Think Forward or Get Left Behind - PCBC 2012
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Join this distinguished panel as they address the paradigm shift from “push” marketing to conversation-oriented, trust-building marketing. Take a behind-the-scenes look at integrated marketing strategies. Walk away knowing the top ways to increase builder traffic and sales using results-driven and cost effective methods in the new world of marketing. Moderator: Boyce Thompson, Principal, BT Media Jennifer Fidelman, VP, Strategic Marketing, Gunn|Jerkens Marketing Communications Greg Cargill, VP Client Services & Social Media Services, Blitz Linda Mamet, VP of Sales, Southern California and Southern Nevada, Pulte Group
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Think Forward or Get Left Behind - PCBC 2012
- 1. think forward (OR GET LEFT BEHIND) PCBC 2012
- 2. TODAY’S LINEUP • The Current State of the Online World • The Social Media Mindset: Shifting the Way We Think • Social Strategies that Work: Case Studies • Linda Mamet: Pulte Group • Jennifer Fidelman: Awesometown Revealed • Greg Cargill: Honda Going Social • Where We Go From Here
- 3. Think of social media as less of a strategy and more as a COMMUNICATIONS TOOL, but don’t stop there... Think CUSTOMER-CENTRICALLY and create great customer experiences.
- 4. WHERE TO START To Tweet, or not to tweet? You’re starting with the wrong question.
- 5. WHERE TO START Business Objective? There has to be a goal.
- 6. WHERE TO START Social Media Marketing Same toolbox, different tools.
- 7. ONE BUILDER’S VIEW LINDA MAMET PULTE GROUP
- 8. Where We Started Where We Are Now What’s Next
- 9. Before you Jump On…
- 10. 3 Levels of Marketing
- 11. Mobile
- 13. Features
- 14. Features
- 15. Every Brand Has It’s Own App
- 17. 3 Brands – 3 Audiences
- 18. 2 Levels of Marketing National Brand Community
- 19. 3 Brands – 3 Pages
- 20. Where We Started
- 21. Where We Are Now
- 22. Letting the Audience Have a Voice
- 23. You May Not Like What You Hear Home Office Customer Service Division advises Customer Division Posts 1. Notifies Division Customer Svc Contacts Home Office of Complaint 2. Responds to Customer Customer Resoltuion
- 24. Create a Communications Plan Social Media Plan Calendar Q1 Q2 Q3 Q4 Brand Pillar Post - Weekly Financial Fit Tip Friday Featured Community - Weekly Priority Markets meeting minimum web asset standards Centex Original Video Content - CMA - Intro CMA–Success Story Emerging Technology - Quarterly Mortgage Advisor Take First Step Monthly Payment Brand Pillar Post - Weekly Design Tip Tuesday Featured Community - Weekly Priority Markets meeting minimum web asset standards Pulte Original Video Content - Life Tested - Design Life Tested - Quality Emerging Technology - Quarterly Floor Plans Gladiator Design Tips Brand Pillar Post - Weekly Del Webbsday Featured Community - Weekly Priority Markets meeting minimum web asset standards Del Webb Original Video Content - Testimonials & Explore Virtual Ambassador Emerging Technology - Quarterly Best Buy Cooks for Cure Explore Add Google+ & Pinterest All Brands Distribute Field Tool Kit All Brands “Get Satisfaction” Facebook All Brands Cross Brand Original Video Content Design To Move New vs. Foreclosure New vs. Used Benefits of New Brand Site Changes YouTube conversion Sharing links ++ Support Q4 TGE Relevant Brands
- 26. Our Next Steps
- 27. Social Marketing Is A Conversation The conversation is not: ocontrolled oorganized o“on message” The conversation is: oorganic ocomplex ospeaks in a human voice Social Marketing is not a strategy or a tactic – it’s simply a channel.
- 28. IF A BRAND WERE HUMAN SHE WOULD... Have something others want Be approachable Listen to make everyone feel special Make them want to invite their friends Have no strings attached...
