stand out social marketing - monetizing social - ftb - toledo
TRANSCRIPT
© 2012 Awareness CONFIDENTIAL
7:30 AM Check-in Breakfast Buffet
8:00 AM An Introduction by Robert W. LaClair President & CEO, Fifth Third Bank, Northwestern Ohio
Keynote presentation by Mike Lewis International Speaker, Social Media Personality and Author of Stand Out Social Marketing
Question & Answer Session
9:00 AM Book signing
Welcome Toledo Businesses
© 2012 Awareness CONFIDENTIAL
Mike LewisAuthor of ‘Stand Out Social Marketing’
Vice President of Marketing & SalesAwareness, Inc.
MONETIZING SOCIAL MARKETING
Connect Questions via Twitter:#StandOut @bostonmike
• VP of Marketing & Sales at Awareness• Boston native, father of 2, Entrepreneur
and 'marketing guy'• Active blogger, tweeter, and social media
enthusiast• Author, Stand Out Social Marketing,
McGraw-Hill, Nov 9, 2012
ABOUT ME…
Check out the blog:StandOutSocialMarketing.com
Like It on Facebook:Facebook.com/standoutsocial
Follow me on twitter:@bostonmike
Connect Questions via Twitter:#StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL
THIS IS AN INTERACTIVE SESSION
(1) Ask Questions
(2) Tweet me
(3) Visit the blog (standoutsocialmarketing.com)and search for highlighted words in this box:
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The Awareness Social Marketing Hub converts social interaction into actionable and
monetizable customer relationships
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© 2012 Awareness CONFIDENTIAL
TRANSFORMING THE SOCIAL WEB INTO YOUR MARKETING DATABASE
Engage with Prospects
PUBLISH
ENGAGEMONITOR Publish to Multiple Social
DestinationsProspect for conversations
ACQUIRE PROFILES ABOVE THE FUNNEL
SCORE AND TARGET with
OFFERS
CONVERT
AN
ALY
ZE
& O
PTIM
IZE
AN
ALY
ZE
& O
PTIM
IZE
Publishing & Engagement:Industry leading content publishing & engagement to social channels with deep user permissioning & workflow functionalitySocial Prospecting:Monitor the social web for prospects and immediately capture profile dataSocial Scoring:Easily create and apply your own weighting algorithm to the profile database instantaneously ranking prospects based on your criteria
Social Offers:Serve up personalized, specific offers based on social scoresIntegration:Close the social marketing loop with seamless integration with leading CRM, Marketing Automation, BI and web analytics tools
Hub Difference
Social Books:Analyze and optimize social programs and easily distribute reports and dashbaords
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Advertising, Marketing, and PR Agencies
Telecommunications
Education & Non Profit
Retail/E-Commerce
Software & Technology
Media & Entertainment
Hospitality & Leisure
Other
Financial Services
MARKET SUCCESS
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© 2012 Awareness CONFIDENTIAL
• Driving ROI with Social Scoring> Targeting Campaigns to Segments &
Networks> Identifying and Targeting influencers> Leveraging Customers and Advocates
• Calculating Social Marketing ROI> Social ROMI vs Social ROMO> 9 Keys metrics and ROI Impact
BOTTOM LINE:Understand how to Monetize
Social Marketing
TODAY'S SESSION
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A personal story...
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SOFRESH
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ooops...wrong day!
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THE NEXT DAY...
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How’d they know that?
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It was this guy!!!
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Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.
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© 2012 Awareness CONFIDENTIAL
Wow!!!
Social Marketing
Automation!!!SOCIA
LCR
M
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WHAT ACTUALLY HAPPENED...
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Not as exciting, but a great story none the less
DELTA
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The way we communicate has evolved
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Social Media represents the largest shiftin communications in human history
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Printing Press1400’s
Telegraph/Telephone1800’s
Recordable MediaLate 1800’s
TV1900’s
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1) Many-to-many pattern
2) A channel for all types of media
3) Your audience is nowthe content producer
4) Audience is savvy and moved from broadcast to dialog
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Why are marketers soooo excited about it?
