stand out social marketing - ftb atlanta

© 2012 Awareness CONFIDENTIAL

7:30 AM Check-in

Breakfast Buffet

8:00 AM An Introduction by Mike Dunlap

Senior Vice President, Commercial Banking Executive, FifthThird Bank

Keynote presentation by Mike Lewis

International Speaker, Social Media Personality and

Author of Stand Out Social Marketing

Question & Answer Session

9:00 Book signing

Welcome Atlanta Businesses


Mike LewisAuthor of ‘Stand Out Social Marketing’

Vice President of Marketing & SalesAwareness, Inc.

@[email protected]

M O N E T I Z I N G S O C I A L M A R K E T I N G

Connect Questions via Twitter:#StandOut @bostonmike

• VP of Marketing & Sales at Awareness

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

• Active blogger, tweeter, and social media enthusiast

• Author, Stand Out Social Marketing, McGraw-Hill, Nov 9, 2012

ABOUT ME…

Blog:StandOutSocialMarketing.com

Facebook:Facebook.com/standoutsocial

Twitter:@bostonmike

Connect Questions via Twitter:#StandOut @bostonmikeTHIS IS AN INTERACTIVE SESSION


(1) Ask Questions

(2) Tweet me

(3) Visit the blog

(standoutsocialmarketing.c

om)

and search for highlighted

words in this box:


The Awareness Social Marketing Hub converts social interaction into actionable and monetizable customer relationships


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

ANDTARGET with

OFFERS

CONVERT

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


Advertising, Marketing, and PR Agencies

Telecommunications

Education & Non Profit

Retail/E-Commerce

Software & Technology

Media & Entertainment

Hospitality & Leisure

Other

Financial Services

MARKET SUCCESS



• 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


A personal story...


ooops...

wrong day!


THE NEXT

DAY...


How’d they

know that?


It was this guy!!!

Connect Questions via Twitter:#StandOut @bostonmikeWHAT I THOUGHT...

Just spoke with mike. Wants to

head home to see his son.

Booked him on earlier flight.


Wow!!!

Social Marketing Automation!!!



WHAT ACTUALLY

HAPPENED...


Not as exciting, but a great story none the less

Connect Questions via Twitter:#StandOut @bostonmikeSO, WHAT’S IT ALL ABOUT?


The way we communicate has evolved


Social Media represents the largest shift

in communications in human history


Printing Press

1400‟s

Telegraph/Telephon

e

1800‟s

Recordable Media

Late 1800‟s

TV

1900‟s


1) Many-to-many pattern

2) A channel for all types of media

3) Your audience is now

the 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?

Connect Questions via Twitter:#StandOut @bostonmike1: Develop a campaign

Connect Questions via Twitter:#StandOut @bostonmike2: Identify Sources

Connect Questions via Twitter:#StandOut @bostonmike3: Develop Compelling Content & Offers

Connect Questions via Twitter:#StandOut @bostonmike4: BROADCAST!!


and wait...

Connect Questions via Twitter:#StandOut @bostonmikeSocial Media is new and unique for marketers


• Data that is driven by

• Dialog and

• ContextualContent within a

• Community

For businesses, marketing through Social

Media is about:

Connect Questions via Twitter:#StandOut @bostonmikeFOR EXAMPLE… LET'S SAY WE ARE SELLING…

Connect Questions via Twitter:#StandOut @bostonmikeTraditionally…

• 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/45hdf

http://bit.ly/45hdf

http://bit.ly/jhgk

http://bit.ly/jhgk

http://bit.ly/jhgk

http://bit.ly/jhgk

http://bit.ly/jhgk

Connect Questions via Twitter:#StandOut @bostonmikeREAL 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

Connect Questions via Twitter:#StandOut @bostonmikeFundamental Difference

VS


What‟s at the core?


Market Intelligence

Connect Questions via Twitter:#StandOut @bostonmikeSOCIAL BREADCRUMBS

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



social scoring = finding prospects & converting them to

customersHigh potential to

buy Influencer Partner Candidate

Customer &

Advocate

Connect Questions via Twitter:#StandOut @bostonmikeHOW DO YOU DO IT?


Connect Questions via Twitter:#StandOut @bostonmikeTHE 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

Connect Questions via Twitter:#StandOut @bostonmikeIMPLICIT 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


Identify

prospects and

customers

across the social

web

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

Connect Questions via Twitter:#StandOut @bostonmikeSOCIAL 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


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


Gain an intimate

view of the

individuals that

make up your

audienceSocial Profile

Studied 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


THINK OF TRADITIONAL MARKETING


Social Prospecting




Social Prospecting

Engage



Social Prospecting

Engage Campaigns



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

SOCIAL SCORING

Connect Questions via Twitter:#StandOut @bostonmikeDEFINE A PATH TO PURCHASE


TRACKING BEFORE DIRECT ENGAGEMENT

Connect Questions via Twitter:#StandOut @bostonmikeBUILD A BEHAVIORAL SCORE MODEL


Connect Questions via Twitter:#StandOut @bostonmikeSOCIAL SCORING IN ACTION


+5 points

“looking to buy something…”

+5 points

JoinedFacebookpage

+10 points

“Any recommendations for product?”

+10 points

Visited page

Prospective buyer

Connect Questions via Twitter:#StandOut @bostonmikeHYPER-TARGETED MARKETING CAMPAIGNS


Connect Questions via Twitter:#StandOut @bostonmikeSCORING 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

Connect Questions via Twitter:#StandOut @bostonmikeSCORING ACTIONS


Present list of XXX leads to sales team

by region

Identify top influencers and offer a badge

Connect Questions via Twitter:#StandOut @bostonmikeBENEFITS 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

Connect Questions via Twitter:#StandOut @bostonmikeFOILED CUPCAKES


94%of sales come through

Connect Questions via Twitter:#StandOut @bostonmikeEXAMPLE >

• 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

Connect Questions via Twitter:#StandOut @bostonmikeINFLUENCER 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



THE WIZARDING WORLD OF HARRY POTTER

7 = 350M


MEASURING ROI

Connect Questions via Twitter:#StandOut @bostonmikeSOCIAL 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 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



8 ROI RELATED METRICS

Conversions

Reach &

Relevance

Easiest Implementation = Link Append

1. Create appended URL:

http://mycompany.com/?q=LeadSource&fn=Link

2. Mask with vanity or bit/ly

3. Send through appropriate channel

• Reach = SUM(Fans, Followers, Subscribers)

• Reach Velocity = Social Reach growth Month-Over-Month

Interactions• Interaction = SUM(shares, likes, retweets, @replies,

comments, favs, etc)

• Interaction Velocity = Social Reach growth Month-Over-Month

See also – Author Int Rate, Content Int Rate, Theme Int Rate

Activity Ratio• Activity Ratio = # of Interactions / Social Reach

• Active Audience Ratio = # Active Audience Members / Social

Reach

http://mycompany.com/?q=LeadSource&fn=Link


•Comment-to-Content Ratio

•Comment-to-Profile Ratio

•Content-to-Share Ratio


8 ROI RELATED METRICS (CONT.)

Content Effectiveness

•Audience Sentiment

•Contributor Sentiment

•Content Sentiment

•Author Sentiment

Brand Sentiment

•Total Number

•Authority Domains

Inbound Links

•Influencer Score

•Influential topics/areas

Influence


Mike LewisAuthor of „Stand Out Social Marketing‟

Vice President of Marketing & Sales

Awareness, Inc.

@bostonmike

[email protected]


Thank You Atlanta Businesses!