Awareness Solution Overview © 2008 Awareness
Awareness
What's Driving Social Media Marketing? © 2008 Awareness  CONFIDENTIAL
Social Media Marketing:  Making Marketing Social © 2008 Awareness
Awareness:  Complete Social Media Marketing Solution
Social Media Marketing:  Keys to Success
Top 8 Social Media Marketing Use Cases
Best Practice Communities:  Proven, Fast Results
Best Practice Communities:  Ready to Measure Success
Awareness:  Broad Spectrum of Customer Needs
Awareness Custom Assembly:  Pixel-Perfect LINKS <ul><li>Awareness </li></ul><ul><li>Google </li></ul>MAPS RECENT WIKIS No ...
Community Growth:  Leveraging Content and Profiles
Social Media Marketing:  Keys to Success Leverage Content & Profiles
Leverage Content and Profiles:  Maximize Value © 2008 Awareness  CONFIDENTIAL
Separate Social Media Tools:  Fragmented Content ? ?
Awareness:  Actionable, Measurable Content & Profiles <ul><li>tagging </li></ul><ul><li>categories </li></ul><ul><li>permi...
Awareness Content Triggers:  Take Action on Content
Uniform Content:  Benefits Many Audiences
Social Media Marketing:  Keys to Success Maximize Participation
Awareness:  Multiple Points of Participation
Social Media Marketing:  Keys to Success
Awareness:  Social Media Marketing
Awareness Best Practice Communities © 2008 Awareness
Corporate Voice BPC:  Converse With Your Market <ul><li>Use Cases </li></ul><ul><ul><li>Executive dialogue: CEO, CTO, CMO,...
User-Generated Content Campaign BPC:  Create Excitement <ul><li>Use Cases </li></ul><ul><ul><li>Branding campaign </li></u...
Enthusiasts BPC:  Stimulate a Passion <ul><li>Use Cases </li></ul><ul><ul><li>Users who are passionate about a topic, acti...
Associations/Subscribers BPC:  Engage With Members  <ul><li>Use Cases </li></ul><ul><ul><li>Any business with a formal mem...
Loyalty BPC:  Build and Reward Loyalty  <ul><li>Use Cases </li></ul><ul><ul><li>Loyal base of customers you want to engage...
Innovation BPC:  Generate Ideas <ul><li>Use Cases </li></ul><ul><ul><li>Solicit input for creation or updating of product,...
Peer Support:  Help Each Other  <ul><li>Use Cases </li></ul><ul><ul><li>Any organization with a substantial, active user b...
Events:  Build and Sustain Buzz  <ul><li>Use Cases </li></ul><ul><ul><li>You can form an Event community around any signif...
Customer Examples
Marriott International:  Corporate Voice Community Additional community Original community <ul><li>Two-way dialog with mar...
Kodak:  Corporate Voice Community Additional community Original community <ul><li>For “every day people” </li></ul><ul><li...
McDonald’s:  Corporate Voice Community
New York Times:  Enthusiasts Communities --15 Sites + 9 others
Boston.com:  Enthusiasts Community © 2008 Awareness  CONFIDENTIAL
Flight Centre:  Enthusiasts Community
P&G:  Innovation Community
P&G:  Innovation Community
Natura:  Innovation Community © 2008 Awareness  CONFIDENTIAL
Staples :  Loyalty Community
Constant Contact:  Peer Support © 2008 Awareness  CONFIDENTIAL
Oracle Applications Users Group:  Peer Support © 2008 Awareness  CONFIDENTIAL
Hershey's:  User-Generated Content Campaign/Microsite Multiple points of participation
CVS:  User-Generated Content Campaign/Microsite <ul><li>Key element of a national  branding campaign </li></ul>
American Heart Association:  User-Generated Content Campaign/Microsite © 2008 Awareness  CONFIDENTIAL
Earth Knowledge:  Associations/Subscribers Community
Sg2:  Associations/Subscribers Community © 2008 Awareness  CONFIDENTIAL
Sony:  A Uniform Approach <ul><li>Business goals: </li></ul><ul><ul><li>Corporate voice (Sony Electronics blog) </li></ul>...
ASOS.com:  Leverage Community to Drive Marketplace Success <ul><li>Business goals: </li></ul><ul><ul><li>Leverage communit...
