SOCIAL MEDIA MULTIPLIER –A RESEARCH REPORTPaul GillinApril 1, 2010
Go Where the People Are                             32 million                  44 million                              me...
Top-Line Findings•  Social Media has reached critical mass in   corporations•  Organizations are turning their attention t...
Credibility Through Validation                             Source: Elliance, Inc.
Social Media Platforms in Use    Micro blog (e.g. Twitter)              Business blog        Facebook fan page    YouTube ...
Principal Audiences for Social Media                                                      Investors
                      ...
Cumulative Platform Adoption by Year                    Cumulative Platform Adoption by Year  12                          ...
Effectiveness Compared to Expectations                                                Virtual world                       ...
ROI Perception  In your opinion, what has been the return on investment of your companys social                           ...
Planned Changes in Social Media Activity, Next 12 Months                         Significantly                           i...
Perceived Impact of Multi-PlatformDeployment on Business Goals60%            All respondents                              ...
Verbatims: Most Common Metrics•  Sales•  Conversions•  Search rank•  Leads•  Conversations•  Cost per lead•  Retweets•  Co...
Verbatims: What They’re Doing Now•  “A new blog entry is typically also communicated on   Twitter or cross-posted on Faceb...
Typical Multi-Platform Scenario                                        Corporate                                         w...
Sodexo Recruiters•  Most of the company‘s 60 recruiters user   Twitter and other social media to meet hiring   demand.•  F...
Ford’s Content Factory•  Constantly delivers news about the   company’s reinvention using every available   media social c...
AskPatty’s Syndication Wizardry•  Syndication partners include TwitterMoms,   BlogHer, Parenthood.com, SheKnows•  Articles...
Coke’s Global Expedition •  Three ambassadors selected by community    are visiting all 206 countries in 2010 •  Travels d...
Management Challenges• Who speaks for the company?• What restrictions should exist on  what they can say?• When to use a c...
Coke on LinkedIn…Marketing Challenges•  Audience segmentation?•  Appropriate messaging?•  When to pitch?•  Metrics and ROI...
Thank you!               Paul Gillin              508-656-0734                                       NewInfluencers.com   ...
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Social Media Multiplier - A Research Report

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Social Media Multiplier - A Research Report

  1. 1. SOCIAL MEDIA MULTIPLIER –A RESEARCH REPORTPaul GillinApril 1, 2010
  2. 2. Go Where the People Are 32 million  44 million  members  members  300 million  members  1 billion daily 1 million daily  views visitors  6 million daily 1.5 million daily  visitors visitors  10 million  50 million  members  members 
  3. 3. Top-Line Findings•  Social Media has reached critical mass in corporations•  Organizations are turning their attention to popular gathering spots•  Multi-platform deployment and management are critical new issues•  ROI metrics are still ad hoc•  A multiplier factor exists but few can quantify it•  Twitter has become the killer app
  4. 4. Credibility Through Validation Source: Elliance, Inc.
  5. 5. Social Media Platforms in Use Micro blog (e.g. Twitter) Business blog Facebook fan page YouTube or other video LinkedIn company page LinkedIn group Large companies Facebook group Text/SMS All respondents Discussion forum Podcast Big companies Topical blogs more likely to Employee blogs blog Flickr or other photo Specialized social network Video podcastPrivate customer community Mobile applicationPublic customer community Virtual world 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  6. 6. Principal Audiences for Social Media Investors
 Business
Partners
 Channel
 5%
 15%
 6%
 Media
 9%
 Exis/ng
Customers
 Compe/tors
 29%
 3%
 Prospects
 33%