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Let’s take a step back...
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How we have been trained to market?
Connect Questions via Twitter:#StandOut @bostonmike1: Develop a campaign
Connect Questions via Twitter:#StandOut @bostonmike2: Identify Sources
Connect Questions via Twitter:#StandOut @bostonmike3: Develop Compelling Content & Offers
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and wait...
Connect Questions via Twitter:#StandOut @bostonmikeSocial Media is new and unique for
marketers
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• Data that is driven by
• Dialog and • Contextual Content within a
• Community
For businesses, marketing through Social Media is about:
Connect Questions via Twitter:#StandOut @bostonmikeFOR EXAMPLE… LET'S SAY WE ARE SELLING…
Connect Questions via Twitter:#StandOut @bostonmikeTraditionally…
• Broadcast messages through multiple channels
• Collect Data and Demographically target
• Open stores in areas of audience concentration
• Drive people to online or offline purchases
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• Listen for individuals who show a likelihood of buying
• Target:➡ Hyper-target individuals
with contextual offers and content
➡ Identify Contextual Influencers
➡ Market to a widget enthusiast group on Facebook
➡ Contextual groups (or create one)
Through Social We Would:
@bill Need new shoes for the office party. What to buy?
HUGE ski trip with the guys next month! Can’t wait!
month 2 in marathon training. Feeling better everyday
UGH! I hate back to school shopping for the kids!
Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf
Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!
Looking for new ski boots? 10% of for you today http://bit.ly/jhgk
We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk
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© 2012 Awareness CONFIDENTIAL
REAL LIFE EXAMPLES
The Louisville Real Estate Agent
30% conversion rate on leads sourced via
TriNet Listens for ‘events’ and sells software
Roger Smith Hotel attracts guests
IBM Generates Millions by Listening for Leads
STRATEGIE
S
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VS
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What’s at the core?
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Market Intelligence
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Social platforms offer deep audience insights – the social “breadcrumbs”
people leave online as they take actions and post
content provide ripe insight for audience segmentation
and targetingSOCIA
L
MARKETING
AUTOMATION
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© 2012 Awareness CONFIDENTIAL
social scoring = finding prospects & converting them to customers
High potential to buy Influencer Partner Candidate
Customer & Advocate
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© 2012 Awareness CONFIDENTIAL
HOW DO YOU DO IT?
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© 2012 Awareness CONFIDENTIAL
THE BIG THREE OF MONETIZING SOCIAL MARKETING
Social Prospecting
Automated Social Profile Collection
Social Scoring
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Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them.Example: Pella Windows
SOCIAL PROSPECTING
Connect Questions via Twitter:#StandOut @bostonmikeIMPLICIT VS EXPLICIT BUYING SIGNALS
Explicit Implicit
“Looking to buy new windows. Anyone have experience with Pella?”
“Ugh… I can’t get this draft to stop! It’s cold in here!”
“What is the cheapest place to buy new windows?”
Just starting work on the new addition!
“Looking for a recommendation on windows…”
Just bought the new house and am getting ready to move next week!!
Example: Pella Windows
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Identify prospects and customers across the social web
SOCIAL PROSPECTING
The 2012 Super Bowl Host Committee
identified and assisted fans in the Indianapolis area for the big game. A team of 50 managed all interactions resulting
in $3.2M in value to NFL.
Example
SUPERBOWL
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© 2012 Awareness CONFIDENTIAL
SOCIAL PROFILE COLLECTION
Collected the publically available profile information on the individuals engaging in your specific conversations.
Public Posts and actions on Social
Networks like:
Engagement on brand owned social destination
Participation in Facebook contests,
Downloads, et
Social Profile
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SOCIAL PROFILE = PAINTING A PICTURE OF YOUR PROSPECT
• Are they talking about topics we care about?> Location, time, who they are
talking to, who are they talking about, what is their influence?
