chris baggott's oms presentation (2011)

Using Social Media Marketing to Drive New Customer Acquisition

Chris BaggottCEO/Co-Founder, Compendium@chrisbaggott

2/08/2011

Content From Anywhere To Anywhere

Source: 2010 COLLOQUY & DMA Social Media Study

Primary Social Media Objectives

I wish to use social for search…


Search’s Demand Curve

“Put differently, people who are members of online social networks are not so much networking as they are broadcasting their lives to an outer tier of acquaintances who aren’t necessarily inside the Dunbar circle. Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever."

Dunbar Circle

“Any page can be the entry page. . . . We have to rethink our approach to site design and user interaction based on the new world”

—Vanessa Fox

Old Web

New Web

So How Do We Get The Content?

Don’t trust anymedia over 10!

Hey, look! I’m a thought leader.

Marketing Communications Specialist

ContentCoordination

Specialist

Thousands of Categories

27,000,000 Monthly Google Searchers

29,000 Facebook Likes


Udi’s uses their Facebook page to invite 29,000 fans to be guest bloggers and win Udi’s merchandise.

Outlook Email

Employee Blogging& Stories

Volume / Traffic Correlation

500 landing pages built for SEO and conversion with dynamic CTA’s

• 33,700 visits in past 60 days• 82% First Time Visitors• 7% CTR• 140 Leads In August

Tweet directs people to

page where they can share what they’re

excited about.


Web-to-Post form collectsstories and facilitates

engagement.


Honolulu Package DealsHonolulu Tourist InformationHonolulu Travel PackageKahana Reef MauiKauai Honeymoon PackageKauai Travel PackagesAccommodations in KauaiCheapest Honolulu HotelsKauai Vacation ResortsKona Hawaii AccommodationsKona Resort Big Island HawaiiMaui Honeymoon HotelMotel in HawaiiWhere to Stay in OahuAir Flights to HonoluluDirect Flights to KauaiKauai AirfaresPhoenix to MauiBig Island Hawaii Vacation PackagesCheap Maui ActivitiesCheapest Hawaii VacationsCruising to Hawaii

Hawaii Travel ReviewsHawaii Vacation ReviewsHonolulu Hawaii Vacation PackagesKauai Honeymoon VacationLast Minute Hawaii Vacation PackagesMaui Honeymoon VacationsMaui Vacation GuideOahu Hawaii HoneymoonRomantic Hawaii VacationsHonolulu Package DealsHonolulu Tourist InformationHonolulu Travel PackageKahana Reef MauiKauai Honeymoon PackageKauai Travel PackagesAccommodations in KauaiCheapest Honolulu HotelsKauai Vacation ResortsKona Hawaii AccommodationsKona Resort Big Island HawaiiMaui Honeymoon HotelMotel in Hawaii

Targeting 17,065,560 Monthly Searches

Expedia beganReceiving storiesfrom customerswithin 1 minuteof sending email.

Customer is taken to a landing page where they can share their story via Compendium’s Web-to-Post form.

The story can be edited, approved, or declined in Compendium’s administrative layer.


The story is published to Expedia’s Organic Landing Page Network.

An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.

Consider this use-case: You sell trips to Hawaii. In your email database, you have the following categories:

* Families with little kids * Families with big kids * Families with grown kids * Retired Couples * Business People * Bride & Groom * Girls Trip * Guys Trip * Luxury Travelers * Budget Travelers * Adventure Travelers * Spa Travelers

Content From Anywhere To Anywhere

Average Click Through Rate of 16%

Add-on Bonus: Customers also posted on Trip Advisor

Total Campaign Traffic So Far

“What has Social Acquisition done for you?”

“I would simply say we have had over 700,000 people to our blogs in the last 18 months and 85% of them came from search engines. We get leads from these pages every day and we close

business from it every month.”

—Eric Eden, VP of Marketing at CVent


16%

9%

12%

18%

15%

16%

11%

16%

29%

Takeaway Points

• These Concepts Are Not New• Content Is Valuable• Social Is An Acquisition Tool

Thank You

Chris BaggottCEO/Co-founder, Compendium

[email protected]@ChrisBaggott

Using Social Media Marketing to Drive New Customer Acquisition

chris baggott's oms presentation (2011)

Technology