SlideShare ist ein Scribd-Unternehmen logo
1 von 28
Downloaden Sie, um offline zu lesen
Social Media Activation Webinar
                          March 4, 2010

                          #SMActivation




Social Media Activation
Today’s Speakers
                    Moderator

                                           Brian Babineau
                                               VP, Media
                                       Digital Influence Group




                  Larry Weber
                                           Dennis Haugan
                   Chairman
                                           Senior Director
         Digital Influence Group and
                                        Interactive Marketing
               RacepointGroup
                                              T-Mobile
                   @thelarryweber



Social Media Activation                                          2
About Us

                          Full service digital agency that is social media
                          at its core




                          A global public relations agency that helps clients
                          harness the power of both traditional and social media
                          to build and protect reputation and drive business




Social Media Activation                                                        3
Introducing Larry Weber


                          Chairman




                              @thelarryweber




Social Media Activation                        4
Social Media: Move beyond toe-dipping to full-body immersion




Social Media Activation                                     5
But it’s not a field of dreams. If you build it, they won’t
 necessarily come.




Social Media Activation                                        6
Be strategic. It’s about engagement and
    building relationships over time.


     Influence through          Your Customer’s         It’s an on-going
   Meaningful Experiences    experience is your Brand      relationship




      Attract                 Engage                    Bond

                            Create Advocates

Social Media Activation                                                    7
Introducing Brian Babineau


                          Brian Babineau
                          VP Director, Media




Social Media Activation                        8
Social Media Activation is our term for how we bring experiences to our
  target audiences and bring our target audiences into our experiences.

  Activating social media effectively involves drawing on the best from a
  multitude of marketing disciplines - public relations, digital media planning,
  creative and technology.

  It’s a creative approach for which there is a roadmap and a strategy, but not
  a template; effective activation requires custom solutions, unique
  campaigns built for each social media experience.




Social Media Activation                                                            9
Show, Don’t Tell
                 Traditional Model                          New Model


                           Online
                           Media
                                                Blogs        Distribution     Events
                                                              Partners




                                                              Content
       Search             Brand Hub   Email        Social                   Social
                                                              Experts
                                                    Hub        Tools         Hub




                                              Meetings         Media           Forums
                                                              Partners
                           Offline
                           Media




Social Media Activation                                                                 10
Core Elements
      Influencer Identification                Content                           Media
            & Outreach                       Distribution                     Partnerships
        Prioritizing social media’s     Allowing the brand’s most         Using media budget and
        most important element:         valuable assets to be the           content to create and
                   people.                 conversation opener.         opportunities for engagement.


     Key Steps & Principles           Key Steps & Principles            Key Steps & Principles

      Research                         Asset audit                       Go deep on research

      Prioritize                       Create, edit, format              Negotiate differently

      Determine the ask                Identify distribution channels    Spend differently

      More research                    Maximize relevancy                Push for innovation

      Reach out                        Release it                        Do more with less




Social Media Activation                                                                                 11
After the build the program has just started.


  Getting the core elements in place is only the starting point. Sustaining and
  enhancing that engagement and continuing to broaden your community or
  audience is the key to long term success. Planning for that requires:




  1. Developing a sustainment plan
  2. Developing and implementing a measurement plan




Social Media Activation                                                           12
Program Sustainment
    Building a true relationship with a community or audience means planning for how to engage
    them with new and relevant value over time. A good sustainment plan considers:

     On and offline events
     Seasonality of client business
     Content publishing schedule
     Relevant holidays or other dates

    All of these elements are incorporated into an editorial calendar, guiding sustainment and
    ongoing activation so that the audience/community is consistently engaged and encouraged
    to grow.




