DigiTalk A monthly showcase of innovative executions to educate, inform and inspire, covering topics including: digital/social campaigns, apps/software, current trends, best practices...

1. CDMiConnectLLC
Powered by
Digi
Talk

2. CDMiConnectLLC
• A monthly showcase of innovative executions
to educate, inform and inspire
• Curated by CDMiConnect EDG members
• Topics including: digital/social campaigns,
apps/software, current trends, best practices…
Digitalk-0415

3. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.1
Social learning’s 2015
SOCIAL MEDIA WEEK

4. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.2
What are we going to talk about today?
HOW CONTENT IS CONSUMED
BEST PRACTICES FOR CREATING CONTENT
WORD OF MOUTH MARKETTING
WEARABLES
THINKING OUTSIDE THE BOX

5. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.3
How content is consumed

6. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
2015
year of the social video
4

7. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
There is a brand movement from youtube to native facebook video
5
Facebook videos consumed Youtube videos consumed
January 2014 January 2015 January 2014 January 2015
6,000
12,000 10,000
13,000

8. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.6
Two main Events drove the switch……

9. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Brand Use during superbowl
7
Facebook Youtube
2014 2015
13%
83%
2014 2015
65%
13%

10. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.8
! Video can be expensive for brands, so explore use of photos
! YouTube is still a good channel & it is important to publish natively across platforms
! Big brands are making the shift GoPro, MTV & Buzzfeed
Takeaways

11. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
People are wanting more from their
social platforms
9

12. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
! 33% of customers prefer to contact their brands through social media & they
expect a response within an hour or less
! 74% of customers believe if they criticize a brand on social media, it leads to
better customer service
! U.S brands lose 41 billion dollars a year due to bad customer service
• 80% of companies think they are delivering superior customer service
• 8% of customers believe the same companies are delivering superior customer
service
10
If you can provide good customer service (or better than your competitors),
you can maintain 20-40% of your consumers
Social Customer service

13. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Social is changing our behavior
11

14. CDMiConnectLLC
Social media allows us to
Connect Educate Take action Create your
Own message

15. CDMiConnectLLC
To form community
There are 2 reasons why we share
https://www.youtube.com/watch?v=hP7vTqPrVqk
To build our personal brand
https://www.youtube.com/watch?v=zs25mL0vouk

16. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.14
Some Rules for for
creating content

17. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Think about how your content will be consumed
15
The Garden The Stream
Netflix or traditional TV. I go
somewhere to watch it, I go to it.
The content comes to you i.e.
facebook, news feeds

18. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Keep the 3 S’s in mind
16
Simplicity Surprise Specific

19. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
The magic formula
17
Be an Emotional gift Provide Information Give Identity
Stress relief,
moment to oneself
Prove an
argument, give
you something
more
Location /
Gender / Job

20. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Create brand love
18

21. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Build a relationship
• Ongoing engagement
• Listen to the trends & tap into it
• Add value & help others connect with each other
19
Engage employees
• Makes your brand personal & accessible
• 52% of consumers trust employees as experts

22. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Build Advocacy
• Make it official! Allow people to sign-up and attend events, they
can be online or offline
• Ambassadors strengthen support community and can connect
others with people using the product. Extend to product
evangelists
20
Put out relevant & shareable content
• Inspire by curating an experience or stories that surprise and
delight

23. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Social media evolves like dog years
21

24. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.22
Stay relevant by:
Doing more with
what you have
Think beyond
the box
Embrace
change
Measure what
matters

25. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Don’t focus on going “viral”,
focus on creating shareable content
23

26. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
! 29 year old vocalist/actor/director from Texas who began
performing on YouTube
! As of January 1, 2015 Hall has over 1.2 million
subscribers to his YouTube channel
! He writes/performs in/directs all of his videos
! Videos are done very low budget and have achieved
notoriety (i.e. Beyonce asked him to choreograph her
next music video)
! MTV used YouTube to discover Todrick, and now
features him on a docuseries that shows the “behind the
scenes” of how his YT videos get made
24
Todrick hall

27. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
cinderonce
25
http://www.spin.com/articles/cinderonce-video-beyonce-cinderella-todrick-hall/

28. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
! Social media has created a talent “Meritocracy”
• Provides exposure and access to people who might otherwise never have been
“discovered”
! Social media can be a powerful recruiting tool
• Todrick Hall’s discovery by MTV
! Legal consideration: Random talent associated with your brand may bring on
added liability
• MTV proved to their lawyers that there was an urgent business need to stay relevant and
be first to market with this type of partnership
26
Takeaways for finding talent online

29. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.27
Word of mouth marketing

30. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Common marketing goals
Sharable
• Entertaining
• Educational
• Inspiring
• News/Buzz Worthy
Word Of Mouth
• Endorsement
• Recommendation
• Product Specific
28

31. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Wom: Newly quantifiable
! Historically, word of mouth marketing has been seen as the most powerful
type of advertising
! 12% of consumers believe recommendations from friends/family trump
anything else (Nielson)
! Nearly all marketers agree that WOM drives business
• Only 6% of marketers feel they are WOM experts
! Key marketing challenge: How do you prove WOM impacts sales?
29
WOM is seen as extremely powerful in terms of driving business,
but marketers need ROI proof

32. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
The Study
! Objective: quantify WOM marketing initiatives
! 6 companies participated
! 3 years of historical marketing mix data was analyzed
30

33. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.31
! $6 trillion dollars per year in consumer spending is due to WOM
! WOM drives 13% of sales
• 60% - 80% = base
• 20% - 30% = paid marketing
! WOM amplifies paid media by 15%
! A WOM impression is at least 5X’s more impactful than a paid
media impression
! WOM is less impactful with lower priced goods (i.e. Pepsi)
The Results

34. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Execution Case study
Assumption
WOMM drives WW business
Challenge
Get senior management to approve a
budget for WOM marketing
Resolution
Marketing team was successfully able to
use WOM study on ROI to justify a
budget to produce a new commercial for
launch during 2015 Superbowl
32
https://www.youtube.com/watch?v=yvUO_jU8XlI

35. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
takeaways
! ROI remains crucial in proving value
! Even things that are seemingly hard to measure, can/should be quantified
! The optimal marketing mix includes both paid and WOM marketing
initiatives
! Cheaper goods benefit the most from WOM
! Likely applicable for more mainstream CDMi accounts
33

36. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.34
Wearables

37. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Becoming more Wear-able
35
“The future of wearables is where multi-faceted, yet focused function
meets fashion. Think Apple Watch versus Google Glass.”
-CTO of Decoded
vs

38. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
WEAR-abilities
36
The health and fitness categories are just the beginning. Via Apple’s
new HomeKit, for example, iOS-enabled wearables can communicate
with automated home systems (eg, the Nest thermostat).

39. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Wearables & portables
37
Experts claim the wearable category is broadening to include portable
devices. Some portables, like the SCIO scanner (tells you the
chemical make-up of almost anything, including foods and
medications), are indicative of the potential influence on health.

40. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.38
I invent… Outside the box

41. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Intra-preneurship: Start it UP
39
“One way to ignite intra-preneurship in your company is to approach
internal initiatives like start-ups.”
-VP of Consumer Engagement at Mondelez

42. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Intra-preneurship: shared SUCCESS
40
Share and even celebrate internal successes/milestones to encourage
more of the same and make it part of the culture

43. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Intra-preneurship: Exchange students
41
Start an employee exchange program with other mutually interested
companies to speed up the growth of internal capabilities (eg, partner with
a social media shop that’s interested in digging into healthcare). Would
have to be conscious of creating direct competition

44. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.42
#ThankYou

45. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.
Sessions attended
! Getting You Closer To Your Customer: Strategies For Streamlining Your
Social And Collaboration Strategy: Salesforce
! From Fans to Advocates: How to Build Community and Grow #BrandLove:
Hootsuite
! Why 2015 Will be the Year of Social Video: Socialbakers
! Creating Video Content for How it’s Consumed: Buzzfeed
! Building Social Movements: Reigniting Human Connectivity: Cotential
! Storytelling with Vine: How to Create Short Form Videos That People
Remember: Mashable & Vine
! More than just a hashtag: Make campaigns that matter: Purpose
! Decoding Wearables
! Igniting Intrapreneurship
! The ROI of WOMM: a first look at WOMMA's return on WOM brand study
! Stop Calling Them Social Media Influencers: MTV's pioneering effort with
new form talent
43

46. ©CDMiConnectLLC
CONFIDENTIAL—For internal discussion only.CONFIDENTIAL—For internal discussion only.
Thank you!
24
Make sure to Keep the conversation
going on our blog!
Head over to our blog:
blog.cdmiconnect.com
to download this presentation and
post comments on these ideas.
Connect with us:
Twitter.com/cdmiconnect
Facebook.com/cdmiconnect