Riding The Social Media Wave

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Riding The Social Media Wave

  1. 2. Agenda <ul><li>Smart Approach </li></ul><ul><li>Key Trends </li></ul><ul><li>Metrics That Matter </li></ul>
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  7. 14. Smart Approach <ul><li>Step 1: Finding The Clean Water </li></ul><ul><li>Step 2: Checking the Weather </li></ul><ul><li>Step 3: Seeing the Waves </li></ul><ul><li>Step 4: Building a Surfboard </li></ul><ul><li>Step 5: Hanging Ten </li></ul>
  8. 15. Smart Approach <ul><li>Step 1: Finding The Clean Water </li></ul><ul><li>Step 2: Checking the Weather </li></ul><ul><li>Step 3: Seeing the Waves </li></ul><ul><li>Step 4: Building a Surfboard </li></ul><ul><li>Step 5: Hanging Ten </li></ul>
  9. 34. Smart Approach <ul><li>Step 1: Finding The Clean Water </li></ul><ul><li>Step 2: Checking the Weather </li></ul><ul><li>Step 3: Seeing the Waves </li></ul><ul><li>Step 4: Building a Surfboard </li></ul><ul><li>Step 5: Hanging Ten </li></ul>
  10. 40. Smart Approach <ul><li>Step 1: Finding The Clean Water </li></ul><ul><li>Step 2: Checking the Weather </li></ul><ul><li>Step 3: Seeing the Waves </li></ul><ul><li>Step 4: Building a Surfboard </li></ul><ul><li>Step 5: Hanging Ten </li></ul>
  11. 48. Surfing the Social Media Wave <ul><li>Step 1: Finding The Clean Water </li></ul><ul><li>Step 2: Checking the Weather </li></ul><ul><li>Step 3: Seeing the Waves </li></ul><ul><li>Step 4: Building a Surfboard </li></ul><ul><li>Step 5: Hanging Ten </li></ul>
  12. 51. Surfing the Social Media Wave <ul><li>Step 1: Finding The Clean Water </li></ul><ul><li>Step 2: Checking the Weather </li></ul><ul><li>Step 3: Seeing the Waves </li></ul><ul><li>Step 4: Building a Surfboard </li></ul><ul><li>Step 5: Hanging Ten…actually Five </li></ul>
  13. 52. Social Media Scorecard <ul><li>Reach : </li></ul><ul><li>growth in your online communities on Facebook, Twitter, Foursquare, RSS feeds, eNewsletters, loyalty programs and any other online group </li></ul><ul><li>Influence : </li></ul><ul><li>how many people thought a message from the brand was worth sharing and discussing, and to what degree the expanded audience exposure was </li></ul><ul><li>Sentiment : </li></ul><ul><li>how online sentiment is tracking positively or negatively or neutrally </li></ul><ul><li>Time together: </li></ul><ul><li>be it the Website, a microsite, a YouTube channel, etc., how much time are consumers giving us </li></ul><ul><li>Action: </li></ul><ul><li>conversions to whatever action we are encouraging </li></ul>
  14. 53. Strategic Approach <ul><li>Twitter </li></ul><ul><li>Real-time dialogue that responds to guests when they’re not expecting it. </li></ul><ul><li>Facebook </li></ul><ul><li>Interactions with Friends/Fans, content that addresses lifestyle (not promotions) </li></ul><ul><li>Review sites (e.g. Yelp, Urban Spoon, Yellow Pages reviews) </li></ul><ul><li>Online reputation management where it matters the most </li></ul><ul><li>Foursquare </li></ul><ul><li>Deliver time-sensitive and location-specific promotions </li></ul><ul><li>CRM </li></ul><ul><li>Consistent contact through loyalty program initiatives </li></ul>Spread the word Loyalty Reward engagement Reasons to listen
  15. 54. Results Reach Year-over-year (2010 vs. 2009) population growth across all social media properties was 368%. Facebook community in 2010 grew by 313% (+11,344 Likers) Twitter community in 2010 grew by 606% (+1,988 Likers) 17,000 “Island Hopper” sign-ups in first four months
  16. 55. Results <ul><li>Influence : </li></ul><ul><li>Most popular content (most interactions): Food and drink descriptions, Molly photo contest, Paradise Pick’em </li></ul>
  17. 56. 1 3 2 <ul><li>Jan – Dec 2010 </li></ul><ul><ul><li>Interactions increased by 685% YoY </li></ul></ul><ul><li>June - July 2010 </li></ul><ul><ul><li>Post describing how to suggest Page to Liker’s Facebook Friends generated increased interactions </li></ul></ul><ul><ul><li>Molly Flamingo photo contest posts on June 2, 7 and 9. Winner announced on 7/25. </li></ul></ul><ul><ul><li>100-oz beer tube post </li></ul></ul><ul><ul><li>Endorsement from Dara Bunjon of examiner.com (June 10 th ) </li></ul></ul><ul><ul><li>Drink recipes receive increased interactions </li></ul></ul><ul><li>September 28, 2010 </li></ul><ul><ul><li>Paradise Pick’em announcement with CTA </li></ul></ul>
  18. 57. <ul><li>Total Mentions: </li></ul><ul><ul><li>Mentions increased by 605% YoY (3,391 total mentions) </li></ul></ul><ul><ul><li>Averaged 283 mentions per month </li></ul></ul><ul><ul><li>Majority of mentions were referencing venue specific Foursquare Pages* </li></ul></ul>
  19. 58. Results
  20. 59. Results <ul><li>Time together: </li></ul><ul><li>Email open rates have increased double digits year-over-year </li></ul><ul><li>Unique user time on Website has increased over 15% per visit, and most visited page is no longer “locations” page </li></ul>
  21. 60. <ul><li>Total Check-ins: </li></ul><ul><ul><li>Increased Foursquare check-ins by 185% in less than four months (+4,915 Check-ins from 9/8/10-12/31/10) </li></ul></ul><ul><ul><li>Generated an estimated $69,694.70 in increased revenue (Using a PPA of $14.18) </li></ul></ul>
  22. 61. <ul><li>During this initial phase, we actively monitor online communities for discussion topic trends and interest areas as well as competitive activities. </li></ul><ul><li>We provide a synopsis of findings at Day 20. </li></ul><ul><li>consolidated online conversations, mentions and trends by brand within chosen geographic footprint. </li></ul><ul><li>Additionally, we determine product-specific promotions to leverage through social media channels. </li></ul>Approach Recap: Day 0-20
  23. 62. <ul><li>After developing the insight synopsis, we turn our attention to the editorial calendar and content creation with an emphasis on encouraging participation. </li></ul><ul><li>Examples: </li></ul><ul><li>Post weekly topics and themes on Facebook and Twitter with a focus on leveraging seasonal interests (e.g. Easter, Mothers’ Day) </li></ul><ul><li>Engage in online discussions on select Mommy blog sites. </li></ul>Approach Recap: Day 20-45
  24. 63. <ul><li>Create profiles of your most active customers online </li></ul><ul><li>highlight conversation topics and trends that engage your customers the most </li></ul><ul><li>determine what topics and promotions increase online participation the most </li></ul><ul><li>figure out which promotions drive the most store traffic and market basket increases </li></ul><ul><li>refine social media activities to leverage learning for next 45 days and beyond </li></ul>Approach Recap: Day 45-90

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