Social Fresh EAST 2013: Ted RubinPresentation Transcript
Content IS the Ad, and…
The Content IS the Ad!2
Shoppers seek information on theirterms- primarily via search3
Shoppers Trust Storiesfrom People TheyKnow.How do you leveragethis?
The Social Media Revolution5
Fans, Friends, FollowersAudience? Or Asset?
One by One…
Social is afacilitator ofrelationships, itis not therelationshipitself!
Return on RelationshipJetBlue Gets It!
Return on RelationshipDuane Reade Gets It!
Trust is BuiltBased on interactionConsistencyTrue to yourword, authentic, and genuine
1. Listen2. Make it be about THEM3. Ask “How can I serve you?”4. Aim for Ongoing Engagement5. Know the People in Your Audience
Think REPUTATION, not ranking…CONNECTION, not network…LOYALTY, not celebrity.
A ―Brand‖ is what a businessdoes, and a ―Reputation‖ iswhat people remember.
You know what doesn’t workfor a social media strategy?NOT BEING SOCIAL.
Message to Businesses: ChangeYour Framework—Change YourFuture
TMKeys to Marketing Now–Participate–Experiment–Engage and build relationships withkey advocates (and detractors) #RonR–Measure things that matter–Have some fun!
TMParticipate!•Media is now a fullcontact sport!•To understand newmedia tools, use them!Collective Bias employees constantly use and experiment with new tools to better understandhow they work helping to be better informed for our advertisers.
TMThe Path to Purchase is Lined withContentthegunnysack.comthreedifferentdirections.com
TMRonR Drives Discoverybriebrieblooms.com
TMROR Drives Salesadayinmotherhood.com
TMOrganic Content is Preferred bySearchersflouronmyface.com
Relationships ARE the newcurrency –honor them, invest in them, andstart measuring your ROR!
@TedRubinTedRubin.comChief Social MarketingOfficerCollective Biastedrubin@collectivebias.comReturn on Relationship…―In the connection economy, trust and relationships arethe new currency. Its not a soft thing you do in your sparetime, its the heart and soul of your business.‖~Seth Godin, Author of Tribes
The next slides are only forreference purposes postpresentation
Key Metrics+28% Sales Lift5X ROI19.7MMImpressionsCase Study: Duane ReadeLegwearThe ChallengeDuane Reade, a pharmacy and convenience store located in the New Yorkmetro area, was looking for fun ways to promote their existing private labelhosiery line. They created a Facebook photo contest, ―Show Us Some Leg,‖asking people to upload photos of their Duane Reade hosiery. Duane Readewas looking for online influencers to help promote the contest and theproduct line at their stores.Our SolutionWe activated our online community and the Duane Reade VIP Bloggers fromSocial Fabric to seed the contest with content, and promote the ―Show UsSome Leg‖ campaign. Bloggers shopped for hosiery at Duane Reade storesand shared the experience and their thoughts with their audiences,documenting everything with photos that supporting the photo contest onFacebook.ResultsDuane Reade saw a 5X Return on Investment for the campaign, and a 28%sales lift for the entire product line during the campaign. The contentgenerated 19.7 mm impressions, and grew their Share of Voice againstcompeting brands by 76%.Images+89% Share ofVoice1,948 Pieces ofContentPhoto: Victoria of VeepVeep.com.
Key Metrics83 MM Impressions+20% Sales Lift+87% Share of VoiceThe ChallengeMixed Martial Arts (MMA) Elite brand merchandise is sold in all Walmart Stores in the US.This brandis the only officially licensed Ultimate Fighting Championship (UFC) merchandise sold inWalmart.MMA fans were not aware that this high-quality MMA Elite merchandise was sold in everyWalmart.We worked with MMA Elite to create a program to drive awareness, trial, and sales ofMMA Elitemerchandise at Walmart stores.Our SolutionWhile 75% of MMA fans are men, women make or influence 85% of purchases. We tookthe strategic approach of using female bloggers whose husbands and/or children werefans of MMA to help promote the brand. Our online influencers went to Walmart andshopped for MMA Elite apparel, documenting their path to purchase and sharing theirstory on their blog and through social media. Many had MMA fans in their householdguest-post on their blog to share their passions around the growing sport. We also hosteda Twitter Party featuring MMA Athletes raising awareness about the brand at Walmart.ResultsWe far exceeded our goals of 10,000 pieces of social content and 40 millionimpressions, by creating13,635 pieces of content, with a total of 82.9 million impressions acrossTwitter, Blogs, and other socialnetworks. Our program drove a 20% lift in merchandise sales at Walmart during the 4week program.14k Pieces of ContentPhoto: Laura of About A Mom1st Page GoogleResultsCase Study: MMA Elite
