Social Media Demand Generation


Published on

Published in: Education
  • Be the first to comment

Social Media Demand Generation

  1. 1. Webinar: Drive Demand with Social Media<br />Twitter Hashtag: #SocialDemand<br />
  2. 2. Today’s panel…<br />2<br />Bob Ellsworth<br />RNC@bobellsworth<br />Joe Chernov, Eloqua@jchernov<br />Philip Crampe<br />Manager SBLI@Crampee<br />Laura Zexter<br />TD Garden<br />@lzexter<br />Jeff Pedowitz<br /> The Pedowitz Group@jpedowitz<br />
  3. 3. Social Media In 10 Minutes<br />Joe Chernov, Director of Content, Eloqua<br />@jchernov<br />Twitter Hashtag: #SocialDemand<br />
  4. 4. For B2B Marketers<br />4<br />
  5. 5. For B2C Marketers<br />5<br />
  6. 6. No Longer Adds Up<br />6<br />
  7. 7. The Consumer Is The Hub … <br />7<br />
  8. 8. … And The Influence Is Massive<br />8<br />
  9. 9. A New Model<br />9<br />Updated image available.<br />Please contact Eloqua for sharable infographic<br />
  10. 10. In Other Words, This … <br />10<br />
  11. 11. … Must Give Way To This<br />11<br />
  12. 12. First Understand Motivation … <br />Reciprocity: People give value to get value<br />Recognition: Status – social status – matters<br />Efficacy: Desire to affect change<br />Communion: Man is a social being<br />12<br />
  13. 13. … Then Think About Media<br />Twitter good for real-time information sharing, reach<br />Facebook Fan Pages good for brand personality, community<br />LinkedIn good for role/topic relevance, community<br />Delicious good for SEO, metadata<br />SlideShare good for “thought leadership,” SEO<br />Flickr good for staff enjoyment, SEO<br />Blog good for staff engagement, SEO<br />Geosocial good for event engagement, incentives<br />Video good for viewer engagement, SEO<br />13<br />
  14. 14. Don’t do this:<br />Share confidential information<br />Spread rumors or criticize company, partners, clients or competitors<br />Reveal personal information about colleagues (w/o explicit permission)<br />Misrepresent yourself or employer – every online action is traceable to its source<br />Do this:<br />Listen: Best conversationalists listen more than talk<br />Be authentic: You are a person, not an avatar<br />Be consistent: Both in terms of your voice and your profiles<br />Be gracious: Applauding others is good manners, on- and offline<br />Disclose: Share any material affiliation (employer, client, etc.)<br />
  15. 15. TD Garden’s Social Success<br />Laura Zexter, eBusiness, TD Garden <br />@lzexter<br />Twitter Hashtag: #SocialDemand<br />
  16. 16. Social & Mobile fitting in…<br />16<br />Product<br />Beat Writing<br />Text Programs<br />Facebook<br />Twitter<br />Boston Bruins TV<br />Live Blog<br />Database<br />Website<br />Develop social media as an information gateway for our Boston Bruins & TD Garden marketing & communications group. An online forum where fans/patrons can interact with our beat writers, players and interactive promotions for our teams & venue; opening up the brand to an online energetic conversation. To adopt a presence in the space where our fans/patrons like to communicate, and to sustain our database business drivers.<br />
  17. 17. Strategy & Measures<br />17<br />Enter Sweepstakes via SMS and monitor public perception with Sweet<br /><ul><li> Measure new opt-in records
  18. 18. Ticket revenue per channel
  19. 19. Lifetime value per:
  20. 20. Active email subscriber
  21. 21. Facebook page ‘like’
  22. 22. Follower</li></ul>Enter via online form in Facebook Fantasy Application with form fields writing directly into Eloqua<br />
  23. 23. Continue To Experiment<br />18<br />Technology and it’s social world has thrown us yet another challenge…<br />…how do we get data around our fans that use the social media? <br />Push out Campaigns that suit each social channel where you can capture information giving you small incremental adds to your database<br />Survey & Profile to understand where your fans communicate<br /> <br />…and what do we do with it?<br />Leverage Twitter/Facebook to create buzz, extend promotions & push exclusive content adding more people to your social networks<br />Measure, Measure, Measure; attempt to use your organizational standards & fine-tune them for your respective social media channels<br />
  24. 24. Generating Leads with New Technologies<br />Phil Crampe, eCommerce Manager, SBLI<br />@Crampee<br />Twitter Hashtag: #SocialDemand<br />
  25. 25. Marketing Optimization through Social Media<br />Increase ROMIreturn on marketing investment:<br />Reaching the right customers,<br />at the right time,<br />with the right offer and<br />via the right channel.<br />20<br />
