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Mocca Soc Med Webinar Final 07 27 10compressed
- 1. Social Media Survey Webinar July 27, 2010
- 2. 2 Agenda MOCCA Social Media Survey Results Gerald Gottheil The Seven Habits of Highly Successful Social Marketers Paul Gillin Social Media Programs at Adobe Maria Poveromo Q&A
- 3. 3 About the speakers Gerald Gottheil has over 15 years experience in marketing management for start-up, mid-size and Fortune 100 companies. Paul Gillin, a veteran technology journalist and thought leader in new media, has written four books, co-founded TechTarget, was editor-in-chief of Computerworld and appeared as an expert commentator on CNN, PBS, Fox News, and MSNBC. Maria Poveromo is responsible for social media strategy at Adobe, leading a recently formed corporate group and a cross-functional team to enable social media programs company-wide. .
- 4. 4 Gerald Gottheil MOCCA SOCIAL MEDIA SURVEY
- 5. 5 Overview of Survey Resources, organization, objectives and success measures for social media 39 respondents representing over $100B in annual sales of B-to-B technology products and services About half of respondents represent companies with >$1B annual sales Respondents include providers of hardware, software, communications, security, and services
- 6. 6 70% of respondents spend ≤1% of their marketing budget on social media
- 7. 7 75% of respondents have ≤1 FTE working on social media
- 8. 8 Most respondents have centralized social media efforts
- 9. 9 Marketing leads social media efforts
- 10. 10 How is social media being used?
- 12. Foursquare
- 13. Reddit
- 14. Digg
- 15. StumbleUpon
- 16. Second Life
- 18. 13 82% set and measure objectives
- 19. 14 Tools used to measure performance
- 20. 15 How effective are these tools? *Tools is used but respondent did not know effectiveness
- 21. Social Media Needs Marketing Operations Most B2B companies are under-resourced and will need to expand social media programs Improved understanding of the business impact of social media is needed to make effective decisions for resources, staffing, organization Integration into marketing and sales business processes is a critical next step for B2B social media
- 22. 17 Implications Gap between current funding and staffing and growing importance in social media Organizationally, marketing and PR taking the lead, staffing centralized but growth in decentralized organizations Need to set objectives for results downstream, closer to sales funnel Performance measurement tools need to improve Should marketing ops be more proactive in ownership of performance management?
- 23. 18 Paul Gillin THE SEVEN HABITS OF HIGHLY SUCCESSFUL SOCIAL MARKETERS
- 24. The Seven Habits of Effective Social Media Marketers Paul Gillin Author, The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
- 25. 20 Survey of 105 Marketers, April, 2010 Perceived ROI of Social Media Activities
- 26. 21 The Seven Habits of Effective Social Media Marketers #1: They Listen
- 27. 22 Vibram Five-Fingers Shoes
- 28. 23 The Seven Habits of Effective Social Media Marketers #2: They Understand the New Rules
- 29. 24 Today, you can take your message directly to your constituents without relying upon media intermediaries
- 30. 25 The Seven Habits of Effective Social Media Marketers #3: They Have a Goal
- 32. Hire PR Agency
- 34. Video Podcasts
- 36. SEO
- 37. TV Advertising
- 38. Newsletter
- 42. Increase Sales
- 43. Generate Leads
- 46. Launch Product
- 48. Test Ideas
- 49. Create Channels
- 52. Media Relations
- 54. Meet Prospective Channel Partners
- 56. Move Customer Service Online
- 58. Advertise
- 59. Leads
- 60. Media Mentions
- 61. Speaking Opps
- 65. Share of Market
- 66. Service Calls
- 67. Time to Market
- 68. Channel SalesUsing Tools Without Strategy is Like Buying a Hammer and Looking for Nails A Four-Step Process Goal Metrics Tactics Tools
- 69. 27 The Seven Habits of Effective Social Media Marketers #4: They Publish Everywhere
- 70. 28 32 million members 44 million members 450 million members 1 billion daily views 1 million daily visitors 6 million daily visitors 1.5 million daily visitors 60 million members 10 million members
- 71. 29 The Seven Habits of Effective Social Media Marketers #5: They Amplify
- 72. 30 Survey of 105 Marketers, April, 2010 Social Media Adoption by Year, All Platforms
- 73. 31 The Seven Habits of Effective Social Media Marketers #6: They Help
- 74. 32 Share Everywhere: Clickable Gurus
- 75. 33 The Seven Habits of Effective Social Media Marketers #7: They Persist
- 76. 34 All Respondents Respondents Who Use Twitter At Least Daily BtoB Magazine Survey of 387 Marketers, April, 2010 Are You Satisfied With Twitter’s ROI?
