Social Media Inside The Brand:
             DuPont Case Study




Gary Spangler, Corporate eMarketing

Philadelphia, PA

J...
2



Take Aways

Internal battles, struggles and success you can expect in the Wild West
world of Social Media.
Hear about...
3



A New Way To Measure WOMM

Word of mouth is the primary factor behind 20-50 percent of all
purchasing decisions.
Digi...
4



B2C and B2B Behavior Convergence

Testimonials, Peer
to Peer Referrals
Search
Opt-in (e.g. email)
                   ...
5



 From CRM* to Trusted Advisor


                                           Company




                      Channel ...
6



    Trend is Social

“Digital marketing and new
media marketing dominates
demand generation and
advertising spend all...
7



Participation in social media continues to grow
8



Marketers plan to invest in social media
9



B2B Lead Management

The Rule of 45
45% of all inquiries purchase within 12 months from date of initial
inquiry.
 • N...
10



   BtoB New Media Plans
       B-to-b marketers were asked which of the following newer media
               platfor...
11



An Explosion of Social Media Choices
12


Some Basics Have Not Changed

  New Channels         Old & Good Communication Best Practices

  Blogging
  Microblogg...
13



Business Objectives

Marketing and Demand Generation
 • Building Awareness
 • Building Network of Advocates
 • Lead ...
14


Building E-Marketing
Competency: The Elements                                                                        ...
15


Key Risks

Social Media relies heavily on transparency, honesty and relevance. A
business risks its reputation and po...
16



A Brand Under Attack: Kryptonite® (2005)
17



A Brand Under Attack: Motrin (2009)
Saturday (11/14/09)   Ad Posted on Motrin.com Website
Saturday night        Most...
18



Developing a Social Media Marketing Plan
19



Listen

People are talking
with or without you.
• Markets
• Issues
• Products
• Brands
• Companies
20



Finding the Conversations




                            Source: Motive Quest
21



Adding Voice: DuPont Science Stories
Tell compelling stories about DuPont
science with video
Pilot as proof-of-conce...
22



    Enabling Word of Mouth


                   Start of video featured "freeze screen" that
                   enco...
23



        ROI

                                                                                                       ...
24



Measures of Success

What is my digital share of voice or digital footprint today?
Did I increase my digital share o...
25



Conversations and Sales

Net Promoter Scores
 • As net customer satisfaction increases, so do sales.

Online Net Sen...
26



A Few Do’s
Listen to social media conversations before executing any proactive outreach.
  •   Use insights from con...
27



A Few Don’ts

Do not go into social media without first taking care of basics.
 • Web content and content managing p...
28



WOM Ethics

Honesty of
Relationship
 • We say who we are
   speaking for.

Honesty of Opinion
 • We say what we beli...
29



Quick Start Guide

1. Listen
2. Using insights from listening, edit website content and optimize for
   search of ke...
30



Social Media Marketing is Also . . .

Web Content
Search Optimization
Email Marketing
31



      Social Sites and Search

       Search Engine Strategies

                Website
                Website
    ...
32



People Do Not Want to Search
33


Engagement = f [Reach, Relevance]

                                         keywords

                               ...
34



Negative Word of Mouth
35



Selling Inside – Five Tips
Declare and promote yourself as the WOM/Social Media expert.
 • Join WOMMA; become your c...
36



“Social Media is Now A Regulated Industry*”

FTC Disclosure Rules for endorsements and testimonials
  • Samples, gif...
37



Developing a Company Policy

Cross Functional Steering Team
 • Legal, HR, Marketing, eBusiness, IT, Privacy, Corpora...
38



Conclusions
 1. It’s Not going away
 2. It’s happening with or without you
 3. Important but not urgent to act
 4. H...
39



Questions?
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Social Media Inside The Brand: DuPont Case Study - Gary Spangler

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Social Media Inside The Brand: DuPont Case Study

Learn first-hand about the internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media, how to develop a proper Social Media Marketing policy, and how to sell a "word of mouth" project internally.

* Gary Spangler, eMarketing, DuPont

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Social Media Inside The Brand: DuPont Case Study - Gary Spangler

