Dylan Boyd, eROI, at the KickApps Social Media Seminar in Los Angeles on Sept. 16, 2009


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Dylan Boyd of eROI presented at the KickApps Social Media Seminar in Los Angeles on September 16th, 2009.

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Dylan Boyd, eROI, at the KickApps Social Media Seminar in Los Angeles on Sept. 16, 2009

  1. 1. Campaign OR Community: The Chicken and the Egg
  2. 2. Established in 2002. eROI is a leading interactive agency, combining compelling design with innovative software. 2007 Inc. Magazine Inc. 500 + Inc. 5000 company of the year
  3. 3. We are not Social Media “Experts”
  4. 4. 2/3rds of marketers who work for organizations that haven’t used any form of social media marketing consider themselves “very knowledgeable” or “somewhat knowledgeable” about this emerging field. - marketing sherpa
  5. 5. What are the most important goals when building your brand online? No matter the product, service or industry, those goals likely include:
  6. 6. Starting a relationship with your customers that can’t be duplicated by the competition, encouraging loyalty and providing value.
  7. 7. Maximizing customer interaction time with your brand, as well as building mindshare and influence.
  8. 8. Building an plan for targeted follow-up and communication.
  9. 9. Who is doing it right? Is there a RIGHT?
  10. 10. We Started Testing Early - 2005 2005 Open 2006 2006 Popular 2009
  11. 11. When Did You or Your Brand Start Using Social Media/Communities?
  12. 12. Are You Still On the Sidelines?
  13. 13. Interesting News Entertainment/ Movie searches Now searches are different from word of mouth
  14. 14. You Must Be Part of The Conversation Not Just Making Conversation
  15. 15. How Do You Get Here?
  16. 16. 1. LISTENING
  17. 17. 2. PLANNING
  18. 18. 3. FINDING YOUR/OUR/THE VOICE Social Media is Time Consuming. Someone needs to be responsible
  19. 19. Campaigns to Get to Community
  20. 20. Results of First Test 150% Increase in projected Dec sales 2200+ New works shared 61K Unique visitors from 123 countries Increased house list by 2000 Over 150 active voices and influencers identified
  21. 21. Best Result We found there was a community waiting that was awoken by campaigns
  22. 22. What Happens After You Launch and Learn?
  23. 23. Find Out Who Else is Sharing and Creating Brand Content
  24. 24. 6770 Results Now 7720 46 Pro Wacom Produced Videos Now 57 20 Consumer Wacom Produced Videos Now 30
  25. 25. Pro Channel Consumer
  26. 26. Hidden Finds for Later: Unboxings
  27. 27. Be Creative: If there are not traditional measurements you can apply to a new media - create yours to measure by. Benchmarks will be out there soon.
  28. 28. How We Started - Live WireFrames
  29. 29. Interaction Design
  30. 30. Admin Development Using FULL API Using Kickapps Using Amazon S3 CDN Content Mirroring
  31. 31. Building The Community Alpha Invites - 990 Identify Influencers - 300 Twitter Track Conversion Beta Invites from Members
  32. 32. Alpha Invites Unique Pin Coded Invites used to preload known data and track entry
  33. 33. Influencer Invites 300 USBs Custom Messaging Custom Invite Code Sent to Key People or Partners
  34. 34. Packaging Inserts Used to give people the ability to pass the message on IRL
  35. 35. Building The Community Slow onboarding process planned 900 Members in private beta 4800 Members in open beta Slow announce Slow Build - Gain Insight/Build Value
  36. 36. 900 BETA users Average visit 7.23 minutes over 60 days Average page views 27 over 60 days Average content creation 6 items Average comments on other members 17 4800 open BETA users Average visit 4.32 Minutes Average page views 21 Average content creation 6 items Average comments 32
  37. 37. What This Gives Us Access/Channel Decreased Cost Media Space Customer Data Better Understanding of Needs Built in Focus Groups
  38. 38. The Surprise 4 community moderators Increased exposure for campaigns and product launches leveraging evangelists Community sources ideas and campaigns Product feedback to drive next gen
  39. 39. Next Steps: Commitment Conversion Conversation Community Collaboration
  40. 40. 64% of companies using customer communities stated that the community made for better decision making on product selection
  41. 41. 33% of companies said that communities input alone actually changed product design and marketing plans
  42. 42. Social Media Commandments 1. Be a good listener. 2. Think before you speak. 3. Be patient, stay committed. 4. Someone needs to own it. 5. Be creative. 6. Stay on top of trends. 7. Participate in conversation. 8. Be a user. 9. Embrace your lack of control.
  43. 43. Questions? Dylan T. Boyd VP Strategy, eROI dylan@eroi.com Twitter @eROI