Mark Silva, Principal, Real Branding Real Results from Social Marketing
SOCIAL MEDIA TRANSFORMS APPROACH Distribution Content Development Strategy Audience Profiling Media Landscape Change Compe...
WHAT WE’LL COVER: <ul><ul><li>A prediction about social and your job </li></ul></ul><ul><ul><li>A theoretical approach and...
PREDICTION <ul><ul><li>Social Media strategy and practice will become so critical to your business that it will match CRM,...
SEARCH The SocialMap Identifies Microformat Channels and informs “The Search Cloud” through population, distribution and c...
SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION OLD CONTENT MODEL NEW CONTENT MODEL The website has a new role and value pr...
SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION TRAD DISTRIBUTION MODEL NEW DISTRIBUTION MODEL By microformatting content y...
SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><ul><li>Changes the loyalty funnel and branding </li></ul></ul>Thinking...
SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><li>      (SEARCH) </li></ul>Source: David Armano (http://darmano.typep...
SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><li>Search on “AXE” </li></ul>Homepage, Microsites,Corporate Social Net...
SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><li>Search on “AXE Effect” </li></ul>Homepage, Microsites,Corporate Blo...
SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><li>More brand truths in the open allow more successful searches and dr...
SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><li>Examples of Microformatted Content </li></ul><ul><ul><li>Video </li...
SOCIAL TECHNOGRAPHICS
SOCIAL TECHNOGRAPHICS 21% 37% 19% 35% 69% 25% Source: North American Technographics Media and Marketing Online Survey, Q2 ...
USERS IN EACH CATEGORY ENGAGE DIFFERENTLY Source: 2007, Trends “Social Technogaphics, Forrester Research
USERS IN EACH CATEGORY ENGAGE DIFFERENTLY Source: 2007, Trends “Social Technogaphics, Forrester Research
USERS IN EACH CATEGORY ENGAGE DIFFERENTLY Source: 2007, Trends “Social Technogaphics, Forrester Research
AMERICANS ARE GETTING MORE SOCIAL Source: North American Social Technographics Online Survey, Q2 2007, North American Tech...
FEMALE DIGITAL MILLENIALS Source: http://www.forrester.com/Groundswell/profile_tool.html
YOUNG WOMEN ARE JOINERS & CREATORS Source: http://www.forrester.com/Groundswell/profile_tool.html
AMERICAN WOMEN ARE AVERAGE Source: http://www.forrester.com/Groundswell/profile_tool.html
MIDDLE AGED WOMEN ARE SPECTATORS & INACTIVE
MALE DIGITAL MILLENIALS ARE EVEN MORE SOCIAL Source: http://www.forrester.com/Groundswell/profile_tool.html
YOUNG MEN ARE JOINERS, COLLECTORS & CREATORS Source: http://www.forrester.com/Groundswell/profile_tool.html
MEN ARE COLLECTORS & AVERAGE Source: http://www.forrester.com/Groundswell/profile_tool.html
MIDDLE AGED MEN ARE COLLECTING  Source: http://www.forrester.com/Groundswell/profile_tool.html
THE BUSINESS CASE FOR SOCIAL
MARKETING CONVERGENCE IN SOCIALMEDIA <ul><li>CRM/DM </li></ul>Brand Consumer
SOCIAL MEDIA’S ACCRETIVE AFFECT <ul><li>Current email list sample </li></ul>
SOCIAL MEDIA’S ACCRETIVE AFFECT <ul><li>Age-Identified Social Networkers </li></ul>
SOCIAL MEDIA’S ACCRETIVE AFFECT <ul><li>Email+Social=Growth in key targets </li></ul>+ 7% + 28% - 33%
DISCUSSION <ul><ul><li>Implications for your brand </li></ul></ul><ul><ul><li>Q&A </li></ul></ul><ul><ul><li>Slideware ava...
CONTACT <ul><li>THANK YOU!  </li></ul><ul><li>Mark Silva </li></ul><ul><li>Principal and Founder </li></ul><ul><li>[email_...
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Real Results from Social Marketing

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Presentation for Loyalty Labs client immersion day on hot topics in digital marketing. Audience of smart, rigorous emarketers with robust curriculum and practices in direct marketing, crm, search and other data-driven, accountable marketing disciplines. Objective: to introduce a theoretical approach in influencing consumers and offer additional forms of ROI that complement lifetime value of direct influence such as brand, consideration, new market development and search effect from Social Marketing.

