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iStrategy Toronto Wildfire Social Unleashed keynote

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Social Unleashed: Unlocking the Transformative Power of Social Marketing
Jessica Gilmartin, Wildfire
Social media is fast becoming a key element of the total marketing mix, cutting across both online and offline activities. There is huge potential for social marketing to amplify brand awareness, engage consumers, and drive business results – but most brands are just scratching the surface of what’s possible. Jessica Gilmartin, Senior Marketing Director of Wildfire, a division of Google, reveals five keys to unleashing the power of social media. Core concepts include cross-network engagement, harnessing social data, and leveraging social signals across the web. Gilmartin also discusses what the convergence of social, local, and mobile means for marketing strategy, and how to make paid, owned, and earned media work more effectively together.

Published in: Business
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iStrategy Toronto Wildfire Social Unleashed keynote

  1. 1. Social Unleashed: Unlocking the TransformativePower of Social MarketingJessica GilmartinProduct Marketing ManagerWildfire, a division of Google
  2. 2. The customer/consumer journey is changing…1 in 4 search results CHECK BLOGSfor the World’s Top 20 SEARCHlargest brands are linksto user-generated content STIMULUS PURCHASE READ NETWORKIn 2011, the average U.S. REVIEWSshopper consulted 57% of people10.4 sources talk more online thanprior to purchase, 2x as many they do in ―real life‖as the year before SHARE VIDEOS Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 2
  3. 3. Five keys to unlocking the power of social• Engaging across social networks• Social data matters• Social signals everywhere• Social, local, mobile• Integrating paid, owned, earned media Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 3
  4. 4. Engaging AcrossSocial Networks
  5. 5. Social media: It’s where your customers are Monthly Active Users 1B+ 100M+ 800M+ 19M+ 140M+ 175M+Source: USA Today (Facebook); Google+; Linkedin (*registered users); AppData (Pinterest); Wall Street Journal; (Twitter) YouTube. Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 5
  6. 6. Engage across social networks Your Brand Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 6
  7. 7. Engaging across networks: PUMA Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 7
  8. 8. Social Data Matters
  9. 9. Marketers are just beginning to get a handle on social data Source: Mullen, 2012 Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 9
  10. 10. Moving from social listening to social dataSocial Listening Social Data Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 10
  11. 11. THE PROMISE OF SOCIAL MEDIA BRAND Confidential | Wildfire Interactive | wildfireapp.com | 888. 274.0929 | facebook.com/wildfireinteractive | info@wildfireapp.com 11
  12. 12. THE REALITY: Publishing to the FacelessConfidential | Wildfire Interactive | wildfireapp.com | 888. 274.0929 | facebook.com/wildfireinteractive | info@wildfireapp.com 12
  13. 13. WHAT’S NEEDED:A Shift from the Faceless to Real People + + + + + + Behavior Confidential | Wildfire Interactive | wildfireapp.com | 888. 274.0929 | facebook.com/wildfireinteractive | info@wildfireapp.com 13
  14. 14. Right Message, Right Channel, Two-way Dialogue YOUR BRAND Confidential | Wildfire Interactive | wildfireapp.com | 888. 274.0929 | facebook.com/wildfireinteractive | info@wildfireapp.com 14
  15. 15. Social Data: Key to Personalized Interactions Social Data Confidential | Wildfire Interactive | wildfireapp.com | 888. 274.0929 | facebook.com/wildfireinteractive | info@wildfireapp.com 15
  16. 16. Leveraging social data to drive better customer experiences Social Social Channels Social Data Social Content Channels Messages Pages Ads Promotions1. Capture social 2. Analyze social data 3. Create social 4. Social content for data and define segments messages, pages, segments ads, promotions Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 16
  17. 17. Targeting communications through social channelsHarrison Hotels: Boutique Hotel Chain with West Coast & NY Area Locations West Coast ACTIONS: INSIGHT FROM SOCIAL DATA: • Promote ski packages 80% of West Coast • Create ski related content for pages segment like skiing • Partner with ski resorts for co-marketing opportunities NYC Area Social Data ACTIONS: INSIGHT FROM SOCIAL DATA: • Run ads targeted to 40-50 yr old New Yorkers who like beaches Large portion of NY segment are 40-50-year olds who like beachesSegments:• West Coast “Super Sharers”• NYC Area ACTIONS:• ―Super Sharers‖ INSIGHT FROM SOCIAL • Target ads to 18-25 year olds DATA: • Ads direct to app, asking them to write about their Fans who share most are vacations at Harrison Hotels aged 18-25 • Use to capture and disseminate user stories, generating word of mouth Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 17
