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Gage Social Media
 

Gage Social Media

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Simple overview of Gage's take on social media and examples of what we do for clients.

Simple overview of Gage's take on social media and examples of what we do for clients.

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  • Current Business (quick overview of current EM work) New Concepts/Technologies (w/ focus on ways for Agency to capitalize) Current Opportunities (new business) Next Steps (agency initiatives)
  • Defining the field of inquiry
  • Current Business (quick overview of current EM work) New Concepts/Technologies (w/ focus on ways for Agency to capitalize) Current Opportunities (new business) Next Steps (agency initiatives)
  • Defining the field of inquiry
  • Advocacy platform Partner / Franchisee social media activation Social Media promotions Curation Branded outpost build and asset publishing Implement a Social Media Marketing System (SMMS) Non-Branded Social Media engagement / ROI tracking (aka social CRM) SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agents Travel blogging / influencer campaigning
  • Illustrating what is meant by brand community.
  • Illustrating the symbiotic relationship between conversion events and other forms of value generated through social media marketing. Explain how conversion still matters and ought to be thought of as central, key indicator of effectiveness. From a tactical POV, social media should be thought of as capable of delivering all four value types – because in fact, it does.
  • Illustrating the various common metrics and how they tend to fit into the high level categories illustrated on previous slide.
  • Current Business (quick overview of current EM work) New Concepts/Technologies (w/ focus on ways for Agency to capitalize) Current Opportunities (new business) Next Steps (agency initiatives)
  • Advocacy platform Partner / Franchisee social media activation Social Media promotions Curation Branded outpost build and asset publishing Implement a Social Media Marketing System (SMMS) Non-Branded Social Media engagement / ROI tracking (aka social CRM) SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agents Travel blogging / influencer campaigning
  • Advocacy platform Partner / Franchisee social media activation Social Media promotions Curation Branded outpost build and asset publishing Implement a Social Media Marketing System (SMMS) Non-Branded Social Media engagement / ROI tracking (aka social CRM) SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agents Travel blogging / influencer campaigning
  • Advocacy platform Partner / Franchisee social media activation Social Media promotions Curation Branded outpost build and asset publishing Implement a Social Media Marketing System (SMMS) Non-Branded Social Media engagement / ROI tracking (aka social CRM) SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agents Travel blogging / influencer campaigning
  • Building Advocacy One Relationship at a Time. Online relationships are not built solely on the quality of the user experience on your website. More importantly, meaningful connections are based on the authenticity and transparency of one-on-one interactions with people who have a personal connection or experience with your brand. These interactions can occur in a variety of social communities -- social networks, online forums, blogs and micro-blogs, video sites, niche communities, etc. Social Advocacy Modeling overlays existing customer and prospect databases with social profile data and segment them into various audiences ranging from super advocates to brand terrorists.
  • Current Business (quick overview of current EM work) New Concepts/Technologies (w/ focus on ways for Agency to capitalize) Current Opportunities (new business) Next Steps (agency initiatives)
  • Screenshots Verticals Audiences Competencies Tactics used Answers: The business case/problem analysis we addressed The strategy we created and deployed The measurements/analytics we used The results we achieved
  • Budgeting / Prioritization process resulted in funding of these highest-value initiatives for H1: Social Content Playbook Social Widgets Dashboard Design Social Activation for Partners Facebook: “Ask A Partner” Application Facebook: Promotion (Customer) Facebook: Promotion (Partner) Facebook: Custom UX implementation Social Advocacy Platform Dashboard Design
  • Social Content Playbook Social Widgets Dashboard Design Social Activation for Partners Facebook: “Ask A Partner” Application Facebook: Promotion (Customer) Facebook: Promotion (Partner) Facebook: Custom UX implementation Social Advocacy Platform Dashboard Design Demand Generation / Awareness Building

Gage Social Media Gage Social Media Presentation Transcript

