1	   ©2012 MarketBridge Corp.– 1 –!THE!REVOLUTION!SOCIAL MEDIA &!CONTENT MARKETING!Understanding the Value of and Incorpor...
2	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Defining!PARAMETERS!Overview!ANALYSIS!LANE DOUGLASPr...
3	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!DEFINING THEREVOLUTION!1The!REVOLUTION!Best!PRACTIC...
4	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!
5	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!revoluon	  “a	  far	  reaching	  and	  dras.c	  cha...
6	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!SECTION 1 – DEFINING PARAMETERS
7	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Information!Source!๏ News!๏ Weather!๏ Stocks!Inform...
8	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Company!Website!Person A! Person B!Information is“s...
9	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!We Didn’t AlwaysLike Travel PhotosThere was a perio...
10	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!The Carousel HasChanged…But the concept has not! S...
11	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!How Social MediaInfluences TravelWord of mouth and ...
12	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!FIVE BESTPRACTICES!2The!REVOLUTION!Best!PRACTICES!...
13	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!The Starting LineSECTION 2 – BEST PRACTICES•  Have...
14	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Five Best Practicesin Social MediaBasic to Interme...
15	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Invest inSocial AdPlacement!•  Target specificdemog...
16	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Invest inSocial AdPlacement!Growth	  For	  Faceboo...
17	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Think“Service”…not “Social”!•  Understand thatsoci...
18	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!“It’s #SeaTurtle season in #PalmBeach. Eggs can ha...
19	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!2!February 2013 Edition!NEW:	  Kickstart	  your	  ...
20	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Acquire aListeningService!Determine whether there ...
21	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!What is a ListeningReport?Understanding the benefit...
22	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Tag Cloud forWord Frequency!The Color Scheme!Words...
23	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Invest in aPublishingPlatform!4!•  Build customize...
24	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Provide!FrequentIncentives!5!•  Partner withdestin...
25	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!CASESTUDY!3The!REVOLUTION!Best!PRACTICES!The!FINAN...
26	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Growing the SocialCommunity BaseSocial Ads and inc...
27	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Listening For Topicsof InterestSocial listening an...
28	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Social Contests toCollect EmailsA sweepstakes was ...
29	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Real Social MediaConversionsThe result was an incr...
30	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!SAMPLEFINANCIALS!4The!REVOLUTION!Best!PRACTICES!Th...
31	  31	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Quick SampleBudget ProcessSECTION 4 – THE FIN...
32	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!CONTACTUS!5The!REVOLUTION!Best!PRACTICES!The!FINAN...
33	  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!What is a ListeningReport?Understanding the benefit...
Upcoming SlideShare
Loading in …5
×

The Social Media & Content Marketing Revolution

848 views

Published on

Presentation for the ULTRA Luxury Travel Exchange in Miami, FL for 2013.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
848
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Social Media & Content Marketing Revolution

