Social Media MarketingWhat Works Today, What’s Needed for TomorrowDoug LairdCMO, Wildfire
The World Leader in Social MediaMarketing Software • Largest provider of social media marketing software • 15,000+ paying ...
30 of the World’s Top 50 Brands AreWildfire Customers
Rapid Customer Growth  16,000  14,000  12,000  10,000   8,000   6,000   4,000   2,000      0           Q1 09 Q2 09   Q3 09...
Wildfire Social Marketing Platform          Ads     Pages        Messages   Promotions                          Analytics
Chose Wildfirefor Social Marketing
Super Bowl XLVI:NY Giants Won On and Off the Field                • Grew fan base 86% faster                  than Patriot...
Champions League: Who Won in Social?                         During the Match• Bayern beat Chelsea in Facebook fan engagem...
EARNED MEDIA: THE STUDY  10,000 Facebook campaigns        4,300 brands     13 million consumers       9 months of data
Paid, Owned, and Earned Media    Paid        Owned           Earned                Website &     Ads       Other Owned    ...
The Two Paths to Earned Media                Campaign                  Entry     Direct                 News Feed     Invi...
PICK YOUR FAVORITES                                                            39%QUIZ                                    ...
PICK YOUR FAVORITES                                                 27%GIVEAWAY                                           ...
What’s the Conversion from Click to Entry?                 Earned Media Click-to-Entry Rate      82%             74% 74%  ...
Social Scorecard: What Works Best?                    Average Entries per Campaign1   Coupon                              ...
• AMC Theatres Coupon  Campaign• $1 popcorn, drink• 200K entries in 6 days• 50K entrants invited  friends to claim coupons
• Benefit UK Photo  Contest Campaign• Upload best “Honest  Leah” look-a-like photo• Objective to drive user-  generated co...
• Chelsea FC “Blue Flag”  Campaign• Upload photo of your face –  gets put on the flag• Out-of-the-box thinking to  drive e...
3 percent  of campaign entrants      drive 100%of additional engagement
The Promise
THE REALITY:Publishing to the Faceless
WHAT’S NEEDED:A Shift from the Faceless to Real People
Progressive Social Profiling+       +      +       +      +    Behavior
Progressive Social Profiling   Target & Acquire       Engage     Share     ConvertAds                   Promotions & Ads  ...
Right Message, Right Channel            YOUR            BRAND
Meaningful Two-way Dialogue         YOUR BRAND
Social Powers the Customer Life Cycle Awareness     Engagement                                                  Advocacy  ...
Word of Mouth at Scale       Consumer Trust IndexWord of                Company                           Print orMouth   ...
Increase Purchase Intent                               200%                      170%   200%                              ...
YOURBRAND
Social Media MarketingWhat Works Today, What’s Needed for TomorrowDoug LairdCMO, Wildfire
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Doug Laird (Wildfire) iStrategy London Keynote

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Doug Laird (Wildfire) slides from iStrategy London, May 2012

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Doug Laird (Wildfire) iStrategy London Keynote