  • Social Media 19 August 2011
    • Introduction to Gage
  • Marketing Solutions that Drive Behavior
    • Formed in 1992
    • Minneapolis, Los Angeles, Redmond
    • Ad Age / Interactive Rank: #35
    • Promo / Promotion Rank: #37
    • Blending of technology and marketing for world’s most respected brands
    • Promotional
      • Sweeps, games, contests, POP, legal
    • Digital
      • Mobile, web, media, social, dashboards
    • Relationship
      • CRM, incentive & loyalty programs, DR
    • Fortune 500 Client Base
  • Gage Social Media Ecosystem + Select Clients Strategy & Consulting Services
    • SM Outpost strategy and management
    • Social CRM - Monitoring , Measurement, Engagement
    • Thought Leadership Marketing
    • Event Marketing (microblogging, video capture / publishing, SlideShare)
    • SEO media asset development, publishing, tagging
    • Social Media Identity Protection
    • SM Analytics / Dashboards
    • Legal Services (Campaign design, Rules, Terms & conditions)
    Software Integration
    • SM Promotions (Wildfire)
    • eCommerce (BazaarVoice)
    • B2B CRM (Salesforce)
    • Loyalty and Community building (Pluck, Lithium)
    • Content Curation (Magnify, Curation Station)
    • Collaborative and cross-channel marketing (Spredfast, Sprinklr)
    • Monitoring / Social CRM (Radian6, Visible Technologies)
    • Viral tracking / Earned Media Measurement (Meteor)
    • Profiling / Retargeting / Advocacy modeling (Rapleaf, Flowtown)
    Custom Development
    • Custom Loyalty / Sweepstakes, Contests, Promotions, Training, Community
    • Custom Facebook Applications:
      • Photo/Video Contests
      • Localization
    • Facebook OpenGraph API integration
    • Dynamic live/social content display widgets
    • Social Media-technology mashups (Crimson Hexagon, Google/Bing Maps, etc)
    • Mobile Applications Development
    • WAP site enablement
    Media
    • Cross-channel campaign design and execution
    • Social Media Advertising
      • Twitter (Tweets/handles/ hashtags)
      • Facebook (DirectServe, PPL model, others)
      • LinkedIn (InMail, Display ads)
      • YouTube
      • … More
  • Why do clients choose Gage for social media?
    • Passion born of experience and results
    • Knowledge through constant pursuit
    • Follow through on projects
    • Integration with other key disciplines
    • Trust
    • Social Point of View
  • Social Media Marketing context
    • Online community includes, but is more than, social media
      • All relevant online conversations and interactions
      • As they occur in brand and non-brand communities
    All relevant online conversations and corresponding venues, participants (this is the opportunity space)
    • Centralize expertise in monitoring and engaging for community building, support, and lead gen
    • Use Social CRM to find, monitor and engage measurably
    • Distribute leads to sales
    • Distribute insights across company
    Gage Confidential. All Rights Reserved. Non-Brand Brand Non-Branded Community
    • Cross-community interactions assumed, encouraged, leveraged… measured
    Brand Community = Website (Hub) + Outposts Non-Brand Brand
  • How Social Media Drives Conversions Awareness Engagement How people generally experience brands in social media Seen from a measurement POV Awareness Engagement Advocacy Conversion Time 0% 100% Ratio to a conversion (example) 100,000:1 5,000:1 50:1 Advocacy Feedback Loop Conversions 1:1 Users take a desired action Buy online, live chat, contact form, whitepaper download, visit specified site content, email sign up, RSS, SMS, etc.
  • Commonly-used metrics… and what they represent Gage Confidential. All Rights Reserved. Advocacy
    • Advocacy Behaviors (various, including:)
      • Retweets
      • Testimonials
      • Recommendations
      • Referrals
    • Co-creation/User Generated Content
    • Content Sharing
    • Activity Sharing
    • Information Sharing
    Conversion
    • B2B:
    • Users take actions known to drive meaningful business outcomes:
    • Demo sign ups
    • Webinar sign ups
    • Contact forms
    • Whitepaper downloads
    • Email sign ups
    • Visits to desired site content
    • B2C:
    • Go to store and buy
    • Find a partner/distributor
    • Lead form
    Engagement
    • Comments
    • Visit Rate or Content Resonance
    • Return Visits
    • Click-throughs
    • Registrations/Opt-ins
    • Retweets
    • Replies
    • Referrals
    • Recommendations
    • Thread Size
    • Time with Content
    • Suggestions/Feedback
    • Content Downloads
    • Content Sharing
    • Spinoff Content
    A E C L Vibrant communities continuously foster Advocacy behaviors, which can be even more valuable than conversions
    • A few of the things we do for our clients
  • Strategy Gage Confidential. All Rights Reserved.
