VIPdesk Webinar Series                                     May 11, 2010


            Cover Slide


   Social Media: How i...
About Today’s Host
Mary Naylor
CEO
VIPdesk

•   Mary Naylor is the CEO and Co-founder of VIPdesk

•   VIPdesk provides con...
About Today’s Presenters
Geoff Nelson
Partner
Ivy Worldwide

•   Co-founded Ivy Worldwide in 2007

•   More than 20 years ...
About Today’s Presenters
Nick White
Partner
Ivy Worldwide

•   Joined Ivy Worldwide in 2008, launched
    Seattle office

...
About Ivy Worldwide


•Brand Evangelist Experts ‐ I W ld id i a word‐of‐mouth social media and 
  B dE        li E        ...
Today’s Agenda
•   Social media—what is it and why is it important
    to your company?


•   When, where, and how to enga...
What is Social Media and Why Is It 
           Important?
               p
“For And With” Is The Model
  "Instead of marketing at customers, our job in 
  the digital age is to get customers workin...
Social Media Evolves
                                            3 million 
                                              ...
What is Social Media/Word‐of‐Mouth Marketing?



       Working with influencers and communities, both online and offline,...
Why your customers are using social media

 Participation:  Many are no longer satisfied to just consume the thoughts and ...
Keys to leveraging CGM via Social Media Tools


  1. Monitor consumers generating content about your brand via alert or  
...
Keys to WOM/Social Media Success

  Content is king
       • Focus on community relationships – You can replace your produ...
When, where and how to engage the 
right forms of word of mouth marketing 
right forms of word of mouth marketing
SM Touches Every Part Of The Business

                                                Product
                           ...
“Customer decision journey”


                          33.5%
                          33 5%                             ...
Whom to target?

                      Managed Relationships
                      Tier 1 & Tier 2
                      i...
Not All Influencers Are Created Equal

      Word‐of‐Mouth                             The Top Tier
                      ...
How To Leverage Influencers
        Mktg./Adv./PR               WOM channel                                          How?
...
Customers Expect A Dialog With You

   •       Only ask what you are willing to act on
   •       Talk to the right people...
Common Social Media Tools

• 2.6B Facebook minutes per day
• 400 F b k U
  400 Facebook Users Worldwide
                  ...
Finding the Right Tools
 • Use the tools your customers are using to 
 connect with you. Because they are using 
         ...
Know the Audience




              Confidential Ivy Worldwide  ©2010 Ivy Worldwide
The Palette of WOM Tactics

                                                     WOM
                            Experient...
Principles of community interaction


  It’s about people
             p p

  The rules are the same for corporations and ...
Entering an existing community

  Find places where your customers congregate
  • Keep an open mind – customers may turn u...
Keys to Successful Customer Communication 

 • Converse with and don’t market to customers – marketing spin 
   KILLS conv...
Responding to Social Media Appropriately




                   Confidential Ivy Worldwide  ©2010 Ivy Worldwide
Social Customer Communication:
Social Customer Communication:
         Do’s and Don’ts
How to be Antisocial in 8 Easy Steps

1. Viral equals social success 
   –   Viral is an outcome, from a good sales and ma...
How to be Antisocial in 8 Easy Steps

5. Social = social
   –   Not all social media is the same just like not all marketi...
Most‐often committed sins

 1. Failing to be transparent:  Transparency is the currency of the blogosphere –
    clearly d...
WOM Case Studies
Unpronounceable Volcano
When crisis strikes businesses are quickly overwhelmed – people turn 
  to others for help and inf...
Kryptonite’s Kryptonite
 •   A video demonstrating how to pick these expensive 
     bike locks with an ordinary Bic pen a...
Search “Ivy Worldwide” and 
Wholistic for Social Demand?                                                                  ...
Key Takeaways From Case Studies

1. Social media marketing can work in ways traditional methods 
   can’t or won’t

2. Inf...
Steps To WOM/Social Media Success

1.   Be ethical and transparent 
2.   Read WOMMA’s Ethics Code at http://womma.org/ethi...
Questions?




 Confidential & Proprietary VIPdesk Information   40
Upcoming VIPdesk Webinars
•   May 27: 5 Main Reasons to Use Work-at-Home
    Customer Service Reps


•   June 8: Integrati...
Thank You for Attending!



