business behind the buzz final feb 11

BUSINESS BEHIND THE BUZZSocial Media Week - Toronto02/11/2011

WELCOME &

CONGRATULATIONS

1999 2005 2010

THE REALITY ISSOCIAL MEDIA WORKS

SOCIAL MEDIA CAN DRIVE BRANDING

Old Spice

5.9 YouTube views1.4 billion impressions1.2m Facebook likes

122k Twitter followers

107% increase in sales

Ford 2010 Explorer

65,000 YouTube views140k Facebook likes

50k cars configured day 1#1 model consideration

(edmonds.com)

+42% “share of shopping” on Autosites

Edmonds, 2010

SOCIAL MEDIA CAN DRIVE TRIAL & RESEARCH

Baby Sunblock

Select Only Moms w/ 3-6 yr olds

Provide product, sample & 5 pass-along coupons

Just over 3,000 trials

5,600 reports submitted

190,000 people reached through person-to-person conversations

80% had not heard of Pure & Free

SOCIAL MEDIA CAN DRIVE SALES

The Gap

441,000 sold in one dayInitially 10 Groupon’s / sec

US$11 million in sales

SOCIAL MARKETINGIS

DIRECT MARKETING

SOCIAL MEDIA IS ABOUT REPUTATION

SUMMING UP

1.3m Fans

IMPR

ESSI

ONS

Engagement typ .02% - c. 60 / post

FANS

Impressions avg 25-30% - c. 300k / post

LOYA

LTY

Trial EventsEngagement

THANK YOU.JOHN BAKER

JWT NEW YORKJOHN.BAKER@JWT.COM

@JMBAKWWW.ALTACIRCLE.COM