Social Media Activation                                                                    13
Social Media Measurement

        Activation & Distribution                          Business Outcomes

      Reach               Engagement
        Users Reached       Content         Attitudinal              Behavioral
        Visits              downloads          Brand Awareness       • Coupon downloads
        Unique visitors     Content            Product Awareness     • Sales
                            views              Brand Affinity        • Market Share
      Sentiment             Content            Brand Perception      • Customer Satisfaction
        Reviews /           shares             Purchase Intent       • Program Loyalty
        Comments            Repeat                                   • Category growth
        Fans, Friends       Visits
        Ratings, Votes      Participation
                            Time Spent




Social Media Activation                                                                        14
Social Media Activation   15
CHALLENGE
     Social media program that makes an emotional connection around the
     product vs. focusing on the device
     Create connections to reading, to content and to each other
     Support launch of new products, create and own more mindshare,
     category and product


  Approach                                                       Results
      Social media program focused on the love of reading          247% increase in dialogue volume – 7pp shift in
      and sharing and the superiority of Sony reader devices       positive sentiment

      Leverage social media thinking in on- and offline worlds     45% of visitors browse ‘literary moments” AND
                                                                   view product content; 17% click through to
      Use earned media and social media outreach to build          SonyStyle store for greater product details
      word of mouth and press coverage
                                                                   Blogger widget program: 20 widgets, 3,753
                                                                   comments and 1,571 ‘literary moments’ to date



Social Media Activation                                                                                              16
Earned media outreach
                                                        Blogger contest widget
                              PROGRAM STRATEGY


                                Community destination




                                                         Women on the Web partnership
   NYC Public Library Event




                                                                                 17
Social Media Activation                                                          17
Introducing Dennis Haugan


                          Dennis Haugan
                          Senior Director, Interactive Marketing




Social Media Activation                                            18
Case Study: Collegiate Affinity
  Activation




Social Media Activation             19
CHALLENGE
            Support the launch of the T-Mobile Motorola CLIQ with MOTOBLUR
            Collaborate with a college marketing agency to target colleges universities
            in major markets
            Create a destination where the target audience will participate in a
            promotion/challenge

    Approach                                                     Results
         Develop a Facebook application to manage the              184,264 registered Votes
         promotion targeting college students, alums, and fans
                                                                   300,308 Monthly Active Users
         Provide multiple ways for users to promote/distribute
         the application                                           856,993 Page Views

         Integrate product touches throughout experience,          The Cliq Challenge becomes Most Popular
         emphasizing how this new device helps you stay            Branded Application on FaceBook
         connected socially




 Social Media Activation
PROPRIETARY & CONFIDENTIAL                                                                                   20
MTV Alexa Chung Embed
                                                     Custom School Badge
                           PROGRAM STRATEGY


                             Community destination




     School Ambassadors
                                                     Jimmy Kimmel Live Embed




Social Media Activation                                                        21
How do you integrate social media?

                                      Advertising      Social
               Search
                                                       Media
                                                                             PR
                              Email




                                             Website

                     Events

                                                                Microsites




                                      Media View




Social Media Activation                                                           22
For many, social media is fragmented with no
  “conductor”

       Many employees and multiple agencies in the social media space.
         ─ Reporting into silo groups with different missions.
         ─ Run “side of desk” lacking integration benefits with advertising, search, email, etc.




       Resulting in multiple social sites carrying the company brand.
         ─ Social sites treated as independent destinations
         ─ Campaigns and products competing for same brand engagement
         ─ Engagement peaks and valleys based on campaign investments




Social Media Activation                                                                            23
Balance business needs within official social
   sites and define employee and agency roles



    Business needs:
          –   Brand awareness / consideration
          –   Marketing campaign extension / engagement
          –   Product integration & extension
          –   Customer support
          –   Customer retention
    Roles
          – Employee: Site manager, moderator, editor, publisher, etc.
          – Agency: Brand/advertising, PR, Social Media, Customer Mkt, etc.




Social Media Activation
                                                                              24
Integrate social with other digital content
   using core experience design principles:

        Include advertising, PR, search, events, email, etc.

        Base experience on customer needs and span customer lifecycle
          ─   Awareness, Consideration, Purchase, Onboarding, Support, Retention

        Focus on content - what information does the customer need when
        and where in order to engage, decide, share, etc.