  1. 1. 1   ©2012 MarketBridge Corp.– 1 –!THE!REVOLUTION!SOCIAL MEDIA &!CONTENT MARKETING!Understanding the Value of and IncorporatingSocial Media into a Marketing Plan!4350 East West HighwayBethesda, MD 20814240-752-1800!49 Stevenson St, Suite 660San Francisco, CA 94105415-986-5800!www.market-bridge.com@marketbridge!Prepared for ULTRA Luxury ExchangeJune 3, 2013!
  2. 2. 2  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Defining!PARAMETERS!Overview!ANALYSIS!LANE DOUGLASPrincipal, Social Media Solutionsldouglas@market-bridge.com!@lanedouglas!•  Lead for Social Media analytics and solutions at MarketBridge•  Architect for SQ Index, patent-pending social media scoringindex.•  Lead consultant / social media strategist for Mexico TourismBoard in 2011-2012•  Co-founder Ataway Exchange digital marketing conference•  Social media consultant for top brand destinations andproperties in Las Vegas, Orlando, Boston•  15 years online marketing experiencelinkedin.com/in/lanedouglas!EMAIL!TWITTER!LINKEDIN!
  3. 3. 3  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!DEFINING THEREVOLUTION!1The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!
  4. 4. 4  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!
  5. 5. 5  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!revoluon  “a  far  reaching  and  dras.c  change,  especially  in  ideas,  methods,  etc.”    Collins  Diconary  
  6. 6. 6  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!SECTION 1 – DEFINING PARAMETERS
  7. 7. 7  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Information!Source!๏ News!๏ Weather!๏ Stocks!Information is“one way”!Person A! Person B!UnderstandingSocial MediaSocial Media extends beyond the platformsof Facebook, Twitter and YouTubeSECTION 1 – DEFINING THE REVOLUTION
  8. 8. 8  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Company!Website!Person A! Person B!Information is“shared”!UGC!“User-Generated Content”!UnderstandingSocial MediaSocial Media extends beyond the platformsof Facebook, Twitter and YouTubeSECTION 1 – DEFINING THE REVOLUTION
  9. 9. 9  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!We Didn’t AlwaysLike Travel PhotosThere was a period when seeing someone’stravel photos was considered torture.SECTION 1 – DEFINING THE REVOLUTION
  10. 10. 10  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!The Carousel HasChanged…But the concept has not! Social media hasrevolutionized the idea of sharing.SECTION 1 – DEFINING THE REVOLUTION28  others  like  this.  
  11. 11. 11  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!How Social MediaInfluences TravelWord of mouth and recommendationsfrom friend still drive the gameSECTION 1 – DEFINING THE REVOLUTION63%  Recommenda=ons  by  friends/family  the  number  one  factor  inspiring  travel  decisions  87%  Use  Facebook  for  inspira=on  when  considering  travel  plans  and  des=na=ons  68%  Use  a  mobile  device  to  share  experience  with  friends  while  on  vaca=on    
  12. 12. 12  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!FIVE BESTPRACTICES!2The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!
  13. 13. 13  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!The Starting LineSECTION 2 – BEST PRACTICES•  Have an account!•  Have at least 25Likes!•  Know how to accessadmin section!•  Can change timelinebanner and profilepic!•  Can locate FacebookInsights!•  Have an account!•  Know how to “tweet” !•  Know how to followanother person onTwitter!•  Understand what a#hashtag is!•  Have a Googleaccount (Gmail,Gdrive, YouTube)!•  Can upload a video!•  May or may notunderstand what aYouTube “Channel”is!
  14. 14. 14  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Five Best Practicesin Social MediaBasic to Intermediate Steps to RealizeGrowth in Social MediaSECTION 2 – BEST PRACTICES1! Invest inSocial AdPlacement!•  Target specificdemographicsand audiences!
  15. 15. 15  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Invest inSocial AdPlacement!•  Target specificdemographicsand audiences!•  Easilyoutsourcedand managed!1!Five Best Practicesin Social MediaBasic to Intermediate Steps to RealizeGrowth in Social MediaSECTION 2 – BEST PRACTICES
  16. 16. 16  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Invest inSocial AdPlacement!Growth  For  Facebook  As  Factor  of  Ad  Spend  September  2011  –  June  2013  6,385  Likes  Sep.  1,  2011  942,775  Likes  May  31,  2013  •  Target specificdemographicsand audiences!•  Easilyoutsourcedand managed!•  Grow socialcommunity !1!Five Best Practicesin Social MediaBasic to Intermediate Steps to RealizeGrowth in Social MediaSECTION 2 – BEST PRACTICES
  17. 17. 17  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Think“Service”…not “Social”!•  Understand thatsocial media isthe medium, notthe strategy!•  Provideanswers andfollow up!•  Search Twitterfor brands yourepresent withthe hashtag#SUX or #FAIL!0  200000  400000  600000  800000  1000000  1200000  1400000  1600000  1800000  0  500  1,000  1,500  2,000  2,500  3,000  3,500  4,000  ICH   Ritz-­‐Carlton   Park  HyaT   Waldorf  Astoria  Extended  TwiNer  Reach  TwiNer  Menons  TwiTer  Men=ons   Extended  TwiTer  Followers  2!Five Best Practicesin Social MediaBasic to Intermediate Steps to RealizeGrowth in Social MediaSECTION 2 – BEST PRACTICES
  18. 18. 18  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!“It’s #SeaTurtle season in #PalmBeach. Eggs can hatchas early as May with the majority hatching July thruOctober.”!!May 30 4:14 PM!Content Marketing!!“a marketing technique of creating and distributing relevant content to attract,acquire and engage a clearly defined and understood target audience – with theobjective of driving profitable customer action.”!
