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.