Social Media Case Studies and Education

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Social Media 101, Case studies and applications

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  • NEED TO TALK THROUGH EACH OF THESE AND EXPLAIN WHAT THEY MEAN SO PEOPLE REALLY UNDERSTAND
  • NEED TO TALK THROUGH EACH OF THESE AND EXPLAIN WHAT THEY MEAN SO PEOPLE REALLY UNDERSTAND
  • NEED TO TALK THROUGH EACH OF THESE AND EXPLAIN WHAT THEY MEAN SO PEOPLE REALLY UNDERSTAND
  • Social Media Case Studies and Education

    1. 1. Leveraging Social Media A new addition to your marketing mix and overall business strategy Jim Schwab VP Business Development, Alterian Sept 9, 2009
    2. 2. Agenda <ul><li>Changes in customer behavior </li></ul><ul><ul><li>Consumer technology adoption and the impact to marketers </li></ul></ul><ul><li>What can we do? </li></ul><ul><ul><li>Social Media Monitoring </li></ul></ul><ul><li>What not to do! </li></ul><ul><li>Applications & case studies. </li></ul><ul><ul><li>Social Studies Group </li></ul></ul><ul><ul><li>101 WorldWide </li></ul></ul><ul><ul><li>Abraham Harrison </li></ul></ul>
    3. 3. The world has changed for marketers <ul><li>It's no longer about sending a message and expecting it to be heard </li></ul><ul><li>Consumers trust one another more than they trust corporations & marketers </li></ul><ul><li>Social media gives them a way to connect </li></ul><ul><li>They consume — and are a part of — multiple media, simultaneously </li></ul><ul><li>They determine what is relevant — and will avoid your communication if they don’t want to receive it </li></ul>
    4. 4. Explosion of Social Media <ul><li>Insert YouTube video talking about the overwhelming explosion of Social media in society </li></ul>
    5. 5. Consumers view marketing as irrelevant
    6. 6. Consumers are overwhelmed
    7. 7. What can we do? Social media monitoring (SMM) <ul><li>SMM, a new fast growing space </li></ul><ul><ul><li>Confusion among buyers </li></ul></ul><ul><ul><ul><li>What’s important? How to choose a vendor? Many new vendors every day. </li></ul></ul></ul><ul><ul><li>Incredible growth the past 6-9 months </li></ul></ul><ul><ul><li>Forrester, Aberdeen and others are noticing </li></ul></ul>
    8. 8. Twitter “ i was just talking about this the other day - how ineffective/lame the new tropicana packaging is…” Blog “ if you really want to stretch your dollars you can use your registered starbucks card to buy an iced coffee and get a free refill….” YouTube “ just got my new toshiba netbook. seems to be working reat. will be nice to use this rather then lugging around my big dell….” What can we do? Listen, measure & engage
    9. 9. <ul><li>Social Media success is about doing 3 key things </li></ul><ul><ul><ul><li>Listen </li></ul></ul></ul><ul><ul><ul><li>Measure </li></ul></ul></ul><ul><ul><ul><li>Engage </li></ul></ul></ul><ul><li>Social Media Monitoring </li></ul><ul><ul><li>covers 1 and 2 </li></ul></ul><ul><ul><li>and enables 3 </li></ul></ul><ul><ul><ul><li>But for all areas and channels not just social media </li></ul></ul></ul>What can we do? Listen, measure & engage
    10. 10. <ul><li>What’s important in SMM technology? </li></ul><ul><ul><li>Broad coverage </li></ul></ul><ul><ul><ul><li>Can you capture the most conversations? </li></ul></ul></ul><ul><ul><ul><li>Across all various platforms? </li></ul></ul></ul><ul><ul><li>Meta data & historical access </li></ul></ul><ul><ul><ul><li>Intelligence about the author. </li></ul></ul></ul><ul><ul><ul><li>Benchmarking and trending. </li></ul></ul></ul><ul><ul><li>Flexible and powerful analysis </li></ul></ul><ul><ul><ul><li>Functionality across various applications. </li></ul></ul></ul><ul><ul><ul><li>Can you get where you need to go? </li></ul></ul></ul>Social media monitoring A complex technology
    11. 11. Typical SMM Applications Client survey results, bucketed into 10 categories <ul><li>Listening / Monitoring </li></ul><ul><li>Reputation & Crisis Management </li></ul><ul><li>Engagement & outreach </li></ul><ul><li>Market Research </li></ul><ul><li>Influencer identification </li></ul><ul><li>Competitive analysis </li></ul><ul><li>Customer support </li></ul><ul><li>SEO and link building </li></ul><ul><li>Support Loyalty Programs </li></ul><ul><li>Augment mystery shopper programs </li></ul>
    12. 12. <ul><li>Where – are your consumers discussing online </li></ul>What Can Listening Tell You About Your Brands and Your Competitors?
    13. 13. <ul><li>Who – are the key influencers out there </li></ul>What Can Listening Tell You About Your Brands and Your Competitors?
    14. 14. <ul><li>What – is being talked about </li></ul><ul><ul><li>including tone and specific words </li></ul></ul>What Can Listening Tell You About Your Brands and Your Competitors?
    15. 15. <ul><li>Mood – are consumers currently positive or negative </li></ul>What Can Listening Tell You About Your Brands and Your Competitors?
