Social Media Boot Camp Chicago

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Slides from SocialMedia.com's Social Media Boot Camp in Chicago 4/16/2009

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Social Media Boot Camp Chicago

  1. 1. Agenda • Keynote on Social Media - Seth Goldstein • Chat - Curt Hecht, Dick Costolo • *Break* • Social Media Principles - Nick Gonzalez • Case 1 - Intuit Small Business • *Break* • Case 2 - Macy’s with WOMI • Case 3 - Comcast Cares
  2. 2. Social Media Principles
  3. 3. Nick
Gonzalez
  4. 4. ME HACK
  5. 5. Focal Point Of Startup Community 2,000,000 Daily Legitimized Blogging
  6. 6. ME FLACK
  7. 7. Social Media
  8. 8. Social Media
  9. 9. (1)How Social Media Changes Marke9ng  Campaigns (2)Principles For Successful Social Media  Marke9ng
  10. 10. Promise (1) How Social Media Changes  Marke9ng Campaigns
  11. 11. Create Distribute Analyze
  12. 12. New
Tools New
Approach
  13. 13. Create Distribute Analyze Channels Features Metrics
  14. 14. Changes
In
Approach
  15. 15. Changes • Messages
Are
 • Messages
are
 Statements QuesAons • Channels
are
 • Channels
are
 Conduits Cultures • Metrics
Measure
 • Metrics
have
 Exposure Meaning
  16. 16. Create MarkeAng
Messages
 Are
QuesAons
  17. 17. What
would
you
say
to
 the
President?
  18. 18. Guided
ConversaAon
  19. 19. Distribute Channels
Are
Cultures
  20. 20. Social
Norms • Behavior
varies
by
 channel • Forms
of
expression • Types
of
gestures • Types
of
relaAonships
  21. 21. Analyze Metrics
Have
New
 Meaning
  22. 22. New
Metrics Neilsen • Friends • Followers • Readers • Comments • RaAngs
  23. 23. Promise (2) Principles For Successful  Social Media Marke9ng
  24. 24. How
Do
We
Reproduce
 Success?
  25. 25. (1) Listen (2) Be Authen9c (3) Move Fast (4) Less is More
  26. 26. Listening
is
Required • Gauge
SenAment • Understand
Culture • Create
a
Response
  27. 27. Blog
Post
Heard
‘Round
 The
World
  28. 28. Dell’s
(Slow)
Response • 12
blogs • Idea
Storm • 23
TwiXer
accounts • Forums
‐
1.5
million
 users • Groups • Wikis
  29. 29. Be
AuthenAc • Build
Trust • Be
Raw • Be
Human
  30. 30. ! D E T S U B
  31. 31. Move
Fast • Iterate
...
Iterate
...
Iterate • Like
exercise,
a
liXle
each
day
  32. 32. Less
is
More • Turn
Down
The
Volume • CreaAvity
Comes
From
Constraint
  33. 33. Crea9vity Comes From Constraint
  34. 34. Summary Approach Principles • Messages
are
 (1) Listen QuesAons (2) Be Authen9c • Channels
are
Cultures (3) Move Fast • Metrics
have
Meaning (4) Less is More
  35. 35. Nick Gonzalez • Twitter.com/NickGon • Nick@socialmedia.com • Blog.SocialMedia.com
  36. 36. Small Business United
  37. 37. Intuit Supports Small Business Owners
  38. 38. Small Business Owners • No Mentors • No Net • No Thanks
  39. 39. Small Business United
  40. 40. Small Business United • No Mentors • Connect • No Net • Support • No Thanks • Recognize
  41. 41. Campaign Elements 8 Week Development 1. Destination site 2. Competitions 3. Advertising Promotion 4. Public Relations
  42. 42. Promotion
  43. 43. Promotion 1. Competitions - Business Grant 2. Advertising - Display 3. Public Relations - Media Coverage
  44. 44. Business Grant Competition • Share your story, Leave a tip for others to learn from • All entrants receive a free Word of Mouth kit • 50 finalists receive a flip video camera (and $5k) to create a video entry • Voting and a panel of judges determines the 5 grand prize winners • Over $300k in grant money
  45. 45. Advertising • Print and Digital buys, only a small faction of spend
  46. 46. Public Relations • Blogger Outreach - Built Network Since 2006 • Friend to friend sharing - WOM Kit
  47. 47. Public Relations “Typically, these kinds of promotions are mostly gimmicks. But with Intuit's stimulus plan, the value is certainly real and worth checking out.” – AOL BloggingStocks.com
  48. 48. Results • 5X the amount of traffic we had for the entire Just Start campaign (last year’s winning campaign), in just the first 6 weeks. • Website conversion rate comparable to our more traditional e-commerce sites/transaction site conversion rates. • Higher engagement with the Intuit brand: • 1200 entries into the grant competition (plus 4000 ratings) in the first 6 weeks • More than 1800 entries and ~13000 ratings with 10 days to go in the contest • Online banner click through rates 2-10x higher than our traditional product focused banners. • Increase positive talk: • 170 million impressions in PR and counting • 12% of the talk about Intuit small business is Small Business United related, as of week 6.
  49. 49. Why This Is Great
  50. 50. Listening • Listened • Identified a need • Filled the need • Hosted the conversation and got out of the way
  51. 51. Be Authentic • Brand messaging came from people • Delivered on promises
  52. 52. Be Authentic • Every story includes a tip that others can learn from • Helps small businesses get visibility for their businesses whether or not they win • Searchable and sortable by industry, keyword, ratings • Stories are SEO optimized
  53. 53. Move Fast • Harnessed new media • Kept content fresh
  54. 54. Less is More
  55. 55. A Big Thanks Kira Wampler Intuit Word of Mouth and Social Media Marketing Leader Questions? Email – kira_wampler@intuit.com Twitter – http://www.twitter.com/kirasw

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