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

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. 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. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
TRADITIONAL BUSINESS OBJECTIVES
Each communication channel itself also evolves…
INTERNET
WORLD WIDE WEB
SOCIAL MEDIA
3

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. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
TRADITIONAL BUSINESS OBJECTIVES
The channels evolve, but the business objectives do not.
5

6. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
TRADITIONAL BUSINESS OBJECTIVES
Acquisition
Growth & Loyalty
Brand Awareness
6

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. 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. 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. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
SOCIAL MEDIA & SEARCH
10

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. 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. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
ONLINE PR – BUSINESS CASE
13

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. 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. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
COMMUNITY MANAGEMENT – BUSINESS CASE
16

17. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
COMMUNITY MANAGEMENT – BUSINESS CASE
17

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. 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. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
SOCIAL NEWS OPTIMIZATION – BUSINESS CASE
20

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. 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. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
WIDGETS – BUSINESS CASE
23

24. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
WIDGETS – BUSINESS CASE
24

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. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
CONCLUSIONS
TACTICS ACQUISITION LOYALTY BRANDING SEO
Online
PR
Community
Management
Social News
Optimization
Widgets
26

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