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  • In 2008 the website as we know it has new relevance, but can’t be executed absent a strategy that’s Web2.0 aware. That means we need to be microformatting our content to feed into many more places than just an email communications action plan, a promotional sitelette and a media campaign. The good news is, like the previous slide pointed out, we can leverage our past investment in digitizing our brand assets and apply many of the same best practices we’ve learned along the way. Another mandate for 2009 will be to make our brand websites and activities SocialNetwork aware through leveraging programs like Facebook Connect and Google, MySpace and Yahoo! Friend Connect so we can also earn this network effect.
  • Now, the quality, relevance and immediacy of experience dictate how far a signal can carry thanks to the network effect. One event can have the equivalent effect of being noticed by the local newspaper, ending up on the local news and being picked up by national and international media. Let’s spend a few minutes here following a couple of Meme’s to illustrate this network effect and how it can jump the natural bounds of geography or society like wildfire traversing a highway. Follow the Meme: Elf Yourself &amp; Mumbai Definition: A unit of cultural information that represents a basic idea that can be transferred from one individual to another
  • As the Cluetrain predicted, “ Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. ” The effect it has on our brand’s lifetime value and marketing curriculum is profound. We’ve gone from somewhat sedentary activities like awareness, consideration, liking, preference, action and loyalty to more specific and active terms: thinking, saying, watching, researching, buying, reviewing, rating and more. How do we impact all these spaces? Through being more of us, not less. By populating more areas of the SocialMap. If it sounds daunting, don’t be too concerned. There’s great news in technologies that facilitate quicker distribution, monitoring, listening and participating more efficiently than ever.
  • The new brand funnel along with authentic, strategically plotted and planned executions in Social Media will bring you to the pearly gates of brand nirvana versus the alternative.
  • Real Results from Social Marketing

    1. 1. Mark Silva, Principal, Real Branding Real Results from Social Marketing
    2. 2. SOCIAL MEDIA TRANSFORMS APPROACH Distribution Content Development Strategy Audience Profiling Media Landscape Change Competitive Analysis Brand Objectives & Immersion Digital Roadmap Define Design Develop Partner Deploy Measure, Optimize Plan Design Develop Partner Deploy Measure, Optimize
    3. 3. WHAT WE’LL COVER: <ul><ul><li>A prediction about social and your job </li></ul></ul><ul><ul><li>A theoretical approach and tools for Social Media </li></ul></ul><ul><ul><li>A potential business case approach </li></ul></ul>
    4. 4. PREDICTION <ul><ul><li>Social Media strategy and practice will become so critical to your business that it will match CRM, search, email, analytics and A/B testing in intensity and investment </li></ul></ul><ul><ul><li>Start lobbying for head count now </li></ul></ul><ul><ul><li>Consider maneuvering to lead it </li></ul></ul>
    5. 5. SEARCH The SocialMap Identifies Microformat Channels and informs “The Search Cloud” through population, distribution and connecting THEORETICAL APPROACH
    6. 6. SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION OLD CONTENT MODEL NEW CONTENT MODEL The website has a new role and value proposition by sharing and consuming microformatted content to the web, devices and socialnetworks
    7. 7. SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION TRAD DISTRIBUTION MODEL NEW DISTRIBUTION MODEL By microformatting content you create greater relevance potential for Search demand as well as for distribution
    8. 8. SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><ul><li>Changes the loyalty funnel and branding </li></ul></ul>Thinking Saying Researching Doing Watching New Verbs for Loyalty? Buying Reviewing Tagging Rating A robust SocialMap puts the brand back into the new brand funnel
    9. 9. SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><li> (SEARCH) </li></ul>Source: David Armano (http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html) Search represents a new brand reality
