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SOCIAL MEDIA MULTIPLIER – A RESEARCH REPORTPaul Gillin
April 1, 2010
Go Where the People Are
32 million members
300 million members
44 million members
1 billion daily views
6 million daily visitors
50 million members
10 million members
1 million daily visitors
1.5 million daily visitors
Top-Line Findings - Interim
• Social Media has reached critical mass in corporations
• Organizations are turning their attention to popular gathering spots
• Multi-platform deployment and management are critical new issues
• ROI metrics are still ad hoc• A multiplier factor exists but few can
quantify it• Twitter has become the killer app
Source: Elliance, Inc.
Credibility Through Validation
Social Media Platforms in Use
Virtual world
Mobile application
Public community
Private community
Specialized social network
Video podcast
Topical blogs
Employee blogs
Photo-sharing
Discussion forum
Podcast
Facebook group
LinkedIn group
Text/SMS
LinkedIn page
YouTube or similar
Business blog
Facebook fan page
Twitter or similar
0 10 20 30 40 50 60
Who are the principal audiences for your company's social media efforts?
Investors
Media
Business partners
Channel
Existing customers
Prospects
0 5 10 15 20 25 30 35 40 45
Platform Adoption by Year
Before 2006 2007 2008 2009
38
99
137
187
38
137
274
461
New Cumulative
55 respondents
Effectiveness Compared to ExpectationsFrom most positive to least positive
Public community Private community
LinkedIn page Text/SMS
Podcast Facebook group
Discussion forum Specialized social network
YouTube or similar LinkedIn group Business blog Topical blogsPhoto-sharing
Mobile application Facebook fan page
Video podcast Employee blogsTwitter or similar
Virtual world
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00
Effectiveness Expectation
ROI Perception
Somewhat negative
Neutral
Somewhat positive
Very positive
0 5 10 15 20 25 30
Planned Changes in Social Media Activity, Next 12 Months
No change
Somewhat increase
Significantly increase
0 5 10 15 20 25 30 35
What has been the business impact of your company's use of multiple social media platforms?
No answer
Little/no impact
Somewhat postiive
Strongly positive
0 2 4 6 8 10 12 14 16 18 20
• Sales• Conversions• Search rank• Leads• Conversations• Cost per lead• Retweets• Comments
Verbatims: Most Common Metrics
Verbatims: What They’re Doing Now• “A new blog entry is typically also communicated on
Twitter or cross-posted on Facebook.”(multiple mentions)• “We leverage content that we produce across all of the
social networks - and then engage in each conversation that follows.”
• “All product launches now have a social media component.
• “We repackage everything through our content marketing site in industry-specific LinkedIn groups."
Typical Multi-Platform ScenarioCorporate website
Feed Aggregator
Partner website
Email Newsletter
Improved applicant quality
Image of Sodexo as progressive young company
Recruitment costs substantially reduced
Principal Value
“The human touch is essential. People know there’s somebody behind the message and the photo.”
-Kerry Noone, Manager, Marketing Communications
Sodexo Recruiters• Most of the company‘s 60 recruiters user
Twitter and other social media to meet hiring demand.
• Focus is on building relationships and enthusiasm among prospective employees
• Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K
Demonstration often beats description
Multimedia conveys excitement
Bottom-up combined with top-down for maximum impact
Social media drives ongoing engagement via e-mail
Principal Value
Ford’s Content Factory
“We use whatever channel we can to spread the message.”
-Scott Monty, head of social media
• Constantly delivers news about the company’s reinvention using every available media social channel.
• Press releases paired with video, images, audio whenever possible
• Everything is shareable, nearly all is tweeted• Key metrics: retweets, Facebook comments,
media coverage, awareness studies
10M quarterly impressions
100-fold amplification of blog/Web content
CEO developing side business as automotive social media consultant
Principal Value“My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.”
-Jody DeVere, CEO
AskPatty’s Syndication Wizardry• Syndication partners include TwitterMoms,
BlogHer, Parenthood.com, SheKnows• Articles automatically posted to bookmarking
sites, multiple Facebook fan pages• Spokesperson for Rain-X Division of Shell
Oil, Mobil1 division of Exxon/Mobil• Hired for 12-part video series on AutoNet TV
Invitation and welcoming committees formed spontaneously around the globe
Reinforces message of happiness, youth
Principal Value
“Consumers who participate with our brand online have a higher purchase intent”
-Adam Brown, Director , Office of Digital Communications & Social Media,
Coke’s Global Expedition• Three ambassadors selected by community
are visiting all 206 countries in 2010• Travels documented through all available
media; no advertising support• Promotion channels target international
audiences: Facebook, YouTube, Twitter, Bebo, Orkut, Tencent CC
400M media impressions in first 22 days
Management Challenges
• Who speaks for the company?
• What restrictions should exist on what
they can say?
• When to use a corporate vs. a
personal presence?
• Who takes action and how?
• How to scale real-time public customer
service?
• What to do about negativity?
• How to organize for continuous online
interaction?
How do we avoid this?
Marketing Challenges
• Audience segmentation?• Appropriate messaging?• When to pitch?• Metrics and ROI?• Marketing integration?• Roles and governance?• What to avoid?• Resources and budgets
and on Facebook
Coke on LinkedIn…
Thank you!
Paul Gillin
508-656-0734
gillin.com
Twitter: pgillin
NewInfluencers.com
SSMMbook.com
Free weekly newsletter at
gillin.com
Coming late 2010: Social Marketing to the Business Customer By Paul Gillin & Eric Schwartzman