rise above the noise: get your brand to stand out on the social web

© 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL

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Rise Above the Noise: Get Your Brand To Stand Out On The Social WebHashtag: #SocialMedia


• Driving ROI with Social Scoring– Targeting Campaigns to Segments & Networks– Identifying and Targeting influencers– Leveraging Customers and Advocates

• Calculating Social Marketing ROI– Social ROMI vs Social ROMO– 9 Keys metrics and ROI Impact

BOTTOM LINE:Understand how to Monetize

Social Marketing

Today's Session

BOTTOM LINE:Understand how to Monetize Social Marketing


A personal story...


SOCIAL FRESH


ooops...wrong day!


THE NEXT DAY...


How’d they know that?


It was this guy!!!


What I thought...

Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.


Wow!!!

Social Marketing Automation!!!

SOCIAL CRM


WHAT ACTUALLY HAPPENED...


Not as exciting, but a great story none the less

DELTA


So, what’s it all about?


The way we communicate has evolved


Social Media represents the largest shiftin communications in human history


Printing Press1400’s

Telegraph/Telephone1800’s

Recordable MediaLate 1800’s

TV1900’s


1) Many-to-many pattern

2) A channel for all types of media

3) Your audience is nowthe content producer

4) Audience is savvy and moved from broadcast to dialog


Why are marketers soooo excited about it?


Let’s take a step back...


How we have been trained to market?


1: Develop a campaign


2: Identify Sources


3: Develop Compelling Content & Offers


4: Broadcast!!


and wait...


Social Media is new and unique for marketers


• Data that is driven by

• Dialog and • Contextual

Content within a • Community

For businesses, marketing through Social Media is about:


For example… let's say we are selling…


Traditionally…

• Broadcast messages through multiple channels

• Collect Data and Demographically target

• Open stores in areas of audience concentration

• Drive people to online or offline purchases


• Listen for individuals who show a likelihood of buying

• Target:➡ Hyper-target individuals

with contextual offers and content

➡ Identify Contextual Influencers

➡ Market to a widget enthusiast group on Facebook

➡ Contextual groups (or create one)

Through Social We Would:@bill Need new shoes for the office party. What to buy?

HUGE ski trip with the guys next month! Can’t wait!

month 2 in marathon training. Feeling better everyday

UGH! I hate back to school shopping for the kids!

Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf

Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!

Looking for new ski boots? 10% of for you today http://bit.ly/jhgk

We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk

http://bit.ly/45hdf

http://bit.ly/jhgk

http://bit.ly/jhgk

http://bit.ly/jhgk


Real life examples

The Louisville Real Estate Agent

30% conversion rate on leads sourced via Twitter

TriNet Listens for ‘events’ and sells software

Roger Smith Hotel attracts guests

IBM Generates Millions by Listening for Leads

STRATEGIES


Fundamental Difference

VS


What’s at the core?


Market Intelligence


Social Breadcrumbs

SOCIAL MARKETING

AUTOMATION

Social platforms offer deep audience insights – the social

“breadcrumbs” people leave online as they take actions and post content provide ripe insight for

audience segmentation and targeting


High potential to buy Influencer Partner Candidate

Customer & Advocate

social scoring = finding prospects & converting them to customers


The 6 Keys & Where Delta Stood Out

PayingAttention

Interaction Content

Presence Management Measurement


How do you do it?


The big three of Monetizing social marketing

Social Prospecting

Automated Social Profile Collection

Social Scoring


Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them.

Example: Pella Windows

SOCIAL PROSPECTING


IMPLICIT VS EXPLICIT BUYING SIGNALS

Explicit Implicit

“Looking to buy new windows. Anyone have

experience with Pella?”

“Ugh… I can’t get this draft to stop! It’s cold in here!”

“What is the cheapest place to

buy new windows?”

Just starting work on the new

addition!

“Looking for a recommendation on windows…”

Just bought the new house and am

getting ready to move next week!!

Example: Pella Windows


SOCIAL PROSPECTING

The 2012 Super Bowl Host Committee identified and

assisted fans in the Indianapolis area for the big game. A team of 50 managed all interactions

resulting in $3.2M in value to NFL.

