Social Media Success Stories

Sionne Roberts

May 27, 2010

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Context

Online Marketing Optimization

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Social Media

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Social Media

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Success

What is the definition of success?

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Success

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Success

“Measurable and positive impact on

business outcomes.”

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Success

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Success

“Not everything that

counts can be measured.

Not everything that can

be measured counts.”

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Success

A. Proactive

B. Reactive

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Stories

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Stories

Telecommunications company.

International.

20,000+ employees.

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Stories

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Stories

Started small.

Customer service focus.

Listening.

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Stories

Enlisted volunteers - from 7, up to 50.

Engaging, and sharing.

Managing workflow.

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June 2009: ““shoretel or avaya? Time for a new phone system very soon”

Responded within 15 minutes.

Referral to partner…

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Stories

$250K sales transaction!

“selected AVAYA as our new phone

system. Excited by the technology

and benefits”

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Social Media Success?

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Takeaways

Starting small IS an option.

Listen, share, be helpful.

Use tools & get organized

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Stories

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Social Commerce Site.

“American Idol for t-shirt designs”

Vote, Submit, Buy.

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Very strong Community focus.

Social Media + “low-tech” industry.

Voice of the user.

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Takeaways

Simple is also effective.

Be genuine.

Embrace creativity.

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Social Media Success?

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Stories

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Stories

Second-largest Insurer in Canada

Part of Aviva plc - UK.

3,500 employees.

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Stories

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5.5MM banner impressions; poor CTR

Paid Search = less than 1% of traffic

TV = 0.15% lift in site visits

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The PR Approach:

• Overall = 65,000,000 impressions

• 39,000,000 call-to-action impressions

• Print Articles: 203

• Online Articles: 287

• Broadcast Segments: 52

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A winning effort overall:

• 447,443 registered program participants

• ~6400 per day

• NUMBER OF REGISTERED PARTICIPANTS

EXCEEDED TARGET BY 1,118%

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Social Media “pass along” activity was key

• ~90% of global Aviva tweets were about

ACF

• 74.8% of all campaign traffic came as a

result of sharing by idea creators

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Takeaways

Social Media = effective “medium”.

Enlist your constituents in activity.

Go Viral.

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Social Media Success?

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Social Media Success Stories

Questions?

www.visability.ca

@sionneroberts

@visability_ca