    • Goals, culture, organization to assess social readiness / maturity
    • People
    • Process
    • Technology
    • Find and analyze relevant conversations
    • Size opportunity
    • Know where and to whom to play (audiences, conversations)
    • Know how to play (channels, conversations, tactics)
    Capitalize on Gage’s experience with available tools, technologies, tactics and combine with client’s insights
    • Goal-driven strategic plan:
    • Goals
    • Measurement Plan
    • Prioritized Initiatives
    • Timelines
    • High-level budgets
  • Audit
    • Social Media Audit informs goals given existing variables - current status, competitive landscape, target audience, client participation/experience, investment; goals are intended to be realistic and achievable
      • Ensures investments are proportional to expected benefit
    • Audit indicates where to invest (which channels matter to targets most), what content to publish, and in what % mix for optimum resonance
    • Audit suggests which tactics will be most useful
    • Audit indicates what should be measured and how to generate meaningful results for internal stakeholders
    Gage Confidential. All Rights Reserved.
  • Goals & Benchmarks
    • Specific goals set based on a realistic assessment
      • Social Media Audit informs goals given existing variables - current status, competitive landscape, target audience, client participation/experience, investment
    Gage Confidential. All Rights Reserved.
    • Benchmarks established for each goal w/ regular reviews
  • Content and Engagement Strategy, Publishing & Content Curation Guidelines
    • Living document regulates actions of all community management participants – client, agencies, subsidiaries, etc.
    • Gage has successfully authored and executed collaborative content and engagement processes for highly-regulated health care and technology industry brands
    Gage Confidential. All Rights Reserved.
  • Branded outpost build and asset publishing
    • Gage well-versed in development of branded outposts
    • Ensure design is coordinated with that of other channels & hub
    • Ensure fixed content is optimized for readability, search
    • Hub
    Branded outpost examples Gage Confidential. All Rights Reserved. Outpost – Twitter (UK) Outpost – Facebook (UK)
  • Gage Confidential. All Rights Reserved. Branded outpost examples
  • Gage Confidential. All Rights Reserved. Branded outpost examples
  • Strategic/Enterprise Social CRM
    • Scale to manage multiple social media accounts (aka channels or outposts)
    • Save time publishing content across accounts
    • Coordinate publishing as a team – internal corporate staff, agency, and/or third party partners
    • Find content
    • Improve outreach
    • Track effectiveness of social media content and tactics
    • Track revenue impact of social media activities
    Gage Confidential. All Rights Reserved.
  • Non-Branded Engagement (Social CRM)
    • Centralize expertise in monitoring and engaging for sales
    • Use Social CRM to find, monitor and engage measurably using Radian6 + Omniture or WebTrends
    • Distribute leads to sales
    • Distribute insights across company
    Gage Confidential. All Rights Reserved.
  • Facebook Development / UX Enhancement Gage Confidential. All Rights Reserved.
      • Drive engagement of true fans first
  • Facebook Development / UX Enhancement Gage Confidential. All Rights Reserved.
  • Influencer Mapping / Campaigning
    • Overlay customer and prospect databases with social profile data and segment into audience categories ranging from advocates to terrorists
    • Develop social and/or cross-media campaigns to move targets to become brand advocates
    • Track results over time
    Gage Confidential. All Rights Reserved. 0 100 + - Influence Opinion (Sentiment) Non-Threats Mercenaries Terrorists Fans Advocates
  • Making Websites Truly Social Gage Confidential. All Rights Reserved.
    • Standard Features and Functionality of Community Platforms, Forrester Wave Report, November 1, 2010
    • Many of these features are being implemented for the first time on brand websites in 2011
    • Interactivity, user-generated content capture + syndication, ties to social outposts are now standard because they maximize overall marketing value of brand community
  • Social Advertising Characteristics Uses
    • Highly Targetable
      • … Target interests, likes, etc.
      • Can target on any profile data
      • Demographics and (far) beyond
    • Contextual
      • Peer-influenced (Example: Facebook Stories)
    • Use to build Awareness …
      • … of promotions or other content
      • … of new branded channels/platforms
    • Use to drive Engagement …
      • … with promotions, events, etc.