Example

SUPERBOWL

Identify prospects and customers across the social web


SOCIAL PROFILE COLLECTION

Collected the publically available profile information on the individuals engaging in your specific conversations.

Public Posts and actions on Social Networks like:

Engagement on brand owned social destination

Participation in Facebook contests,

Downloads, et

Social Profile

Collected the publically available profile information on the individuals engaging in your specific conversations.


SOCIAL PROFILE = PAINTING A PICTURE OF YOUR PROSPECT

• Are they talking about topics we care about?– Location, time, who they are talking to,

who are they talking about, what is their influence?

• Are they engaging with our content?– Do they know about us, sentiment,

frequency, date, time, what content did they react to

• Did they participate in our Contest and Apps– Did we get permission to see more profile

data?– Did they share their participation with

their friends

Social Profile


Social ProfileStudied at Harvard (2006) and Virginia (1999)Amplified Reach: 23,402,725Influence Themes: Venture Capital, Investing, EntrepreneurshipOther: Fans of 80’s comedies, Political satire televisionPolitics DemocratMarried, MomInterests: TaskRabbit, Kat Von D, Twix, colorTHEORY, GameChanger, Charleston - TravelTell, BillShrink, Drync, Daily Grommet, Elizabeth 'Tina' Fey, Viximo, Mozes, Clothia, Haute Hanger, Obey Giant, Boston Ballet, Independent Film Festival Boston, Currensee.com, Spring Paddocks, LLC, Stratus Prep, Mars Bars, Awareness, SimpliSafe, Barack Obama, Women 2.0, ALS/Lou Gehrig’s Disease, Independent Film Festivals, Boston World Partnerships, Style.lyTweets: Dec 14: #MIT100K accelerator kickoff...they're describing a design charette, 'hackathon' type design help for teams. Great idea.Facebook Posts and Comments: Dec 4: Cassius. 10 years old yesterday/today, depending on when you count. Took a nice romp around the southend this morning. Still got it.

Traditional: 7 fields collected vs. Social: 100+ fields

collected

CAPTURE PROFILE DETAILS

The American Cancer Society collects detailed profile information on all interactions across the

social web. To date they have collected over 1M+ and use data to identify donors and volunteers.

Example

ACS

Gain an intimate view of the individuals that make up your audience


Develop a scoring criteria that is dynamic and identifies individuals based on actions over time.

SOCIAL scoring

Develop a scoring criteria that is dynamic and identifies individuals based on actions over time.


Define a path to purchase

TRACKING BEFORE DIRECT ENGAGEMENT


Build a behavioral score Model


Transforming the social web into your marketing database

Engage with Prospects

PUBLISH

ENGAGEMONITORPublish to Multiple Social Destinations

Prospect for conversations

ACQUIRE PROFILES ABOVE THE FUNNEL

SCORE AND TARGET with

OFFERS

CONVERT

AN

ALY

ZE &

OP

TIM

IZE

AN

ALY

ZE &

OP

TIM

IZE

Publishing & Engagement:Industry leading content publishing & engagement to social channels with deep user permissioning & workflow functionality

Social Prospecting:Monitor the social web for prospects and immediately capture profile data

Social Scoring:Easily create and apply your own weighting algorithm to the profile database instantaneously ranking prospects based on your criteria

Social Offers:Serve up personalized, specific offers based on social scores

Integration:Close the social marketing loop with seamless integration with leading CRM, Marketing Automation, BI and web analytics tools

Hub Difference

Social Books:Analyze and optimize social programs and easily distribute reports and dashboards


Social scoring in action

+5 points

“looking to buy something…”

+5 points

“looking to buy something…”

+5 points

Joined Facebook page

+5 points

Joined Facebook page

+10 points

“Any recommendations for product?”

+10 points

“Any recommendations for product?”

