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NY Women in Communications Digital Salon 102309


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NY Women in Communications Digital Salon 102309

  1. 1. Digital Salon: Social Media Marketing October 23, 2009 Sarah Hofstetter Senior Vice President Emerging Media & Client Strategy 212.703.7220 [email_address] Twitter: @Pezmeister1
  2. 2. What we’ll discuss this morning <ul><li>Provide a framework for establishing a set of clear objectives and strategy when approaching social marketing. </li></ul><ul><li>Move beyond the checklist approach and offer a filter for evaluating the myriad opportunities and platforms. </li></ul><ul><li>Encourage thinking of social marketing as an opportunity to have a continuous, valuable exchange with customers. </li></ul><ul><li>Advance discussions on amplifying marketing results through the integration of social marketing and offline campaigns </li></ul>
  3. 3. Jeff Bezos - Chairman, Amazon “ A brand is what people say about you when you're not in the room”
  4. 4. People talk about you when you’re not in the room Playground Water Cooler Bar Starbucks
  5. 5. What’s different now? There’s a newer bigger room
  6. 6. The Internet delivers tremendous scale to WOM Around the office: Linear Progression Around the Internet: One click = instant audience
  7. 7. Brands are online – with or without you Awareness Advocacy Loyalty Brands have an unprecedented opportunity to converse with their customers and drive deeper connections
  8. 8. So what are you going to do about it? OR Listen & Participate Cover Your Ears and Pretend It’s Not Happening
  9. 9. Social marketing playbook helps you figure it out Download at
  10. 10. Don’t fall into this trap!
  11. 11. Game plan for success in social marketing
  12. 12. Training to Win
  13. 13. The Internet is a real-time focus group *KCI: Key Conversation Indicators SM Purchase Consideration <ul><li>KCIs SM * assess quality and quantity of conversations online </li></ul><ul><li>May include: </li></ul><ul><ul><li>Sentiment </li></ul></ul><ul><ul><li>Favorability </li></ul></ul><ul><ul><li>Topics of conversation </li></ul></ul><ul><ul><li>Categorical analysis </li></ul></ul><ul><ul><li>Audience aggregation </li></ul></ul><ul><ul><li>Social media activities by demographic </li></ul></ul><ul><ul><li>Relative chatter </li></ul></ul>Brand Health Scorecard
  14. 14. Audit: What’s the competition doing? Social media investments by competitive brands… … and what people thought of it <ul><li>Look at your brand and your competitor’s brands to understand: </li></ul><ul><li>What is your current social footprint? </li></ul><ul><li>How are your competitors and industry approaching social media? </li></ul><ul><ul><li>Glean actionable consumer insights that can inform future social marketing endeavors </li></ul></ul>
  15. 15. Developing a Game Winning Strategy
  16. 16. Let’s evaluate opportunities by asking 4 questions SOCIAL MARKETING STRATEGIC LENS Does it meet our marketing objectives? Does it use our social media arsenal? Does it follow social media best practices? What is the value exchange between consumer & brand?
  17. 17. Establishing an architecture to tie communities together will maximize online conversations HUB & SPOKE APPROACH With new hub HUB & SPOKE APPROACH With your brand as hub MATRIX / INTERCONNECTED Without central destination Note: Example architectures for discussion purposes only Existing Asset Global Marketing New Asset Existing Asset New Asset Existing Asset New Asset
  18. 18. Finding your voice in social spaces <ul><li>No one voice will do </li></ul><ul><li>For each environment, we measure against the arsenal and the goals </li></ul><ul><li>Options could include: </li></ul><ul><ul><li>Voices throughout the food chain </li></ul></ul><ul><ul><li>Voices for each brand/product </li></ul></ul><ul><ul><li>Voices from your citizens – part of the brand ambassador program </li></ul></ul>
  19. 19. Develop your game-winning strategy <ul><li>Apply listen + audit to create a plan that will engage the target audience with the right messaging at the most relevant moment </li></ul><ul><li>Build a unifying theme that will create deep engagement with consumers to reach objectives </li></ul><ul><li>Build communications & promotions plan </li></ul>
  20. 20. The Arenas
  21. 21. Social platforms command growing audiences Viewers Users Readers
  22. 22. Brands have harnessed the arenas Coca-Cola Super Bowl Ad Syndication Amplify Content via Video Syndication Nat Geo Channel on Twitter Sprite Step Off Social Program NBC across blogosphere
  23. 23. Adapting the execution to the objective Client: H&R Block Objective: CRM Client: National Geographic Objective: Tune-In
  24. 24. Building your fan base
  25. 25. Integrating with traditional marketing Integrate with Offline Digital Word of Mouth Igniting Distribution Branded Integration
  26. 26. Customized Outreach yield rich results
  27. 27. Social marketing can be used to promote offline initiatives TV Ads Events Petition Drive-to-Store
  28. 28. Firing up the Fans
  29. 29. Build deeper relationships Nurture Communities Co-Created Environments Branded Communities By the fans, for the fans
  30. 30. Preventing & Managing Social Marketing Fumbles
  31. 31. Motrin had quite the headache….