  1. 1. Social Media Inside The Brand: DuPont Case Study Gary Spangler, Corporate eMarketing Philadelphia, PA July, 2010 Presented to:
  2. 2. 2 Take Aways Internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media How to develop a proper Social Media Marketing policy How to sell a "word of mouth" project internally.
  3. 3. 3 A New Way To Measure WOMM Word of mouth is the primary factor behind 20-50 percent of all purchasing decisions. Digital influentials – notably bloggers – have disproportionate power. Marketing-induced peer-to-peer word of mouth generates more than twice the sales of paid advertising. Source: McKinsey Quarterly April 2010
  4. 4. 4 B2C and B2B Behavior Convergence Testimonials, Peer to Peer Referrals Search Opt-in (e.g. email) B2B Web Experience B2C (e.g., password resets) New Media (blogs, video)
  5. 5. 5 From CRM* to Trusted Advisor Company Channel Management Collaboration/Conversation Converter Traditional Distributor Social Media Media Including End User Web Consumer What We Make Who We Are *Can’t Remember Me
  6. 6. 6 Trend is Social “Digital marketing and new media marketing dominates demand generation and advertising spend allocation priorities for the coming year.” CMO Council, March 2009 Seventy six percent (76%) of businesses surveyed agree that Social Media is changing the way companies communicate. Marketing Sherpa, December 2008
  7. 7. 7 Participation in social media continues to grow
  8. 8. 8 Marketers plan to invest in social media
  9. 9. 9 B2B Lead Management The Rule of 45 45% of all inquiries purchase within 12 months from date of initial inquiry. • Not necessarily from you. Inquiry Follow-Up On average, only 20% of all inquiries get a response. Nurturing Prospects It can take up to six touches between prospect and supplier through the buy cycle before prospect will consider a purchase.. Source: B2B Marketing Conference, DMA
  10. 10. 10 BtoB New Media Plans B-to-b marketers were asked which of the following newer media platforms they were using or are planning to use. Source: btobonline.com, July 20, 2009 100% 90% 80% 70% 60% 50% 2007 40% 30% 20% 10% 0% E-mail marketing SEO-organic Online SEM -paid keyword Webinars Social ads/banners/etc. networks/social media
  11. 11. 11 An Explosion of Social Media Choices
  12. 12. 12 Some Basics Have Not Changed New Channels Old & Good Communication Best Practices Blogging Microblogging • Twitter Video Sharing • YouTube Photo Sharing • Flickr Social Networking • Facebook Wiki’s • Wikipedia Virtual Events Advisory Panels Community Outreach …
  13. 13. 13 Business Objectives Marketing and Demand Generation • Building Awareness • Building Network of Advocates • Lead Generation • Selling Down the Value Chain PR • Setting the Record Straight • Issue/Crisis Management • Reputation Management • Creating Positive Share of Voice
  14. 14. 14 Building E-Marketing Competency: The Elements Relationship of a Center of Excellence. Marketing Word of Mouth Advocacy • Word of Mouth Marketing Referrals Corporate Promotion • Community E-Marketing Marketing Center of Excellence • Search Engine • Social Networks Marketing • Facebook, • Search Engine MySpace Contact Optimization • Wikis Sales • Phone • Webinars • New • Wikipedia • Forms • Mobile Marketing • Repeat • Twitter Content • Surveys • ePR • Virtual Worlds . • Call Center • Display Ads • Website • Second Life Editorial Boards • Inquiry Handling • Affiliate Marketing Web • Blogs (W.E.B.’s) • Linking Strategies • Lead Development Management • E-Mail Marketing • Global, • E-Mail Marketing Regional • Gen Y • Info Architecture • Nurturing • Trade shows • Rich Media • Customer • Corporate • User experience • Offline promotion (e.g. video) Satisfaction E-Strategy Standards • E-Mail, Surveys • White Papers, • Marketing eBooks •eCRM, Sales • Net Promoter • Target Messages Applications; User Force Dot Com Scores and Audiences experience • Offline content • Roadmap • Local Language • Interwoven Content Mgt. • Market Research •Web Metrics • Digital Asset • Reputation • DuPont Direct, Mgt. Management Yahoo Store • Policies and guidelines
  15. 15. 15 Key Risks Social Media relies heavily on transparency, honesty and relevance. A business risks its reputation and potential sales if it markets using social media channels an other way. Examples: • Bloggers with large audiences can be notified instantaneously about a marketer’s missteps. • Large well known companies (especially multinationals) who use the power of outreach to large networked audiences can attract greater attention from detractors and generate new negative commentary. • Marketers who attempt to “sell” using social media channels will be ignored and discounted. • Infrequent interaction with social media audiences by the marketer will be perceived as arrogant, uninterested and selfish.
  16. 16. 16 A Brand Under Attack: Kryptonite® (2005)
  17. 17. 17 A Brand Under Attack: Motrin (2009) Saturday (11/14/09) Ad Posted on Motrin.com Website Saturday night Most Twitted Subject on Twitter Sunday YouTube Video Screen Shots of Twitter Posts Sunday afternoon Tweeters and bloggers telecon with Ad Agency Sunday night Ad Removed with public apology from company and email to bloggers
  18. 18. 18 Developing a Social Media Marketing Plan
  19. 19. 19 Listen People are talking with or without you. • Markets • Issues • Products • Brands • Companies
  20. 20. 20 Finding the Conversations Source: Motive Quest
  21. 21. 21 Adding Voice: DuPont Science Stories Tell compelling stories about DuPont science with video Pilot as proof-of-concept Run on eight blogs as ad unit so company voice is transparent Place videos on video distribution networks (YouTube, Google Video, Blip.tv) Collaborate with bloggers before release Unleash viral: Embedding code and send-to-friend on stories.dupont.com Adhere to Word of Mouth Marketing Association (WOMMA) Code of Ethics, womma.org/ethics Measure sentiment
