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Social Media Marketing Approaches Outcomes


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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
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Social Media Marketing Approaches Outcomes

  1. 1. Social Media Marketing: Approaches & Outcomes A ZeroDivide Webinar, March 29, 2010
  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: Twitter: @amyganderson
  20. 23. Social media overview <ul><li>Enthusiastic staff </li></ul><ul><li>Vast exposure on </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> </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 : 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 : 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 : 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:
  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>