  26. 26. Marketing Optimization through Social Media<br />Where are we?<br />SBLI Social Assessment<br />Where do our customers/prospects go?<br />What do they do?<br />What do they like?<br />21<br />
  27. 27. Marketing Optimization through Social Media<br />What did we learn? <br />22<br />State Average Friend count<br /> Index for social segments shows TX, TN, VA, CA and Colorado customers as highly social. Average friend count by states shows the outreach potential of each customer. <br />
  28. 28. Marketing Optimization through Social Media<br />Translating this into action?<br />In January, we ran with a Hockey promotion tied into a very popular hockey tournament<br />Key Components included Text<br />In game and on TV promotion<br />Cut short due to other issues<br />The results were amazing, even in a short period of time<br />What success metrics do we use?<br />What are we planning for the future?<br />Programs with New England Patriots<br />Programs with New Red Sox<br />23<br />
  29. 29. The Tools for Success<br />What are the tools for success?<br />Good tools for listening<br />Try to extend the same principles you are employing today in terms of Marketing Best Practices<br />Look for something that extends your systems that you have in place today<br />24<br />
  30. 30. Simple Truth<br />You can always manufacture more products<br />But you can’t manufacture more customers!<br />Once your customers communicate with each other, it’s the customer experience that counts<br />Thank you and good luck….<br />25<br />
  31. 31. RNC’s Social Push <br />Bob Ellsworth, Senior Fellow of Technology, RNC<br />Twitter Hashtag: #SocialDemand<br />
  32. 32. RNC’s Social Push<br />27<br />Step 1: Cross channel communications<br /><ul><li> All assets have social interactions
  33. 33. Ask for engagement whenever possible
  34. 34. Provide rewards for interactions</li></li></ul><li>RNC’s Social Push<br />28<br />Step 2: Build Infrastructure<br /><ul><li> Eloqua as the Core Marketing Data System
  35. 35. Pedowitz Sweet for social data
  36. 36. Custom RNC Layer
  37. 37. Data Warehouse
  38. 38. Social Bomb
  39. 39. GOP.AM
  40. 40. Points Tracking</li></li></ul><li>RNC’s Social Push<br />29<br />Step 3: Track and Measure<br /><ul><li> Eloqua for impacts and email response
  41. 41. Pedowitz Sweet for social tracking
  42. 42. Widget tracking (proprietary)
  43. 43. Points Tracking – integration via APIs
  44. 44. Other social tracking tools:
  45. 45. ShareThis
  46. 46. Tynt</li></li></ul><li>RNC’s Social Push<br />30<br />Step 4: Learn and Engage<br /><ul><li>Data decides the content being delivered
  47. 47. Push points rewards for social
  48. 48. Pre-target prolific social contacts
  49. 49. Create custom applications for Facebook and Twitter</li></li></ul><li>Best Practices to Leverage Social Media for Demand Generation <br />Jeff Pedowitz, President and CEO, The Pedowitz Group and <br />Chief Sweet Officer – Sweet, Inc.<br />@jpedowitz<br />Twitter Hashtag: #SocialDemand<br />
  50. 50. The World We are In Today<br />
  51. 51. Social Media Has to Make Sense<br />
  52. 52. Best Practices to Leverage Social Media for Demand Generation <br />Content<br />Collecting<br />Context<br />Conversing<br />
  53. 53. Best Practices to Leverage Social Media for Demand Generation <br />Content<br />There isn’t as much overlap as you might think<br />Not all social media users are created equal<br />The content needs to fit the medium<br />Give them a reason to join and stay<br />
  54. 54. Conversations<br />Remember the Golden Rule our parents taught us about listening<br />The social media is a continuum of conversations, not just a one time thing<br />“Oh….the noise” Look for the Bose Quite Comfort Headphones<br />Best Practices to Leverage Social Media for Demand Generation <br />
  55. 55. Context<br />Context is everything<br />Don’t be John Mayer …”Waiting on the World to Change”<br />Context can still be customizable<br />Best Practices to Leverage Social Media for Demand Generation <br />
  56. 56. Converse<br />“So, now what?”<br />Take the “embrace and extend” approach<br />Look for tools that work like the cable company<br />Best Practices to Leverage Social Media for Demand Generation <br />
  57. 57. Measuring the Impact<br />
  58. 58. Contact:<br />Jeff Pedowitz<br />President and CEO<br />The Pedowitz Group <br /> <br />856.782.9859<br /> <br /><br /><br />
  59. 59. Q&A<br />41<br />