Social media partnering
Increasing social media impact through partnerships
#SMPartnering
Presented by: Tom Grayson
7.13.1...
Partnering with other businesses
and organizations to create mutually
beneficial social media strategies to
advance overal...
SOCIAL MEDIA: THE BUSINESS CASE
• 955m active Facebook users
• 140m active Twitter users
• 161m active Linkedin users
• 11m active Pinterest pinners
• 170...
It’s an engaged audience.
SOCIAL MEDIA: THE BUSINESS CASE (continued)
Source: The Socialskinny.com & Mediabistro.com
Socia...
SOCIAL MEDIA: THE BUSINESS CASE (continued)
Source: The Socialskinny.com & Mediabistro.com
It’s an engaged audience: case ...
SOCIAL MEDIA PARTNERING:
OLD IDEA, NEW POSSIBILITIES
Social media partnering
Partner marketing has been in the tool box for
years. Social media provides the latest, and
perhap...
Social media partnering
Partner marketing has been in the tool box for
years. Social media provides the latest, and
perhap...
Partner marketing has been in the tool box for
years. Social media provides the latest, and
perhaps the most powerful, med...
SOCIAL MEDIA PARTNERING: WHY?
SOCIAL MEDIA PARTNERING: WHY?
• Adding value through co-branding
• Expanding your network
• Furthering your reach
• Foster...
Source: Lab42, e-Strategy Trends, Syncapse
SOCIAL MEDIA PARTNERING: WHY? (continued)
Social media partnering
Source: Lab42, e-Strategy Trends, Syncapse
SOCIAL MEDIA PARTNERING: WHY? (continued)
Social media partnering
SMPisachancet...
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 t...
Open Table Conde Nast BravoTV
Social media partnering
CHASE CASE 1: CHASE SAPPHIRE & PARTNERS
Source: Interview with Jeff ...
Thoughts from the Source
• “Social media, TV, or print. It doesn’t matter. Only thing that matters in
marketing is the
nee...
Thoughts from the Source (continued)
• Your PR value and business ROI are directly connected to your “social
currency.”
• ...
SOCIAL MEDIA PARTNERING: EXAMPLES
CHASE CASE 2: CHASE, AARP, & JEFF GORDON
CHASE CASE 2: CHASE, AARP, & JEFF GORDON
urce: Interviews with Jen Martin, AARP and Nicole Kennedy, Chase Public Relations...
Thoughts from the Source
• “Watch for partners who are uninformed and not equally engaged.”
•“Have a strategy!”
• Be selec...
• Followers of certain audiences are very loyal (i.e. Jeff Gordon’s) but they want
quality content.
• Create a SM partners...
SOCIAL MEDIA PARTNERING: EXAMPLES
CHASE CASE 3: CHASE & UNITED AIRLINES
CHASE CASE 3: CHASE & UNITED AIRLINES
Source: Interview with Vibhat Nair, Marketing Directing, Chase
Chase is launching a ...
Thoughts from the Source
• “Social media partnering can help keep our cards top of wallet for multiple
audiences. Until
no...
SOCIAL MEDIA PARTNERING:
MEASUREMENT
SOCIAL MEDIA PARTNERING: MEASUREMENT
• Reach (fans, followers, pins...)
• Activity (blog posts, video posts, tweets
• Enga...
SOCIAL MEDIA PARTNERING: PARTNER
SELECTION
SOCIAL MEDIA PARTNERING: PARTNER SELECTION
• Relevance to your audience
• Relevance to their audience
• Social media reach...
SOCIAL MEDIA PARTNERING: CONCLUSION
Social media partnering
OLD IDEA, NEW POSSIBILITIES
“If we can rap about their needs,
feelings, and motivations, we can
re...
Social media partnering
OLD IDEA, NEW POSSIBILITIES
“If we can rap about their needs,
feelings, and motivations, we can
re...
Q&A
Social media partnering
Social media partnering
Increasing social media impact through partnerships
#SMPartnering
Presented by: Tom Grayson
7.13.1...
