MN AMA 2010 Annual Conference - Conquering Chaos speaker presentation: Harnessing the chaos of social marketing through objective driven planning - Dane Hartzell, Bolin Marketing.
Objective Driven Social Media StrategiesBolin Digital
Many organizations have begun to use social platforms as a direct channel to their audiences. This presentation will help you do more than have a presence by showing you how to identify strategies that meet your organizational objectives and then how to track and measure success.
Co-Creating Brands & Campaigns via Customer CommunitiesTom De Ruyck
Tom De Ruyck and Anouk Willems presented a webinar on co-creating brands and campaigns with consumer communities. They discussed how understanding customers and their perceptions of a brand can help identify actions to strengthen the brand. Their approach involves 3 steps: 1) knowing the customer and category, 2) understanding how consumers experience the brand, and 3) collaborating with consumers to co-create brand activations and communications. The webinar emphasized that collaborating with consumers creates impact internally for brand strategy and externally by communicating the collaboration.
The document discusses co-creation concepts and ideas between companies and consumers. It notes that for every 4 projects that enter development at companies, only 1 makes it to the market, and at least 1 in 3 products fail despite planning and research. It advocates engaging consumers in the innovation process to develop things that people want by refining, redefining, competing with, and creating new categories. The document outlines a process for effective co-creation projects that includes defining objectives, selecting participants, briefing them, generating ideas in an online community, selecting the best ideas, and improving concepts through workshops.
This document discusses the evolution of social business and Dell's journey with social media from 2006-2011. It shows how [1] Dell initially engaged bloggers for tech support in 2006 and launched communities like IdeaStorm and Dell Outlet in 2007-2008. It then [2] discusses how Dell organized its business units around customers and communities in 2009, generating millions in sales from social platforms. Finally, [3] it notes Dell's leadership in social media by 2011 through initiatives like its Social Media Command Center and Social Media University training thousands of employees.
Lionel Menchaca, Dell's Chief Blogger, talks about how to do corporate blogging the right way. Find out how a sound blogging strategy can enable a company to effectively engage its audience, serve as a robust platform for rich media content, and provide ongoing value.
The document discusses the concept of co-creation, where companies systematically collaborate with consumers to develop or improve products. It provides definitions of co-creation, describes the motivations and roles of both companies and consumers in co-creation efforts. The document also summarizes interviews with co-creation practitioners, who discuss challenges of co-creation for companies, and the importance of both lead users and average consumers. Finally, it outlines an experiment that tested how different levels of a brand's co-creation efforts affected non-co-creating consumers' perceptions of the brand and product.
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitiv...W2O Group
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
Insight-Driven Innovation: Structural collaboration with consumers for breakt...InSites Consulting
Even iconic brands like Heinz have a need for innovation, and solid consumer insights are crucial for its success. The challenge here was how consumer insights could be leveraged to a maximum. How can we generate as many unique insights as possible which are also relevant for consumers? How can we engage both internal and external stakeholders to use the consumer insights? What human insights - related to understanding people’s daily tomato ketchup usage - can be linked to and used for optimizing (e.g. packaging) innovation ideas?
Objective Driven Social Media StrategiesBolin Digital
Many organizations have begun to use social platforms as a direct channel to their audiences. This presentation will help you do more than have a presence by showing you how to identify strategies that meet your organizational objectives and then how to track and measure success.
Co-Creating Brands & Campaigns via Customer CommunitiesTom De Ruyck
Tom De Ruyck and Anouk Willems presented a webinar on co-creating brands and campaigns with consumer communities. They discussed how understanding customers and their perceptions of a brand can help identify actions to strengthen the brand. Their approach involves 3 steps: 1) knowing the customer and category, 2) understanding how consumers experience the brand, and 3) collaborating with consumers to co-create brand activations and communications. The webinar emphasized that collaborating with consumers creates impact internally for brand strategy and externally by communicating the collaboration.
The document discusses co-creation concepts and ideas between companies and consumers. It notes that for every 4 projects that enter development at companies, only 1 makes it to the market, and at least 1 in 3 products fail despite planning and research. It advocates engaging consumers in the innovation process to develop things that people want by refining, redefining, competing with, and creating new categories. The document outlines a process for effective co-creation projects that includes defining objectives, selecting participants, briefing them, generating ideas in an online community, selecting the best ideas, and improving concepts through workshops.