      Geoff Nelson                                    Nick White
           Partner           ...
Website: http://www.vipdesk.com


Twitter: http://www.twitter.com/vipdesk


Facebook: http://www.facebook.com/vipdesk


Li...
Social Media: How it Fits Into Your Customer Marketing and Retention Strategy 051110
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Social Media: How it Fits Into Your Customer Marketing and Retention Strategy 051110

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Social Media: How it fits into your customer marketing and retention strategy
Geoff Nelson: Partner, Ivy Worldwide
Nick White: Partner, Ivy Worldwide

Social media—what is it and why is it important to your company
When, where, and how to engage the right forms of word of mouth marketing
What to do and not to do when communicating with customers via social media
Successfully organizing and executing a customer-centric social media plan

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Social Media: How it Fits Into Your Customer Marketing and Retention Strategy 051110

  1. 1. VIPdesk Webinar Series May 11, 2010 Cover Slide Social Media: How it fits into your customer marketing and retention strategy Today’s Presenters: Geoff Nelson: Partner, Ivy Worldwide Nick White: Partner, Ivy Worldwide Today’s Host: Mary Naylor: CEO, VIPdesk Welcome to today s Webinar! The presentation will start shortly. today’s Today’s presentation is being broadcast through the Internet. You do not need a conference dial-in number. To h T hear t d ’ webinar, simply t today’s bi i l turn th volume up on your speakers and the l k d you will be able to hear the presentation via your computer.
  2. 2. About Today’s Host Mary Naylor CEO VIPdesk • Mary Naylor is the CEO and Co-founder of VIPdesk • VIPdesk provides concierge-quality contact center solutions for leading global brands through a nationwide network of home-based demographically matched Brand Ambassadors, Concierge, and Customer Service Representatives. • VIPdesk provides its clients Concierge, Contact Center, and Social Media support services. • VIPdesk is continually recognized through numerous awards awards, including the Inc. 500, Inc. 5000, NCBEA Business Ethics Award, Stevie Awards for Women in Business and Smart CEO Future 50. Confidential & Proprietary VIPdesk Information 2
  3. 3. About Today’s Presenters Geoff Nelson Partner Ivy Worldwide • Co-founded Ivy Worldwide in 2007 • More than 20 years of experience in brand programs, both online and offline, measurement and analysis, business development, project management, integrated communications, and much more. • Has an impeccable track record in solving complex marketing communications challenges for top tier companies. • Has worked for AMD, Leo Burnett Technology Group and Y&R • Adjunct professor at Texas State University, guest lecturer at the Uni e sit of Te as at A stin on Word-of-Mouth University Texas Austin Wo d of Mo th marketing. Confidential & Proprietary VIPdesk Information 3
  4. 4. About Today’s Presenters Nick White Partner Ivy Worldwide • Joined Ivy Worldwide in 2008, launched Seattle office • Began his career at Amazon.com where he worked to bring their nationwide network of distribution centers online • Managed speech technology deployments at Conversational Computing, then worked on Spanish-language mobile phone Spanish language deployments at InfoSpace • At Microsoft for five years, working first in Mobile and Embedded Devices Division and most recently in Windows Client managing social media relations and writing the most-trafficked blog at Microsoft • Double degree Double-degree graduate of University of Washington with MBA from Duke University Confidential & Proprietary VIPdesk Information 4
  5. 5. About Ivy Worldwide •Brand Evangelist Experts ‐ I W ld id i a word‐of‐mouth social media and  B dE li E Ivy Worldwide is d f h i l di d influencer marketing agency founded in 2007 • Proven Credentials One of the most award wining social media agencies in the Proven Credentials ‐ One of the most award wining social media agencies in the  world for effectiveness. Have driven lead awareness, lead generation and sales on  average between 40‐80% consistently • Clients include: HP, ATT, ProFlowers, Time Inc., Microsoft and many others • Offices in Austin, Seattle and Houston • They have evangelists too – Google “Ivy Worldwide” and  “Buzz Corps” (former  name) and see what others have to say about us
  6. 6. Today’s Agenda • Social media—what is it and why is it important to your company? • When, where, and how to engage the right forms of word of mouth marketing • What to do and not to do when communicating with customers via social media • Successfully organizing and executing a customer centric customer-centric social media plan • And more! Confidential & Proprietary VIPdesk Information 6
