KEP

KEP Social Media BootcampTargeting the C-suite

Katie ZoninoMike

LettmannPrabal Patel

Anand Prakash

Naseem Ehsan May 5th, 2010

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Agenda• Boot Camp background• Research on target consumers• Why the C-suite• The message and sharing the message• Pathway• Success metrics• Risks

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Boot CampWhat is it?• Directed to full-time managers that will help

enable a cultural shift within the organization and result on a renewed focus on customers

• Competitive Advantages:• Completely Customizable: Fits

company-specific needs• Quick Turnaround • Action & Post Class Learning• Value priced

Talk about organizations needs, transition to goal of campaign

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Campaign Goal• Generate 5-6 warm leads for the Kelley

Executive Partners new program, Social Media Boot Camp. This will in turn result in 1-2 companies participating in the program– Target specific consumer segment– Develop messaging that best resonates with that

segment

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CONSUMERCOMPANY

CAMPAIGN

THE DEAL

INFORMATION PATHWAY

MODELING

CONVERSION

COMMITMENT ENGAGEMENT

TECHNOGRAPHICS

The Potential Target Segments

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Potential Target Consumers

Middle level Managers Middle Media Marketing Gurus

Executives

3 Groups

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THE DEAL

COMMITMENT

COMPANY CONSUMER

CAMPAIGN

INFORMATION PATHWAY

MODELING

CONVERSION

ENGAGEMENT

TECHNOGRAPHICS

Why we are targeting the c-suite

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Why C-suite• Primary decision maker for training and fund

allocation of funds

• Have the influence and authority to ensure social media marketing is understood and embraced company-wide.

• Most executives knowledge of Social Media is lacking: Opportunity to demonstrate to them the benefits of folding social media into their strategy.

• Potential KEP transmitters: purchase

decisions rely heavily on networking and word-of-mouth from peers.

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CONSUMER

ENGAGEMENTCAMPAIGN

CONVERSION

THE DEAL

COMPANY

INFORMATION PATHWAY

MODELING

COMMITMENT

TECHNOGRAPHICS

The message and how to deliver it

KEP#1 - Reach the next generation of customers

of Americans between the ages of 8 and 18 using some sort of electronic device

7.5 hours per day

Source: Kaiser Family Foundation report, NY Times

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#2 - Grow your customer base

in revenue from Dell’s Twitter presence – 1.5 million followers

$6.5 million

Source: Mashable.com, Dell rides Twitter to $6.5 million in sales

KEP#3 – Don’t fall behind your competition

of Fortune 100 companies are using at least 1 social media tool

79%

Source: Flowtown.com – How are companies leveraging social media? 3/7/10

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Message Delivery Methods

1. Develop KEP Social Media Boot Camp microsite

2. Distribute C-Suite Social Media Awareness kit

3. Activate LinkedIn group “Social Media Marketing at the Kelley School of Business”

4. Traditional media such as WSJ and magazines

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Benefits of Microsite

All marketing communications drive consumers to microsite for further information

• Video testimonials• Benefits of the KEP• “Request information” option to contact KEP sales person

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“The Good”

Over 5 million views of one commercial

Thousands of fans create and vote on new

donut flavors on-line

Over 250,000 Facebook fans

Over 25,500 followers on Twitter

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“The Bad”

Twitter and blogs condemn Motrin’s on-line ad targeted

at mother’s who “wear their babies.”

The ad is quickly removed and

replace with an apology letter from

the VP of marketing.

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“And the Ugly”

KEPThe Value of LinkedIn

Promise •Stay up to date with a current topics in social media•Connect with Kelley and industry experts•Interact with other C-suite executives

Tool •Easy to use, easy to join and leave•Professional Communication only•Respect of privacy

Bargain •Latest news in Social Media •Kelley willing to talk and help•Discussions are mediated and on topic

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LinkedIn reaches Target Consumer

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INFORMATION PATHWAY

MODELING

COMPANY CONSUMER

CAMPAIGN

THE DEAL

CONVERSION

COMMITMENT ENGAGEMENT

TECHNOGRAPHICS

Connecting the dots

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KEP WEBSITE SALES

KEP warm leads

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LINKED-IN

Faculty, participants

ASSISTANTS

Care package

PUBLICATIONS

$$$

FRIEND’S WOM

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Success Metrics• Microsite hits: 180 new visits per month• Warm leads: 5-6 leads in 6 months• LinkedIn Group Members: 400 members• New customers for Boot Camp: 1-2

companies

KEPRisks

Probability of OccurrenceLow High

Thre

at to

R

ecom

men

datio

n(s)

Low

High

Message does not reach target

audience

Warm leads not converted to enrollment

No one joins LinkedIn or Facebook

groups

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Conclusion• Targeting the C-level executive is the fastest

way to gain new participants and can be activated within 2 months via alums

• Easily scalable due to low cost and high level of word of mouth marketing at C-level

• KEP and faculty buy-in and support will be needed

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Questions?

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Appendix

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Technographics of the Targets

Inactives

Spectators

Joiners

Collectors

Critics

Creators

Middle level manager

C-level executive

Social Media Gurus

KEPExample final communication to go in the Sample Package Sent to C-level executives

Social Media Marketing can do the following:• Reach a whole new market segment• Grow your customer base• Facilitate customer engagement

But, it can also have negative effects if not properly executed.

Kelley Executive Partner’s Social Media Marketing Boot Camp can not only help your business develop the right strategy for your business, but will also teach your company how to take advantage of the latest tools

Visit http://www.indiana.edu/~kep/socialmediabootcampFor more details