Social media partnering grayson 7.15.13

Social media partneringIncreasing social media impact through partnerships

Presented by: Tom Grayson

7.3.13

Partnering with other businesses

and organizations to create mutually

beneficial social media strategies to

advance overall marketing and

public relations impact.

SOCIAL MEDIA PARTNERING: DEFINED

Social media partnering

SOCIAL MEDIA: THE BUSINESS CASE

• 955m active Facebook users

• 140m active Twitter users

• 161m active Linkedin users

• 11m active Pinterest pinners

• 170m active Google+ users

• 490m Youtube users

• 20m Foursquare users

• 80m Instagram users

It’s a target rich

environment


SOCIAL MEDIA: THE BUSINESS CASE

It’s an engaged audience.

SOCIAL MEDIA: THE BUSINESS CASE (continued)

Source: The Socialskinny.com & Mediabistro.com


SOCIAL MEDIA: THE BUSINESS CASE (continued)

Source: The Socialskinny.com & Mediabistro.com

It’s an engaged audience: case & point:

Twitter


SOCIAL MEDIA PARTNERING:

OLD IDEA, NEW POSSIBILITIES


Partner marketing has been in the tool box for

years. Social media provides the latest, and

perhaps the most powerful, medium in which to

use that tool.

2 5 7





use that tool.

http://www.youtube.com/watch?v=joX4a6uFn-s&feature=c4-overview&list=UUPx0EKEDUWgfaA_lrhrXkmw




use that tool.


Ford Mustang FB. 5.2M + :

@xGames followers: 432,310

@Rockstarenergy: 123, 591

@FordRacing: 65, 572

@odyssey_battery: 625

@motigiracing: 1,196

@TannerFoust: 103,915

NBC Sports FB Fans: 92,614

SiriusXMRadio FB Fans:

588,246

Make-a-Wish FB Fans:

458, 532

WOAS Youtube subscribers:

268

http://www.youtube.com/watch?v=joX4a6uFn-s&feature=c4-overview&list=UUPx0EKEDUWgfaA_lrhrXkmw

SOCIAL MEDIA PARTNERING: WHY?

SOCIAL MEDIA PARTNERING: WHY?

• Adding value through co-branding

• Expanding your network

• Furthering your reach

• Fostering access to more resources

• Increasing creativity

• Building consumer trust

• Increasing brand credibility

• Increasing social media capital

It adds power to your social media by:


Source: Lab42, e-Strategy Trends, Syncapse

SOCIAL MEDIA PARTNERING: WHY? (continued)


Source: Lab42, e-Strategy Trends, Syncapse

SOCIAL MEDIA PARTNERING: WHY? (continued)


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SOCIAL MEDIA PARTNERING: EXAMPLES

CHASE CASE 1: CHASE SAPPHIRE & PARTNERS

Source: Interview with Jeff Bedard, Marketing Directing, Chase Sapphire

Chase Sapphire has teamed with multiple partners to create

and share content through social media. The content is

targeted at the dining, travel, and entertainment consumer

base.

Partners include:


• Open Table

• Bon Appetite

• BravoTV (and Curtis Stone)

• Conde Nast Traveler

• Amtrak

• Travel Expert Chris McGinnis

CHASE CASE 1: CHASE SAPPHIRE & PARTNERS

Open Table Conde Nast BravoTV


CHASE CASE 1: CHASE SAPPHIRE & PARTNERSSource: Interview with Jeff Bedard, Marketing Directing, Chase Sapphire

Thoughts from the Source• “Social media, TV, or print. It doesn't matter. The only thing that matters in

marketing is understanding the needs of your customer and how you can help

meet those needs.

•Don’t start by looking for partners. Start by looking for ways to give value to

consumers. That is where SM partnering holds so much value.

• Talk and listening to yours and and partner’s followers to see what they

need/want?

- Example: Discounts, reviews, recipes, experts = Open table and Bravo

TV’s top chef

- Example: Travel info, expert advice, discounts = Conde Nast

- Take the above and be a provider of engaging content for your channels

and your

partners channels. That’s your social currency.



Thoughts from the Source (continued)

•Conduct listening reports. Chase Sapphire teams with FB using Axiom

• Resources are limited. Choose best channel for the buck. Best reach.