This document discusses the evolution of social business and Dell's journey with social media from 2006-2011. It shows how [1] Dell initially engaged bloggers for tech support in 2006 and launched communities like IdeaStorm and Dell Outlet in 2007-2008. It then [2] discusses how Dell organized its business units around customers and communities in 2009, generating millions in sales from social platforms. Finally, [3] it notes Dell's leadership in social media by 2011 through initiatives like its Social Media Command Center and Social Media University training thousands of employees.
Lionel Menchaca, Dell's Chief Blogger, talks about how to do corporate blogging the right way. Find out how a sound blogging strategy can enable a company to effectively engage its audience, serve as a robust platform for rich media content, and provide ongoing value.
The document discusses the concept of co-creation, where companies systematically collaborate with consumers to develop or improve products. It provides definitions of co-creation, describes the motivations and roles of both companies and consumers in co-creation efforts. The document also summarizes interviews with co-creation practitioners, who discuss challenges of co-creation for companies, and the importance of both lead users and average consumers. Finally, it outlines an experiment that tested how different levels of a brand's co-creation efforts affected non-co-creating consumers' perceptions of the brand and product.
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitiv...W2O Group
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
Insight-Driven Innovation: Structural collaboration with consumers for breakt...InSites Consulting
Even iconic brands like Heinz have a need for innovation, and solid consumer insights are crucial for its success. The challenge here was how consumer insights could be leveraged to a maximum. How can we generate as many unique insights as possible which are also relevant for consumers? How can we engage both internal and external stakeholders to use the consumer insights? What human insights - related to understanding people’s daily tomato ketchup usage - can be linked to and used for optimizing (e.g. packaging) innovation ideas?
This document discusses how to create talkable brands that drive sales and recommendations through word-of-mouth marketing. It provides an overview of how word-of-mouth is the most powerful marketing medium and examines how brands can become recommended. Specific strategies are presented, such as identifying influencers, creating engaging content, and measuring word-of-mouth impact using tools like the Digital Footprint Index. Examples are given of how brands like Starbucks and Zappos are successfully implementing word-of-mouth strategies. The presentation concludes with a discussion of transparent disclosure guidelines.
This document discusses word-of-mouth marketing and how to make brands more talkable. It notes that recommendations from friends and family are the most powerful driver of purchase decisions. The presentation explores how people talk about frozen pizzas online and which brands are leading that conversation. It aims to help brands understand how to better engage key influencers and become a recommended brand through word-of-mouth marketing.
Driving Sales and Recommendations Through Word of Mouth Marketing - Dave Kiss...Chicago AMA
This document discusses how to create talkable brands that drive sales and recommendations through word-of-mouth marketing. It provides an overview of how word-of-mouth is the most powerful marketing medium and examines how brands can become recommended. Specific strategies are presented, such as identifying influencers, creating engaging content, and measuring word-of-mouth impact using tools like the Digital Footprint Index. Examples are given of how brands like Starbucks and Zappos are successfully utilizing these word-of-mouth strategies. The presentation concludes with a discussion of transparent disclosure guidelines.
This document discusses emerging media behaviors that brands need to understand to effectively engage with people. It covers three key areas: studying people's motivations through behavioral science; breaking down brand silos using APIs to find new opportunities; and adapting the brand ecosystem to capitalize on merging communications and products. The document advocates understanding behaviors through informed research, observation, and borrowing behaviors from other contexts. It also stresses the importance of constant testing and iteration using key learning indicators to evolve products and experiences over time based on user feedback.
This document provides information about a webinar on using social media for non-profits. The webinar will discuss how non-profits can inspire donors virtually through social media and will feature a panel of experts including the Digital Marketing Manager at Feeding America and the Director of Digital Marketing at Blackbaud. The webinar will cover topics such as choosing the right social media platforms, avoiding risks, connecting with customers, and media consumption trends.
Effective Marketing with Social Media - The Tech Business Mini-MBA Nov 2012Margaret Gold
The Tech Business Mini MBA is delivered by Minibar in partnership with the ICT KTN. The series addresses common business issues in web and tech companies. Our presenters are successful entrepreneurs, CTOs, investors, accountants and lawyers, who are amongst the best in the UK’s web sector.
In this workshop, Margaret Gold talks about creating and executing a strategy for the effective use of social media tools, and introduces several approaches to turning social media tools into powerful marketing platforms. The workshop touches on the subjects of improving web traffic, building your brand, the product feedback cycle, the power of Word-of-Mouth and other aspects of marketing for start-ups and digital businesses.
