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Social Media Case Studies and Education
 

Social Media Case Studies and Education

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Social Media 101, Case studies and applications

Social Media 101, Case studies and applications

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  • NEED TO TALK THROUGH EACH OF THESE AND EXPLAIN WHAT THEY MEAN SO PEOPLE REALLY UNDERSTAND
  • NEED TO TALK THROUGH EACH OF THESE AND EXPLAIN WHAT THEY MEAN SO PEOPLE REALLY UNDERSTAND
  • NEED TO TALK THROUGH EACH OF THESE AND EXPLAIN WHAT THEY MEAN SO PEOPLE REALLY UNDERSTAND

Social Media Case Studies and Education Social Media Case Studies and Education Presentation Transcript

  • 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 Can Listening Tell You About Your Brands and Your Competitors?
    • What – is being talked about
      • including tone and specific words
    What Can Listening Tell You About Your Brands and Your Competitors?
    • Mood – are consumers currently positive or negative
    What Can Listening Tell You About Your Brands and Your Competitors?
  • 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
    • Based on initial work the company has built a team (in house and agency) to do SM engagement.
      • Begun to specialize their team
    • Fantastic time saver in finding influencers
    • Can’t be salesy – this is SOCIAL media
      • Education materials on diet data, nutrition, gluten free…etc.
    • Key component of the overall marketing mix and brand efforts
      • Strive to be the knowledge leaders for diary related health foods
    • Market & thought leader type conversations have increased
    • Social Media and the Empowered Consumer
      • This Change is not GOING to Happen
      • This Change HAS Happened
    • Have You?
  • Thank you
    • Jim Schwab
    • +1.585.261.9433
    • [email_address]
    • @jimschwab
    • Sign up for a free SMM account.
    • SM2 Freemium http://sm2.techrigy.com