    16. 16. What not to do!! Social media marketing <ul><li>Old rules don’t apply!! (I’m a convert!) </li></ul><ul><ul><li>Don’t be blatant in your sales approach via SM </li></ul></ul><ul><ul><ul><li>The clique applies here </li></ul></ul></ul><ul><ul><li>It’s about engagement!! </li></ul></ul><ul><li>It’s not an event or one time project </li></ul><ul><ul><li>SM marketing is an ongoing process </li></ul></ul><ul><ul><li>Don’t create a FB page & Twitter account and then never use them </li></ul></ul><ul><li>Start with responding to negatives. </li></ul><ul><li>Be genuine!! </li></ul>
    17. 17. Client Case Studies Robert JK Gibbs, President [email_address] +1 312 608 7985 Wendy Scherer, Founder Partner [email_address] +1 202 715 3884   Chris Abraham, President and COO [email_address] +1 202 352 5051
    18. 18. The brief Client situation #1 OLX is the next generation of free online classifieds. <ul><li>Increase brand recognition </li></ul><ul><li>Increase media exposure </li></ul><ul><li>Increase sales </li></ul>
    19. 19. The project OLX is the next generation of free online classifieds. <ul><li>Blogger outreach </li></ul><ul><li>Online PR </li></ul><ul><li>OLX wanted to run a 4 month trial period </li></ul>
    20. 20. The payback Increase in volume, across languages
    21. 21. Abraham & Harrison tapped into SM2’s historical database to compare 2009 to 2008 The payback Year on year increase in the US
    22. 22. The payback and key learnings <ul><li>OLX.com web traffic increased 40% over the 4 month trial </li></ul><ul><li>Abraham & Harrison renewed for 12 month contract </li></ul><ul><li>Twitter accounts in 3 languages, 5 in 6 months </li></ul><ul><li>Other learnings: </li></ul><ul><li>Asian bloggers blog in English, geo-map to Asia region </li></ul><ul><li>SM2 maps helped Abraham & Harrison land more int’l clients </li></ul>
    23. 23. A leading fast food company wanted to gain deeper insights into the consumer response received from its nationwide launch of a variety of coffee products. The brief Client situation #2
    24. 24. How this Could be Interpreted author: supereen I am having a skim latte from McDonalds that is better than Starbucks. And it cost me $3 for the medium. Yeah, they’re delicious and a quarter of the price eww I dont like them. The only one I like is iced hazelnut I had an iced mocha there this morning. So worth $3. I get the iced sugar free vanilla whenever I take Peter there for lunch Such a bargain! And good coffee to boot They are really good. hmmmmm Must try I'll have to try one next time. I LOVE iced coffee. Residual Comments Influence Sales Loyalty Price Opinion
    25. 25. Custom Metrics to Identify Trends Example Discussion Cluster: McCafé Taste + Strength Brands Value Analyze Emotion & Sentiment Sub-Cluster Reporting Product Size Service
    26. 26. Impact on Campaign <ul><li>Better targeted message & better messages </li></ul><ul><li>Test period findings led to fine tuning final campaign </li></ul>
    27. 27. <ul><li>Better targeting of health food and dairy influencers </li></ul><ul><ul><li>Need better targeted messaging </li></ul></ul><ul><ul><li>Build their brand among these key influencers </li></ul></ul><ul><li>Engage, education </li></ul>The brief Client situation #3
    28. 28. Client situation The Project <ul><li>12 month audit of conversations, in depth analytics </li></ul><ul><ul><li>Report and recommendations delivered </li></ul></ul><ul><ul><li>Segmentation and profiles built of key targets </li></ul></ul><ul><li>Approval on recommended approach to influencers </li></ul><ul><ul><li>Outreach and PR program </li></ul></ul>
    29. 29. Segmentations & Profile Their Views: “ ..recent concerns about excessive dairy consumption and the possible effects on health.” Their Profile: “ They heavily reference the writings of Michael Pollan, who advocates natural food production ……..generally recommend choosing foods from a variety of food groups.” Favorite web sites Most used social media channels
    30. 30. The payback and key learnings <ul><li>Based on initial work the company has built a team (in house and agency) to do SM engagement. </li></ul><ul><ul><li>Begun to specialize their team </li></ul></ul><ul><li>Fantastic time saver in finding influencers </li></ul><ul><li>Can’t be salesy – this is SOCIAL media </li></ul><ul><ul><li>Education materials on diet data, nutrition, gluten free…etc. </li></ul></ul><ul><li>Key component of the overall marketing mix and brand efforts </li></ul><ul><ul><li>Strive to be the knowledge leaders for diary related health foods </li></ul></ul><ul><li>Market & thought leader type conversations have increased </li></ul>
    31. 31. <ul><li>Social Media and the Empowered Consumer </li></ul><ul><ul><li>This Change is not GOING to Happen </li></ul></ul><ul><ul><li>This Change HAS Happened </li></ul></ul><ul><li>Have You? </li></ul>
    32. 32. Thank you <ul><li>Jim Schwab </li></ul><ul><li>+1.585.261.9433 </li></ul><ul><li>[email_address] </li></ul><ul><li>@jimschwab </li></ul><ul><li>Sign up for a free SMM account. </li></ul><ul><li>SM2 Freemium http://sm2.techrigy.com </li></ul>

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