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Social Unleashed: Unlocking the Transformative Power of Social Marketing Doug Laird

Social Unleashed: Unlocking the Transformative Power of Social Marketing Doug Laird CMO Wildfire, a division of Google. Five keys to unlocking the power of social. Engaging across networks Social data matters Social signals everywhere Social, local, mobile

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Social Unleashed: Unlocking the Transformative Power of Social Marketing Doug Laird

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  1. Social Unleashed: Unlocking the Transformative Power of Social Marketing Doug Laird CMOWildfire, a division of Google

  2. Five keys to unlocking the power of social • Engaging across networks • Social data matters • Social signals everywhere • Social, local, mobile • Integrating paid, owned, earned media

  3. Social marketing is about driving business objectives Social Media Marketing Build Awareness & Word of Mouth Drive Sales Amplify Reach Across All Channels Capture Leads & Data Engage Consumers in Ongoing Dialogue

  4. The customer journey is changing… 1in4search results for the World’s Top 20 largest brands are links to user-generated content CHECK BLOGS SEARCH STIMULUS PURCHASE READ REVIEWS NETWORK In 2011, the average U.S. shopper consulted 10.4sourcesprior to purchase, 2x as many as the year before 57% of people talk more online than they do in “real life” SHARE VIDEOS Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

  5. Engaging Across Networks

  6. Social media: It’s where your customers are Monthly Active Users 955M+ 100M+ 174M+ 19M+ 140M+ 800M+

  7. Engage across networks Your Brand

  8. Engaging across networks: PUMA

  9. Social Data Matters

  10. Marketers are just beginning to get a handle on social data Source: Mullen, 2012

  11. Moving from social listening to social data Social Listening Social Data

  12. THE PROMISE OF SOCIAL MEDIA BRAND

  13. THE REALITY: Publishing to the Faceless

  14. WHAT’S NEEDED: A Shift from the Faceless to Real People Behavior + + + + + +

  15. Right Message, Right Channel, Two-way Dialogue YOUR BRAND

  16. Targeting communications through social channels Targeted page posts Posting to different “circles” Targeted status updates Targeted tweets

  17. Social Signals Everywhere

  18. Social signals are becoming pervasive across the web

  19. Social marketing is about TRUST… ..and driving word of mouthat scale Consumer Trust Index 80% Try new things based on friends’ suggestions Encourage friends to try new products Share negative experiences with brands or products 74% Source: Nielsen, “Global Trust in Advertising Survey,” April 2012 42% Source: Marketforce

  20. Social endorsements at the right time and place…

  21. Earned media drives improved performance of paid +1’s increase searchperformance 5–10% average increase in CTR on search ads Source: Google

  22. Social Local Mobile

  23. Mobile access for social is growing fast

  24. Mobile users are ready to take action 40% of all mobile searches are local in nature 70% of all mobile searches result in action within 1 hour Sources: Google; Mobile Marketer, 2012

  25. Delivering an optimized experience on mobile • Auto-optimized for the device’s display • Design once, run everywhere – smartphone, tablet, desktop • Seamless, consistent customer experience regardless of device • Engage mobile users – the fastest-growing method to access social media Smartphone Tablet Desktop

  26. Integrating Paid, Owned, and Earned Media

  27. Customer journey is fragmented across paid, owned, and earned PAID OWNED EARNED Search ads +1’s Websites Likes Display ads Tweets Video ads Social brand pages Pins Mobile ads Views & shares Social ads PR, blogs

  28. Paid media: social advertising is growing significantly Worldwide Spend on Social Network Ads, 2011-2014 31% CAGR $11.87B $10.24B $7.72B $5.20B 2011 2012 2013 2014 Source: eMarketer, Feb 2012

  29. Targeting social audiences across networks • Targeted ads • Target by job title, function, industry, geography, age, gender, seniority, company size, company name, LinkedIn Group membership • Interest targeting • Target to a set of specific interests • 350+ interest categories (e.g., Education, Home and Garden, Investing, Soccer) • Can create custom segments based on specific @usernames • Custom audience • Target users using your own customer data • Match against email address, phone number, FB user ID • Can overlay additional data to refine targeting

  30. Paid, owned, and earned media need to work together Earned media is the key to unlocking the power of social PAID OWNED EARNED Website, Social Properties Word of Mouth Ads Prospects Prospects & Customers Followers & Advocates

  31. A unified approach to paid, owned, and earned media PAID OWNED EARNED SEARCH • DISPLAY • MOBILE • VIDEO • SOCIAL

  32. About Wildfire

  33. Wildfire at a Glance Serve 30 of World’s Top 50 Brands • Leading provider of social marketing software • 21,000+ paying customers • Powered 250K+ campaigns • Division of Google Worldwide Redwood City Los Angeles Chicago New York London Munich Paris Singapore

  34. Wildfire Product Offering Wildfire Social Marketing Suite Ads Plan, purchase, manage, and optimize social ads PagesDesign, publish, and manage social media content PromotionsCreate and run promotions (contests, sweeps, coupons…) MessagesManage social messaging with consumers across all properties AnalyticsTrack, measure, and report social media metrics

  35. Recap • Engaging across networks • Social data matters • Social signals everywhere • Social, local, mobile • Integrating paid, owned, earned media

  36. THANK YOU

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