Social Media Marketing Content Concept: Social Media Marketing Day @Your DeskMichael Leander
Michael Leander's presentation for the Social Media Marketing Day @Your Desk on 11 April 2011. Event organized by Markedu. More info here: http://www.markedu.com/web-seminars
Forum for the_future_sustainability_and_brands_why_what_and_how_12_2_13Forum for the Future
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The document discusses how social measurement and analytics can provide fuel for smart content, engagement, and strategy. It covers how the communications environment is changing from traditional to social media, and implications for research and analytics. Metrics are shifting from impressions to engagement, and from measuring at the end to analyzing all the time.
The document discusses the importance of social media for companies. It notes that social media has changed communications from one-way conversations to two-way interactions where customers can influence discussions. While this presents challenges, it also creates new opportunities to engage customers and build stronger relationships. The document then provides examples of how the eCairn social media platform can help companies map communities, identify influencers, monitor conversations, perform research, and measure impact.
2010 Trends in Digital Advertising (for Miami Ad School)Marci Ikeler
This is my Industry Hero presentation that I gave to Miami Ad School on 2/1/2010. It describes what I think are the major trends in successful digital marketing for 2010. It's part of a larger presentation that I'm still polishing. Please send your feedback!
A video of my presentation (about 1/2 hour long in total) can be found here:
http://vimeo.com/9296055
http://vimeo.com/9296127
http://vimeo.com/9296429
http://vimeo.com/9297001
Note: it's broken into four parts for easy viewing.
Goodbye Measurement, Hello Analytics: The Move to "AlwTim Marklein
This document summarizes a presentation about moving from traditional measurement to ongoing analytics for communications decisions. Some key points:
- Traditional communications relied on one-time measurement like media analysis and annual brand tracking, but analytics allows for "always on" data.
- Analytics uses multiple ongoing metrics from both online and offline sources across channels to provide insights in real time that can inform strategy and tactics.
- This shift requires integrating different data sources and disciplines, and experimenting to test, learn, and optimize communications on an ongoing basis.
- Examples provided show how analytics can track daily and weekly opinion shifts, communication rhythms, and optimize earned and paid strategies by understanding influencers and content.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Social Media Monitoring - How to setup a framework for "listening"Tom Muyllaert
The document discusses social media monitoring and listening. It notes that while social media conversations are vast and dispersed, monitoring is not the same as listening. The author presents different forms of listening including reactive customer care and helpdesk functions as well as proactive market research, product development, and content marketing. He introduces the concept of a "listening pyramid" to prioritize conversations. Key aspects of implementing a listening program are discussed such as defining objectives, choosing appropriate social networks and influencers to monitor, selecting tools, setting up classification schemes to organize conversations by topic, and analyzing data and insights.
Digital has fundamentally changed the way brands behave, as well as the way they organize and optimize their marketing efforts. To be successful in connecting with people in the digital age, brands must adopt new habits and, in some cases, behave more like people themselves.
While the personalities of individual brands are varied and unique, there are commonalities across strong digital brands that can be identified as critical to success in the new marketing landscape. We looked at some of the most successful digital brands and idenfified seven shared traits across the board. Each day for the next week, we’ll uncover a new “habit” and explain its importance to brands.
Guiding Principles to Calm the Chaos and Win the Marketplace - Dan HammerMN AMA
The document provides guidance on building and maintaining a successful brand. It discusses three key principles: know your brand, know your customers, and focus on creating value. It then provides examples of successful branding strategies and promotions for frozen food brands like Stouffer's, Klondike, and Red Baron. Metrics show various promotions significantly increased sales. The document emphasizes focusing on the brand, accountability, simplifying processes, communication, execution excellence, and celebrating results.
MN AMA 2010 Conquering Chaos Conference Breakout Session Presentation "B2B Research and Analytics" by Chris McLaren, Director of Emerging Media, Gage Marketing; in association with Terry Collier, Business Development Manager, 3M Commercial Graphics, and Cory Hartlen, Agency Strategist, Radian 6
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http://vimeo.com/9296055
http://vimeo.com/9296127
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http://vimeo.com/9297001
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- This shift requires integrating different data sources and disciplines, and experimenting to test, learn, and optimize communications on an ongoing basis.