  1. 1. Social Media MarketingWhat Works Today, What’s Needed for TomorrowDoug LairdCMO, Wildfire
  2. 2. The World Leader in Social MediaMarketing Software • Largest provider of social media marketing software • 15,000+ paying customers • 300+ employees • Founded in 2008: HQ in Silicon Valley, offices in U.S., Europe, Asia • Powered 250K+ campaigns
  3. 3. 30 of the World’s Top 50 Brands AreWildfire Customers
  4. 4. Rapid Customer Growth 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 Q1 12 15,000+ customers…and growing
  5. 5. Wildfire Social Marketing Platform Ads Pages Messages Promotions Analytics
  6. 6. Chose Wildfirefor Social Marketing
  7. 7. Super Bowl XLVI:NY Giants Won On and Off the Field • Grew fan base 86% faster than Patriots • 8x more posts and VS. comments during game • 90% increase in unique visitors to website
  8. 8. Champions League: Who Won in Social? During the Match• Bayern beat Chelsea in Facebook fan engagement by nearly 2x (185K to 103K engagement activities – Likes, Comments, Shares) After the Match• Chelsea dominates post-game engagement (20 minutes post-match) (58.5K to 24.5K engagement activities – Likes, Comments, Shares)
  9. 9. EARNED MEDIA: THE STUDY 10,000 Facebook campaigns 4,300 brands 13 million consumers 9 months of data
  10. 10. Paid, Owned, and Earned Media Paid Owned Earned Website & Ads Other Owned Word of Mouth Properties Prospects Prospects & Fans Customers
  11. 11. The Two Paths to Earned Media Campaign Entry Direct News Feed Invite Post Click on Referred Post Entries Referred Entries
  12. 12. PICK YOUR FAVORITES 39%QUIZ 32%TRIVIA 29%SWEEPSTAKESESSAY CONTESTPHOTO CONTEST 26% 25% 25%COUPONS 19% What Drives the Most Shares? Rate of Sharing by Campaign TypeGIVEAWAY 15%VIDEO CONTEST 11%
  13. 13. PICK YOUR FAVORITES 27%GIVEAWAY 15%QUIZ 13%SWEEPSTAKESCOUPONSESSAY CONTEST 11% 11%TRIVIA 10% Earned Media Click RatePHOTO CONTEST 3%VIDEO 2%CONTESTESSAY How Many Clicks Do Shares Drive? 1%CONTEST
  14. 14. What’s the Conversion from Click to Entry? Earned Media Click-to-Entry Rate 82% 74% 74% 69% 66% 47% 23% PHOTO CONTEST ESSAY CONTEST ESSAY CONTEST SWEEPSTAKES 13% GIVEAWAY COUPONS CONTEST TRIVIA VIDEO QUIZ
  15. 15. Social Scorecard: What Works Best? Average Entries per Campaign1 Coupon 3,0372 Giveaway 1,8883 Sweepstakes 1,6304 Favorites 1,0705 Quiz 1,0246 Trivia 4107 Essay Contest 3988 Photo Contest 3819 Video Contest 313 Top-3 tactics that drive most shares
  16. 16. • AMC Theatres Coupon Campaign• $1 popcorn, drink• 200K entries in 6 days• 50K entrants invited friends to claim coupons
  17. 17. • Benefit UK Photo Contest Campaign• Upload best “Honest Leah” look-a-like photo• Objective to drive user- generated content• Great tactic for beauty product brand
  18. 18. • Chelsea FC “Blue Flag” Campaign• Upload photo of your face – gets put on the flag• Out-of-the-box thinking to drive engagement• Example of unlimited creativity that social allows
  19. 19. 3 percent of campaign entrants drive 100%of additional engagement
  20. 20. The Promise
  21. 21. THE REALITY:Publishing to the Faceless
  22. 22. WHAT’S NEEDED:A Shift from the Faceless to Real People
  23. 23. Progressive Social Profiling+ + + + + Behavior
  24. 24. Progressive Social Profiling Target & Acquire Engage Share ConvertAds Promotions & Ads Ads Content Click Profile Profile Profile Data Data Data
  25. 25. Right Message, Right Channel YOUR BRAND
  26. 26. Meaningful Two-way Dialogue YOUR BRAND
  27. 27. Social Powers the Customer Life Cycle Awareness Engagement Advocacy Intent Purchase Support Loyalty(Social Ads) (Promotions) (Word of Mouth) Rich Social Profiles
  28. 28. Word of Mouth at Scale Consumer Trust IndexWord of Company Print orMouth Website TV Ad 92% 58% 47% Nielsen, “Global Trust in Advertising Survey,” April 2012
  29. 29. Increase Purchase Intent 200% 170% 200% 130% 150% 180% 130% 150% 200% 550% 400% 390%Source: “The Facebook Factor,” Forrester Research, April 2012
  30. 30. YOURBRAND
  31. 31. Social Media MarketingWhat Works Today, What’s Needed for TomorrowDoug LairdCMO, Wildfire
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