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Ivy Worldwide –
Social media best practices overview
What customers want …
To make informed purchasing decisions
To understand and optimize amongst their options
To dialogue with trusted voices –300 million times daily*
©2012 Ivy Worldwide
*Source: McKinsey
How customers decide
• Search: Social media disproportionately represented in results
• Authentic third-party endorsements
• Key purchase drivers:o Buying criteriao Priceo Positive experienceso Issues to avoid
Search example: “camera”
4 of top 7 results are
blogger sites
1
2
3
4
©2012 Ivy Worldwide
Source: Google
Customer decision journey
1. Need trigger
2. Evaluationo Word-of-mouth
referralo Search
3. Impulseo Advertisingo Company social
media
4. Purchase
5. Post-purchase
6. Loyalty
Source: McKinsey
©2012 Ivy Worldwide
1
2
4
5
6
3
67%
33%
Social media drives sales
Word-of-mouth affects purchasing decisions:
• When customers are new to the product category
• For big-ticket item purchases
©2012 Ivy Worldwide
Source: McKinsey
Effective social media marketing centers on leverage.
©2012 Ivy Worldwide
• Maximum efficiency
– Seiryoku Zenyo
• Mutual welfare and benefit
– Jita Kyoei
Guiding principles
©2012 Ivy Worldwide
Source: Social Media Judo
• Minimum effort, maximum gain: Leverage
• Mutual benefit: Generating positive outcomes for yourself and others
• Etiquette: Trust and respect is a two-way street
• Practice: Demonstrate commitment and sincerity
Judo basics
©2012 Ivy Worldwide
Source: Social Media Judo
1. Listen
2. Contribute on other sites
3. Publish your own content
o Link back
o Cite
o Propagate
4. Don’t sell – rather, soft-sell
5. Listen
So … how?
©2012 Ivy Worldwide
1. Define your objective
2. Decide how you’ll measure success
3. Outline your approach
• Blog
• Etc.
4. Do it!
5. Measure. Revise. Repeat.
Get started
©2012 Ivy Worldwide
11 10/29/2012 Confidential Ivy Worldwide