  18. 18. Targeting communications through social channelsTargeted page posts Posting to different ―circles‖Targeted status updates Targeted tweets Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 18
  19. 19. Social Signals Everywhere
  20. 20. Social signals are becoming pervasive across the web Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 20
  21. 21. Social marketing is about TRUST… ..and driving word of mouth at scale Consumer Trust Index Source: Nielsen, ―Global Trust in Advertising Survey,‖ April 2012 80% Try new things based on friends’ suggestions 74% Encourage friends to try new products 42% Share negative experiences with brands or products Source: Marketforce Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 21
  22. 22. Social endorsements at the right time and place… Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 22
  23. 23. Earned media drives improved performance of paid +1’s increase search performance 5 –10% average increase in CTR on search ads Add Social Annotations to Google Adwords search advertising Source: Google Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 23
  24. 24. Social Local Mobile Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 24
  25. 25. Mobile access for social is growing fast Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 25
  26. 26. Mobile users are ready to take action 40% of mobile searches have local intentSources: Google; ―The Mobile Movement: Understanding Smartphone Users,‖ Google/Ipsos study, http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 26
  27. 27. Delivering an optimized experience on mobile is essential• Auto-optimized for the device’s display• Design once, run everywhere – smartphone, tablet, desktop• Seamless, consistent customer experience regardless of device Smartphone Tablet• Engage mobile users – the Desktop fastest-growing method to access social media Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 27
  28. 28. IntegratingPaid, Owned, and Earned Media
  29. 29. Customer journey is fragmented across paid, owned, and earned PAID OWNED EARNED Search ads +1’s Websites/Microsit es Likes Display ads Tweets Video ads Social brand Pins Mobile ads pages Views & shares Social ads PR, blogs Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 29
  30. 30. Paid, owned, and earned media need to work together Earned media is the key to unlocking the power of social PAID OWNED EARNED Website, So Word of Ads cial Mouth Properties Prospects Prospects & Followers & Customers Advocates Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 30
  31. 31. A unified approach to paid, owned, and earned media PAID OWNED EARNED SEARCH • DISPLAY • MOBILE • VIDEO • SOCIAL Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 31
  32. 32. About Wildfire
  33. 33. Wildfire at a glance• Leading provider of social marketing Serve 30 of World’s Top 50 Brands software• 21,000+ paying customers• Powered 250K+ campaigns• Division of Google Worldwide Redwood City Los Angeles Chicago New York London Munich Paris Singapore Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 33
  34. 34. The Wildfire Social Marketing Suite• Integrated platform for brand engagement, amplification, and monetization Social Data• Data-driven content creation and publishing• Real-time measurability and analytics Messages Pages Ads Promotions• Comprehensive management and control Campaigns • Engagement • Referrals • Benchmarking • Competitive Analytics Confidential | Wildfire Interactive | wildfireapp.com | 888. 274.0929 | facebook.com/wildfireinteractive | info@wildfireapp.com 34
  35. 35. Wildfire helps customers achieve key business objectivesBuild Awareness & Word of Mouth Drive Sales Capture Leads Amplify Reach & Data Across All Channels Engage Consumers in Ongoing Dialogue Confidential | Wildfire Interactive | wildfireapp.com | 888. 274.0929 | facebook.com/wildfireinteractive | info@wildfireapp.com 35
  36. 36. Unlocking the power of social: checklist Are you engaging with consumers across multiple networks? What is your social data strategy? Are you maximizing the value of social signals everywhere? Do you have a mobile / local / social strategy? Are you taking a unified approach to Paid + Owned + Earned media efforts? Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | info@wildfireapp.com 36
  37. 37. THANK YOU

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