  22. 22. 22 Enabling Word of Mouth Start of video featured "freeze screen" that encouraged users to initiate video play Other Options Accessible via Player Menu Email to a Access Direct Add to Blogger or Access Embed Code Friend Link to Player Typepad Blog to Post Player
  23. 23. 23 ROI 18-24 Company that Cares About 81 People Leader in Scientific 87 R&D 0 10 20 30 40 50 60 70 80 90 100 Percent rating 8, 9 or 10 on 10-point scale Listed below are several attributes that have been used to describe science-based companies. We’d like you to indicate how well you think each of these attributes describes the firm listed. 10-point scale BASE = 258
  24. 24. 24 Measures of Success What is my digital share of voice or digital footprint today? Did I increase my digital share of voice? If yes, declare success. Benchmarking competition: Who cares?
  25. 25. 25 Conversations and Sales Net Promoter Scores • As net customer satisfaction increases, so do sales. Online Net Sentiment • Online Net Sentiment that trails positive results in increased sales. • Ref: Motive Quest Conversations • The more conversations a customer has, the more likely he/she will recommend the product. • Consumers that have more than 6 conversations per month result in a spike in NPS
  26. 26. 26 A Few Do’s Listen to social media conversations before executing any proactive outreach. • Use insights from conversations to inform web content, search optimization and outreach. Staff and resource any outreach appropriately. • Partner with knowledgeable, ethical agencies who understand and have experience in social media communications and marketing. • Have a content managing process. • Hold employee “ambassadors” accountable; Educate and train. Monitor posts for language and sensitivity. Protect IP. • Work closely with your commercial attorney Adhere to the Word of Mouth Marketing Association’s (WOMMA) Code of Ethics (www.womma.org/ethics). Get proper approvals. Be honest in your opinions and truly transparent on your identity and who you represent.
  27. 27. 27 A Few Don’ts Do not go into social media without first taking care of basics. • Web content and content managing process. • Email capability • Search optimization Do not “sell” into social media. • Be an information partner. Demonstrate value to your audiences by providing quality, helpful content. Do not cut and paste. • Be natural in your voice; except where there are legal considerations to the content.
  28. 28. 28 WOM Ethics Honesty of Relationship • We say who we are speaking for. Honesty of Opinion • We say what we believe. Honesty of Identity • We never obscure our www.womma.org/ethics identity. www.womma.org
  29. 29. 29 Quick Start Guide 1. Listen 2. Using insights from listening, edit website content and optimize for search of keywords that are relevant to online conversations. 3. Increase your social media “share of voice.” 1. Add videos to website and YouTube. 2. Add documents to ScribD and Docstoc. 3. Add photos to Flickr. 4. Use social media press releases for business and product communications to the market. 5. Selectively post comments on relevant and credible blogs and forums. 1. Enhance and reinforce your positive messages. 2. Set the record straight on misleading or negative comments.
  30. 30. 30 Social Media Marketing is Also . . . Web Content Search Optimization Email Marketing
  31. 31. 31 Social Sites and Search Search Engine Strategies Website Website Blog News Blog 64% Website Blog Wikipedia Website YouTube Social Media Website Linkedin
  32. 32. 32 People Do Not Want to Search
  33. 33. 33 Engagement = f [Reach, Relevance] keywords search content/links/keywords Your Voice Others’ Voices Facebook Facebook Twitter Twitter Relevance Reach YouTube YouTube Slideshare Slideshare Flickr Flickr Blog Blog Marketing PR
  34. 34. 34 Negative Word of Mouth
  35. 35. 35 Selling Inside – Five Tips Declare and promote yourself as the WOM/Social Media expert. • Join WOMMA; become your company’s representative and champion • Get visible Mine online conversations for insight and direction • Free tools like Google Blog search, blog pulse, technorati • Justify agency support for more critical/important work Pilot ideas online • Create a proposal for an online pilot tied to a marketing opportunity, key communications objective or “crisis” • Limit scope, contain, risk mitigation Sell to individual stakeholders • Secure a budget Enlist experts – but do not give up control • Use your experience to direct and guide any agency partners • Company reputation is your responsibility
  36. 36. 36 “Social Media is Now A Regulated Industry*” FTC Disclosure Rules for endorsements and testimonials • Samples, gifts, other considerations * Anthony DiResta, attorney, address to WOMMA Summit, November, 2009
  37. 37. 37 Developing a Company Policy Cross Functional Steering Team • Legal, HR, Marketing, eBusiness, IT, Privacy, Corporate Communications Authorize Company Sponsored Use • Monitor • Audit • Track and share progress/learnings Reinforce Employee Responsibility for Personal Participation Include Third Party Representation
  38. 38. 38 Conclusions 1. It’s Not going away 2. It’s happening with or without you 3. Important but not urgent to act 4. How to Start • Education • WOMMA, Conferences, Online • Preparation • Start Listening • Develop a robust web base (e.g. content managing process, email, websites) • Execution • Engage qualified experts
  39. 39. 39 Questions?

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