Adding a Social Layer to Your Marketing Mix
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This document discusses best practices for adding a social layer to marketing. It recommends having a clear game plan for how social media fits into the overall marketing strategy. It also suggests taking existing marketing campaigns and finding ways to make them social and shareable. The document provides case studies of how TaylorMade-adidas Golf successfully launched new products and engaged customers at events through social media campaigns. These campaigns achieved significant fan growth, user engagement, and media coverage by anticipating conversations and enabling fans to participate.
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Adding a Social Layer to Your Marketing Mix
- 1. ADDING A SOCIAL LAYER TO YOUR MARKETING MIX Liz Philips @iizLiz Social Marketing Manager TaylorMade-adidas Golf
- 3. CHECKBOX MARKETING (BAD) http://www.planetware.com/picture/nevada-red-rock-canyon-national-conservation-area-us-nvlv246.htm
- 4. THE SOCIAL LAYER http://dwindy1-walkingeagle.blogspot.com
- 5. PRACTICAL ADVICE FOR SOCIAL Have a game plan and now how it fits into the rest of the marketing mix Taking an existing marketing campaign and finding ways to make it social and shareable for your audience can have more impact than executing a standalone social idea
- 6. BEST PRACTICE FOR SOCIAL Who are you talking with? How are they using new media? What are they telling you, either directly or indirectly?
- 10. CASE STUDY: PRODUCT LAUNCH R11S
- 16. R11S TOUR LAUNCH
- 17. R11S TOUR LAUNCH
- 18. R11S TOUR LAUNCH
- 19. SHARE THE LOVE
- 20. SHARE THE LOVE
- 21. SHARE THE LOVE
- 22. SHARE THE LOVE
- 23. ENABLING FANS
- 24. SOCIAL CAMPAIGN RESULTS • Biggest weekend of fan growth on both Facebook and Twitter ever – no like gate, minimal ad spend • 100+ people submitted fan Driver Love photos • The launch weekend, #DriverLove and R11sLove received a combined 2,644 mentions; 150K impressions
- 25. MEDIA COVERAGE
- 26. CASE STUDY: PRODUCT LAUNCH
- 27. ANTICIPATING THE CONVERSATION Phase 1 (short): Reaction to product name Phase 2: Product benefit
- 34. TOUR ACTIVATION: “+17” as focus
- 35. TOUR ACTIVATION: “+17” as focus
- 36. TOUR ACTIVATION: “+17” as focus
- 37. TOUR ACTIVATION: “+17” as focus
- 38. TOUR ACTIVATION: “+17” as focus
- 39. DEMO EVENTS: RBZ FACTOR
- 40. DEMO EVENTS: RBZ FACTOR
- 41. DEMO EVENTS: RBZ FACTOR
- 42. DEMO EVENTS: RBZ FACTOR
- 43. CASE STUDY: MAJOR EVENT
- 50. CASE STUDY: CULTURE BOMBS CASE STUDY: MAJOR EVENT
- 54. #REDFORE16
- 55. Takeaways
- 56. WRAP UP • Have a Game Plan: Vision, Objectives, How Measured • Live your Mantra • Embrace the Community: know them, feed them, delight them • No silos! Integrate social in your marketing mix
Editor's Notes
- Pleasure to talk about TMAG. #1 golf company in the world, 4 brands: TM, adi, Ash, Adams Golf. HQ in Carlsbad, subsidiary of adidas Group – Germany. More PGA Tour Pros play TaylorMade drivers than Callaway, Cleveland, Cobra, Nike, and Ping. Combined. In the marketplace we’re #1 as well having reached 52% market share – industry record – earlier this year. I came to lead social almost a year ago, a few months before 2012 products were about to be launched and before golf season got underway. Products were done, ads were in process of being shot, the plans in which we activate our PGA Tour activations were solidifying. While there were a number of “housekeeping” things to quickly get in place (which would even include getting our proper Twitter handles), had to determine how we’d bring these products to life from a social perspective. In today’s talk, I will be talking about how we integrate social into our marketing mix, particularly with product launches, around times during the year when golf is most relevant, and during events (that we internally call “culture bombs”) – basically events where we attempt to disrupt things in such a way where non-endemic media and people are talking about us. I hope this will help you think about how to approach social marketing in your own efforts – even if your organization is just starting a social marketing program.
