Download - Wildfire on the ROI of Social Marketing
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7/30/2019 Wildfire on the ROI of Social Marketing
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WHY SOCIAL MARKETING WILL
DELIVER A POSITIVE ROI FOR YOUR
BRAND
How to use social media marketing to meet concrete
business objectives
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Whitepaper | Why Social Marketing Will Deliver a Positive ROI for Your Brand
Contents
executive summary . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . 1
introduction. . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . 2
the numbers and backstory . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . 2
W ? . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . 2
Howdoessocialmediainuenceuserstorecommend
?. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . 2
Where your brand Wins With social media . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . 3
3PhasesofSocialMarketingforBrands . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. 3
GroW. . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . 3
Whatdoconsumersexpectwhenbecomingafan?. . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. 3
AdoptthesesocialmediamarketingtipsandGROWafancommunityaroundyourbrandwith
targetedadvertisingandoers . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . 3
GROWdoneright . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . 5
enGaGe . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . 6
Earnedmediaisthekeytounlockingthepowerofsocialforyourbrand . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . 7
AdoptthesesocialmediamarketingtipsandENGAGEusinganunprecedentedunderstandingofusers7
enGaGe f roi . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . 8
monetiZe. . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . 9
AdoptthesesocialmediamarketingtipsandMONETIZEusingthesocialsalesdimension . . . . . . . . . . . . . . . . . . . 9
MONETIZEtoConvert. . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . 11
conclusion . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . 12
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exeCutive summary
WhilemostmarketingchannelshavestandardizedmethodsforcalculatingROIorvalue,other
channels,likesocialmedia,canbehardertoquantify.Wecompiledthisreporttohelpyoubetter
understandhowsocialmediadeliversonrealbusinessobjectives,andhowtogetthemostvalue,
andhighestROI,fromyoursocialmarketingeorts.Accordingtoaseriesofrecentstudies,earnedmedia,whichistheunpaidpublicitycreatedbyusers
aboutyourbrand,istheuniquebenetofsocialmediamarketing.Itdeliversincrediblyhighvalueto
brandsbecauseitisbasedonatrustedrecommendationbetweenfriends,andsocialmarketingmakes
itpossibleforyourbrandtoseedthecreationofthismedia...atscale.
Infact,arecentstudyconductedbyFacebookandComScoredeterminedthatexposuretoearned
mediahadsignicantpositiveimpactonpurchasingbehavior:
Starbucksfansandfriendsoffansdemonstrateda38%liftinpurchasebehaviorwithin4weeks
ofexposuretoearnedmedia
Targetfansandfriendsoffanswere21%morelikelytopurchaseinTargetinthefourweeks
followingexposure
Thefactsaresimple:themoreearnedmediayourbrandgeneratesthroughengagingwithfans
andfollowersinsocialmedia,thehigheryourROIwillbe.Withinthispaper,wediscussthethree-
phasesocialmediacycleforbrands.Wellfocusonhowtounlockthepotentialofearnedmedia,
extendedreach,andhigherconversionsinsocial.Wellalsoreviewtheuniqueapproachessix
brandshavetakentoreachingacommonoutcomeofpositiveROIinsocial.
CONTROL TEST
4.5%
4.0%
3.5%
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
FANS FRIENDS OF FANS COMBINED
3.3%
4.0%
3.3%
3.9%
3.0%
3.8%
+19% +27% +21%
Target: Exposure to Earned Media on Facebook Drives 21%Lift in Online and Offline Purchases
Earned media, driven by social media networks like Facebook, has an incredible eect pc .
Csc f f c ( f f f, c ) p -f.
FANSIndex of 100 = Segment spend as much,on average, as thegeneral population
FRIENDS OF FANS
250
200
150
100
50
0AMAZON BEST BUY TARGET WALMART
209
108
231
204 197
151 160
116
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Whitepaper | Why Social Marketing Will Deliver a Positive ROI for Your Brand
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Whereareyourconsumers(bothcurrentandpotential)
spendingtheirtime?Themostcurrentnumbersdepicting
activepopulationsofusersonsocialnetworksarestaggering.
Facebookisthelargestnetworkwith901MMusers.When
Facebooksuserbasegrowstoonebillionuserswhichitwil
doshortlytheactiveuserpopulationwillberepresentativeone-halfoftheworldsinternetusers!
IfoneineverytwopeopleintheWorldthathasaninternet
connectionisalsoaFacebookuser,howcanyouaordtoden
thevalueofsocialmediatoyourmarketingstrategy?
Furthermore,socialprolesarebeginningtooutpacebranded
websitesasthego-tolocationsforuserinteractionwithabran
Infact,accordingtoComScore,theSkittlesbrandwebsite(ww
skittles.com)attracted23,000U.S.uniquevisitorsinMarch20
whiletheSkittlesbrandpageonFacebook(www.facebook.com
skittles)attracted320,000visitors.Thats14timesasmanyvis
toSkittlesonFacebookastoSkittles.com.Manybrandsare
seeingthissametrend.
