Social Media (based) Marketing

1. Social Media (based) Marketing Dave Evans, Author, “Social Media Marketing: An Hour a Day” Co-founder, Digital Voodoo Principal, Social Web Strategies Strategy Partner, FG SQUARED Member, Bootstrap Austin Bootstrap Austin

2. Why Social Media? “I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings.” --Tim Berners Lee, 1995

3. Marketing Challenges • Reputation is everything • Engagement is critical • Conversations impact the sales process • Media fragmentation • Ad avoidance • Challenging economy • Social Media = Hot Topic

4. The Start of Spam • April 1994 • Green Card Lottery • Via Usenet The difference this time was a sense of ownership of one’s mailbox, and the realization that individual control was a viable option.

5. The Current Landscape As people take control over their data while spreading their Web presence, they are not looking for privacy, but for recognition as individuals. This will eventually change the whole world of advertising. - Esther Dyson, 2008

6. Experience Drives Everything

7. The Social Feedback Cycleand the Purchase Funnel

8. be aware consider buy brand awareness keyword relative media spending The Purchase Funnel

9. be aware consider buy Social content, networks, and interactions use talk form opinion brand awareness keyword relative media spending The Social Feedback Cycle marketer-generated (Think “funnel”) consumer-generated (Think “megaphone”) word-of-mouth You can measure this!

10. Influencers and Profitability profitable profitability not profitable

11. Influencers and Profitability profitable profitable influential non-influential profitability not profitable not profitable influential non-influential degree of influence

12. Influencers and Profitability profitable profitable influential non-influential profitability not profitable not profitable influential non-influential You can measure this! degree of influence I’d slam you I’d promote you

13. Touchpoint Analysis Experiences that get talked about add up to conversations. You can measure this! People experience different aspects of brands in different ways and places. Understanding these experience drivers is the first step in tapping word-of-mouth. Doing something with them is the second.

14. The Old Organization X Operations Marketing Departmental segregation – aka “silos.”

15. The New Organization Operations Marketing The challenges that Home Depot’s CMOs are tasked with are often more operational than “marketing.”

16. Social Media Channels

17. The Social Media Channels BLOGS Social Content EVENTS and CALENDARS MICROBLOGS VIDEOS AUDIO (PODCAST) PHOTOS EMAIL (BACN) STATUS UPDATES WIKIS SMS and TEXT BRANDED SOCIAL NETWORKS WHITE-LABEL SOCIAL NETWORKS Social Interactions Social Platforms Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use.

18. Integrating Social Media PERSONAL SOCIAL NETWORKS EVENTS WHITE-LABEL SOCIAL NETWORKS TV and Radio WIKIS BLOGS Magazines Integrated Campaigns Conversion (Purchase) Social Media COLLABORATIVE TOOLS MICROBLOGS Direct Mail Online Advertising SMS PHOTOS AUDIO (PODCAST) EMAIL (BACN) VIDEO Social media components surround and support the “conversion” process. Social media is one component your marketing toolbox.

19. The Audience Consumption and participation are indicators of the clear trend.

20. Consumers are Connected Experiences with your products and services as well as your support staff (e.g., CSRs, warranty service) drive conversations that impact purchases.

21. Confidence is Essential No one wants to make a poor choice, least of all right now. Social media increasingly drives purchases as consumer confidence dips.

22. Reinforcement and confidence… *

23. …from people like me.

24. Business Cases

25. Business to Business • IBM (Sales) • Shell (Consulting) • Freescale (Developers)

26. Business to Consumer • Wegman’s (Grocer) • BMW (Automobiles) • Dial (CPG)

27. Non-Profit/ Cause Related • The Brooklyn Museum • NASA/ Mars Phoenix • ProstateNet.org

28. Ignore at Your Own Peril

29. How do we understand and relate to what people like (me) are thinking?How do we tie this to business?

30. The Key to Effective Measurement • The social feedback cycle and the purchase funnel • Measuring conversations • Tying sources of influence to social media programs • Evaluating performance of social components • Establishing a baseline and assessing ROI

31. The Social Flywheel It takes money to drive the purchase funnel. It takes a great product or experience to drive the flywheel. Over the long-term, the Flywheel always wins.

32. { Relevance { Content { { Impact Measurement Points  Web Analytics  Social Media Monitoring  Pipeline Metrics

33. Social Media Measurement • Raw Data • Google Alerts • Conversational Data • BlogPulse • Cymfony • Techrigy • Radian6 • Collective Intellect • Diagnostic Data • Net Promoter

34. Social Analytics • Dashboard view provides summary info, sentiment, top sources • Referrer data facilitates drill-down to sites • Site/source data can be examined for additional insights

35. Web Analytics

36. Connecting the Two • Social monitoring tools point to referrer • Referrer ties to your analytics data* • Analytics data shows site path and goals * It’s less than perfect, but it’s better than nothing!

37. Tracking Vanity URLs • In print and TV, “vanity” URLs can be tracked • Using tools like BudURL, you can create and track user-friendly vanity URLs across the Social Web.

38. Baseline Measures  ROI • Conversation (Inference) • Historical Analytics • TIP: Social Dashboards provide historical data as well as current.

39. Differential Measures validate ROI • Conversation (Inference) • Historical Analytics (Context) • Ask Your Customers (Direct)

40. Key Point Summary

41. be aware marketer-generated consumer-generated consider buy Social content, networks, and interactions use talk form opinion Measure the Conversations word-of-mouth You can measure this!

42. Establish Your Baseline

43. Integrate Your Data PERSONAL SOCIAL NETWORKS EVENTS WHITE-LABEL SOCIAL NETWORKS TV and Radio WIKIS BLOGS Magazines Integrated Campaigns Conversion (Purchase) Social Media COLLABORATIVE TOOLS MICROBLOGS Direct Mail Online Advertising SMS PHOTOS AUDIO (PODCAST) EMAIL (BACN) VIDEO Social media components surround and support the “conversion” process. Social media data supports/informs your other data sources.

44. Track and Tie to Your Business

45. Build Quantitative Social Awareness At least weekly, social media use: (age 12-21, Q4 2006)

46. More Information Twitter: evansdave Blog: http://www.ReadThis.com Contact: http://www.digital-voodoo.com

47. Personal Social Networks Characteristics Metrics Examples • Purpose-driven • Non-exclusive • Demographics • Embedded Applications • Unique Users, Active Users • Page Views, Time Spent • Pages-per-Session • Profile Completes • MySpace • Facebook • Bebo (Europe) • Orkut (Latin America) • Live Journal (Russia) • LinkedIn • Plaxo

48. Social Network Platforms Characteristics Metrics Examples • Software services • (All SocNet Benefits) • Unique Users, Active Users • Page Views, Time Spent • Pages-per-Session • Profile Completes • Pluck • Lithium • Jive Software • Broadband Mechanics • Ning

49. Blogs Characteristics Metrics Examples • Text-based, Diary-oriented • Often substantive • Extended Discussions • Posts • Comments • Ratio: Comments/Posts • Trackbacks, References • Boing Boing • IBM • Meredith

50. Microblogs Characteristics Metrics Examples • Phrase or word • Non-substantive • Casual • Comments • Replies • Members • Twitter • Jaiku • Pounce • Utterz