        Continue the story with each click, don’t change it or repeat it!

        Remain relevant with refreshed content driven by editorial calendar




Social Media Activation                                                            25
Social becomes woven with other content
    throughout customer life cycle

                    Awareness              Consideration             Purchase


                                  Social                    Social
                                 Content                   Content



                    Onboarding                Support                Retention




                                     Content View




Social Media Activation                                                          26
Questions from the Audience

             Feel free to type in your questions for Larry, Brian and Dennis




Social Media Activation                                                        27
Additional Resources
               1. To get a copy of our white paper on “Social Media for
                  Activation:”

                          Email: webinar@w2groupinc.com

               2. To share the recording of this webinar

                     www.racepointgroup.com/digital/resources.cfm
                     www.digitalinfluencegroup.com

               3. Other questions, contact:
                     Jackie Lustig at jlustig@w2groupinc.com




Social Media Activation                                                   28

Weitere ähnliche Inhalte

Was ist angesagt?

Digital Marketing Plan Slides
Digital Marketing Plan SlidesDigital Marketing Plan Slides
Digital Marketing Plan SlidesPhilip Oakley
 
Nathan Trimbach - Digital Marketing Portfolio 2016
Nathan Trimbach -  Digital Marketing Portfolio 2016Nathan Trimbach -  Digital Marketing Portfolio 2016
Nathan Trimbach - Digital Marketing Portfolio 2016Nathan Trimbach
 
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By MakanthDigital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By MakanthMakanth Sathupati
 
Brand Value Chain - Marketing Management
Brand Value Chain - Marketing ManagementBrand Value Chain - Marketing Management
Brand Value Chain - Marketing ManagementAqib Syed
 
Tips for twitter marketing digital-marketing-paathshala
Tips for twitter marketing  digital-marketing-paathshalaTips for twitter marketing  digital-marketing-paathshala
Tips for twitter marketing digital-marketing-paathshalaSimplilearn
 
Brand Awareness Through Social Media
Brand Awareness Through Social MediaBrand Awareness Through Social Media
Brand Awareness Through Social MediaArun Gupta
 
Isobar Global Creds March 2011
Isobar Global Creds March 2011Isobar Global Creds March 2011
Isobar Global Creds March 2011Jaesang Han
 
Digital Marketing Plan For Real Estate
Digital Marketing Plan For Real EstateDigital Marketing Plan For Real Estate
Digital Marketing Plan For Real EstateAjinkya Honrao
 
Falcon.io 2022 Social Media Trends
Falcon.io 2022 Social Media TrendsFalcon.io 2022 Social Media Trends
Falcon.io 2022 Social Media TrendsFalcon.io
 
StartUp Business Marketing & Digital Branding
StartUp Business Marketing & Digital BrandingStartUp Business Marketing & Digital Branding
StartUp Business Marketing & Digital BrandingDevashish Biswas
 
Social Media Marketing Proposal PowerPoint Presentation Slides
Social Media Marketing Proposal PowerPoint Presentation SlidesSocial Media Marketing Proposal PowerPoint Presentation Slides
Social Media Marketing Proposal PowerPoint Presentation SlidesSlideTeam
 
B2B Digital Marketing Roadmap
B2B Digital Marketing RoadmapB2B Digital Marketing Roadmap
B2B Digital Marketing RoadmapMoses Gomes
 
Marketing Strategy Framework
Marketing Strategy FrameworkMarketing Strategy Framework
Marketing Strategy FrameworkDemand Metric
 
Digital Marketing Trends for 2023
Digital Marketing Trends for 2023Digital Marketing Trends for 2023
Digital Marketing Trends for 2023Vbout.com
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategywhittem3
 

Was ist angesagt? (20)

Digital Marketing Plan Slides
Digital Marketing Plan SlidesDigital Marketing Plan Slides
Digital Marketing Plan Slides
 
