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Roi from social media marketing

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Presentation for COMBI2010 Conference

Presentation for COMBI2010 Conference

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  • Orkut in IndiaOzone is business conferencing
  • “Smell like a Man, Man” started in FebruarySort of segued into “Man your Man could smell like”Isaiah Mustafa
  • Tiwtchange gets celebrities to follow for a price
  • A few quick wins are important
  • Transcript

    • 1. ROI From SOCIAL MEDIA MARKETING
      STRATEGY AND EXECUTION
    • 2. Consumers and Businesses
      Use SM To Communicate
      Marketers Must Use SM (Wisely)
      To Communicate With Both
    • 3. CONSUMER PARTICIPATION IN SOCIAL MEDIA
      http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png
    • 4. GLOBAL PATTERNS OF BEHAVIOR
      http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/
      http://www.marketingcharts.com/direct/women-do-more-social-networking-13671/comscore-women-world-wide-socnet-july-2010jpg/
    • 5. BUSINESS PARTICIPATION IN SOCIAL MEDIA
      http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/
    • 6. THE PROS AND THE CONS
      http://www.marketingsherpa.com/article.php?ident=31719
      http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/white-horse-social-media-obstacles-may-2010jpg/
    • 7. HOW MARKETERS USE SOCIAL MEDIA
      http://www.marketingsherpa.com/article.php?ident=31690
    • 8. SMASH HIT OF THE SEASON
      METRICS
      Debuted on Factbook
      Fans from 1.6m to 3.1m over a weekend
      http://www.youtube.com/watch?v=idLG6jh23yE
      http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html
    • 9. THE MAN IN THE TOWEL
      http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded
    • 10. 2 DAYS LATER-DECLARES VICTORY, HANGS UP TOWEL
      http://www.youtube.com/watch?v=nFDqvKtPgZo&feature=player_embedded
    • 11. METRICS
      186 Personalized Videos
      Old Spice YouTube Channel Views - almost 8m
      Old Spice YouTube Total Upload views - 83m +
      Total subscribers on YouTube channel 120K
      Total Connections on Facebook 616khttp://johnbell.typepad.com/weblog/2010/07/how-to-reproduce-the-old-spice-video-phenomena.html (July 16)
    • 12. A SUCCESS BY ALL MEASURES?
      Late July
      • 40 m views response videos
      • 13. Brand views on web – 110 m
    • CISCO LAUNCHES ROUTER IN SOCIAL MEDIA
      • Launch Event in Second Life
      • 14. Video Conferencing for Execs, Customers
      • 15. “Defend the Network Game”
      • 16. Facebook, Mobile, Blogs
      • 17. Social Media Widget
      http://www.socialmediaexaminer.com/cisco-social-media-product-launch/
    • 18. METRICS
      9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)
      Top Execs Spent only 1 Hour Viewing
      Media – 3x usual articles, > 1000 blog posts
      40 Million Online Impressions
      COST = 1/6 OF TRADITIONAL MEDIA LAUNCH!
      SAVED OVER $100,000!
      http://www.socialmediaexaminer.com/cisco-social-media-product-launch/
    • 19. DEVELOPING
      SOCIAL MEDIA STRATEGY
    • 20. Originally suggested by Jeremiah Owyang
      http://www.web-strategist.com/blog/
    • 21. MARKETERS USE SM FOR ACQUISITION
      JULY 15, 2010
    • 22. MARKETERS USE SM FOR RETENTION
      SEPTEMBER 20, 2010
    • 23. NON-PROFITS USING SM TO RAISE $/€
      http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter
      Over $500k ??
    • 24. MY CONCEPT OF AWARENESS > ACQUISITION
      http://www.youtube.com/tippexperience
    • 25. WHAT NOKIA SAYS
    • 26. HAVE INTERNAL GUIDELINES
      http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference
    • 27. CONTINUOUS ENGAGEMENT!
      http://conversations.nokia.com/
      http://blog.ovi.com/
    • 28. THE NEW MEDIA
      http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
    • 29. EXECUTING SOCIAL MEDIA
      STRATEGIES
    • 30. https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1
    • 31. Originally suggested by Jeremiah Owyang
      http://www.web-strategist.com/blog/
    • 32. 8 STAGES OF LISTENING STRATEGY
      http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/
    • 33. ALTIMETER CALLS IT ‘SOCIALGRAPHICS’
    • 34. WHAT QUESTIONS SHOULD MARKETERS ASK?
      Where Are Your Customers Online?
      What Are Their Behaviors Online?
      What Social Information or People Do They Rely On? Who Do They Trust?
      What Is Your Customer’s Social Influence? Who Trusts Them?
      How Do Customers Use Social Tech In The Context of Your Products?
      Charlene Li and Jeremiah Owyang reproduced in
      http://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/
    • 35. SOMETHINGS WE KNOW
      http://www.powerreviews.com/newsletter-q310-pehr.php
    • 36. Plateaued
      Increased
      http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you
    • 37. FOOD SHOPPERS NEED INFO AT POP
    • 38. DELL LEARNED TO LISTEN, COMMUNICATE
      http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx
      http://www.ideastorm.com/
    • 39. BRANDED COMMUNITIES IMP. PLATFORMS
      http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh
      http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600
    • 40. LEGO IS GOOD AT ENGAGING
    • 41. LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION
    • 42. TRENDING > MOBILE, LOCAL
      How many users does foursquare have?
      As of August 2010, foursquare had close to 3 million users worldwide.
      How many businesses are offering Specials through foursquare?
      As of August 2010, there were over 15,000 venues experimenting with Special Offers on foursquare. For information on how businesses can work with foursquare, check out this page.
      http://foursquare.com/ 10/1/10
    • 43. GROUPON OFFERS LOCALIZED PROMOS
      Jan,2010 -- > 2 million web hits per day
      http://blog.compete.com/2010/03/10/do-you-groupon/
    • 44. WHO, WHERE, HOW PEOPLE FIND/MOBILE
    • 45. EXECUTING IS AN
      ORGANIZATIONAL ISSUE
      EVEN MORE THAN A MARKETING ONE
      TECHNOLOGY MINOR IN COMPARISON
    • 46. WHY ORGANIZATION, NOT TECHNOLOGY???
      ThereIs Organizational Resistance
      Managers Fearful of Direct Public Interaction
      Workers Have to
      Learn New Skills
      Work in (New, Different) Groups
      ROI Is Not Immediate
      A PROCESS OF ORGANIZATIONAL CHANGE
    • 47. THE IMPORTANCE OF MEASURABLE
      SOCIAL MEDIA MARKETING
    • 48. TENDS TO BE SEEN AS BEING FOR FUTURE
    • 49. THE IDEAL – INTEGRATED METRICS
      Google Analytics
      WebTrends
      HubSpot
    • 50. THE REALITY- PLATFORM METRICS
    • 51. MATCH METRICS TO CAMPAIGN OBJECTIVES
      Example - Blog
    • 52. MY TOP 10 SOCIAL MEDIA MARKETING MYTHS
      It’s Easy.
      It’s Free.
      It’s About Technology.
      Social Media Reaches Mass Audiences.
      Marketers Can Talk About Their Products.
      All Internet Users Will Participate.
      Management Will Understand the Potential.
      We’ll See Results Right Away.
      Tracking, Measuring is Easy.
      We’ll Put It Up and It Will Take Care of Itself.