    10. 10. SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><li>Search on “AXE” </li></ul>Homepage, Microsites,Corporate Social Network Video Default Web Search on Google Image Search on Google Video Search on Google
    11. 11. SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><li>Search on “AXE Effect” </li></ul>Homepage, Microsites,Corporate Blogs Social Network Other Video YouTube Web Search on Google Image Search on Google
    12. 12. SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><li>More brand truths in the open allow more successful searches and drive page rank </li></ul><ul><ul><li>Search strings are getting longer, meaning people and the search algorithm are getting more specific </li></ul></ul><ul><ul><li>The more assets available, the more specific searches will return with your page </li></ul></ul><ul><ul><li>More total searches delivering fewer results each time=The Long Tail effect </li></ul></ul><ul><li>This dynamic demands microformatting assets to create greater search potential </li></ul>
    13. 13. SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION <ul><li>Examples of Microformatted Content </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Bookmarks and Tags </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Ratings </li></ul></ul><ul><ul><li>Comments </li></ul></ul>
    14. 14. SOCIAL TECHNOGRAPHICS
    15. 15. SOCIAL TECHNOGRAPHICS 21% 37% 19% 35% 69% 25% Source: North American Technographics Media and Marketing Online Survey, Q2 2008
    16. 16. USERS IN EACH CATEGORY ENGAGE DIFFERENTLY Source: 2007, Trends “Social Technogaphics, Forrester Research
    17. 17. USERS IN EACH CATEGORY ENGAGE DIFFERENTLY Source: 2007, Trends “Social Technogaphics, Forrester Research
    18. 18. USERS IN EACH CATEGORY ENGAGE DIFFERENTLY Source: 2007, Trends “Social Technogaphics, Forrester Research
    19. 19. AMERICANS ARE GETTING MORE SOCIAL Source: North American Social Technographics Online Survey, Q2 2007, North American Technographics Media And marketing Online Survey, Q2 2008
    20. 20. FEMALE DIGITAL MILLENIALS Source: http://www.forrester.com/Groundswell/profile_tool.html
    21. 21. YOUNG WOMEN ARE JOINERS & CREATORS Source: http://www.forrester.com/Groundswell/profile_tool.html
    22. 22. AMERICAN WOMEN ARE AVERAGE Source: http://www.forrester.com/Groundswell/profile_tool.html
    23. 23. MIDDLE AGED WOMEN ARE SPECTATORS & INACTIVE
    24. 24. MALE DIGITAL MILLENIALS ARE EVEN MORE SOCIAL Source: http://www.forrester.com/Groundswell/profile_tool.html
    25. 25. YOUNG MEN ARE JOINERS, COLLECTORS & CREATORS Source: http://www.forrester.com/Groundswell/profile_tool.html
    26. 26. MEN ARE COLLECTORS & AVERAGE Source: http://www.forrester.com/Groundswell/profile_tool.html
    27. 27. MIDDLE AGED MEN ARE COLLECTING Source: http://www.forrester.com/Groundswell/profile_tool.html
    28. 28. THE BUSINESS CASE FOR SOCIAL
    29. 29. MARKETING CONVERGENCE IN SOCIALMEDIA <ul><li>CRM/DM </li></ul>Brand Consumer
    30. 30. SOCIAL MEDIA’S ACCRETIVE AFFECT <ul><li>Current email list sample </li></ul>
    31. 31. SOCIAL MEDIA’S ACCRETIVE AFFECT <ul><li>Age-Identified Social Networkers </li></ul>
    32. 32. SOCIAL MEDIA’S ACCRETIVE AFFECT <ul><li>Email+Social=Growth in key targets </li></ul>+ 7% + 28% - 33%
    33. 33. DISCUSSION <ul><ul><li>Implications for your brand </li></ul></ul><ul><ul><li>Q&A </li></ul></ul><ul><ul><li>Slideware available at: </li></ul></ul><ul><ul><ul><li>www.slideshare.net/marksilva </li></ul></ul></ul>
    34. 34. CONTACT <ul><li>THANK YOU! </li></ul><ul><li>Mark Silva </li></ul><ul><li>Principal and Founder </li></ul><ul><li>[email_address] </li></ul><ul><li>FACEBOOK: http://www.facebook.com/marksilva </li></ul><ul><li>TWITTER: http://twitter.com/marksilva </li></ul><ul><li>FRIENDFEED: http://friendfeed.com/marksilva </li></ul><ul><li>SLIDESHARE: http://slideshare.com/marksilva </li></ul><ul><li>BOOKMARKING: http://delicious.com/marksilva </li></ul><ul><li>TXT: 415-596-7474 </li></ul><ul><li>Real Branding </li></ul><ul><li>www.realbranding.com </li></ul><ul><li>2325 Third Street, Suite 108 </li></ul><ul><li>San Francisco, CA 94010 </li></ul><ul><li>415.522.1504 x304 </li></ul>
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