- 30. Keys to Success
- 31. KEYS TO SUCCESS See Criticism As An Opportunity Don’t try to delete or remove criticism (it will just make it worse) Listen to your detractors Admit your shortcomings Work openly towards an explanation and legitimate solution
- 32. KEYS TO SUCCESS Contribute In A Meaningful Way Think like a contributor, not a marketer Consider what is relevant to the community before contributing Don’t promote your product on every post Win friends by promoting other people’s content if it interests you
- 33. Gunn | Jerkens VALENCIA, CA GETS AWESOME
- 34. THINK BIGGER... Forget ‘social media strategies’ Think customer-centricity
- 35. THINK BIGGER... Forget marketing Think customer happiness
- 36. THINK BIGGER... Forget influencers Think enthusiasts
- 37. THINK BIGGER... Go deeper than trust Raise social capital
- 41. COMMUNITY BLOG
- 42. FACEBOOK
- 43. TWITTER
- 45. CONTESTS & PROMOTIONS • Incentivize and attract visitors to the pages • Create buzz • Collect user data • Create user-generated content Contact Us . JUST ANOTHER DAY IN.. NEW HOMES @ValenciaSoCal Cal TELL US WHAT What a beautiful day in Valencia IT’S HIP TO COMMUNITY Living In YOU THINK today! Fingers crossed this weather holds up for the weekend. MAKES VALENCIA Working In Commuting DOUBLE-DIP! 18 MINUTES AGO FROM WEB @jimfromthevalley There’s always GUIDED TOURS NEW HOME SALES something going on at The Plaza. EVENT THIS WEEKEND Come back soon! :) MORE INFO >> 7 HOURS AGO IN REPLY TO JIMMYV BLOG ENTER FOR YOUR Just found @valenciamom’s blog all about things to do in town! Lotsa CHANCE TO WIN great ideas in there to check out! SIGN UP AWESOME PRIZES http://tinyurl.com/12lh3h 1:57 PM DEC 11TH FROM ECHOFON Latest Headline from the Blog Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas tristique dignissim nisi ac dapibus. Aliquam eu enim quam. Cras interdum, tellus sed ultricies ornare, orci ipsum ultricies turpis, eget viverra purus nisl ut nibh. Turpis, eget viverra. Cras interdum, tellus sed ultricies ornare, orci ipsum ultricies turpis, eget viverra. more >> VISIT VALENCIA Only 6 weeks left to earn up to $8,000 in tax credits! more >>
- 46. VALENCIA, CA MEET THE AWESOMES
- 51. VALENCIA, CA THE RESPONSE
- 60. WEBSITE 224,551 VISITS 371,176 PAGE VIEWS 39% INCREASED TRAFFIC 74% ORGANIC & DIRECT TRAFFIC FACEBOOK 6,971 FANS/LIKES 1,826,842 PAGE VIEWS UP 1,117% 143 SALES IN 12 MONTHS $$$$$
- 61. BLITZ | HONDA DREAM THE IMPOSSIBLE SOCIAL MEDIA PROGRAM
- 62. INITIAL CONCEPT OVERVIEW WEEK 1 WEEK 2 Create a six-week awareness campaign centered around the 5 key corporate image attributes of Honda’s Dream the Impossible Week-long takeover promotion with videos. ExperienceProject.com. contribute an essay with their take on - Drive conversation. the race against time to free us from a dependency on oil. and DREAM THE IMPOSSIBLE syndication through embedded players and community - Facilitate daily discussions. themed accordingly with the DREAM THE newsletters. - Monitor the conversation to gauge spread by Honda via social media progress and identify interaction points. properties and outreach. - Measure and analyze impact across all of Honda’s social media properties. 1 2 2 3
- 63. WEEK 3 WEEK 4 WEEK 5 Invited representatives from companies Capitalize on momentum from previous that excel in the social media space and weeks’ initiatives to launch the newest DTI a video piece on moments of failure that asked them to share their internal approach made them who they are today. to innovation as a comparative note on channels. Honda’s “Kick Out the Ladder” philosophy. Post the full length video followed by themed accordingly with the DREAM THE Targeted organizations that align with Honda’s value set but do not compete compliment social network messaging with spread by Honda via social media directly in their space. online outreach to sites and blogs. properties and extended outreach. 3 4 4 5
- 64. THE RESULTS SUCCESS CONTRIBUTIONS CONTENT AWARENESS CONSUMPTION organizations and individuals on within the Honda social media community about a year-old body of content for the month. 5 weeks prior to the campaign). - Coverage of the social media campaign COMMUNITY SUBSCRIBER on external sites and blogs highlighted the TAKEOVER GROWTH 5+ million impressions of Honda DTI creative across homepage and the the 5 weeks prior to the campaign). rest of ExperienceProject.com. 5 6 6 7
- 65. AWARENESS CONTINUED... - Each week viewership of DTI videos increased at a rate of 4-5 times recent averages. Failure: The Secret to Success 649 | 11/09/2010 1500 1000 500 Aug 2010 Sep 2010 Oct 2010 Facebook Page increased by more than twice the rate of recent months. Facebook Page Fans 3,540 | 11/08/2010 Ad Buy Running 5000 4000 OVERALL 3000 2000 CONCLUSION 1000 DREAM THE IMPOSSIBLE 0 SOCIAL MEDIA PROGRAM Aug 2010 Sep 2010 Oct 2010 COLLABORATIONS The DREAM THE IMPOSSIBLE social media campaign successfully raised awareness for the to the series. In a space where the relevance of Honda successfully opened the doors to “Failure is necessary ingredient in success! I potential future collaborations with a number failed at two businesses before succeeding in media program allowed for renewed interest my current venture! Btw love Hondas!” that were released over a year ago. - Leanvest comment “This pairing is more perfect than meets the eye! Both companies are super progressive, in that both are environmentally conscious! Honda recently rated 1st in low emissions vehicles in the world–I’m on my 4th Honda–got a CRV and LOVE it!! ETSY encourages artists who recycle materials.” - Etsy comment 7 8 8
- 66. think forward (OR GET LEFT BEHIND) PCBC 2012