womfire social media marketing bootcamp
TRANSCRIPT
Social Media Marketing Seminar Atlanta, Georgia
March 10, 2010
▶ Social Media Marketing Consultancy ▶ Focused on driving business growth in the new landscape
▶ Based in Cleveland ▶ Offices in Atlanta, Tampa, Detroit
▶ Deep brand and agency expertise ▶ Sherwin-‐Williams, Red Lobster, OfficeMax, Applebee’s, Moen
▶ PolyOne, Timken, TRW, GE, Hitachi, GE, General Dynamics
▶ Campbell-‐Ewald, Y&R, JWT, Bates, Lintas
Who We Are
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Who We Are
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What You Will See
▶ Case Studies ▶ Dutch Boy
▶ PraO & Lambert ▶ Krylon
▶ Some new WOMfire engagements ▶ Chili’s Grill & Bar > Casual dining intenders > New menu introducSon
▶ Hitachi Medical > IntervenSonal Radiologists/Surgeons > Ultrasound
▶ Moen Wholesale > Plumbing contractors > IO Digital Shower Spa
▶ Conco Paint > PainSng/remodeling contractors > Project sharing
▶ Paul Blumberg Realtors > Home sellers > Staging Sps
▶ Germ Guardian > UV Humidifiers/SaniSzers > Ecommerce
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Social Media Bootcamp – Key Takeaways
▶ Customers are now in control of brands
▶ Information currency is essential to success
▶ Interactivity creates engagement
▶ There is value ... beyond the click
▶ You do not have to sell ... to sell
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Contents
▶ Why Social Media
▶ The Social Media Environment
▶ How It Works
▶ Case Studies
▶ Getting Started
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Why Social Media
▶ Brands and agencies no longer control the message ... ... Customers do
▶ Brands being shaped online through millions of conversations ▶ 346 million blog readers worldwide ... 94 million U.S.
▶ Twitter +1200% / Facebook +195% / Linked in +312%
▶ 67% use social media vs. 65% use email
Sources: Nielsen, emarketer, Forrester, Technorati, Mashable, JP Morgan, TNS, PQ Media
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Why Social Media
▶ 70% of bloggers discuss products / brands in their conversations
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Why Social Media
▶ Social Media the most trusted form of advertising (A.C. Nielsen 2009) ▶ Consumer opinions posted online - 70% ▶ TV 62% / Newspaper 61% / Magazines 59%
▶ Where buyers are now making decisions (Forrester 2009) ▶ 63% of consumers consult the Internet before making purchases ▶ 91% of B2B decision-makers participate in social media
▶ Yet, brands rank low in social media influence ▶ 80% of users say brands are not effectively communicating to them ▶ There is a huge opportunity to impact purchase decisions … right now
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Essential Strategy For Marketing Today
What We Have Learned
▶ What it is not about ... ▶ Control and commercialism
▶ Media buy
▶ Public RelaSons / Selling / Telling
▶ One big campaign
▶ What is working ... ▶ InteracSvity
▶ AcSve parScipaSon
▶ Genuine informaSon currency ... Transparency
▶ TargeSng … Finding the right venues where your brand fits
▶ Tinder ... A thousand liOle fires
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Social Media Deliverables
▶ Campaign
▶ Impressions – Total campaign reach
▶ Outreach – The number of specific groups/sites contacted
▶ ConversaSon buzz – The number of brand conversaSons on the Internet
▶ Percent change blog menSons – Year over year brand menSons in blogs
▶ Percent change searches – Year over year searches in Google
▶ Followers – Number of site followers on TwiOer, Facebook, etc.
▶ Pre & post purchase intent / awareness / message recall
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Social Media Deliverables
▶ Information currency destination site
▶ Site traffic – Number of unique visitors and visits to desSnaSon site
▶ Page views – Number of pages viewed ▶ Engagement duraSon – Time spent on site
▶ Key response interacSons – The number of responses for criScal interacSons leading to a sale, on the site
▶ Opt-‐ins
▶ Qualified leads ▶ Sales
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Why Social Media – Key Takeaways
▶ Customers are now in control of brands ... Through millions of conversations taking place online everyday
▶ Brands can effectively direct the message by influencing the influencers
▶ Focus on genuine info currency … and targeting
▶ There are many deliverables that can be measured
▶ There is a huge opportunity to influence purchase decisions right now
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The Social Media Universe
Many Attempts To Organize the Universe!!@#$#
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Key Platforms ... Right Now
▶ Blogosphere ▶ 22+ million bloggers ... 100+ million readers in U.S ... Educated, affluent, 25-‐64
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Key Platforms ... Right Now
▶ Social sites
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Key Platforms ... Right Now
▶ Social Bookmarking sites
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Key Platforms ... Right Now
▶ Mobile Apps
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Current Media Buying/PR Model
▶ Designed to create presence in the digital space > One way, not interactive ▶ TradiSonal media approach applied to the digital space
▶ Linear model that uses social sites as media outlets for messaging
▶ AOempts to gain awareness and gathers followers (followers mean liOle with no conversion)
▶ Misses the power of social media with minimal blogger engagement
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A Different Approach … Currency Centric Model
▶ Designed to provide information and/or monetary currency that consumers are searching for in their decision making process … starts with a microsite that leads to purchase
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WOMfire Currency Centric Model
▶ Constantly driving traffic to currency microsite ▶ Gains engagement with meaningful information to in-market buyers ▶ Cross-broadcasts message constantly using blogs, social, bookmarking, and content sites ▶ Broadcasts informational messages in the form of sampling / promotions / news
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Social Media – Key Takeaways
▶ Infinite universe ... A thousand points of light
▶ No one has it defined well at this point
▶ Continues to expand and change
▶ Several usable platform opportunities exist today
▶ Currency Centric Model is key
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How It Works
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How It Works
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Comprehensive Process for Conversion
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• Find conversation areas on the web • Assess value to brand • Select social targets to contact
• Develop info currency • Find info currency already on web • Select messages to broadcast
• Set-up brand accounts on sites • Twitter, Facebook, Linked in, Etc. • Digg, Delicious, etc.
