Your SlideShare is downloading. ×
Social Media Marketing Approaches Outcomes
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Social Media Marketing Approaches Outcomes

523
views

Published on

A discussion of social media marketing approaches & tools, supported by real world examples of successful (and failed) marketing campaigns. …

A discussion of social media marketing approaches & tools, supported by real world examples of successful (and failed) marketing campaigns.

Presented by Colin Crook of Voce Communications and Amy Ganderson of The Nature Conservancy

Published in: Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
523
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Integrate our social networking groups into our existing channels: email, page footer, blog header, campaign integration This was a big achievement over the last year We need to make sure people find us. Allocate online marketing dollars: Facebook become a fan page ads Be where they are: Four Square, Google Buzz
  • Create a crisis communication strategy (Green Peace example) Be proactive, rather than reactive (monitor comments, respond to criticism)
  • An example of that Greenpeace report that came out – we used the blog to showcase our response.
  • Transcript

    • 1. Social Media Marketing: Approaches & Outcomes A ZeroDivide Webinar, March 29, 2010 www.zerodivide.org
    • 2.  
    • 3.  
    • 4. Brand Awareness
    • 5. @Vocenation Years to reach 50 million users…
    • 6. @Vocenation RADIO: 38 years…
    • 7. @Vocenation Television: 13 years…
    • 8. @Vocenation Internet: 4 years…
    • 9. @Vocenation New Channels – social driven
    • 10. Offline & Online Working Campaigns
    • 11. @Vocenation
      • The Pepsi Refresh Project
      • In 2010 Pepsi did not run a super bowl ad for the first time in 23 years
      • Pepsi is giving away $20M in a “social media play” called The Pepsi Refresh Project.
    • 12. @Vocenation
      • The Pepsi Refresh Project
      • 1,000 ideas are collected each month.
      • Ideas that ‘win’ are granted funding to better refresh a community
      • Community based and widespread improvement – stay away from narcissism.
    • 13. @Vocenation
      • The Pepsi Refresh Project – What could they have done better?
      • Pepsi is completely starting from scratch.
      • Failed to leverage TV medium (offline) to help drive social participation.
    • 14. @Vocenation The Kogi Truck
    • 15. @Vocenation
      • Kogi Bbq = Korean BBQ to go…
      • Travels around Los Angeles County, using Twitter as a primary mode of conversation with their community (customers).
      • Kogi informs followers via Twitter where the truck will appear next.
      • Eager Kogi enthusiasts check their twitter channel via the web or mobile device.
      • These tweets draw anywhere from 300-800 customers in a single location & Kogi often has to refuse service at a specific time.
      • Twitter is the primary marketing funnel.
    • 16. The Facebook Effect
    • 17. @Vocenation The Facebook Effect: Facebook added 100 million users in 9 months…
    • 18. @Vocenation Over 400 million users today
    • 19. @Vocenation Del Taco – cost effective interaction doubling fan page in 4 weeks
    • 20. @Vocenation But just remember that what happens in Vegas, stays in…
    • 21.  
    • 22. The Nature Conservancy & Social Media 3.29.10 Amy Ganderson Email: aganderson@tnc.org Twitter: @amyganderson
    • 23. Social media overview
      • Enthusiastic staff
      • Vast exposure on nature.org
      • Our branded social networks
        • Facebook
        • MySpace
        • YouTube
        • Flickr
        • Twitter
        • Gather
        • Care2
        • Change.org
        • OneCause
    • 24. Our contributors = our success Nicole Levins, Strategic Communications Sandra Rodriguez, Strategic Communications
      • Facebook 52k Fans (+202%, Feb ‘09 16k fans)
      • Twitter 22k Followers (+2,179%, Feb ‘09 1k followers)
      • Facebook Cause 200k Members (+176%, Feb ‘09 72k members)
      Dave Connell, Strategic Communications Bob Lalasz, Digital Marketing Darci Palmquist, Digital Marketing CJ Hudlow, MRC-West / Digital Troop Amy Ganderson, Digital Marketing Margaret Southern, Editorial Strategy Leslie Shields, Digital Membership
