Mocca Soc Med Webinar Final 07 27 10compressed


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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

    1. 1. Social Media Survey Webinar<br />July 27, 2010<br />
    2. 2. 2<br />Agenda<br />MOCCA Social Media Survey Results <br /> Gerald Gottheil<br />The Seven Habits of Highly Successful Social Marketers <br /> Paul Gillin<br />Social Media Programs at Adobe <br /> Maria Poveromo <br />Q&A<br />
    3. 3. 3<br />About the speakers<br />Gerald Gottheil has over 15 years experience in marketing management for start-up, mid-size and Fortune 100 companies.<br />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.<br />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.<br />.<br />
    4. 4. 4<br />Gerald Gottheil<br />MOCCA SOCIAL MEDIA SURVEY<br />
    5. 5. 5<br />Overview of Survey<br />Resources, organization, objectives and success measures for social media<br />39 respondents representing over $100B in annual sales of B-to-B technology products and services<br />About half of respondents represent companies with >$1B annual sales<br />Respondents include providers of hardware, software, communications, security, and services<br />
    6. 6. 6<br />70% of respondents spend ≤1% of their marketing budget on social media<br />
    7. 7. 7<br />75% of respondents have ≤1 FTE working on social media <br />
    8. 8. 8<br />Most respondents have centralized social media efforts<br />
    9. 9. 9<br />Marketing leads social media efforts<br />
    10. 10. 10<br />How is social media being used?<br />
    11. 11. 11<br />What venues are most effective?<br />High ratings<br />LinkedIn<br />Facebook<br />Twitter<br />Blogs<br />YouTube<br /><ul><li>Negligible ratings
    12. 12. Foursquare
    13. 13. Reddit
    14. 14. Digg
    15. 15. StumbleUpon
    16. 16. Second Life
    17. 17. Other</li></li></ul><li>12<br />Variations in use between venues<br />
    18. 18. 13<br />82% set and measure objectives<br />
    19. 19. 14<br />Tools used to measure performance<br />
    20. 20. 15<br />How effective are these tools?<br />*Tools is used but respondent did not know effectiveness<br />
    21. 21. Social Media Needs Marketing Operations<br />Most B2B companies are under-resourced and will need to expand social media programs<br />Improved understanding of the business impact of social media is needed to make effective decisions for resources, staffing, organization<br />Integration into marketing and sales business processes is a critical next step for B2B social media<br />
    22. 22. 17<br />Implications<br />Gap between current funding and staffing and growing importance in social media<br />Organizationally, marketing and PR taking the lead, staffing centralized but growth in decentralized organizations<br />Need to set objectives for results downstream, closer to sales funnel<br />Performance measurement tools need to improve<br />Should marketing ops be more proactive in ownership of performance management?<br />
    24. 24. The Seven Habits of Effective Social Media Marketers<br />Paul Gillin<br />Author, The New Influencers<br />Secrets of Social Media Marketing<br />Social Marketing to the Business Customer<br />
    25. 25. 20<br />Survey of 105 Marketers, April, 2010<br />Perceived ROI of Social Media Activities<br />
    26. 26. 21<br />The Seven Habits of Effective Social Media Marketers<br />#1: They Listen<br />
    27. 27. 22<br />Vibram Five-Fingers Shoes<br />
    28. 28. 23<br />The Seven Habits of Effective Social Media Marketers<br />#2: They Understand the New Rules<br />
    29. 29. 24<br />Today, you can take your message directly to your constituents without relying upon media intermediaries<br />
    30. 30. 25<br />The Seven Habits of Effective Social Media Marketers<br />#3: They Have a Goal<br />
