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Social Media 19 August 2011
[object Object]
Marketing Solutions that Drive Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Gage Social Media Ecosystem + Select Clients  Strategy & Consulting Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Software Integration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Custom Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why do clients choose Gage for social media? ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
Social Media Marketing context ,[object Object],[object Object],[object Object],All relevant online conversations and corresponding venues, participants (this is the opportunity space)
[object Object],[object Object],[object Object],[object Object],Gage Confidential. All Rights Reserved. Non-Brand Brand Non-Branded Community
[object Object],Brand Community  = Website (Hub) + Outposts Non-Brand Brand
How Social Media Drives Conversions Awareness Engagement How people generally experience brands in social media Seen from a  measurement POV Awareness Engagement Advocacy Conversion Time 0% 100% Ratio to a conversion (example) 100,000:1 5,000:1 50:1 Advocacy Feedback Loop Conversions  1:1 Users take a desired action Buy online, live chat, contact form, whitepaper download, visit specified site content, email sign up, RSS, SMS, etc.
Commonly-used metrics… and what they represent Gage Confidential. All Rights Reserved. Advocacy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Conversion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Engagement  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A E C L Vibrant communities continuously foster Advocacy behaviors,  which can be even more valuable than conversions
[object Object]
Strategy Gage Confidential. All Rights Reserved. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Capitalize on Gage’s experience with available tools, technologies, tactics and combine with client’s insights ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Audit ,[object Object],[object Object],[object Object],[object Object],[object Object],Gage Confidential. All Rights Reserved.
Goals & Benchmarks  ,[object Object],[object Object],Gage Confidential. All Rights Reserved. ,[object Object]
Content and Engagement Strategy, Publishing & Content Curation Guidelines ,[object Object],[object Object],Gage Confidential. All Rights Reserved.
Branded outpost build and asset publishing ,[object Object],[object Object],[object Object]
[object Object],Branded outpost examples Gage Confidential. All Rights Reserved. Outpost – Twitter (UK) Outpost – Facebook (UK)
Gage Confidential. All Rights Reserved. Branded outpost examples
Gage Confidential. All Rights Reserved. Branded outpost examples
Strategic/Enterprise Social CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Gage Confidential. All Rights Reserved.
Non-Branded Engagement (Social CRM) ,[object Object],[object Object],[object Object],[object Object],Gage Confidential. All Rights Reserved.
Facebook Development / UX Enhancement Gage Confidential. All Rights Reserved. ,[object Object]
Facebook Development / UX Enhancement Gage Confidential. All Rights Reserved.
Influencer Mapping / Campaigning ,[object Object],[object Object],[object Object],Gage Confidential. All Rights Reserved. 0 100 + - Influence Opinion (Sentiment) Non-Threats Mercenaries Terrorists Fans Advocates
Making Websites  Truly  Social Gage Confidential. All Rights Reserved. ,[object Object],[object Object],[object Object]
Social Advertising Characteristics Uses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advocacy Platform Implementation ,[object Object],[object Object],[object Object],[object Object],Source: Forrester Peer Influence Analysis
Social Advocacy: How It Works Advocate Responses Advocate Actions Paid Media Social Media Recommendations Ratings & Reviews Stories  & Testimonials Offers Answers Clicks, Conversions Impressions A/B Testing Review & comment moderation Z Score, NPS® Advocate Profile Data Hosted Word of Mouth marketing solution /  fully integrated brand advocacy system
3. Advocate Analytics Dashboard
Social Media Promotions Gage Confidential. All Rights Reserved. Use to drive awareness, engagement and loyalty
Dashboard Reporting Gage Confidential. All Rights Reserved.