    • 25. Social media marketing goals
      • Increase brand awareness
      • Reputation management
      • Engagement
      • Expand the Conservancy’s influence
      • Reach new and younger audiences
        • *These goals are not in any particular order.
        • *We will discuss 1-3 in more detail.
    • 26. Goal #1: Increase brand awareness
      • How do we achieve this?
      • Integrate our channels in other marketing drivers
      • Allocate online marketing dollars (small $)
      • Be where they are!
      • How do we measure it?
      • Increase in number of new fans, followers, etc.
      • Referrals from social media channels to our website
      • Benchmark against our competitors
    • 27. Goal #1: Increase brand awareness More integration = More fans and followers
    • 28. Goal #1: Increase brand awareness The effect of Facebook Advertising
    • 29. Goal #1: Increase brand awareness Facebook Benchmark Comparison
    • 30. Goal #2: Reputation management
      • How do we achieve this?
      • Create a crisis communication strategy
      • Be proactive, rather than reactive
      • Say “thank you” for positive mentions
      • How do we measure it?
      • Sentiment number of positive vs. negative interactions
      • Actions based on our outreach, like re-writing an article
    • 31. Goal #2: Reputation management Greenpeace Response
    • 32. Goal #3: Engagement
      • How do we achieve this?
      • Use our experts and social media savvy staff
      • Focus on quality over quantity – Facebook is still #1!
      • Exploit what’s working and test new ideas
      • Build relationships with top influencers
      • How do we measure it?
      • Number of interactions per post
      • Manual qualitative analysis on the type of content that works
      • Quantify new relationships
    • 33. Goal #3: Engagement Talk about others, not just yourself!
    • 34. Goal #3: Engagement Use social media to test new ideas
    • 35. Goal #3: Engagement Monthly social media recap, identify what’s working February Month End Recap Name Category Location Date Likes Comments Blog : Your top 10 river songs Freshwater - 2/4/2010 68 92 Blog : Has ‘Climategate’ Affected Your Trust in Science? Climate - 2/8/2010 46 81 My Nature : Everyday Environmental Tips Green Living - 2/16/2010 40 54 Nature.org : Restoring Lost Connections People Australia 2/17/2010 77 53 Blog : What's good for nature in FY2011 Leadership - 2/26/2010 139 40 Blog : Photo of the week - Plitvice Lake Photo - 2/12/2010 129 39 Nature.org : The Secret Lives of Jumping Slugs Animals Washington 2/17/2010 116 37 Blog : The List: Who’s Willing to Act on Climate Change Climate - 2/10/2010 70 37 Blog : Photo of the week - Roseate Spoonbill Photo - 2/19/2010 204 35 My Nature : Everyday Environmental Tips Green Living - 2/9/2010 48 31 Blog : Fighting Climate Change a Good Business Model Climate - 2/8/2010 42 29 Blog : The Lessons of ‘Avatar’ for Sustainable Hydropower Marine - 2/23/2010 83 28 Nature.org : Photo slideshow of Cado Lake Texas Photo Texas 2/18/2010 71 27 Facebook : Give Away Table (Book edition) Green Living - 2/25/2010 30 27 Blog : Photo of the week - Cobb's Wren Photo - 2/26/2010 184 25
    • 36. What’s next for The Nature Conservancy?
      • New content management & web analytics system
      • Mobile marketing
      • New channels: Google Buzz, FourSquare
      • Focus on relationship building
      • State and chapter social networking groups
      • Leverage social media guidelines for staff
      • Integration, integration, integration!!!!
    • 37. Have to mention…. Earth Day 2010! Visit: nature.org/earthday
    • 38. Additional Information
      • Case Studies / Organizations to Watch
      • American Red Cross & Haiti
      • Humane Society
      • Earth Hour
      • Twestival
      • Case Foundation Giving Challenge
      • YouTube Project 4 Awesome
      • Facebook Causes Birthday Application
      • Resources
      • Beth’s Blog
      • Mashable
    • 39. Questions?
      • Thanks!
      • Amy Ganderson,
      • Email: [email_address]
      • Twitter :@amyganderson