- 77. 35 Paul Gillin 508-656-0734 paul@gillin.com www.gillin.com Twitter: pgillin Subscribe to my free weekly newsletter at www.gillin.com Available on Amazon or at SSMMbook.com Available on Amazon or at NewInfluencers.com Coming January, 2011: Social Marketing to the Business Customer By Paul Gillin & Eric Schwartzman Thank You!
- 78. 36 Maria Poveromo Social Media @ Adobe
- 79. 37 Adobe Social Media Maria Poveromo | Group Manager, Social Media
- 80. 38 How Adobe Operationalized Social Media Conducted research Identified gaps and opportunities Established organizational framework Defined objectives and charter Launched initiatives Implemented measurement programs Developed crisis framework
- 81. 39 Audit Findings: What Was Working Pockets of social innovation across the company Community very engaged Evangelist celebrities on social platforms Ryan Stewart AdobePhotoshop
- 83. 41 Getting Organized: Adopted Hub-and-Spoke Model Established core team on Dec. 1, 2009 Launched cross-functional social council for company-wide issues
- 85. Measurement
- 88. Consulation
- 91. Trainings
- 92. Protocols
- 95. Empower
- 96. Advise
- 98. Develop and implement social programs based on business objectives
- 102. Work with BU/Functional teams
- 103. Manage Properties
- 104. Define crisis plan
- 106. Develop Best Practices Sharing Framework
- 107. Conduct Knowing the Business Session
- 109. Repeat Audit
- 111. Conduct x trainings44 Defined a Social Media Action Plan
- 112. 45 Measurement – qualitative and quantitative Volume and sentiment over time
- 113. 46 Measurement – ROI Note: Omniture is best in class in terms of proving ROI Tracking Code
- 114. 47 Social Analytics – Social Media Dashboard DRAFT Units Trials
- 116. Know your community
- 117. Organize internally
- 119. During Crisis
- 120. Monitor, assess, act (decision trees)
- 121. Post Crisis
- 122. Assess what worked and did not work
- 124. 50 What Marketing Ops Can Do to Help Social media will continue to grow in importance for branding, awareness, lead gen, marketing effectiveness and efficiency Marketing Ops uniquely positioned to develop and implement organizational infrastructure required for success: Planning and budgeting Process development Marketing systems: measuring and reporting Knowledge sharing: benchmarking and best practices Integration and marketing optimization
- 125. Questions?
Editor's Notes
- These shoes are Vibram FiveFingers. How many people here have seen these shoes before? Anyone own a pair? How do you feel about them? I’m going to tell you about my “Channel Pathway” for how I engaged with the FiveFingers brand. And through that, I’m going to demonstrate some of the marketing tactics that Vibram has used which I think are compelling and offer interesting lessons.
- The Gurus are the cornerstone of Clickable’s marketing strategy. Clickable charged the Gurus with patrolling online search-marketing communities like Google AdWords, WebMasterWorld, and Microsoft adCenter. In addition, the Gurus submitted a weekly cutting-edge lesson to the Official Clickable Blog, and answered customer questions in Clickable Forums. After a year of service and evangelism, the Gurus have made a measurable impact on Clickable’s bottom line: The program drove a 400% increase in new monthly ad spend on the Clickable Platform versus the previous year. This is significant because Clickable’s business model is to charge 5% of total spend managed. The company’s board of directors has committed to indefinite investment and continuation of the program.
- What was not working:Little knowledge sharing and coordination across teamsSupport issues surfacing and not being addressedNo consistent approach to naming/tracking/monitoring Many social media properties caught in “startup” phase and have not reached critical massHard to define ROI and justify resourcesLeading bloggers preferred to blog on non-Adobe domai
- Essentially we found little coordination, knowledge sharing or ability to gain efficiencies.Adobe was structured as a tire model What was not working:Little knowledge sharing and coordination across teamsSupport issues surfacing and not being addressedNo consistent approach to naming/tracking/monitoring Many social media properties caught in “startup” phase and have not reached critical massHard to define ROI and justify resourcesLeading bloggers preferred to blog on non-Adobe domai
- Based on Audit findings and benchmarking, Adobe is now adopting “Hub and Spoke” model
- Define policiesEstablish training programDevelop crisis management frameworkLaunch intranet portal for all things socialEstablish measurement framework, initiated monitoring and reportingLaunch social councilFoster knowledge sharingWork with legal to reclaim trademarked accountsManage corporate social media properties (Facebook, Twitter, Blog)