Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Marketing Approaches Outcomes

653 views

Published on

A discussion of social media marketing approaches & tools, supported by real world examples of successful (and failed) marketing campaigns.

Presented by Colin Crook of Voce Communications and Amy Ganderson of The Nature Conservancy

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Social Media Marketing Approaches Outcomes

  1. 1. Social Media Marketing: Approaches & Outcomes A ZeroDivide Webinar, March 29, 2010 www.zerodivide.org
  2. 4. Brand Awareness
  3. 5. @Vocenation Years to reach 50 million users…
  4. 6. @Vocenation RADIO: 38 years…
  5. 7. @Vocenation Television: 13 years…
  6. 8. @Vocenation Internet: 4 years…
  7. 9. @Vocenation New Channels – social driven
  8. 10. Offline & Online Working Campaigns
  9. 11. @Vocenation <ul><li>The Pepsi Refresh Project </li></ul><ul><li>In 2010 Pepsi did not run a super bowl ad for the first time in 23 years </li></ul><ul><li>Pepsi is giving away $20M in a “social media play” called The Pepsi Refresh Project. </li></ul>
  10. 12. @Vocenation <ul><li>The Pepsi Refresh Project </li></ul><ul><li>1,000 ideas are collected each month. </li></ul><ul><li>Ideas that ‘win’ are granted funding to better refresh a community </li></ul><ul><li>Community based and widespread improvement – stay away from narcissism. </li></ul>
  11. 13. @Vocenation <ul><li>The Pepsi Refresh Project – What could they have done better? </li></ul><ul><li>Pepsi is completely starting from scratch. </li></ul><ul><li>Failed to leverage TV medium (offline) to help drive social participation. </li></ul>
  12. 14. @Vocenation The Kogi Truck
  13. 15. @Vocenation <ul><li>Kogi Bbq = Korean BBQ to go… </li></ul><ul><li>Travels around Los Angeles County, using Twitter as a primary mode of conversation with their community (customers). </li></ul><ul><li>Kogi informs followers via Twitter where the truck will appear next. </li></ul><ul><li>Eager Kogi enthusiasts check their twitter channel via the web or mobile device. </li></ul><ul><li>These tweets draw anywhere from 300-800 customers in a single location & Kogi often has to refuse service at a specific time. </li></ul><ul><li>Twitter is the primary marketing funnel. </li></ul>
  14. 16. The Facebook Effect
  15. 17. @Vocenation The Facebook Effect: Facebook added 100 million users in 9 months…
  16. 18. @Vocenation Over 400 million users today
  17. 19. @Vocenation Del Taco – cost effective interaction doubling fan page in 4 weeks
  18. 20. @Vocenation But just remember that what happens in Vegas, stays in…
  19. 22. The Nature Conservancy & Social Media 3.29.10 Amy Ganderson Email: aganderson@tnc.org Twitter: @amyganderson
  20. 23. Social media overview <ul><li>Enthusiastic staff </li></ul><ul><li>Vast exposure on nature.org </li></ul><ul><li>Our branded social networks </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Gather </li></ul></ul><ul><ul><li>Care2 </li></ul></ul><ul><ul><li>Change.org </li></ul></ul><ul><ul><li>OneCause </li></ul></ul>
  21. 24. Our contributors = our success Nicole Levins, Strategic Communications Sandra Rodriguez, Strategic Communications <ul><li>Facebook 52k Fans (+202%, Feb ‘09 16k fans) </li></ul><ul><li>Twitter 22k Followers (+2,179%, Feb ‘09 1k followers) </li></ul><ul><li>Facebook Cause 200k Members (+176%, Feb ‘09 72k members) </li></ul>Dave Connell, Strategic Communications Bob Lalasz, Digital Marketing Darci Palmquist, Digital Marketing CJ Hudlow, MRC-West / Digital Troop Amy Ganderson, Digital Marketing Margaret Southern, Editorial Strategy Leslie Shields, Digital Membership
  22. 25. Social media marketing goals <ul><li>Increase brand awareness </li></ul><ul><li>Reputation management </li></ul><ul><li>Engagement </li></ul><ul><li>Expand the Conservancy’s influence </li></ul><ul><li>Reach new and younger audiences </li></ul><ul><ul><li>*These goals are not in any particular order. </li></ul></ul><ul><ul><li>*We will discuss 1-3 in more detail. </li></ul></ul>