+10 points

Visited page

+10 points

Visited page

Prospective buyer


Hyper-targeted marketing campaigns


Scoring summary

• People may fall into multiple lists and categories– This may result in multiple scores. For example:

Name Email Influence Score (Category 1)

Buyer Score

Influence Score (Category 1)

Sal Giliberto Sal.giliberto@

46 19 53

Dave Carter DC@ 83 10 61

Steve Tremblay

Steve@ 22 53 7

Brian Zanghi brian@ 38 25 83

Melissa Leffler ML@ 14 73 22


Scoring actions

Target top XX

Influencers for

direct engagement Present list of XXX leads to sales team by region

Target campaign

offer via social to

top XXX

consumers

Sync list to email system for follow

up

Encourage

conversion via

blog comment

Identify top influencers and offer a badge

Invite group of

XXX prospect to

special event


Benefits of social scoring

• The social web is becomes your marketing database– Identify buyers, prospects and leads– Tier your prospect list and database based on your rules– Target very specific groups and/or individuals for conversion

• Define influence on your terms!– Define influence as it pertains to your company

• Understand the customers you have and uncover the ones you don't


SAMPLE CAMPAIGNS


Foiled Cupcakes

94%of sales come through

FOILED

CUPCAKES


Example >

• Jeep Example…

Monitor conversations

occurring across the social web that indicate a buying

intent.

Jeep looks for implicit & Explicit data; life events

Monitor the social web for buying

intent

Capture and tag the profiles of individuals

engaging in the conversations

Pull all related profiles, store and route to dealers

Capture Leads & Social Profiles

Score leads based on conversation, engagement and profile and target with marketing

offers.

Score based on demographic and

profile data.

Score Leads and Target with Offers

Tracked detailed conversion metrics at the content and

profile level

$

Convert Social Leads to Revenue


Influencer Campaign> Ford Fiesta

• Ford gives 100 Social Influencers Euro Version of the Fiesta

• Asked to track Missions via video and upload

• 6.5 Million views of Missions result in 10,000+ Cars in first 6 days

FIESTA


THE WIZARDING WORLD OF HARRY POTTER

INFLUENCER

7 = 350M


MEASURING ROI


SOCIAL ROMI vs SOCIAL ROMO

SOCIAL ROMI SOCIAL ROMOReturn on Marketing Investment Return on Marketing Objective

Overall social marketing contributions to the business over time (usually year-over-year)

Specific social marketing contributions to customer engagement and sales (usually campaign based and short term)

SOCIAL ROI


SOCIAL ROMI SOCIAL ROMOReturn on Marketing Investment Return on Marketing Objective

Add All Marketing Expenditures

Determine Contribution to Results

Calculate ROMI

Calculate Lead Gen Effectiveness

Determine Contribution to Results

SOCIAL ROMI vs SOCIAL ROMO


Takeaway's

1. Pay Attention

2. Interact & Engage

3. Know your audience, intimately

4. Follow the big 3 of Monetizing Social

5. Optimize & Improve with Social ROMI & Social ROMO


• CEO @ AwarenessHub; Marketing Faculty @ Clark University

• Boston native, father of 2, Entrepreneur and 'marketing guy'

• Active blogger, tweeter, and social media enthusiast

• Author, Stand Out Social Marketing, McGraw-Hill, January 2013

About the Presenter

Blog:StandOutSocialMarketing.com

Facebook:Facebook.com/standoutsocial

Twitter:@bostonmike


About Regalix

An award-winning Global Co - Innovation company that leverages technology and marketing to help companies grow.

Forefront of Innovationo Digital Marketing Serviceso Technology Enabled Serviceso Regalix Labs

Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team

Fortune 500 and Venture Backed Customers (B2B and B2C)

Global Operations: HQ in Silicon Valley, 2 Offices

Industry Recognition


CONTACT

Thankyo

u!Mike Lewis

Author of ‘Stand Out Social Marketing’@bostonmike

[email protected]


Get in Touch

If you have any questions about this webinar please feel free to get in touch with us at [email protected]

For more information on Regalix visit: www.regalix.com

For more information on Mike Lewis visit: www.standoutsocialmarketing.com

mailto:[email protected]

http://www.regalix.com/

http://www.buyingprocess.com/

http://www.buyingprocess.com/

rise above the noise: get your brand to stand out on the social web

Social Media

marketing

social romi

social scoring

scoring criteria

social web

profile information

specific conversations

offers 2014