    31. 31. 26<br />Business Goal<br />Tactics<br />Tools<br />Measurement<br /><ul><li>Blog
    32. 32. Hire PR Agency
    33. 33. Join Trade Groups
    34. 34. Video Podcasts
    35. 35. Customer Self-Service Site
    36. 36. SEO
    37. 37. TV Advertising
    38. 38. Newsletter
    39. 39. Hire Speaker Bureau
    40. 40. Facebook Fan Page
    41. 41. Online Customer Community
    42. 42. Increase Sales
    43. 43. Generate Leads
    44. 44. Improve Awareness
    45. 45. Create Thought Leadership
    46. 46. Launch Product
    47. 47. Counter Negative Perception
    48. 48. Test Ideas
    49. 49. Create Channels
    50. 50. Reduce Support Costs
    51. 51. Contact More Prospects
    52. 52. Media Relations
    53. 53. Educate Customers
    54. 54. Meet Prospective Channel Partners
    55. 55. Publicize Reference Accts
    56. 56. Move Customer Service Online
    57. 57. Form Trade Association
    58. 58. Advertise
    59. 59. Leads
    60. 60. Media Mentions
    61. 61. Speaking Opps
    62. 62. Positive Sentiment
    63. 63. Net Promoter Score
    64. 64. Customer Satisfaction
    65. 65. Share of Market
    66. 66. Service Calls
    67. 67. Time to Market
    68. 68. Channel Sales</li></ul>Using Tools Without Strategy is Like Buying a Hammer and Looking for Nails<br />A Four-Step Process<br />Goal<br />Metrics<br />Tactics<br />Tools<br />
    69. 69. 27<br />The Seven Habits of Effective Social Media Marketers<br />#4: They Publish Everywhere<br />
    70. 70. 28<br />32 million members<br />44 million members<br />450 million members<br />1 billion daily views<br />1 million daily visitors<br />6 million daily visitors<br />1.5 million daily visitors<br />60 million members<br />10 million members<br />
    71. 71. 29<br />The Seven Habits of Effective Social Media Marketers<br />#5: They Amplify<br />
    72. 72. 30<br />Survey of 105 Marketers, April, 2010<br />Social Media Adoption by Year, All Platforms<br />
    73. 73. 31<br />The Seven Habits of Effective Social Media Marketers<br />#6: They Help<br />
    74. 74. 32<br />Share Everywhere: Clickable Gurus<br />
    75. 75. 33<br />The Seven Habits of Effective Social Media Marketers<br />#7: They Persist<br />
    76. 76. 34<br />All Respondents<br />Respondents Who Use Twitter At Least Daily<br />BtoB Magazine Survey of 387 Marketers, April, 2010<br />Are You Satisfied With Twitter’s ROI?<br />
    77. 77. 35<br />Paul Gillin<br />508-656-0734<br /><br /><br />Twitter: pgillin<br />Subscribe to my free weekly newsletter at<br />Available on Amazon or at<br />Available on Amazon or at <br />Coming January, 2011: Social Marketing to the Business Customer<br />By Paul Gillin & Eric Schwartzman<br />Thank You!<br />
    78. 78. 36<br />Maria Poveromo<br />Social Media @ Adobe<br />
    79. 79. 37<br />Adobe Social Media<br />Maria Poveromo | Group Manager, Social Media<br />
    80. 80. 38<br />How Adobe Operationalized Social Media<br />Conducted research <br />Identified gaps and opportunities<br />Established organizational framework <br />Defined objectives and charter<br />Launched initiatives<br />Implemented measurement programs<br />Developed crisis framework <br />
    81. 81. 39<br />Audit Findings: What Was Working <br />Pockets of social innovation across the company <br />Community very engaged<br />Evangelist celebrities on social platforms<br />Ryan Stewart<br />AdobePhotoshop<br />
    82. 82. 40<br />Audit Findings: What Was Not Working<br />HR<br />Blogs<br />BU Activities <br />Gaps and opportunities:<br />Knowledge sharing and coordination<br />Common policies<br />Standard metrics<br />Overarching strategy<br /><ul><li>Access to training</li></ul>Protocol for escalating customer support & crisis issues<br />Education- Students<br />Photoshop<br />Evange-lists<br />Customer Support<br />
