harnessing the chaos of social marketing through objective driven planning
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Harnessing the chaos of social marketing
through objective driven planningNov 8, 2010
Twitter #MNAMABolin
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Daily Advertising Messages
1971 = 560*
1997 = 3,000*
2010 = 3,000 by the time you get to work!**
*Data Smog. Surviving the Information Glut by David Shenk ISBN 0-06-018701-8
**Newspaper Association of America http://www.naa.org/
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Digital Chaos!
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Empower Consumers4
Third Party
Conversations
Solution Based
Content
Traditional Brand
Touchpoints
Consumers have never been more empowered4
Solutions-Based
ContentPeople seeking
answers & solutions
People discover
product or brand
Third Party
Conversations
Traditional Brand
Touchpoints
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The Content Atomization Movement5
The past The future
Traditional brand
web site
Traditional brand
web site
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The Value of Social Media Report, produced by Econsultancy in
association with Online Marketing Summit Feb, 2010
Many Companies Establishing a Social Media Presence
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What’s the new model?
Reach & Frequency? Surround Sound? Integrated Marketing?
Not so long ago, brands were big. Consumers were small. Marketers controlled the sales
funnel: a linear process, with defined steps and one way communications.
We believe this model is too linear for today’s marketing cycle. Brands no longer control
the content, the path or pace of a customer in the buying cycle: one way communication
has become a dialogue.
The Bolin model seeks to influence this conversation by energizing connectivity between
marketing disciplines, touch points and brands.
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Our Perspective
A new world.
A new model.
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The evolving marketing model
Talk to Talk with
Interrupting Engaging
Mass One-to-many
Tried & true Test and learn
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Social Media Premise
“Person like yourself or your peer” is
seen as the most credible spokesperson
about a company and among the top
three spokespeople in every country
surveyed.” © Annual Edelman Trust Barometer survey
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Reach v. Engagement
Level of Reach
Level of Engagement
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ListenAnd Learn
Execute
MeasureAnd Optimize
Define The Business
Objective
DiscernA Strategy
A Process for Growth
Use a Social Media Process
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Listen: Topic cloud
March - May 2009
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Listen: Discussion topic breakdown
March 2009 - May 2009
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Listen: Channel analysis
March - May 2009
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Listen: Brand sentiment profile
March - May 2009
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Listen: Brand share of voice
March - May 2009
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Listen: Brand velocity
March - May 2009
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Listen: Verbatims• One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they are
plastic which means I won’t risk nicking the jar or breaking it. I also like how they are the same size because
most of the things I have come in the same size bag from the store. If the canister is too small then I have
leftovers which mean two things to manage instead of one. I also love the fact that they are clear because then I
know what I am grabbing before I ever touch it and I know what I’m running low of before I head out to the store.
• I LOVE MY TUPPERWARE!!! I think I would have to say that Tupperware has been around for as long as I
have or even longer. I remember as a child we always had Tupperware in our house. The bowls were pale
pastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have a
picture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make the
cake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware Wonderlier®
Bowl"(the largest one). I'm not sure if it was called the "Wonderlier® Bowl" at that time though.
• Food containers like Tupperware and Rubbermaid are a big part of my day. We have lots of leftovers and are
on a budget. We don’t like to waste food.
• I think these containers which I use to store pasta are great! The price was very good, they are air tight and I am
very satisfied with them.
• The only thing I look for in a container is versatilty. I need something that is going to be able to hold multiple
kinds of food and not juist specialty containers.
• I’ve tried the disposable containers to try and save money but learned after leaks and spoiled food that I should
just stick with my tried and true Tupperware.
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Share of Voice
3 Primary Social Media Strategies
VelocitySentiment
or Nature
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Example Social Media Strategies
Increase conversation share of voice by leveraging organization
professionals
Increase conversation share of voice by providing brand zealots unique
communications platforms
Increase positive brand sentiment by shifting focus to new products
Increase conversation velocity by creating a community of moms who
appreciate the little things in life
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Brainstorm Tactics
1. Influencer campaign
2. Blogger outreach
3. Facebook & Twitter profiles
4. Fan recruitment campaigns
5. Community management
6. Content sharing tools
7. Content creation campaign
8. Viral intended campaigns
9. Custom community site
10. Etc.
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Tactical PrioritizationHigh
LowHigh
Impact
Burden
Wait and see…
Don’t do it.
Do it! Bite the bullet
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Rubbermaid: Leveraging Influencers
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Rubbermaid: Starting a Dialog
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Website: Freschetta
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Beyond the Website: Freschetta
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Carmex Website
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Beyond the Website: Carmex
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Measure and Optimize
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Measure and Optimize
Pre During Post
SOV 2%
80 reviews>20,000 comments>100 million impressions!
Velocity 800%
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Addendum: Social Media Monitoring Tools
Free
Google Alerts www.google.com/alerts
Affordable
Techrigy SM2 www.techrigy.com
Alterian www.alterian.com
Best in class
ConsumerSphere www.consumersphere.com
BuzzMetrics http://en-us.nielsen.com
Radian 6 www.radian6.com
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Thank you
Dane Hartzell
Growth Catalyst
Bolin Digital
dhartzell@bolinmarketing.com
612.374.1200
ItsDane.extendr.com
Bolinmarketing.com
Blog: Bolindigital.com
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