• SM partnering is about long term value, not short term.

• SM partnering is maximizes the ability to reach multiple audiences to build

brand trust.

• Effort to get SM partnering right is much more than traditional media.

• Make sure partner delivers with the same effort.




CHASE CASE 2: CHASE, AARP, & JEFF GORDON

CHASE CASE 2: CHASE, AARP, & JEFF GORDONSource: Interviews with Jen Martin, AARP and Nicole Kennedy, Chase Public Relations

Chase partners with AARP and Jeff Gordon racing to cross

promote services, products, and campaigns through social

media.


Thoughts from the Source

• “Watch for partners who are uninformed and not equally engaged.”

•“Have a strategy!”

• Be selective with channels but be everywhere you can manage.

• Conduct social listening 24/7 (Spreadfast)

• Be sure the partnership adds value to your followers.

• Be respectful of your partners requirements and make sure they do the same.

• Retweeting is critical to fully leverage partnership audiences.

• Use tools provided by the channel, i.e. Facebook’s Power Editor



• Followers of certain audiences are very loyal (i.e. Jeff Gordon’s) but they want

quality content.

• Create a SM partnership toolkit.

• Make sure your SM partner has a knowledgeable, skilled SM lead.

• Know what value the partner brings you.

- Example: Chase benefits by being seen as a company that helps Jeff Gordon

with his

charities. That builds brand trust, respect, and exposure. (NASCAR’s = 30M+

fans)*.

• “So happy when JG retweets our content to his 430k followers!”


Thoughts from the Source



CHASE CASE 3: CHASE & UNITED AIRLINES

CHASE CASE 3: CHASE & UNITED AIRLINESSource: Interview with Vibhat Nair, Marketing Directing, Chase

Chase is considering launching a social media campaign to

promote its partnership with United Airlines.


Thoughts from the Source• “Social media partnering can help keep our cards top of wallet for multiple

audiences. Until

now we it’s not been a two-way engagement strategy.”

• Put the time in before you launch (working for a year with UA). Research through

social listening motivated interest in Chase/UA social media campaign.

• Social is a part of the overall media strategy.

• Have multi-way conversations that engage partner audiences with relevant

content.

Customers will pay for value.

•Challenges:

- SMP is a complicated venture due to multiple brands involved.

- Need to ensure partner does not post anything you do not want them to

post.

- Who should respond to what?

- “We spend a significant amount of money marketing United Airlines and

Mileage Plus.”


CHASE CASE 3: CHASE & UNITED AIRLINESSource: Interview with Vibhat Nair, Marketing Directing, Chase

SOCIAL MEDIA PARTNERING:

MEASUREMENT

SOCIAL MEDIA PARTNERING: MEASUREMENT

• Reach (fans, followers, pins...)

• Activity (blog posts, video posts, tweets

• Engagement (likes, shares, retweets, replies, comments.)

• Are you reaching a scalable audience? I.e. expansion and process

upgrade

• Did you make impressions on customers?

• Did you foster long term knowledge of your brand.

• Based on engagement, do followers like what you are posting?

Are the above driving ROI

(sales, memberships, donations, knowledge)?

Things to measure (and to look for in a partner)


SOCIAL MEDIA PARTNERING: PARTNER

SELECTION

SOCIAL MEDIA PARTNERING: PARTNER SELECTION

• Relevance to your audience

• Relevance to their audience

• Social media reach

• Can they offer co-branding opportunities?

• Can they offer exclusive deals & discounts?

• Are contests and promotions doable?

• What is their social capital? What can they do for

you

granting access to that capital?

• Are email communication inclusions possible?

• Are their non-SM opportunities?

What’s in it for me and you?


SOCIAL MEDIA PARTNERING: CONCLUSION



“If we can rap about their

needs, feelings, and motivations, we

can respond appropriately by giving

them what they want.”



“If we can rap about their

needs, feelings, and motivations, we

can respond appropriately by giving

them what they want.”

Source: Steve Jobs by Walter Isaacson

Steve Jobs, as quoted in Interface, July 1976

Q&A


Business

Social media partnering grayson 7.15.13