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
Social Media Strategic Overview Randolph F. Price CEO Strategic Pricepoints firstname.lastname@example.org 949. 241. 5777 Twitter: @Pricepoints
What are we talking about? Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value. - Philip Kotler
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
“A brand is what people say about you when you're not in the room” Jeff Bezos - Chairman, Amazon
People talk about you when you’re not in the room Playground Water Cooler Bar Starbucks
“…half the US adult population will be on a social network by 2011.”eMarketer Trust in "a person like me" has tripled, from 20% to 68% from 2004 to 2006. of Internet users participate in some form of social media, up from 56% in 2007.... 75%
Let’s evaluate opportunities by asking 4 questions SOCIAL MARKETING STRATEGIC LENS Does it use our social media arsenal? Does it meet our marketing objectives? Does it follow social media best practices? What is the value exchange between consumer & brand?
Establishing an architecture to tie communities together will maximize online conversations Existing Asset Global Marketing New Asset HUB & SPOKE APPROACH With new hub HUB & SPOKE APPROACH With your brand as hub MATRIX / INTERCONNECTED Without central destination New Asset Existing Asset Existing Asset New Asset Note: Example architectures for discussion purposes only
Finding your voice in social spaces No one voice will do For each environment, we measure against the arsenal and the goals Options could include: Voices throughout the food chain Voices for each brand/product Voices from your citizens – part of the brand ambassador program
“With regards to the recent Motrin advertisement, we have heard you. On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology. 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. 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. Thank you for your feedback. It’s very important to us.” Results 1 - 10 of about 11,600 from twitter.com for Motrin. “hell hath no fury like a mommy blogger scorned” Real Impact
What could Motrin have done? Online buzz monitoring is different than focus groups Keep an ear close to the ground to understand brand perception, competitive landscape Channel the Conversation
Case Study: Listening helped inform NBC and make quick decisions during crises Only 9% of Alec Baldwin blog posts mention “30 Rock” April 19, 2007 …of that, only 12% said they’d never watch 30 Rock again Season Finale April 26, 2007 How bad is the damage to 30 Rock?
Establish quality & quantity baselines then measure regularly Demographics Viral Sourcing Buzz Monitoring Daily active listening can highlight potential problems with escalation plan in place Source: 360i analysis of YouTube Insights, Facebook Insights & Blogosphere
Summary Social media commands a growing and influential audience who engage in conversations about your programming every day. You can benefit from these conversations by facilitating them, listening, and getting involved where appropriate. The first step is reviewing where target customers are and how they’re using these new sites and platforms.
… is becoming marginalized.Demand generation has gotten harder, more expensive, and is producing declining returns Brand Direct
Social media Feeds the funnel to unlock a multitude of channels Traditional Social Are growing the channels used to fuel your funnel?
Social media Strategy 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.