• Are they engaging with our content?> Do they know about us, sentiment,
frequency, date, time, what content did they react to
• Did they participate in our Contest and Apps> Did we get permission to see more
profile data?> Did they share their participation
with their friends
Social Profile
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Gain an intimate view of the individuals that make up your audience Social Profile
Studied at Harvard (2006) and Virginia (1999)Amplified Reach: 23,402,725Influence Themes: Venture Capital, Investing, EntrepreneurshipOther: Fans of 80’s comedies, Political satire televisionPolitics DemocratMarried, MomInterests: TaskRabbit, Kat Von D, Twix, colorTHEORY, GameChanger, Charleston - TravelTell, BillShrink, Drync, Daily Grommet, Elizabeth 'Tina' Fey, Viximo, Mozes, Clothia, Haute Hanger, Obey Giant, Boston Ballet, Independent Film Festival Boston, Currensee.com, Spring Paddocks, LLC, Stratus Prep, Mars Bars, Awareness, SimpliSafe, Barack Obama, Women 2.0, ALS/Lou Gehrig’s Disease, Independent Film Festivals, Boston World Partnerships, Style.lyTweets: Dec 14: #MIT100K accelerator kickoff...they're describing a design charette, 'hackathon' type design help for teams. Great idea.Facebook Posts and Comments: Dec 4: Cassius. 10 years old yesterday/today, depending on when you count. Took a nice romp around the southend this morning. Still got it.
Traditional: 7 fields collected vs. Social: 100+ fields collected
CAPTURE PROFILE DETAILS
The American Cancer Society collects detailed profile information on all interactions across the
social web. To date they have collected over
1M+ and use data to identify donors and
volunteers.
Example
ACS
Connect Questions via Twitter:#StandOut @bostonmikeTHINK OF TRADITIONAL MARKETING
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Social Prospecting
THINK OF TRADITIONAL MARKETING
Connect Questions via Twitter:#StandOut @bostonmikeTHINK OF TRADITIONAL MARKETING
Social Prospecting
Engage
Connect Questions via Twitter:#StandOut @bostonmikeTHINK OF TRADITIONAL MARKETING
Social Prospecting
Engage Campaigns
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© 2012 Awareness CONFIDENTIAL
Develop a scoring criteria that is dynamic and identifies individuals based on actions over time.
SOCIAL SCORING
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© 2012 Awareness CONFIDENTIAL
DEFINE A PATH TO PURCHASE
TRACKING BEFORE DIRECT ENGAGEMENT
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© 2012 Awareness CONFIDENTIAL
BUILD A BEHAVIORAL SCORE MODEL
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+5 points
“looking to buy something…”
+5 points
“looking to buy something…”
+5 points
Joined Facebook page
+5 points
Joined Facebook page
TIME
SCO
RE
+10 points
“Any recommendations for product?”
+10 points
“Any recommendations for product?”
+10 points
Visited page
+10 points
Visited page
Prospective buyer
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© 2010 Awareness CONFIDENTIAL
Hyper-Targeted Marketing Campaigns
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© 2012 Awareness CONFIDENTIAL
SCORING SUMMARY
• People may fall into multiple lists and categories> This may result in multiple scores. For example:
Name Email Influence Score (Category 1)
Buyer Score Influence Score (Category 1)
Sal Giliberto Sal.giliberto@
46 19 53
Dave Carter DC@ 83 10 61
Steve Tremblay
Steve@ 22 53 7
Brian Zanghi brian@ 38 25 83
Melissa Leffler ML@ 14 73 22
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© 2012 Awareness CONFIDENTIAL
SCORING ACTIONS
Target top XX Influencers for
direct engagement Present list of XXX leads to sales team
by region
Target campaign
offer via social to
top XXX consumers
Synch list to email system for followup
Encourage
conversion via blog
comment
Identify top influencers and offer a badge
Invite group of XXX
prospect to special
event
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© 2012 Awareness CONFIDENTIAL
BENEFITS OF SOCIAL SCORING
• The social web is becomes your marketing database> Identify buyers, prospects and leads> Tier your prospect list and database based on your rules> Target very specific groups and/or individuals for
conversion
• Define influence on your terms!> Define influence as it pertains to your company
• Understand the customers you have and uncover the ones you don't
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SAMPLE CAMPAIGNS
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© 2012 Awareness CONFIDENTIAL
FOILED CUPCAKES
94%of sales come through
FOILED CUPCAKES
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© 2012 Awareness CONFIDENTIAL
EXAMPLE >
• Jeep Example…
Monitor conversations
occurring across the social web that
indicate a buying intent.