How does social media inuence users to recommend
and buy?
[Figure 1.1: MarketForce study analyzing inuence of social media on user actions.]
Howareusersaectedbysocialmedia?Doeshavingamassiv
populationofconsumerscongregatingandinteractingwitha
socialnetworkinuencetheiractionsinanyway?Greatnews:
itdoes,andverysignicantly.Accordingtoastudyof12,000
consumersconductedin2012byMarketforce:
80%ofusersclaimthatbecauseofsocialmedia,Iammore
likelytotrynewthingsbasedonfriendssuggestions.
Inadditiontotryingnewthings,72%arealsomoreproneto
switchingsidesandmakingrecommendationstoencourage
theirownfriendstotrynewproducts.
Youmaystillwonder:but,aLikeisnotapurchase,or
thatfansaredierentfromcustomers.Furtheranalysisby
Marketforceanalyzestheimpactofsocialmediaonpurchasin
decisions,specically:
81%ofrespondentsindicatethatpostsbyfriendsdirectly
inuencetheirpurchasedecision.
78%ofrespondentsindicatethatpostsbycompaniesdirect
inuencetheirpurchasedecision.
introduCtionThemostpressingquestioninthesocialmediamarketing
industryrevolvesaroundROI.Whatisthereturnoninvestment
ofmysocialmediainitiatives?Whatisthevalueofasocial
FacebookfanorTwitterfollower?WhilethedenitionofROI
(revenueminusexpenses/expenses)isfairlystraightforward,understandinghowtomeasurethevalueofsocialmarketing
roi .
ROIcanonlybedenedwhenyouunderstandwhatresults
providevaluetoyourbrand.Afterall,thereturnofanewLike
onFacebookisincalculableunlessyouvealreadyassigneda
valuetoLikes(fans,comments,oranyotheractivity).
ROIisameasureofvalue.Whatvaluedoessocialbringtoyour
brand?First,wewilllookatavarietyofsocialmediamarketing
studiesinordertounderstandthebevyofwayssocialcanlift
yourbrand.Next,wewillexplorethesocialmediamarketing
successcycle,a3-phasemodelofgrowth,engagement,and
monetization.Finally,noreportonROIwouldbecomplete
withoutreal-worldexamples.Withineachsuccessphase,we
haveincluded2casestudiestounderstandhowthesebrands
structuredtheirsocialmarketingapproachestoresultin
positiveROI.
the numbers and baCkstoryTounderstandtheuniqueopportunitiesforbusinesssuccess
oeredbysocialmedia,weneedtohaveanunderstanding
ofthesocialmarketinglandscape.Whereareusersspending
theirtime,whataretheydoing,andhowaretheseactivities
impactingtheirinteractionswithbrandsandbusinesses?
Where are your consumers?
[Figure 1.0: Active Users Across Social Networks.]
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GrowInthegrowthphase,yoursuccessmetricisverysimplefan
count.Whenthegoalsyousetsoundlikethefollowing,youre
growthmode:
5,000newfansbytheconclusionofthispromotion 15%increaseinthefanbasebyQ3
Doublethefanbasebytheendoftheyear
Inordertogrowyourfanbaseandrecognizesomeofthe
businessbenetsoutlinedabove,itisnecessarytounderstan
whatusersarethinkingwhentheycommittheiranitytoyou
brandonasocialnetwork.
What do consumers expect when becoming a fan?
Socialnetworkuserscanbeprettyexplicitaboutwhattheir
expectationsareofbrandsinexchangeforcommittingtoLik
orfollow.InarecentstudyconductedbyLithium,inconjunctiwiththeChiefMarketingCouncil,whenconsumerswereaske
whattheyexpectwhenbecomingafanorfollowerofabran
thetop3expectationsare:
1. Tobeeligibleforexclusiveoersandcontent(67%)
2. Tointeractwithothercustomersandsharemy
experience(60%)
3. Tondgames,promotions,andotherunique
experiences(57%)
Understandingusersexpectationsisanimportantfactorin
shapingyoursocialmarketingstrategy.Ifyoucanmeetor
exceedthoseexpectations(bearinggiftsofexclusivecontent,oers,promotions,andinterestinginteractions)youcan
stimulatethegrowthofanactiveandengagedcommunity.
Oncethefanbaseisactivatedandtruststhebrand,youcan
unleashmonetizationinitiatives.Thistri-phaseapproach
tosocialmarketingisconsistentforallbrandsonceyou
understandthethreedistinctphasesofsocialmediamarketin
youcancatereveryplannedinitiativetoalignwiththegoalsa
successmetricsrelevanttoit.
Adopt these social media marketing tips and GROW a fan
community around your brand with targeted advertising
and oers
Theadoptionofsocialmediamarketingintoyourorganization
createsmanybusinessbenets.Herearethreetipsforhowto
usesocialmediamarketingtoachievegrowthofyourbrand
throughsocialchannels.