  32. 32. What could Motrin have done? Channel the Conversation Online buzz monitoring is different than focus groups Keep an ear close to the ground to understand brand perception, competitive landscape…
  33. 33. Case Study: Listening helped inform NBC and make quick decisions during crises April 19, 2007 April 26, 2007 How bad is the damage to 30 Rock? Only 9% of Alec Baldwin blog posts mention “30 Rock” … of that, only 12% said they’d never watch 30 Rock again Season Finale
  34. 34. Keeping Score
  35. 35. What to measure with social media ROI All can be tracked over time to gauge trends
  36. 36. Measure against KCIs & KPIs <ul><li>Sample KCIs SM : </li></ul><ul><li>Volume of interactions with content </li></ul><ul><li>Volume of user generated content </li></ul><ul><li>Brand sentiment </li></ul><ul><li>Other: </li></ul><ul><li>Benchmarking </li></ul><ul><li>Ties to brand health metrics </li></ul><ul><li>Traffic & links </li></ul><ul><li>Branding metrics </li></ul><ul><ul><li>Custom scorecard </li></ul></ul><ul><ul><li>Branding studies </li></ul></ul><ul><ul><li>eCPM </li></ul></ul>Custom Social Media Scorecard Action Weighting* Impression 1x View video 20x Click through 30x Rate video 20x Share video 60x Embed video 60x Create video 100x Social Media Dashboard Reach Engagement Favorability Impressions Photos/Video Views Voting/Rating Comments Entries Content Creation Fans Likes Sentiment Purchase Intent
  37. 37. Establish baselines of quality & quantity chatter & then measure regularly Source: 360i analysis of YouTube Insights, Facebook Insights & Blogosphere SOURCE OF VIEWS % OF TOTAL Embedded Player 77.0 Related Videos 6.1 YouTube Other 5.6 Viral/Other 3.6 Advertising 2.1 Promoted Video 1.8 External Links 1.6 YouTube Search 0.87 Google Search 0.13 Demographics Viral Sourcing Buzz Monitoring Daily active listening can highlight potential problems with escalation plan in place
  38. 38. Measure the right things Questions to Answer Metrics to evaluate Who <ul><li>Audience demographics and psychographics </li></ul><ul><li>How many people interacted </li></ul>What <ul><li>Engagement </li></ul><ul><li>Weighted scorecard based on objectives </li></ul>Where <ul><li>Audience aggregation </li></ul><ul><li>Brand-influenced chatter vs. organic chatter </li></ul>When <ul><li>Timing in conjunction with other campaign promotions </li></ul>Why <ul><li>Understanding what motivated the conversation or engagement, including volume, sentiment, and sphere of influence </li></ul>How <ul><li>Benchmarking </li></ul><ul><li>Setting baselines then measuring during and after campaign </li></ul><ul><li>Online surveys </li></ul><ul><li>Adapt traditional metrics </li></ul>
  39. 39. Summary <ul><li>Social media commands a growing and influential audience who engage in conversations about your products & services every day. </li></ul><ul><li>You can benefit from these conversations by facilitating them, listening, and getting involved where appropriate. </li></ul><ul><li>The first step is reviewing where target customers are and how they’re using these new sites and platforms. </li></ul>
  40. 40. Thank you! <ul><li>Sarah Hofstetter </li></ul><ul><li>Senior Vice President </li></ul><ul><li>Emerging Media & Client Strategy </li></ul><ul><li>212.703.7220 </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @Pezmeister1 </li></ul>Get the full playbook at Keep up on trends at Follow 360i on Twitter @360i