  7. 7. Cumulative Platform Adoption by Year Cumulative Platform Adoption by Year 12 10.3 10 All respondents (106) 8.1 Large companies (22) 8 6.5 6 5.0 4 3.5 2.6 2 1.5 0.9 - Before 2006 2007 2008 2010
  8. 8. Effectiveness Compared to Expectations Virtual world Text/SMS 20% LinkedIn group 15% Employee blogs Video podcast 10% 5% Flickr or other photo 0% Specialized social network -5% -10%Micro blog (e.g. Twitter) Private customer community -15% -20% -25% Discussion forum Podcast YouTube or other video Business blog Facebook fan page Facebook group Public customer community Mobile application Topical blogs (i.e., channel, partner, LinkedIn company page vertical)
  9. 9. ROI Perception In your opinion, what has been the return on investment of your companys social media activities? Somewhat Very positive negative 36% 2% Neutral 16% Somewhat positive 46%
  10. 10. Planned Changes in Social Media Activity, Next 12 Months Significantly increase 39% No change 8% Somewhat increase 53%
  11. 11. Perceived Impact of Multi-PlatformDeployment on Business Goals60% All respondents 52%50% 46%
 Large companies40% 38%
30% 29%20% 19% 16%
10%0% Little or no impact Somewhat positive impact Strongly positive impact
  12. 12. Verbatims: Most Common Metrics•  Sales•  Conversions•  Search rank•  Leads•  Conversations•  Cost per lead•  Retweets•  Comments
  13. 13. Verbatims: What They’re Doing Now•  “A new blog entry is typically also communicated on Twitter or cross-posted on Facebook.”(multiple mentions)•  “We leverage content that we produce across all of the social networks - and then engage in each conversation that follows.”•  "At first I just had Twitter auto-grab my Facebook post. Thats ugly. And disrespectful.•  “We repackage everything through our content marketing site in industry-specific LinkedIn groups.“•  "Best Deals" on the website are typically Tweeted. Tweets are linked to our Facebook page. All contests/ sweepstakes are announced through multiple social media channels.”
  14. 14. Typical Multi-Platform Scenario Corporate website Feed Aggregator Partner website Email Newsletter
  15. 15. Sodexo Recruiters•  Most of the company‘s 60 recruiters user Twitter and other social media to meet hiring demand.•  Focus is on building relationships and enthusiasm among prospective employees•  Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300KPrincipal Value “The human touch is essential.  Improved applicant People know there’s somebody quality behind the message and the  Image of Sodexo as photo.” -Kerry Noone, Manager, Marketing progressive young Communications company  Recruitment costs substantially reduced
  16. 16. Ford’s Content Factory•  Constantly delivers news about the company’s reinvention using every available media social channel.•  Press releases paired with video, images, audio whenever possible•  Everything is shareable, nearly all is tweeted•  Key metrics: retweets, Facebook comments, media coverage, awareness studiesPrincipal Value  Demonstration often beats description “We use whatever channel we can to  Multimedia conveys spread the message.” -Scott Monty, head of social media excitement  Bottom-up combined with top-down for maximum impact  Social media drives ongoing engagement via e-mail
  17. 17. AskPatty’s Syndication Wizardry•  Syndication partners include TwitterMoms, BlogHer, Parenthood.com, SheKnows•  Articles automatically posted to bookmarking sites, multiple Facebook fan pages•  Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil•  Hired for 12-part video series on AutoNet TVPrincipal Value “My inbox is overflowing  10M quarterly every day with people who want speakers, impressions partnerships, training and  100-fold amplification certifications.” -Jody DeVere, CEO of blog/Web content  CEO developing side business as automotive social media consultant
  18. 18. Coke’s Global Expedition •  Three ambassadors selected by community are visiting all 206 countries in 2010 •  Travels documented through all available media; no advertising support •  Promotion channels target international audiences: Facebook, YouTube, Twitter, Bebo, Orkut, Tencent CCPrincipal Value “Consumers who participate  400M media with our brand online have a impressions in first higher purchase intent” -Adam Brown, Director , Office of Digital 22 days Communications & Social Media,  Invitation and welcoming committees formed spontaneously around the globe  Reinforces message of happiness, youth
  19. 19. Management Challenges• Who speaks for the company?• What restrictions should exist on what they can say?• When to use a corporate vs. a personal presence?• Who takes action and how?• How to scale real-time public customer service?• What to do about negativity?• How to organize for continuous How do we avoid this? online interaction?
  20. 20. Coke on LinkedIn…Marketing Challenges•  Audience segmentation?•  Appropriate messaging?•  When to pitch?•  Metrics and ROI?•  Marketing integration? and on Facebook•  Roles and governance?•  What to avoid?•  Resources and budgets
  21. 21. Thank you! Paul Gillin 508-656-0734 NewInfluencers.com paul@gillin.com gillin.com Twitter: pgillin Free weekly newsletter at gillin.com SSMMbook.com Coming January, 2011: Social Marketing to the Business Customer By Paul Gillin & Eric Schwartzman

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