social media case studies and education
DESCRIPTION
Social Media 101, Case studies and applicationsTRANSCRIPT
Leveraging Social Media A new addition to your marketing mix and
overall business strategy
Jim SchwabVP Business Development,
Alterian
Sept 9, 2009
Agenda
1. Changes in customer behavior Consumer technology adoption and the impact to marketers
2. What can we do? Social Media Monitoring
3. What not to do!
4. Applications & case studies. Social Studies Group 101 WorldWide Abraham Harrison
The world has changed for marketers
It's no longer about sending a message and expecting it to be heard
Consumers trust one another more than they trust corporations & marketers
Social media gives them a way to connect They consume — and are a part of — multiple media,
simultaneously They determine what is relevant — and will avoid your
communication if they don’t want to receive it
Explosion of Social Media
Insert YouTube video talking about the overwhelming explosion of Social media in society
Consumers view marketing as irrelevant
Consumers are overwhelmed
What can we do?Social media monitoring (SMM)
SMM, a new fast growing spaceConfusion among buyers
• What’s important? How to choose a vendor? Many new vendors every day.
Incredible growth the past 6-9 monthsForrester, Aberdeen and others are noticing
Twitter“i was just talking about this the other day - how ineffective/lame the new tropicana packaging is…”
Blog“if you really want to stretch your dollars you can use your registered starbucks card to buy an iced coffee and get a free refill….”
YouTube“just got my new toshiba netbook. seems to be working reat. will be nice to use this rather then lugging around my big dell….”
What can we do?Listen, measure & engage
Social Media success is about doing 3 key things
1. Listen
2. Measure
3. Engage
Social Media Monitoring covers 1 and 2 and enables 3
• But for all areas and channels not just social media
What can we do?Listen, measure & engage
What’s important in SMM technology?1. Broad coverage
Can you capture the most conversations? Across all various platforms?
2. Meta data & historical access Intelligence about the author.Benchmarking and trending.
3.Flexible and powerful analysisFunctionality across various applications.Can you get where you need to go?
Social media monitoringA complex technology
Typical SMM Applications Client survey results, bucketed into 10 categories
1. Listening / Monitoring
2. Reputation & Crisis Management
3. Engagement & outreach
4. Market Research
5. Influencer identification
6. Competitive analysis
7. Customer support
8. SEO and link building
9. Support Loyalty Programs
10. Augment mystery shopper programs
Where – are your consumers discussing online
What Can Listening Tell You About Your Brands and Your Competitors?
Who – are the key influencers out there
What Can Listening Tell You About Your Brands and Your Competitors?
What – is being talked about including tone and specific words
What Can Listening Tell You About Your Brands and Your Competitors?
Mood – are consumers currently positive or negative
What Can Listening Tell You About Your Brands and Your Competitors?
What not to do!!Social media marketing
Old rules don’t apply!! (I’m a convert!) Don’t be blatant in your sales approach via SM
• The clique applies here It’s about engagement!!
It’s not an event or one time project SM marketing is an ongoing process Don’t create a FB page & Twitter account and then never use them
Start with responding to negatives. Be genuine!!
Client Case Studies
Robert JK Gibbs, [email protected]+1 312 608 7985
Robert JK Gibbs, [email protected]+1 312 608 7985
Wendy Scherer, Founder [email protected]+1 202 715 3884
Wendy Scherer, Founder [email protected]+1 202 715 3884
Chris Abraham, President and [email protected]+1 202 352 5051
Chris Abraham, President and [email protected]+1 202 352 5051
The briefClient situation #1
OLX is the next generation of free online classifieds.
Increase brand recognition Increase media exposure Increase sales
The project
OLX is the next generation of free online classifieds.
Blogger outreach Online PR
OLX wanted to run a 4 month trial period
The paybackIncrease in volume, across languages
Abraham & Harrison tapped into SM2’s historical database to compare 2009 to 2008
Abraham & Harrison tapped into SM2’s historical database to compare 2009 to 2008
The paybackYear on year increase in the US
The payback and key learnings
OLX.com web traffic increased 40% over the 4 month trial
Abraham & Harrison renewed for 12 month contract Twitter accounts in 3 languages, 5 in 6 months
Other learnings: Asian bloggers blog in English, geo-map to Asia
region SM2 maps helped Abraham & Harrison land more int’l
clients
A leading fast food company wanted to gain deeper insights into the consumer response received from its nationwide launch of a variety of coffee products.
The briefClient situation #2
How this Could be Interpreted
author: supereen
I am having a skim latte from McDonalds that is better than Starbucks. And it cost me $3 for the medium.
Yeah, they’re delicious and a quarter of the price
eww I dont like them. The only one I like is iced hazelnut
I had an iced mocha there this morning. So worth $3.
I get the iced sugar free vanilla whenever I take Peter there for lunch
Such a bargain! And good coffee to boot
They are really good.
hmmmmm Must try
I'll have to try one next time. I LOVE iced coffee.
Residual Comments
Influence
Sales
Loyalty
Price
Opinion
Custom Metrics to Identify Trends
Example Discussion Cluster: McCafé
Taste +
Strengt
h
Brands
Value
Analyze Emotion& Sentiment
Sub-ClusterReporting
Product
SizeService
Impact on Campaign
Better targeted message & better messages Test period findings led to fine tuning final
campaign
Better targeting of health food and dairy influencersNeed better targeted messagingBuild their brand among these key influencers
Engage, education
The briefClient situation #3
Client situationThe Project
12 month audit of conversations, in depth analyticsReport and recommendations deliveredSegmentation and profiles built of key targets
Approval on recommended approach to influencersOutreach and PR program
Segmentations & Profile
Their Views:“..recent concerns about excessive dairy consumption and thepossible effects on health.”
Their Profile:“They heavily reference thewritings of Michael Pollan,who advocates natural foodproduction ……..generally recommendchoosing foods from a variety of food groups.”
Favorite web sitesMost used social media channels
The payback and key learnings
Based on initial work the company has built a team (in house and agency) to do SM engagement. Begun to specialize their team
Fantastic time saver in finding influencers Can’t be salesy – this is SOCIAL media
Education materials on diet data, nutrition, gluten free…etc.
Key component of the overall marketing mix and brand efforts Strive to be the knowledge leaders for diary related health foods
Market & thought leader type conversations have increased
Social Media and the Empowered Consumer
This Change is not GOING to HappenThis Change HAS Happened
Have You?
Thank you
Jim Schwab
+1.585.261.9433
@jimschwab
Sign up for a free SMM account.
SM2 Freemium http://sm2.techrigy.com