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Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
Social @ Scale 2013
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Social @ Scale 2013

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Presentation for PR Society of America, Fort Worth Chapter on Social Media Case Studies.

Presentation for PR Society of America, Fort Worth Chapter on Social Media Case Studies.

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  • Some thoughts about myself. Background in Corporate at GM, then Agency, Samsung, and now RadioShack.- PR is critical to social media and vise versa.
  • Multiple channels and choices. Each one specific to a need. Growing rapidly.
  • From an online perspective online consumption has evolved.Digital has gone from Interactive to Social Business.
  • Brands need to define their Brand Story via Social Paid – Digital Advertising, banners, AdWordsOwned – Created Assets, Custom ContentEarned – Brand related conversations and UGCPromoted – In-Stream or social paid promotion vehicles.Shared – Open platforms or communities where customers co-create and collaborate with Brands.
  • How does the Social Layers impact the business?
  • Need to discover your company and brands journey…
  • Need to discover your company and brands journey…
  • A lot of talk about Growing Fans, Getting Engagement, but what about Social Driving Business? Driving Commerce?
  • We can see that Social is still a small sliver of e-commerce in comparison to Search and other drivers. This is Opportunity.
  • Consumers still Trust Family and Friends based on % of Customers who agree tool “Helps Me With New Ideas”.
  • For RadioShack. Cyber Monday was a moment in ecommerce where Social and Digital can Drive Sales.We noticed that of the “Cyber Week” Cyber Monday continues to lead YoY in Holiday Spending.Almost $1.5B in online spending.Top gaining categories were in our RadioShack product selection sweet spot.We noticed that shopping was happening around the clock. Home vs. Work.
  • Step 1 – It was critical to plan ahead with tactics that social would support. What would be the ‘hook’ to keep people coming back.Select easy to remember hashtag (#24dealsin24)Provide clues every hour on the hour to entice repeat participation.
  • Carefully planned ahead to be integrated through multiple marketing channels.RadioShack.com HomepageEmailDigital AdsPromotion Landing Page.
  • Critical to understand that we MADE IT EASY to participate. Timely and clear tweets from us as brand.Clear call to actionTools on promotion landing page to participate.
  • Transcript

    • 1. SOCIAL @SCALECOSMIN GHIURAURADIOSHACK - DIRECTOR SOCIAL MEDIATWITTER @COSGURU 1
    • 2. TALKING ABOUT THIS• State of Social Media• RadioShack Social Presence• Social Commerce• Case Study• Closing Thoughts 2
    • 3. SOCIAL MEDIA EXPANDINGSource: State of Social Media 2012 - http://www.slideshare.net/socialnerdia 3
    • 4. DIGITAL+SOCIALEVOLUTION 4Source: Logic + Emotion David Armano - http://darmano.typepad.com/logic_emotion/2012/05/social_biz.html
    • 5. SOCIAL LAYERSBRANDS NEED TODEFINE THEIR BRANDSTORY.BALANCE BETWEEN- Paid- Promoted- Owned- Shared- Earned 5Source: Social Media Brandsphere – Brian Solis & JESS3 - http://upload.wikimedia.org/wikipedia/commons/7/70/Brandsphere.jpg
    • 6. BUSINESS IMPACT OF SOCIAL 6Source: Facebook Sales Mashable - http://mashable.com/2012/11/01/facebook-sales/
    • 7. [SOCIAL] IS AN INGREDIENT TOTHE SOUP . 7Source – Doug Mack, CEO, One Kings Lane
    • 8. YOUR SOCIAL MEDIA JOURNEY? 8Altimeter Group – The New Marketing Equation - http://www.slideshare.net/Altimeter/content-the-new-marketing-equation
    • 9. SOCIAL MEDIA @RADIOSHACK2.0 Youtube MM Total Fans 2.4 MM Engagements400+ Videos Produced 384KCheck-Ins Foursquare 17.5 MM Weekly Reach 10
    • 10. EXPONENTIAL FAN GROWTH 2009 2010 2011 20121.5MM -1.0MM - 750K - 500K - 0-RS Facebook Launch 100K Fans 420K Fans 1.5MM FansApril 2009 Nov 2010 Jan 2012 Jan 2013 17.5MM Weekly Reach – Unique people who see content. 11 168MM Friends of Fans – Unique friends of our Fans.
    • 11. UNDERSTAND OUR FANS… 12
    • 12. PROVIDE MEANINGFUL CONTENT.CREATE RELATIONSHIPS.BUILD TRUST.MEASURE AND IMPROVE. 13
    • 13. WHAT ABOUT SOCIAL COMMERCE? 14
    • 14. SOCIAL SMALL ECOMMERCE TRAFFIC 15Source: Business Insider – The Future of Social Commerce - http://www.businessinsider.com/the-future-of-social-commerce-slide-deck-22013-2?op=1
    • 15. CONSUMERS STILL TRUSTFAMILY AND FRIENDS… 16Source: Business Insider – The Future of Social Commerce - http://www.businessinsider.com/the-future-of-social-commerce-slide-deck-22013-2?op=1
    • 16. CYBER MONDAY 17 Source: Comscore - http://www.comscore.com/Insights/Blog/Cyber_Monday_By_the_Numbers
    • 17. CASE STUDY – CYBER MONDAY Objective – RadioShack Social Media to provide 24/7 support to drive traffic, engagement, and sales to 24 deals in 24 hours for an overall RadioShack Cyber Monday online promotion.[STEP 1]SOCIAL IS NOT ALONE. PLAN AHEAD. 18
    • 18. CASE STUDY – CYBER MONDAY Integrated Marketing – Placement of Campaign via multiple marketing vehicles. RS.com Homepage, Email, Digital Ads, Campaign Deal page. 19
    • 19. CASE STUDY – CYBER MONDAY[APPROACH] LISTEN AND ADAPT. Provide a clue every hour starting on 11pm of what the next hour deal would be. Drive Measurable Conversation. #24dealsin24 Resources were available starting at 11pm Sunday – 12am Tuesday. Listened and Engaged with fans every hour to stimulate and adapt to the conversation. 20
    • 20. CASE STUDY – CYBER MONDAY[#24DEALSIN24] EASY TOPARTICIPATE. 21
    • 21. CASE STUDY – CYBER MONDAY[RESULTS] #24dealsin24 was only US brand to trend organically on Twitter homepage. Drove 11.2MM earned impressions. +1,200% in volume of Tweets. 9x organic follower growth. 14% Increase in web traffic. 22
    • 22. CASE STUDY – CYBER MONDAY[EARNED KUDOS] RadioShacks offers were among the most- frequently shared coupons or offers on social networks during the shopping days surrounding Black Friday. – DataSift, Inc. 23Source: Twitter Business - https://business.twitter.com/en/optimize/case-studies/radioshack/Source: WSJ - http://online.wsj.com/article/SB10001424127887324296604578179750613594258.htmlSource: Bloomberg TV - http://www.bloomberg.com/video/retailer-twitter-strategies-sales-promotions-5h0VZxzCRKusvlZlaLxA4g.html
    • 23. CASE STUDY – CYBER MONDAY[KEYS TO SUCCESS] PLAN AHEAD LISTEN & ADAPT EASY TO PARTICIPATE 24
    • 24. THANK YOU.COSMIN GHIURAURADIOSHACK - DIRECTOR SOCIAL MEDIATWITTER @COSGURU 25

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