Harness the Power of Social Marketing Shailesh Ghimire Director, Interactive Marketing Air Marketing (airmarketing.com/blog)

Our goal today Integrating Social Media and Sales Setting goals Assesing return on effort Overview of how consumers are using social media Social technologies tour Case studies

Integrating Social Media and Sales

Setting goals

Assesing return on effort

Overview of how consumers are using social media

Social technologies tour

Case studies

What is Social Media Connections/communication forum Consumer to consumer Consumer to brand/company Connections and relationships developed in a new medium Blogs, social networks, photo/video sharing etc. Conversations, seminars, broadcasts, entertainment, advertisement, work all rolled into one

Connections/communication forum

Consumer to consumer

Consumer to brand/company

Connections and relationships developed in a new medium

Blogs, social networks, photo/video sharing etc.

Conversations, seminars, broadcasts, entertainment, advertisement, work all rolled into one

Blogs White Label Social Networks Wiki’s eMails Social Networks

Integration

Social Media Integration Assess needs and capabilities People, technology Define objectives and goals Awareness, conversion Develop and execute strategy Measure results

Assess needs and capabilities

People, technology

Define objectives and goals

Awareness, conversion

Develop and execute strategy

Measure results

Defining Objectives Listen Who is talking and what are they talking about Speak Join the conversation through: Blogs, social networks, video/photo sharing, wiki’s etc. Connect Encourage target audience to join your conversation Viral videos, interactive contests etc. Invigorate Converting existing customers into fans

Listen

Who is talking and what are they talking about

Speak

Join the conversation through:

Blogs, social networks, video/photo sharing, wiki’s etc.

Connect

Encourage target audience to join your conversation

Viral videos, interactive contests etc.

Invigorate

Converting existing customers into fans

Examples of Objectives Integration into Sales: Lead generation Data collection Sales support After sales support R&D (Real time focus group) Drive SEO

Integration into Sales:

Lead generation

Data collection

Sales support

After sales support

R&D (Real time focus group)

Drive SEO

What it takes to succeed Commitment and perseverance Sufficient resources

Commitment and perseverance

Sufficient resources

Consumers

How are consumers using social media Post articles on blogs Post comments, reviews, votes etc. Read others opinions, thoughts Watch user generated videos Share bookmarks, news stories

Post articles on blogs

Post comments, reviews, votes etc.

Read others opinions, thoughts

Watch user generated videos

Share bookmarks, news stories

What Consumers Do Online Source: Forrester Research

Social Media Penetration

Technologies Tour

Social Technologies Blogs, Podcasts and vLogs Social Networks/Virtual Worlds Social Bookmarking Tools (Digg, StumbleUpon) Collaboration Tools (Wikis, Google Docs) Video / Photo Sharing Micro blogging: Twitter (text), Seesmic (video)

Blogs, Podcasts and vLogs

Social Networks/Virtual Worlds

Social Bookmarking Tools (Digg, StumbleUpon)

Collaboration Tools (Wikis, Google Docs)

Video / Photo Sharing

Micro blogging: Twitter (text), Seesmic (video)

Evaluating the Technology Does it facilitate and improve greater and more varied communication Ease of use Allows interaction without your intervention Sustainable user generated content creation

Does it facilitate and improve greater and more varied communication

Ease of use

Allows interaction without your intervention

Sustainable user generated content creation

Case Studies

Case Studies Full Social Engagement: H&R Block Blogosphere: Stormhoek Winery (in South Africa) Social Networking / Online Community Engagement: Adventa’s Ideablob.com

Full Social Engagement: H&R Block

Blogosphere: Stormhoek Winery (in South Africa)

Social Networking / Online Community Engagement: Adventa’s Ideablob.com

H&R Block’s Social Media Blitz Comprehensive use of all formats: Twitter: reputation management and customer out reach MySpace/Facebook: platform for brand evangelist to discuss products YouTube Video contest: “Me and my super cool tax refund” Second Life: Created island and answered real life tax questions Web Community : tax questions

Comprehensive use of all formats:

Twitter: reputation management and customer out reach

MySpace/Facebook: platform for brand evangelist to discuss products

YouTube Video contest: “Me and my super cool tax refund”

