1 INTERNET MARKETING Mary Lou RobertsAugust 2011 ROI From SOCIAL MEDIA MARKETING STRATEGY AND...
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INTERNET MARKETINGMary Lou Roberts August 2011
ROI From SOCIAL MEDIA MARKETING
STRATEGY AND EXECUTION
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INTERNET MARKETINGMary Lou Roberts August 2011
Consumers and BusinessesUse SM To Communicate
Marketers Must Use SM (Wisely)To Communicate With Both
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INTERNET MARKETINGMary Lou Roberts August 2011
http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png
CONSUMER PARTICIPATION IN SOCIAL MEDIA
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INTERNET MARKETINGMary Lou Roberts August 2011
IS NOW ABOUT 700 MILLION Insidefacebook.com
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INTERNET MARKETINGMary Lou Roberts August 2011
http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/ http://www.marketingcharts.com/direct/women-do-more-social-
networking-13671/comscore-women-world-wide-socnet-july-2010jpg/
GLOBAL PATTERNS OF BEHAVIOR
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INTERNET MARKETINGMary Lou Roberts August 2011
BUSINESS PARTICIPATION IN SOCIAL MEDIA
http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/
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INTERNET MARKETINGMary Lou Roberts August 2011
http://www.youtube.com/watch?v=idLG6jh23yE757,678 views “official version”
SMASH HIT OF THE SEASON
http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html
METRICSDebuted on FacebookFans from 1.6m to 3.1m over a weekend
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INTERNET MARKETINGMary Lou Roberts August 2011
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INTERNET MARKETINGMary Lou Roberts August 2011
http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded
THE MAN IN THE TOWEL
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INTERNET MARKETINGMary Lou Roberts August 2011
Late July 2010• 40 m views response videos• Brand views on web – 110 m
A SUCCESS BY ALL MEASURES?
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INTERNET MARKETINGMary Lou Roberts August 2011
CISCO LAUNCHES ROUTER IN SOCIAL MEDIA
• Launch Event in Second Life• Video Conferencing for Execs, Customers• “Defend the Network Game”• Facebook, Mobile, Blogs• Social Media Widget
http://www.socialmediaexaminer.com/cisco-social-media-product-launch/
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INTERNET MARKETINGMary Lou Roberts August 2011
METRICS
• 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)
• Top Execs Spent only 1 Hour Viewing • Media – 3x usual articles, > 1000 blog posts• 40 Million Online Impressions• COST = 1/6 OF TRADITIONAL MEDIA LAUNCH!• SAVED OVER $100,000!
http://www.socialmediaexaminer.com/cisco-social-media-product-launch/
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INTERNET MARKETINGMary Lou Roberts August 2011
DEVELOPING SOCIAL MEDIA STRATEGY
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INTERNET MARKETINGMary Lou Roberts August 2011
Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/
LISTEN COMMUNICATE ENGAGE COLLABORATE
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INTERNET MARKETINGMary Lou Roberts August 2011
JULY 15, 2010
MARKETERS USE SM FOR ACQUISITION
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INTERNET MARKETINGMary Lou Roberts August 2011
SEPTEMBER 20, 2010
MARKETERS USE SM FOR RETENTION
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INTERNET MARKETINGMary Lou Roberts August 2011
NON-PROFITS USING SM TO RAISE $/€
http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter
Over $500k ??
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INTERNET MARKETINGMary Lou Roberts August 2011
WHAT NOKIA SAYS
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INTERNET MARKETINGMary Lou Roberts August 2011
http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference
HAVE INTERNAL GUIDELINES
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INTERNET MARKETINGMary Lou Roberts August 2011
http://conversations.nokia.com/
CONTINUOUS ENGAGEMENT!
http://blog.ovi.com/
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INTERNET MARKETINGMary Lou Roberts August 2011
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
THE NEW MEDIA
Shared Media – Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that results in content is “shared media” since it’s a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media can propagate across an individual’s network to others, and so on and so on. Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media.http://www.toprankblog.com/2011/07/online-marketing-media-mix/
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INTERNET MARKETINGMary Lou Roberts August 2011
EXECUTING SOCIAL MEDIA STRATEGIES
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INTERNET MARKETINGMary Lou Roberts August 2011
https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1
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INTERNET MARKETINGMary Lou Roberts August 2011
Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/
LISTEN COMMUNICATE ENGAGE COLLABORATE
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INTERNET MARKETINGMary Lou Roberts August 2011
No Objective; Simple Listening
Tools
Track Brand Mentions;
Simple Tools
Identify Mkt. Risks/
Opportunities; Integrated Tools & Internal Alerts
Improve Campaigns;
Tools to Monitor, Correct
on the Fly
Measure Customer
Satisfaction; Customer
Experience Pros
Understand Customers;
Socialgraphics
Proactively Anticipating
Customer Needs; Data
Mining, Predictive
Models
8 STAGES OF LISTENING STRATEGY
http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/
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INTERNET MARKETINGMary Lou Roberts August 2011
ALTIMETER CALLS IT ‘SOCIALGRAPHICS’
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INTERNET MARKETINGMary Lou Roberts August 2011
WHAT QUESTIONS SHOULD MARKETERS ASK?
• Where Are Your Customers Online?• What Are Their Behaviors Online?• What Social Information or People Do They
Rely On? Who Do They Trust?• What Is Your Customer’s Social Influence?