[object Object]
Index by Competency Competency Case Study Conversation Research and Insights  Strategy and Planning  Program Execution Content Creation Community/ Forum Management Measurement and ROI definition  Social Ads  3M ESPE       3M Littmann Stethoscopes       3M Scotch “Off The Roll” Contest      3M Scotch Tough Tape      3M Visual Attention Service        BMW  Ingenix    Lawson Software  Medtronic    Microsoft Amalga     Microsoft Bing    Microsoft ExpertZone        Microsoft Office 365  Microsoft PhizzPop      Microsoft SMB       
Index by Tactics Used Tactics Used Case Study Blogs, Microblogs Forums Social Networking Sites Wiki/ Collaboration Software Social Book-marking  Video and Photo Sharing User Groups Social Widgets/Apps  Social/Mobile inte-grations Social Listening, Measurement, and Insights Social Outreach /Engage-ment  Social Media contests  Social Integration w/ other Marketing 3M ESPE         3M Littmann Stethoscopes     3M Scotch “Off The Roll” Contest       3M Scotch Tough Tape      3M Visual Attention Service        BMW   Ingenix   Lawson Software            Medtronic    Microsoft Amalga    Microsoft Bing      Microsoft ExpertZone             Microsoft Office 365   Microsoft PhizzPop      Microsoft SMB          
3M ESPE:  Filtek Ultra Product Launch
Business Case ,[object Object],[object Object],“ Don’t lose a single customer”
Strategy (continued) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Site ,[object Object]
Videos YouTube: http://www.youtube.com/user/3MESPEDental Microsite: http://everyonehasashade.com/main/videos.html#/toothFairy01
Twitter
Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conversations
Campaign results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Verticals, Audiences, Competencies & Tactics Vertical Industries Healthcare Audience Groups Small and Mid-Sized Business Owners; Enterprise Business Decision Makers Competencies Conversation Research and Insights; Social Media Strategy and Planning; Social Media Program Execution; Social Media Content Creation; Community/Forum Management; Social Media Measurement and ROI definition Tactics Used Blogs, Microblogs; Social Networking Sites; Video and Photo Sharing (video development); Social Widgets/Apps; Social/Mobile integrations; Social Listening, Measurement, and Insights; Social Media Outreach and Engagement; Social Integration with other Marketing
Microsoft SMB
Business Case, Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SMB Facebook page popularity prior to engagement vs. peers: November 2010
3 Deployment Areas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Demand Generation (Partner + Customer) Social Advocacy  Platform Feedback Loop Conversion   Users take desired action Usually occurs on hub Time 0 100
Screenshots
Conversion measurements/analytics used for Microsoft SMB
SMB Social Media Growth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SMB Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
Twitter SMB ,[object Object],[object Object],[object Object],[object Object]
SMB Social Media ,[object Object],[object Object],[object Object]
SMB Social Media ,[object Object],[object Object],[object Object]
SMB Social Media ,[object Object],[object Object],[object Object]
SMB Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Verticals, Audiences, Competencies & Tactics Vertical Industries Consumer/Retail; Technology Audience Groups Small and Mid-Sized Business Owners; Developers and IT Professionals; Enterprise Business Decision Makers Competencies Conversation Research and Insights; Social Media Strategy and Planning; Social Media Program Execution; Social Media Content Creation; Community/Forum Management; Social Media Measurement and ROI definition; Social Advertising Tactics Used Blogs, Microblogs; Social Networking Sites; Video and Photo Sharing (video development); User Groups; Social Widgets/Apps; Social/Mobile integrations; Social Listening, Measurement, and Insights; Social Media Outreach and Engagement; Social Media contests; Social Integration with other Marketing
For more information Chris McLaren Director, Emerging Media & Strategy Gage Marketing Group Phone: 763-595-3855 Email: chris_mclaren@gage.com Twitter: @cmclaren1

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Gage Social Media

  • 1. Social Media 19 August 2011
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  • 10. How Social Media Drives Conversions Awareness Engagement How people generally experience brands in social media Seen from a measurement POV Awareness Engagement Advocacy Conversion Time 0% 100% Ratio to a conversion (example) 100,000:1 5,000:1 50:1 Advocacy Feedback Loop Conversions 1:1 Users take a desired action Buy online, live chat, contact form, whitepaper download, visit specified site content, email sign up, RSS, SMS, etc.
