Social Media Activation

Social Media Activation Webinar March 4, 2010 #SMActivation Social Media Activation

Today’s Speakers Moderator Brian Babineau VP, Media Digital Influence Group Larry Weber Dennis Haugan Chairman Senior Director Digital Influence Group and Interactive Marketing RacepointGroup T-Mobile @thelarryweber Social Media Activation 2

About Us Full service digital agency that is social media at its core A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business Social Media Activation 3

Introducing Larry Weber Chairman @thelarryweber Social Media Activation 4

Social Media: Move beyond toe-dipping to full-body immersion Social Media Activation 5

But it’s not a field of dreams. If you build it, they won’t necessarily come. Social Media Activation 6

Be strategic. It’s about engagement and building relationships over time. Influence through Your Customer’s It’s an on-going Meaningful Experiences experience is your Brand relationship Attract Engage Bond Create Advocates Social Media Activation 7

Introducing Brian Babineau Brian Babineau VP Director, Media Social Media Activation 8

Social Media Activation is our term for how we bring experiences to our target audiences and bring our target audiences into our experiences. Activating social media effectively involves drawing on the best from a multitude of marketing disciplines - public relations, digital media planning, creative and technology. It’s a creative approach for which there is a roadmap and a strategy, but not a template; effective activation requires custom solutions, unique campaigns built for each social media experience. Social Media Activation 9

Show, Don’t Tell Traditional Model New Model Online Media Blogs Distribution Events Partners Content Search Brand Hub Email Social Social Experts Hub Tools Hub Meetings Media Forums Partners Offline Media Social Media Activation 10

Core Elements Influencer Identification Content Media & Outreach Distribution Partnerships Prioritizing social media’s Allowing the brand’s most Using media budget and most important element: valuable assets to be the content to create and people. conversation opener. opportunities for engagement. Key Steps & Principles Key Steps & Principles Key Steps & Principles Research Asset audit Go deep on research Prioritize Create, edit, format Negotiate differently Determine the ask Identify distribution channels Spend differently More research Maximize relevancy Push for innovation Reach out Release it Do more with less Social Media Activation 11

After the build the program has just started. Getting the core elements in place is only the starting point. Sustaining and enhancing that engagement and continuing to broaden your community or audience is the key to long term success. Planning for that requires: 1. Developing a sustainment plan 2. Developing and implementing a measurement plan Social Media Activation 12

Program Sustainment Building a true relationship with a community or audience means planning for how to engage them with new and relevant value over time. A good sustainment plan considers: On and offline events Seasonality of client business Content publishing schedule Relevant holidays or other dates All of these elements are incorporated into an editorial calendar, guiding sustainment and ongoing activation so that the audience/community is consistently engaged and encouraged to grow. Social Media Activation 13

Social Media Measurement Activation & Distribution Business Outcomes Reach Engagement Users Reached Content Attitudinal Behavioral Visits downloads Brand Awareness • Coupon downloads Unique visitors Content Product Awareness • Sales views Brand Affinity • Market Share Sentiment Content Brand Perception • Customer Satisfaction Reviews / shares Purchase Intent • Program Loyalty Comments Repeat • Category growth Fans, Friends Visits Ratings, Votes Participation Time Spent Social Media Activation 14

Social Media Activation 15

CHALLENGE Social media program that makes an emotional connection around the product vs. focusing on the device Create connections to reading, to content and to each other Support launch of new products, create and own more mindshare, category and product Approach Results Social media program focused on the love of reading 247% increase in dialogue volume – 7pp shift in and sharing and the superiority of Sony reader devices positive sentiment Leverage social media thinking in on- and offline worlds 45% of visitors browse ‘literary moments” AND view product content; 17% click through to Use earned media and social media outreach to build SonyStyle store for greater product details word of mouth and press coverage Blogger widget program: 20 widgets, 3,753 comments and 1,571 ‘literary moments’ to date Social Media Activation 16

Earned media outreach Blogger contest widget PROGRAM STRATEGY Community destination Women on the Web partnership NYC Public Library Event 17 Social Media Activation 17

Introducing Dennis Haugan Dennis Haugan Senior Director, Interactive Marketing Social Media Activation 18

Case Study: Collegiate Affinity Activation Social Media Activation 19

CHALLENGE Support the launch of the T-Mobile Motorola CLIQ with MOTOBLUR Collaborate with a college marketing agency to target colleges universities in major markets Create a destination where the target audience will participate in a promotion/challenge Approach Results Develop a Facebook application to manage the 184,264 registered Votes promotion targeting college students, alums, and fans 300,308 Monthly Active Users Provide multiple ways for users to promote/distribute the application 856,993 Page Views Integrate product touches throughout experience, The Cliq Challenge becomes Most Popular emphasizing how this new device helps you stay Branded Application on FaceBook connected socially Social Media Activation PROPRIETARY & CONFIDENTIAL 20

MTV Alexa Chung Embed Custom School Badge PROGRAM STRATEGY Community destination School Ambassadors Jimmy Kimmel Live Embed Social Media Activation 21

How do you integrate social media? Advertising Social Search Media PR Email Website Events Microsites Media View Social Media Activation 22

For many, social media is fragmented with no “conductor” Many employees and multiple agencies in the social media space. ─ Reporting into silo groups with different missions. ─ Run “side of desk” lacking integration benefits with advertising, search, email, etc. Resulting in multiple social sites carrying the company brand. ─ Social sites treated as independent destinations ─ Campaigns and products competing for same brand engagement ─ Engagement peaks and valleys based on campaign investments Social Media Activation 23

Balance business needs within official social sites and define employee and agency roles Business needs: – Brand awareness / consideration – Marketing campaign extension / engagement – Product integration & extension – Customer support – Customer retention Roles – Employee: Site manager, moderator, editor, publisher, etc. – Agency: Brand/advertising, PR, Social Media, Customer Mkt, etc. Social Media Activation 24

Integrate social with other digital content using core experience design principles: Include advertising, PR, search, events, email, etc. Base experience on customer needs and span customer lifecycle ─ Awareness, Consideration, Purchase, Onboarding, Support, Retention Focus on content - what information does the customer need when and where in order to engage, decide, share, etc. Continue the story with each click, don’t change it or repeat it! Remain relevant with refreshed content driven by editorial calendar Social Media Activation 25

Social becomes woven with other content throughout customer life cycle Awareness Consideration Purchase Social Social Content Content Onboarding Support Retention Content View Social Media Activation 26

Questions from the Audience Feel free to type in your questions for Larry, Brian and Dennis Social Media Activation 27

Additional Resources 1. To get a copy of our white paper on “Social Media for Activation:” Email: webinar@w2groupinc.com 2. To share the recording of this webinar www.racepointgroup.com/digital/resources.cfm www.digitalinfluencegroup.com 3. Other questions, contact: Jackie Lustig at jlustig@w2groupinc.com Social Media Activation 28

Social Media Activation

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