iNDELIBLE Media | iStrategy San Francisco 2011
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iNDELIBLE Media | iStrategy San Francisco 2011

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iStrategy Conference San Francisco presentation by Ross Glick CEO & Founder "How Social Media Found Me"

iStrategy Conference San Francisco presentation by Ross Glick CEO & Founder "How Social Media Found Me"

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  • Talking Point: You have to capture the right strategy and voice for the right brand. There's no one size fits all. In the case of MAC, and outrageous irreverent message was on brand.
  • Talking Point: If you are successful, the spread of information happens at the speed of lightWhat starts online doesn’t always stay onlineIn short, a majority of sales took place in-store. The conversation can get out of control. Are you OK with that?What starts in line doesn't always stay in line
  • Talking Points:View the ecosystem holisticallyAnd from a marketing point of view, must be viewed in authenticity.it must be authentic, a genuine expression of the brand. the ecosystem is a PLATFORM. it's about how you play the ecosystem - what are you putting there that will be activated?many consumer touchpoints = ecosystemyou have to customize the campaign and its touchpoints depending on the particular instance.
  • Talking Point:The weight of what is possible can drown a brand.you must focus your approach to the ecosystem with an operational execution strategy old spice did all the touch points 100% appropriately with the ecosystem.one central idea with an execution strategy that gives customized content to each touchpoint of the ecosystem they took a risk, and once it started to resonate they kept piling it on until it was too irresistible NOT to participate.
  • Talking Point:The big question we face as marketers: how to we quantify our actions?If we have no way to track its behavior, whats the point?1. define what success looks like2. establish metrics according to those goals what are the wisest tactics to take? how to optimize in real time? BABYSITTING / RUNNING A DAYCAREharness the chaosThe big question we face as marketers: how to we quantify our actions?If we have no way to track its behavior, whats the point?1. define what success looks like2. establish metrics according to those goals what are the wisest tactics to take? how to optimize in real time? BABYSITTING / RUNNING A DAYCAREharness the chaos
  • Talking Points:As you're monitoring and optimizing, Data must to tell a story that connects back to KPIs Data without an organizing principle is CHAOS
  • Talking Points:Going back to original point about measurement Organized chaos Look at whats resonating in real time, war room style, and modifying accordingly.problem with traditional media: if the message is the medium, they are linear.
  • Talking Points:Tapping into the base passion. A great icebreaker that gets people stimulated and fired up and ideally, causes a series of desirable actions.It's a spark that starts the forest fire.Being social - you need good contacts to maximize this ecosystem. What is social at its core? it's what social has always been. Getting a conversation started.The good thing about social media is you get a faster, broader, exponential amplification of the message.peer influence IS important
  • Talking Points:A simple premise that ties many people together to get action online and off:Key is Victoria's Secret established social community. this is why success is achievable with the proper parts in play.-7 mill facebook fans-promotional appearances tied to a pr strategy -backed up by point of sale / in print they need to ignite the base, on facebook, with fragrance debut perfect delivery system: supermodels gave you talking points about how to feel and think about the bombshell fragrance (ingredients, fantasy, aspiration) -60,000 views within a couple hours -hundreds of comments -in the past 6 months they grew their fan base by 5 million - from 7 to 12 million this happened bc they are feeding the base.
  • Talking Points:A simple premise that ties many people together to get action online and off:Key is Victoria's Secret established social community. this is why success is achievable with the proper parts in play.-7 mill facebook fans-promotional appearances tied to a pr strategy -backed up by point of sale / in print they need to ignite the base, on facebook, with fragrance debut perfect delivery system: supermodels gave you talking points about how to feel and think about the bombshell fragrance (ingredients, fantasy, aspiration) -60,000 views within a couple hours -hundreds of comments -in the past 6 months they grew their fan base by 5 million - from 7 to 12 million this happened bc they are feeding the base.

