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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
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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
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Introducing Larry Weber
Chairman
@thelarryweber
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Social Media: Move beyond toe-dipping to full-body immersion
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But it’s not a field of dreams. If you build it, they won’t
necessarily come.
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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
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Introducing Brian Babineau
Brian Babineau
VP Director, Media
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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.
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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
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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
Key Steps & Principles
� Asset audit
� Create, edit, format
� Identify distribution channels
� Maximize relevancy
� Release it
Key Steps & Principles
� Go deep on research
� Negotiate differently
� Spend differently
� Push for innovation
� Do more with less
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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.
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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.
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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
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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
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Community destination
Earned media outreach
NYC Public Library Event
Blogger contest widget
Women on the Web partnership
17
PROGRAM STRATEGY
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Introducing Dennis Haugan
Dennis Haugan
Senior Director, Interactive Marketing
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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
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Community destination
MTV Alexa Chung Embed
School Ambassadors
Custom School Badge
Jimmy Kimmel Live Embed
PROGRAM STRATEGY
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How do you integrate social media?
SearchSocialMedia
Microsites
Website
PR
Events
Advertising
Media View
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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
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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.
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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
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Social becomes woven with other content throughout customer life cycle
Awareness Purchase
RetentionSupportOnboarding
Consideration
Content View
Social
Content
SocialContent
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Questions from the Audience
Feel free to type in your questions for Larry, Brian and Dennis
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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]