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The business value of Social Media at SES Chicago 2010

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2nd presentation of Guillaume Bouchard about Social Media at SES Chicago

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The business value of Social Media at SES Chicago 2010

  1. 1. STRATÉGIE INTERACTIVE – 55 AVENUE MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6 The Business Value of Social Media SES CHICAGO 2010 1
  2. 2. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM EVOLUTION OF COMMUNICATION As communication evolves, so do the marketing tactics. PRINT RADIO TELEVISION INTERNET Where the people go, the marketing must follow. 2
  3. 3. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM TRADITIONAL BUSINESS OBJECTIVES Each communication channel itself also evolves… INTERNET WORLD WIDE WEB SOCIAL MEDIA 3
  4. 4. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL MEDIA USE Facebook > 8% of the world is connected on Facebook Twitter > 145 millions users > More than 90 millions tweets sent every day LinkedIn > 80% of businesses use it to recruit new employees StumbleUpon > 10 million users, +30% growth since March 2009 4
  5. 5. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM TRADITIONAL BUSINESS OBJECTIVES The channels evolve, but the business objectives do not. 5
  6. 6. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM TRADITIONAL BUSINESS OBJECTIVES Acquisition Growth & Loyalty Brand Awareness 6
  7. 7. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL PLATFORMS > Blogs • 126 Million Blogs • Essentially Social (Comments, Blogrolls, Social News Optimization) > Social Sites & Services • Social Network Sites (Facebook, MySpace, Bebo, etc.) • Message Boards • Social News Sites • Twitter • YouTube • Flickr 7
  8. 8. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM KEY SOCIAL TACTICS - OVERVIEW > Online PR • Event-driven leveraging of bloggers > Community Management • Participation in social communities, brand monitoring > Social News Optimization • Promoting content on social media news sites > Widgets • Developing small applications for bloggers to put on their sites 8
  9. 9. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM FROM SOCIAL TACTICS TO OBJECTIVES > Online PR • Acquisition • Brand Awareness > Community Management • Growth & Loyalty • Brand Awareness > Social News Optimization • Acquisition • Brand Awareness • Side effect: SEO > Widgets • Brand Awareness • Side effect: SEO 9
  10. 10. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL MEDIA & SEARCH 10
  11. 11. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM ONLINE PR & BLOGGERS OUTREACH THE STRATEGY > Blend on site and off site PR > Target bloggers, influencers, opinion leaders, consumers > Engage with them transparently and honestly > Unique content strategy to match the target > Master platforms before the launch > Update content regularly during events > Don’t let it die after the event (eg. The Facebook page) THE GOALS > Create viral buzz > Increase brand presence 11
  12. 12. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM ONLINE PR – BUSINESS CASE THE SITUATION > Microsoft pushes into Open Source > Organizing Make Web Not War event in Montreal THE PLAN > Creation of Wordpress site > Email campaign, creation of Twitter and Facebook accounts > Coverage before and during the event THE RESULTS > More than 400 signups at the event, 250 participants > 850 retweets and 2443 tweets in 4 days > Twitter generated 12% of signups > Most popular tag in Canada during the day of the conference 12
  13. 13. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM ONLINE PR – BUSINESS CASE 13
  14. 14. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM COMMUNITY MANAGEMENT THE PLATFORMS > Social Sites: Facebook, Twitter, YouTube > Content: Sites, Blogs, Mobile, Web Apps, Contests, Emails THE STRATEGY > Target power users, consumers > Proactive participation, building loyalty > Use a contest to increase visibility > Using tools to monitor the communities and engage with them > Engage with multiple platforms simultaneously > Define clear objectives and measure results 14
  15. 15. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM COMMUNITY MANAGEMENT – BUSINESS CASE THE SITUATION > Reposition their offering > Rejuvenate their clientele THE PLAN > Social Offensive: Contest based around KIDS collection > Communities Targeted: Site, Facebook, Twitter THE RESULTS > Thousands of newsletter subscribers > Thousands of new geotargeted Facebook members > Hundreds of new local Twitter followers 15
  16. 16. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM COMMUNITY MANAGEMENT – BUSINESS CASE 16
  17. 17. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM COMMUNITY MANAGEMENT – BUSINESS CASE 17
  18. 18. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL NEWS OPTIMIZATION THE PLATFORMS > Social Sites: StumbleUpon, Digg, Reddit, Mixx > Content: Blog THE STRATEGY > Develop the platform (blog) > Develop high quality content > Engage with power users THE GOALS > Build virality > Attract links 18
  19. 19. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL NEWS OPTIMIZATION – BUSINESS CASE THE SITUATION > Specialized web hosting company > Seeking growth in North American market THE PLAN > Develop the blog platform > Create and promote 2-4 socially-suited articles per month THE RESULTS > Hundreds of links per social push > Traffic spikes (eg. Facebook Etiquette article, 18k UVs in 48 hours, 50k UVs in one month) 19
  20. 20. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL NEWS OPTIMIZATION – BUSINESS CASE 20
  21. 21. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS THE PLATFORMS > Blogs THE STRATEGY > Conceive a plausibly installable widget > Identify blog target verticals likely to install the widget > Develop the widget in flash, complete HTML shell behind > Contact blogs (no automation – all manual, personal) > Maintain widget content (if applicable) THE GOALS > Extend the brand > Attract links 21
  22. 22. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS – BUSINESS CASE THE SITUATION >More than 80 top of the line villages >Wanting to increase SEO rankings THE PLAN >Develop a blog and a widget >Promote and incentivize widget implementation THE RESULTS >More than 50 widget installations on blogs >Millions of impressions, hundreds of inbound links 22
  23. 23. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS – BUSINESS CASE 23
  24. 24. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS – BUSINESS CASE 24
  25. 25. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS – BUSINESS CASE 25 Aoû- 09 Sep- 09 Oct- 09 Nov- 09 Déc- 09 Jan- 10 Fév- 10 Mar- 10 Avr- 10 Traffic - Club Med Blog > 65% Traffic Growth > 45% from Facebook, Club Med, and Blogs with the Widget > 15% Direct Traffic > 40% Organic SEO > Important Keyword Rankings
  26. 26. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM CONCLUSIONS TACTICS ACQUISITION LOYALTY BRANDING SEO Online PR Community Management Social News Optimization Widgets 26
  27. 27. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM THANK YOU! 27 > EMAIL GBOUCHARD@NVISOLUTIONS.COM > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG Find us on Twitter (@NVI, @GuillaumeSEO) or Facebook

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