Social Unleashed: Unlocking the Transformative Power of Social Marketing
Jessica GilmartinProduct Marketing ManagerWildfire, a division of Google
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The customer/consumer journey is changing…
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
STIMULUSPURCHASE
CHECK BLOGSSEARCH
READ REVIEWS
SHARE VIDEOS
NETWORKIn 2011, the average U.S. shopper consulted
10.4 sources prior to purchase, 2x as many as the year before
57% of people talk more online than they do in “real life”
1 in 4 search results
for the World’s Top 20 largest brands are links to user-generated content
Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | [email protected] 3
• Engaging across social networks
• Social data matters
• Social signals everywhere
• Social, local, mobile
• Integrating paid, owned, earned media
Five keys to unlocking the power of social
Engaging Across Social Networks
Confidential | Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | [email protected] 5
Social media: It’s where your customers are
100M+1B+ 800M+
19M+ 140M+ 175M+
Monthly Active Users
Source: USA Today (Facebook); Google+; Linkedin (*registered users); AppData (Pinterest); Wall Street Journal; (Twitter) YouTube.
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Engage across social networks
Your Bran
d
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Engaging across networks: PUMA
Social Data Matters
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Marketers are just beginning to get a handle on social data
Source: Mullen, 2012
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Moving from social listening to social data
Social Listening Social Data
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THE PROMISE OF SOCIAL MEDIA
BRAND
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THE REALITY: Publishing to the Faceless
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WHAT’S NEEDED: A Shift from the Faceless to Real People
Behavior+ + + + ++
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Right Message, Right Channel, Two-way Dialogue
YOUR BRAND
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Social Data: Key to Personalized Interactions
Social Data
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Leveraging social data to drive better customer experiences
1. Capture social data
4. Social content for segments
2. Analyze social data and define segments
Social Channels
Social ChannelsSocial Data
3. Create social messages, pages, ads, promotions
Messages
Pages
Ads
Promotions
Social Content
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Targeting communications through social channels
Social Data
Segments:• West Coast • NYC Area • “Super
Sharers”
NYC Area
INSIGHT FROM SOCIAL DATA:
80% of West Coast segment like skiing
ACTIONS:
• Promote ski packages
• Create ski related content for pages
• Partner with ski resorts for co-marketing opportunities
INSIGHT FROM SOCIAL DATA:
Large portion of NY segment are 40-50-year olds who like beaches
West Coast
ACTIONS:
• Run ads targeted to 40-50 yr old New Yorkers who like beaches
“Super Sharers”
INSIGHT FROM SOCIAL DATA:
Fans who share most are aged 18-25
ACTIONS:
• Target ads to 18-25 year olds
• Ads direct to app, asking them to write about their vacations at Harrison Hotels
• Use to capture and disseminate user stories, generating word of mouth
Harrison Hotels: Boutique Hotel Chain with West Coast & NY Area Locations
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Targeting communications through social channels
Posting to different “circles”Targeted page posts
Targeted tweetsTargeted status updates
Social Signals Everywhere
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Social signals are becoming pervasive across the web
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Social marketing is about TRUST…
Consumer Trust Index
Source: Nielsen, “Global Trust in Advertising Survey,” April 2012
Source: Marketforce
Try new things based on friends’ suggestions
Encourage friends to try new products
Share negative experiences with brands or products
80%74%42%
..and driving word of mouth at scale
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Social endorsements at the right time and place…
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Earned media drives improved performance of paid
+1’s increase searchperformance5–10% average increase
in CTR on search ads
Source: Google
Add Social Annotations to Google Adwords search advertising
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Social Local Mobile
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Mobile access for social is growing fast
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Mobile users are ready to take action
Sources: Google; “The Mobile Movement: Understanding Smartphone Users,” Google/Ipsos study, http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
40% of mobile searches have local intent
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• 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
Delivering an optimized experience on mobile is essential
SmartphoneTablet
Desktop
Integrating Paid, Owned, and Earned Media
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Customer journey is fragmented across paid, owned, and earned
PAID OWNED EARNED
Search ads
Display ads
Video ads
Mobile ads
Social ads
Websites/Microsites
Social brand pages
+1’s
Likes
Tweets
Pins
Views & shares
PR, blogs
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Paid, owned, and earned media need to work together
Prospects Prospects & Customers
Followers & Advocates
PAID OWNED EARNED
AdsWebsite,
Social Properties
Word of Mouth
Earned media is the key to unlocking the power of social
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A unified approach to paid, owned, and earned media
SEARCH • DISPLAY • MOBILE • VIDEO • SOCIAL
PAID OWNED EARNED
About Wildfire
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• Leading provider of social marketing software
• 21,000+ paying customers
• Powered 250K+ campaigns
• Division of Google
Wildfire at a glance
WorldwideRedwood CityLos AngelesChicagoNew YorkLondonMunichParisSingapore
Serve 30 of World’s Top 50 Brands
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• Integrated platform for brand engagement, amplification, and monetization
• Data-driven content creation and publishing
• Real-time measurability and analytics
• Comprehensive management and control
AdsMessages Pages Promotions
Analytics
Campaigns • Engagement • Referrals • Benchmarking • Competitive
Social Data
The Wildfire Social Marketing Suite
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Wildfire helps customers achieve key business objectives
Capture Leads & Data
Drive SalesBuild Awareness &
Word of Mouth
Amplify Reach Across All Channels
Engage Consumers in Ongoing Dialogue
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Are you engaging with consumers across multiple networks?
What is your social data strategy?
Are you maximizing the value of social signals everywhere?
Do you have a mobile / local / social strategy?
Are you taking a unified approach to Paid + Owned + Earned media efforts?
Unlocking the power of social: checklist
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