Social Media Inside The Brand: DuPont Case Study Learn first-hand about the internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media, how to develop a proper Social Media Marketing policy, and how to sell a "word of mouth" project internally. * Gary Spangler, eMarketing, DuPont

1. Social Media Inside The Brand:
DuPont Case Study
Gary Spangler, Corporate eMarketing
Philadelphia, PA
July, 2010
Presented to:

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Take Aways
Internal battles, struggles and success you can expect in the Wild West
world of Social Media.
Hear about the legal aspects of Social Media
How to develop a proper Social Media Marketing policy
How to sell a "word of mouth" project internally.

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A New Way To Measure WOMM
Word of mouth is the primary factor behind 20-50 percent of all
purchasing decisions.
Digital influentials – notably bloggers – have disproportionate power.
Marketing-induced peer-to-peer word of mouth generates more than
twice the sales of paid advertising.
Source: McKinsey Quarterly April 2010

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B2C and B2B Behavior Convergence
Testimonials, Peer
to Peer Referrals
Search
Opt-in (e.g. email)
B2B
Web Experience B2C
(e.g., password
resets)
New Media (blogs,
video)

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From CRM* to Trusted Advisor
Company
Channel Management
Collaboration/Conversation
Converter
Traditional Distributor Social
Media Media
Including End User
Web
Consumer
What We Make Who We Are
*Can’t Remember Me

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Trend is Social
“Digital marketing and new
media marketing dominates
demand generation and
advertising spend allocation
priorities for the coming year.”
CMO Council, March 2009
Seventy six percent (76%) of
businesses surveyed agree
that Social Media is changing
the way companies
communicate.
Marketing Sherpa, December
2008

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Participation in social media continues to grow

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Marketers plan to invest in social media

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B2B Lead Management
The Rule of 45
45% of all inquiries purchase within 12 months from date of initial
inquiry.
• Not necessarily from you.
Inquiry Follow-Up
On average, only 20% of all inquiries get a response.
Nurturing Prospects
It can take up to six touches between prospect and supplier through
the buy cycle before prospect will consider a purchase..
Source: B2B Marketing Conference, DMA

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BtoB New Media Plans
B-to-b marketers were asked which of the following newer media
platforms they were using or are planning to use.
Source: btobonline.com, July 20, 2009
100%
90%
80%
70%
60%
50%
2007
40%
30%
20%
10%
0%
E-mail marketing SEO-organic Online SEM -paid keyword Webinars Social
ads/banners/etc. networks/social
media

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An Explosion of Social Media Choices

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Some Basics Have Not Changed
New Channels Old & Good Communication Best Practices
Blogging
Microblogging
• Twitter
Video Sharing
• YouTube
Photo Sharing
• Flickr
Social Networking
• Facebook
Wiki’s
• Wikipedia
Virtual Events
Advisory Panels
Community Outreach
…

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Business Objectives
Marketing and Demand Generation
• Building Awareness
• Building Network of Advocates
• Lead Generation
• Selling Down the Value Chain
PR
• Setting the Record Straight
• Issue/Crisis Management
• Reputation Management
• Creating Positive Share of Voice

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Building E-Marketing
Competency: The Elements Relationship
of a Center of Excellence. Marketing Word of Mouth
Advocacy
• Word of Mouth
Marketing Referrals
Corporate
Promotion • Community
E-Marketing Marketing
Center of Excellence • Search Engine • Social Networks
Marketing
• Facebook,
• Search Engine MySpace
Contact Optimization
• Wikis
Sales
• Phone • Webinars • New
• Wikipedia
• Forms • Mobile Marketing • Repeat
• Twitter
Content • Surveys • ePR
• Virtual Worlds
.
• Call Center • Display Ads
• Website • Second Life
Editorial Boards • Inquiry Handling • Affiliate Marketing
Web • Blogs
(W.E.B.’s) • Linking Strategies
• Lead
Development Management
• E-Mail Marketing
• Global, • E-Mail Marketing
Regional • Gen Y
• Info Architecture • Nurturing • Trade shows
• Rich Media • Customer
• Corporate • User experience • Offline promotion
(e.g. video) Satisfaction
E-Strategy Standards • E-Mail, Surveys
• White Papers,
• Marketing eBooks •eCRM, Sales • Net Promoter
• Target Messages Applications; User Force Dot Com Scores
and Audiences experience • Offline content
• Roadmap • Local Language • Interwoven
Content Mgt.
• Market Research •Web Metrics
• Digital Asset
• Reputation • DuPont Direct, Mgt.
Management Yahoo Store
• Policies and
guidelines

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Key Risks
Social Media relies heavily on transparency, honesty and relevance. A
business risks its reputation and potential sales if it markets using
social media channels an other way.
Examples:
• Bloggers with large audiences can be notified instantaneously about a marketer’s missteps.
• Large well known companies (especially multinationals) who use the power of outreach to
large networked audiences can attract greater attention from detractors and generate new
negative commentary.
• Marketers who attempt to “sell” using social media channels will be ignored and discounted.
• Infrequent interaction with social media audiences by the marketer will be perceived as
arrogant, uninterested and selfish.

