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Digi Talk
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• A monthly showcase of innovative executionsto educate, inform and inspire
• Curated by CDMiConnect EDG members
• Topics including: digital/social campaigns,apps/software, current trends, best practices…
Digitalk-0415
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CONFIDENTIAL—For internal discussion only. 1
Social learning’s 2015 SOCIAL MEDIA WEEK
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What are we going to talk about today? HOW CONTENT IS CONSUMED
BEST PRACTICES FOR CREATING CONTENT
WORD OF MOUTH MARKETTING
WEARABLES
THINKING OUTSIDE THE BOX
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How content is consumed
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2015 year of the social video
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There is a brand movement from youtube to native facebook video
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Facebook videos consumed Youtube videos consumed January 2014 January 2015 January 2014 January 2015
6,000
12,000 10,000
13,000
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Two main Events drove the switch……
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Brand Use during superbowl
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Facebook Youtube 2014 2015
13%
83%
2014 2015
65%
13%
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! Video can be expensive for brands, so explore use of photos
! YouTube is still a good channel & it is important to publish natively across platforms
! Big brands are making the shift GoPro, MTV & Buzzfeed
Takeaways
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People are wanting more from their social platforms
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! 33% of customers prefer to contact their brands through social media & they expect a response within an hour or less
! 74% of customers believe if they criticize a brand on social media, it leads to better customer service
! U.S brands lose 41 billion dollars a year due to bad customer service • 80% of companies think they are delivering superior customer service
• 8% of customers believe the same companies are delivering superior customer service
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If you can provide good customer service (or better than your competitors), you can maintain 20-40% of your consumers
Social Customer service
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Social is changing our behavior
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Social media allows us to
Connect Educate Take action Create your Own message
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To form community
There are 2 reasons why we share
https://www.youtube.com/watch?v=hP7vTqPrVqk
To build our personal brand
https://www.youtube.com/watch?v=zs25mL0vouk
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Some Rules for for creating content
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Think about how your content will be consumed
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The Garden The Stream
Netflix or traditional TV. I go somewhere to watch it, I go to it.
The content comes to you i.e. facebook, news feeds
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Keep the 3 S’s in mind
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Simplicity Surprise Specific
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The magic formula
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Be an Emotional gift Provide Information
Give Identity Stress relief,
moment to oneself Prove an argument, give you something more
Location / Gender / Job
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Create brand love
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Build a relationship • Ongoing engagement
• Listen to the trends & tap into it
• Add value & help others connect with each other
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Engage employees • Makes your brand personal & accessible
• 52% of consumers trust employees as experts
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Build Advocacy • Make it official! Allow people to sign-up and attend events, they
can be online or offline
• Ambassadors strengthen support community and can connect others with people using the product. Extend to product evangelists
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Put out relevant & shareable content • Inspire by curating an experience or stories that surprise and
delight
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Social media evolves like dog years
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Stay relevant by:
Doing more with what you have
Think beyond the box
Embrace change
Measure what matters
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Don’t focus on going “viral”, focus on creating shareable content
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! 29 year old vocalist/actor/director from Texas who began performing on YouTube
! As of January 1, 2015 Hall has over 1.2 million subscribers to his YouTube channel
! He writes/performs in/directs all of his videos
! Videos are done very low budget and have achieved notoriety (i.e. Beyonce asked him to choreograph her next music video)
! MTV used YouTube to discover Todrick, and now features him on a docuseries that shows the “behind the scenes” of how his YT videos get made
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Todrick hall
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cinderonce
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http://www.spin.com/articles/cinderonce-video-beyonce-cinderella-todrick-hall/
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! Social media has created a talent “Meritocracy” • Provides exposure and access to people who might otherwise never have been
“discovered”
! Social media can be a powerful recruiting tool • Todrick Hall’s discovery by MTV
! Legal consideration: Random talent associated with your brand may bring on added liability
• MTV proved to their lawyers that there was an urgent business need to stay relevant and be first to market with this type of partnership
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Takeaways for finding talent online
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Word of mouth marketing
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Common marketing goals Sharable
• Entertaining
• Educational
• Inspiring
• News/Buzz Worthy
Word Of Mouth • Endorsement
• Recommendation
• Product Specific
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Wom: Newly quantifiable
! Historically, word of mouth marketing has been seen as the most powerful type of advertising
! 12% of consumers believe recommendations from friends/family trump anything else (Nielson)
! Nearly all marketers agree that WOM drives business • Only 6% of marketers feel they are WOM experts
! Key marketing challenge: How do you prove WOM impacts sales?
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WOM is seen as extremely powerful in terms of driving business, but marketers need ROI proof
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The Study ! Objective: quantify WOM marketing initiatives
! 6 companies participated
! 3 years of historical marketing mix data was analyzed
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! $6 trillion dollars per year in consumer spending is due to WOM
! WOM drives 13% of sales • 60% - 80% = base
• 20% - 30% = paid marketing
! WOM amplifies paid media by 15%
! A WOM impression is at least 5X’s more impactful than a paid media impression
! WOM is less impactful with lower priced goods (i.e. Pepsi)
The Results
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Execution Case study
Assumption
WOMM drives WW business
Challenge
Get senior management to approve a budget for WOM marketing
Resolution
Marketing team was successfully able to use WOM study on ROI to justify a budget to produce a new commercial for launch during 2015 Superbowl
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https://www.youtube.com/watch?v=yvUO_jU8XlI
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takeaways
! ROI remains crucial in proving value
! Even things that are seemingly hard to measure, can/should be quantified
! The optimal marketing mix includes both paid and WOM marketing initiatives
! Cheaper goods benefit the most from WOM
! Likely applicable for more mainstream CDMi accounts
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Wearables
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Becoming more Wear-able
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“The future of wearables is where multi-faceted, yet focused function
meets fashion. Think Apple Watch versus Google Glass.”
-CTO of Decoded
vs
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WEAR-abilities
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The health and fitness categories are just the beginning. Via Apple’s new HomeKit, for example, iOS-enabled wearables can communicate with automated home systems (eg, the Nest thermostat).
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Wearables & portables
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Experts claim the wearable category is broadening to include portable devices. Some portables, like the SCIO scanner (tells you the chemical make-up of almost anything, including foods and medications), are indicative of the potential influence on health.
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I invent… Outside the box
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Intra-preneurship: Start it UP
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“One way to ignite intra-preneurship in your company is to approach internal initiatives like start-ups.”
-VP of Consumer Engagement at Mondelez
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Intra-preneurship: shared SUCCESS
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Share and even celebrate internal successes/milestones to encourage more of the same and make it part of the culture
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Intra-preneurship: Exchange students
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Start an employee exchange program with other mutually interested companies to speed up the growth of internal capabilities (eg, partner with a social media shop that’s interested in digging into healthcare). Would have to be conscious of creating direct competition
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#ThankYou
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Sessions attended
! Getting You Closer To Your Customer: Strategies For Streamlining Your Social And Collaboration Strategy: Salesforce
! From Fans to Advocates: How to Build Community and Grow #BrandLove: Hootsuite
! Why 2015 Will be the Year of Social Video: Socialbakers
! Creating Video Content for How it’s Consumed: Buzzfeed
! Building Social Movements: Reigniting Human Connectivity: Cotential
! Storytelling with Vine: How to Create Short Form Videos That People Remember: Mashable & Vine
! More than just a hashtag: Make campaigns that matter: Purpose ! Decoding Wearables
! Igniting Intrapreneurship
! The ROI of WOMM: a first look at WOMMA's return on WOM brand study
! Stop Calling Them Social Media Influencers: MTV's pioneering effort with new form talent
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Thank you!
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