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
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.