Rise Above the Noise: Get Your Brand To Stand Out On The Social Web

Rise Above the Noise: Get Your Brand To Stand Out
© 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
• Option 0.2
On The Social Web
Hashtag: #SocialMedia

Today's Session
• Driving ROI with Social Scoring
– Targeting Campaigns to Segments & Networks
– Identifying and Targeting influencers
– Leveraging Customers and Advocates
• Calculating Social Marketing ROI
– Social ROMI vs Social ROMO
– 9 Keys metrics and ROI Impact
BOTTOM LINE:
BOTTOM LINE:
Understand how to Monetize Social Marketing
Understand how to Monetize Social
Marketing

A personal story...

ooops...
wrong
day!

THE NEXT
DAY...

How’d they
know that?

It was this guy!!!

What I thought...
Just spoke with mike. Wants to
head home to see his son. Booked
him on earlier flight.

Wow!!!
Social Marketing
Automation!!!

WHAT ACTUALLY
HAPPENED...

Not as exciting, but a great story none the less

So, what’s it all about?

The way we communicate has evolved

Social Media represents the largest shift
in communications in human history

Printing Press
1400’s
Telegraph/Telephone
1800’s
Recordable Media
Late 1800’s
TV
1900’s

1) Many-to-many pattern
2) A channel for all types of media
3) Your audience is now
the content producer
4) Audience is savvy and moved from
broadcast to dialog

Why are marketers soooo excited about it?

Let’s take a step back...

How we have been trained
to market?

1: Develop a campaign

2: Identify Sources

3: Develop Compelling Content & Offers

4: Broadcast!!

and wait...

Social Media is new and unique for marketers

For businesses, marketing through Social
Media is about:
• Data that is driven
by
• Dialog and
• Contextual
Content within a
• Community

For example… let's say we are selling…

Traditionally…
• Broadcast messages
through multiple
channels
• Collect Data and
Demographically target
• Open stores in areas of
audience concentration
• Drive people to online or
offline purchases

Through Social We Would:
• Listen for individuals who
show a likelihood of buying
• Target:
 Hyper-target individuals
with contextual offers and
content
 Identify Contextual
Need shoes? We have the largest
selection & 20% discount so you look
great at the party http://bit.ly/45hdf
Dude! If you need a new pair of kicks check these out
http://bit.ly/jhgk - We will power you on the big day!
Looking for new ski boots? 10% of for you today
http://bit.ly/jhgk
Influencers
 Market to a widget
enthusiast group on
Facebook
 Contextual groups (or
create one)
@bill Need new
shoes for the office
party. What to buy?
month 2 in marathon
training. Feeling better
everyday
HUGE ski trip with the
guys next month! Can’t
wait!
UGH! I hate back to
school shopping for the
kids!
We hate it too... shop online and avoid the hassle...
free returns! http://bit.ly/jhgk

Real life examples
The Louisville Real Estate
IBM Generates Millions by
Listening for Leads
Agent
30% conversion rate on
leads sourced via Twitter
TriNet Listens for ‘events’
and sells software
Roger Smith Hotel attracts
guests

Fundamental Difference
VS

What’s at the core?

Market Intelligence

Social Breadcrumbs
Social platforms offer deep
audience insights – the social
“breadcrumbs” people leave online
as they take actions and post
content provide ripe insight for
audience segmentation and
targeting

social scoring = finding prospects & converting them to
High potential to
buy Influencer Partner Candidate
Customer &
Advocate
customers

The 6 Keys & Where Delta Stood Out
Paying
Attention
Interaction Content
Presence Management Measurement

How do you do it?

The big three of Monetizing social
marketing
Social Prospecting
Automated Social Profile
Collection
Social Scoring

SOCIAL PROSPECTING
Pay attention to the conversations and actions
that demonstrate a liklihood of sale. Identifying
buying signals and listen for them.
Example: Pella Windows

IMPLICIT VS EXPLICIT BUYING SIGNALS
Example: Pella Windows
Explicit Implicit
“Looking to buy
new windows.
Anyone have
experience with
Pella?”
“Ugh… I can’t get
this draft to stop!
It’s cold in here!”
“What is the
cheapest place to
buy new windows?”
Just starting work
on the new
addition!
“Looking for a
recommendation
on windows…”
Just bought the
new house and am
getting ready to
move next week!!

