The deck from my "Social Media Success Stories" session at the May 2010 SOCIAL MEDIA FOR YOUR ORGANIZATION event in Toronto. More info at www.visability.ca

1. Social Media Success Stories
Sionne Roberts
May 27, 2010

2. Context
2 Online Marketing Optimization

3. Social Media
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4. Social Media
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5. Success
What is the definition of success?
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6. Success
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7. Success
“Measurable and positive impact on
business outcomes.”
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8. Success
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9. Success
“Not everything that
counts can be measured.
Not everything that can
be measured counts.”
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10. Success
A. Proactive
B. Reactive
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11. Stories
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12. Stories
Telecommunications company.
International.
20,000+ employees.
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13. Stories
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14. Stories
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15. Stories
Started small.
Customer service focus.
Listening.
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16. Stories
Enlisted volunteers - from 7, up to 50.
Engaging, and sharing.
Managing workflow.
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17. Stories
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18. Stories
June 2009: ““shoretel or avaya? Time
for a new phone system very soon”
Responded within 15 minutes.
Referral to partner…
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19. Stories
$250K sales transaction!
“selected AVAYA as our new phone
system. Excited by the technology
and benefits”
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20. Social Media Success?
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21. Takeaways
Starting small IS an option.
Listen, share, be helpful.
Use tools & get organized
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22. Stories
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23. Stories
Social Commerce Site.
“American Idol for t-shirt designs”
Vote, Submit, Buy.
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24. Stories
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25. Stories
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26. Stories
Very strong Community focus.
Social Media + “low-tech” industry.
Voice of the user.
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27. Stories
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28. Stories
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29. Takeaways
Simple is also effective.
Be genuine.
Embrace creativity.
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30. Social Media Success?
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31. Stories
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32. Stories
Second-largest Insurer in Canada
Part of Aviva plc - UK.
3,500 employees.
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33. Stories
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34. Stories
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35. Stories
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36. Stories
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37. Stories
5.5MM banner impressions; poor CTR
Paid Search = less than 1% of traffic
TV = 0.15% lift in site visits
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38. Stories
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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39. Stories
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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40. Stories
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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41. Stories
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42. Stories
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43. Takeaways
Social Media = effective “medium”.
Enlist your constituents in activity.
Go Viral.
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44. Stories
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45. Social Media Success?
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46. Social Media Success Stories
Questions?
www.visability.ca
@sionneroberts
@visability_ca
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