real results from social marketing
Post on 18-Oct-2014
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DESCRIPTION
Presentation for Loyalty Labs client immersion day on hot topics in digital marketing. Audience of smart, rigorous emarketers with robust curriculum and practices in direct marketing, crm, search and other data-driven, accountable marketing disciplines. Objective: to introduce a theoretical approach in influencing consumers and offer additional forms of ROI that complement lifetime value of direct influence such as brand, consideration, new market development and search effect from Social Marketing.TRANSCRIPT
Mark Silva, Principal, Real Branding
Real Results from Social MarketingReal Results from Social Marketing
Distribution
SOCIAL MEDIA TRANSFORMS APPROACH
Content DevelopmentStrategy
AudienceProfiling
MediaLandscape
Change
CompetitiveAnalysis
Brand Objectives &Immersion
Digital Roadmap Define
DesignDevelopPartnerDeploy
Measure, Optimize
PlanDesign
DevelopPartnerDeploy
Measure, Optimize
3
WHAT WE’LL COVER:
A prediction about social and your job
A theoretical approach and tools for Social Media
A potential business case approach
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PREDICTION
Social Media strategy and practice will become so critical to your business that it will match CRM, search, email, analytics and A/B testing in intensity and investment
Start lobbying for head count now Consider maneuvering to lead it
Social Media strategy and practice will become so critical to your business that it will match CRM, search, email, analytics and A/B testing in intensity and investment
Start lobbying for head count now Consider maneuvering to lead it
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SEARCH
The SocialMap Identifies Microformat Channels and informs “The Search
Cloud” through population, distribution and connecting
THEORETICAL APPROACH
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SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION
OLD CONTENT MODELNEW CONTENT MODEL
The website has a new role and value proposition by sharing and
consuming microformatted content to the web, devices and
socialnetworks
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SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION
TRAD DISTRIBUTION MODELNEW DISTRIBUTION MODEL
By microformatting content you create greater relevance potential for Search demand as well as for
distribution
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SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION
Changes the loyalty funnel and branding
Thinking
Saying
Researching
DoingWatching
New Verbs for Loyalty?
Buying
Reviewing
Tagging
Rating
A robust SocialMap puts the brand back into the new brand funnel
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SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION
(SEARCH)
Source: David Armano (http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html)
Search represents a new brand reality
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SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION
Search on “AXE”
Homepage, Microsites,Corporate
Social Network
Video
Default Web Search on Google
Image Search on Google
Video Search on Google
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SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION
Search on “AXE Effect”Homepage, Microsites,Corporate
Blogs
Social Network
Other Video
YouTube
Web Search on Google Image Search on Google
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SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATIONMore brand truths in the open allow more successful searches and drive page rank Search strings are getting longer, meaning people and
the search algorithm are getting more specific
The more assets available, the more specific searches will return with your page
More total searches delivering fewer results each time=The Long Tail effect
This dynamic demands microformatting assets to create greater search potential
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SEARCH EFFECT THROUGH SOCIALMEDIA OPTIMIZATION
Examples of Microformatted Content Video Photos Blogs Bookmarks and Tags Twitter Ratings Comments
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SOCIAL TECHNOGRAPHICS
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SOCIAL TECHNOGRAPHICS
21%
37%
19%
35%
69%
25%
Source: North American Technographics Media and Marketing Online Survey, Q2 2008
16Source: 2007, Trends “Social Technogaphics, Forrester Research
USERS IN EACH CATEGORY ENGAGE DIFFERENTLY
17Source: 2007, Trends “Social Technogaphics, Forrester Research
USERS IN EACH CATEGORY ENGAGE DIFFERENTLY
18Source: 2007, Trends “Social Technogaphics, Forrester Research
USERS IN EACH CATEGORY ENGAGE DIFFERENTLY
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Source: North American Social Technographics Online Survey, Q2 2007, North American Technographics Media And marketing Online Survey, Q2 2008
AMERICANS ARE GETTING MORE SOCIAL
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FEMALE DIGITAL MILLENIALS
Source: http://www.forrester.com/Groundswell/profile_tool.html
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YOUNG WOMEN ARE JOINERS & CREATORS
Source: http://www.forrester.com/Groundswell/profile_tool.html
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AMERICAN WOMEN ARE AVERAGE
Source: http://www.forrester.com/Groundswell/profile_tool.html
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MIDDLE AGED WOMEN ARE SPECTATORS & INACTIVE
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MALE DIGITAL MILLENIALS ARE EVEN MORE SOCIAL
Source: http://www.forrester.com/Groundswell/profile_tool.html
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YOUNG MEN ARE JOINERS, COLLECTORS & CREATORS
Source: http://www.forrester.com/Groundswell/profile_tool.html
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MEN ARE COLLECTORS & AVERAGE
Source: http://www.forrester.com/Groundswell/profile_tool.html
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MIDDLE AGED MEN ARE COLLECTING
Source: http://www.forrester.com/Groundswell/profile_tool.html
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THE BUSINESS CASE FOR SOCIAL
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MARKETING CONVERGENCE IN SOCIALMEDIA
CRM/DM Brand
Consumer
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SOCIAL MEDIA’S ACCRETIVE AFFECT
Current email list sample
Email by Age
2% 5%
18%
25%
50%
<18
18-25
26-35
36-45
>45
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SOCIAL MEDIA’S ACCRETIVE AFFECT
Age-Identified Social Networkers
SocialMedia by Age
2% 12%
45%
24%
17%
<18
18-25
26-35
36-45
>45
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SOCIAL MEDIA’S ACCRETIVE AFFECT
Email+Social=Growth in key targets
End Results
0% 10%
40%
2%
48%<18
18-25
26-35
36-45
>45
+ 7%
+ 28%- 33%
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DISCUSSION
Implications for your brand Q&A Slideware available at:
www.slideshare.net/marksilva
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CONTACT
THANK YOU! Mark Silva
Principal and Founder
FACEBOOK: http://www.facebook.com/marksilva
TWITTER: http://twitter.com/marksilva
FRIENDFEED: http://friendfeed.com/marksilva
SLIDESHARE: http://slideshare.com/marksilva
BOOKMARKING: http://delicious.com/marksilva
TXT: 415-596-7474
Real Branding
www.realbranding.com
2325 Third Street, Suite 108
San Francisco, CA 94010
415.522.1504 x304