SOCIAL PROSPECTING
The 2012 Super Bowl Host
Committee identified and
assisted fans in the
Indianapolis area for the
big game. A team of 50
managed all interactions
resulting in $3.2M in value
to NFL.
Example
Identify
prospects and
customers
across the social
web

SOCIAL PROFILE COLLECTION
Collected the publically available profile information on the individuals
engaging in your specific conversations.
Collected the publically available profile information on the individuals
engaging in your specific conversations.
Public Posts and actions
on Social Networks like:
Engagement on brand
owned social destination
Participation in
Facebook contests,
Downloads, et
Social Profile

SOCIAL PROFILE = PAINTING A PICTURE OF YOUR PROSPECT
• Are they talking about topics we care
about?
– Location, time, who they are talking to,
who are they talking about, what is their
influence?
• Are they engaging with our content?
– Do they know about us, sentiment,
frequency, date, time, what content did
they react to
• Did they participate in our Contest
and Apps
– Did we get permission to see more
profile data?
– Did they share their participation with
their friends
Social Profile

collected vs. Social: 100+ fields
Traditional: 7 fields
Social Profile
Studied at Harvard (2006) and Virginia (1999)
Amplified Reach: 23,402,725
Influence Themes: Venture Capital, Investing,
Entrepreneurship
Other: Fans of 80’s comedies, Political satire television
Politics Democrat
Married, Mom
Interests: TaskRabbit, Kat Von D, Twix, colorTHEORY,
GameChanger, Charleston - TravelTell, BillShrink, Drync, Daily
Grommet, Elizabeth 'Tina' Fey, Viximo, Mozes, Clothia, Haute
Hanger, Obey Giant, Boston Ballet, Independent Film Festival
Boston, Currensee.com, Spring Paddocks, LLC, Stratus Prep,
Mars Bars, Awareness, SimpliSafe, Barack Obama, Women
2.0, ALS/Lou Gehrig’s Disease, Independent Film Festivals,
Boston World Partnerships, Style.ly
Tweets: Dec 14: #MIT100K accelerator kickoff...they're
describing a design charette, 'hackathon' type design help for
teams. Great idea.
Facebook Posts and Comments: Dec 4: Cassius. 10 years
old yesterday/today, depending on when you count. Took a nice
romp around the southend this morning. Still got it.
Gain an intimate
view of the
individuals that
make up your
audience
collected
CAPTURE PROFILE DETAILS
The American Cancer
Society collects detailed
profile information on all
interactions across the
social web. To date they
have collected over 1M+
and use data to identify
donors and volunteers.
Example

SOCIAL scoring
Develop a scoring criteria that is dynamic and identifies individuals based
on actions over time.
Develop a scoring criteria that is dynamic and identifies individuals based
on actions over time.

Define a path to purchase
TRACKING BEFORE DIRECT ENGAGEMENT

Build a behavioral score Model

Transforming the social web into your marketing
database
MONITOR ENGAGE
Engage with Prospects
PUBLISH
Publish to Multiple
Social Destinations
Prospect for conversations
ACQUIRE PROFILES ABOVE THE FUNNEL
SCORE AND
TARGET with
OFFERS
CONVERT
Hub Difference
Publishing & Engagement:
Industry leading content publishing &
engagement to social channels with
deep user permissioning & workflow
functionality
Social Prospecting:
Monitor the social web for prospects and
immediately capture profile data
Social Scoring:
Easily create and apply your own
weighting algorithm to the profile
database instantaneously ranking
prospects based on your criteria
Social Books:
Analyze and optimize social programs
and easily distribute reports and
dashboards
Social Offers:
Serve up personalized, specific offers
based on social scores
Integration:
Close the social marketing loop with
seamless integration with leading
CRM, Marketing Automation, BI and
web analytics tools

Social scoring in action
“Any recommendations
+5 points
Joined Facebook
+5 points
page
“looking to buy
something…”
+10 points
for product?”
+10 points
Visited page
Prospective
buyer

