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Social Media Goes Multiplatform

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Social Media Goes Multiplatform

  1. 1. Social media multiplier – a research report<br />Paul Gillin<br />April 1, 2010<br />
  2. 2. Go Where the People Are<br />32 million members<br />44 million members<br />300 million members<br />1 billion daily views<br />1 million daily visitors<br />6 million daily visitors<br />1.5 million daily visitors<br />10 million members<br />50 million members<br />
  3. 3. Top-Line Findings - Interim<br /><ul><li>Social Media has reached critical mass in corporations
  4. 4. Organizations are turning their attention to popular gathering spots
  5. 5. Multi-platform deployment and management are critical new issues
  6. 6. ROI metrics are still ad hoc
  7. 7. A multiplier factor exists but few can quantify it
  8. 8. Twitter has become the killer app</li></li></ul><li>Credibility Through Validation<br />Source: Elliance, Inc.<br />
  9. 9. Social Media Platforms in Use<br />
  10. 10. Who are the principal audiences for your company's social media efforts? <br />
  11. 11. Platform Adoption by Year<br />55 respondents<br />
  12. 12. Effectiveness Compared to ExpectationsFrom most positive to least positive<br />
  13. 13. ROI Perception<br />
  14. 14. Planned Changes in Social Media Activity, Next 12 Months<br />
  15. 15. What has been the business impact of your company's use of multiple social media platforms? <br />
  16. 16. Sales<br />Conversions<br />Search rank<br />Leads<br />Conversations<br />Cost per lead<br />Retweets<br />Comments<br />Verbatims: Most Common Metrics<br />
  17. 17. Verbatims: What They’re Doing Now<br />“A new blog entry is typically also communicated on Twitter or cross-posted on Facebook.”(multiple mentions)<br />“We leverage content that we produce across all of the social networks - and then engage in each conversation that follows.”<br />“All product launches now have a social media component.<br />“We repackage everything through our content marketing site in industry-specific LinkedIn groups."<br />
  18. 18. Typical Multi-Platform Scenario<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />
  19. 19. Sodexo Recruiters<br /><ul><li>Most of the company‘s 60 recruiters user Twitter and other social media to meet hiring demand.
  20. 20. Focus is on building relationships and enthusiasm among prospective employees
  21. 21. Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K</li></ul>Principal Value<br />“The human touch is essential. People know there’s somebody behind the message and the photo.”<br />-Kerry Noone, Manager, Marketing Communications<br /><ul><li>Improved applicant quality
  22. 22. Image of Sodexo as progressive young company
  23. 23. Recruitment costs substantially reduced</li></li></ul><li>Ford’s Content Factory<br /><ul><li>Constantly delivers news about the company’s reinvention using every available media social channel.
  24. 24. Press releases paired with video, images, audio whenever possible
  25. 25. Everything is shareable, nearly all is tweeted
  26. 26. Key metrics: retweets, Facebook comments, media coverage, awareness studies</li></ul>Principal Value<br /><ul><li>Demonstration often beats description
  27. 27. Multimedia conveys excitement
  28. 28. Bottom-up combined with top-down for maximum impact
  29. 29. Social media drives ongoing engagement via e-mail</li></ul>“We use whatever channel we can to spread the message.”<br />-Scott Monty, head of social media<br />
  30. 30. AskPatty’s Syndication Wizardry<br /><ul><li>Syndication partners include TwitterMoms, BlogHer, Parenthood.com, SheKnows
  31. 31. Articles automatically posted to bookmarking sites, multiple Facebook fan pages
  32. 32. Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil
  33. 33. Hired for 12-part video series on AutoNet TV </li></ul>Principal Value<br />“My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.”<br />-Jody DeVere, CEO<br /><ul><li>10M quarterly impressions
  34. 34. 100-fold amplification of blog/Web content
  35. 35. CEO developing side business as automotive social media consultant</li></li></ul><li>Coke’s Global Expedition<br /><ul><li>Three ambassadors selected by community are visiting all 206 countries in 2010
  36. 36. Travels documented through all available media; no advertising support
  37. 37. Promotion channels target international audiences: Facebook, YouTube, Twitter, Bebo, Orkut, Tencent CC</li></ul>Principal Value<br />“Consumers who participate with our brand online have a higher purchase intent”<br />-Adam Brown, Director , Office of Digital Communications & Social Media, <br /><ul><li>400M media impressions in first 22 days
  38. 38. Invitation and welcoming committees formed spontaneously around the globe
  39. 39. Reinforces message of happiness, youth</li></li></ul><li>Management Challenges<br />Who speaks for the company?<br />What restrictions should exist on what they can say?<br />When to use a corporate vs. a personal presence?<br />Who takes action and how?<br />How to scale real-time public customer service?<br />What to do about negativity?<br />How to organize for continuous online interaction?<br />How do we avoid this?<br />
  40. 40. Marketing Challenges<br />Coke on LinkedIn…<br />Audience segmentation?<br />Appropriate messaging?<br />When to pitch?<br />Metrics and ROI?<br />Marketing integration?<br />Roles and governance?<br />What to avoid?<br />Resources and budgets<br />and on Facebook<br />
  41. 41. Thank you!<br />Paul Gillin<br />508-656-0734<br />paul@gillin.com<br />gillin.com<br />Twitter: pgillin<br />NewInfluencers.com <br />Free weekly newsletter at gillin.com<br />SSMMbook.com<br />Coming late 2010: Social Marketing to the Business Customer<br />By Paul Gillin & Eric Schwartzman<br />

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