• Outreach to targets • Sampling / Promotional / News • Target will then outreach to their audiences
• Build audience continually by cross linking content between platforms • From blogs to sites to bookmarking sites
• Conversations continue on their own spreading virally ... geometrically
• Continuously measure social deliverables
Target Discovery
Content Discovery
Vehicle Development
Social Broadcasting
Cross Broadcasting
Continual Broadcasting
Measurement
My House Stinks
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Dutch Boy Refresh >My House Stinks
▶ Objective ▶ Drive awareness, purchase intent and sales for Refresh paint
▶ Strategy ▶ Target painting and decorating enthusiasts ▶ Create conversations around both product benefits and promotions
▶ Promote the product – Dutch Boy Refresh paint ▶ Promote the contest – My House Stinks
▶ Locate influencers via social media to conduct product testing, post reviews and share their thoughts
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Micro Site
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Micro Site
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Blogs
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Blogs
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Blogs
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Dutch Boy Refresh Paint
▶ Results ▶ Thousands of blog posts, comments, videos, and more across the web ▶ Generated over 3 million impressions with positive quality ▶ Dutch Boy sales positive vs. 2008 plus excellent retailer sell-in
April May June July August September
Unique Visitors 7,241 6,933 6,118 2,583 2,274 2,930
Total Visitors 8,100 7,694 6,483 2,820 2,621 3,496
Total Page Views 21,608 24,999 18,309 7,924 9,058 10,893
-‐
5,000
10,000
15,000
20,000
25,000
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My Green Palette
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Pratt & Lambert > My Green Palette
▶ Objective ▶ Drive awareness, purchase intent and sales for Pratt & Lambert paint ▶ Raise image of Pratt & Lambert as a ‘green’ paint
▶ Strategy ▶ Target architects
▶ Primarily those specifying ‘green’ paint in projects ▶ Provide them with an opportunity to
▶ Showcase their green work ▶ See others green work ▶ Keep abreast of the latest green trends
▶ All in one easy, visual place
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Micro Site
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Micro Site
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Micro Site
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Blogs
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Blogs
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Blogs
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Flickr
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Delicious
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Twitter Counter
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Buzz Monitoring – Pratt & Lambert
Results
▶ Raised purchase intent +42% ▶ Raised awareness & green image +20% ▶ Thousands of blog posts, comments plus 1600+ architects on Twitter ▶ Generated over 1.5 million impressions with high positive quality
- 5,000
10,000 15,000 20,000 25,000 30,000 35,000
Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13
Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Total Visitors 4,781 3,656 3407 4,203 2,671 4,452 5,037 Total Page Views 18,933 14,531 13,898 17,850 13,724 31,390 11,114
Site Traffic
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My Green Palette – Key Takeaways
▶ You do not have to sell ... to sell
▶ Provide information currency in the manner that the target desires ... and they will come
▶ Social activity will continue to take place ... long after the active campaign stops
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Save Our Saturdays
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Krylon Spray Stain > Save Our Saturdays
▶ Objective ▶ Drive awareness, purchase intent and sales for the introduction of
Krylon Spray Stain
▶ Strategy ▶ Target Sports Enthusiasts, DIY/Handymen and Woodworkers
▶ Create conversations around both product benefits and promotions
▶ Locate influencers via social media to conduct product testing, post reviews and share their thoughts
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Micro Site
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Micro Site
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Blogs
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Blogs
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Blogs
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Blogs
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You Tube
Delicious – Social Bookmarking & Sharing
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Conversations
Buzz Monitoring - Krylon Spray Stain
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Results
▶ Increased purchase intent +16% ... +74% with 3-4 exposures ▶ Millions of blog posts, conversations, videos, and more across
the web … and it continues on ▶ Generated 3.7+ million impressions with high positive quality ▶ Krylon sales positive vs. 2008 … plus excellent retailer sell-in
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April May June July August September
Total Visitors 6,708 5,825 8,039 3,792 4,014 4,014
Total Page Views 10,097 11,366 15,123 7,451 7,929 7,929
3,000
5,000
7,000
9,000
11,000
13,000
15,000
Save Our Saturdays – Key Takeaways
▶ Bloggers are always seeking new and interesting product news for their readers
▶ Online purchase intent research proves that there is value ... way beyond the click
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Social Media Bootcamp – Key Takeaways
▶ Customers are now in control of brands
▶ Information currency is essential to success
▶ Interactivity creates engagement
▶ There is value ... beyond the click
▶ You do not have to sell ... to sell
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Getting Started – Key Steps
▶ Decide on a product
▶ Select a specific target audience to engage
▶ Decide on one or more outreach strategies ▶ News / PromoSonal / Sampling
▶ Develop genuine, objective information / monetary currency
▶ Develop destination page or microsite
▶ Measure and optimize continually
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Howard Zoss President
216.328.6301 [email protected]
Peter DeMichele Media Director 216.328.6309
Gaynell Power-O’Neil Account Director
678-777-5360 [email protected]
Thank You
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