Usersarelistening,andtheypayattentionandreacttothe
thingstheyhearviasocialmedia.
Ifthisremarkablyactiveandengagedcommunityofusers
doesntconvinceyoutotakeactionwithsocialmediamarketing,
thenthesestatisticswill: 42%ofusersclaimthatbecauseofsocialmedia,theyare
morelikelytoshareanynegativeexperienceswithbrandsor
products.
32%saytheyaremorelikelytonotbuycertainproducts
because[they]learnedofanegativecustomerexperience
throughsocialchannels.
Thepowerofsocialmediaisindisputable.Ifyourbusiness
hasntbeenconvincedofthevalueyet,theguresabove
demonstratethatbeingamarketinglaggardcanhurtyour
brandconsumershavedeclared(andquitepublicly)thatthey
arecomfortablewithhavinginteractionsaboutbrandsusing
socialmedia.Ifyourbrandisntapartoftheseconversations,
usersarecontenttohavethemwithoutyou,leavingyouwith
littlecontroloverthetonetakenbythecommunityorthe
messagesbeingspreadaboutyourbrand.
where your brand wins with soCial mediaTheremainderofthepaperwillfocusonunderstandingtheexpectationsoftheseusersandhowyourbrandcanapproach
thoseexpectationsfromtheframeworkofthe3phasesofsocial
marketing.Bywalkingthroughthevarietyofbusinessbenets
socialmediamarketingoersyourbrand,wewilllayasolid
foundationforunderstandingwhereyoucandrawpositiveROI
fromsocialmarketing,bothimmediatelyandinthelongterm.
3 Phases of Social Marketing for Brands
Overthepast250,000+socialmediamarketingcampaignsthat
Wildrehaspoweredforover15,000customers,wehaveseen
thatsocialmediamarketinginitiativescanbeseparatedinto
3phases.These3phasesarecyclical,anditisimportanttorecognizewhichphaseyourimmediatemarketinggoalsaddress
toknowhowtoscoreyourselfattheconclusionofyour
campaignsandtomeasureROI.
[Fg 2.0: sc g pc g 3 cccphases.]
42% of users claim that because of
social media, they are more likely to
share any negative experiences with
brands or products.
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Whitepaper | Why Social Marketing Will Deliver a Positive ROI for Your Brand
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thecompanyonthenetworkbyutilizingcontentcreatedfor
awomensleadershipgroupsponsoredbyCiti.Finally,the
YouTubeadvertisementsthatshowupwhenausersearchesf
makeuparetwovideosaboutmakeup,createdasrealconte
forpopularbrandsMACandClinique.
2. Run exclusive promotions and special oers, catered to new
fans and friends of fans, encouraging viral spread.
Usershavedeclaredwhattheywantfromyourbrandwhen
theyjoinyouasafollower(seepage3)accesstospecial
promotions,exclusiveoers,specialcontent,andthelike.
Socialmediaenablesyourbrandtogrowcommunitiesaround
thisspeciallydevelopedcontent,andinmostcases,gatetha
contentexclusivelyforusersthatselectivelyenterthroughthe
gatebybecomingafan.
ChevysFreshMexdemonstratesonestrategyforaddressing
thisopportunity:runningapromotiononitsFacebookpage
thatawardsprizestowinnersdaily.Thispresentstheuserwithareasontoreturntothefanpageoften,evenafter
becomingafan(whichhehadtodoinordertoenteratall)
hedidntwintoday,hemaytrytomorrow,ashisoddsarenot
.
[Fg 3.1: C F m p, cgg cbecoming a fan in order to participate, and return often to keep trying to win.]
3. Systematize growth by launching the same campaigns across
all social networks, maximizing coverage and integrating your
social marketing eorts.
Keepingaconsistentmarketingmessage,theme,tone,and
purposeacrosseverymarketingchannelisadicultbut
rewardingtaskthat,whenexecutedproperly,resonatesincredib
wellwithusers.Howcanyoutell?Companiesthatmanage
theirintegratedmarketingstrategysuccessfullytendtohave
theirmessagestick.Forexample,accordingtoBusinessWeek,
mostpeople,whenpolled,areabletoinstantlyrecallthebrand
associatedwiththefamoussloganJustdoit.SameforThink
dierent,andYoureingoodhands.Howdidyoudo?
Integrationofyourbrandsmarketingmessageshouldspan
acrossallthesocialprolesyourbrandmaintains.Social
1. Use a paid content strategy to drive new trac to your brand
in addition to word of mouth.
Themajorsocialnetworks,includingFacebook,YouTube,
LinkedIn,andTwitter,haverobustadvertisingplatformsbuilt
intothemarketingexperience.Socialmediamarketingismovingtheindustrywithaconstantlyevolvingadvertising
formatwhereinthecontentisthead.Eachsocialnetwork
enablesbrandstocreateadvertisingoutofusergenerated
content,enablingtheendorsementofearnedmedia.This
considerablyincreasesreach,creatingascalablewayto
promotedigitalwordofmouth.
