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Social Media the "Right Way"



Social Media Marketing presentation to IT World Canada audience at www.visability.ca May 27, 2010

Social Media Marketing presentation to IT World Canada audience at www.visability.ca May 27, 2010



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Social Media the "Right Way"   Social Media the "Right Way" Presentation Transcript

  • Doing Social Media “The Right Way” Michelle Corsano May 27, 2010
  • AGENDA 1. Pulse 2. Benefits 3. Success 4. Story
  • 65% of Marketers have either just started or have been using social media for only a few months. April, 2010, SocialMediaExaminer.com
  • Social Media Budgets Grow
  • 56% of Marketers are using social media for 6 hours or more each week, while 1 in 3 invest 11 or more hours each week. April, 2010, SocialMediaExaminer.com
  • 1 in 3 Marketers indicated measuring results and identifying the best practices were their top questions when marketing with social media. April, 2010, SocialMediaExaminer.com
  • Social Media Objectives 1. Website Traffic 2. Lead Generation 3. Sales Revenue 4. Search Rankings 5. Brand
  • Doing What? 1. CEO’s on Facebook 2. Strategic!!! 3. Brand management 4. Internal communications 5. Recruiting
  • Where? 1. Facebook for B2B & B2C 2. YouTube for B2B & B2C 3. B2B more on Twitter 4. B2B more on LinkedIn
  • 1. Gaining the all-important eyeball 2. Improving traffic 3. Building new partnerships 4. Generating qualified leads 5. Close business April, 2010, SocialMediaExaminer.com
  • New research found that companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that period. Source - Wetpaint & Altimeter Group
  • Leads for Less $$ • Social media, blogs & search are more cost effective for demand generation • Spending on lead generation is 60% less among companies that devote at least ½ of their budget to social media
  • Blog - $0 Podcast - $0 and $2000 Video - $0 and $10,000 - $15,000 Wiki - about $6500 a year Community - $0 (Ning) up to $100,000 The greater cost is staff and Content Creation to fill up the social media / new media channels.
  • Major corporations are using social media to stay in touch with their vocal customers.
  • Lessons to be Learned Success factors in social media “Your brand isn’t what you say; it’s what people say it is.” David Carlick Co-founder, Doubleclick
  • 460,000,000 users (that’s how many million??!!) 14,500,000 10 million “fans” sign up to commercial “brand pages” every day.
  • Top 10 Brands on Facebook (# Fans)
  • Facebook Tactics 1. Surveys 2. Friend customers 3. Profile customers 4. Applications 5. Drive traffic 6. CPC ads
  • Starbucks has 7.2 million fans on their Facebook Fan page.
  • Starbucks card can be managed inside Facebook.
  • P&G /Pantene sells direct to consumers inside Facebook.
  • Molson has 360,000 fans on their Facebook fan page (grew from 30,000)
  • TD Canada Trust has 20,000 fans on their Facebook page
  • 108,000,000 users (26 Million from USA) #4 Top Twitter Countries (Follows USA, UK and Brazil) 73% of Twitter users joined in first five months of 2009
  • Top 20 Brands on Twitter (share of voice)
  • Twitter Tactics 1. Monitor for PR 2. Create in-person Events 3. Drive Traffic
  • Twitter A tool embraced by the early adopter, Twitter can benefit from: thought leadership, connection to the influencers, additional message reach, access to mobile communicators, real-time communication, but more importantly, the opportunity to build relationships through conversations. Who it’s good for? Media companies, social media savvy brands, those who may already have a blogging strategy, those with frequent updates. High communication individuals may prefer this tool. Jeremiah Owyang
  • Dell can directly track $6.5 million in sales from using Twitter.
  • GOAL: Develop Customer Service-Centric Brand, Improve Customer Experience TACTICS: Twitter HELPED TO: Deliver Swift Customer Service, Sell Last Minute Flight Deals, Engage Customers
  • Top Reasons for Failure • Lack EXECUTIVE sponsorship • Lack STRATEGY • Lack RESOURCES to manage
  • Yes, CEOs should Facebook and Twitter (March, 2009) • Dismissed as time-wasting distraction • Afraid of security breaches and data privacy risks • Most CEO’s are cut off from employees & customers • Control oriented 2009 WAS the Corporate Web 2.0 tipping point
  • “Successful social media marketing is 80% strategy and 20% technology.” Jeremiah Owyang • Common impediments to success – Siloed organizations – Lack of understanding – Budget – Resources – Measurement – Executive buy-in
  • Strategy is in the Qs What is the goal? Who and Where are our customers? What will speak to our audience? What resources do we have? What about the competition?
  • Supply Chain Management Software 2010 Social Media Marketing Award In 2007, the CEO put forward a challenge to Marketing to learn and take advantage of social media
  • Supply Chain Experts: Learn, Laugh, Share and Connect Campaign Goals 1. Foster Awareness of solution and customers 2. Double Website Traffic 3. Double Lead Volume TACTICS: Blog, Community, Video Series, LinkedIn and Twitter
  • 21st Century Supply Chain Blog Execution • Slow start in 2004 • Optimized for search engines • 21 internal authors (employees) • Domain experts • Post once per day • Auto syndicate content to Community and Twitter
  • Supply Chain Expert Community Execution • Forrester Groundswell • Researched audience • Built Social Media Strategy • 1st Mover Advantage • Launched July, 2009 • 2,500 Members • 75% of members are prospects) • News aggregator widget
  • Supply Chain Expert Community Laugh • Comedy Series • Online videos by Second City • Suitemates series of videos satirizes enterprise software companies (Exec is jailed for dishonest practices) • Making Supply Chain FUN
  • Supply Chain Experts: Learn, Laugh, Share and Connect Results (2008-2009) 1. 5.3 X increase traffic to blog/community 2. 2.7 X increase traffic to kinaxis.com 3. 3.2 X increase in conversions (leads) 4. Double Digit Revenue Growth Y-O-Y, during recession!!!
  • Key Learnings • Executive Sponsorship • Research Audience • Build Strategy • Content Strategy • Recruit Help (Resources) • Optimize for Search (SEO) • Be Patient!!!
  • Thank You!!! Michelle Corsano Michelle@BurstMarketing.ca