Social Media Case Studies and Education

Leveraging Social Media A new addition to your marketing mix and overall business strategy Jim Schwab VP Business Development, Alterian Sept 9, 2009

Agenda

Changes in customer behavior

Consumer technology adoption and the impact to marketers

What can we do?

Social Media Monitoring

What not to do!

Applications & case studies.

Social Studies Group

101 WorldWide

Abraham Harrison

The world has changed for marketers

It's no longer about sending a message and expecting it to be heard

Consumers trust one another more than they trust corporations & marketers

Social media gives them a way to connect

They consume — and are a part of — multiple media, simultaneously

They determine what is relevant — and will avoid your communication if they don’t want to receive it

Explosion of Social Media

Insert YouTube video talking about the overwhelming explosion of Social media in society

Consumers view marketing as irrelevant

Consumers are overwhelmed

What can we do? Social media monitoring (SMM)

SMM, a new fast growing space

Confusion among buyers

What’s important? How to choose a vendor? Many new vendors every day.

Incredible growth the past 6-9 months

Forrester, Aberdeen and others are noticing

Twitter “ i was just talking about this the other day - how ineffective/lame the new tropicana packaging is…” Blog “ if you really want to stretch your dollars you can use your registered starbucks card to buy an iced coffee and get a free refill….” YouTube “ just got my new toshiba netbook. seems to be working reat. will be nice to use this rather then lugging around my big dell….” What can we do? Listen, measure & engage

Social Media success is about doing 3 key things

Listen

Measure

Engage

Social Media Monitoring

covers 1 and 2

and enables 3

But for all areas and channels not just social media

What can we do? Listen, measure & engage

What’s important in SMM technology?

Broad coverage

Can you capture the most conversations?

Across all various platforms?

Meta data & historical access

Intelligence about the author.

Benchmarking and trending.

Flexible and powerful analysis

Functionality across various applications.

Can you get where you need to go?

Social media monitoring A complex technology

Typical SMM Applications Client survey results, bucketed into 10 categories

Listening / Monitoring

Reputation & Crisis Management

Engagement & outreach

Market Research

Influencer identification

Competitive analysis

Customer support

SEO and link building

Support Loyalty Programs

Augment mystery shopper programs

Where – are your consumers discussing online

What Can Listening Tell You About Your Brands and Your Competitors?

Who – are the key influencers out there

What – is being talked about

including tone and specific words

Mood – are consumers currently positive or negative

What not to do!! Social media marketing

Old rules don’t apply!! (I’m a convert!)

Don’t be blatant in your sales approach via SM

The clique applies here

It’s about engagement!!

It’s not an event or one time project

SM marketing is an ongoing process

Don’t create a FB page & Twitter account and then never use them

Start with responding to negatives.

Be genuine!!

Client Case Studies Robert JK Gibbs, President [email_address] +1 312 608 7985 Wendy Scherer, Founder Partner [email_address] +1 202 715 3884 Chris Abraham, President and COO [email_address] +1 202 352 5051

The brief Client situation #1 OLX is the next generation of free online classifieds.

Increase brand recognition

Increase media exposure

Increase sales

The project OLX is the next generation of free online classifieds.

Blogger outreach

Online PR

OLX wanted to run a 4 month trial period

The payback Increase in volume, across languages

Abraham & Harrison tapped into SM2’s historical database to compare 2009 to 2008 The payback Year on year increase in the US

The payback and key learnings

OLX.com web traffic increased 40% over the 4 month trial

Abraham & Harrison renewed for 12 month contract

Twitter accounts in 3 languages, 5 in 6 months

Other learnings:

Asian bloggers blog in English, geo-map to Asia region

SM2 maps helped Abraham & Harrison land more int’l clients

A leading fast food company wanted to gain deeper insights into the consumer response received from its nationwide launch of a variety of coffee products. The brief Client situation #2

How this Could be Interpreted author: supereen I am having a skim latte from McDonalds that is better than Starbucks. And it cost me $3 for the medium. Yeah, they’re delicious and a quarter of the price eww I dont like them. The only one I like is iced hazelnut I had an iced mocha there this morning. So worth $3. I get the iced sugar free vanilla whenever I take Peter there for lunch Such a bargain! And good coffee to boot They are really good. hmmmmm Must try I'll have to try one next time. I LOVE iced coffee. Residual Comments Influence Sales Loyalty Price Opinion

Custom Metrics to Identify Trends Example Discussion Cluster: McCafé Taste + Strength Brands Value Analyze Emotion & Sentiment Sub-Cluster Reporting Product Size Service

Impact on Campaign

Better targeted message & better messages

Test period findings led to fine tuning final campaign

Better targeting of health food and dairy influencers

Need better targeted messaging

Build their brand among these key influencers

Engage, education

The brief Client situation #3

Client situation The Project

12 month audit of conversations, in depth analytics

Report and recommendations delivered

Segmentation and profiles built of key targets

Approval on recommended approach to influencers

Outreach and PR program

Segmentations & Profile Their Views: “ ..recent concerns about excessive dairy consumption and the possible effects on health.” Their Profile: “ They heavily reference the writings of Michael Pollan, who advocates natural food production ……..generally recommend choosing foods from a variety of food groups.” Favorite web sites Most used social media channels

The payback and key learnings