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  • 19. Gage Confidential. All Rights Reserved. Branded outpost examples
  • 20. Gage Confidential. All Rights Reserved. Branded outpost examples
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  • 24. Facebook Development / UX Enhancement Gage Confidential. All Rights Reserved.
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  • 29. Social Advocacy: How It Works Advocate Responses Advocate Actions Paid Media Social Media Recommendations Ratings & Reviews Stories & Testimonials Offers Answers Clicks, Conversions Impressions A/B Testing Review & comment moderation Z Score, NPS® Advocate Profile Data Hosted Word of Mouth marketing solution / fully integrated brand advocacy system
  • 31. Social Media Promotions Gage Confidential. All Rights Reserved. Use to drive awareness, engagement and loyalty
  • 32. Dashboard Reporting Gage Confidential. All Rights Reserved.
  • 33.
  • 34. Index by Competency Competency Case Study Conversation Research and Insights Strategy and Planning Program Execution Content Creation Community/ Forum Management Measurement and ROI definition Social Ads 3M ESPE       3M Littmann Stethoscopes       3M Scotch “Off The Roll” Contest      3M Scotch Tough Tape      3M Visual Attention Service        BMW  Ingenix    Lawson Software  Medtronic    Microsoft Amalga     Microsoft Bing    Microsoft ExpertZone        Microsoft Office 365  Microsoft PhizzPop      Microsoft SMB       
  • 35. Index by Tactics Used Tactics Used Case Study Blogs, Microblogs Forums Social Networking Sites Wiki/ Collaboration Software Social Book-marking Video and Photo Sharing User Groups Social Widgets/Apps Social/Mobile inte-grations Social Listening, Measurement, and Insights Social Outreach /Engage-ment Social Media contests Social Integration w/ other Marketing 3M ESPE         3M Littmann Stethoscopes     3M Scotch “Off The Roll” Contest       3M Scotch Tough Tape      3M Visual Attention Service        BMW   Ingenix   Lawson Software            Medtronic    Microsoft Amalga    Microsoft Bing      Microsoft ExpertZone             Microsoft Office 365   Microsoft PhizzPop      Microsoft SMB          
  • 36. 3M ESPE: Filtek Ultra Product Launch
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  • 40. Videos YouTube: http://www.youtube.com/user/3MESPEDental Microsite: http://everyonehasashade.com/main/videos.html#/toothFairy01
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  • 45. Verticals, Audiences, Competencies & Tactics Vertical Industries Healthcare Audience Groups Small and Mid-Sized Business Owners; Enterprise Business Decision Makers Competencies Conversation Research and Insights; Social Media Strategy and Planning; Social Media Program Execution; Social Media Content Creation; Community/Forum Management; Social Media Measurement and ROI definition Tactics Used Blogs, Microblogs; Social Networking Sites; Video and Photo Sharing (video development); Social Widgets/Apps; Social/Mobile integrations; Social Listening, Measurement, and Insights; Social Media Outreach and Engagement; Social Integration with other Marketing
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  • 49. Demand Generation (Partner + Customer) Social Advocacy Platform Feedback Loop Conversion Users take desired action Usually occurs on hub Time 0 100
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  • 59. Verticals, Audiences, Competencies & Tactics Vertical Industries Consumer/Retail; Technology Audience Groups Small and Mid-Sized Business Owners; Developers and IT Professionals; Enterprise Business Decision Makers Competencies Conversation Research and Insights; Social Media Strategy and Planning; Social Media Program Execution; Social Media Content Creation; Community/Forum Management; Social Media Measurement and ROI definition; Social Advertising Tactics Used Blogs, Microblogs; Social Networking Sites; Video and Photo Sharing (video development); User Groups; Social Widgets/Apps; Social/Mobile integrations; Social Listening, Measurement, and Insights; Social Media Outreach and Engagement; Social Media contests; Social Integration with other Marketing
  • 60. For more information Chris McLaren Director, Emerging Media & Strategy Gage Marketing Group Phone: 763-595-3855 Email: chris_mclaren@gage.com Twitter: @cmclaren1

Hinweis der Redaktion

  1. Current Business (quick overview of current EM work) New Concepts/Technologies (w/ focus on ways for Agency to capitalize) Current Opportunities (new business) Next Steps (agency initiatives)
  2. Defining the field of inquiry
  3. Current Business (quick overview of current EM work) New Concepts/Technologies (w/ focus on ways for Agency to capitalize) Current Opportunities (new business) Next Steps (agency initiatives)
  4. Defining the field of inquiry
  5. Advocacy platform Partner / Franchisee social media activation Social Media promotions Curation Branded outpost build and asset publishing Implement a Social Media Marketing System (SMMS) Non-Branded Social Media engagement / ROI tracking (aka social CRM) SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agents Travel blogging / influencer campaigning
