Harnessing the chaos of social marketing through objective driven planning

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MN AMA 2010 Annual Conference - Conquering Chaos speaker presentation: Harnessing the chaos of social marketing through objective driven planning - Dane Hartzell, Bolin Marketing.

Text of Harnessing the chaos of social marketing through objective driven planning

  • 1. 1Harnessing the chaos of social marketing through objective driven planningNov 8, 2010 Twitter #MNAMABolin

2. 2Daily Advertising Messages1971 = 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/ 3. 3Digital Chaos! 4. 4 4Consumers have never been more empoweredEmpower ConsumersSolution Based Solutions-Based ContentPeople seeking Contentanswers & solutions Traditional Brand People discover Traditional Brand Touchpoints product or brand Touchpoints Third Party Third PartyConversationsConversations 5. 5The Content Atomization MovementThe past The futureTraditional brandweb site Traditional brand web site 6. 6Many Companies Establishing a Social Media PresenceThe Value of Social Media Report, produced by Econsultancy inassociation with Online Marketing Summit Feb, 2010 7. 7Whats the new model?Reach & Frequency?Surround Sound?Integrated Marketing?Not so long ago, brands were big. Consumers were small. Marketers controlled the salesfunnel: a linear process, with defined steps and one way communications.We believe this model is too linear for todays marketing cycle. Brands no longer controlthe content, the path or pace of a customer in the buying cycle: one way communicationhas become a dialogue.The Bolin model seeks to influence this conversation by energizing connectivity betweenmarketing disciplines, touch points and brands. 8. 8 Our PerspectiveA new world.A new model. 9. 9The evolving marketing model Talk to Talk with Interrupting Engaging MassOne-to-many Tried & trueTest and learn 10. 10Social 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 11. 11Reach v. Engagement Level of ReachLevel of Engagement 12. 12Use a Social Media Process Define The Business ObjectiveMeasure Listen And OptimizeAnd LearnA Processfor GrowthExecute DiscernA Strategy 13. 13Listen: Topic cloudMarch - May 2009 14. 14Listen: Discussion topic breakdown March 2009 - May 2009 15. 15Listen: Channel analysisMarch - May 2009 16. 16Listen: Brand sentiment profileMarch - May 2009 17. 17Listen: Brand share of voiceMarch - May 2009 18. 18Listen: Brand velocityMarch - May 2009 19. 19Listen: Verbatims One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they areplastic which means I wont risk nicking the jar or breaking it. I also like how they are the same size becausemost of the things I have come in the same size bag from the store. If the canister is too small then I haveleftovers which mean two things to manage instead of one. I also love the fact that they are clear because then Iknow what I am grabbing before I ever touch it and I know what Im 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 Ihave or even longer. I remember as a child we always had Tupperware in our house. The bowls were palepastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have apicture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make thecake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware WonderlierBowl"(the largest one). Im 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 areon a budget. We dont 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 amvery 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 multiplekinds of food and not juist specialty containers. Ive tried the disposable containers to try and save money but learned after leaks and spoiled food that I shouldjust stick with my tried and true Tupperware. 20. 203 Primary Social Media Strategies Share of Voice SentimentVelocityor Nature 21. 21Example 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 22. 22Brainstorm Tactics1. Influencer campaign2. Blogger outreach3. Facebook & Twitter profiles4. Fan recruitment campaigns5. Community management6. Content sharing tools7. Content creation campaign8. Viral intended campaigns9. Custom community site10. Etc. 23. 23Tactical PrioritizationHigh Do it! Bite the bullet 1417 15 1810 2111623 13 2 8 5 1 4 1926 3Impact 1622 20 241225 7 Wait and see9 Dont do it.Low Burden High 24. 24Rubbermaid: Leveraging Influencers 25. 25Rubbermaid: Starting a Dialog 26. 26Website: Freschetta 27. 27Beyond the Website: Freschetta 28. 28Carmex Website 29. 29Beyond the Website: Carmex 30. 30Measure and Optimize 31. 31Measure and Optimize Pre During Post Velocity 800% SOV 2%80 reviews>20,000 comments>100 million impressions! 32. 32Addendum: Social Media Monitoring ToolsFreeGoogle Alerts www.google.com/alertsAffordableTechrigy SM2 www.techrigy.comAlterian www.alterian.comBest in classConsumerSphere www.consumersphere.comBuzzMetrics http://en-us.nielsen.comRadian 6 www.radian6.com 33. 33Thank youDane HartzellGrowth CatalystBolin Digitaldhartzell@bolinmarketing.com612.374.1200ItsDane.extendr.comBolinmarketing.comBlog: Bolindigital.com