stand out social marketing - monetizing social - ftb - toledo

© 2012 Awareness CONFIDENTIAL

7:30 AM Check-in Breakfast Buffet

8:00 AM An Introduction by Robert W. LaClair President & CEO, Fifth Third Bank, Northwestern Ohio

Keynote presentation by Mike Lewis International Speaker, Social Media Personality and Author of Stand Out Social Marketing

Question & Answer Session

9:00 AM Book signing

Welcome Toledo Businesses


Mike LewisAuthor of ‘Stand Out Social Marketing’

Vice President of Marketing & SalesAwareness, Inc.

@[email protected]

MONETIZING SOCIAL MARKETING

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…

Check out the blog:StandOutSocialMarketing.com

Like It on Facebook:Facebook.com/standoutsocial

Follow me on twitter:@bostonmike



THIS IS AN INTERACTIVE SESSION

(1) Ask Questions

(2) Tweet me

(3) Visit the blog (standoutsocialmarketing.com)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

ENGAGEMONITOR Publish to Multiple Social

DestinationsProspect for conversations

ACQUIRE PROFILES ABOVE THE FUNNEL

SCORE AND TARGET with

OFFERS

CONVERT

AN

ALY

ZE

& O

PTIM

IZE

AN

ALY

ZE

& O

PTIM

IZE

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 dataSocial 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 scoresIntegration: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...


SOFRESH


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!!!SOCIA

LCR

M


WHAT ACTUALLY HAPPENED...


Not as exciting, but a great story none the less

DELTA

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


The way we communicate has evolved


Social Media represents the largest shiftin communications in human history


Printing Press1400’s

Telegraph/Telephone1800’s

Recordable MediaLate 1800’s

TV1900’s


1) Many-to-many pattern

2) A channel for all types of media

3) Your audience is nowthe 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 • Contextual Content 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/jhgk

http://bit.ly/jhgk

http://bit.ly/jhgk



REAL 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

STRATEGIE

S

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 targetingSOCIA

L

MARKETING

AUTOMATION



social scoring = finding prospects & converting them to customers

High potential to buy Influencer Partner Candidate

Customer & Advocate



HOW DO YOU DO IT?



THE 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

SUPERBOWL



SOCIAL 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 audience Social 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

ACS

Connect Questions via Twitter:#StandOut @bostonmikeTHINK OF TRADITIONAL MARKETING


Social Prospecting

THINK OF TRADITIONAL MARKETING


Social Prospecting

Engage


Social Prospecting

Engage Campaigns



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

SOCIAL SCORING



DEFINE A PATH TO PURCHASE

TRACKING BEFORE DIRECT ENGAGEMENT



BUILD A BEHAVIORAL SCORE MODEL

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

+5 points

“looking to buy something…”

+5 points

“looking to buy something…”

+5 points

Joined Facebook page

+5 points

Joined Facebook page

TIME

SCO

RE

+10 points

“Any recommendations for product?”

+10 points

“Any recommendations for product?”

+10 points

Visited page

+10 points

Visited page

Prospective buyer

Connect Questions via Twitter:#StandOut @bostonmikeSOCIAL MARKETING AUTOMATION IN ACTION


Hyper-Targeted Marketing Campaigns



SCORING 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



SCORING ACTIONS

Target top XX Influencers for

direct engagement Present list of XXX leads to sales team

by region

Target campaign

offer via social to

top XXX consumers

Synch list to email system for followup

Encourage

conversion via blog

comment

Identify top influencers and offer a badge

Invite group of XXX

prospect to special

event



BENEFITS 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



FOILED CUPCAKES

94%of sales come through

FOILED CUPCAKES



EXAMPLE >

• 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



INFLUENCER 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

FIESTA



THE WIZARDING WORLD OF HARRY POTTER

7 = 350M

INFLU

ENCE

R


MEASURING ROI



SOCIAL ROMI VS SOCIAL ROMO

SOCIAL ROMI SOCIAL ROMOReturn on Marketing

InvestmentReturn on Marketing

ObjectiveOverall 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)

SOCIALROI



SOCIAL ROMI SOCIAL ROMOReturn on Marketing

InvestmentReturn 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 Append1. Create appended URL:

http://mycompany.com/?q=LeadSource&fn=Link2. Mask with vanity or bit/ly3. 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 RateActivity 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

METRICS


Mike LewisAuthor of ‘Stand Out Social Marketing’

Vice President of Marketing & SalesAwareness, Inc.

@[email protected]

CONTACT


Thank You Toledo Businesses!