  23. 26. Goal #1: Increase brand awareness <ul><li>How do we achieve this? </li></ul><ul><li>Integrate our channels in other marketing drivers </li></ul><ul><li>Allocate online marketing dollars (small $) </li></ul><ul><li>Be where they are! </li></ul><ul><li>How do we measure it? </li></ul><ul><li>Increase in number of new fans, followers, etc. </li></ul><ul><li>Referrals from social media channels to our website </li></ul><ul><li>Benchmark against our competitors </li></ul>
  24. 27. Goal #1: Increase brand awareness More integration = More fans and followers
  25. 28. Goal #1: Increase brand awareness The effect of Facebook Advertising
  26. 29. Goal #1: Increase brand awareness Facebook Benchmark Comparison
  27. 30. Goal #2: Reputation management <ul><li>How do we achieve this? </li></ul><ul><li>Create a crisis communication strategy </li></ul><ul><li>Be proactive, rather than reactive </li></ul><ul><li>Say “thank you” for positive mentions </li></ul><ul><li>How do we measure it? </li></ul><ul><li>Sentiment number of positive vs. negative interactions </li></ul><ul><li>Actions based on our outreach, like re-writing an article </li></ul>
  28. 31. Goal #2: Reputation management Greenpeace Response
  29. 32. Goal #3: Engagement <ul><li>How do we achieve this? </li></ul><ul><li>Use our experts and social media savvy staff </li></ul><ul><li>Focus on quality over quantity – Facebook is still #1! </li></ul><ul><li>Exploit what’s working and test new ideas </li></ul><ul><li>Build relationships with top influencers </li></ul><ul><li>How do we measure it? </li></ul><ul><li>Number of interactions per post </li></ul><ul><li>Manual qualitative analysis on the type of content that works </li></ul><ul><li>Quantify new relationships </li></ul>
  30. 33. Goal #3: Engagement Talk about others, not just yourself!
  31. 34. Goal #3: Engagement Use social media to test new ideas
  32. 35. Goal #3: Engagement Monthly social media recap, identify what’s working February Month End Recap Name Category Location Date Likes Comments Blog : Your top 10 river songs Freshwater - 2/4/2010 68 92 Blog : Has ‘Climategate’ Affected Your Trust in Science? Climate - 2/8/2010 46 81 My Nature : Everyday Environmental Tips Green Living - 2/16/2010 40 54 Nature.org : Restoring Lost Connections People Australia 2/17/2010 77 53 Blog : What's good for nature in FY2011 Leadership - 2/26/2010 139 40 Blog : Photo of the week - Plitvice Lake Photo - 2/12/2010 129 39 Nature.org : The Secret Lives of Jumping Slugs Animals Washington 2/17/2010 116 37 Blog : The List: Who’s Willing to Act on Climate Change Climate - 2/10/2010 70 37 Blog : Photo of the week - Roseate Spoonbill Photo - 2/19/2010 204 35 My Nature : Everyday Environmental Tips Green Living - 2/9/2010 48 31 Blog : Fighting Climate Change a Good Business Model Climate - 2/8/2010 42 29 Blog : The Lessons of ‘Avatar’ for Sustainable Hydropower Marine - 2/23/2010 83 28 Nature.org : Photo slideshow of Cado Lake Texas Photo Texas 2/18/2010 71 27 Facebook : Give Away Table (Book edition) Green Living - 2/25/2010 30 27 Blog : Photo of the week - Cobb's Wren Photo - 2/26/2010 184 25
  33. 36. What’s next for The Nature Conservancy? <ul><li>New content management & web analytics system </li></ul><ul><li>Mobile marketing </li></ul><ul><li>New channels: Google Buzz, FourSquare </li></ul><ul><li>Focus on relationship building </li></ul><ul><li>State and chapter social networking groups </li></ul><ul><li>Leverage social media guidelines for staff </li></ul><ul><li>Integration, integration, integration!!!! </li></ul>
  34. 37. Have to mention…. Earth Day 2010! Visit: nature.org/earthday
  35. 38. Additional Information <ul><li>Case Studies / Organizations to Watch </li></ul><ul><li>American Red Cross & Haiti </li></ul><ul><li>Humane Society </li></ul><ul><li>Earth Hour </li></ul><ul><li>Twestival </li></ul><ul><li>Case Foundation Giving Challenge </li></ul><ul><li>YouTube Project 4 Awesome </li></ul><ul><li>Facebook Causes Birthday Application </li></ul><ul><li>Resources </li></ul><ul><li>Beth’s Blog </li></ul><ul><li>Mashable </li></ul>
  36. 39. Questions? <ul><li>Thanks! </li></ul><ul><li>Amy Ganderson, </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter :@amyganderson </li></ul>

×