Hyper-targeted marketing campaigns

Scoring summary
• People may fall into multiple lists and categories
– This may result in multiple scores. For example:
Name Email Influence Score
(Category 1)
Buyer
Score
Influence Score
(Category 1)
Sal Giliberto Sal.giliberto@ 46 19 53
Dave Carter DC@ 83 10 61
Steve Tremblay Steve@ 22 53 7
Brian Zanghi brian@ 38 25 83
Melissa Leffler ML@ 14 73 22

Scoring actions
Present list of XXX
leads to sales
team by region
Identify top
influencers and
offer a badge

Benefits of social scoring
• The social web is becomes your marketing database
– Identify buyers, prospects and leads
– Tier your prospect list and database based on your rules
– Target very specific groups and/or individuals for conversion
• Define influence on your terms!
– Define influence as it pertains to your company
• Understand the customers you have and uncover the ones
you don't

SAMPLE
CAMPAIGNS

Foiled Cupcakes
94% of sales come through

Capture Leads &
Social Profiles
Score Leads and
Target with Offers
Example >
• Jeep Example…
Monitor the social
web for buying
intent
Monitor
conversations
occurring across
the social web that
indicate a buying
intent.
Jeep looks for
implicit & Explicit
data; life events
Capture and tag
the profiles of
individuals
engaging in the
conversations
Pull all related
profiles, store and
route to dealers
Score leads based
on conversation,
engagement and
profile and target
with marketing
offers.
Score based on
demographic and
profile data.
Convert Social
Leads to Revenue
$
Tracked detailed
conversion metrics
at the content and
profile level

Influencer Campaign> Ford Fiesta
• Ford gives 100 Social
Influencers Euro Version of
the Fiesta
• Asked to track Missions via
video and upload
• 6.5 Million views of
Missions result in 10,000+
Cars in first 6 days

THE WIZARDING WORLD OF HARRY POTTER
7 = 350M

MEASURING ROI

SOCIAL ROMI vs SOCIAL ROMO
SOCIAL ROMI SOCIAL ROMO
Return on Marketing Investment Return on Marketing Objective
Overall social marketing contributions to
the business over time (usually year-over-year)
Specific social marketing contributions to
customer engagement and sales (usually
campaign based and short term)

SOCIAL ROMI vs SOCIAL ROMO
SOCIAL ROMI SOCIAL ROMO
Return on Marketing Investment Return on Marketing Objective
Add All Marketing Expenditures
Determine Contribution to Results
Calculate ROMI
Calculate Lead Gen
Effectiveness
Determine Contribution to Results

Takeaway's
1. Pay Attention
2. Interact & Engage
3. Know your audience, intimately
4. Follow the big 3 of Monetizing Social
5. Optimize & Improve with Social ROMI & Social ROMO

About the Presenter
• CEO @ AwarenessHub; Marketing
Faculty @ Clark University
• Boston native, father of 2, Entrepreneur
and 'marketing guy'
• Active blogger, tweeter, and social media
enthusiast
• Author, Stand Out Social Marketing,
McGraw-Hill, January 2013
Blog:
StandOutSocialMarketing.com
Facebook:
Facebook.com/standoutsocial
Twitter:
@bostonmike

About Regalix
 An award-winning Global Co - Innovation company that
leverages technology and marketing to help companies grow.
 Forefront of Innovation
o Digital Marketing Services
o Technology Enabled Services
o Regalix Labs
 Multi-disciplinary Leadership Team & Strong Advisory Board,
175+ Team
 Fortune 500 and Venture Backed Customers (B2B and B2C)
 Global Operations: HQ in Silicon Valley, 2 Offices
 Industry Recognition

Mike Lewis
Author of ‘Stand Out Social Marketing’
@bostonmike
mike@standoutsocialmarketing.com

Get in Touch
 If you have any questions about this webinar please feel free to get in touch with
us at marketing@regalix-inc.com
 For more information on Regalix visit: www.regalix.com
 For more information on Mike Lewis visit: www.standoutsocialmarketing.com

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