  7. 7. What is Social Media and Why Is It  Important? p
  8. 8. “For And With” Is The Model "Instead of marketing at customers, our job in  the digital age is to get customers working with  the digital age is to get customers working with us and for us. And you do that by working with  them and for them. This is where the new  them and for them This is where the new marketing energy and breakthrough results are  to be found. to be found " Mark Beeching Mark Beeching Chief Creative Officer  Digitas Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  9. 9. Social Media Evolves 3 million  blogs First Blog First Blog 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010+ There is one constant through all of this:  PEOPLE Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  10. 10. What is Social Media/Word‐of‐Mouth Marketing? Working with influencers and communities, both online and offline, to  educate them on your offerings and share the company’s perspectives Creating brand ambassadors that share opinions/information, educate  others and help drive brand preference Using Web 2.0 tools and on‐going programs that make it easier to  create and share your information virally Leveraging the network’s knowledge base to gain valuable customer,  market and product insights on you and your competitors 11 Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  11. 11. Why your customers are using social media Participation:  Many are no longer satisfied to just consume the thoughts and  opinions of professional experts ‐ b f f l but want to be involved in the process of discussing  b l d h fd and interacting with the news  Inclusion: Many of the new forms of media that are emerging not only involve  readers in the reporting and interpretation of news, but they create spaces where  d h d f b h h community springs up around the news and information being shared Suspicion of institution: Big business, government, church, and other institutions are  increasingly being viewed with suspicion i i l b i i d ih i i Customization: New media allows people to customize the information and news  that they want to consume – using tools like news aggregation they can now choose  specific topics that they wish to follow and control when and how they consume it ifi i h h i h f ll d l h dh h i Immediacy: No longer satisfied to wait for tomorrow’s paper or tonight’s news  broadcast ‐ people are increasingly following events in real time online Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  12. 12. Keys to leveraging CGM via Social Media Tools 1. Monitor consumers generating content about your brand via alert or   tracking program ki 2. Leverage your CGM community:  Consider selecting one or two key  individuals commenting on your brand to contribute to your marketing  efforts 3. Reward participation:  Let contributors know that you’re listening and  that you are open to their suggestions and ideas 4. Participate in existing consumer‐driven communities – Identify the most  4 Participate in existing consumer driven communities – Identify the most highly used destinations of CGM that matter to you and your brand and  join in p g 5. Respond to negative commentary y 6. Select the right technology to engage your customers – Video, Audio,  etc. y y g gy 7. Enable your audience to create content on your behalf leveraging your  products and services Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  13. 13. Keys to WOM/Social Media Success Content is king • Focus on community relationships – You can replace your product but not your Focus on community relationships  You can replace your product, but not your  contacts • Use content — and products — as a means, not an end – Develop deeper consumer  relationships with each interaction • Don’t create aggregate – Consumer Generated Content is out there and you should Don t create, aggregate  Consumer Generated Content is out there and you should  look to help your customers create and deliver it  The response is the message • Li t Listen and learn – E t d th di l dl Extend the dialogue offline and support the community, you  ffli d t th it establish deeper relationships • Share – Social media users expect to be able to try an experience your products and be  free to say anything they like • E cite Gi e o r cons mers an e perience or a chance to be part of something Excite – Give your consumers an experience or a chance to be part of something Customers call the shots • Leverage influential consumers and work with them to drive the buzz • Share control with influencers – Communities make firms not the other way around • Gain trust by acting human Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  14. 14. When, where and how to engage the  right forms of word of mouth marketing  right forms of word of mouth marketing