Transcript

  • 1. An Accidental Beginning:How Social Media Found Me
    Ross Glick
    CEO & Founder
  • 2. Playing with Matches
    Despite MAC Cosmetics’ business exponential growth, they were a little tardy to the lip-primer party
    MAC Cosmetics, a company that attacks the boundaries of fashion, art, film, music, is a pioneer in cause marketing…and the boundaries always lose.
    In 2006, MAC Cosmetics struck a match and started a social media firestorm.
    So what to do? Leverage Sandra Bernhard’s pouty lips to
    make women everywhere want to push out theirs…
    all we did was put Sandra in front of a camera and let her go…
  • 3.
  • 4. And the Firestorm Raged
    The Drudge Report grabbed the line…
    “I’m not some thin-lipped Republican bitch”
    Hell. Broke. Loose.
    It spread through the right-wing blogosphere like a brushfire, causing tens of thousands of conservatives to get burned up
    Red states so offended they turned deep purple
    The French loved it though
    The pressure was too much: MAC Cosmetics had to yank the video from their .com
    But the clip had made it to YouTube. The cat was out of the bag. Pandemonium ensued.
  • 5. In the Chaos…
    We foresaw the making of something huge: an opportunity.
    We discovered the power of rapid deployment and amplification.
  • 6. MAC Leapt into the Category Lead
    True to their brand, They were committed to free expression
    Sandra’s outrageous outrageousness perfectly fit MAC’s irreverent and unconventional take on beauty
    The bad press disappeared in weeks
    MAC Cosmetics = “Winning”
  • 7. An Achievement Not by Design
    (Some things we learned about Social Media)
    The key is to ignite and facilitate the consumers' points of passion
    So what does this all really mean…
  • 8. The Ecosystem is the Platform…
    …that must be viewed holistically.
  • 9. The execution isn’t one-size-fits-all
    Take Old Spice for instance:
    They jumped off a cliff. They took a risk, and when it turned out well, they brilliantly exploited every touchpoint. Mass amplification ensued.
    The messages are fungible.
    Taming the Ecosystem
    When you play the media ecosystem, the whole is greater
    than the sum of its parts. That’s what makes it so powerful.
  • 10. Wait, There’s an Elephant in the Room
    Be very quiet. We don’t want to startle it into stampeding.
    How do we measure any of this social media mumbo jumbo?
    There’s a jillion conversations and “likes” and fans and tweets occurring as a result of your campaign. But they’re impossible to measure, and attribute.
    How do you know when you’re succeeding?
  • 11. Is a campaign only as good as the things
    you can measure? The Number of likes,
    click through rates, or sales?
     
    Obviously tracking is critical. That said,
    tracking is only as good as the data you can
    find and what you can do with it.
    The Measurement Quagmire
  • 12. How Do You Put a Price On…
    …a conversation?
    …a “Like”?
    …a “Share”?
    …a video view?
    …a retweet?
    If you tunnel vision on the metrics, you won’t see the larger picture: People are talking about your brand. That’s kind of the whole point.
  • 13. Success: If it Quacks like a Duck…
    …if you can see conversations happening…
    …if you know perception is rising…
    …and if revenue is up..
    …then it’s a duck! Success!
    The next step: Strap rockets to its wings
    and make that fowl soar.
  • 14. PASSION!
    PASSION: PASSION PASSIONPASSIONPASSION, PASSION. PASSION PASSION (PASSION) PASSION, PASSION & PASSION. PASSION? PASSION. PASSION PASSIONPASSION PASSION PASSION!
    Finding your customers passion point
    is the only thing that matters.
  • 15. A Day in the Life of a Bombshell
    We were tasked with debuting
    TheVictoria’s Secret Bombshell
    fragrance on Facebook…
  • 16. We were tasked with debuting the
    Victoria’s Secret Bombshell fragrance on Facebook
  • 17. A Biblical Flood of Customer Passion
    It was a matter of finding our customers’ passion.
    We went with models + bombshell.
    Our consumers like that.
    Not exactly rocket science.
    The Bombshell campaign rocked a pan-American rollout including in-person supermodel appearance and promotions and online coupons / contest that all danced together to inspire the customer to get involved online and point-of-sale.
    Within a few hours:
    60,000 new fans
    Hundreds of comments
    Within six months, Victoria’s Secret Facebook presence increased from 7 million to 12 million fans over campaign period
    We can’t take credit for all 5 million fans.
    But we think the passion had a lot to do with it.
  • 18. What happens online doesn’t always stay online, and that is a good thing
    Tap into the passion online and soon you’ll see it offline in bricks-and-mortar sales
    That’s the Halo Effect
    Just to Review…
    So what exactly do we mean by the halo effect?
  • 19. Contact Information
    Ross Glick
    www.indelible.tv
    @iNDELIBLEmedia
    ross@indelible.tv
    http://www.facebook.com/IndelibleDigitalMarketing