Nathan Trimbach - Digital Marketing Portfolio 2016
Nathan Trimbach -  Digital Marketing Portfolio 2016Nathan Trimbach -  Digital Marketing Portfolio 2016
Nathan Trimbach - Digital Marketing Portfolio 2016
 
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By MakanthDigital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
 
Brand Value Chain - Marketing Management
Brand Value Chain - Marketing ManagementBrand Value Chain - Marketing Management
Brand Value Chain - Marketing Management
 
Social Media Strategy Roadmap
Social Media Strategy RoadmapSocial Media Strategy Roadmap
Social Media Strategy Roadmap
 
Tips for twitter marketing digital-marketing-paathshala
Tips for twitter marketing  digital-marketing-paathshalaTips for twitter marketing  digital-marketing-paathshala
Tips for twitter marketing digital-marketing-paathshala
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Brand Awareness Through Social Media
Brand Awareness Through Social MediaBrand Awareness Through Social Media
Brand Awareness Through Social Media
 
Digital Marketing Plan - A Complete Digital Marketing Strategy Sample
Digital Marketing Plan - A Complete Digital Marketing Strategy SampleDigital Marketing Plan - A Complete Digital Marketing Strategy Sample
Digital Marketing Plan - A Complete Digital Marketing Strategy Sample
 
Isobar Global Creds March 2011
Isobar Global Creds March 2011Isobar Global Creds March 2011
Isobar Global Creds March 2011
 
Digital Marketing Plan For Real Estate
Digital Marketing Plan For Real EstateDigital Marketing Plan For Real Estate
Digital Marketing Plan For Real Estate
 
Falcon.io 2022 Social Media Trends
Falcon.io 2022 Social Media TrendsFalcon.io 2022 Social Media Trends
Falcon.io 2022 Social Media Trends
 
StartUp Business Marketing & Digital Branding
StartUp Business Marketing & Digital BrandingStartUp Business Marketing & Digital Branding
StartUp Business Marketing & Digital Branding
 
Social Media Marketing Proposal PowerPoint Presentation Slides
Social Media Marketing Proposal PowerPoint Presentation SlidesSocial Media Marketing Proposal PowerPoint Presentation Slides
Social Media Marketing Proposal PowerPoint Presentation Slides
 
B2B Digital Marketing Roadmap
B2B Digital Marketing RoadmapB2B Digital Marketing Roadmap
B2B Digital Marketing Roadmap
 
Marketing Strategy Framework
Marketing Strategy FrameworkMarketing Strategy Framework
Marketing Strategy Framework
 
Digital Marketing Trends for 2023
Digital Marketing Trends for 2023Digital Marketing Trends for 2023
Digital Marketing Trends for 2023
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
360-degree Marketing
360-degree Marketing360-degree Marketing
360-degree Marketing
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 

Ähnlich wie Social Media Activation

Transform a "Like" into an Advocate
Transform a "Like" into an AdvocateTransform a "Like" into an Advocate
Transform a "Like" into an AdvocateDeirdre Walsh
 
Foundations of Social Media Strategy
Foundations of Social Media StrategyFoundations of Social Media Strategy
Foundations of Social Media StrategySarah Strunk Suits
 
Thrive on Jive: 6 Pillars of Social Media Marketing Success
Thrive on Jive: 6 Pillars of Social Media Marketing SuccessThrive on Jive: 6 Pillars of Social Media Marketing Success
Thrive on Jive: 6 Pillars of Social Media Marketing SuccessDeirdre Walsh
 
Jumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideJumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideDigital Chameleon
 
INTEGRATED MARKETING - GETTING IT RIGHT
INTEGRATED MARKETING - GETTING IT RIGHTINTEGRATED MARKETING - GETTING IT RIGHT
INTEGRATED MARKETING - GETTING IT RIGHTHnyB Untangle
 
Social media management_itu_20120418
Social media management_itu_20120418Social media management_itu_20120418
Social media management_itu_20120418Mindjumpers
 
