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KEP
KEP Social Media BootcampTargeting the C-suite
Katie ZoninoMike
LettmannPrabal Patel
Anand Prakash
Naseem Ehsan May 5th, 2010
KEP
Agenda• Boot Camp background• Research on target consumers• Why the C-suite• The message and sharing the message• Pathway• Success metrics• Risks
KEP
Boot CampWhat is it?• Directed to full-time managers that will help
enable a cultural shift within the organization and result on a renewed focus on customers
• Competitive Advantages:• Completely Customizable: Fits
company-specific needs• Quick Turnaround • Action & Post Class Learning• Value priced
Talk about organizations needs, transition to goal of campaign
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Campaign Goal• Generate 5-6 warm leads for the Kelley
Executive Partners new program, Social Media Boot Camp. This will in turn result in 1-2 companies participating in the program– Target specific consumer segment– Develop messaging that best resonates with that
segment
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CONSUMERCOMPANY
CAMPAIGN
THE DEAL
INFORMATION PATHWAY
MODELING
CONVERSION
COMMITMENT ENGAGEMENT
TECHNOGRAPHICS
The Potential Target Segments
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Potential Target Consumers
Middle level Managers Middle Media Marketing Gurus
Executives
3 Groups
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THE DEAL
COMMITMENT
COMPANY CONSUMER
CAMPAIGN
INFORMATION PATHWAY
MODELING
CONVERSION
ENGAGEMENT
TECHNOGRAPHICS
Why we are targeting the c-suite
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Why C-suite• Primary decision maker for training and fund
allocation of funds
• Have the influence and authority to ensure social media marketing is understood and embraced company-wide.
• Most executives knowledge of Social Media is lacking: Opportunity to demonstrate to them the benefits of folding social media into their strategy.
• Potential KEP transmitters: purchase
decisions rely heavily on networking and word-of-mouth from peers.
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CONSUMER
ENGAGEMENTCAMPAIGN
CONVERSION
THE DEAL
COMPANY
INFORMATION PATHWAY
MODELING
COMMITMENT
TECHNOGRAPHICS
The message and how to deliver it
KEP#1 - Reach the next generation of customers
of Americans between the ages of 8 and 18 using some sort of electronic device
7.5 hours per day
Source: Kaiser Family Foundation report, NY Times
KEP
#2 - Grow your customer base
in revenue from Dell’s Twitter presence – 1.5 million followers
$6.5 million
Source: Mashable.com, Dell rides Twitter to $6.5 million in sales
KEP#3 – Don’t fall behind your competition
of Fortune 100 companies are using at least 1 social media tool
79%
Source: Flowtown.com – How are companies leveraging social media? 3/7/10
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Message Delivery Methods
1. Develop KEP Social Media Boot Camp microsite
2. Distribute C-Suite Social Media Awareness kit
3. Activate LinkedIn group “Social Media Marketing at the Kelley School of Business”
4. Traditional media such as WSJ and magazines
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Benefits of Microsite
All marketing communications drive consumers to microsite for further information
• Video testimonials• Benefits of the KEP• “Request information” option to contact KEP sales person
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“The Good”
Over 5 million views of one commercial
Thousands of fans create and vote on new
donut flavors on-line
Over 250,000 Facebook fans
Over 25,500 followers on Twitter
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“The Bad”
Twitter and blogs condemn Motrin’s on-line ad targeted
at mother’s who “wear their babies.”
The ad is quickly removed and
replace with an apology letter from
the VP of marketing.
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“And the Ugly”
KEPThe Value of LinkedIn
Promise •Stay up to date with a current topics in social media•Connect with Kelley and industry experts•Interact with other C-suite executives
Tool •Easy to use, easy to join and leave•Professional Communication only•Respect of privacy
Bargain •Latest news in Social Media •Kelley willing to talk and help•Discussions are mediated and on topic
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LinkedIn reaches Target Consumer
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INFORMATION PATHWAY
MODELING
COMPANY CONSUMER
CAMPAIGN
THE DEAL
CONVERSION
COMMITMENT ENGAGEMENT
TECHNOGRAPHICS
Connecting the dots
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KEP WEBSITE SALES
KEP warm leads
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LINKED-IN
Faculty, participants
ASSISTANTS
Care package
PUBLICATIONS
$$$
FRIEND’S WOM
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Success Metrics• Microsite hits: 180 new visits per month• Warm leads: 5-6 leads in 6 months• LinkedIn Group Members: 400 members• New customers for Boot Camp: 1-2
companies
KEPRisks
Probability of OccurrenceLow High
Thre
at to
R
ecom
men
datio
n(s)
Low
High
Message does not reach target
audience
Warm leads not converted to enrollment
No one joins LinkedIn or Facebook
groups
KEP
Conclusion• Targeting the C-level executive is the fastest
way to gain new participants and can be activated within 2 months via alums
• Easily scalable due to low cost and high level of word of mouth marketing at C-level
• KEP and faculty buy-in and support will be needed
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Questions?
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Appendix
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Technographics of the Targets
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Middle level manager
C-level executive
Social Media Gurus
KEPExample final communication to go in the Sample Package Sent to C-level executives
Social Media Marketing can do the following:• Reach a whole new market segment• Grow your customer base• Facilitate customer engagement
But, it can also have negative effects if not properly executed.
Kelley Executive Partner’s Social Media Marketing Boot Camp can not only help your business develop the right strategy for your business, but will also teach your company how to take advantage of the latest tools
Visit http://www.indiana.edu/~kep/socialmediabootcampFor more details
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