wildfire on the roi of social marketing

7/30/2019 Wildfire on the ROI of Social Marketing

1/15

WHY SOCIAL MARKETING WILL

DELIVER A POSITIVE ROI FOR YOUR

BRAND

How to use social media marketing to meet concrete

business objectives


2/15

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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2

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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4

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


7/15

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.]


8/15


6

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.


9/15

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


10/15


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?


11/15

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!


12/15


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.


13/15

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.


14/15


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.


15/15

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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