[Fg 3.0: sc g p f f pmedia, where the content is the ad.]
Inthethreeexamplespictured,eachsocialnetworkuses
contentcreatedorsubmittedbyusersaspartoftheadvertising
endorsement.Nestlepromotesapostthatwaspublishedto
itsfanpagewall,alongsideanexplicitendorsementofthe
brandbyfriendsofthispapersauthor.Starbuckspromotes
atweetoriginallycreatedbyuserbradnelson.LinkedIn
allowsCitithecapabilityofadvertisingasocialconnectionto
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GROW done right
Study,theory,andanalysisisonething,butrealworld
applicationisthecherryonthesundae.Thefollowingtwo
examplesdemonstratecompaniessuccessfullycreatingposit
ROIwithsocialinitiativesintheGrowthphase.
CanvasPop
who:CanvasPopisacanvasphotoprintingservice.A
customercanuploadaphotooranytypeofimage,and
CanvasPoprendersitoncanvas,creatingartworkthatcan
behung.
what: CanvasPopwantedtorunagrouppromotiononit
Facebookpagetobuildbrandengagementbyencouragin
fanconversationandpromotingcontentsharing.The
companyalsosoughttomonetizeitsFacebookfanbase
withitsgroupdealbyoeringdiscountsonCanvasPop
products,exclusivetoitsfanbase.
UsingWildre,CanvasPopranathree-daySummerGroup
Deal.SimilartoaGroupon,thisapplicationoeredupan
exclusive-to-Facebookrateof55%oacanvasprintjob,b
onlyifthegroupdealthresholdwasreached.CanvasPop
aimedtosell20commitmentsoverthethreedays.
result: Theresultsofthepromotionwentwayoverthis
thresholdCanvasPopendedupselling513 deals in jus
three days.ThebuzzaroundthedealledtoCanvasPops
Facebookpageseeingnearly3,000visits,whichalsodrov
signicantamountoftractoitswebsite.
Aninterestingsidenoteisthatoverthethreeday
promotion,CanvasPopwon700newfans.Thisis
particularlyintriguingbecauseitwasnotmandatoryto
marketingsoftwarewillenablebrandstolaunchandreplicate
brandingeortsquicklyandeciently,acrossallrelevant
networks,thatareconsistenttotheintegratedmarketingplan.
SoDelicious,adairy-freedessertandmilkalternativebrand,
executedawellintegratedmarketingplanover100daysin2011.Thethemewas100daysofchange,promotinghealthful
lifestylesandnutritionalchoices,withcelebritytnessguru
JillianMichaelsasthespokespersonforthecampaign.So
Deliciousdeployedtheintegratedcampaigninaconsistent
manneracrosstraditional,digital,andsocialmarketing,
includingtheprint,localevent,productdesign,andFacebook
campaignsdepictedhere.Theresultsofthesocialmedia
componentoftheSoDelicious100DaysofChangeinitiative
areincludedasacasestudyinthenextsectionofthispaper.
[Fg 3.2: s dc 100- g g g cpg 100 d f Cg. t cpg p pc g, ,demonstrates the integrated message, creative, and tone across channels.]
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result:FueledinpartbySoDeliciousconcurrent
integratedadvertisingcampaign,the100DaysofChange
giveawaywasanincrediblesuccess.Overthethree-mont
promotionperiod,SoDelicioussawasignicantreturnon
itsinvestment:it experienced two of its most successfu
sales days ever, and ultimately increased its categoryshare by 60% and sales units by 74%. s d
enjoyedasizablegrowthinitsFacebookfanbasewhich
grewbymorethan1,000%.Intotal,100DaysofChange
received322,664entries,averaging3,226entriesperday.
enGaGeEngagementisanentirelydierentanimalthangrowth.We
oftenndthatourclientsdevotealotoftimetoplanning
outintricatecampaignplansforgrowingtheirfanbase,but
neglecttoplanappropriatelyfortheengagementphase.Lack
engagementinitiativesmeansfanshearlessfromyouandha
littlereasontoreturntoyourpage.Lessengagedfanstransla
tolessreach.Themorefansyoulosetodisinterest,theless
fansthatultimatelyseeyourmessaging,duetothefactthat
Facebookscontentsortingalgorithm(calledEdgeRank;read
moreabouthowitworks)allocatesreachlargelyinline
withhowengagingyourbrandis.