Second Life: Created island and answered real life tax questions

Web Community : tax questions

The Result A 171% lift in Internet ad awareness among the target audience Overall brand awareness lift of 52% H&R Block devoted about 0.5%* of its total marketing budget to the effort Source: Ad Age Digital

A 171% lift in Internet ad awareness among the target audience

Overall brand awareness lift of 52%

H&R Block devoted about 0.5%* of its total marketing budget to the effort

Source: Ad Age Digital

Stormhoek Winery in South Africa UK, France and Ireland as its major export market Deployed primarily a blogging strategy Hired UK Blogger/Cartoonist Hugh Macleod 10,000 visitors a day with approximately 2000 subscribers to his RSS feed

Winery in South Africa

UK, France and Ireland as its major export market

Deployed primarily a blogging strategy

Hired UK Blogger/Cartoonist Hugh Macleod

10,000 visitors a day with approximately 2000 subscribers to his RSS feed

Why the blogging worked Hugh blogged aggressively: “ Geek Dinners” – off beat cartoons and wine Sent 100 wine samples to bloggers in its target market Asked them to write about it if they wanted Dropped hints on his blog about the brand Result of blogger outreach: 75% of the bloggers who received free wine wrote posts about the brand The Result: In two years the winery went from selling 40,000 cases/year to 40,000 case/week * *Source: MarketingWeb.Com (SA's Online Marketing Magazine)

Hugh blogged aggressively:

“ Geek Dinners” – off beat cartoons and wine

Sent 100 wine samples to bloggers in its target market

Asked them to write about it if they wanted

Dropped hints on his blog about the brand

Result of blogger outreach:

75% of the bloggers who received free wine wrote posts about the brand

The Result:

In two years the winery went from selling 40,000 cases/year to 40,000 case/week *

*Source: MarketingWeb.Com (SA's Online Marketing Magazine)

Adventa’s Ideablob Adventa is a credit card provider to small businesses Primarly a social networking / community development strategy Launched Ideablob.Com last September, where: Entrepreneurs and small business owners submit new ideas User community votes on the best idea $10,000 grand prize offered to winning business idea

Adventa is a credit card provider to small businesses

Primarly a social networking / community development strategy

Launched Ideablob.Com last September, where:

Entrepreneurs and small business owners submit new ideas

User community votes on the best idea

$10,000 grand prize offered to winning business idea

A Win Win Proposition Participants motivated by: $10 K prize money Exposure to their idea Feedback and support from others like them Advanta benefits: Support its target market grow their business Creation of raving fans Insight into customers (real time focus group)

Participants motivated by:

$10 K prize money

Exposure to their idea

Feedback and support from others like them

Advanta benefits:

Support its target market grow their business

Creation of raving fans

Insight into customers (real time focus group)

Results 30,000 visitors per month on website (Compete – May 2008) Exposure on traditional media outlets: Businessweek Fox Business News Entrepreneuar Magazine

30,000 visitors per month on website (Compete – May 2008)

Exposure on traditional media outlets:

Businessweek

Fox Business News

Entrepreneuar Magazine

Summary

What is Social Media Integrating Social Media and Sales Understanding capabilities and setting goals Overview of how consumers are using social media Social technologies tour Case studies

What is Social Media

Integrating Social Media and Sales

Understanding capabilities and setting goals

Overview of how consumers are using social media

Social technologies tour

Case studies

AIR 2.0 AIR Blogging AirMarketing.Com/Blog AIR Social Network AirMarketing.Ning.com Facebook and Flickr

AIR Blogging

AirMarketing.Com/Blog

AIR Social Network

AirMarketing.Ning.com

Facebook and Flickr

Next: Developing an Effective Social Media Strategy

The Social You Understand how your customers are interacting with Social Media Do your customers have blogs? Do they read reviews from others? How much do they participate in social networks Which ones do they use? Determine your abilities (in house or acquired) Evaluate your commitment Devise a unique strategy to meet clear marketing and sales objectives

Understand how your customers are interacting with Social Media

Do your customers have blogs?

Do they read reviews from others?

How much do they participate in social networks

Which ones do they use?

Determine your abilities (in house or acquired)

Evaluate your commitment

Devise a unique strategy to meet clear marketing and sales objectives

Questions Shailesh Ghimire (480) 748-2694 [email_address] AirMarketing.Com/Blog