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This is my 2/18 presentation to the Social Media Club of Dallas on ways to engage customers across the social web (including 4 key steps and 3 customer case studies). On the last page, you'll find my contact information. If you'd like more color commentary, feel free to reach out to me in your channel of preference.
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© 2010 Powered, Inc.
Engaging Your Customers Across the Social Web
© 2010 Powered, Inc.
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A Little Bit About Where I Work
Powered is a full-service social media agency with scale helping brands and their agencies fully capitalize on the benefits of their social initiatives
o Established in 1999
o Headquartered in Austin, TX with offices in New York, NY and Portland, OR
o Expertise: Strategy Earned media Social network engagement Mobile Branded online communities
o Supporting 60+ global brands with their social media initiatives
o Connecting millions of consumers daily with their favorite brands
© 2010 Powered, Inc.
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We’ve Learned a Thing Along the Way…
© 2010 Powered, Inc.
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1. Strategy
Engaging Your Customers Across the Social Web
© 2010 Powered, Inc.
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Be Careful of Being too “Tools” focused
Most companies’ social media efforts these days are merely tactics in search
of a strategy.- Greg Verdino, Author of Micromarketing
© 2010 Powered, Inc.
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Engaging Your Customers Across the Social Web
2. The Two Killer Apps
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Content
expertise
Insp
iratio
nC
onne
ctio
nsLearning
Engagement
Revenue
advocacyLoya
lty
Insight
Opt
-in
© 2010 Powered, Inc.
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Conversation
expertise
Insp
iratio
nC
onne
ctio
nsLearning
Engagement
Revenue
advocacyLoya
lty
Insight
Opt
-in
© 2010 Powered, Inc.
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Engaging Your Customers Across the Social Web
3. Context
© 2010 Powered, Inc.
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Understanding the Landscape
Who You Know What You Know
© 2010 Powered, Inc.
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Understanding the Landscape
Who You Know What You Know
© 2010 Powered, Inc.
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Understanding the Landscape
Who You Know What You Know
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Engaging Your Customers Across the Social Web
4. Executional Exellence
© 2010 Powered, Inc.
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GOAL: Increase sales of Saucony Originals by supporting creative indie offices and cultural events
“I love that Saucony Originals introduced our office team to obscure sports, it wasn’t the same old softball night. Kube and Field Crumpets and beer. What could be better.” –Saucony Originals Office Team Member
Saucony: Offline, Meet Online
© 2010 Powered, Inc.
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Southwest Airlines: Bags Fly Free FB App
Dramatic Fan Growth SWA grew from 100,000 to
750,000 fans in under three weeks
Customer List Acquisition Over 50% opted-in to get
SWA’s email newsletter
Turn-key Contest Included rapid Design,
Development, Launch& Management
Coordinated closely with Facebook for media & program execution
© 2010 Powered, Inc.
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Goal: Audience acquisition & opt-in to Atkins database Engagement to drive product consideration Brand loyalty & retention
Solution: Community where visitors access advice, tools,
resources & support from other members Opportunity to rate/review Atkins products, chart
progress & interact with a licensed nutritionist
Impact: Explosive growth in registrations since ‘08 launch Registrations for the first year of the community
increased by over 400% Provides a way for Atkins to stay in touch with it’s
hundreds of thousands of members
Atkins community
Custom interactive tools
Atkins Community
© 2010 Powered, Inc.
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1. Start with strategy
2. Remember the two killer apps: content and conversation
3. Be mindful of context (who vs. what)
4. Focus on executional excellence
Key Take Aways
© 2010 Powered, Inc.
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Questions?
Aaron Strout - CMO, Powered– [email protected]
– @aaronstrout
– blog.stroutmeister.com
– powered.com/blog
– 512.682.3262