Successfulengagementinitiativesresultinsignicantbusines
benetsincluding:
Increasedword-of-mouth
Increasedearnedmediabenets
Brandliftandincreasedawareness
Brandadvocacyandloyalty
Themostvaluablebusinessbenetthatemergesfromsocial
mediamarketingisearnedmedia.Tounderstandwhy,its
importanttounderstandthattherearethreetypesofmarket
content:Paid, Owned, and Earned. sf w
socialprolepagesburstingwithcompellingcontentandactiv
communityconversations.Theydrivetracandattentionto
theseownedpropertieswithacarefullyplannedpaidmedia
strategy,craftingadvertisementstoemphasizeandinuence
avarietyofend-useractions.Andhopefullybrandsaregetting
earnedmediaaswell:thisisthecoverageyoucantbuy,and
includesmentions,recommendationsandsharesgeneratedb
userswhoaresoengagedbyyourbrandedcontentthattheycompelledtoshareitwiththeworld(or,theirrespectivesocia
networkworld).Andwhen90percentofinternetuserssaytha
theyndarecommendationfromafriendtrustworthy(Nielse
brandswantalltheearnedmediatheycanget.
becomeafaninordertotakepartinthespecialdeal
whatlikelyhappenedinsteadisthatusers,excitedby
thegreatvalue,committedtheirLiketoCanvasPop,
subscribingthemselvestotheinsidersclubofFacebook
fansinordertobeonthelistoffolkstondoutvianews
feedupdatesthenexttimeadeallikethiswasoeredup.
So Delicious
who: TurtleMountainLLC,aprivatelyheldnaturalfoods
companyheadquarteredinOregon,isthecreatoroftheSoDeliciousDairyFreebrand.TheSoDeliciousbrandincludes
dairyfree,soy,andcoconut-basedproductssuchasmilk,
yogurt,andicecream.
what:SoDeliciouscollaboratedwithSterling-RiceGroup
todesignits100DaysofChangeWildregiveaway.So
Deliciouswantedtoencourageuserstoembraceand
celebratepositivepersonalchange,createnewbrand
advocates,andexpanditsfanbase.Toattractandinteract
withawideaudience,SoDeliciouspairedits100Daysof
Changesocialpromotionwithacomprehensiveintegrated
printandpoint-of-saleadvertisingcampaign.
SoDeliciousranaseriesofdailysweepstakesencouraging
userstoembracepositivepersonalchangeandfollowthe
leadofSoDeliciousbrandspokespersonandhealthand
wellnessexpert,JillianMichaels.Eachday,thesweepstakes
oeredprizespromptingthewinnertochangehisorher
lifeforthebetter,likeyogamats,waterlters,iPads,and
treadmills.Oneluckywinnerreceivedagrandprizetripto
KohSamui,Thailand.The most valuable business benet
that emerges from social media
marketing is earned media.
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Adopt these social media marketing tips and ENGAGE usin
an unprecedented understanding of users
1. With traditional marketing, you choose media placement
based on predicted demographic proles, historical population
and projected gures.
Atraditionaldigitalmarketingnetworkprovideshistorical
statisticsaboutpopulationsofuserswithcertaininterests.But
whatelsedoyouknowaboutthetness,diet,health,and
wellnessadvocatesthatyourepromisedtoreachbyusingthi
marketingchannel?Ifthetnessorienteduserisactuallyalso
carenthusiast,orunemployed,orcurrentlyastudent,wouldt
digitalmarketingnetworkparsethisinformationforyouruse?
Wouldntitbeproductivetoyourstrategytoknowmoreabout
userssocialprole?
Socialmedianetworksknowalotabouttheirusers.Whena
branddevelopscustomapplicationsforthesenetworks,orru
advertisingwithinthem,thebrandcanpotentiallyhaveaccesstoamuchrichercacheofinformationabouttheuser(withthe
permission,ofcourse.)Usingthisinformationwhencraftinga
contentstrategycanbebenecial,asdierenttypesofusers
willlikelyengagewithdierentcontentinitiatives.Socialmedi
providesmoreinsightintoconsumersthanhaseverbeen
availablebefore.
[Figure 3.3: The digital network can oer historical populations of users reached, bhow much deeper can the user prole go?]
2. For the rst time, your audience is telling you exactly who it i
Socialmediaallowsuserstotelltheworldwhotheyare.Users
arellingouttheirownproles,anddeclaringtothenetwork
(anditsadvertisersandbrands)whatregiontheylivein,what
theirinterestsare,whotheirfriendsare,andlimitlessother
Theresacatchthough:youcantbuyorcreateearned
mediadirectly.YourbrandsFacebookpagewillonlyspawn
earnedmedia(likes,sharesandcomments)ifyourun
marketingcampaignsthatareoptimizedforengagement
andsharingactivity.