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Harnessing the chaos of social marketing through objective driven planning
1. 1
Harnessing the chaos of social marketing
through objective driven planning
Nov 8, 2010
Twitter #MNAMABolin
2. 2
Daily Advertising Messages
1971 = 560*
1997 = 3,000*
2010 = 3,000 by the time you get to work!**
*Data Smog. Surviving the Information Glut by David Shenk ISBN 0-06-018701-8
**Newspaper Association of America http://www.naa.org/
4. 4 4
Consumers have never been more empowered
Empower Consumers
Solution Based
Solutions-Based
Content
People seeking
Content
answers & solutions
Traditional Brand People discover
Traditional Brand
Touchpoints product or brand
Touchpoints
Third Party
Third Party
Conversations
Conversations
5. 5
The Content Atomization Movement
The past The future
Traditional brand
web site
Traditional brand
web site
6. 6
Many Companies Establishing a Social Media Presence
The Value of Social Media Report, produced by Econsultancy in
association with Online Marketing Summit Feb, 2010
7. 7
What’s the new model?
Reach & Frequency? Surround Sound? Integrated Marketing?
Not so long ago, brands were big. Consumers were small. Marketers controlled the sales
funnel: a linear process, with defined steps and one way communications.
We believe this model is too linear for today’s marketing cycle. Brands no longer control
the content, the path or pace of a customer in the buying cycle: one way communication
has become a dialogue.
The Bolin model seeks to influence this conversation by energizing connectivity between
marketing disciplines, touch points and brands.
19. 19
Listen: Verbatims
• One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they are
plastic which means I won’t risk nicking the jar or breaking it. I also like how they are the same size because
most of the things I have come in the same size bag from the store. If the canister is too small then I have
leftovers which mean two things to manage instead of one. I also love the fact that they are clear because then I
know what I am grabbing before I ever touch it and I know what I’m running low of before I head out to the store.
• I LOVE MY TUPPERWARE!!! I think I would have to say that Tupperware has been around for as long as I
have or even longer. I remember as a child we always had Tupperware in our house. The bowls were pale
pastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have a
picture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make the
cake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware Wonderlier®
Bowl"(the largest one). I'm not sure if it was called the "Wonderlier® Bowl" at that time though.
• Food containers like Tupperware and Rubbermaid are a big part of my day. We have lots of leftovers and are
on a budget. We don’t like to waste food.
• I think these containers which I use to store pasta are great! The price was very good, they are air tight and I am
very satisfied with them.
• The only thing I look for in a container is versatilty. I need something that is going to be able to hold multiple
kinds of food and not juist specialty containers.
• I’ve tried the disposable containers to try and save money but learned after leaks and spoiled food that I should
just stick with my tried and true Tupperware.
20. 20
3 Primary Social Media Strategies
Share of Voice Sentiment
Velocity
or Nature
21. 21
Example Social Media Strategies
Increase conversation share of voice by leveraging organization
professionals
Increase conversation share of voice by providing brand zealots unique
communications platforms
Increase positive brand sentiment by shifting focus to new products
Increase conversation velocity by creating a community of moms who
appreciate the little things in life
22. 22
Brainstorm Tactics
1. Influencer campaign
2. Blogger outreach
3. Facebook & Twitter profiles
4. Fan recruitment campaigns
5. Community management
6. Content sharing tools
7. Content creation campaign
8. Viral intended campaigns
9. Custom community site
10. Etc.
23. 23
Tactical Prioritization
High
Do it! Bite the bullet
14 17
15 18 10
21 11 6
23 13
2 8 5
1 4 19
26
3
Impact 16 22 20
24
12
25
7
Wait and see…
9 Don’t do it.
Low Burden High
31. 31
Measure and Optimize
Pre During Post
Velocity 800% SOV 2%
80 reviews>20,000 comments>100 million impressions!
32. 32
Addendum: Social Media Monitoring Tools
Free
Google Alerts www.google.com/alerts
Affordable
Techrigy SM2 www.techrigy.com
Alterian www.alterian.com
Best in class
ConsumerSphere www.consumersphere.com
BuzzMetrics http://en-us.nielsen.com
Radian 6 www.radian6.com
33. 33
Thank you
Dane Hartzell
Growth Catalyst
Bolin Digital
dhartzell@bolinmarketing.com
612.374.1200
ItsDane.extendr.com
Bolinmarketing.com
Blog: Bolindigital.com