A Presentation Social Short
A Presentation Social ShortA Presentation Social Short
A Presentation Social Shortsimonwardsays
 
5 Major Shifts in Identifying & Activating Social Communities
5 Major Shifts in Identifying & Activating Social Communities5 Major Shifts in Identifying & Activating Social Communities
5 Major Shifts in Identifying & Activating Social CommunitiesSME Puerto Rico
 
Practical steps towards being a social business
Practical steps towards being a social business Practical steps towards being a social business
Practical steps towards being a social business Zipipop Freud
 
Social Media - eh what now
Social Media - eh what nowSocial Media - eh what now
Social Media - eh what nowConor Byrne
 
Day 2 India Workshops
Day 2  India WorkshopsDay 2  India Workshops
Day 2 India WorkshopsBeth Kanter
 
Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02Se Go
 
Social Strategy
Social StrategySocial Strategy
Social StrategyastrIDema
 
RISE Austin: Social Media Measurement
RISE Austin: Social Media MeasurementRISE Austin: Social Media Measurement
RISE Austin: Social Media MeasurementSocial Distillery
 
Social media - How it fits into your customer marketing and retention strategy
Social media - How it fits into your customer marketing and retention strategySocial media - How it fits into your customer marketing and retention strategy
Social media - How it fits into your customer marketing and retention strategyNick White
 
Social Media: How it Fits Into Your Customer Marketing and Retention Strategy...
Social Media: How it Fits Into Your Customer Marketing and Retention Strategy...Social Media: How it Fits Into Your Customer Marketing and Retention Strategy...
Social Media: How it Fits Into Your Customer Marketing and Retention Strategy...VIPdesk
 

Ähnlich wie Social Media Activation (20)

Transform a "Like" into an Advocate
Transform a "Like" into an AdvocateTransform a "Like" into an Advocate
Transform a "Like" into an Advocate
 
Social Media Marketing Webinar
Social Media Marketing WebinarSocial Media Marketing Webinar
Social Media Marketing Webinar
 
Foundations of Social Media Strategy
Foundations of Social Media StrategyFoundations of Social Media Strategy
Foundations of Social Media Strategy
 
Jane Quigley
Jane QuigleyJane Quigley
Jane Quigley
 
Thrive on Jive: 6 Pillars of Social Media Marketing Success
Thrive on Jive: 6 Pillars of Social Media Marketing SuccessThrive on Jive: 6 Pillars of Social Media Marketing Success
Thrive on Jive: 6 Pillars of Social Media Marketing Success
 
Future of 'Social Media' - 2012
Future of 'Social Media' - 2012Future of 'Social Media' - 2012
Future of 'Social Media' - 2012
 
Jumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideJumpstart Campaign Planning Guide
Jumpstart Campaign Planning Guide
 
INTEGRATED MARKETING - GETTING IT RIGHT
INTEGRATED MARKETING - GETTING IT RIGHTINTEGRATED MARKETING - GETTING IT RIGHT
INTEGRATED MARKETING - GETTING IT RIGHT
 
Getting It Right
Getting It RightGetting It Right
Getting It Right
 
Social media management_itu_20120418
Social media management_itu_20120418Social media management_itu_20120418
Social media management_itu_20120418
 
A Presentation Social Short
A Presentation Social ShortA Presentation Social Short
A Presentation Social Short
 
5 Major Shifts in Identifying & Activating Social Communities
5 Major Shifts in Identifying & Activating Social Communities5 Major Shifts in Identifying & Activating Social Communities
5 Major Shifts in Identifying & Activating Social Communities
 
Practical steps towards being a social business
Practical steps towards being a social business Practical steps towards being a social business
Practical steps towards being a social business
 
Social Media - eh what now
Social Media - eh what nowSocial Media - eh what now
Social Media - eh what now
 
Day 2 India Workshops
Day 2  India WorkshopsDay 2  India Workshops
Day 2 India Workshops
 
Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02
 
Social Strategy
Social StrategySocial Strategy
Social Strategy
 
RISE Austin: Social Media Measurement
RISE Austin: Social Media MeasurementRISE Austin: Social Media Measurement
RISE Austin: Social Media Measurement
 
Social media - How it fits into your customer marketing and retention strategy
Social media - How it fits into your customer marketing and retention strategySocial media - How it fits into your customer marketing and retention strategy
Social media - How it fits into your customer marketing and retention strategy
 
Social Media: How it Fits Into Your Customer Marketing and Retention Strategy...
Social Media: How it Fits Into Your Customer Marketing and Retention Strategy...Social Media: How it Fits Into Your Customer Marketing and Retention Strategy...
Social Media: How it Fits Into Your Customer Marketing and Retention Strategy...
 

Mehr von Racepoint Global

Brand Storytelling through Influencer Content: Webinar with Ford & Glidden Paint
Brand Storytelling through Influencer Content: Webinar with Ford & Glidden PaintBrand Storytelling through Influencer Content: Webinar with Ford & Glidden Paint
Brand Storytelling through Influencer Content: Webinar with Ford & Glidden PaintRacepoint Global
 
Mobile Campaigns for Country/Advocacy Outreach
Mobile Campaigns for Country/Advocacy OutreachMobile Campaigns for Country/Advocacy Outreach
Mobile Campaigns for Country/Advocacy OutreachRacepoint Global
 
Organizing for Social Media Webinar
Organizing for Social Media WebinarOrganizing for Social Media Webinar
Organizing for Social Media WebinarRacepoint Global
 
Measuring Social Media ROI
Measuring Social Media ROIMeasuring Social Media ROI
Measuring Social Media ROIRacepoint Global
 
Navigating Regulatory Issues of Social Media in Healthcare
Navigating Regulatory Issues of Social Media in HealthcareNavigating Regulatory Issues of Social Media in Healthcare
Navigating Regulatory Issues of Social Media in HealthcareRacepoint Global
 
Social Media for B2B Technology Marketers
Social Media for B2B Technology MarketersSocial Media for B2B Technology Marketers
Social Media for B2B Technology MarketersRacepoint Global
 

Mehr von Racepoint Global (6)

Brand Storytelling through Influencer Content: Webinar with Ford & Glidden Paint
Brand Storytelling through Influencer Content: Webinar with Ford & Glidden PaintBrand Storytelling through Influencer Content: Webinar with Ford & Glidden Paint
Brand Storytelling through Influencer Content: Webinar with Ford & Glidden Paint
 
Mobile Campaigns for Country/Advocacy Outreach
Mobile Campaigns for Country/Advocacy OutreachMobile Campaigns for Country/Advocacy Outreach
Mobile Campaigns for Country/Advocacy Outreach
 
Organizing for Social Media Webinar
Organizing for Social Media WebinarOrganizing for Social Media Webinar
Organizing for Social Media Webinar
 
Measuring Social Media ROI
Measuring Social Media ROIMeasuring Social Media ROI
Measuring Social Media ROI
 
Navigating Regulatory Issues of Social Media in Healthcare
Navigating Regulatory Issues of Social Media in HealthcareNavigating Regulatory Issues of Social Media in Healthcare
Navigating Regulatory Issues of Social Media in Healthcare
 
Social Media for B2B Technology Marketers
Social Media for B2B Technology MarketersSocial Media for B2B Technology Marketers
Social Media for B2B Technology Marketers
 

Kürzlich hochgeladen

Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Seta Wicaksana
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Americas Got Grants
 
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfInnovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfrichard876048
 
Market Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMarket Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMintel Group
 
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxFinancial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxsaniyaimamuddin
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...Operational Excellence Consulting
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaoncallgirls2057
 
Annual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesAnnual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesKeppelCorporation
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdfShaun Heinrichs
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Peter Ward
 
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdfNewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdfKhaled Al Awadi
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Anamaria Contreras
 
Send Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.comSendBig4
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessSeta Wicaksana
 
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCRashishs7044
 
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCRashishs7044
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy Verified Accounts
 
Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxappkodes
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03DallasHaselhorst
 

Kürzlich hochgeladen (20)

Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...
 