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Social media partnering 7.13.13 final

  1. 1. 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/
  2. 2. 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 partnering
  3. 3. SOCIAL MEDIA: THE BUSINESS CASE
  4. 4. • 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 partnering SOCIAL MEDIA: THE BUSINESS CASE
  5. 5. It’s an engaged audience. SOCIAL MEDIA: THE BUSINESS CASE (continued) Source: The Socialskinny.com & Mediabistro.com Social media partnering
  6. 6. SOCIAL MEDIA: THE BUSINESS CASE (continued) Source: The Socialskinny.com & Mediabistro.com It’s an engaged audience: case & point: Twitter Social media partnering
  7. 7. SOCIAL MEDIA PARTNERING: OLD IDEA, NEW POSSIBILITIES
  8. 8. Social media partnering 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
  9. 9. Social media partnering 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.
  10. 10. 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. Social media partnering 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:
  11. 11. SOCIAL MEDIA PARTNERING: WHY?
  12. 12. 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: Social media partnering
  13. 13. Source: Lab42, e-Strategy Trends, Syncapse SOCIAL MEDIA PARTNERING: WHY? (continued) Social media partnering
  14. 14. Source: Lab42, e-Strategy Trends, Syncapse SOCIAL MEDIA PARTNERING: WHY? (continued) Social media partnering SMPisachancetocoverall.
  15. 15. SOCIAL MEDIA PARTNERING: EXAMPLES CHASE CASE 1: CHASE SAPPHIRE & PARTNERS
  16. 16. 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: Social media partnering • Open Table • Bon Appetite • BravoTV (and Curtis Stone) • Conde Nast Traveler • Amtrak • Travel Expert Chris McGinnis CHASE CASE 1: CHASE SAPPHIRE & PARTNERS
  17. 17. Open Table Conde Nast BravoTV Social media partnering CHASE CASE 1: CHASE SAPPHIRE & PARTNERS Source: Interview with Jeff Bedard, Marketing Directing, Chase Sapphire
  18. 18. 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. Social media partnering CHASE CASE 1: CHASE SAPPHIRE & PARTNERS Source: Interview with Jeff Bedard, Marketing Directing, Chase Sapphire
  19. 19. 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. Social media partnering CHASE CASE 1: CHASE SAPPHIRE & PARTNERS Source: Interview with Jeff Bedard, Marketing Directing, Chase Sapphire
  20. 20. SOCIAL MEDIA PARTNERING: EXAMPLES CHASE CASE 2: CHASE, AARP, & JEFF GORDON
  21. 21. 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. Social media partnering
  22. 22. Thoughts from the Source • “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 Social media partnering CHASE CASE 2: CHASE, AARP, & JEFF GORDON urce: Interviews with Jen Martin, AARP and Nicole Kennedy, Chase Public Relations
  23. 23. • 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 2: CHASE, AARP, & JEFF GORDON urce: Interviews with Jen Martin, AARP and Nicole Kennedy, Chase Public Relations Thoughts from the Source Social media partnering
  24. 24. SOCIAL MEDIA PARTNERING: EXAMPLES CHASE CASE 3: CHASE & UNITED AIRLINES
  25. 25. 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
  26. 26. Thoughts from the Source • “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? Social media partnering CHASE CASE 3: CHASE & UNITED AIRLINES Source: Interview with Vibhat Nair, Marketing Directing, Chase
  27. 27. SOCIAL MEDIA PARTNERING: MEASUREMENT
  28. 28. 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
  29. 29. SOCIAL MEDIA PARTNERING: PARTNER SELECTION
  30. 30. 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
  31. 31. SOCIAL MEDIA PARTNERING: CONCLUSION
  32. 32. Social media partnering OLD IDEA, NEW POSSIBILITIES “If we can rap about their needs, feelings, and motivations, we can respond appropriately by giving them what they want.”
  33. 33. Social media partnering OLD IDEA, NEW POSSIBILITIES “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
  34. 34. Q&A Social media partnering
  35. 35. 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/
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