  15. 15. SM Touches Every Part Of The Business Product Development Service and  Support Design Measurement Throughout Use and  Packaging Maintenance & Distribution & Distribution Go To Market Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  16. 16. “Customer decision journey” 33.5% 33 5% 67.5% Consumer‐driven  Company‐driven  Social Social • Advice from friends • Advertising • Searching • Presence in consumer‐ • Word‐of‐mouth driven activities • Researching Awareness Consideration   Consideration Consideration Set Demand Purchase Research/Decide:  Blogs, Twitter,  FB, Google , friends/family Source: McKinsey Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  17. 17. Whom to target? Managed Relationships Tier 1 & Tier 2 influencers Tier 1 Individuals who Influencers have the ability to  Roughly 10% of the  Influence their  • Most Influential/  Web users create  social networks  Relevant Enthusiasts Relevant Enthusiasts the consumer  the consumer due to their  • Bloggers generated content  Level of Engagement Reach and Influence reach and/or influence viewed by the other  Direct Connections 90% • Facebook, twitter aceboo , t tte Word‐of‐Mouth  • Related Communities Marketing  • Private forum members Association • Roughly 5,000‐10,000 people  Non ‐ Managed Relationships • Webcasts / Chats visitors b / Ch ii Non‐Managed  Non‐Managed • Website registrants Relationships are  • New or non‐core target blogs the “minor leagues”  • User groups to identify future  • More than 5,000+ influencers Number of participants Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  18. 18. Not All Influencers Are Created Equal Word‐of‐Mouth  The Top Tier The Influencers The Buyers  Framework The New Media Who are they? Top 1% of market like bloggers or  Top 10% any market like forum  The other 90% or any other  super‐engaged consumers members or your core customers consumers/buyers How many is this usually? Top 100 to 250+ Top 5000+ Rest of the World What is the type of relationship? 1 to 1  1 to Many Many to Many What do they do? Start conversations Carry and promote conversations Read and drive conversations What do they want? Why now, why you, why are you  Look at this?  What is your take on  What should buy? What should I  better?  this? How does this compare? consider?  Has anyone tried this? Participate in the conversation and  What will they do for us? Wh t ill th d f ? Start/Tell and deliver the story/topic St t/T ll d d li th t /t i Re‐tell the story as their own and pass  R t ll th t th i d bring more people in over time bi l i ti it along in their way to the masses How do they see themselves? Brand/category  The informed whose job it is help  Buyers wanting to make the  ambassadors/defenders right/smart choice What is their role? What is their role? Education: Writers Evangelists: Copy & paste, with  Evangelists: Copy & paste with Empathy:  Readers,  consumers and  Empathy: Readers consumers and comment buyers What role do they serve? The new media The town criers Consumers/buyers and future  influencers What do I need to do to work  Enfranchise them/make them part of  Identify their communities& vehicles – Figure out what you want them to  with them? the design/program ASAP be where they are feel? How you want them to act? Use to/for/with methodology to get  Give them something worth  How do I engage them? them to deliver the story/topic Use to/for/with methodology to get  discussing and keep it going any way  them to deliver the story/topic possible Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  19. 19. How To Leverage Influencers Mktg./Adv./PR WOM channel How? Focus groups (end‐user) LISTEN FIRST! – Then go create: Pre Message testing (end‐ M t ti ( d Advisory boards Ad i b d Find and pull in closer.  Connect  with  and  user) Service testing with experts Product design (end‐user) Product seeding create evangelism PR Message Development Seeding with media Advertising CGM – made about the product Pro Media Affiliate programs Prepare, empower Direct Newsletters/web pointing back to  Set free – guide Web influencers and replenish and replenish Channel programs Reviews SEO/SEM Forums  Videos Support Pages Ubiquitous tech support – where  Find where  Post Call center customers live customers are and be  Up‐sale End‐user recommendations there – with the  Re‐mention g evangelists Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  20. 20. Customers Expect A Dialog With You • Only ask what you are willing to act on • Talk to the right people – Top 2% love you – Bottom 2% hate you, take 43% of customer service time and will never be loyal – Middle 96% are most likely to walk away – 10% are the most involved and drive the other 90% • Don’t stop talking to them just because they became a customer • Don’t wait until there is a problem • Understand their goals and objectives • Share the knowledge with everyone in the organization g y g • Customers want to be treated like individuals – Men’s clothing store Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  21. 