Jeep looks for implicit & Explicit data; life
events
Monitor the social web for buying intent
Capture and tag the profiles of individuals
engaging in the conversations
Pull all related profiles, store and route to dealers
Capture Leads & Social Profiles
Score leads based on conversation,
engagement and profile and target
with marketing offers.
Score based on demographic and
profile data. Score Leads and
Target with Offers
Tracked detailed conversion metrics at
the content and profile level
$
Convert Social Leads to Revenue
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© 2012 Awareness CONFIDENTIAL
INFLUENCER CAMPAIGN> FORD FIESTA
• Ford gives 100 Social Influencers Euro Version of the Fiesta
• Asked to track Missions via video and upload
• 6.5 Million views of Missions result in 10,000+ Cars in first 6 days
FIESTA
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© 2012 Awareness CONFIDENTIAL
THE WIZARDING WORLD OF HARRY POTTER
7 = 350M
INFLU
ENCE
R
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MEASURING ROI
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© 2012 Awareness CONFIDENTIAL
SOCIAL ROMI VS SOCIAL ROMO
SOCIAL ROMI SOCIAL ROMOReturn on Marketing
InvestmentReturn on Marketing
ObjectiveOverall social marketing contributions to the business over time (usually year-over-year)
Specific social marketing contributions to customer engagement and sales (usually campaign based and short term)
SOCIALROI
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© 2012 Awareness CONFIDENTIAL
SOCIAL ROMI SOCIAL ROMOReturn on Marketing
InvestmentReturn on Marketing
Objective
Add All Marketing Expenditures
Determine Contribution to Results
Calculate ROMI
Calculate Lead Gen Effectiveness
Determine Contribution to Results
SOCIAL ROMI VS SOCIAL ROMO
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© 2012 Awareness CONFIDENTIAL
8 ROI RELATED METRICS
Conversions
Reach & Relevance
Easiest Implementation = Link Append1. Create appended URL:
http://mycompany.com/?q=LeadSource&fn=Link2. Mask with vanity or bit/ly3. Send through appropriate channel
• Reach = SUM(Fans, Followers, Subscribers)• Reach Velocity = Social Reach growth Month-Over-Month
Interactions• Interaction = SUM(shares, likes, retweets, @replies, comments, favs, etc)
• Interaction Velocity = Social Reach growth Month-Over-Month
See also – Author Int Rate, Content Int Rate, Theme Int RateActivity Ratio
• Activity Ratio = # of Interactions / Social Reach• Active Audience Ratio = # Active Audience Members / Social Reach
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© 2012 Awareness CONFIDENTIAL
•Comment-to-Content Ratio•Comment-to-Profile Ratio•Content-to-Share Ratio
8 ROI RELATED METRICS (CONT.)
Content Effectiveness
•Audience Sentiment•Contributor Sentiment•Content Sentiment•Author Sentiment
Brand Sentiment
•Total Number•Authority Domains
Inbound Links
•Influencer Score•Influential topics/areas
Influence
METRICS
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Mike LewisAuthor of ‘Stand Out Social Marketing’
Vice President of Marketing & SalesAwareness, Inc.
CONTACT
© 2012 Awareness CONFIDENTIAL
Thank You Toledo Businesses!