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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

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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Transcript

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