Earned media is the key to unlocking the power of social for
your brand
ArecentstudyconductedbyFacebookandComScoreprovided
someofthemostcompellingstatisticsweveseenregarding
thevalueofearnedmedia.Recognizingthatmanymarketers
todaydonotfeelwell-equippedtoeectivelymeasuresocial
marketingROI,ComScoredevisedascienticresearch
experimentthatwouldmeasureliftfromearnedmedia
exposure.Theexperimentwasperformedfortwobrands,to
measuretwodierentuserbehaviors:
Starbucks:tomeasuretheeectofearnedmediaexposure
onin-storepurchasing
Target:tomeasuretheeectofearnedmediaexposureon
in-storeandonlinepurchasing
Forbothexperiments,theeectsofexposuretoearnedmedia
hadstatisticallysignicantpositiveimpactsonpurchasing
behaviors.Infact,Starbucksfansandfriendsoffans
demonstrateda38%liftinpurchasebehaviorwithin4weeks
ofexposuretoearnedmedia(comparedtothecontrolgroup).
TheTargetfansandfriendsoffanswere19%morelikelyto
purchaseinTargetinthefourweeksfollowingexposure.
Tocapitalizeontheincredibleeectsthatearnedmediacan
haveonyourbrandthough,youhavetostartsomewherewithafanbase.Earnedmediacancomefromanyuserthat
choosestotellastoryaboutyourbrandtotheirfriends.They
dothisbyLikingastatusupdateoraphoto,commentingon
yourpage,interactingwithyourapplications,orjusttagging
yourbrandinapost.Themostcommonsourceofthisactivity
f f.
So,howcanyougetmoreearnedmedia?Bylookingatsuccess
strategiesforbrandsintheengagementphaseofsocialmedia
marketing,ofcourse!
Starbucks fans and friends of fans
demonstrated a 38% lift in purchase
behavior within 4 weeks of exposure to
earned media
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Whitepaper | Why Social Marketing Will Deliver a Positive ROI for Your Brand
8
ENGAGE for ROI
Thetwocasestudiesofcompaniesthatsuccessfullydrew
positiveROIresultsfromtheirEngagephaseofsocial
initiativesarefromdierentpartsoftheworld.Thatdidnta
theresultsofeachcampaign,provingthatengagementbreed
trust,earnedmedia,andadvocacydespitedierentlanguage
regions,andusers.
iek Sepeti
who: iekSepetiisTurkeysleadingonlineowerstore
andgift-givingcompany.
what:Whileitse-commercewebsitealreadyhad
signicanttraction(itreceivesmorethan15,000visitorsandapproximately2,000ordersdaily),iekSepetiwante
togrowitsfanbaseandincreasefanengagementon
Facebook.Thecompanyhadalsorecentlyintroduced
severalnewproducts,andsoughttopublicizethemusing
.
iekSepetiusedWildretoolstorunmorethanadozen
campaigns,includingquizzes,trivia,coupons,contests,
andsweepstakes,designedtokick-startfangrowthand
promotecontinuedengagement.Foroneparticularly
successfulcampaign,iekSepetiusedaquizapplication
toposelight-heartedquestionstoitsmaleaudienceabou
theirromanticbehaviors.Forinstance,onequestionstated,Yourspousesbirthdayoccursthesamedayasa
championshipsportsgame--whatwillyoudo?
result: Thecompanycreditedoneofitsquizzeswitha
click-throughrate20timesgreaterthanstandardFaceboo
ads.Onthedaythequizlaunched,iekSepetidoubled
itsPeopleTalkingAboutThiscount,akeyengagement
metric.Thepromotionranforfourweeks,duringwhich
timetheonlineretailerrecognizeda 20% increase in
its monthly revenue,andmorethan38,000visitstoits
Facebookpage.Bythetimeitended,thequizhadreceive
morethan17,000entriesandyieldedover450Likes.
informationtheychoosetoshare.OnLinkedIn,theyresharing
theireducationalandprofessionalpursuits.OnPinterest,theyre
sharingtheirstyleandaspirations,andonTwittertheyresharing
contentthatintereststhem.Savvybrandsareonthelookout
fortechnologythatcompilesthesesocialprolestogetherand
enablesbrandstoprovideatrulycustomizedexperienceforeachuser.Giventheincrediblespeedofdevelopmentinthis
industry,goingfromcommunicatingtothefacelesstoputting
facesonoursocialconsumersisnotalongwayaway.
[Figure 3.4: Similar to traditional lead generation techniques, users can ll out all of f g cc c c ppcwithin them, like this custom whitepaper download application on the Wildre fanpage.]
3. Proling of user interests, friend lists, employment, education,
industry, geography, groups, aliations, style, (and more)
enables a rich understanding of your consumer.
Eachsocialnetworkhasauniquesetofinformationaboutthe
usersengagedwithinit.LinkedInknowsusersemployment
histories,industry,seniority,region,educationlevel,andmore.
Facebookknowstheusersfriendsandwhattheyreinterested
in,whatplacestheuserhaspreviouslycheckedinto,and
brandstheuserthinksarecool.Pinteresthasarunninglistof
everyitemontheinternetthattheusertooktimeenoughto
pintodemonstratetheirinterestsandstyle.Howmuchmore
powerfulwouldyourmarketingstrategybeifyoucouldaccess
amoreuniedsocialproleofyourconsumers,aggregating
informationaboutyourcustomersacrosssocialnetworks?
