social media marketing approaches outcomes
DESCRIPTION
A discussion of social media marketing approaches & tools, supported by real world examples of successful (and failed) marketing campaigns. Presented by Colin Crook of Voce Communications and Amy Ganderson of The Nature ConservancyTRANSCRIPT
Social Media Marketing: Approaches & Outcomes
A ZeroDivide Webinar, March 29, 2010
www.zerodivide.org
Influence.
Social Media Marketing.
Influence.
www.vocecommunications.com/blog
Social media:
Why, tools, channels.Strategic campaigns & Thoughts.The Facebook Effect.Measurement.
www.vocecommunications.com/blog
Brand Awareness
www.vocecommunications.com/blog @Vocenation
Years to reach 50 million users…
www.vocecommunications.com/blog @Vocenation
RADIO: 38 years…
www.vocecommunications.com/blog @Vocenation
Television: 13 years…
www.vocecommunications.com/blog @Vocenation
Internet: 4 years…
www.vocecommunications.com/blog @Vocenation
New Channels – social driven
www.vocecommunications.com/blog
Offline & Online
Working Campaigns
www.vocecommunications.com/blog @Vocenation
The Pepsi Refresh Project• In 2010 Pepsi did not run a super bowl ad for the first time in 23 years
• Pepsi is giving away $20M in a “social media play” called The Pepsi Refresh Project.
www.vocecommunications.com/blog @Vocenation
The Pepsi Refresh Project• 1,000 ideas are collected each month.
• Ideas that ‘win’ are granted funding to better refresh a community
• Community based and widespread improvement – stay away from narcissism.
www.vocecommunications.com/blog @Vocenation
The Pepsi Refresh Project – What could they have done better? • Pepsi is completely starting from scratch.
• Failed to leverage TV medium (offline) to help drive social participation.
www.vocecommunications.com/blog @Vocenation
The Kogi Truck
www.vocecommunications.com/blog @Vocenation
Kogi Bbq = Korean BBQ to go…• Travels around Los Angeles County, using Twitter as a primary mode of conversation with their community (customers).
• Kogi informs followers via Twitter where the truck will appear next.
• Eager Kogi enthusiasts check their twitter channel via the web or mobile device.
• These tweets draw anywhere from 300-800 customers in a single location & Kogi often has to refuse service at a specific time.
• Twitter is the primary marketing funnel.
www.vocecommunications.com/blog
The Facebook Effect
www.vocecommunications.com/blog @Vocenation
The Facebook Effect:
Facebook added 100 million users in 9 months…
www.vocecommunications.com/blog @Vocenation
Over 400 million users today
www.vocecommunications.com/blog @Vocenation
Del Taco – cost effective interaction doubling fan page in 4 weeks
www.vocecommunications.com/blog @Vocenation
But just remember that what happens in Vegas, stays in…
www.vocecommunications.com/blog
Social media overview• Enthusiastic staff• Vast exposure on
nature.org • Our branded social
networks– Facebook – MySpace– YouTube– Flickr– Twitter– Gather– Care2– Change.org– OneCause
Our contributors = our success
Nicole Levins,
Strategic Communications
Sandra Rodriguez,
Strategic Communications
•Facebook 52k Fans (+202%, Feb ‘09 16k fans)
•Twitter 22k Followers (+2,179%, Feb ‘09 1k followers)
•Facebook Cause 200k Members (+176%, Feb ‘09 72k members)
Dave Connell,
Strategic Communications
Bob Lalasz,
Digital Marketing
Darci Palmquist,
Digital Marketing
CJ Hudlow,
MRC-West / Digital Troop
Amy Ganderson,
Digital Marketing
Margaret Southern,
Editorial Strategy
Leslie Shields,
Digital Membership
Social media marketing goals
1. Increase brand awareness 2. Reputation management3. Engagement 4. Expand the Conservancy’s influence5. Reach new and younger audiences
*These goals are not in any particular order.*We will discuss 1-3 in more detail.
Goal #1: Increase brand awarenessHow do we achieve this?• Integrate our channels in other marketing
drivers• Allocate online marketing dollars (small $)• Be where they are!
How do we measure it?• Increase in number of new fans, followers,
etc.• Referrals from social media channels to our
website• Benchmark against our competitors
Goal #1: Increase brand awareness
More integration = More fans and followers
Goal #1: Increase brand awareness
The effect of Facebook
Advertising
Goal #1: Increase brand awareness
Benchmark Comparison
Goal #2: Reputation managementHow do we achieve this?• Create a crisis communication
strategy• Be proactive, rather than reactive• Say “thank you” for positive mentions
How do we measure it?• Sentiment number of positive vs.
negative interactions• Actions based on our outreach, like re-
writing an article
Goal #2: Reputation management
Greenpeace Response
Goal #3: Engagement
How do we achieve this?• Use our experts and social media savvy staff• Focus on quality over quantity – Facebook is
still #1!• Exploit what’s working and test new ideas• Build relationships with top influencers
How do we measure it?• Number of interactions per post• Manual qualitative analysis on the type of
content that works• Quantify new relationships
Goal #3: Engagement
Talk about others, not just
yourself!
Goal #3: Engagement
Use social media to test new ideas
Goal #3: Engagement
Monthly social media recap, identify what’s working
Name Category Location Date Likes Comments
Blog: Your top 10 river songs Freshwater - 2/4/2010 68 92
Blog: Has ‘Climategate’ Affected Your Trust in Science? Climate - 2/8/2010 46 81
My Nature: Everyday Environmental Tips Green Living - 2/16/2010 40 54
Nature.org: Restoring Lost Connections People Australia 2/17/2010 77 53
Blog: What's good for nature in FY2011 Leadership - 2/26/2010 139 40
Blog: Photo of the week - Plitvice Lake Photo - 2/12/2010 129 39
Nature.org: The Secret Lives of Jumping Slugs Animals Washington 2/17/2010 116 37
Blog: The List: Who’s Willing to Act on Climate Change Climate - 2/10/2010 70 37
Blog: Photo of the week - Roseate Spoonbill Photo - 2/19/2010 204 35
My Nature: Everyday Environmental Tips Green Living - 2/9/2010 48 31
Blog: Fighting Climate Change a Good Business Model Climate - 2/8/2010 42 29
Blog: The Lessons of ‘Avatar’ for Sustainable Hydropower Marine - 2/23/2010 83 28
Nature.org: Photo slideshow of Cado Lake Texas Photo Texas 2/18/2010 71 27
Facebook: Give Away Table (Book edition) Green Living - 2/25/2010 30 27
Blog: Photo of the week - Cobb's Wren Photo - 2/26/2010 184 25
February Month End Recap
What’s next for The Nature Conservancy?1. New content management & web analytics
system2. Mobile marketing3. New channels: Google Buzz, FourSquare4. Focus on relationship building 5. State and chapter social networking groups6. Leverage social media guidelines for staff7. Integration, integration, integration!!!!
Have to mention…. Earth Day 2010!
Visit: nature.org/earthday
Additional InformationCase Studies / Organizations to Watch• American Red Cross & Haiti• Humane Society• Earth Hour• Twestival• Case Foundation Giving Challenge• YouTube Project 4 Awesome• Facebook Causes Birthday ApplicationResources• Beth’s Blog• Mashable