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A Brand Under Attack: Kryptonite® (2005)

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A Brand Under Attack: Motrin (2009)
Saturday (11/14/09) Ad Posted on Motrin.com Website
Saturday night Most Twitted Subject on Twitter
Sunday YouTube Video Screen Shots of Twitter Posts
Sunday afternoon Tweeters and bloggers telecon with Ad Agency
Sunday night Ad Removed with public apology from company
and email to bloggers

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Developing a Social Media Marketing Plan

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Listen
People are talking
with or without you.
• Markets
• Issues
• Products
• Brands
• Companies

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Finding the Conversations
Source: Motive Quest

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Adding Voice: DuPont Science Stories
Tell compelling stories about DuPont
science with video
Pilot as proof-of-concept
Run on eight blogs as ad unit so
company voice is transparent
Place videos on video distribution
networks (YouTube, Google Video,
Blip.tv)
Collaborate with bloggers before
release
Unleash viral: Embedding code and
send-to-friend on stories.dupont.com
Adhere to Word of Mouth Marketing
Association (WOMMA) Code of
Ethics, womma.org/ethics
Measure sentiment

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Enabling Word of Mouth
Start of video featured "freeze screen" that
encouraged users to initiate video play
Other Options Accessible via Player Menu
Email to a Access Direct Add to Blogger or Access Embed Code
Friend Link to Player Typepad Blog to Post Player

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ROI
18-24
Company that
Cares About 81
People
Leader in Scientific
87
R&D
0 10 20 30 40 50 60 70 80 90 100
Percent rating 8, 9 or 10 on 10-point scale
Listed below are several attributes that have been used to describe science-based companies. We’d like you
to indicate how well you think each of these attributes describes the firm listed. 10-point scale
BASE = 258

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Measures of Success
What is my digital share of voice or digital footprint today?
Did I increase my digital share of voice?
If yes, declare success.
Benchmarking competition: Who cares?

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Conversations and Sales
Net Promoter Scores
• As net customer satisfaction increases, so do sales.
Online Net Sentiment
• Online Net Sentiment that trails positive results in increased sales.
• Ref: Motive Quest
Conversations
• The more conversations a customer has, the more likely he/she will recommend the product.
• Consumers that have more than 6 conversations per month result in a spike in NPS

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A Few Do’s
Listen to social media conversations before executing any proactive outreach.
• Use insights from conversations to inform web content, search optimization and outreach.
Staff and resource any outreach appropriately.
• Partner with knowledgeable, ethical agencies who understand and have experience in social media
communications and marketing.
• Have a content managing process.
• Hold employee “ambassadors” accountable; Educate and train.
Monitor posts for language and sensitivity.
Protect IP.
• Work closely with your commercial attorney
Adhere to the Word of Mouth Marketing Association’s (WOMMA) Code of
Ethics (www.womma.org/ethics).
Get proper approvals.
Be honest in your opinions and truly transparent on your identity and who you
represent.

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A Few Don’ts
Do not go into social media without first taking care of basics.
• Web content and content managing process.
• Email capability
• Search optimization
Do not “sell” into social media.
• Be an information partner. Demonstrate value to your audiences by providing quality, helpful
content.
Do not cut and paste.
• Be natural in your voice; except where there are legal considerations to the content.

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WOM Ethics
Honesty of
Relationship
• We say who we are
speaking for.
Honesty of Opinion
• We say what we believe.
Honesty of Identity
• We never obscure our
www.womma.org/ethics
identity.
www.womma.org

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Quick Start Guide
1. Listen
2. Using insights from listening, edit website content and optimize for
search of keywords that are relevant to online conversations.
3. Increase your social media “share of voice.”
1. Add videos to website and YouTube.
2. Add documents to ScribD and Docstoc.
3. Add photos to Flickr.
4. Use social media press releases for business and product
communications to the market.
5. Selectively post comments on relevant and credible blogs and
forums.
1. Enhance and reinforce your positive messages.
2. Set the record straight on misleading or negative comments.

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Social Media Marketing is Also . . .
Web Content
Search Optimization
Email Marketing

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Social Sites and Search
Search Engine Strategies
Website
Website
Blog
News
Blog
64% Website
Blog
Wikipedia Website
YouTube Social Media
Website
Linkedin

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People Do Not Want to Search

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Engagement = f [Reach, Relevance]
keywords
search
content/links/keywords
Your Voice Others’ Voices
Facebook Facebook
Twitter Twitter
Relevance
Reach
YouTube YouTube
Slideshare Slideshare
Flickr Flickr
Blog Blog
Marketing PR

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Negative Word of Mouth

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Selling Inside – Five Tips
Declare and promote yourself as the WOM/Social Media expert.
• Join WOMMA; become your company’s representative and champion
• Get visible
Mine online conversations for insight and direction
• Free tools like Google Blog search, blog pulse, technorati
• Justify agency support for more critical/important work
Pilot ideas online
• Create a proposal for an online pilot tied to a marketing opportunity, key communications
objective or “crisis”
• Limit scope, contain, risk mitigation
Sell to individual stakeholders
• Secure a budget
Enlist experts – but do not give up control
• Use your experience to direct and guide any agency partners
• Company reputation is your responsibility

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“Social Media is Now A Regulated Industry*”
FTC Disclosure Rules for endorsements and testimonials
• Samples, gifts, other considerations
* Anthony DiResta, attorney, address to WOMMA Summit, November, 2009

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Developing a Company Policy
Cross Functional Steering Team
• Legal, HR, Marketing, eBusiness, IT, Privacy, Corporate Communications
Authorize Company Sponsored Use
• Monitor
• Audit
• Track and share progress/learnings
Reinforce Employee Responsibility for Personal Participation
Include Third Party Representation

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Conclusions
1. It’s Not going away
2. It’s happening with or without you
3. Important but not urgent to act
4. How to Start
• Education
• WOMMA, Conferences, Online
• Preparation
• Start Listening
• Develop a robust web base (e.g. content managing process, email, websites)
• Execution
• Engage qualified experts

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Questions?