      • Use to drive Conversions
  • Advocacy Platform Implementation
    • Social Word-of-Mouth:
    • Each recommendation reaches 150 people
    • 500M peer impressions annually in US
    • Now rivals advertising impressions
    Source: Forrester Peer Influence Analysis
  • Social Advocacy: How It Works Advocate Responses Advocate Actions Paid Media Social Media Recommendations Ratings & Reviews Stories & Testimonials Offers Answers Clicks, Conversions Impressions A/B Testing Review & comment moderation Z Score, NPS® Advocate Profile Data Hosted Word of Mouth marketing solution / fully integrated brand advocacy system
  • 3. Advocate Analytics Dashboard
  • Social Media Promotions Gage Confidential. All Rights Reserved. Use to drive awareness, engagement and loyalty
  • Dashboard Reporting Gage Confidential. All Rights Reserved.
    • Case Studies
  • Index by Competency Competency Case Study Conversation Research and Insights Strategy and Planning Program Execution Content Creation Community/ Forum Management Measurement and ROI definition Social Ads 3M ESPE       3M Littmann Stethoscopes       3M Scotch “Off The Roll” Contest      3M Scotch Tough Tape      3M Visual Attention Service        BMW  Ingenix    Lawson Software  Medtronic    Microsoft Amalga     Microsoft Bing    Microsoft ExpertZone        Microsoft Office 365  Microsoft PhizzPop      Microsoft SMB       
  • Index by Tactics Used Tactics Used Case Study Blogs, Microblogs Forums Social Networking Sites Wiki/ Collaboration Software Social Book-marking Video and Photo Sharing User Groups Social Widgets/Apps Social/Mobile inte-grations Social Listening, Measurement, and Insights Social Outreach /Engage-ment Social Media contests Social Integration w/ other Marketing 3M ESPE         3M Littmann Stethoscopes     3M Scotch “Off The Roll” Contest       3M Scotch Tough Tape      3M Visual Attention Service        BMW   Ingenix   Lawson Software            Medtronic    Microsoft Amalga    Microsoft Bing      Microsoft ExpertZone             Microsoft Office 365   Microsoft PhizzPop      Microsoft SMB          
  • 3M ESPE: Filtek Ultra Product Launch
  • Business Case
    • 3M ESPE marketing team engaged Gage to help announce and market Filtek Supreme Ultra Restorative, the replacement for Filtek Supreme Plus Restorative
    • Gage’s task was to help convince the target audience that Filtek Ultra retains everything they have come to love about Filtek Plus, yet offers them even more through advances in product development
    “ Don’t lose a single customer”
  • Strategy (continued)
    • To meet the challenge of …
      • Cutting through the clutter
      • Getting the targets attention
      • Not delivering a “me too” marketing solution
      • … Gage partnered with The Second City to interject comedy into our solution
    • A series of humorous videos were produced that
      • Explain product benefits…
      • … While entertaining and encouraging viewers to stay longer
      • … and tell their peers about the experience
  • Site
    • www.everyonehasashade.com
  • Videos YouTube: http://www.youtube.com/user/3MESPEDental Microsite: http://everyonehasashade.com/main/videos.html#/toothFairy01
  • Twitter
  • Metrics
      • Website
        • Site traffic reports (WebTrends)
        • Video starts
        • Video completes
        • Number of Referrals/Video Sharing
        • Number of Stay Informed signups
        • Clicks to “Contact your authorized 3M ESPE dental distributor” link
  • Conversations
  • Campaign results
    • Video cued at launch is receiving 98.5% video completes (watch entire video)
    • Sharing of Videos exceeded all other sharable content
    • Twitter followers for Tooth Fairy and Charlie over 4,000 strong
    • Steady growth of unique visitors, pages viewed and length of sessions leading up to largest annual tradeshow (CDS) on Feb 27
    • Revenue growth of 13.2% surpassed goal of 10%
    • 12-month market share growth goal achieved in half the time (6 months)
  • Verticals, Audiences, Competencies & Tactics Vertical Industries Healthcare Audience Groups Small and Mid-Sized Business Owners; Enterprise Business Decision Makers Competencies Conversation Research and Insights; Social Media Strategy and Planning; Social Media Program Execution; Social Media Content Creation; Community/Forum Management; Social Media Measurement and ROI definition Tactics Used Blogs, Microblogs; Social Networking Sites; Video and Photo Sharing (video development); Social Widgets/Apps; Social/Mobile integrations; Social Listening, Measurement, and Insights; Social Media Outreach and Engagement; Social Integration with other Marketing
