2. Who We Are
▶ Social Media Marketing Consultancy
▶ Focused
on
driving
business
growth
in
the
new
landscape
▶ Based in Cleveland
▶ Offices
in
Atlanta,
Tampa,
Detroit
▶ Deep brand and agency expertise
▶ Sherwin-‐Williams,
Red
Lobster,
OfficeMax,
Applebee’s,
Moen
▶ PolyOne,
Timken,
TRW,
GE,
Hitachi,
GE,
General
Dynamics
▶ Campbell-‐Ewald,
Y&R,
JWT,
Bates,
Lintas
2
3. Who We Are
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3
4. What You Will See
▶ Case Studies
▶ Dutch
Boy
▶ PraO
&
Lambert
▶ Krylon
▶ Some new WOMfire engagements
▶ Chili’s
Grill
&
Bar
>
Casual
dining
intenders
>
New
menu
introducSon
▶ Hitachi
Medical
>
IntervenSonal
Radiologists/Surgeons
>
Ultrasound
▶ Moen
Wholesale
>
Plumbing
contractors
>
IO
Digital
Shower
Spa
▶ Conco
Paint
>
PainSng/remodeling
contractors
>
Project
sharing
▶ Paul
Blumberg
Realtors
>
Home
sellers
>
Staging
Sps
▶ Germ
Guardian
>
UV
Humidifiers/SaniSzers
>
Ecommerce
4
5. Social Media Bootcamp – Key Takeaways
▶ Customers are now in control of brands
▶ Information currency is essential to success
▶ Interactivity creates engagement
▶ There is value ... beyond the click
▶ You do not have to sell ... to sell
5
6. Contents
▶ Why Social Media
▶ The Social Media Environment
▶ How It Works
▶ Case Studies
▶ Getting Started
6
7. Why Social Media
▶ Brands and agencies no longer control the message ...
... Customers do
▶ Brands being shaped online through millions of conversations
▶ 346 million blog readers worldwide ... 94 million U.S.
▶ Twitter +1200% / Facebook +195% / Linked in +312%
▶ 67% use social media vs. 65% use email
Sources: Nielsen, emarketer, Forrester, Technorati, Mashable, JP Morgan, TNS, PQ Media
7
8. Why Social Media
▶ 70% of bloggers discuss products / brands in their conversations
8
9. Why Social Media
▶ Social Media the most trusted form of advertising (A.C. Nielsen 2009)
▶ Consumer opinions posted online - 70%
▶ TV 62% / Newspaper 61% / Magazines 59%
▶ Where buyers are now making decisions (Forrester 2009)
▶ 63% of consumers consult the Internet before making purchases
▶ 91% of B2B decision-makers participate in social media
▶ Yet, brands rank low in social media influence
▶ 80% of users say brands are not effectively communicating to them
▶ There is a huge opportunity to impact purchase decisions … right now
9
11. What We Have Learned
▶ What it is not about ...
▶ Control
and
commercialism
▶ Media
buy
▶ Public
RelaSons
/
Selling
/
Telling
▶ One
big
campaign
▶ What is working ...
▶ InteracSvity
▶ AcSve
parScipaSon
▶ Genuine
informaSon
currency
...
Transparency
▶ TargeSng
…
Finding
the
right
venues
where
your
brand
fits
▶ Tinder
...
A
thousand
liOle
fires
11
12. Social Media Deliverables
▶ Campaign
▶ Impressions
–
Total
campaign
reach
▶ Outreach
–
The
number
of
specific
groups/sites
contacted
▶ ConversaSon
buzz
–
The
number
of
brand
conversaSons
on
the
Internet
▶ Percent
change
blog
menSons
–
Year
over
year
brand
menSons
in
blogs
▶ Percent
change
searches
–
Year
over
year
searches
in
Google
▶ Followers
–
Number
of
site
followers
on
TwiOer,
Facebook,
etc.
▶ Pre
&
post
purchase
intent
/
awareness
/
message
recall
12
13. Social Media Deliverables
▶ Information currency destination site
▶ Site
traffic
–
Number
of
unique
visitors
and
visits
to
desSnaSon
site
▶ Page
views
–
Number
of
pages
viewed
▶ Engagement
duraSon
–
Time
spent
on
site
▶ Key
response
interacSons
–
The
number
of
responses
for
criScal
interacSons
leading
to
a
sale,
on
the
site
▶ Opt-‐ins
▶ Qualified
leads
▶ Sales
13
14. Why Social Media – Key Takeaways
▶ Customers are now in control of brands ... Through millions of
conversations taking place online everyday
▶ Brands can effectively direct the message by influencing the
influencers
▶ Focus on genuine info currency … and targeting
▶ There are many deliverables that can be measured
▶ There is a huge opportunity to influence purchase decisions
right now
14
21. Current Media Buying/PR Model
▶ Designed to create presence in the digital space > One way, not interactive
▶ TradiSonal
media
approach
applied
to
the
digital
space
▶ Linear
model
that
uses
social
sites
as
media
outlets
for
messaging
▶ AOempts
to
gain
awareness
and
gathers
followers
(followers
mean
liOle
with
no
conversion)
▶ Misses
the
power
of
social
media
with
minimal
blogger
engagement
21
22. A Different Approach … Currency Centric Model
▶ Designed to provide information and/or monetary currency that consumers are
searching for in their decision making process … starts with a microsite that leads
to purchase
22
23. WOMfire Currency Centric Model
▶ Constantly driving traffic to currency microsite
▶ Gains engagement with meaningful information to in-market buyers
▶ Cross-broadcasts message constantly using blogs, social, bookmarking, and content sites
▶ Broadcasts informational messages in the form of sampling / promotions / news
23
24. Social Media – Key Takeaways
▶ Infinite universe ... A thousand points of light
▶ No one has it defined well at this point
▶ Continues to expand and change
▶ Several usable platform opportunities exist today
▶ Currency Centric Model is key
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27. Comprehensive Process for Conversion
• Find conversation areas on the web
Target Discovery • Assess value to brand
• Select social targets to contact
• Develop info currency
Content Discovery • Find info currency already on web
• Select messages to broadcast
• Set-up brand accounts on sites
Vehicle Development • Twitter, Facebook, Linked in, Etc.