Who Trusts Them?• How Do Customers Use Social Tech In The
Context of Your Products?Charlene Li and Jeremiah Owyang reproduced inhttp://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/
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INTERNET MARKETINGMary Lou Roberts August 2011
http://www.powerreviews.com/newsletter-q310-pehr.php
SOME THINGS WE KNOW
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INTERNET MARKETINGMary Lou Roberts August 2011
Increased
Plateaued
http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you
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INTERNET MARKETINGMary Lou Roberts August 2011
FOOD SHOPPERS NEED INFO AT POP
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INTERNET MARKETINGMary Lou Roberts August 2011
DELL LEARNED TO LISTEN, COMMUNICATE
http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx
http://www.ideastorm.com/
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INTERNET MARKETINGMary Lou Roberts August 2011
http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh
http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600
BRANDED COMMUNITIES IMP. PLATFORMS
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INTERNET MARKETINGMary Lou Roberts August 2011
LEGO IS GOOD AT ENGAGING
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INTERNET MARKETINGMary Lou Roberts August 2011
LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION
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INTERNET MARKETINGMary Lou Roberts August 2011
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INTERNET MARKETINGMary Lou Roberts August 2011
TRENDING
SoLoMo
SOCIAL LOCAL MOBILE
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INTERNET MARKETINGMary Lou Roberts August 2011
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INTERNET MARKETINGMary Lou Roberts August 2011
115 Million Subscribers, 8/5/2011http://vator.tv/news/2011-08-05-groupon-subscribers-now-number-115-million
GROUPON OFFERS LOCALIZED PROMOS
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INTERNET MARKETINGMary Lou Roberts August 2011
SO DO TONS OF OTHERS!
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INTERNET MARKETINGMary Lou Roberts August 2011
NOT SMOOTH SAILING
http://www.businessinsider.com/groupons-north-american-merchant-pool-declined-in-q2-2011-8
Interesting Readinghttp://techcrunch.com/2011/06/13/why-groupon-is-poised-for-collapse/
http://online.wsj.com/article/SB10001424053111904279004576526283328853022.html
http://socialtimes.com/how-much-money-is-groupon-losing-too-much_b73903
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INTERNET MARKETINGMary Lou Roberts August 2011
FACEBOOK OUT, GOOGLE IN
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INTERNET MARKETINGMary Lou Roberts August 2011
BUTTag Locations in Posts Before: You could only "check in" to locations using the Places feature on a smart phone. Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all.
Making It Easier to Share With Who You Wantby Chris Cox on Tuesday, August 23, 2011 at 2:00pmhttps://blog.facebook.com/blog.php?post=10150251867797131
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INTERNET MARKETINGMary Lou Roberts August 2011
WHO, WHERE, HOW PEOPLE FIND/MOBILE
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INTERNET MARKETINGMary Lou Roberts August 2011
EXECUTING IS AN ORGANIZATIONAL ISSUE
EVEN MORE THAN A MARKETING ONE
TECHNOLOGY MINOR IN COMPARISON
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INTERNET MARKETINGMary Lou Roberts August 2011
WHY ORGANIZATION, NOT TECHNOLOGY???
• There Is Organizational Resistance– Managers Fearful of Direct Public Interaction– Workers Have to • Learn New Skills• Work in (New, Different) Groups
• ROI Is Not Immediate
A PROCESS OF ORGANIZATIONAL CHANGE
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INTERNET MARKETINGMary Lou Roberts August 2011
KEY ISSUES
METRICSROI
ORGANIZATIONPOLICY GUIDELINES
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INTERNET MARKETINGMary Lou Roberts August 2011
SOCIAL MEDIA STILL SEEKING ACCEPTANCE
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INTERNET MARKETINGMary Lou Roberts August 2011
THE IDEAL – INTEGRATED METRICS
Google AnalyticsWebTrendsHubSpot
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INTERNET MARKETINGMary Lou Roberts August 2011
RECOMMENDED
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INTERNET MARKETINGMary Lou Roberts August 2011
ROI MORE THAN METRICS
• New Fans• Number Tweets• No. of Times Content
Shared• No. Leads Generated
Choose Campaign
Metrics
• Inbound Links (Awareness)
• No. Inquiries (Consideration)
• Traceable Sales (Close)
Identify Business
KPIs • Attribution to Social Media Usually Not Easy
Measure ROI
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INTERNET MARKETINGMary Lou Roberts August 2011
HOW TO ORGANIZE - FORRESTER
Forrester Research Report“Organizing for Interactive Marketing”August 2010
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INTERNET MARKETINGMary Lou Roberts August 2011
HOW TO ORGANIZE - ALTIMETER
http://www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/
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INTERNET MARKETINGMary Lou Roberts August 2011
POLICIES, WRITTEN GUIDELINES ESSENTIAL
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INTERNET MARKETINGMary Lou Roberts August 2011
MANY VARIATIONS
Other Exampleshttp://www.fastcompany.com/1668368/social-media-policies-the-good-the-bad-and-the-ugly
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INTERNET MARKETINGMary Lou Roberts August 2011
SOME EXAMPLES
• Corporate Policy – IBMhttp://www.ibm.com/blogs/zz/en/guidelines.html• Comment Moderation Policy –HuffPosthttp://www.huffingtonpost.com/p/frequently-asked-question.html#moderation
• Branded Communityhttp://forums.bestbuy.com/t5/Welcome-News/Community-Guidelines/td-p/9
• Cause-Oriented Communityhttp://push.pickensplan.com/notes/Community_Guidelines
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INTERNET MARKETINGMary Lou Roberts August 2011
MANY OTHER ISSUES, TRENDS, EXAMPLES
Comment Communicate Collaborate