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfInnovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdf
 
Market Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMarket Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 Edition
 
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxFinancial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
 
Annual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesAnnual General Meeting Presentation Slides
Annual General Meeting Presentation Slides
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
 
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdfNewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.
 
Send Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.com
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful Business
 
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
 
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
 
Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptx
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03
 
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North GoaCall Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
 

Social Media Activation

  • 1. Social Media Activation Webinar March 4, 2010 #SMActivation Social Media Activation
  • 2. Today’s Speakers Moderator Brian Babineau VP, Media Digital Influence Group Larry Weber Dennis Haugan Chairman Senior Director Digital Influence Group and Interactive Marketing RacepointGroup T-Mobile @thelarryweber Social Media Activation 2
  • 3. About Us Full service digital agency that is social media at its core A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business Social Media Activation 3
  • 4. Introducing Larry Weber Chairman @thelarryweber Social Media Activation 4
  • 5. Social Media: Move beyond toe-dipping to full-body immersion Social Media Activation 5
  • 6. But it’s not a field of dreams. If you build it, they won’t necessarily come. Social Media Activation 6
  • 7. Be strategic. It’s about engagement and building relationships over time. Influence through Your Customer’s It’s an on-going Meaningful Experiences experience is your Brand relationship Attract Engage Bond Create Advocates Social Media Activation 7
  • 8. Introducing Brian Babineau Brian Babineau VP Director, Media Social Media Activation 8
  • 9. Social Media Activation is our term for how we bring experiences to our target audiences and bring our target audiences into our experiences. Activating social media effectively involves drawing on the best from a multitude of marketing disciplines - public relations, digital media planning, creative and technology. It’s a creative approach for which there is a roadmap and a strategy, but not a template; effective activation requires custom solutions, unique campaigns built for each social media experience. Social Media Activation 9
  • 10. Show, Don’t Tell Traditional Model New Model Online Media Blogs Distribution Events Partners Content Search Brand Hub Email Social Social Experts Hub Tools Hub Meetings Media Forums Partners Offline Media Social Media Activation 10
  • 11. Core Elements Influencer Identification Content Media & Outreach Distribution Partnerships Prioritizing social media’s Allowing the brand’s most Using media budget and most important element: valuable assets to be the content to create and people. conversation opener. opportunities for engagement. Key Steps & Principles Key Steps & Principles Key Steps & Principles Research Asset audit Go deep on research Prioritize Create, edit, format Negotiate differently Determine the ask Identify distribution channels Spend differently More research Maximize relevancy Push for innovation Reach out Release it Do more with less Social Media Activation 11
  • 12. After the build the program has just started. Getting the core elements in place is only the starting point. Sustaining and enhancing that engagement and continuing to broaden your community or audience is the key to long term success. Planning for that requires: 1. Developing a sustainment plan 2. Developing and implementing a measurement plan Social Media Activation 12
  • 13. Program Sustainment Building a true relationship with a community or audience means planning for how to engage them with new and relevant value over time. A good sustainment plan considers: On and offline events Seasonality of client business Content publishing schedule Relevant holidays or other dates All of these elements are incorporated into an editorial calendar, guiding sustainment and ongoing activation so that the audience/community is consistently engaged and encouraged to grow. Social Media Activation 13
