Harnessing the chaos of social marketing through objective driven planning


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MN AMA 2010 Annual Conference - Conquering Chaos speaker presentation: Harnessing the chaos of social marketing through objective driven planning - Dane Hartzell, Bolin Marketing.

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Harnessing the chaos of social marketing through objective driven planning

  1. 1. 1Harnessing the chaos of social marketing through objective driven planning Nov 8, 2010 Twitter #MNAMABolin
  2. 2. 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/
  3. 3. 3Digital Chaos!
  4. 4. 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
  5. 5. 5The Content Atomization MovementThe past The future Traditional brand web site Traditional brand web site
  6. 6. 6Many Companies Establishing a Social Media Presence The Value of Social Media Report, produced by Econsultancy in association with Online Marketing Summit Feb, 2010
  7. 7. 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.
  8. 8. 8 Our PerspectiveA new world.A new model.
  9. 9. 9The evolving marketing model Talk to Talk with Interrupting Engaging Mass One-to-many Tried & true Test and learn
  10. 10. 10Social Media Premise “Person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed.” © Annual Edelman Trust Barometer survey
  11. 11. 11Reach v. Engagement Level of Reach Level of Engagement
  12. 12. 12Use a Social Media Process Define The Business Objective Measure Listen And Optimize And Learn A Process for Growth Execute Discern A Strategy
  13. 13. 13Listen: Topic cloud March - May 2009
  14. 14. 14Listen: Discussion topic breakdown March 2009 - May 2009
  15. 15. 15Listen: Channel analysis March - May 2009
  16. 16. 16Listen: Brand sentiment profile March - May 2009
  17. 17. 17Listen: Brand share of voice March - May 2009
  18. 18. 18Listen: Brand velocity March - May 2009
  19. 19. 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.
  20. 20. 203 Primary Social Media Strategies Share of Voice Sentiment Velocity or Nature
  21. 21. 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
  22. 22. 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.
  23. 23. 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
  24. 24. 24Rubbermaid: Leveraging Influencers
  25. 25. 25Rubbermaid: Starting a Dialog
  26. 26. 26Website: Freschetta
  27. 27. 27Beyond the Website: Freschetta
  28. 28. 28Carmex Website
  29. 29. 29Beyond the Website: Carmex
  30. 30. 30Measure and Optimize
  31. 31. 31Measure and Optimize Pre During Post Velocity 800% SOV 2% 80 reviews>20,000 comments>100 million impressions!
  32. 32. 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
  33. 33. 33Thank youDane HartzellGrowth CatalystBolin Digitaldhartzell@bolinmarketing.com612.374.1200ItsDane.extendr.comBolinmarketing.comBlog: Bolindigital.com