21. Common Social Media Tools • 2.6B Facebook minutes per day • 400 F b k U 400 Facebook Users Worldwide W ld id • Over 6 million registered users g • Over 4 million Tweets per day •20 hours of video is uploaded to YouTube every minute F S j t d 1 illi •FourSquare just surpassed 1 million users Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  22. 22. Finding the Right Tools • Use the tools your customers are using to  connect with you. Because they are using  y y g the tools doesn’t always meant they want  to have you there. • Can determine where your customers are  via due diligence • Al Always pay attention to new social media  tt ti t i l di channels and how the technology is  connecting you and your customers • Plan for when you might use one vs. the  other and when Source:  CMO.com  Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  23. 23. Know the Audience Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  24. 24. The Palette of WOM Tactics WOM Experiential  Strategies and Tactics Strategies and Tactics Vlogs Marketing Employee Fan  Advocacy Programs Sites Email  Advocacy Contextual Company  Fan  Marketing  Clubs  Non‐Traditional  Advertising  Rating Sites Advertising Search Engine Corporate Radio Ads  Private  Cause  Marketing Blog Marketing In‐Store TV Ads Social Networks Display/ Traditional Discussion POS  Dialogue Influencer/VIP Boards Openness p Marketing Print Ads Print Ads Insider Clubs Insider Clubs  Direct Mail Tactics Brand  Lifestyle Product Advergaming  Word of Mouth  Press Release Broadcast  Community Placement Stunts/ Marketing Web Site Product  Sponsorships Publicity  Podcasts  Seeding Virtual  Mobile  M bil Wikis  Consumer  Marketing Affiliate  Authenticity Communities Generated  Programs  Viral Marketing Content Customer Blogger Beta  Outreach  Advisory  y Testers  Crowd Sourcing  Testers Crowd Sourcing Co‐Creation/ C C i / Innovation  Panels  User Collaboration  Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  25. 25. Principles of community interaction It’s about people p p The rules are the same for corporations and separate individuals alike However, expectations of corporations are different • Identify and use the influencers – they are your allies • Define, know and stick to the role you’ve identified for yourself • Pl Play active role in responding to inquiries and correcting inaccuracies ti l i di t i ii d ti i i • Keep it personal by discussing your experience as an individual and  telling your story • Give first hand advice perspective anecdotes Give first‐hand advice, perspective, anecdotes • Use phrases such as “I think…”, “It’s my feeling that…” and “In my  experience…”  Give back – every interaction must add value Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  26. 26. Entering an existing community Find places where your customers congregate • Keep an open mind – customers may turn up in odd or unexpected places i d i dd d l • Identify and branch into tangential communities that match strategic objectives Always leave them wanting more Always leave them wanting more • This gives you an entrée to lead them back to your site • Let the community do the heavy lifting for you • Recognize champions and leverage their efforts when they align with your own • Give credit for good ideas Gi di f d id • Link to others of like mind ‐‐ pull in others’ stories (tacit endorsement of individual  as company envoy) Always respect existing norms • Listen and learn before speaking • Be judicious about entering conversation – avoid creating interference or noise  Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  27. 27. Keys to Successful Customer Communication  • Converse with and don’t market to customers – marketing spin  KILLS conversation • Be honest  • Have something valuable to say – customers won’t bother to pass  g y p on information they don’t care about • Align strategies to the reasons consumers buzz – customers  initiate discussions on products because they like to help their  initiate discussions on products because they like to help their friends, find a common interest with others, or demonstrate their  knowledge of a topic •EEmpower, but don’t expect to force, the spread of the message – b d ’ f h d f h the easier the marketer makes it for consumers to spread the  word, the more consumers will participate • Target the right people Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  28. 28. Responding to Social Media Appropriately Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  29. 29. Social Customer Communication: Social Customer Communication: Do’s and Don’ts
