social media success stories
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Social Media Success Stories
Sionne Roberts
May 27, 2010
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Context
Online Marketing Optimization
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Social Media
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Social Media
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Success
What is the definition of success?
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Success
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Success
“Measurable and positive impact on
business outcomes.”
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Success
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Success
“Not everything that
counts can be measured.
Not everything that can
be measured counts.”
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Success
A. Proactive
B. Reactive
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Stories
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Stories
Telecommunications company.
International.
20,000+ employees.
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Started small.
Customer service focus.
Listening.
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Enlisted volunteers - from 7, up to 50.
Engaging, and sharing.
Managing workflow.
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June 2009: ““shoretel or avaya? Time for a new phone system very soon”
Responded within 15 minutes.
Referral to partner…
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$250K sales transaction!
“selected AVAYA as our new phone
system. Excited by the technology
and benefits”
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Social Media Success?
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Takeaways
Starting small IS an option.
Listen, share, be helpful.
Use tools & get organized
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Social Commerce Site.
“American Idol for t-shirt designs”
Vote, Submit, Buy.
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Very strong Community focus.
Social Media + “low-tech” industry.
Voice of the user.
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Takeaways
Simple is also effective.
Be genuine.
Embrace creativity.
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Social Media Success?
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Stories
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Second-largest Insurer in Canada
Part of Aviva plc - UK.
3,500 employees.
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5.5MM banner impressions; poor CTR
Paid Search = less than 1% of traffic
TV = 0.15% lift in site visits
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The PR Approach:
• Overall = 65,000,000 impressions
• 39,000,000 call-to-action impressions
• Print Articles: 203
• Online Articles: 287
• Broadcast Segments: 52
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A winning effort overall:
• 447,443 registered program participants
• ~6400 per day
• NUMBER OF REGISTERED PARTICIPANTS
EXCEEDED TARGET BY 1,118%
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Social Media “pass along” activity was key
• ~90% of global Aviva tweets were about
ACF
• 74.8% of all campaign traffic came as a
result of sharing by idea creators
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Takeaways
Social Media = effective “medium”.
Enlist your constituents in activity.
Go Viral.
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Social Media Success?
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Social Media Success Stories
Questions?
www.visability.ca
@sionneroberts
@visability_ca
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