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Awareness Solution Oveview

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  • Awareness Solution Oveview

    1. 1. Awareness Solution Overview © 2008 Awareness
    2. 2. Awareness
    3. 3. What's Driving Social Media Marketing? © 2008 Awareness CONFIDENTIAL
    4. 4. Social Media Marketing: Making Marketing Social © 2008 Awareness
    5. 5. Awareness: Complete Social Media Marketing Solution
    6. 6. Social Media Marketing: Keys to Success
    7. 7. Top 8 Social Media Marketing Use Cases
    8. 8. Best Practice Communities: Proven, Fast Results
    9. 9. Best Practice Communities: Ready to Measure Success
    10. 10. Awareness: Broad Spectrum of Customer Needs
    11. 11. Awareness Custom Assembly: Pixel-Perfect LINKS <ul><li>Awareness </li></ul><ul><li>Google </li></ul>MAPS RECENT WIKIS No Wikis
    12. 12. Community Growth: Leveraging Content and Profiles
    13. 13. Social Media Marketing: Keys to Success Leverage Content & Profiles
    14. 14. Leverage Content and Profiles: Maximize Value © 2008 Awareness CONFIDENTIAL
    15. 15. Separate Social Media Tools: Fragmented Content ? ?
    16. 16. Awareness: Actionable, Measurable Content & Profiles <ul><li>tagging </li></ul><ul><li>categories </li></ul><ul><li>permissions </li></ul><ul><li>search </li></ul><ul><li>voting </li></ul>
    17. 17. Awareness Content Triggers: Take Action on Content
    18. 18. Uniform Content: Benefits Many Audiences
    19. 19. Social Media Marketing: Keys to Success Maximize Participation
    20. 20. Awareness: Multiple Points of Participation
    21. 21. Social Media Marketing: Keys to Success
    22. 22. Awareness: Social Media Marketing
    23. 23. Awareness Best Practice Communities © 2008 Awareness
    24. 24. Corporate Voice BPC: Converse With Your Market <ul><li>Use Cases </li></ul><ul><ul><li>Executive dialogue: CEO, CTO, CMO, etc. </li></ul></ul><ul><ul><li>Product or service teams </li></ul></ul><ul><ul><li>Corporate topics and issues </li></ul></ul><ul><li>Success Metrics </li></ul><ul><ul><li>Page views trend </li></ul></ul><ul><ul><li>Number of comments against post dates </li></ul></ul><ul><ul><li>Number of registered users trend </li></ul></ul><ul><ul><li>Net promoter score </li></ul></ul>
    25. 25. User-Generated Content Campaign BPC: Create Excitement <ul><li>Use Cases </li></ul><ul><ul><li>Branding campaign </li></ul></ul><ul><ul><li>Product launch or major new release </li></ul></ul><ul><ul><li>Lead generation program </li></ul></ul><ul><ul><li>Launch of new company or division </li></ul></ul><ul><ul><li>PR event or campaign </li></ul></ul><ul><li>Success Metrics </li></ul><ul><ul><li>Number of contributions vs. Viewers trend </li></ul></ul><ul><ul><li>Number of registered users ($’s amount per user option) </li></ul></ul><ul><ul><li>Most recent contributors </li></ul></ul><ul><ul><li>Net promoter score </li></ul></ul>
    26. 26. Enthusiasts BPC: Stimulate a Passion <ul><li>Use Cases </li></ul><ul><ul><li>Users who are passionate about a topic, activity, or issue </li></ul></ul><ul><ul><ul><li>Photography </li></ul></ul></ul><ul><ul><ul><li>Fitness </li></ul></ul></ul><ul><ul><ul><li>Politics </li></ul></ul></ul><ul><ul><ul><li>Family/children </li></ul></ul></ul><ul><ul><ul><li>Current topics </li></ul></ul></ul><ul><ul><ul><li>Etc. </li></ul></ul></ul><ul><li>Success Metrics </li></ul><ul><ul><li>Number of registered users vs. participation </li></ul></ul><ul><ul><li>Page view trend </li></ul></ul><ul><ul><li>Profile completeness </li></ul></ul><ul><ul><li>Net promoter score </li></ul></ul>
    27. 27. Associations/Subscribers BPC: Engage With Members <ul><li>Use Cases </li></ul><ul><ul><li>Any business with a formal membership or subscriber base can form an Associations/Subscriber community </li></ul></ul><ul><li>Success Metrics </li></ul><ul><ul><li>Number of members vs. member activity chart </li></ul></ul><ul><ul><li>New members this month </li></ul></ul><ul><ul><li>Most active members </li></ul></ul><ul><ul><li>Net promoter score </li></ul></ul>
    28. 28. Loyalty BPC: Build and Reward Loyalty <ul><li>Use Cases </li></ul><ul><ul><li>Loyal base of customers you want to engage and reward </li></ul></ul><ul><ul><li>Formal loyalty program you want to leverage </li></ul></ul><ul><li>Success Metrics </li></ul><ul><ul><li>Number of members vs. member participation graph </li></ul></ul><ul><ul><li>Number of page views trend </li></ul></ul><ul><ul><li>Top contributing members </li></ul></ul><ul><ul><li>Net promoter score </li></ul></ul>
