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.