Learnings from womma summit slideshare
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Transcript of Learnings from womma summit slideshare
Learnings from WOMMA Summit
Monica Appelbe (SBG PR)
Lynette Liu (CMT)
Key Themes
• Influencers
• Measurement
• Internal enablement
Influencers
• Several interesting sessions explicitly about targeting influencers
– Josh Bernoff (Forrester)
– Jamba Juice
– Vail Resorts
– Hewlett-Packard
– Verizon Residential
Keynote: Josh Bernoff
Peer Influence Analysis segments the different types of influencers and dictate how they can be reached.
Case Study: mba Juice
• Goal: evolve brand image from “smoothies” to “better-for-you beverages and foods”
• Campaign:– Recruit physically and socially active people who have a
passion for well-being to join athlete teams as “brand ambassadors”
– Brand ambassadors participate in foot races across the U.S. wearing Jamba Juice clothing and giving out samples
• Success Metrics– Cost per impression (offline + online)
– Improvement in key brand health indicatorsThe best brand ambassadors have activity passion and product passion.
Case Study: Vail Resorts Snow Squad
• Goal: attract visitors to Vail Resorts (both local and vacationers) by creating positive buzz
• Campaign:– Held contest among locals to recruit “Snow Squad”– Armed squad with season passes, video cameras, gear
to document their adventures on the slopes– Published their content on buzz.snow.com
• Success metrics:– # of entries for Snow Squad contest– Visitors to buzz.snow.com
Make your influencers “mini stars” and they’ll naturally build buzz for you via WOM.
Case Study: Hewlett-Packard
• Goal: increase preference for HP laptops among college students
• Campaign:– Leverage entrepreneurial students with insider
knowledge to market to their fellow students– Engage with college reps via Repnation site to learn
more about these influencers over time
• Success Metrics:– Brand perception– Purchase preference
Local ambassadors from the population you are marketing to can be the most effective at marketing on your behalf.
Case Study: Verizon Residential
• Goal: improve customer satisfaction
• Program: recruit evangelists to peer-to-peer forums for the purposes of providing support
• Success metrics:
– Customer engagement
– Problem resolution
– Evangelist engagement
Evangelists may not be Facebook or Twitter people, but would happily engage on a community site.
Measurement
• Measurement strategies vary depending on nature of campaign
– ESPN
– Coke Zero
Case Study: ESPN
• Insight: sports is a key driver of social currency
• Goal: measure value and strength of WOM among sports fans
• Methodology:
– Online survey to representative sample
– Interviews with respondents
– Interviews with “conversational partners”
The insight drives the measurement goal. The nature of the measurement drives the methodology. Some measurements only need to be done every 6+ months.
Case Study: Coke Zero
• Goal: awareness and trial for Coke Zero
• Campaign:– Recruit brand advocates from existing Coke
customers
– Provide them with the social currency and tools to spread the word in real and digital worlds
• Success metrics:– Net conversational value
– ROIOnline conversational reach is measured through a mix of surveys and real-time behavioral tracking. Look at both short- and long-term impact of campaign.
Internal Enablement
• Evolution from one team in charge of “social” to social as an integrated part of every campaign is key to success
– Eloqua
– Vail Resorts
– Altimeter Group
Case Study: Eloqua
•Goal: boost brand awareness in social channels where talk was being dominated by competitors
•Program:
•Developed a social playbook in partnership with an outside expert
•Held small, in-person trainings with employees around the country using the playbook as a tool
There’s power in numbers. Successful brands marshal and empower their employees to drive WOM.
Case Study: Vail Resorts “Tweet Your Face Off”
• Goal: unleash employees to generate buzz
• Program:• Tapped employees already interested in/on social.
• Created contest to reward employee engagement on social.
• Each team member has unique Omniture campaign ID to track clickthroughs and conversion back to its site
• Rewarded top revenue generators with small prizes
• Social listening/responding built into schedules at all levels including director, VP and C-level
Keynote: Altimeter Group
Escape velocity achieved by launching a center of education and developing a scalable program which enables business units to deploy on their own. (Also echoed in Intel session)
Source: Altimeter Group, Career Path of the Corporate Social Strategist, Nov. 2010
Keynote: Altimeter Group
Currently, the Hub & Spoke best describes how SBG operates. We’d like to move SBG toward the Holistic model.