Seeking Social's ROI? You're Missing the Point Entirely - Digiday Brand Summit, 4/23/15
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Erika Brookes from Oracle's presentation from Digiday Brand Summit in Palm Springs - April 23, 2015.
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Seeking Social's ROI? You're Missing the Point Entirely - Digiday Brand Summit, 4/23/15
- 1. #DigidayDBS @shareenpathak @ebrookes 1 Shareen Pathak @shareenpathak Brands Editor Digiday Erika Brookes @ebrookes VP, Product Strategy Oracle Social Cloud Seeking Social’s ROI? You’re Missing the Point Entirely. Digiday Brand Summit Thurs., April 23, 2015 #DigidayDBS @OracleSocial @ebrookes @shareenpathak
- 2. #DigidayDBS @shareenpathak @ebrookes 2 Marriott Uses Social to Enable Business Promotion Generated 602K Entries 102% Increase for ShopMarriott.com 18K Visits to Rewards Credit Card Site Earned Industry Award – The Markies Drove Engagement & Loyalty 30 Beds in 30 Days Customer inspired marketing and loyalty campaign.
- 3. #DigidayDBS @shareenpathak @ebrookes The deep integration of social media and social methodologies into the organization to drive business impact. – Altimeter Group 3 Socially Enabled Business Defined
- 4. #DigidayDBS @shareenpathak @ebrookes 4 Polaris Uses Social to Enable Business Listening and Learning for Insights Enabling Research & Development Creating new products and services Increasing sales and revenue Driving Loyalty and Advocacy Enhancing Customer Experience
- 5. #DigidayDBS @shareenpathak @ebrookes 5 Shareen Pathak @shareenpathak Brands Editor Digiday Erika Brookes @ebrookes VP, Product Strategy Oracle Social Cloud Seeking Social’s ROI? You’re Missing the Point Entirely.
- 6. #DigidayDBS @shareenpathak @ebrookes 5 Shareen Pathak @shareenpathak Brands Editor Digiday Erika Brookes @ebrookes VP, Product Strategy Oracle Social Cloud Seeking Social’s ROI? You’re Missing the Point Entirely.
Editor's Notes
- Business challenge – engaging audiences authentically: Listen to Fans to Build RelationshipsCustomers are talking about the good and bad, how could listening to these conversations improve the loyalty programming and inspire innovative ideas? Increase Engagement in Nontraditional WaysMarriott Rewards social media philosophy is to keep life at the center of the story, not brand marketing. How could Marriott easily manage a community to support this philosophy, while delivering meaningful and engaging content? The original idea for the “30 Beds in 30 Days” actually came from a fan raving about the beds on the Marriott Rewards Facebook page. Since the idea for the “30 Beds in 30 Days” sweepstakes came from a Facebook fan, Marriott decided to host the sweepstakes through Facebook. It was a perfect opportunity to thank the fans for their engagement, and give them the opportunity to engage with the brand every day on Facebook during the promotion, since fans could enter every day. The “30 Beds In 30 Days” sweepstakes was the second Facebook promotion in which Marriott Rewards gave away 30 Marriott Beds to 30 Facebook fans in 30 days. The sweepstakes was hosted on a Facebook enabled microsite, which was responsively designed for desktop, mobile and tablet users. It also lived on the Marriott Rewards Facebook page as a tab. As with the 2012 sweepstakes, it was co-sponsored by partners ShopMarriott.com and the Marriott Rewards Credit Card by Chase. The primary goal was to increase fan acquisition and engagement on Facebook and also to drive traffic to partner sites like Chase Marriott Rewards Credit Card and ShopMarriott.com. Secondarily, we hoped to drive enrollments into the Marriott Rewards program. The 2013 “30 Beds in 30 Days” sweepstakes surpassed the results of the 2012 campaign in virtually every way, including Facebook fan acquisition, Rewards program enrollments, and traffic to our partners websites (shopmarriott.com and the Marriott Rewards Credit Card by Chase). The “30 Beds in 30 Days” sweepstakes increased our Share of Voice compared to our competitors during the campaign. It also generated more positive sentiment around the program in general outside of the contest. According to Oracle Social Cloud’s sentiment analysis, mentions of the Marriott Rewards program and the campaign outside of Marriott channels with a clearly defined sentiment ran 90% positive during the 30 Beds campaign.
- The evolution to a social business will require new ways of thinking, collaborating, and operating across people, processes, and technology. Marketing has a unique opportunity to lead here since you’re on the front lines with customers. Imagine if Marketing had a method to bring insights gathered from its engagement with customers to product development, for instance. What would this mean? How would it look?
- Sturgis campaign: Every year, Polaris’s Indian Motorcycle brand (which it acquired in 2011) participates in the famous biker rally held in Sturgis, South Dakota. In 2013, the company had a significant media budget to promote its all-new line-up of Indian Motorcycles models. In 2014, by contrast, the company had less new product to announce and reduced its media budget accordingly – but Spaeth and her team were still expected to hit the same targets as 2013 for social-media activity. Their solution was to launch a competition on social media channels that incorporated gamification. They named this campaign ‘Unlock a Legend’: if the Indian Motorcycle Facebook page reached 1 million fans by the 2 August deadline, fans would be entered into a giveaway for a new motorcycle.