business behind the buzz final feb 11
TRANSCRIPT
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
