Social Media Puzzle

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

Wikipedia – President Obama

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

Questions?

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Social Media Puzzle

by Werkshop Marketing

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