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Social Media MarketingFebruary 2013
Twitter: @gocohen
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what is social media?
CONTENT | CONVERSATION | COLLABORATION | COMMUNITY | CONTROLCONTENT | CONVERSATION | COLLABORATION | COMMUNITY | CONTROL
INTERNET-BASED TECHNOLOGIESINTERNET-BASED TECHNOLOGIES
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NOT A FADNOT A FAD
Pinterest Infographics - SocialOgilvy
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people are publishing, posting, and tagging - @gocohen
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industry and culture are reinventing
POLITICSPOLITICS
NEWSNEWS
HEALTHCAREHEALTHCARE CROWDFUNDINGCROWDFUNDING
FLASHMOBSFLASHMOBS MASHUPSMASHUPS
RETAILRETAILMOBILEMOBILE
UGCUGC
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WHAT BRANDS SAY BECOMES LESS IMPORTANT
WHAT PEOPLE SAY BECOMES MORE IMPORTANT
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TECHNOLOGYTECHNOLOGY CONTENTCONTENT
LISTENLISTEN TALKTALK
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SELLSELL
FINDFINDTURN CUSTOMERSTURN CUSTOMERS
INTO FANSINTO FANS
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marketing becomes a conversation
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• Listening as a Marketing Practice
• Channel Activation
• Engaging with Content
• Engaging with Conversation and Community
• Advocacy as a Marketing Channel
• Big Idea
process
questions
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
Social media strategy comes after general business strategy:
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listening
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listening
Business Trends
Product Development
Positioning
Prospecting
Relationship Marketing
Marketing Impact
Crisis Management
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free tools
track conversation by topic, brand, tags sites, blogs, forums, communities monitor, alerts, trends
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Comprehensive Reports Engagement Platform Benchmarks & Analysis
paid services
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•Click on any word to see the posts for that word.
• Golf Magazine Leads Blog Engagement (no registration)• Golf Digest relatively strong engagement otherwise
•Click on any word to see the posts for that word.
• GD has highest overall engagement not including editor posts• GD dominating Twitter and not including editors
•Click on any word to see the posts for that word.
• Golf instruction has the highest engagement rate
Volume of Conversation
Spin Competitor Share of Voice– 10/17– 11/1411
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social marketing principles and case
studies
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crowdsourcing - Turbo Tax
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3.92
3.97
4.02
4.07
4.12
4.17
4.22
4.27
10% 20% 30% 40%
Make support free
(% of participants who agreed with a particular statement)
Popularity
Importance
(how highly ranked was this among those who selected it)
Poor service / Support
e-File fees
Rebates
Interview
Just not “wowed”
Updates: Problems and time required
Quality – Non- specific
E-File problems
Better in -product help
Value perception
Insta ll problems
Bring support back to U.S.
Updates— Availability
Direct pricing vs. Retail Eliminate in -product ads
Accessing prior year re turns
Printing
3.92
3.97
4.02
4.07
4.12
4.17
4.22
4.27
10% 20% 30% 40%
M a k e s u p p o r t f r e e
(% of participants who agreed with a particular statement)
Popularity
Importance
(how highly ranked was this among those who selected it)
Poor service / Support
e-File fees
Rebates
Interview
Just not “wowed”
Updates: Problems and time required
Quality – Non- specific
E-File problems
Better in -product help
Value perception
Insta ll problems
Bring support back to U.S.
Updates— Availability
Direct pricing vs. Retail Eliminate in -product ads
Accessing prior year re turns
3.92
3.97
4.02
4.07
4.12
4.17
4.22
4.27
10% 20% 30% 40%
M a k e s u p p o r t f r e e
(% of participants who agreed with a particular statement)
Popularity
Importance
(how highly ranked was this among those who selected it)
Poor service / Support
e-File fees
Rebates
Interview
Just not “wowed”
Updates: Problems and time required
Quality – Non- specific
E-File problems
Better in -product help
Value perception
Insta ll problems
Bring support back to U.S.
Updates— Availability
Direct pricing vs. Retail Eliminate in -product ads
Accessing prior year re turns
Printing
score and plot results to determine action items
Action items:Invested 45% more in technical support and service
Numerous product quality initiatives
Added free e-mail support; new policy of not billing for calls if the cause is Intuit’s problem
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direct marketing applications
Example #2: Used comments harvested via Informative to support
direct mail messaging
Solicited richer testimonials from Inner Circle members for “TurboTax True Stories”
Letting our customers do the selling for us
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referral marketing
Letting our customers do the selling for us
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INFLUENCER MARKETINGINFLUENCER MARKETING
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Integrated MarketingContent + Conversation
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OLD NIKE MARKETINGOLD NIKE MARKETING
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New Nike Marketing
NEW NIKE MARKETINGNEW NIKE MARKETING
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CONTENT MARKETINGCONTENT MARKETING
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CONTENT/COMMUNITY MARKETINGCONTENT/COMMUNITY MARKETING
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BIG IDEABIG IDEA
ROI?
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strategies and tactics
Research/Strategy
Media
Product Development
MARKETING
Innovation
CRM/Support
PR
Creative
Promotion
Corporate FunctionSocial Tactic
Bookmarking
Monitoring
Wikis
Widgets
News Releases
Tagging
Boards/Forums
Mashups
Events
Microblogging
Photo & Video
Crowdsourcing
Social Networks
Wikis
Ratings/Reviews
Podcasting
HR/Admin
Social Strategy
Listening
Content
Conversation
Advocacy
Big Idea
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Listening drives actionable intelligence to fuel product, content, marketing, and engagement strategy.
Directed Conversation and incorporated feedback builds relationships and community.
Distributed Content expands footprint and increases influence
by providing the tools to Activate Community and build
Advocacy within target audience.
Site-Side community features built into website complete the conversation and advocacy circle.
A Big Idea can emerge that connects a marketer’s brand promise to the cultural ideals of its constituency.
Pla
nn
ing
&
En
gag
emen
tA
dvo
cacy
C
han
nel
Par
tner
&
Idea
tio
n
fundamental changes in the new marketing framework
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old framework
Web Site
PR, Advertising,Search, White Papers, Email
PR, Advertising,Search, White Papers, Email
SEO, Email, UGC SEO, Email, UGC
Reporting & AnalysisPAID MARKETING
ORGANIC MARKETING
Market IntelligenceMarketing Strategy
Products/ServicesContent Strategy
-Traditional planning drives product, content, and marketing strategy
-Utilize paid and organic tactics to drive audience
-Evaluate Response RatesIn conjunction with Site-Side Performance
-Assess Goals and implement Incremental Optimization for Site, Creative, Marketing and Media
PLANNING
PROCESS
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Identify InfluencersParticipation Opportunities
Collaboration Tool:Products/Services
Converse/CommunityInfluencer/Advocacy
Listening Post
BIG IDEAWeb Site
PR, Advertising,Search, White Papers, Email
PR, Advertising,Search, White Papers, Email
SEO, Email, UGC, Social Media
SEO, Email, UGC, Social Media
Reporting & Analysis
PAID MARKETING
ORGANIC MARKETING
new framework
Voice ofCustomer
Products/ServicesContent Strategy
Market IntelligenceMarketing Strategy
Distributed Content
Activated Community
New Community
Features
PLANNING
PROCESS
- 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 program.- Content is made accessible and/or distributed across Web to seekers and fans fueling interaction, influence, community and advocacy. - Site-side community features built-in to drive further engagement at home.- Data-driven reporting and analysis continues to inform decision making.