  30. 30. How to be Antisocial in 8 Easy Steps 1. Viral equals social success  – Viral is an outcome, from a good sales and marketing strategy, not the other way around   Vi l i t f d l d k ti t t t th th d (Elfyourself.com) 2. Social command and control  – Social media is not about control, it is about cooperation and engagement – if S i l di i b l i i b i d if you post only  l about you/your brand (even if it is on Facebook, YouTube, etc.), it is not social media 3. Social is the content and the campaign p g – Social media is about people doing what is in their best interest, not yours – Requiring  people to upload content that benefits on you is a recipe for disaster (SheratonWave.com) 4. Social prostitution  4 S i l tit ti – The reason you want social media is authenticity sells – if you try to deceive, your audience  will find out (Google: “Pay Per Post”) Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  31. 31. How to be Antisocial in 8 Easy Steps 5. Social = social – Not all social media is the same just like not all marketing is the same – corporate blogs,  N t ll i l di i th j t lik t ll k ti i th t bl communities or any other tactics may not be best for your social media goals (Comcast  Twitter) 6. Social is PR 6 Social is PR – Social media is too big for one department – there are benefits for other departments across  the board  7. Adver‐social  7 Adver‐social – Social media delivers results when you have Google results, third‐party endorsements, CGM  and real people carrying the message in unison – when its controlled and only in an ad box,  you lose lower results and raise costs  8. Social is the program – Social media amplifies traditional marketing, driving up ROI across the board – by itself, it  usually is sub‐optimal at best (Skittles) Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  32. 32. Most‐often committed sins 1. Failing to be transparent:  Transparency is the currency of the blogosphere – clearly disclose for who you are clearly disclose for who you are 2. Appearing to bribe:  Don't send stuff to customers before asking them 3. Not knowing the why and what of blogging:  They are not journalists (despite  appearances) 4. Making a bad first step:  Know the tool  and what they talk about and how 5. Being scripted:  SM platforms are a conversation tools and you would never  g p p y recite talking points at a cocktail party – no sales pitches in emails or phone  conversations just be honest and open, not stiff and predictable 6. Forgetting everything is on the record:  You don't put anything in writing you  g g y g p y g gy wouldn't want to be online 7. Making claims that can be easily disproved:  Influencers love to call BS; don’t  g give them a reason to do so Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  33. 33. WOM Case Studies
  34. 34. Unpronounceable Volcano When crisis strikes businesses are quickly overwhelmed – people turn  to others for help and information • On April 15th, as airlines’ call centers got choked with frantic  passengers, and most websites still were not updated with the  latest flight delays • The term #ashtag was first used by Ireland‐based Tweeter JL The term #ashtag was first used by Ireland based Tweeter JL  Pagano to note personal concerns and updates about the situation.  It was very quickly adopted by a number of other travelers • However, it was only when airlines started using #ashcloud on  Twitter, along with their official updates, that the utility increased  Twitter along with their official updates that the utility increased significantly • Travelers were being informed of their flight status online. KLM  and Lufthansa became the first major airlines to use the hashtag.  It  was then picked up by other airlines h i k d b h i li • 7 days ‐ 55,000 mentions of #ashtag, and the usage was so  widespread that only 5.8% of the tweets came from the Top 10  users –‐ which is unusual • See case study – www.slideshare.com ‐‐ search for “ashtag” Source: Mashable.com Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  35. 35. Kryptonite’s Kryptonite • A video demonstrating how to pick these expensive  bike locks with an ordinary Bic pen appeared on a  bike locks with an ordinary Bic pen appeared on a blog and quickly reached hundreds of thousands of  blog readers a day • When the company issued a statement downplaying  the issue saying the locks “continue to present an  th i i th l k “ ti t t effective deterrent to theft” the NY Times and the AP  picked up the story, exposing the problem in  newspapers all across the country • By the time the company announced the product  exchange plan almost a week later, the “make‐good”  received very little coverage • Even today the story lives on: lock buyers today will  find today turns up 8 negative stories about this  incident in the top 10 results of a Google search for  “kryptonite lock”– but no mention of the problem  being corrected and affected locks having been  replaced Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  36. 