Social Media Case Studies and Education

Leveraging Social Media A new addition to your marketing mix and overall business strategy Jim Schwab VP Business Development, Alterian Sept 9, 2009

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The world has changed for marketers ,[object Object],[object Object],[object Object],[object Object],[object Object]

Explosion of Social Media ,[object Object]

Consumers view marketing as irrelevant

What can we do? Social media monitoring (SMM) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Twitter “ i was just talking about this the other day - how ineffective/lame the new tropicana packaging is…” Blog “ if you really want to stretch your dollars you can use your registered starbucks card to buy an iced coffee and get a free refill….” YouTube “ just got my new toshiba netbook. seems to be working reat. will be nice to use this rather then lugging around my big dell….” What can we do? Listen, measure & engage

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What can we do? Listen, measure & engage

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social media monitoring A complex technology

Typical SMM Applications Client survey results, bucketed into 10 categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],What Can Listening Tell You About Your Brands and Your Competitors?

[object Object],[object Object],What Can Listening Tell You About Your Brands and Your Competitors?

What not to do!! Social media marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Client Case Studies Robert JK Gibbs, President [email_address] +1 312 608 7985 Wendy Scherer, Founder Partner [email_address] +1 202 715 3884 Chris Abraham, President and COO [email_address] +1 202 352 5051

The brief Client situation #1 OLX is the next generation of free online classifieds. ,[object Object],[object Object],[object Object]

The project OLX is the next generation of free online classifieds. ,[object Object],[object Object],[object Object]

The payback Increase in volume, across languages

Abraham & Harrison tapped into SM2’s historical database to compare 2009 to 2008 The payback Year on year increase in the US

The payback and key learnings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A leading fast food company wanted to gain deeper insights into the consumer response received from its nationwide launch of a variety of coffee products. The brief Client situation #2

How this Could be Interpreted author: supereen I am having a skim latte from McDonalds that is better than Starbucks. And it cost me $3 for the medium. Yeah, they’re delicious and a quarter of the price eww I dont like them. The only one I like is iced hazelnut I had an iced mocha there this morning. So worth $3. I get the iced sugar free vanilla whenever I take Peter there for lunch Such a bargain! And good coffee to boot They are really good. hmmmmm Must try I'll have to try one next time. I LOVE iced coffee. Residual Comments Influence Sales Loyalty Price Opinion

Custom Metrics to Identify Trends Example Discussion Cluster: McCafé Taste + Strength Brands Value Analyze Emotion & Sentiment Sub-Cluster Reporting Product Size Service

Impact on Campaign ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],The brief Client situation #3

Client situation The Project ,[object Object],[object Object],[object Object],[object Object],[object Object]

Segmentations & Profile Their Views: “ ..recent concerns about excessive dairy consumption and the possible effects on health.” Their Profile: “ They heavily reference the writings of Michael Pollan, who advocates natural food production ……..generally recommend choosing foods from a variety of food groups.” Favorite web sites Most used social media channels

The payback and key learnings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Thank you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media Case Studies and Education

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