sim wharton 030811_final
TRANSCRIPT
Overview
1. Social Influence Marketing
2. How We Got Here
3. Trends to Watch
1. Social Influence Marketing
“If you build a great experience, customers tell
each other about that. Word of mouth is very
powerful.”
– Jeff Bezos, February 2003
SocialInfluenceMarketing
BrandMarketing
DirectResponse
Marketing is evolving
Building blocks
• High-end creative
• Publishing / Syndication / Promotion
• Distributed storytelling
• Channel management
• Community Activation
• Influencer relationships
• Word of mouth• Customer
advocates
• SIM score insights reporting
• Listening Programs
• CI Panels• Business
Services
Analytics and Measurement
Strategy and Governance
Content Conversation Influence Insight
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”
– Charles Darwin, Biologist
Remember Darwin?
FROM:
Singular Consistent MessageTO:
Multiple Coherent Ideas
A new game plan
Mutation creates variation
Unfavorable mutations selected against
Reproduction and mutation occur
Favorable mutations more likely to survive
…and reproduce
It’s not chaos, its digital Darwinism
What it means for marketers
1. Social Influence Marketing is more than Word Of Mouth
2. Your social strategy begins with your marketing strategy
3. Your owned platform can be just as social as Facebook
4. Every traditional marketing objective can be made social
5. Measurement must be actionable
Measurement
11
We’re Great at Measuring Owned Media
• The new site outperformed the older version across each key metric
• After relaunch, the new site had both a significantly higher volume of visitors as well as a more qualified audience
• This traffic increase was in the absence of paid banner media driving to the site
Visits to TAE
Comparative AveragesMonth Before
RelaunchFirst 17 Days After
Relaunch
Daily Visits 2,527 5,015
Visits/Person 1.08 1.19
Time Spent 2:21 4:00
Bounce Rate 40.1% 11.7%
5/3 Site Relaunch
Not So Great At Earned Media
• Competing vendor sponsored studies (Vitrue & Syncapse) have tried to put forward fan valuations
• In both cases data was not sourced from brands
• True Fan/Follower value can only be understood when a brand merges their customer data with a sound measurement approach
• The wild card in all of these efforts is identifying the value of an earned impression
Our Approach
• Apply paid & owned measurement strategies to earned media• Create measurable engagements• Tag everything• Integrate paid, owned and earned KPIs
• WOM results are the outcome of owned programs
• Influence begins with the brand
Integrated KPIs
KPIs
Earned
Paid
Owned
• Engagement• Awareness• Performance• Fan Growth• Conversation
Develop socially focused KPIs, integrating Paid, Earned and Owned platforms as data sources.
Integrated Data Sources
Engagement Awareness Performance Fan Growth Conversation
PAID Interaction Impressions Click Through Rate Likes
Self-Reported Cost Per
Display View Through Post Click
FB EA Post View
Search Interaction Rate
Surveys
Gaming
OWNED Added App Page Views Likes
Outbound referrals Video Views SMS opt-ins
Site.com Site Interactions Time Spent eMail opt-ins
FB FP Favorites Self-reported
YouTube Ratings Unique visitor
Mobile Like
Surveys
EARNED Like Impressions Fan Page Likes Volume
Comment Subscribers Sentiment
Twitter Share Followers Source
FB Wall Retweet Influencers
YouTube Reblog
WOM Click Through
Social Voice UGC
Blogger Outreach
How social are you?
• Platforms and Publishing – How do you manage your content?
• Engagement – Does your content create social value?
• Integration – Is social a call to action across your marketing programs?
• Utility – How useful are your social programs?
• Social Voice – Do you speak in a brand voice or a social voice?
2. How We Got here
18
User generated contentwas the enemy
So we tracked our buzz
Generated by BlogPulse Copyright 2009 The Nielsen Company
Percent of All Blog posts
0.200
0.175
0.150
0.125
0.100
0.050
0.025
Dec 19 Jan 07 Jan 14 Fev 14 Mar 05 Mar 24 Apr 12 May 01 May 19
nike adidas
Where we are today
Starbucks has embracedthe Crowd
Comcast uses Twitter
for Customer Service
Engage the consumer in conversation
Leverage the real-time nature of the internet
Mine the consumer voice for insights
Social InfluenceMarketing
How did we get here?
3. Trends to Watch
27
Co-browsing
28
Consuming media is a social activity
• Watching TV, movies, attending concerts are all things we do as part of our social graph
• New technologies now make it easier for us to do this via social platforms
• Starling TV, GetGlue, Miso, Philo and other start-ups are offering check-in and conversation tools for collaborative browsing or co-browsing
Starling TV: Co-browsing
Conversation targeting
31
Conversation targeting
• Social media offers new ways to gain insights about consumers
• Conversation is the newest way to identify consumer affinity for your brand or product
• Trending topics are the real-time collective conversations that create directional opportunities for ad targeting
Making the physical, digital
33
Stickybits: Making the physical digital
Stickybits uses RedLaser barcode scanner to allow users to view content, get rewards and coupons from brands
• Location based scans
• Age verification
• Social plug-ins
• Content management and analytics
• Users can upload content
• Anything can be made digital
Influencer marketing
35
Not all customers are equal
• While there’s still an ongoing debate about the value of a fan, we know that friends and family recommendations carry more weight than a brand promotion alone.
• So how do we create campaigns for these influential consumers?
Klout: Influence marketing
Identifying the influencers
Sample Klout profile
The invitation
Sharing the message
Generating positive brand sentiment
Results
Questions?