Key Metrics12MM Impressions14% SOV Increase3X Increase inConversationThe ChallengeDevelop an interactive and dynamic version of the traditional FSI that pairedhighlighted items with online social content about how to use those items.With Print circulation dwindling, investing in inserts is becoming increasinglyinefficient. Smart and Final sought to move that experience, and thataudience, to their website and increase circulation.Our SolutionWe created our online version of an FSI – an RSI, a Retail Social Insert. Thisunique web experience recreated the familiar look and feel of a newspaperinsert, but highlighted prepared content from our community highlighting thetop items from the insert. Customers could instantly find high qualityengaging content on items on special. Content was syndicated and sharedacross social channels, making the RSI site a hub of conversation across theweb.ResultsThe RSI drove online impressions to grow 300% immediately, generating 12million impressions. Images7,180 Pieces ofContentPhoto: www.504main.comCase Study: Smart & Final RSI
Key Metrics27MM Impressions1st Page GoogleResults2.5 X ROIThe ChallengeCookie’s Kids is a children’s department store located in the New York Metro area. With 5locations, they were looking to online sales to grow their business. They had seen somesuccess in being a low-cost leader in School Uniforms, but were looking for an effectiveand cost-efficient way to drive sales and use social media to gain market share from theironline competitors. Cookie’s Kids looked to us to use social media content as a way todrive sales, not just awareness, during the Back-to-School season.Our SolutionThrough our Social Fabric® community of online influencers and content producers, weactivated 35 Cookie’s Kids advocates to create content showcasing Cookie’s Kids greatvalue and wide selection of fashionable children’s clothing. With content geared towardgeneral awareness, school clothing, and school uniforms, our community membersshared their favorite outfit ideas, and huge savings over other retailers via blogs, Twitter,and Pinterest.In addition to the 35 advocates, Cookie’s Kids was included in a digital Back-to-SchooleGuide for Moms. The Mom’s Guide was produced by celebrity bloggers and featuredfour brands, including seven Cookie’s Kids products. Each product was endorsed by acelebrity blogger. The eGuide was promoted through the celebrity blogger networks aswell as 20 Social Fabric influencer’s networks creating additional exposure for Cookie’sKids. Twitter Parties were also held to promote these themes, which resulted in anincrease in sales after each one.ResultsThrough ongoing media produced for Cookie’s Kids, using a combination of longer-tailsocial tactics like Pinterest and blog posts, along with even-based Twitter ―pulsing.‖Collective Bias enabled Cookie’s Kids to reverse a sales decline during a peak month, anddrive incremental sales.Images+12% Share ofVoice10,626 Pieces ofContentPhoto: http://www.roastedbeanz.com.Case Study: Cookie’s Kids
Key Metrics+30% Sales Lift1st Page GoogleResults31MM ImpressionsThe ChallengeDevelop a social media campaign for Tyson to drive awareness and trial ofnew Mini Chicken Sandwiches in a limited number of Walmart stores. Tysonalso wanted to educate customers on how to properly prepare the product.Our SolutionA total of 176 foodie and lifestyle bloggers were activated over 12 weeks tocreate content about the fun new product. They shared recipes and personalstories about how they used the Mini Chicken Sandwiches, focusing on theproduct as a quick after school snack, quick dinner or lunch and an on-the-gobreakfast item. In addition to the blogger activation, we had two Twitter partiesand engaged two external communities - Mom Spark and Macaroni Kid.ResultsTyson experienced a 30% increase in units per store per week (UPSPW) injust 4 weeks. Towards the end of the campaign we promoted an in-store co-opdemo, which resulted in a 54% increase in UPSPW. See content on Pinterest+76% Share ofVoice+54% UPSPW Post DemoCase Study: TysonPhoto: thanksmailcarrier.com
Key Metrics+37% Sales Lift32MM ImpressionsThe ChallengeIncrease awareness and drive traffic to ―The Walmart Ice Cream Social‖, anin-store demonstration event focusing on Nestle’s Dreyer’s, Edy’s andDrumstick ice cream at Walmart during Memorial Day and IndependenceDay weekend.Our SolutionA total of 110 lifestyle bloggers were activated to create content aroundNestle ice cream and the in-store demos. Participants were challenged tohave their own ice cream social to coincide with the Walmart demos acrossthe country from Memorial Day to Independence Day. Bloggers increasedawareness and traffic to the holiday demos with content shared on their blogand social networks. Social Fabric® ice cream lovers created content,weaving the products into their own ice cream socials providing a constantbuzz of conversation between the two demos.ResultsThe plan was to increase the sell-through rate on Walmart in-store demos,promote the products, and amplify advertising messages on existing media.In addition to the social influencer activation, we hosted an hour-long TwitterParty that served as a quick pulse of content to generate additionalimpression for the brands and demos.ImagesPhoto: Thegunnysack.com+13% Share ofVoiceCase Study: Nestle Ice Cream
