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Harnessing the chaos of social marketing

through objective driven planningNov 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

Consumers have never been more empowered4

Solutions-Based

ContentPeople seeking

answers & solutions

People discover

product or brand

Third Party

Conversations

Traditional Brand

Touchpoints

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The Content 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 new model?

Reach & Frequency? Surround Sound? Integrated Marketing?

Not so long ago, brands were big. Consumers were small. Marketers controlled the sales

funnel: a linear process, with defined steps and one way communications.

We believe this model is too linear for today’s marketing cycle. Brands no longer control

the content, the path or pace of a customer in the buying cycle: one way communication

has become a dialogue.

The Bolin model seeks to influence this conversation by energizing connectivity between

marketing disciplines, touch points and brands.

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Our Perspective

A new world.

A new model.

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The evolving marketing model

Talk to Talk with

Interrupting Engaging

Mass One-to-many

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 v. Engagement

Level of Reach

Level of Engagement

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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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Listen: Topic cloud

March - May 2009

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Listen: Discussion topic breakdown

March 2009 - May 2009

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Listen: Channel analysis

March - May 2009

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Listen: Brand sentiment profile

March - May 2009

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Listen: Brand share of voice

March - May 2009

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Listen: Brand velocity

March - May 2009

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Listen: 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

VelocitySentiment

or Nature

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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 Tactics

1. 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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Addendum: Social Media Monitoring Tools

Free

Google Alerts www.google.com/alerts

Affordable

Techrigy SM2 www.techrigy.com

Alterian www.alterian.com

Best in class

ConsumerSphere www.consumersphere.com

BuzzMetrics http://en-us.nielsen.com

Radian 6 www.radian6.com

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Thank you

Dane Hartzell

Growth Catalyst

Bolin Digital

dhartzell@bolinmarketing.com

612.374.1200

ItsDane.extendr.com

Bolinmarketing.com

Blog: Bolindigital.com