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Social Media Boot Camp Chicago
- 2. Agenda • Keynote on Social Media - Seth Goldstein • Chat - Curt Hecht, Dick Costolo • *Break* • Social Media Principles - Nick Gonzalez • Case 1 - Intuit Small Business • *Break* • Case 2 - Macy’s with WOMI • Case 3 - Comcast Cares
- 5. ME HACK
- 6. Focal Point Of Startup Community 2,000,000 Daily Legitimized Blogging
- 7. ME FLACK
- 8. Social Media
- 9. Social Media
- 10. (1)How Social Media Changes Marke9ng Campaigns (2)Principles For Successful Social Media Marke9ng
- 17. Create Distribute Analyze
- 19. Create Distribute Analyze Channels Features Metrics
- 21. Changes • Messages Are • Messages are Statements QuesAons • Channels are • Channels are Conduits Cultures • Metrics Measure • Metrics have Exposure Meaning
- 23. What would you say to the President?
- 26. Social Norms • Behavior varies by channel • Forms of expression • Types of gestures • Types of relaAonships
- 27. Analyze Metrics Have New Meaning
- 28. New Metrics Neilsen • Friends • Followers • Readers • Comments • RaAngs
- 30. How Do We Reproduce Success?
- 31. (1) Listen (2) Be Authen9c (3) Move Fast (4) Less is More
- 32. Listening is Required • Gauge SenAment • Understand Culture • Create a Response
- 33. Blog Post Heard ‘Round The World
- 34. Dell’s (Slow) Response • 12 blogs • Idea Storm • 23 TwiXer accounts • Forums ‐ 1.5 million users • Groups • Wikis
- 35. Be AuthenAc • Build Trust • Be Raw • Be Human
- 36. ! D E T S U B
- 44. Summary Approach Principles • Messages are (1) Listen QuesAons (2) Be Authen9c • Channels are Cultures (3) Move Fast • Metrics have Meaning (4) Less is More
- 45. Nick Gonzalez • Twitter.com/NickGon • Nick@socialmedia.com • Blog.SocialMedia.com
- 49. Intuit Supports Small Business Owners
- 50. Small Business Owners • No Mentors • No Net • No Thanks
- 52. Small Business United • No Mentors • Connect • No Net • Support • No Thanks • Recognize
- 53. Campaign Elements 8 Week Development 1. Destination site 2. Competitions 3. Advertising Promotion 4. Public Relations
- 56. Promotion
- 57. Promotion 1. Competitions - Business Grant 2. Advertising - Display 3. Public Relations - Media Coverage
- 58. Business Grant Competition • Share your story, Leave a tip for others to learn from • All entrants receive a free Word of Mouth kit • 50 finalists receive a flip video camera (and $5k) to create a video entry • Voting and a panel of judges determines the 5 grand prize winners • Over $300k in grant money
- 59. Advertising • Print and Digital buys, only a small faction of spend
- 60. Public Relations • Blogger Outreach - Built Network Since 2006 • Friend to friend sharing - WOM Kit
- 61. Public Relations “Typically, these kinds of promotions are mostly gimmicks. But with Intuit's stimulus plan, the value is certainly real and worth checking out.” – AOL BloggingStocks.com
- 62. Results • 5X the amount of traffic we had for the entire Just Start campaign (last year’s winning campaign), in just the first 6 weeks. • Website conversion rate comparable to our more traditional e-commerce sites/transaction site conversion rates. • Higher engagement with the Intuit brand: • 1200 entries into the grant competition (plus 4000 ratings) in the first 6 weeks • More than 1800 entries and ~13000 ratings with 10 days to go in the contest • Online banner click through rates 2-10x higher than our traditional product focused banners. • Increase positive talk: • 170 million impressions in PR and counting • 12% of the talk about Intuit small business is Small Business United related, as of week 6.
- 63. Why This Is Great
- 64. Listening • Listened • Identified a need • Filled the need • Hosted the conversation and got out of the way
- 65. Be Authentic • Brand messaging came from people • Delivered on promises
- 66. Be Authentic • Every story includes a tip that others can learn from • Helps small businesses get visibility for their businesses whether or not they win • Searchable and sortable by industry, keyword, ratings • Stories are SEO optimized
- 67. Move Fast • Harnessed new media • Kept content fresh
- 68. Less is More
- 69. A Big Thanks Kira Wampler Intuit Word of Mouth and Social Media Marketing Leader Questions? Email – kira_wampler@intuit.com Twitter – http://www.twitter.com/kirasw