doug laird (wildfire) istrategy london keynote

Social Media MarketingWhat Works Today, What’s Needed for Tomorrow

Doug LairdCMO, Wildfire

The World Leader in Social Media Marketing Software

• Largest provider of social media marketing software

• 15,000+ paying customers

• 300+ employees

• Founded in 2008: HQ in Silicon Valley, offices in U.S., Europe, Asia

• Powered 250K+ campaigns

30 of the World’s Top 50 Brands Are Wildfire Customers

Rapid Customer Growth

16,000

14,000

12,000

10,000

8,000

6,000

4,000

2,000

0Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 Q1 12

15,000+ customers…and growing

Wildfire Social Marketing Platform

Ads Pages Messages Promotions

Analytics

Chose Wildfire for Social Marketing

Super Bowl XLVI: NY Giants Won On and Off the Field

• Grew fan base 86% faster than Patriots

• 8x more posts and comments during game

• 90% increase in unique visitors to website

VS.

Champions League: Who Won in Social?

During the Match

• Bayern beat Chelsea in Facebook fan engagement by nearly 2x

(185K to 103K engagement activities – Likes, Comments, Shares)

After the Match

• Chelsea dominates post-game engagement (20 minutes post-match)

(58.5K to 24.5K engagement activities – Likes, Comments, Shares)

EARNED MEDIA: THE

STUDY

10,000 Facebook campaigns

4,300 brands

13 million consumers

9 months of data

Paid Owned Earned

Prospects Prospects & Customers

Fans

AdsWebsite &

Other Owned Properties

Word of Mouth

Paid, Owned, and Earned Media

The Two Paths to Earned Media

News Feed Post

Direct Invite

Referred Entries

Click on Post

Referred Entries

Campaign Entry

What Drives the Most Shares?

Rate of Sharing by Campaign Type

39%

32%29%

26% 25% 25%

19%

15%

11%

PIC

K Y

OU

R F

AVO

RIT

ES

QU

IZ

TRIV

IA

SWEE

PSTA

KES

ESSA

Y C

ON

TEST

PHO

TO C

ON

TEST

CO

UPO

NS

GIV

EAW

AY

VID

EO C

ON

TEST

How Many Clicks Do Shares Drive?

Earned Media Click Rate27%

15%

13%11%

10%

3%2%

1%

PIC

K Y

OU

R F

AVO

RIT

ES

GIV

EAW

AY

QU

IZ

SWEE

PSTA

KES

ESSA

Y CO

NTES

T

PHO

TO C

ON

TEST

VID

EOC

ON

TEST

11%

CO

UPO

NS

TRIV

IA

ESSA

YC

ON

TEST

What’s the Conversion from Click to Entry?

Earned Media Click-to-Entry Rate

82%

74% 74%69%

47%

23%

13%

ESSA

Y C

ON

TEST

PHO

TO C

ON

TEST

VID

EOC

ON

TEST

66%

SWEE

PSTA

KES

ESSA

Y C

ON

TEST

QU

IZ

CO

UPO

NS

GIV

EAW

AY

TRIV

IA

Social Scorecard: What Works Best?

1

9

2

3

4

5

6

7

8

3,037Coupon

Giveaway

Sweepstakes

Favorites

Quiz

Trivia

Essay Contest

Photo Contest

Video Contest

1,888

1,630

1,070

1,024

410

398

381

313

Average Entries per Campaign

Top-3 tactics that drive most shares

• AMC Theatres Coupon Campaign

• $1 popcorn, drink

• 200K entries in 6 days

• 50K entrants invited friends to claim coupons

• Benefit UK Photo Contest Campaign

• Upload best “Honest Leah” look-a-like photo

• Objective to drive user-generated content

• Great tactic for beauty product brand

• Chelsea FC “Blue Flag” Campaign

• Upload photo of your face – gets put on the flag

• Out-of-the-box thinking to drive engagement

• Example of unlimited creativity that social allows

3 percent

of campaign entrants

drive 100%

of additional engagement

The Promise

THE REALITY: Publishing to the Faceless

WHAT’S NEEDED: A Shift from the Faceless to Real People

Progressive Social Profiling

Behavior+ + + + +

Progressive Social Profiling

Target & Acquire Convert

AdsAdsAds

Click

Profile Data

Engage

Promotions & Content

Profile Data

Share

Profile Data

Right Message, Right Channel

YOUR BRAND

Meaningful Two-way Dialogue

YOUR BRAND

Social Powers the Customer Life Cycle

Awareness(Social Ads)

Engagement(Promotions)

Intent Purchase Support LoyaltyAdvocacy

(Word of Mouth)

Rich Social Profiles

Word of Mouth at Scale

Word of Mouth

Company Website

Print or TV Ad

92% 58% 47%

Nielsen, “Global Trust in Advertising Survey,” April 2012

Consumer Trust Index

Increase Purchase Intent

Source: “The Facebook Factor,” Forrester Research, April 2012

200%

130%

130%

550%

170%

150%

150%

400%

200%

180%

200%

390%

YOUR BRAND

Social Media MarketingWhat Works Today, What’s Needed for Tomorrow

Doug LairdCMO, Wildfire