Social Media Marketing: Online Marketing Summit

DO NOT DISTRIBUTE

Demand Generation 2.0:Social Media Marketing

DO NOT DISTRIBUTEDO NOT DISTRIBUTE

A Little about us…

More importantly…Let’s hear from you


What you will learn today

• The Social Media “Magic Bullet” • A way to “cheat” the system - Buying

placements on Digg, Adding views to YouTube, etc…

• You should “bet your future” only on social media

• A definitive guide to social strategy and implementation


What you will learn today


What you will REALLY learn…

• True definition of social media marketing• What working, what’s not working & why?• New metrics and what to track• The importance of testing• 4 ways to get started in Social Media


What is social media?

Social Media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. (Wikipedia, 2008)


Social Media Marketing

• This includes marketing vehicles like Facebook Apps, videos, podcasts, webinars, and blogs as well as marketing channels including social networking, bookmarketing and community sites (like LinkedIn, Facebook, YouTube, StumbleUpon, Digg and Flickr), blogs and wikis



Companies are generallyanti-social


They like controlling the conversations“One-Way” Dialogs have worked for them

They define where, when and how customers interact with them

So… why change???

Companies are generallyanti-social


Introducing:Generation You

• Audience has changed• We are creating• We are publishing• We are selecting

• Don’t want to listen to advertisers - Interruptive marketing is going away.

• The audience is in control… they are linked, listening and informing


How we make decisions


Source: Forrester Research

The Traditional Marketing Funnel


Source: Forrester Research

The Social Marketing Funnel


Social Media Growth

Spending on social media alone will grow to $15 billion by 2012 as

marketers understand how to use and measure this channel.

Forrester Research, “US Interactive Marketing Forecast, 2007 To 2012”


Social Media Chaos


Interactive vs Tradition Channels

http://www.impaqt.com/downloads/US_Interactive_Marketing_Forecast.pdf

Effectiveness of emerging technologies

are on the rise. Marketers are looking for ways to leverage these technologies


Marketing: Not Keeping up with Customer Demand

http://www.ogilvy.com/forrester/The%20Forrester%20Wave_Interactive%20Marketing%20Agencies,%20Q4%202007.pdf

Even with an understood increase in effectiveness of social media, Consumers are

adopting, but marketers are not keeping pace.


“Companies adopt social media as a marketing tool but are struggling to find

effective metrics”

Paul Gillin, author of The New Influencersreport issued by the Society for New Communications Research (SNCR),

Social Media Pain – Measuring Success


Sample Social Media Marketing

MessageBoards

LOST Magazine

LOST Wiki

Interactive Website

iTunes

BlogHundreds of fansites and blogs

Alternate RealityGame

Novel

MOBisodes


Social Media Case Study - Consumer

The Challenge• Early stage start-up• Limited marketing budget = need for viral programs• Generate 50K+ online registrations for college fair• Elusive youth audience resistant to traditional ads

The Solution:• Launch multiple social components – YouTube,

Facebook, Twitter, Blogs, iTunes) • Secure external consultants & costs of $100K+

The Results• Positive results videos submitted resulting in over

5000 views and 10 YouTube Awards• Over 1000+blog “hits” but difficult to measure

impact and influence• Heavy dependence on external resources• No easy way to track success or failure• No easy way to sources of traction


Great… so, what’s it all about?

(1) Conversations & (2) Connections


What should I measure?

The two core metrics of social media are:

INFLUENCEINFLUENCE ENGAGEMENTENGAGEMENT


How do I mine this data??


A word of caution…


Be prepared for what you will learn…


Salesforce.com – Dealing with Outages

• The world leader in SaaS solutions• Over 1M users worldwide

The Problem:• January – April 2006 SFDC

experiences significant outages• Customers fight back on the blogosphere launching sites like

Gripeforce.com (google it..)

The Resolution:• Trustforce.com


The Truth is…

Online discussions are candid… and this is a HUGE OPPORTUNITY

• Companies can identify trends• Identify Positive and Negative

Influencers• People are incredibly honest in

conversations and on profiles• Learn what customers REALLY THINK• Identify new channels and outlets for

messaging• Learn how to message and new

brand positioning


How to monitor and track

Key EmployeesCompany NameIndustry SitesCompany URLsProduct/Service NamesTrack competitorsEmployee ActivityNewsgroupsZoomInfoID InfluencersFacebookTwitterBlogs and Blog Comments


What to use

Google Analytics Feedburner Hit Tail Measure Map Technorati Microblogs:

Twitter, Pownce, Jaiku Social Bookmarking:

Digg, Delicious Networks:

Facebook, LinkedIn, Bebo Content Channels:

YouTube, Flikr


4 Steps to Implementing Social media

1. Listen:

Monitor customers, prospects,

partners, competitors, employees. Go

where they go and do what they do

2. Learn:

Understand objectives, identify

vehicles and channels.

3. Activate:

Create pilots, test ideas. Work with all

constituencies

4. Monitor and Optimize:

Aggressively implement changes based

on what you hear and constantly

improve


Contact Info:Mike [email protected] talk: lewismichTwitter: @bostonmikeFacebook: http://profile.to/michaellewis/LinkedIn: http://www.linkedin.com/in/lewismich

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Social Media Marketing: Online Marketing Summit