Harness The Power Of Social Marketing


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Harness The Power Of Social Marketing

  1. 1. Harness the Power of Social Marketing Shailesh Ghimire Director, Interactive Marketing Air Marketing (airmarketing.com/blog)
  2. 2. Our goal today <ul><li>Integrating Social Media and Sales </li></ul><ul><ul><li>Setting goals </li></ul></ul><ul><ul><li>Assesing return on effort </li></ul></ul><ul><li>Overview of how consumers are using social media </li></ul><ul><li>Social technologies tour </li></ul><ul><li>Case studies </li></ul>
  3. 3. What is Social Media <ul><li>Connections/communication forum </li></ul><ul><ul><li>Consumer to consumer </li></ul></ul><ul><ul><li>Consumer to brand/company </li></ul></ul><ul><li>Connections and relationships developed in a new medium </li></ul><ul><ul><li>Blogs, social networks, photo/video sharing etc. </li></ul></ul><ul><ul><li>Conversations, seminars, broadcasts, entertainment, advertisement, work all rolled into one </li></ul></ul>
  4. 4. Blogs White Label Social Networks Wiki’s eMails Social Networks
  5. 7. Integration
  6. 8. Social Media Integration <ul><li>Assess needs and capabilities </li></ul><ul><ul><li>People, technology </li></ul></ul><ul><li>Define objectives and goals </li></ul><ul><ul><li>Awareness, conversion </li></ul></ul><ul><li>Develop and execute strategy </li></ul><ul><li>Measure results </li></ul>
  7. 9. Defining Objectives <ul><li>Listen </li></ul><ul><ul><li>Who is talking and what are they talking about </li></ul></ul><ul><li>Speak </li></ul><ul><ul><li>Join the conversation through: </li></ul></ul><ul><ul><ul><li>Blogs, social networks, video/photo sharing, wiki’s etc. </li></ul></ul></ul><ul><li>Connect </li></ul><ul><ul><li>Encourage target audience to join your conversation </li></ul></ul><ul><ul><ul><li>Viral videos, interactive contests etc. </li></ul></ul></ul><ul><li>Invigorate </li></ul><ul><ul><li>Converting existing customers into fans </li></ul></ul>
  8. 10. Examples of Objectives <ul><li>Integration into Sales: </li></ul><ul><ul><li>Lead generation </li></ul></ul><ul><ul><li>Data collection </li></ul></ul><ul><ul><li>Sales support </li></ul></ul><ul><ul><li>After sales support </li></ul></ul><ul><li>R&D (Real time focus group) </li></ul><ul><li>Drive SEO </li></ul>
  9. 11. What it takes to succeed <ul><li>Commitment and perseverance </li></ul><ul><li>Sufficient resources </li></ul>
  10. 12. Consumers
  11. 13. How are consumers using social media <ul><li>Post articles on blogs </li></ul><ul><li>Post comments, reviews, votes etc. </li></ul><ul><li>Read others opinions, thoughts </li></ul><ul><li>Watch user generated videos </li></ul><ul><li>Share bookmarks, news stories </li></ul>
  12. 14. What Consumers Do Online Source: Forrester Research
  13. 15. Social Media Penetration
  14. 16. Technologies Tour
  15. 17. Social Technologies <ul><li>Blogs, Podcasts and vLogs </li></ul><ul><li>Social Networks/Virtual Worlds </li></ul><ul><li>Social Bookmarking Tools (Digg, StumbleUpon) </li></ul><ul><li>Collaboration Tools (Wikis, Google Docs) </li></ul><ul><li>Video / Photo Sharing </li></ul><ul><li>Micro blogging: Twitter (text), Seesmic (video) </li></ul>
  16. 20. Evaluating the Technology <ul><li>Does it facilitate and improve greater and more varied communication </li></ul><ul><li>Ease of use </li></ul><ul><li>Allows interaction without your intervention </li></ul><ul><li>Sustainable user generated content creation </li></ul>
  17. 21. Case Studies
  18. 22. Case Studies <ul><li>Full Social Engagement: H&R Block </li></ul><ul><li>Blogosphere: Stormhoek Winery (in South Africa) </li></ul><ul><li>Social Networking / Online Community Engagement: Adventa’s Ideablob.com </li></ul>
  19. 23. H&R Block’s Social Media Blitz <ul><li>Comprehensive use of all formats: </li></ul><ul><ul><li>Twitter: reputation management and customer out reach </li></ul></ul><ul><ul><li>MySpace/Facebook: platform for brand evangelist to discuss products </li></ul></ul><ul><ul><li>YouTube Video contest: “Me and my super cool tax refund” </li></ul></ul><ul><ul><li>Second Life: Created island and answered real life tax questions </li></ul></ul><ul><ul><li>Web Community : tax questions </li></ul></ul>
