Social Media Activation

Social Media Activation

Social Media Activation Webinar

March 4, 2010

#SMActivation

Social Media Activation 2

Today’s Speakers

Larry Weber

Chairman

Digital Influence Group and

RacepointGroup

@thelarryweber

Moderator

Brian Babineau

VP, Media

Digital Influence Group

Dennis Haugan

Senior Director

Interactive Marketing

T-Mobile


About Us

Full service digital agency that is social media

at its core

A global public relations agency that helps clients

harness the power of both traditional and social media

to build and protect reputation and drive business


Introducing Larry Weber

Chairman

@thelarryweber


Social Media: Move beyond toe-dipping to full-body immersion


But it’s not a field of dreams. If you build it, they won’t

necessarily come.


Be strategic. It’s about engagement and building relationships over time.

Your Customer’s experience is your Brand

Influence through Meaningful Experiences

It’s an on-going relationship

Attract Engage Bond

Create Advocates


Introducing Brian Babineau

Brian Babineau

VP Director, Media


Social Media Activation is our term for how we bring experiences to our

target audiences and bring our target audiences into our experiences.

Activating social media effectively involves drawing on the best from a multitude of marketing disciplines - public relations, digital media planning,

creative and technology.

It’s a creative approach for which there is a roadmap and a strategy, but not

a template; effective activation requires custom solutions, unique

campaigns built for each social media experience.


Show, Don’t Tell

Blogs

Social

Hub

Social

Hub

Media

Partners

Distribution

Partners

Events

ForumsMeetings

Search Email

Offline

Media

Online

Media

Traditional Model New Model

Brand HubContentExperts

Tools


Core Elements

Influencer Identification & Outreach

Prioritizing social media’s

most important element:

people.

Content Distribution

Allowing the brand’s most

valuable assets to be the

conversation opener.

Media Partnerships

Using media budget and

content to create and

opportunities for engagement.

Key Steps & Principles

� Research

� Prioritize

� Determine the ask

� More research

� Reach out


� Asset audit

� Create, edit, format

� Identify distribution channels

� Maximize relevancy

� Release it


� Go deep on research

� Negotiate differently

� Spend differently

� Push for innovation

� Do more with less


Getting the core elements in place is only the starting point. Sustaining and

enhancing that engagement and continuing to broaden your community or

audience is the key to long term success. Planning for that requires:

1. Developing a sustainment plan2. Developing and implementing a measurement plan

After the build the program has just started.


Program SustainmentBuilding a true relationship with a community or audience means planning for how to engage

them with new and relevant value over time. A good sustainment plan considers:

� On and offline events

� Seasonality of client business

� Content publishing schedule

� Relevant holidays or other dates

All of these elements are incorporated into an editorial calendar, guiding sustainment and

ongoing activation so that the audience/community is consistently engaged and encouraged

to grow.


Social Media Measurement

Activation & Distribution Business Outcomes

Attitudinal

� Brand Awareness

� Product Awareness

� Brand Affinity

� Brand Perception

� Purchase Intent

Behavioral

• Coupon downloads

• Sales

• Market Share

• Customer Satisfaction

• Program Loyalty

• Category growth

Reach

� Users Reached

� Visits

� Unique visitors

Sentiment

� Reviews /

Comments

� Fans, Friends

� Ratings, Votes

Engagement

� Content

downloads

� Content

views

� Content

shares

� Repeat

Visits

� Participation

� Time Spent



CHALLENGE

� Social media program that makes an emotional connection around the

product vs. focusing on the device � Create connections to reading, to content and to each other� Support launch of new products, create and own more mindshare,

category and product

Approach

� Social media program focused on the love of reading

and sharing and the superiority of Sony reader devices

� Leverage social media thinking in on- and offline worlds

� Use earned media and social media outreach to build word of mouth and press coverage

Results

� 247% increase in dialogue volume – 7pp shift in

positive sentiment

� 45% of visitors browse ‘literary moments” AND

view product content; 17% click through to SonyStyle store for greater product details

� Blogger widget program: 20 widgets, 3,753

comments and 1,571 ‘literary moments’ to date


Community destination

Earned media outreach

NYC Public Library Event

Blogger contest widget

Women on the Web partnership

17

PROGRAM STRATEGY


Introducing Dennis Haugan

Dennis Haugan

Senior Director, Interactive Marketing


Case Study: Collegiate Affinity

Activation

Social Media Activation20PROPRIETARY & CONFIDENTIAL

CHALLENGE

� Support the launch of the T-Mobile Motorola CLIQ with MOTOBLUR

� Collaborate with a college marketing agency to target colleges universities

in major markets

� Create a destination where the target audience will participate in a

promotion/challenge

Approach

� Develop a Facebook application to manage the

promotion targeting college students, alums, and fans

� Provide multiple ways for users to promote/distribute the application

� Integrate product touches throughout experience,

emphasizing how this new device helps you stay

connected socially

Results

� 184,264 registered Votes

� 300,308 Monthly Active Users

� 856,993 Page Views

� The Cliq Challenge becomes Most Popular Branded Application on FaceBook


Community destination

MTV Alexa Chung Embed

School Ambassadors

Custom School Badge

Jimmy Kimmel Live Embed

PROGRAM STRATEGY


How do you integrate social media?

SearchSocialMedia

Microsites

Website

PR

Events

Advertising

Email

Media View


For many, social media is fragmented with no “conductor”

� Many employees and multiple agencies in the social media space.

─ Reporting into silo groups with different missions.

─ Run “side of desk” lacking integration benefits with advertising, search, email, etc.

� Resulting in multiple social sites carrying the company brand.

─ Social sites treated as independent destinations

─ Campaigns and products competing for same brand engagement

─ Engagement peaks and valleys based on campaign investments

Social Media Activation24

Balance business needs within official social sites and define employee and agency roles

Business needs:

– Brand awareness / consideration

– Marketing campaign extension / engagement

– Product integration & extension

– Customer support

– Customer retention

Roles

– Employee: Site manager, moderator, editor, publisher, etc.

– Agency: Brand/advertising, PR, Social Media, Customer Mkt, etc.


Integrate social with other digital content using core experience design principles:

� Include advertising, PR, search, events, email, etc.

� Base experience on customer needs and span customer lifecycle

─ Awareness, Consideration, Purchase, Onboarding, Support, Retention

� Focus on content - what information does the customer need when and where in order to engage, decide, share, etc.

� Continue the story with each click, don’t change it or repeat it!

� Remain relevant with refreshed content driven by editorial calendar


Social becomes woven with other content throughout customer life cycle

Awareness Purchase

RetentionSupportOnboarding

Consideration

Content View

Social

Content

SocialContent


Questions from the Audience

Feel free to type in your questions for Larry, Brian and Dennis


Additional Resources

1. To get a copy of our white paper on “Social Media for Activation:”

Email: [email protected]

2. To share the recording of this webinar

www.racepointgroup.com/digital/resources.cfm

www.digitalinfluencegroup.com

3. Other questions, contact:Jackie Lustig at [email protected]