• Digg, Delicious, etc.
• Outreach to targets
Social Broadcasting • Sampling / Promotional / News
• Target will then outreach to their audiences
• Build audience continually by cross linking
Cross Broadcasting content between platforms
• From blogs to sites to bookmarking sites
• Conversations continue on their own
Continual Broadcasting spreading virally ... geometrically
Measurement • Continuously measure social deliverables
27
29. Dutch Boy Refresh >My House Stinks
▶ Objective
▶ Drive awareness, purchase intent and sales for Refresh paint
▶ Strategy
▶ Target painting and decorating enthusiasts
▶ Create conversations around both product benefits and promotions
▶ Promote the product – Dutch Boy Refresh paint
▶ Promote the contest – My House Stinks
▶ Locate influencers via social media to conduct product testing, post
reviews and share their thoughts
29
36. Dutch Boy Refresh Paint
▶ Results
▶ Thousands of blog posts, comments, videos, and more across the web
▶ Generated over 3 million impressions with positive quality
▶ Dutch Boy sales positive vs. 2008 plus excellent retailer sell-in
25,000
20,000
15,000
10,000
5,000
-‐
April
May
June
July
August
September
Unique
Visitors
7,241
6,933
6,118
2,583
2,274
2,930
Total
Visitors
8,100
7,694
6,483
2,820
2,621
3,496
Total
Page
Views
21,608
24,999
18,309
7,924
9,058
10,893
36
38. Pratt & Lambert > My Green Palette
▶ Objective
▶ Drive awareness, purchase intent and sales for Pratt & Lambert paint
▶ Raise image of Pratt & Lambert as a ‘green’ paint
▶ Strategy
▶ Target architects
▶ Primarily those specifying ‘green’ paint in projects
▶ Provide them with an opportunity to
▶ Showcase their green work
▶ See others green work
▶ Keep abreast of the latest green trends
▶ All in one easy, visual place
38
52. Results
▶ Raised purchase intent +42%
▶ Raised awareness & green image +20%
▶ Thousands of blog posts, comments plus 1600+ architects on Twitter
▶ Generated over 1.5 million impressions with high positive quality
Site Traffic
35,000
30,000
25,000
20,000
15,000
10,000
5,000
-
Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13
Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13
Total Visitors 4,781 3,656 3407 4,203 2,671 4,452 5,037
Total Page Views 18,933 14,531 13,898 17,850 13,724 31,390 11,114
52
53. My Green Palette – Key Takeaways
▶ You do not have to sell ... to sell
▶ Provide information currency in the manner that the target
desires ... and they will come
▶ Social activity will continue to take place ... long after the active
campaign stops
53
55. Krylon Spray Stain > Save Our Saturdays
▶ Objective
▶ Drive awareness, purchase intent and sales for the introduction of
Krylon Spray Stain
▶ Strategy
▶ Target Sports Enthusiasts, DIY/Handymen and Woodworkers
▶ Create conversations around both product benefits and promotions
▶ Locate influencers via social media to conduct product testing, post
reviews and share their thoughts
55
67. Results
▶ Increased purchase intent +16% ... +74% with 3-4 exposures
▶ Millions of blog posts, conversations, videos, and more across
the web … and it continues on
▶ Generated 3.7+ million impressions with high positive quality
▶ Krylon sales positive vs. 2008 … plus excellent retailer sell-in
15,000
13,000
11,000
9,000
7,000
5,000
3,000
April
May
June
July
August
September
Total
Visitors
6,708
5,825
8,039
3,792
4,014
4,014
Total
Page
Views
10,097
11,366
15,123
7,451
7,929
7,929
67
68. Save Our Saturdays – Key Takeaways
▶ Bloggers are always seeking new and interesting product news
for their readers
▶ Online purchase intent research proves that there is value ...
way beyond the click
68
69. Social Media Bootcamp – Key Takeaways
▶ Customers are now in control of brands
▶ Information currency is essential to success
▶ Interactivity creates engagement
▶ There is value ... beyond the click
▶ You do not have to sell ... to sell
69
70. Getting Started – Key Steps
▶ Decide on a product
▶ Select a specific target audience to engage
▶ Decide on one or more outreach strategies
▶ News
/
PromoSonal
/
Sampling
▶ Develop genuine, objective information / monetary currency
▶ Develop destination page or microsite
▶ Measure and optimize continually
70
71. Thank You
Howard Zoss
President
216.328.6301
hzoss@womfire.com
Peter DeMichele
Media Director
216.328.6309
pdemichele@womfire.com
Gaynell Power-O’Neil
Account Director
678-777-5360
gpower-oneil@womfire.com
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