social media strategy for beginners 0608
DESCRIPTION
This was a presentation to Direct Marketing Association members on an intro to social media. thinking about why people participate beyond just the technology.TRANSCRIPT
Developing a Social Strategy
(Including How to Leverage & How to Reach)
50% of brands will spend 50%
of budgets on alt media by 2011
- AdAge
60% of online consumers make
purchase decisions based on peer
advice. - Visa/Yahoo
Jason Breed
Social Strategy: What is it?Using social media to create high value
interactions across the web and mobile
How to Leverage Social Media?Brand Marketing (Everyone, Dove)
Product Development (Del Monte Foods-ILoveMyDog)
Partner Networks (Microsoft-Channel9)
Decision Support (Sony, Yahoo Answers)
Employee Network (IBM-Beehive, IBM Atlas)How to Reach Social Networks?Manually
Widgets
Participate (Get Noticed)
Advertising
Social Strategy: Is it right
for my company?
If it’s not?
FIRE EVERYONE, START OVER!
Social Strategy: How do we do it?Strategy, Management,
Resources
People
Objectives
Strategy
Technology
POST Method
Source: Forrester Research, Inc.
People
Who is the community for?
What type of people will participate?
Why will they participate?
This, along with a solid objective, will help you develop a better strategy.
People
Objectives
Strategy
Technology
Objectives
Everything that is budgeted tends to have 1 of 2 common goals:
1. Make More Money
2. Reduce Costs
People
Objectives
Strategy
Technology
You only have to answer one question here:
SO WHAT!
Strategy
Example:
•Develop a well documented plan
•Prepare company leadership
•Hire the right staff
•Connect with the right partners
Remember: This is not a destination, it is a transformation.
People
Objectives
Strategy
TechnologyKnow what you want to accomplish…
Then go do it on purpose!
Technology
LEAD with NEEDS!
Not technology.
Technology is only an enabler to a well documented strategy.
People
Objectives
Strategy
Technology
Others
In days, Bay Area increases site traffic 10x, becoming
most trafficked area
Community becomes brand advocates driving product sales through shared experiences
Quadrupled output, and launched Transform
quarterly vs. annually
Increased retail revenue 20x through mobile
engagement
In just 6 weeks, 10,000 citizen recommendations
that led to approval of $2B funding
48,000 ideas for Katie Couric collected in 48
hours.
Cost of participant decreased from $250 to $7.50 while increasing
participation 4x
Within weeks, excess of 10MM page views, driving
ad revenue and ROI
Case Studies
Real Results:
SMS and Mobile Website (WAP) with content about parties, venues, coupons and special events.
AdidasNBA All-Star Week
During 5 day event:
• Store receipts exceeded any previous day average by 20 times
• Within 20 minutes of mobile alert, flash mob formed lines, selling out two limited edition shoe lines
adidas
Preliminary Results
• Over 80,000 opt-ins• Over 100,000 IVR calls• Over 240,000 SMS• Over 5,000 wallpapers downloaded
Brotherhood National
• over 22MM page views per month, adding new ad revenue
• Have since launched 3 additional campaigns and launched new tv series based on the online content
HGTVRate My Space
18
ReebokRun EZ
• Integrated mobile into online social community
•Media buy included billboards, bus, and subway ads
• 5 major US cities, Canada, and India
Belly Off
In first week:• 8,000 files loaded• 60% increase in
overall site traffic attributed to campaign
Men’s Health
Sources / Links:
• Jeremiah Owyang - http://www.web-strategist.com/blog/
• http://www.campaignforrealbeauty.com/
• http://channel9.msdn.com/
• http://www.markettools.com/resources/files/CS_DelMonte.pdf (http://www.ilovemydog.us/ )
• http://www.absolute-playstation.com/playstation-network/