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    Learnings from womma summit slideshare Learnings from womma summit slideshare Presentation Transcript

    • Learnings from WOMMA Summit
      Monica Appelbe (SBG PR)
      Lynette Liu (CMT)
    • Key Themes
      Influencers
      Measurement
      Internal enablement
    • Influencers
      Several interesting sessions explicitly about targeting influencers
      Josh Bernoff (Forrester)
      Jamba Juice
      Vail Resorts
      Hewlett-Packard
      Verizon Residential
    • Keynote: Josh Bernoff
      Peer Influence Analysis segments the different types of influencers and dictate how they can be reached.
    • Case Study: mba Juice
      Goal: evolve brand image from “smoothies” to “better-for-you beverages and foods”
      Campaign:
      Recruit physically and socially active people who have a passion for well-being to join athlete teams as “brand ambassadors”
      Brand ambassadors participate in foot races across the U.S. wearing Jamba Juice clothing and giving out samples
      Success Metrics
      Cost per impression (offline + online)
      Improvement in key brand health indicators
      The best brand ambassadors have activity passion and product passion.
    • Case Study: Vail Resorts Snow Squad
      Goal: attract visitors to Vail Resorts (both local and vacationers) by creating positive buzz
      Campaign:
      Held contest among locals to recruit “Snow Squad”
      Armed squad with season passes, video cameras, gear to document their adventures on the slopes
      Published their content on buzz.snow.com
      Success metrics:
      # of entries for Snow Squad contest
      Visitors to buzz.snow.com
      Make your influencers “mini stars” and they’ll naturally build buzz for you via WOM.
    • Case Study: Hewlett-Packard
      Goal: increase preference for HP laptops among college students
      Campaign:
      Leverage entrepreneurial students with insider knowledge to market to their fellow students
      Engage with college reps via Repnation site to learn more about these influencers over time
      Success Metrics:
      Brand perception
      Purchase preference
      Local ambassadors from the population you are marketing to can be the most effective at marketing on your behalf.
    • Case Study: Verizon Residential
      Goal: improve customer satisfaction
      Program: recruit evangelists to peer-to-peer forums for the purposes of providing support
      Success metrics:
      Customer engagement
      Problem resolution
      Evangelist engagement
      Evangelists may not be Facebook or Twitter people, but would happily engage on a community site.
    • Measurement
      Measurement strategies vary depending on nature of campaign
      ESPN
      Coke Zero
    • Case Study: ESPN
      Insight: sports is a key driver of social currency
      Goal: measure value and strength of WOM among sports fans
      Methodology:
      Online survey to representative sample
      Interviews with respondents
      Interviews with “conversational partners”
      The insight drives the measurement goal. The nature of the measurement drives the methodology. Some measurements only need to be done every 6+ months.
    • Case Study: Coke Zero
      Goal: awareness and trial for Coke Zero
      Campaign:
      Recruit brand advocates from existing Coke customers
      Provide them with the social currency and tools to spread the word in real and digital worlds
      Success metrics:
      Net conversational value
      ROI
      Online conversational reach is measured through a mix of surveys and real-time behavioral tracking. Look at both short- and long-term impact of campaign.
    • Internal Enablement
      Evolution from one team in charge of “social” to social as an integrated part of every campaign is key to success
      Eloqua
      Vail Resorts
      Altimeter Group
    • Case Study: Eloqua
      • Goal: boost brand awareness in social channels where talk was being dominated by competitors
      • Program:
      • Developed a social playbook in partnership with an outside expert
      • Held small, in-person trainings with employees around the country using the playbook as a tool
      There’s power in numbers. Successful brands marshal and empower their employees to drive WOM.
    • Case Study: Vail Resorts “Tweet Your Face Off”
      Goal: unleash employees to generate buzz
      Program:
      • Tapped employees already interested in/on social.
      • Created contest to reward employee engagement on social.
      • Each team member has unique Omniture campaign ID to track clickthroughs and conversion back to its site
      • Rewarded top revenue generators with small prizes
      • Social listening/responding built into schedules at all levels including director, VP and C-level
    • Keynote: Altimeter Group
      Source: Altimeter Group, Career Path of the Corporate Social Strategist, Nov. 2010
      Escape velocity achieved by launching a center of education and developing a scalable program which enables business units to deploy on their own. (Also echoed in Intel session)
    • Keynote: Altimeter Group
      Currently, the Hub & Spoke best describes how SBG operates. We’d like to move SBG toward the Holistic model.