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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 Why Social Media?

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social media based marketing

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

why social media
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

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

the current landscape
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

the purchase funnel

be aware

consider

buy

brand awareness

keyword

relative media spending

The Purchase Funnel
the social feedback cycle

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!

influencers and profitability
Influencers and Profitability

profitable

profitability

not profitable

influencers and profitability11
Influencers and Profitability

profitable

profitable

influential

non-influential

profitability

not profitable

not profitable

influential

non-influential

degree of influence

influencers and profitability12
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

touchpoint analysis
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.

the old organization
The Old Organization

X

Operations

Marketing

Departmental segregation – aka “silos.”

the new organization
The New Organization

Operations

Marketing

The challenges that Home Depot’s CMOs are tasked with are often more operational than “marketing.”

the social media channels
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.

integrating social media
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.

the audience
The Audience

Consumption and participation are indicators of the clear trend.

consumers are connected
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.

confidence is essential
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.

business to business
Business to Business
  • IBM (Sales)
  • Shell (Consulting)
  • Freescale (Developers)
business to consumer
Business to Consumer
  • Wegman’s (Grocer)
  • BMW (Automobiles)
  • Dial (CPG)
non profit cause related
Non-Profit/ Cause Related
  • The Brooklyn Museum
  • NASA/ Mars Phoenix
  • ProstateNet.org
how do we understand and relate to what people like me are thinking how do we tie this to business

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

slide30

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
the social flywheel
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.

measurement points

{

Relevance

{

Content

{

{

Impact

Measurement Points

Web Analytics

Social Media Monitoring

Pipeline Metrics

social media measurement
Social Media Measurement
  • Raw Data
    • Google Alerts
  • Conversational Data
    • BlogPulse
    • Cymfony
    • Techrigy
    • Radian6
    • Collective Intellect
  • Diagnostic Data
    • Net Promoter
social analytics
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
connecting the two
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!

tracking vanity urls
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.
baseline measures roi
Baseline Measures  ROI
  • Conversation (Inference)
  • Historical Analytics
    • TIP: Social Dashboards provide historical data as well as current.
differential measures validate roi
Differential Measures validate ROI
  • Conversation (Inference)
  • Historical Analytics (Context)
  • Ask Your Customers (Direct)
measure the conversations

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!

integrate your data
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.

build quantitative social awareness
Build Quantitative Social Awareness

At least weekly, social media use: (age 12-21, Q4 2006)

more information

More Information

Twitter: evansdave

Blog: http://www.ReadThis.com

Contact: http://www.digital-voodoo.com

personal social networks
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
social network platforms
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
blogs
Blogs

Characteristics

Metrics

Examples

  • Text-based, Diary-oriented
  • Often substantive
  • Extended Discussions
  • Posts
  • Comments
  • Ratio: Comments/Posts
  • Trackbacks, References
  • Boing Boing
  • IBM
  • Meredith
microblogs
Microblogs

Characteristics

Metrics

Examples

  • Phrase or word
  • Non-substantive
  • Casual
  • Comments
  • Replies
  • Members
  • Twitter
  • Jaiku
  • Pounce
  • Utterz
photos
Photos

Characteristics

Metrics

Examples

  • Images
  • Galleries
  • Tags
  • Views
  • Recommends
  • Ratings
  • Photobucket
  • Flickr
  • ShareMy
  • Facebook
  • Smugmug
audio
Audio

Characteristics

Metrics

Examples

  • MP3
  • Multi-task Friendly
  • RSS or Listen Now
  • Listens
  • Subscribes (RSS)
  • Pass-Alongs
  • Podshow
  • HearThis
  • Personal Life Media
  • Beachwalks TV
  • IBM
  • Shell
video
Video

Characteristics

Metrics

Examples

  • Video
  • Galleries
  • Tags
  • Format (MOV, RM, FLV)
  • Views
  • Recommends
  • Ratings
  • YouTube
  • Metacafe
  • Snapse
  • Kyte
email bacn
Email (Bacn)

Characteristics

Metrics

Examples

  • Opt-In (not Spam)
  • Open Rate, Reject Rate
  • Subscriber Base
  • Pass-along Ratio
  • Newsletters
  • Special Offers
  • Status Updates
slide55
SMS

Characteristics

Metrics

Examples

  • Mobile
  • Short Text
  • “Best Effort”
  • Includes MMS
  • Users Pay
  • Messages Received
  • Messages Sent
  • Twitter
  • Brightkite
  • Dodgeball
discussion and support forums
Discussion and Support Forums

Characteristics

Metrics

Examples

  • Project or Cause Oriented
  • Extended Relationships
  • Members
  • Projects
  • Posts
  • Jive Software
  • Lithium
  • Pluck
  • Powered
wikis
Wikis

Characteristics

Metrics

Examples

  • Entry
  • Consensus
  • Posts
  • Corrections
  • Views
  • Wikipedia
  • WetPaint
  • Meredith (WOOD)
  • SiteGround
  • Twiki
  • Atlassian
events
Events

Characteristics

Metrics

Examples

  • Physical
  • Ratings, Recommendations
  • Personalized
  • Shared
  • Attendees
  • References
  • Online Signups
  • Upcoming
  • Eventful
  • Zvents
  • Facebook
  • Meetup
  • Mikons