  20. 26. The Result <ul><li>A 171% lift in Internet ad awareness among the target audience </li></ul><ul><li>Overall brand awareness lift of 52% </li></ul><ul><li>H&R Block devoted about 0.5%* of its total marketing budget to the effort </li></ul><ul><li>Source: Ad Age Digital </li></ul>
  21. 27. Stormhoek <ul><li>Winery in South Africa </li></ul><ul><ul><li>UK, France and Ireland as its major export market </li></ul></ul><ul><li>Deployed primarily a blogging strategy </li></ul><ul><li>Hired UK Blogger/Cartoonist Hugh Macleod </li></ul><ul><ul><li>10,000 visitors a day with approximately 2000 subscribers to his RSS feed </li></ul></ul>
  22. 29. Why the blogging worked <ul><li>Hugh blogged aggressively: </li></ul><ul><ul><li>“ Geek Dinners” – off beat cartoons and wine </li></ul></ul><ul><ul><li>Sent 100 wine samples to bloggers in its target market </li></ul></ul><ul><ul><li>Asked them to write about it if they wanted </li></ul></ul><ul><ul><li>Dropped hints on his blog about the brand </li></ul></ul><ul><li>Result of blogger outreach: </li></ul><ul><ul><li>75% of the bloggers who received free wine wrote posts about the brand </li></ul></ul><ul><li>The Result: </li></ul><ul><ul><li>In two years the winery went from selling 40,000 cases/year to 40,000 case/week * </li></ul></ul><ul><li>*Source: MarketingWeb.Com (SA's Online Marketing Magazine) </li></ul>
  23. 30. Adventa’s Ideablob <ul><li>Adventa is a credit card provider to small businesses </li></ul><ul><li>Primarly a social networking / community development strategy </li></ul><ul><li>Launched Ideablob.Com last September, where: </li></ul><ul><ul><li>Entrepreneurs and small business owners submit new ideas </li></ul></ul><ul><ul><li>User community votes on the best idea </li></ul></ul><ul><ul><li>$10,000 grand prize offered to winning business idea </li></ul></ul>
  24. 31. A Win Win Proposition <ul><li>Participants motivated by: </li></ul><ul><ul><li>$10 K prize money </li></ul></ul><ul><ul><li>Exposure to their idea </li></ul></ul><ul><ul><li>Feedback and support from others like them </li></ul></ul><ul><li>Advanta benefits: </li></ul><ul><ul><li>Support its target market grow their business </li></ul></ul><ul><ul><li>Creation of raving fans </li></ul></ul><ul><ul><li>Insight into customers (real time focus group) </li></ul></ul>
  25. 32. Results <ul><li>30,000 visitors per month on website (Compete – May 2008) </li></ul><ul><li>Exposure on traditional media outlets: </li></ul><ul><ul><li>Businessweek </li></ul></ul><ul><ul><li>Fox Business News </li></ul></ul><ul><ul><li>Entrepreneuar Magazine </li></ul></ul>
  26. 33. Summary
  27. 34. <ul><li>What is Social Media </li></ul><ul><li>Integrating Social Media and Sales </li></ul><ul><ul><li>Understanding capabilities and setting goals </li></ul></ul><ul><li>Overview of how consumers are using social media </li></ul><ul><li>Social technologies tour </li></ul><ul><li>Case studies </li></ul>
  28. 35. AIR 2.0 <ul><li>AIR Blogging </li></ul><ul><ul><li>AirMarketing.Com/Blog </li></ul></ul><ul><li>AIR Social Network </li></ul><ul><ul><li>AirMarketing.Ning.com </li></ul></ul><ul><li>Facebook and Flickr </li></ul>
  29. 36. Next: Developing an Effective Social Media Strategy
  30. 37. The Social You <ul><li>Understand how your customers are interacting with Social Media </li></ul><ul><ul><li>Do your customers have blogs? </li></ul></ul><ul><ul><li>Do they read reviews from others? </li></ul></ul><ul><ul><li>How much do they participate in social networks </li></ul></ul><ul><ul><li>Which ones do they use? </li></ul></ul><ul><li>Determine your abilities (in house or acquired) </li></ul><ul><li>Evaluate your commitment </li></ul><ul><li>Devise a unique strategy to meet clear marketing and sales objectives </li></ul>
  31. 38. Questions Shailesh Ghimire (480) 748-2694 [email_address] AirMarketing.Com/Blog