http://blog.wired.com/business/2008/11/motrin-moms-a-l.htmlOnline Moms did not respond to the ad by racing out for Motrin. They were offended by the suggestion that they carry their babies to be “fashionable”. They were outraged at the idea that they look “crazy”. They vehemently disagreed with the phrasing that “in theory” carrying your baby around is a good idea. By Saturday evening they were the most tweeted subject on Twitter. By Sunday there was a nine minute video on YouTube, to the tune of Danny Boy, showing screen shots of the outraged twitter posts interspersed with photos of Moms carrying babies in slings. Bloggers began calling for boycotts. Bloggers asked their readers to alert the mainstream press. A few voices chimed in to say they didn’t find the ad to be that big a deal. There are a few more examples here and here.) By Sunday afternoon a few bloggers and tweeters had gotten the ad agency that created the ad on the phone, to find they didn’t know a lot about Twitter and didn’t seem to have a clue that there was so much anger piling up online.
These conversations have always been going on but now we can actually observeFB insightsYT insightsThese inform everything
Human & Spider friendly Spider’s love textBe wary of content hiding scripting
Pricepoints smm strategic framework
Social Media Strategic Overview<br />Randolph F. Price<br />CEO<br />Strategic Pricepoints<br />email@example.com<br />949. 241. 5777<br />Twitter: @Pricepoints<br />
What are we talking about?<br />Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value. <br /> - Philip Kotler<br />
What we’ll discuss in the next 45 minutes<br /><ul><li>Provide a framework for establishing SMART social marketing objectives
Move beyond the checklist approach to apply a strategic filter for SMM evaluating opportunities and platforms.
Reinforce Social CRM, which is an opportunity to have a continuous, valuable exchange with customers.
Highlight the amplification effect on marketing results achieved through integration of social marketing with offline campaigns</li></li></ul><li>“A brand is what people say about you when you're not in the room”<br />Jeff Bezos - Chairman, Amazon<br />
People talk about you when you’re not in the room<br />Playground<br />Water Cooler<br />Bar<br />Starbucks<br />
“…half the US adult population will be on a social network by 2011.”eMarketer<br />Trust in "a person like me" has tripled, from 20% to 68% from 2004 to 2006. <br /> of Internet users participate in some form of social media, up from 56% in 2007....<br />75%<br />
The Comcast Digital Strategy<br />Comcast Customer Connect<br />Comcast Central<br /> Forum / Communities<br />Corporate Blog<br />Blogging on other sites<br />Comcast.com<br /><ul><li>E-mail / Phone
Audit: What’s the competition doing?<br />Social media investments by competitive brands…<br />Look at your brand and your competitor’s brands to understand:<br /><ul><li>What is your current social footprint?
How are your competitors and industry approaching social media?
Glean actionable consumer insights that can inform future social marketing endeavors</li></ul>…and what people thought of it<br />
Developing A StrategicSocial Media Marketing Plan<br />
Game plan for success in social marketing<br />
Let’s evaluate opportunities by asking 4 questions<br />SOCIAL MARKETING STRATEGIC LENS<br />Does it use our<br />social media<br />arsenal?<br />Does it meet <br />our marketing <br />objectives?<br />Does it follow<br />social media<br />best practices?<br />What is the value<br />exchange between<br />consumer & brand?<br />
Establishing an architecture to tie communities together will maximize online conversations<br />Existing Asset<br />Global Marketing<br />New Asset<br />HUB & SPOKE APPROACH With new hub<br />HUB & SPOKE APPROACH With your brand as hub<br />MATRIX / INTERCONNECTED Without central destination<br />New Asset<br />Existing Asset<br />Existing Asset<br />New Asset<br />Note: Example architectures for discussion purposes only <br />
Finding your voice in social spaces<br />No one voice will do <br />For each environment, we measure against the arsenal and the goals<br />Options could include:<br />Voices throughout the food chain <br />Voices for each brand/product<br />Voices from your citizens – part of the brand ambassador program<br />
Develop your strategy: Hub & Spoke<br /><ul><li>Apply listen + audit to create a plan that will engage the target audience with the right messaging at the most relevant moment
Build a unifying theme that will create deep engagement with consumers to reach objectives
Social platforms command growing audiences<br />Viewers<br />Users<br />Readers<br />
Brands have harnessed the Platforms<br />Coca-Cola Super Bowl Ad Syndication<br />NBC across blogosphere<br />Amplify Content via <br />Video Syndication<br />Nat Geo Channel on Twitter<br />Sprite Step Off Social Program<br />
Adapting the execution to the objective<br />Client: H&R Block<br />Objective: CRM<br />Client: National Geographic<br />Objective: Tune-In<br />
Real Sales Impact<br /><ul><li>Micro-blogging: 22 corporate accounts ,
+17 individuals using @Dell handles on Twitter</li></ul>$1 Million in Revenue on Twitter (Feb 09)<br />$3 Million in Revenue on Twitter (Jun 09)<br />$5 Million in Revenue on Twitter (Jan 10)<br />
“With regards to the recent Motrin advertisement, we have heard you.<br />On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology.<br />We have heard your concerns about the ad that was featured on our website. We are parents ourselves and we take feedback from moms very seriously.<br />We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution.<br />Thank you for your feedback. It’s very important to us.”<br /> Results 1 - 10 of about 11,600 from twitter.com for Motrin.<br />“hell hath no fury like a mommy blogger scorned”<br />Real Impact<br />
What could Motrin have done?<br />Online buzz monitoring is different than focus groups<br />Keep an ear close to the ground to understand brand perception, competitive landscape<br />Channel the Conversation<br />
Case Study: Listening helped inform NBC and make quick decisions during crises<br />Only 9% of Alec Baldwin blog posts mention “30 Rock”<br />April 19, 2007<br />…of that, only 12% said they’d never watch 30 Rock again<br />Season Finale<br />April 26, 2007<br />How bad is the damage to 30 Rock?<br />
Summary<br />Social media commands a growing and influential audience who engage in conversations about your programming every day.<br />You can benefit from these conversations by facilitating them, listening, and getting involved where appropriate.<br />The first step is reviewing where target customers are and how they’re using these new sites and platforms.<br />
… is becoming marginalized.Demand generation has gotten harder, more expensive, and is producing declining returns<br />Brand<br />Direct<br />
Social media Feeds the funnel to unlock a multitude of channels<br />Traditional<br />Social<br />Are growing the channels used to fuel your funnel?<br />
Social media Strategy<br />Effective social media marketing begins and ends with the content. If you don’t have something interesting to say all the distribution in the world won’t matter. It’s all about the content.<br />