  19. 19. 19  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!2!February 2013 Edition!NEW:  Kickstart  your  Social  Business.    Read  hTp:  ow.ly/hUITM  or  talk  with  @geoff_deweaver  @PeachyNews   by  @Richard  L.  Rhodes  13K  Followers  For the month of February, IBM absolutely dominated when itcame to getting it’s Twitter username (@IBM) and hashtag(#ibm) mentioned by other Twitter users and influencers. Whenwe broke this down into an over-time volume trend, we noticed itwas due to three very clear spikes as opposed to sustainedvolume. The reason was that IBM utilized their Twitter channelas a means of advertising a content piece on their e-Magazineportal called “Click.” On three separate days, they pushed thecontent on how to jump start your social business and receiveda significant amount of mentions and retweets as other usershelped to push this content out to their extended following.!TW  EMC  1240  TW  VMWare  7661  TW  CA  1584  TW  IBM  40507  TW  HP  283  TW  BMC  1026  Volume  of  TwiNer  Menons  for  IBM  February  2013  0  1000  2000  3000  4000  5000  6000  7000  8000  9000  10000  Number  of  #IBM  Menons  Volume  Trend  For  #IBM  Menons  February  2013  Five Best Practicesin Social MediaBasic to Intermediate Steps to RealizeGrowth in Social MediaSECTION 2 – BEST PRACTICES
  20. 20. 20  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Acquire aListeningService!Determine whether there is any significant volumearound a brand or topic.!!Find significant trends or patterns as to when andwhy the conversation volume peaks and drops.!!Discover sentiment around defined topics anddetermine overall consumer opinion.!!Isolate key influential websites or individuals thatmore actively promote the brand than others.!!Determine the “share” of overall volume a brandhas against competitors or the larger industry.!!Identify ways to strategically engage industry-related conversations as a content marketingstrategy. !3!Five Best Practicesin Social MediaBasic to Intermediate Steps to RealizeGrowth in Social MediaSECTION 2 – BEST PRACTICES
  21. 21. 21  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!What is a ListeningReport?Understanding the benefits of monitoring thesocial conversation arenaSECTION 1 – DEFINING PARAMETERS3! Acquire aListeningService!Your!“OWNED”!Space!Your!“EARNED”!Space!
  22. 22. 22  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Tag Cloud forWord Frequency!The Color Scheme!Words that are larger and red and orange arethe words occurring most frequently.!What’s Being Said?!The tag cloud locates words that get used inrelationship to the search keywords and thenvisually displays their frequency ofoccurrence.!High Frequency! Low Frequency!The TIME of the year is a discussion aspeople inquire on social networks whatpeople are doing for fitness given how coldit is outside.!!Questions revolve around budgeting TIMEso that exercise can truly happen with ahectic schedule.!!Other conversations and discussions talkabout it “being TIME” to get moving nowthat New Year’s resolutions are most likelyto be broken in mid-to-late January. !Time is a significant discussionfactor in the social spacearound fitness!
  23. 23. 23  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Invest in aPublishingPlatform!4!•  Build customizedsections ofFacebook !•  Run contests andsweepstakes!•  Auto-schedule yourposts across allplatforms!•  Convert social“Likes” to “Leads”!Five Best Practicesin Social MediaBasic to Intermediate Steps to RealizeGrowth in Social MediaSECTION 2 – BEST PRACTICES
  24. 24. 24  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Provide!FrequentIncentives!5!•  Partner withdestinations, hotelsor cruises!•  Offer partneringentities the entriesdatabase !•  This is your“sample ourproduct”opportunity!Five Best Practicesin Social MediaBasic to Intermediate Steps to RealizeGrowth in Social MediaSECTION 2 – BEST PRACTICES
  25. 25. 25  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!CASESTUDY!3The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!
  26. 26. 26  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Growing the SocialCommunity BaseSocial Ads and incentive programscontributed to overall growthSECTION 3 – CASE STUDY8,660 Likes!Dec 1, 2012!23,518 Likes!Mar 1, 2013!Before initiating any heavy social marketing, it was imperativethat we grow the social base so that any results would be easilymeasured and have a greater impact. Social ads were investedin through Adapt.ly. Cost per fan was well below $0.50/fan.!
  27. 27. 27  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Listening For Topicsof InterestSocial listening and Facebook Insights usedto determine consumer interestSECTION 3 – CASE STUDY0  500  1000  1500  2000  2500  3000  300  400  500  600  700  800  900  1000  Daily  Viral  Organic  Reach  Weekly  People  Talking  About  This  
  28. 28. 28  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Social Contests toCollect EmailsA sweepstakes was built around“romance” to collect email addressesSECTION 3 – CASE STUDYThe client partnered with a hotel who provided thesweeps package in exchange for the email databasethat would be acquired. Contest clues were postedon Facebook with links to the sweeps portal whichresided on the website. Entrants provided name andemail address to enter. Over 25,000 entries (8,000uniques).!
  29. 29. 29  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Real Social MediaConversionsThe result was an increase in referral traffic tothe company websiteSECTION 3 – CASE STUDY
  30. 30. 30  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!SAMPLEFINANCIALS!4The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!
  31. 31. 31  31  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!Quick SampleBudget ProcessSECTION 4 – THE FINANCIALSAnnual RevenueMarketing Budget (16% AR)Social Media Budget (10% MR)Social Ad SpendListening ServiceSocial Publishing PlatformIncentives SpendSheet 1Copyright © 2013 MarketBridge Inc., All Rights Reserved.!Q1! Q2! Q3! Q4! Total!$5M!$800K!$80K!$10,000! $10,000!$5,000! $5,000! $30K!$3,000! $3,000! $3,000! $3,000! $12K!$14,000! $14,000! $28K!$2,000! $2,000! $2,000! $2,000! $8K!$78K!
  32. 32. 32  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!CONTACTUS!5The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!
  33. 33. 33  The!REVOLUTION!Best!PRACTICES!The!FINANCIALS!Case!STUDY!Contact!US!What is a ListeningReport?Understanding the benefits of monitoring thesocial conversation arenaSECTION 1 – DEFINING PARAMETERSLane  Douglas  Email:  ldouglas@market-­‐bridge.com  TwiNer:  @lanedouglas  Slideshare:    /lanedouglas    www.market-bridge.com  

×