2. what is social
media?
INTERNET-BASED TECHNOLOGIES
INTERNET-BASED TECHNOLOGIES
CONTENT | CONVERSATION | COLLABORATION | COMMUNITY | CONTROL
CONTENT | CONVERSATION | COLLABORATION | COMMUNITY | CONTROL
•2
3. NOT A FAD
Pinterest Infographics - SocialOgilvy
•3
6. industry and culture are reinventing
HEALTHCARE
HEALTHCARE CROWDFUNDING
CROWDFUNDING POLITICS
POLITICS
NEWS
NEWS MOBILE
MOBILE RETAIL
RETAIL
FLASHMOBS
FLASHMOBS MASHUPS
MASHUPS UGC
UGC
•6
7. WHAT BRANDS SAY BECOMES LESS IMPORTANT
WHAT PEOPLE SAY BECOMES MORE IMPORTANT
•7
11. process
• Listening as a Marketing Practice
• Channel Activation
• Engaging with Content
• Engaging with Conversation and Community
• Advocacy as a Marketing Channel
• Big Idea
11
12. questions
Social media strategy comes after general business strategy:
Who is your target audience?
Why do they purchase from you? Others?
How do you currently market to them?
How are you differentiated from competition?
What are the dynamics of your market?
What are your current and future business goals and needs
18. •Clickon any word to
see the posts for that
word.
• Golf Magazine Leads Blog Engagement (no registration)
• Golf Digest relatively strong engagement otherwise
19. •Click on any word to
seeGD has highest overall engagement not including editor posts
• the posts for that
word. dominating Twitter and not including editors
• GD
20. •Golf instruction has the
highest engagement rate
•Clickon any word to
see the posts for that
word.
24. score and plot results to determine action items
4.27
Poor se rvice / Support
Qua lity – Non- spe cific
4.22
Insta ll problem s Action items:
Upda te s: Proble m s a nd tim e re quire d
4.17 Invested 45% more in
Inte rview E-File proble m s
technical support and
4.12 Upda te s — A va ila bility
e -File fee s service
Ma ke support fre e
M a k e s u p p o rt f re e Numerous product quality
4.07
Importance initiatives
Be tte r in -product he lp
Re ba te s
4.02 Bring support ba ck to U.S. Added free e-mail
Dire ct pricing v s. Re ta il
Just not “wowe d” Printing
Va lue pe rce ption Elim ina te in -produc t a ds
support; new policy of not
3.97 billing for calls if the cause
Acce ssing prior ye a r re turns is Intuit’s problem
3.92
(how highly ranked was this among those who selected it)
10% 20% 30% 40%
(% of participants who agreed with a particular statement)
Popularity
24
25. direct marketing applications
Letting our customers do the selling for us
Example #2:
Used comments harvested via Informative to support
direct mail messaging
Solicited richer testimonials from Inner Circle
members for “TurboTax True Stories”
25
37. thank
you!
michael cohen
michael@catchinteractive.com
twitter: @gocohen
38. strategies and tactics
Social Strategy Social Tactic Corporate Function
Monitoring
Research/Str
Bookmarking ategy
Listening Tagging
Crowdsourcing Product
Development
Boards/Forums
Content
Events
MARKETING
Mashups
Conversatio Microblogging Creative Media
n
Photo & Video PR Promotion
News Releases
CRM/
Advocacy Widgets Support
Wikis
Social Networks Innovation
Big Idea Podcasting
Ratings/Reviews
HR/Admin
Wikis 38
39. fundamental changes in the new marketing framework
Listening drives actionable intelligence to fuel product, content,
Engagement
Planning &
marketing, and engagement strategy.
Directed Conversation and incorporated feedback builds
relationships and community.
Distributed Content expands footprint and increases influence
Advocacy
Channel
by providing the tools to Activate Community and build
Advocacy within target audience.
Site-Side community features built into website complete the
Partner &
Ideation
conversation and advocacy circle.
A Big Idea can emerge that connects a marketer’s brand promise
to the cultural ideals of its constituency.
39
40. old framework
Reporting &
PAID MARKETING Analysis
PROCESS
PR, Advertising,Search,
PR, Advertising,Search,
White Papers, Email
White Papers, Email
-Traditional
planning drives
PLANNING
product, content, and
marketing strategy
Market Intelligence
-Utilize
paid and organic
Marketing Strategy
tactics to drive audience
Web Site
Products/Services
-Evaluate Response Rates
Content Strategy
In conjunction with Site-Side
Performance
-Assess Goals and implement
SEO, Email, UGC
SEO, Email, UGC
Incremental Optimization for
Site, Creative, Marketing and
Media
ORGANIC MARKETING
40
41. new framework
PAID MARKETING
PLANNING Reporting &
Analysis
PR, Advertising,Search,
Listening White Papers, Email
Activated
Post Community
Web Site
Market Intelligence
Marketing Strategy New BIG IDEA
Community
Features
Products/Services Distributed
Content Strategy Content
Identify Influencers SEO, Email, UGC,
Participation Social Media
Opportunities
ORGANIC MARKETING
PROCESS
Voice of
Customer - LP informs planning to help drive brand, content, & marketing intelligence and
identifies fans, influencers, and opportunities to engage.
- VOC engages a willing audience in conversation to further inform planning
and to identify fans and influencers to build community and advocacy
Collaboration Tool: program.
Products/Services - Content is made accessible and/or distributed across Web to seekers and fans
Converse/Community fueling interaction, influence, community and advocacy.
Influencer/Advocacy - Site-side community features built-in to drive further engagement at home.
- Data-driven reporting and analysis continues to inform decision making. 41