Combiningthissocialdatawithdataaboutusersinteractions
withyourbrand(havetheypurchasedinthelast3months?
Havetheyclaimedbutnotredeemedacouponinthelastyear?)
canpotentiallycreatetheleveloftargetingthatwillnurtureyourcommunitiesofadvocatesintoaction.
How much more powerful would your
marketing strategy be if you could
access a more unied social prole
of your consumers, aggregating
information about your customers
across social networks?
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monetiZeAsafanbuildstrustandengagementwithabrandthrough
itssocialchannels,theywillmovetowardsmonetizationand
advocacy.Asuccessfulapproachtomonetizingyoursocial
channelpresenceleadstomeasurablebusinessbenetssuch
collectionofhigh-qualityleads
leadconversiontosales
purchasingbehaviors
accountretention
Ismonetizingyoursocialchannelaseasyaslaunchingan
electronicshoppingcart?Ifonly!Weveoutlinedsomeimporta
tipstoconsiderwhenyourbrandiscontemplatingitsapproac
totheMonetizephaseofsocialmediamarketing.
Adopt these social media marketing tips and MONETIZE
using the social sales dimension1. Users expect specic activities when theyre interacting
with social networks your typical e-commerce shopping cart
solutions are not intriguing in this medium.
InDecember2010JCPenneylauncheditsrstecommercesto
onFacebook,makingwavesinthepressforbreakingground.
Withinayear,however,thatversionofthestorefrontwas
removedfromtheFacebookpage.Now,anevolvedshopping
appisliveonthefanpage,drivingtractothesiteusing
dierentsocialfeatureslikeMakeityourown,whichuses
proleinformationtodisplayoersthat(nowrebranded)jcp
considersrelevanttotheuser,personally.Sociale-commerce
addsanewdimensiontoshoppingactivities,andbrandsthatembracethisdimensionwillndsuccessinthenewindustry.
[Figure 3.5: JCPenneys original approach to F-Commerce.]
Blowsh Shoes
who: Blowshshoesisashoedesignerandretailer
headquarteredinSantaMonica,California.
what: Blowshwantedtoexpanditsemaildatabaseand
growandengageitsfanbase.Italsosoughttoattract
newfanswhoalignedwiththebrandcreative,original
andyouthful.Blowshcreatedadigitalsweepstakes
togiveawayapairofshoestoanewcustomerevery
dayforayear.Sincebuildingitsemaildatabasewas
acriticalobjective,Blowshmadesuretodevelopan
entryformthatpromptedentrantstoprovidetheiremail
addresses.Blowshalsosupporteditssweepstakesby
runningtargetedFacebookadsandaYouTubepromotion
announcingtheweeklywinners.Thecompanyputalotof
socialmediasavvybehinditspromotion,creatingfunand
quirkyweeklyvideosanimatingapairofshoeswalking
intoaboxandbeingshippedtothatweekswinner.These
personality-infusedeortsresonatedhighlywithBlowsh
fansandfollowers,inuencinghighengagementandreturn
ratestothepromotion.
result:Duringthe12-monthpromotionalduration,
Blowsh increased its email database by 865%, and
grew its Facebook fan base by a remarkable 2,488%. t
analyticsfurthershowedthat64%ofcontestantsvoluntarily
continuedtobrowseBlowshsshoecollectionafterenteringthesweepstakes,andthatnearly half of all sales
transactions during the promotion period involved
contestants.Thepromotionwentsowellbyallaccounts
thatBlowshendeduprunningitasecondtime,callingit
theirSecondAnnualShoe-a-DayGiveaway!
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10
[Fg 3.7: oc d l r c F-cc ppc pc g f pg
else in the world.]
3. Use advanced demographic and psychographic proling
with segmentation strategies to oer users personalized and
meaningful experiences.
Withaccesstomoreinformationthaneverbeforeaboutusers
successfulmonetizationtacticsshouldstrivetoincorporate
prolingandsegmentationtechniques.Auniedsocialprole
willenableyourbrandtoknowwhichofitsfansalsoLike
yourcompetitors,orwhichofthosefanshavebeendormant
inthepastquarter.Createmonetizationeortsbasedon
thisinformation,tospeedthepathtoconversionorrepeat
purchase.
[Fg 3.6: jcp ppc c cc, g cz your own feature that mixes up the shopping experience per user.]
2. Social selling involves activity with friends, gamication of
sales, or special oers exclusive to the fan community.
Anidealsocialsellingexperienceshouldoerauserelements
ofthesameexpectationstheysetforbrandswhenbecoming
afan.Weknowuserswantexclusivecontent,customoers,
andspecialpromotions.Howcanyourbrandintegratetheseuserdesiresintosellinginitiatives?Onegreatexamplecomes
fromOscarDeLaRentasFacebookfanpage.Thefanpagehas
acustomapplicationcalledShopExclusivesthatenablesusers
oncepermonthtobuyoneitemthroughtheFacebookinterface
thatiscompletelyunavailableanywhereelseintheworld.