  • 14. Social Media Measurement Activation & Distribution Business Outcomes Reach Engagement Users Reached Content Attitudinal Behavioral Visits downloads Brand Awareness • Coupon downloads Unique visitors Content Product Awareness • Sales views Brand Affinity • Market Share Sentiment Content Brand Perception • Customer Satisfaction Reviews / shares Purchase Intent • Program Loyalty Comments Repeat • Category growth Fans, Friends Visits Ratings, Votes Participation Time Spent Social Media Activation 14
  • 16. CHALLENGE Social media program that makes an emotional connection around the product vs. focusing on the device Create connections to reading, to content and to each other Support launch of new products, create and own more mindshare, category and product Approach Results Social media program focused on the love of reading 247% increase in dialogue volume – 7pp shift in and sharing and the superiority of Sony reader devices positive sentiment Leverage social media thinking in on- and offline worlds 45% of visitors browse ‘literary moments” AND view product content; 17% click through to Use earned media and social media outreach to build SonyStyle store for greater product details word of mouth and press coverage Blogger widget program: 20 widgets, 3,753 comments and 1,571 ‘literary moments’ to date Social Media Activation 16
  • 17. Earned media outreach Blogger contest widget PROGRAM STRATEGY Community destination Women on the Web partnership NYC Public Library Event 17 Social Media Activation 17
  • 18. Introducing Dennis Haugan Dennis Haugan Senior Director, Interactive Marketing Social Media Activation 18
  • 19. Case Study: Collegiate Affinity Activation Social Media Activation 19
  • 20. CHALLENGE Support the launch of the T-Mobile Motorola CLIQ with MOTOBLUR Collaborate with a college marketing agency to target colleges universities in major markets Create a destination where the target audience will participate in a promotion/challenge Approach Results Develop a Facebook application to manage the 184,264 registered Votes promotion targeting college students, alums, and fans 300,308 Monthly Active Users Provide multiple ways for users to promote/distribute the application 856,993 Page Views Integrate product touches throughout experience, The Cliq Challenge becomes Most Popular emphasizing how this new device helps you stay Branded Application on FaceBook connected socially Social Media Activation PROPRIETARY & CONFIDENTIAL 20
  • 21. MTV Alexa Chung Embed Custom School Badge PROGRAM STRATEGY Community destination School Ambassadors Jimmy Kimmel Live Embed Social Media Activation 21
  • 22. How do you integrate social media? Advertising Social Search Media PR Email Website Events Microsites Media View Social Media Activation 22
  • 23. For many, social media is fragmented with no “conductor” Many employees and multiple agencies in the social media space. ─ Reporting into silo groups with different missions. ─ Run “side of desk” lacking integration benefits with advertising, search, email, etc. Resulting in multiple social sites carrying the company brand. ─ Social sites treated as independent destinations ─ Campaigns and products competing for same brand engagement ─ Engagement peaks and valleys based on campaign investments Social Media Activation 23
  • 24. Balance business needs within official social sites and define employee and agency roles Business needs: – Brand awareness / consideration – Marketing campaign extension / engagement – Product integration & extension – Customer support – Customer retention Roles – Employee: Site manager, moderator, editor, publisher, etc. – Agency: Brand/advertising, PR, Social Media, Customer Mkt, etc. Social Media Activation 24
  • 25. Integrate social with other digital content using core experience design principles: Include advertising, PR, search, events, email, etc. Base experience on customer needs and span customer lifecycle ─ Awareness, Consideration, Purchase, Onboarding, Support, Retention Focus on content - what information does the customer need when and where in order to engage, decide, share, etc. Continue the story with each click, don’t change it or repeat it! Remain relevant with refreshed content driven by editorial calendar Social Media Activation 25
  • 26. Social becomes woven with other content throughout customer life cycle Awareness Consideration Purchase Social Social Content Content Onboarding Support Retention Content View Social Media Activation 26
  • 27. Questions from the Audience Feel free to type in your questions for Larry, Brian and Dennis Social Media Activation 27
  • 28. Additional Resources 1. To get a copy of our white paper on “Social Media for Activation:” Email: webinar@w2groupinc.com 2. To share the recording of this webinar www.racepointgroup.com/digital/resources.cfm www.digitalinfluencegroup.com 3. Other questions, contact: Jackie Lustig at jlustig@w2groupinc.com Social Media Activation 28