Real Results from Social Marketing

Mark Silva, Principal, Real Branding Real Results from Social Marketing

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

WHAT WE’LL COVER:
A prediction about social and your job
A theoretical approach and tools for Social Media
A potential business case approach

PREDICTION
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
Start lobbying for head count now
Consider maneuvering to lead it

SEARCH The SocialMap Identifies Microformat Channels and informs “The Search Cloud” through population, distribution and connecting THEORETICAL APPROACH

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

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

SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION
Changes the loyalty funnel and branding
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

(SEARCH)
Source: David Armano (http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html) Search represents a new brand reality

Search on “AXE”
Homepage, Microsites,Corporate Social Network Video Default Web Search on Google Image Search on Google Video Search on Google

Search on “AXE Effect”
Homepage, Microsites,Corporate Blogs Social Network Other Video YouTube Web Search on Google Image Search on Google

More brand truths in the open allow more successful searches and drive page rank
Search strings are getting longer, meaning people and the search algorithm are getting more specific
The more assets available, the more specific searches will return with your page
More total searches delivering fewer results each time=The Long Tail effect
This dynamic demands microformatting assets to create greater search potential

Examples of Microformatted Content
Video
Photos
Blogs
Bookmarks and Tags
Twitter
Ratings
Comments

SOCIAL TECHNOGRAPHICS

SOCIAL TECHNOGRAPHICS 21% 37% 19% 35% 69% 25% Source: North American Technographics Media and Marketing Online Survey, Q2 2008

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 Technographics Media And marketing Online Survey, Q2 2008

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
CRM/DM
Brand Consumer

SOCIAL MEDIA’S ACCRETIVE AFFECT
Current email list sample

Age-Identified Social Networkers

Email+Social=Growth in key targets
+ 7% + 28% - 33%

DISCUSSION
Implications for your brand
Q&A
Slideware available at:
www.slideshare.net/marksilva

CONTACT
THANK YOU!
Mark Silva
Principal and Founder
[email_address]
FACEBOOK: http://www.facebook.com/marksilva
TWITTER: http://twitter.com/marksilva
FRIENDFEED: http://friendfeed.com/marksilva
SLIDESHARE: http://slideshare.com/marksilva
BOOKMARKING: http://delicious.com/marksilva
TXT: 415-596-7474
Real Branding
www.realbranding.com
2325 Third Street, Suite 108
San Francisco, CA 94010
415.522.1504 x304

Real Results from Social Marketing

by Mark Silva on Jul 23, 2009

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