Post on 13-Jan-2015
description
Social Media MarketingWhat Works Today, What’s Needed for Tomorrow
Doug LairdCMO, Wildfire
The World Leader in Social Media Marketing Software
• Largest provider of social media marketing software
• 15,000+ paying customers
• 300+ employees
• Founded in 2008: HQ in Silicon Valley, offices in U.S., Europe, Asia
• Powered 250K+ campaigns
30 of the World’s Top 50 Brands Are Wildfire Customers
Rapid Customer Growth
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 Q1 12
15,000+ customers…and growing
Wildfire Social Marketing Platform
Ads Pages Messages Promotions
Analytics
Chose Wildfire for Social Marketing
Super Bowl XLVI: NY Giants Won On and Off the Field
• Grew fan base 86% faster than Patriots
• 8x more posts and comments during game
• 90% increase in unique visitors to website
VS.
Champions League: Who Won in Social?
During the Match
• Bayern beat Chelsea in Facebook fan engagement by nearly 2x
(185K to 103K engagement activities – Likes, Comments, Shares)
After the Match
• Chelsea dominates post-game engagement (20 minutes post-match)
(58.5K to 24.5K engagement activities – Likes, Comments, Shares)
EARNED MEDIA: THE
STUDY
10,000 Facebook campaigns
4,300 brands
13 million consumers
9 months of data
Paid Owned Earned
Prospects Prospects & Customers
Fans
AdsWebsite &
Other Owned Properties
Word of Mouth
Paid, Owned, and Earned Media
The Two Paths to Earned Media
News Feed Post
Direct Invite
Referred Entries
Click on Post
Referred Entries
Campaign Entry
What Drives the Most Shares?
Rate of Sharing by Campaign Type
39%
32%29%
26% 25% 25%
19%
15%
11%
PIC
K Y
OU
R F
AVO
RIT
ES
QU
IZ
TRIV
IA
SWEE
PSTA
KES
ESSA
Y C
ON
TEST
PHO
TO C
ON
TEST
CO
UPO
NS
GIV
EAW
AY
VID
EO C
ON
TEST
How Many Clicks Do Shares Drive?
Earned Media Click Rate27%
15%
13%11%
10%
3%2%
1%
PIC
K Y
OU
R F
AVO
RIT
ES
GIV
EAW
AY
QU
IZ
SWEE
PSTA
KES
ESSA
Y CO
NTES
T
PHO
TO C
ON
TEST
VID
EOC
ON
TEST
11%
CO
UPO
NS
TRIV
IA
ESSA
YC
ON
TEST
What’s the Conversion from Click to Entry?
Earned Media Click-to-Entry Rate
82%
74% 74%69%
47%
23%
13%
ESSA
Y C
ON
TEST
PHO
TO C
ON
TEST
VID
EOC
ON
TEST
66%
SWEE
PSTA
KES
ESSA
Y C
ON
TEST
QU
IZ
CO
UPO
NS
GIV
EAW
AY
TRIV
IA
Social Scorecard: What Works Best?
1
9
2
3
4
5
6
7
8
3,037Coupon
Giveaway
Sweepstakes
Favorites
Quiz
Trivia
Essay Contest
Photo Contest
Video Contest
1,888
1,630
1,070
1,024
410
398
381
313
Average Entries per Campaign
Top-3 tactics that drive most shares
• AMC Theatres Coupon Campaign
• $1 popcorn, drink
• 200K entries in 6 days
• 50K entrants invited friends to claim coupons
• Benefit UK Photo Contest Campaign
• Upload best “Honest Leah” look-a-like photo
• Objective to drive user-generated content
• Great tactic for beauty product brand
• Chelsea FC “Blue Flag” Campaign
• Upload photo of your face – gets put on the flag
• Out-of-the-box thinking to drive engagement
• Example of unlimited creativity that social allows
3 percent
of campaign entrants
drive 100%
of additional engagement
The Promise
THE REALITY: Publishing to the Faceless
WHAT’S NEEDED: A Shift from the Faceless to Real People
Progressive Social Profiling
Behavior+ + + + +
Progressive Social Profiling
Target & Acquire Convert
AdsAdsAds
Click
Profile Data
Engage
Promotions & Content
Profile Data
Share
Profile Data
Right Message, Right Channel
YOUR BRAND
Meaningful Two-way Dialogue
YOUR BRAND
Social Powers the Customer Life Cycle
Awareness(Social Ads)
Engagement(Promotions)
Intent Purchase Support LoyaltyAdvocacy
(Word of Mouth)
Rich Social Profiles
Word of Mouth at Scale
Word of Mouth
Company Website
Print or TV Ad
92% 58% 47%
Nielsen, “Global Trust in Advertising Survey,” April 2012
Consumer Trust Index
Increase Purchase Intent
Source: “The Facebook Factor,” Forrester Research, April 2012
200%
130%
130%
550%
170%
150%
150%
400%
200%
180%
200%
390%
YOUR BRAND
Social Media MarketingWhat Works Today, What’s Needed for Tomorrow
Doug LairdCMO, Wildfire