Harnessing the chaos of social marketing through objective driven planning
1Harnessing the chaos of social marketing through objective driven planning Nov 8, 2010 Twitter #MNAMABolin
2Daily Advertising Messages1971 = 560*1997 = 3,000*2010 = 3,000 by the time you get to work!** *Data Smog. Surviving the Information Glut by David Shenk ISBN 0-06-018701-8 **Newspaper Association of America http://www.naa.org/
4 4Consumers have never been more empowered Empower Consumers Solution Based Solutions-Based Content People seeking Contentanswers & solutions Traditional Brand People discover Traditional Brand Touchpoints product or brand Touchpoints Third Party Third Party Conversations Conversations
5The Content Atomization MovementThe past The future Traditional brand web site Traditional brand web site
6Many Companies Establishing a Social Media Presence The Value of Social Media Report, produced by Econsultancy in association with Online Marketing Summit Feb, 2010
7What’s the new model?Reach & Frequency? Surround Sound? Integrated Marketing?Not so long ago, brands were big. Consumers were small. Marketers controlled the salesfunnel: a linear process, with defined steps and one way communications.We believe this model is too linear for today’s marketing cycle. Brands no longer controlthe content, the path or pace of a customer in the buying cycle: one way communicationhas become a dialogue.The Bolin model seeks to influence this conversation by energizing connectivity betweenmarketing disciplines, touch points and brands.
19 Listen: Verbatims• One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they are plastic which means I won’t risk nicking the jar or breaking it. I also like how they are the same size because most of the things I have come in the same size bag from the store. If the canister is too small then I have leftovers which mean two things to manage instead of one. I also love the fact that they are clear because then I know what I am grabbing before I ever touch it and I know what I’m running low of before I head out to the store.• I LOVE MY TUPPERWARE!!! I think I would have to say that Tupperware has been around for as long as I have or even longer. I remember as a child we always had Tupperware in our house. The bowls were pale pastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have a picture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make the cake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware Wonderlier® Bowl"(the largest one). Im not sure if it was called the "Wonderlier® Bowl" at that time though.• Food containers like Tupperware and Rubbermaid are a big part of my day. We have lots of leftovers and are on a budget. We don’t like to waste food.• I think these containers which I use to store pasta are great! The price was very good, they are air tight and I am very satisfied with them.• The only thing I look for in a container is versatilty. I need something that is going to be able to hold multiple kinds of food and not juist specialty containers.• I’ve tried the disposable containers to try and save money but learned after leaks and spoiled food that I should just stick with my tried and true Tupperware.
203 Primary Social Media Strategies Share of Voice Sentiment Velocity or Nature
21Example Social Media Strategies Increase conversation share of voice by leveraging organization professionals Increase conversation share of voice by providing brand zealots unique communications platforms Increase positive brand sentiment by shifting focus to new products Increase conversation velocity by creating a community of moms who appreciate the little things in life
22Brainstorm Tactics1. Influencer campaign2. Blogger outreach3. Facebook & Twitter profiles4. Fan recruitment campaigns5. Community management6. Content sharing tools7. Content creation campaign8. Viral intended campaigns9. Custom community site10. Etc.
23Tactical PrioritizationHigh Do it! Bite the bullet 14 17 15 18 10 21 11 6 23 13 2 8 5 1 4 19 26 3 Impact 16 22 20 24 12 25 7 Wait and see… 9 Don’t do it. Low Burden High
31Measure and Optimize Pre During Post Velocity 800% SOV 2% 80 reviews>20,000 comments>100 million impressions!
32Addendum: Social Media Monitoring Tools Free Google Alerts www.google.com/alerts Affordable Techrigy SM2 www.techrigy.com Alterian www.alterian.com Best in class ConsumerSphere www.consumersphere.com BuzzMetrics http://en-us.nielsen.com Radian 6 www.radian6.com