Key Metrics+37% Sales Lift3-week extension ofWalmart exclusivity477MM ImpressionsThe ChallengeCreate a social media program to help promote the trail and sales of OrvilleRedenbacher’s new Pop Up Bowls product in Walmart and enhance existingmedia spends through social conversation and content creation.Our SolutionWe activated 70 party loving Social Fabric® to help promote the new Pop UpBowls product as a ―March Madness‖ snack. Bloggers received the productbefore it launched in store to create buzz and excitement. After launch, PartyBluPrints (PBP) created a Superbowl, Oscar and March Madness partyblueprint featuring the Pop Up Bowls. Bloggers then documented their pathto purchase and emulated a party based on PBP’s bluprints. In addition tothe campaign content, PBP was featured on The Today Show, which igniteda conversation online. In addition to content, we held a Twitter Party and rana Facebook sweepstakes to generate awareness for the new product.ResultsShare of Voice: While the campaign increased Orville Redenbacher’s onlineshare of voice by 5%, we saw a 26% increase in its share of voice in relationto Walmart during the same time period.Shelf Impact: The social buzz created an increased demand for the productand the Pop Up Bowls received a 3-week extension of Walmart exclusivity.Images+5% Share of Voice+26 Share of Voice inRelation to WalmartCase Study: Orville Redenbacher
Key Metrics195MMImpressions+46.5K Facebooklikes19.7MMImpressionsThe ChallengeDuane Reade is a regional drugstore in the New York region with more than230 stores. They were seeking a way to create a scalable content productionsolution to build local awareness, publicize their store events, special deals,and vendor partner activations. Since Duane Reade is a regional retailer,they needed a social activation and content producers to be as local aspossible.Our SolutionCollective Bias created a media program using select local influencers over aseven month period to create ongoing content around Duane Readeproducts and promotions. Coordinated with Duane Reade’s marketingcalendar, we produced content focusing on key Duane Reade products andthemes and created the new ―Look Boutique,‖ a microsite aggregating all thesocial content into one place.ResultsThe Collective Bias media program drove over 47,500 brand mentions,resulting in 195MM impressions of Duane Reade content online at a CPM of$1.28 to generate the same number of impressions, and achieve similarreach in traditional media, the retailer would have had to purchase over $4.9MM in ads at a $25.13 CPM from USA Today, for example. While DuaneReade carved out a respectable 2% Share of Voice, compared to retailinggiants Walgreens, CVS, and Rite Aid, it actually owned 26% of totalimpressions generated among these industry competitors thanks to themedia reach generated by its Collective Bias influencers.Images+2% Share of Voice47,515 Pieces ofContentPhoto: http://www.mandiialamode.comCase Study: Duane Reade VIP Bloggers
Key Metrics+67% Sales Lift15MM ImpressionsThe ChallengeDrive awareness and trail of Glidden’s paint ―Testers‖ at a limited number ofWalmart stores.Our SolutionWe developed a content marketing plan to increase awareness of theproduct and drive traffic to a digital coupon for two weeks. We activated 30lifestyle and do-it-yourself influencers to makeover their room of choice bycompleting various design ―challenges‖ to promote the digital coupon and theGlidden Testers at Walmart. Challenges ranged from ―Break the ColorRules,‖ ―The Big Reveal,‖ and ―The Color Challenge‖. In each challenge,bloggers wrote a ―before‖ post asking readers to help choose the paint coloramong three Glidden Testers. Participants documented and shared theirprogress with their audience along the way. The final post was an ―after‖ postrevealing the finished makeover.ResultsSales Lift: The program drove a sales increase of 67%, and the attractiveuser-generated content from this campaign drove the Glidden Brilliance Paintto its first $1 million weekend ever at Walmart.+12% Share ofVoicePhoto: www.tonyastaab.com.Case Study: Glidden
Key Metrics16MM Impressions3.5MM BloggerImpressions12.3MM TwitterImpressionsThe ChallengeRaise awareness for Kmart’s budget-friendly, high-quality outdoor livingproducts with the goal of helping Kmart reposition its brand to be top-of-mindfor outdoor living shoppers.Our SolutionWe tapped 40 highly visible online lifestyle and design influencers to makeover their backyards with Kmart Outdoor Living products. They teased outtheir projects with before photos and a guess-the-retailer post for theirreaders. A final post with after photos and the big retailer reveal detailed forreaders how they could recreate the makeover.ResultsThe content sparked online conversations about quality and variety ofselection at Kmart. As a result, Kmart’s brand perception increased in theoutdoor living category. The campaign broke down quality and style barriersand put Kmart in the consideration set for patio furniture with the audienceand promoted Kmart’s central message, ―This is Kmart.‖Images2.4K Pieces of ContentPhoto: bubblynaturecreations.com859 Flickr ViewsCase Study: Kmart OutdoorLiving