events, contests and challenges
    • Frequency of member engagement and community visits
    • Answer rates
    ™ Tracks 4 major community performance categories: Advocacy, Feedback, Support & business KPI’s Tracks activity on demand (real time) and in regular time periods (i.e. monthly) as well as, annual trending Available as a web service which Generates CPI scorecard. Scorecard is translated into Social Marketing Dashboard © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 9. Sample Social Performance Index™ (SPI) Metrics Scorecard Master Scorecard shows SPI index scores, global sentiment, aggregated community performance trending, business and engagement results SPI Trends, Scores and Highlights by market Data points from both sponsored communities and social media channels
  • 10. Sample Cloud Cover™ Share of Voice Sentiment Activity and Verbatims Topics being discussed, the companies and people in the spotlight, and the key conversations happening.
    • The output from this report provides insights for such things as:
    • Content strategy
    • Web site content taxonomy
    • Conversation engagement strategy
    • Thought leadership approach
    • Innovation and customer experience refinement
    • Identification and recruitment of customer fan base
    • Issue management
    • Word-of-mouth marketing
  • 11. Increase in-store traffic resulted from pilot community campaign in Region B. Action: Expand pilot to 10 more regions. Trends over the past 6 months continue growth in customer engagement that directly impacts community-generated revenue. Action: Increase community engagement, specifically by adding community campaigns and rewards. Store Traffic Twitter Cost savings decreased as a result of the number of customer SMEs participating in support community. Action: Re-engage and build customer advocate base. Specifically need to recruit more creators and critics for support actions. <Project Name> Conversation Alerts <Project Name> Mentions 1. 2. 3. J:proposalsgeneric Measurement Sample Dashboard.ppt Analytics: SPI Analysis and Actions Analytics: Cloud Cover Sample SPI ™ Dashboard © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) Region B: Community-Generated Store Traffic
  • 12. Sample Social Marketing Dashboard™ ’ s SPI Trends, Scores and Highlights Link to SPI Scorecard Representative Activity and Verbatims Social Media Activity Results
  • 13. Case S t u d y © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 14. Situation
    • Consumers ≠ understanding of power and range of Windows products
    • MSFT ≥ 1,500 ways for people to learn
    • Consumers want to hear real stories from other consumers
    • Impossible to cull stories from millions of consumers
    Strategy: Tap advocates to tell stories for us! © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 15. Windows Live Community A DVOCATES © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) Spread WOM about Windows Provide customer voice to Windows experience Educate others about Windows products/benefits Showcase how they use multiple products in real life situations Rate contributions of other advocates Receive recognition and rewards for deep engagement
  • 16. The Clubhouse Advocate Community My Clubhouse
    • Find Others Like Me
    • Clubhouse Q&A
    • Groups
    • Product Councils
    • Beta Sign Up
    • Support Qs
    Community Manager
    • Posts Challenges, Contests & Events
    • Health & Wellness
    • Manages Content Slots
    Reputation Management
    • Highly Rated
    • Content Creation
    • Display on Web Properties
    • Featured Member
    • Challenge Submission
    • Challenge Wins
    The Advocate Create & Tag UGC Points Earned Partner Properties Mobile.com .com Highest Rated Points Earned Points Earned Points Earned
    • Managed Betas
    • Product research
    • Product innovation
    • Service enhancements
    • Marketing effectiveness
    Feedback
    • UGC surfaced on designated properties
    • Content = RSS enabled allowing catching sites to surface UGC
    Advocacy
    • Answered questions
    • Report issues
    • Contribute to support catching sites
    • Contribute questions for advocate input
    Support Windows, Windows Live and Windows Clubhouse are trademarked property of Microsoft Corporation
  • 17. Windowslive.com Windows, Windows Live and Windows Clubhouse are trademarked property of Microsoft Corporation
  • 18. Windows Live Photo Gallery Windows, Windows Live and Windows Clubhouse are trademarked property of Microsoft Corporation
  • 19. Photo Gallery Post Windows, Windows Live and Windows Clubhouse are trademarked property of Microsoft Corporation
  • 20. UGC Syndication Increase click thru 43% Link-backs drive 30% web traffic Drive advocate recruitment & web traffic
  • 21. Analytics: How Do We Monetize?
    • Decrease direct cost to service & support
    • Increase # of Live IDs
    • Drive preference and awareness of depth and range of products
    • Increase click-through on ads
    • Stimulate product downloads
    Windows, Windows Live and Windows Clubhouse are trademarked property of Microsoft Corporation
  • 22. Scorecard
  • 23. S e r v i c e s © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 24. Strategy
    • Strategic Planning
    • Landscape Reviews
    • Competitive Analysis
    • Community Strategy
      • Branded
      • Non-Branded
      • Long-Tail Programs (organic community strategies and execution)
      • Aggregation Hub
      • Employee Communities
    Services © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 25. Identification
    • Advocate and Influencer Identification
    • Advocate and Influencer Segmentation
    • Advocate Taxonomy
    Services © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 26.
    • Voice of the Customer
      • Advocate Engagement
      • Testimonials
      • UGC: Creation and Syndication
    • Online and Social Media Marketing
      • Social Networking Campaigns
      • E-mail Campaigns
      • Book Marking
      • Viral Marketing Campaigns
      • V-cast and Video Sharing
      • SMRs
      • Podcasts
      • Webinars
      • SEO
    Engagement Services © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 27.
    • Health and Wellness Index
    • ROI
      • Community ROI
      • Customer LTV
      • Advocate LTV
      • Dashboard Design and Generation
    • Predictive Modeling
    • Performance Benchmarking
    • Community Optimization
    • Social Media Monitoring
    • News and Trend Monitoring
    Analytics Services © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
  • 28. Questions?
    • For further information, contact:
    • Kathy Baughman
    • ComBlu
    • 312-649-1687
    • [email_address]
    Steve Hershberger ComBlu 312-649-1687 [email_address] J:New BusinessNew Business CapabilitiesComBlu Social Marketing.ppt © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)