Social Media Success Stories



                    Sionne Roberts
                      May 27, 2010
Context




2   Online Marketing Optimization
Social Media




3
Social Media




4
Success


    What is the definition of success?




5
Success




6
Success


    “Measurable and positive impact on
           business outcomes.”




7
Success




8
Success
    “Not everything that
    counts can be measured.
    Not everything that can
    be measured counts.”


9
Success

     A. Proactive

     B. Reactive



10
Stories




11
Stories

     Telecommunications company.

            International.

         20,000+ employees.
12
Stories




13
Stories




14
Stories

         Started small.

     Customer service focus.

           Listening.
15
Stories

Enlisted volunteers - from 7, up to 50.

       Engaging, and sharing.

        Managing workflow.
16
Stories




17
Stories

June 2009: ““shoretel or avaya? Time
  for a new phone system very soon”

     Responded within 15 minutes.

    ...
Stories

          $250K sales transaction!

     “selected AVAYA as our new phone
       system. Excited by the technolog...
Social Media Success?




20
Takeaways

     Starting small IS an option.

      Listen, share, be helpful.

     Use tools & get organized
21
Stories




22
Stories

           Social Commerce Site.

     “American Idol for t-shirt designs”

            Vote, Submit, Buy.
23
Stories




24
Stories




25
Stories

       Very strong Community focus.

     Social Media + “low-tech” industry.

             Voice of the user.
26
Stories




27
Stories




28
Takeaways

     Simple is also effective.

           Be genuine.

       Embrace creativity.
29
Social Media Success?




30
Stories




31
Stories

     Second-largest Insurer in Canada

          Part of Aviva plc - UK.

            3,500 employees.
32
Stories




33
Stories




34
Stories




35
Stories




36
Stories

5.5MM banner impressions; poor CTR

Paid Search = less than 1% of traffic

TV = 0.15% lift in site visits
37
Stories
The PR Approach:

• Overall = 65,000,000 impressions
• 39,000,000 call-to-action impressions
• Print Articles: 203...
Stories
A winning effort overall:
• 447,443 registered program participants
• ~6400 per day
• NUMBER OF REGISTERED PARTICI...
Stories
Social Media “pass along” activity was key
• ~90% of global Aviva tweets were about
  ACF
• 74.8% of all campaign ...
Stories




41
Stories




42
Takeaways

     Social Media = effective “medium”.

     Enlist your constituents in activity.

                  Go Viral...
Stories




44
Social Media Success?




45
Social Media Success Stories
                Questions?




     www.visability.ca
     @sionneroberts
     @visability_ca...
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Social Media Success Stories

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The deck from my "Social Media Success Stories" session at the May 2010 SOCIAL MEDIA FOR YOUR ORGANIZATION event in Toronto. More info at www.visability.ca

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Social Media Success Stories

  1. 1. Social Media Success Stories Sionne Roberts May 27, 2010
  2. 2. Context 2 Online Marketing Optimization
  3. 3. Social Media 3
  4. 4. Social Media 4
  5. 5. Success What is the definition of success? 5
  6. 6. Success 6
  7. 7. Success “Measurable and positive impact on business outcomes.” 7
  8. 8. Success 8
  9. 9. Success “Not everything that counts can be measured. Not everything that can be measured counts.” 9
  10. 10. Success A. Proactive B. Reactive 10
  11. 11. Stories 11
  12. 12. Stories Telecommunications company. International. 20,000+ employees. 12
  13. 13. Stories 13
  14. 14. Stories 14
  15. 15. Stories Started small. Customer service focus. Listening. 15
  16. 16. Stories Enlisted volunteers - from 7, up to 50. Engaging, and sharing. Managing workflow. 16
  17. 17. Stories 17
  18. 18. Stories June 2009: ““shoretel or avaya? Time for a new phone system very soon” Responded within 15 minutes. Referral to partner… 18
  19. 19. Stories $250K sales transaction! “selected AVAYA as our new phone system. Excited by the technology and benefits” 19
  20. 20. Social Media Success? 20
  21. 21. Takeaways Starting small IS an option. Listen, share, be helpful. Use tools & get organized 21
  22. 22. Stories 22
  23. 23. Stories Social Commerce Site. “American Idol for t-shirt designs” Vote, Submit, Buy. 23
  24. 24. Stories 24
  25. 25. Stories 25
  26. 26. Stories Very strong Community focus. Social Media + “low-tech” industry. Voice of the user. 26
  27. 27. Stories 27
  28. 28. Stories 28
  29. 29. Takeaways Simple is also effective. Be genuine. Embrace creativity. 29
  30. 30. Social Media Success? 30
  31. 31. Stories 31
  32. 32. Stories Second-largest Insurer in Canada Part of Aviva plc - UK. 3,500 employees. 32
  33. 33. Stories 33
  34. 34. Stories 34
  35. 35. Stories 35
  36. 36. Stories 36
  37. 37. Stories 5.5MM banner impressions; poor CTR Paid Search = less than 1% of traffic TV = 0.15% lift in site visits 37
  38. 38. Stories The PR Approach: • Overall = 65,000,000 impressions • 39,000,000 call-to-action impressions • Print Articles: 203 • Online Articles: 287 • Broadcast Segments: 52 38
  39. 39. Stories A winning effort overall: • 447,443 registered program participants • ~6400 per day • NUMBER OF REGISTERED PARTICIPANTS EXCEEDED TARGET BY 1,118% 39
  40. 40. Stories Social Media “pass along” activity was key • ~90% of global Aviva tweets were about ACF • 74.8% of all campaign traffic came as a result of sharing by idea creators 40
  41. 41. Stories 41
  42. 42. Stories 42
  43. 43. Takeaways Social Media = effective “medium”. Enlist your constituents in activity. Go Viral. 43
  44. 44. Stories 44
  45. 45. Social Media Success? 45
  46. 46. Social Media Success Stories Questions? www.visability.ca @sionneroberts @visability_ca 46

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