    29. 29. Innovation BPC: Generate Ideas <ul><li>Use Cases </li></ul><ul><ul><li>Solicit input for creation or updating of product, service or program </li></ul></ul><ul><ul><ul><li>New product, service or program </li></ul></ul></ul><ul><ul><ul><li>Major changes/update </li></ul></ul></ul><ul><ul><ul><li>Market research </li></ul></ul></ul><ul><li>Success Metrics </li></ul><ul><ul><li>Number of members vs. number of ideas trend graph </li></ul></ul><ul><ul><li>Number of acted on ideas trend ($ value per accepted idea) </li></ul></ul><ul><ul><li>Latest ideas </li></ul></ul><ul><ul><li>Net promoter score </li></ul></ul>
    30. 30. Peer Support: Help Each Other <ul><li>Use Cases </li></ul><ul><ul><li>Any organization with a substantial, active user base can benefit from a Peer Support community </li></ul></ul><ul><li>Success Metrics </li></ul><ul><ul><li>Questions vs. answers trend graph </li></ul></ul><ul><ul><li>Total questions vs. open </li></ul></ul><ul><ul><li>Total answers ($ amount per answer option) </li></ul></ul><ul><ul><li>Top supporters </li></ul></ul><ul><ul><li>Net promoter score </li></ul></ul>
    31. 31. Events: Build and Sustain Buzz <ul><li>Use Cases </li></ul><ul><ul><li>You can form an Event community around any significant type of event: </li></ul></ul><ul><ul><ul><li>Industry or market event </li></ul></ul></ul><ul><ul><ul><li>Corporate event </li></ul></ul></ul><ul><ul><ul><li>Corporate or product launch event </li></ul></ul></ul><ul><ul><ul><li>Local community event </li></ul></ul></ul><ul><ul><ul><li>Social event </li></ul></ul></ul><ul><li>Success Metrics </li></ul><ul><ul><li>Registrants vs. participation graph </li></ul></ul><ul><ul><li>Top participants </li></ul></ul><ul><ul><li>Most active registrants </li></ul></ul><ul><ul><li>Net promoter score </li></ul></ul>
    32. 32. Customer Examples
    33. 33. Marriott International: Corporate Voice Community Additional community Original community <ul><li>Two-way dialog with market </li></ul><ul><li>Builds brand </li></ul><ul><li>Incremental revenue </li></ul><ul><li>Often cited as excellent example </li></ul>
    34. 34. Kodak: Corporate Voice Community Additional community Original community <ul><li>For “every day people” </li></ul><ul><li>Positive impact on brand </li></ul><ul><li>Called one of the “top 5 corporate blogs” </li></ul>
    35. 35. McDonald’s: Corporate Voice Community
    36. 36. New York Times: Enthusiasts Communities --15 Sites + 9 others
    37. 37. Boston.com: Enthusiasts Community © 2008 Awareness CONFIDENTIAL
    38. 38. Flight Centre: Enthusiasts Community
    39. 39. P&G: Innovation Community
    40. 40. P&G: Innovation Community
    41. 41. Natura: Innovation Community © 2008 Awareness CONFIDENTIAL
    42. 42. Staples : Loyalty Community
    43. 43. Constant Contact: Peer Support © 2008 Awareness CONFIDENTIAL
    44. 44. Oracle Applications Users Group: Peer Support © 2008 Awareness CONFIDENTIAL
    45. 45. Hershey's: User-Generated Content Campaign/Microsite Multiple points of participation
    46. 46. CVS: User-Generated Content Campaign/Microsite <ul><li>Key element of a national branding campaign </li></ul>
    47. 47. American Heart Association: User-Generated Content Campaign/Microsite © 2008 Awareness CONFIDENTIAL
    48. 48. Earth Knowledge: Associations/Subscribers Community
    49. 49. Sg2: Associations/Subscribers Community © 2008 Awareness CONFIDENTIAL
    50. 50. Sony: A Uniform Approach <ul><li>Business goals: </li></ul><ul><ul><li>Corporate voice (Sony Electronics blog) </li></ul></ul><ul><ul><li>Drive revenue thru ratings and reviews </li></ul></ul><ul><ul><li>Spark product innovation </li></ul></ul><ul><ul><li>Help customers help each others </li></ul></ul><ul><ul><li>Leverage community information (content and profiles) for marketing campaigns </li></ul></ul>
    51. 51. ASOS.com: Leverage Community to Drive Marketplace Success <ul><li>Business goals: </li></ul><ul><ul><li>Leverage community to engage members to drive traffic and participation in the marketplace </li></ul></ul><ul><ul><li>Drive revenue thru ratings and reviews </li></ul></ul><ul><ul><li>Spark product innovation </li></ul></ul><ul><ul><li>Help customers help each others </li></ul></ul><ul><ul><li>Leverage community information (content and profiles) for marketing campaigns </li></ul></ul>

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