- In getting into building and planning our social marketing efforts we obsess about a couple of things – the social layer and our audience SOCIAL LAYER Temptation may be to start a completely standalone social campaign. No shortage of great case studies and stories written up – “we should do that”. Resist the temptation! Many times your efforts can have more impact if you look at your existing marketing campaigns and consider them the foundation to which you build in that social layer Think about: How our consumers touching our brand, in all spaces? If you are a retailer, obviously you will look at your store locations One small example: Tour Truck – 30 PGA Tour Events covers 22,000 miles. “Follow us on Twitter too @taylormadegolf” << Social and shareable – and know how that tracks back to your social marketing strategy and goals >> AUDIENCE Can’t stress enough how important it is to be in touch with your audience – for us, consumers; with golfers who are cheering on TMAG atheletes at tour events, using our products, visiting TaylorMade demo events, chatting with us on the channels Social: you need to understand the online audience and own that – what content they respond to (negatively or positively), if you build “share” buttons, will they do it? If you run a contest and ask for video/photo, will they do it? -> lots of times you can get some data on which social media networks people use, how much time they spend on Facebook or on mobile devices. You can get age, gender, geotargeting, interests from Facebook/Twitter. (also interesting to see how your audience might compare with your email database; for us, very different). But what you need to care about too is how do they PARTICIPATE in social technology (The Forrester social technographics framework, while old, can provide some usefulness in this) Baseline guess – and then experiment from there
- In getting into building and planning our social marketing efforts we obsess about a couple of things – the social layer and our audience SOCIAL LAYER Temptation may be to start a completely standalone social campaign. No shortage of great case studies and stories written up – “we should do that”. Resist the temptation! Many times your efforts can have more impact if you look at your existing marketing campaigns and consider them the foundation to which you build in that social layer Think about: How our consumers touching our brand, in all spaces? If you are a retailer, obviously you will look at your store locations One small example: Tour Truck – 30 PGA Tour Events covers 22,000 miles. “Follow us on Twitter too @taylormadegolf” << Social and shareable – and know how that tracks back to your social marketing strategy and goals >> AUDIENCE Can’t stress enough how important it is to be in touch with your audience – for us, consumers; with golfers who are cheering on TMAG atheletes at tour events, using our products, visiting TaylorMade demo events, chatting with us on the channels Social: you need to understand the online audience and own that – what content they respond to (negatively or positively), if you build “share” buttons, will they do it? If you run a contest and ask for video/photo, will they do it? -> lots of times you can get some data on which social media networks people use, how much time they spend on Facebook or on mobile devices. You can get age, gender, geotargeting, interests from Facebook/Twitter. (also interesting to see how your audience might compare with your email database; for us, very different). But what you need to care about too is how do they PARTICIPATE in social technology (The Forrester social technographics framework, while old, can provide some usefulness in this) Baseline guess – and then experiment from there
- In getting into building and planning our social marketing efforts we obsess about a couple of things – the social layer and our audience SOCIAL LAYER Temptation may be to start a completely standalone social campaign. No shortage of great case studies and stories written up – “we should do that”. Resist the temptation! Many times your efforts can have more impact if you look at your existing marketing campaigns and consider them the foundation to which you build in that social layer Think about: How our consumers touching our brand, in all spaces? If you are a retailer, obviously you will look at your store locations One small example: Tour Truck – 30 PGA Tour Events covers 22,000 miles. “Follow us on Twitter too @taylormadegolf” << Social and shareable – and know how that tracks back to your social marketing strategy and goals >> AUDIENCE Can’t stress enough how important it is to be in touch with your audience – for us, consumers; with golfers who are