Social media partnering 7.13.13 final

Social media partnering
Increasing social media impact through partnerships
#SMPartnering
Presented by: Tom Grayson
7.13.13
@tmgrayson
www.thomasgrayson.com
http://tmgrayson.tumblr.com/

Partnering with other businesses
and organizations to create mutually
beneficial social media strategies to
advance overall marketing and
public relations impact.
SOCIAL MEDIA PARTNERING: DEFINED

SOCIAL MEDIA: THE BUSINESS CASE

• 955m active Facebook users
• 140m active Twitter users
• 161m active Linkedin users
• 11m active Pinterest pinners
• 170m active Google+ users
• 490m Youtube users
• 20m Foursquare users
• 80m Instagram users
It’s a target rich
environment
SOCIAL MEDIA: THE BUSINESS CASE

It’s an engaged audience.
SOCIAL MEDIA: THE BUSINESS CASE (continued)
Source: The Socialskinny.com & Mediabistro.com

SOCIAL MEDIA: THE BUSINESS CASE (continued)
Source: The Socialskinny.com & Mediabistro.com
It’s an engaged audience: case & point:
Twitter

SOCIAL MEDIA PARTNERING:
OLD IDEA, NEW POSSIBILITIES

Partner marketing has been in the tool box for
years. Social media provides the latest, and
perhaps the most powerful, medium in which to
use that tool.
2 5 7

use that tool.

use that tool.
Ford Mustang FB. 5.2M + :
@xGames followers: 432,310
@Rockstarenergy: 123, 591
@FordRacing: 65, 572
@odyssey_battery: 625
@motigiracing: 1,196
@TannerFoust: 103,915
NBC Sports FB Fans: 92,614
SiriusXMRadio FB Fans:
588,246
Make-a-Wish FB Fans: 458,
532
WOAS Youtube subscribers:

SOCIAL MEDIA PARTNERING: WHY?
• Adding value through co-branding
• Expanding your network
• Furthering your reach
• Fostering access to more resources
• Increasing creativity
• Building consumer trust
• Increasing brand credibility
• Increasing social media capital
It adds power to your social media by:

Source: Lab42, e-Strategy Trends, Syncapse
SOCIAL MEDIA PARTNERING: WHY? (continued)

Source: Lab42, e-Strategy Trends, Syncapse
SOCIAL MEDIA PARTNERING: WHY? (continued)
SMPisachancetocoverall.

SOCIAL MEDIA PARTNERING: EXAMPLES
CHASE CASE 1: CHASE SAPPHIRE & PARTNERS

Source: Interview with Jeff Bedard, Marketing Directing, Chase Sapphire
Chase Sapphire has teamed with multiple partners to create
and share content through social media. The content is
targeted at the dining, travel, and entertainment consumer
base.
Partners include:
• Open Table
• Bon Appetite
• BravoTV (and Curtis Stone)
• Conde Nast Traveler
• Amtrak
• Travel Expert Chris McGinnis

Open Table Conde Nast BravoTV

Thoughts from the Source
• “Social media, TV, or print. It doesn’t matter. Only thing that matters in
marketing is the
need to get the customer. The tools we use need to connect the customer to
our value.
Social media is a tool to do that.”
• Don’t start by looking for partners. Start by looking for ways to give value to
consumers. That is where SM partnering holds so much value.
• Talk and listening to yours and and partner’s followers to see what they
need/want?
- Example: Discounts, reviews, recipes, experts = Open table and Bravo
TV’s top chef
- Example: Travel info, expert advice, discounts = Conde Nast
- Take the above and be a provider of engaging content for your channels
and your
partners channels. That’s your social currency.

Thoughts from the Source (continued)
• Your PR value and business ROI are directly connected to your “social
currency.”
• Conduct listening reports. Chase Sapphire teams with FB using Axiom
• Resources are limited. Choose best channel for the buck. Best reach.
• SM partnering is about long term value, not short term.
• SM partnering is maximizes the ability to reach multiple audiences to build
brand trust.
• Effort to get SM partnering right is much more than traditional media.
• Make sure partner delivers with the same effort.

CHASE CASE 2: CHASE, AARP, & JEFF GORDON

urce: Interviews with Jen Martin, AARP and Nicole Kennedy, Chase Public Relations
Chase partners with AARP and Jeff Gordon racing to cross
promote services, products, and campaigns through social
media.

• “Watch for partners who are uninformed and not equally engaged.”
•“Have a strategy!”
• Be selective with channels but be everywhere you can manage.
• Conduct social listening 24/7 (Spreadfast)
• Be sure the partnership adds value to your followers.
• Be respectful of your partners requirements and make sure they do the same.
• Retweeting is critical to fully leverage partnership audiences.
• Use tools provided by the channel, i.e. Facebook’s Power Editor

• Followers of certain audiences are very loyal (i.e. Jeff Gordon’s) but they want
quality content.
• Create a SM partnership toolkit.
• Make sure your SM partner has a knowledgeable, skilled SM lead.
• Know what value the partner brings you.
- Example: Chase benefits by being seen as a company that helps Jeff Gordon
with his
charities. That builds brand trust, respect, and exposure. (NASCAR’s = 30M+
fans)*.
• “So happy when JG retweets our content to his 430k followers!”

CHASE CASE 3: CHASE & UNITED AIRLINES

Source: Interview with Vibhat Nair, Marketing Directing, Chase
Chase is launching a Facebook page in mid-August to
promote its partnership with United Airlines.

• “Social media partnering can help keep our cards top of wallet for multiple
audiences. Until
now we it’s not been a two-way engagement strategy.”
• Put the time in before you launch (working for a year with UA). Research through
social listening motivated Chase/UA Facebook creation
• Social is a part of the overall media strategy.
• Have multi-way conversations that engage partner audiences with relevant
content.
Customers will pay for value.
•Challenges:
- SMP is a complicated venture due to multiple brands involved.
- Need to ensure partner does not post anything you do not want them to
post.
- Who should respond to what?
Source: Interview with Vibhat Nair, Marketing Directing, Chase

SOCIAL MEDIA PARTNERING:
MEASUREMENT

SOCIAL MEDIA PARTNERING: MEASUREMENT
• Reach (fans, followers, pins...)
• Activity (blog posts, video posts, tweets
• Engagement (likes, shares, retweets, replies, comments.)
• Are you reaching a scalable audience? I.e. expansion and process
upgrade
• Did you make impressions on customers?
• Did you foster long term knowledge of your brand.
• Based on engagement, do followers like what you are posting?
Are the above driving ROI (sales, memberships, donations,
knowledge)?
Things to measure (and to look for in a partner)

SOCIAL MEDIA PARTNERING: PARTNER
SELECTION

SOCIAL MEDIA PARTNERING: PARTNER SELECTION
• Relevance to your audience
• Relevance to their audience
• Social media reach
• Can they offer co-branding opportunities?
• Can they offer exclusive deals & discounts?
• Are contests and promotions doable?
• What is their social capital? What can they do for
you
granting access to that capital?
• Are email communication inclusions possible?
• Are their non-SM opportunities?
What’s in it for me and you?

SOCIAL MEDIA PARTNERING: CONCLUSION

“If we can rap about their needs,
feelings, and motivations, we can
respond appropriately by giving them
what they want.”

“If we can rap about their needs,
feelings, and motivations, we can
respond appropriately by giving them
what they want.”
Source: Steve Jobs by Walter Isaacson
Steve Jobs, as quoted in Interface, July 1976

Social media partnering 7.13.13 final

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