social media: more than marketing - american marketing association webinar may 2015

AMA WebcastSocial Media: More Than Marketing

SPEAKERS:Mike Corak, EVP of Strategy, EthologyBenjie Pressman, Director of Social Media, Ethology

MODERATOR:Anthony Salas, American Marketing Association

Sponsored by: The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio –Participants (US & Canada, Toll Free): (877) 880-8146, Conference ID 6579452International Participants: +1 (949) 220-0473

All Rights Reserved © Ethology, Inc. 2

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@MikeCorak @Bpressman @Ethology @AMA_Marketing #MoreThanMarketing

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Housekeeping Items

Recording You will be provided with a recording of today’s presentation after today’s live presentation.

Twitter

Please reference #MoreThanMarketing when tweeting about this webcast.


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Tweet #FreeSocialAudit to be entered into a drawing to receive a Social Media Ecosystem Audit examining the ways your organization could use social media across your departments(equivalent of +20 hours of opportunity analysis from the Ethology team)


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Mike CorakEVP of Strategy

• Leads the strategic planning and agency services teams at ethology, recently named Inc. 500’s #75 fastest growing companies

• Has developed and implemented winning digital and integrated strategies for hundreds of companies over his 17-year career, including Coca-Cola, ConAgra Foods, Farmers Insurance, FedEx, Nike, Office Depot, and Walt Disney

• Frequent speaker, blogger, and thought leader on content marketing and integrated marketing

• Secretary and Treasurer of SEMPO

Benjie PressmanDirector of Social Media

• Director of Social Media • 10+ years of marketing experience in CRM and Social Media• Experienced in all aspects of social marketing including content creation,

content distribution, direct channel management, crisis management, paid media and influencer marketing

• Helped grow and define social marketing efforts at Initiative working on clients such as Kia Motors America and the Art Institutes

• CRM and direct marketing experience with AT&T, US Cellular and Nike


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About Ethology

• Recognized by Inc. Magazine. Ranked #75 on the Inc. 5000

• Eighth fastest-growing digital agency

• Founded in 2010, over 70 employees, with offices in Chicago, Los Angeles, Phoenix, and Portland

• Recognized as one of the top companies to work for three years running

• Numerous certifications and partnerships


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Agenda

Social Media: More than Just Marketing

What Can Social Do?

Why Social Needs to be Handled Right?

Integration is the Key

Change How Success is Viewed

It Never Ends


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What Can Social Do?

BrandingMarketing

ResearchConsumer Interaction


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Social Media Isn’t Free


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Social Data Contribution to Communication

Brand

Reputation

Content

Demand

Competitive

InsightsSocially Informed Communication


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Why Social Needs to be Handled Right

15% consumers complain about bad customer service on social media

-eMarketer

55% of consumers consider switching brands after poor customer service

-Smith & Milton

Social messages sent to brands

increased 77% YOY

-Sprout Social


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The Bottom Line

74% of consumers list Word of Mouth as a major factor in purchase decisions

-thinkwithGoogle

WOM is responsible for $6 trillion of annual consumer spending

-WOMMA


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Dis

tan

ce b

etw

ee

n m

an

ag

em

en

t a

nd

co

nsu

me

rs

Olden Days Rise of Corporations Mass Communication Present

Consumer Centric Mindset


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Break Down Silos


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Balance Brand & User Needs

BRAND USERS

Supports Business

Objectives

FulfillsAudience

Needs


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Social Media is the #1 Content Channel


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No One Seems to Know if it’s Really Working


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…While Strategy is Lacking


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Content Strategy & Social

Thank You Anna Hrach!@annabananahrach

Content Strategy Manager, ethology

“Stop focusing on the output.”

Start with strategy.

Focus on the process.

Break the silos.

http://www.slideshare.net/ethology/how-to-integrate-content-strategy-and-social-media

http://www.slideshare.net/ethology/how-to-integrate-content-strategy-and-social-media


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Content Strategy & Social

Audience Intelligence

The “Who”

• Who are we speaking to?

• Who is our customer?

• Whose needs do we need to consider?

123

The “How”

• How is content to be distributed?

• How are channels different?

• How will customers react?

The “Where”

• Where did we succeed?

• Where did efforts fall short?

• Where can opportunities be found?

The “What”

• What are we going to create?

• What is the posting schedule?

• What gets promoted?

The “Why”

• Why are we creating content in the first place?

• Why will users care?

Content Strategy

Social Strategy

Editorial Execution

Execution Reporting


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Tactical Integration

Social

Search

Email

Analytics

LocalContent (Experiences)

Development

Media

And It’s All Mobile!


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Local Integration

http://localvox.com/blog/social-media-marketing-grows-local-businesses/

http://localvox.com/blog/social-media-marketing-grows-local-businesses/


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Media Support

Is Organic Social Reach Dead?


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Media Support


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PR is Social Too – Influencers Matter

Rising Power Increasingly Mainstream

MTV launches YouTube channel

Brands pulling YouTubers, Viners into TV ads

Talent discovery center

“YouTube Millionaires”

Big entertainment companies acquiring MCN

YouTube outrates every TV network


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Change How Success is Viewed

ROASCPM

CTRCPC


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Measurement Sophistication

Attribution modeling

Multiple objectives to measure• Conversions• “Call center metrics”• On platform engagement

LTV not single sale Value of preventing negative PR


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Tools

Process

People

Partners

Social Never Stops


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Organizational Structure

#AheadOfItsTime

@BrianSolis

http://www.altimetergroup.com/category/reports/

Effective



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Organizational Structure

Key Social Media Roles/Skills Common Hubs & Spokes

- Community Manager

- Social Strategist/Analyst

- Content Strategist

- Copywriter

- Visual Producer

- Developer

- Analytics

- Customer Service

- Marketing/Advertising

- PR

- Sales

- Divisions/Departments

- Locations

- Research/R&D

- Social Media

- Executive


For How Long?



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Questions?


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Mike CorakEVP of Strategy [email protected] Ethology.com

social media: more than marketing - american marketing association webinar may 2015

Social Media

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rights reserved ethology

ethology benjie pressman

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