Imc2 Sxsh 2010 Building Social Media Objects Ss


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See what Brady Walcott and Geoff McCleary presented at SXSH in Austin, TX on 3/11

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Imc2 Sxsh 2010 Building Social Media Objects Ss

  1. 1. March 2010 Understanding Social Objects 2010 © imc². All rights reserved.
  2. 2. Who is that guy? And that guy? <ul><li>Brady Walcott </li></ul><ul><li>Vice President, Marketing & Development </li></ul><ul><li>Phone: 214-224-1129 </li></ul><ul><li>Email: </li></ul><ul><li>Geoff McCleary </li></ul><ul><li>Vice President, Strategy </li></ul><ul><li>Phone : 610.729.1362 </li></ul><ul><li>Email: </li></ul><ul><li>Twitter: @gmccleary </li></ul> Twitter: @imcsquared imc² Dallas 12404 Park Central Dr., Suite 400 Dallas, TX 75251
  3. 3. 01 <ul><li>Our Approach to Social Media </li></ul>Listen | Participate | Ignite | Optimize | Measure
  4. 5. Understanding Customer Relationships <ul><li>High trust, high value exchanges lead to relationship sustainability </li></ul><ul><li>Relationships begin at an acquisition point </li></ul><ul><li>They will not immediately progress from acquisition to sustainability, they must be grown organically </li></ul>
  5. 6. Let’s Look at How We Grow Personal Relationships Value Trust Participate Event Event Event Listen Learn
  6. 7. Our Social Approach Listen: Align insights with a program strategy and design. Transactions Trust Listen Measure
  7. 8. Our Social Approach Ignite: Create/align with a SOCIAL OBJECT and continue the conversation digitally. Ignite Ignite Ignite Transactions Trust Listen Measure
  8. 9. Our Social Approach Participate: Provide opportunities to connect. Transactions Trust Participate Listen Measure Ignite Ignite Ignite
  9. 10. Our Social Approach Optimize: Micro-campaigns to bring in new members and drive the network effect. Transactions Trust Participate Ignite Ignite Ignite Optimize Optimize Listen Measure
  10. 11. Our Social Approach Measure: How did we affect the conversational needle? Is there any correlation in key business objectives? Transactions Trust Participate Ignite Ignite Ignite Optimize Optimize Listen Measure
  11. 12. <ul><li>Understanding Social Media Objects </li></ul>02
  12. 13. Ignite – Social Objects <ul><li>Defined: Social media initiative with the goal to unite both user and brand in a relevant experience (event or occasion) that is mutually beneficial, measurably transactional, and evolves the relationship between those involved. </li></ul><ul><li>Anatomy : Social media objects can be built around a single component or multiple elements working together. </li></ul><ul><li>Shared feeling – Listen to your audience to find out what they care about. Relate it to your brand under a common shared emotion. </li></ul><ul><li>Promotion/Contest – Invite users to participate in some promotion or contest where they are provided a voice. </li></ul><ul><li>Crowd-sourcing – Listen to your fans, show them that you use their feedback to make decisions. </li></ul><ul><li>Cause – Unite with your audience under a banner cause for your disease area. </li></ul><ul><li>Event – Use as an extension of other tactics to merge online participation with real world activity enabled by the brand. </li></ul>
  13. 14. Implementing Social Objects to Grow Customer Relationships <ul><li>Use Social Object to ignite from acquisition point </li></ul><ul><li>Listen and measure participation and milestone goals </li></ul><ul><li>Optimize efforts to inform next social object </li></ul><ul><li>Repeat </li></ul>
  14. 15. <ul><li>Social Branding Case Study: </li></ul><ul><li>imc² social approach applied </li></ul>03
  15. 16. Oh great, another freakin’ CPG example! ??? ?? =
  16. 17. All striving to engage & connect with the same consumer
  17. 19. Ignite 1 – Empowerment Object
  18. 20. Ignite 2 – Contest & Crowd Sourcing Objects Name the New Scent Fun Promotions
  19. 21. Ignite 3 – Cause Object Video Profile Pic Gear
  20. 22. How We Grow Customer Relationships <ul><li>From 1,000 to 100,000 Fans in 24 Hours </li></ul><ul><li>From 100,000 to 300,000 Fans in 30 Days </li></ul><ul><li>Increase in purchase intent for all women </li></ul>
  21. 23. <ul><li>Thank You! </li></ul>Brady Walcott Vice President, Marketing & Development Phone: 214-224-1129 Email: Geoff McCleary Vice President, Strategy Phone : 610.729.1362 Email: Twitter: @gmccleary