  6. Illustrating what is meant by brand community.
  7. Illustrating the symbiotic relationship between conversion events and other forms of value generated through social media marketing. Explain how conversion still matters and ought to be thought of as central, key indicator of effectiveness. From a tactical POV, social media should be thought of as capable of delivering all four value types – because in fact, it does.
  8. Illustrating the various common metrics and how they tend to fit into the high level categories illustrated on previous slide.
  9. Current Business (quick overview of current EM work) New Concepts/Technologies (w/ focus on ways for Agency to capitalize) Current Opportunities (new business) Next Steps (agency initiatives)
  10. Advocacy platform Partner / Franchisee social media activation Social Media promotions Curation Branded outpost build and asset publishing Implement a Social Media Marketing System (SMMS) Non-Branded Social Media engagement / ROI tracking (aka social CRM) SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agents Travel blogging / influencer campaigning
  11. Advocacy platform Partner / Franchisee social media activation Social Media promotions Curation Branded outpost build and asset publishing Implement a Social Media Marketing System (SMMS) Non-Branded Social Media engagement / ROI tracking (aka social CRM) SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agents Travel blogging / influencer campaigning
  12. Advocacy platform Partner / Franchisee social media activation Social Media promotions Curation Branded outpost build and asset publishing Implement a Social Media Marketing System (SMMS) Non-Branded Social Media engagement / ROI tracking (aka social CRM) SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agents Travel blogging / influencer campaigning
  13. Building Advocacy One Relationship at a Time. Online relationships are not built solely on the quality of the user experience on your website. More importantly, meaningful connections are based on the authenticity and transparency of one-on-one interactions with people who have a personal connection or experience with your brand. These interactions can occur in a variety of social communities -- social networks, online forums, blogs and micro-blogs, video sites, niche communities, etc. Social Advocacy Modeling overlays existing customer and prospect databases with social profile data and segment them into various audiences ranging from super advocates to brand terrorists.
  14. Current Business (quick overview of current EM work) New Concepts/Technologies (w/ focus on ways for Agency to capitalize) Current Opportunities (new business) Next Steps (agency initiatives)
  15. Screenshots Verticals Audiences Competencies Tactics used Answers: The business case/problem analysis we addressed The strategy we created and deployed The measurements/analytics we used The results we achieved
  16. Budgeting / Prioritization process resulted in funding of these highest-value initiatives for H1: Social Content Playbook Social Widgets Dashboard Design Social Activation for Partners Facebook: “Ask A Partner” Application Facebook: Promotion (Customer) Facebook: Promotion (Partner) Facebook: Custom UX implementation Social Advocacy Platform Dashboard Design
  17. Social Content Playbook Social Widgets Dashboard Design Social Activation for Partners Facebook: “Ask A Partner” Application Facebook: Promotion (Customer) Facebook: Promotion (Partner) Facebook: Custom UX implementation Social Advocacy Platform Dashboard Design Demand Generation / Awareness Building