  • Microsoft SMB
  • Business Case, Strategy
    • Microsoft SMB had a meager social media presence among its reseller partners and SMB customers; leadership knew social media had greater potential but did not know how to pursue realizing that potential
    • Gage developed a strategic plan to build a “social media engine” to be integrated into Microsoft SMB’s current marketing practice
      • Marketing Asset/Practice Audit
      • Gap-Filling Research
      • Strategic Plan
    • Purpose: Create an achievable vision to make optimal use of social media to accomplish business goals
    SMB Facebook page popularity prior to engagement vs. peers: November 2010
  • 3 Deployment Areas
    • Partner Enablement
      • Social Widgets
      • Social Activation for Partners (for FY12)
      • Facebook: “Be The Expert” Application
      • Facebook: Promotion (Partner)
      • Facebook: Buddy Media Landing Page
      • Facebook: Buddy Media Syndication
      • Social Advocacy Platform
    • Organization & Structure
      • Sprinklr SMMP (publishing, analytics, identify & target influencers)
      • Branding
      • Social Content Playbook
      • Reporting
    • Customer Engagement
      • Ask An Expert
      • Facebook: Buddy Media Landing Page
      • Social Advocacy Platform
  • Demand Generation (Partner + Customer) Social Advocacy Platform Feedback Loop Conversion Users take desired action Usually occurs on hub Time 0 100
  • Screenshots
  • Conversion measurements/analytics used for Microsoft SMB
  • SMB Social Media Growth
      • Facebook SMB - +159%
      • July 1: 1,493 fans
      • May 12: 3,871 fans
      • Facebook Marketing Mashup (Brand New Community targeted to Microsoft SMB Partners)
      • October 1: 0 fans
      • May 12: 1,058 fans
      • Twitter SMB - +232%
      • July 1: 2,000 followers
      • May 12: 6,639 followers
  • SMB Social Media
      • Facebook Marketing Mashup
      • ACTIVE USERS (Oct – April)
      • Unified Look-and-feel Implemented
      • Content Optimization, New FB Features / Functions, Demand Gen launch (Phase 1)
      • New FB Features / Functions, Demand Gen launch (Phase 2)
  • Twitter SMB
      • Microsoft SMB Twitter
      • Followers (July – May)
      • Content Strategy, Unified Look-and-feel Implemented
      • Demand Gen launch
  • SMB Social Media
      • Facebook SMB has shown steady fan base growth since optimizing posts.
      • April 12: 3,031 fans
      • May 12: 3,835 fans
  • SMB Social Media
      • Facebook Marketing Mashup has shown steady growth in fan base since optimizing posts.
      • April 12: 483 fans
      • May 12: 1,058 fans
  • SMB Social Media
      • Twitter SMB has shown accelerated growth and follower base since we started optimizing tweets.
      • April 12: 5,412 followers
      • May 12: 6,639 followers
  • SMB Social Media
      • Office 365 is example of campaigns being promoted across SMB SM Channels:
    • Facebook SMB 7 posts – 2 types (product, cloud)
    • Facebook Marketing Mashup 1 post – Office 365 Intro
    • Twitter SMB 5 tweets – 2 types (product, cloud)
    • Twitter Cindy Bates 4 tweets – 2 types (product, cloud)
    • Youtube SMB FOYB video added which incorporates Office 365.
    • LinkedIn Microsoft Office 365 product page created and promoted as feature product on summary page.
    • Business Insights SMB Newsletter Mentions: introducing, product beta invite, learn more and case study
    • Cindy’s Blog Two posts – 2 types (product, cloud)
  • Verticals, Audiences, Competencies & Tactics Vertical Industries Consumer/Retail; Technology Audience Groups Small and Mid-Sized Business Owners; Developers and IT Professionals; Enterprise Business Decision Makers Competencies Conversation Research and Insights; Social Media Strategy and Planning; Social Media Program Execution; Social Media Content Creation; Community/Forum Management; Social Media Measurement and ROI definition; Social Advertising Tactics Used Blogs, Microblogs; Social Networking Sites; Video and Photo Sharing (video development); User Groups; Social Widgets/Apps; Social/Mobile integrations; Social Listening, Measurement, and Insights; Social Media Outreach and Engagement; Social Media contests; Social Integration with other Marketing
  • For more information Chris McLaren Director, Emerging Media & Strategy Gage Marketing Group Phone: 763-595-3855 Email: chris_mclaren@gage.com Twitter: @cmclaren1