cheering on TMAG atheletes at tour events, using our products, visiting TaylorMade demo events, chatting with us on the channels Social: you need to understand the online audience and own that – what content they respond to (negatively or positively), if you build “share” buttons, will they do it? If you run a contest and ask for video/photo, will they do it? -> lots of times you can get some data on which social media networks people use, how much time they spend on Facebook or on mobile devices. You can get age, gender, geotargeting, interests from Facebook/Twitter. (also interesting to see how your audience might compare with your email database; for us, very different). But what you need to care about too is how do they PARTICIPATE in social technology (The Forrester social technographics framework, while old, can provide some usefulness in this) Baseline guess – and then experiment from there
- AUDIENCE Can’t stress enough how important it is to be in touch with your audience – for us, consumers; with golfers who are cheering on TMAG atheletes at tour events, using our products, visiting TaylorMade demo events, chatting with us on the channels Social: you need to understand the online audience and own that – what content they respond to (negatively or positively), if you build “share” buttons, will they do it? If you run a contest and ask for video/photo, will they do it? -> lots of times you can get some data on which social media networks people use, how much time they spend on Facebook or on mobile devices. You can get age, gender, geotargeting, interests from Facebook/Twitter. (also interesting to see how your audience might compare with your email database; for us, very different). But what you need to care about too is how do they PARTICIPATE in social technology (The Forrester social technographics framework, while old, can provide some usefulness in this) Baseline guess – and then experiment from there
- Big opportunity? Or Low-hanging fruit
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- To date, 10K mentions of DriverLove Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Driver Love Ad, POS How do you add a layer of social? • # hashtag had never been used before in a TV spot for golf equipment, but we made the decision to add it to the ad spot and print ad. Fans immediately identified with it, and we started seeing the coversation roll in without much prompting. • We also created a way for them to submit photos of themselves showing their "DriverLove" on Facebook (some VERY interesting photos, too). • The social aspect of the campaign continued at the launch of the driver on tour in early Feb. We traded out our players' logo'ed hats for something entirely different -- a white hat with a red heart and #DRIVERLOVE on the side. This was a huge departure from what you see on at a PGA Tour event and viewers were immediately drawn in. • At this event, we wanted to ensure there would be social conversation about the hats and Driver Love so we partnered with the televised coverage of the event (Golf Channel and CBS) where they showed a graphic of the heart and told viewers to tweet to us for a chance to win 11 R11S Drivers on each day of the tournament • Results?
- Situation: Anticipating the conversation (you can do this bc you KNOW your audience) Polarizing name for new product Challenge would be to PROVE to people the product benefit – 17 yards
- http://www.mygolfspy.com/rocketballz-haircut-challenge/
- http://www.mygolfspy.com/rocketballz-haircut-challenge/
- Overall Stats TM Facebook – New “Likes” for past 90 days (Q1) = 34,300 Suggestion: Go to http://www.facebook.com/TaylorMadeGolf/likes and show Like counter ~ 201,835 (I don’t have exact number bc Facebook Analystics is not working) and have it build to the current likes
- Overall Stats TM Facebook – New “Likes” for past 90 days (Q1) = 34,300 – 16% Suggestion: Go to http://www.facebook.com/TaylorMadeGolf/likes and show Like counter ~ 201,835 (I don’t have exact number bc Facebook Analystics is not working) and have it build to the current likes
- Overall Stats TM Facebook – New “Likes” for past 90 days (Q1) = 34,300 Suggestion: Go to http://www.facebook.com/TaylorMadeGolf/likes and show Like counter ~ 201,835 (I don’t have exact number bc Facebook Analystics is not working) and have it build to the current likes
- Overall Stats TM Facebook – New “Likes” for past 90 days (Q1) = 34,300 Suggestion: Go to http://www.facebook.com/TaylorMadeGolf/likes and show Like counter ~ 201,835 (I don’t have exact number bc Facebook Analystics is not working) and have it build to the current likes
- Our company hosts more than 5,000 product experience events per year (49 states, 50+ countries)