Digital & Social Marketing

© Copyright IGLOO Inc. 2009. All rights reserved.

MROI: FINDING THE BUSINESS VALUE IN SOCIAL MARKETINGJuly 9, 2009

About IGLOO…

IGLOO Software delivers full service online community and social software solutions for business to organizations, teams and groups of any size. Our solutions combine Web 2.0 technology with on-demand hosting, consulting, e-engagement and all of the community support services necessary for a sustainable and successful deployment.

Introductions…

About Julianne Smola

As Delvinia’s Director of Strategic Development, Julianne is responsible for bringing CRM-based principles, rigor and measurement to an entrepreneurial digital agency.

Julianne has a unique combination of professional experience that includes graphic design production management, project management, and privacy expertise, as well as more than 10 years of Loyalty Marketing and CRM experience from Levi Strauss & Co. and Hudson’s Bay Company. It is this breadth of knowledge that allows her to tackle challenges from all angles and bring a fresh approach to strategic development.

Webinar Overview…

We’ll be speaking today with Julianne about:• Emerging marketing trends

• Findings

• Implications

• Now what…?

• Social Software Solutions in Action• Motorola

• Manufacturing Innovation Network (MIN)

• BlackBerry Partners Fund™

• Canada 3.0

• RBC Next Great Innovator

© Copyright IGLOO Inc. 2009. All rights reserved.

Tell us a bit about Delvinia…

Delvinia has two key areas of business: Interactive Design & Online Data Collection.

Our Interactive Design group leverages our proprietary Insight Engine to provide data-driven interactive design and digital marketing solutions to many of North America’s top corporations.

Our Online Data Collection group services the Market Research community using our online consumer research panels.

Trends We’re Tracking…

1. The Age of Influence[user generated content, comments, ratings, peer-to-peer]

“Marketing shouldn’t be about sending everybody to a point … it should be about people and the interactions between people.”

~ Somebody very smart ~

© Copyright IGLOO Inc. 2009. All rights reserved.

9

© Copyright IGLOO Inc. 2009. All rights reserved.

2. The Wired Consumer[mobile, IGLOO BlackBerry® Client, cloud computing]

3. Micro-Conversations[txt, instant messaging, microblogging]

3. Micro-Conversations[txt, instant messaging, microblogging]

4. Harnessing the Crowd[crowdsourcing, open innovation]

“We listen, learn and then improve and innovate based on

what our customers want.”

~ Michael Dell ~

RBC Harnessing Crowdcasting

© Copyright IGLOO Inc. 2009. All rights reserved.

Crowdcasting is the intersection of broadcasting and crowdsourcing.

The process of crowdcasting uses a combination of push and pull strategies to first engage an audience and build a network of participants, and then harness the network for new insights.

These insights / concepts can include new product ideas, new service ideas, new branding messages, or even scientific breakthroughs. These insights are extracted from participants' submissions.

To be most effective, crowdcasting usually takes the form of a competitive event with a compelling prize.

What is Crowdcasting?

© Copyright IGLOO Inc. 2009. All rights reserved.

Improve the quality of proposals and ideas

Increase student participation

Improve regional representation/National footprint

Pilot/Test new technologies or strategies

Lift in media and PR

Look for potential new RBC employees

RBC Next Great Innovator Overall Program Objectives

© Copyright IGLOO Inc. 2009. All rights reserved.

The first Canadian bank to feature a Blog

Online peer voting Mobile Voting Team Portal (Igloo) Real time Twitter

updates Innovation Podcasts

Program Features

© Copyright IGLOO Inc. 2009. All rights reserved.

Give the students a place to …

Play Share Learn Grow

Results…• Increase the quality of the Ideas• Students are recognized beyond the challenge• Create a loyal ambassador to spread the word

New Media Requires New Skills

1 How do I know which emerging media format best suits my strategy?

2 Many of these formats are brand new, so how do I establish measurable goals?

3 How do I prepare my team to deal with emerging media?

“Social Media has yet to displace Traditional Media … however,

marketers need to get ahead of these trends, integrate social media

into traditional marketing efforts, and use the two to reinforce each

other.”

~ Forrester Research ~

© Copyright IGLOO Inc. 2009. All rights reserved.

Social Media Marketing

Search Engine Marketing– Advertise on key words

• Google• Yahoo!

Site Advertising & Marketing– Advertise on key web sites

– Based on click rates or impressions

– Text and Media Ads

Social Media Marketing

© Copyright IGLOO Inc. 2009. All rights reserved.

MROI – Marketing Return on Investment• Qualitative Measurements

• More subjective and includes anecdotal evidence about the organic development of an online community or newly developed partnerships that result from participation in the community

• Features: Consumer sentiment, opinion and trust are often manifested in comments in blogs, ratings, discussion forums or the simple mechanism of “email to a friend”, loyalty programs

• Benefit: Insights into consumer behaviour; engage consumers before they buy; market better products and services

© Copyright IGLOO Inc. 2009. All rights reserved.

MROI – Marketing Return on Investment• Quantitative Measurements

• Measurable statistics like site traffic, number of page hits, online surveys, increases in membership and even increases in contributions, blogs and discussion forum postings

• Feature: Google Analytics

• Benefit: Insights into consumer behaviour; engage consumers before they buy; market better products and services

Q & A

We have a bit of time to answer a few questions, so we’ll open up the phone lines at this time.

Thank – You.Thanks to everyone who participated in this webinar;

we’ll be posting a recording of the event on our website within the next few weeks.