Duringthemonththatthispaperwaswritten,theexclusive
shoppingexperiencefeaturedastylishnotebookcalledthe
BaubleBook,a$39purchaseavailabletoFacebookfansonly.
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HauteLook
who:HauteLookisanonlineprivatesalesitethatfeature
limited-timesaleevents.Everyday,HauteLookpartners
withpremiumfashionandlifestylebrandstocreatepriva
upscalesaleevents.
what:HauteLookwantedtoattractnewuserstotheirfa
pageaswellasinuencefanstovisitthewebsitebyusing
anincentivetomakeapurchase.HauteLookusedWildre
torunanInstantWincampaignwhichranforjustsevendaysontheirFacebookFanPage,mimickingtheurgency
thatHauteLookslimited-timesalesinciteinmembers.
Facebookusersneededtobecomeafaninordertoredee
thecoupon,whichrevealedwhattheywon.
MONETIZE to Convert
Thetwocasestudiesfeaturedbelowdemonstratebrandsthat
createdoersofhighvalueforusers,andanevenhighervalue
forthesebusinesses.
Eye City
who: Foundedin1996,EyeCityVisionisaLasikeye
surgerycliniclocatedinTexas.EyeCityprovidespatients
withcompleteeyecare,eyewear,cataractcare,andLasikin
onelocation.
what:SinceLasikpurchaseshadbeendownduetothe
recession,EyeCityVisionhadalreadyexperimentedwith
printadvertising,onlineadvertising,anditswebsiteto
generateawarenessofitsoerings.Lookingtogrowits
business,EyeCityVisionwantedtoleveragethepowerof
socialmediaanddrivetractoEyeCityVision.
EyeCityVisionusedWildretolauncha6-monthlong
couponcampaign.Thecouponprovidedindividualswho
visitedandclaimedthevoucherontheEyeCityVisionfan
pagea$1,000odiscountonLasik.
result:Duringthepromotioncycle,EyeCityVisionhad
itstwo highest sales monthssincethecompanywas
foundedin1996,withsales up more than 40% from
prior year.ThoughEyeCityVisionhadbeensuccessful
inrunningcouponsthroughprintadvertisingaswell,the
companycitedthathavingcouponsaccessibleviaFacebook
wasasignicantandpowerfulforcefortheirbusiness.Thecouponwasclaimedby373users,impressivesincethe
oerfortheclinicisonlyrelevantforatwolocationsthat
servecentralTexas.
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Whitepaper | Why Social Marketing Will Deliver a Positive ROI for Your Brand
12
ConClusionYouunderstandthatsuccessfulsocialmediainitiativesstart
withanalignmenttothesocialmediamarketingphasethe
brandisin.Youvemasteredanunderstandingofthepowerfu
waysinwhichyoucanusesocialmediatogrowyourbrandan
driverealbusinessresults.Youvethoughtthroughengagemestrategies.Andyouveevenusheredinbuyingactivityfromyo
fanswhoarepartofyourtrustworthycommunity.
Thisthree-phaseframeworkiscyclical.Continuedengagement
withusersenablesactions,stories,andmessagestospread
throughfansnetworksandattractfriendsoffanstothebrand
page(generatingearnedmedia),helpingtoleadintogrowth
initiativesagain.Followthisframeworkandkeystakeholders
withinyourbusinesswillrecognizethevalueandROIdelivered
throughouteachstepofthisvirtuouscycle.
Fromtheusersperspective,thisapplicationseemedlikea
scratch-olotterycardafterllingouttheentryformwith
theuserspersonaldetails,shewouldbeservedherlottery
cardwithherwinnings.Everycardhadavalue,from10%
oanHauteLookpurchase,tothemorecovetedBuyone
getonefreeitemvoucher,tothebiggestprizeofall:one$10,000giveaway.
result:Overthesevendaysofthecouponcampaign,the
HauteLookFanPagesfanbaseincreasedby4,200newfans
whoclaimednearly3,800coupons.Todate,21%ofthe
couponswereredeemedbyrst-timeHauteLookbuyers.In
addition,19%ofthecouponsthatwereclaimedweredone
sobydormantbuyers,ormembersoftheHauteLooksite
thathadbeeninactiveforacertainnumberofmonths.
Asaresultofthissocialsellingcampaign,HauteLook
generated $30,000 in revenue and a 250% ROI net of all
campaign and marketing costs.
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Whitepaper | Why Social Marketing Will Deliver a Positive ROI for our Brand
Wildre is a powerful, easy-to-use social marketing platform
to grow, engage and monetize your audience across social
networks.
Learn how we can help you today!
888.274.0929 ext 2www.wildreapp.com
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