TURNING SOCIAL INTO BUSINESS OUTCOMES
9.12.13
DEEP EXPERTISE
For Too Many Companies....
TECHNOLOGY
SOCIAL MARKETING IS INEFFECTIVE
NO SILOS
INTEGRATION WITHIN SOCIAL EFFORTS
INTEGRATE ACROSS OTHER MARKETING
INTEGRATE ACROSS THE ENTERPRISE
Strategic Planning
SalesMarketing
Innovation
Customer Service
• Industry• Competitors• Hot topics• Trends
• Purchase intent• Lead gen• Funnel analysis
• Brand perception• Brand reach• Content strategy
• Product Development• New opportunities• Desired features
• Issue resolution• Product performance• Support trends
Insights
Business Value
COMPETITIVE OPPORTUNITY
CMO Survey, Aug 2013
MOST COMMON CMO QUESTIONS
“How does all of this work together?”
“How do I show ROI?”
“Where do we start?”
PEOPLE
• Use the Analysis—Insights framework:
- What: reporting on the numbers
- So What: practical application to a business need/situation
- Now What: the actions to take based on the analysis
ASSESS SOCIAL MATURITY
Social Media Adoption ExtensiveLimited
High
Low
4
2
3
1
Pro
du
ct A
do
pti
on
Informal• Siloed social efforts
• No policies or training
• Leadership asking “why”
Organized• Full time social media employees
• Brand monitoring with free tools
• Direct Engagement (e.g. Service)
Engaged• Creating and publishing content
• Measuring ROI in some form
• Competitive and Industry monitoring
Optimized• Paid/owned/earned is optimized
• Social embedded across enterprise
• Senior leadership active in social
ROADMAP
P l a t f o r m f o r E n g a g e m e n t
/// Partner Since 2004
/// 1,500 + Platform Projects
/// 73 Certifications
/// 8.8 Customer Satisfaction Score
WHAT IS MARKETING CLOUD?
WHAT IS MARKETING CLOUD?
SOCIAL LISTENING
LISTEN FOR ENGAGEMENT OPPORTUNITIES ACROSS THE ENTERPRISE
Strategic Planning
SalesMarketing
Innovation
Customer Service
• Industry• Competitors• Hot topics• Trends
• Purchase intent• Lead gen• Funnel analysis
• Brand perception• Brand reach• Content strategy
• Product Development• New opportunities• Desired features
• Issue resolution• Product performance• Support trends
Insights
Business Value
Social Listening Across the Enterprise
LISTENING/ENGAGEMENT
Tracked social conversations around their largest summer event, The Ultimate Pool Party
Provided real-time results and recommendations for engagement
Used Radian6 workflows to identify key influencers and contest participants to select contest winner in real-time
Reach of Sponsor Mentions
Fontainebleau Visit Florida Pepsi Fiat0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
39,300,000
20,063,000
3,700,0001,500,000
LISTENING CONSIDERATIONS
• Make sure you are listening for your brand and your client’s brand names
• Look for conversations from people that influence brands: listeners, consumers, buyers
• Use learnings from Listening to across all of your Marketing tactics
LISTENING/ENGAGEMENT
PUBLISHING
PUBLISHING
Uses Buddy Media as a platform tool to manage social content and engagement across multiple brands
Created flexible social app for Jack Daniels content that can be easily modified for different contests
A social CMS for managing social content publishing, landing pages, and microsites
PUBLISHING CONSIDERATIONS
• Have a consistent cadence in your posts
• Optimize, optimize, optimize
• Use learnings from Listening to fuel your content strategy
PUBLISHING
ADVERTISING
ADVERTISING
Targeting specific audiences as well as Custom Audience and Look-Alike Audiences to increase reach quickly
Amplifying mentions of TouchVision using special ad units
Allows for fast ad unit optimization via multi-variate testing
ADVERTISING CONSIDERATIONS
• Understand and utilize all of the segmentation options available
• Be sure to amplify organic content to “help” give it greater reach
• Integrate social ad buys with email, paid search, and other paid media efforts
ADVERTISING
SUMMARY
NO SILOS
THANK YOU!
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