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Harnessing the chaos of social marketing through objective driven planning

Nov 8, 2010

Twitter #MNAMABolin

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Daily Advertising Messages

1971 = 560*

1997 = 3,000*

2010 = 3,000 by the time you get to work!**

*Data Smog. Surviving the Information Glut by David Shenk ISBN 0-06-018701-8

**Newspaper Association of America http://www.naa.org/

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Digital Chaos!

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Empower Consumers4

Third Party Conversations

Solution Based Content

Traditional Brand Touchpoints

Empowered Consumers4

Solutions-BasedContentPeople seeking

answers & solutions

People discoverproduct or brand

Third Party Conversations

Traditional Brand Touchpoints

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The Atomization Movement5

The past The future

Traditional brand web site

Traditional brand web site

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The Value of Social Media Report, produced by Econsultancy in association with Online Marketing Summit Feb, 2010

Many Companies Establishing a Social Media Presence

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What’s the Answer?Reach & Frequency?

Surround Sound?

Integrated Marketing?

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Our Perspective

A new world.A new model.

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How Marketing is Evolving

Talk to Talk with

Interrupting Engaging

Mass One-to-one

Tried & true Test and learn

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Social Media Premise

“Person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed.”“ © Annual Edelman Trust Barometer survey

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Reach and Engagement

Level of Reach

Level of Engagement

TV Print adsDirect mail

Social mediaPoint of sale

Rich webWord of mouth

Email

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ListenAnd Learn

Execute

MeasureAnd Optimize

Define The Business

Objective

DiscernA Strategy

A Process for Growth

Use a Social Media Process

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Topic cloud

March - May 2009

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Discussion topic breakdown

March 2009 - May 2009

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Channel analysis

March - May 2009

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Brand sentiment profile

March - May 2009

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Brand share of voice

March - May 2009

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Brand velocity

March - May 2009

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Verbatims• One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they are

plastic which means I won’t risk nicking the jar or breaking it. I also like how they are the same size because most of the things I have come in the same size bag from the store. If the canister is too small then I have leftovers which mean two things to manage instead of one. I also love the fact that they are clear because then I know what I am grabbing before I ever touch it and I know what I’m running low of before I head out to the store.

• I LOVE MY TUPPERWARE!!! I think I would have to say that Tupperware has been around for as long as I have or even longer. I remember as a child we always had Tupperware in our house. The bowls were pale pastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have a picture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make the cake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware Wonderlier® Bowl"(the largest one). I'm not sure if it was called the "Wonderlier® Bowl" at that time though.

• Food containers like Tupperware and Rubbermaid are a big part of my day. We have lots of leftovers and are on a budget. We don’t like to waste food.

• I think these containers which I use to store pasta are great! The price was very good, they are air tight and I am very satisfied with them.

• The only thing I look for in a container is versatilty. I need something that is going to be able to hold multiple kinds of food and not juist specialty containers.

• I’ve tried the disposable containers to try and save money but learned after leaks and spoiled food that I should just stick with my tried and true Tupperware.

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Share of Voice

3 Primary Social Media Strategies

Velocity Sentiment

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Example Social Media Strategies

Increase conversation share of voice by leveraging organization professionals

Increase conversation share of voice by providing brand zealots unique communications platforms

Increase positive brand sentiment by shifting focus to new products

Increase conversation velocity by creating a community of moms who appreciate the little things in life

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Brainstorm Tactics1. Influencer campaign

2. Blogger outreach

3. Facebook & Twitter profiles

4. Fan recruitment campaigns

5. Community management

6. Content sharing tools

7. Content creation campaign

8. Viral intended campaigns

9. Custom community site

10. Etc.

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Tactical PrioritizationHigh

LowHigh

Impact

Burden

Wait and see…

Don’t do it.

Do it! Bite the bullet

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Rubbermaid: Leveraging Influencers

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Rubbermaid: Starting a Dialog

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Website: Freschetta

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Beyond the Website: Freschetta

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Carmex Website

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Beyond the Website: Carmex

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Measure and Optimize

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Measure and Optimize

Pre During Post

SOV 2%

80 reviews>20,000 comments>100 million impressions!

Velocity 800%

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ContactDane Hartzell

Growth Catalyst

Bolin Digital

dhartzell@bolinmarketing.com

612.374.1200

ItsDane.extendr.com

Bolinmarketing.com

Blog: Bolindigital.com

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Addendum: Social Media Monitoring Tools

FreeGoogle Alerts www.google.com/alerts

AffordableTechrigy SM2 www.techrigy.com

Best in classConsumerSphere www.consumersphere.comBuzzMetrics http://en-us.nielsen.comRadian 6 www.radian6.com