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MOCCA survey results, Gerald Gottheil; 7 habits of highly effective social marketers, Paul Gillin; Adobe social media program, Maria Poveromo

MOCCA survey results, Gerald Gottheil; 7 habits of highly effective social marketers, Paul Gillin; Adobe social media program, Maria Poveromo

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  • 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)

Mocca Soc Med Webinar Final 07 27 10compressed Mocca Soc Med Webinar Final 07 27 10compressed Presentation Transcript

  • Social Media Survey Webinar
    July 27, 2010
  • 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
    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
    Gerald Gottheil
    MOCCA SOCIAL MEDIA SURVEY
  • 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
    70% of respondents spend ≤1% of their marketing budget on social media
  • 7
    75% of respondents have ≤1 FTE working on social media
  • 8
    Most respondents have centralized social media efforts
  • 9
    Marketing leads social media efforts
  • 10
    How is social media being used?
  • 11
    What venues are most effective?
    High ratings
    LinkedIn
    Facebook
    Twitter
    Blogs
    YouTube
    • Negligible ratings
    • Foursquare
    • Reddit
    • Digg
    • StumbleUpon
    • Second Life
    • Other
  • 12
    Variations in use between venues
  • 13
    82% set and measure objectives
  • 14
    Tools used to measure performance
  • 15
    How effective are these tools?
    *Tools is used but respondent did not know effectiveness
  • 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
  • 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?
  • 18
    Paul Gillin
    THE SEVEN HABITS OF HIGHLY SUCCESSFUL SOCIAL MARKETERS
  • 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
  • 20
    Survey of 105 Marketers, April, 2010
    Perceived ROI of Social Media Activities
  • 21
    The Seven Habits of Effective Social Media Marketers
    #1: They Listen
  • 22
    Vibram Five-Fingers Shoes
  • 23
    The Seven Habits of Effective Social Media Marketers
    #2: They Understand the New Rules
  • 24
    Today, you can take your message directly to your constituents without relying upon media intermediaries
  • 25
    The Seven Habits of Effective Social Media Marketers
    #3: They Have a Goal
  • 26
    Business Goal
    Tactics
    Tools
    Measurement
    • Blog
    • Hire PR Agency
    • Join Trade Groups
    • Video Podcasts
    • Customer Self-Service Site
    • SEO
    • TV Advertising
    • Newsletter
    • Hire Speaker Bureau
    • Facebook Fan Page
    • Online Customer Community
    • Increase Sales
    • Generate Leads
    • Improve Awareness
    • Create Thought Leadership
    • Launch Product
    • Counter Negative Perception
    • Test Ideas
    • Create Channels
    • Reduce Support Costs
    • Contact More Prospects
    • Media Relations
    • Educate Customers
    • Meet Prospective Channel Partners
    • Publicize Reference Accts
    • Move Customer Service Online
    • Form Trade Association
    • Advertise
    • Leads
    • Media Mentions
    • Speaking Opps
    • Positive Sentiment
    • Net Promoter Score
    • Customer Satisfaction
    • Share of Market
    • Service Calls
    • Time to Market
    • Channel Sales
    Using Tools Without Strategy is Like Buying a Hammer and Looking for Nails
    A Four-Step Process
    Goal
    Metrics
    Tactics
    Tools
  • 27
    The Seven Habits of Effective Social Media Marketers
    #4: They Publish Everywhere
  • 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
  • 29
    The Seven Habits of Effective Social Media Marketers
    #5: They Amplify
  • 30
    Survey of 105 Marketers, April, 2010
    Social Media Adoption by Year, All Platforms
  • 31
    The Seven Habits of Effective Social Media Marketers
    #6: They Help
  • 32
    Share Everywhere: Clickable Gurus
  • 33
    The Seven Habits of Effective Social Media Marketers
    #7: They Persist
  • 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?
  • 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!
  • 36
    Maria Poveromo
    Social Media @ Adobe
  • 37
    Adobe Social Media
    Maria Poveromo | Group Manager, Social Media
  • 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
  • 39
    Audit Findings: What Was Working
    Pockets of social innovation across the company
    Community very engaged
    Evangelist celebrities on social platforms
    Ryan Stewart
    AdobePhotoshop
  • 40
    Audit Findings: What Was Not Working
    HR
    Blogs
    BU Activities
    Gaps and opportunities:
    Knowledge sharing and coordination
    Common policies
    Standard metrics
    Overarching strategy
    • Access to training
    Protocol for escalating customer support & crisis issues
    Education- Students
    Photoshop
    Evange-lists
    Customer Support
  • 41
    Getting Organized: Adopted Hub-and-Spoke Model
    Established core team on Dec. 1, 2009
    Launched cross-functional social council for company-wide issues
  • Defined Social Media Core Team Charter
    Enable coordinated and strategic social media activities across company
    Evaluation
    • Listening posts
    • Measurement
    • Reporting
    Initiatives
    • Lead Social Council
    • Manage properties
    • Consulation
    • Knowledge sharing
    Innovation
    • Social trends
    • Industry best practices
    Foundation
    • Governance/policies
    • Trainings
    • Protocols
    • Crisis Management
    42
  • 43
    Community
    ENABLEMENT
    ENGAGEMENT
    Core Team
    • Enable
    • Empower
    • Advise
    • Standardize
    Business Area
    • Engage with community
    • Develop and implement social programs based on business objectives
    • Gather community feedback
    Adobe.com
    AdobeTV
    Adobe Blogs
    Facebook
    Twitter
    Cross Functional Social Council
    • Address cross company issues and leverage social media efforts
    Other
    (YouTube, LinkedIn)
    Established Objectives and Company Wide Framework
  • Objective
    Strategy
    Enable a more coordinated/strategic approach to social media across the company
    Initiatives
    Develop framework that empowers functional and BU teams to maximize impact of social media initiatives
    Q1
    • Deliver Policies
    • Launch Social Council
    • Work with BU/Functional teams
    • Manage Properties
    • Define crisis plan
    • Identify Key Metrics
    Q2
    • Deliver Training Program
    • Develop Best Practices Sharing Framework
    • Conduct Knowing the Business Session
    • Launch Global Virtual Team
    Q3
    • Secure position on Engagement DB of top 100 social media brands
    • Repeat Audit
    • Conduct x trainings
    Q4
    • Promote Adobe’s social media efforts externally
    • Conduct x trainings
    44
    Defined a Social Media Action Plan
  • 45
    Measurement – qualitative and quantitative
    Volume and sentiment over time
  • 46
    Measurement – ROI
    Note: Omniture is best in class in terms of proving ROI
    Tracking Code
  • 47
    Social Analytics – Social Media Dashboard
    DRAFT
    Units
    Trials
  • 48
    Mitigating Risk
    Missteps and crises will happen
    Establish policies/guidelines for social media
    Provide training to all employees engaging in social channels
    Create social media crisis management framework
    • Pre-crisis
    • Know your community
    • Organize internally
    • Plan, prepare, rehearse
    • During Crisis
    • Monitor, assess, act (decision trees)
    • Post Crisis
    • Assess what worked and did not work
    • Continue to monitor and respond accordingly
  • 49
    Integrating Social Media Into Business Process Infrastructure
  • 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
  • Questions?