Holly Grenvicz Principal / Chief Strategist Werkshop Marketing
Puzzle Piece 1 - The Overview Putting Together the Social Marketing Puzzle The History What is it? How do I use it?
Puzzle Piece 2What Are The Tools & How To Use Them The Tools Social Networks Email / Newsletters Wikis Blogs Micro Blogging Audio / Podcasts Video Location-based
Puzzle Piece 2: The Tools Blogs - Mashable
Puzzle Piece 2: The Tools Wikipedia – President Obama
Puzzle Piece 2: The Tools LinkedIn
Puzzle Piece 2: The Tools Digg
Puzzle Piece 3 B2B vs. B2C
Puzzle Piece 3
Puzzle Piece 3: B2B American Express OPEN provide business advice and insight blog with frequently updated content a large collection of shared videos network with one another and with industry experts customize topics to their specific interests The social site has been extremely successful, increasing unique visitors 525% over the past year – from 160,000 in December 2008 to nearly 1 million in December 2009.
Puzzle Piece 3: B2B
Puzzle Piece 3: B2B Archer Component 1: Online social network that gives customers a forum to interact, share best practices and provide feedback to help drive Archer product development. Component 2: Archer Exchange, an online marketplace that enables clients to downloadapplications developed by other clients or by Archer. The two social sites have been successful at driving website traffic and attracting new members: The Archer Community receives 20 new members, 4,000 unique visits and 400+ downloads every week, while the Archer Exchange boasts 17,000 unique visits, 90,000 page views and 1,200 downloads. But the real benefit has been enhanced product development as a result of user feedback and sharing. Archer tells Forrester that its Archer Community directly helped form its Business Continuity Management, Mobile GRC and Data Feed Manager applications.
Puzzle Piece 3: B2B
Puzzle Piece 3: B2C Pepsi Experimenting with the Viral Power of Charitable Ideas Pepsi cut their annual Super Bowl ad in order to invest more money a multi-million-dollar charitable grant program called “Pepsi Refresh Project.” People are able to create "refresh” communities online, post content, and vote for which community project they’d like to see Pepsi invest in. Crowdfunding is a growing trend among B2C businesses including sporting retail giant Land’s End. Similarly, Pepsi appears experimenting the power of the crowd. They're sourcing ideas. Using the Pepsi’s Refresh Project people can create communities which pitch ideas for charitable projects. People vote on the ideas and Pepsi makes those projects a reality. What Pepsi is most likely counting on is the reach of individuals to their networks. People push their “refresh” ideas to their networks through social media in order to generate more votes and in turn, more love for the Pepsi brand. A quick look at the current Pepsi Refresh homepage reveals the outline of a community that will encourage Social Media participation including tweets, video, and photos from users. If RefreshEverything.com takes off, they may be well on their way to mastering the multifaceted social media approach in the future. One thing is for certain though: It's an exciting time for marketers when a mega-company like Pepsi generates more buzz when they don't spend 3-million dollars on Superbowl ads than when they do.
Puzzle Piece 3: B2C
Puzzle Piece 3: B2C Jeep Community Home Base Flicker album of user-submitted photos Links to Myspace and Facebook Groups Links to user-created content and groups News, events, commercials touts the “real” Jeep enthusiasts
Puzzle Piece 4 SWOT Analysis
Puzzle Piece 4 The Social Marketing Plan
Puzzle Piece 5 Measurement
Puzzle Piece 5: Measurement Qualitative Treated more like PR measures Conversations Comparisons against competition Create dialogue Quality vs. Quantity
Puzzle Piece 5: Measurement Quantitative Metrics/ Analytics Traffic Sales activity SEO ranking Google Analytics, Xinu