36. Search “Ivy Worldwide” and  Wholistic for Social Demand? see what the market has to  say about us Proven Results  ‐ Just some of HP’s successes Product Development Launch Sales/Promotion TX 1000 Notebook Design TX‐1000 Notebook Design Dv2 Back to School   Dv2 Back to School ‐ On/Offline HP s 31 Days of the Dragon HP’s 31 Days of the Dragon • Goal: get credit for HP design/launch TX‐ • Goal: Drive sales during BTS and position  • Product in‐market for 9 months 1000 dv2 as a college must‐have • Provided 31 HDX “Dragon” systems to 31  • Asked 200 bloggers/influencers to tell HP  • Support overall campaign and drives sales influencers/bloggers to give away to  what features they want in a notebook 1. Support HP’s NBA/dv2 microsite readers over 31 days (one per site)  • Done in Ivy’s private forum (IN Network) 2. Content generation to showcase the dv2 • Sites could give them away any way they  • HP used suggestions which included what  gg 3. Make the dv2 cool and a must‐have for  wanted they liked and disliked with competitors  students with college blogs throwing  • Google 31 Days of Dragon to see for  parties in a box using the dv2 to run the  yourself party.  Locations: LA, Chicago, NYC Results Results  Results • Features suggested were used in the TX‐ • 47% 1st month/71% 2nd month sales  • 84% sales increase HDX Dragon (m/m  2000 increase (HPshopping.com)  HPshopping.com)  • Valuable insight on competitors from  • 11.5+ million people saw the campaign  • 20% increase in traffic to HPshopping.com people that review 150+ systems a year (Alexa) • 10% increase in overall sales at  • Influencers took credit for the HP design  • 23,171 total Google back links HPshopping.com and helped launch “the product they  • 300+ content assets created • 380,000 Google links helped design” • Influencers continue to develop content  • 50+ million people saw the campaign  • Began real relationship of listening and a  about their everyday use of the dv2 in  (Alexa) true evangelization between HP and  college setting • 50% increase in traffic to  influencers that continues to grow influencers sites Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  37. 37. Key Takeaways From Case Studies 1. Social media marketing can work in ways traditional methods  can’t or won’t 2. Influencers can and will drive sales and create a viral effect 3. A holistic program such as “31 Days of the Dragon” forces  competitors to become reactive to your marketing competitors to become reactive to your marketing 4. The combination of social media, CGM, search results and third‐ party endorsement from credible sources hits consumers  where and when they are making buying decisions Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  38. 38. Steps To WOM/Social Media Success 1. Be ethical and transparent  2. Read WOMMA’s Ethics Code at http://womma.org/ethics 3. Listen to the conversations (find supporters, detractors and influencers) 4. 4 Set goals S t l 5. Develop a content strategy 6. 6 Choose the WOM/social media tools that make sense for your strategy Choose the WOM/social media tools that make sense for your strategy 7. Deliver the right content to the right audience 8. Engage with your customers, readers, evangelists, detractors, influencers g g y , , g , , 9. Facilitate evangelism — show you are the right company, doing the right  things to earn it 10. Measure the effectiveness of the strategy and adapt Confidential Ivy Worldwide  ©2010 Ivy Worldwide
  39. 39. Questions? Confidential & Proprietary VIPdesk Information 40
  40. 40. Upcoming VIPdesk Webinars • May 27: 5 Main Reasons to Use Work-at-Home Customer Service Reps • June 8: Integrating Social Media Into Your Contact Center • June 22: Friends, Fans and Tweeps: A Social Media Primer and What is Means to your Customers For more information or to register for the VIPdesk Webinar series, visit www.vipdesk.com. Confidential & Proprietary VIPdesk Information 41
  41. 41. Thank You for Attending! Geoff Nelson Nick White Partner Partner Geoff@ivyworldwide.com Nick@ivyworldwide.com @IvyWorldwide @IvyWorldwide ivyworldwide.com ivyworldwide.com (512) 560-0196 (206) 650-4865 Mary Naylor CEO mnaylor@vipdesk.com www.twitter.com/vipdesk www.vipdesk.com (703) 837-3501 Confidential & Proprietary VIPdesk Information 42
  42. 42. Website: http://www.vipdesk.com Twitter: http://www.twitter.com/vipdesk Facebook: http://www.facebook.com/vipdesk LinkedIn: http://www.linkedin.com/companies/vipdesk YouTube: http://www.youtube.com/user/vipdesk Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss Confidential- Proprietary VIPdesk Information 1

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