    83. 83. 41<br />Getting Organized: Adopted Hub-and-Spoke Model<br />Established core team on Dec. 1, 2009<br />Launched cross-functional social council for company-wide issues<br />
    84. 84. Defined Social Media Core Team Charter<br />Enable coordinated and strategic social media activities across company<br />Evaluation<br /><ul><li>Listening posts
    85. 85. Measurement
    86. 86. Reporting</li></ul>Initiatives<br /><ul><li>Lead Social Council
    87. 87. Manage properties
    88. 88. Consulation
    89. 89. Knowledge sharing</li></ul>Innovation<br /><ul><li>Social trends
    90. 90. Industry best practices</li></ul>Foundation<br /><ul><li>Governance/policies
    91. 91. Trainings
    92. 92. Protocols
    93. 93. Crisis Management</li></ul>42<br />
    94. 94. 43<br />Community<br />ENABLEMENT<br />ENGAGEMENT<br />Core Team<br /><ul><li>Enable
    95. 95. Empower
    96. 96. Advise
    97. 97. Standardize</li></ul>Business Area<br /><ul><li>Engage with community
    98. 98. Develop and implement social programs based on business objectives
    99. 99. Gather community feedback</li></ul><br />AdobeTV<br />Adobe Blogs<br />Facebook<br />Twitter<br />Cross Functional Social Council<br /><ul><li>Address cross company issues and leverage social media efforts</li></ul>Other<br />(YouTube, LinkedIn)<br />Established Objectives and Company Wide Framework<br />
    100. 100. Objective<br />Strategy<br />Enable a more coordinated/strategic approach to social media across the company<br />Initiatives<br />Develop framework that empowers functional and BU teams to maximize impact of social media initiatives<br />Q1<br /><ul><li>Deliver Policies
    101. 101. Launch Social Council
    102. 102. Work with BU/Functional teams
    103. 103. Manage Properties
    104. 104. Define crisis plan
    105. 105. Identify Key Metrics</li></ul>Q2<br /><ul><li>Deliver Training Program
    106. 106. Develop Best Practices Sharing Framework
    107. 107. Conduct Knowing the Business Session
    108. 108. Launch Global Virtual Team</li></ul>Q3<br /><ul><li>Secure position on Engagement DB of top 100 social media brands
    109. 109. Repeat Audit
    110. 110. Conduct x trainings</li></ul>Q4<br /><ul><li>Promote Adobe’s social media efforts externally
    111. 111. Conduct x trainings</li></ul>44<br />Defined a Social Media Action Plan<br />
    112. 112. 45<br />Measurement – qualitative and quantitative <br />Volume and sentiment over time<br />
    113. 113. 46<br />Measurement – ROI <br />Note: Omniture is best in class in terms of proving ROI<br />Tracking Code<br />
    114. 114. 47<br />Social Analytics – Social Media Dashboard<br />DRAFT <br />Units<br />Trials<br />
    115. 115. 48<br />Mitigating Risk<br />Missteps and crises will happen<br />Establish policies/guidelines for social media<br />Provide training to all employees engaging in social channels <br />Create social media crisis management framework<br /><ul><li>Pre-crisis
    116. 116. Know your community
    117. 117. Organize internally
    118. 118. Plan, prepare, rehearse
    119. 119. During Crisis
    120. 120. Monitor, assess, act (decision trees)
    121. 121. Post Crisis
    122. 122. Assess what worked and did not work
    123. 123. Continue to monitor and respond accordingly</li></li></ul><li>49<br />Integrating Social Media Into Business Process Infrastructure<br />
    124. 124. 50<br />What Marketing Ops Can Do to Help<br />Social media will continue to grow in importance for branding, awareness, lead gen, marketing effectiveness and efficiency<br />Marketing Ops uniquely positioned to develop and implement organizational infrastructure required for success:<br />Planning and budgeting<br />Process development<br />Marketing systems: measuring and reporting<br />Knowledge sharing: benchmarking and best practices<br />Integration and marketing optimization<br />
    125. 125. Questions?<br />