Social Unleashed: Unlocking the Transformative Power of Social Marketing Doug Laird

Social Unleashed: Unlocking the Transformative Power of Social Marketing

Doug LairdCMOWildfire, a division of Google

Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | [email protected] 2

• Engaging across networks

• Social data matters

• Social signals everywhere

• Social, local, mobile

• Integrating paid, owned, earned media

Five keys to unlocking the power of social


Social marketing is about driving business objectives

Social Media

Marketing

Social Media

Marketing

Capture Leads & Data

Drive SalesBuild Awareness &

Word of Mouth

Amplify Reach Across All Channels

Engage Consumers in Ongoing Dialogue


The customer journey is changing…

Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

STIMULUSPURCHASE

CHECK BLOGSSEARCH

READ REVIEWS

SHARE VIDEOS

NETWORKIn 2011, the average U.S. shopper consulted

10.4 sources prior to purchase, 2x as many as the year before

In 2011, the average U.S. shopper consulted

10.4 sources prior to purchase, 2x as many as the year before

57% of people talk more online than they do in “real life”

57% of people talk more online than they do in “real life”

1 in 4 search results

for the World’s Top 20 largest brands are links to user-generated content

1 in 4 search results

for the World’s Top 20 largest brands are links to user-generated content

Engaging Across Networks


Social media: It’s where your customers are

100M+955M+

800M+19M+ 140M+

174M+

Monthly Active Users


Engage across networks

Your Bran

d


Engaging across networks: PUMA

Social Data Matters


Marketers are just beginning to get a handle on social data

Source: Mullen, 2012


Moving from social listening to social data

Social Listening Social Data

Confidential | Wildfire Interactive | wildfireapp.com | 888. 274.0929 | facebook.com/wildfireinteractive | [email protected] 12

THE PROMISE OF SOCIAL MEDIA

BRAND


THE REALITY: Publishing to the Faceless


WHAT’S NEEDED: A Shift from the Faceless to Real People

Behavior+ + + + ++


Right Message, Right Channel, Two-way Dialogue

YOUR BRANDYOUR

BRAND


Targeting communications through social channels

Posting to different “circles”Targeted page posts

Targeted tweetsTargeted status updates

Social Signals Everywhere


Social signals are becoming pervasive across the web


Social marketing is about TRUST…

Consumer Trust Index

Source: Nielsen, “Global Trust in Advertising Survey,” April 2012

Source: Marketforce

Try new things based on friends’ suggestions

Encourage friends to try new products

Share negative experiences with brands or products

80%74%42%

..and driving word of mouth at scale


Social endorsements at the right time and place…


Earned media drives improved performance of paid

+1’s increase searchperformance5–10% average increase

in CTR on search ads

Source: Google


Social Local Mobile


Mobile access for social is growing fast


Mobile users are ready to take action

Sources: Google; Mobile Marketer, 2012

of all mobile searches result in action within 1 hour

40%of all mobile searches are local in nature

70%


• Auto-optimized for the device’s display

• Design once, run everywhere – smartphone, tablet, desktop

• Seamless, consistent customer experience regardless of device

• Engage mobile users – the fastest-growing method to access social media

Delivering an optimized experience on mobile

SmartphoneTablet

Desktop

Integrating Paid, Owned, and Earned Media


Customer journey is fragmented across paid, owned, and earned

PAIDPAID OWNEDOWNED EARNEDEARNED

Search ads

Display ads

Video ads

Mobile ads

Social ads

Websites

Social brand pages

+1’s

Likes

Tweets

Pins

Views & shares

PR, blogs


Paid media: social advertising is growing significantly

2011 2014

$5.20B

$11.87B

2012

$7.72B

2013

$10.24B

Worldwide Spend on Social Network Ads, 2011-2014

Source: eMarketer, Feb 2012

31% CAGR


Targeting social audiences across networks

Targeted ads

•Target by job title, function, industry, geography, age, gender, seniority, company size, company name, LinkedIn Group membership

Custom audience

•Target users using your own customer data

•Match against email address, phone number, FB user ID

•Can overlay additional data to refine targeting

Interest targeting

•Target to a set of specific interests

•350+ interest categories (e.g., Education, Home and Garden, Investing, Soccer)

•Can create custom segments based on specific @usernames


Paid, owned, and earned media need to work together

Prospects Prospects & Customers

Followers & Advocates


AdsWebsite,

Social Properties

Word of Mouth

Earned media is the key to unlocking the power of social


A unified approach to paid, owned, and earned media

SEARCH • DISPLAY • MOBILE • VIDEO • SOCIAL


About Wildfire


• Leading provider of social marketing software

• 21,000+ paying customers

• Powered 250K+ campaigns

• Division of Google

Wildfire at a Glance

Serve 30 of World’s Top 50 Brands


Wildfire Product Offering

Ads Plan, purchase, manage, and optimize social ads

PagesDesign, publish, and manage social media content

PromotionsCreate and run promotions (contests, sweeps, coupons…)

MessagesManage social messaging with consumers across all properties

AnalyticsTrack, measure, and report social media metrics

Wildfire Social Marketing Suite


• Engaging across networks

• Social data matters

• Social signals everywhere

• Social, local, mobile

• Integrating paid, owned, earned media

Recap

THANK YOU

Documents

Social Unleashed: Unlocking the Transformative Power of Social Marketing Doug Laird